58. Digital Strategy With Doyle Buehler
TRANSCRIPTION: THE CUSTOMER-CENTRIC SHOW PODCAST
with Mel Telecican (Customer-Centric Coach)
Episode 58. Digital Strategy With Doyle Buehler
Hello there Mel Telecican here you host of the customer centric show. Welcome to episode number 58. Thank you for joining me. Today I am interviewing Doyle Buehler and before we get underway I will give you a quick rundown of this sort of content that we end up talking about throughout this episode. In this show Doyle Buehler talks to me about what a digital e-commerce system is. The starting point for effective customer communication regardless of which social media platforms we use. That’s right. How to choose the correct platform, how to monitor our customer engagement online, how to minimize the distractions of digital in other words knowing which areas to spend time investigating and determining whether we should be using or not. Who we should be getting to manage our social media and how we need to be using all of these options as a sales process from turning our customers to our potential customers who are looking and researching online. So all of that and more in this episode.
Today’s show is brought to you by brand storm. So what is brand storm? It is a subscription based graphic design service. You pay a simple monthly membership depending on complexity of designs you require and this gives you access to unlimited graphic design throughout the month. You submit 1 job at a time and it is turned around within three days. There are no limits on revisions and you could submit as many jobs throughout the month as you have ideas for only one active job at a time now. I have used this service and I found it to be fantastic. My new branding is all done through brand storm so I do highly recommend it and great thing is there are no locking contracts. The base of the business class package covers all of your regular design needs. Things like flyer stationery social media images and banners and posters photo re-touching and even things like building vehicle wraps. The 1st class package includes more complex designs. Things like infographics landing pages. E-mail templates and logos. Now customer centric show listeners can access an exclusive offer and save 50$ per month off the business class plan for the first six months. Simply go to brandstorm.co/customercentric.
You are listening to the customer centric show with Mel Telecican where we talk with successful business owners and experts to share smart ways to attract more customers, profits and freedom by thinking about customers first. Now, here is your host Mel Telecican.
Mel: Welcome to the show. Doyle Buehler is my guest today. He is known as the digital dude. He helps small businesses and entrepreneurs globally become outrageously outstanding online. A former military pilot in air space engineer, Doyle has spent the last 14 years in the business world with startups and online e-commerce businesses around the world. He has MBA in leadership and is the author of the digital delusion how to overcome the misguidance and misinformation online. A book about digital strategy and online business leadership. Doyle’s book discusses the new reality of the online industry and what business leaders can do to get beyond the clutter and distraction of the online world. There is plenty of it I know. He does this to probably develop in his client's digital eco system including the strategy content planning, social media, SEO, website development, sales implementation and marketing automation. Doyle recently won the smart 100 innovation award ranking as Australia’s 100 most innovative products with his digital leadership methodology amongst other significant business awards. He holds a number of US devices online business methods. He has a growing online learning community where he teaches his digital leadership methodology. Doyle is regular on the road speaking about social media, digital marketing and almost everything about online business. Spreading the word about digital leadership and today we are speaking with Doyle who is normally based in Australia but chatting with me today from Canada. Welcome to the show Doyle.
Doyle: Hi Mel, pleasure to be here. It is a combination of both so as you can talk from my accent I am originally from Canada so yeah it is a little bit of business and little bit of pleasure.
Mel: You been on the road for little while?
Doyle: Yes since couple of months so yeah.
Mel: Yeah fantastic. Sounds like the right time of the year to be in your part of the world. Now we start the show by talking about an example of customer centric or client centric business, do you have your recommendation and your feedback as to who is that customer centric business?
Doyle: Umm good question. I mean I am sort of more of a philosophical type of person. The more I sort of look for key indicators of okay what customers are happening and is there sort of sentiment towards that so I don’t have a specific company to say but what I find is that you can monitor social media laws. You can really see these stories crop up. Unfortunately they are usually negative in scope where somebody dislikes this company or somebody dislikes another company so it is actually rare that you hear sort of positive vibes on social media about company.
Mel: True. What do you think of biggest mistakes in that social media space then that means they are not doing the right thing by their clients or customers?
Doyle: Well I guess it comes down to the fact that everybody has an audience with social media so it makes it a lot easier to kind of project that voice and say hey this company did me wrong and kind of develop it from there. So I think it is because we have that forum not because before it was like well yeah I told your friends, your family about your bad experience and such as this and then you kind of stop there. So I really think that businesses have to take that extra step now and they have to monitor that, they have to manage that and deal with it when you do have an customer. That’s you know right or wrong they obviously made a complaint. You have to be able to address that very quickly.
Mel: Great so jumping on making sure that you are aware. Is that something like for instance google alerts where you can be aware of who is talking about you online or just platforms themselves?
Doyle: Yeah there is actually a lot of tools that marketers can use to sort of monitor that sentiment that’s going on. One of the buzz feed but google alerts as well as obviously pretty important. It can be a little lagging whereas few something like buzz and that sort of thing. It actually pulls that information out of the internet live kind of thing so you can sort of monitor who is talking about this company or who is talking about that company.
Mel: Okay buzz sooner okay I have to check that out. Now can you share with us a story briefly that lead you from pilot and air space engineer to becoming the digital dude, how does that happen?
Doyle: Ha-ha. That was sort of my adventure of many years ago. I guess I will start from the air space side of things. I was kind of began my Masters in business at that time and this was the turn of the century and I always have that sense that hey you know I can do things a little bit differently, a little bit better so I kind of took that upon myself and 2002 had sort of built the foundation for a business while I was sort of working in the aerospace field and launch that all the way back over here in Canada and that sort of was my introduction to it. It was a tact focus business with 3D printing and 3D scanning and other sorts of things. So we are pretty far ahead of the game because that’s just kind of come into play now.
Mel: Yes absolutely. So okay you were creating your own products and you were coming out of these innovative ideas. So what then drew your focus to actually becoming the digital dude and actually spending considerable amount of your time teaching other people how to do this online instead of say continuing to do more in that innovation space.
Doyle: Good question. It pretty much came down to when I moved to Australia and decided that hey you know what I have been in e-commerce business for some time. A lot of customer service, a lot of operations management, startup leadership and that kind of thing and I kind of wanted to okay how else can we take this type thing. So it is a matter of saying okay well let’s sit down and talk with a lot of businesses and that’s kind of what I did and I found sort of that they were struggling with certain areas with digital with online business and with ads and all that stuff. Kind of built up this procedure that said okay look if we look at things little bit differently you kind of don’t have to put everything in the side. You have to sort of integrate and manage it and by managing it build a process so that it is kind of what I did and then when I started providing that as coaching and training and that sort of thing.
Mel: Yeah okay because this is struggle that continues to exist with business owners even people who have been using social media for instance for a long time, is it because it is just a change in landscape all the time and being on top of how I guess best practices that are out there. Is that the biggest struggle?
Doyle: Well yes and no. it is a struggle because we kind of make it struggle. If you kind of step back and say what is my overall strategy, you can kind of get down to minimum of your essence as I call it and once you do that it doesn’t really matter what comes up next if there is Facebook this year and Facebook doesn’t exist next year and another one snap chat becomes the most popular one as well. if you look at the fundamentals, it works regardless what platforms comes up next. That’s what I teach people that if you start up with very solid digital strategy, that will work into the fact that you are not kind of fighting fire because you can manage. You know what you delivering, you know who your audience is, you know what their expectations are, all that kind of stuff.
Mel: So this connected to being really clear on what your message is that you are going to be broadcasting. Does it really matter because the technical side of things can be sorted, it is just making sure that your messages on point.
Doyle: Yeah and that’s what a lot of businesses unfortunately miss. They don’t have that baseline what I call strategic architecture that kind of pulls those values statements out that your customer is looking for and your audience who haven’t sort of become your customer yet and again you have to be able to manage that.
Mel: Absolutely to be able to make sure that yes even if you do influx of customers that you can actually manage effectively and keep them on board. Now do you work exclusively with e-commerce businesses or who is your target market?
Doyle: Professional services. Those businesses that are basically looking at developing, they are kind of struggling with what is going on and they don’t know how to position themselves online so whether they have website or not, usually not relevant. It is more that sort of sense that hey I know there is more value here. I need to deliver more value to my audience.
Mel: Hmm okay and so what is it that you do then that would separate you from your competition?
Doyle: The fundamental process is there and it says okay well step number one is this. Build a strategy right so how do you do that. Where you kind of have to do a little bit of navel gazing and decide this is what I am really going for and then you can build it from there and so we talk about strategy first and then moving onto developing that content to say this is the message I am going to deliver to my audience and this is my audience and adding in the social media and then adding in the branding and then connecting that with your website making sure that it is congruent that you are delivering that congruency across. All your digital platform add in the sales funnel because 98% percent sites don’t even have a sales phone and then talk that off with advertising as well.
Mel: We will talk about the sales funnel a little bit down the line. But I just wanted to know when you talk about a digital ecosystem for everyone just to be clear. Do you mind unpacking what a digital ecosystem would look like say for B2B or B2C business?
Doyle: Sure that basically everything that you create and product in the online space so it is the blog articles that you write at your website. It is your branding. It is the pictures that you create. The visuals, the presentations, the webinars, your podcasts, it is everything that you building out, you are basically building a city that has certain customers in certain areas with certain type of content and structure and platform. So you have to think of it as it is not just your website, it is much more than that. Your website is one of those key points obviously because that’s where you start your financial transaction come through but it is just one piece of the whole. So if you didn’t have anything else other than a website, you don’t have an ecosystem, you just have a website and it is not going to help with your business. It is not going to help people connect with you. That’s not going to help you sort of become relevant to your target audience as well.
Mel: So it is about being able to get all of these things I guess. Not to talk to each other but to be able to create that funnel that you are speaking off. Can you explain sales funnel and what that might look like for say a B2B and how that can work across platforms?
Doyle: It is more like a process really and this kind of goes back to example that I talked about again 98% sales 97% doesn’t really matter. You have a contact us page which for 3% of people who are ready to buy, they will fill it out answer your questions. The problem is that it is very small amount and if you can imagine that your potential customer base is not a 100 percent either so let’s kind of make it that number. But 30% percent people wouldn’t ever purchase from you for whatever reason. It is not their things. So in between that 3% that’s a fill out contact and ready to buy and that 30% that would never become your customer, you have this spectrum of 60% of your entire audience base and most e-commerce businesses forget that they can actually have that and the problem is not so much what do I do, it is more how you actually nurture that 67%. The fact is that we need to nurture that 67% into that 3% and that expands our market like multiple times because we are able to say well it is more of a buying process so they have to a) understand who we are, there has to be some credibility, there has to be some understanding that how you can help them, your value, everything else like that so you basically have to nurture them along this buying process. Get to the point where they know and respect you, heard about you, they have talked with you, all these kind of things so any business that’s in the space has to be able to provide that guidance and sales funnel process to move that customer along that buying process.
Mel: So really mapping out what the path is from I guess introduction to what you do so that they become increasingly more I guess trustworthy of what you offer and more further down that funnel. Interesting stats getting 3% to contact form.
Doyle: Yeah those are people that are already to buy and again we kind of have our narrow vision on thinking oh that must be everybody but it is not and there is people who are unconsciously aware but they have problem and you kind of have to move them into that education process to tell them, to show them and so that they can experience that as well.
Mel: Fantastic. Thanks for explaining that. That gives us comprehensive idea of being able to look back at what we are doing and what are putting into just on our website and whether it is actually leading to that extra outcome or whether it is just empty sort of content that’s not really doing anything. Should we be putting call to actions on every page of the website?
Doyle: That’s obviously really important but one of the things that works quite nicely is giving a person a gift right. So a free download, a checklist, how to more on better and things like that, to give people sense that hey there is something that you can do. I am here to help you in that journey. So I am seeing that more and more as we get into things as well as more businesses are providing like a simple gift just to start that process and then you kind of have to automate some of this. But you cannot automate that conversation as well so don’t get too hung up in terms of how money and I should be using this e-mail program or that. How you build that conversation through that process? Keep that in mind so start with the gift, start with something easy that people can get introduced to you, introduced to what you do, how you provide that value and then kind of move them along that process but yes you do have to map this up. It is not just simple as saying I am putting a checklist up there. So your call to action is to move them to nudge them towards your ultimate goal. Again people need time to adjust who you are, understand what your mission is and understand the value that you are going to provide to them.
Mel: Yeah so is it different from B2C businesses then because some might say it could be potentially smaller price and processes needs to happen faster. What is your thoughts?
Doyle: Well B2C is very similar. It does depend sort of what industry you are in but the fact is yes there are going to be B2C business that yeah people come to your shop, they pick they buy. Easy right. Again that’s only 3% that are ready to buy because they have researched the product, they have understood what they need, they know this is what they want. They just try to action again for B2C. You still missing large part of your market because again not everybody knows you are. These kinds of things. You still have to build up that 60 and 70% and if you are satisfied with that 3% people who are ready to buy because you got product xyz, and you are competing on price then but if you are able to understand the problem earlier on in that buying stage and process that I talked about, guess what you can move them into that purchase point.
Mel: So let’s talk about that retail for instance. If you got a store and you are looking to start online and to move in that direction, where would you say people should be starting and what platforms they should be using?
Doyle: I think you have to sort of again just take a step back and ask yourself what value I am delivering. I am saying because all the businesses well I got a retail shop and I just want to put this up online so I am going to open up a web store and I am going to have categories and etc. the difference is that your level of competition is so much different and that’s why you cannot just put up your catalog online and say hey come buy stuff. So you kind of have to manage that beyond the product what value am I bringing? Is it fashion? Is it style? Is it comfort? So I would say go back and say what is my business really about and then sort of focus on that. So let’s say it is about style comfort. So then that becomes the messaging that you starting to deliver through that buying process. Yes you have your ecommerce shop where people can go and buy but again that’s 3% people that are ready to buy because they know that they want these types of shoes or this color. So but in order to step back and say well okay what the value that we are going to provide is? How do we start to deliver that message? So now you can say okay let’s build this website around our concepts, value statements of vulnerability, beauty and style. So all of your messaging them becomes very clear so we can develop images right. We can develop branding. We can develop videos based on those core concepts and again people want this consistency, they want that congruency that says what you are talking about is what you are delivering so you can actually do that so then you can go to Instagram and post pictures but let’s make them within this framework of beauty and style. So let’s pick that channel and let’s build our audience based on those 3 concepts that we value and our audience values and that we are able to communicate very clearly.
Mel: The reason why I was using that example is because that’s such a saturated space and so we can talk to our values I guess that was a really key takeaway is being able to stay to 3 key elements that you really want to drive home and that’s in the messaging and imaginary and all of those things. But the cut through can be really difficult so yeah consistency is key. Can I talk to you about bright shining objects in terms of social media platforms because how can people determine? I know you said it doesn’t really matter what platform but in a small business owners and trying to decide where we should spend our energy, I see that in the last years snap chat all the influence is using it. Is it a bright shining object? Is it here to stay? What is your thoughts?
Doyle: It is a matter of again is your audience there and that’s the question that you have to ask yourself and can you connect with our audience so if it is then absolutely you should take a look at it but again it is going to take resources and we all have limited time money and people to be able to work with so we have to manage that and I mean I wouldn’t necessarily discourage people well this is you know new thing I got to do this, I got tons of customers on there. A lot of these newer ones they don’t actually have buying sort of process integrated into them so a lot of it is just figuring well how can I actually use that so what I would do is encourage that yeah there is something new. Just study it for a little bit. Get an account, try it out, connect where you can, find out how people are using it? Then you can decide.
Mel: So just by observing that’s how you determine whether your customers are there or is there somewhere that for these new platforms that you actually determine who the main adopters are.
Doyle: Yeah you can find out. A lot of these is community and communication based as well so it is difficult to say well 30% is females age so there is not a lot of statistics yet so that’s why it becomes a discovery journey to say well who is my customer? Are they on snapchat? Okay well how are they using it? Are they going into just to sample products or are they going to look up pictures. So it is really important to understand that behavior before you jump in and I am not saying don’t jump in, I am saying just do some research. How you actually convert that person on snapchat to your site to a buyer. Because again if there is no business value it is not a business, it is a hobby. So you have to look at that if you cannot see that path way of okay how we get them? How we move them from viewing a picture to purchasing my product or understanding who I am or that sort of thing.
Mel: Okay now you sort of eluded a lot of parts of it I think anyway. But do you mind unpacking or explaining your digital leadership methodology of what is actually achieved? What is the outcome? May be some examples?
Doyle: What it really focuses on is trying to get rid of that fighting fire mentality and shining objects syndrome as well okay this is running what do we do now? We are going to build a new department just to do that sort of thing so it is really about sort of isolating the challenges of your business and saying look if I have this process, if I have this procedure, I don’t care what comes along, I know I need to focus on these core areas and if you don’t have that, then you kind of doing burnouts, you are not getting the focus that you want and you are not working in the business model so it does take some practices. It does take some effort but what I am encouraging with digital leadership mentality is take a look at the platforms, the process and these things that connect everything online and just sort of build a process for it and that’s like I have the seven disciplines of digital leadership that say the certain aspects of how to solve the problems and then you obviously have to implement it.
Mel: Yeah okay fantastic. So it is really about being able to just make sure that you are on track with the content that you are sending in. That process is about revising as well I expect by looking out and seeing that it is effective and then re-tweaking it?
Doyle: Yeah exactly and not sort of getting distracted because every 10 e-mail of hundred say hey come by my SEO services or get your free website and this and that so the industry has evolved a little bit as they sort of super anxious person that sort of just keep going around and say oh you have to do this oh my god if we don’t do this you are going to die hah. So you kind of have to manage this and say well look if I understand this process and again this is where my 7 step leadership process comes in. it is like big sigh of relief. It is like oh shoot I really need to worry about this SEO because I have already included that in some of the technical stuff of my website and the content that I am distributing so yeah look it is a matter of going back and checking but once you sort of establish these principles and start the strategy content, social media website sales funnel, ads, then you can go back and say hey I have got a good platform where add a different customer group. Do I want to add some more ads to boost my sales and whatever because that’s the biggest problem and that people are not sure what to do next or how to organize it and that’s a big problem because that means that you are kind of back in the trenches fighting the fires and it doesn’t work.
Mel: And so what sort of time frame we are talking to setup these processes and have the effect?
Doyle: It usually takes about 17 months so it is a long process and that’s one of the key ingredients here is that I teach the long game right. So it is not a matter of fixing up your website tonight and tomorrow and expecting 6 or 7 figure income coming up because these things take time and can be quite technical as well but it is also that education and understanding that says we need to learn this so that in fact take some time.
Mel: And for your audience too I guess it is about even it is harder to start off within and trying to figure out exactly what you need to be getting out there and the message becomes clear and more re-enforced as the time goes on and allows people go further down that sales funnel.
Doyle: Yeah exactly and it is easier for the business because they know this is what I am about right. if you are going to ask businesses you know what value you delivering on selling rigid types of things until you step back and say well we are delivering energy, enthusiasm and escapism right. That’s what we are delivering so we can then say it and deliver it.
Mel: And I like the words you are actually using too. They are not the typical words that we might hit. You have actually added a few interesting ones in the mix there. I think that also helps I guess drill down a bit more accurately the type of values you are trying to put out there.
Doyle: Yeah it is not just about delivering widget, what can you experience out of it? It is not about can of sparkling water with energy in it. It is really that experience and sort of pushing the edge and doing different things and find an excitement and that sort of thing, that’s what they are selling. They are selling. They are not selling cans of carbonated soda.
Mel: So is it worth looking at bigger brands that you think that may be are little bit aligned with your business that can help profile the style or energy or spirit that you are trying to deliver. Is it worth looking to those big brands to help you find that correctly?
Doyle: Absolutely because you need something to aspire to as well so it doesn’t matter the size of your business. What you are aspiring to become so yeah absolutely it is really important to again take a look at well I want to be the next. So what they believe in? How they delivering that? What do they value? How does their audience value? So it helps you sort of frame it as well because honestly it makes a bit easier because developing a strategy can be quite difficult because it takes a lot of brain energy to ask those questions and answer them as well and sometimes it is very difficult because it is hard but it is just something that we don’t normally look at so if you can frame it with something which you already know hey you are halfway there, be obviously have to implement it doesn’t matter what you see you still have to do it.
Mel: Absolutely. Now how do you suggest we actually do this? Is this something that we bring people in to do or is it possible to do that ourselves?
Doyle: As the business owner if you are SEO, president whatever director doesn’t really matter. You kind of have to know what you don’t know. So that’s kind of what I am encouraging business leaders to say okay well this is basically what I need. This is what I want to do, this is why I am delivering. The execution, the implementation, yeah don’t do yourself. Get the favor of person or get somebody to help your social media but you kind of have to push forward with your strategy and content in terms of what you are talking about online so that’s core to your business so you don’t need to know how to program a widget on your site kind of thing. Get somebody to do that so you can focus on what is really important and that’s delivering your value so get the expertise that you need. Understand, learn the basics of again what I call digital leadership to give you that positioning to say hey this is what I need to implement, this is how we are going to do it forward.
Mel: Okay good stuff now for people who are wanting to know some exceptional tools for posting content and for tracking the effectiveness of say following as well as the results of your engagements for those platforms, do you have any tips or tools that you are using at the moment that you recommend to your client?
Doyle: Yeah one of the tools that I actually do a lot of marketing with as well as is SEM (Search Engine Marketing) rush. So what that does is it gives you the tools of understanding your website. How it fits in the competitive landscape and they have actually added some brand as well so you are able to track that sentiment of who is talking and where and that sort of thing. So that’s a really good tool that you can use and buzz as well is very because they can take a look and analyze again what people are saying, why they are saying it, that sort of thing. You are going to have to be fairly on top of this because again if you are very customer service oriented and if you have a very high traffic like opts because they have to manage that like diligently otherwise that can get out of control very quickly. So you can see what somebody said about your company and you can storm within minutes and that’s very powerful. In terms of tools actually one of the things that I am launching in the next month is a complete digital toolkit that is taking the 7 steps of digital disciplines. If you are working on strategy these are the tools that you need to do. If you are working on content these are the tools that you need to use and so we are going to be putting that together so that then you can sort of organize that who does what and when based on what stage you at. So you can use the tools. The thing about tools is that there are so many out there and you cannot decide which one is best for you. In the end of the day it is not about the tools it is about how you actually use it and it is making your business better so doesn’t matter what you use, what you find or what you refer to, make sure does what you are asking to do and if not find something better.
Mel: Yeah excellent. Doyle if people want to have a look at what you do and to be able access the digital toolkit when it is live and up and out, where can they find you?
Doyle: They can find me online hah. Just google me. My main site is digitaldelusion.com. That’s kind of launching point. I have a digital leadership quiz as well at a leadership.digital and yes that’s proper domain. We are kind of moving away because there are so many domains from the dot coms so they can go in and sort of get introduction to digital leadership. They quiz site is leadership.digital or my main site is the digital delusion.com.
Mel: Fantastic. Some really key takeaways from me from that episode when we choosing our social media platforms. When you ask yourself why am I doing this business? What is the purpose behind it? The fundamentals and content is what we need to be focusing on first regardless of what platforms comes up and the other one is around having a digital strategy because once you have your plan of attack you can manage, you know what is happening, you organize your things and giving content that the audience is wanting because you know all about them and what their needs are and the other big takeaway I had was this is slow span and people take time to adjust who we are as business owners and business personas that we put forward to our audience. This takes time for us to have the cutlery we need to reach our clients. We need to do that slowly to make sure people are really clear on it and ambitions and values and we provide that consistently in the content that we put out there. Thanks so much for tuning in. if you enjoy today’s show and you got value from it please hit on over to iTunes and give us a rating or review that would be very appreciative. Thanks for listening, see you next week.
Thanks for listening to the customer centric show. For additional smart ways to attract more customers, profits and freedom, head on over to the website www.customercentricshow.com.
Today’s show was brought to you by brand storm. So what is brand storm? It is a subscription based graphic design service. You pay a simple monthly membership depending on complexity of designs you require and this gives you access to unlimited graphic design throughout the month. You submit 1 job at a time and it is turned around within three days. There are no limits on revisions and you could submit as many jobs throughout the month as you have ideas for only one active job at a time now. I have used this service and I found it to be fantastic. My new branding is all done through brand storm so I do highly recommend it and great thing is there are no locking contracts. The base of the business class package covers all of your regular design needs. Things like flyer stationery social media images and banners and posters photo re-touching and even things like building vehicle wraps. The 1st class package includes more complex designs. Things like infographics landing pages. E-mail templates and logos. Now customer centric show listeners can access an exclusive offer and save 50$ per month off the business class plan for the first six months. Simply go to brandstorm.co/customercentric.
Doyle Buehler is known as “The Digital Dude”; he helps small businesses and entrepreneurs globally become Outrageously Outstanding Online.
A former military pilot and Aerospace engineer, Doyle has spent the last 14 years in the business world with start-ups and online ecommerce businesses around the world. He has an MBA in Leadership, and is the author of: “The Digital Delusion: How To Overcome The Misguidance and Misinformation Online”- a book about digital strategy and online business leadership. His book discusses the new disrupting reality of the online industry, and what business leaders can do to get beyond the clutter and distraction of the online world . He does this through properly developing his client’s digital ecosystem, including strategy, content planning, social media, SEO, website development, sales funnel implementation and marketing automation.
Doyle recently won the Smart 100 Innovation Award, ranking as Australia’s 100 most innovative products, with his digital leadership methodology amongst other significant business awards. He holds a number of US Patents for devices and online business methods.
He is making waves online as well, with his iTunes podcast, Breaking Digital. He has a growing online learning community where he teaches his digital leadership methodology. Doyle is regularly on the road, speaking about social media, digital marketing, and most everything about online business, and spreading the word about digital leadership.
During my conversation with Doyle he shares:
- The starting point for effective customer connection regardless of platform
- What a digital ecosystem is
- Best tools to use to monitor online reputation
- How to choose the correct social media platforms
- How to monitor customer engagement online
- How to minimise the distractions of digital
- Who should manage your social media
- How to use digital as a sales process
- How many businesses ineffectively use their website or social media platforms
- The need to identify your customer’s journey; and
- How to move people researching online through to becoming a customer.
Selected Links For This Episode
On being abreast of the newest social media platforms:
“If you ask ‘why I am doing this business?’… we can get down to the essence of your business. Once you do that it doesn’t really matter what’s next. If you look at the fundamentals, it works regardless of what platform comes up next.” Doyle Buehler
On developing trust through digital platforms:
“People need time to adjust to who you are. Understand what your mission is and understand the value that you’re going to provide to them” Doyle Buehler
“If you start with a very solid digital strategy you won’t be having to put out fires. Because you can manage it. You know what you’re delivering, who your audience is, what their expectations are” Doyle Buehler
Would you like this episode on your blog or website?
Our podcast player will look like this on your site:
Get our podcast player onto your site by simply copying and pasting the following code:
<audio src="https://archive.org/download/TheCustomerCentricShowPodcast/058_Doyle-Buehler_customer-centric-show-podcast.mp3" controls></audio>