Digital by Design
In today’s rapidly evolving digital landscape, tools and tips that help market your eyecare business serve as invaluable assets. Here, EB explores four digital-based marketing tactics to test in practice, on social media, for your website, and in your advertising endeavors.
In Practice: Smart Signage
Near field communication (NFC) signage is a type of smart signage combining digital technology and a physical sign to inform, connect with, and grow your audience. These small and inexpensive tags facilitate the quick exchange of digitized information. The user simply taps their device against the sign and the action initiates the transfer of your social media profile information or Google business listing for review, or it can link to your newsletter sign-up page.
NFC signage is inexpensive, and many options can be customized. Try positioning them at dispensing tables, on the front desk, or visible in the waiting area. This prompts clients to try it while they are waiting.
On Social: Share Positive Testimonials
Take the words right out of their mouth: Client quotes and pictures create relatable experiences.
When a client says something that truly resonates, they’ve handed you a golden opportunity to capture the essence of your services. Write it down! These spontaneous, genuine comments are authentic reflections of the value your business provides and can be an incredibly powerful marketing tool when shared for others to hear.
Further increase the impact that these quotes have by pairing them with a photo. Try leading with, “You are welcome to say no, but I think you just look so fantastic in your new glasses that I want to share it.” If someone isn’t super comfortable posing, try a candid shot of them trying on frames. This creates a relatable and compelling narrative, helping potential clients picture themselves having a similar positive experience, being validated by the real stories of those who have already benefited from your expertise.
On Your Website: Hit Refresh
Your website is the most important digital marketing asset your business has because it serves as the central hub for all marketing efforts while displaying a unified brand presence and 24/7 accessibility. A good website establishes credibility, facilitates lead generation and sales, and provides insightful analytics to understand client behavior. But ensuring that your website is ranking highly in searches and keywords related to your practices, services, and geographical area is essential. Google can release thousands of algorithm updates annually, so checking, rechecking, and continuously updating your website content and keywords is a powerful means to marketing your business, driving growth, and maintaining a professional image.
Within Ad Efforts: Target Tactfully
Run free in a fenced-in field—using geofencing allows you to target your marketing and advertising campaigns to deliver based on location. When potential customers enter a specific area, like a store or venue, your ad will have increased visibility. Using this marketing technique is an innovative way to make the most of your ad spend.
For a back-to-school or children’s eye exam marketing push, you could geofence your local youth sports fields, schools, and play centers. When parents are waiting for their kids, scrolling on their phones, they will be added to a geofencing audience, and you can target them with graphics-based or video ads that catch their attention.
Want more on the marketing front? Next month, we explore how to authentically market your practice with tips from other ECPs who have found their own confident approach.
