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@ S I T E L O C K@ S I T E L O C K
You Created a PluginNow What?
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Who Are You?
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Adam W. Warner•WordPress Evangel i s t at S i teLock•Co-Founder at FooPlugins•Discovered WordPress in 2005•WordPress Communi ty Addict• Fan of F ractal s• Lover of Meatbal l s• Proud Dad!
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History of Plugins
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• WordPress Released – 5/27/2003• Mingus – 5/22/2004- Added support of Plugins• Duke – 12/31/2005 - Improvements for Plugin developers• Brecker – 3/29/2008 - Improved plugin system• Coltrane – 12/11/2008 - Auto upgrades and installation/wp-admin• Carmen – 12/19/2009 - Batch plugin updating• Benny – 9/4/2014 - Plugin discovery• Dinah – 12/18/2014 - Plugin recommendations
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• WP eCommerce• Wishlist Member• WPMUDEV - 2007• Gravity Forms - 2008• iThemes (Billboard plugin) – 2008• CodeCanyon - 2010
Premium Plugins
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Should You Start?
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Cons:Uncertain incomeHealth insuranceMore complicated financesHigher criteria for loansDoing everything = stressRemote work isolation
Considerations
Pros:Do what you loveIn total controlBetter work/life balance?More efficient than officePrideMore $$$
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Is It a Good Idea?
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Will People Buy It?
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My Story
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How a non-deve loper co- founded a premium p lug in bus iness
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It Started with a Paper Route
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Finding WordPress
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Following My Passion
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Finding a Partner
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Before You Sell
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Market Research
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Know Your Business Model
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Solve a Problem
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Don’t Reinvent – Do It Better
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Where to Sell
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Existing Marketplace
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Your Own Site
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How to Sell
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The Right Tool for the Job
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The Other Right Tool for the Job
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Marketing
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It Starts with Free
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WP.org
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The Freemium Sales FunnelAwareness
Activation
Usage
Purchase
Advocacy
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Upgrades or Extensions
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Increasing Active Installs (and Sales)
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Repo Meta Matters
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• Explain what and why• Highlight features• How to use• Include free/pro comparison
Copy that Drives Installs
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Plugin Repository SEO
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• T i t le• Excerpt ( shor t descr ipt ion)• Descr ipt ion ( inc lud ing FAQ,
changelog, every th ing…)• Tags• S lug• Author name• Cont r ibutor s names
Algorithm Phase One
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• Las t update date• Compat ib i l i t y w i th the
lates t core ver s ion• Number o f act ive ins ta l l s• % of reso lved suppor t
t ickets• Average rat ing
Algorithm Phase Two
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• T i t l e• E x c e r p t ( s h o r t d e s c r i p t i o n )• D e s c r i p t i o n ( i n c l u d i n g F A Q , c h a n g e l o g , e v e r y t h i n g … )• T a g s• S l u g• A u t h o r n a m e• C o n t r i b u t o r s n a m e s• T r a n s l a t i o n s• R e l e a s i n g a n u p d a t e e v e r y 1 8 0 d a y s• T e s t e d u p t o ( C o m p a t i b i l i t y w i t h l a t e s t c o r e v e r s i o n )• R e s o l v i n g s u p p o r t t i c k e t s
SEO Summary
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Data Collection is GoodUninformed Decisions are Bad
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Streamlining Upgrades
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The Old Way
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The New Way
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Have I Mentioned Marketing Yet?
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• Opt-in in free plugin• Opt-in when upgrading• Automation • Add value • Ask for the sale• Freemius webhooks + Mailchimp = awesome
Email Marketing
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• Plugin features• Plugin settings• Related tutorials• Use support as inspiration• Customer showcase
Content Marketing
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• Use data/analytics to tell you where• Sources for content• Schedule posts• Reword and reuse• Not a designer? Use this...
Social Media Marketing
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• Incentivize reviews• Increased exposure• Increased website traffic• Better search engine ranking• You control percentages• Opens partnership doors
Affiliate Program
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Pro Tips
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Upsells
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Cross Sells
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Exit Discounts
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Recovered Carts
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Cross Promotion Partnerships
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Pricing
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What Will the Market Bear?
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Auto Renew
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A/B Testing
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Developer Tips
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• Hat tip to John Turner and Josh Pollock• Sanitize and validate everything• Use the WordPress Settings API and native UI CSS classes• Prefix everything• Namespace everything• Properly enqueue scripts
Make Your Life Easier
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The Elephant in the Room
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Support Will Make or Break You
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Good
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Bad
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Social Proof
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Support Options
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Knowledge Base
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Encourage Self Help
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Now What?
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• Validate your idea• Market research• Choose a platform• Marketing• Marketing• Marketing…
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Thank You – Questions?• Fol low at:• @SiteLock• @wpmodder
• My Blog Posts :• http://wpdistrict.sitelock.com• http://succeedwithwp.com• https://fooplugins.com
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