Get More Sales with your WordPress Blog #wcoc

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Your homepage is not relevant anymore. Why? Most people arrive on your website not through the homepage but through any of the other pages, a blog increases the odds even more. With Social Media and …

Your homepage is not relevant anymore. Why? Most people arrive on your website not through the homepage but through any of the other pages, a blog increases the odds even more. With Social Media and Search Engines driving traffic to the blog post, you have to optimize the other pages to get your audience to a sale, or request for more information. This presentation will cover the challenge we have in sales / lead generation for a WordPress blog/site, and will share tips to optimize the path you can lead your audience towards a sale / lead.
This presentation was presented at WordCamp Orange County on May 14, 2011 #wcoc

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  • Please raise your hand if your home page is not the most visited page on your website.
  • Please raise your hand if your home page is not the most visited page on your website.
  • Other examples range from 11% to 56%. The more social the brand (more blogs, more engagement in social media), the less traffic ends up on the homepage, but in articles/ FAQ/ Landing Pages etc.
  • What does a landing page look like? Phone top right, very very short form above the fold
  • And a landing page on Facebook
  • 2 calls to action on a landing page
  • When they follow an article from a tweet, a Facebook link or a search engine.
  • Especially with blog posts, this is the most important step.
  • Think about this in the coming weeks
  • Picture MC Escher – continuous stairs
  • They clicked on the link from someone the valued or were convinced by the subject matter in the title or popularity of a certain article.
  • You have these people in the loop, they only need to be offered the right solution for their problem/interest
  • You have these people in the loop, they only need to be offered the right solution for their problem/interest
  • You have these people in the loop, they only need to be offered the right solution for their problem/interest
  • You have these people in the loop, they only need to be offered the right solution for their problem/interest
  • You have these people in the loop, they only need to be offered the right solution for their problem/interest
  • You have these people in the loop, they only need to be offered the right solution for their problem/interest
  • Lots of calls to action
  • That’s where people land.
  • That’s where people land.
  • That’s where people land.
  • That’s where people land.
  • That’s where people land.

Transcript

  • 1. WordCamp May 14, 2011 #wcoc
    • Generate Sales with your WordPress Site/Blog
    • - Marieke Hensel
    @hensel
  • 2. WordCamp May 14, 2011 #wcoc
    • Marieke
    • @hensel
    • Coworking
    • Fullerton
    • Digital Marketing Agency
    Presented to you by Marieke @hensel
  • 3. WordCamp May 14, 2011 #wcoc
    • Increase conversions on your blog
    Presented to you by Marieke @hensel
  • 4. WordCamp May 14, 2011 #wcoc
    • What is the most visited page on your website?
    Presented to you by Marieke @hensel
  • 5. WordCamp May 14, 2011 #wcoc
    • Check your Google Analytics:
    • What’s your most visited entry page?
    Presented to you by Marieke @hensel Always have an analytics package installed, like Google Analytics.
  • 6. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel
  • 7. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel
  • 8. Presented to you by Marieke @hensel WordCamp May 14, 2011 #wcoc
  • 9. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel
  • 10. WordCamp May 14, 2011 #wcoc
    • High quality content gets most traffic:
    • Search engines value it
    • Your audience/customers want it
    • It will be shared through social media
    Presented to you by Marieke @hensel
  • 11. WordCamp May 14, 2011 #wcoc
    • Your Home Page might get the most traffic, but your blogs/pages combined total up to get far more traffic
    Image credit: Wings of Wind Software
  • 12. WordCamp May 14, 2011 #wcoc
    • So, don’t spend all your money on a nice looking homepage
    Presented to you by Marieke @hensel
  • 13. WordCamp May 14, 2011 #wcoc
    • Care about how your blog post looks as an entry page!
    Presented to you by Marieke @hensel
  • 14. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel
  • 15. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel
  • 16. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel Calls to action
  • 17. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel @hensel
  • 18. WordCamp May 14, 2011 #wcoc
    • Think about your ideal customer, when they first visit your site / blog
    Presented to you by Marieke @hensel
  • 19. WordCamp May 14, 2011 #wcoc
    • They want to read your content!
    Presented to you by Marieke @hensel
  • 20. WordCamp May 14, 2011 #wcoc
    • What are they doing next?
    Presented to you by Marieke @hensel
  • 21. WordCamp May 14, 2011 #wcoc
    • What are you doing next?
    • Why do you it?
    • Why do you want to “ read more… ”?
    • Would you be interested in buying a service from the blogger/company? (Do they make it obvious that they offer a service for your benefit?)
    Presented to you by Marieke @hensel
  • 22. WordCamp May 14, 2011 #wcoc
    • Next Actions:
    • Close the tab/window
    • Click on an article to read more
    • Share the article on Social Media
    • Contact you for more information?
    • Buy your product/service
    Presented to you by Marieke @hensel
  • 23. WordCamp May 14, 2011 #wcoc Image credit: MC Escher @hensel
  • 24. WordCamp May 14, 2011 #wcoc
    • Level 1. Close the tab/window
    • Bounce Rate
    • Interested in topic, not interested in more (at this moment)
    • Result: Increased awareness
    Presented to you by Marieke @hensel
  • 25. WordCamp May 14, 2011 #wcoc
    • Level 2. Clicked to read more
    • Interested in topic
    • Want to know more now
    • Like your personality
    • Result: Increased awareness, Increased Credibility
    Presented to you by Marieke @hensel
  • 26. WordCamp May 14, 2011 #wcoc
    • Level 3. Share the article on Social Media
    • Interested in topic
    • Convinced of your credibility
    • Want to share with their audience
    • They don’t want to take action yet Result: Increased awareness, You’re an authority/personality, Increased Influence, this gets more people in funnel
    Presented to you by Marieke @hensel
  • 27. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel This gets you more people in your funnel
  • 28. WordCamp May 14, 2011 #wcoc
    • Get the CevherShare Plugin!
    • http://www.wpusta.com/cevhershare/
    Presented to you by Marieke @hensel
  • 29. WordCamp May 14, 2011 #wcoc
    • Level 4. They contact you for more information
    • Interested in what you have to offer
    • Convinced of you being an authority
    • Can you help them solve their issue?
    • Result: You’re an authority, they want help! This is a hot lead!
    Presented to you by Marieke @hensel
  • 30. WordCamp May 14, 2011 #wcoc
    • This is where you need a form and phone number!
    • WordPress Form Plugin: Contact7 http://contactform7.com/
    • Contact Tab: http://www.contactme.com
    Presented to you by Marieke @hensel
  • 31. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel
  • 32. WordCamp May 14, 2011 #wcoc
    • Track phone numbers with CallFire
    • http://www.callfire.com
    Presented to you by Marieke @hensel
  • 33. WordCamp May 14, 2011 #wcoc
    • Level 5. They buy your product
    • Need the solution that you offer
    • They want it for themselves, right now!
    • Convinced of you being an authority
    • Result: Money in the Bank
    Presented to you by Marieke @hensel
  • 34. WordCamp May 14, 2011 #wcoc
    • So. How do they get from reading your blog to contacting you / making the sale?
    Presented to you by Marieke @hensel
  • 35. WordCamp May 14, 2011 #wcoc
    • Your blog/website should have this:
    Presented to you by Marieke @hensel 10 Tips to increase conversions on your blog pages!
  • 36. WordCamp May 14, 2011 #wcoc
    • #1. Get more traffic!
    Presented to you by Marieke @hensel
  • 37. WordCamp May 14, 2011 #wcoc
    • Search Engine Optimization
    • Build Community on Social Media
    • Facebook, Twitter, YouTube, Slideshare, StumbleUpon, LinkedIN, etc.
    • RSS feed
    • Newsletters
    Presented to you by Marieke @hensel
  • 38. WordCamp May 14, 2011 #wcoc Poll by SmartBrief on Social Media
  • 39. WordCamp May 14, 2011 #wcoc
    • #2. Call to action: Offer you can’t refuse!
    Presented to you by Marieke @hensel
  • 40. WordCamp May 14, 2011 #wcoc
    • COPY
    Presented to you by Marieke @hensel Make Cash Blogging Earn while Snoring 50% off this week
  • 41. WordCamp May 14, 2011 #wcoc
    • #3. Lead Generation Form
    • go for contrasting colors
    Presented to you by Marieke @hensel
  • 42. WordCamp May 14, 2011 #wcoc
    • #4. Phone number in Top Right Corner
    • Big & Bold
    Presented to you by Marieke @hensel @hensel
  • 43. WordCamp May 14, 2011 #wcoc
    • #5. Areas that you are serving (if local)
    • Top of the page
    Presented to you by Marieke @hensel @hensel
  • 44. WordCamp May 14, 2011 #wcoc
    • #6. Sell Products?
    • Show the product!
    • Have Images
    Presented to you by Marieke @hensel
  • 45. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel @hensel
  • 46. WordCamp May 14, 2011 #wcoc
    • If you can, create ad boxes/images with a call to action in your sidebar.
    Presented to you by Marieke @hensel
  • 47. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel @hensel
  • 48. WordCamp May 14, 2011 #wcoc
    • #7. Not everybody is ready to buy:
    • Offer a newsletter
    • Free download / Ebook
    Presented to you by Marieke @hensel
  • 49. WordCamp May 14, 2011 #wcoc
    • #
    Presented to you by Marieke @hensel @hensel
  • 50. WordCamp May 14, 2011 #wcoc
    • #8. Links to your Social Media Presence on Facebook, Twitter, Etc.
    Presented to you by Marieke @hensel
  • 51. WordCamp May 14, 2011 #wcoc
    • #9. What’s in your blog sig or
    • Call to Action underneath your blog?
    Presented to you by Marieke @hensel
  • 52. WordCamp May 14, 2011 #wcoc
    • “Click here  to read the remaining tips by Kathi Kruse, Automotive Social Media Coach & Trainer,  Kruse Control, Inc.  Kathi can be reached at   [email_address] .”
    Presented to you by Marieke @hensel Personal branding expert and founder of  Branding Personality  Marieke Hensel gives her advice on how journalists should and shouldn't be using the web to build their own brand. www.journamlism.co.uk
  • 53. WordCamp May 14, 2011 #wcoc
    • #10. Offer content that moves them along in the buying process
    Presented to you by Marieke @hensel
  • 54. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel
  • 55. WordCamp May 14, 2011 #wcoc
    • #11.
    • A blog post is no landing page
    Presented to you by Marieke @hensel … and at the same time it is.
  • 56. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel Think: Eliminate, instead of Add
  • 57. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel Every link is a click, and does it lead them to your desired goals or away from them?
  • 58. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel
  • 59. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel Are you getting results? Leads per month
  • 60. WordCamp May 14, 2011 #wcoc Presented to you by Marieke @hensel Any ? Marieke Hensel www.brandingpersonality.com http://twitter.com/bpsocial http://www.slideshare.net/marieke 1-877-747-3263
  • 61.