template based web sites with wordpress
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Template based Websites and online marketing classTRANSCRIPT
Template Based Web Sites with WORDPRESS
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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 Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•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 Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•Author•Seminar Leader•Consultant•Build affordable template based web sites•Manage businesses online content
Your Number One Priority, Your WebsiteContent MarketingWordPress IntroUnderstanding the WordPress CMSQ&AGoing “live”Blogging and PromotingQ&A
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Today’s Agenda
Your Number One Online Priority Should Be
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Your Number One Online Priority Should Be
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
"Social media is an ingredient, not an entree." - Jay Baer
The Problem
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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 solutionThe way we get information has changed in the last 3 yearsYour Website is the only content you own
Your #1 Online Priority
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Direct Traffic 20-30%Search Engine 35-40%Referral Traffic 20-30%
Where does your web traffic come from?
“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
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•Content•SEO/Search•Conversion•Mobile
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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 | [email protected]
Traffic, Links, Indexed Content
Source: HubSpot, http://bit.ly/fTFsKg
Content Marketing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Source: HubSpot, http://bit.ly/fTFsKg
Content Marketing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Search Engines are Reputation Engines
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Search Engines are Reputation Engines
Content is king, take ownership of your content with a focus on search engine marketing
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
1 BILLION ACCOUNTS
600 Musers
200 Musers
220 Musers
70 Musers
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Marketing is no longer about the
stuff that you make, but about the stories you tell ~ Seth Godin
Social builds relationships and customer loyalty
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Harness the power of press releases and traditional media mentions
The Anatomy of Reputation
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Word of mouth marketing will always be the most powerful form of marketing. Are you listening?
New World Marketing Flow
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Customer has a need
Customer searches need
Is your content found?
Yes
No
Part of the choice
Customer asks friends
Social media influence Traditional media
influence
New World Marketing Flow
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Customer Makes
Purchase
What is WordPress?
http://nectarmediabeta.com/wordpress/wp-admin
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
What is WordPress?
•Blogging Software •Content Management System (CMS)•Web Platform
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
What is WordPress?
•Free (with paid add ons)•Hosted by WordPress•Limited selection of themes (designs)•Limited customization
http://mysite.wordpress.com
The Choice
•Free to download•Self hosted (Go Daddy)•Complete control•Nearly unlimited customization
http://mysite.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
What is WordPress?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
What is WordPress?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
What is WordPress?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
What is WordPress?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
What is WordPress?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Taking the Tour
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress: Posts
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Adding and Editing Posts•Blog & News•Active Content•Content Marketing•Categorize your news
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress: Pages
Adding and Editing Pages•Static Content•Menu / Navigation Content•Basics of your web site
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress: Media
Adding and Editing Media•Organize your pictures•Upload galleries•Edit pictures
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress: Misc
CommentsLinksToolsStats
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress: Appearance
Much of the theme color, menu layout and custom widgets can be done under the appearance tab
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress: Menu
WordPress gives you flexibility to create main navigational menus as well as alternate sub menus for use elsewhere on the site.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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/
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress: Settings
GeneralWritingReadingDiscussionMediaPermalinksSharing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Touring WordPress: Themes http://themeforest.net
http://wordpress.org/themes
http://studiopress.com
Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Be You
Write What You Know
It’s Yours You Own It
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
•Content•Calendar•Headlines (and other SEO stuff)•Length•Promoting
How to blog
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Content is KING
•Content has so much positive upside
• SEO
• SEM
• Establish expertise
• Repeat visits
• Trust
How to blog: Content
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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)
How to blog: Content
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Where to get blog ideas
•http://quora.com
•Also
Yahoo answers
Facebook Questions
Twitter search
Poll your readers
How to blog: Content
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
• Company events/dates
• Industry events/dates
• Local events/dates
• Schedule “anchor” posts
Annual spring sale, big fundraiser
Music expo, Grammy awards
Concerts, guitar classes
How to choose a guitar, chords, maintaining your guitar
How to blog: Calendar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
© Matt McGee, 2010.
• 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)
How to blog: Headlines
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
How to blog: SEOTHINK SEO
•KEYWORDS KEYWORDS KEYWORDS
• Title
• First Paragraph
• Link titles
• Image titles
• Video titles
• Tags
• SEO plug ins
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
The Perfect Post Length Is…
How to blog: post length
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
How to blog: Promotion
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Social Sharing Plug-In
How to blog: Promotion
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Six Essentials to More Web Traffic
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
CONTENT•Keywords•Metadata•Pictures/Vids
Six Essentials to More Web Traffic
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
CONTENT•Keywords•Metadata•Pictures/Vids
FEATURED•Guest blog•Easy Linkbacks•Added content•Reciprocity
Six Essentials to More Web Traffic
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
Six Essentials to More Web Traffic
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
AFFILIATE•Fee based cross promotion•Great revenue and SEO source
Six Essentials to More Web Traffic
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
AFFILIATE•Fee based cross promotion•Great revenue and SEO source
PAID•Google ads•Facebook ads•PPC
Six Essentials to More Web Traffic
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
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
AFFILIATE•Fee based cross promotion•Great revenue and SEO source
PAID•Google ads•Facebook ads•PPC
SOCIAL•Social networks•Don’t neglect email mktg
• Social networking
• E-Mailing list
• Comment on blogs
• Offline
• Business cards, stationary, rack cards, print ads, etc
How to blog: Promotion
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
http://nectartastingroom.comhttp://spokanewinemagazine.comhttp://nectarmedia.co
@nectarmedia
Facebook.com/NectarMedia
YouTube.com/NectarMedia
Slideshare.net/nectarmedia
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