The Business Exchange Swindon & Wiltshire Edition 21: Oct/Nov 2015 - Page 21

IN PROFILE How did the toinfinity journey begin? I started my career at a young age, I didn’t go to university, I entered the world of work straight after my A Levels. My first e-commerce role was taking the lead in creation, implementation and the running of a brand new e-commerce site for Cotswold Outdoor, driving sales, online marketing and revenue growth. This was a new sales channel for the company, which grew rapidly and took them into a new era of digital marketing. I was excited by the power and tangibility of digital marketing and went on to work with several other leading brands before deciding to set up toinfinity. I saw the need for a specialist digital marketing agency that focused on strategy and deployment, that worked as an extension of the client’s business achieving the best results and that’s what toinfinity does. Al Keck Founder and managing director of toinfinity toinfinity is one of the leading e-commerce digital agencies in the south west, based on the Callow Hill Business Park in Brinkworth near Royal Wootton Bassett. The company celebrated ten years in business this April and 2015 has been a year of exceptional success, with a growing team, a new office to accommodate the firm’s expansion and acclaim from The Drum – the marketing industry body that recognises best marketing practice. In The Drum Independent Census, toinfinity ranked as a one of the Top 10 Elite Agencies in the UK. We interviewed Al to find out more about the business, its growth story and how they help clients achieve online success. Who are the typical companies toinfinity helps? People often come to us when they have started to retail online and have ambitions to be a multi-million pound web business. How do you begin the client journey? We initially analyse their current business using our bespoke four-way model that looks at a variety of core elements such as online traffic, conversion, average order value, etc to create a baseline and identify potential opportunities. We use this data-driven insight to define the strategy that will work on and enhance visibility in search engines and proving conversion rate and customer retention. Intrinsically your website is your sales person and we treat it the same, with set KPIs and performance management. We focus on a three-year strategy with our clients that outline clear targets and milestones, unlocking a wealth of opportunities that will highlight growth and overall return on investment. What’s the next stage in the process? Analysis and strategy. We really get under the skin of a business looking at seasonality and patterns of buying behaviour, finding achievable ways of tackling their growth aspirations. We plan SEO and PPC activity around each target growth area. All of this is done without emotion using data-driven insight letting mathematics do the work. The four-way model allows flexibility so we are not pinned to a single strategy. How do you ensure best practice? We are Bing, Google and IDM certified and we’re a Google Beta Partner. This allows us to provide our clients with exclusive benefits, such as Beta testing programs and early access to new and emerging Google functionality. I’m proud to say we are one of a selective few partners in the country with direct access to Google business consultants too. We also invest continually in our staff to ensure they are at the forefront of th