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Digital Strategy & Storytelling
for Entrepreneurs
Doyle Buehler, MBA
@doylebuehler
The Greatest Story Never Heard?
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. Compe...
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
What’s the
difference between
Yoda & Luke
Skywalker?
*In business for 16+ years
*Built multiple tech/ecom startups
*Expanded around the world
*Top 40 Fastest Growing Company i...
Ask me later on how to get a free
copy of my NEW Book on Digital
Strategy - “#Breakthrough –
Unleash Your Remarkable Brand...
Where are YOU now?
In the Digital Age, story
matters now more than
ever.
If you have a strategy you
can tell your true story.
A website by itself doesn’t work -
most of them are just brochures.
Build a website and no one shows up,
SEO doesn’t reall...
Can’t figure out who to
blame?
What’s Your Strategy?
There has to be a better way
We were born to tell stories
& we intuitively know how
to listen to them, but rarely
how to tell them, or tell
them with i...
Your customer is the hero’s
journey, that can fade into the
distant without the right pieces in
place.
The story is what gives your
customer clarity & certainty.
This is your strategy. You control the
narrative
It’s not a story about how
awesome you are, along with
your amazing tech &
company
Nor how you are going to
“change the wo...
Nor even be the next “amazing” founder
The Hero’s journey is about
your customer, the hero of
their story.
How Do We Build Your Story,
Your Strategy?
The keystone concept
We need a ”Keystone”,
a framework,
methodology to hold it
all “up”.
The #Breakthrough Digital Strategy Framework
The #Breakthrough Digital
Strategy Framework
#1 Discovery & Strategy
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...
Next Steps
• “Distill” Your core
concepts from answers
• Create your three core
“themes” or Domains of
– Your brand value
...
Implementing Your Strategy
• People
– Understand your audience
– WIIFM
• Objectives
– What are you trying to achieve?
– Wh...
#2 Content Planning
& Creation
What Are YOU Going To “TALK”
About?
WHO Are You Talking to?
What is Content?
• Not just a “blog”
– Ebooks, checklists, webinars, videos, web text, images,
infographics, stories, book...
Your CONTENT Drives
Your Audience
• What is YOUR Original Content?
– Not all sales
– Your Business Value
– WIIFM? “What’s ...
What About Keywords?
• Yes, research!
– https://neilpatel.com/ubersuggest/
– http://www.semrush.com/
– https://answerthepu...
How To Identify YOUR
Target Persona
Start by describing the ideal customer who might benefit most from the content you
cre...
Identify Your Persona
TARGET PERSONA: ________________________________________
Job title/Role: ___________________________...
#3 Social & Sharing
@doylebuehler
#retailer2016 @eretailer
What Channels Are You Going To CHOOSE
TO Maximise Your Social Media Activity?
#1: ______________________
#2: _____________...
#4 Video Content
& Visuals (Branding)
“The use of images, videos, infographics,
presentation and other visuals on all online
digital channels to craft a graphic...
Not About Cute Kittens
Visuals
• Liked 2x more than text only
• Articles with relevant images have 94% more
total views than articles without ima...
Voracious Video • Shared 12x more
than links and text
posts
• Youtube is Second
Biggest Search
engine
• Facebook is fighti...
#5 Web Alignment
Blowing Away The Digital
Blunders
• Blunder #1: If You Have to Tell ‘Me’
How to Get Around Your Site –
You’re Doing it Wro...
Have Your Created A Website Specification To Capture These?
Question You MUST Ask
Yourself
1. What is the purpose of your website? Leads? Sales?
Information? Be specific.
___________...
1. What platform are you using? Is it future-proof? ______________
2. What is YOUR REAL Story you are telling? ________
3....
#6 Online Lead
Generation
ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence
Delivering Value To Your Audience
[Nurturing visual]
Nurturing the conversation and delivering consistent brand value
• [v...
#7 Advertising & Analytics
Word Of Mouth Only Goes So Far
How To Create A Successful Ad
Campaign
Step 1: Identify Your Persona
Step 2: Identify Your Channel(s)
Step 3: Clarify Your...
Analytics
You Can’t Measure
What You Can’t
See?
Performance
• Baseline – take one – use
Google Analytics & Insights
• Objectives – what are they
• Optimisation – yes, bac...
Digital is harder.
If you’re not prepared.
Think of it like 7 Buckets…
The keystone concept
We need a ”Keystone”,
a framework,
methodology to hold it
all “up”.
The Hero’s journey is about
your customer, the hero of
their story.
Remember
Capture.
Their Brilliant Story
Capture.
Their Compelling Story
Capture.
Their Human Story
Capture.
Your SOLUTION with THEM.
Your Survival Is Not Assured.
@doylebuehler
What’s Killing
Businesses?
*A total of 250,242 entities were deregistered from the Australian
Securities and...
You have two main
challenges to make
sure that you’re not
going to be a
statistic:
Your Digital Strategy Challenge
1) Develop a #BREAKTHROUGH Digital
Strategy for your Business - Writing the
Story That will Inspire Your Ideal Customer to...
The
#Breakthrough
Framework
What’s 1 Degree off Course?
Strategy is the 1%
Remember - it’s not about your story - it’s about
your hero’s story - your ideal client story. We
want to be Luke Skywalke...
Be the Yoda. Be the Team.
Because Story Matters in creating
your own certainty, your own future
for the real hero, for you...
Create the call of adventure
for your Hero.
Tell THEIR story with Your
Strategy.
The Digital Revolution Is Here
@doylebuehler
Doyle Buehler
www.Leadership.Digital
Take the Leadership.Digital Quiz & Get a
Free Copy Of #Breakthrough
@doylebuehler
http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://...
1) Who is your hero - what are they thinking
and feeling?
2) Writing your Hero’s journey - what do
they really want - what...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
How to tell your Breakthrough story with your Digital strategy - storytelling matters online By Doyle Buehler for the NIFN...
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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

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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.

Veröffentlicht in: Business
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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. 1. Digital Strategy & Storytelling for Entrepreneurs Doyle Buehler, MBA @doylebuehler The Greatest Story Never Heard?
  2. 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. 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. 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
  5. 5. What’s the difference between Yoda & Luke Skywalker?
  6. 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. 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
  8. 8. Where are YOU now?
  9. 9. In the Digital Age, story matters now more than ever. If you have a strategy you can tell your true story.
  10. 10. 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.
  11. 11. Can’t figure out who to blame? What’s Your Strategy?
  12. 12. There has to be a better way
  13. 13. 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.
  14. 14. Your customer is the hero’s journey, that can fade into the distant without the right pieces in place.
  15. 15. The story is what gives your customer clarity & certainty. This is your strategy. You control the narrative
  16. 16. 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.
  17. 17. Nor even be the next “amazing” founder
  18. 18. The Hero’s journey is about your customer, the hero of their story.
  19. 19. How Do We Build Your Story, Your Strategy?
  20. 20. The keystone concept We need a ”Keystone”, a framework, methodology to hold it all “up”.
  21. 21. The #Breakthrough Digital Strategy Framework
  22. 22. The #Breakthrough Digital Strategy Framework
  23. 23. #1 Discovery & Strategy
  24. 24. 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
  25. 25. Case Study - RedBull • What are they about? – Excitement – Entertainment – “Energy” • Value? – Become a better person – More motivated – “Adrenalized”
  26. 26. 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
  27. 27. 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
  28. 28. #2 Content Planning & Creation
  29. 29. What Are YOU Going To “TALK” About?
  30. 30. WHO Are You Talking to?
  31. 31. 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
  32. 32. 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?
  33. 33. 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!
  34. 34. 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)?
  35. 35. 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.
  36. 36. #3 Social & Sharing
  37. 37. @doylebuehler
  38. 38. #retailer2016 @eretailer
  39. 39. What Channels Are You Going To CHOOSE TO Maximise Your Social Media Activity? #1: ______________________ #2: ______________________ @doylebuehler
  40. 40. #4 Video Content & Visuals (Branding)
  41. 41. “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
  42. 42. Not About Cute Kittens
  43. 43. Visuals • Liked 2x more than text only • Articles with relevant images have 94% more total views than articles without images • This is Visual storytelling
  44. 44. Voracious Video • Shared 12x more than links and text posts • Youtube is Second Biggest Search engine • Facebook is fighting Google/Youtube over video
  45. 45. #5 Web Alignment
  46. 46. 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
  47. 47. Have Your Created A Website Specification To Capture These?
  48. 48. 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? ____________________
  49. 49. 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
  50. 50. #6 Online Lead Generation
  51. 51. ATM • [visual of ATM] Source: Daniel Priestley, Key Person of Influence
  52. 52. 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
  53. 53. #7 Advertising & Analytics
  54. 54. Word Of Mouth Only Goes So Far
  55. 55. 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
  56. 56. Analytics You Can’t Measure What You Can’t See?
  57. 57. 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?
  58. 58. Digital is harder. If you’re not prepared.
  59. 59. Think of it like 7 Buckets…
  60. 60. The keystone concept We need a ”Keystone”, a framework, methodology to hold it all “up”.
  61. 61. The Hero’s journey is about your customer, the hero of their story. Remember
  62. 62. Capture. Their Brilliant Story
  63. 63. Capture. Their Compelling Story
  64. 64. Capture. Their Human Story
  65. 65. Capture. Your SOLUTION with THEM.
  66. 66. Your Survival Is Not Assured.
  67. 67. @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.
  68. 68. You have two main challenges to make sure that you’re not going to be a statistic: Your Digital Strategy Challenge
  69. 69. 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
  70. 70. The #Breakthrough Framework
  71. 71. What’s 1 Degree off Course? Strategy is the 1%
  72. 72. 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
  73. 73. 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.
  74. 74. Create the call of adventure for your Hero. Tell THEIR story with Your Strategy.
  75. 75. The Digital Revolution Is Here @doylebuehler Doyle Buehler
  76. 76. www.Leadership.Digital Take the Leadership.Digital Quiz & Get a Free Copy Of #Breakthrough
  77. 77. @doylebuehler
  78. 78. 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
  79. 79. 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:

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