Optometrist Marketing 101
There are some things everyone should include in their optometry marketing strategies. Of course, it’s still crucial that your clinic is visually appealing to passers-by, and you should deliver excellent customer service to encourage repeat business and recommendations. These strategies will never stop working. However, as consumers and marketing become more advanced, you’ll need to make sure you keep up to avoid getting left behind.
Content Marketing Is the Future
As Google and other search engines gain more power over the world of information, clever digital marketers are finding ways to tap into this trend. It’s not just about making sure your website includes the right keywords — although that is vital. Successful content marketing is about creating content that captures the intentions of search engine users seeking local eye exam and eyecare providers.
Crucially, all of this content should be expertly written and driven by keyword research. Search engine algorithms are highly adept at detecting copy that has been written purely for the sake of ranking. These huge search engine companies want to make sure they give their customers useful, accurate information that’s well written. This means creating specialized landing pages and writing blog posts and white papers for clients and even other businesses while striking the balance of optimizing them for organic search placement.
Optometrists with a wealth of useful articles are viewed by potential patients as authoritative sources, in addition to appearing higher up on SERPs.
Feedback Is King
In the past, we understood that feedback played a role in the success of a business. That said, a lot of company bosses would argue that they know better than the public because they’re professionals. However, social media and review sites now hold huge swaying power in consumer decision-making. If you’re not listening to and interacting with customers’ feedback — positive and negative — you risk getting a bad reputation.
Whether you offer a discount scheme, enter people into a prize drawing or provide vouchers for future use, referral programs are highly effective. Social media is an excellent place to advertise these kinds of promotions, attracting information and encouraging shares.
The Importance of Optometry Digital Marketing
Tech and the internet have more power and influence over our daily lives than ever, and using the latest tools positions you at the cutting edge of your industry. Lots of optometrists are starting to realize that the digital space is the best place to promote business and grow.
Not many of them are familiar with the detailed ins and outs of marketing for optometrists, however. By working with a digital marketing agency, you save resources and get state-of-the-art service.