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Frame 5 – Website Alignment
WHAT VALUE Is Your Audience
Going to Receive?
What VALUE Are You Going To
Deliver?
“Just because they are not actively
shopping, doesn’t mean they will never
buy from you!”
Definition of a Leads/Sales Funn...
About Your Website…
How To “Align” Your
Website
1. Create congruency with everything you say and do
2. Align Your Strategy with your overall V...
What Is Your Website User
Process?
• Goals of site leads/sales/ecommerce
• Information – where is it and what do they
need...
Have Your Created A Website Specification To Capture These?
Blowing Away The Digital
Blunders
• Blunder #1: If You Have to Tell ‘Me’
How to Get Around Your Site –
You’re Doing it Wro...
How To Digital Declutter #1
Coordinate your “revised” strategy and content plan into your
website. Include a more consiste...
Utilise newer SEO capabilities, such as Structured
Data Mark-up Language, which is a search engine
tool used by Google. Re...
Utilise Webmaster Tools (Google), affiliate
partners as well as Google
Merchant capabilities for your product feeds,
to gr...
Question You MUST Ask
Yourself
1. What is the purpose of your website? Leads? Sales?
Information? Be specific.
___________...
1. What platform are you using? Is it future-proof? ______________
2. What is YOUR REAL Story you are telling? ________
3....
Tools
Tools To Help You Define Your Website Platform & Sales
Funnels
Download Your Website Specification from
http://www.t...
“Your landing page is the
pathway into your Digital
ATM”
Questions To Start To
Define Your Funnel
1. What is your sales and leads process?
2. How do you currently acquire new lead...
The Two Basic Types Of
Landing Pages
1. E-commerce based, where you drive customers to buy products or
services; the goal ...
Funnel Success Factors
1. Look at the behaviours – not just an automated process – where do they
stop a video?
2. Build mu...
Mistakes Made In Sales Funnel
Management
Not balancing lead generation and lead management
Not focusing on your overall sa...
How To Set Up A Funnel For
Your ATM
• Step 1 – Create Your Gift
• Step 2 – Establish your technology (mailchimp, InfusionS...
Steps To Creating A Kick-
Ass Functioning Funnel
1. Design Your Landing Page
2. Optimise & Test – Refine Your Process
3. S...
How To Optimise
1. Use clear titles and a layout that conveys your offer and incentive quickly.
2. Speed is your friend an...
How To Test?
• https://www.crazyegg.com
• http://unbounce.com/
• https://www.optimizely.com/
• http://www.google.com/analy...
Landing
Page
Samples
• http://www.creativeblo
q.com/web-
design/landing-page-
design-6133358
How To Organise Your Funnel
Key #1
Implement email marketing follow-up cycles
for all sections of the sales cycles. Base i...
Create additional points of entry into your sales
funnel for pre-and post purchasers. This can be
accomplished with downlo...
Utilise your social and sharing platforms to
entice sales and interest in your products, and
move them into your overall s...
Tools
Tools To Help You Define Your Website
Platform & Sales Funnels
http://www.semrush.com/
http://www.woorank.com/
http:...
Find (More of) YOUR Audience… Your Crowd
Don’t just stand there staring…
Are You Ready For The Digital
Leadership Challenge?
The End of The Story?
It’s more about the conversation, the
community, as well as the connections that you
make
The conver...
Don’t Forget To Practice…
…Your Digital Leadership
http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://...
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
Digital Strategy Frame 5  Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
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Digital Strategy Frame 5 Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital

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How to develop a digital strategy with the proper usage of your website as a digital asset.

Websites are not all created equally - discover what the should all have in order to develop the deep customer solution online.

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Digital Strategy Frame 5 Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital

  1. 1. Frame 5 – Website Alignment
  2. 2. WHAT VALUE Is Your Audience Going to Receive?
  3. 3. What VALUE Are You Going To Deliver?
  4. 4. “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
  5. 5. About Your Website…
  6. 6. 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
  7. 7. 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
  8. 8. Have Your Created A Website Specification To Capture These?
  9. 9. 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
  10. 10. 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.
  11. 11. 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
  12. 12. 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
  13. 13. 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? ____________________
  14. 14. 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
  15. 15. 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/
  16. 16. “Your landing page is the pathway into your Digital ATM”
  17. 17. 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?
  18. 18. 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. 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.
  19. 19. 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.
  20. 20. Mistakes Made In Sales Funnel Management Not balancing lead generation and lead management Not focusing on your overall sales process No sales training Not measuring each stage of the funnel. Is it working?
  21. 21. 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 & Manage
  22. 22. Steps To Creating A Kick- Ass Functioning Funnel 1. Design Your Landing Page 2. Optimise & Test – Refine Your Process 3. Set Your Conversion Values & Analyse 4. Optimise & Test
  23. 23. How To Optimise 1. Use clear titles and a layout that conveys your offer and incentive quickly. 2. Speed is your friend and visitors are impatient; 79% of users scan a page rather than reading it. 3. Keep your visitors focused on filling out the form, and remove all distractions. If you use a photo, have it visually direct users to your form. 4. In general, more fields on a form means more barriers to entry. 5. Give your audience something that is of actual value; there is no room for fluff. If you want someone to give you their information, provide them with something worthwhile. 6. Trust is key. Good design, easy-to-understand offerings, and testimonials from others all build trust. It’s a lot easier to sign up for an email list or buy a product if you trust the content on a website.
  24. 24. How To Test? • https://www.crazyegg.com • http://unbounce.com/ • https://www.optimizely.com/ • http://www.google.com/analytics • http://www.usertesting.com/
  25. 25. Landing Page Samples • http://www.creativeblo q.com/web- design/landing-page- design-6133358
  26. 26. How To Organise Your Funnel Key #1 Implement email marketing follow-up cycles for all sections of the sales cycles. Base it on your revised strategy and content, however, ensuring that you deliver exceptional value to your audience, and that it is congruent with your overall messaging. In other words, don’t just send out emails because you have their email addresses – only if you deliver real value to add to their day.
  27. 27. 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. How To Organise Your Funnel Key #2
  28. 28. 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. How To Organise Your Funnel Key #3
  29. 29. 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
  30. 30. Find (More of) YOUR Audience… Your Crowd
  31. 31. Don’t just stand there staring…
  32. 32. Are You Ready For The Digital Leadership Challenge?
  33. 33. 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.
  34. 34. Don’t Forget To Practice… …Your Digital Leadership
  35. 35. 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

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