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.

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

Published in: Business, Technology
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Build Your Business Online: Drive Traffic, Maximize Marketing

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

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