Digital Strategy Case Study

Posted by Taylor Dodds

In this digital strategy case study, see how Axiom increased sales, lead generation and website traffic for Ringers Gloves.

digital strategy case study


Some projects only have single elements – websites, brochures, or one-off videos. These projects are great, but we most enjoy planning and executing complete campaigns; the kind that combine digital strategy and marketing strategy to achieve maximum results and increase ROI.

And, we had the opportunity to do just that: planning and executing an integrated campaign for Ringers Gloves with HubSpot's inbound marketing software. The best part: this project won Best of Show in the BMA-Houston 2018 Lantern Awards. 


WHAT SHOULD A DIGITAL STRATEGY DELIVER?


A digital strategy should achieve the clients’ specific marketing goals. Simple enough, right?

Ringers’ goal was to sell more gloves and gain more leads. They also needed to expand outside the oil and gas market. Plus, they wanted a complete digital marketing strategy. That’s where we came in.

We’ll show how those marketing strategies came together, but first let’s talk results.


DIGITAL STRATEGY RESULTS:


  • E-commerce: Highest number of e-commerce sales since site launch
  • Website: Website unique users surpassed industry benchmark by 62%
  • Blog: 4 Blog posts earned 1st result in Google for broad keywords
  • Landing pages: Surpassed industry benchmark for Cost per Contact by $41.24
  • Email marketing: Surpassed email open rate industry benchmark by 12.15%
  • Social media marketing: 114% increase in clicks 160% increase in engagement
  • Search Engine Marketing: Surpassed click through rate benchmark by 57%
  • Video Marketing: 151% increase in YouTube watch time

DIGITAL STRATEGY EXAMPLE:


Time to see what an integrated digital strategy example looks like. Below are the marketing elements, plus the digital strategy results for each medium. 


Marketing Website


 

 

Website Results:

  • Website unique users surpassed industry benchmark by 62%
  • Ranked keywords increased from 119 to 227. Ranked keywords increased through SEO.

E-Commerce Site


 

Ringers Gloves Digital Strategy | Axiom

 

E-Commerce Results:

  • Highest number of e-commerce sales since site launch
  • 30% increase in total sales

 


HubSpot Inbound Marketing Platform


There’s a lot of moving parts to this campaign, and to optimize each form of communication, Axiom leveraged HubSpot's inbound marketing software. With HubSpot, we were able to measure and improve our marketing efforts, month over month. And now, Axiom's a HubSpot-certified marketing agency.

Ringers Gloves Digital Strategy | Axiom

 


Website Landing Pages


Using HubSpot, we created Landing Pages with a content offer for free product brochures. The result: a powerful lead-generation tool that also provides educational content to convert audiences. Every month, we created a new marketing theme, content offer and landing page to provide valuable resources for every target audience.

Ringers Gloves Digital Strategy | Axiom

 

Landing Page Results:

  • Surpassed industry benchmark for cost per contact by $41.24
  • 288 customers converted after landing page interaction

BLOG CONTENT


Monthly blogs were essential to this campaign. We did a ton of research to figure out our audience's pain points. Then, creating content to solve their challenges. Ultimately, the blogs would lead people to landing pages, so we could maximize lead generation.

Blog Results:

  • 4 Blog posts earned 1st result in Google for broad keywords
  • 423 marketing qualified leads generated
  • 58% increase in time-on-page on blog post pages

“Axiom’s digital strategy produced direct, tangible results. In less than 6 months, they increased lead generation, lowered the cost per contact, increased web traffic and created positive sales growth.”
– JIM WOLF, CHIEF EXECUTIVE OFFICER

 


Search Engine Optimization (SEO)


To improve SEO, Axiom analyzed web traffic and made recommendations to improve website performance every month. We targeted keywords with high search volume  which we discovered through extensive keyword research – to improve blog and website SEO.

 

This keyword research paid off. 4 Blog posts earned the first result in Search Engine Results Pages (SERP).

#1 SERP Blogs in Digital Strategy Case Study

 

SEO Results

  • SEO to improve search rankings for all blogs. Ranked keywords increased from 119 to 227
  • 4 Blog posts earned 1st result in Google for broad keywords

Search Engine Marketing (SEM)


 

 

Search Engine Marketing Results:

  • Surpassed click through rate benchmark by 57%
  • Surpassed cost per click benchmark by 35%
  • 8.61% return on investment
  • 47% reduction in cost-per-click

Related: Digital Strategy for B2B Brands

READ THE BLOG 


 Social Media Marketing


Social Media Marketing Results:

  • 14.3% increase in followers
  • 345% increase in website visits
  • 14% increase in clicks
  • 160% increase in engagement
  • 520% increase in engagement (May), compared to last year, same month

Email Marketing


Email marketing drives lead generation and sales. Emails were sent to key audiences with exclusive price decreases and promos, helping to boost sales. The email marketing also directed audiences to our blog content - our primary lead-generating content - and tradeshow events.

Email Marketing Results:

  • Surpassed email open rate industry benchmark by 12.15%
  • Surpassed email click through rate (CTR) by 1.3%

 


Video Marketing


Video Marketing Results:

  • 88% increase in total views
  • 151% increase in YouTube watch time

Traditional Advertising


 


TRADESHOW MARKETING


 

 

 


PowerPoint Presentation


 

Ringers Gloves Digital Strategy | Axiom


Billboards


Thanks for reading our Digital Strategy Case Study. If you want more on digital strategy, sign up for a lunch and learn session with Axiom below.


 

Want digital strategy for your company? Let's talk.

Sign up for a digital strategy Lunch & Learn. We'll walk through digital strategy benefits and the results you can expect. 

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