By Carly Ries

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SmartBug Media was tasked with redesigning the website of their client, Ingram Micro, a Fortune 500 company that helps businesses realize the promise of technology by delivering a full spectrum of global technology and supply chain services.

The Challenge

The team at Ingram Micro approached SmartBug Media with an overall goal to transform the website into more of an educational vehicle to provide thought leadership for different technologies. Ingram Micro wanted to continue adding new blogs and pieces of premium content from their different lines of business, but in order to do this, they needed a cohesive platform where they could post this additional content without cluttering the site and creating difficult site navigation.

The Solution

Using the HubSpot COS, SmartBug Media was able to transform the website into the magazine layout you see today. This allowed Ingram Micro to continue to add more company and manufacturer divisions to the site seamlessly, without losing it’s slick and easy-to-navigate look and feel.

Features of the new website include:

  • A visually appealing site design: While there is a tremendous amount of content on the site, the user can navigate it with easy and find what they are looking for within seconds of being on the site.

  • Smart content: The site has many blog subscribers and repeat visitors. Using the HubSpot COS, SmartBug Media was able to create smart CTAs and landing pages across the entire site to satisfy the needs of returning visitors.

  • Strategic CTA positioning: While the bread and butter of the site is blogging, the purpose of creating all of that content is to generate leads. SmartBugMedia developed unique CTA placements across the site so that visitors have a chance to convert no matter where they look.

  • User-friendly navigation: There are currently 15 divisions (and growing) feeding their individual blogs into this site. While this could easily feel cluttered, SmartBug was able to avoid the mess with the magazine layout, which makes the content easy on the eyes for users and easy to navigate.

  • Responsive web design: As most know, having a responsive website is key in this era of marketing. Using the HubSpot COS, Smartbug Media was able to effortlessly transfer the look and feel from a desktop version to mobile devices, making it easy for users to follow the content while on the go.

The Results

The site launched in March, and when comparing Marchs numbers to June’s numbers, the website saw a 27% increase in visits and a 22% increase in leads. Not only did June recognize the greatest number of site visits and leads to date, visits and leads from organic also saw a record breaking month (154% increase in visits and 90% increase in leads compared to March) due to the fact that numerous amounts of new content can be released weekly, greatly contributing to the SEO increase.

Due to the success of the site, the client continues to add new divisions and partner manufacturers to the site as their sales and marketing teams are truly understanding the value of inbound. The numbers don’t lie.


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Carly Ries

About the author

Carly Ries Carly was formerly a Senior Inbound Marketing Consultant for SmartBug Media. With over 7 years of marketing and account management experience, Carly helps clients develop and implement inbound marketing strategies to grow leads, conversion, and revenue. Read more articles by Carly Ries.

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