Advanced Micro Instruments (AMI)

Advanced Micro Instruments (AMI) manufactures high-performance gas analyzers that unite patented technologies, superior design and application expertise to deliver unmatched performance, reliability and ease of use. For the company to truly achieve its goals, it required one more element: for Google to know it existed.

Services

From Zero to Domination

Our partnership with AMI began in 2014 with one simple objective: Make its website rank on Google. At the time, the company’s site had a nearly non-existent presence. To jumpstart the process, we immediately tweaked the site to start ranking for the brand name. As the ranking’s needle started to move, we simultaneously began a redesign. Within a year, AMI ranked #1 for its highest value keywords. More importantly, sales skyrocketed. Since then, our four redesigns and seven rebuilds have continued to improve the site – for both functionality and design. Today, with our partnership stronger than ever, AMI continues to hold the top spot in the search rankings for its core business and products.

A Partnership Built on Tech

After improving AMI’s rankings in 2014, we redesigned the website in 2015 and continuously made updates to improve SEO positions and conversions. True advancements to the site, however, came not from updates but from significant rebuilds that optimized the latest tech. In our last major rebuild, we took the website from a LAMP stack PHP Server-Based website to a JAMstack Serverless Cloud-distributed website utilizing the AWS Global Cloud Network and Lambda Functions to Interact with Databases and CRM. Thanks to this major overhaul, we helped AMI to launch 8 new products, rank in 8 new industries and expand distribution to every continent and almost every country.

Brand Evolution

In addition to revitalizing the website, Byer also reinvented the brand’s entire look and feel. Starting with the logo, we transformed the outdated mark into one with a modern, confident and professional vibe. To communicate the idea of “high-performance,” we took our cues from the automotive world and added racing stripes to the logo. In addition, we selected a strong, no-nonsense font (Montserrat) to appeal to the strong, no-nonsense industrial customer base. With shades of blue representing oxygen and water, and a secondary red color for hydrogen sulfide products, our logo for AMI feels right at home across the oil and gas fields of Texas.

Advertising B2B Globally

With its products available globally, it made sense that AMI’s original CEO wanted “to be on top of every page around the world for our keywords.” However, achieving this goal would only be possible with a nearly unlimited budget. Instead, we maximized the not-unlimited budget by rebuilding the campaigns from scratch to optimize bidding strategies around the audience and regions. We then enhanced this strategy with remarketing, shopping and video advertising. As a result, we increased impressions and conversions across a dozen campaigns.

Introducing B2B to B2C

While our advertising and marketing tactics helped to lift sales for all AMI products, one product couldn’t benefit because it wasn’t an exact fit for AMI’s core industries. For this particular oxygen safety monitor, we realized that a direct-to-consumer strategy would work better than our ongoing B2B strategy. To bring this strategy to life, we built a Shopify integration into the website and created shopping campaigns that brought the AMI Model 221R to the attention of new industries and audiences. Based on these efforts, this model now ranks second in the market and continues to gain market share.

Multi-Media

To reflect the high-tech nature of AMI’s products, we’ve incorporated cutting-edge design elements into our marketing. From interactive 3D models to dozens of videos to countless graphics, our work showcases the full breadth of AMI’s products in a sophisticated, yet approachable style. As importantly, the work functions as well as it looks. For example, the fully interactive map allows customers anywhere in the world to quickly locate their regional sales reps.

Byer Company has been crucial to our continued growth and success.

Byer gets us. They not only understand our vision for the future and our short-term goals, but they also take the time to truly understand our products. This deep product-knowledge, combined with their marketing expertise, takes their work the next level. For nearly a decade, Byer’s commitment, dedication and loyalty has helped our brand to continually grow. I’m excited about our continued partnership and to the results we’ll achieve together.

- Advanced Micro Instruments