TURN YOUR WORDPRESS SITEINTO A MARKETING MACHINE

With a little

help from The

Doctor!

Presented by Mohamed Hamad & Liesl BarrellWordCamp MTL (July 5, 2015)

IntroductionInbound StrategyBuilding Your Marketing MachineTools/Assets• CTAs• Landing Pages• Leads• BlogDistribution/Channels• Measurement• Social Media• Email• Seeding• SEOConclusion

Table of Contents

INTRODUCTION

BIO

Co-Founder & President

@ThirdWunder

#UserExperience & #Development

CONTACT

Tweet to @MohamedHamad

Write to

Mohamed@ThirdWunder.com

Connect https://ca.linkedin.com/in/mohamedhamad

Mohamed Hamad

@ThirdWunder #WCMTL

BIO

Co-Founder & CEO @ThirdWunder

#Marketing, #Content &

#SocialMedia

#MTLGG Organizer

CONTACT

Tweet to @LieslBarrell

Write to Liesl@ThirdWunder.com

Connect https://ca.linkedin.com/in/lieslbarrell

Liesl Barrell

@ThirdWunder #WCMTL

“Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your [offering], where they naturally want to be.”

Brian HalliganCEO Hubspot

WHAT IS INBOUND MARKETING & WHY SHOULD I CARE?

INBOUND STRATEGY

Content Marketing• Videos• Blog posts• Articles• White Papers• eBooks• Webinars• Infographics• Presentations• …and more!!

Content Distribution• Social Media• Email Marketing• Influencer Outreach• Partnerships • Guesting• Public Speaking• …and more!!

A Tale of Two Contents

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Spoilers!

They’re both

a LOT OF

WORK.

HOW DO YOU CHOOSE BETWEEN CREATING & PROMOTING CONTENT?

To prioritize, schedule your pipeline, allocate resources & budget…

Marketing ObjectivesAudienceDigital Ecosystem• Properties/Assets• Distribution/Channels

Resources• Team• Budget

Editorial Plan

What to Include in Your StrategyI suggest a

full frontal

assault with

automated

laser

monkeys,

scalpel

mines and

acid!

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What Are Your Marketing Objectives?

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What to Measure

Marketing Objectives Example

1. Protect market share to ensure

brand remains top-of-mind for target

audience

Share of voice

Blog/social mentions & media

coverage

2. Develop industry thought leadership

to become key resource for related

content

SEO rankings and referral traffic for dynamic content

Average time on site, pageviews

3. Develop a new revenue stream by

launching e-commerce platform

Online sales and Average Order

Value

• How do content marketing and content distribution help you achieve your goals?

• What will you be measuring to keep track of your goals?

WHO IS YOUR AUDIENCE & WHAT DO THEY WANT?Research what your different personas are looking for or want to know and

craft your strategy around it. We can use personalization, customization and copy variations to speak to different types of fans and localize content

throughout your WordPress site.

What is Your Digital Ecosystem?

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What Resources Do You Have?

Budgets count, too :)

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What is Your Editorial Plan?

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• What type of content do you produce and at what

frequency?• What is your tone,

manner, and style?• Which types of content

will you produce for others (guesting) and

who’ll write it?• What is your workflow for

edits/approvals/images?

BUILDING YOUR MARKETING MACHINE

TO TURN YOUR WORDPRESS SITE INTO A MARKETING MACHINE, WE HAVE TO MAKE IT BIGGER ON THE INSIDE…

Inbound Setup

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Inbound Tools

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WordPressInbound Now Suite• CTAs• Leads• Landing Pages

CoScheduleBufferMailChimpSEO Yoast

Inbound Tools

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WordPressInbound Now Suite• CTAs• Leads• Landing Pages

CoScheduleBufferMailChimpSEO Yoast

Don’t just go

with the flow,

you should

always pick

tools based on

your own

needs, strategy

and existing

infrastructure

TOOLS/ASSETS

The Flow

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CTA

Landing Page

LEAD

CALLS TO ACTION (CTAs)

ALLONS-Y!

CTAs

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With the Inbound Now CTAs plugin you can create custom responsive calls to action for blog posts, pages, landing pages and track their performance across instances.

A/B Tests

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Because CTAs are tracked sitewide, it makes it easier to run meaningful A/B Tests.

Inbound Now has a marketplace for CTA templates which you can customize and style, or you can develop your own like we’ve done to the left.

VS

Lead Generation

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Using CTAs, you can develop customized templates to gather users’ info or redirect to another URL (e.g. campaign Landing Page or Contact Us page).

CTAs

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You can couple Inbound Now’s CTAs together with their Leads plugin to customize what CTAs people see across your site based on where they converted or what they’re in.

Like Psychic Paper!

LANDING PAGES

Inbound Now’s Landing Page plug-in helps you create repurposeable landing pages that also work with the CTA

plugin so you can send visitors to a landing page and track originating CTA variation.

Landing Pages

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Landing Pages

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Using the Inbound Now Suite makes it easy to see a landing page performance statistics right in the edit view, including the conversion rates on any CTAs associated with it..

The CTA plugin lets you associated any CTAs you’ve created to a landing page, allowing you to customize messaging according to your content.

Not only for Landing Pages…We’ve even used the plug-in to custom code multi-step experiences like quizzes and experiential forms to help users customize the experiences they want.

Landing Pages

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LEADS

Leads

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Capturing Leads using a Customer Relationship Management (CRM) solution or Email Marketing System (EMS) is a crucial part of inbound strategy.

It allows us to build relationships and personalize content like newsletters for specific groups or segments.

Leads

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The Inbound Now Leads plugin is a little different from those tools.

It allows us to customize content so that visitors who’ve converted on your pages see what they need to see and your WordPress site morphs to their interests.

Like Psychic Paper! (Again)

Leads

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You can manage leads and create lists that help display customized content (e.g. specific Calls-to-Action) to different groups based on lists or actions.

Their experience is personalized so they have a better time on your website!

Leads

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If you use the Leads

plug-in, make sure

you have a Privacy

Policy and Terms of

Use!

That helps users understand how your site works with data.

BLOG

Editorial

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CoSchedule has built-in workflows that allow editors and writers to collaborate on posts together and assign tasks easily, all right within WordPress!

The editorial calendar gives you a global view of all blog posts and social pushes, and you can easily drag/drop posts to move them to other dates, which moves associated social posts, too.

Editorial

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The post view shows you a detailed snapshot of post performance (for already published posts), plus a full list of past and future queued social messaging around an individual post.

This makes it so much easier to reshare content in smart and efficient ways and use different hashtags or mentions as needed, complementing the content creation process with easy promotion.

DISTRIBUTION/CHANNELS

UTM Tracking If you share a link in an email campaign, on social, in your email signature or anywhere else online, add UTM parameters using Google’s URL Builder other built-in tools.

Measurement

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ReportingThat way you can better track the efficacy of each medium and campaign.

Over time you’ll be able to see deeper insights into how people get to your site, what they do, and which channels are performing the best for you.

Measurement

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SOCIAL

It’s all relative…The size, maturity and demographics of your social communities will have a huge impact on the frequency of your content distribution and how you reach your audience.

Social Media

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Social Media

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The average lifespan of a tweet is only ~20 minutes!We sing each one to

sleep…

Reshare & Reshare Alike!Many only post once about their content but, especially on Twitter, the key to distribution through social media is multiple, different posts that make the most of your current posts and back catalog.

Don’t be afraid to schedule and share archived content if it’s evergreen and useful. You can always edit or tweak the post as needed if small things have changed!

Social Media

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CoScheduleWe use CoSchedule for content distribution on social media. It helps us schedule multiple social posts over time to get the most out of our growing content library.

We can also see social performance right in the blog post view as well as all previous social posts so it makes mixing up hashtags and mentions even easier.

Social Media

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<< These are all about the same blog post.

CoSchedule automatically uses our Bitly vanity URL shortener and includes UTM parameters making it easier to track and post without creating UTM’ed links & shortening them manually EVERY TIME.

Twitter

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Still About The Same Post…

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The average organic reach for smaller pages is only about 11% and posts generally live ~3 hours before being silenced…

Pay (a bit) to Play on Facebook

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Boosted content generally outperforms other Facebook Ad Types

For important updates, and to keep a minimal weekly investment which helps organic reach as well, putting a few dollars towards boosting key content on Facebook is worth even a small investment as Facebook traffic tends to spend time-on-site.

We also use Buffer…CoSchedule is for editorial, it is not a social media management tool. So don’t expect it to replace Hootsuite, Buffer or native platforms for engagement, listening, live posting and all that other fun stuff!

CoSchedule Isn’t Enough

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EMAIL

First Things First: CASL

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You’ve only got two more years to make sure you’re building your lists in ways that are compliant with Canadian Anti-SPAM Legislation.

We wrote a whole King of the CASL blog post about it to make it easier for you!

Email

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We use the MailChimp extension with our Leads Plug-in so we can create segments based on our lead data.

Customized email newsletters are a great way to keep getting your content out to your audience and drive traffic to your site. Give users the option as to how they subscribe to your blog (e.g. weekly digests versus every post).

SEEDING

Seeding

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Getting partners and influencers to share your content can be an excellent way to team up for distribution and reach like-minded clients or customers.

Content swaps, joint publications, guest posting or speaking, and contacting community managers are all great ways to connect and try to get content shared through their various channels. Just remember those UTMs!

SEO

On-Site SEO

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SEO Yoast makes customizing your meta info and optimizing your post really easy with its on-post editor.

It guides you through SEO best practices by analyzing your post content, and giving you suggestions based on your focus keyword

On-Site SEO

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Even the listings view gives you a great snapshot of how your overall SEO is going, and the post view we showed in the blog section makes edits really intuitive.

Off-Site SEO

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If you produce great content, it’s like a gift to the universe that can make getting backlinks a lot easier, especially if you do a lot of seeding.

Guest posting on other popular platforms can be a great way to build on your off-site strategy, as is repurposing great content in all sorts of different formats.

CONCLUSION

I DON’T WANT TO GO…

IS YOUR WEBSITE BIGGER ON THE INSIDE?

THANKS! QUESTIONS?

Mohamed Hamad

Tweet to @MohamedHamad

Write to Mohamed@ThirdWunder.com

Connect https://ca.linkedin.com/in/mohamedhamad

Liesl Barrell

Tweet to @LieslBarrell

Write to Liesl@ThirdWunder.com

Connect https://ca.linkedin.com/in/lieslbarrell

Q & A

@ThirdWunder #WCMTL

Tools We Mentioned

@ThirdWunder #WCMTL

Inbound Now Suite: http://www.inboundnow.com/ • CTAs• Leads• Landing Pages

CoSchedule: http://coschedule.com/ Buffer: https://buffer.com/ MailChimp: http://mailchimp.com/ SEO Yoast: https://yoast.com/wordpress/plugins/seo/