The numbers
- Aimed at the talk: 52 people.
- Assistants: 25 people.
- The last 15 of April of 2019 was carried out in the space that gives us ULab, the co-working center of Alicante.
Important: We remind you that in the tool Slack have a channel registered to organize and to share the management of the meetup, specifically the channel we use is #wpalicante of Slack WordPress Spain. If you want to lend a hand, contribute ideas and become more active part of this community follow the instructions on the following page-> http://wp-es.es/slack/
Personal branding on WordPress: The talk
Once again, we delve into the wonderful world of WordPress, this time guided by the great Ramón Prats, an industrial designer who has been working professionally in the world of the web since 2002 with the Pampua StudyHe specializes in WordPress and Genesis Framework, so with the experience he has accumulated over the years, he can give us sound advice on how to stand out from the competition by creating our own unique and inimitable personal brand that adds value. To this end, he also shares with us the Personal brand Presentation Who has prepared for the occasion.
As always, to finish we have Question time as well as a networking accompanied by refreshments in the kiosk of the Plaza de San Cristóbal thanks to our sponsors: Professional Hosting , your trusted hosting, and Weglot, the plugin to translate your web to the language you want.
We remark below some points that have been interesting to us although we include at the end of this post The full video of the presentation.
Topic Overview
- Personal branding is important because Labor management is done between people.
- When we sign an email, for example, it is better to put our name than the name of the department from which we write, in order to personalize the writing and that the person who receives it finds it close.
- We all have a personal brand since we were born because each person has peculiarities that make it unique.
- A recognized brand has value for itself which allows you to choose customers, collect more...
Create your personal brand
- The best thing is to choose two concepts that are associated with your person, no more, and work them. For example: Be the fastest in your area, the funniest, the cheapest...
- Andrés Pérez Ortega He is a reputed personal brand specialist with many books to his credit.
- Create a slogan and a value proposition that will define you. The slogan is a catch phrase that remains in the mind of your current or potential clients. The value proposition is what allows users to get to know your services better. Ideally, the value proposition is written at the beginning of our website and our social networks and has the following structure:
I help you... (The benefit you offer)
Through... (Technology you use)
To get... (helping to get customers)
Ramón Prats
- In order to create your personal brand you must know yourself. You can do this through SWOT Analysis, besides asking the people around you.
- Once you get to know each other better, focus on your passion and goals as if money wasn't a problem.
- Put a goal at the end of your job (for example, for your retirement). Where would you like to go?
- Write down what steps you have to make to reach that goal.
- When you believe you have it, think about how you feel with those goals and goals because if you really move your passion, you will infect your potential clients. The best way to follow these steps is to use the LEAN Methodology, which in short implies getting the minimum viable product as soon as possible; Trial and error to make a mistake and rethink the situation as soon as possible.
- With respect to your style, if you manage to be unique you will attract more people and differentiate yourself from the rest.
- It is important that the character that we believe is as close as possible to us so as not to feel disguised.
- Once you have defined a style, you have to impregnate it with it.
Define your audience
- We have to think about what our target audience is, and that this is on the rise would be ideal.
- It is better to have less audience but it is your target audience to follow many people who do not contribute anything.
- Think that your client wants to feel special when he contacts you, rather than really looking for your product because it is easy for the product to find it in many other places. You have to sell experiences and not so much material things.
- To get the audience to grow, there are:
- Generate valuable content regularly.
- Focus on it, make it important to you and be noticed. Take care of her and find her.
- You have to create relationships by giving something selflessly. If you always move only for money it will be much harder to create lasting relationships because it is more difficult for people to be interested in knowing you.
Improve your website
- You have to invest in domain and hosting own and quality. It's the best way not to rely on third parties. It is not good to rely on social networks because the content is not yours and at any time you can close the account and lose all the work done so far (content, followers...).
- CONTENT: You have to write for people, not for machines. That implies forgetting to some extent the old rules of SEO (nothing to repeat much the keywords, for example, that make the text illegible by being Cansino). The content should be useful to the target audience, and answer questions posed. To do this, consult the tool answerthepublic.com. In our meetup «Improve your website: Find keywords that will make you earn money» You can see more details of this and other interesting tools.
- LOADING SPEED: To improve the load speed it is good to optimize the images you upload and use a CDN. Cloudflare has both CDN and some security and has a free plan of easy configuration.
- DESIGN: You have to take care of it because the first impression when entering your website is crucial. If we have very interesting content, which is fast loading, but the first impression is not attractive, it is easy for the user not to continue browsing our website.
- The design should be clear, comfortable and minimalist
- Use 2 or 3 colors maximum
- Do not be afraid of the white space, the web breathe and not find the contents crammed.
- You have to put up and big the most important.
- It must be responsive or even, mobile-first. This implies that the design of the Web is adapted to the device in which it is navigated.
- All pages have to end with a CTA (Call to Action).
Your mailing list
- It is shown that email marketing is more effective than social networks.
- The good thing about social networks is that it's yours.
- It has a 30% or 40% return on investment.
- The best is plain text, not layout to not look like publicity.
- Must be personalized, no massive generic emails with very general information.
- You have to grow the list organically, shortcuts will be a long-term problem.
- Personalized texts.
- Digital archive in exchange for subscribers (LEAD MAGNET)
- Interact with your audience: question, conduct surveys
- Segment the list according to the interests, the type of client...
- Story telling: automates the welcome of a new customer, an after-sales post and in general sends emails in key moments of the relationship with your client to make him feel accompanied at all times.
Social networks in your personal brand
- They must be a means, not an end.
- Traffic should go from social networks to your website and not the other way around.
- You have to analyze which social network your audience uses (your target audience).
- FACEBOOK:
- Profile vs Page: The profile is to accept who wants to follow, while the page can follow anyone pressing I LIKE. Therefore it is better that we use the Format page for our company.
- In the header you can put a video.
- It can be the presentation of all your work because you can put both videos and images and links to your website.
- TWITTER:
- It is better to have two accounts, one staff and another work, not to mix content and above all use the appropriate tone for each situation.
- Choose well who you follow because that will be indicative of where you move.
- Connect with the leaders of your sector. It is always good to be aware of what is happening in your world and where your competitors move.
- LINKEDIN:
- It is a more professional network, where you can make contacts and look for job opportunities.
- You can download the mails.
- INSTAGRAM:
- Use #hastags to find you
- Respond to comments as soon as possible
- It is necessary to consider if it makes sense to use the stories as it is an effort that only lasts 24h so you have to value if you have the return you need.
Editorial Calendar
- Perhaps at first we do not need it because we have many things to tell our audience but after a while we will need to plan the topics to write.
- The editorial calendar helps to organize the content to be published as well as the periodicity.
- It is good to identify and define the different categories of content that you want to offer.
Create a Podcast
- The podcast gives closeness to your audience
- There are fewer podcasts than blogs so there is still less competition in this way.
- There's no need for great equipment. You could just record a podcast with your mobile.
- You can take advantage of the content of the podcast to fill the blog, transcribing all or part of it in an entry.
Final networking questions and issues
- There are a number of websites that classify other websites by typology, which allows you to take ideas if you are not very clear how to do yours: interfaces.pro And Lapa. Ninja. Almost everything they show are interesting designs. Important to emphasize that the idea is to seek inspiration, not to copy the work of others.
- Good Design Page Example: the DOCENTUM Academic Services company.
- Example of page with Improvement route: page of the Town Hall of Polop.
- PRETTY LINKS: WordPress Plugin to measure access to your website.
- There is a free website to make a video from a podcast, and including subtitles. It's about HEADLINER.
- There is some interesting web to transcribe an audio:
- transcribe.com: Costs about $20
- Amazon Transcribes: It works well in Castilian too. You transcribe the audio in plain text and then you have to layout it.
Glossary
- SWOT Analysis: It is a tool for the study of a person, project or company, analyzing both internal characteristics (strengths and weaknesses) and external (threats and opportunities). Referring the staff, collect both rational and emotional aspects. We leave a link with more details of How to create a personal SWOT In case you're interested.
- LEAN Methodology: New way of process management whose goal is to seek the highest customer satisfaction with the lowest consumption of resources, getting rid of what is hindering as soon as possible. To do this, the best is a continuous improvement, and the sooner you find errors or improvement points, before they are eliminated from the equation to get the client to get what he is looking for.
- CDN (Content delivery Network): It is a content distribution network, that is, a set of servers spread around the world that contain local copies of the content of your web and cache files that do not need permanent updating, according to some Customizable rules. They are especially useful when customers can be found anywhere in the world, as they will allow information to reach them from the closest server, which will decrease the loading speed on your computer.
- ACCOUNT (Call to Action): Call to action. It is a button or link that causes the user to interact with us and end up staying or returning. To do this, we can offer you relevant content of the company (downloading a catalog, a Help guide...), contact form (to subscribe to periodic information or receive information of some kind), or even for users who already follow you can Offer exclusive content or very specific information that may interest you.
