Employed an Inbound Marketing strategy to reduce impact of seasonality and boost year-over-year online sales by 67% for the first quarter.
“After our campaigns were up and running, we saw a huge increase in web store sales. And that's what we really wanted to see."
Despite being well known in the performance apparel industry and having a strong social media presence, unclear marketing and sales goals were challenging the team to increase online sales throughout the entire year due to the seasonality of the business.
We worked with the Lineup to create an inbound marketing strategy that focused on attracting, educating and converting dance team coaches through relevant content and compelling content offers. educational content offers. Given these goals, the following objectives were identified:
We constructed a plan to position The Line Up as the "go-to" resource for coaches and dance teams. Because dance teams' schedules vary throughout North America, it was crucial to extend The Line Up's reach beyond a regional audience to create a more consistent flow of traffic, leads, and sales, year-round.
In addition to search optimized blog topics, we created a content road map of offers for each stage of the buyer's journey. The resulting landing pages were then optimized for conversion using video content produced by Denamico's video marketing team.
To help nurture leads into customers, and customers into advocates for The Line Up brand, we also helped create automated email workflows and newsletters.
Using our strategic blueprint and build the engine projects, The Line Up's marketing team created their own blog content and premium content offers, which continue to address common questions related to dance costumes and coaching a team. This type of process works well for niche industries such as performance apparel manufacturing.
Our bi-weekly inbound strategy meetings covered:
Hi I’m Emily. If you’re ready to talk to a real human I’d love to chat about your business goals :)
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