Tenon Tours Sees 129% Increase in Revenue with Inbound MarketingTenon Tours couldn't track the ROI of any of their marketing efforts. They were spending money on pay-per-click ads, and their cost-per-conversion was simply too high for their business model. Tenon Tours is a Boston-based travel company operating tours to Ireland, the UK & beyond.Main marketing goalsTenon Tours had three main marketing goals: (1) to drive traffic to their site, (2) to increase their overall number of leads, and (3) to identify the lead sources that produced the highest ROI. Back in 2010, Tenon Tours knew they wanted to be a premier player in the Irish tourism game. They needed to increase their reach, and began by using paid marketing, including Pay-Per-Click ads, to drive visitors to their site and eventually turn them into customers. The problem was not PPC's ability to drive traffic, but rather that Tenon Tours didn’t have much information about who the people coming to their site were, how those people landed on their site, or what their needs were. The travel company was spending $1000 a month on PPC ads, making their cost per conversion $20 a lead. To manage their leads, Tenon Tours was using Excel sheets and shared documents that were organized and color coded so members of the marketing and sales teams could all have access to the same information. This manual process was time consuming, and simply didn't provide enough solid data to further Tenon's marketing efforts. In order to be considered a legitimate provider in their industry, Tenon Tours had to execute a thriving SEO strategy that would put them ahead of the competition in search rankings. To do this, they hired an external SEO company to optimize their pages for search. This service began planting backlinks to the Tenon Tours website on irrelevant and questionable websites, a black-hat SEO tactic that Google is able to recognize and effectively won't help a website's search ranking. Tenon Tours needed a better solution.Getting Started with HubSpot
After signing up with HubSpot, Tenon Tours’ Managing Director, Katie Fleming, used her time with her HubSpot inbound marketing consultant to learn about the recent shifts in marketing, why inbound marketing works for a business like hers, and how exactly to apply those techniques in her day-to-day marketing efforts with the HubSpot All-in-One Software.
Katie began focusing her time on creating content that her target audience would be interested in reading, such as blog posts about Irish culture, local events, and travel tips. She used the HubSpot Blogging tool to publish these posts and HubSpot's SEO tool to optimize the posts for search ranking. The Keywords tool helped her organize the various search terms she wanted Tenon Tours to be ranking for. Not only can she see which keywords Tenon Tours is ranking high and low for, but she has also been able to segment targeted keywords into various campaigns so she can keep track of how Tenon Tours is ranking for each of their travel tours and campaigns.
Because of this optimized content creation, Tenon Tours has been able to increase their site visitors by 54%. Katie thanks their focus on content, blogging and keywords for their success and fast growth. With HubSpot Analytics, she’s able to track which specific posts are actually working to drive visitors and leads. She’s able to take that information and alter her strategy accordingly to produce even better content in the future.
How Tenon Tours Increased Lead Volume by 504%