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.

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

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. Agenda
Discovering Inbound Marketing
Blogging for Results using Keywords
Reducing PPC & Business Impact
Challenges, Lessons Learned & Tips

7. River Pools Tactics pre-Inbound Marketing
About Orchestra

8. River Pools Content pre-Inbound Marketing
About Orchestra

9. Discovering Inbound Marketing
About Orchestra

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

11. Needed Inbound Marketing Tools

12. Agenda
Discovering Inbound Marketing
Blogging for Results using Keywords
Reducing PPC & Business Impact
Challenges, Lessons Learned & Tips

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. Curse of Knowledge
About Orchestra
Image courtesy of Btal on Flickr

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. About OrchestraEntire Site to HubSpot
Transitioned
•TBD
•TBD

17. Agenda
Discovering Inbound Marketing
Blogging for Results using Keywords
Reducing PPC & Business Impact
Challenges, Lessons Learned & Tips

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

19. 1 Year + of Inbound Marketing Results …
About Orchestra
Made 2009 a Banner Year & Kept
Growth Possible in a Downturn

20. Agenda
Discovering Inbound Marketing
Blogging for Results using Keywords
Reducing PPC & Business Impact
Challenges, Lessons Learned & Tips

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