how to delight your customers with wordpress: 10 ways to use inbound marketing to build your...

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HOW TO DELIGHT YOUR CUSTOMERS WITH WORDPRESS

1 0 Wa y s to U s e I n b ou nd Ma r keti ng to B u il d Yo u r B u s iness

# W C J A X | @ n i c k i h i c k s

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HI,

I’M NICKI HICKS!


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Design. Develop. Optimize.

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HOW TO DELIGHT YOUR CUSTOMERS WITH WORDPRESS

1 0 Wa y s to U s e I n b ou nd Ma r keti ng to B u il d Yo u r B u s iness

redvinestudio.com

DON’T BE LAZY WITH YOUR

WEBSITE.

1


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S P E N D T I M E C H O O S I N G T H E R I G H T D E S I G N

1The 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 T E AM .

2Design 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 Y O U R C A L L- T O - A C T IO N S .

3Your branding should be cohesive: your WordPress site

should match your other marketing materials.

B R A N D , B R AN D , B R AN D !

4Your users should come first when it comes to designing your

website.

P U T U S A B I L I T Y F IR S T .


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U S A B I L I T Y S H O U L D A LWAY S C O M E F I R S T

1Depending 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 F O R M

2Base 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 N A VI G AT IO N

3Users 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 E E D

4Your 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 B IL I T Y F O R E VE R Y O N E


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FOCUS ON KEYWORDS

THAT END IN CONVERSIONS.

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S EA R C H EN G INE OP T I MIZ ATION I N VOLV ES A LL T H E A C T I ONS YOU C A N TA K E TO H ELP YOU R W EB S IT E R A N K H I G HER I N T H E S EA RC H EN G IN ES.

S EA R C H EN G INE OP T I MIZ ATION I N VOLV ES A LL T H E A C T I ONS YOU C A N TA K E TO H ELP YOU R W EB S IT E R A N K H I G HER I N T H E S EA RC H EN G IN ES.

S EO C A N B E A C C OM P LI SHED T H ROUG H B OT H ON -PA G E OP T I M IZAT ION U S I NG T H E R I G HT K EY WORDS A N D OF F -PA G E OP T I MIZAT ION S U C H A S LI N K B U I LDING.


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O P T I M I Z E F O R T H E R I G H T K E Y WOR D S

1Use 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 E N C E S E A R C H I N G F O R ?

2Use a WordPress plugin such as Yoast SEO to optimize your

website for the right keywords.

I N C O R P O R AT E K E Y W O R D S O N Y O U R S I T E .

3Incorporate your keywords within your title tag, meta-

description, copy, and links.

U S E K E Y W O R D S I N T H E R I GH T S P O T S .

4Use 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 T O S E E W H A T C O N V E R T S .


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Keyword% of Traffic using

Keyword

(8,000 visitors/ month)

Lead Conversion Rate

(Contact forms filled out)

Sales Conversion Rate

(Actual sales made)

E X A M P L E: J A C KS O N VI L L E L A N D S C AP IN G B U S I N ES S

"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


"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



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DON’T BUILD A ONE-SIZE-FITS-

ALL MARKETING STRATEGY.

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M A R K E T TO YO U R TA R G E T A U D I E N CE S

1Think about gender, age, education level, socio-economic

standing, job, and more.

W H A T A R E T H E IR D E M O G R AP H I C S ?

2Think about what problem is most important to each target

audience group.

W H A T A R E T H E P R O B L E M S Y O U C A N S O L V E ?

3What steps will each target customer take in order to reach

the final conversion goal?

D E F I N E T H E F U N N E L F O R E A C H T A R GE T A U D IE N C E .

4Set 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 C T U A LL Y R E AC H I N G T H E M ?


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Target Audience

ProblemSolution

(Marketing)Sales

Conversion

E X A M P L E: J A C KS O N VI L L E L A N D S C AP IN G B U S I N ES S

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 CTAopportunities 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 SEOpresence; Participate in community forums and message boards; Cold

call HOA boards

Offer discounts basedon 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.

4


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E N G A G E W I T H YO U R A U D I E N C E O N L I N E

1Use 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 C O N T E N T T H E Y ’ L L L O VE .

2Experiment with different types of content, questions, contests,

and more to initiate likes, comments, and engagement.

I N I T I A T E E N G A G E M E N T .

3Make sure you have a social media “rockstar” at the ready to

reply to any comments in an appropriate way.

R E S P O N D Q U I C K L Y .

4Review 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 F R O M Y O U R M E A S U R E M E N T S .


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S O C I A L M E D I A E N G AG EM EN T M E A S U RE ME N T


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CREATE PHENOMENAL

CONTENT.

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C O N T E N T C R E AT I ON R U L E S

1Make an editorial calendar apart of your monthly habits and

plan out your posts in advance.

P L A N I T O U T .

2Spend 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 .

3Think 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 H E R I G H T A U D IE N C E .

4Continue to see what’s working and what isn’t. Constantly

improve your content based on your Analytics.

N E V E R S T O P M E AS U R IN G .


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W H AT K I N D O F C O N T E N T S H O U LD YO U C R E AT E ?

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 N T O F F E R S

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 E T T E R S

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 E R Y

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 E L E A S E S

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 R S O R P R E S E N T A T I O N S


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GIVE AWAY YOUR

EXPERTISE…FOR FREE.

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T H E A R G U M E N T F O R G I V I N G AWAY C O N T EN T

1If 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 O M P E T IT IO N I S A LR E AD Y D O I N G I T .

2Content 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 R A F F I C .

3Without 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 O U R S E L F A S T H E E X P E R T .

4You’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 N T E N T F O R E M A IL S .


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G I V I NG AWAY F R EE C ON T ENT

W I LL N OT ON LY B EN EF IT YOU R A U DI ENC E,

I T W I LL A LS O B EN EF I T YOU R B U S I NESS.


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BUILD YOUR LIST.

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4 E M A I L S TAT I S T I C S TO L E T YO U K N O W E M A I L I S N ’T D E A D Y E T

1In other words…email is still a very big deal.

5 0 % O F P E O P LE R E A D M O S T E M A IL S .

2That 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 E M A IL S A R E R E AD O N P H O N E S .

3These marketers say email marketing is the most effective for

generating revenue.

5 9 % O F B 2 B M AR K E T E R S P R E F E R E M A IL .

4As 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 H E M O S T R E L E V AN T .

All statistics are from HubSpot Marketing Statistics (http://www.hubspot.com/marketing-statistics).


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W H Y I T ’ S A L L A B O U T T H E L I S T

1These days, chances are that your target audience members

have an email address that they check regularly.

( M O S T O F ) Y O UR A U D I E N C E H AS E M AI L .

2Segment your audience accordingly through your list by

subscribing them to particular lists – or funnels.

Y O U C A N T A R G E T T H E R I GH T A U D IE N C E .

3Apart from your regular content, you can reach out to ideal

customers during specific marketing campaigns.

Y O U C A N T O U C H B A S E A T T H E R I GH T T IM E .

4By using email marketing, you can convert potential customers

into actual customers.

Y O U C A N C O N VE R T L E A D S .


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CREATE A STRATEGIC,

INTENTIONAL SALES FUNNEL .

8Visitors

Leads

Customers


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H O W TO M A K E C U S TO M ER S YO U R E N D G O A L

1Knowing your target audience is one thing; but truly

understanding your target customer is another.

U N D E R S T A N D Y O U R T AR G E T C U S T O M E R .

2Your 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 R O N T O F T H E D E C I S IO N M AK E R S .

3What 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 B U Y I N G D E C I S I O N ?

4You guessed it…keep measuring so that you know how to

improve your conversion process.

C O N T I N U O U S LY O P T IM I ZE T H E P R O C E S S.


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TRACK EVERYTHING.

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M A R K E T I N G M E A S UR E ME N T TO O L S

1Free traffic reporting and conversion metrics from Google.

G O O G L E A N A L Y T I C S

2Free diagnostic, search engine crawling, and ranking data from

Google.

G O O G L E S E A R C H C O N S O L E

3Use individual social media tools for measurement data.

S O C I A L M E D I A M E T R I C S

4Additional time management tools offer metrics and data

management for a monthly fee.

T H I R D P A R T Y T I M E M A N AG E M E N T T O O LS


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YO U C A N ’ T M A N AG E W H AT YO U D O N ’ T M E A S UR E

1Start by measuring overall visits to your blog and website.

Focus on where visitors are coming from.

V I S I T S

2Next, 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 N T

3Then, measure leads. How many contact forms or email

signups did you get?

L E A D S

4Last – 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 R S IO N S


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FOLLOWUP.

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T H E P O W E R O F F O L LO W IN G U P

1The same old rule still rings true with Inbound Marketing:

under-promise and over-deliver for your clients.

U N D E R - P R O M I S E A N D O VE R - D E L IV E R

2Never stop creating content for your leads or existing

customers.

C O N T I N U E C R E AT I N G G R E AT C O N T E N T

3Whether it’s through social media or your email newsletter,

continue to engage your customers.

C O N T I N U E E N GA G IN G

4Find 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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