How to use your WordPress website as the hub of your online marketing efforts. Originally presented by Mike Whaling at WordCamp Columbus, August 2013.

1. Build Your Business Online:
Drive Traffic, Maximize Marketing
Mike Whaling, 30 Lines
@30lines // #wccbus

2. How do we help our customers
buy more stuff?
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3. via Moz

4. How do we get prospects
to our website?
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5. Build Your Online Presence
Website & Blog
Social / PR Email Advertising
Local Listings Rich MediaReviews
@30lines // #wccbus

6. via Moz
How does each piece of our
presence help tell our story
at each step in the funnel?

7. Create the online presence
you want
prospects to see.
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8. For Today
• Content Marketing: Don’t overthink it
• SEO: WordPress is the tool for the job
• Email: From your website to their inbox
• Landing Pages: Keep it simple
• Social Media: Keep social users on your site
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9. Create
exposure.
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10. What kinds of content?
• Blog posts
• FAQs
• Infographics
• Checklists
• How-to guides
• Lists
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• Case studies
• Testimonials
• Behind the scenes
• Tutorials
• Videos
• Podcasts

11. Be easy to
discover.
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12. What good is a great website
if no one ever sees it?
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13. Be easy to
discover.
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SEO? Predicting the future

14. Be easy to
discover.
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What determines your rank?

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Get this plugin:
WordPress SEO by Yoast

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WordPress SEO

17. WordPress SEO
• “Pretty” permalinks
• Meta titles and description
• Good, descriptive links (Breadcrumbs)
• XML sitemap (Submit this to GWT, BWT)
• Social shareability (Facebook, Twitter, G+)
• Site speed! (Especially on mobile)
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18. Be
visual.
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19. Street View Inside
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20. Be
mobile ready.
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22. Provide
validation.
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23. Find others to help
tell your story.
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24. Get this plugin:
Schema Creator

26. Make it
easy to follow.
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Get this plugin:
Pippity

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Use this tool:
MailChimp

30. Make it
easy to share.
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Get this plugin:
Jetpack

33. Know what
success
looks like.
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Get this plugin:
Gravity Forms

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Send autoresponders

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Measure sales/leads

37. Leads generated: 63
Average value of each customer lease: $17,640 (over 18 mos)
Closing ratio from website: 10%
Each lead is worth: $1,764
Total traffic to site: 1,870 unique visitors
Each unique visit is worth: $60.40
Top converting referral sources:
1. Google Organic (25)
2. Direct Traffic (21)
3. Company Portfolio Site (7)
4. Craigslist (4)
5. Bing (3)
6. Apartments.com (1)
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38. via Moz

39. Build Your Online Presence
Website & Blog
Social / PR Email Advertising
Local Listings Rich MediaReviews
@30lines // #wccbus

40. WordPress Plugins
• SEO: WordPress SEO by Yoast, Scribe
• Contact Forms: Gravity Forms
• Subscription Popups: Pippity
• Landing Pages: Premise, LeadPages
• Social: TurnSocial, JetPack, SocialFlow
• Ecommerce: Shopp, WooCommerce
• Branding: Login Logo, YOURLs Link Creator
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41. Other Tools
• GREAT VISUALS (Google Business Photos)
• Email service provider (ESP: MailChimp)
• Google Analytics
• Google Webmaster Tools
• Freshbooks
• Stripe
• Dropbox
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42. Let’s talk.
@30lines // #wccbus

43. Mike Whaling, 30 Lines
30lines.com
614.859.5030
@30lines // #wccbus