Rick Backus - Content to Clients - SearchLove Boston 2014

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Rick Backus - Content to Clients - SearchLove Boston 2014

  1. 1. CONTENT TO CLIENTS Inbound Marketing The CPC Strategy Way Rick Backus Co-Founder, CEO rick@cpcstrategy.com
  2. 2. TWITTER! @CPC_Rick #SearchLove
  3. 3. #CoreContentChallenge WHAT’S YOUR CORE CONTENT CHALLENGE?
  4. 4.  Founded CPC Strategy in 2007  Over 240 Active Clients  Manage Over 35 Million in Adverting Spend  Monthly Retail Contributor @ Search Engine Land, Search Engine Watch, Practical eCommerce, & SEJ  Official Google Shopping Partner ABOUT RICK + CPC STRATEGY
  5. 5. WE’RE DOWN WITH INBOUND http://cpcstrategy.com/resources-retail-search/
  6. 6. BUT WE STARTED WITH OUTBOUND
  7. 7. INBOUND vs. OUTBOUND Outbound: Fast Market Validation for Services Inbound: Long Term Thought Leadership
  8. 8. TRADITIONAL WEB LEAD GEN MODEL Google/Bing Paid/Organic Website/Blog Sales Call $$$ Not Enough Keywords/Traffic
  9. 9. INBOUND MARKETING MODEL Google/Bing/Other (Free/Organic) Sales Calls Webinars with Partners Other Lead Sources (Trade Shows, Partners) Email Blasts Content Outreach Calls Website/Blog Retargeting
  10. 10. Google Shopping Is Now PaidCPC STRATEGY INBOUND MARKETING FUNNEL Spread Awareness Provide Utility Expose Desire Or Pain Sales Call Search Engines Partnerships Joint Webinars Tradeshows Blog Content White Papers Newsletters Internal Webinars Case Studies Expertise Emails Content Outreach Calls
  11. 11. PURPOSE OF WEB PROPERTIES Blog - Inform Dot Com - Sell KPI–Traffic KPI– Conversion Rate
  12. 12. TRAFFIC TO WEB PROPERTIES (Historical) 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 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 Total Traffic to CPC Strategy Properties
  13. 13. Our Content Strategy
  14. 14. Why New PLAs Might Be BetterHOW WE CREATE CONTENT 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 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 Tag All Visitors with Retargeting Cookie
  15. 15. Why New PLAs Might Be BetterCPC STRATEGY TARGETED PERSONAS eCommerce Owner/Operator 2– 20 Million Dollars in Annual Revenue Worried About Staying On Top Of Things in industry Not always very tech savvy Loves lists of things, rankings, and how tos Doesn’t Have Much Time Wants to give up managing channels but doesn’t have time/resources to train someone else 55% of existing client base eCommerce Marketing Manager 20 MM – 500 MM Company Usually A VP or Director or Marketing or eCom Worried about looking good to bosses Likes staying up to date, but loves hearing about what the competition is doing Is looking for a place where they can stay educated on industry to look good to higher ups 35% of Existing Client Base
  16. 16. WE’RE OUTRANKING AMAZON!
  17. 17. Google Shopping Is Now PaidHOW TO AVOID BEING THIS GUY…
  18. 18. Google Shopping Is Now PaidCONTENT INSPIRATION quicksprout.com
  19. 19. Google Shopping Is Now PaidCONTENT INSPIRATION
  20. 20. Google Shopping Is Now PaidCONTENT PROMOTION http://www.practicalecommerce.com/articles/65153-5-Ways-to-Use- Vine-for-Ecommerce-Marketing
  21. 21. Lead Generation
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. MARKETO ALERTS 100’s Notifications of Prospects on Site Per Day
  26. 26. 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)
  27. 27. Prospect Nurturing
  28. 28. EMAIL TYPES Email Type Purpose Newsletter 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
  29. 29. RECENT NEWSLETTER
  30. 30. Google Shopping Is Now PaidEMAIL CLICK NOTIFICATIONS Any Time a Prospect Clicks on A Link in These Emails Our Sales Team Is Notified and Reaches out to leads with High Scores
  31. 31. RETARGETING – YOU CAN’T HIDE FROM US! Extends Reach of Brand Off-Site, Outside of Email in a timely manner.
  32. 32. Continuous Testing
  33. 33. ALWAYS BE TESTING – OLD HOME PAGE
  34. 34. ALWAYS BE TESTING – NEW VARIATION
  35. 35. TEST RESULTS
  36. 36. Reporting
  37. 37. NEW CLIENT SOURCE - LAST 90 DAYS
  38. 38. TOTAL LEADS vs. QUALIFIED LEADS
  39. 39. WHITE PAPERS vs. WEBINARS
  40. 40. Google Shopping Is Now PaidTECHNOLOGY OVERVIEW Technology Use Wordpress Blogging Platform Marketo Landing Pages, E-mail Blasts, Site Notifications Salesforce.com Lead Database Google Banner Retargeting on Web AdRoll Retargeting on Facebook Optimizely A|B Testing Platform
  41. 41. People Still Matter…
  42. 42. A LOT!
  43. 43. Google Shopping Is Now PaidCPC STRATEGY MARKETING TEAM
  44. 44. Google Shopping Is Now PaidGIVERS vs. MATCHERS vs. TAKERS Givers are typically under-valued in business.
  45. 45. Google Shopping Is Now PaidVOLATILES vs. STABLES Volatiles Create & Stables Scale *1 Volatile for every 9-10 Stables
  46. 46. Our Current Challenges
  47. 47. Google Shopping Is Now PaidBRAND EVOLUTION – EVERYTHING MATTERS By The end of 2017 CPC Strategy will be the dominant agency in the retail search intent space. We will connect our clients inventory to their customer’s shopping intent.
  48. 48. Google Shopping Is Now PaidUSING CONTENT FOR RETENTION? How Can Our Marketing Team Work Closer with our Delivery Team?
  49. 49. Google Shopping Is Now PaidDIFFERENTIATE WITHOUT THIS HAPPENING
  50. 50. BIFF THE BEAR – VOTE ON TWITTER! #RIPbiff or #savebiff
  51. 51. #CoreContentChallenge WHAT’S YOUR CORE CONTENT CHALLENGE?
  52. 52. #CoreContentChallenge BEAUTIFUL WEB DESIGN?
  53. 53. DYSFUNCTIONAL TEAM? #CoreContentChallenge
  54. 54. IMPOSTER SYNDROME? #CoreContentChallenge
  55. 55. WHAT ARE YOU WORKING TOWARDS? #CoreContentChallenge
  56. 56. Discussion and Q and A

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