Explosive Payroll Services Company Gains 550 Subscribers
Posted on | February 19, 2012 | No Comments
With more than 30 offices nationwide, PrimePay provides businesses with payroll and tax filing services. Nancy Mullin, PrimePay’s Manager of Marketing & Interactive Services, recently explained how she uses HubSpot Large to grow her company’s blog following and lead conversions.
Challenge: Inability to Measure Results of Agency-Delivered SEO
Prior to starting with HubSpot, PrimePay was using an SEO agency for website optimization and updates. However, this didn’t increase sales or provide Nancy with the information she needed to measure results and gain actionable knowledge about her marketing performance.
Solution: Content Creation without a Web Developer
Nancy’s favorite thing about HubSpot is the accessibility and integration of different content creation tools. She loves the ease with which she can create blog articles, landing pages, forms and web pages without any help from a web developer or an IT expert.
Nancy uses HubSpot’s Blogging Platform to develop well-optimized posts that present her company as an industry resource. “It has helped us promote the PrimePay brand and portrays us as more than just a payroll service and more like a knowledge or information partner,” she said.
HubSpot’s Landing Pages have also empowered Nancy to easily create marketing offers and promos. She ties them to her HubSpot lead nurturing campaigns to leverage the power of a single conversion event and build strong relationships with prospects. As Nancy said, HubSpot’s Lead Nurturing allows her sales team, made up of a significant number of outside and inside reps, to “automate the process of continuous communication with a targeted group of prospects.” The sales reps use pre-set emails with related industry tips to develop meaningful conversations with leads that ultimately increase the likelihood of a sale.
Results: Saving Money with Blog Growth & High Lead Conversions
- Attracted over 550 blog subscribers in 6 months
- Reached a 27% conversion rate for landing pages
- Saving ~$6,000 on paid search efficiencies
In just over 6 months, Nancy has been able to increase PrimePay’s blog following to over 550 subscribers. This content asset has positioned PrimePay as an industry thought leader and a trust agent. What’s more, Nancy’s valuable blog posts and marketing offers have gained the company a considerable competitive advantage over other payroll service providers.
Nancy has achieved such success with the blog and landing pages because she realized the importance of continuous content creation—both in terms of website optimization and building a trusted brand. “You have to stick with it,” she said, reiterating the advice her HubSpot consultant gave her.
Increasing Online Sales
Posted on | February 19, 2012 | No Comments
Since 2001, Lauren’s Hope Medical ID Bracelets has been providing fashionable medical alert bracelets to men, women, and children of all ages who are managing various medical conditions. When Lauren’s Hope decided to focus on online sales and launch an internet marketing strategy, the ecommerce website sought the help of HubSpot software. We caught up with Director of Marketing Jenna White to discuss Lauren’s Hope’s recent successes.
Challenge: Transitioning From Traditional Marketing to Internet Marketing
Prior to purchasing HubSpot, Lauren’s Hope was primarily relying on traditional, outbound marketing tactics to sell their bracelets online. The company attended trade shows and local craft fairs, utilized direct mail campaigns, participated in local and national support groups, and worked with public relations agencies to secure traditional media coverage.
When Jenna began experimenting with blogging and generating a social media presence, she knew she needed to find an internet marketing solution that would “help scaffold and guide [Lauren's Hope] in the right direction.”
Solution: Use of HubSpot Blogging Software and Marketing Analytics
Jenna emphasizes how helpful HubSpot’s Blogging Software has been to the growth of the Lauren’s Hope Blog and the company’s ability to improve its on-page search engine optimization (SEO). The Blog Optimizer Tool helps Jenna focus on her keyword goals and keeps her in line with her overall SEO strategy.
In addition, she regularly uses HubSpot’s Blog Analytics to track the blog’s subscriber growth and performance.
Jenna also relies heavily on the HubSpot Sources Tool to provide her with daily updates on how the Lauren’s Hope website is performing in terms of traffic from various sources such as social media, blogging, and referrals.
Results: Significant Increases in Sales and Website Traffic
Since Lauren’s Hope began using the HubSpot software just six months ago, the company has witnessed tremendous growth in terms of online sales, website traffic, and reach. Specifically:
- Increased year over year online sales by 40% from 2009 to 2010
- 600% increase in website traffic since using HubSpot
- Increased social media reach by 153% since July 2010
- Attracted over 1,300 blog subscribers in 5 months
Increase in Website Traffic Since Using HubSpot
Jenna is extremely hopeful to see continued internet marketing success and attributes a lot of Lauren’s Hope’s current success to HubSpot’s ease of use, educational marketing resources, dedicated ongoing consulting services — available for HubSpot Large customers, and her dedication to making internet marketing work for her company.
“I’m just a regular person who is passionate about the company I work for … and we’ve increased online sales by 40 percent with HubSpot,” says Jenna. “You have to devote the time and effort necessary to generate results,” she says, adding that “success doesn’t happen overnight.”
Increasing Organic Traffic
Posted on | February 19, 2012 | No Comments
Pharmacy Development Services (PDS) is a business consulting company focused on maximizing the productivity and effectiveness of independent pharmacies across the country. We had a chance to speak with Social Media and Marketing Manager Samantha Timmermann and Chief R&D Officer Mat Silverstein about how Pharmacy Development Services generated a return on investment within one month of using HubSpot.
Industry: Business Consulting | Size: 28 Employees
Tenure: 11 Months on HubSpot Medium
Challenge: Need For an Improved Online Presence
Because the PDS customer base is a very unique and specific group of people, traditional methods of marketing simply weren’t working. The company’s online presence was less than effective and its website was difficult to navigate, resulting in a poor user experience that made it a challenge for site visitors to learn more about the company and its service offerings.
Solution: Business Blogging, Marketing Analytics & CRM Integration
HubSpot’s Marketing Analytics tools have made a big difference in the way PDS tracks how well its website visitors are converting into leads and sales. With HubSpot, PDS has been able to more easily understand how its website is generating business.
It was only after using HubSpot that PDS realized over a quarter of its website’s traffic was coming from its blog! Samantha mostly relies on HubSpot’s Blogging Tool to create content that generates the business’ organic traffic. She also depends on HubSpot’s Blog Analytics to better understand how the blog is performing in addition to determining ways it can be improved.
“I love how HubSpot is integrated with Salesforce,” says Mat. For him, adopting online tools that would integrate with Salesforce.com was a must, and HubSpot’s out-of-the-box integration has given the PDS sales team the analytics they need to successfully convert vistors into leads and customers.
Results: Significant Increases in Organic Traffic and Leads
Since PDS signed on with HubSpot in April 2010, they have achieved the following results:
- Increased monthly organic traffic by more than 550%
- Grown the blog from 0 to nearly 300 RSS and email subscribers
- Generated an average of 3x more monthly leads
“Definitely the most quantifiable results are sales that we bring in that began with organic traffic,” says Mat.
“Within the first two weeks of having the website up on HubSpot, we closed a couple deals that were entirely related to blog posts we had written,” he continues. “Within the first month of having HubSpot, we were able to get a return on our investment.”
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