Data-driven case studies that demonstrate how we help companies of various sizes and industries find success with inbound marketing and HubSpot.
Game Ready® is the leader in post-operative recovery. The company needed help transitioning from traditional marketing efforts into a strategy that integrated inbound marketing for traffic and lead growth.
"SmartBug Media gets it. They were able to quickly understand our business and put together an inbound plan that has consistently delivered results that increase month over month."
Game Ready® is the first-ever sports medicine and postoperative recovery device that simultaneously delivers active pneumatic compression and adjustable cold therapies resulting in expedited injury recovery for patients. The company developed the recovery solution using NASA technology and continues to evolve and provide the latest technology with each new product launch.
Products offered by the company include flexible wraps for the neck and upper back, lower back, hand and wrist, elbow, shoulder, hip and groin, half-leg, knee, and ankle. The expansive product line ensures that injuries of all types, no matter where on the body, can recover as soon and as successfully as possible.
Game Ready has been getting players back on the field sooner for nearly 15 years. “We know how important it is for athletes to get back in the game as soon as possible,” says Game Ready’s Marketing Director, Kelly Hansen. “We needed to grow and expand our business as much as possible, but old marketing solutions weren’t working. That’s when we turned to SmartBug Media.”
In order to gain a complete understanding of the challenges Game Ready® faced in marketing, SmartBug Media performed a completed inbound marketing assessment and gap analysis while analyzing marketing activities and future goals. The findings helped SmartBug to create a robust analysis leading to a comprehensive inbound marketing plan and strategy for Game Ready. The analysis included an assessment of the Game Ready website, content marketing offers, website traffic growth activities, lead conversion and segmentation opportunities, and lead nurture pathways. “By viewing Game Ready’s marketing initiatives holistically, we were able establish what inbound opportunities to go after first in addition to how to make current, traditional marketing efforts integrate seamlessly with the new inbound marketing strategy,” said Ryan Malone, founder and CEO of SmartBug Media. “The findings of the analysis launched an inbound marketing program that optimized website performance and ensured a direction for targeting leads online.”
To start, SmartBug Media leveraged the all-in-one marketing platform HubSpot. “In order to achieve the right kind of data to make important decisions, you really need a platform like HubSpot. Everything is in one place, and the analytics work together to show you how you can improve month-to-month,” Malone said. Using HubSpot brought to light keyword optimization opportunities, lead conversion pitfalls, and included the all of the tools needed to correct the direction of the current inbound marketing strategy.
The Game Ready® marketing team faced competition both from other medical device companies and from traditional treatments. Traditional marketing efforts were having less impactful results for the company and it became more and more clear that the way prospects, leads, and customers consumed information about the company were rapidly changing. Game Ready implemented the strategy provided by SmartBug Media to help change the course of the marketing strategy, bringing online efforts into view.
Increase organic website traffic consistently on a month-to-month basis
Grow total number of leads by a minimum of 20% month-over-month
Continue to analyze, refine, and execute a relevant keyword strategy
Implement relevant offers and strategically placed calls to action on the Game Ready website
Improve organic website traffic by identifying well-research and attainable keywords used in search engine optimization and blogging
Create shareable and valuable content for lead conversion
Segment and nurture leads based on identified needs
Divide campaigns in HubSpot by body part injured and type of sport in HubSpot
Design website in such a way that lead conversion pathways were obvious for the user and easily navigable.
To date, organic traffic has increased by 347% from the first month with an average of 9.8% month-over-month compounded growth.
Through SmartBug Media’s full-service inbound marketing solutions, Game Ready® surpassed the initial goals set for the company. Within the first six months of implementing the new inbound marketing plan, Game Ready saw in uptick in organic traffic by 52%. Within a year, organic traffic had increased by 171%. To date, organic traffic has increased by 347% from the first month with an average of 9.8% month-over-month compounded growth. Organic leads also increased by 110% within the first year. To date, organic leads have increased by 312% and continue to grow month-over-month.
Kelly Hansen, director of marketing at Game Ready said, “SmartBug Media gets it. They were able to quickly understand our business and put together an inbound plan that has consistently delivered results that increase month over month."
Game Ready and SmartBug Media have continued to build their Game Ready’s online presence and is currently working to convert calls-to-action and landing pages at a higher month-over-month percentage utilizing Smart HubSpot tools.
“SmartBug Media has truly become an extension of our team here at Game Ready. We are excited to continue working together toward achieving our next set of goals”, says Hansen.
SmartBug Media is an inbound marketing agency based in Irvine, California.
© 2016 SmartBug Media, Inc., an inbound marketing agency.