2. 93% of online experiences start with a search engine.
SEO has a problem – conversion rates.
The average conversion rate on all websites is less than 2.5%
Top 10% of the highest performing websites are seeing an average conversion
rate of 11.45%
Proflowers = 14.1%
QVC = 12.8%
eBay = 11.5%
Amazon = 9.6%
We need to create websites that capture potential customers
information so we can follow up with them.
4. What is inbound marketing?
Inbound marketing refers to marketing activities that bring visitors in,
rather than marketers having to go out to get prospects’ attention.
Inbound marketing earns the attention of customers to the website
by producing interesting content.
5. What is inbound marketing?
Inbound marketing refers to marketing activities that bring visitors in,
rather than marketers having to go out to get prospects’ attention.
Inbound marketing earns the attention of customers to the website
by producing interesting content.
Don’t focus on being interesting, focus on educating.
6. What is inbound marketing?
Inbound marketing refers to marketing activities that bring visitors in,
rather than marketers having to go out to get prospects’ attention.
Inbound marketing earns the attention of customers to the website
by producing interesting content.
Don’t focus on being interesting, focus on educating.
Successful digital marketers have 2 roles.
1. Be an educator.
2. Be a matchmaker.
8. The 3 Stages of the buying process
1. Awareness Stage
2. Consideration Stage
3. Decision Stage
9. The 3 Stages of the buying process
1. Awareness Stage: The potential customer is trying to identify the
problem they’re experiencing. They’re trying to match their
symptoms with known issues.
Personal health: What ailment matches my symptoms?
Car issues: Why won’t my car start? (AutoZone shout-out)
10. The 3 Stages of the buying process
2. Consideration Stage: The potential buyer has identified the issue
they’re experiencing. Now they’re researching the different
solutions to their problem.
Personal health: How to treat my ailment?
Car issues: Do I take it to a shop, or fix it myself?
11. The 3 Stages of the buying process
3. Decision Stage: The potential buyer has identified the solution that
they’d like to take and are researching vendors.
Personal health: Where do I go to treat my ailment?
Car issues: Where will I buy a new alternator?
12. How can I use my
WordPress site to
build leads?
13. It starts with understanding…
Understanding who your target audience should be.
Who is your ideal buyer?
Understanding the issues that they have when traveling through the
three stages of the buying process.
What’s the name and symptoms of the problem they’re likely
experiencing?
What solutions are available to them and which of these solutions do
you offer?
Why are you the best choice for solving their problem?
Use the answers to these questions to help you build your website
and create content that attracts your potential customers and
converts them to leads that you can follow up with.
14. Time to start educating.
Begin creating content to attract potential customers and convert
them to leads.
You’ll be creating content on your WordPress site in the form of blog
posts and pages. You’ll also need the ability to make a
downloadable file, such as a PDF and access to an email marketing
platform.
Keep in my, you should only focus on selling one product or service
per campaign. You can setup multiple campaigns and run them at
the same time, but each should be separate.
15. WordPress Blog Posts
Primary goal: Attract potential customers during the first buying
stage (awareness stage)
Provide information that helps them identify the name of the issue
they’re having based on their symptoms. - Offer troubleshooting tips
to help them identify the issue they’re having.
Don’t publish this post yet!
Secondary goal: Call to action to move them onto buying stage
two (consideration stage)
The potential client has read the post, and has identified their issue.
Create a call to action to promote your stage 2 content. (The
solutions available to them.)
16. Stage 2 Content on PDF
Create your stage 2 content on a PDF that will be available for
download.
Stage 2 is the consideration stage – what solutions are available to
them?
17. WordPress Pages
Create a Landing Page, also known as a Squeeze Page, to promote
the buying stage 2 content – which will be on a downloadable file
(such as a PDF).
Landing Pages or Squeeze Pages are website pages used to capture
information from site visitors (convert visitors to leads).
This is done by exchanging your offer for lead contact information.
Your offer is the content that you’ve written to help explain the
available solutions to the issues your target audience is experiencing.
Your offer will be a downloadable file that will only be available once
the potential customer enters their contact information.
This page must have a description of your offer, a call to action and a
form to capture information.
18. WordPress Pages
The last type of page you’ll create is a thank you page. This page
will have a short thank you message and then a link to download
the PDF file (buying process stage 2 info).
This page should not be linked to any navigation or other
pages/posts.
It will only be available as an auto redirect after entering their
contact information.
20. Email Marketing Platform
Most if not all email marketing platforms will work.
Setup a new email list for each campaign you’ll be running.
Setup auto-responders. Or, add your thank you page to a
confirmation email (Linked text: “Here’s your download on ___.”)
Get the embed code for campaign list signup form.
MailChimp: lists > click the appropriate list > signup forms > embedded
forms. – copy the HTML text.
22. PopupAlly
WordPress dashboard: Install New Plugin
PopupAlly (free basic version) or similar plugin.
PopupAlly allows you to setup email signup popups and embedded
forms quickly and easily.
Download, Install and activate PopupAlly.
25. PopupAlly
Once the popup has been setup, edit your display settings.
PopupAlly > Display
Here you can choose to embed the form or use it as a popup. Test
both and see what works best with your target audience.
Since the popup will be promoting buyer stage 2, the timed popups
should allow readers to consume most of the information before
appearing. Let readers understand the basic answer of stage 1
before offering them stage 2.
Exit intent feature is also available if you’d like to show the popup to
people who try to leave your page before the popup has time to
load.
26. MailChimp for WordPress Lite
You can accomplish a similar result by using the plugin MailChimp
for WordPress Lite. This doesn’t allow for popups, but you do have
some added features such as turning off double opt-ins and
successful signup redirects.
Successful signup redirects would allow you to send users directly to
your thank you page, without having to access their email.
28. Blog Posts Best Practices
Write long content – 3,000+ word articles get shared 16x more
frequently than content with less than 1,000 words.
29. Blog Posts Best Practices
Top reasons people share content – according to them.
1. To bring valuable and entertaining content to one another.
2. To define themselves to others.
3. To grow and nourish relationships (keep in touch).
4. For self-fulfillment (to feel more connected to the world).
5. To get the word out on a cause they care about.
8 of the top 10 most shared articles last year involved quizzes.
To define themselves to others.
30. Blog Posts Best Practices
Most popular content types (based on # of avg. shares):
1. Infographics
2. List
3. “Why” Post (tried to answer a why question)
“All content benchmark”
4. “How to” posts
5. “what” post (title started with “what…”)
6. Video
31. Blog Posts Best Practices
How long should a list be?
10 items, followed by 23, 16 and 24 items. (most shared lists)
Be friends with influencers.
Don’t ask influencers to share your content. Ask them to be a part of
your content. (ask for an interview or even just a quote)
Use BuzzSumo to find influencers in any field.
App.BuzzSumo.com
Write evergreen content & promote old content.
# of shares on social media dropped by 96% after just 3 days.
32. Blog Posts Best Practices
When should I promote my posts on social media?
Most popular days in order.
Tuesday
Thursday
Monday
Wednesday
Friday
Sunday
Saturday
33. Call to Action (CTA)
When writing both blogging CTAs and Landing Page CTAs,
complete these thoughts.
I want to ______.
I wish someone could _______.
If only there was ______.
Use “my” over “your”.
“Start my free trial” not “start your free trial”.
Don’t use privacy policy statements on signup forms. These cause
an 18-24% drop in signups.
