Vovici's marketing success relied solely on online seminars and print advetising, which wasn't an effective way to get found. They knew inbound leads are the most valuable, so they turned to HubSpot for help optimizing their existing content and effectively creating more.
Increased blog readership by 1,000%
Acquired more than 11,000 inbound links
Vovici is an enterprise feedback application that offers tools like survey software, panel management and online community solutions to measure customer satisfaction and conduct market research.
Since March, when Vovici got started with HubSpot, the company tremendously increased lead generation. “We have broken our visit records pretty much every week for the last four or five weeks,” said Roderick Morris, Vovici’s VP of Marketing.
Previously, besides print advertising, Vovici concentrated its marketing initiatives in online seminars. However, Rod noted, they weren’t getting enough inbound leads. “We wanted to do a better job of getting found,” he said.
As the company realized that organic search leads convert better than any other leads, Vovici decided to purchase HubSpot Medium software and invest into inbound marketing. “We wanted to optimize our Vovici blog posts for SEO and use our blogging to drive more visits,” Rod said.
Vovici learned about HubSpot through word-of-mouth and thanks to the recommendation of a board member. Soon enough, the company got onto HubSpot’s CMS and started driving qualified leads to its website.
The integration capabilities of HubSpot’s CMS enabled Vovici to optimize every single element of its webpages and make constant improvements through Page Grader. Using HubSpot’s Keyword Grader to evaluate phrases for better optimization, Vovici now appears on the first page of Google for competitive phrases like demographic questions and survey software. The company also monitors and learns from its competitors' strategies through Lead Grader.
HubSpot’s blogging analytics and traffic reporting also help Vovici improve on its marketing initiatives. “We are very happy with the trend on the blog,” said Rod about the way the company has been using blogging to create thought leadership, enhance its PR and brand awareness, and engage the community.
In addition, Vovici has been building its social media presence on LinkedIn, Facebook and, naturally, Twitter. “We find Twitter has been a great driver of traffic to the blog, and also another great driver of awareness for us,” Rod said about the micro-blogging site. “So we are going to continue pursuing a social media strategy,” he added.
In six months, Vovici increased new visitors by 70% and increased organic search traffic 407%.
HubSpot’s Sources tool demonstrates the exact fragmentation of that traffic into organic search, direct traffic and referrers. Based on the graph below, for instance, Vovici has attracted over 25 thousand visits for organic search and over 12 thousand visits for referrers in October.
Sources -- May-October, 2009
In terms of blogging, Vovici has been tremendously successful. Just in the last 30 days, the company blog has attracted more than 18 thousand visitors, 17,154 of whom arrived on the site for the first time. Vovici blogs about customer surveys and market research, and has gathered over 347 subscribers. “And this is a blog that started with virtually no visitors at the beginning of the year,” Rod said.
Blogging -- April-October, 2009
Social media, as Rod mentioned, has driven a lot of traffic to the blog. The Reach graph below shows clearly the ways in which Twitter has been generating visits for Vovici—almost three thousand in four months.Social Media Reach -- June-October, 2009
It is exactly this integration of optimization tools, lead generation solutions, blogging analytics and social media that makes HubSpot appealing to Rod. “You might have to buy two or three different tools to do all the things that HubSpot does,” he said.