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.
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Developing Your Digital Genius Through Storytelling - How To Grow Your Business With A Digital Strategy - Fortix growth day Presented by Doyle Buehler
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?
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 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.
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.
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
29.
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
35. Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– More motivated
– “Adrenalized”
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
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
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
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
57.
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
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
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?
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
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:
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
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.
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
103.
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?
106.
107.
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.
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
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.
I had started in the media world, and was dumbfounded. The agency spending model
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
On a scale of 1 to 10 – where do you stand on each axis?
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.
You may think it is a lot, but it is a start
Where do your current assets fit in – are you creating ones with value AND performance
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
On a scale of 1 to 10 – where do you stand on each axis?
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
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.
Learn the rules like a pro, so you can break them like an artist – Pablo Picasso
People don’t want more content; they want better content. Add value, not volume.
Why we share online – the 5 key psychological motivators
Aspirational Open
Aspirational Open
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?