Q&A with Jon Hainstock of Zoomshift on driving leads & customers

    Posted by Steve James on Jul 11, 2013 7:33:00 AM

    jon hainstock zoomshiftJon Hainstock (@jonhainstock) is co-founder of Zoomshift, an Online Employee Scheduling Software company. A couple weeks ago I had the opportunity to grab lunch with both Jon and co-founder Ben Bartling (@benbartling). As a startup with a limited budget they have strategically used SEO and Inbound Marketing to build their traffic and more importantly drive leads and customers. They have a great product and story, hope you enjoy!!

    Q: What is Zoomshift, who is it for?

    A: ZoomShift is simple employee scheduling software for small businesses. We really focus on solving the scheduling problem for businesses with under 100 employees.

    zoomshift software

    Q: What marketing/advertising have you done in the past?

    A: We’ve tried cold calling, direct mail, Facebook ads, Google AdWords, PR and SEO to try to build awareness and increase leads.

    Q: What marketing initiatives have worked the best?

    A: SEO has been the best marketing channel for us. Interruption (outbound) marketing wasn’t working well for us, mostly because business owners were not ready to change their scheduling process, even if it was terrible. When someone is actively searching for a solution, they are usually fed up with their process, and are ready to try something new.

    Q: How does content marketing play a role in your daily activities?

    A: We spend a lot of time interacting with customers everyday via support and chat, and we are able to build better content based on their feedback. Our initial goals were to climb the SERP’s for a handful of keywords, but now we are really focusing on using the language of our customers to build better content.

    Blogging gives us the ability to build trust and provide fresh insights on how small businesses can streamline their processes. We are also tweaking existing content and building new pages on a daily basis to test if they will be valuable for our SEO campaign.

    Q: What tools do you use for your inbound marketing/seo efforts?

    A: We use Juxseo, an on-page SEO grader, to optimize the content on our site. We have also used Scribe to make sure our content is valuable and readable for our target market. We use Positionly to track rankings on a day to day basis. We track domain authority and trust with Moz’s tools.

    Q: What are the results so far?

    A: We are always amazed at how well SEO works. While SEO is only one arm of the inbound game, it brings in over 60 signups every week, and converts into around 3-5 paid customers per week, all on it’s own. Some of these conversions had assists from social interactions or referrals, but a majority of them convert from a keyword.

    Q: What advice would you give to help others with their SEO strategy?

    A: Go for the low hanging fruit. Start by doing a lot of keyword research, using the Google Adwords Keyword Tool, Google Suggestions, and Übersuggest to give you keyword ideas. Then find the keywords with the most search volume, highest buying intent and the lowest competition. Use those keywords as the main pages of your site and as categories for your blog.


    About the Author: Steve James is a partner at Stream Creative, a certified HubSpot partner and full service digital marketing agency specializing in inbound marketing, web design and development, and social media.

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    Topics: off page seo, Steve James, SEO, business blogging, inbound marketing, search_engine_optimization, stream creative

    SEO Responsible for Finding Missing PostPartum Mother

    Posted by Pete Caputa on Jun 15, 2008 9:19:00 AM

    In October, I blogged about a woman suffering from Post-Partum depression, who was missing. A fellow father and buddy of mine, Eric Sagalyn, blogged about her missing too.

    I was looking at my inbound links today and saw that Eric had linked to me. In his comments, he linked to an article about how the mother was found in November:

    A huge reward and massive search failed to find 35-year-old Katie Corcoran of Lincoln, R.I., but when a Baltimore shopkeeper did a simple Internet search all was revealed.

    "Recently, [the shopkeeper] noticed a woman who appeared out of character," said deputy chief Brian Sullivan, of the Lincoln Police Department. After she approached her, the shopkeeper was only able to get her first name.

    "The shop owner then got online and Googled missing Katies," Sullivan said.

    She stumbled upon a Web site created by Katie's husband, Rob Corcoran, who flew to Baltimore to pick up his wife after she was found. He had posted her picture online along with a letter calling her a dedicated mother. He pleaded for her return.

    The article makes a few poor conclusions. The journalist obviously doesn't know about the importance of On Page SEO and Off Page SEO. A big reason that Katie was found was because the Title tag of the home page on the site her hubsband built said, "Missing - Katie Corcoran" (on page SEO) and because people like me and Eric linked to the site (off page SEO). If those two things didn't happen, the shopkeeper, when he did a search for "missing Katie's" would not have been directed to the site her hubsand constructed to help find her. Her website would not be #1 in google for a search for "missing Katie's". The guy might have tried something else, like report it to the police, and she might have been found that way too. Of course, the reason she was found is because the shopkeeper cared. But, SEO and the fact that the family did a great job of getting the word out about her missing - played an important role.

    Of course, this isn't that important in the scheme of things. Of paramount importance is that she was found and has returned to her family and to get help. I'm hopeful she's doing well, now that it's 6 months later.

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    Topics: off page seo, on page seo, SEO, link building

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