Post on 15-Jun-2020
WORDCAMP DAYTON
How To Use Your WordPress Website for Marketing
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Janette Dywasuk
WORDCAMP DAYTONHow to use your WordPress Website for Marketing
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DEVELOPERS ROCK
But they are typically not marketers.
Once they build your amazing website
the next step is to get business
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WEBSITES THAT SELLFOCUS ON CONVERSION
Start with getting visitorsThat become leads
To nurtureInto sales
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AFTER THE SALEFOCUS ON REPEAT SALES
Do an amazing jobStay in touch
Up-sell into more services or productsRepeat customers are typically your best customers
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CUSTOMER CHURN
Set a Goal and Make a Plan
Only lose customers that you want to lose!
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MARKETING TECHNIQUESLearn Organic SEO or Pay Google for AdWords Have A Responsive, Mobile Ready SiteMake Your Site FastWrite Quality, Fresh Content Use Social Sharing / Social MediaBuild Your Email ListCreate Amazing Landing Pages with CTA’sUse CRM + Marketing AutomationRefine your UX (use heat maps)
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HOW TO GET THEM
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START WITH ORGANIC SEOPotential Customers
Need to find your website via SERPs
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ON-PAGE OPTIMIZATIONGet the basics right!
Page Titles ~ Meta Descriptions ~ Alt TagsLong Tail Keywords ~ H1 - H5
Quality Content, No Duplicate Content
https://moz.com/learn/seo/on-page-factors
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KNOW THE FREEBIES
Use Google My Business, Google ReviewsBing Webmaster Tools
Relevant Directories and Listings
http://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directories.aspx
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FOLLOW THE RULES
Responsive, mobile ready.More than HALF of searches are done on mobile
Check your site:https://www.google.com/webmasters/tools/mobile-friendly/
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MAKE YOUR WEBSITE FAST
There is now a need for speed!
Always Optimize ImagesUse a Caching Plugin
MinifyCompress
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CHECK YOUR SPEED
http://yslow.org/http://tools.pingdom.com/fpt/
https://gtmetrix.com/https://developers.google.com/speed/pagespeed/insights/
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WRITE FRESH CONTENT
Do you have expertise in your subject area?
Headlines ruleDo your homeworkUse a headline toolConduct A/B testing
Write for quality vs. quantity
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PUBLISH ON YOUR BLOG
An awesome piece of contentthen
PROMOTE IT
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BUILD YOUR EMAIL LIST
Offer something your target market wantsSegment your list (wide product range)
Collect business cards and get them entered!Run a contest or giveaway
Offer a discount or preferred status
Email lists are a business asset
http://www.socialmediaexaminer.com/5-creative-ways-to-grow-your-email-list/
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THEN CONVERT
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USE AN OPT-IN PLUG-IN
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http://www.designbombs.com/best-email-list-building-plugins-wordpress/
TRY A FEATURE BOX
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https://wordpress.org/plugins/plugmatter-optin-feature-box-lite/
TRY A FEATURE BOX
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LANDING PAGES
What is the Goal of the page?Earn attention ~ master the hook
Don’t sell ~ solve problemsUse sensory/aspirational language
Paint pictures with your wordsUse power words
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LANDING PAGES
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WHAT IS THE CALL TO ACTION
Have an irresistible product (maybe its you?)Trigger an emotional reactionProvide incentives or urgency
Be clear on what the desired action isTest and retest for best results
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CRM + MARKETING AUTOMATION
Have a databaseUse the database
Learn to use the new toolsif not, MailChimp or AWeber
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USE SOCIAL MEDIA
Make a planUse a sharing plugin on your website
Use SM to gain reach & influenceUnderstand the demographics of the platform
Drive your network back to your websiteInclude relevant hashtags and mentions
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UX + HEAT MAPS
Does your website draw them in or bounce them out?
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TOOLS + PLUGINSAudit: Screaming FrogSpeed: WP Rocket
Analytics: Google Analytics, Google Search ConsoleOrganic SEO: Yoast SEO
Heatmaps: HotJarBacklinks: ahrefs.com
Image Optimizer : Short Pixel Image OptimizerBroken Links: Broken Link Checker
Add Scripts/Codes: Tracking Code ManagerOpt In Forms: Bloom, Optin Monster, SumoMe
CRM: Pipedrive or InsightlyMarketing Automation: Drip or Leadsquared
Use Sharing Plugins and/or Click To Tweet
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BONUS PLUGINSWordfence SecurityLimit Login Attempts
WP TouchSimple 301 Redirects
Pure ChatEditorial CalendarWhite Label CMS
WordPress Full Screen Search OverlayRelevanssi
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