WordCamp Victoria 2012 WordCamp Victoria 2012 Building Your Virtual Building Your Virtual Marketing Platform on Marketing Platform on Your WordPress Website Your WordPress Website & Growing Your Platform & Growing Your Platform in 10 Minutes A Day in 10 Minutes A Day By Robin Heppell By Robin Heppell @robinheppell #WCV12 | Questions: (702) @robinheppell #WCV12 | Questions: (702) 487-3049 487-3049
This presentation reveals the three stages of crafting your Virtual Marketing Platform (VMP) focusing specifically on the small business owner. Firstly, you will get a bird’s eye view of 10 different components that make up your VMP. In the building state you will see how to prioritize the components for implementation. Lastly, you will discover what can be automated leaving you with only the high level interactions to focus your attention. Small business is still a relationship business and your Virtual Marketing Platform will enable you to be more efficient and effective in growing your online presence.
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Transcript
WordCamp Victoria 2012WordCamp Victoria 2012
Building Your Virtual Building Your Virtual Marketing Platform on Marketing Platform on
Your WordPress WebsiteYour WordPress Website
& Growing Your Platform in 10 & Growing Your Platform in 10 Minutes A DayMinutes A Day
Quick Snap Shot: Robin Quick Snap Shot: Robin HeppellHeppell
• Born & raised in VictoriaBorn & raised in Victoria• Funeral Director for 20 years at Funeral Director for 20 years at
McCall Bros.McCall Bros.• Resident techie & web guyResident techie & web guy• Became industry consultant / Became industry consultant /
speakerspeaker• Focused on Online Marketing for Focused on Online Marketing for
Funeral Homes & Local Funeral Homes & Local BusinessesBusinesses
• Started offering clients websites Started offering clients websites built with WordPress & configuring built with WordPress & configuring their Social Media – which their Social Media – which became their became their Virtual Marketing Virtual Marketing PlatformPlatform
• Church Church • Fraternities: Fraternities:
Freemasons, Freemasons, Eastern Star, Eastern Star, Knights of Knights of Columbus, ElksColumbus, Elks
• Service Clubs: Service Clubs: Rotary, Kiwanis, Rotary, Kiwanis, LionsLions
• Civic: Town council, Civic: Town council, Parent AdvisoryParent Advisory
Since the Internet continues to rapidly Since the Internet continues to rapidly change and more of the population are change and more of the population are
turning to the Internet for information, you turning to the Internet for information, you want to make sure that your website can want to make sure that your website can
Your Website is the Foundation of Your Website is the Foundation of your Virtual Marketing Platformyour Virtual Marketing Platform
WordPress for Business WordPress for Business WebsitesWebsites
• Easy to editEasy to edit• Easy to updateEasy to update• Easy to integrateEasy to integrate• Easy to remodelEasy to remodel• Easy to expandEasy to expand
People will tend to obey People will tend to obey authority figures, even if authority figures, even if they are asked to perform they are asked to perform objectionable acts. objectionable acts. Cialdini cites incidents, Cialdini cites incidents, such as the Milgram such as the Milgram experiments in the early experiments in the early 1960s1960sDr. Robert Cialdini
Where To Find Where To Find InformationInformation
Why?Why?• Public is very uninformed Public is very uninformed
about optionsabout options• They don’t know what they They don’t know what they
don’t knowdon’t know• QSAs will help increase QSAs will help increase
average salesaverage sales• Expose competitors Expose competitors
weaknessesweaknesses• This is the easiest format This is the easiest format
to create contentto create content
How?How?• Ask staff what questions Ask staff what questions
they get asked the mostthey get asked the most• Make list of questions you Make list of questions you
wish customers would askwish customers would ask• Type out the answers: BlogType out the answers: Blog• Video: Create 4 PPT slidesVideo: Create 4 PPT slides
• Intro, Question, Answer, Intro, Question, Answer, More InfoMore Info
• Record and distribute videoRecord and distribute video
Your Content: FAQs & Your Content: FAQs & QSAsQSAs
Maximum Effect – Min. Maximum Effect – Min. EffortEffort
Initial: Automation
Initial: Build Network
Weekly: Content
Daily: Pleasantries
Others: Viral
1: Initial Automation1: Initial Automation
Website must have RSS feedWebsite must have RSS feed Push posts to FacebookPush posts to Facebook Push posts to TwitterPush posts to Twitter Aggregate Social Media accounts with Aggregate Social Media accounts with
HootSuite or Ping.FMHootSuite or Ping.FM Install “Share Tools” on website like: Install “Share Tools” on website like:
ShareThis or AddThis or Facebook ShareThis or AddThis or Facebook ConnectConnect
Tell them how to spread the Tell them how to spread the information to othersinformation to others
5 Steps to Add an Obit to Facebook1.Go to obituary page2.Copy the web page URL 3.Log into Facebook and click on “What’s on your mind?” box4.Press Link and paste the link into the bar, press Attach5.Select picture, add a comment and press Share
Bonus: Leverage Old Bonus: Leverage Old NetworksNetworks
Since you are going to be spending Since you are going to be spending time at these events and meetings time at these events and meetings anyway…anyway…
• Update your status when appropriateUpdate your status when appropriate• Take your camera or video camera & Take your camera or video camera &
take pics and vids of Awards take pics and vids of Awards Ceremonies, Recitals, Civic Ceremonies, Recitals, Civic events – and then TAG!!!events – and then TAG!!!