When you only see your patients once or twice a year, staying relevant and memorable is essential to maintain your patient count and increase new patient acquisition.
To keep your practice at the forefront of others, you need to increase communication and visibility within your community. Read on to see our optical marketing strategies for your optical business for 2020.
Your practice needs to stay consistent across all its branding methods. Consistent branding across all of your marketing eliminates confusion for your patients, and they can associate your logos, messaging, and color schemes with your practice. Implement consistent branding across all of your marketing, including:
- Printed Marketing Materials (Brochures, Business Cards, Catalogs, etc.)
- Online Marketing (Your Website)
- Social Media (Twitter, Instagram, Facebook, LinkedIn, etc.)
Most of your patients are on at least one of the many social media platforms, so you must be marketing on all channels. You should make sure that you are being consistent across all platforms and keep your patients informed about special promotions, new releases, and the latest news by posting regularly.
We realize that social media may not be on the top of your list of things to do, but that is where a freelancer can come in and help you with your social media posts. The freelancer knows what is required by each platform to help you to be seen and will allow you the time to focus on your practice. We suggest freeeup.com. You can find the top freelancers on FreeeUp.
There are many benefits to promoting your optometry practice on social media. Here is a shortlist:
- Sharing the same content multiple times can increase page ranking and reach new followers (if you are re-posting weeks or months apart).
- Sharing non-promotional company information helps your practice seem more transparent and builds a community with your followers.
- Pay attention to your profile pictures and bios; they provide strong 1st impressions for your practice.
- Use one voice and tone across all of your platforms to keep your branding aligned.
- Use tools like bit.ly to shorten your links. (This also helps you track how many clicks you’ve had)
- Include gifs and images in your posts when you can to boost engagement.
- Hashtag research is useful to get your practice more publicity
There are rumors that email marketing doesn’t work. But, staying in touch with your patients through email is an effective way to let them know about special promotions, upcoming appointments, or special events. By utilizing these email marketing tips, you can start sending your patients effective and efficient emails:
- Keep them brief and to the point. Keep the characters below 500, making it easy for the reader, and don’t add attachments. This will help keep you out of the junk and spam folders.
- Be smart about your subject line. Boomerang.com compiled a list of words to use, and not to use, in your subject line to make sure your emails are getting opened:
- Use: Demo, Connect, Payments, Cancellation, Conference
- Don’t use: Join, Confirm, Assistance, Invite, Social
- Reader-friendly? You need to make sure that your emails are reader-friendly. Use bold text, headers, and simple images to help the reader out.
Using an email service solution is a great way to keep in touch with specific email lists through email campaigns. To help you stay in touch with specific email lists, here is a list of affordable email solutions for your optical marketing email campaigns.
Your website provides potential patients with their first impression of your practice. That being said, you need to make sure your website and contact information will be found with a quick search. Search for an “eyewear provider near me” on Google. Does your practice show up? Having a website that isn’t optimized for local search and SEO can affect your patient acquisition numbers.
Below are a few things that can help improve your local search discoverability:
- Google! Google remains the number one search engine. The higher the SEO (Search Engine Optimization) you have, the more likely patients will be able to find you.
- Optimize your website for mobile use. 88% of local searches happen on mobile devices. You must make your website look good not only on a desktop but for mobile devices as well.
- Are your Google+ Businesses pages up-to-date? Your Google+ business page acts as an excellent tool for getting the information you want to potential patients.
- Google Maps is essential too. You want to make sure that all your information on there is displaying correctly and make it easy for your patients to find you.
A great way to get your practice noticed is to join some of the local networking groups. You can find many of them using Facebook or Meetup.com. Get to know other local business owners, send them referrals, and they will send referrals to you too!
Have you heard of the Vision Expo? They say, “Come as an attendee, leave as a part of a connected community.” This event is three days, March 26-29, 2020, at the Javits Center in New York, NY. You will find high-end optical buyers and practice managers to independent optometrists and opticians. The Vision Expo connects the vision community like no other event. Five thousand optometrists, opticians, practice staff, and ophthalmic techs are expected to be there.
Along with 15,000 eyecare professionals, buyers, and influencers. Want to get yourself on the map, this is an excellent way for you to network with the 750 exhibitors from 72 countries! You can register here.
We hope that you have found this blog to be helpful! We want 2020 to be a successful year for all of us!
Click here to search for a Dolabany representative in your area. Don’t forget to like and follow us on Twitter, Instagram, Facebook, and LinkedIn to keep up on our new releases! If you have any questions, feel free to email us here.