Case Study: How To Achieve Business Growth By Blogging
River Pools and Spas (RPS) was a small business that sold swimming pools in Virginia and Maryland. When it was founded in 2001, Marcus Sheridan, its owner, did not have an optimized marketing plan. Limited exposure to marketing techniques led him to rely on more traditional marketing campaigns, which tended to be costly. Reevaluating his marketing strategies, Sheridan decided to try something new—namely, use his website as a marketing tool and blog to draw site traffic.
Over the past year and a half, RPS grew its reputation online and became one of the largest pool companies in the United States. Blogging was a major contributor to RiverPools’ online marketing and business success. Since it started blogging, River Pools accumulated blog subscribers, increased site traffic, and generated leads even during low-demand seasons. According to Sheridan, a few things contributed to the success of RPS’s blog. Sheridan and his colleagues integrated techniques to make their blog posts engaging, easy to find, and spread on the web.