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  • Latest Blog Post

    WordPress Marketing Automation: July 2014 meetup

    We talked about WordPress Marketing Automation at our July 2014 meetup. Dan Kaufman, marketing consultant at Empowered Marketing and co-organizer of I Love Marketing GR spoke about how to automate a sales funnel and must-have plugins.

    Get ready for WordCamp Grand Rapids 2014, August 15-17! You can buy a ticket, volunteer, and/or sponsor.

    Remember, you can also find us on Meetup, Twitter (@wpgrandrapids and #wpgr), and Google Groups.

    Download Dan Kaufman’s presentation on WordPress Marketing Automation (PDF).

    WordPress Marketing Automation WordPress Grand Rapids WordPress Marketing Automation WordPress Grand Rapids

    Marketing automation defined

    Marketing automation: streamlining sales and marketing by replacing high-touch, repetitive manual processes with automated solutions.

    Marketing automation systems

    Autoresponders

    Lead generation

    • LeadPages: good-looking custom landing page, high conversion rate
    • OptinMonster: popup and lead generation plugin, with exit intent

    Marketing automation cont.

    • Popups: if pop up in 5-10 seconds, response rate goes up by at least 20%
    • Exit intent offer: can give higher response rate than standard popups
    • Zapier: automate by creating “zaps” between systems (such as MailChimp to GoToWebinar)
    • IFTTT: automate by creating “recipes” that connect various systems. Free.

    Must-have WordPress plugins

    Sales funnel

    1. Lead magnet
    2. Welcome mat offer
    3. Core offer
    4. Profit maximizer
    5. Return path

    Traffic tips

    • Blog and guest blog
    • Contest/giveaway: do something creative; don’t just give a Starbucks gift card
    • Buy targeted traffic
    • Social media
    • Helpareporter.com
    • Press releases
    • Solo ads: buy right to send emails to targets (minimum $300)
    • Media buys

    Lead magnet

    • Small “chunk” of value that solves a specific problem for a specific market offered in exchange for an opt-in
    • Promises “one big thing”
    • Speaks to a known desired end result
    • Offers immediate gratification
    • High perceived value
    • High actual value (has an “aha moment”)
    • Can be consumed in under 5 minutes
    • Components
      • Professional logo
      • Branded/lifestyle image
      • Lead magnet offer
      • Simple, above the fold opt-in form
      • Privacy policy and TOS
      • “No thanks” link

    Welcome mat offer

    • Irresistible, super-low-ticket offer that converts prospects into buyers
    • Once a customer has purchased from you, they’re far more likely to keep spending. Maximize front-end conversions by keeping price point as low as possible.
    • Typically under $20 (low-cost report or book); sometimes offered for free with shipping and handling.
    • Checklist
      • Low barrier to entry; impulse buy
      • Easy to understand and explain
      • Seamlessly leads to core sale
      • Useful but incomplete
      • High perceived value
      • High actual value

    Core offer

    • Flagship product/service
    • Irresistible offer

    Profit maximizer

    • Upsell, cross-sell, or subscription
    • Increase average customer value and overall engagement

    Return path

    • Put non-buyers in follow-up series
    • Generate additional revenue from existing
    • Exit offer ideas
      • New lead magnet
      • Highlight an unadvertised bonus
      • Quiz or survey
      • Sale/discount
      • New appeal