Amerigas
Propane in a vending machine? What will they think of next?
SITE DEVELOPMENT | MARKETING STRATEGY | LOCAL SEO
Innovative marketing solutions for the largest retail propane distributor in America.
Background
AmeriGas Partners, L.P. is the largest retail propane distributor in the United States based on the volume of propane gallons distributed annually. It serves over 1.7 million residential, commercial, industrial, agricultural, wholesale and motor fuel customers in all 50 states from approximately 1,900 propane distribution locations.
Services
- Digital Marketing Strategy
- Website Development
- Landing Page Optimization
- SEO: Web, Local, Social
- Reputation Management
- Review Monitoring
- App Infrastructure Integration
- Directory Database Management
- Ongoing Digital Marketing Support
Results
WEBSITE REBUILD
Amerigas acquired Heritage Propane in 2012, becoming one of the largest energy companies in the world. With that acquisition, Amerigas also inherited over 500 unique domains from the non-standardized local propane delivery affiliates around the country. Our first task was to consolidate all the domains, each redirected to a uniquely created replacement page on the company website.
In 2014, Amerigas implemented QR code technology on their propane tanks. This allowed instant webpage access to determine how the customer needed propane. One could order propane refills for large rural tanks, or get the location of the nearest propane exchange station.
In 2019, Amerigas took things one step further, adding vending machines to facilitate propane tank exchanges on a self-serve basis. This advancement required further addition to the location database and site functions.
In 2020, Cynch.com was developed and launched to initiate residential and commercial delivery of portable propane tanks. This became especially valuable during the 2020 Covid-19 pandemic. Cynch provided contactless propane exchange to the home with easy ordering online or via mobile.
SEO: WEBSITE
SEO for all web properties is handled with an ongoing editorial calendar. The website is regularly crawled to seek out new opportunities for improvement. The site currently has over 66,000 indexed organic keywords and recently had a record breaking month with over 500,000 monthly visitors in December 2020.
LOCAL REVIEW MANAGEMENT
X² Marketing has leveraged local review monitoring and Google Business reviews to gain over 18,000 locations indexed in the United States. Nearly 20% of all Amerigas website traffic originates from these Google Local search results.
COMPANY GROWTH IN UNPRECIDENTED TIMES
Despite the challenges of a pandemic, the long tail strategy of digital marketing proved to pay off dividends. 2020 was a record year for Amerigas in organic search traffic. The diversification of media, optimization, localization and web development services has allowed for the expansion into new business models and strategic partnerships for Amerigas.
