Q1 Strategy Review — 2026-04-05

Overview

Q1 marketing strategy call with BluePoint ATM covering blog/SEO process alignment, social media account cleanup, a new hyper-targeted 12-geography ad campaign, the NY cashless ban opportunity, state page development, direct mail tracking, and ZoomInfo account transition.

Attendees:
- BluePoint ATM: Wade Zirkle, Mike Stebbins
- Asymmetric: Mark Hope, Karly Oykhman, Melissa Cusumano, Avokerie Onorimuo
- External: Chuck (salesgrowthmd.com)

Key Decisions

1. Blog review scope narrowed. Wade and Mike will limit blog reviews to factual accuracy only — not style or tone. Blogs are optimized for Surfer content score (target: 80+), and stylistic edits risk reducing SEO effectiveness. Clients who over-edit slow down publishing cadence without improving rankings.

2. Social media footer links to be updated. New Facebook and Instagram accounts have been active but the website footer still links to the old, inactive accounts (last post: 2020). Karly will update the footer links. Wade will delete the old accounts after downloading any reusable assets.

3. X (Twitter) access to be granted. Wade will send X credentials to Karly. Asymmetric to confirm whether Go High Level supports X posting.

4. Q1 ad campaign: 12 geographies, dual-platform. BluePoint will define ~12 target cities/states. LinkedIn will handle granular B2B targeting (job title, industry, location); Google Ads will provide geographic reach. Karly to send a LinkedIn targeting options spreadsheet for Wade and Mike to configure.

5. NY cashless ban is a high-priority content opportunity. The New York statewide cashless ban takes effect March 20. The team will create blog content, update the NY state page, and run geographically targeted ads toward NY business owners. Proactive content will also be drafted for likely-to-follow states (e.g., California, Ohio).

6. Integra list: reverse append test approved. Wade cannot share the full NDA-protected Integra unit list, but will send a 300–400 line excerpt. Mark will run a reverse append to attempt to surface contact information. Direct mail to Integra locations is also viable (cold calls and emails are not).

7. ZoomInfo billing transferred. BluePoint now has its own ZoomInfo subscription. Asymmetric will remove BluePoint's credentials from its account and stop billing them for it.

Action Items

Topic Notes

Blog Content & SEO

• Blogs are produced using Surfer SEO, targeting a content score of 80+ to outrank competitors for target keywords.
• Blog length is dictated by the score requirement — shortening blogs reduces the score. The current length is the minimum viable for effectiveness.
• Purpose of blogs: Drive SEO traffic (top-of-funnel), not direct conversion. Expect ~70–80% of blog traffic to be informational ("chaff"); commercial and transactional visitors ("wheat") are the minority but the target.
• BluePoint's blog-to-site CTR of 70% is excellent. Industry average for B2B financial services is 3–6%; Asymmetric targets ~10% as a benchmark.
• Reverse ATM impressions are low due to low search volume for the term — expected to grow as the product category matures.
• Images: Stock photo options for ATM-related content are limited across iStock, Adobe, Unsplash, and Pexels. Wade and Mike will provide a curated folder of ~30 photos. Professional photography is planned on BluePoint's end. Karly to brief content team (Gavin, Raphael) on improving image selection.

Social Media

• Problem: Website footer links to old, inactive Facebook and Instagram accounts (last post 2020), creating brand confusion.
• Fix: Karly updates footer links to new active accounts; Wade deletes old accounts.
• X/Twitter: Not currently posting — no credentials on file, and Go High Level may not support X. Wade to provide credentials; Karly to confirm platform support.
• LinkedIn content strategy based on competitor analysis is nearly finalized. Will be shared with Wade and Mike for feedback before publishing begins.
• Posting is currently active on Facebook, Instagram, and LinkedIn.

Digital Advertising

• Q1 campaign goal: Hyper-targeted across ~12 distinct geographies (mix of cities and states).
• LinkedIn: Best platform for B2B targeting — can filter by job title, industry, and location. Audience size shrinks with tighter targeting, but quality improves.
• Google Ads: Strong geographic targeting; weaker for B2B audience attributes. Useful for broad reach and capturing searchers who don't yet know what a Reverse ATM is.
• Bid strategy: Higher bids for high-intent searches (e.g., "reverse ATM"); lower bids for broader/educational terms. Search query reports will inform keyword refinement over time.
• Targeting philosophy: Start moderately targeted — not so tight that there's nothing to learn, not so wide that signal is lost.

NY Cashless Ban Opportunity

• New York State passed a statewide cashless ban effective March 20.
• This is a high-urgency content and advertising opportunity — NY business owners are actively looking for solutions.
• Content plan: Blog post on the NY cashless ban + expanded NY state page content.
• Proactive content: Draft content for states likely to follow (California, Ohio, others).
• Ad targeting: Geographic + job title targeting toward NY business owners.
• Search trend for "New York cashless ban" is spiking — Mark confirmed via Google Trends.
• Note: "cashless" searches are heavily polluted by "cashless bail" content; keyword strategy should account for this.

Integra Unit List

• BluePoint has a large list (~300,000 locations) from Integra, filtered to ~10,000 relevant targets, many of which are multi-location chains with a single decision maker.
• NDA restriction: Cannot cold-call or cold-email contacts derived from this list.
• Approved approach: Wade sends a 300–400 line excerpt; Mark runs a reverse append (address → email/contact lookup) to test viability. Expected match rate: 10–15%.
• Direct mail is also viable and lower-risk from an NDA perspective. The Integra logo could potentially be included on mailers.

State Pages & Direct Mail

• Content for the top 10 state pages (including New York) is finalized. Melissa will send to development to begin building.
• Stadiums and arenas direct mail piece is ready to send.
• Uses unique QR codes per recipient linking to a personalized URL (e.g., bluepointatm.com/stadiums-and-arenas/Firstname-Lastname) for individual-level tracking.
• Proof expected Jan 8–9; mailing by Jan 10.
• Melissa to confirm the correct session category for direct mail analytics in CallRail.

CallRail & Phone Numbers

• Current setup: All BluePoint numbers are CallRail tracking numbers routed to Wade and/or Mike.
• 800 number is being ported into CallRail; once complete, it will replace the current forwarding setup and appear as a tracked number (not a pool number).
• Eastern and Western office numbers remain in place for now to preserve geographic call tracking.
• Wade to purchase NY and NJ CallRail numbers; Melissa to configure routing and publish the 800 number.

Admin

• Communication: Primary channel is email. Wade checks a filtered inbox daily — text Mark for urgent items.
• Fathom duplicate recorder: Mark to check settings to prevent multiple Fathom bots from joining calls.
• ZoomInfo: BluePoint acquired its own subscription. Melissa to remove BluePoint credentials from Asymmetric's account and stop billing.

Related

• ^[1]
• ^[2]
• ^[3]