Digital Strategy And Marketing Executive Boardroom Strategy Session With Doyle Buehler
We often focus on the wrong things, at the wrong time, and leave too much up to chance or hope. Build it and they will come doesn’t work in the digital space. Content is king doesn’t work either. Automation is not a full solution either. There are sometimes too many factors to try to consider all at once. We fundamentally are missing some of the key ingredients to be able to build a clear and compelling marketing message, without the fluff.
Here's some of what we're going to be covering...
How to build a persuasive digital platform that speaks to your target audience
How to create a strategy and execute tactics so you can surround your buyers with a complete and experiential journey
How to position yourself in the top 3% of online businesses
How to create, drive and schedule your content that reflects your audience and their buying journey
How to maximise your content’s reach with a strategic alignment
How to generate more warm referrals and attract more prospects, and the underlying process that allows you to sell more
Your digital toolkit that will save you time and make you more productive
How to understand, develop and enhance the way that you manage your digital assets and ecosystem, through your DigitalGenius
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
1. Future-proofing Your
Business With A
#Breakthrough Digital
Strategy
Doyle Buehler, MBA
@doylebuehler
Cutting Through The Chaos
Real World Knowledge
to Survive & Thrive In
The Age of Digital
4. What’s Your Inflection Point?
@doylebuehler
What is the point that you will ‘change’ for the better?
5. *In business for 17+ years
*Built multiple tech/ecomm 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
6.
7. Today’s Agenda
1. Check-in & introduce yourself
2. Lots to go through in 2 hours
– Be active & participate & ask questions
– Have fun
3. Take Photos & videos – please tag
4. Your folder/worksheets
5. Your Goody-bag
6. Make a PLAN forward!
10. Isn’t it cool - It’s the greatest time
in history, as we have access to
literally billions of people around
the world.
11. It’s also the worst time in history,
because we have access to… literally
billions of other people around the
world.
Competition is fierce;
12. It’s never been easier to
get your ideas out there
with social media &
digital, but it’s the
hardest time because
there is so much more
noise out there
HOW do you GROW With
digital?
18. 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.
It’s no longer just about your posts and likes.
It's not about the number of fans. But, I'm sure
you've already realised that.
21. • What’s the real story of business online?
• Community
• Connections
• Conversions
WHAT’STHEREAL STORYOFBUSINESSONLINE?
@DOYLEBUEHLERwww.TheDigitalDelusion.com
Conversations+
Community+
Connections=
Conversions
22. You're only one click away from your competitors.
Businesses without a solid digital strategy for their
business will not be able to breakthrough the
clutter and noise of what is there and what is
coming.
23. What does 2020 hold?
Weren’t we supposed to have flying cars?
24. It's going to be a brave, new digital world in 2020 - but only for
those businesses who take the time to create an effective
strategy that aligns their value with what their audience is
actively seeking to solve their challenges. And, a strategy that
helps your business correct itself upright under all conditions
that you encounter.
@doylebuehler
26. YET…
WeWork founders did not get their startup to a $47 10
billion dollar company in just 9 years by constantly
posting on social.They had a purpose. A Story.They
took us on a journey.
27. Wework - knows the journey of their audience
Uber - knows the journey of their audience
Airbnb - knows the journey of their audience
Do you?
28. In the Digital Age,
journey matters now
more than ever for
GROWTH.
If you have a strategy you can tell
your true journey. You can GROW
your business with a journey.
29. The journey is what gives your
customer clarity & certainty about
their future.
This is your strategy. You control the
narrative, the roadmap.
30. The keystone concept
First, we need a Growth
Framework; a ”Keystone”
methodology to hold all the
pieces of digital, “up”.
Your Business IS DIGITAL
& it is a Journey
37. 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
38. The “Missing Bullets” is
your strategy.
“The armor doesn’t go where the
bullet holes are. It goes where the
bullet holes aren’t: on the engines”
– Abraham Wald
We have to look
deeper… the
“answer” is not
always right in
front of us.
@doylebuehler
40. What Are Your Biggest Challenges Online?
I experience these
challenges:
1. _____________
2. _____________
3. _____________
These are the obstacles I
see:
1. _____________
2. _____________
3. _____________
This is what really scares me:
1. _____________
2. _____________
3. _____________
This is where I want to be:
1. _____________
2. _____________
3. _____________
This is where I am now:
1. _____________
2. _____________
3. _____________
41. "Fears" of Online
Is there a market?
Transparency
Who does
'what', exactly?
What am I
supposed to
do?
Being off message
Risking my
online reputation
Bad experiences
Left feeling exposed
Incompetence
of others
Not sure what to do
Do I have enough
knowledge to be
dangerous?
Where does the
money go?Is there a guarantee?
Assuming it will work
Assuming it will
take care of itself
Is it worth the effort?
Who takes responsibility?
Abdication
Return on Investment
No results
Being judgedToo technical
Crossing the
digital 'barrier'
Credibility of provider
No authority
Conveying status properly
Techno-babble
No one can
really 'know' me
How to measure
Who can I trust?
Conscious
Incompetence
Proof
Don't know
where to start
No authority
Unsure of valid results
Unknown steps to take
Missing out
Not sure what to ask
How to present
business properly?
Improper branding
Status
Rules & compliance
Enough knowledge
What Are
Your Biggest
Fears of
Online?
43. Your Digital Challenge
1. We want to BE SEEN as: ____________
2. We want to BE HEARD as: ________________
3. We want to BE UNDERSTOOD as: __________
4. We want to be KNOWN for: ____________
56. The #Breakthrough Digital
Strategy Framework
1. Unleash your digital genius
2. Create a remarkable story worth
remembering
3. Build a compelling strategy that
delivers your unique value
65. 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
66. 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!
67. • In your mind, what is the single most
important piece of information or knowledge
about your company?
• What are the top 5 “Hot Button” issues that
are relevant to your clients and prospects?
• What questions do most people ask or look
for, about you and your business? (FAQ/SAQ)
Not All Content Is Created Equally
73. “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
74. DS-410: FRAME 4 - Branding, Visuals, Videos Planning Canvas I Created By Doyle Buehler
Project: _________________________
Your Strategic Architecture Summary
Describe in detail, sweetspot, inflection point
Your Strategic Architecture Domains & Accelerators
Domain 1
Domain 2
Domain 3
Positioning
What we hope to "be" in our audiences' minds,
compared to other companies
What is the active interest in your business? What Is Your “Pitch”
Why do people buy from you?
Purpose
What we are in business to do
Mission
Beyond the economics, why it is worth doing?
Composition
How we are best seen to be structured to achieve
our purpose
Culture
The distinctive shared behaviors that best support our
common purpose and mission
Brand Personality.
Our chosen style and manner
DS-410
77. 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
78.
79. Question You MUST Ask
Yourself About Your Website
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?
____________________
81. 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
89. 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
90. Analytics/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?
95. Zero Moment of Truth?
7 Hours
11 Touchpoints
4 Channels
@doylebuehler
96. Delivering Value To Your Audience
[Nurturing visual]
Nurturing the conversation and delivering consistent brand value
• [visual of actual pieces in flowchart]
• [visual of email sequences]
• Delivering Your Value over time = nurturing
Del iveryval ueTo your auDience
val ueSequenceDevel opmenT
inTereST&
moTivaTion
enaBl inG
acTionS
Sol uTionS
Seemore
Do more
Havemore
viSual S,viDeo,TexTTo
capTureTHeimaGinaTion
viSual S,viDeo,TexTTHaT
reinforceWHaTTHey
areTHinkinG
WHaTDoeSa “Sol uTion”To
your auDiencel ook l ike?
BeGinTHe“conver SaTion”
anDmovepeopl eTHrouGH
iniTial aTm,DepenDinGon
neeDS&reaDineSS
Seemore
Do more
Havemore
*WHaTcanTHeySee?
*WHaTcanTHey Do?
*WHaTcan THey Have?
HoWcan youenGaGeyour auDience?
WHaTuniqueSol uTion Do youproviDe?
@doylebuehler
97.
98. The Digital Reality
• Most businesses do not have a digital strategy.
• Most businesses do not use a digital strategy.
• Most businesses do not know how to create a
digital strategy.
• A strategy is relatively easy to decide upon and
put into place.
“Having a simple strategy, and utilising it,
will put you ahead of most businesses,
including your competitors”
@doylebuehler
99. Strategy Questions
• What are we “about”? __________________
• What do we do best? ___________________
• What makes it work? ___________________
• What VALUE are you going to Deliver – Today?
“Tomorrow”? Next Year? ________________
@doylebuehler
102. Strategic Architecture “Foundations”
• VALUE: The Value I’m Delivering is: _______
• COMMUNITY: My customer/audience is:
_______
• ECOSYSTEM: My “Product” flow is:
__________
104. Your Value Foundation
Problem 1:
Problem 2:
Problem 3:
Prize 1:
Prize 2:
Prize 3:
Process (Step) 1:
Process (Step) 2:
Process (Step) 3:
Mistake 1:
Mistake 2:
Mistake 3:
108. ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence
109. Next Steps
• “Distill” Your core concepts
from answers
• Create your three core
“foundations” or Domains of
– Your Value Foundation
– Your Community Foundation
– Your Product Foundation
112. Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– More motivated
– “Adrenalized”
115. “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
116. How Do Most Businesses
Deal With A Nurture
Sequence?
1. They Don’t
2. “Contact Us” page (cause we just know
you are going to give us your credit card)
3. “ABOUT US” page (because we are
simply awesome beyond compare)
@doylebuehler
118. Delivering Value To Your Audience
[Nurturing visual]
Nurturing the conversation and delivering consistent brand value
• [visual of actual pieces in flowchart]
• [visual of email sequences]
• Delivering Your Value over time = nurturing
Del iveryval ueTo your auDience
val ueSequenceDevel opmenT
inTereST&
moTivaTion
enaBl inG
acTionS
Sol uTionS
Seemore
Do more
Havemore
viSual S,viDeo,TexTTo
capTureTHeimaGinaTion
viSual S,viDeo,TexTTHaT
reinforceWHaTTHey
areTHinkinG
WHaTDoeSa “Sol uTion”To
your auDiencel ook l ike?
BeGinTHe“conver SaTion”
anDmovepeopl eTHrouGH
iniTial aTm,DepenDinGon
neeDS&reaDineSS
Seemore
Do more
Havemore
*WHaTcanTHeySee?
*WHaTcanTHey Do?
*WHaTcan THey Have?
HoWcan youenGaGeyour auDience?
WHaTuniqueSol uTion Do youproviDe?
@doylebuehler
119. Productise your Services
• Gifts
• Products for prospects
• Core Business
@doylebuehler
Source: Daniel Priestley, Key Person of Influence
120. ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence
121. Building A
Nurture
Campaign
Buil ding A nur t ur e CAmpAign
Nurt ureSequeNceexampl e“FreedomFrom
FiNaNcial St reSS”campaigNSocial
media
poSt S
[daily]
audio
SouNdbit eS
[iNt erviewS]
videoS
ad
campaigNS
[Facebook]
bl og&
art icl eS
[l iNkediN,
bl og]
webSit e
empl oyer S
part NerS
l aNdiNg
pagea/b
“giFt ”1
checkl iSt
email
SequeNce
email #1t her oadt o Freedom
FromFiNaNcial St reSS
l iNkSt o:r eal - worl d
exampl eSt raiNiNg
l iNkSt o:r eal - worl d
exampl eSt raiNiNg
l iNkSt o:real - worl d
exampl eSt raiNiNg
l iNkSt o:r eal - worl d
exampl eSt raiNiNg
email #2Seemore*what caN
t hey See?
email #3do more*what caN
t hey do?
email #4*what caNt hey
have?
email #5put t iNgt hepieceS
t oget her
“product For proSpect S”
cal cul at or page&giFt #2
coNt iNue
SequeNceor
eNt er New
proceSS
@doylebuehler
127. 7 Categories Content Ideas Planning Canvas Project: ________________ Created By Doyle Buehler
CURRENT
Hot Button: What are the "Hot Button" and/or issues
that are currently relevant to your prospects?
SECRETS
What Nobody Tells You: Sacred cows, or hidden
information that people within your industry do not
want others to know, whether deliberate or not
QUESTIONS
Q&A: My clients often ask me about X…
SAQ: Should Ask Questions - are questions that you
would like more people to ask, as they relate directly
to what you are doing
FAQ: Frequently Asked questions are questions that
a lot of people ask
RANTS & MISTAKES
Rants: Something that really annoys you
Mistakes: Biggest mistakes I see in XYZ industry
are… and they can be avoided by…
WINNING & LOSING
Winners: Use your clients that have had a really big
success and talk about it.
Losers: Stories about "I sat down with a prospect
and his biggest problem was… and if he had only
done XYZ…
ACTION
How To: … this week I want to show you how to…
Checklists: Simple steps for your clients
BONUS Content Ideas & Insights:
What additional insights can you develop?
128.
129. Content
Article
Generator
Content Article Generator
Article Concept &
Focus
Type What Is It? Your Turn… (Your text goes here!)
Headline Get my attention.
Use Headline
Generator
www.aminstitute.com/
headline
Sub-Headline Sell it to me.
How will it solve my
problems and get me
what I want, without
pain?
Context What am I doing
wrong? Why aren’t I
getting what I want?
Paint me a picture
Value Give me a quick fix.
Bullet points, please.
Yeah, but... Overcome my
objections. Prove it
will work for me.
The Point Sum it all up.
Reinforce I do x I will
get y
Next Step I want more - what
can I do? What’s next
in the journey?
131. How to ‘ZMOT’ Your Digital
Ecosystem
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
132. 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
133. #3 Maximising Your Brand Value
Sequence
1. Define Your audience
2. Detailed “funnel” map
3. Landing Pages
4. Email
5. Content – visuals, video, text
6. Ads
7. Measurement
7El EmEnt st o maximisEYour BrandVal uEsEquEncE
What isit hoWit Works hoWt o hack it
1
2
3
4
5
6
7
dEfinEYour audiEncE
dEfinEt hEdEtail EdprocEss
l anding pagEs
mEasur EmEnt
cont Ent
ads
Email managEmEnt
Who ar Et hEY,What dot hEYdo,
What dot hEYaspir Et o?
crEat Ea pErsona t hat idEnt ifiEs
Your pErfEct cust omEr
t Est /t Est /t Est
out l inEt hEst Eps Your audiEncEnEEds.
cr Eat Emult ipl Epat hs oVEr t imE
Buil dsEquEncEst hat r Espondt o Your
cust omEr nEEds
dEl iVEr Your st orYacross
al l channEl s
cr Eat EcompEl l ingcampaignst hat
ar Ecl ickEdon BasEdon BEhaViors
pErformor diE
What st Eps do YounEEdt otakE,
t o crEat EYour 7/11/4
dEVEl opkEY,uniquEl anding pagEs
t hat focus on a singl Ecampaign,
goal or out comEfor Your audiEncE
groWYour audiEncEBEYondYour sphEr Eof
infl uEncE,Wit htargEt EdBEhaVioral adVErt ising
campaigns in conj unct ion Wit h spEcific
campaigns andl anding pagEs.
t El l Your compl Et Eandr EmarkaBl E
st orYt hrough Visual s,VidEo,
Branding,t Ext
dEVEl opkEYindicat ors of
pErformancEt o Ensur Et hat Youar E
gEt t ingt hEpropEr r Esult s.
haVEt hEt ool s aVail aBl Et o dEl iVEr
Your Val uEoVEr t imEVia Email
haVEt hEt ool s aVail aBl Et o dEl iVEr
Your Val uEoVEr t imEVia Email
@doylebuehler
136. Landing Pages: Putting It Together
1. Your “One Thing” (Gift/P4P) _________
2. Your 3 Reasons (why) i/ii/iii __________
3. Your Bonus (extra value/low cost)
____________
137. Tools you will need
• Email management/CRM
– AgileCRM
– Ontraport
– Mailchimp
– “Download” form
• Autoresponders/automation
– Active Campaign
– Ontraport
• Landing page “builders”
– Clickfunnels
– Leadpages
– WP/onsite
138. Delivering Your Brand Value Summary
• Create increasing Value over time
• Build Your Know/like/trust Triangle
• Create your touchpoints
• Understand & Deliver your value to your customer (WIIFM)
• Build your value sequence
• Create touchpoints, create time = create customers
@doylebuehler
139. What Can You Spend?
LEADS
Appointments
Presentations
Sales
Cost Per Lead
3 Sales x $1000/sale
Cost of Marketing
Cost Per Lead
146. You Don’t Need To Be
Albert Einstein To Be
A #DigitalGenius
It’s your strategic thinking
147. The Future 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
148. You just need to be able
to tie all the pieces of
your digital ecosystem
together…
…properly
149. What’s Your Digital Genius?
Skills & Leadership in Social
Awareness&Knowledge
ofSocial
Digital Genius Zone
Clarity & Certainty –
understanding of
Social to GROW &
SCALE within business
Thought Leader or “Guru”
Zone
Good ideas, but little
knowledge to grow/scale
within business with Social
Disrupted Zone
Overwhelmed, confused,
non-competitive (analysis
paralysis
Technician Zone
Knows ‘social’ but
can’t fully implement
within business
@doylebuehler
151. What’s Your Digital Genius Score?
• Digital Awareness 1 to 10 _____
• Digital Knowledge 1 to 10 _____
• Digital Skills 1 to 10 _____
• Digital Leadership 1 to 10 _____
@doylebuehler
162. @doylebuehler
What’s Killing
Businesses?
*A total of 250,242 entities were deregistered from the Australian
Securities and Investments Commission by June 30 2018
*According to the Australian Bureau of Statistics, more than
60% of small businesses cease operating within
the first three years of starting.
163. You have two main
challenges to make
sure that you’re not
going to be a
statistic:
Your Digital Strategy Challenge
164. 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 correct so you can put your
story out into the world.
Your Digital Strategy Challenge
Aspirational Open
Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
It’s also the worst time in history, because we have access to literally billions of other people around the world - and so does everyone else. competition is fierce, you’re 1 click away from disaster
It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
What’s the difference between Yoda & Luke Skywalker?
WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
Me, today
I’ve built multiple tech startups and international companies. Top 40 fastest...
I talk with digital leaders around the worls
My agency experience, finding what’s wrong
I’ve been in the digital space for over 15 years – taking businesses of all sizes through the paces of becoming remarkable. One of my second startups (spending $250k, but not having a real business Enterprise & Entrepreneurship: I help enterprises & entrepreneurs grow their online ecosystem, business and sales, through digital leadership
Educator: Teach Digital Strategy, Business Planning & Entrepreneurship
Author: The Book on Digital Leadership for businesses – The Digital Delusion.
I had started in the media world, and was dumbfounded. The agency spending model
Aspirational Open
Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
It’s also the worst time in history, because we have access to literally billions of other people around the world - and so does everyone else. competition is fierce, you’re 1 click away from disaster
It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
What’s the difference between Yoda & Luke Skywalker?
WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
Aspirational Open
Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
It’s also the worst time in history, because we have access to literally billions of other people around the world - and so does everyone else. competition is fierce, you’re 1 click away from disaster
It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
What’s the difference between Yoda & Luke Skywalker?
WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
Aspirational Open
Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
It’s also the worst time in history, because we have access to literally billions of other people around the world - and so does everyone else. competition is fierce, you’re 1 click away from disaster
It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
What’s the difference between Yoda & Luke Skywalker?
WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
Just think about this for the moment
Do you feel all alone?
My Journey
Story matter now more than ever
WIIFM
Don’t be the hero - be yoda
WHat I’ve seen
Who I am
Why things aren’t working the way we think they are… marketing/websites
What’s missing - the strategy
A website by itself doesn’t work - most of them are just a brochure
build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud 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 mssing from the middle of this picture - the strategy.
My Journey
Story matter now more than ever
WIIFM
Don’t be the hero - be yoda
WHat I’ve seen
Who I am
Why things aren’t working the way we think they are… marketing/websites
What’s missing - the strategy
A website by itself doesn’t work - most of them are just a brochure
build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud 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 mssing from the middle of this picture - the strategy.
Isn’t it exciting!
We’ve heard that Uber doesn’t have any cars… and…
Uber, the world’s largest taxi company, owns no vehicles.
Facebook, the world’s most popular media owner, creates no content.
Alibaba, the most valuable retailer, has no inventory.
And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening.
My Journey
Story matter now more than ever
WIIFM
Don’t be the hero - be yoda
WHat I’ve seen
Who I am
Why things aren’t working the way we think they are… marketing/websites
What’s missing - the strategy
A website by itself doesn’t work - most of them are just a brochure
build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud 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 mssing from the middle of this picture - the strategy.
Our journey
What I’m going to show you
What is a strategy - your customer/hero’s journey - bleak present and better future, and they have no idea how they get there.
Agile practitioners must be committed to continuous improvement in quality and cost-effectiveness, which means that every development is analyzed for lessons that can be used to improve policies and working practices.
Agile is all about teamwork, transparency, and technical excellence.
No matter what your experience with Agile practices and techniques, the foundation for Agile methodologies is rooted in best practices positioned to enable collaborative environments where diverse teams can continuously learn, improve, grow and produce.
There are 12 principles of Agile methodology that assist in forming the Agile foundation of collaborative productivity. These 12 principles - inspired by and supportive of the Agile Manifesto - are guiding practices that support teams in implementing and executing with agility the production of software development.
Satisfy the Customer
Welcome Change
Deliver Frequently
Work Together
Build Projects
Face-To-Face Time
Measure of Progress
Sustainable Development
Continuous Attention
Keep It Simple
Organized Teams
Reflect for Effectiveness
Why share
There has to be a better way
We were born to tell stories - & we know how to listen to them , ,but rarely how to tell them (ancient drawings on cave wall)
Learn the rules like a pro, so you can break them like an artist – Pablo Picasso
We have to look deeper… the answer is not always right in front of us.
The smartest person in the room was usually Abraham Wald.
The armor, said Wald, doesn’t go where the bullet holes are. It goes where the bullet holes aren’t: on the engines
Wald’s insight was simply to ask: where are the missing holes? The ones that would have been all over the engine casing, if the damage had been spread equally all over the plane? Wald was pretty sure he knew. The missing bullet holes were on the missing planes. The reason planes were coming back with fewer hits to the engine is that planes that got hit in the engine weren’t coming back.
Use sticky notes or large pad
Discuss fears – add more with stickies
Spent 17 years in digital, and found over these 17 years, and hundred of companies, that the successful ones all had some “X Factors” that allowed them to conduct business better, quicker, more efficient, and ultimately more successful
People don’t want more content; they want better content. Add value, not volume.
Why we share online – the 5 key psychological motivators
What Website Primary Criteria Are You Working Towards?
Target Audience. Who are they?
Location. Where is your audience primarily located?
Ethnicity. What ethnic group are they a part of, if appropriate?
What are the Specific Persons. How can you relate directly to them?
Issues & Objections. How will your audience typically respond?
Audience Needs. What do they need to feel important to your process?
Benefits. What are you doing that is helping your audience?
Value. What value are you actually delivering on your website?
Aspirational Open
Funny fact – toilets do in fact swirl the other way in australia – I’ve tested it
Would you like to be in this funnel? Neither would your audience
Current Websites
Contact Us page
Where is the VALUE
Dolla dolla bills y’all
Why do you need to advertise? Word of mouth only goes so far. You need to grow your influence beyond your existing sphere of influence. Yes, you need to work on organic growth and organic growth, but you need to have a back-up plan
D
You may think it is a lot, but it is a start
How do you build a value sequence?
Take some time to answer these questions. The more detailed questions are in the resources page
Draw this out and list it out
What can they then talk about?
First – we need to break out of some of the digital assumptions that we all make.
Are you missing 67% of your market?
The people that are perfect
The biggest failure of online – assuming that everyone is ready and going to buy from you.
How many people actually use a “Contact us page”?
Source: Callun Rush
The worst part is assuming that a contact us page will actually be used. What does this mean? Ensure that YOU understand what process can activate your audience along the way.
I’m going to show you some revolutionary concepts that will make or break your company over the coming years
Know/Like/Trust [venn diagram?]
Google ZMOT
NURTURE through an ASCENSION MODEL
Your digital ecosystem
How do you build a value sequence?
Where do your current assets fit in – are you creating ones with value AND performance
TABLE
VISUAL – Make these into an “equation”
Not sure who enjoyed that more…
On a scale of 1 to 10 – where do you stand on each axis?
This is what they are really looking for – they don’t care about the tech.
Regroup
Importance of digitalstorytelling
Telling the human side
A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
Regroup
Importance of digitalstorytelling
Telling the human side
A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
Challenge them
But you have two main challenges to make sure that you’re not going to be a statistic:
1) Developing a Strategy for your Business - Writing the Story That will Inspire Your Ideal Customer to Invest in a better future.
2) Delivering Your Story Online - getting all the technical parts right so you can put your story out.
Challenge them
But you have two main challenges to make sure that you’re not going to be a statistic:
1) Developing a Strategy for your Business - Writing the Story That will Inspire Your Ideal Customer to Invest in a better future.
2) Delivering Your Story Online - getting all the technical parts right so you can put your story out.
Are you going to use the right tool for the job?
“There has never been a better time to own your future online with your business. The success of you and your business is ONLY about building your knowledge base, using the tools that you have, and being smart about what you do and how you do it.
Stop wasting time, money and resources on solutions that don’t provide a clear vision, a clear strategy, and more importantly, a key way to implement what you have learned.
Stop the self-perpetuation of the things that are wrong with the online world. Refuse to be segregated or preached to.
Become the Master of your Digital Domain. Now is the time to become the digital leader, the authority in your niche.”
Build your Online Empire