How One Company Accelerated Their Business with Inbound Marketing

0to 4000 How one company accelerated their business with inbound marketing

overgostudio.com n 888-405-7515 Company & Background heel Woolies, a division of Braun Automotive, We recommended a website branded specifically for specializes in automotive detailing brushes. Wheel Woolies and that the website launch be treated WTheir unique, non-scratch brushes are available as a product launch, even though the products aren’t internationally and online from select after-market technically new. This approach was intended to provide distributors. Founded in 1875, the company currently maximum visibility and increase demand from both has 20 employees. distributors and consumers. Starting from Zero: No Dedicated Internet While establishing a website was a critical first step and would give Wheel Woolies a vital platform for providing Presence to Drive Sales product information for distributors, more was needed. Though the Wheel Woolies brushes had been in So, we created a full-scale inbound marketing plan aimed production since 2006, the product line was considered at generating both distributor and end-user demand. The a secondary offering. As such, Wheel Woolies were never plan included a blog targeted at end users, intended to formally launched and no attempt was made to market the increase consumer interest and help educate them about product specifically. The result? Sales were inadvertent the products. The expectation was that educated end and sporadic. However, initial feedback from users users would then request the product from distributors. revealed a substantial market and potential for Wheel Key recommendations: Woolies success as a stand-alone product line. • Create a website aimed at distributors, with premium Because Wheel Woolies had no existing internet presence, content available for download. there were no marketing performance metrics to evaluate. • Create and maintain an educational end-user blog. How to Attract Interest from Distributors High traffic-driving keyword phrases should be utilized. and Their Customers. • Build out a social media presence, giving consumers a place to convene and talk about the products, and As OverGo Studio began to investigate this opportunity demonstrating to distributors the existing consumer demand. further, we noticed there were two avenues available to improve product sales: • Use social media to engage end users by asking for their feedback on existing products and possible new product • Promoting the brush line to distributors. development. • Building end-user awareness and demand.

888-405-7515 | OverGoStudio.com | [email protected] | Accelerating business with inbound marketing | Please share | 2 Getting Started Number of Facebook likes resulting from product launch contest. OverGo set out to gain a deep understanding of the language, solutions, and brands in the marketplace by researching the automotive detailing industry and Braun Automotive’s existing distributor clients. Using HubSpot, we built a responsive website aimed at educating existing and prospective distributors about Wheel Woolies and measuring their interest in purchasing the products to offer to their own customers. We created a separate page for each available product. To gather potential distributor leads from the website, we created premium content contact forms, placing them on landing pages throughout the website. These included an

ebook and a “Become a Distributor” contact page. Response to the contest on the new Wheel Woolies Facebook page The Next Step: Bring Attention to the resulted in 1274 likes in just over two weeks. We also researched the topics car enthusiasts were Site and Product Launch blogging about and analyzed which keywords would drive While conducting our initial research, we noticed that car the highest traffic, using this information to form our enthusiasts were actively writing about our client’s blogging strategy. All blog posts were targeted at product products and how much they loved them. We saw this as a end users, focusing on their key interests: huge social media opportunity. We chose Facebook as the • Car detailing platform for us to give these enthusiastic advocates a place to gather and communicate directly with the • Product reviews company and each other. • Using the products Because the Facebook presence was aimed at end users, Right away, the website began functioning like the well- we launched it by creating a contest that would allow fans oiled machine we designed. Both Facebook and the blog a chance to win a set of Wheel Woolies brushes. began to drive end-user traffic to the website, increasing Response was instantaneous, garnering 1274 likes in just awareness about the new company, the products, the first 16 days from contest launch. and the website.

888-405-7515 | OverGoStudio.com | [email protected] | Accelerating business with inbound marketing | Please share | 3 Beyond Awareness: Increasing Number of new distributors secured. Distributorship and Facilitating Greater Sales Success Within just 16 months, dozens of potential distributors had used the website to submit requests for more information and 12 became new distributors. We utilized HubSpot software to generate immediate automatic email alerts to our team and our client’s sales team when any distributor request was received. This allowed the client to take immediate sales action, and it enabled us to coordinate and refine our marketing efforts based upon their in-person follow up. We call that “smarketing.”

Total distributorship inquiries by month. Total Distributor Growth Total

Wheel Woolies received 80 distributor inquiries and welcomed 12 new distributors within 16 months of site launch. The Results: Talk about fast acceleration! Starting from zero, after just 16 months, the website was welcoming well over 4000 monthly visitors. Ebook popularity has been consistently tremendous, with around two dozen downloads in some months. And after gradual growth in the first three quarters, the blog has seen explosive growth in readership. Distributor Sign-Ups

An average of 4.5 inquiries per month ramped up to an average of 8.5 in months 15 and 16.

Steady growth in the first 11 months gave way to a traffic explosion in Steady growth in the first 10 months gave way to a traffic explosion in month 12, with traffic increasing 360% in just six months. month 11, with traffic increasing nearly 400% in just seven months.

Next steps With the website working well to generate an increasing database of distributors, we next plan to explore customer retention and up-sell options. We’ll start by creating segmented distributor contact lists by product purchased, then sending appropriately targeted emails to each group. Emails will offer educational material about products similar to those they’ve already purchased for their retail line, detailing the benefits of each and making the distributors aware of existing consumer demand for those products. We also plan to create newsletters which will be used to announce new products.

hen a product as successful as Braun Automotive Unlike other inbound marketing brushes sees the potential in a niche division like agencies who started as traditional Wheel Woolies, an effective marketing program can marketing firms and had to transition turn it from a shrinking violet to a rock star – as to new methods, our Founder and Whappened here. President, Rick Kranz, started OverGo When promoting a break-out or brand new product, a well- Studio specifically as an inbound positioned, responsive, and easy-to-use website can maximize marketing agency. That’s always your marketing investment and streamline all of your marketing been the focus of our entire marketing efforts. Using proven inbound and content marketing team. We love to build and execute techniques results in increased traffic, leads and customers. marketing processes that stimulate growth for our clients. Highly efficient tools such as HubSpot allow for maximum results and the most comprehensive reporting. Enlisting the As a HubSpot Gold Certified Partner, help of a qualified marketing agency like OverGo increases the OverGo Studio has been formally chances for success as the ideas, software, strategy, and recognized for bringing the inbound implementation all come together for optimal business growth. message to our clients and for executing inbound marketing services on their behalf to the highest standards. In 2012, we were also nominated by HubSpot for having the best performing clients.

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