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.

2. • 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.

3. @dsvarner @dsvarner dvarnercommunications.com

4. • 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.

5. • Customer-Centric
• You are not just selling
• Customer visit your site with
questions
• What experiences do you want
to create for your customers?

6. • 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

7. • 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

8. What do you want to accomplish?
• Increase traffic
• Increase conversions
• Build brand awareness

9. • Your website strategy should
include:
• Social Media strategy
• Content Strategy
• SEO/SERP Strategy
• Measurement Strategy This is a scary image.

10. • 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?

11. • 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

12. • 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

13. • 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

14. • 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