SlideShare a Scribd company logo
Data-Driven
Marketing
With WordPress
Frank Jones
OptSus.com
I organize the
Raleigh SEO Meetup,
host the
WordPress Help Desk in RTP,
and help businesses with
WordPress Management at
OptSus.com
Fundamentals of Online Marketing
1. How to measure your success with online marketing
2. Common goals for internet marketing campaigns
3. Ways to connect goals to KPI and ROI
4. How to avoid common technical challenges
5. Places to go for more information, guidance, and support
Quick Questions...
1. What do you want people to do when they visit your website?
2. Why do you want people to do that?
3. How does this impact the bottom line for your business?
Measure Success
Track Goals in Google Analytics
Common Goals
Business Models & Goals
● eCommerce
● Subscription
● Membership
● Lead generation
● Influence
● Sell a product or service
● Subscribe to mailing list
● Follow social media
channels
● Click affiliate link
● Click an ad
Goals > KPI > ROI
Goal > KPI
● Sales
● Subscription
● Membership
● Leads
● Influence
● Sales
● Subscribers
● Members
● Subscribers/calls/emails
● Visitor/subscriber/follower
KPI > ROI
● Sales
● Subscribers
● Members
● Subscribers/calls/emails
● Visitor/subscriber/follower
● $
● Sales through messaging
● Sales from paid dues
● Output of sales funnel
● Sponsorship and ad
revenue
Calculating ROI Value of KPI
● Profit from sale = ROI
● Email subscribers * conversion rate * average profit per sale =
ROI
● Members * average lifetime value = ROI
● Lead * sales funnel conversion rate * average profit per sale =
ROI
● Followers * CPM / 1,000 * avg pages per visitor * avg
subscriber lifetime = ROI
Example ROI from KPI
● A course sells for $150
● 10% of people that receive
the email will buy
● 50% of social followers
become email subscribers
● 1% of website visitors
become email subscribers
● $100 profit from each sale
● $10 expected profit from
each email subscriber
● $5 expected profit from
each social follower
● $0.10 expected profit from
each website visitor
Technical Challenges
10,000
Google estimates that it black lists 10,000 websites daily
CNN Money
You Know This, Right?
1. Backup your data
2. Avoid excessive customization
3. Use strong passwords
4. Don’t share accounts
5. Install updates
39%
of US participants surveyed never backup their work
ZD Net
Support
WordPress Developer
● PHP
● HTML5
● CSS3
● JavaScript
● jQuery
● Responsive Design
● Plugins
● Themes
● Child & Parent Themes
● Site Speed Optimization
Meetups, Conferences, & Online
● WordPress Dashboard Events
● Meetup.com
● WordCamp
● Make.WordPress.org
● Codex.WordPress.org
● WordPress.tv
What are you going to do
with this information?
95%
You make an accountability appointment with a person to
whom you've committed
American Society of Training and Development
Accountability Partner
Now that you know this, take action:
1. What task will you complete? (measurable & realistic)
2. When will this be done? (specific date)
3. How do you want me to follow-up with you? (email, phone,
text)
Frank@OptSus.com
I organize the
Raleigh SEO Meetup,
host the
WordPress Help Desk in RTP,
and help businesses with
WordPress Management at
OptSus.com

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Data Driven Marketing with WordPress

  • 2. Frank Jones OptSus.com I organize the Raleigh SEO Meetup, host the WordPress Help Desk in RTP, and help businesses with WordPress Management at OptSus.com
  • 3. Fundamentals of Online Marketing 1. How to measure your success with online marketing 2. Common goals for internet marketing campaigns 3. Ways to connect goals to KPI and ROI 4. How to avoid common technical challenges 5. Places to go for more information, guidance, and support
  • 4. Quick Questions... 1. What do you want people to do when they visit your website? 2. Why do you want people to do that? 3. How does this impact the bottom line for your business?
  • 6. Track Goals in Google Analytics
  • 8. Business Models & Goals ● eCommerce ● Subscription ● Membership ● Lead generation ● Influence ● Sell a product or service ● Subscribe to mailing list ● Follow social media channels ● Click affiliate link ● Click an ad
  • 9. Goals > KPI > ROI
  • 10. Goal > KPI ● Sales ● Subscription ● Membership ● Leads ● Influence ● Sales ● Subscribers ● Members ● Subscribers/calls/emails ● Visitor/subscriber/follower
  • 11. KPI > ROI ● Sales ● Subscribers ● Members ● Subscribers/calls/emails ● Visitor/subscriber/follower ● $ ● Sales through messaging ● Sales from paid dues ● Output of sales funnel ● Sponsorship and ad revenue
  • 12. Calculating ROI Value of KPI ● Profit from sale = ROI ● Email subscribers * conversion rate * average profit per sale = ROI ● Members * average lifetime value = ROI ● Lead * sales funnel conversion rate * average profit per sale = ROI ● Followers * CPM / 1,000 * avg pages per visitor * avg subscriber lifetime = ROI
  • 13. Example ROI from KPI ● A course sells for $150 ● 10% of people that receive the email will buy ● 50% of social followers become email subscribers ● 1% of website visitors become email subscribers ● $100 profit from each sale ● $10 expected profit from each email subscriber ● $5 expected profit from each social follower ● $0.10 expected profit from each website visitor
  • 15. 10,000 Google estimates that it black lists 10,000 websites daily CNN Money
  • 16. You Know This, Right? 1. Backup your data 2. Avoid excessive customization 3. Use strong passwords 4. Don’t share accounts 5. Install updates
  • 17. 39% of US participants surveyed never backup their work ZD Net
  • 19. WordPress Developer ● PHP ● HTML5 ● CSS3 ● JavaScript ● jQuery ● Responsive Design ● Plugins ● Themes ● Child & Parent Themes ● Site Speed Optimization
  • 20. Meetups, Conferences, & Online ● WordPress Dashboard Events ● Meetup.com ● WordCamp ● Make.WordPress.org ● Codex.WordPress.org ● WordPress.tv
  • 21. What are you going to do with this information?
  • 22. 95% You make an accountability appointment with a person to whom you've committed American Society of Training and Development
  • 23. Accountability Partner Now that you know this, take action: 1. What task will you complete? (measurable & realistic) 2. When will this be done? (specific date) 3. How do you want me to follow-up with you? (email, phone, text)
  • 24. Frank@OptSus.com I organize the Raleigh SEO Meetup, host the WordPress Help Desk in RTP, and help businesses with WordPress Management at OptSus.com