WordPress Marketing Automation WordPress Grand Rapids

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


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

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