Digital marketing strategies to help optometrists with their business. Never before has digital marketing been more important.
The advancement of technology has brought about several marketing opportunities for businesses and individuals, alike.
However, with the profuse amount of concepts and options out there it can be difficult for someone who has not been involved with marketing before to choose what platform they should promote themselves or their businesses on.
The case with optometrists is similar. Simply opening up a business and advertising it in the newspapers does not work anymore, they will have to heavily indulge in digital marketing to let their services and availability be known to potential clients and recruiters.
The one problem is that a lot of the concepts of digital marketing have been spread around careless, failing to make sense to someone new to the field.
Web Design For Optometrist
Another little known fact about SEO is that your website design plays a significant role in it. If your site uses clunky navigation that makes it difficult to get around or the web pages load slowly, you’ll likely rank lower in search results.
Additionally, modern consumers are accustomed to high-definition graphics and slick websites from big brands. So if you haven’t been prioritizing web design for your practice, you’ll miss out on attracting new patients to your eyecare practice. A lot of optometry marketing practitioners haven’t caught on to these new methods of online marketing in the field, so don’t worry if you haven’t caught up yet. Now is definitely the time.
SEO For Optometry
You may have already heard of search engine optimization or SEO, but if you’re not yet using it to reach new patients, it’s time to start.
If your site isn’t optimized for search engines, you’re missing out on the benefits of traffic from search engines. That means people in your community who are searching for a new optometrist likely aren’t finding you.
Optimizing your website for search engines allows users who don’t know who you are but are looking for someone that offers optometry services to find you. The days of looking up a doctor in the phonebook are in the past. Today your potential patients are looking for you online, so you need to make sure you are well represented online.
Pay-Per-Click For Optometry
Many optometrists have found that Pay Per Click (PPC) advertising on the major search engines (Google, Bing & Yahoo) is a very effective way of generating leads and new clients. Getting your PPC campaign to be highly optimized, relevant, focused, and results-oriented will give you a far higher Return On Investment on your PPC dollar spend.
PPC for optometrists utilizes different keywords which can save you a lot of money. Research and selection of relevant keywords are crucial, especially considering how expensive some optometrist keywords can be. Our experience has shown that using long-tail keywords (phrases with three or more words) can be very effective, as is building up a list of negative keywords so that your ads are not shown to the wrong audience.
Google AdWords has various means of geographic targeting, including targeting by city and shape. It’s crucial to get this right and to identify your business as local. This can be done by incorporating your city or neighborhood name within your ads, as well as having a local phone number
When potential customers click on your PPC ad, they should be directed to a highly specific and relevant Landing Page that provides information about the services you offer, for example, Eye Exams; Eye Glasses; Contact Lenses; Pediatric Optometrists; etc.
Your landing pages should also have a Call To Action that is clear, easy, and measurable. If your business has different areas of expertise, then your PPC campaign needs to be broken up into specific areas (different ad groups connected to specific landing pages). As a result, each campaign and area of expertise should have its own dedicated landing page. This will ensure that your ads are relevant and your visitors are provided with only the information they seek.
Social Media For Optometry Marketing
Engage with your patients on social media channels like Facebook, Twitter, and Instagram. Share pictures of new collections, promote specials, or talk about any seasonal discounts. Share fun facts with patients about eyes and vision they might not know, and educate them on the importance of contact lens care, annual eye exams, wearing sunglasses, a healthy diet, and so on.
If you’re using social media as an optometrist marketing tactic, make sure you’re actually being social! It won’t do your optometry practice any good if your pages aren’t being managed and updated regularly. Also, remember to respond to any questions or comments that are posted on your pages in a timely manner.