WORDCAMP DAYTON How To Use Your WordPress Website for Marketing Janette Dywasuk
WORDCAMP DAYTON How to use your WordPress Website for Marketing
DEVELOPERS ROCK But they are typically not marketers. Once they build your amazing website the next step is to get business
WEBSITES THAT SELL FOCUS ON CONVERSION Start with getting visitors That become leads To nurture Into sales
AFTER THE SALE FOCUS ON REPEAT SALES Do an amazing job Stay in touch Up-sell into more services or products Repeat customers are typically your best customers
CUSTOMER CHURN Set a Goal and Make a Plan Only lose customers that you want to lose!
MARKETING TECHNIQUES Learn Organic SEO or Pay Google for AdWords Have A Responsive, Mobile Ready Site Make Your Site Fast Write Quality, Fresh Content Use Social Sharing / Social Media Build Your Email List Create Amazing Landing Pages with CTA s Use CRM + Marketing Automation Refine your UX (use heat maps)
HOW TO GET THEM
START WITH ORGANIC SEO Potential Customers Need to find your website via SERPs
ON-PAGE OPTIMIZATION Get the basics right! Page Titles ~ Meta Descriptions ~ Alt Tags Long Tail Keywords ~ H1 - H5 Quality Content, No Duplicate Content https://moz.com/learn/seo/on-page-factors
KNOW THE FREEBIES Use Google My Business, Google Reviews Bing Webmaster Tools Relevant Directories and Listings http://blog.hubspot.com/blog/tabid/6307/bid/10322/the-ultimate-list-50-local- Business-Directories.aspx
FOLLOW THE RULES Responsive, mobile ready. More than HALF of searches are done on mobile Check your site: https://www.google.com/webmasters/tools/mobile-friendly/
MAKE YOUR WEBSITE FAST There is now a need for speed! Always Optimize Images Use a Caching Plugin Minify Compress
CHECK YOUR SPEED http://yslow.org/ http://tools.pingdom.com/fpt/ https://gtmetrix.com/ https://developers.google.com/speed/pagespeed/insights/
WRITE FRESH CONTENT Do you have expertise in your subject area? Headlines rule Do your homework Use a headline tool Conduct A/B testing Write for quality vs. quantity
PUBLISH ON YOUR BLOG An awesome piece of content then PROMOTE IT
BUILD YOUR EMAIL LIST Offer something your target market wants Segment your list (wide product range) Collect business cards and get them entered! Run a contest or giveaway Offer a discount or preferred status Email lists are a business asset http://www.socialmediaexaminer.com/5-creative-ways-to-grow-your-email-list/
THEN CONVERT
USE AN OPT-IN PLUG-IN http://www.designbombs.com/best-email-list-building-plugins-wordpress/
TRY A FEATURE BOX https://wordpress.org/plugins/plugmatter-optin-feature-box-lite/
TRY A FEATURE BOX
LANDING PAGES What is the Goal of the page? Earn attention ~ master the hook Don t sell ~ solve problems Use sensory/aspirational language Paint pictures with your words Use power words
LANDING PAGES
WHAT IS THE CALL TO ACTION Have an irresistible product (maybe its you?) Trigger an emotional reaction Provide incentives or urgency Be clear on what the desired action is Test and retest for best results
CRM + MARKETING AUTOMATION Have a database Use the database Learn to use the new tools if not, MailChimp or AWeber
USE SOCIAL MEDIA Make a plan Use a sharing plugin on your website Use SM to gain reach & influence Understand the demographics of the platform Drive your network back to your website Include relevant hashtags and mentions
UX + HEAT MAPS Does your website draw them in or bounce them out?
TOOLS + PLUGINS Audit: Screaming Frog Speed: WP Rocket Analytics: Google Analytics, Google Search Console Organic SEO: Yoast SEO Heatmaps: HotJar Backlinks: ahrefs.com Image Optimizer: Short Pixel Image Optimizer Broken Links: Broken Link Checker Add Scripts/Codes: Tracking Code Manager Opt In Forms: Bloom, Optin Monster, SumoMe CRM: Pipedrive or Insightly Marketing Automation: Drip or Leadsquared Use Sharing Plugins and/or Click To Tweet
BONUS PLUGINS Wordfence Security Limit Login Attempts WP Touch Simple 301 Redirects Pure Chat Editorial Calendar White Label CMS WordPress Full Screen Search Overlay Relevanssi