how to kick ass online webinar - part 3 digital leadership website sales funnels and analytics -...

The Digital Leadership Training Series

How To Crush Your ATM Online*Integrating and Escalating Your

Kick-ass Online Platform*

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• 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/doylebuehler11

Webinar 1: Rocking Your Digital EcosystemWebinar 2: Squeezing Social Media Through Your Brand StoryWebinar 3: Integrating and Escalating Your Kick-ass Online Platform

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

WINNERS From Last Week@FORE_women (Felicity)@nacreconsulting (Cathy)@innovativefront (Koby)

Hello, I’m Doyle Buehler •Entrepreneurship: I help 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.

#ownonline

The PAIN of Online BusinessNo Real CommunityNo Real LeadsNo Real SalesNo Real ProfitNo KNOWN ResultsJust COST-COST-COST

Still Fighting Fires With Online?

Get The Right Tools

#ownonline

What’s The REAL Story of Successful Online Business?

Conversations + Community + Connections =

Conversions

Think LeadershipThink Authority

#ownonline

It’s Not Just About The “Like”,

the “cool” Website, the social profile;

It’s MORE About the CONVERSATION – About YOUR Story

#ownonline

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

What You Will Find Out TodayWhat may be holding you back with your digital ecosystemWhat you can do differently to create an improved opportunity for your audienceSome of the pieces you need to build a blueprint for a strong digital ecosystem

What Are Your Goals Of This Session?

1 _______________________2 _______________________3 _______________________

Please share @doylebuehler #ownonline

What Questions Do You Need To Answer?

1 _______________________2 _______________________3 _______________________

Please share @doylebuehler #ownonline

What Are Your Online Challenges/Problems

With “Online”?1 _______________________2 _______________________3 _______________________

Please share @doylebuehler #ownonline

HOT SeatWhat Is Your

Experience With “ONLINE”? What Has

Happened To You?What Is Your Customer’s

Experience Been With YOUR Platform?

Email doyle@thedigitaldelusion.com

THE ULTIMATE GOAL?DELIVER VALUE.

DELIVER LEADERSHIP. Move YOUR AUDIENCE into your OWN digital

ecosystem to continue the conversation.

#OwnOnline

WHAT VALUE Is Your Audience Going to Receive?

What VALUE Are You Going To Deliver?

“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

Defining Your Audience

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

“Your brand is what people say about you when you’re not around”

Visuals• Like 2x more than text only• Articles with relevant images have 94% more

total views than articles without images• This is Visual storytelling

Not Just About The Selfie

Voracious Video • Shared 12x more than links and text posts

• Youtube is Second Biggest Search engine

• Facebook is fighting Google/Youtube over video

About Your Website…

How To “Align” Your Website

1. Create congruency with everything you say and do 2. Align Your Strategy with your overall Value3. Align Content With Your Audience Intent4. Align the structure with your audience behaviours5. Move beyond a Brochure Site6. Multi-platform/Responsive7. Tell Your Brand Story

What Is 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

Have Your Created A Website Specification To Capture These?

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

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.

Utilise newer SEO capabilities, such as StructuredData Mark-up Language, which is a search enginetool used by Google. Remove any “over optimised”sections of the current meta tags, as Google maypenalize your site for this.

How To Digital Declutter #2

Utilise Webmaster Tools (Google), affiliate partners as well as GoogleMerchant capabilities for your product feeds,to grow your sales, as well as your overallaudience. Continue to grow backlinks, based onpartners and affiliates.

How To Digital Declutter #3

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? ____________________

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

ToolsTools To Help You Define Your Website Platform & Sales Funnels

Download Your Website Specification from http://www.thedigitaldelusion.com/kpi-webinar

Other Web building toolshttp://www.semrush.com/http://www.woorank.com/

Funnels & Follow-through – Easy Funnel/Email process

“Your landing page is the pathway into your Digital ATM”

Questions To Start To Define Your Funnel

1. What is 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?

The Two Basic Types Of Landing Pages

1. E-commerce based, where you drive customers to buy products or services; the goal on these pages is click-through.

2. Lead-generation page where you gather visitors’ information, and normally trade something of value.

A landing page should not just be another page on your website. You should specifically build and optimize a page for a single goal. If you are working on a website platform like WordPress, there are many tools that will aid in the creation of a landing page.

Funnel Success Factors1. Look at the behaviours – not just an automated process – where do they

stop a video?2. Build multi-phased campaigns, all centered around “response indicators.”

- Focus your energy on the ones who demonstrate they’re the most interested

3. Remember the 67% - we don’t all buy at once4. Use Multiple Conversion Points – not all CTA need to be at the “end”.5. Tell Your Brand Story6. Test & Retest7. Look at other avenues to distribute your story – partners, affiliates,

clients, etc.

Mistakes Made In Sales Funnel Management

Not balancing lead generation and lead management

Not focusing on your overall sales process

No sales training

Not measuring each stage of the funnel. Is it working?

How To Set Up A Funnel For Your ATM

• Step 1 – Create Your Gift• Step 2 – Establish your technology (mailchimp, InfusionSoft,

etc.• Step 3 – Create landing page or “Campaign”• Step 4 – Create your email sequence • Step 5 – Move Your Audience To Your Funnel• Step 6 – Create a new “Gift” Monthly• Step 7 – Monitor & Manage

Steps To Creating A Kick-Ass Functioning Funnel

1. Design Your Landing Page2. Optimise & Test – Refine Your Process3. Set Your Conversion Values & Analyse4. Optimise & Test

How To Optimise1. Use clear titles and a layout that conveys your offer and incentive quickly.2. Speed is your friend and visitors are impatient; 79% of users scan a page rather

than reading it.3. Keep your visitors focused on filling out the form, and remove all distractions. If

you use a photo, have it visually direct users to your form.4. In general, more fields on a form means more barriers to entry.5. Give your audience something that is of actual value; there is no room for fluff. If

you want someone to give you their information, provide them with something worthwhile.

6. Trust is key. Good design, easy-to-understand offerings, and testimonials from others all build trust. It’s a lot easier to sign up for an email list or buy a product if you trust the content on a website.

How To Test?• https://www.crazyegg.com• http://unbounce.com/• https://www.optimizely.com/• http://www.google.com/analytics• http://www.usertesting.com/

Landing Page

Samples• http://

www.creativebloq.com/web-design/landing-page-design-6133358

How To Organise Your Funnel Key #1

Implement email marketing follow-up cyclesfor all sections of the sales cycles. Base it onyour revised strategy and content, however,ensuring that you deliver exceptional value toyour audience, and that it is congruent with youroverall messaging. In other words, don’t justsend out emails because you have their emailaddresses – only if you deliver real value to addto their day.

Create additional points of entry into your salesfunnel for pre-and post purchasers. This can beaccomplished with downloads, gifts, checklists,etc, that directly connect you to your audience.Utilise specific landing pages for specific lifestylegoals and offers.

How To Organise Your Funnel Key #2

Utilise your social and sharing platforms toentice sales and interest in your products, andmove them into your overall sales process.Include links and discussions related to youraudience’s goals to your site and promotions, insocial media. This needs to be aligned with youroverall content and social media plan.

How To Organise Your Funnel Key #3

Tools

Tools To Help You Define Your Website Platform & Sales Funnels

http://www.semrush.com/http://www.woorank.com/http://Clickfunnels.comhttp://www.Leadpages.comhttp://www.Unbounce.com

Where is your audience?

Word Of Mouth Only Goes So Far

Find (More of) YOUR Audience… Your Crowd

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

Download my 16 Point Advertising Campaign planner

www.thedigitaldelusion.com/kpi-webinar

Target & Retarget Your Ads!

“You’re Never Too Good For Good Advertising”

If Google Adwords Is Advertising on

Facebook To Reach Their Audience, Shouldn’t You?

“You’re Never Too Good For Good Advertising”

ALWAYS Look At YOUR Financial Benefit

Analytics You Can’t Measure

What You Can’t See?

Performance• Baseline – take one – use

Klout, SEMRush, Google Analytics

• Objectives – what are they

• Optimisation – yes, back and forth to GLORY

• Metrics– what are you measuring

• ROI – What is it, how?

Tools You Need• Yoast SEO Plugin• Yoast Google Analytics Plugin• Google Analytics• Google Webmaster tools

Create Your Digital Media Management Dashboard

Digital Marketing Dashboards

• http://www.cyfe.com• http://Hootsuite.com• http://www.tapanalytics.com/• https://www.leftronic.com

Whewh – that wasn’t too bad…

Are You Really Ready To Turn

On Your Business Online?

Trust The Process

Don’t just stand there staring…

Are You Ready For The Digital Leadership Challenge?

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.

Don’t Forget To Practice…

Don’t Forget to Have fun.

Where to go for more help?

#ownonline

Join The Online Inner Circle Facebook Grouphttps://www.facebook.com/groups/onlineinnercircle

Please Leave a Review Or

Testimonial

1. KPI Facebook Group2. Email me doyle@thedigitaldelusion.com3. www.thedigitaldelusion.com/kpi-webinar

Questions?

Email doyle@thedigitaldelusion.com

Where to go for more help?

#ownonline

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• Need any Tips? Please email me with ANY questions doyle@thedigitaldelusion.com

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