Case Study: IBS Australia - ERP Software and Supply Chain Management Solutions

Company Overview:

IBS is a world-leading provider of ERP Systems and integrated supply chain management solutions and services to distribution and manufacturing companies.

IBS ERP software solution includes operational business intelligence, enterprise distribution software solution, supply chain inventory management, inventory software solution, manufacturing software solution and warehouse inventory management software.

ERP Software and Supply Chain Management provider - IBS Australia

Logged On Pty Ltd has had a “hands on” approach to help IBS Australia with its Online Marketing Strategy – consulting to, teaching and mentoring their internet marketing team.

The team has been able to drive more qualified visitors at lower marketing costs to the website.

Problem:

IBS Australia required an online marketing strategy that would increase sales lead generation through the internet and to better use its database of prospects. Marketing’s role was to develop well qualified leads and focus the sales teams to bring in new business.

Online and offline marketing expenses were to be measured for best total return on investment (ROI). A small marketing team was to be trained with the internet marketing skills to develop an effective web strategy.
 
Objective and Success Measures:
 
IBS Australia has engaged Logged On, as their internet marketing consultant to develop their online marketing strategy that is aligned to their business growth strategies and goals. At the same time, Logged On is to provide internet marketing training to educate and mentor IBS marketing to be self sufficient in their web strategy.
 
The success measures are:

  • Sales lead generation through online enquiries and telephone calls.
  • Website visitors
  • Integration of “offline” advertising including print, seminars and specific campaigns.

Solution:

Logged On’s online marketing strategy started with a fact find:

  • A keyword analysis found the target market on the internet. Using these keywords a consistent content theme was developed for each web page and they are the basis for “on-page” search engine optimisation (SEO). 
  • Competitive research gave IBS a SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats). The websites was reviewed for content, layout, visitor conversion capability and SEO strategies. A market analysis gave facts on the number of visitors that could be expected and the number of web pages that would compete with the keywords.

IBS already had a global web solution in place. Logged On’s role was to maximise the value of this site for the Australian marketplace. Based on experience of website design process, visitor conversion strategies and the fact find, Logged On developed an online marketing strategy and action plan that included:

Website Design Process

Based on the fact find and SWOT analysis, IBS has focused on the development of new web pages, specific to keyword phrases. These are well themed and educational. Some of the tasks that are implemented include:

  • URL structure and naming conventions for search engine recognition.
  • Content development for both internet visitors and search engines.
  • Easy to read content that conveys the unique IBS value
  • Page layout including image positioning to maintain visitor focus and calls to action for effective conversion

Google Pay per Click (PPC)

A PPC campaign was developed to immediately capture visitors based on the keyword analysis. This confirmed the keyword research and has provided a steady stream of visitors and enquiries. Some of the tasks that are implemented include: 

  • Management of each PPC campaign
  • Google advertisement development
  • Monitoring of expenditure.

Search Engine Optimisation

IBS has increasing free qualified visitors to the website using search engines, direct traffic and referring websites. Some of the tasks that are implemented include:

  • Keyword “on-page” tagging - Page titles, descriptions, image names, internal site web page linking.
  • External linking strategies such as web directories and referring sites linking in.
  • Development of online articles and press releases to increase exposure, expand visitor reach and for SEO linking.

Google Analytics Consulting

Ongoing analysis gives the facts about what is working and what needs to change. The tasks include:

  • Visitor rate (new and returning) monitoring, increases and decreases.
  • Monitor keyword and web page effectiveness.
  • Monitor referring sites for marketing return on investment.
  • Measure sales funnel conversion rates.
  • Monitoring the effectiveness of offline campaigns such as magazine advertising and seminars together with online advertising including banners, research web sites, press releases and article submissions.

Internet Marketing Training

IBS requires its internet marketing team to be self sufficient and specific internet training and mentoring has been ongoing including:

  • Google analytics consulting
  • Search Engine Optimisation principles and processes.
  • Website landing page development for effective conversion.
  • Content development principles to create attention, interest, conviction, desire and action (AICDA).

Email Marketing

IBS has effective email marketing campaigns to provide targeted and educational to a strong prospect database. Tasks include:

  • Development, layout and message content of each email.
  • Analysis of open rates, subscriber interest and visitors to the website as a result of each campaign.

Results:

IBS Australia has seen over a 4oo% increase in free visitor traffic from search engines, combined with new visitor traffic from referring sites that did not exist previously. Together with focused offline business marketing strategies the web strategy is now a critical lead generation system. Using Google web analytics as the measurement tool new strategies and tasks are developed based on facts.

The IBS Australia Marketing Team now integrates their website to all offline marketing activities. This enables IBS to:

  • Move their Google rank to the top of page 1 in Australia for their initial search terms including 80% of IBS keywords now ranking in positions 1-3.

Online Marketing Strategy Resulting in 460% increase in Qualified Leads

  • Embark on a further set of qualified search terms to increase exposure and visitor rates to the website. 
  • Have sustained sales lead generation with business growth results.
  • Measure their offline and online marketing Return On Investment (ROI)
  • Reduce marketing expenses
  • Nurture qualified prospects over time with a well planned email marketing programme, leaving sales to focus on converting current opportunities.

    Online Marketing Strategy resulting in 460% increase in qualified leads
  • Have sustainable business growth strategies based around a solid online marketing strategy.

In the global market downturn, IBS Australia is now positioned to gain more results through less budget and sales force effort.


Comment

No Very




Captcha Image