How To Monetise Your Brand Value Online - The Post Forum Marketing Conference By Doyle Buehler
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How To Mone)se Your Brand Value Online. Real world social selling for businesses and entrepreneurs wan)ng more customers, sales, leads and profits ‘Real WoRld’ Social Selling foR BuSineSSeS Wanting MoRe cuStoMeRS, SaleS, leadS and PRofitS VALUE ONLINE YOUR BRAND MONETIZE With Doyle Buehler @doylebuehler How To
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Transcript of How To Monetise Your Brand Value Online - The Post Forum Marketing Conference By Doyle Buehler
HowToMone)seYourBrandValueOnline.Realworldsocial
sellingforbusinessesandentrepreneurswan)ngmorecustomers,sales,leadsand
profitsByDoyleBuehler
‘Real WoRld’ Social Selling foR BuSineSSeS Wanting MoRe
cuStoMeRS, SaleS, leadS and PRofitS
VALUE ONLINEYOUR BRANDMONETIZE
With Doyle Buehler @doylebuehler
How To
IntroThe image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Learntheruleslikeapro,soyoucanbreakthemlikeanar)st–PabloPicassoLearntheruleslikeapro,soyoucanbreakthemlikeanar)st–PabloPicasso
WhenBudgetsAreMeantToBeBroken
@doylebuehler
I’mGivingAwayAPaperbackCopyofMyBookonDigitalLeadership-“TheDigitalDelusion:HowToOvercomeTheMisguidance&Misinforma;onOnline”FortheBESTQuesIon,CommentORYourBIGGESTChallengeofOnlineAndaSurprise…JustTweet!@doylebuehler#ownonline
#thepost @thepostforum
WhatAmIHereToTalkAbout?• HelpyouunderstandthebabbleofOnline• Helpyoufindthefocus• HelpyouacIonwhatyouneedtodo• Helpyouimplement
@doylebuehler
OnlineAin’t
WhatItUsedTo
Be
@doylebuehler
NotJustAboutTheSelfie
@doylebuehler
NotAboutCuteKiZens
@doylebuehler
NorAboutCuteBabies
@doylebuehler
DigitalIsReallyAboutYOURCommunity
@doylebuehler
WhatHappensWhenNobodyBuysFromYou?
@doylebuehler
@doylebuehler
It’sNotJustAboutThe“Like”,
The“uber-ish”appthe“cool”Website,
the“amazing”socialprofile;It’sMOREAboutthe
CONVERSATION–AboutYOURStory
@doylebuehler
Thepainofsocialmedia.Unlike.Norealcommunity.Norealinfluence.Noleadsfromsocial.Nosalesfromsocial.Noprofitfromsocial.Noknownresults.Justcost.
BUSINESSONLINE
• What’stherealstoryofbusinessonline?• Community• Connec)ons• Conversions
WHAT’S THE REAL STORY OF BUSINESS ONLINE?
@DOYLEBUEHLERwww.TheDigitalDelusion.com
Conversations +
Community +
Connections =
Conversions
@doylebuehler
ReadytoGetStarted?
@doylebuehler
HaveYouUpdatedYourSellingProcessLately?
@doylebuehler
HowToSellAPen
BuyTheNumbers
10%-GrowthofCanadianonlineretailmarketperyear$1310–WhattheaverageCanadianSpendsonline5Years–Salesonlinewilloutpaceoverallretailmarket46%-NumberofbusinessesinCanadawithawebsite$39Billion–TheamountthatCanadianswillspendonlineby2019(retail)Sources:hdp://etailcanada.wbresearch.com/media/1003521/57985.pdfhdps://cira.ca/sites/default/files/public/Ecommerce-Factbook-March-2016.pdf @doylebuehler
“ShowMeTheMoney!”• Videoors)llimage–JerryMacGuire• JerryMacQuire“Moments”–What’syours?
@doylebuehler @doylebuehler
@doylebuehler
CurrentOnline“Sales
Funnel”? “BUYMYSH*T”
@doylebuehler
Dolladollabillsy’all
And,HowDoesThatMakeYouFeelAberwards?
@doylebuehler
It’sABuyers-ValueCycle,Silly
@doylebuehler
@doylebuehler @doylebuehler
“Yourbrandiswhatpeoplesayaboutyouwhenyou’renotaround”
@doylebuehler
@doylebuehler
ZeroMomentofTruth?
7Hours11Touchpoints4Channels
@doylebuehler
Whatis“BRANDVALUE”
WIIFMWhat’sInItForMe
@doylebuehler
@doylebuehler
TheDigitalReality• Mostbusinessesdonothaveadigitalstrategy.• Mostbusinessesdonotuseadigitalstrategy.• Mostbusinessesdonotknowhowtocreatea
digitalstrategy.• AstrategyisrelaIvelyeasytodecideuponand
putintoplace.
“Havingasimplestrategy,andu;lisingit,willputyouaheadofmostbusinesses,includingyourcompe;tors”
@doylebuehler
StrategyQues)ons
• Whatarewe“about”?__________________• Whatdowedobest?___________________• Whatmakesitwork?___________________• WhatVALUEareyougoingtoDeliver–Today?“Tomorrow”?NextYear?________________
@doylebuehler
CaseStudy-RedBull
• Whataretheyabout?– Excitement– Entertainment– “Energy”
• Value?– BecomeabeZerperson– MoremoIvated– “Adrenalized”
Youmeannoteveryonewantsto
buymysh*t?
@doylebuehler
@doylebuehler
“Justbecausetheyarenotac0velyshopping,doesn’tmeantheywillnever
buyfromyou!”
DefiniIonofaValueSequence
EffecIveDigitalLeadershipisaboutbeingabletomovepeopleintoyourownconversion/sales/leadvaluesequence…
NURTURE-BUILDvalueoverImeNOTjustaboutasingletransacIonalsale
@doylebuehler
HowDoMostBusinessesDealWithANurture
Sequence?
1. TheyDon’t2. “ContactUs”page(causewejustknow
youaregoingtogiveusyourcreditcard)3. “ABOUTUS”page(becauseweare
simplyawesomebeyondcompare)
@doylebuehler
DeliveringValueToYourAudience
[Nurturingvisual]Nurturingtheconversa)onanddeliveringconsistentbrandvalue
• [visualofactualpiecesinflowchart]• [visualofemailsequences]• DeliveringYourValueover)me=nurturing
Delivery value To your auDiencevalue Sequence DevelopmenT
inTereST & moTivaTion
enaBlinG
acTionS
SoluTionS
See moreDo more
Have more
viSualS, viDeo, TexT To capTure THe imaGinaTion
viSualS, viDeo, TexT THaT reinforce WHaT THey
are THinkinG
WHaT DoeS a “SoluTion” To your auDience look like?
BeGin THe “converSaTion” anD move people THrouGH iniTial aTm, DepenDinG on
neeDS & reaDineSS
See moreDo more
Have more
*WHaT can THey See?*WHaT can THey Do?
*WHaT can THey Have?
HoW can you enGaGe your auDience?
WHaT unique SoluTion Do you proviDe?
@doylebuehler
@doylebuehler
Produc)seyourServices• Givs• Productsforprospects• CoreBusiness
@doylebuehler Source: Daniel Priestley, Key Person of Influence
ATM• [visualofATM]
Source: Daniel Priestley, Key Person of Influence
BuildingANurtureCampaign
Building A nurture CAmpAignNurture SequeNce example “Freedom From
FiNaNcial StreSS” campaigNSocial media poStS [daily]
audio SouNdbiteS [iNterviewS]
videoS
ad campaigNS [Facebook]
blog & articleS [liNkediN,
blog]
webSite
employerS
partNerS
laNdiNg page a/b
“giFt” 1 checkliSt
email SequeNce
email #1 the road to Freedom From FiNaNcial StreSS
liNkS to: real - world exampleS traiNiNg
liNkS to: real - world exampleS traiNiNg
liNkS to: real - world exampleS traiNiNg
liNkS to: real - world exampleS traiNiNg
email #2 See more *what caN they See?
email #3 do more *what caN they do?
email #4 *what caN they have?
email #5 puttiNg the pieceS together
“product For proSpectS” calculator page & giFt #2
coNtiNue SequeNce or
eNter New proceSS
@doylebuehler
@doylebuehler
#3MaximisingYourBrandValueSequence
1. DefineYouraudience2. Detailed“funnel”map3. LandingPages4. Email5. Content–visuals,video,text6. Ads7. Measurement
7 ElEmEnts to maximisE Your Brand ValuE sEquEncEWhat is it hoW it Works hoW to hack it
1234567
dEfinE Your audiEncE
dEfinE thE dEtailEd procEss
landing pagEs
mEasurEmEnt
contEnt
ads
Email managEmEnt
Who arE thEY, What do thEY do, What do thEY aspirE to?
crEatE a pErsona that idEntifiEs Your pErfEct customEr
tEst/tEst/tEst
outlinE thE stEps Your audiEncE nEEds. crEatE multiplE paths oVEr timE
Build sEquEncEs that rEspond to Your customEr nEEds
dEliVEr Your storY across all channEls
crEatE compElling campaigns that arE clickEd on BasEd on BEhaViors
pErform or diE
What stEps do You nEEd to takE, to crEatE Your 7/11/4dEVElop kEY, uniquE landing pagEs that focus on a singlE campaign, goal or outcomE for Your audiEncE
groW Your audiEncE BEYond Your sphErE of influEncE, With targEtEd BEhaVioral adVErtising campaigns in conjunction With spEcific campaigns and landing pagEs.
tEll Your complEtE and rEmarkaBlE storY through Visuals, VidEo, Branding, tExt
dEVElop kEY indicators of pErformancE to EnsurE that You arE gEtting thE propEr rEsults.
haVE thE tools aVailaBlE to dEliVEr Your ValuE oVEr timE Via EmailhaVE thE tools aVailaBlE to dEliVEr Your ValuE oVEr timE Via Email
@doylebuehler
#1DefineYourAudience
@doylebuehler
#7PerformanceMeasurement
YouCan’tMeasureWhatYouCan’t
See?
@doylebuehler
@doylebuehler @doylebuehler
DeliveringYourBrandValueSummary• CreateincreasingValueover)me• BuildYourKnow/like/trustTriangle• Createyourtouchpoints• Understand&Deliveryourvaluetoyourcustomer(WIIFM)• Buildyourvaluesequence• Createtouchpoints,create)me=createcustomers
@doylebuehler
TrustTheProcess
@doylebuehler
Whewh–thatwasn’ttoobad…
Don’tjuststandtherestaring…
DownloadSlideDeckonSlideshare.net
(withextracontent)
bit.ly/doylebuehler27
WhatToDoNext?
BuyTheBookInTheMarketplace(MountRoyalUniversity)“TheDigitalDelusion:HowToOvercomeTheMisguidance&Misinforma;onOnline”@doylebuehler#ownonline
www.Leadership.Digital
hZps://deptdigital.agilecrm.com/calendar/doyle
hZp://www.linkedin.com/in/doylebuehler
hZps://www.facebook.com/doyle.buehler
hZp://www.twiZer.com/doylebuehler
hZp://www.instagram.com/doylebuehler
hZp://www.youtube.com/user/doylebuehler
PleaseFind&FollowMeOnSocial
It’sAboutYourOnlinePurposeNOTJUSTYOURBUSINESS
• ToDeliverTRUEvaluetoyouraudience• ToCreateyour“sellingvalue”• TomovethemintoyourOWNdigitalecosystemtoconInuetheconversaIon
• Toshowyourleadership,yourauthority#ownonline
@doylebuehler
