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Case studies

BTI Communication Group, Limited

ABOUT THE COMPANY : Using today's technologies of Voice Over Internet Protocol (VoIP) and Computer Telephony Integration (CTI), BTI Communications Group, Ltd., helps business customers dramatically improve performance in six cost centers.

Based in Los Angeles and Chicago, they have been in the telephony business for over 20 years.

THE BUSINESS CHALLENGE: In 2004 the Voice Over IP market exploded. New players rushed into the market and an ever-increasing amount of marketing material and content was created every day. As a result, IP phone shipments experienced a 43 percent growth rate in 2004 alone. (In-stat/MDR)

BTI Communications found themselves with no visibility on the Internet in the VoIP space and a rapidly changing market place. With large corporations with deep pockets entering the arena, BTI had to find a way to increase their visibility on a small budget.

THE SOLUTION: BTI chose to be innovative and start a corporate blog. With a budget of less than $4000 a month this blog http://blog.btigroup.com has built up over 120 page-one search results on important industry search terms such as:

Voip benefits
Voip small business
Voip solution provider
Voip business phone
Voip architecture

Competitors are buying sponsored links on these pages at as much as $5.50 per click.

BTI’s link popularity jumped from 164 in June to 1312 in December 2004

Why Expansion +

Their expertise with content and Internet marketing strategy was a key factor.

Chief strategist Sally Falkow gave BTI executives a briefing on blogs and RSS feeds and how a corporate blog could be just the disruptive marketing action BTI needed to gain a foothold in the fiercely competitive market that was developing.

They understood these new technologies and how to use them for marketing and brand building. They already had proven statistics with blogs building brand awareness, Internet presence and search results.

Their technology partners, and the proprietary platform they use, gets results.

And it was within the BTI budget.

RESULTS: Increased Internet search visibility – from zero to 120 page-one search results on key industry terms in five months. Maintaining and increasing name recognition and brand awareness in an increasingly competitive market:

#2 out of 1,200,000 for voip solution provider
#4 out of 2,230,000 for voip architecture
#3 out of 2,100,000 for voip benefits
#3 out of 5,270,000 for small business voip
Increased link popularity which is affecting the page rank of their corporate site
60% increase in traffic to the corporate website
Leads saying “I found you on the Internet”

TESTIMONIALS

BioTech

"I just want you to know how much I appreciate your marketing services and how valuable they have been to my company and me.

You've given me a high level of service, not only by expanding the distribution outlets for my products, but also by the expert consulting that you regularly deliver which will make the consummation of a major distribution contract with Japan a reality within the next week.

I consider that you're really a stellar, seasoned marketing professional. Keep doing what you're doing and I have certainty that we will be a multi-million dollar company over the next four years…Thank you!"

Best regards,
Judith Cutler
Founder

BEFORE AND AFTER CASE STUDIES

Heppner Hardwoods, Inc.

Heppner Hardwoods works with customers as varied as high-end home owners and large contractors specializing in the hospitality industry. Their website did not correctly reflect the image of the company and its capabilities.

We are working on a full marketing program for Heppner - the website is the first part of the program. It ties into articles and ads placed in Trade Publications.

The new design for the home page was created after doing content surveys with typical users - finding out what they need, want and expect from a site like this.

It is part of the overall Brand Strategy - the website integrates with a publicity and direct mail campaign to carefully identified target audiences.

Power PR, Inc.

Power PR, a marketing publicity firm in Torrance CA recently did the Expansion Plus marketing and web review and implemented all the redesign and optimization recommendations.

“We had done a web redesign a year ago that cost us $20 000 and produced absolutely no results,” says John Elliott, founder of Power PR. “It was not an easy process either - we wrangled with the developers for six months and this embroiled our executives in time consuming meetings.

“The process with Expansion Plus was easy and fast. They are true search engine optimization and content professionals - what I would call gurus in the area.

“The week the site went live we broke into the top 1000 for our best keyword – marketing publicity – for the first time. This week we are at # 21. And we are getting qualified leads off our website for the first time. We’re all very excited.”