Presented By Nii A. Ahene Chief Operating Officer, CPC Strategy nii@cpcstrategy.com @Nii_Ahene

1. Content to Clients
Inbound Marketing The CPC Strategy Way
Presented By
Nii A. Ahene
Chief Operating Officer, CPC Strategy
nii@cpcstrategy.com
@Nii_Ahene

2. TAKING THE CHAOS OUT OF INTERNET MARKETING

3. TRADITIONAL WEB LEAD GEN MODEL
Google Shopping Is
Now Paid
Google/Bing
Paid/Organic
Not Enough
Keywords/Traffic
Website/Blog
2-10 percent
conversion rate
Sales Call
$$$

4. INBOUND MARKETING MODEL
Google/Bing/Other
(Free/Organic)
Webinars with Partners
Other Lead Sources
(Trade Shows,
Partners)
Website/Blog
Email Blasts
Content Outreach
Calls
Sales Calls
Retargeting

5. CPC INBOUND MARKETING THEORY
Google Shopping Is
Search Engines,
Partnerships
Joint Webinars,
Tradeshows
Blog Content
White Papers
Newsletters
Internal Webinars
Case Studies
Expertise Emails
Content Outreach Calls
Spread Awareness
Provide Utility
Expose Desire
Or Pain
Sales Calls
Now Paid

6. PURPOSE OF WEB PROPERTIES
Blog - Inform
Dot Com - Sell
KPI–Traffic
KPI– Conversion Rate

7. Oct-13
Jul-13
Apr-13
Jan-13
Oct-12
40000
Jul-12
Apr-12
Jan-12
Oct-11
Jul-11
Apr-11
Jan-11
Oct-10
Jul-10
Apr-10
Jan-10
Oct-09
Jul-09
Apr-09
Jan-09
Oct-08
Jul-08
Apr-08
Jan-08
Oct-07
Jul-07
Apr-07
TRAFFIC TO WEB PROPERTIES (Historical)
Total Traffic to CPC Strategy Properties
45000
38,265
35000
30000
25000
20000
15000
10000
5000
0

8. 10000
Oct-13
15000
Sep-13
40000
Aug-13
Jul-13
Jun-13
May-13
Apr-13
Mar-13
Feb-13
Jan-13
Dec-12
Nov-12
Oct-12
Sep-12
Aug-12
Jul-12
Jun-12
May-12
Apr-12
Mar-12
Feb-12
Jan-12
TRAFFIC TO WEB PROPERTIES (2012 - Present)
Blog and Dot Com Traffic - 2013
45000
28,434
35000
30000
25000
20000
9,831
5000
0

9. Content Creation

10. Why New PLAs
HOW WE CREATE CONTENT
Might Be Better
Best Practices for Blogging
Hosted 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 personas
Every 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

11. TAKEWhy New PLAs Might
A LOOK AT OUR CONTENT
Be Better
Live Look at CPC Strategy’s Blog

12. Lead Generation

13. 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

14. 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

15. 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

16. LEADS CREATED BY MONTH
600
439
500
400
300
200
100
0
Lead Created October
Leads Created YTD
439
3528

17. MARKETO ALERTS
100’s Notifications of Prospects on Site Per Day

18. 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)

19. Prospect Nurturing

20. TYPES OF EMAIL WE SEND
Email Type
Newsletter
White Paper
Breaking News
Holiday
Newsletter
Case Study
Purpose
Inform/Drive Traffic to
Blog, Demonstrate Expertise
Create Engagement, Demonstrate
Expertise
Create Engagement for
Brand, Demonstrate Expertise
Create Engagement With Brand
Generate Sales Calls
E-mail Types

21. SAMPLE MARKETO EMAIL TO OUR LEADS
Sample E-mail

22. EMAIL CLICK NOTIFICATIONS
Google Shopping
Is Now Paid
Any Time a Prospect Clicks on A Link in These Emails
Our Sales Team Is Notified and Reaches out to leads with
High Scores

23. 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

24. RETARGETING – ON FACEBOOK
AdRoll allows us to retarget on Facebook even if the
user doesn’t like our FB page.

25. Continuous Testing

26. ALWAYS BE TESTING – OLD DOT COM

27. ALWAYS BE TESTING - Variation

28. ALWAYS BE TESTING - Results

29. Technology Overview

30. TECHNOLOGY OVERVIEW
Google Shopping
Is Now Paid
Technology
Wordpress
Use
Blogging Platform
Marketo
Salesforce.com
Landing Pages, E-mail Blasts, Site
Notifications
Lead Database
Google Adwords
AdRoll
oDesk/Fiverr
Optimizely
jobs.problogger.net
Banner Retargeting on Web
Retargeting on Facebook
Affordable Freelance Graphic Designers
A|B Testing Platform
Good Freelance Writers

31. Discussion and Q and A