rick backus - content to clients - searchlove boston 2014

CONTENT TO CLIENTSInbound Marketing The CPC Strategy Way

Rick Backus Co-Founder, CEOrick@cpcstrategy.com

TWITTER!

@CPC_Rick#SearchLove

#CoreContentChallenge

WHAT’S YOUR CORE CONTENT CHALLENGE?

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

WE’RE DOWN WITH INBOUND

http://cpcstrategy.com/resources-retail-search/

BUT WE STARTED WITH OUTBOUND

INBOUND vs. OUTBOUND

Outbound: Fast Market

Validation for Services

Inbound: Long Term Thought

Leadership

TRADITIONAL WEB LEAD GEN MODEL

Google/BingPaid/Organic

Website/Blog

Sales Call

$$$

Not Enough Keywords/Traffic

INBOUND MARKETING MODEL

Google/Bing/Other(Free/Organic)

Sales Calls

Webinars with PartnersOther Lead Sources

(Trade Shows, Partners)

Email Blasts Content Outreach Calls

Website/Blog

Retargeting

Google Shopping Is Now PaidCPC STRATEGY INBOUND MARKETING FUNNEL

Spread Awareness

Provide Utility

Expose DesireOr Pain

Sales Call

Search Engines PartnershipsJoint WebinarsTradeshows

Blog ContentWhite PapersNewslettersInternal Webinars

Case StudiesExpertise EmailsContent Outreach Calls

PURPOSE OF WEB PROPERTIES

Blog - Inform Dot Com - Sell

KPI–Traffic KPI– Conversion Rate

TRAFFIC TO WEB PROPERTIES (Historical)

Apr-07

Jun-07

Aug-07

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Feb-08

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Jun-08

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Oct-08

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Feb-09

Apr-09

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Feb-13

Apr-13

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0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Total Traffic to CPC Strategy Properties

Our Content Strategy

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

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

WE’RE OUTRANKING AMAZON!

Google Shopping Is Now PaidHOW TO AVOID BEING THIS GUY…

Google Shopping Is Now PaidCONTENT INSPIRATION

quicksprout.com

Google Shopping Is Now PaidCONTENT INSPIRATION

Google Shopping Is Now PaidCONTENT PROMOTION

http://www.practicalecommerce.com/articles/65153-5-Ways-to-Use-Vine-for-Ecommerce-Marketing

Lead Generation

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

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

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

MARKETO ALERTS

100’s Notifications of Prospects on Site Per Day

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)

Prospect Nurturing

EMAIL TYPES

Email Type PurposeNewsletter 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

RECENT NEWSLETTER

Google Shopping Is Now PaidEMAIL CLICK NOTIFICATIONS

Any Time a Prospect Clicks on A Link in These EmailsOur Sales Team Is Notified and Reaches out to leads with

High Scores

RETARGETING – YOU CAN’T HIDE FROM US!

Extends Reach of Brand Off-Site, Outside of Email in a timely manner.

Continuous Testing

ALWAYS BE TESTING – OLD HOME PAGE

ALWAYS BE TESTING – NEW VARIATION

TEST RESULTS

Reporting

NEW CLIENT SOURCE - LAST 90 DAYS

TOTAL LEADS vs. QUALIFIED LEADS

WHITE PAPERS vs. WEBINARS

Google Shopping Is Now PaidTECHNOLOGY OVERVIEW

Technology UseWordpress Blogging PlatformMarketo Landing Pages, E-mail Blasts, Site

Notifications

Salesforce.com Lead DatabaseGoogle Banner Retargeting on WebAdRoll Retargeting on FacebookOptimizely A|B Testing Platform

People Still Matter…

A LOT!

Google Shopping Is Now PaidCPC STRATEGY MARKETING TEAM

Google Shopping Is Now PaidGIVERS vs. MATCHERS vs. TAKERS

Givers are typically under-valued in business.

Google Shopping Is Now PaidVOLATILES vs. STABLES

Volatiles Create & Stables Scale

*1 Volatile for every 9-10 Stables

Our Current Challenges

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.

Last Week!

Google Shopping Is Now PaidUSING CONTENT FOR RETENTION?

How Can Our Marketing Team Work Closer with our Delivery Team?

Google Shopping Is Now PaidDIFFERENTIATE WITHOUT THIS HAPPENING

BIFF THE BEAR – VOTE ON TWITTER!

#RIPbiffor#savebiff

#CoreContentChallenge

WHAT’S YOUR CORE CONTENT CHALLENGE?

#CoreContentChallenge

BEAUTIFUL WEB DESIGN?

DYSFUNCTIONAL TEAM?

#CoreContentChallenge

IMPOSTER SYNDROME?

#CoreContentChallenge

WHAT ARE YOU WORKING TOWARDS?

#CoreContentChallenge

Discussion and Q and A