from content to clients - inbound marketing the cpc strategy way
DESCRIPTION
Presented By Nii A. Ahene Chief Operating Officer, CPC Strategy [email protected] @Nii_AheneTRANSCRIPT
Content to ClientsInbound Marketing The CPC Strategy Way
Presented ByNii A. AheneChief Operating Officer, CPC [email protected]@Nii_Ahene
TAKING THE CHAOS OUT OF INTERNET MARKETING
Google Shopping Is Now PaidTRADITIONAL WEB LEAD GEN MODEL
Google/BingPaid/Organic
Website/Blog
Sales Call
$$$
Not Enough Keywords/Traffic
2-10 percent conversion rate
INBOUND MARKETING MODEL
Google/Bing/Other(Free/Organic)
Sales Calls
Webinars with PartnersOther Lead Sources
(Trade Shows, Partners)
Email Blasts Content Outreach Calls
Website/Blog
Retargeting
Google Shopping Is Now PaidCPC INBOUND MARKETING THEORY
Spread Awareness
Provide Utility
Expose DesireOr Pain
Sales Calls
Search Engines, PartnershipsJoint Webinars, Tradeshows
Blog ContentWhite PapersNewslettersInternal Webinars
Case StudiesExpertise EmailsContent Outreach Calls
PURPOSE OF WEB PROPERTIES
Blog - Inform Dot Com - Sell
KPI–Traffic KPI– Conversion Rate
TRAFFIC TO WEB PROPERTIES (Historical)
Apr-07
Jun-07
Aug-07
Oct-07
Dec-07
Feb-08
Apr-08
Jun-08
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
Oct-10
Dec-10
Feb-11
Apr-11
Jun-11
Aug-11
Oct-11
Dec-11
Feb-12
Apr-12
Jun-12
Aug-12
Oct-12
Dec-12
Feb-13
Apr-13
Jun-13
Aug-13
Oct-13
0
5000
10000
15000
20000
25000
30000
35000
40000
4500038265
Total Traffic to CPC Strategy Properties
TRAFFIC TO WEB PROPERTIES (2012 - Present)
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12Jul-1
2
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13Jul-1
3
Aug-13
Sep-13
Oct-13
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
9831
28,434
Blog and Dot Com Traffic - 2013
Content Creation
Why New PLAs Might Be BetterHOW WE CREATE CONTENT
Best Practices for BloggingHosted on dedicated server with Wordpress for maximum speed/customizability
Blog on sub-directory from main page e.g yourcompany.com/blog
Forget about SEO for blog posts, Write to personasEvery Blog Post Has Some Sort of Call To Action embedded or at the end
The Right Rail and Top of Blog is used to send visitors to landing pages
Post Often and Leverage Contracted Writers if you don’t have a team of marketers in house
Tag All Visitors with Retargeting Cookies
Why New PLAs Might Be BetterTAKE A LOOK AT OUR CONTENT
Live Look at CPC Strategy’s Blog
Lead Generation
CONTENT ALWAYS HAS A CALL TO ACTION
Every Blog Post Has Some Sort of Call To Action embedded or at the end
Embedded End Of Post
LEAD GENERATION BUILT INTO BLOG
The Right Rail and Top of Blog is used to send visitors to landing pages
Right Rail Top of Page
LANDING PAGES
General Goal of the Landing Page is to give something away of high value (premium content) in exchange for information. They should be catered to a need that your Buyer Persona has that is related to what you do. Here are a couple variations.
Plug-in http://learn.cpcstrategy.com/CPCStrategyFeedExporter.html
Premium Content http://cpcstrategy.com/product-listing-ads/
Pre- Launch Content http://cpcstrategy.com/shopping-feed-book-prelaunch/
Software used to manage landing pages/leads
LEADS CREATED BY MONTH
02/01/2012
03/01/2012
04/01/2012
05/01/2012
06/01/2012
07/01/2012
08/01/2012
09/01/2012
10/01/2012
11/01/2012
12/01/2012
01/01/2013
02/01/2013
03/01/2013
04/01/2013
05/01/2013
06/01/2013
07/01/2013
08/01/2013
09/01/2013
10/01/2013
0
100
200
300
400
500
600
439
Lead Created October Leads Created YTD
439 3528
MARKETO ALERTS
100’s Notifications of Prospects on Site Per Day
MARKETO LEAD INTELLIGENCE
We can see the content our leads engaged with and cater content calls to address specific need based on intent and pitch an audit (sales call)
Prospect Nurturing
TYPES OF EMAIL WE SEND
E-mail Types
Email Type PurposeNewsletter Inform/Drive Traffic to Blog,
Demonstrate Expertise
White Paper Create Engagement, Demonstrate Expertise
Breaking News Create Engagement for Brand, Demonstrate Expertise
Holiday Newsletter
Create Engagement With Brand
Case Study Generate Sales Calls
SAMPLE MARKETO EMAIL TO OUR LEADS
Sample E-mail
Google Shopping Is Now PaidEMAIL CLICK NOTIFICATIONS
Any Time a Prospect Clicks on A Link in These EmailsOur Sales Team Is Notified and Reaches out to leads with
High Scores
RETARGETING – YOU CAN’T HIDE FROM US
Extends Reach of Brand Off-Site, Outside of Email in a timely manner. Goal Two Fold– Drive Un-captured (the 90%) to Landing Pages
Burn Brand Into Mind of Captured Leads
RETARGETING – ON FACEBOOK
AdRoll allows us to retarget on Facebook even if the user doesn’t like our FB page.
Continuous Testing
ALWAYS BE TESTING – OLD DOT COM
ALWAYS BE TESTING - Variation
Technology Overview
Google Shopping Is Now PaidTECHNOLOGY OVERVIEW
Technology UseWordpress Blogging PlatformMarketo Landing Pages, E-mail Blasts, Site
Notifications
Salesforce.com Lead DatabaseGoogle Adwords Banner Retargeting on WebAdRoll Retargeting on FacebookoDesk/Fiverr Affordable Freelance Graphic DesignersOptimizely A|B Testing Platformjobs.problogger.net Good Freelance Writers
Discussion and Q and A