content marketing performance review episode 2: cleanbrands
DESCRIPTION
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.TRANSCRIPT
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Content Marketing Performance Review
Client: CleanBrandsAgency: Innovative Marketing
ResourcesEvery Thursday @3pm Eastern
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Max TraylorVP Business Development
Content Marketer’s Blueprint
+MaxTraylor
Linkedin/in/maxtraylor
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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
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Today’s Schedule15 minutes: CleanBrands performance overview30 minutes: Team recommendations & deep dive
Tools: HubSpot & CMB Lead Quality Report
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After the Webinar
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• Webinar recording
• Slides
• Blog article
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Today’s Clientwww.CleanBrands.com
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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.
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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
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Offers
Awareness Stage Consideration Stage
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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
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Historical Visits & Conversion
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Historical Contacts & Customer Conversion
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Lead Quality all time
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Lead Quality all time
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Lead Quality by traffic source
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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
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Drop in conversion rate
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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.
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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?
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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.
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Final Recommendations for March
Leverage network of pest control business owners (inbound links and guest blogging)
Increase lead volume with targeted PPC advertisements
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Next Session: Tuesday March 25th @3pm
“B2B buyer personas: 5 Rings of Insight”Signup at: www.contentmarketingblueprint.com/2014-webinars