The Murder Mystery Company started out as just a hobby, not a business. After publishing their first website, they learned there was a demand for their service. It was time to take their marketing strategy to the next level.
increase in leads
increase in web traffic
The Murder Mystery Company is the nation's most popular, interactive, mystery troupe for parties and events. We sat down with Scott Cramton, CEO, to solve the mystery on how his company increased leads by 195% with inbound marketing and HubSpot.
In 2009, Scott Cramton decided to publicly offer murder mystery event services, which at the time, was simply just a hobby. “This was not going to be my business, it was just something we did,” stated Scott. Soon after publishing his first website, he started to gain some traction from businesses in need of his services. “We’d occasionally get calls from companies like McDonald's and I’d ask them, ‘how did you get this number?’” Scott laughs.
Realizing he needed to take The Murder Mystery Company to the next level, he started researching ways to improve SEO and track leads. “I started researching [inbound marketing] and got all of my information from HubSpot. Eventually I decided to sign up with them and it was far and away the best decision ever.”
Once Scott got started with HubSpot software and consulting, the company began to apply inbound marketing techniques by building landing pages with HubSpot. “We also tracked our leads and customers whereas before the only way to do so was by them calling us,” said Scott.
The company also started to generate a ton of new content, starting with 12 website pages and now having over 1,130 new pages of rich, unique content. “That idea [of generating new content] wasn’t something that made sense before HubSpot taught me why that would be a good idea.”
Scott attributes the increase in organic search ranking by using tools like HubSpot’s Keyword Grader. “I use the Keyword Grader a lot. One of my employees will also analyze our keywords and work on the ones that need improvement. We found that if you keep publishing content with these keywords in it, then Google will put your website closer to the top.”
Due to the company’s diverse audience, serving everyone from the Fortune 100 to small birthday parties, inbound marketing became the best strategy for attracting new customers. “This company literally couldn’t exist in 1999,” says Scott. “We’d have to run a phone book ad in every location, which would be a billion dollars,” he says with exaggeration. HubSpot ultimately became the best solution to practicing inbound marketing and tracking its effectiveness.
Since using HubSpot, The Murder Mystery Company has experienced a significant increase in terms of traffic, leads, and customers. Most notably, the company has had a:
In fact, due to the significant results generated via their website, The Murder Mystery Company has experienced rapid growth across the United States by starting up in new locations.
“When we have too many leads, we open up in a new location,” adds Scott. “We are superseding all of our plans to open in all major locations based on leads.”
The Murder Mystery Company is now open in nine major cities across the U.S. with plans to open another in Boston in 2012.