About Karen Pollak
Karen Pollak is an immigration attorney who provides legal advice about United States immigration law to a wide range of global clients. For the past several months, her phone has been ringing with customer questions, her inbox filling with inquiries, and her website attracting large volumes of organic traffic. “I know that the main reason for using HubSpot is to gain more customers,” said Karen, "and we definitely are."
Challenge: Limited Online Visibility
Karen’s previous marketing initiatives included speaking engagements, articles and, most of all, word-of-mouth promotion. Though her company had a professional website, her services were not easy to find on the Web. “We had no visibility,” she said.
Solution: Optimization & Targeted Landing Pages Drive Traffic & Leads
Michael Pollak, the company’s marketing consultant, selected HubSpot because it was "easy and intuitive to use" and would increase their visibility online. He soon realized that the software could help to not only optimize blog posts and create landing pages, but also reduce the company's dependency on paid search. "We wanted to wean ourselves off this [PPC] by using HubSpot," he said. Now, the attorneys have invested what used to be their PPC domestic budget to launch a TV campaign for a more organic marketing strategy.
Immigration Options migrated to the HubSpot CMS and shifted the focus of its marketing initiatives from paid ads to attracting organic traffic. The platform, which integrates various measurement and optimization tools, proved especially useful for the attorneys’ global market. The Prospects report, for instance, offers data about the location of each visitor.
The Keyword Grader, Michael noted, is the company's most fundamental tool for connecting with immigration law clients. “Having that tool to monitor the keywords and help us design our content throughout the site, blog and landing pages, has really helped our position online, and has resulted in considerable amount of leads,” he said.
Michael also regularly uses the Marketing Analytics, which give him full control over the marketing campaigns. “We want to have the ability to measure what we are doing to really figure out what is working and what is not working,” he said. The Competitors section, for instance, gives him insight about the strategies of other immigration lawyers.
Results: Increased Organic Traffic to Replace Paid Ads
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Attracted 150+ leads & 7 new customers in the past month
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Increased online traffic by 3900% in five months
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Reached a 7% conversion rate from visitors to leads in November
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Expanded international market to over 70 countries
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Drew 457 inbound links from over 70 domains
In July, when Immigration Options started using HubSpot, it had only 53 website visitors. By November, that number increased by 3900% to almost 2,500 visits per month. In addition, Google referrers have grown from 27 in July to 542 in November. The website attracted online traffic from over 70 countries including South Africa, Algeria and Israel.
The company also significantly increased blogging efforts to elicit leads, placing a compelling call to action and landing page under each blog post resulting in an average 17.93% conversion rate for 17 separate landing pages.
In the social mediasphere, the attorneys have been engaging with the community, answering legal immigration questions and connecting with potential customers.
Since they got started with HubSpot, Karen and Michael have significantly expanded their international market. Above all, they have developed long-term marketing strategies--finding where their customers live and how to attract them organically.
