how to delight your customers with wordpress: 10 ways to use inbound marketing to build your...
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HOW TO DELIGHT YOUR CUSTOMERS WITH WORDPRESS
1 0 Wa y s to U s e I n b ou nd Ma r keti ng to B u il d Yo u r B u s iness
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HI,
I’M NICKI HICKS!
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Design. Develop. Optimize.
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HOW TO DELIGHT YOUR CUSTOMERS WITH WORDPRESS
1 0 Wa y s to U s e I n b ou nd Ma r keti ng to B u il d Yo u r B u s iness
redvinestudio.com
DON’T BE LAZY WITH YOUR
WEBSITE.
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S P E N D T I M E C H O O S I N G T H E R I G H T D E S I G N
1The right team will help you design a WordPress website that
matches your brand and your website goals.
C H O O S E A G O O D T E AM .
2Design should be proactive and think about the future. Plan
ahead and build your CTAs into the design phase.
B U I L D I N Y O U R C A L L- T O - A C T IO N S .
3Your branding should be cohesive: your WordPress site
should match your other marketing materials.
B R A N D , B R AN D , B R AN D !
4Your users should come first when it comes to designing your
website.
P U T U S A B I L I T Y F IR S T .
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U S A B I L I T Y S H O U L D A LWAY S C O M E F I R S T
1Depending on your business, goals, and needs, discuss what
the right platform will be. (WordPress is a great choice for
many businesses!)
R I G H T P L AT F O R M
2Base your navigation on users first – what will make the most
sense to them? Also, think about long-term growth.
W E B S I T E N A VI G AT IO N
3Users have short attention spans online. Your website’s
loading speed should be as quick as possible.
L O A D I N G S P E E D
4Your website should be responsive (for all types of devices), as
well as accessible for the seeing and hearing impaired.
A C C E S S I B IL I T Y F O R E VE R Y O N E
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FOCUS ON KEYWORDS
THAT END IN CONVERSIONS.
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S EA R C H EN G INE OP T I MIZ ATION I N VOLV ES A LL T H E A C T I ONS YOU C A N TA K E TO H ELP YOU R W EB S IT E R A N K H I G HER I N T H E S EA RC H EN G IN ES.
S EA R C H EN G INE OP T I MIZ ATION I N VOLV ES A LL T H E A C T I ONS YOU C A N TA K E TO H ELP YOU R W EB S IT E R A N K H I G HER I N T H E S EA RC H EN G IN ES.
S EO C A N B E A C C OM P LI SHED T H ROUG H B OT H ON -PA G E OP T I M IZAT ION U S I NG T H E R I G HT K EY WORDS A N D OF F -PA G E OP T I MIZAT ION S U C H A S LI N K B U I LDING.
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O P T I M I Z E F O R T H E R I G H T K E Y WOR D S
1Use a combination of keyword tools, talking to your
customers, and competitive research to find out.
W H A T I S Y O U R A UD I E N C E S E A R C H I N G F O R ?
2Use a WordPress plugin such as Yoast SEO to optimize your
website for the right keywords.
I N C O R P O R AT E K E Y W O R D S O N Y O U R S I T E .
3Incorporate your keywords within your title tag, meta-
description, copy, and links.
U S E K E Y W O R D S I N T H E R I GH T S P O T S .
4Use your measuring tools – such as Google Analytics – to find
out what keywords are helping your visitors to convert.
M E A S U R E T O S E E W H A T C O N V E R T S .
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Keyword% of Traffic using
Keyword
(8,000 visitors/ month)
Lead Conversion Rate
(Contact forms filled out)
Sales Conversion Rate
(Actual sales made)
E X A M P L E: J A C KS O N VI L L E L A N D S C AP IN G B U S I N ES S
"Jacksonville patio design"
10% of web visitors
(.1 x 8,000 total visitors = 800
visitors)
2% conversion rate
(.02 x 800 visitors = 16 new leads)
50% conversion rate
(.5 x 16 leads = 8 new customers)
"Jacksonville lawn mowing
services"
15% of web visitors
(.15 x 8,000 total visitors = 1,200
visitors)
3% conversion rate
(.03 x 1,200 visitors = 36 new leads)
75% conversion rate
(.75 x 36 leads = 27 new customers)
"Jacksonville landscaping
company"
25% of web visitors
(.25 x 8,000 total visitors = 2,000
visitors)
1% conversion rate
(.01 x 2,000 visitors = 20 new leads)
15% conversion rate
(.15 x 20 leads = 3 new customers)
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DON’T BUILD A ONE-SIZE-FITS-
ALL MARKETING STRATEGY.
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M A R K E T TO YO U R TA R G E T A U D I E N CE S
1Think about gender, age, education level, socio-economic
standing, job, and more.
W H A T A R E T H E IR D E M O G R AP H I C S ?
2Think about what problem is most important to each target
audience group.
W H A T A R E T H E P R O B L E M S Y O U C A N S O L V E ?
3What steps will each target customer take in order to reach
the final conversion goal?
D E F I N E T H E F U N N E L F O R E A C H T A R GE T A U D IE N C E .
4Set up the proper measurement tools (such as Google
Analytics using Tag Manager) to define each of your funnels.
A R E Y O U A C T U A LL Y R E AC H I N G T H E M ?
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Target Audience
ProblemSolution
(Marketing)Sales
Conversion
E X A M P L E: J A C KS O N VI L L E L A N D S C AP IN G B U S I N ES S
The Hands-Off
Homeowner
No desire to do yard work or larger scale
projects
Optimize website for high converting
keywords; Provide plenty of project
photos and customer reviews
Provide plenty of CTAopportunities for a
call/contact form conversion; Offer
discounts for first time customers.
The Do-It-Yourselfer
Cannot do large-scale projects
(e.g. patios)
Provide DIY blog content about
smaller projects and establish expertise
CTAs around additional DIY
whitepapers, which lead to CTAs for a
free quote
Commercial &
Community
Need consistent work done at a competitive
rate from a reliable company
Improve local SEOpresence; Participate in community forums and message boards; Cold
call HOA boards
Offer discounts basedon size and regularity
of job; Run deals on annual mulching,
cleanup, and planting
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STOP BUILDING SOCIAL MEDIA
ACCOUNTS.
START BUILDING RELATIONSHIPS.
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E N G A G E W I T H YO U R A U D I E N C E O N L I N E
1Use your target audience research to identify the types of
content your social media audience will want – and need.
Share using your favorite WordPress sharing tool.
S H A R E C O N T E N T T H E Y ’ L L L O VE .
2Experiment with different types of content, questions, contests,
and more to initiate likes, comments, and engagement.
I N I T I A T E E N G A G E M E N T .
3Make sure you have a social media “rockstar” at the ready to
reply to any comments in an appropriate way.
R E S P O N D Q U I C K L Y .
4Review your social media measurements at least once a month
to learn which type of posts or content are the most
engagement-worthy.
L E A R N F R O M Y O U R M E A S U R E M E N T S .
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S O C I A L M E D I A E N G AG EM EN T M E A S U RE ME N T
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CREATE PHENOMENAL
CONTENT.
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C O N T E N T C R E AT I ON R U L E S
1Make an editorial calendar apart of your monthly habits and
plan out your posts in advance.
P L A N I T O U T .
2Spend the time to make great content – not just mediocre – for
your audience. Don’t create content for content’s sake.
S P E N D T H E T I ME .
3Think about each piece of content you create carefully so that
you focus in on your specific target audience(s).
T A R G E T T H E R I G H T A U D IE N C E .
4Continue to see what’s working and what isn’t. Constantly
improve your content based on your Analytics.
N E V E R S T O P M E AS U R IN G .
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W H AT K I N D O F C O N T E N T S H O U LD YO U C R E AT E ?
1 Your blog is one of the best – and easiest – places to
create content. Target your ideal keywords and drive
potential customers to your website.
B L O G P O S T S
2 This is content specifically created to convert visitors.
Examples include: whitepapers, eBooks, infographics,
and more.
C O N T E N T O F F E R S
3 Create regular touch points with your audience using
newsletters. Whether one a week, month, or quarter,
keep them regular and drive visitors to your site or blog.
E M A I L N E W SL E T T E R S
4 Creating your own photos – depending on your industry
– can help with image search. In addition, images like
Infographics are great for sharing and link building.
P H O T O S O R I M AG E R Y
5 Press releases are a great way to share company news
on a large scale. By paying as little as $99, you can
increase traffic and links to your website with one PR.
P R E S S R E L E A S E S
6 Social media content – that builds engagement and
relationships – will grow your audience and eventually
improve your customer base.
S O C I A L M E D I A
7 A simple 2-minute video can improve your search engine
visibility on the 2nd largest search engine (YouTube) and
enhance the content you offer.
V I D E O S
8 Webinars or presentations are a great way to share
content on a larger scale. Both can improve your reach
and presentations can last far after they were given.
W E B I N A R S O R P R E S E N T A T I O N S
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GIVE AWAY YOUR
EXPERTISE…FOR FREE.
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T H E A R G U M E N T F O R G I V I N G AWAY C O N T EN T
1If you refuse you give away content, know that your
competition is assuredly doing it already. Be the business
prospects turn to first.
Y O U R C O M P E T IT IO N I S A LR E AD Y D O I N G I T .
2Content will help you be found by using targeted long-tail
search terms and the questions prospects are already asking.
D R I V E T R A F F I C .
3Without knowing you from a hole in the wall, how will
prospects know you are the go-to business in your niche?
E S T A B L I SH Y O U R S E L F A S T H E E X P E R T .
4You’re giving to get something in return. In most cases online,
that should be email addresses, which is the first step of the
lead generation process.
T R A D E C O N T E N T F O R E M A IL S .
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G I V I NG AWAY F R EE C ON T ENT
W I LL N OT ON LY B EN EF IT YOU R A U DI ENC E,
I T W I LL A LS O B EN EF I T YOU R B U S I NESS.
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BUILD YOUR LIST.
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4 E M A I L S TAT I S T I C S TO L E T YO U K N O W E M A I L I S N ’T D E A D Y E T
1In other words…email is still a very big deal.
5 0 % O F P E O P LE R E A D M O S T E M A IL S .
2That means that no matter what tool you use, it needs to be
responsive (or smart phone/tablet-compatible).
O V E R 8 0 % O F E M A IL S A R E R E AD O N P H O N E S .
3These marketers say email marketing is the most effective for
generating revenue.
5 9 % O F B 2 B M AR K E T E R S P R E F E R E M A IL .
4As of 2014, email marketing was cited as the most effective
digital marketing channel for customer retention in the US.
I T ’ S S T I L L T H E M O S T R E L E V AN T .
All statistics are from HubSpot Marketing Statistics (http://www.hubspot.com/marketing-statistics).
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W H Y I T ’ S A L L A B O U T T H E L I S T
1These days, chances are that your target audience members
have an email address that they check regularly.
( M O S T O F ) Y O UR A U D I E N C E H AS E M AI L .
2Segment your audience accordingly through your list by
subscribing them to particular lists – or funnels.
Y O U C A N T A R G E T T H E R I GH T A U D IE N C E .
3Apart from your regular content, you can reach out to ideal
customers during specific marketing campaigns.
Y O U C A N T O U C H B A S E A T T H E R I GH T T IM E .
4By using email marketing, you can convert potential customers
into actual customers.
Y O U C A N C O N VE R T L E A D S .
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CREATE A STRATEGIC,
INTENTIONAL SALES FUNNEL .
8Visitors
Leads
Customers
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H O W TO M A K E C U S TO M ER S YO U R E N D G O A L
1Knowing your target audience is one thing; but truly
understanding your target customer is another.
U N D E R S T A N D Y O U R T AR G E T C U S T O M E R .
2Your target audience may or may not be the final decision
makers. How can you get in front of them?
G E T I N F R O N T O F T H E D E C I S IO N M AK E R S .
3What is going to convert a lead to a customer for your
business?
H O W D O T H E Y M AK E A B U Y I N G D E C I S I O N ?
4You guessed it…keep measuring so that you know how to
improve your conversion process.
C O N T I N U O U S LY O P T IM I ZE T H E P R O C E S S.
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TRACK EVERYTHING.
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M A R K E T I N G M E A S UR E ME N T TO O L S
1Free traffic reporting and conversion metrics from Google.
G O O G L E A N A L Y T I C S
2Free diagnostic, search engine crawling, and ranking data from
Google.
G O O G L E S E A R C H C O N S O L E
3Use individual social media tools for measurement data.
S O C I A L M E D I A M E T R I C S
4Additional time management tools offer metrics and data
management for a monthly fee.
T H I R D P A R T Y T I M E M A N AG E M E N T T O O LS
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YO U C A N ’ T M A N AG E W H AT YO U D O N ’ T M E A S UR E
1Start by measuring overall visits to your blog and website.
Focus on where visitors are coming from.
V I S I T S
2Next, look at where you are getting the most engagement from
on your blog and social media between comments, likes, etc.
E N G A G E ME N T
3Then, measure leads. How many contact forms or email
signups did you get?
L E A D S
4Last – and most importantly – how many sales were made?
Backtrack to identify where those conversions came from and
continuously improve your process.
C O N V E R S IO N S
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FOLLOWUP.
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T H E P O W E R O F F O L LO W IN G U P
1The same old rule still rings true with Inbound Marketing:
under-promise and over-deliver for your clients.
U N D E R - P R O M I S E A N D O VE R - D E L IV E R
2Never stop creating content for your leads or existing
customers.
C O N T I N U E C R E AT I N G G R E AT C O N T E N T
3Whether it’s through social media or your email newsletter,
continue to engage your customers.
C O N T I N U E E N GA G IN G
4Find unique ways to keep your business top-of-mind for your
customers.
B E U N I Q UE
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THANK YOU!
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