Weed Pro focused on pay-per-click ads almost exclusively for their online marketing strategy. However, they knew there had to be a better solution for lead generation than paid search advertisement.
increase in revenue
more packages sold
increase in sales qualified lead volume
Weed Pro Lawn Care serves the Cleveland and Columbus metro areas and suburbs of Ohio. Their mission is simple: keep your landscaping looking fresh, and provide great customer service.
In 2011, Weed Pro had issues getting organic web traffic and ranking organically in search results. They had heard about popularized yet flagrant tactics like keyword stuffing, but wanted to be marketers of merit. After focusing on PPC marketing for the majority of 2011, they knew they could be doing better online marketing. They made a decision coming into 2012 to try and execute on this whole inbound thing they’d been reading about. Director of Marketing Shaun Kanary explains, “Understanding that we had a great product, price point, and the best operations department in the industry, we needed to effectively increase our promotional reach. We felt that the best way to do this was to concentrate on inbound marketing.”
Shaun said, “We always knew the potential of inbound marketing and what it could bring to the table, however I wasn’t sure of where to begin, and what to do to deliver best results.” Enter stage left: HubSpot.
Director of Marketing, Weed Pro
HubSpot’s all-in-one software makes it easy for marketers to not only track the full lifecycle of a lead, but also helps to deliver a more useful and unified experience for the customer. Weed Pro knew if they were going to get serious about going inbound for the consumer, they would have to align sales, marketing, and technicians onto the same page (and software). When it came to getting CEO Rob Palmer on board with HubSpot, Shaun didn’t have a problem. Rob already knew how valuable HubSpot was because, as Shaun puts it “HubSpot practices what they preach and offers a ton of great content that [Rob] had already consumed.”
Even though Weed Pro was educated on inbound marketing before HubSpot, it wasn’t until they got the software that they could fit all the pieces of the puzzle together. Shaun tells us, “HubSpot not only was easy to use and organized our online efforts, but it also advised us on how to get to where we needed to be.”
Conversion Assists show exactly which blog posts are driving customers.
“We showed our staff how blog articles and other content leads to sales qualified leads and [actual] sales. Seeing that their bonuses (and our sales staff’s salary) were tied directly to the leads coming in from [their] content made it simple to get their help creating and sharing even more.”
Director of Marketing, Weed Pro
The SEO tool helped to optimize their homepage so they could be found by prospects. HubSpot taught the team about the different types of valuable content to be publishing, whether it be by using the Blogging tool or various offers. This helped Weed Pro see a 185% increase in web traffic. Using Calls to Action on those content offers, Weed Pro is now seeing over 2x more sales qualified leads coming through their funnel. The best part about those leads? Shaun says it’s that “[HubSpot] provides us with more educated leads that close more often.” These highly qualified leads are why Weed Pro’s revenue has increased 240% in just one year.
In the beginning though, it wasn’t all flowers and rose bushes (inside the office at least). It was tough to get all of Weed Pro’s employees on board with the inbound movement--that is until Shaun showed them HubSpot’s Analytics. “We showed our staff how blog articles and other content leads to sales qualified leads and [actual] sales. Seeing that their bonuses (and our sales staff’s salary) were tied directly to the leads coming in from [their] content made it simple to get their help creating and sharing even more.” Soon enough, sales began writing blog articles about the benefits of the products Weed Pro uses. Customer Services began concentrating on articles inspired by FAQs. Weed Pro’s owner began writing on the state of the landscaping industry. The entire company works as a cohesive unit, delivering a consistently amazing customer experience.
Not only does HubSpot help Shaun with big picture goals like aligning his teams and watching his revenue numbers soar, more importantly it makes his day-to-day job so much more efficient. “The continuity between all the features saves time. I can create a free guide, then promote it by creating a Landing Page, blog about it, share across all our social media channels, and email segmented leads all within minutes! I can’t even imagine doing that before HubSpot!”
When a business joins HubSpot, there is a commitment to guide them through all the steps they need to take to be successful. HubSpot never gets sick of seeing customers succeed, and Weed Pro has been no different. Shaun self-identifies as a ‘HubSpot Apostle,’ saying, “HubSpot is more than software, they are an extension of your marketing / IT department and are there to support you in anyway possible. My account manager is awesome, always suggesting new things, and sending me information on webinars that can help. The IT staff helps me immediately with any problems or questions I have about the software, and the HubSpot Training keeps me up to date on new features and how to use the software better. I tell people all the time that you’re not buying software, you’re buying a marketing family that will support you and make you a better marketer.”
Back in 2011, very few companies in the lawn careindustry had marketing plans. “Many lawn care industry professionals looked at my hiring as an unnecessary expense...After one year of using HubSpot and implementing Inbound Marketing, I have achieved “Rock Star” status at both my company and in our industry.” The Weed Pro team has had so much success, they just graced the cover of Landscape Management Magazine with a 5-page spread for their game changing inbound marketing strategy. “Where I was a lone sheep in the industry, seven other companies that had thought of me as an ‘unnecessary’ expense in 2011 have added a marketing professional over the past few months.”
Being the top-of-the-game marketers that they are, Weed Pro has begun to finalize plans for utilizing the new HubSpot 3 tools. They’ll be creating a more personalized experience for their incoming leads by segmenting incoming leads based on needs and behaviors with their site. Then, they’ll target those leads with emails and offers that actually matter to them based on all the information Weed Pro has from their contact profile. This kind of personalization will also help Weed Pro keep existing customers happy. When they return to the site, they won’t see the same offers as a lead; instead they’ll see offers that compliment their existing product. This kind of automation will be easy, since their sales team is keeping lead records up to date.
“Customers are getting savvier every day and looking online for information about products and services that they intend to buy. If you are not there, sharing relevant information and offering content that they can consume, your sales will continue to drop and your growth will be stagnant. HubSpot is the one way that you can jumpstart the way you market your business and see significant growth by nurturing leads and visitors into sales!”
We're here to help. Call us and speak with an Inbound Marketing Specialist who will answer any questions you might have.
Give the HubSpot software a try by signing up for a 30-day free trial. You'll get a fully functional account. No credit card necessary.