How to Build Your Business on Wordpress

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Richard Martin explains how to build your business with Wordpress. This presentation was made at Wordcamp Toronto 2012

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  • How to Build Your Business on Wordpress

    1. 1. Building Your Business on Wordpress Richard Martin Wordcamp | Toronto | 2012
    2. 2. Who Am I?
    3. 3. Who Am I?• Online entrepreneur in Ottawa
    4. 4. Who Am I?• Online entrepreneur in Ottawa• Product Marketing
    5. 5. Who Am I?• Online entrepreneur in Ottawa• Product Marketing
    6. 6. Who Am I?• Online entrepreneur in Ottawa• Product Marketing
    7. 7. Who Am I?• Online entrepreneur in Ottawa• Product Marketing Twitter: @richardgmartin
    8. 8. Who Am I?• Online entrepreneur in Ottawa• Product Marketing Twitter: @richardgmartin
    9. 9. Who Am I?• Online entrepreneur in Ottawa• Product Marketing Twitter: @richardgmartin
    10. 10. What I knew about the business of online business two years ago
    11. 11. What I knew about the business of online business two years ago
    12. 12. Who Are We?
    13. 13. Who Are We?
    14. 14. Who Are We?• Ameliorate: to make better
    15. 15. Who Are We?• Ameliorate: to make better• Two people
    16. 16. 1. Online Continuing Education
    17. 17. 1. Online Continuing Education
    18. 18. 1. Online Continuing Education
    19. 19. 1. Online Continuing Education
    20. 20. 2. Online Client Programs
    21. 21. 2. Online Client Programs
    22. 22. 2. Online Client Programs
    23. 23. 3.Physiotherapy Services
    24. 24. 3.Physiotherapy ServicesFunction to FitnessPhysiotherapy andFitness
    25. 25. 3.Physiotherapy ServicesFunction to FitnessPhysiotherapy andFitness
    26. 26. A Great Time to be anOnline Entrepreneur?
    27. 27. A Great Time to be anOnline Entrepreneur?• Increased reach
    28. 28. A Great Time to be anOnline Entrepreneur?• Increased reach• Increased deployment speed
    29. 29. A Great Time to be anOnline Entrepreneur?• Increased reach• Increased deployment speed• Improved ways to communicate
    30. 30. A Great Time to be anOnline Entrepreneur?• Increased reach• Increased deployment speed• Improved ways to communicate• Improved ability to measure
    31. 31. A Great Time to be anOnline Entrepreneur?• Increased reach• Increased deployment speed• Improved ways to communicate• Improved ability to measure• Reduced operating costs
    32. 32. A Great Time to be anOnline Entrepreneur?• Increased reach• Increased deployment speed• Improved ways to communicate• Improved ability to measure• Reduced operating costs• Reduced capital requirements
    33. 33. Not Without Its Challenges
    34. 34. Not Without Its Challenges• Serial in nature
    35. 35. Not Without Its Challenges• Serial in nature• Not a traditional product development process
    36. 36. Not Without Its Challenges• Serial in nature• Not a traditional product development process• Finding a point of entry
    37. 37. Not Without Its Challenges• Serial in nature• Not a traditional product development process• Finding a point of entry• Navigating through the noise
    38. 38. Not Without Its Challenges• Serial in nature• Not a traditional product development process• Finding a point of entry• Navigating through the noise• SEO & Social Media marketing are not enough
    39. 39. Not Without Its Challenges• Serial in nature• Not a traditional product development process• Finding a point of entry• Navigating through the noise• SEO & Social Media marketing are not enough• Today’s decision has long term implications
    40. 40. Five Lessons Learned
    41. 41. Five Lessons Learned1. Understand your client/market
    42. 42. Five Lessons Learned1. Understand your client/market2. Understand the transaction
    43. 43. Five Lessons Learned1. Understand your client/market2. Understand the transaction3. Choose the right platforms
    44. 44. Five Lessons Learned1. Understand your client/market2. Understand the transaction3. Choose the right platforms4. Be efficient
    45. 45. Five Lessons Learned1. Understand your client/market2. Understand the transaction3. Choose the right platforms4. Be efficient5. Monitor, then Matador (if necessary)
    46. 46. 1. Understand Your Client/Market
    47. 47. 1. Understand Your Client/Market • More than a demographic profile.
    48. 48. 1. Understand Your Client/Market • More than a demographic profile. • What is their problem?
    49. 49. 1. Understand Your Client/Market • More than a demographic profile. • What is their problem? • What motivates them?
    50. 50. 1. Understand Your Client/Market • More than a demographic profile. • What is their problem? • What motivates them? • What do they care about?
    51. 51. 1. Understand Your Client/Market • More than a demographic profile. • What is their problem? • What motivates them? • What do they care about? • Will they buy your product?
    52. 52. 1. Understand Your Client/Market • More than a demographic profile. • What is their problem? • What motivates them? • What do they care about? • Will they buy your product? • How do you attract them to your site?
    53. 53. 1. Understand Your Client/Market • More than a demographic profile. • What is their problem? • What motivates them? • What do they care about? • Will they buy your product? • How do you attract them to your site? • Marketing-speak does not work.
    54. 54. Meet Janet
    55. 55. Meet Janet
    56. 56. Meet Janet• 40 to 65 years of age
    57. 57. Meet Janet• 40 to 65 years of age• University educated
    58. 58. Meet Janet• 40 to 65 years of age• University educated• Active ... and wants to stay active
    59. 59. Meet Janet• 40 to 65 years of age• University educated• Active ... and wants to stay active• 50% chance she has been diagnosed with osteoporosis
    60. 60. Meet Janet• 40 to 65 years of age• University educated• Active ... and wants to stay active• 50% chance she has been diagnosed with osteoporosis• Frequently have a parent with ...
    61. 61. Meet Janet• 40 to 65 years of age• University educated• Active ... and wants to stay active• 50% chance she has been diagnosed with osteoporosis• Frequently have a parent with ...• Prescribed medication
    62. 62. Meet Janet• 40 to 65 years of age• University educated• Active ... and wants to stay active• 50% chance she has been diagnosed with osteoporosis• Frequently have a parent with ...• Prescribed medication• Limited guidance on exercise and ADLs
    63. 63. Meet Janet• 40 to 65 years of age• University educated• Active ... and wants to stay active• 50% chance she has been diagnosed with osteoporosis• Frequently have a parent with ...• Prescribed medication• Limited guidance on exercise and ADLs• Concerned about effects of pharmaceuticals
    64. 64. Meet Janet• 40 to 65 years of age• University educated• Active ... and wants to stay active• 50% chance she has been diagnosed with osteoporosis• Frequently have a parent with ...• Prescribed medication• Limited guidance on exercise and ADLs• Concerned about effects of pharmaceuticals• Willing to invest in her health
    65. 65. 2. Understand the Transaction
    66. 66. 2. Understand the Transaction • What is the desired transaction?
    67. 67. 2. Understand the Transaction • What is the desired transaction? • What steps are required to trigger that event?
    68. 68. 2. Understand the Transaction • What is the desired transaction? • What steps are required to trigger that event? • How much traffic is required to meet your revenue targets?
    69. 69. 2. Understand the Transaction • What is the desired transaction? • What steps are required to trigger that event? • How much traffic is required to meet your revenue targets? • Apply a nominal value to your desired transaction
    70. 70. 2. Understand the Transaction • What is the desired transaction? • What steps are required to trigger that event? • How much traffic is required to meet your revenue targets? • Apply a nominal value to your desired transaction • Build and manage your client funnel
    71. 71. Does Size Matter?
    72. 72. Does Size Matter?
    73. 73. 3. Choose the Right Platforms
    74. 74. 3. Choose the Right Platforms • CMS and Blogging: Wordpress
    75. 75. 3. Choose the Right Platforms • CMS and Blogging: Wordpress • Video
    76. 76. 3. Choose the Right Platforms • CMS and Blogging: Wordpress • Video • Email management
    77. 77. 3. Choose the Right Platforms • CMS and Blogging: Wordpress • Video • Email management • Social
    78. 78. 3. Choose the Right Platforms • CMS and Blogging: Wordpress • Video • Email management • Social • Publishing
    79. 79. Umbraco CMS - ASPX based
    80. 80. Umbraco CMS - ASPX based
    81. 81. Umbraco CMS - ASPX basedWordpress Blog - PHP based
    82. 82. Two Solitudes
    83. 83. Two Solitudes• Two domains: Google search
    84. 84. Two Solitudes• Two domains: Google search• Google Analytics configuration
    85. 85. Two Solitudes• Two domains: Google search• Google Analytics configuration• Managing two CMS environments
    86. 86. Two Solitudes• Two domains: Google search• Google Analytics configuration• Managing two CMS environments• Wordpress provides me more control
    87. 87. Two Solitudes• Two domains: Google search• Google Analytics configuration• Managing two CMS environments• Wordpress provides me more control• Wordpress has deeper community and tools
    88. 88. Video
    89. 89. Video
    90. 90. Video
    91. 91. Video
    92. 92. Video
    93. 93. 4. Be Efficient
    94. 94. 4. Be Efficient• Make life easy for content generators
    95. 95. 4. Be Efficient• Make life easy for content generators• Leverage and reuse material
    96. 96. 4. Be Efficient• Make life easy for content generators• Leverage and reuse material• Publish across many platforms
    97. 97. 4. Be Efficient• Make life easy for content generators• Leverage and reuse material• Publish across many platforms
    98. 98. 4. Be Efficient• Make life easy for content generators• Leverage and reuse material• Publish across many platforms
    99. 99. 4. Be Efficient• Make life easy for content generators• Leverage and reuse material• Publish across many platforms
    100. 100. 4. Be Efficient• Make life easy for content generators• Leverage and reuse material• Publish across many platforms
    101. 101. 4. Be Efficient• Make life easy for content generators• Leverage and reuse material• Publish across many platforms
    102. 102. 5. Monitor
    103. 103. 5. Monitor• Track your transactions
    104. 104. 5. Monitor• Track your transactions• Track your marketing campaigns
    105. 105. 5. Monitor• Track your transactions• Track your marketing campaigns• Benchmark
    106. 106. 5. Monitor• Track your transactions• Track your marketing campaigns• Benchmark• Multiple tools available to you
    107. 107. 5. Matador (aka Pivot)
    108. 108. 5. Matador (aka Pivot)• Not working? Fix it or ditch it.
    109. 109. 5. Matador (aka Pivot)• Not working? Fix it or ditch it.• Working? Pursue it further.
    110. 110. Summary
    111. 111. Summary• Identify point of entry: client/market
    112. 112. Summary• Identify point of entry: client/market• Steps to desired transaction
    113. 113. Summary• Identify point of entry: client/market• Steps to desired transaction• Build sales funnel
    114. 114. Summary• Identify point of entry: client/market• Steps to desired transaction• Build sales funnel• Traffic sources
    115. 115. Summary• Identify point of entry: client/market• Steps to desired transaction• Build sales funnel• Traffic sources• Measure and modify
    116. 116. Thank You
    117. 117. Thank YouTwitter: @richardgmartin

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