Date post: | 17-May-2015 |
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WordCamp Victoria 2012WordCamp Victoria 2012
Building Your Virtual Building Your Virtual Marketing Platform on Marketing Platform on
Your WordPress WebsiteYour WordPress Website
& Growing Your Platform in 10 & Growing Your Platform in 10 Minutes A DayMinutes A Day
By Robin HeppellBy Robin Heppell
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
Quick Snap Shot: Robin Quick Snap Shot: Robin HeppellHeppell
• Born & raised in VictoriaBorn & raised in Victoria• Funeral Director for 20 years at Funeral Director for 20 years at
McCall Bros.McCall Bros.• Resident techie & web guyResident techie & web guy• Became industry consultant / Became industry consultant /
speakerspeaker• Focused on Online Marketing for Focused on Online Marketing for
Funeral Homes & Local Funeral Homes & Local BusinessesBusinesses
• Started offering clients websites Started offering clients websites built with WordPress & configuring built with WordPress & configuring their Social Media – which their Social Media – which became their became their Virtual Marketing Virtual Marketing PlatformPlatform
• Church Church • Fraternities: Fraternities:
Freemasons, Freemasons, Eastern Star, Eastern Star, Knights of Knights of Columbus, ElksColumbus, Elks
• Service Clubs: Service Clubs: Rotary, Kiwanis, Rotary, Kiwanis, LionsLions
• Civic: Town council, Civic: Town council, Parent AdvisoryParent Advisory
• Sports: Coaching, Sports: Coaching, Managing, Managing, ParticipatingParticipating
• Business: Business: Chamber, Chamber, Leadership Groups, Leadership Groups, BNIBNI
Conventional Places to Conventional Places to NetworkNetwork
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
Goal: Build RelationshipsGoal: Build Relationships
Know, Like, TrustKnow, Like, Trust
What We Will Cover What We Will Cover TodayToday
• Your Virtual Marketing PlatformYour Virtual Marketing Platform• VMP Fast StartVMP Fast Start• Why You Should Become Your Why You Should Become Your
Industry ExpertIndustry Expert• Executing Your Virtual Marketing Executing Your Virtual Marketing
PlanPlan
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
Virtual Marketing PlatformVirtual Marketing Platform
Since the Internet continues to rapidly Since the Internet continues to rapidly change and more of the population are change and more of the population are
turning to the Internet for information, you turning to the Internet for information, you want to make sure that your website can want to make sure that your website can
grow with these changes.grow with these changes.
Virtual Marketing Virtual Marketing PlatformPlatform
Your Website is the Foundation of Your Website is the Foundation of your Virtual Marketing Platformyour Virtual Marketing Platform
WordPress for Business WordPress for Business WebsitesWebsites
• Easy to editEasy to edit• Easy to updateEasy to update• Easy to integrateEasy to integrate• Easy to remodelEasy to remodel• Easy to expandEasy to expand
Virtual Marketing Virtual Marketing PlatformPlatform
EmailEmail
Virtual Marketing Virtual Marketing PlatformPlatform
RSSRSS
Virtual Marketing Virtual Marketing PlatformPlatform
Online Online ChatChat
Virtual Marketing Virtual Marketing PlatformPlatform
SearchSearchEnginesEngines
Virtual Marketing Virtual Marketing PlatformPlatform
BlogsBlogs
Virtual Marketing Virtual Marketing PlatformPlatform
MobileMobile
Virtual Marketing Virtual Marketing PlatformPlatform
MediaMediaSocialSocial
Virtual Marketing Virtual Marketing PlatformPlatform
VideoVideoOnlineOnline
Virtual Marketing Virtual Marketing PlatformPlatform
ViralViral
Virtual Marketing Virtual Marketing PlatformPlatform
ManagementManagementReputationReputation
Virtual Marketing Virtual Marketing PlatformPlatform
Build A Consistent BrandBuild A Consistent Brand
• Check available Usernames for both Check available Usernames for both personal and company profilespersonal and company profiles
• Go to: Go to: http://www.NameChk.com • Try to use a consistent photo / logo Try to use a consistent photo / logo
for your profilesfor your profiles• Know where you want to drive people Know where you want to drive people
(what URL do you want people to (what URL do you want people to visit)visit)
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
Besides Your Website, create Your Besides Your Website, create Your Power Platform Builder accountsPower Platform Builder accounts
• GmailGmail• YouTubeYouTube• FacebookFacebook• TwitterTwitter• LinkedInLinkedIn
Power Platform Fast Start Power Platform Fast Start
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
You Should Be The Expert!You Should Be The Expert!
The Paradox of the The Paradox of the Information AgeInformation Age
You have all of the You have all of the information you need information you need at your finger tips, but at your finger tips, but
you don’t have the you don’t have the time. time. So then it comes down to who you know So then it comes down to who you know
and what they know…and why would and what they know…and why would someone trust YOU?someone trust YOU?
Influence Weapon: Influence Weapon: AuthorityAuthority
Authority…Authority…
People will tend to obey People will tend to obey authority figures, even if authority figures, even if they are asked to perform they are asked to perform objectionable acts. objectionable acts. Cialdini cites incidents, Cialdini cites incidents, such as the Milgram such as the Milgram experiments in the early experiments in the early 1960s1960sDr. Robert Cialdini
Where To Find Where To Find InformationInformation
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
Why?Why?• Public is very uninformed Public is very uninformed
about optionsabout options• They don’t know what they They don’t know what they
don’t knowdon’t know• QSAs will help increase QSAs will help increase
average salesaverage sales• Expose competitors Expose competitors
weaknessesweaknesses• This is the easiest format This is the easiest format
to create contentto create content
How?How?• Ask staff what questions Ask staff what questions
they get asked the mostthey get asked the most• Make list of questions you Make list of questions you
wish customers would askwish customers would ask• Type out the answers: BlogType out the answers: Blog• Video: Create 4 PPT slidesVideo: Create 4 PPT slides
• Intro, Question, Answer, Intro, Question, Answer, More InfoMore Info
• Record and distribute videoRecord and distribute video
Your Content: FAQs & Your Content: FAQs & QSAsQSAs
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
Build A Massive Web Build A Massive Web PresencePresence
LEAD CAPTURELEAD CAPTUREName & Email Address:Name & Email Address:
Questions They AskQuestions They Ask Questions They Should AskQuestions They Should Ask
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
Maximum Effect – Min. Maximum Effect – Min. EffortEffort
Initial: Automation
Initial: Build Network
Weekly: Content
Daily: Pleasantries
Others: Viral
1: Initial Automation1: Initial Automation
Website must have RSS feedWebsite must have RSS feed Push posts to FacebookPush posts to Facebook Push posts to TwitterPush posts to Twitter Aggregate Social Media accounts with Aggregate Social Media accounts with
HootSuite or Ping.FMHootSuite or Ping.FM Install “Share Tools” on website like: Install “Share Tools” on website like:
ShareThis or AddThis or Facebook ShareThis or AddThis or Facebook ConnectConnect
2: Build Your Network2: Build Your Network
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
3: Weekly Content 3: Weekly Content SharingSharing
Go to iGoogle DashboardGo to iGoogle Dashboard
Find 1 – 3 – 5 articlesFind 1 – 3 – 5 articles
Schedule them in HootSuiteSchedule them in HootSuite
Share your own content 4 timesShare your own content 4 times
• Initial announcement: New video / article titled…Initial announcement: New video / article titled…
• Ask question that is answered: Ever wonder how many / Ask question that is answered: Ever wonder how many / what is?what is?
• Mention specific fact / nugget: Did you know there are? Mention specific fact / nugget: Did you know there are?
• Request feedback - Request feedback - What were your thoughts? Did you agree with What were your thoughts? Did you agree with me?me?
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
4: Daily Pleasantries4: Daily Pleasantries
Hepp’s 4 Quarter StrategyHepp’s 4 Quarter Strategy
• 25%: Personal Updates25%: Personal Updates
• 25%: Liking, Commenting on 25%: Liking, Commenting on OthersOthers
• 25%: Disseminating Useful Info25%: Disseminating Useful Info
• 25%: Indirect Business Promotions25%: Indirect Business Promotions
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
5: Viral Strategy5: Viral Strategy
Make it easy for others to spread Make it easy for others to spread the information to othersthe information to others
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
5: Viral Strategy5: Viral Strategy
Tell them how to spread the Tell them how to spread the information to othersinformation to others
5 Steps to Add an Obit to Facebook1.Go to obituary page2.Copy the web page URL 3.Log into Facebook and click on “What’s on your mind?” box4.Press Link and paste the link into the bar, press Attach5.Select picture, add a comment and press Share
Bonus: Leverage Old Bonus: Leverage Old NetworksNetworks
Since you are going to be spending Since you are going to be spending time at these events and meetings time at these events and meetings anyway…anyway…
• Update your status when appropriateUpdate your status when appropriate• Take your camera or video camera & Take your camera or video camera &
take pics and vids of Awards take pics and vids of Awards Ceremonies, Recitals, Civic Ceremonies, Recitals, Civic events – and then TAG!!!events – and then TAG!!!
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
@robinheppell #WCV12 | Questions: (702) 487-@robinheppell #WCV12 | Questions: (702) 487-30493049
People Love Photos…People Love Photos…
Local Sites Are InfluentialLocal Sites Are Influential
Claim you Google Places PageClaim you Google Places Page
Review Site: YelpReview Site: Yelp
What’s Next: Mobile!What’s Next: Mobile!
Text your name & email address to:Text your name & email address to:
(702) 487-3049(702) 487-3049