Build Your Business Online: Drive Traffic, Maximize Marketing
 

Build Your Business Online: Drive Traffic, Maximize Marketing

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How to use your WordPress website as the hub of your online marketing efforts.

How to use your WordPress website as the hub of your online marketing efforts.

Originally presented by Mike Whaling at WordCamp Columbus, August 2013.

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    Build Your Business Online: Drive Traffic, Maximize Marketing Build Your Business Online: Drive Traffic, Maximize Marketing Presentation Transcript

    • Build Your Business Online: Drive Traffic, Maximize Marketing Mike Whaling, 30 Lines @30lines // #wccbus
    • How do we help our customers buy more stuff? @30lines // #wccbus
    • via Moz
    • How do we get prospects to our website? @30lines // #wccbus
    • Build Your Online Presence Website & Blog Social / PR Email Advertising Local Listings Rich MediaReviews @30lines // #wccbus
    • via Moz How does each piece of our presence help tell our story at each step in the funnel?
    • Create the online presence you want prospects to see. @30lines // #wccbus
    • For Today • Content Marketing: Don’t overthink it • SEO: WordPress is the tool for the job • Email: From your website to their inbox • Landing Pages: Keep it simple • Social Media: Keep social users on your site @30lines // #wccbus
    • Create exposure. @30lines // #wccbus
    • What kinds of content? • Blog posts • FAQs • Infographics • Checklists • How-to guides • Lists @30lines // #wccbus • Case studies • Testimonials • Behind the scenes • Tutorials • Videos • Podcasts
    • Be easy to discover. @30lines // #wccbus
    • What good is a great website if no one ever sees it? @30lines // #wccbus
    • Be easy to discover. @30lines // #wccbus SEO? Predicting the future
    • Be easy to discover. @30lines // #wccbus What determines your rank?
    • @30lines // #wccbus Get this plugin: WordPress SEO by Yoast
    • @30lines // #wccbus WordPress SEO
    • WordPress SEO • “Pretty” permalinks • Meta titles and description • Good, descriptive links (Breadcrumbs) • XML sitemap (Submit this to GWT, BWT) • Social shareability (Facebook, Twitter, G+) • Site speed! (Especially on mobile) @30lines // #wccbus
    • Be visual. @30lines // #wccbus
    • Street View Inside @30lines // #wccbus
    • Be mobile ready. @30lines // #wccbus
    • Provide validation. @30lines // #wccbus
    • Find others to help tell your story. @30lines // #wccbus
    • Get this plugin: Schema Creator
    • Make it easy to follow. @30lines // #wccbus
    • @30lines // #wccbus
    • @30lines // #wccbus Get this plugin: Pippity
    • @30lines // #wccbus Use this tool: MailChimp
    • Make it easy to share. @30lines // #wccbus
    • @30lines // #wccbus Get this plugin: Jetpack
    • Know what success looks like. @30lines // #wccbus
    • @30lines // #wccbus Get this plugin: Gravity Forms
    • @30lines // #wccbus Send autoresponders
    • @30lines // #wccbus Measure sales/leads
    • Leads generated: 63  Average value of each customer lease: $17,640 (over 18 mos) Closing ratio from website: 10% Each lead is worth: $1,764 Total traffic to site: 1,870 unique visitors Each unique visit is worth: $60.40 Top converting referral sources: 1. Google Organic (25) 2. Direct Traffic (21) 3. Company Portfolio Site (7) 4. Craigslist (4) 5. Bing (3) 6. Apartments.com (1)  @30lines // #wccbus
    • via Moz
    • Build Your Online Presence Website & Blog Social / PR Email Advertising Local Listings Rich MediaReviews @30lines // #wccbus
    • WordPress Plugins • SEO: WordPress SEO by Yoast, Scribe • Contact Forms: Gravity Forms • Subscription Popups: Pippity • Landing Pages: Premise, LeadPages • Social: TurnSocial, JetPack, SocialFlow • Ecommerce: Shopp, WooCommerce • Branding: Login Logo, YOURLs Link Creator @30lines // #wccbus
    • Other Tools • GREAT VISUALS (Google Business Photos) • Email service provider (ESP: MailChimp) • Google Analytics • Google Webmaster Tools • Freshbooks • Stripe • Dropbox @30lines // #wccbus
    • Let’s talk. @30lines // #wccbus
    • Mike Whaling, 30 Lines 30lines.com 614.859.5030 @30lines // #wccbus