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 Marcus Sheridan Owner, River Pools & Spas 10-year veteran of the pool industry as an owner of River Pools & Spas. Active small business sales & marketing blogger at The Sales Lion. Kirsten Knipp Director, Product Evangelism Professional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier. @kirstenpetra

About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 2,700+ Customers 98% Retention 140+ Employees

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

River Pools Tactics pre-Inbound Marketing About Orchestra

River Pools Content pre-Inbound Marketing About Orchestra

Discovering Inbound Marketing About Orchestra

Early Challenges | Need Control of Content About Orchestra Image courtesy of coreyu on Flickr

Needed Inbound Marketing Tools

About Orchestra Gift that Keeps on Giving Blogging is the •Blog content SEO value increases over time •Blogs let you target specific interests & segments via keywords Image courtesy of lbpuppy on Flickr

Curse of Knowledge About Orchestra Image courtesy of Btal on Flickr

About OrchestraLong Tail Keywords is Better Blogging for 1 2 FAQs First few months were slow … Sticking with it … keyword strategy & analysis ramped blog to #1 in industry

About OrchestraEntire Site to HubSpot Transitioned •TBD •TBD

Deciding to Reduce PPC About Orchestra PPC Reduced by more than 50%

1 Year + of Inbound Marketing Results … About Orchestra Made 2009 a Banner Year & Kept Growth Possible in a Downturn

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

We welcome your questions & feedback Marcus Sheridan Owner riverpoolsmarc@gmail.com www.riverpoolsandspas.com www.TheSalesLion.com P: 804-333-9196 Kirsten Knipp Director, Product Evangelism @kirstenpetra kknipp@hubspot.com P: 1-617-401-2840

Thank you! Check Out Our Other Webinars Tuesday, June 8th 11AM EST Featuring CEO Brian Halligan

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

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