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Leverage for building community

Talk for WordCamp Philly - Inbound strategies require thinking about through the right plugins, information architecture, and theme for your audience. The talk will walk through the importance of customer-centric focus with both design and content in building a digital community.

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Leverage for building community

  1. 1. • I am a digital strategist, providing companies with intelligence on how to build experiences. • By leveraging your digital touchpoints, you can build your digital tribe.
  2. 2. @dsvarner @dsvarner dvarnercommunications.com
  3. 3. • Design thinking • Customer centric • Build your site to answer the questions that your visitors might have. • Meeting needs of customers requires empathy • Emotional connection fosters relationship • You are building experiences.
  4. 4. • Customer-Centric • You are not just selling • Customer visit your site with questions • What experiences do you want to create for your customers?
  5. 5. • Offer a seamless experience from touchpoint to touchpoint • Give them an experience to share • This includes your brand, how you include the user in your digital tribe
  6. 6. • Use social media to: • Build brand • Drive traffic • Build a content strategy that: • Empathizes with customers • That they are excited to share • Make sure your site is SEO-ready – they can find you
  7. 7. What do you want to accomplish? • Increase traffic • Increase conversions • Build brand awareness
  8. 8. • Your website strategy should include: • Social Media strategy • Content Strategy • SEO/SERP Strategy • Measurement Strategy This is a scary image.
  9. 9. • Content Usage – What content are they using? • Demographics – Who is your target demographic? How well does it align? • Onsite Behavior – Are they hanging out? Are they bouncing? What are they clicking? • What are your goals? Are you hitting them? If not, why?
  10. 10. • Responsive – Mobile first • The theme is well suited to your users’ needs, not yours • Test with users • Ensure your theme and plugins play well together
  11. 11. • It’s clear what actions the users should take • It’s easy to navigate – NO DEAD ENDS • Users can find what they need • They can ALWAYS find a way to contact you
  12. 12. • NO SHINY BOBBLES • Start with the problems arising from answering your customers’ questions • What functionality BEST meets those needs • Easier to commit to addition than to subtraction
  13. 13. • Everything you do should support helping your customers to meet their goals • Relationship building hinges on emotional connection • Follow up, and use these opportunities to learn more • Find out about their experiences

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Talk for WordCamp Philly - Inbound strategies require thinking about through the right plugins, information architecture, and theme for your audience. The talk will walk through the importance of customer-centric focus with both design and content in building a digital community.

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