 All right Welcome everybody to the one-stop marketing shop Gutenberg's marketing toolbox And if you think I changed that title to fit Gutenberg in there, you're absolutely correct You can tell I'm having a couple of technical difficulties because I can't get this to load properly So we're gonna have to deal with some of the navigation showing a little bit. Hopefully that's not a problem for anyone if it is Yell at me afterwards that'll be fine So we're gonna go through all the slides here. We've got the WordCamp organizers who you just met This fantastic crew kind of put all this event together. This is my first time attending a WordCamp So I'm very grateful to everyone here very grateful to the organizers as well Especially Robin who took his time to go through the deck with me and kind of give me some pointers You're beautiful wonderful super amazing sponsors. I'm gonna call out Bloom host because it's very hard to read. So it's this one right here Yeah, that'd be great if we can do that. Oh that's there you go, so and Fancy all right, so welcome to WordCamp Toronto And my title sign so so fancy So I wanted to go is it gonna load very slowly. It's very exciting So what do I hope that you're gonna get from this presentation because I know that the title slide or the title is not especially clear I was gonna do these in fancy kind of rollout bullet points, but this will work So one of the things I want you to walk away from this if you forget anything else is an understanding of the growth stages of of a business as they relate to the four critical digital marketing channels and obviously I Want you to have some confidence in WordPress's support for your business from small to medium to large There should be no reason why you have to get pushed out of WordPress unless you're in some super fancy edge case And the last piece is how you can leverage Gutenberg to better support your your marketing efforts Who am I I'm very sick if you hadn't noticed So if you want to shake my hand, we maybe should just do one of these that'll be okay But my name is Troy Fox. I'm the founder of a digital marketing agency called Delta growth I've been in the space for almost 10 years doing mostly search engine optimization and conversion rate optimization But my team right now does a lot more than that And so we're talking about all the elements of that and the strategy involved in engaging different sizes of businesses I love warm countries rock climbing scuba diving and WordPress Who are we so Delta growth is the company that I represent and the founder or one of the co-founders of the company We're a digital marketing agency based out of Toronto right now we're Hiring our eighth employee. We're actually hiring currently as well So if you know anyone who's an intermediate to senior SEO specialist send them our way We have a six-hour work day and three days work from home. Everyone seems to like that. I'm not entirely sure why I want to talk a little bit about some of the brands that we work with just to establish a little bit of trust here If you've heard of carfax or car proof we work with them well dot ca maple and you're gonna hear a lot about maple today We work with a company called easy grass. It's just an international organization bargains group excel homes in us stove and more so The the start of this presentation is on just kind of growing the business online What are the major components of of growing a business the first is search engine optimization? And this is obviously just the digital marketing channels So the first is search engine optimization and when you build your business online when you when you start putting your website together Frequently the first thing you're gonna be thinking about is SEO. I'm not gonna get into all the granular pieces I'm not gonna give you your top five tips for SEO. I think Ryan at the back may be doing we haven't seen your president Okay. Yeah, okay good So you can get that somewhere else what we're gonna be doing is we're gonna figure out how we can integrate the The different strategies into your business and you can kind of get a sense as a business owner as a marketer as a developer Designer supporting a business owner a business how you can kind of enable them to get to this so Critical digital marketing channel number one is SEO. It's the long-term channel It's the one where you have the highest return on investment over time It's the one where if you didn't invest in it ten years ago your business is gonna be very expensive today Paid advertising so I group a lot of channels together under paid advertising I do it because they all serve the same business purpose So if you look at Facebook advertising Google advertising Instagram Snapchat a lot of these channels they all fit under paid advertising because what you can do is you can pay money to get users and sales and This is a very fast turnaround time So I can immediately for you right now enable a campaign Spend a bunch of your money and get you some sales The question is is it as efficient as it could be is it as well targeted as it could be is it driving the right sales? But all those things fall into the same bucket, which is paid advertising It's one of your critical channels another one is email and marketing automation and a lot of business owners Some business owners about 50% of them will actually think about email and digital or in marketing automation And then 50% just will have never thought of it. It just won't have ever crossed their mind There's some something about it that just kind of turns you off but it's this idea of reaching out and engaging your customers after the purchase process or during the nurture process before they become an actual client and Even beyond that being able to talk to user at different stages in the funnel and they're in their customer journey All the way down to things like you know sharing your business They want to they want to say hey, I had this great experience working with you How do I share your company? How do I share your business with my friends and email and marketing automation will help you do that? conversion rate optimization is the last piece I sometimes use this interchangeably with user experience and It kind of bothers me sometimes that user experience and CRO don't go hand-in-hand in some people's minds So I'm using them perfectly interchangeably just to annoy those people But the idea is that conversion rate optimization has a goal of Improving the number of people on your site who actually convert into a paying customer or a lead or somebody donates to your charity Whatever your goal happens to be It's improving that conversion rate and user experience is enabling a user to get to their desired goal So if you're saying, you know, I'm I'm someone on the site and I want to pay you for your services Well, let's make it as easy as possible for them to do that Let's give them all the information they need to do to make that decision and hey That's what conversion rate optimization is give them what they need take away blockers So those are your four channels and we're gonna be kind of covering those for this whole process But this is this is by far the most theoretical presentation I have ever given I I teach a three-month or I used to teach a three-month SEO course where it was just granular Most of my presentations are very specific to changes. You can make to your business today This one's gonna be a little bit more theoretical and I that was driving me nuts. So I said no, we're gonna do a case study So this is a client of ours. They're called Maple. They're an online doctor. They're competing or they're disrupting I should say the walking clinic space. So this is gonna sound like a sales pitch. It's not but it could be I guess if you have kids and You've had the experience of taking off work to you know Take them to a walking clinic and you sit there for four hours And then you see a doctor and they prescribe you exactly what you knew They were going to prescribe the kid because they've had the stupid thing like four times Well, maple kind of gets around that so you have a little mobile app You punch in the symptoms a doctor an actual medical doctor gets on the line with you Says, okay. Yeah, that's clearly a whatever and then they create a prescription for you You can go pick that up at your pharmacy. Whole experience may take 30 minutes so they're a fantastic solution and They're gonna be our case study today because we started with them as a new business and we helped them grow into What I would like to call a medium-sized business. We'll get to that so We're gonna kind of cover this in two different parts So we're gonna cover every single critical digital marketing channel for Maple when they were a small business and then we're gonna cover them all as Maple as a medium-sized business, but then I'm gonna show you the big picture so that you can take that home and say This is what I should be doing for my business or what the high watermark is for my business And if I'm not even close to there something's wrong if we haven't started that something's wrong Essentially, these should be questions. You ask yourself. Am I in the right place? So for paid advertising for Maple when they were a small business They only had a couple of things that they were working on they only worked with Google ads and Facebook ads And for a lot of small businesses, we actually don't recommend having two marketing channels We recommend only one or paid advertising channels I should say and the reason for this is because depending on what you can spend per user You don't have enough data to make any kind of decisions because your decision-making process for paid advertising should be do I feel confident spending more and If your answer is yes, then you have all the metrics you need generally You know how much you're costing or you're paying for a user You know how much you're you're getting for a conversion You know that that's profitable and so you're confident paying more and for a lot of businesses Especially B2B organizations or anyone with like a lead value or a sale value over a thousand dollars You're probably gonna want to stick to just one marketing channel So Facebook or Maple had to this is because they're a B2C company Their cost per acquisition is and I can say this because it's not super crazy below $30 And that's that's pretty clear because their price for their product is something like $50 So they can't pay anything more than that But that means that they can quickly get results and see results by channel so they're focused on a couple of marketing channels We drove traffic directly to the homepage So this may drive some specialist nuts to hear this I don't recommend creating a ton of internal landing pages all the time it as a small business as a new business It's it's valuable to kind of take as an as a next step After you've kind of started to see some results But your home page should be a very good experience for the user There can be a much better a much more targeted experience for the user But hey, you're a small business your marketing budget is not very large. I think the objective Marketing budget is something like 10% of your gross revenue somewhere between five or five and 10% of your gross revenue So how much money do you really have to spend on all sorts of new pages new things like that? So maple right now They will when they started out, they just had the one home or the one page and Then with the paid advertising we only focused on three or four major ideas So we didn't say what are the 10 million campaigns that we could run for maple because there are a lot We were running campaigns against online doctor virtual health care We were running campaigns against walking clinics and we were running campaigns against. Oh, that's interesting We were running campaigns against conditions. So This is one of those weird things as a marketer where you're actually happy to be working with things like ed and uti's and stuff like that We actually that gets thrown around the office a whole lot. It's just like, yeah, how's the uti campaign going? So they're they're paid advertising campaigns very simple and now we're talking about search engine optimization so what were they doing I'm gonna be very honest with you almost nothing and We didn't actually push this a whole lot because the paid advertising channel was fairly strong And SEO is a very long-term game But some of the parts of this long-term game are something that you should be focusing on as a new business So we're gonna get to that and delta growth does this as well If you're a specialist if you're an SEO specialist and you're sitting in the room going you're wrong You can look at the delta growth site and you can see that we're actually following these rules as well Because we're only about two years old so maple started out with just a home and conditions page and Our end conditions pages I should say so they had their home page which targeted things like You can see here online doctors virtual health and prescriptions in Canada Those are the types of things that people would search for whenever they were looking for maple So their home page ranked fairly well for that surprisingly and then their inner pages So the only inner pages they had were just conditions. So uti diagnosis prescriptions Treatment same thing with like ed same thing with like colds or coughs They have a ton of conditions they treat so we've got a ton of pages for it But that was about it. They had less than 30 pages. So that was fine That's actually a pretty straightforward website if you're a designer developer in WordPress You're going yeah, okay. I've gotten Website scopes like that from small businesses all the time totally fine The last piece that's probably more important is this investment in media and partners so the hardest thing to do from a search perspective is to create authority over time to grow your authority over time and What this is and if you're if you've heard about SEO you've probably heard about link building This is kind of that except in in 2018 or I guess 2019. Geez. This is coming up So this is kind of the modern equivalent of this How do you create authority for your website and is it a quick thing to do not really a good way to do It is to go say speak at conferences, which is what I'm doing Or you can host meet-ups or you can work with partners very closely or you can work with charitable organizations that want to give back You can do all sorts of things to create authority just by working with your with the media say with your partners However, it is you can do that any kind of small business should be looking at doing that to some extent not to the extent of Hiring like a PR agency or something like that, but kind of just doing what I call founders stuff Can I swear probably not founder stuff? and That just involves you know actually going out and talking about your business right trying to put your business out there And we did it all in WordPress. This is should be a no-brainer. It's a small business is a free platform It's solved every problem. Why would we not? conversion rate optimization so For a small business I think a lot of people consider conversion rate optimization to be a B testing if you've heard that if you've heard CRO You've heard a B testing. You think they're the same thing. It's not really the idea behind CRO is removing blockers and Making it easier enabling users to get to their their desired outcome So you don't actually have to a B test with Maple They were redesigning their website when we engaged with them and we got to work very closely with their design company Which I believe was called humanistic Man if I wrong they're gonna be mad at me almost referred a bunch of business to you guys that they mispronounce your name So when they were working on the new site, it's so small. I'm sorry about that, but We got the chance to talk to the design company and we said well What do people need to see to feel confident and comfortable giving their information and working with Essentially online doctors like I'm gonna give you a bunch of information online That's medical and scary and you know all these kinds of things and it's not it's disruptive a lot of these people We've captured them in this walking clinic kind of space and they were just gonna go like they're all bundled up They've got their three kids just bundled up and they're putting them in the minivan They're going wait. What's this maple thing that I found while searching for the closest walking clinic? And so we need a way to capture them right Really quickly and so one of the things we did was we said let's make it really obvious what we do So instead of chat with a doctor on your lunch break, which I don't know What does that mean are they gonna give you advice? Are they just really friendly doctors that are really sad is this like live with sad doctors so that they're happy No, so okay, we're online doctors. We provide virtual health care and prescriptions in Canada That's awesome, right? How does the app work? Well, this is actually how the app work It's a gift of how the app actually works How you go through the whole process of engaging with a doctor and what the outcomes look like You can actually just sit on the home page and look at it for a couple of seconds and be like I actually know what this does which is great and then we actually Did a couple of fancy things with their conversion form. So now this is something that we could do without an audit I just said, you know what like your little register button is not super useful because I don't know what I'm registering for I might like I'm registering to chat with a doctor. I that I'm not entirely sure what that is So we said, okay, let's just get started and we kind of switched We looked at both of those and we drove traffic to both of those We actually did use Google Optimize for that But we set up an experiment in 15 minutes to add this email address field and then get started now field And then when they type in the email address in the registration form it just Pre-populates the email address. So you go, ah crap. I've already started this. I might as well pay these guys $50, right? That's how that works in data So we focused on a strong brand identity with maple we focused on educating the customer and We focused on the unique selling points that maple offers and we tried to make sure that the entire Site reflected that I'm so happy. Everything is loading the internet. It's so horrible So email and marketing automation This is one of those big scary things for small businesses like I was saying we'll get to how big and scary it should be What maple was doing was capturing emails on registration. So whenever they actually did sign up Maple would take their email address and pull it into their database. They would have an onboarding drip campaign So whenever once you signed up, they send you an email Right away giving you a full walkthrough of how to use the platform any kind of frequent concerns that people have had Answers to that any kind of links to resources that are very valuable to someone who just needs to use the app right now Because there is a walkthrough in in the mobile app and on the desktop app But a lot of people skip that stuff. So let's let's kind of give it to them a couple of ways But then they also had another email that would go out two or three days later That would start talking about things that you may not have known about the app because you were in an emergency You had you know one of these conditions and you just wanted to get a resolution for this right away but did you know you can see a therapist on Maple oh, that's kind of cool Did you know that you can treat this? Did you know that there is actual and actually an annual plan where you can register your entire family for a flat rate? And you never have to think about paying or anything You just give them the stupid phone you go tell the doctor you got a runny nose and get something for it All right, and your kid can do it So for this they did no research. They had no metrics. They were really looking at they did no a b testing They just said I think this might be a good idea, and it was I think it was a good idea Okay, that's maple, but what about you? Do you have to do all that? Hmm. I don't know. I don't think so so This this is all available. It is almost impossible to see So this is all available In the slides, and I'll give you a link to the slides. I'll give you a link to This kind of document and it goes all the way from small business to large-size businesses not quite enterprise So you'll be able to see this but for SEO you should put a bit of effort into SEO whenever you start your business You should start thinking about well Do I have a home page and then what are three or four other types of pages? I should have and those pages just speak to user intents and I love the word user intent I don't use the word keyword a whole lot So if if I'm an SEO specialist that doesn't say keyword and that makes you not trust me I fully understand but you're wrong So user intents are great because you can think about a user intent as for example searching for your specific product or You know if you develop for example, let's say your web developer web design developer and you say yeah I do web development. That's great, but everyone every web developer does web development So do you also do WordPress development? Do you do Joomla development? Do you do Drupal development? So okay, if you do make a page for it and talk about how you're better than everyone else is doing that Right, so as a small business just take a couple of minutes think about the four or five things that you could do for that Yeah, that's an expectation. That is a that is a high-water mark for for a small business if you don't do that You're not doing it right You're at least you're behind an SEO There's a couple of other things I didn't really talk about here But one of them is this idea of an indexable website. This is one of those Have you heard of FUD fear and fear uncertainty in doubt? I hate this This is like a sales technique, so I'm not gonna do it But there are problems with websites that can occur because you didn't think about SEO So have your have like someone you know who's thought about SEO or read some articles on SEO At least take a look at your website Do some due diligence, right? If let's say you're gonna start a business You need to you need to look at how plausible this this business is because you're investing your money in it, right? So same thing with SEO at least do your due diligence one requirement as you know that your website is in Google Because there are ways that you can kick it out of Google. So Google yourself, right? And if it's not something's wrong call an expert, but that is that is definitely a requirement You would be surprised how frequently that happens Capture and build authority and leverage business relationships. So this is another thing that it's like a 50-50 I don't know how this happens, but I think what happens is you get a lot of business owners who are specialists in a certain space So I'm a specialist developer. I'm a specialist designer. I'm a specialist speaker I'm a specialist whatever it is and then you create a business But you don't really have like a business kind of mentality or relationship-building mentality I would like to encourage you to build that especially with regards to Leveraging business relationships and trying to get other people to work with you and to work with other people Try to provide value to other organizations Try to provide value to the community through meetups through things like that and naturally organically What will happen is these people will link to your website and Then you have these very high value associations that are now linking to you, right? We work with action against hunger for pro bono because I think it's a really great initiative We work with operation grounds. Well because they're a really great initiative And working with kind of charitable organizations like that Yeah, it gets you a lot of authority because they love you and they want to do something for you and putting a link On their websites free, right? They don't have to pay for that. That's great Paid advertising. What do you have to do to be successful as a small business owner there? Start it You got to try it But you also have to know what you're trying so I would stick to Google or Facebook I can't give you the full rundown of what paid advertising is But a really quick summary you need to know what your cost per acquisition is what the maximum you can pay per acquisition So easy example of this is if you sell shoes if it's a $20 pair of shoes and your profit margin on that is like 50% which would be nice I guess then you can pay less than $10 to make a sale So you need all the metrics required You need someone to give them to you or you need to get them yourself to show that this is a profitable campaign that's something you need to think about and Just do it in Google do it in Facebook ads and start remarketing Remarketing is always going to be profitable. I've never seen a remarketing campaign not be profitable The problem is and actually I'll walk you through what that is So remarketing is let's say you land on my website. I follow you around with ads I go, hey, I know you were on my website 30 minutes ago. How is that? No So that's kind of what remarketing is but we do it a little bit nicer than that Which we try not to be kind of super sleazy. I think it'd be funny I think for certain brands just to be like but We try not to so most people at least as someone who's been on your site They have some kind of interest in your brand. They've got some interest in your product They're much more likely to convert than other people so you can actually spend a little bit more on those people and get a good return on investment Email and automation. I actually have this little zero percent effort thing here. Just capture their emails It's not that hard to capture someone's email address So if they're signing up if they're making a purchase if they're doing something like that Try to capture the email. I know there are certain industries where this doesn't work This is for every single business in the world. So, you know, it's a little bit hard, right? But capture their emails because when you become a mid-sized business, you don't want to start from zero You don't want to start from oh, let's try this brand new channel because you're gonna get frustrated and move on No, just capture the emails and then if you get bored someday you go, I wonder if I could write an email Right. I bet you I could and then you write Make a bunch of money and you go oh god This is great, right and then you get motivated in and doing it So capture the emails on a rainy day if you're a business owner if you're in charge of marketing You're gonna just get bored and write an email at some point Most of your efforts should be focused on this user experience and CRO thing. So I love digital marketing I think it gets a weird rep as this Make money online We're gonna be we're gonna save your lives. We're gonna do super cool stuff. It is a magic pill It is not a magic pill. It takes a lot of work And one of the things that screws us trying to do digital marketing is having a really crappy user experience So if we direct people to your website and you have a really bad visual identity It's almost impossible to know kind of who you are Then well, we're not gonna be able to make you any money It's just not gonna work Because nobody likes you nobody trusts you so think about your your visual identity and I can't talk too much about that I think there's a lot of design sessions today. Some of them are actually talking about that I would go to that if you feel like that might be a weak point Make sure your home and service pages or you know those two or three pages I said you should have Your home page and those service pages run through them make your friends run through them make somebody who hates you run through them Because you're gonna say I want you like let's say I sell the phones I want you to buy a phone on my website and then sit over them and ask them to talk about what they're feeling and Experiences they're experiencing as they're going through. Oh, this is recorded. I can't tell the story Yeah, so Let's say you're going through I can just remove the brand there you go Let's say you're going through the purchasing of a of a handset and the first question I ask you is what's your sin number? Are you going to actually buy a handset from me? No, that would be ridiculous and this is a major telco that did this Just just you know And if they had their their best friend or anyone look at this they'd be like no don't put that there That's stupid. That's ridiculous. Why would you ever ask for my sin number, right? So think about that and this is user testing so you can either get someone to do that Just kind of casually or you can get someone to run through the site. There's there are services that do this There's a user testing calm. There's try my UI. There's probably a bunch more I don't not affiliated with any of them. I don't really care. They have something like 30 40 dollars per Session so you run someone through this you give them a bunch of objectives You ask them a bunch of questions and it's a real person running through the site Running with some certain demographics, etc And they'll answer some questions for you and then just think about what you can do on a regular basis If you're a business owner a marketing manager if you're a developer designer who's in charge of the website What are some little things that you could do to make the site a little bit easier for the user little blockers that you Can remove because sometimes they're just really silly little things, you know, it's really hard to close this modal Okay, make it easy to close the modal. What's wrong with that? That shouldn't take someone making a recommendation to you You should just run through it me like this is annoying and then give it to a developer and let them fix it Like it should be pretty straightforward So if you just do this from a digital marketing perspective as a small business or a new business You should be okay. That's what what I expect from you What's very likely true is One or two of these channels you haven't done and I don't hold that against you. This is Kind of an idea of saying what is holistic marketing? I just said that that's bad This is an idea of like taking all of your channels and balancing them out Because this is where you should be in each channel to be getting your optimum return All of our images are just gonna that's fine medium or gross-sized businesses So I'm gonna run you through what maple looks like is a medium or gross-sized business the only thing with with this category is It's really hard to define. I'm gonna just say any business. That's under five million dollars Maybe any business under ten million dollars is gonna be a small business and then anything over that can be midsize So paid advertising What should we be doing differently with paid advertising? Maple when they become a became a midsize company They started prioritizing measurement a lot more. So one of the questions that we asked them Was do you know which channels? created awareness for maple Because we know which channels are converting we do what's called last touch attribution Which is the last channel you came in through the website? At before you converted But you'll find that over time that skews very strongly towards organic search Because what'll happen is you start creating a lot of awareness in another channel Somebody who's never heard of your brand before and then they search for the name Maple and they come in through the website and they convert Well, that's going to be called organic search and the attribution is going to be towards organic search But what if they saw the ad somewhere else that ad should get some kind of attribution So one of the things we did with maple was we started looking at first touch attribution And we did a really fancy solution for that But now we can record a user based on what original channel brought them in And like who just showed them maple and then which channel they actually converted through So now we have a more of a whole picture for what's going on with that We also increase spend and this is something that you should pretty much always be doing Like I said at the beginning if you're thinking about paid advertising the question you should always be asking yourself is Do I feel confident spending more In this channel because if you don't Then you don't have the right metrics in front of you or you don't understand the metrics And you need someone to explain them to you right and make you feel confident in them Or you just need to actually look at all the numbers. Am I making more money every time I spend more? You know, but if you do feel confident spending more, why are you not spending more? Because paid advertising is a direct, you know, I pay this much. I get that much in results, right? So just keep increasing your spend. So mid-sized businesses just do that a lot faster Um experiment and channels. So now is when you start going out to all the crazy things now is when you start saying, okay, I think I'm going to try Snapchat, I'm going to try whatever. I'm going to try kijiji. I'm going to try all sorts of things like that Start experimenting and the reason we started experimenting with maple was because we got through a lot of the low hanging fruit There are a lot of campaigns that are very core to what maple does And we'd already built those campaigns and we already spent a lot of the money in those campaigns So to make sure that we were staying efficient We wanted to try linkedin. We wanted to try all of these different channels Just to see if we could get the low hanging fruit there as well And then one of the things is a mid-sized business that you absolutely have to do is optimize based on a full life cycle of your user So you can't just look at like let's say you're a new e-commerce company and you sell that that pair of shoes So okay, the customer comes in buys a pair of shoes. That's $20. That's the return for whatever investment you made Okay, but what if that customer comes back every week and buys a new pair of shoes because they're just that kind of person Well, that customer is worth a lot of money But we're not attributing that to the the acquisition channel. We're not saying yeah lifetime value is very important And the reason this is such an important consideration is because if we knew That our customer was worth $10,000 rather than $200 we could pay a lot more to pull them in And we'd feel a lot more confident pulling them in and if that's a question for you If you're like, I actually don't know what that would look like for my customers That's maybe something that you would start digging into but again, this is mid-sized and maple is definitely ahead of the game there So for SEO excuse the slide all this stuff is going to pop in. It's magic. So for SEO We started also looking at new user intents So we wanted to start thinking about new ways we can be in front of users when they're searching for us Because search engine optimization is a form of inbound marketing Which means we're going to just be there when someone is looking for us So one of the things that we're doing is we're disrupting the walking clinics And when someone's searching for like toronto walking clinic or vancouver walking clinic or mississauga walking clinic We don't have any pages for that and google doesn't show us for that. That's not how that works We need to have a page that talks about this before google will even put us out there So we started building Geo specific pages so seeing a doctor in toronto And we talk about how we're disrupting the walking clinic space and why we might actually solve your problem Better than going out to a walking clinic. I'm sure every walking clinic hates this. I don't care. This is amazing And you can you can get that and that we're going to go over a couple of examples with kutenberg blocks on How you can do this with your business and different types of things you can do. So i'm just going to skip on Greater time investment in growing the site so Once you've kind of built up this authority like I was saying go speak at events go Go work with partners that kind of a thing you now have this authority to leverage And if you look at the six a successful website from a search engine optimization perspective It's not a single page And and I know this is a design principle that existed for for a while this idea of simplicity and brochure websites and everything That doesn't help for SEO because you're essentially answering fewer questions Okay, well, who does that help it just makes your life a little bit easier because your site map is five pages And you're like I can remember that I know every page is none of the pages are ugly That's fine But what we want to do is we want to make sure that we start growing the site We start answering more questions And if you work with an SEO specialist or agency, they'll they'll direct you and in the way you can kind of get there And then you we also revised the navigation with maple because Their navigation was not big enough to accept. I think the 200 new pages that we created so And one other interesting thing just because this is wordpress everything is built on wordpress The way we did this was we used taxonomies and I Delta growth doesn't do development or anything. The maple team is just in love with wordpress. So they've been using it that way But they use wordpress taxonomies to build out these pages So that they didn't have to individually create every page They just uploaded a spreadsheet and it just created all the pages for them. It was amazing Uh email and marketing automation So this is where this gets fun So with maple we started considering the full user journey in our communications And i'm not going to walk you through the whole journey The slides are available, but uh what we wanted to do specifically was We'd been focusing on this idea of activation So when someone signs up we wanted them to get a consultation And that's fine because it makes sense. It's a primary business goal But we weren't really thinking about onboarding or usage over time Because what would have benefited us was to look at lifetime value and to say okay How can we get someone to come for two consultations with their account instead of going away and forgetting about us or three consultations We're signing up for a membership So now we started thinking more about this So we created unique paths for different types of users You know we we can tell if a user is a family user not because we're creepy but because they sign up for a family plan So it's fine And then we we can identify users who are just paying for one consultation who have an emergency and just needed to get that resolved And then we have users who have a single person subscription because they just want the peace of mind and they hate walking clinics for whatever reason So we've created unique paths for different users and our focus was on activation campaigns So uh making sure that we can increase the lifetime value of our users But eventually we we did build out some ideas for cross-selling and advocacy But i'll let you take a look in your own time And then we started getting heavy into conversion rate optimization So like I said conversion rate optimization is not just split testing one of the things that we did was Uh, we did a lot of user testing We ran a lot of users through the website with a bunch of different hypotheses that we wanted to test hypotheses sure that we wanted to test And uh, we took a lot of that feedback and we said what are some changes we can make To make it easier for the user or remove blockers. I make cro sounds so easy. All of you can just go home and do it now Remove blockers make it easy great And then we looked at data and analytics So one of the cool things with maple is their funnel is actually very short It's usually home page register convert or home page how it works convert But the conversion form is another thing that we wanted to look at so we looked at all the different funnels Someone could go through in the website They can start with the conditions page or the home page or the how it works page or wherever it is and where do they fall out And why do we think they fell out? What's our hypothesis for why they they stopped in this journey? Uh, when they're on the actual form What form field might have stumped them and interesting note. It's the phone number Who would it's at right so there's all sorts of things that you may not have picked up And then what we did was we started doing always on optimization So from our audit we just came up with a bunch of really cool ideas for testing and we just started running them We're like, yeah, cool. Let's just keep doing it And we did it with wordpress. It was not hard. It's not some fancy hub spot thing It's not, you know, whatever no landing page testing whatever It was wordpress and google optimize and it took a couple of minutes to set up and it's fine There's no it doesn't cost anything either. None of these things are You don't pay for either of them. It's great so This is this is kind of our medium-sized growth company. Um, and I'm gonna Skip through this. I think but this is kind of where your business should be if you're a mid-sized business This is kind of where you should be aiming to get to and We'll we'll hopefully be able to get to that really quickly mature and large businesses. This is the same thing. So This gets really complex For mature and large businesses because they just have so many moving parts and they create new business units and they have all sorts of history and they have Stakeholders who are combative and stakeholders who are amazing and you kind of need to start like focusing on which stakeholder Is going to help you the most and which business unit is going to work? But this is kind of your overall plan for a mature large business I did want to show you a couple of examples of some cool late stage things. So late stage seo This is Shopify and I always use Shopify as an example because they're awesome. They do really cool seo work So Shopify's user journey starts with a business owner who's thinking about building an e-commerce website Well a business owner who's thinking about building an e-commerce website is also thinking about building a business And a business owner is thinking about building a business Maybe thinking about a slogan and so for whatever this is way far back in the user journey, right? Then Shopify is like sure whatever will be there. We're out of other things to do and so they built a slogan generator Um, so I I searched for word camp and it created came up with some good ones If you want to get ahead get a word camp Um, gee your word camp smells terrific. Uh word camp makes your day obey your word camp. Anyway So he's going to whip through I have five minutes. I have five minutes. Yeah, okay Um, so let's cover some of the the Gutenberg benefits So I'm just focusing on modular thinking in Gutenberg because uh, there wasn't a ton of stuff I could really take from it most of it's in the editor and some of it's just in in use So, um, I wanted to start talking about some of the types of blocks You should be thinking about when you're building a new website and kind of why So, uh, number one think about features What are the features that your service provides? Um, you can list those in a block. Why not? It's one of those things that's just valuable to know about your business A lot of people have questions about maple for example. They say is this condition covered? Well, those would be kind of features and we just have a block for that We just put that on any page where we think that user intent will be there Unique selling point or your brand position Um, this is really important because you're almost always going to have to do this Most people don't think about their website or their web pages As being entry points a lot of people think of their homepage as being the entry point And then they spread out and look around from there every page on your website can be an entry point So let's say someone lands on maple's conditions page And you're looking up whatever condition it is. Well, I need to sell you on my company great You you handle colds. That's awesome. Why maple? So, okay, let's answer that Let's have a block that we can just plug in there that answers that social proofing Super important if you've been in media mentions if you've spoken to conferences if you have Any kind of partners big clients that people would recognize How it works how your service or how how your product works pricing reviews calls to action So that would also be that'd be your purchase calls to action It would also be like middle of funnel calls to action just to capture people's email addresses, for example Also subscribe to my email Never works Videos and gifts so if a video or a gift can better tell your story Try that that's a really great module And this kind of helps you create simple layouts Okay, this is my favorite part. Let me get through it really quickly Um For SEO when you're you've got this kind of modular design You've got all these types of blocks that you've already built everything is kind of good to go You can start thinking of the different pages that you want to create And they're a lot easier to create with these blocks because essentially all you need to do is write two or three paragraphs And then put you like your usp brand position social proofing called action. Everything's already done. You just plug it in there, right? So well, what types of pages if you have any kind of local intent if you are in a medical space if you're allied health if you're um, if you're in the Like service industry if you're doing anything like that you probably have location searches someone goes toronto mechanic, right? Um, so build a page for that industry and demographic So people self identify very frequently. So if you do uh web development Well, think about web development for enterprises. Is that a different problem to solve? Are there different issues that a stakeholder is going to come up with or web development for small business or web development for e-commerce, for example Um and demographics. So if you're getting uh, if you're an insurance company, how many people here are insurance companies? If you're an insurance company, uh, you would ensure students for example So car insurance for students would be a demographic page Problem process. What types of problems lead you to this uh, this site or this service? Or what kind of process is someone going through where oh all of a sudden I need you like I'm building a business I'm launching an e-commerce site. I don't have a host Okay, well, that's part of the process. So build a page for that Competitor pages. Um, we call these conquesting pages. I'm not sure if that's the actual term But I think it's awesome sounding. So the idea is you rank for your competitors names So Shopify does this they have this page called Shopify versus big commerce, which is a direct competitor of theirs Um, and so now they rank for big commerce reviews big commerce testimonials big commerce alternatives It's great. It's really smart because they don't they don't say anything. I'm trying not to swear They don't say anything bad about big commerce They just have reviews of customers who switch from big commerce to Shopify saying that Shopify is pretty cool and then they have the business the the position of Shopify and the the usp Seasonal pages. I mean Christmas is coming up the holidays are coming up So you can always build pages targeting that that doesn't apply for every industry Though I think it'd be amazing to have an SEO for Christmas Um, kind of page just because it'd be so funny. Uh, landing pages for paid advertising You can build really quickly and code free abn tests. I'm going to skip that because I'm out of time All right Questions We're doing questions That's a good question. This is a very good question Um, so the slides are available at dg.agency forward slash word camp 2018 There's a hyphen in there forward slash word camp hyphen 2018 The flow charts available here as well. And if you're interested in talking about delta growth, it's Any other I have a good rule of thumb for that So I had a really great mentor who said this whole blue ocean thing is I can't swear is bad Stupid Because if your competitors are somewhere and all of your competitors are fighting tooth and nail somewhere It's because there's tons of money there Right. So if all your competitors are doing paid advertising and you're not performing It's not because google ads is bad. It's because you're bad at doing google ads or your campaign that your first campaign didn't work out That's fine. Keep trying. The other problem is a lot of people have very high max cpa's is what I call it So if you're selling it like the average client that comes over to us is worth upwards of $12,000 Because if they come to us and they get on a retainer easily $12,000 Okay, what do you think I'm willing to pay for that customer? Decent sum of money. So if I spend a hundred dollars on google ads and it doesn't work That's not right, right? Of course, you didn't get a customer for a hundred dollars. It's worth $12,000. That's crazy So it's it's really about like if you're selling pencils. It's super easy You know immediately if it's working or if it's not but just keep trying Yeah different campaigns Yeah, we've actually had really bad results with merchant ads and I've talked to a couple big e-commerce companies And the merchant ads aren't aren't doing quite as well So they can be effective, but they're just harder to target right now than just search network ads in the states That's a different story merchant ads in the states are doing really really well Pardon Um, it's more just sometimes they'll show up for things that you're really not expecting them to Yeah Um, okay one more and I think that's it. Yeah It's out the window. Yeah, unfortunately I think there's a McMaster course on SEO or digital marketing that's trustworthy. I don't have any other recommendations Yeah All right, thank you