key strategies to building your authority content powerhouse by doyle buehler
TRANSCRIPT
The Digital Leadership Training Series
Mastering Digital Marketing for Startups & Accelerators
[Key Strategies]
BuildingYour
AuthorityContent
Powerhouse
Intro
Learn the rules like a pro, so you can break them like an artist – Pablo Picasso
I’m Giving Away A Paperback Copy of My Book on Digital Leadership & Online Strategy…
“The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”
Just Tweet! @doylebuehler #ownonline
How I spent $250,000+ on a website
#ownonline
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
• What’s the real story of business online?• Community• Connections• Conversions
@doylebuehler
No Silver Bullets
Still Fighting Fires With Online?
Get The Right Tools
#ownonline
It’s About Your Online PurposeNOT 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
#ownonline
No, You Don’t Need To Be A…• Ninja• Guru• Yogi• Supreme Leader• Mogul• Or even Kim Kardashian!Just an entrepreneur that wants to grow their audience and sales, by creating an environment that your audience ENJOYS.
Successful Digital Leaders Need TO DEMONSTRATE
Authority & AwarenessInfluence & Inspiration
Knowledge & Expertise
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
#ownonline
Your CONTENT PURPOSE?DELIVER VALUE.
DELIVER LEADERSHIP. Move YOUR AUDIENCE into your OWN digital
ecosystem to continue the conversation.
#OwnOnline
Wake UP! Your Audience Awaits!
Ready to Get Started?
#ownonline
The 4 Components To Master Your Digital Marketing
1. Digital Strategies - Defining and developing your 'why' and intrinsic value that you deliver2. Content Deployment - Understand what is important to say, and when3. Community Development - Realize that you do have a core persona that will listen4. Sales Action - Why sales are 'lost' online, without you knowing, and what to do about it
1. Digital Strategy
WHAT VALUE Is Your Audience Going to Receive?
What VALUE Are You Going To Deliver?
“Your brand is what people say about you when you’re not around”
What is “BRAND VALUE”
WIIFMWhat’s In It For Me
@doylebuehler
“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
2. Content
What Are YOU Going To “TALK” About?
WHO Are You Talking to?
Word Of Mouth Only Goes So Far
Not Just About The Selfie
@doylebuehler
Not About Cute Kittens
@doylebuehler
Nor About Cute Babies
@doylebuehler
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?
Content – What to “Say” Online• Your “VOICE”• From Content Plan?• To Whom? Persona• Are you delivering your
value?• What do they WANT to
HEAR?• What Does Your Content
LOOK Like?
What About Keywords?
• Yes, research!– https://www.google.com.au/trends/– https://adwords.google.com/KeywordPlanner– http://www.semrush.com/
More so, they distill out as PART of your VALUE statements, Your digital strategy, and your specific
content!
Where is your audience?
Find (More of) YOUR Audience… Your Crowd
Defining Your Audience
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 PersonaTARGET 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.
How to Grow your Audience With Content?
• Reciprocity – SHARE LIKE COMMENT– As ‘your’ business & personal profile
• Interest Followers & Leaders – Key People of Influence in Your Industry• Add YOUR content to the mix
– Value from your strategy?– WIIFM?
• Be proactive & Outgoing – “ASK” to connect for personal pages– 5 Minutes/day
Better Than Sliced Bread?
Create 1% of your own Content
Copy & Share 9% [Content] of Your Influencers
90%? Join the conversation – share others, discuss, comment
The ‘Magical’ 90/9/1 Content Sharing Ratio
Whewh – that wasn’t too bad…
Trust The Process
Your Social Media Leadership ChallengeDigital Leadership The start of your new story online?
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• Twitter: @doylebuehler• Linkedin: “Doyle Buehler”• Amazon: The Digital Delusion• Email: [email protected]
Take the DIGITAL LEADERSHIP Assessmentwww.leadership.digital
Download Slide Deck on Slideshare.net(with extra content)
bit.ly/doylebuehler28
What To Do Next?
www.Leadership.Digital
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