WordPress As The Foundation For Your Digital Ecosystem
- 1. WordPress As The Foundation For Your Digital Ecosystem Sean Nicholson @socmedsean sean@ignition90.com
- 2. The Rule Of Three “The rule of three, law of three, or power of three is a writing principle that suggests that things that come in threes are funnier, more satisfying, or more effective than other numbers of things.” 1 2 3 See “The Rule of Three” https://en.wikipedia.org/wiki/Rule_of_three_(writing)
- 3. I am passionate about digital marketing I sometimes dress up as a superhero (or occasionally a supervillain) I once had a job pushing people from tall towers Three Things About Me 1 2 3
- 5. The Hypothesis Key Ingredients for success Importance of “the mix” Building An Ecosystem 1 2 3
- 6. “IF I plant a seed in soil and provide it with the correct mix of water and sunlight, THEN it will grow.” The Hypothesis
- 8. Key Ingredients Oh yeah… and the seed. But we’ll come back to that
- 9. Understanding “The Mix” “IF I plant a seed in soil and provide it with the correct mix of water and sunlight, THEN it will grow.” Remember, our hypothesis wasn’t just about the ingredients.
- 10. Understanding “The Mix” Wrong mix. Poor Outcome.
- 11. Try Succeed or fail Adapt the experiment Test and Learn 1 2 3
- 12. “If I find 10,000 ways something won't work, I haven't failed. I am not discouraged, because every wrong attempt discarded is often a step forward....” -Thomas Edison Adaptation Is Critical
- 14. The Hypothesis Key Ingredients for success Importance of “the mix” Marketing Based On Science 1 2 3
- 15. “IF I create a message that addresses my customers’ needs and publish it on the right channels at the right time THEN I will drive traffic, generate leads, and convert sales.” The Hypothesis
- 17. Key Ingredients Remember that seed? Let’s talk about that. A good product or service is first and foremost in importance.
- 18. Know Your Customer Who is your target audience? What want or need do they have that your product or service can fulfill?
- 19. Understand Their Search Behaviors 1 2 3 Evaluate current traffic Analyze competitive searches Design a content strategy I need something… Google Search
- 20. Create The Nucleus 1 2 3 Build a .com on a flexible CMS Ensure mobile compatibility Feed Google with content WebMobile Content
- 21. Expand To Social Channels 1 2 3 Evaluate channels that your audience uses Build an audience Create and curate content WebMobile Content
- 22. Compel Activity 1 2 3 Create compelling calls- to-action Capture leads Retarget and convert WebMobile Content
- 23. Communicate And Reactivate 1 2 3 Leverage email to communicate Push mobile messaging Create content based on feedback WebMobile Content
- 24. Connect With The Customer WebMobile Content Google Search Email/SMS
- 25. Evaluate and Evolve 1 2 3 Review Google Analytics Analyze social engagement metrics Evaluate email open and click-through rates
- 26. CONTENT MARKETINGBOB LEADS SMS alerts push notifications In-app messaging product updates support information funding assistance segmentation propensity insights social listening data attribution segmentation predictive modeling insights forums blogs youtube corporate blog partnership programs PPC Media direct marketing news/PR In-person events Potential consumer PROSPECT SEARCH QUERIES (Google) facebook radio television print outdoor Business intelligence content optimization drive to content and retargeting listening listening PROSPECT LEAD NURTURING AND RETENTION COMMUNICATION REPUTATION ANALYSIS/MANAGEMENT email data market research data + + + RIGHT MESSAGE RIGHT TIME RIGHT FREQUENCY RIGHT CHANNEL Lead Gen Site .com site Mobile Offering Content content optimization search results & ad retargeting PROSPECT DATA ANALYSIS BRAND DATA ANALYSIS social listening data email data market research data campaign results + + + AWARENESS/INFLUENCE WEB INQUIRY IN-PERSON VISITS PHONE INQUIRY I think I want to buy something predictive modeling BRAND REPUTATION linkedin Mobile ads SEO CLIENT SERVICES JIM Sales Manager MARY Marketing Director How do we attract more prospects & drive sales Where is the best bang for my buck? marketing program optimization online & offline social networks CTA/VALUE CONTENT CTA/VALUE reporting campaign results PPC Industry benchmarks Experimental Design
- 28. Well-supported CMS Plugins provide flexibility Themes allow for continued evolution Why WordPress As The Core? 1 2 3
- 29. Google Analytics Social sharing integration 3rd party application integration Plugins Support The Nucleus 1 2 3
- 30. Supports The 3C’s Of Content Marketing Customers Know the audience. Create content that they want to read, share, and discuss. “I read an article by {your brand} that….” Publish and syndicate in the right place at the right time. Leverage Twitter & LinkedIn for professional content. Instagram and Facebook can be for more culture-focused communications Share the works of others who are respected in your industry. Aligning yourself with their reputation helps your brand Context Curation 1 2 3
- 31. Currently Fuels The Internet Powers > 25% of the Web Available in 56 languages Has an amazing support community 1 2 3 See stats at : https://managewp.com/statistics-about-wordpress-usage
- 32. Bonus: Sean’s Top 3 WordPress Plugins Visual Composer Updraft Backups 1 2 3 WP Super Cache
Editor's Notes
- #3: See “The Rule of Three” https://en.wikipedia.org/wiki/Rule_of_three_(writing)
- #4: Photo courtesy of Sean Nicholson
- #5: Baby Groot photo courtesy of Unsplash at https://unsplash.com/search/plant?photo=WMSO4jo-YOg
- #7: Plant photo courtesy of Unsplash at https://unsplash.com/search/plant?photo=rDLBArZUl1c
- #8: Photo courtesy of Unsplash at https://unsplash.com/search/dirt?photo=Y6T1a4gU4ss
- #9: Seedling photo courtesy of Unsplash at https://unsplash.com/search/seedling?photo=aO_jMXTduUE
- #11: Photo courtesy of Sean Nicholson
- #12: Stormtrooper photo courtesy of Unsplash at https://unsplash.com/search/stormtrooper?photo=1qkyck-UL3g
- #15: Beaker icon derived from OpenClipArt at https://openclipart.org/detail/172920/beaker
- #16: Chalkboard image derived from Unsplash at https://unsplash.com/search/blackboard?photo=5mZ_M06Fc9g
- #17: Icons derived from PowerPoint icons and Open Clip Art At https://openclipart.org/detail/227634/clock-icon-scripted
- #18: Seedling photo courtesy of Unsplash at https://unsplash.com/search/seedling?photo=aO_jMXTduUE
- #19: Image created by Sean Nicholson. Photo derived from Unsplash photo at https://unsplash.com/search/happy?photo=NoRsyXmHGpI
- #20: Image created by Sean Nicholson. Photo derived from Unsplash photo at https://unsplash.com/search/happy?photo=NoRsyXmHGpI
- #21: Image created by Sean Nicholson.
- #22: Image created by Sean Nicholson.
- #23: Image created by Sean Nicholson.
- #24: Image created by Sean Nicholson.
- #25: Image created by Sean Nicholson. Photo derived from Unsplash photo at https://unsplash.com/search/happy?photo=NoRsyXmHGpI
- #26: Lightbulb icon derived from ShareIcon at https://www.shareicon.net/right-arrow-light-bulb-outline-tools-and-utensils-bulb-bulb-outline-thin-arrow-light-bulb-arrow-658374
- #27: Image created by Sean Nicholson
- #28: WordPress logo used from Wikimedia Commons https://commons.wikimedia.org/wiki/File:WordPress_blue_logo.svg
- #29: Image screen capture by Sean Nicholson
- #30: Image captured from plugins page at Wordpress.org https://wordpress.org/plugins/browse/popular/
- #32: Globe image from Open ClipArt at https://openclipart.org/detail/211386/globe-icon-facing-europe-and-Africa
- #33: Image capture from Sean Nicholson