How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFNEX Festival of Business Learning - doyle buehler - 2018 11
Do you know how To create a #Breakthrough Digital Strategy?
Do you want to stop chasing your tail and get business-focused online? For most businesses, the digital strategy is an afterthought. Not because it is not important, but rather because there is no clear and easily understandable starting point. This leaves the average business always trying to play catch-up, at the beck and call of the industry, the technology, and their competitors.
We often get caught up in the day to day, and actually forget our marketing and strategy, or rather think that what we are doing is marketing & strategy. While blogs and videos and checklists and ‘tripwires’ are great tools, we need to know how to assemble them into a single, purpose driven strategy.
Did you know that you could be missing out on 67% of your market?
This workshop session will show you how to define this missing market, and develop a digital workflow that will help you assemble all of the pieces of your digital environment so that they are all working together.
This presentation delivers a clear and unique digital strategy & framework through the use of a bulletproof online structure that creates demand and encapsulates all of your digital assets. It helps Business Leaders design and delivers into action a strategic digital framework that defines their unique and remarkable brand value to their intended audience.
Learning Objectives
- How to create a “keystone” strategy that holds your business together and delivers your brand value consistently
- Understand the elements of a core digital strategy & workflow to help you work on your business, instead of in your business
- How to make your job easier of creating a front to back framework that gives you the confidence to stay organised and efficient, not just following the latest trend or fad.
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How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFNEX Festival of Business Learning - doyle buehler - 2018 11
1. Digital Strategy & Storytelling
for Entrepreneurs
Doyle Buehler, MBA
@doylebuehler
The Greatest Story 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
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
12. In the Digital Age, story
matters now more than
ever.
If you have a strategy you
can tell your true 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.
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
distant without the right pieces in
place.
18. The story is what gives your
customer clarity & certainty.
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.
29. 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
30. Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– More motivated
– “Adrenalized”
31. 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
32. 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
37. 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)
• Informing about their “environment”
• Focused on YOUR keywords
38. 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 Leadership? Your
Strategy?
39.
40.
41. 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!
42.
43. 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)?
44. 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.
52. “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
54. Visuals
• Liked 2x more than text only
• Articles with relevant images have 94% more
total views than articles without images
• This is Visual storytelling
55. Voracious Video • Shared 12x more
than links and text
posts
• Youtube is Second
Biggest Search
engine
• Facebook is fighting
Google/Youtube
over video
57. Blowing Away The Digital
Blunders
• Blunder #1: If You Have to Tell ‘Me’
How to Get Around Your Site –
You’re Doing it Wrong
• Blunder #2: Being Cute and Clever
Doesn’t Lead to Conversions
• Blunder #3: What’s In It For ‘Me’
WIIFM?
• Blunder #4: Expecting a Contact Us
Page to work as a lead generator
60. 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?
____________________
61. 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
63. ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence
64. 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
67. 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
69. Performance
• Baseline – take one – use
Google Analytics & Insights
• Objectives – what are they
• Optimisation – yes, back
and forth
• KPIs – what are you
measuring
• ROI – What is it, how?
79. @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.
80. You have two main
challenges to make
sure that you’re not
going to be a
statistic:
Your Digital Strategy Challenge
81. 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
84. 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
85. Be the Yoda. Be the Team.
Because Story Matters in creating
your own certainty, your own future
for the real hero, for your business.
This is your strategy.
86. Create the call of adventure
for your Hero.
Tell THEIR story with Your
Strategy.
92. 1) Who is your hero - what are they thinking
and feeling?
2) Writing 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…
How To Create & Capture
Your Remarkable Story:
Notas do Editor
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
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
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
How to start to engage with your audience to get INFLUENCE TO ACTION for people who ask great questions. This is my book. For good questions.
Author: The Book on Digital Leadership for businesses – The Digital Delusion.
What are your biggest challenges online? Please share @doylebuehler
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.
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.
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)
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)
Can’t always get through the fog
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.
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.
My key message
It’s not a story about you and your amazing company
1. Who is your hero - what are they thinking and feeling 2. Writing your Hero’s journey - what do they really want - what they are telling you and not telling you 3. Mapping the digital journey
Or about being the next amazing guru or founder
My key message
It’s not a story about you and your amazing company
1. Who is your hero - what are they thinking and feeling 2. Writing your Hero’s journey - what do they really want - what they are telling you and not telling you 3. Mapping the digital journey
Take some time to answer these questions. The more detailed questions are in the resources page
What can they then talk about?
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?
How do you build a value sequence?
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
My key message
It’s not a story about you and your amazing company
1. Who is your hero - what are they thinking and feeling 2. Writing your Hero’s journey - what do they really want - what they are telling you and not telling you 3. Mapping the digital journey
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.
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.
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.
Aspirational Close
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
WIIFM
Create the call to adventure for your
Be the yoda
Story matters in creating your certainty, your future
Aspirational Close
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
WIIFM
Create the call to adventure for your
Be the yoda
Story matters in creating your certainty, your future
Aspirational Close
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
WIIFM
Create the call to adventure for your
Be the yoda
Story matters in creating your certainty, your future
Is your digital leadership affecting your business? – take the digital leadership quiz now
“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
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.
My key message
It’s not a story about you and your amazing company
1. Who is your hero - what are they thinking and feeling 2. Writing your Hero’s journey - what do they really want - what they are telling you and not telling you 3. Mapping the digital journey