WP as your ideal Marketing Tool [EN] - Θεόδωρος Μουλός

WordCamp Athens 2019

Why WP can be the ideal tool for a marketer. Where it participates in a marketing growth plan. How much a marketer relies on WP to grow?

Transcript

1. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !1 WORDPRESS CMS Your ideal marketing Tool
2. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !2 Entrepreneur / Advisor / Growth Hacker / Investor t.moulos@gmail.com Advisor/Speaker Advisor and board member in numerous companies Speaker in growthMarketingConference.com Guest Lecturer in NYU Stern School of Business Guest Lecturer in Alba Business School Lecturer in growthAcademy Lecturer in growthX Academy (SF) Entrepreneur Co-Founder & CEO, Growthrocks.com Co-founder growth.university Co-founder growthhackingacademy.gr Co-founder contentmarketingacademy.gr Co-Founder of viral-loops.com Co-Founder of vitrinabox.com Co-Founder search-in-a-box.com Theodore Moulos
3. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !3 AGENDA agenda Dominate Google’s Rankings Intro Doing more with less Control over spend Monitoring Performance Outro
4. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !4 Marketing Web & Mobile Analytics, A/B Testing, Marketing Automation, Conversion Optimization, SEO, SEM & PPC, Copywriting, Email Marketing, Social Media Data Analysis Spreadsheets, Statistics, Cohorts Coding/Engineering HTML, CSS, APIs, Scripting, Spark Studio, Wordpress or other CMS The innovative view of the skillset Designing Photoshop, Illustrator, Sketch, Video Editing, Image twisting, Photography
5. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !5 What’s the ideal toolset for the marketer of today Having the ability to dominate the first page of google Having the ability to have control over paid spend Having the ability to adopt all new technological trends earlier than others. Having the ability to “Monitor the performance” of my company, Knowing where to find your audience via inbound channels Having many ways to Convert visitors into customers Performing more with less resources
6. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !6 AGENDA agenda Dominate Google’s Rankings Intro Doing more with less Control over spend Monitoring Performance Outro
7. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !7 Follow the flow! Catching the wave when strong
8. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !8
9. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !9 Page speed load times is very important to the mobile search engine ranking algorithms. Additionally, 40% of users may abandon a website if it takes longer than three seconds to load, a behavior that could negatively affect conversions.
10. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !10 AMP and Instant Article = 1” promise
11. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !11 Instant Articles Better for people. Better for publishers
12. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !12 Why use AMP?
13. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL speak turn !13 your to What is better than ranking #1 in Google?
14. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !14 *Full blown websites, *Landing Pages, *Power Pages, *Engineering-as-marketing Pages or apps *Mobile apps *BOTs *Pre-launch Pages and *Other specialized pages. It’s all about A LOT of Web Properties are very commonly part of a growth strategy. In order to implement those you need to streamline the process (remember the period as per sprint analysed above) that would allow you to deliver in maximum 5 Days!
15. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !15
16. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !16 What have we been doing till today?
17. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !17 We have been measuring success by the amount of traction driven to our main website. That is over
18. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !18 I SEE POTENTIAL CUSTOMERS
19. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !19 CONVERT VISITORS INTO CUSTOMERS WWW USERS
20. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !20 You need to Silently Nurture prospects
21. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !21 And hand them over to our main web properties when they are ready to purchase!
22. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !22 Prepare Valuable Content: - Provides Value - Is engaging, captivating - Is persuasive - Tells a Story Move them down the funnel OUTSIDE of your main properties
23. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !23 The Metro Way Or the HighWay
24. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !24 The Metro Way Or the HighWay
25. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !25 AGENDA agenda Dominate Google’s Rankings Intro Doing more with less Control over spend Monitoring Performance Outro
26. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !26 How far down your massive marketing landing page are people getting? Are people actually reading that 12,000-word blog post? Doesn’t make sense that based on the exposure your visitors get, messages should be different? The new Paid Ads way Treating every potential customer differently
27. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !27
28. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !28 Visitors - Traffic on site Product Preview Add to Cart Checkout Initiation Checkout Step1 Step2 Step3 Sales A typical check-out Funnel Analyse this … and then you know what to fix
29. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !29 Visitors - Traffic on site Product Preview Add to Cart Checkout Initiation Checkout Step1 Step2 Step3 Sales Select your KPIs carefully “I want more Traffic” “I want more sales” They are not JUST 2 KPIS They are 2 DIFFERENT STRATEGIES
30. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !30 No spend control nor optimisation could happen without a funnel Pro’s vs. Rookies
31. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !31 AGENDA agenda Dominate Google’s Rankings Intro Doing more with less Control over spend Monitoring Performance Outro
32. Bring the 80% of the impact with the 20% of the effort Work smart not more Don’t spend your capacity on meaningless things
33. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !33 Expertise? What Expertise?
34. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !34 10% Technical 90% Business
 Where should I allocate my time? — Building Site — Configuring Wordpress — Finding Name — 30% Concept and purpose — 10% Branding — 30% Writing content — 30% Metadata and SEO features
35. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !35
36. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !36 AGENDA agenda Dominate Google’s Rankings Intro Doing more with less Control over spend Monitoring Performance Outro
37. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !37 “What they do” became more important than “how many are they” Google Analytics are not enough any more
38. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !38 It’s a person's experience during one session of using a website or application, consisting of the series of actions performed to achieve a particular goal. A user journey can be mapped in order to better understand the flow and make improvements, or it can be designed from scratch based on a desired specification or story. Monitoring the visitor before becoming “known” The user journey
39. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !39 Scrolls: Scroll Maps Clicks: HeatMaps The path they follow Monitoring the visitor before becoming “known” The user journey
40. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !40 Learn why and where your users are dropping-off Form Analytics
41. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !41 AGENDA agenda Dominate Google’s Rankings Intro Doing more with less Control over spend Monitoring Performance Outro
42. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !42 Difficult times ahead Navigation and information
43. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !43 Difficult times ahead e-commerce
44. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !44 makes When your competitor strives to be better Try to be faster
45. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !45 If you had to keep only one tool for your marketing, which one that would be?* 8 % 9 % 13 % 11 % 17 % 43 % Wordpress Zapier Manychat Mailchimp Google Analytics Other *Survey contacted by GrowthRocks
46. Slide: Made with by GrowthRocks KEYNOTE SPEECH WP: YOUR IDEAL MARKETING TOOL !46