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A DEVELOPER'S GUIDE TO WORKING WITH
MARKETING TEAMS
Rhys Wynne - @dwinrhys
(VERY BRIEF) INTRODUCTION
➤ Started Working with
WordPress in 2006.
➤ Worked as a Search
Engine Optimiser/
WordPress Developer
2006-2010.
➤ Worked as a pure digital
marketer for
2010-2012.
➤ Returned to WordPress
Development in 2012.
➤ Went freelance in 2018.
@rhyswynne - @dwinrhys
I’M A DEVELOPER WHO
(KINDA) KNOWS A BIT
ABOUT MARKETING
#WCBTNWordCamp Brighton 2019
MARKETERS LOOKING AT ME AT A MARKETING CONFERENCE
@rhyswynne - @dwinrhys
#WCBTNWordCamp Brighton 2019
MARKETERS EXPERIENCE OF DEVELOPERS
@rhyswynne - @dwinrhys
#WCBTNWordCamp Brighton 2019
BY THE END OF THIS PRESENTATION…
@rhyswynne - @dwinrhys
@rhyswynne - @dwinrhys
GET THEM 

ON YOUR SIDE
@rhyswynne - @dwinrhys
1. FIND OUT THEIR

KEY PERFORMANCE INDICATORS
(KPIS)

AND ONE’S YOU CAN CONTROL
@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
ONES YOU CAN CONTROL - ON PAGE CHANGES
➤ Conversion Rate (UX Improvements)
➤ Rankings (Site Speed Improvements)
➤ Click Through Rate (Site Architecture)
@rhyswynne - @dwinrhys
YOU WON’T BE ABLE
TO CONTROL ALL OF
IT
@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
BE AWARE OF THINGS
➤ Conversion Rate (Poor PPC Campaign)
➤ Rankings (Marketing Team Builds Dodgy Links)
➤ Click Through Rate (Marketing Team Prioritises
Incorrect Page)
@rhyswynne - @dwinrhys
BE AWARE, BUT
DON’T BE JUDGED
@rhyswynne - @dwinrhys
2. THE LIST!

(& HOW TO DEAL WITH IT)
@rhyswynne - @dwinrhys
ASK FOR IT TO BE
PRIORITISED

(OR PRIORITISE IT FOR THEM)
@rhyswynne - @dwinrhys
GET GOOGLE ANALYTICS
& GOOGLE WEBMASTER
TOOLS ACCESS
#WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE CONVERSIONS
GA View: Behaviour >Site Content > Landing Pages
#WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE RANKINGS
GA View: Behaviour > Site Speed > Speed Suggestions
#WCBTNWordCamp Brighton 2019
GOOGLE PAGESPEED TOOL
https://developers.google.com/speed/pagespeed/insights/
#WCBTNWordCamp Brighton 2019
INTERPRETING THE PAGESPEED SCORE
https://developers.google.com/speed/pagespeed/insights/
#WCBTNWordCamp Brighton 2019
BEGINNING TO GET WORDPRESS FOCUSED IMPROVEMENTS
https://developers.google.com/speed/pagespeed/insights/
#WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE CLICK THROUGH RATES
Google Webmaster Tools: Performance
@rhyswynne - @dwinrhys
IF ALL ELSE FAILS

ESTIMATE TIME & COST
FOR EACH TASK
@rhyswynne - @dwinrhys
3. SOFT SKILLS
@rhyswynne - @dwinrhys
SOFT SKILLS…

…ARE HARD
@rhyswynne - @dwinrhys
MARKETING ISN’T A “BUILD IT
& THEY WILL COME” APPROACH

STOP SAYING IT
@rhyswynne - @dwinrhys
AVOID MICROMANAGING 

BUT MAKE THEM AWARE
OF CHANGES
@rhyswynne - @dwinrhys
ASK WHY 

& 

EXPLAIN WHY
@rhyswynne - @dwinrhys
DON’T ASSUME
KNOWLEDGE
@rhyswynne - @dwinrhys
4. CLIENT/MARKETING/
DEVELOPMENT
RELATIONSHIP
@rhyswynne - @dwinrhys
OFFER TO BE A
LIAISON
@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
LIAISE WITH OTHER PARTIES ON THEIR BEHALF
➤ In House Developers
➤ Designers
➤ Hosting Companies
Get the client’s approval first - may not be ultimately
possible (NDA’s)
@rhyswynne - @dwinrhys
AGREE TO
BOUNDARIES
@rhyswynne - @dwinrhys
HAVE ONE POINT OF
CONTACT
@rhyswynne - @dwinrhys
5. DOCUMENT
EVERYTHING YOU
CHANGE
@rhyswynne - @dwinrhys
WHAT TO DO WHEN
THINGS GO WRONG
@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
WHEN THINGS GO WRONG
➤ Try not to be confrontational.
➤ Don’t try and blame them, especially in front of a client.
➤ Use documentation to refer to decisions made and why
things were done.
➤ I have hidden behind agreements at times (not always
smart).
➤ Come to an agreement for exit (if worst comes to the
worst).
@rhyswynne - @dwinrhys
WHAT TO DO WHEN
THINGS GO RIGHT
@rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
WHEN THINGS GO RIGHT
➤ Recommend them - if they are an external agency.
➤ Keep an eye on the team on LinkedIn. Especially
with team members that you enjoyed working with.
➤ Ask them for opinions on your own site (over a
coffee/beer)
@rhyswynne - @dwinrhys
THANKS!
@rhyswynne
@dwinrhys
dwinrhys.com
winwar.co.uk

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A Developer's Guide to Working With Marketing Teams - WordCamp Glasgow