The following is one of our inbound marketing case studies, highlighting the Wallingford Bike Barn, one of our clients located right here in our hometown of Wallingford, Connecticut.
Brian Hoehne, owner of Wallingford Bike Barn, came to IMPACT Branding & Design with aspirations of revolutionizing the online bike industry, as there weren’t many businesses in the industry utilizing inbound marketing methods. His goal was to generate more traffic and leads to his website, but to also build a large social following through engagement.
Would Inbound Marketing Drive More Traffic?
In order to effectively drive more website traffic, the first step was identifying the right keywords to optimize the website content as well as all future content and web pages. Using HubSpot’s Keyword Grader, we were able to identify keywords that held great opportunity for a high search engine ranking. With a focus on local SEO, IMPACT implemented these keywords into the entire marketing campaign, from the design of web pages to the publication of blog posts.
The second step toward increasing The Bike Barn’s traffic was to implement a blog that published fresh, resourceful content on a consistent basis. Again, Hoehne was trying to break new ground, as there weren’t many bike related blogs located in his market, therefore there was a great opportunity to capitalize on a market yet to be tapped into.
The results were immediate. In fact, The Bike Barn blog grew incredibly fast during the first three months of blogging, becoming a valuable source of traffic and leads. As you can see from the graphic below, Wallingford Bike Barn’s traffic jumped 16% in the first three months of implementing an inbound marketing campaign, due to the optimization of keywords and also a consistent blog.
Hoehne said he saw the value of blogging immediately.
“I noticed a big traffic increase with blogging,” said Hoehne. “As soon as I publish a blog, I notice a huge jump in traffic.”
Using Calls-to-Action & Landing Pages to Generate Leads
The basis of any inbound marketing campaign is to develop a lead generating website. This is achieved through well-placed calls-to-action that help to drive website visitors to landing pages with free offers. Naturally, with the increase in traffic The Bike Barn was experiencing, the greater the opportunity their was to generate even more leads.
As you can see, our designers here at IMPACT did a great job of transforming Bike Barn’s website into a great opportunity to generate a high volume of leads. The response was positive, as Bike Barn’s website began generating leads immediately through attractive offers such as the ones shown above.
The staff at IMPACT worked closely with Hoehne in the development of the “Bike Check” videos as well as the implementation of other attractive offers. After understanding the goals and challenges The Bike Barn was facing, IMPACT was successfully able to generate a marketing plan tailored specifically for success in the industry.
Growing Social Media Reach
All successful inbound marketing campaigns have three things in common. A consistent blog, powerful lead generation, and also, a strong social media presence.
It’s critical for any campaign to expand its social media reach. According to HubSpot, 43% of all online consumers are social media fans or followers. That’s almost half of all online consumers!
The social media specialists at IMPACT worked with Hoehne and The Bike Barn to implement a powerful social media strategy. It was important that The Bike Barn’s social media platforms started driving more traffic to the website in order to prove valuable.
After implementing the social media strategy full force in May of 2012, the results were astounding.
As shown in the chart above, The Bike Barn’s website visits as a result of social media went from non-existent to almost 1,000 in only a month! This was due to the hard work completed by the staff here at IMPACT to effectively grow and also engage with the social media followers in the industry.
In just under three months, The Bike Barn had generated 42 leads from its social media presence alone.
With the help of the HubSpot software as well as programs like HootSuite and JustUnfollow, members of our team at IMPACT effectively grew and engaged The Bike Barn’s social media following to the point where it became a valuable source of both traffic and leads.
Using Marketing Analytics to Track Progress
As a client of IMPACT, Hoehne and The Bike Barn have full access to the HubSpot software, including all analytical tools necessary to track and measure the success of the campaign.
This has enabled Hoehne to more effectively allocate time and resources to certain areas of the campaign, which allows him to get more out of his marketing budget.
Hoehne is constantly monitoring the effectiveness of the campaign using HubSpot’s analytical software. As certified partners of HubSpot, all of our clients are given access to the marketing analytics that offer valuable information and data regarding the success of their campaign.
Inbound Marketing Case Studies: Need Leads?
Wouldn’t you like to see this same type of success for your company? If you’re in need of more visits and leads to your website, but aren’t sure how to get started, give us a call here at IMPACT and learn how we can help!