how to create the ultimate online experience for your audience with semrush webinar by doyle buehler
TRANSCRIPT
How To Create the Ultimate Online Experience For Your
Audience
Welcome!
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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
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
Online Ain’t What It Used To Be
The PAIN of Online Business
• No Real Community
• No Real Leads
• No Real Sales
• No Real Profit
• No KNOWN Results
• Just COST-COST-COST
How I spent $250,000+ on a website
#ownonline
What’s The REAL Story of Successful Online Business?
Conversations +
Community +
Connections =
Conversions
Think LeadershipThink Authority
#ownonline
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?
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
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.
HOT Seat
What Is Your Experience With
“ONLINE”? What Has Happened To You?
What Is Your Customer’s
Experience Been With YOUR Platform?
Email [email protected]
Ready to Get Started?
#ownonline
It’s Not Just About The “Like”,
the “cool” Website, the social profile;
It’s MORE About the CONVERSATION
#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 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
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
THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital ecosystem to continue the conversation.
#OwnOnline
How To Create the Ultimate Online Experience For Your
Audience
1. Defining Your Buyers Process2. Defining Your Audience3. Creating and Understanding a Comprehensive Digital Strategy4. Why we share online and with others5. 7 Disciplines of Digital Leadership6. What about content?7. Website – Declutter/Site Goals/Alignment8. Funnels & Follow-through – Easy Funnel/Email process
“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
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
Defining Your Audience
WHAT VALUE Is Your Audience Going to Receive?
What VALUE Are You Going To Deliver?
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)?
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.
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”
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 [email protected]
“Your brand is what people say about you when you’re not around”
Content – What to Say
• From Content Plan?
• To Whom? Persona
• Are you delivering your value?
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
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?
Visuals
• Like 2x more than text only
• Articles with relevant images have 94% more total views than articles without images
• This is Visual storytelling
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
Not Just About The Selfie
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 628Twitter: 1,024 x 512LinkedIn: 800 x 800Google+: 800 x 1,200Pinterest: 735 x 1,102Instagram: 1,200 x 1,200
Voracious Video • Shared 12x more than links and text posts
• Youtube is Second Biggest Search engine
• Facebook is fighting Google/Youtubeover video
What Types of Videos To Create?
• Signature Series
• Training
• Testimonials
• Pitches
• Instructional• “Explainer”• Webinars• Whiteboard
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
About Your Website…
Have Your Created A Website Specification To Capture These?
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
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 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
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? ____________________
Funnels & Follow-through – Easy Funnel/Email process
Questions To Define Your Funnel
1. Define your sales and leads process2. How do you currently acquire new
leads and new customers?3. How do you respond and manage
your leads?
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 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
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
Tools
Tools To Help You Define Your Website Platform & Sales Funnels
http://www.semrush.com/http://www.woorank.com/Clickfunnels.comLeadpages
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?
#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
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
HOT Seat
What Is Your Experience With
“ONLINE”? What Has Happened To You?
What Is Your Customer’s
Experience Been With YOUR Platform?
Email [email protected]
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.
Trust The Process
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
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 [email protected]
• Call me +61 (0) 413106880
• Slide Deck on Slideshare.net bit.ly/doylebuehler10
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 [email protected] for a copy.
http://www.linkedin.com/in/doylebuehler
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Please Find & Follow Me On Social
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
