www.contentmarketingblueprint.com
Content Marketing Performance Review
Client: CleanBrands
Agency: Innovative Marketing
Re...
www.contentmarketingblueprint.com
Max Traylor
VP Business Development
Content Marketer’s Blueprint
+MaxTraylor
Linkedin/in...
www.contentmarketingblueprint.com
What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver se...
www.contentmarketingblueprint.com
Today’s Schedule
15 minutes: CleanBrands performance overview
30 minutes: Team recommend...
www.contentmarketingblueprint.com
After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• ...
www.contentmarketingblueprint.com
Today’s Client
www.CleanBrands.com
www.contentmarketingblueprint.com
Company Profile
 Cleanbrands is a New England company that develops
and manufactures be...
www.contentmarketingblueprint.com
Engine Snapshot (Blueprint)
 Buyer Persona – owner of a pest control company (primary)
...
www.contentmarketingblueprint.com
Offers
Awareness Stage Consideration Stage
www.contentmarketingblueprint.com
Historical Results
 Successes
 We’ve been with them from the get-go, and we’ve seen th...
www.contentmarketingblueprint.com
Historical Visits & Conversion
www.contentmarketingblueprint.com
Historical Contacts &
Customer Conversion
www.contentmarketingblueprint.com
Lead Quality all time
www.contentmarketingblueprint.com
Lead Quality all time
www.contentmarketingblueprint.com
Lead Quality by traffic source
www.contentmarketingblueprint.com
February Insights
 In mid-February, we rolled out a new eCommerce site, and
integrated ...
www.contentmarketingblueprint.com
Drop in conversion rate
www.contentmarketingblueprint.com
February Insights
 Making movement on “What are bed bugs?” keyword
 Shortly after inte...
www.contentmarketingblueprint.com
February Opportunities
 Building Inbound Links
 There’s an opportunity to build inboun...
www.contentmarketingblueprint.com
February Opportunities
 Exploring PPC
 Trying to find a set of potentially profitable ...
www.contentmarketingblueprint.com
Final Recommendations for
March
 Leverage network of pest control business owners
(inbo...
www.contentmarketingblueprint.com
Next Session: Tuesday
March 25th @3pm
“B2B buyer personas: 5 Rings of Insight”
Signup at...
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Content marketing performance review episode 2: CleanBrands

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This content marketing performance review shows a very efficient automated sales funnel. 14 percent of leads are converting to customers. It is time for some content marketing rocket fuel to scale results.

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Content marketing performance review episode 2: CleanBrands

  1. 1. www.contentmarketingblueprint.com Content Marketing Performance Review Client: CleanBrands Agency: Innovative Marketing Resources Every Thursday @3pm Eastern www.contentmarketingblueprint.com
  2. 2. www.contentmarketingblueprint.com Max Traylor VP Business Development Content Marketer’s Blueprint +MaxTraylor Linkedin/in/maxtraylor
  3. 3. www.contentmarketingblueprint.com What is the CMB Community? A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint. Join the Conversation @CMBlueprint or +ContentMarketersBlueprint
  4. 4. www.contentmarketingblueprint.com Today’s Schedule 15 minutes: CleanBrands performance overview 30 minutes: Team recommendations & deep dive Tools: HubSpot & CMB Lead Quality Report
  5. 5. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  6. 6. www.contentmarketingblueprint.com Today’s Client www.CleanBrands.com
  7. 7. www.contentmarketingblueprint.com Company Profile  Cleanbrands is a New England company that develops and manufactures bed bug covers for mattresses, pillows, box springs, douches, and more.  They are not geographically limited, so they can sell anywhere in the country.
  8. 8. www.contentmarketingblueprint.com Engine Snapshot (Blueprint)  Buyer Persona – owner of a pest control company (primary) and homeowner (secondary)  Info Categories – bed bug mattress covers, box spring covers, pest control tips and business advice  Awareness offers – healthy sleep guide (homeowners) and “How to Make More Money” (businessowners)  Consideration offer – Encasement Sample Kit  Decision offer – None
  9. 9. www.contentmarketingblueprint.com Offers Awareness Stage Consideration Stage
  10. 10. www.contentmarketingblueprint.com Historical Results  Successes  We’ve been with them from the get-go, and we’ve seen their monthly visits grow from 500 to 1,274  Leads have grown from essentially 0 to 50+  Most leads are incredibly qualified and move to the bottom of the funnel  Challenges  Leads are projected to have two consecutive months of decline at the end of March  Client is on Hubspot Basic, which means we can’t perform automate workflow nurturing
  11. 11. www.contentmarketingblueprint.com Historical Visits & Conversion
  12. 12. www.contentmarketingblueprint.com Historical Contacts & Customer Conversion
  13. 13. www.contentmarketingblueprint.com Lead Quality all time
  14. 14. www.contentmarketingblueprint.com Lead Quality all time
  15. 15. www.contentmarketingblueprint.com Lead Quality by traffic source
  16. 16. www.contentmarketingblueprint.com February Insights  In mid-February, we rolled out a new eCommerce site, and integrated it into the main site.  A jump in traffic resulted as visitors to the subdomain (shop.cleanbrands.com) come over to the main domain and count as “referrals”.  Conversion rate is down this quarter  To be expected. The main cleanbrands.com site is really geared towards pest control companies. There aren’t a lot of reasons a homeowner would convert
  17. 17. www.contentmarketingblueprint.com Drop in conversion rate
  18. 18. www.contentmarketingblueprint.com February Insights  Making movement on “What are bed bugs?” keyword  Shortly after integrating the eCommerce site, we started making movement on “what are bed bugs”. Based on KeywordSpy, that keyword get 2.74 million searches per month.  Slow/no movement on some high value KWs  Bed bug covers  Box spring covers  Etc.
  19. 19. www.contentmarketingblueprint.com February Opportunities  Building Inbound Links  There’s an opportunity to build inbound links from PCO customers.  How else can we get inbound links?  Benefiting from keywords  How can we make more movement on the “what are bed bugs” keyword?  How can we give our high-value, second page keywords a push to the first page?
  20. 20. www.contentmarketingblueprint.com February Opportunities  Exploring PPC  Trying to find a set of potentially profitable keywords that will bring in pest control owners  Increase the integration between the main site and ecommerce side  But, we need to be careful since pest control owners are given wholesale pricing. Don’t want to scare them off with the pricing we list for homeowners.
  21. 21. www.contentmarketingblueprint.com Final Recommendations for March  Leverage network of pest control business owners (inbound links and guest blogging)  Increase lead volume with targeted PPC advertisements
  22. 22. www.contentmarketingblueprint.com Next Session: Tuesday March 25th @3pm “B2B buyer personas: 5 Rings of Insight” Signup at: www.contentmarketingblueprint.com/2014-webinars

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