Product Management and Online MarketingJanuary 3rd, 2012 at 10:49 am by sepiida
Philadelphia Eyeglass Labs, a well-established brick and mortar full service vision care center, was ready to take the first steps in their online marketing efforts. While they already had an impressive offline presence, they were uncertain how to begin, or how to translate that presence into a successful online marketing campaign.
“Anita’s expertise was clear from the first time we met with her. Her ability to take the newest and best “big” ideas from [the] realm of online marketing and break them down so a small business like ours could afford and benefit from them was a lifesaver for us.”
We built our client’s online marketing initiatives and online product management initiatives from the ground up – adding relevant analytics, assisting with messaging, design, and reporting. Additionally, we gave Philadelphia Eyeglass Labs a solid background in the principles of successful online marketing allowing them to better understand the metrics driving their success.
Through education, ongoing optimization and integration between online and offline initiatives, our client has grown in knowledge and experience with online marketing and product management. Not only is the client able to understand what the metrics are, but they also know what they are measuring and why it’s important. With this essential foundation of knowledge, Philadelphia Eyeglass Labs is poised to make continued progress with their online marketing initiatives.
Philadelphia Eyeglass Labs is a prominent brick-and-mortar vision care center with over 100 years of history in the community. However, regardless of their vast experience, they needed help translating their word-of-mouth success offline into a solid online marketing effort. While the company had made some initial forays into the world of online product management, they were not completely familiar with the process, and did not have consistent tracking or analytics in place.
Our client needed assistance with developing a firm foundation for their online marketing metrics. Additionally, they needed help understanding exactly what the numbers meant in terms of their business goals. They also needed to mesh those online goals with the efforts of their in-house team, to engage current customers and attract new ones.
In the words of their CEO and Proprietor:
“We knew almost nothing about how to get into online marketing, how much we should spend, and where those dollars should go… We created a website with a Graphic Designer not knowing very much about SEO, and we signed on with Google Adwords but had no idea how it worked!”
With a need for reliable online product management and online marketing know-how, Philadelphia Eyeglass Labs turned to Sepiida to develop a workable solution.
Sepiida’s Online Product Management & Marketing Solution
Knowing Philadelphia Eyeglass Labs was new to the realm of online marketing, we wanted to make certain the company had a reliable analytics solution in place for their website to track the effectiveness of their efforts. We discussed the client’s goals for their website and email marketing efforts, and then worked with them to come up with a strategic plan to track their progress.
We implemented site-wide analytics and tracking funnels tied directly to the metrics that they needed to monitor, in order to get the data that would allow them to chart their goals. With this basic foundation in place, we took the time to explain what the metrics were and how the client could use these numbers when it came to deciding their allocation of online marketing resources.
Additionally, we worked with them on their email marketing campaigns to track conversions, improve engagement, and gain insights into engaging their online audience. With this comprehensive solution tailored specifically to their needs, our client got all of the data they needed, without being overwhelmed by the numbers.
Philadelphia Eyeglass Labs now has a well-designed system for analytics reporting and a clear understanding of how their metrics impact the sales they see in their store. With that understanding, they are able to make informed decisions based on the data, and are fully in control of their online marketing efforts.
Sepiida’s continued support has helped them to improve their engagement and CTR across their online marketing campaigns, and has provided the data they need to make decisions to drive their online growth potential.
By focusing on the direct needs of Philadelphia Eyeglass Labs, we were able to help the company understand marketing best practices while still providing personalized insights about the engagement drivers for their particular industry. Through ongoing partnership and support, we continue to help our client improve their metrics and see greater results.
And what does their CEO think?
“We are a world away from where we started! We are well on our way to being a modern, relevant business because our online marketing strategy has put us into the market on the web.”
Karen Meshkov, CEO and 5th Generation Proprietor of Philadelphia Eyeglass Labs