Before HubSpot, eCoast's marketing strategy was entirely offline. Once they realized the huge pool of potential clients online, they began looking for search engine optimization consultants all of which were too pricey and used black-box tactics.
increase in search referrals
In 2007 Will Gibney, eCoast's vice president of sales and marketing, began looking for help with online marketing. "Our marketing strategy was not on the web," he explained. "We were struggling to get new people to our website. The way we've grown our business is through word of mouth."
eCoast knew its clients were on the web, and they wanted to show up when potential customers searched Google and other search engines, but they didn't have the expertise to do it in house. He considered many traditional search engine optimization consultants, but was turned off by their high prices and black-box tactics
The eCoast team setup a blog and began producing content related to their field,demand generation. Working with HubSpot internet marketing consultant Brian Rogers, eCoast used the blog to position their company as a thought leader. "We wanted to do a blog but we wanted to do it smart. He gave us the direction."
Once they had the blog up and running, Will and his team used HubSpot'ssearch engine optimization toolsto refine the content and improve its traffic- and lead-generating power. HubSpot'sKeyword Graderto enabled them to determine which keywords they should optimize for by showing them the tradeoffs between traffic, relevance and competitiveness in keywords. As soon as they decided which keywords to optimize for, they were able to restructure their website pages and content production around these goals.
eCoast also took advantage of HubSpot'scompetitive tracking tools. By following search engine metrics for their competitors, they were able to keep ahead of the competition and refocus their energy on areas where competitors were catching up in search engine rankings.
In addition to optimizing their content with HubSpot's search engine optimization tools, eCoast used HubSpot'smarketing analyticspackage to track its use. Since the analytics tools were designed specifically for marketers, eCoast found it easy to see how people were finding their content -- and, thus, which marketing campaigns and content distribution strategies were working.