River Pools and Spas, a swimming pool company, has used the HubSpot software to reduce its spending on paid search and instead focus on attracting sustainable, organic leads.

1. River Pools and Spas Case study

3. Expanded blog readership to over 6,400 visitors and 260 subscribers in February

4. Reduced PPC spending 50% compared to 2009ABOUT:River Pools and Spas is a one of the largest inground pool companies in the country serving the states of Virginia and Maryland.

5. River Pools and Spas Challenge:Limited Control of Website Operations Early in his career, Marcus knew that the digital ecosystem has rendered traditional marketing strategies—radio, direct mail and yellow pages— ineffective. Though he had focused on developing his company’s online presence, Marcus realized that he didn’t have “the keys to his store.” As a business owner, he didn’t have full control over the 21st century’s most important marketing channel—his website. Solution:Easy-to-use Content Management System As Marcus started using HubSpot’s CMS, he felt empowered to develop content valuable to his customers. Without any former experience in running a website, he took control over his most powerful marketing channel.

6. River Pools and Spas Solution:Integrated Blogging Platform and Marketing Analytics Marcus was fascinated with the ease with which he could optimize blog posts and track his readership’s behavior. Using HubSpot’s marketing analytics, for instance, he gained insight into his customers’ activities and began distinguishing high-quality leads. “I can literally get into their minds and see everything they have done,” he observed. Following visitors from page to page and evaluating the materials they have read helped Marcus decide how serious they were about closing a deal.

7. River Pools and Spas Results: Sharp Increase in Organic Traffic (120% in the past three months) In February 2009, when Marcus first got started with HubSpot, his organic traffic amounted to 176 searches. Today, a year later, his organic traffic has expanded to 6,903 visits. In the past three months alone, his organic searches increased by 120%.

8. River Pools and Spas Results: Expanded Blog Readership to 6,400 Visitors River Pools and Spas also saw a tremendous growth in blog readership. So far, Marcus has accumulated a blog following of over 6,400 visitors and 260 subscribers.

9. River Pools and Spas Results: Increase in Referrals & 50% Reduction in PPC Spending The company’s steady increase in referrals, from 210 in October to 830 in February, has enabled Marcus to focus his attention on developing valuable content and drawing in organic leads. Thus, he spent 50% less on paid search compared to his 2009 PPC spending.

10. More about River Pools and Spas: www.RiverPoolsandSpas.com Sign up for a HubSpot demo: www.HubSpot.com/demo