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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.

More in: Business , Technology
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  • 1. Build Your Business Online: Drive Traffic, Maximize Marketing Mike Whaling, 30 Lines @30lines // #wccbus
  • 2. How do we help our customers buy more stuff? @30lines // #wccbus
  • 3. via Moz
  • 4. How do we get prospects to our website? @30lines // #wccbus
  • 5. Build Your Online Presence Website & Blog Social / PR Email Advertising Local Listings Rich MediaReviews @30lines // #wccbus
  • 6. via Moz How does each piece of our presence help tell our story at each step in the funnel?
  • 7. Create the online presence you want prospects to see. @30lines // #wccbus
  • 8. 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
  • 9. Create exposure. @30lines // #wccbus
  • 10. What kinds of content? • Blog posts • FAQs • Infographics • Checklists • How-to guides • Lists @30lines // #wccbus • Case studies • Testimonials • Behind the scenes • Tutorials • Videos • Podcasts
  • 11. Be easy to discover. @30lines // #wccbus
  • 12. What good is a great website if no one ever sees it? @30lines // #wccbus
  • 13. Be easy to discover. @30lines // #wccbus SEO? Predicting the future
  • 14. Be easy to discover. @30lines // #wccbus What determines your rank?
  • 15. @30lines // #wccbus Get this plugin: WordPress SEO by Yoast
  • 16. @30lines // #wccbus WordPress SEO
  • 17. 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
  • 18. Be visual. @30lines // #wccbus
  • 19. Street View Inside @30lines // #wccbus
  • 20. Be mobile ready. @30lines // #wccbus
  • 21. Provide validation. @30lines // #wccbus
  • 22. Find others to help tell your story. @30lines // #wccbus
  • 23. Get this plugin: Schema Creator
  • 24. Make it easy to follow. @30lines // #wccbus
  • 25. @30lines // #wccbus
  • 26. @30lines // #wccbus Get this plugin: Pippity
  • 27. @30lines // #wccbus Use this tool: MailChimp
  • 28. Make it easy to share. @30lines // #wccbus
  • 29. @30lines // #wccbus Get this plugin: Jetpack
  • 30. Know what success looks like. @30lines // #wccbus
  • 31. @30lines // #wccbus Get this plugin: Gravity Forms
  • 32. @30lines // #wccbus Send autoresponders
  • 33. @30lines // #wccbus Measure sales/leads
  • 34. 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
  • 35. via Moz
  • 36. Build Your Online Presence Website & Blog Social / PR Email Advertising Local Listings Rich MediaReviews @30lines // #wccbus
  • 37. 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
  • 38. Other Tools • GREAT VISUALS (Google Business Photos) • Email service provider (ESP: MailChimp) • Google Analytics • Google Webmaster Tools • Freshbooks • Stripe • Dropbox @30lines // #wccbus
  • 39. Let’s talk. @30lines // #wccbus
  • 40. Mike Whaling, 30 Lines 30lines.com 614.859.5030 @30lines // #wccbus