From WordCamp Jacksonville 2016, this presentation will give you 10 usable tips and tricks to take your WordPress website or web presence to the next level.

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HOW TO DELIGHT YOUR CUSTOMERS
WITH WORDPRESS
10 Ways to Use Inbound Marketing to Build Your Business
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HI,
I’M NICKI HICKS!
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3. redvinestudio.com
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Design. Develop. Optimize.

4. redvinestudio.com
HOW TO DELIGHT YOUR CUSTOMERS
WITH WORDPRESS
10 Ways to Use Inbound Marketing to Build Your Business

5. redvinestudio.com
DON’T BE LAZY
WITH YOUR
WEBSITE.
1
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S P EN D TIME CH OOSING TH E RIGH T DES IGN
1 The right team will help you design a WordPress website that
matches your brand and your website goals.
C H O O S E A G O O D TE AM .
2 Design should be proactive and think about the future. Plan
ahead and build your CTAs into the design phase.
B U I L D I N YO U R CA L L-T O-A CT IO NS .
3 Your branding should be cohesive: your WordPress site
should match your other marketing materials.
B R A N D , B RAND , B RAND !
4 Your users should come first when it comes to designing your
website.
P U T U S A B I L I TY F IRS T .
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US ABILITY S HOULD ALWAYS COME F IRST
1 Depending on your business, goals, and needs, discuss what
the right platform will be. (WordPress is a great choice for
many businesses!)
R I G H T P L AT FORM
2 Base your navigation on users first – what will make the most
sense to them? Also, think about long-term growth.
W E B S I T E NA VI G AT IO N
3 Users have short attention spans online. Your website’s
loading speed should be as quick as possible.
L O A D I N G S P EE D
4 Your website should be responsive (for all types of devices), as
well as accessible for the seeing and hearing impaired.
A C C E S S I BIL I TY F OR E VE RYONE
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FOCUS ON
KEYWORDS
THAT END IN
CONVERSIONS.
2
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SEARCH ENGINE OPTIMIZATION
INVOLVES ALL THE ACTIONS YOU CAN TAKE TO
HELP YOUR WEBSITE RANK HIGHER IN THE SEARCH ENGINES.
SEARCH ENGINE OPTIMIZATION
INVOLVES ALL THE ACTIONS YOU CAN TAKE TO
HELP YOUR WEBSITE RANK HIGHER IN THE SEARCH ENGINES.
SEO CAN BE ACCOMPLISHED THROUGH BOTH
ON-PAGE OPTIMIZATION USING THE RIGHT KEYWORDS AND
OFF-PAGE OPTIMIZATION SUCH AS LINK BUILDING.
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OP TIMIZ E F OR TH E RIGHT K EYWORDS
1 Use a combination of keyword tools, talking to your
customers, and competitive research to find out.
W H A T I S Y O U R A UD I ENC E S EA RCHI NG FO R?
2 Use a WordPress plugin such as Yoast SEO to optimize your
website for the right keywords.
I N C O RP O RAT E K EYW O RD S ON Y OU R S I TE .
3 Incorporate your keywords within your title tag, meta-
description, copy, and links.
U S E K E Y W O RD S I N T HE RI GHT S P OT S .
4 Use your measuring tools – such as Google Analytics – to find
out what keywords are helping your visitors to convert.
M E A S U R E TO S EE W HA T C ONV ERT S .
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Keyword
% of Trafficusing
Keyword
(8,000 visitors/
month)
Lead Conversion
Rate
(Contact forms
filled out)
Sales Conversion
Rate
(Actual sales
made)
EX AMP LE: JACKSONVILLE LAN DSCAP IN G BUS INESS
"Jacksonville
patio design"
10% of web visitors
(.1 x 8,000 total
visitors = 800
visitors)
2% conversion rate
(.02 x 800 visitors =
16 new leads)
50% conversion rate
(.5 x 16 leads = 8
new customers)
"Jacksonville
lawn mowing
services"
15% of web visitors
(.15 x 8,000 total
visitors = 1,200
visitors)
3% conversion rate
(.03 x 1,200 visitors
= 36 new leads)
75% conversion rate
(.75 x 36 leads = 27
new customers)
"Jacksonville
landscaping
company"
25% of web visitors
(.25 x 8,000 total
visitors = 2,000
visitors)
1% conversion rate
(.01 x 2,000 visitors
= 20 new leads)
15% conversion rate
(.15 x 20 leads = 3
new customers)
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DON’T BUILD A
ONE-SIZE-FITS-
ALL MARKETING
STRATEGY.
3
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MARK ET TO YOUR TARGET AUDIEN CES
1 Think about gender, age, education level, socio-economic
standing, job, and more.
W H A T A R E T HE IR D E M OG RAP HI CS ?
2 Think about what problem is most important to each target
audience group.
W H A T A R E T HE P ROBL EM S YO U C A N S OL V E?
3 What steps will each target customer take in order to reach
the final conversion goal?
D E F I N E T HE F U NNEL FO R EA CH T A RGE T A U D IE NCE.
4 Set up the proper measurement tools (such as Google
Analytics using Tag Manager) to define each of your funnels.
A R E Y O U A CTU A LL Y RE ACHI NG T HEM ?
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Target
Audience
Problem
Solution
(Marketing)
Sales
Conversion
EX AMP LE: JACKSONVILLE LAN DSCAP IN G BUS INESS
The Hands-
Off
Homeowner
No desire to do yard
work or larger scale
projects
Optimize website for
high converting
keywords; Provide
plenty of project
photos and customer
reviews
Provide plenty of CTA
opportunities for a
call/contact form
conversion; Offer
discounts for first time
customers.
The Do-It-
Yourselfer
Cannot do large-
scale projects
(e.g. patios)
Provide DIY blog
content about
smaller projects and
establish expertise
CTAs around
additional DIY
whitepapers, which
lead to CTAs for a
free quote
Commercial
&
Community
Need consistent work
done at a competitive
rate from a reliable
company
Improve local SEO
presence; Participate in
community forums and
message boards; Cold
call HOA boards
Offer discounts based
on size and regularity
of job; Run deals on
annual mulching,
cleanup, and planting
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STOP BUILDING
SOCIAL MEDIA
ACCOUNTS.
START BUILDING
RELATIONSHIPS.
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EN GAGE W ITH YOUR AUDIENCE ON LINE
1 Use your target audience research to identify the types of
content your social media audience will want – and need.
Share using your favorite WordPress sharing tool.
S H A R E CO NTE NT T HEY’ L L L O VE .
2 Experiment with different types of content, questions, contests,
and more to initiate likes, comments, and engagement.
I N I T I A T E ENG A G EM ENT.
3 Make sure you have a social media “rockstar” at the ready to
reply to any comments in an appropriate way.
R E S P O ND Q U I CKL Y.
4 Review your social media measurements at least once a month
to learn which type of posts or content are the most
engagement-worthy.
L E A R N FRO M Y OU R M EA S U REM ENTS .
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S OCIAL MEDIA EN GAGEMENT MEASUREMENT
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CREATE
PHENOMENAL
CONTENT.
5
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CON TEN T CREATION RULES
1 Make an editorial calendar apart of your monthly habits and
plan out your posts in advance.
P L A N I T O U T .
2 Spend the time to make great content – not just mediocre – for
your audience. Don’t create content for content’s sake.
S P E N D T H E T I ME .
3 Think about each piece of content you create carefully so that
you focus in on your specific target audience(s).
T A R G E T T HE RI G HT A U D IE NCE.
4 Continue to see what’s working and what isn’t. Constantly
improve your content based on your Analytics.
N E V E R S T OP M E AS U RING .
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W H AT K IN D OF CON TENT S HOULD YOU CREATE?
1 Your blog is one of the best – and easiest – places to
create content. Target your ideal keywords and drive
potential customers to your website.
B L O G P O S T S
2 This is content specifically created to convert visitors.
Examples include: whitepapers, eBooks, infographics,
and more.
C O N T E NT O FFERS
3 Create regular touch points with your audience using
newsletters. Whether one a week, month, or quarter,
keep them regular and drive visitors to your site or blog.
E M A I L N E W SL ET TE RS
4 Creating your own photos – depending on your industry
– can help with image search. In addition, images like
Infographics are great for sharing and link building.
P H O T O S O R I M AG ERY
5 Press releases are a great way to share company news
on a large scale. By paying as little as $99, you can
increase traffic and links to your website with one PR.
P R E S S R EL EA S ES
6 Social media content – that builds engagement and
relationships – will grow your audience and eventually
improve your customer base.
S O C I A L M E D I A
7 A simple 2-minute video can improve your search engine
visibility on the 2nd largest search engine (YouTube) and
enhance the content you offer.
V I D E O S
8 Webinars or presentations are a great way to share
content on a larger scale. Both can improve your reach
and presentations can last far after they were given.
W E B I N A RS O R P RE S ENTA TI O NS
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GIVE AWAY
YOUR
EXPERTISE…
FOR FREE.
6
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TH E ARGUMENT F OR GIVING AWAY CON TENT
1 If you refuse you give away content, know that your
competition is assuredly doing it already. Be the business
prospects turn to first.
Y O U R C OM P ET IT IO N I S A LRE AD Y D O I NG I T.
2 Content will help you be found by using targeted long-tail
search terms and the questions prospects are already asking.
D R I V E T RA FFI C.
3 Without knowing you from a hole in the wall, how will
prospects know you are the go-to business in your niche?
E S T A B L I SH Y OU RS EL F A S T HE E XP ERT.
4 You’re giving to get something in return. In most cases online,
that should be email addresses, which is the first step of the
lead generation process.
T R A D E C O NTENT FO R EM A IL S .
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GIVING AWAY FREE CONTENT
WILL NOT ONLY BENEFIT YOUR AUDIENCE,
IT WILL ALSO BENEFIT YOUR BUSINESS.
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BUILD YOUR
LIST.
7
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4 EMAIL S TATISTICS TO LET YOU K N OW EMAIL IS N ’T DEAD YET
1 In other words…email is still a very big deal.
5 0 % O F P EO P LE REA D M OS T EM A IL S .
2 That means that no matter what tool you use, it needs to be
responsive (or smart phone/tablet-compatible).
O V E R 8 0% O F EM A IL S A RE R EAD O N P HO NES .
3 These marketers say email marketing is the most effective for
generating revenue.
5 9 % O F B2 B M ARK ET ERS P REFE R EM A IL .
4 As of 2014, email marketing was cited as the most effective
digital marketing channel for customer retention in the US.
I T ’ S S T I L L T HE M OS T REL EV ANT .
All statistics are from HubSpot Marketing Statistics (http://www.hubspot.com/marketing-statistics).
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W H Y IT’S ALL ABOUT TH E LIS T
1 These days, chances are that your target audience members
have an email address that they check regularly.
( M O S T O F ) YO UR A U D I ENCE H AS E M AI L .
2 Segment your audience accordingly through your list by
subscribing them to particular lists – or funnels.
Y O U C A N TA RG ET THE RI GHT A U D IE NCE.
3 Apart from your regular content, you can reach out to ideal
customers during specific marketing campaigns.
Y O U C A N TO U CH BA S E A T THE RI GHT T IM E.
4 By using email marketing, you can convert potential customers
into actual customers.
Y O U C A N CO NVE RT L EA D S .
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CREATE A
STRATEGIC,
INTENTIONAL
SALES FUNNEL.
8Visitors
Leads
Customers
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H OW TO MAK E CUS TOMERS YOUR EN D GOAL
1 Knowing your target audience is one thing; but truly
understanding your target customer is another.
U N D E R S TA ND YO U R T ARG ET CU S TO M ER.
2 Your target audience may or may not be the final decision
makers. How can you get in front of them?
G E T I N F RO NT O F T HE D E CI S IO N M AK ERS .
3 What is going to convert a lead to a customer for your
business?
H O W D O T H E Y M AK E A BU YI NG D ECI S I ON?
4 You guessed it…keep measuring so that you know how to
improve your conversion process.
C O N T I NU OU S LY O P T IM I ZE T HE P ROCE S S.
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TRACK
EVERYTHING.
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MARK ETING MEASUREMENT TOOLS
1 Free traffic reporting and conversion metrics from Google.
G O O G L E A NA L YTI CS
2 Free diagnostic, search engine crawling, and ranking data from
Google.
G O O G L E S E A RCH CO NS OL E
3 Use individual social media tools for measurement data.
S O C I A L M E D I A M E TRI CS
4 Additional time management tools offer metrics and data
management for a monthly fee.
T H I R D P A RTY T I M E M A NAG EM ENT T OO LS
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YOU CAN ’T MAN AGE W H AT YOU DON ’T MEAS URE
1 Start by measuring overall visits to your blog and website.
Focus on where visitors are coming from.
V I S I T S
2 Next, look at where you are getting the most engagement from
on your blog and social media between comments, likes, etc.
E N G A G E ME NT
3 Then, measure leads. How many contact forms or email
signups did you get?
L E A D S
4 Last – and most importantly – how many sales were made?
Backtrack to identify where those conversions came from and
continuously improve your process.
C O N V E RS IO NS
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FOLLOW
UP.
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TH E P OW ER OF F OLLOW IN G UP
1 The same old rule still rings true with Inbound Marketing:
under-promise and over-deliver for your clients.
U N D E R -P ROM I S E A ND O VE R-D EL IV ER
2 Never stop creating content for your leads or existing
customers.
C O N T I NU E C REAT I NG G RE AT CO NTE NT
3 Whether it’s through social media or your email newsletter,
continue to engage your customers.
C O N T I NU E E NGA G ING
4 Find unique ways to keep your business top-of-mind for your
customers.
B E U N I Q UE
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THANK YOU!
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