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.
VP Business Development
Content Marketer’s Blueprint
What is the CMB
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s
Join the Conversation
15 minutes: CleanBrands performance overview
30 minutes: Team recommendations & deep dive
Tools: HubSpot & CMB Lead Quality Report
• Webinar recording
• Blog article
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.
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
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
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
Lead Quality all time
Lead Quality all time
Lead Quality by traffic source
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
Drop in conversion rate
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
Building Inbound Links
There’s an opportunity to build inbound links from PCO
How else can we get inbound links?
Benefiting from keywords
How can we make more movement on the “what are bed bugs”
How can we give our high-value, second page keywords a push
to the first page?
Trying to find a set of potentially profitable keywords that will
bring in pest control owners
Increase the integration between the main site and
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.
Final Recommendations for
Leverage network of pest control business owners
(inbound links and guest blogging)
Increase lead volume with targeted PPC advertisements
Next Session: Tuesday
March 25th @3pm
“B2B buyer personas: 5 Rings of Insight”
Signup at: www.contentmarketingblueprint.com/2014-webinars