Presented by Mike Clay on 08/13/2018 2:00pm
WP Marketing Tweaks explores the 5 digital marketing areas to address and tweak when you are marketing using a WordPress website.
Top 5 Areas for WP Marketing Tweaks
- Be Responsive
- Understand UI
- Enhance Function
- Syndication BEYOND the 4th Wall
- Analytics for Revision
If you are doing SEO, a bunch of marketing, and attracting 100 visitors a day while converting 1%, that is awesome.
But what if you could take the same traffic and increase your conversions to 10%? That would mean instead of just 1 person converting each day, you would have 10 people converting each day.
That could mean a more reliable income, not to mention you'd be in the fast lane from surviving to thriving.
Finding The Perfect WP Marketing Tweaks
WordPress marketing is all about optimizing your website for responsiveness, tweaking your user interface, enhancing your website functionality, making sure you are syndicating to draw more people to your site, and using analytics to adjust your positioning to revise your plan.
Google’s algorithm now caters to mobile viewing over desktop computers.
Be sure you test for responsiveness and ensure that your content flows as designed.
Gutenberg is an imminent change so start preparing now and do not allow your sites to automatically update upon the release of WordPress 5.0 and the Gutenberg editor.
There are a few plugins to consider while preparing for Gutenberg. Decide which option will work best for you and your clients.
Disable Gutenberg – Completely disable Gutenberg Editor, or disable for any post type or user role. So all users always will get the Classic Editor
Classic Editor – Classic Editor restores the previous WordPress editor and the Edit Post screen and makes it possible to use the plugins that extend it, add old-style meta boxes, or otherwise depend on the previous editor.
By default, it will hide all traces of the new Gutenberg editor including the Dashboard widget asking the users to try it.
Gutenberg Ramp – Activating Gutenberg Ramp plugin adds a settings screen where you can enable Gutenberg selectively (for specific post types). For even greater control, you can specify Gutenberg loading behavior in code. Ramp works with both the plugin version of Gutenberg and the core version, providing a seamless transition.
Understanding Your User Interface
The user interface is how people interact with you, how they absorb your content, and how you are providing them with everything they are getting on your website.
Your Home Page is NOT your Landing Page
Your site should be segmented into different Silo themes and each silo should have a landing page. Your Home Page is a catch-all page and designed only for those individuals who are generically searching for your business.
If they are searching for a specific service or product that your business offers, then they should be directed to the appropriate landing page for that service or product and NOT your Home Page.
A landing page is the beginning of your funnel to lead them to make a conversion.
Navigation items that are located at the top of your website should always only lead to pages that will have a call to action and lead your clients and customers to something that they will buy – and pay you for.
Your primary navigation items should be your silo categories and each can be Google My Business categories.
Any remaining items that need a navigation item should be placed in the footer for the best results with marketing.
Make a Clear and Simple Objective
Lead your prospects through an obvious, concise path toward the objective of getting paid. When you lead them through the process you want to ensure that anytime anyone goes through your process that you will have a high probability of getting paid.
Long forms can eliminate “rubbish leads”.
Neuromarketing is about getting connecting with your audience, friend controlling it, and then setting the emotional standards by which the rest of the conversation is going to move forward with.
By knowing who your ideal client is, you may want to specifically use terminology that would literally be offensive to someone that does not fit the emotional profile of your ideal client.
Visit: Clay Digital to view an example of the type of neuromarketing that works for Mike.
A Single Call to Action per Page
Use only one call to action per page. For web designers, this is typically something along the lines of “get a quote”, “apply now”, or “give me a call”.
Match Content to Visitor Intent
Business owners should think about what action you can use to push people to that page. Also, think about what you’re ranking for and what kind of content you have.
There are two types of keywords out there,
- Information keywords for those people who are looking to solve a problem
- Buying keywords where they are looking to get money
PROTIP: Do not do a hard sell above the fold when using an informational keyword because your bounce rate will increase in a situation where you do not want a high bounce rate.
If you are noticing a high bounce rate, determine where people are coming in from and what keywords you are ranking for on that page. When observing where they are coming in from, determine if the keywords are informational or sales related keywords.
If the keywords are sales and your page is information, flip your content on that page to sale to monitor and evaluate.
Friction will kill conversion. This is where you can use the Conversion Rate Optimization Formula.
The Math Behind Conversions
Use a 1-10 scale with each number being equal from the next.
We recommend listening to the replay starting at 28.30 for this section – you don’t want to miss this.
Syndicate Beyond the 4th Wall
The 4th wall can be illustrated with TV. The actors on TV rarely (if at all) admit that there is a camera there. They are not talking to the audience.
The farther outside of where you are the better for digital marketing.
Remember that features tell the stories and benefits sell the services and products. Your content needs to be a benefit, a problem-solving machine if you want to make sales!
Use Google My Business posts. By posting through Google My Business you can publish your events, products, and services directly to Google Search and Maps. You can place your timely text, video, or photo content in front of customers when they find your business listing on Google. How To Create a Google My Business Post
PROTIP: Google My Business posts are an authority builder.
Analytics For Revision
- Set Goals in Google Analytics for your Call to Action on your blog
- Admin > View > Goals > New Goal
- Set the Thank You page (use different thank you pages for each different goal and keep them OUT of your sitemap.
- Make it REQUIRED so that Google tracks it.
- Simple Content Experiments – Split testing within Google Analytics
We’ve talked about 5 Really big topics relating to tweaking your WordPress website.
- The importance of responsiveness
- Understanding user interface
- Enhancing your website functionality with plugins
- Learning how to syndicate and push past the 4th wall
- Revising your analytics
As you can see, it is not all that difficult to implement a few WordPress tweaks and the return in doing so gets you a whole lot more oomph out of your marketing.
Presenter Bio: Mike Clay
Mike Clay is a Digital Marketing Consultant. Mike founded Clay Digital Consulting - an Atlanta based firm of Marketing Consultants, in 2013. His team is highly trained in Digital Marketing and Branding. With skills ranging from graphics design to Neuro-Marketing, they push the limits to the cutting edge and work to be the innovators in the Digital Marketing industry.