How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler Want to build and create a compelling competitive online brand presence using your existing digital assets with a remarkable digital strategy? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads. Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever. Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry. Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand. Here is the 2 part break down of the Building Brand Authority Webinars: Webinar 1 - Rocking Your Digital Ecosystem Learn the 7 Disciplines of digital leadership for a successful online presence Create a digital strategy framework that connects your value with the needs of your online audience How to master your content and develop your voice online to deliver your core value Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform How to connect and re-align your website across your entire online platform What you actually need for a working, qualifying, sales and leads funnel Creating influence beyond your immediate reach through focussed advertising and analytics The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pieces together, to work FOR you.

3. •Entrepreneurship: I help entrepreneurs grow
their online ecosystem, business and sales,
through digital leadership
•Educator: Teach Digital Strategy, Business
Planning & Entrepreneurship
•Author: The Book on Digital Leadership for
businesses – The Digital Delusion.
Hello, I’m Doyle Buehler
#OwnOnline

5. Welcome!
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Please type in your questions along the way
• Slide deck on Slideshare
http://bit.ly/doylebuehler12

7. Online Ain’t What It Used To Be

8. No Silver Bullets

10. 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

11. What You Will Find Out Today
• What may be holding you back
• What you can do differently
• How to build a blueprint for a strong
digital ecosystem

12. What Are Your Goals
Of This Session?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

13. What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

14. What Are Your Online
Challenges/Problems
With “Online”?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

15. Ready to Get Started?
#ownonline

16. 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

17. How I spent $250,000+ on a website
#ownonline

18. #ownonline

19. The PAIN of Online Business
• No Real Community
• No Real Leads
• No Real Sales
• No Real Profit
• No KNOWN Results
• Just COST-COST-COST

20. What Happens When Nobody Likes You?

24. Online Is
Not Easy
#ownonline

25. So, What ABOUT Digital Leadership?
Are You Ready to #ownonline

26. Do You Have A Digital Blueprint?

27. Wake UP! Your Audience Awaits!

28. It’s Not Just About
The “Like”,
the “cool” Website,
the social profile;
It’s MORE About the
CONVERSATION
#ownonline

29. What’s The REAL Story of
Successful Online Business?
Conversations +
Community +
Connections =
Conversions
Think Leadership
Think Authority
#OwnOnline

30. It’s About Your Online Purpose
NOT JUST YOUR PROFILE
• 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

31. INFLUENCE To ACTION
• Move your “audience” to your own lists and
own pages.
• Not about “engagement”
• About INFLUENCE
• WIIFM?

32. THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital
ecosystem to continue the conversation.
#ownonline

34. HOT Seat
What Is Your
Experience With
“ONLINE”? What
Has Happened To
You?
Email doyle@thedigitaldelusion.com

36. “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

37. Are YOU Ready To Build Your Digital
Leadership?

39. Authority & Awareness
Brand credibility & Relevance
Does your audience know you exist?

40. Influence & Inspiration
Brand “active” audience
About “you”!

41. Knowledge & Expertise
Expertise in your industry/niche
Combining all the elements of digital
media

42. You Too Can Be ONE! Only $49.95

52. This Is Digital Leadership
How To Articulate & Organise Your
Value To Your Audience
“What’s In It For Me?”

53. WHAT VALUE Is Your Audience
Going to Receive?

54. What VALUE Are You Going To
Deliver?

55. • Your DIGITAL Strategy – The WHY?
• What are you “about”?
• What is your value (WIIFM)?
• How does digital “fit” across your online ecosystem?
• Your Content Strategy – WHAT?
• Your Stories
• Your Value
• Conveying your value & stories
• Your Customer Personas

57. 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”

58. 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 doyle@thedigitaldelusion.com

59. Next Steps
• “Distill” Your core
concepts from answers
• Create your three core
“themes” or Domains of
– Your brand value
– Your community value
– Your product & content
value

60. Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– More motivated
– “Adrenalized”

61. Implementing Your Strategy
• People
– Understand your audience
– WIIFM
• Objectives
– What are you trying to achieve?
– Why? Create relevance to your audience
• Value
– What value are you ‘exchanging’
– What themes are you using to deliver your value?
– Deliver your value through your content

62. What Tools Do You Need To
Build Your Digital Ecosystem?
• Digital is (just) a tool
• Digital leadership is your brand strategy
• It’s what you do with your tools that is
more important
• Align your content with your strategy as
“themes” to discuss and share

63. What To Do Next?
• Go to the resources page and download:
– The full 18-point Strategy Questionnaire
– The Presentation – “How To Create A Strategic
Architecture”
• Answer the questions! Understand your Value!
– Create themes or “domains” to deliver Your VALUE through
YOUR CONTENT
http://thedigitaldelusion.com/ami-webinar/

64. Webinar Resources
http://thedigitaldelusion.com/ami-webinar/
https://www.facebook.com/groups/onlineinnercircle

65. HOT Seat
• Where is your
brand with your
specific digital
strategy?
• Why?
• What is
happening?
Email doyle@thedigitaldelusion.com

67. What Are YOU Going To “TALK”
About?

68. WHO Are You Talking to?

69. 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

70. 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?

73. 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!

75. 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)?

76. 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.

77. What you need to do/tell
• Profile growth?
• Business growth?
• “Package” your content
– Webinars
– Signature series
– Discovery Journeys

78. How to Grow you
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

80. How TO EXPLODE Your Content
(Webinar Example)
1. Run your Webinar
2. Record screencast video as a prerecorded webinar (Camtasia)
3. Use the recorded video as part of your training program
4. Record (or separate) audio and post as a podcast/audio file on
soundcloud.com or itunes
5. Use your presentation and post to Slideshare.com
6. Write a blog post and embed the video, audio and slideshare presentation
onto your website
7. Use the individual slide images as branded images on your visual social
channels – instagram, Facebook, Twitter
#8 SHARE! SHARE! SHARE!

81. What To Do Next?
• Go to the resources page and download:
– The Multi-Question Content Questionnaire
– The Persona Discovery Questionnaire
– Content Idea Creator
• Create Your Content Plan
– Tie in your strategy themes
– How many times do you post?
– Special events?
http://thedigitaldelusion.com/ami-webinar/

82. Webinar Resources
http://thedigitaldelusion.com/ami-webinar/
https://www.facebook.com/groups/onlineinnercircle

84. HOT Seat
• How are you
developing your
content?
• Do you have a
schedule?
• Have you defined
your channels?
• Do you have a
persona?
Email doyle@thedigitaldelusion.com

85. 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.

86. Trust The Process

87. Don’t just stand there staring…

90. Don’t Forget to Have fun.

91. Where to go for more help?
#ownonline
Join The Online Inner Circle Facebook Group
https://www.facebook.com/groups/onlineinnercircle
Get All The Worksheets & Webinar Resources
www.thedigitaldelusion.com/ami-webinar

92. #ownonline
• Start to Establish Your Online
Platform with the 7 Frames of Digital
Leadership (FRAME 1 & 2).
• 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.
What Do I Need To Do NEXT?

93. 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 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? Move your fans to
your own lists and own pages.
• EXPERIMENT & GET ACTIVE
• LIKE & Share others
– It’s not ALL about you!

94. What’s Coming For
The Next Webinar?

96. Where to go for more help?
#ownonline
• Join The Online Inner Circle Facebook Group:
https://www.facebook.com/groups/onlineinnercircle
• Take a look at the resources section for this
webinar:
http://thedigitaldelusion.com/ami-webinar/

97. Are You Ready For The Digital
Leadership Challenge?
Go To: http://thedigitaldelusion.com/ami-webinar/

99. Don’t Forget To Practice…

100. Questions?
Email doyle@thedigitaldelusion.com

103. http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://www.instagram.com/doylebuehler
http://www.youtube.com/user/doylebuehler
Please Find & Follow Me On Social

104. 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
doyle@thedigitaldelusion.com
• Call me +61 (0) 413106880
• Slide Deck on Slideshare.net bit.ly/doylebuehler12