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HOW TO CREATE A PURPOSE-
DRIVEN MARKETING STRATEGY
How to sell more, monetise your
marketing, and deliver your remarkable
...
1. How to Identify the gaps in your business profit
models that are costing you potential revenue
and increasing your cost...
The Easy Road?
“While blogs, videos, checklists and
tripwires are all really good tools, we need
to know how to assemble t...
Or Are You Farming?
How to define this missing market, and
develop a digital workflow that will help you
assemble all of t...
IntroConnectingLeadersToDigital
“Are you ready to
join me on the epic
quest to close the
digital divide, expel
the interne...
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 br...
What Am I Here To Talk About?
• Help you understand the
babble of Online
• Help you find the focus
• Help you action what ...
The Digital Revolution Is Here
@doylebuehler
We Now Live In A Massive, Global,
Connected, Disruptive Economy
@doylebuehler
Business Is CLEARLY Not
The Same As It Used To
Be
@doylebuehler
@doylebuehler
What is Killing
Businesses?
You Are 1 Click Away
from Disaster
@doylebuehler
Are YOU Getting 1 Click Closer?
@doylebuehler
“Show Me The Money!”
• Video or still image – Jerry MacGuire
• Jerry MacQuire “Moments” – What’s yours?
Social Selling?
No, NOT
Transformation
@doylebuehler
It’s Not Just About
The “Like”,
The “uber-ish” app
the “cool” Website,
the “amazing” social profile;
It’s MORE About the
C...
Have You Updated Your Selling Process Lately?
@doylebuehler
How To Sell A Pen
The pain of social media. Unlike. No real
community. No real influence. No leads from
social. No sales from social. No pro...
• What’s the real story of business online?
• Community
• Connections
• Conversions
WHAT’STHEREAL STORYOFBUSINESSONLINE?
@...
@doylebuehler
The Common Thread?
Businesses That
Understand Their AUDIENCE,
Transform & Evolve Become
Remarkable.
What Happens When Nobody Buys From You?
@doylebuehler
You mean not
everyone wants to
buy my sh*t?
@doylebuehler
“Just because they are not actively
shopping, doesn’t mean they will never
buy from you!”
Definition of a Value Sequence
E...
@doylebuehler
It’s About Your Online Purpose
NOT JUST YOUR BUSINESS
• To Deliver TRUE value to your
audience
• To Create your “selling v...
Digital Transformation is about redefining your
Value Proposition
that resonates with your buyer’s journey
@doylebuehler
Current
Online
“Sales
Funnel”? “BUY MY SH*T”
@doylebuehler
Dolla dolla bills y’all
@doylebuehler
And, How Does That Make You Feel Afterwards?
@doylebuehler
It’s A Buyers-Value Cycle, Silly
@doylebuehler
@doylebuehler
Ready to Get Started?
@doylebuehler
HOT Seat
What Is Your
Experience With
“Selling Online”?
What Has
Happened To You?
Email doyle@thedigitaldelusion.com
@doyl...
@doylebuehler@doylebuehler
“Your brand is what
people say about
you when you’re not
around”
What is “BRAND
VALUE”
WIIFM
What’s In It For Me
@doylebuehler
@doylebuehler
“KNOW” You
Getting people to KNOW you,
means getting out there and
producing our value for others to
see. This is you, the...
“LIKE” You
Getting people to LIKE you is
really about sharing the same
values and underlying
behaviours. Being fun,
inform...
BUT, How Do I TRUST You?
Involves 3 Core Ingredients
Permission
Privacy
Personalisation
So, I KNOW You & LIKE you…
@doyleb...
@doylebuehler@doylebuehler
@doylebuehler
Zero Moment of Truth?
7 Hours
11 Touchpoints
4 Channels
@doylebuehler
The Digital Reality
• Most businesses do not have a digital strategy.
• Most businesses do not use a digital strategy.
• M...
Strategy Questions
• What are we “about”?
__________________
• What do we do best?
___________________
• What makes it wor...
Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– Mo...
Delivering Value To Your Audience
[Nurturing visual]
Nurturing the conversation and delivering consistent brand value
• [v...
ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence
Productise your Services
• Gifts
• Products for prospects
• Core Business
@doylebuehler
Building A
Nurture
Campaign
Buil ding A nur t ur e CAmpAign
Nurt ureSequeNceexampl e“FreedomFrom
FiNaNcial St reSS”campaig...
How Do Most Businesses
Deal With A Nurture
Sequence?
1. They Don’t
2. “Contact Us” page (cause we just know
you are going ...
Value
Sequence
Detail
Want a hi-res version?
Email me:
doyle@thedigitaldelusion.com
@doylebuehler
@doylebuehler
#3 Maximising Your Brand Value
Sequence
1. Define Your audience
2. Detailed “funnel” map
3. Landing Pages
4. Email
5. Cont...
@doylebuehler@doylebuehler
Delivering Your Brand Value Summary
• Create increasing Value over time
• Build Your Know/like/trust Triangle
• Create you...
It’s About Your Online Purpose
NOT JUST YOUR BUSINESS
• To Deliver TRUE value to your audience
• To Create your “selling v...
Trust The Process
@doylebuehler
Whewh – that wasn’t too bad…
Don’t just stand there staring…
Download Slide Deck on
Slideshare.net
(with extra content)
bit.ly/doylebuehler33
What To Do Next?
www.Leadership.Digital
IntroConnectingLeadersToDigital
“Are you ready to
join me on the epic
quest to close the
digital divide, expel
the interne...
Doyle Buehler
@doylebuehler
+61 413 106 880
doyle@dept.digital
http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://...
I’m Giving Away A Paperback Copy of My
NEW Book on Digital Strategy -
“#Breakthrough – Unleash Your
Remarkable Brand Value...
Book a Complementary Digital Breakthrough
15 Minute Strategy Session
To Help You Get Clear Of The Clutter &
Find Your Focu...
@doylebuehler
Not Just About The Selfie
@doylebuehler
Not About Cute Kittens
@doylebuehler
Nor About Cute Babies
@doylebuehler
Digital Is Really About YOUR Community
@doylebuehler
Online
Ain’t
What It
Used To
Be
@doylebuehler
Buy The Numbers
10% - Growth of Canadian online retail market per year
$1310 – What the average Canadian Spends online
5 Y...
#1 Define Your
Audience
@doylebuehler
#7 Performance
Measurement
You Can’t Measure
What You Can’t
See?
@doylebuehler
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit  Doyle Buehler - monetize your brand value
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HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit Doyle Buehler - monetize your brand value

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How to sell more, monetise your marketing, and deliver your remarkable brand value with social selling and digital marketing

We often get caught up in the day to day, and actually forget our marketing, or rather think that what we are doing is marketing. 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.

First, I need to ask you a question - Did you know that you could be missing out on 67% of your market?

My 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.

I’m going to show you:

How to Identify the gaps in your business profit models that are costing you potential revenue and increasing your costs
How to create and deliver your real value for your perfect audience beyond the single, transactional approach that most businesses currently deliver

How to turn social media and online marketing into an active, profit based action, instead of passive, cost-based

We often feel overwhelmed and confused about what to do and when. This workshop will show you some key business models and strategies that will help you further develop sales across the board, in all your activities. It will show you how to become strategic, as well as create positive action to further expand your business in the digital space

So please join me for my session on “How to sell more, monetise your marketing, and deliver your remarkable brand value online”



Veröffentlicht in: Business
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HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit Doyle Buehler - monetize your brand value

  1. 1. HOW TO CREATE A PURPOSE- DRIVEN MARKETING STRATEGY How to sell more, monetise your marketing, and deliver your remarkable brand value with social selling and digital marketing Doyle Buehler, MBA @doylebuehler
  2. 2. 1. How to Identify the gaps in your business profit models that are costing you potential revenue and increasing your costs 2. How to create and deliver your real value for your perfect audience beyond the single, transactional approach that most businesses currently deliver 3. How to turn social media and online marketing into an active, profit based action, instead of passive, cost-based Are You In The Business of Chickens or Eggs?
  3. 3. The Easy Road? “While blogs, videos, checklists and tripwires are all really good tools, we need to know how to assemble them into a single purpose-driven strategy “The fact is business operators could be missing out on up to 67 per cent of their market.”
  4. 4. Or Are You Farming? 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.
  5. 5. IntroConnectingLeadersToDigital “Are you ready to join me on the epic quest to close the digital divide, expel the internet’s ivory towers, and rid the world of online business monotony and mediocrity?” Get The Book On Digital Leadership doyle@thedigitaldelusion.com Let’s Connect @DOYLE BUEHLER
  6. 6. 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
  7. 7. What Am I Here To Talk About? • Help you understand the babble of Online • Help you find the focus • Help you action what you need to do • Help you implement
  8. 8. The Digital Revolution Is Here @doylebuehler
  9. 9. We Now Live In A Massive, Global, Connected, Disruptive Economy @doylebuehler
  10. 10. Business Is CLEARLY Not The Same As It Used To Be @doylebuehler
  11. 11. @doylebuehler What is Killing Businesses?
  12. 12. You Are 1 Click Away from Disaster @doylebuehler
  13. 13. Are YOU Getting 1 Click Closer? @doylebuehler
  14. 14. “Show Me The Money!” • Video or still image – Jerry MacGuire • Jerry MacQuire “Moments” – What’s yours?
  15. 15. Social Selling? No, NOT Transformation @doylebuehler
  16. 16. It’s Not Just About The “Like”, The “uber-ish” app the “cool” Website, the “amazing” social profile; It’s MORE About the CONVERSATION – About YOUR Story @doylebuehler
  17. 17. Have You Updated Your Selling Process Lately? @doylebuehler
  18. 18. How To Sell A Pen
  19. 19. The pain of social media. Unlike. No real community. No real influence. No leads from social. No sales from social. No profit from social. No known results. Just cost. BUSINESS ONLINE
  20. 20. • What’s the real story of business online? • Community • Connections • Conversions WHAT’STHEREAL STORYOFBUSINESSONLINE? @DOYLEBUEHLERwww.TheDigitalDelusion.com Conversations+ Community+ Connections= Conversions
  21. 21. @doylebuehler The Common Thread? Businesses That Understand Their AUDIENCE, Transform & Evolve Become Remarkable.
  22. 22. What Happens When Nobody Buys From You? @doylebuehler
  23. 23. You mean not everyone wants to buy my sh*t? @doylebuehler
  24. 24. “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
  25. 25. @doylebuehler
  26. 26. It’s About Your Online Purpose NOT JUST YOUR BUSINESS • To Deliver TRUE value to your audience • To Create your “selling value” • To move them into your OWN digital ecosystem to continue the conversation • To show your leadership, your authority
  27. 27. Digital Transformation is about redefining your Value Proposition that resonates with your buyer’s journey @doylebuehler
  28. 28. Current Online “Sales Funnel”? “BUY MY SH*T” @doylebuehler Dolla dolla bills y’all
  29. 29. @doylebuehler
  30. 30. And, How Does That Make You Feel Afterwards? @doylebuehler
  31. 31. It’s A Buyers-Value Cycle, Silly @doylebuehler
  32. 32. @doylebuehler
  33. 33. Ready to Get Started? @doylebuehler
  34. 34. HOT Seat What Is Your Experience With “Selling Online”? What Has Happened To You? Email doyle@thedigitaldelusion.com @doylebuehler
  35. 35. @doylebuehler@doylebuehler
  36. 36. “Your brand is what people say about you when you’re not around”
  37. 37. What is “BRAND VALUE” WIIFM What’s In It For Me @doylebuehler
  38. 38. @doylebuehler
  39. 39. “KNOW” You Getting people to KNOW you, means getting out there and producing our value for others to see. This is you, the ‘WHO’, creating media, video, blogs, speaking, conferences - you know - content. @doylebuehler
  40. 40. “LIKE” You Getting people to LIKE you is really about sharing the same values and underlying behaviours. Being fun, informative, crazy, sympathetic, or some trait that others enjoy about you. This is you, being “authentic” @doylebuehler
  41. 41. BUT, How Do I TRUST You? Involves 3 Core Ingredients Permission Privacy Personalisation So, I KNOW You & LIKE you… @doylebuehler
  42. 42. @doylebuehler@doylebuehler
  43. 43. @doylebuehler
  44. 44. Zero Moment of Truth? 7 Hours 11 Touchpoints 4 Channels @doylebuehler
  45. 45. 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”
  46. 46. 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? ________________
  47. 47. Case Study - RedBull • What are they about? – Excitement – Entertainment – “Energy” • Value? – Become a better person – More motivated – “Adrenalized”
  48. 48. 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
  49. 49. ATM • [visual of ATM] Source: Daniel Priestley, Key Person of Influence
  50. 50. Productise your Services • Gifts • Products for prospects • Core Business @doylebuehler
  51. 51. 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
  52. 52. 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
  53. 53. Value Sequence Detail Want a hi-res version? Email me: doyle@thedigitaldelusion.com @doylebuehler
  54. 54. @doylebuehler
  55. 55. #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
  56. 56. @doylebuehler@doylebuehler
  57. 57. 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
  58. 58. It’s About Your Online Purpose NOT JUST YOUR BUSINESS • To Deliver TRUE value to your audience • To Create your “selling value” • To move them into your OWN digital ecosystem to continue the conversation • To show your leadership, your authority
  59. 59. Trust The Process @doylebuehler
  60. 60. Whewh – that wasn’t too bad…
  61. 61. Don’t just stand there staring…
  62. 62. Download Slide Deck on Slideshare.net (with extra content) bit.ly/doylebuehler33 What To Do Next?
  63. 63. www.Leadership.Digital
  64. 64. IntroConnectingLeadersToDigital “Are you ready to join me on the epic quest to close the digital divide, expel the internet’s ivory towers, and rid the world of online business monotony and mediocrity?” Get The Book On Digital Leadership doyle@thedigitaldelusion.com Let’s Connect @DOYLE BUEHLER
  65. 65. Doyle Buehler @doylebuehler +61 413 106 880 doyle@dept.digital
  66. 66. http://www.linkedin.com/in/doylebuehler https://www.facebook.com/doyle.buehler http://www.twitter.com/doylebuehler http://www.instagram.com/doylebuehler http://www.youtube.com/user/doylebuehler Please Find & Follow Me On Social
  67. 67. I’m Giving Away A Paperback Copy of My NEW Book on Digital Strategy - “#Breakthrough – Unleash Your Remarkable Brand Value, Influence & Authority” For the BEST Question, Comment OR Your BIGGEST Challenge/Fear of Online Just Tweet! @doylebuehler #breakthrough Start Your Transformation Journey Breakthrough.Digital
  68. 68. Book a Complementary Digital Breakthrough 15 Minute Strategy Session To Help You Get Clear Of The Clutter & Find Your Focus Online http://bit.ly/strategycalendar
  69. 69. @doylebuehler
  70. 70. Not Just About The Selfie @doylebuehler
  71. 71. Not About Cute Kittens @doylebuehler
  72. 72. Nor About Cute Babies @doylebuehler
  73. 73. Digital Is Really About YOUR Community @doylebuehler
  74. 74. Online Ain’t What It Used To Be @doylebuehler
  75. 75. Buy The Numbers 10% - Growth of Canadian online retail market per year $1310 – What the average Canadian Spends online 5 Years – Sales online will outpace overall retail market 46% - Number of businesses in Canada with a website $39 Billion – The amount that Canadians will spend online by 2019 (retail) Sources: http://etailcanada.wbresearch.com/media/1003521/57985.pdf https://cira.ca/sites/default/files/public/Ecommerce-Factbook-March-2016.pdf @doylebuehler
  76. 76. #1 Define Your Audience @doylebuehler
  77. 77. #7 Performance Measurement You Can’t Measure What You Can’t See? @doylebuehler

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