Rick Backus - Content to Clients - SearchLove Boston 2014
Transcript of Rick Backus - Content to Clients - SearchLove Boston 2014
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TWITTER!
@CPC_Rick#SearchLove
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#CoreContentChallenge
WHAT’S YOUR CORE CONTENT CHALLENGE?
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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
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WE’RE DOWN WITH INBOUND
http://cpcstrategy.com/resources-retail-search/
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BUT WE STARTED WITH OUTBOUND
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INBOUND vs. OUTBOUND
Outbound: Fast Market
Validation for Services
Inbound: Long Term Thought
Leadership
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TRADITIONAL WEB LEAD GEN MODEL
Google/BingPaid/Organic
Website/Blog
Sales Call
$$$
Not Enough Keywords/Traffic
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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
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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
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PURPOSE OF WEB PROPERTIES
Blog - Inform Dot Com - Sell
KPI–Traffic KPI– Conversion Rate
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TRAFFIC TO WEB PROPERTIES (Historical)
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Total Traffic to CPC Strategy Properties
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Our Content Strategy
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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
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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
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WE’RE OUTRANKING AMAZON!
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Google Shopping Is Now PaidHOW TO AVOID BEING THIS GUY…
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Google Shopping Is Now PaidCONTENT INSPIRATION
quicksprout.com
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Google Shopping Is Now PaidCONTENT INSPIRATION
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Google Shopping Is Now PaidCONTENT PROMOTION
http://www.practicalecommerce.com/articles/65153-5-Ways-to-Use-Vine-for-Ecommerce-Marketing
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Lead Generation
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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
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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
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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
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MARKETO ALERTS
100’s Notifications of Prospects on Site Per Day
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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)
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Prospect Nurturing
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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
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RECENT NEWSLETTER
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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
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RETARGETING – YOU CAN’T HIDE FROM US!
Extends Reach of Brand Off-Site, Outside of Email in a timely manner.
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Continuous Testing
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ALWAYS BE TESTING – OLD HOME PAGE
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ALWAYS BE TESTING – NEW VARIATION
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TEST RESULTS
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Reporting
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NEW CLIENT SOURCE - LAST 90 DAYS
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TOTAL LEADS vs. QUALIFIED LEADS
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WHITE PAPERS vs. WEBINARS
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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
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People Still Matter…
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A LOT!
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Google Shopping Is Now PaidCPC STRATEGY MARKETING TEAM
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Google Shopping Is Now PaidGIVERS vs. MATCHERS vs. TAKERS
Givers are typically under-valued in business.
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Google Shopping Is Now PaidVOLATILES vs. STABLES
Volatiles Create & Stables Scale
*1 Volatile for every 9-10 Stables
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Our Current Challenges
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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!
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Google Shopping Is Now PaidUSING CONTENT FOR RETENTION?
How Can Our Marketing Team Work Closer with our Delivery Team?
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Google Shopping Is Now PaidDIFFERENTIATE WITHOUT THIS HAPPENING
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BIFF THE BEAR – VOTE ON TWITTER!
#RIPbiffor#savebiff
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#CoreContentChallenge
WHAT’S YOUR CORE CONTENT CHALLENGE?
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#CoreContentChallenge
BEAUTIFUL WEB DESIGN?
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DYSFUNCTIONAL TEAM?
#CoreContentChallenge
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IMPOSTER SYNDROME?
#CoreContentChallenge
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WHAT ARE YOU WORKING TOWARDS?
#CoreContentChallenge
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Discussion and Q and A