Using WordPress as the Using WordPress as the HubHub

of Your Social Media of Your Social Media MarketingMarketing

@ed_petersonOctober 20, 2010

A Lesson from RetailA Lesson from Retail

View the world customer-back, not

channel-forward

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Your Digital Market FrontYour Digital Market Front

Your web site is the embodiment of you, your business and your employees

Primal corporate marketing› Character › Culture› Tone

Fog the mirror!

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Content = AuthorityContent = Authority

Your Market Front vs. a marketing campaign

Cover the basics and do it well Local businesses act local! Value always trumps frequency Opportunity to communicate inside the

organization

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HubSpot.com/cartoons

Never Date an Outbound Marketer!Never Date an Outbound Marketer!

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Hubspot Sales FunnelHubspot Sales Funnel

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Hubspot VEPA Model Hubspot VEPA Model

Valuable Action Oriented Easy to Use Prominent

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Conversion Forms and Conversion Forms and Database MarketingDatabase Marketing

Prominent, positive, and clean Multiple forms on your home page Measure and experiment Maintain your association with email

marketing tools Treat contact information and business

intelligence as sacred

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Wisdom from Dan ZarrellaWisdom from Dan ZarrellaDon’t get the Second EmailDon’t get the Second Email

We all have that second email – junk account to give to companies

Real people get the real address Leverage rewards and incentives

offered via email

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Dan and Ed’s List of Don’ts Dan and Ed’s List of Don’ts

Don’t use the word submit! Don’t have Age as an entry field Limit or eliminate drop down menus

from your conversion forms Don’t over do affiliate links! Don’t misalign your messaging between

different social media channels Don’t hustle on Facebook!

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The Leverage of SharingThe Leverage of Sharing

Make all content from your blog easy to share

All posts must have some sharing utility like AddThis, ShareThis

Social book marking drives traffic! StumbleUpon, Delicious , etc.

Be smart about your cross posting. Don’t be the all Tweets on LinkedIn guy!

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The Facebook Like ButtonThe Facebook Like Button

A one line survey on your content

By volume, the single greatest point of access to the Open Graph

Grab code to add your site and/or your posts

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VideoVideo

Use YouTube! Teach, don’t preach Video is a great tool to set the tone for

your site Tag all videos with your target

keywords and appropriate description. Include a site or landing page link in the

description field.

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Go Mobile!Go Mobile!

Install WPtouch! Basic version is free. Developers version with more features available ($29).

If you are involved in ecommerence look at a full site conversion, but understand what you are getting into