ProofreadNOW used to rely on referrals, direct mail and Pay-Per-Click to attract new customers. These methods were inefficient for their business, as they couldn't capture any actual data or lead intelligence about the people visiting their website.
increase in organic web traffic
ProofreadNOW offers proofreading services to business professionals and writers worldwide.Conni Eversull, the company’s marketing and sales director, shares how ProofreadNOW uses HubSpot togrow its organic traffic andincrease lead conversions.
Challenge: Inability to Capture Leads Successfully
Prior to HubSpot, ProofreadNOW used to rely on referrals, direct mail and Pay-Per-Click to attract new customers. Conni soon realized that this type of marketing was ineffective for their business. “We needed to capture information about the people who were visiting our website,” she said. “While we were paying for Pay-Per-Click ads, we weren’t capturing any data,” Conni added.
Solution: Growing Contacts & Leads with Landing Pages & Lead Nurturing
ProofreadNOW started using HubSpot to extract information about its target customer base.
Conni created custom landing pages, such as educational eBooks and whitepapers, to attract readers and successfully collect lead information. “We can see who becomes a prospect, who becomes a customer, and then I can better target my marketing campaigns,” she said. This approach has helped ProofreadNOW to build a core lead database. “I would rather have a smaller, more qualified list to market to than some big broad list,” Conni added.
ProofreadNOW uses HubSpot’s lead nurturing program and Salesforce integration to close the loop and successfully capture leads.With HubSpot's closed loop marketing, Conni can track leads from their arrival at the site to their conversion. Such tools enable ProofreadNOW to determine its most efficient marketing channels.
HubSpot's lead nurturing software also contributes to the increase in ProofreadNOW's sales conversionsby enabling the company to set up automated custom emails and follow-up with interested leads.Conni has found great value in the opportunity to link her lead tracking data to Salesforce.com. While the automated email campaigns engage leads over time, the Salesforce integration enables Conni to provide immediate and personal responses as necessary.
Results: Greatly Increased Leads & Organic Traffic
In one year, ProofreadNOW managed to increase its organic visits by 480%—from 150 organic searches in May 2009 to 870 in May 2010. Similarly, the company has attracted hundreds of leads throughout the year: in the past six months alone, the site has drawn nearly 400 leads.
Organic Traffic, June 2009 - May 2010
In October 2009, ProofreadNOW also developed its email marketing with HubSpot. Since then, the company has grown this channel to attract over 300 visits from email marketing in May. ProofreadNOW’s blog has become another engagement source with now over 340 subscribers.
Blog Subscribers, June 2009 - May 2010
Since starting with HubSpot, ProofreadNOW met its initial goal of capturing lead data, growing organic traffic and increasing sales. “We effectively traded our Pay-Per-Click dollars—where we weren’t able to track anything—for our HubSpot subscription,” Conni said. “We have done a really good job of capitalizing on those dollars,” she added.
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