Template based web sites with wordpress

Template Based
Web Sites with
WORDPRESS

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

The Story

from click to mortar

November 2009

Now

Wine consumer with a vision

Three businesses

Unknown in wine blogging
community

Ranked in top 25 for traffic, top
10 for engagement and top 5 for
link backs – in the country

0 page views per month

20,000 page views per month

0 Facebook fans

5000 Facebook fans

0 Twitter followers

11000 Twitter followers

0 Linkedin Connections

3000 local Linkedin Connections

0 YouTube Videos

160 Videos (15,000 views)

0 Blog posts

500 posts


The Story

from click to mortar
•5 Wineries 40 Wines 1 Location
•Co-op business model
•Event facility (3000 sq ft)
•Future expansion
•Voted “Best new biz in 2011”
•Featured in Alaska Airlines
Magazine and on MSNBC.com


The Story from click to mortar
•Author
•Seminar Leader
•Consultant
•Build affordable template based web sites
•Manage businesses online content


Today’s Agenda
Your Number One Priority, Your Website
Content Marketing
WordPress Intro
Understanding the WordPress CMS
Q&A
Going “live”
Blogging and Promoting
Q&A


Your Number One Online Priority Should Be


Your Number One Online Priority Should Be

"Social media is an
ingredient, not an
entree." - Jay Baer

The Problem
Getting found is critical

Search is king
1/3 of all searches are done
mobile
61% result in a call

“Having” a web site is no longer
the solution
The way we get information has
changed in the last 3 years
Your Website is the only content
you own


Your #1 Online Priority
Where does your web traffic come from?

Direct Traffic 20-30%
Search Engine 35-40%
Referral Traffic 20-30%

“If you are not a content creator / curator and are not part
of the social revolution, you are giving business to those
that are.” ~ Josh Wade

Your Primary Online Strategy
•Content
•SEO/Search
•Conversion
•Mobile


Content Marketing
Companies that blog
have 55% more website
visitors
Companies that publish
1 -2 new blog posts a
month generate 70%
more leads than ones
without a blog
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com

Content Marketing
Traffic, Links, Indexed Content

Source: HubSpot, http://bit.ly/fTFsKg


Content Marketing

Source: HubSpot, http://bit.ly/fTFsKg


The Anatomy of Reputation


Search Engines are Reputation Engines


Search Engines are Reputation Engines

Content is king,
take ownership of
your content with
a focus on search
engine marketing

Social builds relationships and
customer loyalty

“Attention is the currency
of social media. Capturing
attention leads to
interest, desire and then
action.”
Sales funnel starts over
again with advocacy

1 BILLION ACCOUNTS

600 M
users

220 M
users

200 M
users

70 M
users


Social builds relationships and
customer loyalty

Marketing is no
longer about the
stuff that you make,
but about the stories
you tell ~ Seth Godin

Harness the power of press releases
and traditional media mentions

•Traditional media mentions still carry
great power
•Write press releases (and put them on
your blog)
•Media mentions with links to your
website increase web credibility
•Traditional media is LOOKING for news
•Set up Google Alerts


Harness the power of press releases
and traditional media mentions


Word of mouth marketing will always be the most powerful form of
marketing. Are you listening?


New World Marketing Flow
Is your
content
found?
Customer
has a need

Part of the
choice

Customer
searches need

Yes

Customer
asks friends

Social media
influence

No

Traditional media
influence


New World Marketing Flow
Customer
Makes
Purchase


What is WordPress?

http://nectarmediabeta.com/wordpress/w


What is WordPress?

•Blogging Software
•Content Management System (CMS)
•Web Platform

What is WordPress?
The Choice

•Free (with paid add ons)
•Hosted by WordPress
•Limited selection of themes
(designs)
•Limited customization

•Free to download
•Self hosted (Go Daddy)
•Complete control
•Nearly unlimited
customization

http://mysite.wordpress.com

http://mysite.com


What is WordPress?
Features
•Easy to use control panel
•Mobile friendly (responsive
design)
•Create users and profiles
•Content Types
•Taxonomy (organization)
•Media Management
•Link Management
•Built in SEO
•Commenting
•Themes and Widgets
•Plugins


What is WordPress?


Q&A

Taking the Tour


Touring WordPress


Touring WordPress: Posts

Adding and Editing Posts
•Blog & News
•Active Content
•Content Marketing
•Categorize your news


Touring WordPress: Pages

Adding and Editing Pages
•Static Content
•Menu / Navigation
Content
•Basics of your web site


Touring WordPress: Media

Adding and Editing Media
•Organize your pictures
•Upload galleries
•Edit pictures


Touring WordPress: Misc

Comments
Links
Tools
Stats


Touring WordPress: Appearance

Much of the theme
color, menu layout and
custom widgets can be
done under the
appearance tab


Touring WordPress: Menu

WordPress gives you
flexibility to create
main navigational
menus as well as
alternate sub menus
for use elsewhere on
the site.


Touring WordPress:
Widgets & Plug Ins
WordPress Widgets add
content and features to
your Sidebars. Examples are
the default widgets that
come with WordPress; for
post categories, tag clouds,
navigation, search, etc.
Plugins will often add their
own widgets.
http://wordpress.org/plugins/

Touring WordPress: Settings
General
Writing
Reading
Discussion
Media
Permalinks
Sharing


Touring WordPress: Themes
The theme is the
SKIN of your
website. WordPress
is the CMS and the
theme is the front
end look.
Committing to a
theme is
committing to
functionality, not
necessarily look and
feel

Touring WordPress: Themes
http://themeforest.net

http://wordpress.org/themes
http://studiopress.com


Going Live
•Domain Name
•Hosting
•DNS -Domain Name Servers
•FTP –File Transfer Protocol

http://godaddy.com
http://dreamhost.com
http://bluehost.com
FileZilla for FTP

How to blog

Be You
Write What You
Know
It’s Yours You Own It

How to blog
•Content
•Calendar
•Headlines (and other
SEO stuff)
•Length
•Promoting


How to blog: Content
Content is KING

•Content has so much
positive upside
•SEO
•SEM
•Establish expertise
•Repeat visits
•Trust


Where to get blog ideas

•Analytics – Look what key
words people are using to get
to your web site now
•Keyword Trackers
http://www.keyworddiscovery.com
http://www.delicious.com
(tags search)


Where to get blog ideas
•http://quora.com

•Also
Yahoo answers
Facebook Questions
Twitter search
Poll your readers


How to blog: Calendar
• Company events/dates
Annual spring sale, big fundraiser

• Industry events/dates
Music expo, Grammy awards

• Local events/dates
Concerts, guitar classes

• Schedule “anchor” posts

How to choose a guitar, chords, maintaining your guitar


How to blog: Headlines
• Remember the paper boy.

• Write it first.
•Be specific.

• Keep it ASAP. (as short as possible)
• Focus on benefits to reader.
•Think SEO (key word terms, images, tags)


© Matt McGee, 2010.

How to blog: SEO
THINK SEO
•KEYWORDS KEYWORDS KEYWORDS
•Title
•First Paragraph
•Link titles
•Image titles
•Video titles
•Tags

•SEO plug ins


How to blog: post length
The Perfect Post Length Is…


How to blog: Promotion


Social Sharing Plug-In


Six Essentials to More Web Traffic
CONTENT
•Keywords
•Metadata
•Pictures/Vids


CONTENT
•Keywords
•Metadata
•Pictures/Vids

FEATURED

•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity


CONTENT
•Keywords
•Metadata
•Pictures/Vids

FEATURED

•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity

SPONSORED

•Pay to play
•Partnerships
•Don’t give it all
away…linkback


CONTENT
•Keywords
•Metadata
•Pictures/Vids

SPONSORED

•Pay to play
•Partnerships
away…linkback

FEATURED

•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity

AFFILIATE

•Fee based
cross promotion
•Great revenue
and SEO source


CONTENT
•Keywords
•Metadata
•Pictures/Vids

SPONSORED

•Pay to play
•Partnerships
away…linkback

FEATURED

•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity

AFFILIATE

•Fee based
cross promotion
•Great revenue
and SEO source

PAID

•Google ads
•Facebook ads
•PPC


CONTENT
•Keywords
•Metadata
•Pictures/Vids

SPONSORED

•Pay to play
•Partnerships
away…linkback

PAID

•Google ads
•Facebook ads
•PPC

FEATURED

•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity

AFFILIATE

•Fee based
cross promotion
•Great revenue
and SEO source

SOCIAL

•Social networks
•Don’t neglect
email mktg


• Social networking
• Pinterest
• E-Mailing list
• Comment on blogs
• Offline
•Business cards, stationary,
rack cards, print ads, etc

Contact Info
mayhem@nectarmedia.co
http://nectartastingroom.com
http://spokanewinemagazine.com
http://nectarmedia.co
@nectarmedia

Facebook.com/NectarMedia
YouTube.com/NectarMedia
Slideshare.net/nectarmedia

Template based web sites with wordpress

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