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

1. Building Your Business
on Wordpress
Richard Martin
Wordcamp | Toronto | 2012

2. Who Am I?

3. Who Am I?
• Online entrepreneur in Ottawa

4. Who Am I?
• Online entrepreneur in Ottawa
• Product Marketing

5. Who Am I?
• Online entrepreneur in Ottawa
• Product Marketing

6. Who Am I?
• Online entrepreneur in Ottawa
• Product Marketing

7. Who Am I?
• Online entrepreneur in Ottawa
• Product Marketing
Twitter: @richardgmartin

8. Who Am I?
• Online entrepreneur in Ottawa
• Product Marketing
Twitter: @richardgmartin

9. Who Am I?
• Online entrepreneur in Ottawa
• Product Marketing
Twitter: @richardgmartin

10. What I knew about the business of
online business two years ago

11. What I knew about the business of
online business two years ago

12. Who Are We?

13. Who Are We?

14. Who Are We?
• Ameliorate: to make better

15. Who Are We?
• Ameliorate: to make better
• Two people

16. 1. Online Continuing Education

17. 1. Online Continuing Education

18. 1. Online Continuing Education

19. 1. Online Continuing Education

20. 2. Online Client Programs

21. 2. Online Client Programs

22. 2. Online Client Programs

23. 3.Physiotherapy Services

24. 3.Physiotherapy Services
Function to Fitness
Physiotherapy and
Fitness

25. 3.Physiotherapy Services
Function to Fitness
Physiotherapy and
Fitness

26. A Great Time to be an
Online Entrepreneur?

27. A Great Time to be an
Online Entrepreneur?
• Increased reach

28. A Great Time to be an
Online Entrepreneur?
• Increased reach
• Increased deployment speed

29. A Great Time to be an
Online Entrepreneur?
• Increased reach
• Increased deployment speed
• Improved ways to communicate

30. A Great Time to be an
Online Entrepreneur?
• Increased reach
• Increased deployment speed
• Improved ways to communicate
• Improved ability to measure

31. A Great Time to be an
Online Entrepreneur?
• Increased reach
• Increased deployment speed
• Improved ways to communicate
• Improved ability to measure
• Reduced operating costs

32. A Great Time to be an
Online Entrepreneur?
• Increased reach
• Increased deployment speed
• Improved ways to communicate
• Improved ability to measure
• Reduced operating costs
• Reduced capital requirements

33. Not Without Its Challenges

34. Not Without Its Challenges
• Serial in nature

35. Not Without Its Challenges
• Serial in nature
• Not a traditional product development process

36. Not Without Its Challenges
• Serial in nature
• Not a traditional product development process
• Finding a point of entry

37. Not Without Its Challenges
• Serial in nature
• Not a traditional product development process
• Finding a point of entry
• Navigating through the noise

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. 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. Five Lessons Learned

41. Five Lessons Learned
1. Understand your client/market

42. Five Lessons Learned
1. Understand your client/market
2. Understand the transaction

43. Five Lessons Learned
1. Understand your client/market
2. Understand the transaction
3. Choose the right platforms

44. Five Lessons Learned
1. Understand your client/market
2. Understand the transaction
3. Choose the right platforms
4. Be efficient

45. Five Lessons Learned
1. Understand your client/market
2. Understand the transaction
3. Choose the right platforms
4. Be efficient
5. Monitor, then Matador (if necessary)

46. 1. Understand Your Client/Market

47. 1. Understand Your Client/Market
• More than a demographic profile.

48. 1. Understand Your Client/Market
• More than a demographic profile.
• What is their problem?

49. 1. Understand Your Client/Market
• More than a demographic profile.
• What is their problem?
• What motivates them?

50. 1. Understand Your Client/Market
• More than a demographic profile.
• What is their problem?
• What motivates them?
• What do they care about?

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. 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. 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. Meet Janet

55. Meet Janet

56. Meet Janet
• 40 to 65 years of age

57. Meet Janet
• 40 to 65 years of age
• University educated

58. Meet Janet
• 40 to 65 years of age
• University educated
• Active ... and wants to stay active

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. 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. 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. 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. 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. 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

70. 2. Understand the Transaction

71. 2. Understand the Transaction
• What is the desired transaction?

72. 2. Understand the Transaction
• What is the desired transaction?
• What steps are required to trigger that event?

73. 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?

74. 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

75. 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

85. Does Size Matter?

86. Does Size Matter?

90. 3. Choose the Right Platforms

91. 3. Choose the Right Platforms
• CMS and Blogging: Wordpress

92. 3. Choose the Right Platforms
• CMS and Blogging: Wordpress
• Video

93. 3. Choose the Right Platforms
• CMS and Blogging: Wordpress
• Video
• Email management

94. 3. Choose the Right Platforms
• CMS and Blogging: Wordpress
• Video
• Email management
• Social

95. 3. Choose the Right Platforms
• CMS and Blogging: Wordpress
• Video
• Email management
• Social
• Publishing

98. Umbraco CMS - ASPX based

99. Umbraco CMS - ASPX based

100. Umbraco CMS - ASPX based
Wordpress Blog - PHP based

101. Two Solitudes

102. Two Solitudes
• Two domains: Google search

103. Two Solitudes
• Two domains: Google search
• Google Analytics configuration

104. Two Solitudes
• Two domains: Google search
• Google Analytics configuration
• Managing two CMS environments

105. Two Solitudes
• Two domains: Google search
• Google Analytics configuration
• Managing two CMS environments
• Wordpress provides me more control

106. Two Solitudes
• Two domains: Google search
• Google Analytics configuration
• Managing two CMS environments
• Wordpress provides me more control
• Wordpress has deeper community and tools

107. Video

108. Video

109. Video

110. Video

111. Video

112. 4. Be Efficient

113. 4. Be Efficient
• Make life easy for content
generators

114. 4. Be Efficient
• Make life easy for content
generators
• Leverage and reuse material

115. 4. Be Efficient
• Make life easy for content
generators
• Leverage and reuse material
• Publish across many
platforms

116. 4. Be Efficient
• Make life easy for content
generators
• Leverage and reuse material
• Publish across many
platforms

117. 4. Be Efficient
• Make life easy for content
generators
• Leverage and reuse material
• Publish across many
platforms

118. 4. Be Efficient
• Make life easy for content
generators
• Leverage and reuse material
• Publish across many
platforms

119. 4. Be Efficient
• Make life easy for content
generators
• Leverage and reuse material
• Publish across many
platforms

120. 4. Be Efficient
• Make life easy for content
generators
• Leverage and reuse material
• Publish across many
platforms

121. 5. Monitor

122. 5. Monitor
• Track your transactions

123. 5. Monitor
• Track your transactions
• Track your marketing campaigns

124. 5. Monitor
• Track your transactions
• Track your marketing campaigns
• Benchmark

125. 5. Monitor
• Track your transactions
• Track your marketing campaigns
• Benchmark
• Multiple tools available to you

126. 5. Matador (aka Pivot)

127. 5. Matador (aka Pivot)
• Not working? Fix it or ditch it.

128. 5. Matador (aka Pivot)
• Not working? Fix it or ditch it.
• Working? Pursue it further.

130. Summary

131. Summary
• Identify point of entry: client/market

132. Summary
• Identify point of entry: client/market
• Steps to desired transaction

133. Summary
• Identify point of entry: client/market
• Steps to desired transaction
• Build sales funnel

134. Summary
• Identify point of entry: client/market
• Steps to desired transaction
• Build sales funnel
• Traffic sources

135. Summary
• Identify point of entry: client/market
• Steps to desired transaction
• Build sales funnel
• Traffic sources
• Measure and modify

137. Thank You

138. Thank You
Twitter: @richardgmartin