Hub spot case study.slash ppc and increase organic traffic learn how river pools & spas did it

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!

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