Template based web sites with wordpress

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Template based Websites and online marketing class

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Template based web sites with wordpress

  1. 1. Template Based Web Sites with WORDPRESS NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  2. 2. The Story from click to mortar November 2009 Now Wine consumer with a vision Three businesses Unknown in wine blogging community Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country 0 page views per month 20,000 page views per month 0 Facebook fans 5000 Facebook fans 0 Twitter followers 11000 Twitter followers 0 Linkedin Connections 3000 local Linkedin Connections 0 YouTube Videos 160 Videos (15,000 views) 0 Blog posts 500 posts NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  3. 3. The Story from click to mortar •5 Wineries 40 Wines 1 Location •Co-op business model •Event facility (3000 sq ft) •Future expansion •Voted “Best new biz in 2011” •Featured in Alaska Airlines Magazine and on MSNBC.com NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  4. 4. The Story from click to mortar •Author •Seminar Leader •Consultant •Build affordable template based web sites •Manage businesses online content NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  5. 5. Today’s Agenda Your Number One Priority, Your Website Content Marketing WordPress Intro Understanding the WordPress CMS Q&A Going “live” Blogging and Promoting Q&A NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  6. 6. Your Number One Online Priority Should Be NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  7. 7. Your Number One Online Priority Should Be "Social media is an ingredient, not an entree." - Jay Baer NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  8. 8. The Problem Getting found is critical Search is king 1/3 of all searches are done mobile 61% result in a call “Having” a web site is no longer the solution The way we get information has changed in the last 3 years Your Website is the only content you own NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  9. 9. Your #1 Online Priority Where does your web traffic come from? Direct Traffic 20-30% Search Engine 35-40% Referral Traffic 20-30% “If you are not a content creator / curator and are not part of the social revolution, you are giving business to those that are.” ~ Josh Wade NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  10. 10. Your Primary Online Strategy •Content •SEO/Search •Conversion •Mobile NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  11. 11. Content Marketing Companies that blog have 55% more website visitors Companies that publish 1 -2 new blog posts a month generate 70% more leads than ones without a blog NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  12. 12. Content Marketing Traffic, Links, Indexed Content Source: HubSpot, http://bit.ly/fTFsKg NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  13. 13. Content Marketing Source: HubSpot, http://bit.ly/fTFsKg NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  14. 14. The Anatomy of Reputation NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  15. 15. The Anatomy of Reputation Search Engines are Reputation Engines NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  16. 16. The Anatomy of Reputation Search Engines are Reputation Engines Content is king, take ownership of your content with a focus on search engine marketing NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  17. 17. The Anatomy of Reputation Social builds relationships and customer loyalty “Attention is the currency of social media. Capturing attention leads to interest, desire and then action.” Sales funnel starts over again with advocacy NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  18. 18. The Anatomy of Reputation 1 BILLION ACCOUNTS 600 M users 220 M users 200 M users 70 M users NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  19. 19. The Anatomy of Reputation Social builds relationships and customer loyalty Marketing is no longer about the stuff that you make, but about the stories you tell ~ Seth Godin NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  20. 20. The Anatomy of Reputation Harness the power of press releases and traditional media mentions •Traditional media mentions still carry great power •Write press releases (and put them on your blog) •Media mentions with links to your website increase web credibility •Traditional media is LOOKING for news •Set up Google Alerts NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  21. 21. The Anatomy of Reputation Harness the power of press releases and traditional media mentions NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  22. 22. The Anatomy of Reputation Word of mouth marketing will always be the most powerful form of marketing. Are you listening? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  23. 23. New World Marketing Flow Is your content found? Customer has a need Part of the choice Customer searches need Yes Customer asks friends Social media influence No Traditional media influence NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  24. 24. New World Marketing Flow Customer Makes Purchase NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  25. 25. What is WordPress? http://nectarmediabeta.com/wordpress/w NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  26. 26. What is WordPress? •Blogging Software •Content Management System (CMS) •Web Platform NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  27. 27. What is WordPress? The Choice •Free (with paid add ons) •Hosted by WordPress •Limited selection of themes (designs) •Limited customization •Free to download •Self hosted (Go Daddy) •Complete control •Nearly unlimited customization http://mysite.wordpress.com http://mysite.com NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  28. 28. What is WordPress? Features •Easy to use control panel •Mobile friendly (responsive design) •Create users and profiles •Content Types •Taxonomy (organization) •Media Management •Link Management •Built in SEO •Commenting •Themes and Widgets •Plugins NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  29. 29. What is WordPress? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  30. 30. What is WordPress? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  31. 31. What is WordPress? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  32. 32. What is WordPress? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  33. 33. What is WordPress? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  34. 34. Q&A NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  35. 35. Taking the Tour NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  36. 36. Touring WordPress NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  37. 37. Touring WordPress: Posts Adding and Editing Posts •Blog & News •Active Content •Content Marketing •Categorize your news NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  38. 38. Touring WordPress: Pages Adding and Editing Pages •Static Content •Menu / Navigation Content •Basics of your web site NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  39. 39. Touring WordPress: Media Adding and Editing Media •Organize your pictures •Upload galleries •Edit pictures NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  40. 40. Touring WordPress: Misc Comments Links Tools Stats NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  41. 41. Touring WordPress: Appearance Much of the theme color, menu layout and custom widgets can be done under the appearance tab NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  42. 42. Touring WordPress: Menu WordPress gives you flexibility to create main navigational menus as well as alternate sub menus for use elsewhere on the site. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  43. 43. Touring WordPress: Widgets & Plug Ins WordPress Widgets add content and features to your Sidebars. Examples are the default widgets that come with WordPress; for post categories, tag clouds, navigation, search, etc. Plugins will often add their own widgets. http://wordpress.org/plugins/ NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  44. 44. Touring WordPress: Settings General Writing Reading Discussion Media Permalinks Sharing NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  45. 45. Touring WordPress: Themes The theme is the SKIN of your website. WordPress is the CMS and the theme is the front end look. Committing to a theme is committing to functionality, not necessarily look and feel NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  46. 46. Touring WordPress: Themes http://themeforest.net http://wordpress.org/themes http://studiopress.com NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  47. 47. Q&A NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  48. 48. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  49. 49. Going Live •Domain Name •Hosting •DNS -Domain Name Servers •FTP –File Transfer Protocol http://godaddy.com http://dreamhost.com http://bluehost.com FileZilla for FTP NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  50. 50. How to blog NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  51. 51. Be You Write What You Know It’s Yours You Own It NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  52. 52. How to blog •Content •Calendar •Headlines (and other SEO stuff) •Length •Promoting NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  53. 53. How to blog: Content Content is KING •Content has so much positive upside •SEO •SEM •Establish expertise •Repeat visits •Trust NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  54. 54. How to blog: Content Where to get blog ideas •Analytics – Look what key words people are using to get to your web site now •Keyword Trackers http://www.keyworddiscovery.com http://www.delicious.com (tags search) NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  55. 55. How to blog: Content Where to get blog ideas •http://quora.com •Also Yahoo answers Facebook Questions Twitter search Poll your readers NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  56. 56. How to blog: Calendar • Company events/dates Annual spring sale, big fundraiser • Industry events/dates Music expo, Grammy awards • Local events/dates Concerts, guitar classes • Schedule “anchor” posts How to choose a guitar, chords, maintaining your guitar NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  57. 57. How to blog: Headlines • Remember the paper boy. • Write it first. •Be specific. • Keep it ASAP. (as short as possible) • Focus on benefits to reader. •Think SEO (key word terms, images, tags) NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co © Matt McGee, 2010.
  58. 58. How to blog: SEO THINK SEO •KEYWORDS KEYWORDS KEYWORDS •Title •First Paragraph •Link titles •Image titles •Video titles •Tags •SEO plug ins NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  59. 59. How to blog: post length The Perfect Post Length Is… NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  60. 60. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  61. 61. How to blog: Promotion NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  62. 62. How to blog: Promotion Social Sharing Plug-In NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  63. 63. Six Essentials to More Web Traffic CONTENT •Keywords •Metadata •Pictures/Vids NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  64. 64. Six Essentials to More Web Traffic CONTENT •Keywords •Metadata •Pictures/Vids FEATURED •Guest blog •Easy Linkbacks •Added content •Reciprocity NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  65. 65. Six Essentials to More Web Traffic CONTENT •Keywords •Metadata •Pictures/Vids FEATURED •Guest blog •Easy Linkbacks •Added content •Reciprocity SPONSORED •Pay to play •Partnerships •Don’t give it all away…linkback NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  66. 66. Six Essentials to More Web Traffic CONTENT •Keywords •Metadata •Pictures/Vids SPONSORED •Pay to play •Partnerships •Don’t give it all away…linkback FEATURED •Guest blog •Easy Linkbacks •Added content •Reciprocity AFFILIATE •Fee based cross promotion •Great revenue and SEO source NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  67. 67. Six Essentials to More Web Traffic CONTENT •Keywords •Metadata •Pictures/Vids SPONSORED •Pay to play •Partnerships •Don’t give it all away…linkback FEATURED •Guest blog •Easy Linkbacks •Added content •Reciprocity AFFILIATE •Fee based cross promotion •Great revenue and SEO source PAID •Google ads •Facebook ads •PPC NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  68. 68. Six Essentials to More Web Traffic CONTENT •Keywords •Metadata •Pictures/Vids SPONSORED •Pay to play •Partnerships •Don’t give it all away…linkback PAID •Google ads •Facebook ads •PPC FEATURED •Guest blog •Easy Linkbacks •Added content •Reciprocity AFFILIATE •Fee based cross promotion •Great revenue and SEO source SOCIAL •Social networks •Don’t neglect email mktg NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  69. 69. How to blog: Promotion • Social networking • Pinterest • E-Mailing list • Comment on blogs • Offline •Business cards, stationary, rack cards, print ads, etc NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  70. 70. Q&A NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  71. 71. Contact Info mayhem@nectarmedia.co http://nectartastingroom.com http://spokanewinemagazine.com http://nectarmedia.co @nectarmedia Facebook.com/NectarMedia YouTube.com/NectarMedia Slideshare.net/nectarmedia

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