Previously a brick-and-mortar company, Full Life knew they needed an online presence but feared losing the personalized touch of their previous efforts. After learning about inbound marketing, the company began using social media and blogging to retain their existing community and also attract new members to meet their business goals.
Full Life is a weight management service that provides weight loss and healthy living coaching. Full Life offers a Gold Standard Award winning HMR at home program, the number one weight loss program used in medical centers nationwide, as well as home delivery of HMR Weight Loss Foods.
Topics: SEO, Blogging, Social Media, analytics, Video, CMS, B2C, traffic, health services, Mid-Market
Full Life is a weight management service that provides weight loss coaching and healthy living coaching. Full Life offers a Gold Standard Award winning HMR at home program, the number one weight loss program used in medical centers nationwide, as well as home delivery of HMR Weight Loss Foods.
Previously a brick-and-mortar company, Full Life successfully transitioned online with Hubspot and, in the last six months, has more than doubled its Google referrers. "We are coming up first and that is where we want to be," said Natalie DeAngeloa personal coach at Full Life. "For us, being a really small company, that is really exciting."
| Industry |
Company Size | HubSpot Tenure |
| Health Services | 10-20 Employees |
1 year with Small Business |
For ten years, Full Life owned and operated an HMR clinic in Boston's South Shore community. They promoted their services through mail marketing, postcards and product discounts. As the company shifted online and moved its network nationwide, it faced a challenge—how do you change the business platform without losing the old community, but attract new customers?
“When we transitioned our clinic to completely online we really wanted to make sure that this personal touch was there,” Natalie said. “Weight management, weight loss, healthy living—it is a personal thing,” she added.
Social media seemed like the right solution to this problem. “We really wanted to use social media to continue to foster our community, to get people talking about their different weight management strategies and healthy living strategies,” Natalie said. So when she came across HubSpot’s social media kit, Natalie helped get Full Life on board with the Small Business software.
“We worked in a clinic for years, so we didn’t have a lot of experience in online marketing,” she said. That is why HubSpot’s CMS responded to the company’s needs for simple navigation and full integration of different software pieces.
The Lead Generation tool, for instance, enables the company to install downloadable forms as useful resources for customers. Revolving around weight management suggestions, the forms spark interest in both new and old readers. “Not only are we getting new visitors, but the old visitors are coming back,” Natalie said. The Holiday Survival Guide is their most recent, thematic downloadable form with tips, recipes and gift ideas.
Full Life can examine the exact segmentation of this online traffic thanks to HubSpot’s Marketing Analytics. “Every month we take a look at how many people are coming to our website and where they are coming from,” Natalie said. Thanks to these statistics and the Keyword Grader, Full Life has the flexibility to adjust its marketing accordingly. The goal is, as Natalie observed, “to keep on top of our keywords and what our customers are looking for.”
In six months, Google referrers more than doubled from 139 in May to 341 in October. Full Life appears on the first page of Google for keyword phrases like hmr recipes and hmr blog. 
Blogging and social media, no doubt, brought Full Life the desired community touch. The company posts recipes and weight management tips, and encourages the community to interact around these topics. “We are starting to see more and more comments on our blog, which is great because we are getting that community feel that we want,” Natalie said. Unsurprisingly, Full Life has increased its blog subscribers to 200 members and has attracted about 500 individual visits on its blog in the last 30 days. 
Full Life has achieved tremendous success with HubSpot because it has recognized one of the fundamental concepts of inbound marketing. As Natalie said, “If people cannot find you online, it doesn’t matter how great your website is. The most important thing here isn’t a fifty thousand dollar design, but really being able to be found.”
