Mastering Digital Marketing For Startups, Accelerators and Entrepreneurs Workshop presentation: Digital Marketing For Startups, for District 3 Accelerator - Montreal In Mastering Digital Marketing For Startups, Doyle Buehler takes entrepreneurs and business leaders on a journey of what is really important about digital marketing, and what can simply cause more confusion, and should be avoided at all costs. If you want clarity about how to better market your business online, know what to say and when, create a community, and know how to get more sales, then this session will give you that kickstart into defining how exactly to use it. You'll find out how to integrate your brand properly and your overall strategy into digital; how to "brandcast" with your community, and how to focus on what is really important for your audience. As either a start-up, or a business that is launching a new product, you'll find out how to effectively deal with developing a profile for you and a persona for your audience that stands out and gets you noticed. There is a lot to know about the 'how' of digital marketing, which can often times feel overwhelming; we can often times get bogged down in this. However, in this session you will discover the 'why' of digital marketing for you and your business, which will help bring clarity to the 'how'. We will breakdown the core strategies, and give you the tools to align your digital marketing with your core messages, as well as show you how to deliver your core value, and most importantly, how to unleash your remarkable brand value online through brandcasting. In "Digital Marketing For Startups" workshop we will cover Digital strategies - defining and developing your 'why' and intrinsic value that you deliver Content deployment - understand what is important to say, and when Community development - realise that you do have a core persona that will listen Sales Action - why sales are 'lost' online, without you knowing, and what to do about it

1. Mastering Digital Marketing for
Startups & Accelerators

2. The Digital Leadership Training Series

3. Learn the rules like a pro, so you can break
them like an artist – Pablo Picasso

4. Kicking Ass Online with digital leadership –
doyle buehler
MBA in 2002 - Leadership
•Digital Leadership/Innovation: How to be at
the forefront of digital transformation
•Entrepreneurship: How to grow a remarkable
online ecosystem, business and sales,
•Education: Learning the skills of Digital Strategy,
Business Planning & Entrepreneurship
Hello, I’m Doyle Buehler
#OwnOnline

6. 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

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

8. Online Ain’t What It Used To Be

9. Still Fighting Fires With
Online?

10. Get The Right Tools
#ownonline

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

13. No Silver Bullets

17. It’s About Your Online Purpose
NOT 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

18. You Too Can Be ONE! Only $49.95

19. No, You Don’t Need To Be A…
• Ninja
• Guru
• Yogi
• Supreme Leader
• Mogul
Just an entrepreneur that wants to grow their audience and
sales, by creating an environment that your audience ENJOYS.

20. • What’s the real story of business online?
• Community
• Connections
• Conversions
WHAT’STHEREAL STORYOFBUSINESSONLINE?
@DOYLEBUEHLERwww.TheDigitalDelusion.com
Conversations+
Community+
Connections=
Conversions

21. Successful Digital Leaders Need TO
DEMONSTRATE
Authority & Awareness
Influence & Inspiration
Knowledge & Expertise

23. 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

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

25. The 4 Components To Master Your Digital Marketing
1. Digital Strategies - Defining and developing your 'why' and intrinsic value that
you deliver
2. Content Deployment - Understand what is important to say, and when
3. Community Development - Realize that you do have a core persona that will
listen
4. Sales Action - Why sales are 'lost' online, without you knowing, and what to do
about it
The4
ToMaster
Components
Your Digital
Marketing
1
3
2
4
Digital Strategies
CommunityDevelopment
Content Deployment
SalesAction

26. What You Will Find Out Today
• What may be holding you back with your
digital ecosystem
• What you can do differently to create an
improved opportunity for your audience
• Some of the pieces you need to build a
blueprint for a strong digital ecosystem

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

28. Wake UP! Your Audience Awaits!

29. Ready to Get Started?
#ownonline

30. “Your brand
is what
people say
about you
when you’re
not around”

31. 1. Digital Strategy
1
Digital
Strategies
Defining and
developing your
‘why’ and intrinsic
value that you
deliver

32. WHAT VALUE Is Your Audience
Going to Receive?

33. What VALUE Are You Going To
Deliver?

35. “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. 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 entrepreneurs,
including your competitors”

38. 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

39. 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

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

41. Implementing Your Digital
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

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

43. 2. Content
Content
Deployment
2 Understand
what is
important to
say, and
when.

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

45. WHO Are You Talking to?

47. Word Of Mouth Only Goes So Far

50. Not Just About The Selfie
@doylebuehler

51. Not About Cute Kittens
@doylebuehler

52. Nor About Cute Babies
@doylebuehler

53. 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

55. 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?

56. 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?

59. 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!

60. Find (More of) YOUR Audience… Your Crowd

61. Where is your audience?

62. Defining Your
Audience

63. 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)?

64. 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.

65. 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

67. 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

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

69. 3. Community
Community
Development
3 Realize that
you do have
a core
persona that
will listen

70. @doylebuehler

79. What Channels Are You Going To CHOOSE
TO Maximise Your Community Activity?
#1: ______________________
#2: ______________________
@doylebuehler

80. HOT Seat
What Is Your
Experience With
“Community &
Social Media”?
What Has
Happened To You?
Email doyle@thedigitaldelusion.com

81. 4. Sales
Sales
Action
4 Why sales are
‘lost’ online, without
you knowing,
and what to do
about it

85. The Two Basic Types Of
Landing Pages
1. E-commerce based, where you drive customers to buy products or
services; the goal on these pages is click-through/purchase.
2. Lead-generation page where you gather visitors’ information, and
normally “trade” something of value.
A landing page should not just be another page on your website.
You should specifically build and optimize a page for a single goal.
If you are working on a website platform like WordPress, there
are many tools that will aid in the creation of a landing page.
TheTwoBasicTypesOf LandingPages
1
E-commerce
based, where you
drive costumers
to buy products or
services; the goal
on these pages
is click-through/
purchase.
2
Lead-generation
page where
you gather
visitors’
information, and
normally “trade”
something of
value.
A landing page should not just be
another page on your website.
You should specifically build and
optimize a page for a single goal.
If you are working on a website
platform like Wordpress, there are
many tools that will aid in the creation
of a landing page.

86. • Landing pages deliver more leads
LandingPagesDeliver MoreLeads
Companies with
40+ landing pages
get 12x more
leads than those with
5 or less.
Companies with
30+ landing pag-
es get 7x more
leads than those with
10 or less. -Hubspot
In one landing page
test Lumineers in-
creased conversions
120%, resulting in
1,200 more leads
in one month. -WPromote
Source: htpp://www.ioninteractive.com/infographics/

87. Questions To Start To
Define Your Funnel
1. What is 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?
___________________________________________

88. Funnel Success Factors
1. Look at the behaviours – not just an automated process – where do they
stop a video?
2. Build multi-phased campaigns, all centered around “response indicators.”
- Focus your energy on the ones who demonstrate they’re the most
interested
3. Remember the 67% - we don’t all buy at once
4. Use Multiple Conversion Points – not all CTA need to be at the “end”.
5. Tell Your Brand Story
6. Test & Retest
7. Look at other avenues to distribute your story – partners, affiliates,
clients, etc.

89. “Your landing page is the
pathway into your Digital
ATM”

91. How To Set Up A Funnel For
Your ATM
• Step 1 – Create Your “Gift”
• Step 2 – Establish your technology (mailchimp, InfusionSoft, etc.
• Step 3 – Create landing page or “Campaign”
• Step 4 – Create your email sequence
• Step 5 – Move Your Audience To Your Funnel
• Step 6 – Create a new “Gift” Monthly
• Step 7 – Monitor, Optimise & Manage

92. How To Test?
• https://www.crazyegg.com
• http://unbounce.com/
• https://www.optimizely.com/
• http://www.google.com/analytics
• http://www.usertesting.com/

93. How To Effectively Organise
Your Sales Funnel
Key 1: Implement email marketing follow-up cycles
for all sections of the sales cycles. Ensure that you deliver exceptional value to your audience, and that it is
congruent with your overall messaging. Don’t just send out emails because you have their email addresses – only
if you deliver real value to add
to their day.
Key 2: 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.
Key 2: Utilise your social and sharing platforms to entice sales and interest in your products, and move them
into your overall sales process. Include links and discussions related to your audience’s goals to your site and
promotions, in social media. This needs to be aligned with your overall content and social media plan.

94. Tools
Tools To Help You Define Your Website
Platform & Sales Funnels
http://www.semrush.com/
http://www.woorank.com/
http://Clickfunnels.com
http://www.Leadpages.com
http://www.Unbounce.com

95. Whewh – that wasn’t too bad…

96. Trust The Process

97. Don’t just stand there staring…

100. Don’t Forget To Practice…
…Your Digital Leadership

101. Questions?
Email doyle@thedigitaldelusion.com

102. Where to go for more help?
#ownonline
Join The Online Inner Circle Facebook Group
https://www.facebook.com/groups/onlineinnercircle
Slide Deck on Slideshare.net
bit.ly/doylebuehler18

103. Please Leave a
Review Or
Testimonial
• Twitter: @doylebuehler
• Linkedin: “Doyle Buehler”
• Amazon: The Digital Delusion
• Email: doyle@thedigitaldelusion.com

105. Your Social Media Leadership ChallengeDigital
Leadership
The start of
your new
story online?
DIGITALLEADERSHIP:THESTARTOFYOURNEWSTORYONLINE?
@DOYLEBUEHLERwww.TheDigitalDelusion.com
What
CONVERSATIONS
AreYOUHaving
With Your
audience?
How AreYou
BUILDINGYour
COMMUNITY
around YOUR
VALUE?
What
CONNECTIONSAre
YOUCREATING
With Your
Audience?
TheCONVERSIONis theresult of having a strategy, having a
process, and having all of thepieces in placefor your audience
across your digital ecosystem.

108. Take the DIGITAL LEADERSHIP Assessment
www.leadership.digital

109. 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

111. Bonus #1 Digital Leadership Quiz
www.leadership.digital

119. BONUS - Websites

121. How To “Align” Your
Website
1. Create congruency with everything you say and do
2. Align Your Strategy with your overall Value
3. Align Content With Your Audience Intent
4. Align the structure with your audience behaviours
5. Move beyond a Brochure Site
6. Multi-platform/Responsive
7. Tell Your Brand Story

122. What Is Your Website User
Process?
• Goals of site leads/sales/ecommerce
• Information – where is it and what do they
need
• About Us? About Them, Not YOU
• Contact Us? Yah – right
• Sales and Leads Funnel Process

123. Have Your Created A Website Specification To Capture These?

125. Blowing Away The Digital
Blunders
• Blunder #1: If You Have to Tell ‘Me’
How to Get Around Your Site –
You’re Doing it Wrong
• Blunder #2: Being Cute and Clever
Doesn’t Lead to Conversions
• Blunder #3: What’s In It For ‘Me’
WIIFM?
• Blunder #4: Expecting a Contact Us
Page to work as a lead generator

126. How To Digital Declutter #1
Coordinate your “revised” strategy and content plan into your
website. Include a more consistent level of content
production. Include all of the social media features. Create
more of a destination with your content and the overall
structure. Integrate a sales funnel process that can include
your audience in their lifestyle of your products and services,
such as checklists, guides, etc. for download.

127. Utilise newer SEO capabilities, such as Structured
Data Mark-up Language, which is a search engine
tool used by Google. Remove any “over optimised”
sections of the current meta tags, as Google may
penalize your site for this.
How To Digital Declutter #2

128. Utilise Webmaster Tools (Google), affiliate
partners as well as Google
Merchant capabilities for your product feeds,
to grow your sales, as well as your overall
audience. Continue to grow backlinks, based on
partners and affiliates.
How To Digital Declutter #3

129. Question You MUST Ask
Yourself
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?
____________________

130. 1. What platform are you using? Is it future-proof? ______________
2. What is YOUR REAL Story you are telling? ________
3. Are you using your original, unique CONTENT? _________
4. How often do you Optimise & Test? __________
5. Are you creating a “Journey” that your audience can explore?
________
6. What are you doing for “onsite” SEO – Content, Keywords?
_________
7. Have You created a website specification for you, your employees
and your suppliers? __________________
Your Website Checklist

131. Tools
Tools To Help You Define Your Website Platform & Sales
Funnels
Download Your Website Specification from
http://www.thedigitaldelusion.com/kpi-webinar
Other Web building tools
http://www.semrush.com/
http://www.woorank.com/