- They're athletes. So they're all incredibly goal oriented and always looking to improve. Enough said.
- They're also fun, so I always looked forward to talking them, which really does make a difference.
- They weren't using a CRM. They had what they called their "post it note" system. Basically all customer information was in their heads or random notes and conversations remained unknown to anyone who was not involved unless someone verbally told them about it or forwarded an email...or actually passed them a note.
- They had hired a full time marketer with the goal of having her focus on lead generation before and while she was nice and did a good job at database work, she didn't really crack the code on generating leads from the website. They weren't going to make the same mistake again.
- Their business had been hit by the recession. They averaged about 1,300 trips a year pre-recession and then after were only averaging around 800. Their goal was a 20% increase in annual trip sales.
- They have an incredibly specialized and innovative company. (Have you ever heard of a mountain bike vacation before now?). This is my bread and butter because these types of owners are naturally out of the box thinkers and have a good chance in increasing their leads from search with longtail keyword targeted blogs.
- They have a fairly high average revenue per transaction at about around $1,200. It's not like manufacturing or high end remodeling numbers on a per transaction basis, but they can also sell quite a bit at a time so the volume is there. So the math makes sense to cover the costs of inbound marketing and the software.
- The purchase decision for the service their business provides is still complex enough that it usually requires some researching and really mulling over on the prospects' side, which is where content marketing can really help. You wouldn't book a cycling trip online going to the Grand Canyon for your family within five minutes of hearing about cycling trips for the first time, in other words. That would be weird. But you might do that with a new gadget or another low cost, low risk product or service.
- They have at least one dedicated full time sales rep. And she's really good at what she does.
- Last but absolutely not least, the owners are a husband and wife team, which is not a requirement but is a favorite for me as I can definitely relate!
The Value in Taking the Time to Really Flesh out Solid Personas
- Why You Have to do Telluride to Moab this Fall if You Love Epic Rides (Written as Mark Sevenoff, Published July 16, 2015)
- Top 10 Singletrack Rides This Fall (Written as Mark Sevenoff, Published August 18, 2015)
- Top Five Fall Rides for Groups in the U.S. (Written as Ashley Korenblat, Published August 27, 2015)
Keyword Researched Blog Topics Can Go a Long Way
Posted by Jackie Connors
Jackie Connors is the Founder & CEO of Digital Marketing Direction, a top-tiered HubSpot Solutions Partner agency based in Texas. She provides inbound training, consulting, and content marketing services to mid-market companies.