HOW TO CREATE THE ULTIMATE ONLINE EXPERIENCE FOR YOUR AUDIENCE
This webinar is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online experience to drive sales and leads. Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable user experience, you’re only 1 click away from them leaving you forever.
No longer is your website the only thing that your audience will see; you need to be able to manage and utilise all of the different aspects of your value and your brand online. Every thing that you do online, and every channel that you engage in, exposes you to potential customers, as well as exposing why people are not clicking on what you have to offer.
Put simply, Every Body sees Every Thing online. And, if you are not prepared with a solid user experience, you will be left with no one buying and no business. You need to be prepared to deliver an amazing experience to every one you encounter online, at every step along the way to purchasing what you have to offer, whether it is a product or a service.
Are you able to provide proper value through all stages of your buying process within your digital ecosystem? This means being ready for people who want to buy from you right now, but also for 67% of your market that are just not ready to buy… yet. Find out now how to deliver your unique value to your entire audience, consistently, to grow your Return on Investment (ROI), drive more sales and more leads for your business.
This is the webinar that you have been waiting for, to get clarity and get control of everything that you do online.
In this Webinar on Thursday May 21th at 8:00 pm Sydney time, you will learn:
The 3 key strategies to de-clutter your web presence
What 3 tools are critical to building the ultimate user experience
How to coordinate your digital ecosystem so it is not confusing
How to manage your online presence to create raving fans and more importantly, qualified leads
What it takes to entertain and educate your audience
How to tune your website to meet the demanding needs of your audience
The 5 things you need to do to cut through the clutter and noise of online, and breakthrough with your own brand
What is Google Search Console and What is it provide?
HOW TO CREATE THE ULTIMATE ONLINE EXPERIENCE FOR YOUR AUDIENCE With SEMrush webinar by Doyle Buehler
1. How To Create the Ultimate
Online Experience For Your
Audience
2. Welcome!
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Please type in your questions along the way
• Slide deck on Slideshare
http://bit.ly/doylebuehler10
3. Hello, I’m Doyle Buehler
•Entrepreneur: Multiple Businesses in Online ecommerce & Digital Media
•Educator: Teach Digital Strategy, Business Planning & Entrepreneurship
•Author: The Book on Digital Leadership for businesses – The Digital
Delusion.
#ownonline
4. I’m Giving Away A Paperback Copy of My Book
on Digital Leadership…
“The Digital Delusion: How To Overcome The
Misguidance & Misinformation Online”
Just Tweet! @doylebuehler #ownonline
8. What’s The REAL Story of
Successful Online Business?
Conversations +
Community +
Connections =
Conversions
Think Leadership
Think Authority
#ownonline
9. 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?
10. At its heart, UX design is about effectively
addressing the needs and circumstances of
your users, to produce an interface that is
comfortable and even joyful to use. As if that
wasn’t enough to tackle, your users’ needs are
always changing, as people continually evolve
their expectations and technologies.
Dan Zambonini
11. I’m Not A UX Purist
It's become our responsibility as digital
strategists, content strategists, information
architects, designers, developers, and digital
marketers to plan, design, and build an over-
riding experience that benefits our audiences.
12.
13. HOT Seat
What Is Your
Experience With
“ONLINE”? What Has
Happened To You?
What Is Your
Customer’s
Experience Been With
YOUR Platform?
Email doyle@thedigitaldelusion.com
15. It’s Not Just About
The “Like”,
the “cool” Website,
the social profile;
It’s MORE About the
CONVERSATION
#ownonline
16. 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
17. What You Will Find Out Today
• What may be holding you back with your
digital ecosystem
• What you can do differently to create an
improved opportunity for your audience
• Some of the pieces you need to build a
blueprint for a strong digital ecosystem
18. What Are Your Goals
Of This Session?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
19. What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
20. What Are Your Online
Challenges/Problems
With “Online”?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
21. THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital
ecosystem to continue the conversation.
#OwnOnline
22.
23.
24. How To Create the Ultimate
Online Experience For Your
Audience
1. Defining Your Buyers Process
2. Defining Your Audience
3. Creating and Understanding a Comprehensive Digital Strategy
4. Why we share online and with others
5. 7 Disciplines of Digital Leadership
6. What about content?
7. Website – Declutter/Site Goals/Alignment
8. Funnels & Follow-through – Easy Funnel/Email process
25.
26. “Just because they are not actively
shopping, doesn’t mean they will never
buy from you!”
Definition of a Leads/Sales Funnel
Effective Digital Leadership is about being able to move
people into your own conversion/sales/lead funnels…
NOT just about a single transactional sale
27. What To Do Next?
• Define Your Buyer Process.
• Map Out The Touchpoints for Each Stage
• Understand What Interests Them & What Is
Relevant To Them
• This can then be leveraged into your sales
funnel
31. 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)?
32. 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.
33.
34.
35.
36.
37. 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”
38. 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? ________________
Email doyle@thedigitaldelusion.com
43. Content – What to Say
• From Content Plan?
• To Whom? Persona
• Are you delivering
your value?
44. 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
45.
46. 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?
47.
48. Visuals
• Like 2x more than text only
• Articles with relevant images have 94% more
total views than articles without images
• This is Visual storytelling
49. What Types of Visuals To
Create?
• Quote Graphics
• Screen shots
• Inspiration
• Industry Tips
• Infographics
• Visual story
• Post title Blocks
• Post images
• Powerpoint & Keynote Slides
• Personal Photography
• Behind the scenes
• Original Designs
• Your Brand Essence
• Striking! Colours, Scenes
51. 8 Elements of Visuals That
Get Shared
1. Correctly Sized
2. Bold & Memorable
3. The Face Has It (35% boost)
4. Hijack #hashtags
5. Key Keywords
6. Consistent
7. Relevance
8. Stand Alone
Here are the optimum image
sizes for each platform:
Facebook: 1,200 x 628
Twitter: 1,024 x 512
LinkedIn: 800 x 800
Google+: 800 x 1,200
Pinterest: 735 x 1,102
Instagram: 1,200 x 1,200
52. Voracious Video • Shared 12x more
than links and text
posts
• Youtube is Second
Biggest Search
engine
• Facebook is fighting
Google/Youtube
over video
53. What Types of Videos To
Create?
• Signature Series
• Training
• Testimonials
• Pitches
• Instructional
• “Explainer”
• Webinars
• Whiteboard
54. How To Launch Your Content
Development Program
• Step 1 – Define Your Persona
• Step 2 – Identify Your Channels – Where IS your audience?
• Step 3 – Define your Story, Your Goals – The Why, The Value
• Step 4 – Develop Your Content Types – Visuals, Videos, Etc
• Step 5 – Create Your Schedule. STICK with it!
• Step 6 – Create Your Content Matrix - Distribute & Dominate
• Step 7 – Repurpose, Re-use
59. Your Website User Process
• Goals of site leads/sales/ecommerce
• Information – where is it and what do they
need
• About Us? About Them, Not YOU
• Contact Us? Yah – right
• Sales and Leads Funnel Process
60. How To Digital Declutter #1
Coordinate your “revised” strategy and content plan into your
website. Include a more consistent level of content
production. Include all of the social media features. Create
more of a destination with your content and the overall
structure. Integrate a sales funnel process that can include
your audience in their lifestyle of your products and services,
such as checklists, guides, etc. for download.
61. Utilise newer SEO capabilities, such as Structured
Data Mark-up Language, which is a search engine
tool used by Google. Remove any “over optimised”
sections of the current meta tags, as Google may
penalize your site for this.
How To Digital Declutter #2
62. Utilise affiliate partners as well as Google
Merchant capabilities for your product feeds,
to grow your sales, as well as your overall
audience. Continue to grow backlinks, based on
partners and affiliates.
How To Digital Declutter #3
63. How To Create Website
“Alignment”
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?
____________________
69. Questions To Define Your
Funnel
1. Define your sales and leads process
2. How do you currently acquire new
leads and new customers?
3. How do you respond and manage
your leads?
70. How To Organise Your Funnel
Key #1
Implement email marketing follow-up cycles
for all sections of the sales cycles. Base it on
your revised strategy and content, however,
ensuring that you deliver exceptional value to
your audience, and that it is congruent with your
overall messaging. In other words, don’t just
send out emails because you have their email
addresses – only if you deliver real value to add
to their day.
71. Create additional points of entry into your sales
funnel for pre-and post purchasers. This can be
accomplished with downloads, gifts, checklists,
etc, that directly connect you to your audience.
Utilise specific landing pages for specific lifestyle
goals and offers.
How To Organise Your Funnel
Key #2
72. Utilise your social and sharing platforms to
entice sales and interest in your products, and
move them into your overall sales process.
Include links and discussions related to your
audience’s goals to your site and promotions, in
social media. This needs to be aligned with your
overall content and social media plan.
How To Organise Your Funnel
Key #3
73. Tools
Tools To Help You Define Your Website
Platform & Sales Funnels
http://www.semrush.com/
http://www.woorank.com/
Clickfunnels.com
Leadpages
74. Performance
• Baseline – take one – use
Klout, SEMRush, Analytics
• Objectives – what are they
• Optimisation – yes, back
and forth to GLORY
• Metrics– what are you
measuring
• ROI – What is it, how?
75. #ownonline
What Do I Need To Do NEXT?
• Continue to Establish Your Online
Platform
• Grow Your COMPLETE Digital Platform
– Augment it! Feed it!
• Be accountable to your business –
Continue to Learn!
• Now is the time to overcome the
problems and difficulties that are
slowing you down.
• It doesn’t happen by magic
76. A Few Last Words
• Consistently deliver your value across your
entire digital ecosystem
• DON’T HARD SELL – INFLUENCE TO ACTION
• Build AUTHORITY through LEADERSHIP
• Your Value & Your Content? HOW do you
deliver it?
• Your strategy? What is it?
• Your ROI? WHERE is the Money? Move your
fans to your own lists and own pages.
• EXPERIMENT & GET ACTIVE
• Create the Experience For Your Audience
77.
78. HOT Seat
What Is Your
Experience With
“ONLINE”? What Has
Happened To You?
What Is Your
Customer’s
Experience Been With
YOUR Platform?
Email doyle@thedigitaldelusion.com
79. The End of The Story?
It’s more about the conversation, the
community, as well as the connections that you
make
The conversion is the result of having a
strategy, having a process, and having all of the
pieces in place for your audience.
82. I’m Giving Away A Paperback Copy of My Book
on Digital Leadership…
“The Digital Delusion: How To Overcome The
Misguidance & Misinformation Online”
Just Tweet! @doylebuehler #ownonline
83.
84. Where to go for more help?
#ownonline
• Let’s connect on Twitter, Linkedin, Facebook – Just search
‘Doyle Buehler’ @doylebuehler
• Need any Tips? Please email me with ANY questions
doyle@thedigitaldelusion.com
• Call me +61 (0) 413106880
• Slide Deck on Slideshare.net bit.ly/doylebuehler10
85. Where to go for more help?
#ownonline
• Join The Online Inner Circle Facebook Group:
https://www.facebook.com/groups/onlineinnercircle
• If you would like to use the worksheets, please email
doyle@thedigitaldelusion.com for a copy.
88. The Digital Leadership Manifesto
“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
#ownonline
Hinweis der Redaktion
Kicking Ass Online with digital leadership – doyle buehler
Considerable time working on the “inside” of Marketing Agencies
How to start to engage with your audience to get INFLUENCE TO ACTION
Back a decade ago, online was hard. Now it still is, and it is also confusing! $250,000 was a big investment; tech was expensive. Since then DIY came in, with free websites and everything else. So there was a huge proliferation in all of the websites that were going “online”. The new problem is how to connect all of the different pieces together – the social media, the SEO, the website, the lead generation, and of course the Return on Investment.
I feel your pain.
No conversions = no business
What I’m going to show you is how to connect some of the key elements of online, to better be able to deliver a complete user experience.
It’s easier than you think. It will only hurt a bit
It’s more about creating the connections.
I’m going to tell you the 5 specific action steps that you can do to increase your real ROI. And no, it’s not a magic formula either.
Grab a piece of paper and write these down. We’re going to need it in a second
This is the BONUS.
You can then see it, engage with it, understand it, measure it.
Build your social media and digital leadership
There is no magic pill, no special shake, no secret diet. No secret formula. Just get off your ass
To be 100% Awesome! Every business wants to be 100% awesome, right? Well, how do you get there?
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”?
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.
Defining Your Audience – who are they and what do they like?
You won’t survive without sharing. Why is a persona important? Because once we define our personas, we can then define their motivations for sharing. Why we share online – the 5 key psychological motivators
Take some time to answer these questions. The more detailed questions are in the resources page
People don’t want more content; they want better content. Add value, not volume.
Match your content with your audience
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?
Funnels & Follow-through – Easy Funnel/Email process
Who has debated ROI? Who won the debate? Are you training for the marathon or the sprint?
Linkedin Publish is gaining in importance
Developing your digital leadership in social media – understanding your strategic architecture
Use this worksheet to see where you are at, and what you can do to really tie things together.
Learn the 7 steps to accelerate your business online, drive demand with your audience, and build your customer engagement
How to start to engage with your audience to get INFLUENCE TO ACTION
Digital leadership and online authority is not just about Facebook! It’s also about getting out and talking with real people in the real world.
Where we will discuss any and all digital issues, online questions and everything about online business
Connecting leaders to digital. Doyle Buehler online. 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?