Tom Schwab is the CEO of GoodbyeCrutches.com. Goodbye Crutches sells equipment for people who can’t put weight on one foot or the other. Tom came from the corporate world and started a medical supply business. Over the last 4 years he has taken his business from a regional player to a national leader using inbound marketing and the HubSpot tool.
In this interview, Tom shares at length what they did to grow their blog from 3,000 visitors per month – 2000 of which was from paid traffic – to over 70,000 visitors per month, with almost no paid traffic.
There are two key points in this interview:
- How to get your buyer personas correct.
- How to map out a content strategy that pays very close attention to the needs, wants, and fears of your buyer personas.
Listen now and you’ll hear Tom and I talk about:
- (01:15) Introductions
- (06:45) How much traffic are you getting now?
- (09:20) Tell us about your content strategy.
- (13:45) How did you define your personas?
- (15:35) How did you come up with your blog post titles?
- (21:05) How did keyword research play a role?
- (24:15) If you were starting over today, what would you do first?
- (27:55) How have you optimized for SEO?
- (30:15) Tell us about how you nurture your leads?
- (32:15) How do you nurture your newest customers?
- (38:15) What are some of the biggest mistakes you see people making with inbound?
- (39:55) How does inbound for B2C differ from B2B?
More About This Episode
The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.
It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.
About Tom Schwab
Tom Schwab is passionate about using an Inbound strategy to attract, engage and delight eCommerce customers. Starting in 2010, he was one of the early merchant users of HubSpot. In under 3 years he grew his direct to patient B2C business Goodbye Crutches from a regional player to the national leader.