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.

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Content Marketing Performance Review
Client: CleanBrands
Agency: Innovative Marketing
Resources
Every Thursday @3pm Eastern
www.contentmarketingblueprint.com

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Max Traylor
VP 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 Schedule
15 minutes: CleanBrands performance overview
30 minutes: Team recommendations & deep dive
Tools: HubSpot & CMB Lead Quality Report

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Client
www.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