WordPress for Business: Measuring Your Success

Mike Whaling, 30 Lines @30lines // #wccbus

How do we help our customers

buy more stuff?

@30lines // #wccbus

For Today• Content Marketing: Don’t overthink it • SEO: WordPress is the tool for the job • Email: From your website to their inbox • Landing Pages: Keep it simple

• Social Media: Keep social users on your site

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2 Ways: Drive more traffic. Convert more leads.

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via Moz

How do we

drive more traffic?

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Build Your Online Presence

Website & Blog

Social / PR Email Advertising

Local Listings Rich MediaReviews

@30lines // #wccbus

via Moz

How does each piece of our presence help tell our story at each step in the funnel?

Create the online presence

you want prospects to see.

@30lines // #wccbus

WordPress is the engine for your

content machine.

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What kinds of content?• Blog posts

• FAQs

• Infographics

• Checklists

• How-to guides

• Lists

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• Case studies

• Testimonials

• Behind the scenes

• Tutorials

• Videos

• Podcasts

What good is a great website if no one ever sees it?

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Be easy to

discover.

@30lines // #wccbus

Be easy to

discover.

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SEO? Predicting the future

Be easy to

discover.

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What determines your rank?

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Get this plugin:

WordPress SEO by Yoast

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WordPress SEO

WordPress SEO• “Pretty” permalinks

• Meta titles and description

• Good, descriptive links (Breadcrumbs)

• XML sitemap (Submit this to GWT, BWT)

• Social shareability (Facebook, Twitter, G+)

• Site speed! (Especially on mobile)

@30lines // #wccbus

Be

visual.

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Street View Inside

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How do we convert more leads?

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Be

mobile ready.

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Remove friction to help them take the next step.

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@30lines // #wccbus

Create a “no-brainer” offer

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Build your list early

Build Landing Pages

• SeedProd

• LeadPages • Rainmaker

• Optimizely

• Unbounce

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Provide

validation.

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Get this plugin:

Schema Creator

Make it easy to follow.

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Get this plugin:

Pippity

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Use this tool:

MailChimp

Make it easy to share.

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Get this plugin:

Jetpack

Use this tool:

TurnSocial

How do we know

what’s working?

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Know what success looks like.

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Get this plugin:

Gravity Forms

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Send autoresponders

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Use this tool:

Google Analytics

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What to measure

• How are people finding us? • Sessions, Sources, Keywords, Landing Pages

• How are visitors using our site? • Users, Devices, User Flow, Site Content

• Are visitors taking the desired actions? • Behavior Flow, Bounce Rate, Events, Goals

• What marketing sources are working best? • Sources, Campaigns, Conversion Goals

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Set Goals

Is our website working?Is your website working?

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Potential Conversion Goals

• Contact form completed

• Visited 3 or more pages

• Signed up for e-newsletter

• Spent 5 minutes on site

• Watched video tutorial

• Shared white paper

@30lines // #wccbus

Measure sales/leads

Leads generated: 63  !Average value of each customer: $17,640 (over 18 mos) Closing ratio from website: 10% Each lead is worth: $1,764 !Total traffic to site: 1,870 unique visitors

Each unique visit is worth: $60.40 !Top converting referral sources:

1. Google Organic (25) 2. Direct Traffic (21) 3. Parent Company Site (7) 4. Craigslist (4) 5. Bing (3) 6. Apartments.com (1) 

@30lines // #wccbus

@30lines // #wccbus

Track your campaigns

Set annotations to track offline campaigns

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Set alerts

How are we doing?

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Use this tool:

Google URL Builder

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Track your campaigns

Know what’s workingTrack campaigns, know what’s working

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Use this tool:

Bitly

URL Shortener + Trackingbit.ly

URL Shortener + Tracking

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Use this tool:

Bitly

URL Shortener + Trackingbit.ly

Add + to see stats Try it: bit.ly/wccbus14+

Understand your social reach

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Use this tool:

Facebook Insights

Understand your social reach

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Who’s pinning our content?

pinterest.com/source/mywebsite.com

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Dig deeper

• Call tracking

• Audience segmenting/targeting

• Remarketing

• Split (A/B) testing [“Experiments”]

• Lifecycle marketing

How do we use the data to

get better?

@30lines // #wccbus

via Moz

Build Your Online Presence

Website & Blog

Social / PR Email Advertising

Local Listings Rich MediaReviews

@30lines // #wccbus

WordPress Plugins• SEO: WordPress SEO by Yoast • Contact Forms: Gravity Forms • Subscription Popups: Pippity, OptinMonster • Landing Pages: SeedProd, LeadPages

• Social: TurnSocial, JetPack

• Ecommerce: Shopp, WooCommerce

• Branding: YOURLs Link Creator

@30lines // #wccbus

Other Tools• GREAT VISUALS (Google Business Photos)

• Email service provider (ESP: MailChimp) • Google Analytics • Google Webmaster Tools • Bitly • Freshbooks • Stripe

@30lines // #wccbus

More tools and resources:

@30lines

#wccbus

Let’s talk.

@30lines // #wccbus

Mike Whaling, 30 Lines 30lines.com614.859.5030

@30lines // #wccbus