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A Developer's Guide to Working With Marketing Teams - WordCamp Glasgow

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My presentation from WordCamp Glasgow 2020 - where I present a guide for Developers to work with Marketing Teams

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A Developer's Guide to Working With Marketing Teams - WordCamp Glasgow

  1. 1. A DEVELOPER'S GUIDE TO WORKING WITH MARKETING TEAMS Rhys Wynne - @dwinrhys
  2. 2. (VERY BRIEF) INTRODUCTION ➤ Started Working with WordPress in 2006. ➤ Worked as a Search Engine Optimiser/ WordPress Developer 2006-2010. ➤ Worked as a pure digital marketer for 2010-2012. ➤ Returned to WordPress Development in 2012. ➤ Went freelance in 2018.
  3. 3. @rhyswynne - @dwinrhys I’M A DEVELOPER WHO (KINDA) KNOWS A BIT ABOUT MARKETING
  4. 4. #WCBTNWordCamp Brighton 2019 MARKETERS LOOKING AT ME AT A MARKETING CONFERENCE @rhyswynne - @dwinrhys
  5. 5. #WCBTNWordCamp Brighton 2019 MARKETERS EXPERIENCE OF DEVELOPERS @rhyswynne - @dwinrhys
  6. 6. #WCBTNWordCamp Brighton 2019 BY THE END OF THIS PRESENTATION… @rhyswynne - @dwinrhys
  7. 7. @rhyswynne - @dwinrhys GET THEM ON YOUR SIDE
  8. 8. @rhyswynne - @dwinrhys 1. FIND OUT THEIR KEY PERFORMANCE INDICATORS (KPIS) AND ONE’S YOU CAN CONTROL
  9. 9. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN ONES YOU CAN CONTROL - ON PAGE CHANGES ➤ Conversion Rate (UX Improvements) ➤ Rankings (Site Speed Improvements) ➤ Click Through Rate (Site Architecture)
  10. 10. @rhyswynne - @dwinrhys YOU WON’T BE ABLE TO CONTROL ALL OF IT
  11. 11. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN BE AWARE OF THINGS ➤ Conversion Rate (Poor PPC Campaign) ➤ Rankings (Marketing Team Builds Dodgy Links) ➤ Click Through Rate (Marketing Team Prioritises Incorrect Page)
  12. 12. @rhyswynne - @dwinrhys BE AWARE, BUT DON’T BE JUDGED
  13. 13. @rhyswynne - @dwinrhys 2. THE LIST! (& HOW TO DEAL WITH IT)
  14. 14. @rhyswynne - @dwinrhys ASK FOR IT TO BE PRIORITISED (OR PRIORITISE IT FOR THEM)
  15. 15. @rhyswynne - @dwinrhys GET GOOGLE ANALYTICS & GOOGLE WEBMASTER TOOLS ACCESS
  16. 16. #WCBTNWordCamp Brighton 2019 EXAMPLE KPI - IMPROVE CONVERSIONS GA View: Behaviour >Site Content > Landing Pages
  17. 17. #WCBTNWordCamp Brighton 2019 EXAMPLE KPI - IMPROVE RANKINGS GA View: Behaviour > Site Speed > Speed Suggestions
  18. 18. #WCBTNWordCamp Brighton 2019 GOOGLE PAGESPEED TOOL https://developers.google.com/speed/pagespeed/insights/
  19. 19. #WCBTNWordCamp Brighton 2019 INTERPRETING THE PAGESPEED SCORE https://developers.google.com/speed/pagespeed/insights/
  20. 20. #WCBTNWordCamp Brighton 2019 BEGINNING TO GET WORDPRESS FOCUSED IMPROVEMENTS https://developers.google.com/speed/pagespeed/insights/
  21. 21. #WCBTNWordCamp Brighton 2019 EXAMPLE KPI - IMPROVE CLICK THROUGH RATES Google Webmaster Tools: Performance
  22. 22. @rhyswynne - @dwinrhys IF ALL ELSE FAILS ESTIMATE TIME & COST FOR EACH TASK
  23. 23. @rhyswynne - @dwinrhys 3. SOFT SKILLS
  24. 24. @rhyswynne - @dwinrhys SOFT SKILLS… …ARE HARD
  25. 25. @rhyswynne - @dwinrhys MARKETING ISN’T A “BUILD IT & THEY WILL COME” APPROACH STOP SAYING IT
  26. 26. @rhyswynne - @dwinrhys AVOID MICROMANAGING BUT MAKE THEM AWARE OF CHANGES
  27. 27. @rhyswynne - @dwinrhys ASK WHY & EXPLAIN WHY
  28. 28. @rhyswynne - @dwinrhys DON’T ASSUME KNOWLEDGE
  29. 29. @rhyswynne - @dwinrhys 4. CLIENT/MARKETING/ DEVELOPMENT RELATIONSHIP
  30. 30. @rhyswynne - @dwinrhys OFFER TO BE A LIAISON
  31. 31. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN LIAISE WITH OTHER PARTIES ON THEIR BEHALF ➤ In House Developers ➤ Designers ➤ Hosting Companies Get the client’s approval first - may not be ultimately possible (NDA’s)
  32. 32. @rhyswynne - @dwinrhys AGREE TO BOUNDARIES
  33. 33. @rhyswynne - @dwinrhys HAVE ONE POINT OF CONTACT
  34. 34. @rhyswynne - @dwinrhys 5. DOCUMENT EVERYTHING YOU CHANGE
  35. 35. @rhyswynne - @dwinrhys WHAT TO DO WHEN THINGS GO WRONG
  36. 36. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN WHEN THINGS GO WRONG ➤ Try not to be confrontational. ➤ Don’t try and blame them, especially in front of a client. ➤ Use documentation to refer to decisions made and why things were done. ➤ I have hidden behind agreements at times (not always smart). ➤ Come to an agreement for exit (if worst comes to the worst).
  37. 37. @rhyswynne - @dwinrhys WHAT TO DO WHEN THINGS GO RIGHT
  38. 38. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN WHEN THINGS GO RIGHT ➤ Recommend them - if they are an external agency. ➤ Keep an eye on the team on LinkedIn. Especially with team members that you enjoyed working with. ➤ Ask them for opinions on your own site (over a coffee/beer)
  39. 39. @rhyswynne - @dwinrhys THANKS! @rhyswynne @dwinrhys dwinrhys.com winwar.co.uk

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