The Digital Leadership Project
Digital Discovery Self Audit 7 Point Digital Assessment On Your Key Online Success Factors
www.thedigitaldelusion.com
The Digital Delusion
Digital Discovery Self Audit
Building Online Influence For Business Growth Prepared by:
Doyle Buehler doyle@thedigitaldelusion.com 1 300 681 911 doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com
Find us online: Twitter http://twitter.com/doylebuehler Facebook http://www.facebook.com/doyle.buehler Google+ http://plus.google.com/101726301477581347234 Linkedin http://www.linkedin.com/in/doylebuehler Youtube http://www.youtube.com/user/doylebuehler Pinterest: http://pinterest.com/doylebuehler/ © The Digital Delusion – www.thedigitaldelusion.com
An Online Strategic Introduction Your business is not just about the “business”.
It is about creating the framework that allows
The primary goal of your business is to get
your clients to clearly see and understand
people interested in what you do: to generate
more through your knowledge, assistance
revenue and a bottom line ROI. You want people
and process.
to be able to approach you online and offline, to ask questions; to nurture them into potential
Your clients enter your site, looking for a level
customers that convert into sales at some point in
of care and attention that is second to none.
time. However, more importantly, you want people
They won’t be satisfied unless they know that
to be able to find you, and to quickly recognize
they are dealing wit the best. And, they are
“you” for who you are, not for someone else, or
willing to pay the best, if they know that they
some other service. You need to build relevance
can trust you to take care of their needs. It
and awareness.
is about trusting you with the ability to enjoy their own business.
Your brand is about creating and developing an authentic community that is transparent and
This is your digital domain, which needs to
complementary to your client’s daily lives and
be mastered.
interactions; that are interactive and engaging with your products of your business capabilities. People want to invest and interact with your own personal authenticity. It is about leadership in your industry; through
Your brand is about creating and developing an authentic community
action and through thought-leadership of your
that is transparent and
skills and knowledge base, and of course your
complementary to your
product lines. It is about connecting intrinsically
client’s daily lives and
with your clients to allow them to overcome their fears, and push them towards further
interactions
manifestations of finding a safe and secure opportunity for them. 3
What You Don’t
Know That Will
Your Business F o
rever
change
The 7 Biggest Problems That Businesses Encounter Online We know that the online world is really quite ugly
happens regularly. Putting out fires is
and unforgiving. These are some of the problems
their marketing plan. There is uncertainty
that most businesses experience online:
of what exactly to do next.
1. There is too much online apathy with
5. Too much “noise” and clutter online. Too
customers. Customers are spending more
many distractions for an ideal customer
time, money and resources with competitors.
to find a specific business and engage with it.
2. They have little to no influence online. People are simply not listening or seeing how great and remarkable some businesses actually are.
6. Difficulty in finding the “right” customer for a specific market; the customer who is truly intrigued by what is offered.
3. There are never enough leads and committed people. Businesses are unable to develop
7. Confusion with all of the different
enough business and contacts to build or
tools, activities, types of social media
sustain their business.
channels. Too many things to consider to make any one thing work well. Falling
4. No defined or clear strategy for working online exists. Bouncing around from idea to idea
© The Digital Delusion – www.thedigitaldelusion.com
behind in what is available for marketing.
The 7 Biggest MISTAKES That Are Made With Online Business While most businesses make a successful
6. Thinking that everyone already knows about
move online, there are a number of core
their company and that their information is
mistakes most businesses make when
relevant.
working online: 7. Being reactive and unable to provide a clear 1. Not knowing what social channels to use and when. Not understanding
focus, strategy and direction to building their online influence.
how to use social media and the online market space.
This strategy plan is an introduction to our framework program designed specifically to lift
2. Forgetting to follow a specific process
your business past that self-perceived barrier
for moving online, or developing an
that is limiting your activities and sales online.
online presence and influence.
Overcoming these objections and obstacles will build your own empire online with your business.
3. Thinking that their audience online actually cares about who they are or what they do, and will quickly engage and respond to what they have to say. 4. Not having a proper step-by-step plan to telling people about themselves and their company online. 5. Not knowing what tools are easily available to make the process substantially easier.
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5
Did You Kn ow That You M Missing Ou ight be t on 67% of Your Sal es? Simply put, most of your perfect, ideal clients are not looking for you. Even though they need you desperately. Let’s explore this idea and figure out how to remedy it quickly! How does this breakdown? The people that are perfect, ideal clients for you can be broken down into the following percentages: ACTIVELY SHOPPING
OPEN TO YOU 3%
7% 30%
AWARE FOR FUTURE
NO 30%
30% UNCONSCIOUS
So, how do you make the additional 67% actively work towards sales? By actively engaging them with “education” and “community” through your expertise and knowledge, to move them towards their ultimate purchase with you. These 7 frames or steps allow your business to extend this buying relationship into the full 67% of your entire audience that can and will purchase. This is the focus of a solid digital strategy – to encompass all of these possibilities.
Day By Day
Breakthroug
- Building an On
h For Your B
usiness
line
The Digital Design Methodology requires a new look at how you accomplish things online, and how you integrate these activities into your current business. Our methodology is not about starting from scratch, but rather putting the pieces that you already have, into a manageable and executable program that works for your business. The answers and details come from how your current business operates and implements. We simply provide the structure and framework to make your business function online, better. © The Digital Delusion – www.thedigitaldelusion.com
7 Point Digital A
on your key onli
ssessment
ne success fact
ors
Do you want to free your mind, Build your
businesses were doing, that they could be
customer desire, and engage your audience
quantified.
passion online? These 7 simple steps will help you grow and create the business blueprint that you
The self-assessment is not meant as a
need to grow your business online.
complete “solution” per se, but rather to help you organise your digital platform, which
This is an assessment of the key factors that
works best for your business, in your market.
are affecting you and your business online. Understand what you can do to actually create action, accountability and process that helps you grow your business to where you want it to be. This assessment is based on the 7-step awardwinning process, and the core factors and understanding that have been predominant in helping successful businesses work better in the online environment. These factors have been previously identified
“Helping entrepreneurs build an uber-competitive digital blueprint which drives to the core of their online presence and profile, to free their mind, build customer desire, and engage
within successful businesses, as they operate on
their audience passion,
a day-to-day basis. While a lot of businesses have
online.”
discovered them intuitively, it was only through careful observation of what these successful
7
The 7 Frames To Build Your Own Digital Leadership The 7 Frame Online Empire Project Framework INPUTS
OUTPUTS
Frame 1 Audit Brand Essence
Discovery & Strategy
Frame 2
Content Review & Brand Inputs
Content Planning & Creation
Frame 3
Strategic Alignment with Social Channels
Social & Sharing
Frame 4
Brand Essence, Visuals & Core Content
Video Content & Visuals
Frame 5
Website Checkpoint & Strategy, SEO Audit
Online Brand Goals & ROI Content Distribution
Brand Exposure, Measurement & Management
Strategic Alignment and Architecture
Web Alignment
Frame 6 Online Lead Generation & Sales Funnel
Frame 7 Advertising, Analytics & Advanced Dashboards
www.thedigitaldelusion.com/1 Š The Digital Delusion – www.thedigitaldelusion.com
Content Plan & Map
Channel Prioritization and Optimization
Video & Image Creation, Integration and Optimised Distribution
Website Congruency & Evolution, Technical SEO
Lead Generation & Conclusion for Online Goals (Sales, Downloads, Leads)
Brand Control, Advertising Points & Brand Development
Scoring The A
udit
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There is a score for all of the 7 main factors or “Primary Questions”. This is based from 1-10, based on the relative assessment of how you compare to where the “ideal” position would be, with1 being least competitive, and 10 being most competitive. The scores are then added to give yourself an overall assessment out of a possible
“There is no right or wrong answer, but
70 points. See below for initial scorecard assessment.
rather just some key
The supporting questions are simply
areas of your digital
reflective type questions designed to help
blueprint that can help you further develop your digital ecosystem.”
you create a new roadmap in terms of what you can improve or make more efficient. There is no right or wrong answer, but rather just some key areas of your digital blueprint that can help you further develop your digital ecosystem.
9
Frame 1:
Discovery & Strateg
y
Strategy is the key ingredient, as it creates the cohesion across all of the many confusing and seemingly disjointed activities of online. Your digital strategy serves as the foundation for your business to properly navigate online – from both your perspective and your customer/audience’s perspectives. It is the intrinsic “why” of what your customer is purchasing and your audience is looking for.
Most entrepreneurs still have their heads in the sand when it comes to their online strategy; Doyle pulls no punches with this book as he offers a proven methodology for driving serious results online. Glen Carlson Director Key Person Of Influence
It allows you to quickly convey the
always just about what your products/
“essence” of your business to your
services physically are, but more so what
audience, and understand the value that
value you provide with your products.
your customers are expecting from you.
In other words, how do you make your
A strategy is not so much what you “do”,
customer’s life easier, better, faster…?
but rather what value or qualities are in it for your audience. In other words, it is not
© The Digital Delusion – www.thedigitaldelusion.com
Primary Question “I have a clear plan, blueprint or strategy that helps me understand where I am going, what I need to do, and how I define my business to my customers”.
Score Yourself 1 to 10: Supporting Questions 1. What are your online goals and objectives? Be specific. 2. How are you achieving these objectives? 3. What is your digital purpose? 4. What strategies do you use for engagement? 5. How do you deal with resource management - internally and externally? How much time do you spend developing your online digital ecosystem?
Your Self-Assessment Outcomes Take a few minutes to list the top 3 items that you can address with your business
•
•
•
Follow-through Actions •
Take some time to understand what the overall
partnerships are you developing to help expand
value of what your audience is looking for. Do
your audience base? How do you inform and
they simply want your product or do they want
delight your audience over the long-term, and
convenience, simplicity, access? What do
further, how can you demonstrate your essence,
they achieve by purchasing your products or
your expertise, your knowledge to the industry
services, as compared to your competitors?
as a whole? How can you connect with the 67%
How do they “feel” when researching and
of your audience that can account for growing
purchasing? What is the essence of your
sales?
business? What value will you deliver now, as
•
•
Ask your customer what they are “really”
well as down the road?
looking for. Understand what motivates them
Investigate your long-term business goals – both
and then convey this into additional knowledge
customer side and business side. This can
and expertise that can then be utilised by your
be used to help the business focus on some
target audience. Conduct a simply survey of
long-term changes in customer responsiveness
the different stages of research and purchase
to your products and services. How will you
that may lend some insight into the customer
attract customers in the long term? What
motivators.
11
Frame 2:
Content Planning & Creation
Content is everything that you are “about”
but also on your website, your advertising
online, and that your audience can see,
landing pages, webinars, downloads, gifts,
hear, feel, touch, interact, and engage. It
etc. One of the biggest driving forces of
is about the conversations that you can
the changing landscape of SEO is in fact
and should have with not only your direct
content development and management.
purchasers, but also the people who are
Sites that grow their content base, grow
your bigger audience, and who can be a
their rankings.
customer.
Ideally you need to educate and inform
Content is not just about writing a good
your audience with your own expertise and
blog. It is also about creating and publishing
knowledge. This creates awareness and
your ideas of you, your business, your
relevance for you and your products. This
products, and your audience – what makes
is communicated by knowing exactly who
them like you, what value you provide.
you are talking to, in terms of customer
This can be conveyed in multiple formats,
segments or personas, along with the
like social media, Facebook, Youtube,
topics that you discuss.
© The Digital Delusion – www.thedigitaldelusion.com
Primary Question “I know what I am going to talk about online, and when I am going to say it.”
Score Yourself 1 to 10: Supporting Questions 1. Do you have a content plan? What is it? 2. What are your 5 hot button issues? 3. Describe your “voice” online 4. How do you create content?
Your Self-Assessment Outcomes Take a few minutes to list the top 3 items that you can address with your business
•
•
•
Follow-through Actions •
then navigate and manage all of the channels
Develop an understanding of the different
easier. Look at ways of enhancing your content,
customer segments, and what content interests
through downloads, free gifts, checklists, what
them is key to defining how to create a sales
you need to know, mistakes people make in
conversation with them. Try to group your
selecting bar fridges, etc.
customers into separate “personas” that you can then market and communicate directly too.
•
•
Look at communicating on all of the different
It gives you a target to discuss with, instead of
channels that you are currently utilizing or
seemingly random conversations. See how far
set-up. However, focus on the channels where
you can “describe” them, then talk with them.
your customer is at, so that you don’t dilute
Map out what you would like to say, what your audience is saying/wanting, and when you would like to say it. This is the basis for a content plan. By structuring it by topics and by dates, it allows some structure, which can then be implemented quite easily over time. Having a schedule will also save you time and money, as you can quickly refer to it and say “I need to write about x,y,z, today”. Further break down the schedule by each channel, so that you can
your resources unnecessarily. Keep the overall message consistent across everything, based on your new, refined strategy, and your content plan. Consistent, quality content generally improves your overall SEO rankings. Can you communicate and educate as well, through other channels, like webinars on “creating the perfect backyard”? This basically works by connecting all of your thoughts into content that you can deliver, across multiple channels. 13
Frame 3:
Social & Sha
ring
Social media needs to be recognized as
in the conversations that are happening
merely a tool to develop your audience
“outside” of what you are currently doing,
base. Social media is not a strategy. It
and where your audience is predominately
allows you to communicate your message,
found. This means that it is beneficial to go
through a strong strategy and a robust
to where your customer is, and start the
content plan. It needs to work together,
conversation about your value. This is an
with everything else that is produced by you
evolving conversation that may not always
and your business.
start with your products, but more so with your value.
You don’t need to be everywhere, either. The social channels that you decide to use, must be reflective of your overall strategy, as well as where your audience is located. Social media is also about having a twoway conversation. This means that there needs to be hooks for them to both share your content, but also for you to engage © The Digital Delusion – www.thedigitaldelusion.com
confusing forms the s n a tr le y Do g into a e marketin lin n o f o d with nature enture fille v d a g in arn brilliant le licated s of comp n w o d k a great bre It was xamples. e d n a s ie strateg sightful ing and in rd a w re rth my a very s well wo a w t a th e experienc n time. Pattinso Jasmine ydney ment, S
t Manage
sse Benton A
Primary Question “I always have an engaged audience online.”
Score Yourself 1 to 10: Supporting Questions 1. Where is your customer on social media? 2. What are they doing? 3. What are your specific goals of social media?
Your Self-Assessment Outcomes Take a few minutes to list the top 3 items that you can address with your business
•
•
•
Follow-through Actions •
Ensure that, as a minimum, people have an
•
Use social media from both directions. Find out
immediate way of connecting with you, across
where your audience is, and start contributing
your social channels, in every direction. Start
to the conversation in their space. Don’t make
with having links to your social channels on your
it a hard sales conversation, but a statement of
main pages. Build out a content comments
values that you provide. Lead them, with your
system that then shares back to their social
content, to understand how they fit. Consider
channels. Ensure that your content that you
the 67%. Create conversations in your social
create can be shared, with simple share based
media channels, with content that reflects your
connections points for your videos, images,
audience’s interests and needs.
blogs, etc. •
Create consistent branding throughout all of your channels. Use the same images, colour, style that you know works for your brand. Ensure that all of the profiles set up are complete – that they have a lot of textual descriptions (for SEO), as well as links to your main site.
Love the intimate and speaks relaxed setting. Doyle el without at a very personal lev it so using jargon, making d to get easy to understand an s. involved with activitie Lin Wee, Melbourne 15
Frame 4:
Video Content
&Visuals
Branding is critical offline as well as online.
Video is one of the key means for
It also serves as a conveyance of what you
developing an audience online, by
do, your values. And no, it is not just about
developing your own, online personality
your logo. Branding goes far deeper than
and brand to shine. Video content needs to
that, and presents you in all your glory.
include a regular weekly video episode of 3-5 minutes, highlighting the core business
Branding appears as part of the visuals and videos that you create and produce. And,
related content, as well as the personality of you and your brand.
they also serve as one of the strongest components of online digital strategy. Images and videos are shared and enjoyed far more than any other component of online. As part of the further motivating messaging that is critical to your brand, images should reflect everything that you should and want to talk about… in pictures. © The Digital Delusion – www.thedigitaldelusion.com
All aspects and topics covered in the workshop were extremely useful. In particular, the breakdown of the online marketing strategy was clear and exceptional.
Tony Chiu, Sydney
Primary Question “I am always relevant with my audience and my brand across all branding, visuals and video content that I produce.”
Score Yourself 1 to 10: Supporting Questions 1. Describe your visual brand 2. What type of visuals are you currently using that represent your brand? 3. How do people visually find you, besides text based search? 4. What does your visual brand represent?
Your Self-Assessment Outcomes Take a few minutes to list the top 3 items that you can address with your business
•
•
•
Follow-through Actions •
Utilise a large depth of images and videos.
Create inspirational visual & video messaging
These should all be assembled with your new
that connects with what your audience wants
overall strategy and content plan, to help you
to achieve – not just product based. Consider
focus on the details of everything. Use images
using “infographics” and other designed visuals
and videos to not only show the product, but
that tell a story, with your product being the
show how the product is used, what it can
focal point.
mean for your customer, etc. Images for strictly
•
Optimise all of the images and videos for SEO/
product purchases can also be used as the
search. Ensure that all videos and images have
“lifestyle” surrounding your business and what
a full, detailed file name. The images should also
you are trying to create. However, it is quite
be able to be accessed separately, for sharing;
useful and practical to create separate images
with each image having the share capability.
that convey the value, and the lifestyle that is important to your audience. Consider creating lifestyle videos as well, that again convey your products in their lifestyle – think beyond the typical product shots, and more of the value statement of how their life is more complete with your product range. Engage the emotion of their lifestyle in all of the visuals and videos.
•
Utilise branding on all your images, so that your audience will soon be able to recognize your visual brand. This can be as simple as putting your logo and web address on every single image that you create. This allows for anyone to begin the process of recognition, regardless of where they actually saw your photos. 17
Frame 5:
Website Alignm e
nt
Websites are meant as one of the spokes
landing pages and your advertising. Your
of your overall digital online framework. By
audience is an extremely critical crowd, and
themselves, they are just a simple method
won’t feel at all amiss if they pass up your
for transactions. However, when they are
site, knowing that there are more out there.
combined with your entire ecosystem online, they actually become a more integrated part. Your website serves as your main connection point to everything that is accomplished online. It builds your credibility, your relevance and awareness to your audience, it showcases your knowledge and expertise.
From the technical perspective, your website needs to have all of the elements necessary to grow your ranking and grow your relevance. It must be geared towards this, but at the same time, it must be descriptive and a “home” for your audience to come and visit, beyond the simple transactions. Proper ranking is based on
A website also needs to align with the
a multitude of factors, but it is becoming
overall messages of value that you are
more and more important to create a
delivering. This means that it must be
destination, an experience that everyone
congruent with your strategy, with your
can enjoy, at any time.
content, with your social media, your © The Digital Delusion – www.thedigitaldelusion.com
Primary Question “My customers are always loyal to my business and my offers on my website.”
Score Yourself 1 to 10: Supporting Questions 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?
Your Self-Assessment Outcomes Take a few minutes to list the top 3 items that you can address with your business
•
•
•
Additional Reporting Available Want to generate some actual data on how your site is doing? Use these links to generate a quick website report http://www.semrush.com/ http://www.woorank.com/
Follow-through Actions •
•
Coordinate your “revised” strategy and
Merchant capabilities for your product feeds,
content plan into your website. Include a more
to grow your sales, as well as your overall
consistent level of content production. Include
audience. Continue to grow backlinks, based on
all of the social media features. Create more of
partners and affiliates.
a destination with your content and the overall
Utilise newer SEO capabilities, such as Structured
structure. Integrate a sales funnel process that
Data Mark-up Language, which is a search engine
can include your audience in their lifestyle of
tool used by Google. Remove any “over optimised”
your products and services, such as checklists,
sections of the current meta tags, as Google may
guides, etc. for download.
penalize your site for this.
Utilise affiliate partners as well as Google 19
Frame 6:
Online Lead G eneration & Sales Funne l
The ultimate goal in having an online
audience time to get to know you, to tap
business is sales. Whether this is through
into your knowledge and expertise. This is
acquiring leads or selling directly to your
part of the 67% that can significantly grow
audience, the ultimate goal is to increase
your business.
the value of the business. While this is a simple proposition, it is important to understand, as presented above, that only approximately 3% of your audience is “ready” to click and buy.
The ideal sales funnel therefore needs to consider not only the single transactional purchase, but also the ongoing awareness and relevance for your audience, along their buying cycle. It is critical however, to get
Having a proper sales funnel is about
your audience into your ecosystem. This
creating Return on Investment, or ROI. But
includes such activities as “gifts”, webinars,
again, it cannot be a simple transactional
seminars, sessions, emails, planning
interaction, or the remaining potential
activities, checklists, etc. It is necessary
audience goes unnoticed.
to manage and coordinate all of these activities to build a growing business.
While ecommerce sites are designed to sell, they can also be considered to allow your © The Digital Delusion – www.thedigitaldelusion.com
Primary Question “I have a consistent and continual source of quality leads and sales from my audience.”
Score Yourself 1 to 10: Supporting Questions 1. Define 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?
Your Self-Assessment Outcomes Take a few minutes to list the top 3 items that you can address with your business
•
•
•
Follow-through Actions •
Implement email marketing follow-up cycles
•
Utilise your social and sharing platforms to
for all sections of the sales cycles. Base it on
entice sales and interest in your products, and
your revised strategy and content, however,
move them into your overall sales process.
ensuring that you deliver exceptional value to
Include links and discussions related to your
your audience, and that it is congruent with your
audience’s goals to your site and promotions, in
overall messaging. In other words, don’t just
social media. This needs to be aligned with your
send out emails because you have their email
overall content and social media plan.
addresses – only if you deliver real value to add to 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.
21
Frame 7:
Advertising, Anal & Advanced Das ytics hboards
Advertising is an integral part of an effective
An advertising program would only take
online strategy. Advertising needs to be
place once the key steps are completed in
properly coordinated with all of the other
an overall strategic plan development. This
activities that you will undergo as part of
allows businesses to send them to specific
your online framework. This means that
locations, whether that is a promo landing
all of the preceding steps ideally must
page, a landing page to gain subscribers,
be ready and complete, prior to moving
a product special, a video or visual, your
onto the next “step”. This ensures that
specific social channel, or even a specific
the proper foundation is set-up, and will
blog post that continues to engage and
actually be able to work properly, with each
delight.
other, not against each other. In terms of analytics, this is critical for your In other words, if you set up an advertising
website in order to measure performance.
program before you have a fully ready sales
Analytics is the methodology of measuring
funnel (not just limited to an ecommerce
the activities on your websites. There also
funnel), and preceded further by a properly
needs to be an active analytics package
running EDM/email program, then money
connected to the existing site, running at all
spent in advertising will be wasted, as you
times. This will allow for the proper analysis
will not be able to engage the full process
and subsequent action, to further enhance
with your audience, and they may fall
traffic and activity.
through some unnoticed “gaps” in the current or existing process in place. © The Digital Delusion – www.thedigitaldelusion.com
Primary Question “My audience and prospects can easily find me online, and before my competitors.”
Score Yourself 1 to 10: Supporting Questions 1. How much do you spend on advertising on a monthly basis? 2. Have you used, or are you using online advertising? Do you consider it a success or failure at this point? 3. Do you know what is working on your website and what doesn’t? How do you make any adjustments? 4. What type of tools do you use to monitor and manage what you do online, on a daily basis?
Your Self-Assessment Outcomes Take a few minutes to list the top 3 items that you can address with your business
•
•
•
Follow-through Actions •
•
Enable all of the analytics features of your
•
Ensure campaigns are congruent, and move
site, including audience profiles. In terms of
people towards your ecommerce and sales
measuring how well your site and activities are
funnel goals. This can entail the creation of
doing, look at and investigate utilising initial
specific product landing pages, so that it
Measures of Performance factors, such as
corresponds directly with what the audience has
Traffic into sales funnel; leads generated (such
clicked on. Slight improvements of campaigns
as through downloads); Followers and engaged
could be developed by adjusting bid prices
users; Sales and registrations.
slightly (downward), while still maintaining
Utilise a dashboard or console, for management of campaigns and activities. This can be used through such tools as Cyfe, where you can customize all of the activities that are pertinent and important to the day to day operation of your business. A “console” can also be established with Google Analytics, although it does not always have all of the features for complete management.
close, existing ranking. Remove all of the poor performing campaigns, which are not revenue focused. Look at advertising (once yourdigital platform is developed), onto other channels, such as Facebook and Youtube with Promoted posts/ads directed to your activities and specific gifts, sections, webinar registrations, etc. Review your adwords activities on a monthly basis, to ensure that campaigns are meeting specific goals and objectives.
23
How to assess yo ur overall score o f the primary digital as sessment questio ns Primary Question Total Score: ________/70
1-20
21-50
51-70
Investigate ways to
Understand that
Fine-tune your
further develop and
you can probably
approach, with such
define your digital
refine your digital
things as a refined
footprint. Are you
approach to be more
sales funnel and
spending enough
competitive. Some
further integration
time and resources
significant changes
with your social
to make it work?
may be needed, with
channels and your
Do you have a clear
just a refinement of
content. Keep
plan that you can
the 7 key factors.
everything cohesive
implement? How are
Look at investigating
and coordinated to
you really staying
and investing more,
ensure that you can
competitive?
in a greater depth of
deliver what your
detail in all of your
customer is looking
digital programs, all
for.
your channels, and how you fit them all together.
Š The Digital Delusion – www.thedigitaldelusion.com
What do you need to do nex
t?
The scores that you create here really are just “relative”. They merely serve as a guideline to help focus your efforts as you build your online blueprint. They are in fact the 7 simple steps to:
Free your mind Build your customer desire Engage your audience passion online Visit http://www.thedigitaldelusion.com/1 to discover some of the unique tools and techniques to master your online blueprint. As a simple “first step”, take a look at implementing the 7 simple steps into your digital journey, to help you manage and grow your business. Where you go from there is completely up to you!
Would you like yo u
r answers review
ed?
If you would like your answers reviewed to help you in your digital discovery journey, please email your answers to me. There is no cost, and no obligation, and full confidentially is always delivered. Email your document to doyle@thedigitaldelusion.com
Questions About Your Digital Self-Assessment ? Please contact me:
Doyle Buehler doyle@thedigitaldelusion.com +61 (0) 413 106 880 1300 681 911 25
About Doyle Bueh le
r
sight into Doyle’s in as proach, h p a d re a structu te our re-evalua s u d e lp he a very ection in ir d d n a position ay. positive w kay Ed Mac
Free of Sugar td Director Pty L Solutions
Doyle is an author, entrepreneur, speaker
He now runs the world’s first “anti-agency”,
and online business strategist. From several
The Digital Delusion, helping entrepreneurs
successful start-ups and retail franchise
and business leaders become less reliant on
businesses in Canada, the United States,
“guru’s”, and “experts”, and getting rid of the
Europe and Australia, to helping other
bullsh*t online, by empowering and enabling
companies succeed with their ideas and
them to become awesome online.
strategies, he has spent over 12 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains. His newest book, “The Digital Delusion”, discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world. Find more information on the book here: http://www.digitaldelusion.info
© The Digital Delusion – www.thedigitaldelusion.com
Download a Free, Full Copy of The Book, The Digital Delusion: How To Overcome the Misguidance and Misinformation Online. Go to www.thedigitaldelusion.com/2
ull On F e Th Book t Ge ack b per a P
Free Online Course Included with 20+ Hours of Digital Strategy Training
What’s In The Book, “The Digital Delusion: How To Overcome The Misguidance and Misinformation Online”?
Do You Actually ‘Exist’ Online? Are You Relevant To Your Audience? Being online is not as easy as everyone thinks or tells you. Have you ever felt like: • You have little influence nor awareness with your audience • You find that there is too much noise, bullsh*t, clutter and confusion • You’re not exactly sure what to do next to maximise your business
At lon g last the Dig smash ed. Th ital De lusion e r e and d is so m is ownrig u ch mis h t inform confus world, ation ion ab thank out th goodn written e onlin e s s s e the bo omeo ne has ok to m Doyle fi a n ke sen Buehle ally se of it r gives deliver all. all the ed in a right in no BS forma to act way, t ually m tion, h at is th a king th world e key e mos and so t of th cial m e onlin edia in e any bu siness . A ndrew Austra lia’s #1 Griffit Small hs Bu sin reneur ess and ial Auth or
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You’re not alone. Now you can stop feeling overwhelmed, misguided, misinformed and confused about what you need to be doing. First, you will discover what is preventing you from building your success online. Typically this is from the misconceptions, misunderstandings, and misinformation about the industry; these are The 7 Deadly Digital Delusions. Then, you will learn exactly how to make your business truly remarkable and relevant with the 7 Step Online Strategy Framework. This structure will quickly move you past the Digital Delusions, the overwhelm, and into the business breakthrough that you need.
The Digital Delusion will help you understand, establish and utilise key strategies to overcoming the challenges of building and growing your business online. Find your focus online.
Doyle Buehler
THE DIGITAL
DELUSION MAXIMISE ONLINE FOR ENTREPRENEURS
1 300 681 911 +61 413 106 880 doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com
Facebook.com/TheDigitalDelusion linkedin.com/in/doylebuehler Skype: doyle_buehler www.about.me/doylebuehler