Referral Key is an online referral network. Their headquarters is in Boston, MA. The company helps users strengthen their existing relationships with an emphasis on driving referrals to one another. The company targets single practitioners and small businesses with 1-5 employees.
The Challenge
As a
referral marketing engine, much of Referral Key's growth has been through referrals. (They eat their own dogfood!) However, referrals are based on existing networks, and Referral Key also needed a way to encourage customers to establish their own referral networks. They needed to do this efficiently at large volumes.
Referral Key's founder and CEO, Lewis Weinstein, had tried traditional outbound techniques like print advertising in the past, and he wasn't confident these techniques could deliver for his new company. He preferred to focus on marketing that helped Referral Key get found by customers (as opposed to marketing that helped Referral Key find customers), and he knew that search engines are the place to get found on the web.
Lewis had been approached by SEO consultants in the past and was dissatisfied with their services. When a friend suggested HubSpot's software, he investigated and eventually signed up.
Solution
Working with HubSpot and
HubSpot partner Susan Churchill, Referral Key performed a thorough review of the keywords the company wanted to rank for.
"What we first did was analyze from a keyword standpoint how best people would find us on the major search engines. It was really an exercise in sitting down and asking what do we do and how do we solve problems for people," Lewis explained.
The Referral Key team plugged hundreds of keywords into HubSpot's keyword analysis tool, then used the tool to narrow their list down to a series of keywords that they wanted to focus on ranking for.
"Once we determined which words were most applicable, the HubSpot tool allowed us to really get a realistic sense of what our possibility was to get a high ranking on the major search engines. It became clear to us that as a startup it was going to take us quite some time to get the major keywords like 'business networking" or 'referral marketing,'" Lewis explained. "We determined that we had some niche markets that were most apt to use the service. They may not yield 500 to 1000 searches a day, but could certainly yield us 50 to 70. And if we were getting targeted searches on those keywords, we had a very high likelihood of capturing those people as customers."
Once Referral Key identified the keywords they wanted to target, they did a careful analysis of all their website's pages, including their headers, page descriptions and meta tags. They made sure all of these pages were optimized for the right keywords, then they began focusing on building links into these pages.
To manage the constant process of building links into their site, Referral Key uses the HubSpot link analysis tool. "It allows you to see who's talking about you. What website are linking to you. What bloggers are talking about you. And if you know that information, you can identify trends, and go after those particular niches to find other people that might be interested in talking about you," Lewis said.
Referral Key is also using Keyword Grader to help inform its blogging strategy. This includes a broad multi-media effort including interviews, podcasts and YouTube videos.
Referral Key also uses Hubspot's marketing analytics package. Since it's designed for marketers and focuses on inbound links and traffic referrals, it helps them compare different types of marketing efforts. "You can see which marketing campaigns are working for you."
Finally, Referral Key has used Hubspot's Press Release Grader to optimize its releases -- most notably the recent release announcing its partnership with Constant Contact which drove significant new traffic to the site.
Results
Referral Key's results with HubSpot have been exceptional.
Beyond enormous increases in traffic, leads and Google search referrals, Lewis says the tools provide his team a unique perspective on their business.
"When I use HubSpot I'm getting knowledge. It empowers me to know more about the product we're offering ... and it allows me to track, and our team to track, how effective we are in our search engine optimization."
Here are some of the specific results Referral Key has achieved: