Foot Solutions

The Brief

Take a look at how ePresence used search engine marketing to grow the online presence of Foot Solutions.

As experts in foot wellness, Foot Solutions has an impressive 10 stores in Ireland and the UK. In-store, they provide a caring service focused on improving the health of their customers and relieving pain.

For more than five years, ePresence has worked with Foot Solutions Ireland and UK to develop their digital strategy. During this time, there was a particular focus on search engine marketing, including SEO and PPC. As a result, their online presence has grown and our digital marketing strategy has become an integral part of their business.

The Opportunity

Foot Solutions is an established and respected brand with physical store locations across Ireland and the UK. Their services are all carried out in-store on a one-to-one basis with each customer. Customers book appointments to meet with a Foot Solutions Pedorthist who then analyses and evaluates their foot health. The aim is to improve the customer’s quality of life with individual care and personalised solutions.

While Foot Solutions do not sell online, there was a significant opportunity to increase the company profile online. With a well-structured digital marketing strategy, Foot Solutions could demonstrate its brand message, increase brand awareness and increase customer footfall.

The Challenge

Given the skill set of their teams and level of service, Foot Solutions are in a unique position. With their specialised foot health evaluation services, they are significantly more than a shoe store. However, they are not in the medical space either. It was critical, when developing their digital strategy that the targeting and message reflected this.

With Foot Solutions’ market positioning straddling both the shoe retail and health sector, we were faced with a significant barrier. Both of these sectors are very competitive online and so becoming a recognised brand among these sectors would be challenging. To overcome this barrier for Foot Solutions, we decided on extensive keyword research and strategic planning.

To bridge the online and in-store Foot Solutions experience, we also had to ensure that web users understood the service easily. Making sure that they were provided with information online to show exactly what happens in-store during an appointment. Lastly, we had to allow customers to easily book appointments directly online with their chosen store.

The Approach

We developed a broad digital marketing strategy for Foot Solutions which included:

Website Improvements – making the site easy to read and navigate and regional appointments simple to book.
SEO (Search Engine Optimisation) – bringing Foot Solutions to the forefront of relevant online searches.
Paid Advertising – Using PPC (Pay Per Click) to grow awareness of the service offered by Foot Solutions.
Social Media Marketing – To grow brand awareness regionally and nationally.
Email Marketing – To engage with customers

The strategy had two main points of focus. The first goal was to improve the overall brand presence of Foot Solutions online. While the second goal was to promote each of the 11 stores to their respective local audience.

We tracked the implementation across all areas using web analytics and with regular engagement with the client. By working closely with Foot Solutions Management and stores we were able to continually review activities and all actions taken. A vital step for ongoing improvements.

Results

Since implementing the Digital Strategy, Foot Solutions has experienced consistent and impressive growth across all areas, including web traffic and conversions. Traffic to the Foot Solutions website has increased by 94.51% while their online appointment bookings (conversions) are up by 550%.

Awareness of the Foot Solutions brand and services has also seen measurable improvement. Google Organic Search Traffic for the brand has increased by 183%, showing more customers are looking for Foot Solutions online. While its 165 keyword phrases have achieved first-page ranking on Google search also.

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About Author

Donal O'Sullivan

Donal O’Sullivan is a commercially focused Digital Marketer with 10+ years experience helping B2C & B2B clients. Donal has worked with many small to large enterprises locally and internationally and has a proven track record of driving revenue gains and brand awareness through integrated campaigns both Online & ATL. In his previous role Donal worked for AXA Insurance, Ireland’s leading Insurance company. He was responsible for the strategic and day-to-day management of the AXA brand for business generation in their online channels. Donal lives and breathes digital and will help you identify real opportunities by concentrating on data driven analysis to guide commercially focused marketing and optimisation decisions across: Acquisition, Conversion & Retention

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Foot Solutions

The Brief

The Opportunity

The Challenge

The Approach

Results

Donal O'Sullivan

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