Creating a Digital Download Business - What to sell, how to sell it, and shortcuts to success
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In this session, Adam discusses the use of Easy Digital Downloads, a free plugin for creating a digital download eCommerce store in WordPress. Session attendees learn the basics of setting up an eCommerce store and Adam addresses how the phrase “digital downloads” doesn’t just refer to plugins, themes and other software. Adam also reviews a list of free and paid Add-Ons for EDD that enhance the end user experience, marketing process, and ultimately website revenue. He also talks about several third party tools and services that make managing and growing a digital download business easier and more rewarding. Whether audience members are bloggers, designers, teachers or hardcore developers, they will walk out of this session knowing they can offer digital content that others want and need.
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Creating a Digital Download Business - What to sell, how to sell it, and shortcuts to success
- 1. @ S I T E L O C K@ S I T E L O C K Creating a Digital Download Business What to sell, how to sell it and shortcuts to success W o r d C a m p N e w O r l e a n s 2 0 1 6
- 2. @ S I T E L O C K Adam W. Warner • Product Evangelist at SiteLock • Co-Founder at FooPlugins • Discovered WordPress in 2005 • WordPress Community Addict • Fan of Fractals • Lover of Meatballs • Proud Dad!
- 3. @ S I T E L O C K What We’ll Cover Today • What to sell • How to sell it • How to succeed
- 4. @ S I T E L O C K What Are Digital Products?
- 5. @ S I T E L O C K Ebooks
- 6. @ S I T E L O C K Ebook Tips
- 7. @ S I T E L O C K Topic Ideas and Format • You know what others don’t • X Common Questions About [Insert Industry/Topic] Answered
- 8. @ S I T E L O C K Tools and Templates • PowerPoint • Word • Pages (Mac) • Keynote (Mac) • Others
- 9. @ S I T E L O C K Visuals • Images • Graphs • Charts • Infographics
- 10. @ S I T E L O C K Repurposed Content • Use existing blog posts • Curated content
- 11. @ S I T E L O C K Audio • Music • Audiobooks • Podcasts • Ringtones
- 12. @ S I T E L O C K Audio Tips • Audacity • Zencastr • GarageBand • Screencast software
- 13. @ S I T E L O C K Video • Tutorials • Interviews • Music videos • Event recordings
- 14. @ S I T E L O C K Video Tips • ScreenFlow (Mac) • Camtasia (PC & Mac)
- 15. @ S I T E L O C K Printables • Digital art • Day planners • Clothing patterns • Memes • Posters
- 16. @ S I T E L O C K Themes
- 17. @ S I T E L O C K Plugins
- 18. @ S I T E L O C K How to Sell
- 19. @ S I T E L O C K Have a Plan
- 20. @ S I T E L O C K Host
- 21. @ S I T E L O C K Security
- 22. @ S I T E L O C K ABU! • Always be updating!
- 23. @ S I T E L O C K SSL • What it protects • Where to get one • Trust
- 24. @ S I T E L O C K Security Software and Services • Anti-virus • VPN • Plugins • Malware scanners • WAFs
- 25. @ S I T E L O C K Support Contact
- 26. @ S I T E L O C K Email subscription option • Pre-sales • Blog • During checkout
- 27. @ S I T E L O C K What eCommerce Platform?
- 28. @ S I T E L O C K Hosted Services
- 29. @ S I T E L O C K Done for You
- 30. @ S I T E L O C K Envato
- 31. @ S I T E L O C K Mojo
- 32. @ S I T E L O C K Half DIY
- 33. @ S I T E L O C K Full DIY
- 34. @ S I T E L O C K WordPress + Theme + Plugins • You’re in control • Only what you need
- 35. @ S I T E L O C K Simple Plugins
- 36. @ S I T E L O C K WooCommerce
- 37. @ S I T E L O C K Easy Digital Downloads
- 38. @ S I T E L O C K Shortcuts to Success
- 39. @ S I T E L O C K Design
- 40. @ S I T E L O C K Product Pages
- 41. @ S I T E L O C K Pre-Built • Platform-specific themes • Page builders for any theme
- 42. @ S I T E L O C K Descriptions for Real People
- 43. @ S I T E L O C K Benefits Before Features • Features = facts • Benefits = end result for user • “This book has 64 pages.” • “After reading this book, you’ll be able to create your own knitted Wapuu.”
- 44. @ S I T E L O C K Visuals
- 45. @ S I T E L O C K Demos
- 46. @ S I T E L O C K Tutorials
- 47. @ S I T E L O C K Trust
- 48. @ S I T E L O C K Testimonials
- 49. @ S I T E L O C K Launching • Pre-launch buzz • Make it visible
- 50. @ S I T E L O C K Email Marketing • The list is everything • Provide REAL value • Be authentic
- 51. @ S I T E L O C K Reduce Cart Abandonment • CartHook
- 52. @ S I T E L O C K Affiliate Program • Should you have one? • Become an affiliate
- 53. @ S I T E L O C K Content Marketing • What is it? • Have a plan • Pro tips
- 54. @ S I T E L O C K Social Strategy
- 55. @ S I T E L O C K Most Important! • A bias for action
- 56. @ S I T E L O C K Thank You • Follow at: • @SiteLock • @wpmodder • SlideShare • http://www.slideshare.net/wpprobusiness • My Blog Posts: • http://wpdistrict.sitelock.com • http://adamwwarner.com
Editor's Notes
- WP Evangelist means that I attend WordCamps and other events and listen to the community.
- What: Obvious products Not-so-obvious products How: Tips for creation What platform(s) to use How: Marketing How to launch Marketing funnels / followup Continued engagement
- Find “the more you know” Or all I know is that I know nothing at all Or similar gif
- (display logos one at a time?) or one image of all of them One of easiest to create Especially from existing content (blog posts) Multiple platforms (PDF t local computer, Fivver, iBooks, amazon kindle, Blurb (sell and create), Lulu, Nook press, Google Play
- Large subject
- You know things I don’t Even if I do know, you have a unique perspective I don’t X Best Practices for [Insert Industry/Topic] An Introduction to [Insert Industry/Topic] X Common Questions About [Insert Industry/Topic] Answered X [Insert Industry/Topic] Statistics For Better Decision Making Learn From The Best: X [Insert Industry/Topic] Experts Share Insights
- Ebook creation services.
- Ebook covers – Photoshop templates, but prefer Canva to do this Use images Graphs Charts
- What is it? gathering information relevant to a particular topic or area of interest. Services or people that implement content curation are calledcurators. Curation services can be used by businesses as well as end users. Blog Posts from one or more categories If a reference guides Curate content from other sources. Summary + Image + Link (good place for affiliate links too, which I will get to)
- Music: Original, mixes, loops Audiobooks: Repurpose ebook by reading It. (good practice for voiceover work) Brilliance audio Podcasts: Download or member access Ringtones: Allowed in iTunes
- Audacity - Open source Zencastr - Free while in beta Screencast software auido-only export (accompany with screenshots)
- Art: Original artwork, memes, inspirational posters Day planners: Clothing patterns: Doll clothing patterns https://www.shopify.ca/blog/17587420-how-one-couple-is-making-600-000-per-year-selling-digital-products Printables http://www.thesitsgirls.com/make-money/creating-selling-printables/
- Have a plan Doesn't have to be a full business plan even just an outline NOT IN YOUR HEAD. Post on desk, monitor, forehead, calendar, etc.
- Domain name and host Yes, obvious I know. I wasn’t going to include this but just wanted to say a couple things. Your host matters. If you can, don’t go cheap. See any of the people from the hosting companies here today. All good.
- Security company, but if not, still #2 on my list Someone is always trying to slip through! Hosts do a great job, but security is a big subject Vulnerabilities at user network level Software application level (WordPress) can still be an issue This is YOUR revenue stream and needs protection
- Anyone guess what that stands for? Hint: I just made it up. WordPress core Plugins Themes
- WHAT - Secure Sockets Layer encrypts communications between the user and the web server. It helps to prevent hacker attacks that are based on eavesdropping. Is the web site really secure with SSL? No. SSL secures the network communication link only. However, risk to individual users may be significant Eavesdroppers can see what is typed into forms on non-SSL sites Most obvious risk is login form, which asks for username and password. Eavesdropper can potentially obtain these login credentials and then log in as that user. Users will re-use passwords on many websites. None of you do that right? HOW Purchase from Host Purchase separately Use Let’s Encrypt SSL are free (SiteGround host makes this simple)
- Anti-virus – on your computer. (Kapersky, McAfee, Norton) VPN – on your computer (or even mobile device). Virtual Private Network (public wifi) ( Plugins – search the plugin repository, you’ll find many options. Inspect settings, file changes, and more Scanners – scans the actual files that live on your hosting account. Checks for known malware and suspicious code WAF – Web Application Firewalls – detects and routes real visitors from bots.
- Ever visited a site with no way to contact them? I have. It simply doesn’t work. 10 fold for ecommerce. Pre-sales Contact form Phone Email Forums SOMETHING
- Pre-sales Blog subscription Notify me when… Blog Maybe they don’t trust you yet. Allow them to follow your content for proof of your knowledge. Checkout Transactional emails – email required for checkout to receive receipts, user accounts, etc. (agree to terms of use) Transactional recipients are only eligible to receive transactional email, like Abandoned Cart workflows, and can't be sent marketing campaigns. Give option to receive optional (separate) newsletter. (marketing) MUST OPT IN Both require “terms” explaining the email communication they will receive.
- 3 options
- Not interested in using WordPress? Boo!!! Let’s skip this! Just kidding Can be less hassle and administration
- Marketplaces – they take a percentage of your earnings You get more exposure, faster Might be a good way to get started for some people Envato Mojo
- Themes Plugins Video Audio Graphics Stock photos 3D animations
- Primarily themes and plugins
- Platform provided, but more product and sales information required. Shopify – 14 day trial, then paid monthly Ruby on Rails and PHP Data lives on their servers Offers WordPress plugin so you can put products on WP site BigCommerce Must have own WP site Create page in Bigcommerce Point with DNS changes in domain settings No plugin Volusion Volusion is a hosted solution, and that means that all your files will be sitting on their servers. On the other hand, your WordPress site will be sitting on your own server space that you have bought from your web host. The upshot: your Volusion store and your WordPress site cannot live on the same domain. Instead, they will have to be hosted on different sub-domains.
- Everything done by you! Domain, hosting, configure WP Configure theme Install and configure plugins
- Yay! Benefits Control your data! Streamline Only use what you NEED
- Simple PayPal buttons PayPal shopping carts 519 results on plugin repository! Forms with PayPal integration
- Made for physical sales (also has digital download addons) Many other addons Themes Acquired by Automattic (company formed by WordPress co-founder, Matt Mullenweg
- Also known as EDD Made for digital sales (also has shipping addon) Many addons Themes What we use at FooPlugins
- The one big secret…There are no valid shortcuts! Shortcuts usually look like this (cat) Not shortcuts, but STREAMLINE REQUIRED ITEMS rather than NICE-TO-HAVES Or nice to haves
- This is where I used to get stuck. Hours in my office tweaking css and other things Tell me wife…meh KISS method Prebuilt theme or page builder with templates Minimal – NOT LIKE LING! Focus on products, not fanciness (hovering buttons, animations, etc.)
- The LIFE BLOOD of your digital download business This is where users make the decision to buy or leave There are essential elements to include in product pages that will help you succeed. ADD IMAGES HERE https://vwo.com/blog/ecommerce-product-page-best-practices/ Not a designer? Use a page builder.
- Templates or page builder or both Themes for WooCommerce and EDD Page builders Beaver builder
- Description for real people. Not just boring facts (this does this, these are the dimensions, this is cost) Tell a story at every chance. Evoke emotion. Make a connection.
- Benefits vs Features Features are defined as surface statements about your product, such as what it can do, its dimensions and specs and so on. Benefits, by definition, show the end result of what a product can actually accomplish for the reader. - The gas mileage on a car is a feature; the amount of money you can save on gas is a benefit. - Pockets on the front of a sweater is a feature; having a place for your keys and keeping your hands warm in the winter are both benefits. - Home delivery is a feature; not having to interrupt your schedule to go to the store is a benefit. Why should I care? TRICK – after listing a feature of your product, ask yourself. SO WHAT? The answer will be your benefit. This is how this product will: Make your life easier Make your job easier Help you achieve that goal faster
- Stock imagery Product images – DIY lots f tutorials, hire someone on Fivver Hire a designer Images (animated GIFs)
- Product Demos on page if possible (images or videos)
- Usage video, tutorials (can show benefits of ease of use at same time)
- Trust badges Simple yet effective
- Reviews/Testimonials
- Images – fields of dreams (build it and they won’t come), pre launch landing page optin, community May sound obvious, but learned from trial and error You care more about business/product than users Others don’t because they don’t know Create buzz before Landing page, buy ads Build list/anticipation Launch in existing community
- List Subscriptions for everything (prelaunch, blog articles, specific categories, partnership/affiliate interest, etc.) Subscriptions everywhere (moneylab) Follow up series for everything Value 5-7 emails before asking Something of value in each email (ebook, case study, tutorial, resources) Authenticity Don’t be “this guy” Building your business? Talk about it. The struggles and successes. Get personal (talk about my email about Ziggy seizure and the response from customers) BUT DON”T WHINE
- Progress bars Cross sells Upsells Edit order #1 is capturing the email and detecting the abandonment, then email series
- Ask if anyone isn’t familiar (show of hands) Have one? YES or NO – doesn’t follow the KISS method, but can help boost sales and traffic (blogger reviews, reccos and others email campaigns) Creates loyalty with subset of people They can provide valuable feedback Become affiliate yourself Complimentary services Example: FooPlugins – Gravity forms, NextGEN, other galleries, themes Get listed on their reccomendations pages
- What is Content Marketing? Blogging approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action Plans Tell a story Schedule this! Google Calendar is your friend Outline some Draft posts even if you don’t have the content Pro Tips Content curation – resource or list posts Repurposed Content – audio, video (wpdistrict community posts example – YouTube, Blog posts, transcriptions, shared on FB and Twitter Customers create content for you (guest post submissions, case studies)
- Same as content marketing Plan, schedule, repurpose Tools Hootsuite, buffer, CoSchedule
- START NOW Amazon core value I learned Don’t wait until everything is “perfect” because it never will be. Continually iterate - Analytics Growth is organic, trial and error
- SiteLock – security news/tips, WordPress community interviews Wpmodder – Mostly WordPress, direct replies