Employ Content Marketing to Increase Sales
Founded by former professional golfers, LostGolfBalls.com is the world’s largest e-commerce retailer of recycled golf balls. Its parent company processes, grades, and sorts thousands of golf balls each day. Through the largest inventory in the industry, leading-edge warehousing and inventory systems, and a customer-service team that loves the sport, LostGolfBalls.com supplies golfers internationally with the golf balls that best fit their style of play.
The Challenge
Once you are a LostGolfBalls.com customer, you won’t go anywhere else. However, LostGolfBalls.com had significant inventory capacity to support increased sales from existing and new customers during the golf season—and during the off-season.
LostGolfBalls had earlier tasked FrogDog with helping it define its brand promise, values, and attributes and determining ways to better tell its story. As part of this subsequent project, the company asked FrogDog to develop a marketing strategy infused with its new brand positioning that helped it increase sales.
FrogDog Solution
The Lost Golf Balls brand promise, values, and attributes center on developing relationships, building trust, and demonstrating expertise and passion for the game. To pull this brand positioning through the company’s marketing, FrogDog moved to develop a robust content marketing plan as part of a more organizationally global marketing strategy.
The content marketing plan FrogDog developed needed to increase the company’s visibility among its target market, enhance current and prospective customers’ view of the brand, build relationships to instill brand loyalty, increase its social media following, improve engagement across its existing social following, and drive traffic to its e-commerce site.
To achieve these goals, FrogDog developed quality content targeted to the Lost Golf Balls target audience. First published on the company blog, the content then infused the marketing workflow through promotional e-mail messaging sent to the company’s existing database of current and past customers and social media posts and activity across Facebook, Twitter, and Pinterest to drive awareness and attract new audiences (and customers) through shareable posts and overall engagement.
Further, the social channels and blog were used to actively engage with customers to develop and nurture online customer relationships.
The Results
Overall for Lost Golf Balls, in less than one year, FrogDog’s content marketing plan
- created a new source of site traffic, revenue, and customer relationship building in a new blog;
- increased the company’s Facebook followers by 33 percent;
- increased its Twitter followers by 74 percent;
- increased its Pinterest followers by 139 percent;
- increased all traffic from the blog by 4,496 percent;
- increased new-user traffic from the blog by 2,220 percent;
- increased all traffic from social channels to the Lost Golf Balls site by 350 percent compared to the same period the previous year;
- increased new-user traffic from social channels by 372 percent compared to the same period the previous year; and
- increased revenue from social channels by 87 percent compared to the same period the previous year.
During the off season, when golfers rarely purchase supplies and equipment for the sport, FrogDog’s content marketing plan for Lost Golf Balls
- drew new-user traffic to the site through ongoing blog content and social-media channel activity;
- increased off-season traffic to the site from social channels by 652 percent compared to the same period the previous year;
- increased off-season new-user traffic to the site from social channels by 435 percent compared to the same period the previous year; and
- increased off-season revenue from social channels by 93 percent compared to the same period the previous year.
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E-mail Marketing
Promotional e-mail messaging was sent to the company’s existing database of current and past customers featuring the content produced by FrogDog.
FrogDog developed posts for Facebook featuring the content developed for the blog and nurtured relationships with customers.
FrogDog developed tweets for Twitter featuring the content developed for the blog and interacted with others to build customer relationships.
FrogDog managed a Pinterest account that featured LostGolfBalls products and content from the blog.
Blog
FrogDog developed a blog-driven content marketing plan that featured articles and videos of interest and value to the LostGolfBalls.com target customer.
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