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DIGITAL MARKETING (WITH WORDPRESS)
David Mackey Modshopper
David Mackey @dbmackey
AGENDA
Who Are you?
Who Am I?
Problem - Connecting with Customers
Solution - Digital Marketing (with WP)
Questions
David Mackey @dbmackey
WHO ARE YOU?
David Mackey @dbmackey
WHO AM I?Geek
• B.Math in Computer Science with Electrical Engineering Electives, Honours, Co-op, University of Waterloo
• 23 years in Telecommunications at Nortel/Avaya Programmer/Manager/Architect & Customer Service
Digital Marketing Consultant • Solution Architect who connects businesses with customers • 130 Twitter Followers
Frustrated Shopper • Modshopper Website • 265 Twitter Followers
David Mackey @dbmackey
MARKETING 101
Customer Relationship
Channels
Products & Services
![Unique Value Proposition]
Customer
David Mackey @dbmackey
TECHNOLOGY DISRUPTION
Customer Relationship?
New Channels
Website Email
Search Engines Social Media
Responsible Web Design Mobile Apps
Products & Services?
![Unique Value Proposition]
New Consumer
Devices !
Desktops Laptops Tablets
Smartphones Wearables
Internet of Things
Data Analytics
David Mackey @dbmackey
BUSINESS DISRUPTION
Customer Relationship
!More choice
More competition Less loyalty
Forced to become relevant
Channels
Products & Services
!Physical vs. Virtual
Online vs. Brick&Mortar Product vs. Service
Customer
David Mackey @dbmackey
DIGITAL MARKETING
Customer
Search
Products & Services [Unique Value Proposition]
SEO
Content Marketing
ConversionsWEBSITE
Data Analytics
Social Media
Demand Generation [Paid Advertising]
David Mackey @dbmackey
WORDPRESS PLUGINS
Install vanilla WordPress
Customer UVP
!
WP
Pick Theme 2,000 (WordPress.org)
20,000 (ThemeForest.net) ! Pick Plugins 40,000
David Mackey @dbmackey
WORDPRESS PLUGINS
Digital Marketing PlatformWhich plugins should you use? !No right answer (Google Search “Marketing Mix”) !Let’s explore 30 plugins today
Customer UVP
!
Warning: Always test plugins in a development environment before production.
Conversion Funnel
David Mackey @dbmackey
WORDPRESS PLUGINS
Content Marketing WP started as a blog!
• JetPack (Does much more than content marketing) • BBPress (Customer forum) • DW Question & Answer (e.g. Quora or Stackoverflow) • WebinarIgnition (Webinars - paid plugin) • Advanced Responsive Video Embedder • PlusCaptcha (Human user login validation) • WordPress Advanced Ticket System (Self serve problem reporting)
Customer UVP
!Content
Marketing
David Mackey @dbmackey
WORDPRESS PLUGINS
Data Analytics • Check your theme first (Probably shouldn’t be there, but check) • Insert directly into header (Not Recommended: Theme changes!) • Google Analytics by Yoast • Google Analytics Dashboard for WP • WP Statistics
Customer UVP
!
Data Analytics
David Mackey @dbmackey
WORDPRESS PLUGINS
Customer
Search
UVP
!
Search Engine Optimization (SEO)
• Yoast SEO • All in One SEO Pack
SEO
David Mackey @dbmackey
WORDPRESS PLUGINS
Social Media !• WordPress Social Sharing Optimization (WPSSO) • Shareaholic • Custom Facebook Feed • AddToAny Share Buttons
Customer UVP
!
Social Media
David Mackey @dbmackey
WORDPRESS PLUGINS
Demand Generation • Email • MailPoet • MailChimp For WordPress • WP Subscribe • WooCommerce Google AdWords Conversion Tracking • Tracking Code Manager
Customer UVP
Demand Generation
!
David Mackey @dbmackey
WORDPRESS PLUGINS
Lead Conversions
• Gravity Forms (Paid) • Ninja Forms (Addons Paid) • Contact Form 7 • Leadin - analytics
Ecommerce Conversions
• WooCommerce (Free&Paid) • Easy Digital Downloads • Cart66 Cloud (Paid) • iThemes Exchange
Customer UVP
!
Conversions
David Mackey @dbmackey
DIGITAL MARKETING
Customer
Search
Products & Services [Unique Value Proposition]
SEO
Content Marketing
ConversionsWEBSITE
Data Analytics
Social Media
Demand Generation [Paid Advertising]
David Mackey @dbmackey
WORDPRESS PLUGINS
Which plugins have I missed? !
What’s your favorite plugin?
David Mackey @dbmackey
REFERENCES
SLIDEShttp://www.slideshare.net/davidmackey351/presentations
David Mackey @dbmackey
QUESTIONS
David Mackey [email protected] @dbmackey - Digital Marketing @modshopper - Shopping UX http://modshopper.com
David Mackey @dbmackey
THANK YOU
David Mackey @dbmackey