Originally presented at WordCamp Chicago in June of 2014.
This presentation discussed the process of successfully transitioning from selling WordPress services to digital products. It will span the development and sales process, which will cover key steps within concept creation, identifying a target market, product development, logistics, marketing strategy, sales, and ongoing support.
This process only fueled my love for software. It gave me purpose and I found my happy place. My inner peacock was growing and I was starting to feel confident.
Solutions Before Development: Creating WordPress Products That Actually Sell
Web Savvy Marketing
Creating WordPress Products That Actually Sell
The Internal Fight
To launch a theme store or not? That was the question.
The Concept Was Simple
Create premium themes designed for the Genesis Framework.
In the beginning…
We were completely and utterly
I thought we were doing great.
Then I realized we could triple sales.
And we did.
At First We Were
Just Another WordPress Theme Store
We failed to create solutions, therefore we failed to attract buyers or sell themes.
Find Your Niche
Create solutions designed around specific target markets and buyers.
It’s more than features and functions. It’s an industry specific solution.
Wait - is it really industry specific?
Holy Cow, It Worked!
People started to buy themes
and more themes
and developer licenses
and more customizations.
And then they started
to refer other buyers.
Start With a Plan
Evaluate the entire process from concept
through development, sales, and support.
The Small Town Solution
Tiny towns in the middle of nowhere defined what we would build.
Develop a Marketing Strategy
Each theme starts with a review of search volumes.
Then we analyze actual search results and evaluate competitors.
Know That Good
Design is Critical
If you don’t see ugly, hire someone who does.
If you need pretty, hire someone who can create it.
Structured Code Was Key
By using the Genesis framework, we had clearly
defined best practices. This allowed multiple
programmers to play well in the same sandbox.
Pay for a True Code Audit
Hire an independent, respected
expert to audit your code.
Our review with Gary Jones
It’s a Team Effort So Have
Clearly Defined Roles and Assignments
Set up instructions
File assembly and change logs
Promotion via posts and social media
Paid customizations, support, and training
Use the Right Tools
Basecamp, Github, WooCommerce, Premium Plugins
Understand Your Cost
Structure and ROI
Demo data entry
Credit card fees
awaiting your arrival.
Plan for Trouble
and Protect Yourself
Buyers don’t read.
Expect the Unknown
What you think people will buy
and what they actually buy
are sometimes completely out of sync.
Just learn from it and move on.
What’s your product idea?
What WordPress magic will you create?
Sell solutions, not products. @WebSavvyMrkting #wcchi
Think marketing strategy and not promotion. @WebSavvyMrkting #wcchi
Make magic with WordPress! @WebSavvyMrkting #wcchi