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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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