--- title: 5-Point Marketing Plan — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-19-papertube-asymmetric-marketing-call-131261419.md tags: - client:papertube - meeting - seo - google-ads - abm - email-marketing - linkedin-ads - shopify - wordpress - salesforce - website-strategy - lead-gen - e-commerce - microsoft-clarity - keyword-research - remarketing layer: 2 client_source: Paper Tube Co industry_context: ecommerce transferable: false --- # 5-Point Marketing Plan — 2026-04-05 ## Overview Strategy call between Asymmetric and PaperTube (Parag Agrawal) to address declining Google traffic and define a growth plan. The session covered an SEO and Google Ads audit, ABM program status, LinkedIn Ads early results, and a discussion of whether to split the site into two separate domains. The outcome is a five-point plan to reverse the decline. **Attendees:** - Parag Agrawal — PaperTube (client) - Mark Hope — Asymmetric - Karly Oykhman — Asymmetric - Sebastian Gant — Asymmetric - Isalia Ramirez — Asymmetric - Avokerie Onorimuo — Asymmetric --- ## Context: Why This Call Happened PaperTube has historically relied almost entirely on Google (Ads + SEO) for lead flow. Both channels are declining due to increased competition (including Chinese suppliers) and AI's impact on search results. The business has shifted from a growth posture to a "hold revenue" posture. The goal of this call was to define what comes next. > *"We've had a nice growth business. Now we're trying to hang on to stay even."* — Parag --- ## Key Decisions 1. **Proceed with the 5-point plan** as the primary strategic framework. 2. **Keep e-commerce on Shopify for now** — Parag wants to exhaust Shopify optimization before committing to a platform migration or site split. Team will scope the split and report back. 3. **Hand Google Ads management to Asymmetric** — Parag confirmed the current external ads manager is not performing; Asymmetric will take over. 4. **Add Salesforce automation to prevent sales/marketing overlap** — when a contact is marked SQL, ABM emails stop automatically. 5. **Install Microsoft Clarity** for UX session recording and heatmaps. --- ## The 5-Point Plan ### 1. Fix Website & SEO **Problem:** SEO Health Score is 50 (vs. 98–100 for comparable clients). Google's crawler appears to be partially blocked. The site ranks #1 for low-volume terms (e.g., "paper tube packaging," 350 searches/mo) but has zero ranking for high-volume terms (e.g., "cardboard tubes," 2,400 searches/mo; keyword difficulty: 2). **Approach:** - Diagnose and resolve the crawl block on Shopify - Shift keyword targeting toward high-volume, low-difficulty terms - Write a 2,000-word article targeting "cardboard tubes" and related semantic variations - Amplify the article via a boosted social media post + email blast to drive initial traffic signals to Google - Address landing page quality (currently flagged as a problem in the ads audit) **Note on Shopify limitations:** Shopify's API does not allow bulk programmatic changes to schema or meta descriptions, which slows SEO work compared to WordPress. This is a known constraint the team will work within unless the site split decision changes. --- ### 2. Restructure Google Ads **Problem:** The account has 38 campaigns, only 4 receiving traffic. Brand terms are consuming ~30% of the DSA budget. No remarketing campaigns exist. Google Search Console is not connected to Google Ads. **Audit findings — what's working:** - Tracking infrastructure is solid - Negative keywords are well-maintained - DSA campaign is finding relevant traffic - Standard Shopping has the best CPA - Ad copy and sitelink extensions are effective **Planned changes:** - Pause 8 dormant campaigns - Create a dedicated brand campaign to isolate brand terms from DSA - Launch remarketing campaigns targeting site visitors - Connect Google Search Console to Google Ads - Reallocate budget toward Standard Shopping - Add call extensions - Build a campaign targeting "cardboard tubes" to complement SEO content push - Investigate and potentially restructure the PMAX campaign (CTR at 1.4% is below target) --- ### 3. Expand ABM Program **Current status:** - 227 target accounts - 6–7 email sequence (currently on step 4) - 17% open rate (estimated 20–25% higher in reality due to Apple device tracking suppression) - Positive early engagement: Liquid IV, several distilleries showing high click activity - LinkedIn touchpoints removed from sequence (not scalable to automate) **Growth plan:** - **Vertical expansion:** Grow from 227 → 500 target accounts - **Horizontal expansion:** Extend sequence from 6–7 → 12–15 touches - **Contact strategy:** If a contact at an account is engaged, don't add more contacts at that account. If no engagement, move to the next contact. **Process improvement — Salesforce automation:** - Add `ABM Contact` checkbox field (contact or account level) - Add `Contact Stage` field with values: Lead → Marketing Qualified → Sales Qualified → Opportunity - Build rule: when a contact is marked **Sales Qualified Lead**, suppress all ABM email activity - This prevents the sales team and marketing automation from working the same contact simultaneously - **Immediate action:** Manually remove Spiceology from the active ABM sequence (sales rep Amy has already engaged this account at a trade show) --- ### 4. Launch Nurture Campaign A traditional email nurture campaign will be built for all contacts in the database who are **not** currently enrolled in the ABM program. This runs in parallel to ABM and covers the broader contact universe. Karly noted this is already in progress; data expected within a few weeks of launch. --- ### 5. Scope Website Split (Decision Pending) **The problem the split solves:** PaperTube operates two distinct businesses on one site: - **E-commerce (Shopify):** ~10 orders/day, ready-made stock tubes, small buyers, high margin, fast fulfillment - **Custom orders:** 3x larger by revenue, B2B, longer sales cycle, requires lead gen not e-commerce UX These audiences have conflicting needs. The current site is more optimized for the custom buyer, making stock products hard to find. A visitor looking for one offering is likely confused or put off by the other. **Proposed solution:** Split into two domains: - `[shopify domain]` — e-commerce, stock tubes, stays on Shopify - `[new domain]` — custom orders, lead gen, built on WordPress **SEO risk/reward:** - Risk: splitting traffic dilutes domain authority for both sites - Reward: if each site achieves higher engagement rates (more relevant audience → more clicks, form fills, time on site), Google rewards both sites more than the combined site today - Mark's framing: *"If we can get people to a page they care about and get them to engage, splitting will be more valuable. If engagement doesn't improve, we lose SEO value."* **Parag's position:** Wants to push on Shopify optimization first. If the team hits real roadblocks, that informs the split decision. Not opposed to the split conceptually — believes the two audiences genuinely don't overlap. **Next step:** Karly and Sebastian to scope the effort required and present findings on the next call. --- ## Other Initiatives ### LinkedIn Ads (Early Stage) - 3 campaigns running, ~2 weeks in - Total spend: $352 | CTR: 0.38% | CPM: ~$30 - Food & Beverage campaign is slightly ahead of the others - New video ad set significantly outperforming the original - Current objective: brand awareness (CPM/impressions), not direct response (CPC) - No changes planned yet; more data needed ### Microsoft Clarity - Free UX tool equivalent to Hotjar - Records user sessions, generates heatmaps, flags rage clicks - Will be installed on the PaperTube site - Intended to inform UX decisions, especially around the e-commerce vs. custom order navigation problem ### Trade Show Geo-Targeting - Sebastian raised the idea; Mark assessed it as low value given PaperTube no longer booths at shows - Geo-targeting works best when there's a booth CTA ("visit us at booth 254") - No action planned unless PaperTube returns to exhibiting --- ## Action Items | Item | Owner | Status | |---|---|---| | Fix Shopify SEO: diagnose crawl block, raise health score, target high-volume keywords | Mark Hope | ☐ Open | | Restructure Google Ads: pause dormant campaigns, create brand campaign, launch remarketing, connect GSC, add call extensions, reallocate budget | Mark Hope | ☐ Open | | Send formal proposal covering SEO/Ads/ABM scope + Shopify vs. split analysis | Mark Hope | ☐ Open | | Create Salesforce fields: `ABM Contact` checkbox + `Contact Stage`; build ABM exclusion automation | Karly Oykhman | ☐ Open | | Manually remove Spiceology from active ABM sequence | Karly Oykhman | ☐ Open | | Install Microsoft Clarity on PaperTube website | Karly Oykhman | ☐ Open | | Send meeting recap with all action items to Parag | Karly Oykhman | ☐ Open | | Scope website split effort (e-commerce on Shopify, custom on WordPress); present on next call | Karly Oykhman + Sebastian Gant | ☐ Open | --- ## Related - [[wiki/clients/current/papertube/_index]] - [[wiki/knowledge/abm/abm-salesforce-suppression-pattern]] - [[wiki/knowledge/seo/shopify-seo-limitations]] - [[wiki/knowledge/website/site-split-seo-tradeoffs]]