RDX Sports are a UK Headquartered Global manufacturer of sports equipment for the Boxing and Mixed Martial Arts sectors. With brand ambassadors such as World Champion boxer Anthony Joshua and MMA Superstar Michael Bisping, RDX has grown into a recognised brand in many countries.
RDX have focused their sales efforts directly to the consumer market, having great success through eCommerce platforms such as Amazon, eBay and their own website. With growing competition throughout third-party marketplaces, RDX knew they needed to grow their ‘Business-to-Business’ sales by increasing distribution partners through sports facility providers including gyms, specialist fight clubs and sporting goods retailers in the US and UK markets. This is when they approached Digital Media Stream.
- Active marketing activities did not cater for the B2B market.
- Poor visibility into tracking marketing performance.
- Isolated Sales and Marketing strategies
- To attract business enquiries from targeted (B2B) decision makers
- Increasing the Sales Teams conversion rates from lead-to-customer
- Building a thought-leading information hub providing value to the business customer base.
We rolled out targeted campaigns aimed at attracting Business Owners and Senior Management from Health & Fitness Clubs in the US and the UK markets. This included:
We performed market research and then designed a content marketing strategy to educate the target audience, while also being fully optimised to maximise exposure through the search engines. The content was aligned to all stages of the buyer journey (awareness, consideration & decision-making stage).
A customised ‘business-to-business’ content hub was created and built utilising Hubspot COS technology. This encompassed educational material in the form of blogs articles, eBooks, landing pages and infographics which aligned with the content marketing plan.
We combined organic search techniques with both paid and organic social strategies. This enabled us to build long-term assets for RDX while capitalising on short-term qualified traffic and lead generation through targeted PPC campaigns.
We integrated content with outreach strategies to gain press coverage to not only raise awareness but to gain influential links from trustworthy industry websites.
In combination with the website traffic and leads generated through the organic search campaigns, DMS also put lead nurturing strategies in place by utilising the Hubspot Marketing Automation features such as Lead Scoring, Lead Segmentation and Email Workflows. This enabled the campaign to continually target prospects in the early stage of their buyer journey to become more engaged and move further down the sales cycle.
DMS worked with the RDX Business Development Team to define a sales model that fully aligned and complemented the content marketing strategy. This included combining the outreach sales model with marketing content that was designed to educate prospects at every stage of the buyer journey.
Through our strategic approach, the content marketing campaigns produced great results including:
- Over 1000 keywords ranking
- 97 keywords in Top 10 Google Search Results
- 18 keywords ranking 1st Position of Google Search Results
This resulted in month-on-month gains in website traffic and qualified sales leads in excess of 100% within 6 months of the campaign launching.