Rick Backus - From Content to Clients

With B2B inbound marketing at the core of its growth, CPC Strategy was able to go from a small, 4-person team to a thriving multi-million dollar agency. Rick will break down how their content marketing strategy enabled the company to penetrate and succeed in a larger, more competitive market. You'll learn how to use inbound marketing to grow your B2B business and hear specific examples in which the content has to evolve to adapt to company growth.

Transcript

1. CONTENT TO CLIENTS Inbound Marketing The CPC Strategy Way Rick Backus Co-Founder, CEO rick@cpcstrategy.com
2. TWITTER! @CPC_Rick #SearchLove
3. #CoreContentChallenge WHAT’S YOUR CORE CONTENT CHALLENGE?
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. WE’RE DOWN WITH INBOUND http://cpcstrategy.com/resources-retail-search/
6. BUT WE STARTED WITH OUTBOUND
7. INBOUND vs. OUTBOUND Outbound: Fast Market Validation for Services Inbound: Long Term Thought Leadership
8. TRADITIONAL WEB LEAD GEN MODEL Google/Bing Paid/Organic Website/Blog Sales Call $$$
9. TRADITIONAL WEB LEAD GEN MODEL Google/Bing Paid/Organic Website/Blog Sales Call $$$ Not Enough Keywords/Traffic
10. 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
11. Google Shopping Is Now Paid CPC 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
12. PURPOSE OF WEB PROPERTIES Blog - Inform Dot Com - Sell KPI–Traffic KPI– Conversion Rate
13. 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
14. Our Content Strategy
15. Why New PLAs Might Be Better HOW 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
16. Why New PLAs Might Be Better CPC 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
17. WE’RE OUTRANKING AMAZON!
18. Google Shopping Is Now Paid HOW TO AVOID BEING THIS GUY…
19. Google Shopping Is Now Paid CONTENT INSPIRATION quicksprout.com
20. Google Shopping Is Now Paid CONTENT INSPIRATION
21. Google Shopping Is Now Paid CONTENT PROMOTION http://www.practicalecommerce.com/articles/65153-5-Ways-to-Use- Vine-for-Ecommerce-Marketing
22. Lead Generation
23. 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
24. 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
25. 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
26. MARKETO ALERTS 100’s Notifications of Prospects on Site Per Day
27. 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)
28. Prospect Nurturing
29. 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
30. RECENT NEWSLETTER
31. Google Shopping Is Now Paid EMAIL 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
32. RETARGETING – YOU CAN’T HIDE FROM US! Extends Reach of Brand Off-Site, Outside of Email in a timely manner.
33. Continuous Testing
34. ALWAYS BE TESTING – OLD HOME PAGE
35. ALWAYS BE TESTING – NEW VARIATION
36. TEST RESULTS
37. Reporting
38. NEW CLIENT SOURCE - LAST 90 DAYS
39. TOTAL LEADS vs. QUALIFIED LEADS
40. WHITE PAPERS vs. WEBINARS
41. Google Shopping Is Now Paid TECHNOLOGY 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
42. People Still Matter…
43. A LOT!
44. Google Shopping Is Now Paid CPC STRATEGY MARKETING TEAM
45. Google Shopping Is Now Paid GIVERS vs. MATCHERS vs. TAKERS Givers are typically under-valued in business.
46. Google Shopping Is Now Paid VOLATILES vs. STABLES Volatiles Create & Stables Scale *1 Volatile for every 9-10 Stables
47. Our Current Challenges
48. Google Shopping Is Now Paid BRAND 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.
49. Google Shopping Is Now Paid USING CONTENT FOR RETENTION? How Can Our Marketing Team Work Closer with our Delivery Team?
50. Google Shopping Is Now Paid DIFFERENTIATE WITHOUT THIS HAPPENING
51. BIFF THE BEAR – VOTE ON TWITTER! #RIPbiff or #savebiff
52. #CoreContentChallenge WHAT’S YOUR CORE CONTENT CHALLENGE?
53. #CoreContentChallenge BEAUTIFUL WEB DESIGN?
54. DYSFUNCTIONAL TEAM? #CoreContentChallenge
55. IMPOSTER SYNDROME? #CoreContentChallenge
56. WHAT ARE YOU WORKING TOWARDS? #CoreContentChallenge
57. Discussion and Q and A