Healthcare Solutions Company Saves from PPC Spending with HubSpot
• Increased organic traffic by
• Accumulated over 210 leads
in the past 6 months
• Achieved a 14% total
conversion rate for 7 landing
• Saved from spending on paid
Combining Product Expertise with
SEO Best Practices
MediPurpose’s challenge is common for many companies—a growing separation
between product experts and website experts. Derek Rudnak, the inbound marketing
and communications specialist at MediPurpose, didn’t want his business to suffer
from such a division. That is why he sought to get the industry experts involved in
content creation. “What we were looking to achieve with HubSpot was to get a
company-wide involvement with website design and SEO,” he said.
Leverage Team Expertise through CMS,
Blogging & Landing Pages
HubSpot attracted MediPurpose with its easy-to-use CMS platform enabling everyone at
the company to “interact with the website” and add their expertise. People with no SEO
experience could create SEO-friendly content and see positive results. “We can
constantly improve our website as we gain more intelligence about what it is that we
want and what our customers want,” Derek said.
“Our philosophy at MediPurpose is that it takes the experience and knowledge of
everyone at the company to make this website work,” Derek said. His team members
can use HubSpot’s Keyword Grader to perform keyword research and optimize web
pages for long-tail keywords.
Using Lead Intelligence to Capture Data
& Convert More Visitors into Leads
The simplicity of the HubSpot blogging platform has also enabled different members at
MediPurpose to get involved in writing and understanding the value of each blog post. As
direct participants in the content creation process, more MediPurpose employees are
now interested in blogging, joining social media and doing inbound marketing.
“Information gathering is extremely important to us,” Derek said referring to the different
forms featured on the MediPurpose site. He captures and analyzes this information using
HubSpot’s lead intelligence and landing pages. Again, the entire company can get
involved in this process, which makes their marketing efforts much more effective.
Tremendous Growth in Organic Traffic
In the last six months with HubSpot, MediPurpose has increased organic traffic by 420%,
from 160 visits in December to 840 in May. This trend discourages them from investing in
Pay-Per-Click. “As we continue to use the HubSpot product to develop organic leads and
find out what keywords are attracting people, it just keeps delaying the need to invest in
PPC,” Derek said. “The HubSpot product is saving us money, even though it is a product
we pay for,” he added.
Rapid Generation of New Leads
Yet the visitor-to-lead
conversion rate at
growing. “The real metric
that matters is conversions
and leads, and so far we
have also had a lot of
success in that respect,”
accumulated over 210 leads
just in the past six months.
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