71% Increase in Traffic
119% increase in social media reach within first nine months
27% of new contacts generated from social media first nine months
Although the reach thousands of people every week on the phone and via chat, the marketing team at Dawson McAllister's TheHopeLine struggled to attract new visitors to their website because of low search rankings. In addition, once they did get an online visitor, they did not have the ability to gather information on people who were downloading the limited materials they offered.
On top of those issues, they struggled with no real in-house marketing expertise. The team lacked a background in marketing and had no formal strategy on how to connect with their users or visitors. They began to learn by trial and error, basing their work on advice from articles and webinars found within their online networks. Chief Technology Officer, David Anderson, spoke with several nonprofit marketing professionals in his network for suggestions of marketing solutions that were both cost-effective and proven to help organizations raise awareness and exposure. Throughout the research process, they evaluated HubSpot, Marketo and Vocus, but in the end, selected HubSpot due to comfortability during a trial period and ease of use.
From the beginning, HubSpot understood the limitations Dawson McAllister and similar nonprofits face. Their main objective was to maximize their marketing efforts to see actual mission-based results within the first three months using the software. They worked with a specialized team of consultants and an account representative, who work exclusively with nonprofit organizations, to build their inbound marketing strategy. “They understood that we are a small ministry with national and growing international reach, we have very limited financial resources, and even more limited personnel resources,” said David.
The step-by-step training webinars were also a valuable part of their inbound marketing education. “They are incredibly easy to understand for the marketing novice and we appreciate learning the basics of inbound marketing. It’s great to be able to dedicate the consulting hours entirely on strategy and execution,” says David.
Their strategy began with SEO and understanding which keywords and topics their audience of teens and young adults were searching for. HubSpot’s SEO tools allow them to research and easily add those keywords into blogs and online content. Another major part of their inbound strategy is using the Social Media tools to publish content and understand with Analytics, what’s driving engagement and what’s falling flat. As a result, they saw a 71% increase in organic traffic and 119% increase of their social media reach within their first six months using HubSpot.
They also use HubSpot’s CTA tool to add to their blogs and online content. The first Landing Page they built for their “Understanding Suicide” eBook, had a 44% submission rate and as a result they had over 250 new people they could reach out to and help. They found it was easy to set up landing pages due to the responsive design templates and have incorporated email Workflows which, as David mentions, “has been a complete game-changer.” Previously, they had to wait for a programmer to create landing pages and forms but now with HubSpot they are self-sufficient, saving both time and associated resources.
“We are just beginning to see the light with all the potential advanced marketing features, such as A/B testing and Smart CTAs, have to offer,” says David. They plan to do A/B testing to increase their email open rates on several of the weekly emails they send out. In addition, they are excited about the new Campaign tool in Hubspot and have started to use it with their new eBook offers. They aim to reach and help even more troubled teens and young adults this year using HubSpot than ever before.
11x Increase in Conversions
12% Increase in Membership
119% Increase in Traffic
Creating a Best-in-Class Experience