TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
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The document discusses five common mistakes individuals and businesses make with their websites, emphasizing the importance of digital strategy, content, branding, consistency, and conversions. It outlines a framework for improving online presence through actionable insights and tools, aiming to enhance audience engagement and business success. The presentation encourages reflecting on one's digital ecosystem and building a robust online strategy to avoid these pitfalls.
![Welcome!
• What we’ll cover
• What’s The Problem Online?
• Developing an understanding, a Strategy & Making It Work
• Tools & Resources
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Slide deck on Slideshare
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TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
- 1. 5 Mistakes Everyone (Else) Makes With Their Website Doyle Buehler @doylebuehler
- 2. Welcome! • What we’ll cover • What’s The Problem Online? • Developing an understanding, a Strategy & Making It Work • Tools & Resources • Admin Stuff • Please type in your questions along the way • Audio/video check? • Screenshots? Yes! [Jing] • Slide deck on Slideshare http://bit.ly/doylebuehler01
- 3. Hello, My Name is… Doyle Buehler •Business Entrepreneur since 2002 •MBA (2002, Leadership – Royal Roads University, Victoria Canada) •Multiple start-up businesses in the online ecommerce consumer market; fastest growing company in Canada; Canadian Innovation Award, multiple US patents. •Educator – teach Strategy, Business Planning & Entrepreneurship •Boutique Digital Media Agency for Entrepreneurs wanting to cut through the clutter •Considerable time working on the “inside” of Marketing Agencies, along with major Fortune 500 clients, putting the pieces together. •Judge for Australian Web Industry Association 2014; Presenter for the Australian Marketing Institute Congress 2014
- 4. )1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com
- 5. Want To Win A Paperback Copy of my book on Digital Leadership, “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”? Tweet @doylebuehler #thedigitaldelusion #digitalleadership
- 6. How I spent $250,000+ on a website
- 7. Deadly Digital )1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com
- 8. 3 Simple Things You Will Learn 1. The Knowledge • What Does It Mean? • How Does It Affect Your Business? • Case Studies/Samples 2. The Tools • Toolkit 3. The Process • How To Overcome It
- 9. What Are Your Goals Of This Webinar? 1 _______________________ 2 _______________________ 3 _______________________ Please share @doylebuehler #digitalleadership
- 10. What Questions Do You Need To Answer? 1 _______________________ 2 _______________________ 3 _______________________ Please share @doylebuehler #digitalleadership
- 11. What Are Your Online Challenges/Problems? 1 _______________________ 2 _______________________ 3 _______________________ Please share @doylebuehler #digitalleadership
- 12. The KNOWLEDGE 5 Mistakes Everyone (Else) Makes With Their Website
- 13. What’s Going ‘On’ Online? • Too many distractions • WIIFM • No strategy • No content • Working too hard • No time • No resources • No measurements • Too many competitors • Not open source • No analytics • Too confusing • Too much clutter • Spending too much Money • No results • No way to measure results • Not working hard enough • No experts • No traffic • No money • SEO stuff • Social media? The 3 Big ‘Ds’ Disillusioned Disenfranchised Distracted
- 14. N‘o Money N‘o Time • Are You committed: Time? – How Much Time • Are You committed: Money? – Only ‘smart’ money • Are You committed: Process? – What Systems do you have
- 15. The Mistakes The Missing 5 ‘Cs’ of Websites 1. No Connections • Where is your digital ecosystem? 2. No Content • Are you a do-er or a copy-er? 3. No Congruency • What is your brand about? 4. No Consistency • Where is your strategy? 5. No Conversions • What are you actually selling?
- 16. MISTAKE #1: No Connections Where Is Your Digital Ecosystem? • Audience? • Social Media? • Analytics? • Advertising? • Videos? • Visuals? • Content Channels? • SEO? • WEBSITE – Are you driving people BACK to your own online assets?
- 17. What Parts of Your Digital Ecosystem Are You Using? Are you able to use all of them effectively, simultaneously? Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO, Sales, Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals & Images, Strategy Plan, Training, Content Creation…
- 18. How to Grow you Audience Connections • 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? – WIIFM? • Be proactive & Outgoing – “ASK” to connect for personal pages – 5 Minutes/day
- 19. How Can You Create Connections? • Technical Side – Build out website keeping in mind all of the parts of your ecosystem, and how you can fit them together – Connect all channels, so people can access you from anywhere – Mobile/responsive – Connect all the tools – analytics, dashboards, measurements, goals • Expertise Side – Share your knowledge – Invite people – Become a digital leader
- 21. Mistake #2: No Content Are You A Do-er Or A Copy-er? • What channels are you using? • Are you moving your audience BACK to your website? • Who are your content partners? • Is it original? • What problem are you solving? • How often? When? Why? • NOT just a ‘blog’ or social media posts – think of yourself as a magazine magnate on your OWN website – Updated web content – Webinars – Ebooks – Seminars – Landing pages
- 22. The Content Equation. Are You A Leader or Follower?
- 23. Your CONTENT Drives Your Audience: How Can You Create Content • Deliver YOUR Original Content? – Not all sales – Your Business Value – WIIFM? “What’s In It For Me” – Is it relevant? • Define what channels are priority for your content • Connect your website to your content • Create your own digital leadership with your content
- 25. MISTAKE #3: No Congruency What Is Your Brand About? • What is your brand essence? What are you about? • Your visual brand? • Your video brand? • Your content brand? • Your website brand? • Your social media brand? • Is your brand congruent across your entire digital ecosystem? Does it mean the same thing, regardless of where your audience finds you? – Not just your logo.
- 27. How Can You Create Congruency? • Define your Branding in terms of your audience value • Utilise your web Platform that allows you to deliver your message with what your audience sees, hears, views, understands
- 29. MISTAKE #4: No Consistency Where Is Your Digital Strategy? • What value are you delivering? • What are you best at? • Who is your customer? Who is your audience? • Are you appealing to ‘them’? • Are you relevant to them? • Are you delivering the same message?
- 30. What is A Core Digital Strategy? Note to self: Social Media is NOT a Strategy
- 31. How Can You Create Consistency? • Design your strategy, or strategic architecture that is based on your inherent value • Answer the “WHY” – WHY would someone buy from you? – WHY should they care? • Build your web platform that reinforces this value • Utilise your digital ecosystem that delivers your strategy to directly to your audience
- 33. MISTAKE #5: No Conversions What are you actually selling? • Where is your conversion funnel? • NOT just for ecommerce sites, either • How are you getting leads? • Landing pages? • Audience/Buying Stages? • Gifts & Free Downloads • Part of your digital ecosystem? • About US – NOT about ‘me’ • Have you automated?
- 34. Are You Missing 67% of Your Market? The people that are perfect, ideal clients for you can be broken down into the following percentages: • 3% - “ACTIVELY” Shopping & Ready To Buy • 7% - “OPEN” to You • 30% - “AWARE” for the future • 30% - Currently “UNCONSCIOUS” of You • 30% - NEVER
- 35. Definition of a Leads/Sales Funnel “Just because they are not actively shopping, doesn’t mean they will never buy from you!”
- 36. How Can You Reach The 67% • Identify Your BUYERS Cycle (NOT Sales Cycle) • Identify their Key Milestones & stages • Educate your audience with “Gifts” & “Free Downloads” – Level 1: Checklist – Level 2: “How to” Selection – Level 3: Assessment or detailed guide
- 37. How Can You Create Conversions? INFLUENCE To ACTION • Move your “fans” to your own website, your own lists and own landings pages through your gifts and downloads, and of course, content • Not about “engagement” • About INFLUENCE • Start with ‘About’ (page)
- 38. Anatomy of an Unforgettable About Page
- 41. Infographic created by Jonathan Mead – Copyright Playbook
- 42. The Mistakes: Review The Missing 5 ‘Cs’ of Websites 1. No Connections • Where is your digital ecosystem? • Is it working FOR you? 2. No Content • Are you a do-er or a copy-er? • What story are you telling? 3. No Congruency • What is your brand about? • Are you delivering your company essence? 4. No Consistency • Where is your strategy? • How are you delivering your value? 5. No Conversions • What are you actually selling? • Are you moving your audience along their buying cycle?
- 43. The Process
- 44. What Is Digital Leadership? • Authority – Brand credibility • Influence – Brand “active” audience • Knowledge – Expertise in your industry/niche – Combining all the elements of digital media
- 45. Stages of Digital Leadership 1. Start-up 2. Awareness 3. Understanding 4. Leverage 5. Maximise Where Are You & Your Brand?
- 46. HOT Seat • Where is your business on the digital leadership scale? • Why? • What is happening? • How can you make it to the next stage?
- 47. 7 Simple Steps Free your mind Build your customer desire Engage your audience passion online 1. Create an overriding digital strategy 2. Develop a clear content plan and roadmap to communicate with your audience 3. Utilise specific social media tools and sharing to grow your community 4. Create stunning and cohesive branding through videos and visuals 5. Align your website to create congruency with all your channels and your assets 6. Implement an automated sales funnel that accounts for all stages of your customer’s buying process 7. Implement promotion & advertising to grow your audience beyond word of mouth; utilise analytics to maximise your sales funnel
- 48. Your Working Digital Blueprint 1. Digital Discovery 2. Content, Communication 3. Community, Social & Sharing 4. Visual Branding & Videos 5. Website alignment 6. Sales/lead funnels 7. Promotion, Advertising, Analytics
- 49. The Tools
- 50. What Tools Do You Need To Overcome The 5 Mistakes & Build Your Digital Ecosystem? • Social media is (just) a tool • Digital leadership is your brand strategy • It’s what you do with your tools that is more important • Understand the 5 BIG mistakes
- 51. The Best Tools • Social & sharing • Analytics • Keyword research • Competitor Analysis Be selective, be precise. What is your audience niche?
- 52. Content Tools To Implement • Hootsuite • Buffer
- 53. Tools To Inform • SocialBakers.com • Quantcast • Alexa • SEMrush
- 54. Tools to Measure • Klout • Google Analytics • Twittercounter.com • trendcounter.com
- 55. What other tools do you use? 1 _______________________ 2 _______________________ 3 _______________________ Please share @doylebuehler #digitalleadership
- 56. A Few Last Words • Consistently deliver your value across your entire digital ecosystem • Insights – Insights – Insights! • DON’T HARD SELL – INFLUENCE TO ACTION • Your industry influencers? WHO are they? • Your Schedule? WHAT is it? • Your Value & Your Content? HOW do you deliver it? • Your strategy? What is it? • Your ROI? WHERE is the Money? • EXPERIMENT & GET ACTIVE • LIKE & Share others – It’s not ALL about you!
- 57. Download the Free eBook NOW From www.thedigitaldelusion.com/2 )1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com
- 58. FREE Prize Inside! Win A Paperback Copy of my book on Digital Leadership, “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online” Tweet @doylebuehler #thedigitaldelusion #digitalleadership
- 59. What’s Next? • Let’s connect on Twitter, Linkedin, Facebook – Just search ‘Doyle Buehler’ • Need any Tips? Please email me with ANY questions doyle@thedigitaldelusion.com • Call me 0413106880 Thank You For Attending!
- 60. THANK YOU! • Thank you for everyone who attended, who really wants to make a difference with their business online • Special Thanks to SEMRush for hosting this webinar!
- 61. Are You Ready to “Click To Save The World” • Main Site: www.thedigitaldelusion.com • Full Book Download Page (Free Digital PDF Copy): www.thedigitaldelusion.com/2 • LinkedIn: http://au.linkedin.com/in/doylebuehler/ • Facebook: https://www.facebook.com/doyle.buehler • Twitter: @doylebuehler www.twitter.com/doylebuehler • email: doyle@thedigitaldelusion.com • Mobile +61 413 106 880 • Download the slide deck: http://bit.ly/doylebuehler01
- 62. MISTAKE #2: No Content Are you a do-er or a copy-er? • What’s Your Content Plan?
Editor's Notes
- #8: Digital Doesn’t need to be difficult!
- #18: Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO, Sales, Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals & Images, Strategy Plan, Training, Content Creation, Branding
- #35: You can only get there with a clear strategy. Conclusion? NOT everyone is ready to buy RIGHT NOW
- #57: Linkedin Publish is gaining in importance