How to Turn Your WordPress Site into a Marketing Machine: Wordcamp Montreal 2015 Recap

On July 5th, Mo and I got an opportunity to present at one of our favourite conferences; Wordcamp MTL. This year, our Doctor Who-inspired presentation, “How to Turn Your WordPress Site into a Marketing Machine” was a master class in  inbound marketing: how to create, re-appropriate, distribute and market great content, as well as how to build an acquisition machine around it.

Check out the video above to see our full presentation, or watch us on WordPress.TV 🙂

Strategy

Your objectives are important, is your measurement plan set up to reflect them? For example, positioning yourself as an industry influencer is a great goal, but influence is arbitrary unless you establish metrics that are both quantitative (e.g. leads, pageviews) and qualitative (e.g. time-on-page). To reach your goals, know your audience and how to reach them; different platforms have different users who engage in their own ways, understand their preferences to maximize your content’s effectiveness. Whether you’re a one-person shop or a booming company, mapping out your overall strategy will help you set priorities and figure out how to get there.

Building Your Marketing Machine

 

When [your audience] comes to your website, it’s all nice and pretty on the outside, but as they delve into your content, they realize it’s much bigger on the inside.

Mohamad Hamad, Founder, Third Wunder

For the Whovians out there, think of your site as the TARDIS; it looks great on the outside (that front-end), but hop in the back-end, and there’s a great deal more that we can do to make for a richer, deeper, bigger experience. Great websites build an ecosystem around their content, disseminating content via social media and other channels. When visitors come to your site, you want to make sure there are multiple relevant ways for them to convert as leads or customers so you can capture their information and send them targeted content through email and behavioural Calls-to-action (CTAs).

Tools

When you’re planning your inbound marketing, it’s important to plot out your system to understand how all your tools will work together:

WordPress Lead Acquisition Flow Diagram
No teleportation capabilities, but still very powerful 🙂

One of our favourite tools for inbound marketing is Inbound Now, a great suite that allows you to build CTAs, tailor them to specific subjects depending on your piece of content, and A/B test them across your site to establish the best course of action. These CTAs can then be linked to specific blog posts, site pages, landing pages, and help convert leads and customers.

To get the most out of our content, proper scheduling is key; there are tons of WordPress scheduling plugins, but our favourite is CoSchedule. It allows you to plan your social media activities weeks and months ahead as well as view how individual blog posts and social media posts related to them perform. You can also check out our detailed CoSchedule review for more info.

Distribution Channels

 

When distributing via social media, remember to share, reshare, and reshare over time… With your editorial calendar, you can compare different social posts that link to the same content, and build specific messages for key target. Especially on a platform such as Twitter, the time, angle, entions, hashtags and copy of varying tweets leading to the same piece of content can make all the difference in finding a broader audience. With Facebook, consider the power of paying to boost original or important posts; Facebook changes their posting algorithms often, but it helps to spend a little to get more eyes on your content and target relevant demographics for distribution. We also spoke about important tips like seeding; the practice of sharing and being shared by key influencers in your field, as well as optimizing your content with tools like SEO Yoast that analyze your posts and offer suggestions on how to get the best out of each piece of content’s focus keyword.  

Important Considerations

Make sure you’re building links with Google’s UTM Builder, to gain insight on how your referral traffic behaves across your site (one reason we love CoSchedule is that you can set it up to automatically add UTM parameters and use vanity URL shortening to make your life easier). If you’re using the Inbound Now suite, it’s important to have a Privacy Policy and Terms of Use on your website so visitors can know how their data is used, and if you’re marketing to Canadians: any emails you’re sending out must comply with CASL to protect both you and your customers. You’ve only got two years left to make sure you’re all set up, so check out our refresher to make sure you’ve dotted your i’s and crossed your t’s.  


We were thrilled to share our expertise at one of our favourite conferences. As always from WordCamp, the love on Twitter was palpable and it was fun to connect with a few Whovians and a whole bunch of WordPressers.

For a dowloadable version of our presentation, head to our Slideshare, or check it out below.

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