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
@30lines // #wccbus
2 Ways: Drive more traffic. Convert more leads.
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via Moz
How do we
drive more traffic?
@30lines // #wccbus
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.
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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
@30lines // #wccbus
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?
@30lines // #wccbus
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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@30lines // #wccbus
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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@30lines // #wccbus
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
