solutions before development: creating wordpress products that actually sell

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Rebecca Gill Web Savvy Marketing solutions before development Creating WordPress Products That Actually Sell

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Originally presented at WordCamp Chicago in June of 2014. This presentation discussed the process of successfully transitioning from selling WordPress services to digital products. It will span the development and sales process, which will cover key steps within concept creation, identifying a target market, product development, logistics, marketing strategy, sales, and ongoing support.

TRANSCRIPT

Page 1: Solutions Before Development: Creating WordPress Products That Actually Sell

Rebecca GillWeb Savvy Marketing

solutionsbefore

developmentCreating WordPress Products That Actually Sell

Page 2: Solutions Before Development: Creating WordPress Products That Actually Sell

The Internal FightTo launch a theme store or not? That was the question.

Page 3: Solutions Before Development: Creating WordPress Products That Actually Sell

The Concept Was SimpleCreate premium themes designed for the Genesis Framework.

Page 4: Solutions Before Development: Creating WordPress Products That Actually Sell

In the beginning…We were completely and utterly clueless.I thought we were doing great. Then I realized we could triple sales.And we did.

Page 5: Solutions Before Development: Creating WordPress Products That Actually Sell

At First We Were Just Another WordPress Theme Store

We failed to create solutions, therefore we failed to attract buyers or sell themes.

Page 6: Solutions Before Development: Creating WordPress Products That Actually Sell

Find Your NicheCreate solutions designed around specific target markets and buyers.

It’s more than features and functions. It’s an industry specific solution.Wait - is it really industry specific?

Page 7: Solutions Before Development: Creating WordPress Products That Actually Sell

Holy Cow, It Worked!People started to buy themes

and more themesand customizations

and developer licensesand more customizations.

And then they startedto refer other buyers.

Page 8: Solutions Before Development: Creating WordPress Products That Actually Sell

Start With a PlanEvaluate the entire process from conceptthrough development, sales, and support.

Page 9: Solutions Before Development: Creating WordPress Products That Actually Sell

The Small Town SolutionTiny towns in the middle of nowhere defined what we would build.

Page 10: Solutions Before Development: Creating WordPress Products That Actually Sell

Develop a Marketing StrategyEach theme starts with a review of search volumes.

Then we analyze actual search results and evaluate competitors.

Page 11: Solutions Before Development: Creating WordPress Products That Actually Sell

Know That GoodDesign is Critical

If you don’t see ugly, hire someone who does.

If you need pretty, hire someone who can create it.

Page 12: Solutions Before Development: Creating WordPress Products That Actually Sell

Structured Code Was KeyBy using the Genesis framework, we had clearly defined best practices. This allowed multiple programmers to play well in the same sandbox.

Page 13: Solutions Before Development: Creating WordPress Products That Actually Sell

Pay for a True Code AuditHire an independent, respectedexpert to audit your code.Our review with Gary Joneswas invaluable.

Page 14: Solutions Before Development: Creating WordPress Products That Actually Sell

It’s a Team Effort So HaveClearly Defined Roles and Assignments

Concept creation

Market research

Requirements defintion

Wireframes

Graphic design

Theme coding

Demo data

Set up instructions

Theme audit

File assembly and change logs

Sales pages

Promotion via posts and social media

Affiliate management

Pre-sales inquiries

Store management

Ongoing support

Paid customizations, support, and training

Accounting

Page 15: Solutions Before Development: Creating WordPress Products That Actually Sell

Use the Right ToolsBasecamp, Github, WooCommerce, Premium Plugins

Page 16: Solutions Before Development: Creating WordPress Products That Actually Sell

Understand Your CostStructure and ROI

Research

Graphic designers

Coders

Demo data entry

Stock images

Marketing

Pre-sales inquiries

Credit card fees

Payment gateways

Refunds

Affiliates

SaaS software

WordPress plugins

Ongoing support

Page 17: Solutions Before Development: Creating WordPress Products That Actually Sell

Success Formulaawaiting your arrival.

Plan for Troubleand Protect YourselfBuyers don’t read.Software breaks.People steal.

Page 18: Solutions Before Development: Creating WordPress Products That Actually Sell

Expect the Unknown

What you think people will buyand what they actually buy

are sometimes completely out of sync.

Just learn from it and move on.

Page 19: Solutions Before Development: Creating WordPress Products That Actually Sell

What’s your product idea?What WordPress magic will you create?

Page 20: Solutions Before Development: Creating WordPress Products That Actually Sell

Rebecca GillWeb-Savvy-Marketing.com

Sell solutions, not products. @WebSavvyMrkting #wcchiThink marketing strategy and not promotion. @WebSavvyMrkting #wcchiMake magic with WordPress! @WebSavvyMrkting #wcchi