Archive : Marketing

RSS feed
Why it’s Time to Start Using Video to Promote Your Practice

Why it’s Time to Start Using Video to Promote Your Practice

More and more case studies are showing that video marketing increases consumer reach and engagement by sometimes startling numbers. For example, a startup called Wistia found that emails that included videos had an increase of 300% for click-throughs over their emails without video. Another company, Attivio, found that video increased their users’ average time on site by 100%. Video viewing is climbing and continues to increase as people subscribe to YouTube channels and discover content they enjoy. According to 2014 YouTube report, over six billion hours of video is watched each month on the video search engine. In addition, if you are considering PPC advertising, targeted video ads are a good way to engage with your local prospects at a fraction of the cost for traditional paid advertising and often with a bigger return on your spend. Turn Your Marketing Into an Experience How do these studies based on tech startup companies relate to your optometry Practice? Well, the fact is, in addition to video being recognized as a universal differentiator when it comes to marketing across sectors, as an eye doctor, a big part of what you are selling to potential patients is experiential....
0
When to Use a Social Media Agency

When to Use a Social Media Agency

When your car goes on the fritz, where do you go? Take it to your trusted auto mechanic. If you have appendicitis, whom should you see? You should see your doctor, STAT. When your pipes burst, whom do you call? Call a plumber ASAP. If you need to fly somewhere, who is in charge? Trust the trained pilot. What do those four occupations have in common? They’re all specialists, trained in one area to be the best at what they do. Their unique set of skills and knowledge means you can rely on them to perform the job you need. They’ve seen it all; your request is nothing new. They do the task right the first time, saving you time and money. As wise old Plato said, “Each man is capable of doing one thing well. If he attempts several, he will fail to achieve distinction in any.” Just as you wouldn’t want a professional ballet dancer to build your house, why would you trust the marketing and social media needs of your business to an untrained amateur? Let’s back up a minute. If you have someone on your staff that is an experienced writer, SEO pro, and social media expert, by all means, tap him or her to help promote your business and brand. But chances are slim—no matter what size...
Filed in: Marketing, Social Media
0
Training Your Staff to Post Responsibly on Social Media

Training Your Staff to Post Responsibly on Social Media

As I detailed in the last two digital tips, involving your staff in social media can transform and accelerate your Practice’s exposure by leaps and bounds. But you want to make sure that this exposure is positive and is in line with your marketing goals. Research from Gallup reveals, 50% of employees are already sharing on social media about their work, but a third of them are doing so without any guidance from their employer. If your staff is going to be representing your Practice, you want to make sure you have set out clear goals, rules and guidelines. Here are some basic steps in training your staff to post responsibly. Step one: The Basics The first step is to make sure employees know how to use the social media platforms you are employing including the privacy settings, terms of use and culture (hashtags, type of content, tagging, Twitter abbreviations etc.). It is also worthwhile to create standard profile content for employees to use for their accounts that describes your Practice effectively and consistently with your marketing message, and includes links to your website and social pages. Step two: Defined Goals In order for your staff to be ambassadors for your Practice...
0
Get Your Staff’s Social Media Gears Turning [Part 2]

Get Your Staff’s Social Media Gears Turning [Part 2]

Looking for ideas to get your staff involved in social media? Our social media expert Sabina has plenty of ideas which she shares with our ODLingo clients each month. Here is an example of a couple of her suggestions from this past January: 1: Get A New Year’s Resolution! Everyone has something to aspire to in the new year, whether it is spending more time with family, eating healthier, exercising, or finishing school. Throughout the month of January, take a picture of each staff member working on his or her resolution and add a sentence about what the goals are. Encourage fans to share their New Year Resolutions as well. Example: Our ophthalmic technician’s New Year’s Resolution is to lead a healthier lifestyle. With a family history of diabetes, she doesn’t want to be the next one going down that road. Check out a few of her recipes for eating healthy and staying fit. What is your New Year Resolution? 2: January 28th Is Fun At Work Day! Work is not always fun but there are moments in the day when fun happens. When that time of day comes, take a picture and post it with a sentence or two about the fun that is happening in the picture. Add some hashtags like, #FunAtWorkDay. Social...
0
5 Reasons You Want Your Staff Involved in Social Media [Part 1]

5 Reasons You Want Your Staff Involved in Social Media [Part 1]

Many business owners are apprehensive to say the least about letting staff members represent their business on social media. And based on a number of “staff gone wild” horror stories out there, this fear could be justified…unless you take the proper steps to train your staff to post responsibly. Those that refrain from allowing their staff to take an active role in social media outlets, such as Facebook, Linkedin, Twitter, Pinterest, etc., are actually minimizing the impact social media can have on getting their practice name out, engaging patients and creating buzz in their local community. Alternatively, involving your staff in social media marketing can exponentially increase the effectiveness of your outreach. Before we go into some steps on how to engage your employees in social media, here are some reasons you want your staff to contribute to social media in the first place: 1) Your employees can be some of your greatest brand ambassadors. Hopefully more for better than for worse, your staff represents your brand and each one has a lot of expertise and ideas to share. With the right guidance, you can engage your staff to promote a vibrant and valuable image of your Practice...
Create an Effective Marketing Plan to Bring in Revenue this Year

Create an Effective Marketing Plan to Bring in Revenue this Year

It’s a new year and now is the time to plan out your integrated marketing calendar for the upcoming year. Planning ahead will get you organized and allow for the proper time and organization to create higher caliber and more effective marketing campaigns. Here is a 5 step plan and some helpful campaign download links to get your marketing off the ground and patients in the door… Step 1 Brainstorm Campaign Ideas: Brainstorm ideas for thematic or time-related/seasonal campaigns: Make a list of all the holidays (national and local) and eye care observance days (Glaucoma month etc.) and their dates. Consider running a FSA campaign late in the year. Here is one idea: Use It or Lose It campaign. Now list seasonal themes (ski season, spring allergies, beach season, back to school, college vacations etc.) you might want to use for a campaign. Download a free allergy video and campaign here. Add any specialties or relevant eye care or product topics that you might want to highlight (children’s vision, dry eyes, UV, transitions lenses, etc.). Try this campaign with a pediatric focus. Think about local events such as country fairs, sports, educational or cultural events, that you might...
7 Cost-Effective Online Marketing Strategies For Your Eyecare Business In 2015

7 Cost-Effective Online Marketing Strategies For Your Eyecare Business In 2015

Last month, Best Image Optical’s founder and CEO, Mark Dolabany, presented an American Board of Opticianry (ABO) certified course at the Opticians Association of Massachusetts (OAM). In an ongoing effort to help the independent eyecare professional build their brick-and-mortar business and compete with online optical retailers, we have outlined his course today to help you start thinking about the marketing strategy of your business in 2015. “While traveling on the road and visiting my customers, I find that our conversations turn to the internet and what can be done for a brick-and-mortar business to increase their exposure on the internet. I try to share my knowledge and experience with the independent, and relay to them the steps that my own independent business has taken.” – Mark Dolabany The following strategies were put together to help independent market their business cost-effectively. Here we briefly touch upon strategies that will help you increase your exposure on the internet and grow your business if you are committed to taking these steps. Before we proceed, there are two terms we’d like you to get familiar with: Keywords and SEO (Search Engine Optimization). A...
Facebook Kills Organic Reach – What does this mean for your Practice Marketing?

Facebook Kills Organic Reach – What does this mean for your Practice Marketing?

After months of gradually reducing organic reach for “overly promotional posts,” come the New Year, Facebook will finally be ending organic social marketing for good. According to a Facebook study, there is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time he logs onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on. As a result, competition for any story to gain exposure in people’s News Feeds (the place on Facebook where people view content from their family, friends and business Pages) is growing. Facebook has determined users don’t want to see promotional content and as a result, less of it will be appearing within the News Feed. Facebook defines any of the following as being promotional: Posts that solely push people to buy a product or install an app Posts that push people to enter promotions and sweepstakes with no real context Posts that reuse the exact same content from ads Facebook recommends that page owners continue using the most effective strategy to reach their targeted audience...
How Much Is A Video Worth?

How Much Is A Video Worth?

Everyone knows about YouTube. But have you ever considered whether it’s right for your business? YouTube is great for product demonstrations and how-to videos, but what if you sell something like wrestling mats? What type of video would be best? For our client, Roll Out Mat, we focused on teaching wrestling moves, something of interest to all their customers. Each week during wrestling season, we rolled out a new engaging video like this one. How did teaching about the sport help sell wrestling mats? Well, before we began our video campaign, Roll Out Mat didn’t appear until the second page of search results. As we released new videos, we watched as Roll Out Mat moved to one of the top search spots on page one. Not only did Metro Studios make it easier for customers to find Roll Out Mat, our strategy resulted in $50,000 of additional website revenue. We didn’t use YouTube for a hard sell. Rather, we provided compelling content we knew their clients would appreciate and watch. What type of video would your customers like to view? How can you use your business and brand to create content that helps your customers? I believe in the power of YouTube. Here are 17 reasons I think you...
Filed in: Marketing, Social Media
FaceBoo is Back! ClearVision Begins its Annual Halloween Photo Contest on  Facebook

FaceBoo is Back! ClearVision Begins its Annual Halloween Photo Contest on Facebook

Eyewear industry leader ClearVision Optical begins its annual FaceBoo photo contest on its Facebook page, facebook.com/clearvisionoptical. Since 2010, ClearVision has hosted the annual FaceBoo Halloween contest to engage its customers on social media in a fun, spirited way. This social media contest, held exclusively on ClearVision’s Facebook page, offers customers an interactive activity to engage in friendly competition, as well as the opportunity to win prizes. FaceBoo officially begins on Friday, October 24 and runs through Thursday, November 6, 2014. Customers are encouraged to post photos of their staff dressed in Halloween costumes, or of their decorated offices, on ClearVision’s Facebook page, facebook.com/clearvisionoptical. Submissions are also accepted via email to facebook@cvoptical.com. The top 10 photos that receive the most “likes” by will be entered into a random drawing for gift cards in the following amounts: $200 for 1st place; $150 for 2nd place; $100 for 3rd place. Customers can share more than one photo. ClearVision’s FaceBoo contest is one of its many social media initiatives designed to encourage the optical community to engage and share. To learn more...
Filed in: Eyewear, Social Media
Press Releases: Can You Say Free Advertising?

Press Releases: Can You Say Free Advertising?

Using your local newspaper is a cost effective marketing tool Few optometrists understand the ins and outs of writing and more importantly, getting their press release published.While this free advertising service is not always successful, when it is, it can reap great rewards, helping build your business credibility offline and online and grow word-of-mouth referrals. So what are the practical steps to utilizing your local newspaper: Content – Before starting down the path to a press release, you need to be a news generator. Don’t think from your perspective but from the newspaper’s perspective. Do you have new equipment? A new doctor has joined your practice? You are opening a new office? Or do you wish to call attention to a eye care condition that is important to your community? All successful press releases start with great content ideas. Writing – Press releases have a formula and once you’ve read a few you quickly can replicate the tone and voice of the news release for your purposes. Newspaper writing is succinct and non-promotional. The recognition you will receive will be more subtle and frankly, more powerful, if you are not overt in the promotion of your...
Safilo Bloggers Day Safilo Social Eyes Studio

Safilo Bloggers Day Safilo Social Eyes Studio

During Paris Fashion week, on September 23rd and 24th, Safilo has been pleased to host its latest Bloggers Day at its Parisian showroom. Around the French fashionista DJ Cecile Togni, Safilo has gathered a community of international bloggers, models, actors and influencers called to interpret the shades of its prestigious brands portfolio and to enjoy a friendly moment colored up by the healthy detox juices of Charlotte Rouah. The newest models among Safilo’s latest sunglasses, available in a wide range of silhouettes, shades and color combinations, were interpreted by the participants in front of Adeline Mai’s camera. The rising fashion photographer immediately succeeded in capturing the mood of every personality, enhancing the shades and highlighting their unique feature. The photos have been framed by playful geometric creativities recalling the Parisian atmosphere. Starting from September 23rd, the official photos have started to be posted on the blogs and social networks of the various personalities who took part to the project called #Safilosocialeyes studio. For more information visit www.safilo.com
Filed in: Eyewear, Social Media
Discover 4 ways to improve your Practice site by analyzing your Average Pages Per Visit

Discover 4 ways to improve your Practice site by analyzing your Average Pages Per Visit

Google Analytics gives you lots of data about your website traffic, but very little useful information. One important data point it does provide is “Average Pages Per Visit”, which is an indicator of how engaging your website is. Now, let’s provide some information about that number. Without question, if that number is too low… below two pages per visit, the chances are that something is wrong with the content of your website or your web traffic may not be attracting its target audience. Our analysis of over 1000 optometric websites found that Practices with less than 2 pages per visit often had other negative traffic factors such a low time on site or a very high bounce rate. In short, visitors just aren’t finding what they’re looking for on your site, so they leave. To fix the problem, consider these four factors: 1) Take an objective look at your website, or, better yet, contact your website support and ask for their ideas on how to make your website more appealing and easy to read. 2) The top information that visitors look for on a website is: doctor info, location/directions, hours, and insurance information. Make sure those items can be easily...
Filed in: Marketing, Technology
ClearVision Optical Offers Education for Success in the Kids Business

ClearVision Optical Offers Education for Success in the Kids Business

ClearVision Optical recently introduced two formats to provide education for success in the kids business. Its exclusive training video series, Success in the Kids Business, and Beyond the Brand, a short magazine designed to provide thought provoking information, insight and education, are now available at cvoptical.com/kidsbiz. Beginning with an introduction to its 2014 Kids Collection, the Success in the Kids Business video series includes three additional, educational video shorts, including:  Kids Eyewear: How Can Eyecare Professionals Succeed in the Kids Business? This short video focuses on selling strategies including how to best reach the kids’ demographic in your area; determining balanced price points for all of your customers, including managed care; and reaching “critical mass.”  Kids Eyewear: Merchandising and Selling in the Dispensary Merchandising has been proven to boost frame sales, especially in the kids eyewear business. Implementing a variety of tried and true merchandising strategies can help eyecare professionals meet sales goals, even in the most challenging economic times. Kids Eyewear: How to Create a Great Kids Frame Board Topics such as choosing...
Filed in: Eyewear, Marketing
Create A Blog For Your Eye Care Business

Create A Blog For Your Eye Care Business

At this stage, it’s fair to say that a web presence is critical to the success of your business. As you know, for the last 10 years or so we’ve seen a surge in both the number and popularity of social media sites, such as Facebook, Twitter, Instagram, and LinkedIn, making it much simpler to publish content online. Whether you are running a small business or corporation, the numbers make it clear: Your customers are online. They are interacting in social channels with their friends, colleagues, and other brands in search of information, recommendations, and entertainment. If your business is not around to answer, a competitor will be. The first action you should take is to look at what are you’re trying to promote. What are your assets? Who are your target customers? Guide to Using Social Media for Marketing Using social media for marketing can enable a small business to further their reach to more customers. Your customers are interacting with brands through social media; therefore, having a strong social media presence on the web is the key to tap into their interest. If implemented correctly, marketing with social media can bring remarkable success to your business. What...
© 2014 C&E Vision's Industry News Feed. All rights reserved.
Service Provided By CandE Vision Services.