Business Strategy 2 Business Plan - Digital Business Transformation | John Colley | Skillshare

Business Strategy 2 Business Plan - Digital Business Transformation

John Colley, Digital Entrepreneurship jbdcolley.com

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12 Lessons (1h 29m)
    • 1. Introduction to Digital Marketing Blueprint

      2:51
    • 2. Why Do You Need A Digital Strategy Blueprint SK

      7:14
    • 3. What Skills and Assets Do You Need to Be a Digital Entrepreneur SK

      6:47
    • 4. Digital Strategy Blueprint Overview

      6:25
    • 5. Digital Strategy Blueprint Omnibus Video

      18:29
    • 6. Customer Centric Transformation

      7:25
    • 7. Customer Experience Transformation

      5:22
    • 8. Customer Channel Transformation

      6:18
    • 9. Customer Engagement Transformation

      18:30
    • 10. Digital Skills Transformation

      3:33
    • 11. Tools and Resources

      2:13
    • 12. Digital Marketing Blueprint Final Thoughts

      4:07

About This Class

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Welcome to my Business Strategy to Business Plan Course

Discover MBA Level Business Strategy and Create your comprehensive Business Plan simultaneously. Everything you need is here including a highly detailed Business Plan template.  

This Course looks at Digital Business Strategy and I share with you why its important to realise that its a totally different game.  Use the Course Project to follow the lectures and design your own Digital Marketing Blueprint step by step.

Why do you need a Digital Strategy Blueprint?

You need to approach Digital Business with a completely unique set of skills and tools to be successful.  This is my own Blueprint for Digital Business which helps you to understand how to design your own Digital Business Strategy.

What Skills and Assets do you need to be a Digital Entrepreneur?

Digital Marketing requires a specialist set of skills and assets to be successful as a Digital Entrepreneur and we explore these in the second lecture in the course.

Digital Strategy Blueprint Overview

This is a framework for transforming the way you look at your Digital Business.  I am challenging you to look at your Digital Business in a completely new way.

At the highest level, the Digital Strategy Blueprint has Five Transformational Keys and One Complementary Component:

1. Customer Centric Transformation

2. Customer Experience Transformation

3. Market Channel Transformation

4. Customer Engagement Transformation

5. Digital Skills Transformation

6. Tools and Resources

Customer Centric Transformation

In this lecture I explain the importance of bringing your customer into the centre of your business and making them the centre of everything you do.

Customer Experience Transformation

Here we explain the importance of completely transforming the customer experience. Throughout the customer journey you need to tailor the experience so that you develop a close relationship with your customer every step of the way.

Customer Channel Transformation

How do you deliver your Customer experience to the customer?  This lecture explains the four key approaches to achieving this.  We look at Content Marketing, Marketing Strategy, Channel Strategy and Traffic Strategy.

Customer Engagement Transformation

Digital Business Transformation involves creating amazing experiences with your customer at the centre of your business.   This step of the strategy addresses the Engagement phase with your customers and we cover:

  • Lead Generation

  • Funnel Creation

  • Email Campaign Creation

  • Social Community Engagement

Digital Skills Transformation

You will need to develop some digital skills to be effective and I explain these core skills in this lecture.  These are:

  • Copywriting for Customer

  • Writing for Search Engines

  • Data and Analytics - Tracking the Results

Tools and Resources

This lecture helps to explain some of the key tools and resources that you can use to execute on your strategy.  I am not recommending anything specifically but you need to be aware that you will need to "tool up" your digital strategy.

Discover the essential elements of a successful digital business!

Enroll today and I look forward to seeing you in the course!

Business Strategy 2 Business Plan

This course will be published in 11 Parts - I part per week  

Business Strategy 2 Business Plan Part 1 - Fundamental Strategy and Analysis - https://skl.sh/2TnNtZT

26th May - Business Strategy 2 Business Plan Part 2 - Leadership, Products and Services

2nd June - Business Strategy 2 Business Plan Part 3 - Competition, Industry and Markets

9th June - Business Strategy 2 Business Plan Part 4 - Operations and Customer Value

16th June - Business Strategy 2 Business Plan Part 5 - Sales and Marketing

Business Strategy 2 Business Plan Part 5a - Digital Business Transformation - https://skl.sh/2VLbk6b

23 June - Business Strategy 2 Business Plan Part 6 - Financial Statements

30th June - Business Strategy 2 Business Plan Part 7 - Financial Analysis

7th July Business Strategy 2 Business Plan Part 8 - Goal Setting and Performance

14th July Business Strategy 2 Business Plan Part 9 - Growth Strategies

21 July Business Strategy 2 Business Plan Part 10 - Valuation, Exits and Returns

28 July Business Strategy 2 Business Plan Part 11 - Business Plan Synthesis

As the course is published, I will update the links to each course

Business Courses From John Colley You Might Enjoy

Accounting: Understanding Financial Statements - https://skl.sh/3aeQf9u

Mergers and Acquisitions The Essentials You Need to Know - https://skl.sh/2Rh3KPn

Investment Banking 101 - How to Evaluate a Crowdfund Opportunity - https://skl.sh/2ETgKVq

Investment Banking 101: How to Maximise the Sale of Your Business - https://skl.sh/2VNqcPV

Start Up Essentials Advice New Founders Need to Know - https://skl.sh/2SSlTmj

Founders Introduction to Venture Capital Fundraising Part 1 - https://skl.sh/2Qc4xiK

Founders Introduction to Venture Capital Fundraising Part 2 - https://skl.sh/2W1gq0f

Venture Capital Liquidation Preferences – Critical To Your Success - https://skl.sh/2KXRMI3

How To Find A Venture Capital Investor and Negotiate a Term Sheet - https://skl.sh/31sTFT2

How to Create a Winning Presentation for Venture Capitalists - https://skl.sh/2u2WLLe

Private Equity 101 - Entrepreneur's Guide to Private Equity Capital Raising - https://skl.sh/30nsBnv

Transcripts

1. Introduction to Digital Marketing Blueprint: Welcome to this course where I'm going to help you to design your own digital business. So let me ask you a question. Do you have a clear, easy to follow strategic framework for your digital business? This course provides you with that framework. I have done a lot of thinking so that you don't have to. My name is John Colley. I'm a 30 year senior investment banker. I'm a digital entrepreneur on I figured all this out because I needed it for my business. I was really struggling to put together my digital business, and I had to work out all the individual components. Now, before we go any further, don't forget to follow me here so that you don't miss any of the coming classes, particularly those on strategy and finance. In this course, I'm going to share with you my personal step by step process for designing a any. It's a template, any digital business. Step one is how to design your business around your customer. And I call this customer centric transformation. In the next step, we're gonna focus on how to make the customer want to do business with you. And that's what I call customer experience transformation. Then we're gonna look at how to you utilize the right digital channels to connect with your customers. I call this customer channel transformation. Then we're going to look at how to engage with your customers to build trust and loyalty, customer engagement, transformation. Then I'd show you the three key skills you'll need to develop in addition to those you've already got, which are all around the digital entrepreneur ship concept. And these are my digital skills transformation. Finally, you need to understand how to make your business more efficient on increase your productivity by using the right tools on. I have a section on skills and resources. Now, this is a simple and easy template for your digital business. If your digital trouble and struggling to make your business work, then simply maybe you haven't figured it all out. Don't worry. This course is for everyone. Whatever your level of experience. By the end of this class, you will have a template ID framework that you can use to design step by step your digital business. Now the class project is designed to act as a guide to help you through this process. Step by step. So what you waiting for? Jump in now and get started on. I can't wait to see you in the course. 2. Why Do You Need A Digital Strategy Blueprint SK: Why do you need a digital business framework? This is an important question to play Devil's Advocate. It seems to be easy to decide that you want to sell something online, throw up a website, open a Shopify store, get an Amazon listing and sell. There are millions of buyers out there, so it should be easy, right? Wrong. Let's imagine if you had never seen a house before and I took you to see my house and showed you just the outside. You would probably assume that the interiors one big open space, taking an overly simplistic approach to digital business is exactly the same. You think it's simple, and therefore it seems to be easy. So then we opened the front door. Firstly, you discover the house has two floors. Andan attic. It may even have a cellar. Well, that's four levels of complexity you had not imagined. Then I show you that each floor has several rooms and each room has a purpose and a specialisation without which the house would not be fit to inhabit. It has a kitchen to prepare food, a dining room to eat in a sitting room to relax and watch TV on lavatory. Well, you know what? That's for a bathroom that's self explanatory to bedrooms to sleep in. So that's the next level of complexity you need to get to grips with. Then you discover that each room has furniture, utensils, decorations, technology, all of which contribute to and facilitate the specialization of the room. Imagine having a bathroom without a bath or a shower, a kitchen without a sink, a bedroom without a bed. Well, it's the same for digital business. There are multiple layers off complexity. The key thing is that unless you know what these are and how they fit together, you will never be successful. But you don't need to be expert in everything. I operate the TV. My wife does the cooking. You also don't need every tool, resource and component from every key room in your digital business house. You need to selectively decorate to make sure that each room conf unction as you need it to . This is exactly why I have spent months and months studying digital business to create my digital business blueprint so that you can understand the framework off digital business once you have this framework in your mind, you can literally design any digital business you want on. Know that you have all the components you need to make it a success. Imagine trying to build a car and not knowing that you need to put an engine under the bonnet. I'm gonna take you through the framework in some detail. But to start with, let me explain the key components at the first level of complexity. Now, as I am the six minute strategist, you're about to discover that there are six key components to the framework. Number one business strategy. This simply comprises your business model, your customer and your strategy connecting the two. The second component is customer experience here. You need to ensure that you have included product creation, brand creation and content creation. This is all about designing and customizing thes experiences for your customer. The third component is customer channels. You need to make sure that you have thought about marketing strategy, channel strategy, content, marketing and traffic strategy and optimization. You are focusing on how you are going to connect with your customer and drive them towards your content. Your products and services Number four is customer engagement. This component helps you to focus on the relationship you need to build with your customer . If you are to convert them from a prospect to a purchaser here, you need to make sure that you cover lead generation, funnel creation and optimization, email campaigns and social and community engagement. Number five is digital skills. These are the skills which, while in some cases not unique to the Internet, become critical to success. We're talking about copyrighting search engine optimization and data analytics. Your primary messages will be communicated in writing or speech, so you need to know how to write. Copy the search engine's control access on the Internet. So search engine optimization S E. O. Is vital. Data Analytics is the art of measurement and tracking so that you know what is working and what is not. Finally, we come to tools and resources. The final compendium is the basket of tools and resources you choose to adopt to make your business easier to run, automate and scale. There are literally thousands of these, but I will give you some guidance on what I like and what I am using. This is the key. Take away your digital business must include something from everyone off the six components on their constituent elements. You need to build your house on solid foundations and with a good architects plan, this is it. Remember, though below each off thes components and sub components lies, mawr, detail and complexity. As you become aware of these multiple levels, your expertise will develop and grow. Your development must be balanced so that your expertise is evenly spread across all six components. While how deep you go on which some components you focus more on will depend on your business. Step by step. Take yourself through these components and create your initial outline of how you are going to design your business. Do not skip a single step. You must include everyone of these into your business design. After all, what happens in your house if you forget to put the stairs in? 3. What Skills and Assets Do You Need to Be a Digital Entrepreneur SK: I want to take a look at what skills and assets you need to be a digital entrepreneur. Now, taking my advice, believe you me creating products on offering services online does not make you a digital entrepreneur. It is not enough to constitute a proper, sustainable business. It's great. It earns you some revenue. It gets you started. It helps to succeed fund what you're going to try to achieve. But it's only a start. And I want you to be clear that having a business and being a proper digital entrepreneur is a lot more than just having a few revenue streams from your online connections. So what skills and what assets do you need? I want to try toe to flesh this out, to give you a good idea off what a digital business really looks like, and therefore to give you some idea of what you need to start putting in place if you're going to really become a digital entrepreneur. So if we start with products and services, clearly you need to have some sort of offering, so you need to be able to create these developed that maybe have some intellectual property . This could be software. It could be courses, so it could be information. It could be repeatable services. Oh, indeed, it could be e commerce, So there's a whole range of options open to you and indeed a whole range of platforms that you can offer them on. But as a starting point, you need to have something that you can sell. So building on top of that, you then need to have a route to market. So you need to know quite a lot about marketing online on there's a whole series of skills associated with that. But of course, you also need systems and processes. You need to be able to put the's marketing strategies into action. You need to make your marketing actually happen. So you need to identify the channels on the skills you need to develop and deliver your products and services through those channels so they can actually reach a customer. So one of the key questions is, what do you know about online marketing? Do you know how to market online? Then, of course, you need customers, but the's, our customers that you own and control through the whole of the customer journey. So acquisition engagement, monetization, retention, reengagement and evangelization. So by control on own, you need to know who they are. You need to have their email address. You need to have a direct route to communicate with them normally through an email system. But you may also have them in your groups of various kinds on on different platforms. However, if there is a some intermediary or marketplace such as Amazon E Bay, whoever it is between you and the customer, you don't own that customer on that is absolutely critical on the key to this, of course, is getting the customers email so that you can communicate with them directly. Email. At the very least, let's talk about acquisition and lead generation because this is critical your customers are. Your prospects won't become customers until they are become aware of you. And until they become interested in, um, until they become clear that you have something to offer them, I e. Until you generate them as leads. So you need to understand the whole lead generation process. Then, of course, you have to have some way off converting them from a prospect into a customer, which means that not only do you have to know how to make that that jump from just giving them free information to actually giving them to pay for it. You actually also need to know how you can take them across that threshold, and you need to have something to sell them. And you need to know how to put that something together and how to price it. Then, of course, when you're making sales, you need to know how to close, so getting them to actually buy from you, maybe you can get the first sale, but you want to get repeated sales so you didn't need do need to have sales skills that will close deals and get them to buy from you. Then, of course, you need to keep them as customers. And if they start to lose interest, you need to re engage them on. This means having means having ways of conversing with them, have communicating with them of getting more information to them. Now, of course, email is the primary read for that, but there's things like messenger, which is becoming really important with Facebook. You've also got your different platforms where you could be sending them out messages whether it's instagram to your Facebook groups, your Facebook page through Twitter, whatever it is. But you need to have direct means off having these conversations, so they remain aware that you have things to sell them. You stay inside a conversation with them, and they keep interested in you. Of course, you need processes and systems. If you're going to make this happen on a proper and regular and organized basis, you do need tohave processes and systems on. Part of this is actually, of course, measurement analytics testing being able to improve what you're doing. So there's a lot more behind the scenes rather than just set putting up something for sale and getting a sale online. Now, to make this all happen, you need to have operations and technology, so you need to have the platforms that you need. You need to have the technology and tools that you're going to use to join all this together. Now I don't want you to be overwhelmed by this, but you know it is fairly complicated. You need to know how to join them all up. And, of course, these don't come out come without cost. Finally, but not Finally, Finally, you need people. You need a team around you who can make you independent of your business because at the end of the day, if you want to exit this business, you need to be able to step away from it and let it can carry on and continue. Remember the old saying, you need to work on your business, you not to work in your business. So you do need over time. Perhaps not when you're starting off, but over time to develop a team who can actually run the business for you and you can direct them. So this gives you some idea off the skills and assets you need to become a digital entrepreneur. I know it sounds a lot, but I want to start your thinking, developing along the lines of building a really business, as opposed to just being a one man band selling a few things online. 4. Digital Strategy Blueprint Overview: welcome to this overview off my digital strategy blueprint, I'm often asked. In fact, the question I'm probably asked more than any other is. How can I sell more now? So often? I've seen instructors on self employed professionals, but basically people like you and me struggling to sell their courses, struggling to sell their information products. And very often what people do is go into Facebook on, basically, stick a whole lot of free coupons or discounted coupons for their products, services, whatever it is on every Facebook group they can get into on every place they can go. The problem with that is there's no conversation. There's no communication, there's no relationship. And frankly, in most of the groups where these coupons are posted, it's just full of other people posting coupon. So the whole thing is really a non starter. Now I am like you on online course instructor. I'm also a self employed professional on This is what this whole strategy is has been built for. I have created this for you, and what I've realized is that it is completely overwhelming, trying to understand all the different components off online cells of marketing on there are lots of experts dotted around the place, giving new little bits of it in tremendous step. But nobody's actually giving you the holistic framework to try and make it work. And this is what this is all about. I'm going to give you an overview of my digital strategy blueprint on. Then I'm gonna take you through it in much, much more detail. Strategy blueprint. If you attended business school in the 19 nineties like I did, then you would have Bean taught about business strategy using models like Michael Porter's Five Forces and his concepts off Competitive Advantage. These are still excellent frameworks. But as business has become increasingly digital, new frameworks are required to meet the challenges off 21st century business. How can you reconcile the globalization effects of the Internet with local marketing for small business in the gig economy, discussion of company structures, divisions, silos of production, finance, sales and marketing are just not applicable. Where does search engine optimization fit in with Drucker's lean manufacturing frameworks? While 20th century theories off business practice are still applicable, we need a whole new framework for 21st century digital business. Furthermore, whether you are a CEO of a major corporation or a startup, an information entrepreneur or an e commerce startup, you need a simple to understand framework for 21st century digital business. If you want to grow your sales and your profits, this is what I am presenting to you today. My digital strategy blueprint will transform the way you look at digital business. It has the power to transform your business and your life. It will enable you to understand how to create a digital business framework that is right for your business. By enabling you to select the parts of the framework that work for your business, ANDI enable you to understand how the parts connect together. This should empower you to create a cohesive business model without missing any off the essential parts at the highest level. The digital strategy blueprint has five transformational keys and one complimentary component. These are a customer centric transformation. Be customer experience, transformation, see market channel transformation, de customer engagement, transformation, E digital skills, transformation and f the complementary component tools and resources. So there you have it. These are the six key components off the digital strategy blueprint now in the subsequent videos I'm going to go into the's in much more detail, but I really want you to understand what we're doing here. First of all, we're putting the customer at the center of our business model and our business strategy. Then we're ensuring that every experience that customer has when they interact with us is fantastic. Then we have to ensure that the channels we use to reach our prospects and turn them into customers are coordinated with the 1st 2 steps on. Then, of course, once we've actually found them and made that connection, we have to make sure we engage with them properly. Now, to do that, there are a number of digital skills you're going to need to hone and find June to become really effective, and we cover that in the fifth step. And, of course, finally, there's thousands of tools and resources that can make your life easier. Can make this process quicker, faster automated on. We'll be looking at some of those as well, so this is a holistic framework. This is taking everything I know about digital strategy on putting it into a form that I use every day on because I'm just like you a online course creator. I'm a self employed professional. Then I'm hoping that you can actually get the same value from this that I'm getting for my business. So I look forward to seeing you in the next video, and we're going to go deeper into the first off these stages. 5. Digital Strategy Blueprint Omnibus Video: Hello and welcome to this first edition off the business strategy. Transformation. Blawg. If you are a course creator or a self employed professional, this is dedicated to you on. This is all about focusing on how you can transform your business by getting your strategy right. And particularly we're focusing on digital strategy. We are looking at how to make your online business grow and become more profitable. On this week, we're going to start by taking a look at my digital strategy blueprint, the digital strategy blueprint. If you attended business school in the 19 nineties like I did, then you would have Bean taught about business strategy using models like Michael Porter's Five Forces and his concepts off Competitive Advantage. These are still excellent frameworks. But as business has become increasingly digital, new frameworks are required to meet the challenges off 21st century business. How can you reconcile the globalization effects of the Internet with local marketing for small business in the gig economy, discussion of company structures, divisions, silos of production, finance, sales and marketing are just not applicable. Where does search engine optimization fit in with Drucker's lean manufacturing frameworks? While 20th century theories off business practice are still applicable. We need a whole new framework for 21st century digital business. Furthermore, whether you are a CEO of a major corporation or a startup, an information entrepreneur or an e commerce startup, you need a simple to understand framework for 21st century digital business. If you want to grow your sales and your profits, this is what I am presenting to you today. My digital strategy blueprint will transform the way you look at digital business. It has the power to transform your business and your life. It will enable you to understand how to create a digital business framework that is right for your business. By enabling you to select the parts of the framework that work for your business, Andi enabled you to understand how the parts connect together. This should empower you to create a cohesive business model without missing any off the essential parts. In this first episode of this show, I want to introduce you the 1st 2 levels off my digital strategy blueprint. Each subsection will be examined in more detail incoming shows, but for now, I want you to grasp the key parts of the structure. So not only do you understand what it looks like, but also you can understand how the components fit together at the highest level. The digital strategy blueprint has five transformational keys and one complimentary component. These are a customer centric transformation. Be customer experience, transformation, see market channel transformation, de customer engagement, transformation, e digital skills transformation and f the complementary component tools and resources. Let's look at these one at a time in a little more detail, starting with customer centric transformation in the post Second World War era, business was vertical ized. In fact, it was very much organized on a military model with companies and divisions. The CEO Stroke general sat at the top and his brigadiers and colonels reported to him in a strict hierarchical structure in this world, products came first and customers came last. Everything was organized to create products and services delivered in strict sequence in a linear model through the company, ultimately ending up in the hands of the customer. In this model. While the products were designed for customers, the company spent most of its time persuading its customers to buy using a coordinated sales and marketing campaign. The business was all about sales and selling customers bought products. If you made the right product and sold it to your customers, they would buy. In the digital world, this has all been turned on its head. Today you have to start with the customer. Everything you do must be done with the customer at the center of your business. As tiene Su points out in his excellent book subscribed. Why the subscription model will be or company's future and what to do about it. Business is no longer linear but circular with customer at the center off the circle, you might like to think about digital business like an archery target, which has concentric scoring rings with the bulls eye in the center. That is where your customer needs to be. In your business, this means designing your business around them. The aim is to help your customer to make the right purchase decision, not to find ways of selling them products and services. And to do this, you need to get to grips with three secondary components. The first is strategy transformation. Here you are presented with the digital strategy blueprint we are discussing Now you will need to change your mindset from the old business model to the new. This means rethinking entirely how you think about your customers. We will share the framework with you to help you to assemble your digital business so that it creates amazing experiences for your customers on moves them through their journey with you from prospect for a customer and ultimately to evangelist. The second component is growth transformation, and this is all about understanding the type off business you are going to build and ensuring that you have a growth plan from the beginning. Digital business offers a plethora of business models which can be adapted and molded as you require. It really is a very flexible, fast moving and evolving business environment. This also means that you cannot afford to be complacent on bus, remain agile and be testing and optimizing the whole time. Three. Customer centric city transformation You need to know exactly who your customer is on the journey that you are going to take them on. The best way to explain this is to encourage you to think like Amazon. Amazon is the ultimate customer centric business and is the ultimate role model for digital business at this point in the 21st century. There is, of course, no guarantee that this will be the case in five or 10 or 20 years time. But right now I am not taking bets. It won't. The customer journey can be summarized as identification, acquisition, conversion, monetization, re engagement and retention and evangelization. This gives you a taste off what we will be exploring at deeper levels of this framework. This is a foundational material on which you will be able to build going forward. Don't skip any of this. You may know some of it, but I guarantee that you won't have the framework worked out. The next step is customer experience. Transformation. You are not creating products or offering services to your customers. You are designing a range of experiences for them to enjoy and benefit from. This means that you have to create experiences for them that they will not forget on that will draw the two of you closer. Some of this content will be free, but it will also be gated. Opt in, required and paid for. This is how you will build your business. I divide the creation process into three steps product creation, free, gated and paid brand creation. Remember, your brand is what people say about you when you are not in the room. Jeff Visas and content creation across all types of media and designed to be delivered in the places where your customers are to be found. These experiences will address pain points in their lives, solve problems, enable them to transform their own businesses and lives and move forward. This experience of transformation is what is going to make you stand out on become invaluable to them. This is ultimately why they are going to pay you. This step addresses product creation, brand creation and content creation, all of which will be designed with your customer in mind. Next comes market channel transformation. You need to be where your customers already are. This means that you will need to learn how to help them find, know like and trust you. To do this, you will need to develop some specific skills which include the following content marketing . Let your content speak for you. By consuming your content, your audience will start and continue on the customer journey and you Kenbrell thing them into your orbit and convert them from prospects to customers. Marketing strategy Wow, there's a lot to this. There are so many digital marketing channels and strategies. This really is a science and not an art, and it is involving all the time. Are you on Facebook Messenger yet? Channel strategy. Choosing the right channel strategy and knowing how to get the most out of it is critical to your success. You need to go where your customers already are to be found a lot more to come from this component in the future. Traffic strategy. At the end of the day, it is all about traffic free and paid. What I do not advise is throwing loads of money at trying to get paid traffic until you know your strategies are working. The ability to help your customers enjoy the experiences you've created for them will involve free and paid strategies to get your message out. These can be very complex and expensive. The rial skill here is to design something that works and only throw money at it when you know that it does and you want to make its scale customer engagement, transformation. Remember, we are not selling. We are helping your customers to make buying decisions. You have identified your customers. You have created amazing experiences for them. You have delivered these experiences through channels where they will find them. Now you need to start a conversation with them and create really engagement. This component of digital transformation is about finding the best ways to communicate and engage with your audience. Lead generation does what it says on the tin. It helps you to turn your audience into prospects, and it is focused around collecting their email addresses. Funnel creation is a complex topic, but it is important to master the process of guiding your prospects through a process from initial contact to sail. This is often overlooked on believe me. Just posting loads of discount coupons everywhere on the Internet is not what it is about. Email campaign creation ties. In closely to this, you need to master the art of using emails to communicate, guide and in structure audience to do as you wish ultimately to buy from you. There is a lot to learn here, and in future weeks and months, I will be covering this in considerable detail. Social community engagement will help you to get the most out of social media, but also show you how to be a constructive contributor as well as engaged with influences on partners with whom you can grow your business. After all this, your audience will not be able to live without your help and will pay to keep access to you and your advice. Digital skills transformation. I have created this category to help you realize that there are certain skills which are very specific to digital business, and you will need to get to grips with them. The good news is that the 80 20 rule most definitely applies here, and while you can gool as deep as you like, my goal is to help you get the most from these skills for the least effort. They include copyrighting search engine optimization and data analytics, measurement and optimization. Let's take a look first. A copy writing. This is a learning process, which I am sure you will enjoy. Essentially, it is a study in human psychology and will help you to understand how your audience thinks on what you have to share with them, to make them want to buy from you. Yes, you really can influence them. If you know how search engine optimization will help you to get the most out of your content by understanding how to make it attractive to the search engines, all of them, not just Google. This will help more people to find and consume your content. Data analytics measurement and optimization is what makes your business professional and not a throw it up the wall and see what sticks exercise in futility and money wasting again . There is a lot to cover here, but I want to keep focused on the 80 20 to help you understand how to get the most out of the least effort. Remember what you measure moves Now Don't be put off by any of this. It's really not as bad as it seems. Finally, let me touch on tools and resources. There is a universe of tools and resources which you can use free and paid to make your digital business more effective, more efficient and more profitable. Some you will not be able to do without others will help you to save time, and money on this section is all about guiding you through this minefield. So that's it. Digital strategy, transformation in a nutshell. Or, to put it another way, everything I wish I had known 10 years ago in a framework which will make the whole subject easy to understand and comprehensible enough to implement without being take over. That is my digital strategy blueprint. I hope you found this framework really helpful to set the context for all the conversations we're gonna have going forward. But it gives you, I hope, the basis on which you can start to really organize your online business so that you can start to make a real difference to your business and really start to transform it with some very focused on very well organized business strategy. So I look forward to seeing you again very soon in the next show. 6. Customer Centric Transformation: I want to talk to you now about customer centric transformation, what this means and why it's critical to your digital business. This is the first of our six stages if you include the two tools and resources. But this is where your business starts from on what this means is you absolutely have to bring the customer into the center of your business. It's no good relying on the old model where your customer is something that happens after you designed your products and services and put yourselves a marketing team in place. You actually have to start with the customer and build your entire business around them. Now this means not only designing but in potentially redesigning your business with the customer. As the focal point on this component has got three key steps. The first of these is strategy transformation, where you have to completely rethink your whole approach to business strategy. Then we need to talk about growth transformation, and this is where you need to build the growth of your business around this customer centric model, and you need to be aware of what you have to do to grow the business because the old model simply won't work on. Finally, I want to talk to you specifically about customer centris iti, which is how your customer fits into the center of your business with everything else around it. So I'm going to take you into this discussion now on. Then we'll have a recap at the end. In the post Second World War era, business was vertical ized. In fact, it was very much organized on a military model with companies and divisions. The CEO stroke general sat at the top and his brigadiers and colonels reported to him in a strict hierarchical structure in this world, products came first and customers came last. Everything was organized to create products and services delivered in strict sequence in a linear model through the company, ultimately ending up in the hands of the customer. In this model. While the products were designed for customers, the company spent most of its time persuading its customers to buy using a coordinated sales and marketing campaign. The business was all about sales and selling customers bought products. If you made the right product and sold it to your customers, they would buy in the digital world. This has all been turned on its head. Today you have to start with the customer. Everything you do must be done with the customer at the center of your business. As tiene Su points out in his excellent book subscribed. Why the subscription model will be or company's future and what to do about it. Business is no longer linear but circular with customer at the center off the circle, you might like to think about digital business like an archery target, which has concentric scoring rings with the bulls eye in the center. That is where your customer needs to be. In your business, this means designing your business around them. The aim is to help your customer to make the right purchase decision, not to find ways of selling them products and services. And to do this, you need to get to grips with three secondary components. The first is strategy transformation. Here you are presented with the digital strategy blueprint we are discussing. Now. You will need to change your mindset from the old business model to the new. This means rethinking entirely how you think about your customers. We will share the framework with you to help you to assemble your digital business so that it creates amazing experiences for your customers on moves them through their journey with you from prospect for a customer and ultimately to evangelist. The second component is growth transformation, and this is all about understanding the type off business you are going to build on ensuring that you have a growth plan from the beginning. Digital business offers a plethora of business models which can be adapted and molded as you require. It really is a very flexible, fast moving and evolving business environment. This also means that you cannot afford to be complacent on bus, remain agile and be testing and optimizing the whole time. Three. Customer centric city transformation You need to know exactly who your customer is on the journey that you are going to take them on. The best way to explain this is to encourage you to think like Amazon. Amazon is the ultimate customer centric business and is the ultimate role model for digital business at this point in the 21st century. There is, of course, no guarantee that this will be the case in five or 10 or 20 years time, but right now I am not taking bets. It won't. The customer journey can be summarized as identification, acquisition, conversion, monetization, re engagement and retention and evangelization. This gives you a taste off what we will be exploring at deeper levels of this framework. This is all foundational material on which you will be able to build going forward. Don't skip any of this. You may know some of it, but I guarantee that you won't have the framework worked out. So those are the three stages of customer centric transformation on the whole idea that you bring your customer to the center of your business and you build it around you. And now this is critical in digital business because this is the way the Internet works on . Unless you redesign your business to fit the medium in which its operating you will not be successful. So you're no longer in the bricks, some mortar world off sales and marketing teams and silos and all that sort of stuff. Now we're in the digital world and you need a customer centric strategy if you're going to be successful. So that's it for this lecture. In the next lecture, we're going to go on to the customer experience, transformation and take a look at what you have to do to really be effective with your digital business with that particular component off the blueprint. 7. Customer Experience Transformation: Now I want to talk to you about customer experience. Transformation. In the previous module, we took a look at the customer journey, and at this point we've summarized it in six points, which is identification, acquisition, conversion, monetization, reengagement in retention and evangelization. And now I want to take you forward, leaving that at the core and with, of course, your customer right in the middle on. We're gonna look at product creation, brand creation and content creation. But in the context off the customer experience, because it's not enough to just create amazing products or content. What you have to do is make a real impact on the emotions of your customer. Can you think back to a time when you had an except exceptional customer experience and it completely changed the way you look at your brand? I want to tell you a story about a Nespresso. Now we have an espresso machine at home, which we've had for about two years and a bit, and that will be very significant. And it went wrong. I got the receipt and I had looked at the receipt. The receipt said. Two year guarantee. Finishing on whatever it wants 31st of March, and it was about the 12th of April or something. So we were out of the guarantee period. But I ran rang up espresso, and I said, Look, I love your machine. I love your products but the machine's broken. It's gone wrong on day said, You got a receipt? Yes, and I gave him the details of the receipt and explained, and he said, He said, Your out of warranty, aren't you? And I said, Yes, I'm out of warranty by about 12 days and he said, You know what? He said, If I was in your shoes on, I was struggling to get this sorted out. It would really annoy me that my product was just out of warranty. So you know what? We're going to forget about that, and we're going to sort it out on. They did so they completely I was expecting a big argument, but they completely blew away my expectations. Andi, they sorted it out on. They had the machine collected and they gave us a replacement machine while the AR machine was away, so we could still make coffee on then, about two or three weeks later, our machine came back on, the replacement machine went, went home and the it was just seamless. It was absolutely didn't cost me a cent. But I've never forgotten it, and it's completely changed the way I look at Nespresso on. That's what we're talking about. We're talking about amazing customer experiences, and if you can achieve that, then you're gonna win the hearts and minds off your customers, and that's what we're trying to achieve. So I'm gonna take you through. This little module will do a quick summary back at the end. The next step is customer experience. Transformation. You are not creating products or offering services to your customers. You are designing a range of experiences for them to enjoy and benefit from. This means that you have to create experiences for them that they will not forget on. That will draw the two of you closer. Some of this content will be free, but it will also be gated. Opt in, required and paid for. This is how you will build your business. I divide the creation process into three steps product creation, free, gated and paid brand creation. Remember, your brand is what people say about you when you are not in the room. Jeff Bezos and content creation across all types of media and designed to be delivered in the places where your customers are to be found. These experiences will address pain points in their lives, solve problems, enable them to transform their own businesses and lives and move forward. This experience of transformation is what is going to make you stand out on become invaluable to them. This is ultimately why they are going to pay you. This step addresses product creation, grand creation and content creation, all of which will be designed with your customer in mind. So those are the three steps we're gonna look at or we do. Look at this part off the digital strategy blueprint. We need to go into depth in product creation in terms of brand creation and in contact in terms of content creation, and that is this part off the framework, and you'll be able to understand then that you've got the customer journey. But as the customers going through their journey, they have toe have these amazing experiences that you're creating for them, and that's why we call it strategy transformation, because you're transforming your customers as they go through the journey with you. So that's the customer experience transformation. I hope you'll begin to get an idea of how this framework works on. We'll move on to the next segment of it in the next module. 8. Customer Channel Transformation: Now I want to take a look at customer channel transformation just to recap and keep the context going. We started by saying you had to put your customer at the center, and so you have this customer centric city transformation, and it's really the start of the customer journey and making sure that that is the core off your whole strategy. But then, on top of that, you have to transform their experiences as they go through the journey. And you do this with your products, your brand and your content. So now we have to ask ourselves, Well, if we've got all this content in this brand and we've got these experiences lined up for the customer, how do we get them to them? And that's where the channels come in on. There are four in here for particular approaches, which need to be taken individually because there are different skills and different strategies which apply. But they are content marketing your overall marketing strategy, which is a separate unit, its own right, your traffic strategy. So it's putting your traffic at the center off that particular strategy, how you're going to generate the traffic that comes out And then finally your channel strategy, which is looking at the whole channel transformation with the emphasis on the channels. So one emphasises content. One emphasises the channel one emphasises of traffic on. Then you've got to look at your marketing strategy holistically. So that's the fourth segment in this particular transformation module. Now, the issue I always had when I started off waas the every said you had to create content. Well, what was great? So you know what? What what sort of content do I create? Do I create video content? Blog's podcasting? What ideas? So I have to think about creating my content strategically. But then when I got it, what do I do with it? How do I actually get it out there? So you that becomes a sort of almost an overwhelming challenge, because you can create all this stuff. But if you're not doing it with a plan and a framework, it gets very, very confusing and overwhelming. And which channels dough I use. Where do I go to put this content? Do I put my videos on Facebook? I put my videos on YouTube. Do I make videos for Instagram on linked in I mean, which channels on my using and then the idea of actually getting traffic to your content is something you have to think about. Yes, organic traffic is fine, and that's great, but there are things you can do to attract organic traffic on. Then, of course, there's the whole issue of paid traffic, and when should you switch from organic traffic to pay traffic? So there's a lot of questions which I found very difficult to answer, which is why I've been doing a lot of thinking about it, which is why I brought it to your attention now. So you have to think about this in terms of the challenge. So we're going to listen to the module on this particular transformation, Andi. Then I'm going to introduce you to the next step before we dive into it. Next comes market channel transformation. You need to be where your customers already are. This means that you will need to learn how to help them find, know like and trust you. To do this, you will need to develop some specific skills which include the following content marketing . Let your content speak for you by consuming your content your audience will start and continue on the customer journey, and you Kenbrell thing them into your orbit and convert them from prospects to customers. Marketing strategy. Wow, there's a lot to this. There are so many digital marketing channels and strategies. This really is a science and not an art, and it is involving all the time. Are you on Facebook Messenger yet? Channel strategy. Choosing the right channel strategy and knowing how to get the most out of it is critical to your success. You need to go where your customers already are to be found a lot more to come from this component in the future. Traffic strategy. At the end of the day, it is all about traffic free and paid. What I do not advise is throwing loads of money at trying to get paid traffic until you know your strategies are working. The ability to help your customers enjoy the experiences you've created for them will involve free and paid strategies to get your message out. These can be very complex and expensive. The rial skill here is to design something that works and only throw money at it when you know that it does, and you want to make its scale. So next up is customer engagement. Transformation on the whole point about this is you can lead a horse to water, but you can't make it drink. You actually have to be aware off how you engage with your audience using what you've learned about content, what you've learned about the customer journey on what you've learned about the strategies we talking about in this module in order to understand how you can really engage your customers and create riel conversations with, um, Andi keeping all this connected and joined up, I know it's getting complicated, but it's really worthwhile to follow through the framework because it gives you a holistic overview, which you can actually use for your all your digital business as you go forward. So that was customer channel transformation. I hope you found that helpful, and I'll see you in the next module 9. Customer Engagement Transformation: Now I want to talk to you about customer engagement, transformation, the whole premise off the framework that I'm introducing you to my business strategy transformation framework is that you are creating amazing experiences with your customers, right at the center, off your model on. To do this, we need to build these different structures up sequentially. Now, in the last module, we looked at the channel transformation. So we looked at the channel strategy, how you chose your channels and then how you use content and your marketing strategy in your traffic strategy to drive content information through those channels. Now we need to look at the next stage, which is your customer engagement, transformation, thes air, the engagement strategies you are going to use doing really get your customers on board and talking and engaging with you, consuming or content and turning themselves form leads and prospects into customers. The four elements off customer engagement, transformation, Arlie Generation funnel creation, email, campaign creation and social community engagement. Now I'm going to explain these in the module recording that follows so you'll understand them in greater debt. And once we've gone through that, then I will introduce you to the next step in this framework customer engagement, transformation. Remember, we are not selling. We are helping your customers to make buying decisions. You have identified your customers. You have created amazing experiences for them. You have delivered these experiences through channels where they will find them. Now you need to start a conversation with them and create really engagement. This component of digital transformation is about finding the best ways to communicate and engage with your audience. Lead generation does what it says on the tin. It helps you to turn your audience into prospects, and it is focused around collecting their email addresses. Funnel creation is a complex topic, but it is important to master the process of guiding your prospects through a process from initial contact to sail. This is often overlooked on believe me. Just posting loads of discount coupons everywhere on the Internet is not what it is about. Email campaign creation ties. In closely to this, you need to master the art of using emails to communicate, guide and in structure audience to do as you wish ultimately to buy from you. There is a lot to learn here and in future weeks and months, I will be covering this in considerable detail. Social community engagement will help you to get the most out of social media, but also show you how to be a constructive contributor as well as engaged with influences on partners with whom you can grow your business. After all this, your audience will not be able to live without your help and will pay to keep access to you and your advice. So now we've gone through the overview off customer engagement transformation in the next framework. I'm going to talk to you about the three key digital skills that you really need to master under the heading of digital skills transformation. So I look forward to seeing you in the next video. - So there you are. That is my digital strategy blueprint. I hope you found this framework really helpful to set the context for all the conversations we're gonna have going forward. But it gives you, I hope, the basis on which you can start to really organize your online business so that you can start to make a real difference to your business and really start to transform it with some very focused on very well organized business strategy. So I look forward to seeing you again very soon in the next show 10. Digital Skills Transformation: Now I'd like to take a look at digital skills transformation. Essentially, what we're talking about here is teaching you how to write, how to create copy four customers actually producing content that will attract and sell to people who are reading it. But at the same time, you need to know how to write for the search engines as well, because they're looking for slightly different things, really keyword driven. And the final skill you need to master is understanding how you can go about tracking the results off all your hard work. Now, in the last module, we looked at the customer engagement transformation part. We looked at Lee generation funnel creation, email, campaign creation and social community engagement. And so this leads on logically on. We're now gonna really looking at copyrighting search engine optimization. And then the tracking part is data and analytics measurement on optimization on these three skills are absolutely key for your success in the digital world. So I'm going to go into them in a little bit of detail Now on. Then, I will briefly introduce the next module digital skills transformation. I have created this category to help you realize that There are certain skills which are very specific to digital business, and you will need to get to grips with them. The good news is that the 80 20 rule most definitely applies here, and while you can get O as deep as you like, my goal is to help you get the most from these skills for the least effort. They include copyrighting search engine optimization and data analytics, measurement and optimization. Let's take a look first a copy writing. This is a learning process, which I am sure you will enjoy. Essentially, it is a study in human psychology and will help you to understand how your audience thinks on what you have to share with them, to make them want to buy from you. Yes, you really can influence them if you know how. Search engine optimization will help you to get the most out of your content. By understanding how to make it attractive to the search engines, all of them not just Google. This will help more people to find and consume your content. Data analytics measurement and optimization is what makes your business professional and not a throw it up the wall and see what sticks exercise in futility and money wasting again . There is a lot to cover here, but I want to keep focused on the 80 20 to help you understand how to get the most out of the least effort. Remember what you measure moves. So that brings us to our final module, which going to look at in the next video, which is tools and resources. So I hope you found this interesting and it begins toe open your mind as to the sorts of skills that you need to be developing to be a successful digital entrepreneur. 11. Tools and Resources: So now we come to the final section off the digital strategy group blueprint, and we're talking about tools on resources there is out there and ever expanding library off, amazing tools and resources, which you can use to basically either help you to be more effective. Toe, automate, toe, analyze. There's all sorts of things out there. Some of free summer paid on. There are sites like absolute mode, which gives you a chance to buy them a really great discounts. Whatever they are, you need to be aware that these tools exist on Do you need to be using them to leverage your own expertise and to make the most off what you're trying to achieve with your digital business. Now, in the previous section, we looked at the skills transformation so copyrighting would've search engine optimization . We looked at data analytics, measurement and optimization. Now, on top of that, you then have your tools and resources on. I'm just going to wrap this video up now. We're going to go to the final part off the digital strategy blueprint on. I'm going to explain it on. Then I We're going to wrap up the whole off this particular section where have explained the digital chef you blueprint to you in detail. Finally, let me touch on tools and resources. There is a universe of tools and resources which you can use free and paid to make your digital business more effective, more efficient and more profitable. Some you will not be able to do without others will help you to save time. And money on this section is all about guiding you through this minefield. So that's it. Digital strategy, transformation in a nutshell. Or, to put it another way, everything I wish I had known 10 years ago in a framework which will make the whole subject easy to understand and comprehensible enough to implement without being totally overwhelming. 12. Digital Marketing Blueprint Final Thoughts: before you go, I just want to share a few final thoughts with you. Thank you for enrolling in this course on. Congratulations on completing it. But I want to share these final thoughts with you because I want to try and bring everything together. So you understand, very straightforwardly what you need to do first and foremost make the customer the focus of your digital business. If you give them an amazing experience, they will love you for it. And they will come back to you time and time again. So to start with, you have to decide on what your business is going to do. Decide on your business model. There's a range of options here, and there's actually variants on all of those as well. But you have to have some sort of plan for how you're going to monetize your expertise, and you need to put that first and foremost. But then step one. Put together your customer focused strategy, work out how you're going to identify them, how you're going to acquire them, how you're going to convert them, then monetize them. We engage them and evangelize them. You need to have this customer journey planned out so that all the digital steps you set out in your business they follow. They go down this path that you've laid out for them, make their experience with you. Amazing produce incredible products. Make sure that your content is absolutely top quality. And if you can put together some constant branding around your products and services so that they recognize you wherever they see you set out to transform your digital channels, think objectively about your marketing strategy, how you're going to use content marketing to gain attention and customers which channels you need to focus on. Don't focus on the morning all at the same time. And how are you going to generate your traffic? Are you going to generate organically or are you going to get on the paid traffic route? You have to engage with your customers. They have to know and like and trust you before they will do business with you. So what are your lead Jenness Trip generation strategies? Are you gonna build out? I think you should funnels to lead your customers through the experience of working with you. How are you going to utilize email and build your email list on what social communities are you going to engage in? Are you going to provide for your tribe? You have to think about three core digital skills. These air not automatically a straightforward. You don't have to become expert in them. You need to be aware of them copyrighting, search engine optimization and analytics, and you need to be at least preliminary familiar with that. The essence off these three. If you're going to make your business successful, finally think about which tools and resources free and paid you can use to improve the efficiency off your business To automate what should be automated on toe. Outsource what you can outsource. Take yourself out of the business on Run it instead, off having to do everything on a day to day basis yourself. So my message to you is make sure that you have a strategy and a plan. If you connect all these elements together, then you're gonna have a business which has got a reasonable chance of being successful. If you don't, you are setting yourself up to fail. I wish you great success with your digital business. I've spent a lot of time working in digital business for about the last 10 years. I've bean spending a lot of time thinking about how all these things connect on. I use these principles in my digital business every day, and I'm always questioning what I can do better. And I'm sure you can too. So don't forget to check out my other business and entrepreneur focus courses. I'm sure your love them There are links below this in the course description on I look forward to seeing you again very shortly in another one, off my courses.