A Developer's Guide to Working With Marketing Teams - WordCamp Dublin 2019

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These are the slides from my talk - "A Developer's Guide to Working with Marketing Teams". Given at WordCamp Dublin on 20th October 2019.

Internet

A DEVELOPER'S GUIDE TO WORKING WITH
MARKETING TEAMS
Rhys Wynne - @dwinrhys

(VERY BRIEF) INTRODUCTION
➤ Started Working with
WordPress in 2006.
➤ Worked as a Search
Engine Optimiser/
WordPress Developer
2006-2010.
➤ Worked as a pure digital
marketer for
2010-2012.
➤ Returned to WordPress
Development in 2012.
➤ Went freelance in 2018.

@rhyswynne - @dwinrhys
I’M A DEVELOPER WHO
(KINDA) KNOWS A BIT
ABOUT MARKETING

#WCBTNWordCamp Brighton 2019
MARKETERS LOOKING AT ME AT A MARKETING CONFERENCE
@rhyswynne - @dwinrhys

#WCBTNWordCamp Brighton 2019
MARKETERS EXPERIENCE OF DEVELOPERS
@rhyswynne - @dwinrhys

#WCBTNWordCamp Brighton 2019
BY THE END OF THIS PRESENTATION…
@rhyswynne - @dwinrhys

@rhyswynne - @dwinrhys
GET THEM

ON YOUR SIDE

@rhyswynne - @dwinrhys
1. FIND OUT THEIR

KEY PERFORMANCE INDICATORS
(KPIS)

AND ONE’S YOU CAN CONTROL

@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
ONES YOU CAN CONTROL - ON PAGE CHANGES
➤ Conversion Rate (UX Improvements)
➤ Rankings (Site Speed Improvements)
➤ Click Through Rate (Site Architecture)

@rhyswynne - @dwinrhys
YOU WON’T BE ABLE
TO CONTROL ALL OF
IT

@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
BE AWARE OF THINGS
➤ Conversion Rate (Poor PPC Campaign)
➤ Rankings (Marketing Team Builds Dodgy Links)
➤ Click Through Rate (Marketing Team Prioritises
Incorrect Page)

@rhyswynne - @dwinrhys
BE AWARE, BUT
DON’T BE JUDGED

@rhyswynne - @dwinrhys
2. THE LIST!

(& HOW TO DEAL WITH IT)

@rhyswynne - @dwinrhys
ASK FOR IT TO BE
PRIORITISED

(OR PRIORITISE IT FOR THEM)

@rhyswynne - @dwinrhys
GET GOOGLE ANALYTICS
& GOOGLE WEBMASTER
TOOLS ACCESS

#WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE CONVERSIONS
GA View: Behaviour >Site Content > Landing Pages

#WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE RANKINGS
GA View: Behaviour > Site Speed > Speed Suggestions

#WCBTNWordCamp Brighton 2019
GOOGLE PAGESPEED TOOL
https://developers.google.com/speed/pagespeed/insights/

#WCBTNWordCamp Brighton 2019
MOBILE FIRST & ALSO WORDPRESS SUGGESTIONS
https://developers.google.com/speed/pagespeed/insights/

#WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE CLICK THROUGH RATES
Google Webmaster Tools: Performance

@rhyswynne - @dwinrhys
IF ALL ELSE FAILS

ESTIMATE TIME & COST
FOR EACH TASK

@rhyswynne - @dwinrhys
SOFT SKILLS…

…ARE HARD

@rhyswynne - @dwinrhys
MARKETING ISN’T A “BUILD IT
& THEY WILL COME” APPROACH

STOP SAYING IT

@rhyswynne - @dwinrhys
AVOID MICROMANAGING

BUT MAKE THEM AWARE
OF CHANGES

@rhyswynne - @dwinrhys
ASK WHY

&

EXPLAIN WHY

@rhyswynne - @dwinrhys
DON’T ASSUME
KNOWLEDGE

@rhyswynne - @dwinrhys
4. CLIENT/MARKETING/
DEVELOPMENT
RELATIONSHIP

@rhyswynne - @dwinrhys
OFFER TO BE A
LIAISON

@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
LIAISE WITH OTHER PARTIES ON THEIR BEHALF
➤ In House Developers
➤ Designers
➤ Hosting Companies
Get the client’s approval first - may not be ultimately
possible (NDA’s)

@rhyswynne - @dwinrhys
AGREE TO
BOUNDARIES

@rhyswynne - @dwinrhys
HAVE ONE POINT OF
CONTACT

@rhyswynne - @dwinrhys
5. DOCUMENT
EVERYTHING YOU
CHANGE

@rhyswynne - @dwinrhys
WHAT TO DO WHEN
THINGS GO WRONG

@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
WHEN THINGS GO WRONG
➤ Try not to be confrontational.
➤ Don’t try and blame them, especially in front of a client.
➤ Use documentation to refer to decisions made and why
things were done.
➤ I have hidden behind agreements at times (not always
smart).
➤ Come to an agreement for exit (if worst comes to the
worst).

@rhyswynne - @dwinrhys
WHAT TO DO WHEN
THINGS GO RIGHT

@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
WHEN THINGS GO RIGHT
➤ Recommend them - if they are an external agency.
➤ Keep an eye on the team on LinkedIn. Especially
with team members that you enjoyed working with.
➤ Ask them for opinions on your own site (over a
coffee/beer)

@rhyswynne - @dwinrhys
THANKS!
@rhyswynne
@dwinrhys
dwinrhys.com
winwar.co.uk

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A Developer's Guide to Working With Marketing Teams - WordCamp Dublin 2019

1. A DEVELOPER'S GUIDE TO WORKING WITH MARKETING TEAMS Rhys Wynne - @dwinrhys

2. (VERY BRIEF) INTRODUCTION ➤ Started Working with WordPress in 2006. ➤ Worked as a Search Engine Optimiser/ WordPress Developer 2006-2010. ➤ Worked as a pure digital marketer for 2010-2012. ➤ Returned to WordPress Development in 2012. ➤ Went freelance in 2018.

3. @rhyswynne - @dwinrhys I’M A DEVELOPER WHO (KINDA) KNOWS A BIT ABOUT MARKETING

4. #WCBTNWordCamp Brighton 2019 MARKETERS LOOKING AT ME AT A MARKETING CONFERENCE @rhyswynne - @dwinrhys

5. #WCBTNWordCamp Brighton 2019 MARKETERS EXPERIENCE OF DEVELOPERS @rhyswynne - @dwinrhys

6. #WCBTNWordCamp Brighton 2019 BY THE END OF THIS PRESENTATION… @rhyswynne - @dwinrhys

7. @rhyswynne - @dwinrhys GET THEM ON YOUR SIDE

8. @rhyswynne - @dwinrhys 1. FIND OUT THEIR KEY PERFORMANCE INDICATORS (KPIS) AND ONE’S YOU CAN CONTROL

9. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN ONES YOU CAN CONTROL - ON PAGE CHANGES ➤ Conversion Rate (UX Improvements) ➤ Rankings (Site Speed Improvements) ➤ Click Through Rate (Site Architecture)

10. @rhyswynne - @dwinrhys YOU WON’T BE ABLE TO CONTROL ALL OF IT

11. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN BE AWARE OF THINGS ➤ Conversion Rate (Poor PPC Campaign) ➤ Rankings (Marketing Team Builds Dodgy Links) ➤ Click Through Rate (Marketing Team Prioritises Incorrect Page)

12. @rhyswynne - @dwinrhys BE AWARE, BUT DON’T BE JUDGED

13. @rhyswynne - @dwinrhys 2. THE LIST! (& HOW TO DEAL WITH IT)

14. @rhyswynne - @dwinrhys ASK FOR IT TO BE PRIORITISED (OR PRIORITISE IT FOR THEM)

15. @rhyswynne - @dwinrhys GET GOOGLE ANALYTICS & GOOGLE WEBMASTER TOOLS ACCESS

16. #WCBTNWordCamp Brighton 2019 EXAMPLE KPI - IMPROVE CONVERSIONS GA View: Behaviour >Site Content > Landing Pages

17. #WCBTNWordCamp Brighton 2019 EXAMPLE KPI - IMPROVE RANKINGS GA View: Behaviour > Site Speed > Speed Suggestions

18. #WCBTNWordCamp Brighton 2019 GOOGLE PAGESPEED TOOL https://developers.google.com/speed/pagespeed/insights/

19. #WCBTNWordCamp Brighton 2019 MOBILE FIRST & ALSO WORDPRESS SUGGESTIONS https://developers.google.com/speed/pagespeed/insights/

20. #WCBTNWordCamp Brighton 2019 EXAMPLE KPI - IMPROVE CLICK THROUGH RATES Google Webmaster Tools: Performance

21. @rhyswynne - @dwinrhys IF ALL ELSE FAILS ESTIMATE TIME & COST FOR EACH TASK

22. @rhyswynne - @dwinrhys 3. SOFT SKILLS

23. @rhyswynne - @dwinrhys SOFT SKILLS… …ARE HARD

24. @rhyswynne - @dwinrhys MARKETING ISN’T A “BUILD IT & THEY WILL COME” APPROACH STOP SAYING IT

25. @rhyswynne - @dwinrhys AVOID MICROMANAGING BUT MAKE THEM AWARE OF CHANGES

26. @rhyswynne - @dwinrhys ASK WHY & EXPLAIN WHY

27. @rhyswynne - @dwinrhys DON’T ASSUME KNOWLEDGE

28. @rhyswynne - @dwinrhys 4. CLIENT/MARKETING/ DEVELOPMENT RELATIONSHIP

29. @rhyswynne - @dwinrhys OFFER TO BE A LIAISON

30. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN LIAISE WITH OTHER PARTIES ON THEIR BEHALF ➤ In House Developers ➤ Designers ➤ Hosting Companies Get the client’s approval first - may not be ultimately possible (NDA’s)

31. @rhyswynne - @dwinrhys AGREE TO BOUNDARIES

32. @rhyswynne - @dwinrhys HAVE ONE POINT OF CONTACT

33. @rhyswynne - @dwinrhys 5. DOCUMENT EVERYTHING YOU CHANGE

34. @rhyswynne - @dwinrhys WHAT TO DO WHEN THINGS GO WRONG

35. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN WHEN THINGS GO WRONG ➤ Try not to be confrontational. ➤ Don’t try and blame them, especially in front of a client. ➤ Use documentation to refer to decisions made and why things were done. ➤ I have hidden behind agreements at times (not always smart). ➤ Come to an agreement for exit (if worst comes to the worst).

36. @rhyswynne - @dwinrhys WHAT TO DO WHEN THINGS GO RIGHT

37. @rhyswynne - @dwinrhys ➤ Body Level One @rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN WHEN THINGS GO RIGHT ➤ Recommend them - if they are an external agency. ➤ Keep an eye on the team on LinkedIn. Especially with team members that you enjoyed working with. ➤ Ask them for opinions on your own site (over a coffee/beer)

38. @rhyswynne - @dwinrhys THANKS! @rhyswynne @dwinrhys dwinrhys.com winwar.co.uk

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