From Content to Clients - Inbound Marketing the CPC Strategy Way

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

Published in: Business, Technology
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From Content to Clients - Inbound Marketing the CPC Strategy Way

  1. 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. 2. TAKING THE CHAOS OUT OF INTERNET MARKETING
  3. 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. 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. 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. 6. PURPOSE OF WEB PROPERTIES Blog - Inform Dot Com - Sell KPI–Traffic KPI– Conversion Rate
  7. 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. 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. 9. Content Creation
  10. 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. 11. TAKEWhy New PLAs Might A LOOK AT OUR CONTENT Be Better Live Look at CPC Strategy’s Blog
  12. 12. Lead Generation
  13. 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. 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. 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. 16. LEADS CREATED BY MONTH 600 439 500 400 300 200 100 0 Lead Created October Leads Created YTD 439 3528
  17. 17. MARKETO ALERTS 100’s Notifications of Prospects on Site Per Day
  18. 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. 19. Prospect Nurturing
  20. 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. 21. SAMPLE MARKETO EMAIL TO OUR LEADS Sample E-mail
  22. 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. 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. 24. RETARGETING – ON FACEBOOK AdRoll allows us to retarget on Facebook even if the user doesn’t like our FB page.
  25. 25. Continuous Testing
  26. 26. ALWAYS BE TESTING – OLD DOT COM
  27. 27. ALWAYS BE TESTING - Variation
  28. 28. ALWAYS BE TESTING - Results
  29. 29. Technology Overview
  30. 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. 31. Discussion and Q and A

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