Edmund Optics Speaks the Customer's Language
So the company that had been more domestic in the ’90s, before Edmund joined the business, has added regional offices in China, France, Germany, Italy, South Korea, Singapore, Taiwan and the U.K., as well as distributors in Egypt, Latin America and Poland.
That said, Edmund knows enough to realize when she doesn’t have the appropriate skills to completely solve a problem.
For instance, she hired search engine marketing firm Adworthy in March 2012 to improve EO’s organic and paid rankings. By July, EO was getting results—the company moved to the top three organic rankings for its optic keywords and from 3.9 (the first or second result on the right side of the page) to No. 1 in the paid rankings for the keywords “optics,” “imaging lenses” and “optical positioning equipment.” Plus, she targeted the ads to run only in the U.S. from 8 a.m. to 8 p.m.—the time when engineers would be searching for optics. Now EO is spending 40 percent less on search.
Plans are under way to target other nations with keywords relevant to them during their appropriate time periods.
“One of the best tips is to know where you’re weak,” Edmund advises, “recognize that [and] leverage a partner who can help compensate.”