This blog post is one of several Marketing Transformation Success Stories we'll be featuring in celebration of
Marketing Transformation Week
, April 4-8, 2011.
When Lauren Philips was 21 years old, she refused to wear a potentially life-saving medical ID bracelet that alerted people to the fact that she has diabetes. Why? Because "it's ugly and it draws attention to my illness."
Enter You Name It , a small business that sold personalized kids gifts and mother's bracelets—and whose founders happened to be friends with Lauren's mother.
Ten years later, Lauren's Hope (formerly You Name It ) has not only evolved its product line and customer base—it has also undergone an incredible marketing transformation, dumping costly, outdated marketing programs like trade shows, craft fairs and direct mail for an inbound marketing strategy that includes blogging, search engine optimization and social media.
And the result? A 600% spike in web traffic, 40% increase in year-over-year sales, and huge growth in their online reach—at a fraction of what they used to spend to achieve less impressive results.
"Inbound marketing has not only increased our online exposure and sales, but it has also encouraged us to step up our game in every other aspect of our business. We're shifting our way of thinking about marketing to focus almost exclusively on providing valuable information and building relationships with potential customers via the web ," says Lauren's Hope Director of Marketing, Jenna White.Marketing Takeaways
White advises marketers who haven't yet embraced inbound marketing to follow these simple steps:
- Begin providing answers to your customers questions via a company blog —immediately.
- Dig into the search terms your prospects use to find your website. Ask yourself the hard question: "Am I providing the products/answers to my potential customer's search behavior and questions?"
White adds, "Inbound marketing puts the ball in your court and will open up a whole new set of opportunities that the majority of your competitors have yet to tap into. Besides, inbound marketers have more fun!"