Content marketing performance review episode 2: CleanBrands

www.contentmarketingblueprint.com

Content Marketing Performance Review

Client: CleanBrandsAgency: Innovative Marketing

ResourcesEvery Thursday @3pm Eastern



Max TraylorVP Business Development

Content Marketer’s Blueprint

+MaxTraylor

Linkedin/in/maxtraylor


What is the CMB Community?

A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.

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or +ContentMarketersBlueprint


Today’s Schedule15 minutes: CleanBrands performance overview30 minutes: Team recommendations & deep dive

Tools: HubSpot & CMB Lead Quality Report


After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article


Today’s Clientwww.CleanBrands.com


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.


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


Offers

Awareness Stage Consideration Stage


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


Historical Visits & Conversion


Historical Contacts & Customer Conversion


Lead Quality all time


Lead Quality all time


Lead Quality by traffic source


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


Drop in conversion rate


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.


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?


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.


Final Recommendations for March

Leverage network of pest control business owners (inbound links and guest blogging)

Increase lead volume with targeted PPC advertisements


Next Session: Tuesday March 25th @3pm

“B2B buyer personas: 5 Rings of Insight”Signup at: www.contentmarketingblueprint.com/2014-webinars