hub spot case study.slash ppc and increase organic traffic learn how river pools & spas did it
TRANSCRIPT
HubSpot Case Study
Slash PPC & Increase Organic Traffic, Learn
How River Pools & Spas Did It!Featuring: Marcus Sheridan, Owner, River Pools & Spas
Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
Image courtesy of newtonfreelibrary on Flickr
Housekeeping Items
• Today’s webinar is scheduled to last 1 hour including Q&A
• All dial-in participants will be muted to enable the speakers to present without interruption
• Questions can be submitted via the Go To Webinar ‘Questions’ screen at any time
• Get the slides & a recording of this presentation approximately 72 hours after we conclude
http://www.hubspot.com/archive--slash-ppc---increase-organic-traffic
About Our Speakers
Kirsten KnippDirector, Product EvangelismProfessional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.
@kirstenpetra
Marcus SheridanOwner, River Pools & Spas10-year veteran of the pool industry as an owner of River Pools & Spas. Active small business sales & marketing blogger at The Sales Lion.
About HubSpot
Founded
Customers
Retention
Employees
2006
2,700+
98%
140+
Inbound Marketing software
& advice that helps SMB
businesses grow
About River Pools & Spas
• 2001 | Founded business with growth plan but
with limited marketing skills & training
• 2008 | Top 5% of all in-ground pool companies in
the US, with 20+ employees
• 2009 | Weathered economic downturn and built
the most popular blog in the pool industry … with
inbound marketing
• 2010 | Installed 600+ pools and growing!!
Agenda
Discovering Inbound Marketing
Blogging for Results using Keywords
Reducing PPC & Business Impact
Challenges, Lessons Learned & Tips
About OrchestraRiver Pools Tactics pre-Inbound Marketing
About OrchestraRiver Pools Content pre-Inbound Marketing
About OrchestraDiscovering Inbound Marketing
About OrchestraEarly Challenges | Need Control of Content
Image courtesy of coreyu on Flickr
Needed Inbound Marketing Tools
Agenda
Discovering Inbound Marketing
Blogging for Results using Keywords
Reducing PPC & Business Impact
Challenges, Lessons Learned & Tips
About OrchestraBlogging is the Gift that Keeps on Giving
•Blog content SEO value
increases over time
•Blogs let you target specific
interests & segments via
keywords
Image courtesy of lbpuppy on Flickr
About OrchestraCurse of Knowledge
Image courtesy of Btal on Flickr
First few months
were slow …
About OrchestraBlogging for Long Tail Keywords is Better
FAQs
Sticking with it … keyword strategy
& analysis ramped blog to #1 in
industry
1 2
About OrchestraTransitioned Entire Site to HubSpot
•TBD
•TBD
Agenda
Discovering Inbound Marketing
Blogging for Results using Keywords
Reducing PPC & Business Impact
Challenges, Lessons Learned & Tips
About OrchestraDeciding to Reduce PPC
PPC Reduced by more than 50%
About Orchestra1 Year + of Inbound Marketing Results …
Made 2009 a Banner Year & Kept
Growth Possible in a Downturn
Agenda
Discovering Inbound Marketing
Blogging for Results using Keywords
Reducing PPC & Business Impact
Challenges, Lessons Learned & Tips
About Orchestra
1)Start blogging NOW
2)Think like your customers
3)Take control of your website
4)Use PPC as a supplement, not your strategy
5)Invest in learning: watch HubSpot & other
webinars, read marketing blogs & try new things
Challenges, Lessons Learned & Tips
We welcome your questions & feedback
Kirsten KnippDirector, Product Evangelism@[email protected]: 1-617-401-2840
Marcus SheridanOwnerriverpoolsmarc@gmail.comwww.riverpoolsandspas.comwww.TheSalesLion.comP: 804-333-9196
Thank you!
Check Out Our Other Webinars
Tuesday, June 8th 11AM EST
Featuring CEO Brian Halligan