Boston-based Yale Appliance is a David-sized local appliance store that has become a content marketing Goliath. Without spending a single dollar on advertising, Yale has climbed to the top of their industry.
How is this even possible? By obsessing over their customers’ questions, making content a priority, and securing buy-in from across the company.
The Turning Point
Yale Appliance’s CEO, Steve Sheinkopf, started the company’s content journey over ten years ago, but he wasn’t seeing the results he wanted from his efforts. He reached out to Marcus Sheridan for advice, and that conversation became a turning point both for Yale’s inbound results and for the company’s bottom line.
Sheinkopf shifted his focus from telling the company’s story from a business perspective into framing it around the habits, problems, and needs of appliance consumers.
And he didn’t just stop with a smarter approach to the type of content he was producing: he also made content production a companywide policy, going so far as to add mandatory content production into the employee handbook.
Today, Yale Appliance is making a killing by providing educational articles, videos, buyer’s guides, and e-books that are answering people’s questions about appliances.
With their retargeted marketing efforts, Yale’s website traffic, leads, customers, and revenue began to grow at an incredible rate; doubling nearly every year from 2011 until the present, where their traffic averages up to 750,000 visits and 8,000 leads every month.
Since they began implementing inbound marketing, they’ve had nearly 30 million visits to the website, made over 320,000 contacts, and closed over 12,000 customers.
Learn the Exact Playbook Yale Appliance Followed at IMPACT Live 2019
There’s a method to Yale Appliance’s success, and you can apply it to your own marketing and sales efforts…and experience similar results.
At IMPACT Live, Marcus Sheridan -- whose conversation with Yale turned around their entire content approach -- will be walking through exactly how to develop content that drives revenue, and deep diving into playbooks, activities, and pro-tips that will have you finally seeing the ROI you’ve been working for.
Over the course of two, fully immersive days, Sheridan and the IMPACT team, along with invited experts, will teach you the digital marketing and sales playbook that the most successful companies like Yale Appliance use to drive significant revenue growth and become true “inbound organizations.”
You’ll learn how to embrace an inbound culture of creating industry-leading content and video, making you the most trusted voice in your space.
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