1.
5 Mistakes Everyone (Else)
Makes With Their Website
Doyle Buehler
@doylebuehler

2.
Welcome!
• What we’ll cover
• What’s The Problem Online?
• Developing an understanding, a Strategy & Making It Work
• Tools & Resources
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Slide deck on Slideshare
http://bit.ly/doylebuehler01

3.
Hello, My Name is…
Doyle Buehler
•Business Entrepreneur since 2002
•MBA (2002, Leadership – Royal Roads University, Victoria Canada)
•Multiple start-up businesses in the online ecommerce consumer market; fastest growing company in Canada; Canadian
Innovation Award, multiple US patents.
•Educator – teach Strategy, Business Planning & Entrepreneurship
•Boutique Digital Media Agency for Entrepreneurs wanting to cut through the clutter
•Considerable time working on the “inside” of Marketing Agencies, along with major Fortune 500 clients, putting the
pieces together.
•Judge for Australian Web Industry Association 2014; Presenter for the Australian Marketing Institute Congress 2014

4.
)1 300 681 911 * doyle@TheDigitalDelusion.com  www.TheDigitalDelusion.com

5.
Want To Win A Paperback Copy of my
book on Digital Leadership, “The Digital
Delusion: How To Overcome The
Misguidance & Misinformation Online”?
Tweet @doylebuehler
#thedigitaldelusion
#digitalleadership

6.
How I spent $250,000+ on a website

7.
Deadly Digital
)1 300 681 911 * doyle@TheDigitalDelusion.com  www.TheDigitalDelusion.com

8.
3 Simple Things You Will Learn
1. The Knowledge
• What Does It Mean?
• How Does It Affect Your Business?
• Case Studies/Samples
2. The Tools
• Toolkit
3. The Process
• How To Overcome It

9.
What Are Your Goals
Of This Webinar?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #digitalleadership

10.
What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #digitalleadership

11.
What Are Your Online
Challenges/Problems?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #digitalleadership

12.
The KNOWLEDGE
5 Mistakes
Everyone (Else)
Makes With
Their Website

13.
What’s Going ‘On’
Online?
• Too many distractions
• WIIFM
• No strategy
• No content
• Working too hard
• No time
• No resources
• No measurements
• Too many competitors
• Not open source
• No analytics
• Too confusing
• Too much clutter
• Spending too much Money
• No results
• No way to measure results
• Not working hard enough
• No experts
• No traffic
• No money
• SEO stuff
• Social media?
The 3 Big ‘Ds’
Disillusioned
Disenfranchised
Distracted

14.
N‘o Money
N‘o Time
• Are You committed:
Time?
– How Much Time
• Are You committed:
Money?
– Only ‘smart’ money
• Are You committed:
Process?
– What Systems do you
have

15.
The Mistakes
The Missing 5 ‘Cs’ of Websites
1. No Connections
• Where is your digital ecosystem?
2. No Content
• Are you a do-er or a copy-er?
3. No Congruency
• What is your brand about?
4. No Consistency
• Where is your strategy?
5. No Conversions
• What are you actually selling?

16.
MISTAKE #1: No Connections
Where Is Your Digital Ecosystem?
• Audience?
• Social Media?
• Analytics?
• Advertising?
• Videos?
• Visuals?
• Content Channels?
• SEO?
• WEBSITE – Are you driving people BACK to your
own online assets?

17.
What Parts of
Your Digital
Ecosystem Are
You Using?
Are you able to use all
of them effectively,
simultaneously?
Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO, Sales,
Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals & Images,
Strategy Plan, Training, Content Creation…

18.
How to Grow you
Audience Connections
• Reciprocity – SHARE LIKE COMMENT
– As ‘your’ business & personal profile
• Interest Followers & Leaders – Key People of
Influence in Your Industry
• Add YOUR content to the mix
– Value?
– WIIFM?
• Be proactive & Outgoing
– “ASK” to connect for personal pages
– 5 Minutes/day

19.
How Can You Create Connections?
• Technical Side
– Build out website keeping in mind all of the parts of your
ecosystem, and how you can fit them together
– Connect all channels, so people can access you from
anywhere
– Mobile/responsive
– Connect all the tools – analytics, dashboards,
measurements, goals
• Expertise Side
– Share your knowledge
– Invite people
– Become a digital leader

20.
https://roadtrippers.com/

21.
Mistake #2: No Content
Are You A Do-er Or A Copy-er?
• What channels are you using?
• Are you moving your audience BACK to your website?
• Who are your content partners?
• Is it original?
• What problem are you solving?
• How often? When? Why?
• NOT just a ‘blog’ or social media posts – think of yourself as a
magazine magnate on your OWN website
– Updated web content
– Webinars
– Ebooks
– Seminars
– Landing pages

22.
The Content Equation. Are You A Leader
or Follower?

23.
Your CONTENT Drives Your
Audience: How Can You Create
Content
• Deliver YOUR Original Content?
– Not all sales
– Your Business Value
– WIIFM? “What’s In It For Me”
– Is it relevant?
• Define what channels are priority for your content
• Connect your website to your content
• Create your own digital leadership with your content

24.
http://5secondfilms.com/

25.
MISTAKE #3: No Congruency
What Is Your Brand About?
• What is your brand essence? What are you about?
• Your visual brand?
• Your video brand?
• Your content brand?
• Your website brand?
• Your social media brand?
• Is your brand congruent across your entire digital
ecosystem? Does it mean the same thing, regardless of
where your audience finds you?
– Not just your logo.

26.
How Can You Create Congruency?
• Define your Branding in terms of your
audience value
• Utilise your web Platform that allows you to
deliver your message with what your audience
sees, hears, views, understands

27.
http://www.mediabistro.com/

28.
MISTAKE #4: No Consistency
Where Is Your Digital Strategy?
• What value are you delivering?
• What are you best at?
• Who is your customer? Who is your audience?
• Are you appealing to ‘them’?
• Are you relevant to them?
• Are you delivering the same message?

29.
What is A Core Digital Strategy?
Note to self: Social Media is NOT a Strategy 

30.
How Can You Create Consistency?
• Design your strategy, or strategic architecture
that is based on your inherent value
• Answer the “WHY”
– WHY would someone buy from you?
– WHY should they care?
• Build your web platform that reinforces this
value
• Utilise your digital ecosystem that delivers
your strategy to directly to your audience

31.
http://www.redbull.com/au/en

32.
MISTAKE #5: No Conversions
What are you actually selling?
• Where is your conversion funnel?
• NOT just for ecommerce sites, either
• How are you getting leads?
• Landing pages?
• Audience/Buying Stages?
• Gifts & Free Downloads
• Part of your digital ecosystem?
• About US – NOT about ‘me’
• Have you automated?

33.
Are You Missing 67% of
Your Market?
The people that are perfect, ideal clients for you
can be broken down into the following
percentages:
• 3% - “ACTIVELY” Shopping & Ready To Buy
• 7% - “OPEN” to You
• 30% - “AWARE” for the future
• 30% - Currently “UNCONSCIOUS” of You
• 30% - NEVER

34.
Definition of a Leads/Sales Funnel
“Just because they are not actively
shopping, doesn’t mean they will
never buy from you!”

35.
How Can You Reach The 67%
• Identify Your BUYERS Cycle (NOT Sales Cycle)
• Identify their Key Milestones & stages
• Educate your audience with “Gifts” & “Free
Downloads”
– Level 1: Checklist
– Level 2: “How to” Selection
– Level 3: Assessment or detailed guide

36.
How Can You Create Conversions?
INFLUENCE To ACTION
• Move your “fans” to your own website, your own
lists and own landings pages through your gifts
and downloads, and of course, content
• Not about “engagement”
• About INFLUENCE
• Start with ‘About’ (page)

37.
Anatomy of an Unforgettable About Page

38.
Infographic created by Jonathan Mead – Copyright Playbook

39.
The Mistakes: Review
The Missing 5 ‘Cs’ of Websites
1. No Connections
• Where is your digital ecosystem?
• Is it working FOR you?
2. No Content
• Are you a do-er or a copy-er?
• What story are you telling?
3. No Congruency
• What is your brand about?
• Are you delivering your company essence?
4. No Consistency
• Where is your strategy?
• How are you delivering your value?
5. No Conversions
• What are you actually selling?
• Are you moving your audience along their buying cycle?

40.
The Process

41.
What Is Digital
Leadership?
• Authority
– Brand credibility
• Influence
– Brand “active” audience
• Knowledge
– Expertise in your industry/niche
– Combining all the elements of digital media

42.
Stages of Digital
Leadership
1. Start-up
2. Awareness
3. Understanding
4. Leverage
5. Maximise
Where Are You & Your Brand?

43.
HOT Seat
• Where is your
business on the
digital leadership
scale?
• Why?
• What is
happening?
• How can you
make it to the
next stage?

44.
7 Simple Steps
Free your mind
Build your customer desire
Engage your audience passion online
1. Create an overriding digital strategy
2. Develop a clear content plan and roadmap to communicate with your
audience
3. Utilise specific social media tools and sharing to grow your community
4. Create stunning and cohesive branding through videos and visuals
5. Align your website to create congruency with all your channels and
your assets
6. Implement an automated sales funnel that accounts for all stages of
your customer’s buying process
7. Implement promotion & advertising to grow your audience beyond
word of mouth; utilise analytics to maximise your sales funnel

45.
Your Working
Digital Blueprint
1. Digital Discovery
2. Content,
Communication
3. Community, Social &
Sharing
4. Visual Branding &
Videos
5. Website alignment
6. Sales/lead funnels
7. Promotion, Advertising,
Analytics

46.
The Tools

47.
What Tools Do You Need To
Overcome The 5 Mistakes & Build
Your Digital Ecosystem?
• Social media is (just) a tool
• Digital leadership is your brand strategy
• It’s what you do with your tools that is more
important
• Understand the 5 BIG mistakes

48.
The Best Tools
• Social & sharing
• Analytics
• Keyword research
• Competitor Analysis
Be selective, be precise. What is your audience niche?

49.
Content Tools To
Implement
• Hootsuite
• Buffer

50.
Tools To Inform
• SocialBakers.com
• Quantcast
• Alexa
• SEMrush

51.
Tools to Measure
• Klout
• Google Analytics
• Twittercounter.com
• trendcounter.com

52.
What other tools do you use?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #digitalleadership

53.
A Few Last Words
• Consistently deliver your value across your
entire digital ecosystem
• Insights – Insights – Insights!
• DON’T HARD SELL – INFLUENCE TO ACTION
• Your industry influencers? WHO are they?
• Your Schedule? WHAT is it?
• Your Value & Your Content? HOW do you
deliver it?
• Your strategy? What is it?
• Your ROI? WHERE is the Money?
• EXPERIMENT & GET ACTIVE
• LIKE & Share others
– It’s not ALL about you!

54.
Download the
Free eBook NOW
From
www.thedigitaldelusion.com/2
)1 300 681 911 * doyle@TheDigitalDelusion.com  www.TheDigitalDelusion.com

55.
FREE Prize Inside!
Win A Paperback Copy of my book on
Digital Leadership, “The Digital Delusion:
How To Overcome The Misguidance &
Misinformation Online”
Tweet @doylebuehler
#thedigitaldelusion
#digitalleadership

56.
What’s Next?
• Let’s connect on Twitter, Linkedin, Facebook –
Just search ‘Doyle Buehler’
• Need any Tips? Please email me with ANY
questions doyle@thedigitaldelusion.com
• Call me 0413106880
Thank You For Attending!

57.
THANK YOU!
• Thank you for everyone who attended, who
really wants to make a difference with their
business online
• Special Thanks to SEMRush for hosting this
webinar!

58.
Are You Ready to
“Click To Save The World”
• Main Site: www.thedigitaldelusion.com
• Full Book Download Page (Free Digital PDF Copy):
www.thedigitaldelusion.com/2
• LinkedIn: http://au.linkedin.com/in/doylebuehler/
• Facebook: https://www.facebook.com/doyle.buehler
• Twitter: @doylebuehler www.twitter.com/doylebuehler
• email: doyle@thedigitaldelusion.com
• Mobile +61 413 106 880
• Download the slide deck: http://bit.ly/doylebuehler01

59.
MISTAKE #2: No Content
Are you a do-er or a copy-er?
• What’s Your Content Plan?