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What is PowerData and Why is It Important?

What is PowerData and Why is It Important?

  Uncover Insights that Will Improve Your Online Presence and Turn Website Visitors into New Patients Measurement is best viewed against standards.  You know you are fast if you can run a 4 minute mile. You know you are tall if you are over 6’4″. Values are relative and this is also true when you are evaluating the success of your online marketing.  How successful is my online marketing compared with the best in optometry.  Only EyeCarePro because of the vast number of practices we serve, can truly answer that question.   PowerData is a unique service of EyeCarePro that matches your online marketing outcomes against 1400 optometric practices across the US and Canada. We can benchmark your data against other Practices of your size, by the number of OD’s Practices, against other Practices in your State and five additional parameters. You need not be an EyeCarePro customer to receive a monthly PowerData report.  Read more here and register to receive insights into your online marketing program like you’ve never seen before.
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How PPC Advertising Can Benefit Your Practice

How PPC Advertising Can Benefit Your Practice

Google pay-per-click advertising can be one of the most effective forms of local marketing for your Practice. The basics include writing various ads, specifying who sees those and what keywords trigger those ads, and choosing how much to spend. Granted, that’s an oversimplification of the process, but here are 5 key benefits to using Google pay-per-click advertising for your Practice: 1. Set your own budget: PPC is based on a pre-set budget, so once the spending amount that you selected is reached, the ad simply stops being shown. Therefore, PPC is low risk and has a controllable spending outcome. 2. Target using the most relevant keywords: With keyword-based campaigns, your ad will attract visitors that are genuinely interested in the product or service you are trying to promote (e.g. optometrist, eye exam, eye doctor, vision therapy, etc.). 3. Target specific geographic locations and demographics: You choose the geographic and demographic populations you want to target with the ad (such as radius around your office, or city, zip code, age, gender and parental status). So you won’t be wasting your time and money advertising to individuals out of your service area; your ad will...
Here’s Why You May Have Seen a Drop in your Mobile Traffic

Here’s Why You May Have Seen a Drop in your Mobile Traffic

Something is brewing over at Google. They are keeping their lips shut tight so there isn’t a lot of information available right now, but it seems as though they are testing out a bunch of changes with their local rankings, specifically how the local search results are appearing on mobile devices. We have noticed changes in how the search results appear for local businesses on mobile as well as some traffic fluctuation for a number of our clients. Firstly, we have seen instances where Google has reduced the number of results shown on the first page of a local mobile search from 5 to 2-3 results. This could reduce the amount of visitors to sites in the 3-5 spots that are now relocated to page two of the search results. Secondly, we have noticed that in some cases Google has listed a Practice’s Google My Business Page in the results with no link to the actual Practice website. That means patients on mobile devices may be coming to you directly from your Google My Business page and not through your website. Ultimately, as long as your business page is up to date this shouldn’t affect conversions since the users are being brought to your Practice’s online property and contact information,...
Are You Really in Control of Your Practice’s Business Listings?

Are You Really in Control of Your Practice’s Business Listings?

As much as we speak to Practices about verifying all their business listings out there, it often seems to be a task that is put on their back burner and rarely completed. What these well-meaning ODs don’t understand is that claiming your businesses’ online listings is an essential part of establishing and controlling your online presence. Claiming and verifying an online business listing is critical for a few reasons. Why claim your business listings? Each time you claim and verify a business listing, you create a ‘citation’ for your practice. This is Google speak for ‘a mention of your business name and address on a webpage’. This is not the same as a link; it’s a mere mention of your business name and address. A citation can come from a variety of sources such as a local business directory (Google, Yelp, Craigslist), online yellow pages, or a local chamber of commerce. Citations are key components to SEO as they are an integral part of the ranking algorithms used by Google and Bing. Citations help the search engines by adding a degree of authenticity to the information you have provided on your website, allowing them to better understand and categorize your business....
Your Money Moment: Battling Return Rates

Your Money Moment: Battling Return Rates

Looking for a way to save more money in your practice and reduce time spent in the back office? Currently the industry is seeing a 22% return rate on average which means that 22% of everything bought is shipped back to the vendor. Compare this to other industries and you would be shocked to see that many industries now accept returns only if the product is defective, was ordered incorrectly or if the product has been recalled. Vendors in our industry have started to factor return rates into their day to day operations such as decreased discounts, processing / restocking fees and even excluding you from their customer rebates. While buying in bulk to save a few dollars may seem like a good idea it can certainly cuts into your bottom line. Besides the above mentioned, think about what your practice goes through every time frame(s) are returned. Between inventory management, boxing up “old” product, cost of shipping, following up with the vendors and even having to place an order to make up for the return you will often spend in upwards of 40% or more when returning product even if you get back the exact amount you paid the vendor originally. 1. Use discretion when taking advantage...
5 Lessons to Protect Your Practice from Losing its Domain Name

5 Lessons to Protect Your Practice from Losing its Domain Name

A critical oversight by one of our clients nearly cost them their website domain. Don’t let this happen to you. Here is the story of what happened and five important lessons your practice can learn from it… This Practice contacted us after as soon as their domain, website and email were all down. After some investigation, our Support Team determined what had happened…and it was not pretty. It turned out that the Practice had registered their domain two years earlier with GoDaddy under the email address of an employee who no longer works at the Practice. When the domain came up for renewal, GoDaddy sent expiry notices to the email address they had on file, but since the email hadn’t been forwarded to anybody else, they never received the notices. The domain expired and after 30 days, the domain was offered to the public for sale. Now here is where this situation turned unpleasant. There are unscrupulous companies that troll for recently expired domain names that they purchase. This particular company then forwarded the domain to a landing page with distinctly inappropriate content designed to ensure that the Practice would really want to buy the domain back … and then...
Drs. Bazan and Glazier Reveal the Truth About Facebook Likes

Drs. Bazan and Glazier Reveal the Truth About Facebook Likes

To many marketers out there, successful Facebook marketing is marked by an ever increasing number of “Likes” or fans – a successful campaign brings in Likes, and that number is the metric that really counts. However, when you think about what these fans are doing after they like your Page, this could present a very different perspective. Are “Likes” Useless? Let’s face it. The truth is that many, if not most, of the users who have Liked your Facebook Page have and never will actually engage with the content you post and many will never visit the Page. One study by the Ehrenberg-Bass Institute in Australia, which looked at the fan activity of a major brand, showed that less than 1% of their fans actually interacted with their Page. While this may be an extreme case, it does illustrate the idea that quantity does not equal quality when it comes to fans! So is it a wasted effort to spend time and money trying to get more Likes and to use this metric as a measure of success, when you are likely not getting any real interaction from your fans? Does this number in any way translate to revenue in your pocket in the form of new patients and appointments? We have asked two OD...
What Your Practice Needs To Know About The New Facebook Update

What Your Practice Needs To Know About The New Facebook Update

At the end of April Facebook rolled out yet another algorithm update. In general the changes put less focus on how friends are engaging on Facebook in favor of content that the user has shown an interest in. Some marketing experts feel this could possibly win back some of the organic reach lost after Facebook’s last update – if you do your Facebook marketing right, that is. Here are updates that Facebook has made and how they can change the way users experience Facebook: 1. Now able to see multiple posts from the same source: Facebook has relaxed their rules that previously prevented this from happening, now allowing more content from one page or friend to get through to the News Feed. 2. Posts such as photos, videos, and status updates from friends and pages that you care about (meaning you visit their pages and interact with them regularly) will be pushed up into the News Feed. 3. Posts about friends liking or commenting on a page’s content will be given less importance and pushed down the News Feed. When it comes down to it, these changes mean that users are more likely to see content they care about directly from friends and the pages they have liked and interact...
Five Good Reasons Why You Must Be Advertising On Facebook

Five Good Reasons Why You Must Be Advertising On Facebook

Here are five good reasons why you must be advertising on Facebook. 1 –1$ A Day Still Gets Results The minimum spend on Facebook advertising is only $1 a day. With this small budget, you can reach thousands of people that meet your specific criteria. With AdWords, you would be lucky to get two clicks a day. You also have multiple bid types available. Cost per Thousand (CPM) Cost per click (CPC) Optimized cost per Thousand (oCPM) oCPM is when Facebook shows your ad to people that FB believe are most likely to take action. Cost per action (CPA) Choose the right option that best fits your needs. 2 – The Targeting Options For Facebook Ads Are Impressive Unlike AdWords, Facebook ads are targeted to the users’ demographic and interests, not what they’re searching for. Because of this, the refinement available to you, when you set up the audience targeting for your ads, is impressive. With so many targeting options and combinations available, you can ensure that your budget is only spent on the most relevant audience. 3 – Facebook Has A Massive Audience, Including Your Customers Facebook claims to have 1.28 billion active users with over 800 million users active daily. You can...
4 Steps to Creating a Successful Video/Photo Shoot  [Part 3]

4 Steps to Creating a Successful Video/Photo Shoot [Part 3]

Want to make sure your Practice looks its best on camera? Well, you should want to, because as we mentioned in our last two digital tips, photos and video marketing are going to attract a lot of attention to your Practice, so you want to “dress to impress” so to say. Looking your best means more than just sharp dress of course. There are a lot of details that should go into making sure everything about your appearance on your video and photos looks professional, from the people to the background to the sound quality. Here is a basic checklist for how and what to prepare for your video or photo shoot: 1) Clean the office/area of the shoot. Make sure the area is clean and clutter free. Check for and remove anything that may be distracting. Ensure there are no personal items you don’t want to be seen. Remove anything with confidentiality status. 2) Prepare attire for team members and doctors. Solid color clothing is best, stay away from busy printed tops and bold stripes or exceptionally bright reds or yellows. If your team has a uniform, make sure everyone is wearing it. If they don’t, consider asking everyone to wear the same color scheme. Make sure clothing is clean and...
How to Get Started With Your Practice Video Marketing [Part 2]

How to Get Started With Your Practice Video Marketing [Part 2]

In digital tip #45, I explained why it’s time to start using video to promote your Practice. Effectively employing video to enhance your practice marketing requires strategy and planning. While there is no limit to the number of or possibilities for the videos you can create, you want to approach each one with a professional and organized method. First you need to decide what you want your video to accomplish. Here are some questions to answer to get you moving in the right direction:   Is there a specific type of patient you are targeting in your community? Is there a specialty, a procedure or service you are looking to promote? Are there particular frame styles, products or equipment you would like feature? Is there something unique about your own expertise or staff member skill set that you need to be able to communicate on video? What areas of your Practice and which staff members do you want to be sure to include in the footage? Once you have answered those questions and have a better idea of the strategy you want to take with your marketing video you can decide what you want your video to be about. While some ODs like to start with an introduction to the office, others...
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....
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...
5 Challenges Facing Small Business Owners Today

5 Challenges Facing Small Business Owners Today

There are many challenges facing small business owners today. The key to survival is findings ways to turn those challenges in opportunities. As Winston Churchill once said, “A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.” Let’s LOOK™ at a few of ways of turning some common difficulties into opportunities. 1. Owner dependence. Not allowing your employees to take some of the responsibilities can lead to unpaid bills (if out of town), product not ordered, patients unseen. Now, it may be hard for some of you to let go while a new person learns the ropes but handing off some of these responsibilities will make your employees feel more invested in your business & more importantly free up some time for you. 2. Lack of knowledge/ skills. Graduating from medical school made your knowledgeable about eyes but what about the other parts of your business. Be sure to educate yourself in areas such as your demographic, your competitors, and current trends, advertising & marketing techniques. Networking, reading relevant books and websites like, blog.cevision.com, can help you to do proper research. 3. The “If it ain’t...
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...
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