create a revenue machine with wordpress: website marketing on overdrive
DESCRIPTION
A high level overview of how to maximize website marketing's effectiveness using WordPress and the Inbound Now suite of plugins. The presentation starts with some inbound marketing reminders to both remind us about what's important, and to set context for the review of the Inbound Now plugins' features. We don’t have any affiliation with Inbound Now, we just really like their tools.TRANSCRIPT
WEBSITE MARKETING ON OVERDRIVE
CREATE A REVENUE MACHINE WITH WORDPRESS
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WHAT WE’LL DISCUSS
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Landing Pages Calls to Action Leads+ =
➜Revenue
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LANDING PAGES
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Pictures tell, but copy sells
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The best landing pages answer three questions, in less than 5 seconds:
- What are you offering?
- Why would I care?
- What do I need to do?
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A landing page has ONE purpose—persuade visitors to take an action or have a particular POV
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A landing page is not a web site, and
The Home Page is not a landing page
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An effective landing page:
- Is campaign/traffic source specific
- Minimizes exits—forces the decision
- The headline does 80% of the work
- The CTA is the money—the CTA…
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CALLS TO ACTION
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Ask for the business
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Headlines draw them in—the CTA moves them along
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Body text provides rationale
- Keep it short and scannable
- Bullets not paragraphs
- Pictures tell, copy sells
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AN EFFECTIVE CTA
Is clear and specific, big, bold, and urgent
and
It’s the offer stupid
SPEAKING OF OFFERS
Only make one offer—choice isn’t a good idea
•One offer gives consumers two choices, yes or no
•Two offers gives them 6 choice, which leads to “no” being chosen
SPEAKING OF OFFERS
Testing multiple offers is a good idea
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TESTING
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You don’t know what works
KEYS TO SUCCESS
Test big things
Have a control, work to beat it
Keep testing, stuff changes
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RELATIONSHIP MARKETING
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Relationships are hard work, but it’s worth it…
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RFM - Recency, Frequency, Money
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Timing is everything—in marketing no doesn’t always mean no, it often means not now
Have a plan for leads
Keep at it, because…
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The most important sale is not the first sale, it’s the second—keeping customers builds revenue five ways
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Base
Service
X-Sell
Price
Advocacy
Cost to Acquire
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PUTTING IT TOGETHER
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Landing Pages Calls to Action Leads+ =
➜Revenue
LANDING PAGES PLUGIN
Easy to create multiple landing pages
•Prebuilt templates
- Customization also possible
•Visual editor
LANDING PAGES PLUGIN
Monitor conversion rates
Provides a testing platform for continuous improvement
•A/B Split tests
•Multivariate tests
LANDING PAGES PLUGIN
Create/incorporate forms easily
•Connected to email provider
Advanced lead intel
WORDPRESS CALLS TO ACTION
Easily create multiple CTAs
Inser t into any location in the site
•In content and/or sidebars
•Static and/or dynamic (page specific)
A/B testing
Advanced lead intel
WORDPRESS LEADS
Gather, store, manage and distribute leads
•Connects to email platforms
•Facilitates relationship marketing
WORDPRESS LEADS
Lead intel
•Pages and content, visited and viewed
•Social Media profile
•Onsite search history
•Blog comments
•Demos and geography
•LP/CTA source
BUT WAIT, THERE’S MORE
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Core plugins are free - great value,
plus there’s an extensive selection of premium extensions designed to modify, extend and improve the core plugins
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CONCLUSION
Utilize Inbound Now’s tools to manage lead flow and maximize conversion
Follow up with a relationship marketing plan
We don’t have any affiliation with Inbound Now, we just really like their tools
THANK YOU!
Red8 Interactive San Francisco, CA St. Louis, MO
James Hipkin [email protected] 415.789.3685