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You Created a Plugin. Now What?

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Do you have a plugin (or several) in the WordPress.org repository? Have you ever wondered how to turn your plugin development skills into a sustaining income-based business? Not sure how to go about it?

In this session, Adam details his story of creating a sustainable plugin business. He shares actionable advice that audience members can put into practice immediately to grow not only a user-base, but also a customer-base.

Adam also explains the techniques he uses to guide free-users to premium product. Attendees will learn everything they need to know to create a plugin that people will love, and recommend to others.

Takeaways:

Use your free plugin to sell a Pro version.
How to market your plugin.
Learn the tools used create a digital plugin business.

Published in: Business
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You Created a Plugin. Now What?

  1. 1. @ S I T E L O C K@ S I T E L O C K You Created a Plugin Now What? Wo r d C a m p A s h e v i l l e 2 0 1 7
  2. 2. @ S I T E L O C K@ S I T E L O C K Who Are You? Wo r d C a m p A s h e v i l l e 2 0 1 7
  3. 3. @ S I T E L O C K Adam W. Warner • WordPress Evangelist at SiteLock • Co-Founder at FooPlugins • Discovered WordPress in 2005 • WordPress Community Addict • Fan of Fractals • Lover of Meatballs • Proud Dad!
  4. 4. @ S I T E L O C K@ S I T E L O C K History of Plugins Wo r d C a m p A s h e v i l l e 2 0 1 7
  5. 5. @ S I T E L O C K • WordPress Released – 5/27/2003 • Mingus – 5/22/2004- Added support of Plugins • Duke – 12/31/2005 - Improvements for Plugin developers • Brecker – 3/29/2008 - Improved plugin system • Coltrane – 12/11/2008 - Auto upgrades and installation/wp-admin • Carmen – 12/19/2009 - Batch plugin updating • Benny – 9/4/2014 - Plugin discovery • Dinah – 12/18/2014 - Plugin recommendations
  6. 6. @ S I T E L O C K • WP eCommerce • Wishlist Member • WPMUDEV - 2007 • Gravity Forms - 2008 • iThemes (Billboard plugin) – 2008 • CodeCanyon - 2010 Premium Plugins
  7. 7. @ S I T E L O C K@ S I T E L O C K Should You Start? Wo r d C a m p A s h e v i l l e 2 0 1 7
  8. 8. @ S I T E L O C K Cons: Uncertain income Health insurance More complicated finances Higher criteria for loans Doing everything = stress Remote work isolation Considerations Pros: Do what you love In total control Better work/life balance? More efficient than office Pride More $$$
  9. 9. @ S I T E L O C K Is It a Good Idea?
  10. 10. @ S I T E L O C K Will People Buy It?
  11. 11. @ S I T E L O C K@ S I T E L O C K My Story Wo r d C a m p A s h e v i l l e 2 0 1 7 How a non-developer co-founded a premium plugin business
  12. 12. @ S I T E L O C K It Started with a Paper Route
  13. 13. @ S I T E L O C K Finding WordPress
  14. 14. @ S I T E L O C K Following My Passion
  15. 15. @ S I T E L O C K Finding a Partner
  16. 16. @ S I T E L O C K@ S I T E L O C K Before You Sell Wo r d C a m p A s h e v i l l e 2 0 1 7
  17. 17. @ S I T E L O C K Market Research
  18. 18. @ S I T E L O C K Know Your Business Model
  19. 19. @ S I T E L O C K Solve a Problem
  20. 20. @ S I T E L O C K Don’t Reinvent – Do It Better
  21. 21. @ S I T E L O C K@ S I T E L O C K Where to Sell Wo r d C a m p A s h e v i l l e 2 0 1 7
  22. 22. @ S I T E L O C K Existing Marketplace
  23. 23. @ S I T E L O C K Your Own Site
  24. 24. @ S I T E L O C K@ S I T E L O C K How to Sell Wo r d C a m p A s h e v i l l e 2 0 1 7
  25. 25. @ S I T E L O C K The Right Tool for the Job
  26. 26. @ S I T E L O C K The Other Right Tool for the Job
  27. 27. @ S I T E L O C K@ S I T E L O C K Marketing Wo r d C a m p A s h e v i l l e 2 0 1 7
  28. 28. @ S I T E L O C K It Starts with Free
  29. 29. @ S I T E L O C K WP.org
  30. 30. @ S I T E L O C K The Freemium Sales Funnel Awareness Activation Usage Purchase Advocacy
  31. 31. @ S I T E L O C K Upgrades or Extensions
  32. 32. @ S I T E L O C K@ S I T E L O C K Increasing Active Installs (and Sales) Wo r d C a m p A s h e v i l l e 2 0 1 7
  33. 33. @ S I T E L O C K Repo Meta Matters
  34. 34. @ S I T E L O C K • Explain what and why • Highlight features • How to use • Include free/pro comparison Copy that Drives Installs
  35. 35. @ S I T E L O C K Plugin Repository SEO
  36. 36. @ S I T E L O C K • Title • Excerpt (short description) • Description (including FAQ , changelog, everything…) • Tags • Slug • Author name • Contributors names Algorithm Phase One
  37. 37. @ S I T E L O C K • Last update date • Compatibility with the latest core version • Number of active installs • % of resolved support tickets • Average rating Algorithm Phase Two
  38. 38. @ S I T E L O C K • T i t l e • E x c e r p t ( s h o r t d e s c r i p t i o n ) • D e s c r i p t i o n ( i n c l u d i n g FA Q , c h a n g e l o g , e v e r y t h i n g … ) • Ta g s • S l u g • A u t h o r n a m e • C o n t r i b u t o r s n a m e s • Tr a n s l a t i o n s • R e l e a s i n g a n u p d a t e e v e r y 1 8 0 d a y s • Te s t e d u p t o ( C o m p a t i b i l i t y w i t h l a t e s t c o r e v e r s i o n ) • R e s o l v i n g s u p p o r t t i c k e t s SEO Summary
  39. 39. @ S I T E L O C K Data Collection is GoodUninformed Decisions are Bad
  40. 40. @ S I T E L O C K@ S I T E L O C K Streamlining Upgrades Wo r d C a m p A s h e v i l l e 2 0 1 7
  41. 41. @ S I T E L O C K The Old Way
  42. 42. @ S I T E L O C K The New Way
  43. 43. @ S I T E L O C K@ S I T E L O C K Marketing, Marketing, Marketing! Wo r d C a m p A s h e v i l l e 2 0 1 7
  44. 44. @ S I T E L O C K • Opt-in in free plugin • Opt-in when upgrading • Automation • Add value • Ask for the sale • Freemius webhooks + Mailchimp = awesome Email Marketing
  45. 45. @ S I T E L O C K • Plugin features • Plugin settings • Related tutorials • Use support as inspiration • Customer showcase Content Marketing
  46. 46. @ S I T E L O C K • Use data/analytics to tell you where • Sources for content • Schedule posts • Reword and reuse • Not a designer? Use this... Social Media Marketing
  47. 47. @ S I T E L O C K • Incentivize reviews • Increased exposure • Increased website traffic • Better search engine ranking • You control percentages • Opens partnership doors Affiliate Program
  48. 48. @ S I T E L O C K@ S I T E L O C K Pro Tips Wo r d C a m p A s h e v i l l e 2 0 1 7
  49. 49. @ S I T E L O C K Upsells
  50. 50. @ S I T E L O C K Cross Sells
  51. 51. @ S I T E L O C K Exit Discounts
  52. 52. @ S I T E L O C K Recovered Carts
  53. 53. @ S I T E L O C K Cross Promotion Partnerships
  54. 54. @ S I T E L O C K@ S I T E L O C K Pricing Wo r d C a m p A s h e v i l l e 2 0 1 7
  55. 55. @ S I T E L O C K What Will the Market Bear?
  56. 56. @ S I T E L O C K Auto Renew
  57. 57. @ S I T E L O C K A/B Testing
  58. 58. @ S I T E L O C K@ S I T E L O C K Developer Tips Wo r d C a m p A s h e v i l l e 2 0 1 7
  59. 59. @ S I T E L O C K • Hat tip to John Turner and Josh Pollock • Sanitize and validate everything • Use the WordPress Settings API and native UI CSS classes • Prefix everything • Namespace everything • Properly enqueue scripts Make Your Life Easier
  60. 60. @ S I T E L O C K@ S I T E L O C K The Elephant in the Room Wo r d C a m p A s h e v i l l e 2 0 1 7
  61. 61. @ S I T E L O C K Support Will Make or Break You
  62. 62. @ S I T E L O C K Good
  63. 63. @ S I T E L O C K Bad
  64. 64. @ S I T E L O C K Social Proof
  65. 65. @ S I T E L O C K Support Options
  66. 66. @ S I T E L O C K Knowledge Base
  67. 67. @ S I T E L O C K Encourage Self Help
  68. 68. @ S I T E L O C K@ S I T E L O C K Now What? Wo r d C a m p A s h e v i l l e 2 0 1 7
  69. 69. @ S I T E L O C K • Validate your idea • Market research • Choose a platform • Marketing • Marketing • Marketing…
  70. 70. @ S I T E L O C K
  71. 71. @ S I T E L O C K Thank You – Questions? • Follow at: • @SiteLock • @wpmodder • My Blog Posts: • http://wpdistrict.sitelock.com • http://succeedwithwp.com • https://fooplugins.com

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