The document provides an overview of building a digital strategy for growth. It discusses how the digital landscape presents both opportunities and challenges for businesses. It introduces the "#Breakthrough Digital Strategy Growth Framework", which includes 7 steps: discovery and strategy, content planning and creation, social and sharing, video/visuals, web alignment, online lead generation, and advertising/analytics. The framework is meant to help businesses develop their "digital genius" and tell their customers' story to drive growth. The document emphasizes that having strong digital strategy is now crucial for any business that wants to survive and thrive.

1. Building Your Digital Genius
With A #Breakthrough Digital
Strategy
Doyle Buehler, MBA
@doylebuehler
The Greatest GROWTH Journey
Never Heard?

2. Isn’t it cool - It’s the greatest time
in history, as we have access to
literally billions of people around
the world.

3. It’s also the worst time in history,
because we have access to… literally
billions of other people around the
world. Competition is fierce;
…you’re 1 click away from disaster

4. It’s never been easier to
get your story out there,
but it’s the hardest time
because there is so
much more noise out
there
HOW do you GROW?

5. What’s the
difference between
Yoda & Luke
Skywalker?

6. *In business for 16+ years
*Built multiple tech/ecom startups
*Expanded around the world
*Top 40 Fastest Growing Company in
Canada & #1 Fastest in the State
*Agency work with Fortune 100 Co’s
*Run a Global Strategic Digital Consultancy
Strategy & Storytelling for
the digital age.
@doylebuehler

7. Ask me later on how to get a free
copy of my NEW Book on Digital
Strategy - “#Breakthrough –
Unleash Your Remarkable Brand
Value, Influence & Authority”
Start Your Transformation
Journey
Breakthrough.Digital

8. The $350,000 Website

9. Where are YOU now?

10. Where Could You Be?
Where Could You Grow?

12. In the Digital Age, story
matters now more than
ever for GROWTH.
If you have a strategy you can tell
your true story. You can GROW
your business with a story.

13. A website by itself doesn’t work -
most of them are just brochures.
Build a website and no one shows up,
SEO doesn’t really work anymore, the
confusion for traffic. People going to
your website and nothing happens - is
the website a problem or is it traffic,
which ads should I buy…? If your
toolbox only has a hammer, every
problem is a nail, content marketing
for ‘free’ traffic...takes 6-12 months,
doesn’t always work. Is it the website
or is it the agency? Can’t figure out
who to blame. What’s missing from
this picture - The Strategy.

14. Can’t figure out who to
blame?
What’s Your Strategy?

15. There has to be a better way

16. We were born to tell stories
& we intuitively know how
to listen to them, but rarely
how to tell them, or tell
them with impact.

17. Your customer is the hero’s
journey, that can fade into the
distance without the right pieces in
place.
…so can your Growth fade.

18. The story is what gives your
customer clarity & certainty about
their future.
This is your strategy. You control the
narrative

19. It’s not a story about how
awesome you are, along with
your amazing tech &
company
Nor how you are going to
“change the world”. They’ve
heard it all before.

20. Nor even about being the next “amazing”
founder

21. The Hero’s journey is about
your customer, the hero of
their story.

22. How Do We Build Your Story,
Your Strategy, Your Growth?

23. The keystone concept
We need a Growth
Framework; a ”Keystone”
methodology to hold all the
pieces of digital, “up”.

24. Roman coliseum
And what
amazing things
you can do with
it.

25. The Growth of Your
Business Depends on
You Developing Your
Digital Genius
• Being Competitive in the digital environment
• Developing New Customers Online
• Demonstrating “Digital Leadership”
• Understanding & Knowledge about what works online and what
doesn’t

26. Your Don’t Need To
Be Albert Einstein To
Be A #DigitalGenius

27. You just need to be able
to tie all the pieces of
your digital ecosystem
together…
…properly

28. What’s Your Digital Genius?
Skills & Leadership in Digital
Awareness&Knowledge
ofDigital
Digital Genius Zone
Clarity & Certainty –
understanding of
Digital to GROW &
SCALE within business
Thought Leader or “Guru”
Zone
Good ideas, but little
knowledge to grow/scale
within business
Disrupted Zone
Overwhelmed, confused,
non-competitive (analysis
paralysis
Technician Zone
Knows ‘tech’ but
can’t fully implement
within business

30. The #Breakthrough Digital
Strategy Growth Framework
1. Unleash your digital genius
2. Create a remarkable story worth
remembering
3. Build a compelling strategy that
delivers your unique value
4. Moves you into the Growth Stage

31. The
#Breakthrough
Digital Strategy
Framework

32. #1 Discovery
& Strategy

34. @doylebuehler

35. Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– More motivated
– “Adrenalized”

36. #2 Content Planning
& Creation

38. What Are YOU Going To
“TALK” About?

39. WHO Are You Talking to?

41. #3 Social & Sharing

44. #4 Video Content
& Visuals (Branding)

45. “The use of images, videos,
infographics, presentation
and other visuals on all
online digital channels to
craft a graphical story
around your key brand
values and offerings ”
Visual Storytelling

46. Not (just) About Cute Kittens

47. Visuals
• Liked 2x more than text only
• Articles with relevant images have 94%
more total views than articles without
• This is Visual storytelling

48. Voracious
Video
• Shared 12x more
than links and text
posts
• Youtube is Second
Biggest Search
engine
• Facebook/Instagram
are fighting
Google/Youtube
over video

49. #5 Web Alignment

50. You’re Doing It Wrong IF…
If You Have to Tell ‘Me’ How to
Get Around Your Site
Thinking Cute and Clever Leads
to Conversions
What’s In It For ‘Me’ WIIFM?
Expecting a Contact Us Page to
work as a lead generator

52. #6 Online Lead
Generation

53. @doylebuehler

54. “Just because they are not actively
shopping, doesn’t mean they will never
buy from you!”
Definition of a Value Sequence
Effective Digital Leadership is about being able to move people
into your own conversion/sales/lead value sequence…
NURTURE-BUILD value over time
NOT just about a single transactional sale
@doylebuehler

55. Zero Moment of Truth?
7 Hours
11 Touchpoints
4 Channels
@doylebuehler

56. ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence

58. Leverage Your Digital Assets for
Growth
WATCH
• 5 Content Videos
• 2 CTA Videos
• 1 Landing Page video
READ
• Scorecard Report
• Free Chapter
• 5 Articles
LISTEN
• Soundcloud links
• 3rd party podcast
• Own Podcast
DO
• Diagnostic Scorecard
• Templates/Tools
• Exercises/Canvas

59. Digital Asset Hierarchy Landscape
Value of Digital Asset
PerformanceofDigitalAsset
*Videos
*Blog
*Gift
Low Performance &
Low Results
High
Performance &
High Results
*Social Media
*Social images
*Webinar
*Guide or
Checklist
*Podcast
*Workshop
*Diagnostic or
Assessment
*Value
Sequence
*Mastermind

60. #7 Advertising & Analytics

61. Word Of Mouth Only Goes So Far

62. How To Create A Successful Ad
Campaign
Step 1: Identify Your Persona
Step 2: Identify Your Channel(s)
Step 3: Clarify Your Purpose
Step 4: Set Your Budget & DEFINE Your ROI
Step 5: Develop Your Messaging & Visuals
Step 6: Run a Test program
Step 7: Use Remarketing Pixels
Step 8: Measure, Test, Optimise

63. Analytics
You Can’t Measure
What You Can’t
See.

64. Performance
• Baseline – take one – use Google
Analytics & Insights
• Ads provide extra level of details
• Objectives – what are they
• Optimisation – yes, back and
forth
• KPIs – what are you measuring
• ROI – What is it, how?

65. Your #Breakthrough Strategy
Your ”Keystone”
Your Digital Genius
Your Growth

66. What’s Your Digital Genius?
Skills & Leadership in Digital
Awareness&Knowledge
ofDigital
Digital Genius Zone
Clarity & Certainty –
understanding of
Digital to GROW &
SCALE within business
Thought Leader or “Guru”
Zone
Good ideas, but little
knowledge to grow/scale
within business
Disrupted Zone
Overwhelmed, confused,
non-competitive (analysis
paralysis
Technician Zone
Knows ‘tech’ but
can’t fully implement
within business

67. Digital is harder.
If you’re not prepared.

68. Think of it like 7 Buckets…

69. The Hero’s journey is about
your customer, the hero of
their story.
Remember

70. 1) Who is your hero - what are they thinking
and feeling?
2) Write your Hero’s journey - what do they
really want - what they are telling you and
not telling you?
3) Map the digital journey with your digital
assets, platform, value, marketing.
4) Build a #Breakthrough strategy that
How To Create & Capture
Your Remarkable Story:

71. Capture.
Their Brilliant Story

72. Capture.
Their Compelling Story

73. Capture.
Their Human Story

74. Capture.
Your SOLUTION with THEM.

75. See where it can take you.
See How You Can Grow.
Capture YOUR #Breakthrough Strategy

76. Your Survival Is Not Assured.
Your Growth is never
“Automated”

77. @doylebuehler
What’s Killing
Businesses?
60% of small businesses cease operating
within the first three years of starting.
They stop growing.

78. You have two main
challenges to make
sure that you’re not
going to be a
statistic:
Your Digital Genius Challenge

79. 1) Develop a #BREAKTHROUGH Digital
Strategy for your Business - Writing the
Story That will Inspire Your Ideal Customer to
Invest in a better future with you.
2) Delivering Your Story Online - getting all
the digital pieces in order so you can grow.
Your Digital Genius Growth Challenge

80. The
#Breakthrough
Framework

81. What’s 1 Degree off Course?
Strategy is the 1º for Growth

82. Remember - it’s not about your story - it’s about
your hero’s story - your ideal client story. We
want to be Luke Skywalker, but must be like Yoda
@doylebuehler

83. Story Matters in creating your own
certainty, your own future, your own
growth for your business.
This is your growth strategy.

84. Create the call of adventure for your
Hero to Grow Your Business.
Tell THEIR story with Your
Strategy.

85. Unleash Your Digital Genius
@doylebuehler
Doyle Buehler

86. www.Leadership.Digital
Take the #DigitalGenius Assessment &
Get a Free Paperback Copy Of
#Breakthrough & Links to Business
Canvases

87. @doylebuehler

88. http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://www.instagram.com/doylebuehler
http://www.youtube.com/user/doylebuehler
Please Find & Follow Me On Social

100. Learn the rules like a pro, so you can break
them like an artist – Pablo Picasso
Learn the rules like a pro, so you can break
them like an artist – Pablo Picasso

101. Next Steps
• “Distill” Your core
concepts from answers
• Create your three core
“themes” or Domains of
– Your brand value
– Your community value
– Your product & content
value

102. Implementing Your Strategy
• People
– Understand your audience
– WIIFM
• Objectives
– What are you trying to achieve?
– Why? Create relevance to your audience
• Value
– What value are you ‘exchanging’
– What themes are you using to deliver your value?
– Deliver your value through your content

104. What is Content?
• Not just a “blog”
– Ebooks, checklists, webinars, videos, web text, images,
infographics, stories, books, course, training…
• Educating Your Audience
• Creating awareness of ‘you’ (Profile/personal
branding)
• Informing about their “environment”
• Focused on YOUR keywords

105. Your CONTENT Drives
Your Audience
• What is YOUR Original Content?
– Not all sales
– Your Business Value
– WIIFM? “What’s In It For Me”
• Where is your Digital Genius? Your Strategy?

108. What About Keywords?
• Yes, research!
– https://neilpatel.com/ubersuggest/
– http://www.semrush.com/
– https://answerthepublic.com/
More so, they distill out as PART of your VALUE
statements, Your digital strategy, and your specific
content!

109. How To Identify YOUR
Target Persona
Start by describing the ideal customer who might benefit most from the content you
create:
• WHO is the persona?
• WHAT traits characterize her?
• WHAT roles does she play?
• WHAT does her typical day look like?
• WHERE is there a gap in her needs/wants (beyond our products/services)?
• WHEN does she need to close this gap (i.e., where is she in the purchase funnel)?
• WHY would she care about us, as a company (aside from our product)?

110. Identify Your Persona
TARGET PERSONA: ________________________________________
Job title/Role: ____________________________________________
Typical challenge: _________________________________________
Needs Gap: ______________________________________________
Funnel position: __________________________________________
What she cares about: _____________________________________
Place your persona’s picture here and give her
a name, to help your content team keep her
top-of-mind.

111. @doylebuehler

112. #retailer2016 @eretailer

113. What Channels Are You Going To CHOOSE
TO Maximise Your Social Media Activity?
#1: ______________________
#2: ______________________
@doylebuehler

114. Question You MUST Ask
Yourself
1. What is the purpose of your website? Leads? Sales?
Information? Be specific.
_______________________________
2. Does it currently work with your strategy and your content?
____________________________
3. What is it that you feel does not work properly, or you would
like to improve._____________________________
4. Do you have a content management system?
____________________

115. 1. What platform are you using? Is it future-proof? ______________
2. What is YOUR REAL Story you are telling? ________
3. Are you using your original, unique CONTENT? _________
4. How often do you Optimise & Test? __________
5. Are you creating a “Journey” that your audience can explore?
________
6. What are you doing for “onsite” SEO – Content, Keywords?
_________
7. Have You created a website specification for you, your employees
and your suppliers? __________________
Your Website Checklist

116. Can’t Sell? Neither Can Sales People
• 48% of sales people never follow up with a prospect
• 25% of sales people make a second contact and stop
• 12% of sales people only make three contacts and stop
• Only 10% of sales people make more than three contacts
• 2% of sales are made on the first contact
• 3% of sales are made on the second contact
• 5% of sales are made on the third contact
• 10% of sales are made on the fourth contact
• 80% of sales are made on the fifth to twelfth contact

117. And, it’s never been
easier to find your
buyers, yet it’s been
harder and harder
to sell.
“Selling – your
product, your
service, your
content, your
idea, yourself -
has changed
more in the last
10 years than in
the last 100
years.” Daniel
Pink

118. @doylebuehler

120. Have Your Created A Website Specification To Capture These?