Maxol Direct leading the way and on target for online success!
01 July 2009
Maxol Direct Partner with biznet IIS to achieve Internet Marketing Success..
If success is measured in sales and a return on your investment then the relationship between Maxol Direct and biznet IIS has been a beneficial one. It’s a trusted partnership that has been built over a decade, and as the Internet and technologies have evolved so has the relationship in meeting Maxol Directs changing requirements to deliver improved operating efficiencies and to cater for changing consumer demands. From an initial promotional web site the team at Maxol Direct (www.maxoldirect.com) had the vision to look forward and plan for their future technology and online promotional needs. The latest incarnation of Maxol Directs solution acts not just as a promotional channel but a complete e-commerce solution that has been fully integrated into the company’s financial and fulfilment business processes.
The team at Maxol Direct realised that to be a success on the web that technology must also be supported by strategic and clever use of Internet marketing and search engine optimisation. It was at this point that the new digital marketing team of biznet IIS stepped up to bring their skills to the equation. The overriding defined objective of the process was to establish Maxol Direct as a self-sufficient online business which would achieve continual growth month on month. This could only be achieved by increasing traffic to the website, engaging with the visitor and turning clicks into orders.
Sean O’Connor, IT Systems & E-Commerce Manager reflects on their business decision:
“We had been working with the team at biznet for many years and had been watching how the Internet was changing and evolving. We knew we were at a point where we needed to streamline our business processes but also lead the way in the fulfilment of online oil orders. We needed a web solutions partner that could help us develop and manage our online strategy. Biznet certainly have been at the forefront in this new technology and today we are starting to reap the benefits. Over 20% of our total business is now completely transacted online and this is growing month on month!
Sean O’Connor continues,
“Since going live with our new e-commerce website Biznet have provided us with Search Engine Optimisation and managed our Pay per Click advertisement campaigns. We’re now one of the first companies in Ireland to utilise Video Search Engine Optimisation and we even have a channel on Youtube"
One of the most recent growth areas in the Internet Marketing arena is Video Search Engine Optimisation (VSEO). In 2007, Google radically overhauled its search results algorithm, introducing ‘universal search’ listings, where blended listings from multiple sources, including video, images, news and maps where combined to produce results in the search engines. The team at biznet IIS seen this as an ideal time to utilise and reposition Maxol Directs TV campaigns to increase the online visibility of the Maxol Direct brand via optimised online video content.
Caroline Rogers, SEO Executive at Biznet IIS explains;
“We worked with Maxol Direct to optimise video content by creating a dedicated video library on the website to showcase promotional TV material; this was also complemented with the creation of a YouTube channel. Our team also ensured that Maxol Direct’s video optimisation was in line with VSEO best practice guidelines. Visibility of the content to the search engines was achieved by creating a video sitemap”. As a result of this optimisation Maxol Direct’s Videos are ranking in Google within the top 5 search result listings for “Domestic Heating Oil Northern Ireland”.
Sean O’Connor comments on the reporting;
“The level of detail provided in our management reports for these services has enabled us to make clear and informed decisions about our current and future web strategies. We can now easily justify and quantify what results we are achieving for our marketing spend”
Maxol Direct and biznet IIS have agreed that the website launch and subsequent Internet Marketing Campaign has been an undoubted success. Online orders have grown consistently month on month and now account for over 20% of Maxol Direct’s total sales. Google search rankings have improved rapidly, with Maxol Direct now listed in Google.co.uk as Rank 4 Page 1 for ‘Domestic Oil Northern Ireland’, Rank 3 Page 1 for ‘Home Heating Oil Belfast’.
With more than 85% of Internet users relying on Search Engines and Directories* as their preferred method of locating websites, products and brands improved keyword rankings for Maxol Direct has resulted in an increased brand awareness for users not familiar with the Maxol Direct brand.
Adrian Bradley, Founder and Managing Director of biznet IIS
“
With over 35.2 million people, or 70% of the population online in the UK alone*, it has never been more important to get your business found online. The key driving force to making the Maxol Direct project a success has been the development and implementation of a comprehensive Internet Marketing Strategy. The team at BiznetIIS have worked with the forward thinking Maxol Direct team to combine all aspects of Internet Marketing to creating a customised package which includes Search Engine Optimisation, Video, Pay per Click Marketing, SMS / Email marketing and online /offline promotional techniques. Maxol Direct is one of the genuine online e-commerce success story’s which is going from strength to strength.”
Following expansion of their in house Digital Marketing Team, biznet IIS now offer a wide range of Internet Marketing Solutions from Search Engine Optimisation, Video Search Engine Optimisation (VSEO), Pay per Click Marketing, Web Analysis & Reporting, Behavioural Analysis, Online Advertising, Viral Online Marketing to SMS / Email Marketing.
To engage with the biznet IIS team please contact Caroline or Kathryn at 028 90 447800 or email
sem@biznetiis.com
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