how to avoid the robot apocalypse
TRANSCRIPT
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Eric Huber Co-Owner / Chief Creative Officer
@eric_huber | @bluezoocreative | Fayetteville, AR
www.erichuber.com | www.bluezoocreative.com
profiles.wordpress.org/ehuber66
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Collin Condray Co-Owner / Director of Technology
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WARNING!All information may already be out of date.
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Your BIG Idea
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Your BIG Idea
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Once Upon a Time…
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TODAY
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TODAY
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TODAYPaymentseCommerce
PopUpsSecurityeMail
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1. Get People to Your RobotsGet visitors to your website where the robots are waiting to take over.
2. Program Your Robots to EngageGet them to engage, direct visitors where you want them to go, and build confidence in you and your products.
3. Program Your Robots SellGet them to capture information, sell the products and … collect the money!
THREE THINGS
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WHERE TO START?
(duh)
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STRATEGY• Homebase:
Your Website
• Outposts: Platforms for engagement like Facebook
• Passports: Places for presence only
source Chris Brogan
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OUTPOSTS & PASSPORTS
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HOMEBASEYour Their Story
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HOMEBASEMission. Vision. Content. Call to Action.
REMEMBER: YOU are NOT the Hero.
YOUR CLIENT IS!
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HOMEBASE
1. Image 2. Headline 3. Sub-Head 4. Simple Nav 5. Content that
solves aproblem foryour ‘hero’
6. Call to Action
Blog Posts and Page Content
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HOMEBASE
Comfort and Style AnywhereEven on the Bus
View Men’s Shoes and Apparel
HOME ABOUT SERVICES BLOG CONTACT
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HOMEBASE
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HOMEBASE
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I HAVE A PROBLEM! HELP ME NOW!
Welcome to Our Site
We. We. We. We. We. We.
Avoid Pictures “Because I like it.”
HOMEBASE
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ENGAGE: Search
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ENGAGE: Click Here
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ENGAGE: Capture Info
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ENGAGE: Info to Email
free vs. paid - inbound marketing
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ENGAGE: Community
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ENGAGE: Gamify
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ENGAGE: Add Speed• Cache • Preload OPTIMIZED
images OR load on scroll
• Delete all unused plugins
• Watch plugins that connect to other sites
• Make sure all themes and plugins are up-to-date
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SELL!Put these robots to work!
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SELL: WooCommerce
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SELL: WP eCommerce
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SELL: Landing Pages
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Top “Homebase” Actions“You don’t have to be perfect.
Just start where you are.”
• Image that captures attention • Headline that solves a problem • Sub-head that suggests how or is a call-to-action • Simple navigation - DON’T MAKE ME THINK! • Content that solves a problem for your ‘hero’ • Call-to-action throughout AND make it stand out • Testimonials (as many as you have)
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Top “Engaging” Actions“Technology is synonymous for connection with other people.” Sebastian Thrun
• Encourage searches (“Find Perfect Gift”) • Trade “valuable offer” for information • Lead visitors to specific actions (“Click Here”) • Make sure to capture information in eMail program
or other CRM Customer Relationship Manager program • Create a social community on your site
(don’t send them to someone else’s robots) • Gamify your site and encourage engagement • ADD SPEED
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Top“Selling” Actions“I'm a big believer in 'branding the customer experience,' not just selling the service.” John Sculley
• eCommerce System (WooCommerce, etc.) • Payment Gateway (PayPal, authorize.net, etc.) • Landing Pages (give-aways or sales pages) • Test button colors • Test layout • USE TESTIMONIALS!
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SUCCESS!Robot
Apocalypse Avoided
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THANKS!
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RESOURCES
Speed Options for WordPress • Speed Testing: https://developers.google.com/speed/pagespeed/insights • W3 Total Cache: https://wordpress.org/plugins/w3-total-cache/ • Speed Booster Pack: https://wordpress.org/plugins/speed-booster-pack/ • A3 Lazy Load: https://wordpress.org/plugins/a3-lazy-load/ • Speed Up WP: http://www.sparringmind.com/speed-up-wordpress/
Advertising, Headlines, Hero’s Journey and Blue Zoo Creative • Ogilvy on Advertising by David Ogilvy • Headlines: http://www.forbes.com/sites/jaysondemers/2013/09/05/
the-online-marketers-guide-to-writing-high-converting-headlines/ • Hero’s Journey Video: https://www.youtube.com/watch?v=Hhk4N9A0oCA • Blue Zoo Creative Blog! http://www.bluezoocreative.com/blog • TODAY’S PRESENTATION: http://www.bluezoocreative.com/wckc2015
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ADDITIONAL RESOURCESSocial Media, Copywriting and Blogging• Jab, Jab, Jab, Right Hook by Gary Vaynerchuk • Don’t Make Me Think by Steve Krug • Fascinate by Sally Hogshead • Mari Smith on Social Media:
http://www.marismith.com/ • Blogging:
http://www.copyblogger.com • Content Writing:
http://www.forbes.com/sites/jaysondemers/ 2014/04/16/50-content-marketing-ideas-for-your-website-or-blog/
• Long Tail Keywords: http://www.audiencebloom.com/2013/10/ find-lsi-long-tail-keywords-youve-identified-primary-keywords/
• 6 Most Creative Uses of Vine in Marketing: http://www.fastcompany.com/3019652/dialed/6-of-the-most-creative-clever-uses-of-vine-in-marketing