HubSpot Internet Marketing Case Studies

For five years Cory Rogers worked in sales at Copy Craft Printers, an online printing company specializing in offset and digital printing. Soon after his company started using HubSpot, Copy Craft Printers created a new position for Cory and he became the online marketing director. "We saw that this is what it is going to take to do social media and development," he said in an interview.

Challenge

Copy Craft Printers wanted to use Internet marketing and compete with bigger companies that spent enormous amounts of time and money on outbound marketing campaigns. Yet they "weren't sure how to get there."

The company realized the marketing potential of social media tools and started using Twitter and LinkedIn. This online buzz prompted it to enhance its website's appearance and performance. "That made us say, 'we want to go out and optimize it,'" Cory explained.

Solution

Copy Craft discovered HubSpot when it first used the company's free Website Grader tool. Soon afterwards Copy Craft purchased the HubSpot Marketer product and learned the fundamentals of where, how and when to compete with other industry leaders in order to obtain maximum business results.

Using HubSpot's search-engine optimization tools, CopyCraft significantly enhanced its keyword targeting. Copy Craft gained the tools to target long-tail keywords that weren't part of their strategy before. While in the past the company targeted, for instance, "brochure printing," now it could experiment with "full-color brochure printing." In this learning process Cory realized the importance of producing valuable content and optimizing it accordingly.

HubSpot offers Copy Craft the opportunity to measure its website performance and marketing metrics in relation to other industry competitors. Copy Craft uses up-to-date rankings in traffic volume, organic search and number of inbound links to focus on successul marketing campaigns.

Results

Better targeted keywords helped Copy Craft drive more qualified traffic to its website. Now Copy Craft is generating leads and customers rather than just site visitors.

The company was able to increase its customer retention rate, and now looks at marketing, as Cory said, "from an analytical point of view." More specifically, he has seen the following results:

• Accumulated over 592 leads
• Attracted 1,739 inbound links from 422 domains
• Improved the website's traffic rank to 382,512
• Increased conversion rate for top 20 industry-specific keyword searches including "presentation folders," "booklet printing" and "custom posters."