HubSpot Case Study
           Slash PPC & Increase Organic Traffic, Learn
           How River Pools & Spas Did It!
      ...
Housekeeping Items
 • Today’s webinar is scheduled to last 1 hour
   including Q&A

 • All dial-in participants will be mu...
About Our Speakers

                Marcus Sheridan
                Owner, River Pools & Spas
                10-year vete...
About HubSpot

Inbound Marketing software
   & advice that helps SMB
      businesses grow

      2006   Founded


    2,7...
About River Pools & Spas

 • 2001 | Founded business with growth plan but
   with limited marketing skills & training
 • 2...
Agenda

         Discovering Inbound Marketing


         Blogging for Results using Keywords


         Reducing PPC & Bu...
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
Agenda


         Discovering Inbound Marketing


         Blogging for Results using Keywords


         Reducing PPC & B...
About Orchestra Gift that Keeps on Giving
Blogging is the


   •Blog content SEO value
   increases over time
   •Blogs le...
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...
About OrchestraEntire Site to HubSpot
Transitioned
 •TBD
 •TBD
Agenda


         Discovering Inbound Marketing


         Blogging for Results using Keywords


         Reducing PPC & B...
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...
Agenda

         Discovering Inbound Marketing


         Blogging for Results using Keywords


         Reducing PPC & Bu...
Challenges, Lessons Learned & Tips
About Orchestra

 1)Start blogging NOW

 2)Think like your customers

 3)Take control o...
We welcome your questions & feedback

             Marcus Sheridan
             Owner
             riverpoolsmarc@gmail.co...
Thank you!
Check Out Our Other Webinars




                 Tuesday, June 8th 11AM EST
                 Featuring CEO Bri...
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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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Is Pay-per-Click advertising gobbling up your marketing budget? How can a small business get ahead of the game without spending a lot on internet ads? Learn how a HubSpot customer cut his PPC by 50% while dramatically increasing traffic, leads and sales to grow his business in an economic downturn.

These slides accompanied a one hour case study webinar featuring Marcus Sheridan, owner of River Pools & Spas, sharing his experiences and insights on how blogging and inbound marketing helped him cut his PPC in half while growing his business.

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

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 2,700+ Customers 98% Retention 140+ Employees
  5. 5. 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!!
  6. 6. Agenda Discovering Inbound Marketing Blogging for Results using Keywords Reducing PPC & Business Impact Challenges, Lessons Learned & Tips
  7. 7. River Pools Tactics pre-Inbound Marketing About Orchestra
  8. 8. River Pools Content pre-Inbound Marketing About Orchestra
  9. 9. Discovering Inbound Marketing About Orchestra
  10. 10. Early Challenges | Need Control of Content About Orchestra Image courtesy of coreyu on Flickr
  11. 11. Needed Inbound Marketing Tools
  12. 12. Agenda Discovering Inbound Marketing Blogging for Results using Keywords Reducing PPC & Business Impact Challenges, Lessons Learned & Tips
  13. 13. 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
  14. 14. Curse of Knowledge About Orchestra Image courtesy of Btal on Flickr
  15. 15. 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
  16. 16. About OrchestraEntire Site to HubSpot Transitioned •TBD •TBD
  17. 17. Agenda Discovering Inbound Marketing Blogging for Results using Keywords Reducing PPC & Business Impact Challenges, Lessons Learned & Tips
  18. 18. Deciding to Reduce PPC About Orchestra PPC Reduced by more than 50%
  19. 19. 1 Year + of Inbound Marketing Results … About Orchestra Made 2009 a Banner Year & Kept Growth Possible in a Downturn
  20. 20. Agenda Discovering Inbound Marketing Blogging for Results using Keywords Reducing PPC & Business Impact Challenges, Lessons Learned & Tips
  21. 21. 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
  22. 22. 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
  23. 23. Thank you! Check Out Our Other Webinars Tuesday, June 8th 11AM EST Featuring CEO Brian Halligan

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