Grow Smart BusinessUMDNetwork Solutions

Small Business Success Index 4

Index Score*   Grade
73 marginal
Capital Access 67
Marketing & Innovation 65
Workforce 76
Customer Service 88
Computer Technology 73
Compliance 92
*Index score is calculated on a 1-100 scale.

Search Articles

Posts Tagged ‘Inbound Marketing’

Leveraging Your Blog for your Inbound Marketing Efforts

August 12th, 2010 :: Steven Fisher

In these days of social media marketing there are all sorts of tools that help you market but the most fundamental is your blog. It is funny that only six years ago all that everyone talked about was blogging. Now it has seemed to fade into the background and that is actually a good thing. A blog has become a fundamental component in an organizations communication strategy that if you do not have it included or have one running you will be perceived as behind the times.

But let’s face it, writing for writing sake can be fun in some cases but in this case you are looking for customers. The term inbound marketing is the opposite of outbound marketing (i.e. cold calls, email marketing) and it is focused on getting the customer to come to you on their own. One of the best way to do this is through blogs.

A few great ways to use you blog for inbound marketing are:

Forms for downloading content – You want to drive leads to your site and the best way to do that is give something away. These can be white papers and ebooks or other types of content that people want. One thing to keep in mind is that your content doesn’t have to be completely new. It can be repackaged blog posts in a new context along with some updated content.

Surveys and polls – This is a great and quick way to engage the reader. People that read your blog have an opinion and if you are looking to learn from them, do a survey or a poll. It can also be a great way to test new features or content types that people might want in the future. Don’t forget to make a blog post about the survey, it will bring people to the site to engage.

Most of all….provide fresh content – This continues to establish you as an authority and search engines love it. They see that as a site that is new and with linking and trackbacks it builds your search engine juice.

So don’t just look at a blog as a necessary evil you have to “deal with” and “write for” but a real communications channel that can engage and make new sales in ways you never thought possible.

5 Steps to an Effective Buzz Piece

May 18th, 2010 :: Thursday Bram

A great buzz piece can make marketing much easier. A report or a white paper can turn cold calls into warm calls — just offer to send prospective customers a free report about their industry. A few weeks later, you can follow up and start discussing business. That same report can get you inbound links from blogs and news sites covering your industry. It can even help establish you as an expert — someone for the media to contact with questions.

To achieve all of that, though, your buzz piece has to be absolutely spot on. Whether it takes the form of a report, a tip list or even a workbook, you have to make it as effective as possible. These tips can help you prepare the best buzz piece you can.

  1. Be relevant to your customers: You may have a list of ideas that you would find incredibly interesting, but you have to make sure that your buzz pieces are interesting to your prospective clients, not just to you. If, for instance, you sell sporting goods, you might find a report on which brands sell best to be very interesting. But your customers would much rather see tips on getting their gear ready for next season. If you aren’t sure, ask a couple of your existing customers if they’d be interested in reading the buzz piece you’re putting together.
  2. Hire help, if you need it: You may think that putting together your buzz piece all on your own is the best route, but there is value to be had from hiring someone for at least part of the work. A designer, for instance, can make sure your buzz piece doesn’t look like it was put together in Microsoft Word. There’s a world of difference that taking a document out of Microsoft Word can provide.
  3. Don’t just rehash old information: A few buzz pieces are little more than compilations of statistics easily found anywhere. Even if you aren’t in the position to do original research on the topic you’re writing about, you have to add something to the buzz piece. Analyze the data you’re including, if nothing else.
  4. Make your buzz piece available for free: When I say free, I mean it. I’m not just talking price, although no good buzz piece comes with a price tag. It shouldn’t come with strings attached, either. The temptation may be to request contact information from anyone who wants to download it, but even something as simple as a request for a name and email address can derail many prospective readers. Instead, make it very easy for a reader to follow up with you. Include all of your contact information in your buzz piece.
  5. Push your piece yourself: Putting a truly amazing report online is no guarantee that anyone will actually look at it. However, if you start getting it out to people who will actually care about the contents, such as bloggers who cover your industry, you can quickly build up the buzz that was your goal in the first place.

Image by Flickr user Foreign and Commonwealth Office

Social Media in Action Part Two: How a Farm Has Achieved Inbound Marketing Success

May 5th, 2010 :: Monika Jansen

My last blog post, Social Media in Action Part One: How a Farm Cultivates Fans on Facebook, looked at one significant aspect of Great Country Farms’ (GCF) successful inbound marketing program.  With the help of public relations, social media, and event planning expert Christine Geno of Geno Communications, GCF grew their Facebook fan page 580% in 8 ½ months—and for 4 ½ of those months, they were closed (not much going on at a farm in northern Virginia during the winter months).

Just to recap quickly: GCF is a 200 acre working farm owned by the Zurschmeide family nestled at the base of the BlueGreat Country Farms logo Ridge Mountains in small, historic, rural, and beautiful Bluemont, VA.  They are part of the thriving tourism industry in Loudoun County, VA that is heavily promoted in and around the metro Washington, DC area and the Mid-Atlantic region.  Though they have gotten promotional help from Loudoun County’s very active tourism board, the Zurschmeides have done a great deal of work themselves to promote their farm.

So what is GCF and why do they attract so many fans?  Their tagline “Buy Local.  Play Local.  Eat Local.” pretty much describes what they are. GCF offers organic farm shares from May through October (list is full for 2010, but you can get on a wait list for 2011); rents their facilities for special events, and provides a fun farm experience for us city-folk, including picking produce, climbing and playing on old tractor and farming equipment, going on hayrides, shopping at their farm market/store, and petting and feeding farm animals.

In addition to cultivating a robust, active, and enthusiastic fan base on Facebook, GCF and Chris Geno (her company’s website is under construction) are successfully using several platforms to drive their inbound marketing strategy.

  • Twitter. Kate Zurschmeide tweets what GCF is currently planting and picking, and, as mentioned in the first post, their Twitter account is linked to their Facebook account, so all GCF Facebook posts are also tweeted.  Chris Geno then retweets via her own Twitter account, and her tweets are also often retweeted by others, including the local tourism board. Chris has a large media following on Twitter and has strategically positioned her Twitter account to follow media, event planners, moms groups, etc.
  • Newsletter. Members of their CSA and Fans of the Farm (aka, season pass holders—yes, there is a daily admission to the farm) receive a monthly newsletter that includes special events and promotions, recipes, farm news, produce information, and more.
  • Theme weeks. To boost attendance during the week, GCF decided to get creative and
    “theme” each week they are open.  “Future Farmers”, “Dirt Dirt Dirt!”, “Flower Power”, Berrylicious”, and “Cowabunga” are a handful of examples.
  • Auction items. GCF sometimes donates gift certificates for birthday parties to local auctions/benefits for worthy causes.
  • Military perks. Entrance fees are waived for anyone with a military ID, which Chris advertises on the USO’s and various moms group Facebook pages.
  • Bumper stickers.  Lots of cars sport black and white oval “GCF” bumper stickers in northern Virginia.  Cheap, mobile advertising!  Can’t beat it.
  • Cross promotions. Directly across from the entrance driveway to GCF is a driveway leading to Bluemont Vineyard, which is co-owned by the Zurschmeides.  Both the winery and farm cross promote each other. This is a unique situation, of course, but one they fully take advantage of.  As a result, the winery is kid- and dog-friendly and full of picnicking families during weekend afternoons.
  • Festivals. Who doesn’t love a festival?  Starting with the Marshmallow Harvest and Egg Hunt in March and ending with the Pumpkin Chunkin Weekend in November, they are holding a total of 14 festivals this season.
  • Other online channels: Chris uses LinkedIn to promote events at GCF and videos of the farm are listed on YouTube
  • Advertising. GCF has moved away from traditional advertising (in local newspapers), and instead utilizes their own website, listings on tourism websites, and word-of-mouth advertising to promote the farm.

Great Country FarmsBecause of their extensive marketing efforts, GCF is a known entity in northern Virginia.  They have gotten a lot of coverage in the news media, on local blogs and television stations, their parking lot is packed on nice weekends from spring through fall, and rental demand for weddings, birthday parties, corporate retreats, and group events has taken off.   Not bad for a family farm, huh?

All photos courtesy of Great Country Farms.

How to Use Contest As An Effective Inbound Marketing Tool

April 30th, 2010 :: Monika Jansen

I love participating in contests.  The idea of getting something great for free has a magnetic pull on me, as it does for many people.   You can sponsor a big contest (Win a Trip to NYC and a $1,000 Shopping Spree!) or a small one (Win a 30 Minute Massage!)—it doesn’t really matter.  As long as you are giving away something people want, a contest is a great way to drive leads and boost your inbound marketing program.

To get the message out as widely as possible, cross-promote your contest on your website, in your e-signature, on the social media platforms you’re using, and in your newsletter and/or blog.  People have short memories, so be sure to mention the contest fairly often.  And remember that the whole reason you are giving something away is to attract new customers.  You’ll want to capture their name, company name (if applicable), address, phone number, and/or email address so you can add them to your database.

I have shoes on my mind as I write this, so let’s say I own a children’s shoe store that specializes in high-quality European and American-made shoes.  I am going to give away a different pair of shoes every month.  Here’s what I’d do:

Set up microsite. I’d add a microsite to my website and use it as the contest page.

Follow me. From my microsite, I’d ask people to follow me on Twitter and Facebook, even though those badges are already on my website.

Subscribe to newsletter or blog. Right under the form that people fill out to enter the contest, I’d ask people if they’d like to receive my e-newsletter and/or blog.

Spread message to friends on FB or Twitter. Once people have submitted the contest form, a new page would open up and I’d ask them if they’d like to tell their friends on Facebook and Twitter about the contest.  I’d provide links to both social media platforms that includes the link back to the contest microsite.

Link contest page to website. When people are done telling their friends about the contest, I’d add a “Finish” button to the page.  When they click on it, they’d be automatically redirected to the home page of my website.

Publicize results of contest. Without revealing too much information about the winner (first name, city, and state at most), I’d publicize the results of the contest everywhere and include a quote from the winner.  Great way to build community!

How to Kill Your Business, Or Lead Generation Gone Awry

April 29th, 2010 :: Monika Jansen

During this past month, we, the Network Solutions bloggers, have been relentlessly driving home the fact that inbound marketing is vital to any business.  The whole point of inbound marketing is to continuously drive leads so that your sales funnel, and by extension, your back account, is always full.

So, I have to ask: Once you get those leads, what are you doing with them?  This is where you say, “I’m talking to them via email, Facebook, and Twitter and answering their questions. I’m also gently feeding them our value proposition while finding out what their needs are.  As a result, I’m converting them to new business.”

But if you’re not saying that, what’s going on?  It can be easy to focus so intently on the needs of your current clients that you forget about cultivating potential clients.  If you want to kill your business, here’s what to do:

  1. Ignore comments and messages on social media. You already make time every day to reply to email, so set aside additional time to answer direct messages on Facebook and Twitter and reply to comments left on your blog.
  2. Only market your business sporadically. To keep a steady flow of potential customers coming in the door, so to speak, you have to be consistent in your marketing efforts.  That means setting up an online ad program, making sales calls and going to networking events even when you’re really busy, and so on.
  3. Send out newsletters and blog posts randomly. As stated above, you have to be consistent.  Publish your newsletter and blog at regular intervals.  Your newsletter should go out at the same time every month and your blog posts should be published on the same day(s) every week.
  4. Don’t bother with a mission statement. You need to know what problem(s) you solve for your clients, so potential clients will instantly understand why they need your product or service.  You also need to have a concise elevator speech so you can quickly answer the oft-asked question, “What is it your company does?”
  5. Confuse people once they’re on your website. Is your company’s mission statement front and center on your home page?  Is your website easy to navigate?  Do you make it easy for people to reach you by phone and email?  Are the benefits of your product(s) and/or service(s) clearly stated?   If people have to search for any of this information, kiss them goodbye.  They’re busy, and they’re not going to bother.
  6. Keep messaging inconsistent. Use the same language, industry terms, tone of voice, and style in all of your messaging, including on your website and in your marketing materials, newsletter, and blog.
  7. Un-brand yourself. Not only does your messaging need to be consistent, so does your look.  If your company looks sloppy and disorganized, potential clients might think your work is, too.  Find a graphic designer you like, and use them for everything: logo, stationery, business cards, website, brochures, etc.

Social Media in Action Part One: How a Farm Cultivated Dedicated Fans via Facebook

April 26th, 2010 :: Monika Jansen

If you live in northern Virginia and have kids, you have either heard of or been to Great Country Farms (GCF).  It is a Great Country Farms Logo200 acre working farm owned by the Zurschmeide family nestled at the base of the Blue Ridge Mountains in small, historic, rural, and beautiful Bluemont, VA.  GCF is just part of the thriving tourism industry in Loudoun County, VA that is heavily promoted in and around the metro Washington, DC area and the Mid-Atlantic region.  The undeveloped and scenic western part of the county is bursting with charming bed and breakfasts, numerous award-winning wineries, quaint, Revolutionary War-era towns and villages, and gracious, historic manor homes.

The Zurschmeides have done a great deal of work to promote their farm.  Without even looking at their website, I can tell you that GCF offers us city-folk a chance to experience farming in a fun, innovative way.  I can join their CSA (community supported agriculture) and receive farm shares from May through October, hold a wedding, corporate retreat, or birthday party at their facilities, or visit their farm and pick produce, let my kids climb and play on old tractor and farming equipment, go on a hayride, buy their produce and other delectable homemade goods at their farm market/store, pet and feed animals and sample wine at Bluemont Vineyard, which is directly across the street from GCF (and which the Zurschmeides co-own, too).

Now, farms aren’t normally associated with social media, but GCF have embraced it.  Because the Zurschmeides are so busy running a farm and managing special events, they were smart enough to quickly realize that they couldn’t keep up with social media and PR, too.  Last summer they hired someone to do it for them.  Christine Geno, President of Geno Communications (website under construction) and a Loudoun County-based PR, social media, and event planning expert in the hospitality and travel and tourism industry, stepped in and delivered incredible inbound marketing results with Facebook.

When Chris took over GCF’s Facebook page last summer, they had around 350 fans.  In 8 ½ months, their fanbaseKids feeding goat at Great Country Farm grew by 580%.  When you realize that GCF is basically closed for 4 ½ months (from mid-November to the end of March), those stats are even more impressive.  Chris told me that a couple of weeks ago, they gained 139 fans in one week.  Here’s what Chris does to cultivate such rapid Facebook fan growth:

  • Cross-promote GCF. Chris posts whatever she posts on GCF’s Facebook page to her page (she is very well connected), community and mom pages (of which they are apparently a lot), and a few really popular local pages, like the Northern Virginia Real Estate Times (who knew?).
  • Encourage dialogue. People are eager to share, and Chris encourages it.  She asks people what their favorite feature of the farm is or if they have photos of a recent visit to share.  And they do!  They post photos, videos, questions, comments, and what they did while at GCF.
  • Build a community. When people ask questions, other fans are eager to jump in and answer.  Chris will also do quite a bit of behind-the-scenes research to answer questions, too.  As a result, GCF is becoming an important player in the sustainable, organic, and all-natural food movement.
  • Link to other social media networks. Chris has GCF’s Facebook page linked to GCF’s Twitter account, and she has her personal LinkedIn and Twitter account linked to her personal Facebook profile, so GCF posts get automatically reposted to 2 other networks, too, increasing each post’s reach.  (Chris uses HootSuite to manage all of these accounts.) Other FB users and Twitter followers then repost or retweet, which broadens the outreach even more. The FB posts also help with GCF’s ranking on Google.
  • Links to media: Chris’s Facebook posts are followed by a wide range of local, regional, national, and international print and online travel and news media, thus enabling her to reach them with news of events and updates from GCF.
  • Promote Facebook constantly. “Become a fan” is prominently featured on all press releases Chris sends out, and the FB and Twitter buttons are right on the GCF website’s home page.

GCF’s numerous promotional efforts don’t begin and end with Facebook, though.  In my next post, I’ll share their other highly successful marketing efforts.

All photos courtesy of Great Country Farms.

5 Tools to Make Managing Inbound Marketing Easier

April 22nd, 2010 :: Thursday Bram

For most business owners, the problem with inbound marketing isn’t that we don’t want to do it. Instead, it’s an issue that there are only so many hours in the day. Without the right tools, it seems impossible to get the job done. There are tools out there, though, that can help make managing your inbound marketing efforts.

  1. Website Grader: Not sure how your website ranks in terms of social media? This tool from Hubspot will tell you how you’re doing on optimization, content and other criteria. The analysis it offers provides you with actionable information that you can use to decide how to improve upon your website. Hubspot also offers Blog Grader and Twitter Grader, as well as numerous resources on how you can create an in-depth inbound marketing plan.
  2. Cotweet: Twitter can be difficult to manage if you’re trying to use it to connect with potential customers. However, Cotweet offers a set of tools you can use to interact with Twitter, such as posting tweets in advance, managing multiple accounts and maintaining standing searches for certain keywords. There are a variety of similar tools out there, including HootSuite.
  3. WordPress: A blog is considered a necessity by many inbound marketing experts and there are plenty of reasons to use WordPress to set up a blog. There are a variety of plugins that make it much easier to implement your strategies, such as the All in One SEO Pack, which allows you to optimize your posts for search engines as you write them.
  4. Facebook Ads: Even if you aren’t ready to start advertising on Facebook, it’s worthwhile to try out the advertising tool on the site. That’s because you can take a very close look at your target demographics. You can see numbers on how many male 20-to-24-year-olds that live in your area list paintball in their interests, along with other, equally specific groups. Not everyone is on Facebook, of course, but taking a look at how the 400 hundred million users of the site break down can offer some insight that you can use locally.
  5. Google Alerts: Getting an immediate email whenever someone mentions your company’s name online can come in handy. Google Alerts can provide you with that capability, but you can also use it for a variety of other automatic research. Setting up alerts on your competition can give you up to date information on what they’re up to. You can also set up alerts that will bring you industry news, which you can immediately turn around and use in your own marketing efforts. There are also a variety of tools that can give you alerts if your name is mentioned within a specific social networking site. Cotweet, for instance, can provide you with that information for Twitter.

These tools are just a starting point. Depending on the specifics of your marketing strategy, there are thousands of other tools out there that can help you make sure that prospective customers can find you online.

Image by Flickr user Fran Pregernik

Three Secrets on Effective Social Media that Actually Work

April 20th, 2010 :: Steven Fisher

Dr. Alan Glazier of Shady Grover Eye and Vision Care here in the Virginia area. They have been in business since 1993 and always early adopters of technology. They registered their domain and built their web site in 1996. Over these last 15 years the web site got them a foothold in search engines and as the web has evolved they have evolved with it. They use the site extensively for customer service and were an early adopter of social media and have seen tremendous value being a small business. This is especially for those customers who are younger and it connects with those patients and potential customers who see that they use the same tools they do. They have gotten rid of all print advertising, even the yellow pages.

Shashi sat down with him recently and discussed the evolution of technology in his small business and how it has changed the way they do business and will carry them forward. He has three great secrets that you will have to watch the interview (or head straight to 6:05 in the video below) and find out. The interview is below:

How to Make E-Mail Marketing Core to Inbound Marketing Success

April 16th, 2010 :: Steven Fisher

We have all used e-mail in some capacity for our online communications, almost all have received emails promoting something and many of you reading this have used e-mail to market a product or service.

There are great e-mail marketing companies like Network SolutionsConstant Contact, MailChimpCampaign Monitor and Blue Sky Factory to name a few. There are many others so we are not recommending a particular one, only to let you know that you can find one that serves your needs and your price point. These days, they all address the needs of social media and as in my interview with John Arnold of Constant Contact, John says “Share, is the new Forward button”.

Power of e-Mail in Your Inbound Marketing Efforts

You might think that e-mail is an old technology and not part of this “inbound marketing” thing but you would be wrong. In fact, it is one of the most important components you can have in your inbound marketing strategy. One of the core things you can do as a small business is create an e-mail newsletter. It could contain products you sell, knowledge you have or things you have found across the web. Whatever it is, Monika Jansen, one of our talented writers here at GrowSmartBusiness, mapped out eight great ways to have a stellar e-mail newsletter and they are:

  1. Send it to the right people. Know who your audience is (hint, it is not everyone in your address book!).  Unless you put together a solid list of people who would find your newsletter useful, few people will read it.  Keep in mind that whether you use Network SolutionsConstant ContactVertical Response, or someone else, you cannot buy a list and use it with their programs.
  2. Keep it short. Just like with blogs, no one has time to read a long article, let alone several long articles.  Include one article/topic of no more than 300 words.  If there is more information to share on that topic, write about it in your next e-newsletter or provide a hyperlink to your website in case readers would like to learn more.
  3. Make it easy to pass along. Be sure it’s easy for people to forward and subscribe to your newsletter.  Email marketing programs provide ways to do this in their templates.  Use them!  Remember, the more readers the better!
  4. Include graphics. Photos, illustrations, even charts or graphs will make your newsletter more interesting to read and look at.  Just be sure they are relevant to your topic.  I like to pull photos off of Flickr for this blog (type in Creative Commons in the Advanced Search box—you can use any of those photos), but most email marketing programs allow you to use photos in their gallery (you’ll have to pay for that feature). Be sure you give the photographer or artist credit for the graphic you are using.
  5. Use your logo and your logo/company colors. This is just good branding.  You want your readers to recognize your newsletter as yours.
  6. Keep format and delivery timetable consistent. People like consistency.  If you’re going to share a tip, an interview with a client, or a coupon, do it in every newsletter.  Figure out a delivery timetable and email your newsletter out around the same time, whether it’s every month, every other week, or every week.
  7. Let content build on previous topics. This will keep readers eager to hear what else you have to say on a subject, and it’s easier for you—you don’t have to keep thinking up new topics.
  8. Use attention-grabbing subject lines. The subject line that shows up in your readers’ inboxes must be intriguing.  It can be witty, sarcastic, silly, a little out-there, whatever.  It just needs to be compelling enough to get your reader to click on it.

Making E-Mail the Center of Your Inbound Marketing Hub

Here is the beauty of e-mail marketing as the center of your inbound marketing hub. Follow me on this one…

  • Use web site, Facebook Fan Page, and every other place to sign people up on newsletter
  • Make blog e-mail enabled for people that want that kind of delivery
  • Use e-mail delivery to bring people back using various promotions you can track
  • Enable social media sharing tools so readers can spread the word
  • Measure, Rinse, Repeat

On a related note, Amy Garland over at Blue Sky Factory wrote about e-mail and inbound marketing last year and has great advice on three question you need to ask first so you can effectively run an e-mail marketing campaign.

Are You Using E-Mail In Your Inbound Marketing Efforts

Are you currently using e-mail in your inbound marketing efforts? What do you find to be successful? Any best practices or lessons learned? Please leave a comment.

Inbound Marketing Should Be Your New Best Friend

April 16th, 2010 :: Monika Jansen

Our Grow Smart Business theme this month is inbound marketing.  For you non-marketing folks, that just means pulling business in online via your website, social networking, and blogs, rather pushing marketing messages out to your audience via advertising, direct mail, PR, etc.  Inbound marketing should be your new best friend, as it is the present—and future—of an effective marketing program.

Ken Fischer

Ken Fischer, Click for Help

The two person monologue (bilogue?) that appears below started out as an interview with Ken Fischer, President of ClickForHelp, a web 2.0 application development company.  In plain English, that means one of the things his company puts together and executes is an SEO program that is fully integrated with your marketing and branding efforts, which most SEO companies do not do.  It’s a very robust approach that generates unbelievable results.

Amanda Fischer

Amanda Fischer, Infinite Technologies

To make this interview more interesting, we decided to make it a case study using one of his clients, Amanda Fischer, Director of Marketing at Infinite Technologies, which makes orthotics, prosthetics, and helmets for babies with flat, flattening, or misshapen heads.  They just launched a new, totally rebranded website with Ken’s help called HelmetTherapy.  Ken and Amanda worked together to position as the go-to educational website for parents of children who need helmet therapy.  The re-launched website has been wildly successful thanks to a strategic online marketing plan.

I told them what I wanted to write about, and then just sat back and listened to their back and forth, scribbling notes furiously.  (Oh, and they are not related despite having the exact same last name.  They usually point that out to people, so I figured I would, too.)

Excerpts from the “bilogue”:

Ken: Our philosophy around online marketing is simple: understand your audiences’ needs and meet them.  You want to build trust and retain your audience.

Amanda: And education is a huge part of that.  We put together great content that would fulfill the expectations of what our audience was looking for online.

Ken: Exactly.  You want to educate people on issues they want to know about.  So we always start out by doing a lot of analysis.  We analyze audience data (who they are, what they’re looking for online, etc.), look at what the competitors’ are doing, and conduct an in-depth market analysis….Our strategy with became building an educational resource for prospective helmet therapy patients….All of this information does you no good, of course, if no one can find you.  The website needed to be searchable and findable around terms parents regularly search for.

Amanda:  Our goal with the website was to be top-ranked.

Ken: So, once you put an SEO strategy into place, you have to ask yourself: was the effort worth it?  You must have A+ analytics in place so you know exactly what is and what is not working.  We measure every path that customers can follow to your website.

Amanda: And the effort was worth it.  We had been attracting 1-2 patients per week via our website; now we’re getting 5-10 patients per week.  Our sales increased by 500% and we’re top-ranked on almost 300 sites!

Ken: is searchable for over 2,000 terms, and they have been found with 500.

Amanda: This huge project has also really helped with our brand awareness.  It’s been 5 months since the site launched, and at 3 months, people were referring to our helmets, which did not have a name, as “KidCap”.

And that, folks, is the formula for a successful inbound marketing program: valuable information + technology  + analytics.  Deceptively simple, and very doable.