Vizion Interactive

BACKGROUND

Introduce your business and what you do there.

I’m Vice President of Marketing at eSolutions, which is a healthcare tech company that helps providers manage revenue cycles to get paid faster.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Vizion?

Our existing website had not been optimized. Without subject matter experts to guide SEO, we risked falling behind.

SOLUTION

What was the scope of their involvement?

They performed a full analysis of our website and proposed solutions in phased approaches. The key analytics metrics for this project were: visitors to specific pages, calls to action, and other specifics in addition to landing page visits.

Most importantly, they guided us in content development; we produce all content in-house. They did algorithms for optimization including when to publish certain keywords or pages. Additionally, the team bucketed improvement steps for us to follow into technical and backend projects. As we progressed, small changes transitioned into larger ticket items, including changes to meta-tags and landing page development. These projects required new resource allocation and development.

What is the team composition?

Their staff included a customer experience member, which was a nice thing to have.

How did you come to work with Vizion?

I worked with them at a past position. That company hired them because of their impressive optimization expertise and client management skills. For eSolutions, we did not look at other companies due to their performance with this previous engagement.

How much have you invested with them?

We spent $15,000.

What is the status of this engagement?

Work occurred in the first two quarters of 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Everything is up dramatically. We saw increases in engagement on our web views. They definitely gave us a roadmap for how we should create and upload content in the future.

How did Vizion perform from a project management standpoint?

They did an excellent job. We always got answers or thorough follow-up promptly. The team made a website for us to review progress, which was very helpful. We also used phone and email effectively.

What did you find most impressive about them?

This company had the most extensive analysis I’ve ever seen. Their engagement far exceeded the value we paid for.

Do you have any advice for potential customers?

Go slow and do not rush the learning curve. Optimization takes time; it cannot be done quickly.

BACKGROUND

Please describe your company and your position there.

I’m the executive VP of a company that sells healthy vending machine packages. We’ve been in business since 1988.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Vizion Interactive?

We hired them to redesign our website and do SEO [search engine optimization] in order to generate leads for our website.

What were your goals for this project?

Our number one goal was to improve the ranking of our website using valuable key terms to drive traffic and leads.

SOLUTION

How did you select this vendor?

We figured that if someone was ranking at the number one organic position for SEO, they knew their stuff. We interviewed Vizion Interactive and found that they were indeed experts in the industry. Also, their references were compelling.

Describe the project in detail.

The scope of the project was to recreate the web design and get it ranked to generate leads that resulted in sales. I provided some key terms and they expanded the list. I also provided information about our key competitors so that they would know who we were up against.

What was the team composition?

The team working on the project is made up of 3 individuals and we also get some consulting from the owner. The redesign was outsourced to a third party but the team members at Vizion acted as the middle man and provided weekly updates.

RESULTS & FEEDBACK

Can you share any statistics or metrics that speak to the quality of their work and impact of the engagement?

The main goal is to get to the number one position for our company name and any version of it, and we are seeing a significant increase in valuable keywords. Sales have resulted through leads generated thanks to the optimized keywords by Vizion.

How did the Vizion Interactive perform from a project management standpoint?

Communication with the team has been consistent and fluid; we generally exchange multiple emails in a week and have in-depth monthly reporting calls. Specifically, Shanti Shunn [Digital Marketing Strategist, Vizion Interactive] has gone above and beyond what’s expected, even offering very helpful suggestions for our business and answering questions for me outside of the original project. He has made himself available to answer my questions even while he has been out sick or on vacation.

What impresses you about the Vizion Interactive?

What’s most impressive about them is their knowledge, experience, and follow through. The original website launch took much longer than expected, however, Mark [CEO, Vizion Interactive] issued a significant credit and an apology. That's called putting your money where your mouth is and it showed a lot of integrity.

Are there any areas for improvement?

I measure my return on investment by sales that are generated with the leads that come to our website. I also associate the number of leads that come in and measure them against the monthly fee I pay. I'd like to see the number leads coming in be consistently higher but I know it takes time to build traction. I don't know if that’s something that they can improve on but I get the sense that they are maximizing the work they do with the budget they are given.

BACKGROUND

Please describe your company.

Based in Richardson, Texas, near Dallas, Lennox Industries has manufacturing and distribution facilities across North America. Our heating, ventilation, and air conditioning (HVAC) products are available through a network of more than 6,000 independent Lennox dealers.

What is your role in the company?

I am responsible for all Business-to-Customer [B2C] advertising, websites, and marketing communications in the United States and Canada.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Vizion Interactive?

Before we began our SEO initiatives with Vizion Interactive, Lennox.com was virtually invisible online. Although Lennox is a well-known brand and has been in business for over 125 years, the end consumer could not find us on the first page of Google or other popular search engines for any search term other than “Lennox.”

SOLUTION

Please describe the scope of your work with Vizion Interactive.

The team at Vizion methodically put together a strategy and implementation plan for many on and off site improvements intended to grow the size of our digital footprint and increase our visibility on Google and other search engines.

What is the status of your engagement with Vizion Interactive?

We began our partnership with Vizion in 2009. We continue to partner with them today because of the tremendous results we’ve seen.

RESULTS & FEEDBACK

Could you share any statistics, metrics or other feedback from this engagement?

Every year that we have partnered with Vizion, we’ve seen our total traffic and total organic traffic grow on Lennox.com. Today, organic traffic comprises over 60% of our overall site traffic, and a majority of our targeted keywords appear on the first page of Google results.

Our lead conversion on Lennox.com showed a 30% increase in 2015 over the previous year. All of this success has been driven primarily by consumers being able to find Lennox content on search engines or via social media channels due to Vizion's work.

BACKGROUND

Please describe your company.

The Houndstooth Press is a custom screen printing and embroidery company focusing on delivering fraternities and sororities the most creative T-shirts in the country. With our top-notch designs, we offer a premium experience for Greeks who want to capture on a T-shirt the best four years of their lives.

What are your position and responsibilities?

I am the sales manager, and I am responsible for improving the customer experience across the country and reaching more customers who are looking for the best T-shirts in the industry.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Vizion Interactive?

We had very limited knowledge of how to create an online presence before hiring Vizion. We had previously talked with many different companies and lost several thousand dollars trying to work with them.

We've been in the T-shirt business for 20 years, and we knew we could grow by word of mouth and that we offer superior service and products. We believed that with the right online campaign we could connect with customers looking for what we offer.

On a basic sales level, our aim was to increase our sales 25 percent a year in a methodical, profitable manner. We have well surpassed that.

SOLUTION

How did you come to work with Vizion Interactive?

We chose Vizion after weeks of research and looking at dozens of review sites. We used a different company for several months, but received very poor service using disreputable tactics. We had almost decided on giving up on SEO [search engine optimization] until I luckily read one of Vizion's blogs and knew that they were straight shooters that would tell the truth. I was very impressed with their honesty and their concern for our goals.

Please describe the scope of their involvement in detail.

They let us know right up front that there was much work we needed to do and that to do that work the right way would take time. They were definitely not offering us a quick fix. Vizion is developing a long-term strategy for us that will, we believe, have long-term results. Unlike other companies, they did not try to sell us the sky. Vizion was very straightforward in letting us know what we would need to do to be successful.

Vizion has been working with us on building out more content for our site, helping us track rankings using Google Analytics and training us on how to use keywords more naturally and effectively.

What is the status of this engagement?

We have been working with Vizion since July and will definitely continue to do so in the future.

RESULTS & FEEDBACK

Could you share any statistics, metrics, or other feedback from your work with Vizion Interactive?

Year to date we have grown our sales in a very drastic way. Our exact records are confidential, but our sales have been very substantial. We're now working with fraternities and sororities in more than 30 states across the country.

We've seen a drastic increase in our rankings for important keywords and have developed a great deal of new business from these keywords. Our organic traffic shows the most impressive increase. New customers are finding us from all around the country because of the work of Vizion.

What distinguishes Vizion Interactive from other providers?

The unique thing about Vizion is how much they care. Our goals are very important to them. As long as they keep up the good work and keep delivering results – and I'm sure they will – we are customers for life.

BACKGROUND

Please describe your organization.

We are a financial services company made up of a bank and other nonbanking subsidiaries, which are involved in institutional asset management, asset servicing, and other financial services.

What is your position?

I am the head of interactive and digital marketing.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Vizion Interactive?

We needed help in the relaunch of our primary bank website. We evaluated vendors to assist us from a technical SEO [search engine optimization] perspective, and which ones could help build our new site using best practices.

SOLUTION

Please describe the scope of their involvement in detail.

Vizion provided web design and SEO services for us. We're in the process of combining two websites, which will focus on transportation finance factoring. We hired Vizion to do an SEO audit of the two current sites, which are to be merged and build the architecture for the new page.

How did you come to work with Vizion Interactive?

I worked with a variety of sources in finding both local and out-of-town SEO companies. I spoke to the agencies that we were already using and came to identify Vizion through local search engine, thought leadership, and networking events that they organized through the Kansas City Search Engine Marketing Association. I've been familiar with their company for several years and kept them in a list of vendors identified through other sources.

Could you provide a sense of the size of this initiative in financial terms?

The cost of their services on an annual basis is around $50,000 to $200,000.

What is the status of this engagement?

We started working with Vizion around May or June of 2015. Our website merging project was started in December 2015 and will be completed at the end of March 2016. We recently renewed our scope of work for ongoing services.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We're currently on our third scope of work with Vizion, so we're definitely satisfied with them. They've helped us fix our current site. Now, we're working on undoing some decisions that were made by our company.

What distinguishes Vizion Interactive from other providers?

Although I work in marketing, I maintain a great relationship with our IT [information technology] department. They are one of the few people who understand the technical aspects of SEO [search engine optimization] and, as such, were actively involved in helping me select Vizion. We unanimously decided that their team brought more technical knowledge to the table while some of the other candidates were operating at a service level when it came to the impact of content and things like that.

Is there anything Vizion Interactive could have improved or done differently?

We brought Vizion to the table in order to push our company to new levels. We're probably one of their larger clients, which can make them underestimate the complexity that comes with a big company. This isn't a complaint. I prefer that they push us instead of accepting the status quo and corporate roadblocks.

BACKGROUND

Please describe your organization.

Alpine Power Systems is an independent solution provider specializing in backup power, telecom, cable, and mobile power solutions. All work performed by Alpine Power Systems conforms to the Institute of Electrical and Electronics Engineers standards, manufacturer’s specifications, as well as OSHA [Occupational Safety and Health Administration] and DOT [Department of Transportation] requirements. Government regulations have ruled that spent batteries are hazardous waste and disposal must comply with all local, state and federal EPA [Environmental Protection Agency] and DOT regulations.

Alpine offers a complete “cradle-to-grave” program to guarantee that spent batteries are properly handled and recycled. Alpine can provide spill containments and safety equipment to keep a company in OSHA compliance. Alpine provides products and services independent of specific equipment manufacturers and is committed to providing our customers the right solution based on their needs and objectives.

What are your responsibilities in your organization?

I am in charge of all organic and paid search campaigns. I manage web content, email campaigns, our social media presence, and our offline print promotion. I am also responsible for creating sales incentive programs and lead generation.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Vizion Interactive?

We wanted to increase our web presence, particularly through organic searches. We needed to drive more people to our website and to increase leads. This project is seen as a long-term task that can have a big impact on sales.

SOLUTION

What has been the scope of your work with Vizion Interactive?

Vizion has developed a three-stage plan to increase our web presence, backed up by months of SEO research. We are currently in stage two of the process.

What is the status of your relationship with Vizion Interactive?

We hired Vizion Interactive in the fall of 2015 to help us with our SEO initiatives, and we are still working with them on their plan.

RESULTS & FEEDBACK

Could you share any statistics, metrics or other feedback from your work with Vizion Interactive?

Vizion Interactive has been a great resource for Alpine. They have brought us up to speed with SEO and continue to increase our website traffic and conversions.

How did Vizion perform from a project management standpoint?

Up to this point, Vizion has met all deadlines and has far exceeded all our expectations.

What has been your overall experience in working with Vizion Interactive?

The partnership has been great, and I would recommend Vizion to anyone interested in increasing SEO capabilities.

BACKGROUND

Please describe your company.

[We are] a wholesale furniture seller. Our markets mostly include schools and nonprofit organizations, but we also sell to private industry, including individuals and offices.

What is your role and responsibilities?

I am vice president. I handle all the ecommerce efforts, manage the digital marketing campaigns, content and daily operations of the sales team. I serve in many capacities since we are a smaller company. 

OPPORTUNITY / CHALLENGE

What was your goal for working with Vizion Interactive?

We began operations in 1997, we started out a mail-order catalog business, and morphed into an online business during the last several years. With the help of Vizion and their marketing, we’ve been very successful transitioning from the mail-order world into the organic search world. 

SOLUTION

Please describe the scope of their work.

During the last several years, they developed reporting. With their consultation, we’ve done a couple redesigns of the website, and also established the social networking piece, along with optimizing our website for better search results, including pay-per-click campaigns. These significant efforts have made it necessary to increase our digital marketing budget during the last several years, and it’s been very successful.

What was your process for selecting Vizion Interactive with which to work?

I think we hired them based off a referral. They are well known in the industry because their leaders give speeches at conventions and conferences. Mark Jackson, the CEO, was a speaker at one of the search engine conventions in Dallas, and they came highly recommended from a colleague. We had a conversation as we increased our SEO [search engine optimization] campaign, and they delivered on everything we needed. They’re a small team, and very focused on our project.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

I don’t have the exact numbers. They manage the whole pay-per-click campaign through AdWords and a few other networks. Our biggest investment used to be the printed catalog, which we still do but we’ve cut down on the size and volume of it. We haven’t decreased our overall marketing budget, it’s actually gone up, but it’s more directed toward the digital side, which is where Vizion comes into play. 

RESULTS & FEEDBACK

What were the results of the project?

They’ve been getting us very good results year to year. The work is ongoing to stay ahead of the curve. I’m certainly satisfied with their performance.

Do you have any statistics or metrics to track improvement from the project?

They get a percentage of the spend on paid ads. Through their recommendations, we’ve increased the budget by more than 25 percent in 2014 from 2013. Since we produced a positive ROI [return on investment], we’re probably going to do another substantial increase in 2015 as well. Our investment with them has been positive.

Is there anything unique about them that really makes them stand out, compared to other companies?

I think it’s their team and talent. It’s an established group, you have experts in the field dealing with our paid and our organic search campaigns, especially Mark Jackson. He knows what’s happening in the industry since he’s always meeting with other thought leaders and speaking at conventions. I’m sure we’re going to stay with them for the next several years because of their knowledge and success.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

I think we would have spent a lot more on our paid advertising sooner, the pay-per-click campaigns in particular. We were kind of reluctant in the beginning, but it’s certainly paid off.

BACKGROUND

Please describe your organization.

My company is a financial software cloud solution provider. 

What is your role and responsibilities?

I am the digital marketing manager with responsibility for our website, content marketing, social media, and multimedia production.

OPPORTUNITY / CHALLENGE

What was your goal for working with Vizion Interactive?

Senior executives managed a rebranding of our company and much of the core brand messaging was not optimized for search. As part of the rebranding process, a complete redesign of the website was performed without input from marketing by the creative agency who led the rebranding efforts. Without an in-depth knowledge of SEO [search engine optimization], the agency designed the new website without certain elements critical for search. As a result, our rankings on a number of important key terms plummeted on all major search engines. Our goal with Vizion was to elevate our search rankings back to previous levels and, hopefully, beyond.

SOLUTION

Please describe the scope of their work.

Vizion Interactive reached out to us when they saw the deteriorating SEO results. We had been a client of Vizion for a number of years and, as such, Vizion wanted to help us resolve these issues. Mark Jackson, the president of Vizion, and some of his team scheduled a call with me and completed an end-to-end review of our website. We immediately began implementing non-structural changes around content based upon their recommendations and began seeing results very quickly. As part of the review process however, Vizion showed us that if we started from scratch and built a new website, the process would be more cost effective than trying to correct the existing site’s structure. Budget was an issue for us, but Vizion found a way to work within our budget and help us achieve everything we need to accomplish. Vizion also has a Web maintenance agreement and manages our paid search program.

What was your process for selecting Vizion Interactive with which to work?

My company is a long-time client of Vizion and already had a contract in place at the time of this event. 

Can you give a sense of the size of the initiative in dollar terms or a personnel work-hour figure?

The site redesign was a significantly smaller investment than most website projects I have undertaken in the past. In the end, it will cost a third of what we paid for on the original site design as part of the rebranding efforts.

When was the work completed?

The work is ongoing.

RESULTS & FEEDBACK

Do you have any statistics or metrics to track improvement from the project?

Our rankings on Google have rebounded greatly from the lowest point. Before the rebranding, we had 27 terms on page one of Google. Those numbers dropped to three terms on page one after the rebrand with some other terms not even registering. Now, we are back to 13 terms on page one and 10 on page two. We have several terms that are back to the number one spot on page one. Our website traffic is up year to year by 50 percent. All of this has been achieved with changes to content and prior to the site being redesigned.

Are you satisfied with their performance?

It’s been a fantastic process working with them. Not only do they have deep industry knowledge, they consistently work with us on budget and seem to have a true desire to make sure we are both happy and successful.

Is there anything unique or special about Vizion Interactive that really makes them stand out compared to other online marketing companies?

They have a very high level of expertise. They are thought leaders in the industry, which is fairly unique. They’ve been very loyal to us and it’s been impressive. They’ve gone beyond what I think most firms would do.

Looking back on the work so far, is there any area that you think they could improve upon or that you might do differently?

Some of the reporting dashboards were a bit complex and recommendations were not prioritized. They have since resolved this with much more intuitive dashboards and their recommendations are now presented in more digestible servings.