WHAT’S THERE TO say about 2020 that hasn’t been said? Changes have come to every industry, and many have had to “batten down the hatches” on their spending to keep afloat.
But 2021 is a new year, which means new opportunities to reach and expand your patient base. And it’s all thanks to these wonderful marketing trends you can start taking advantage of right now.
How you can pivot your marketing strategy to fit a post-pandemic world? The answers are actually simpler than you might think.
Social Media Marketplace
If you haven’t already taken a look at what social media marketplaces can do for you, it’s time to start. COVID-19 has shown the world what patients can do from the comfort of their own home.
According to Hubspot, 71 percent of potential buyers are more likely to purchase a product if a social media platform refers them. This is your opportunity to take advantage of the marketplaces on Facebook, Instagram and Pinterest to start selling your products. Think frames, suns, accessories and dry eye products.
Many optometrists have already adopted an e-commerce platform, but expanding your sales to social media markets will yield greater results than selling just from your website, even if it’s just utilizing the platforms to drive to your e-store to complete the final purchase.
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Voice Searches
If there is any evidence that the world is becoming more fast-paced than ever (and there’s a lot), it’s the rise of voice searches. As more people start using smart speakers and watches, catering your content to voice searches is becoming key for ranking higher on Google.
How can you do this? Google prioritizes short, conversational content that gets right to answering your client’s questions with very little, if any, fluff. Structure your service pages or FAQ page and blogs to answer questions your audience might actually ask during their search, like “What are the benefits of laser eye surgery?” or “Which frames are right for my head shape?” The more conversational your content sounds, the more likely you’ll rank higher on Google.
Go Live!
Creating content isn’t just about providing blogs or vlogs on topics that interest you; it’s about answering questions your patients have during the buying process and making that content seem like it’s specifically tailored to them and their needs.
One of the fastest-growing content trends has come in the form of live streaming. In fact, 80 percent of digital device users now prefer watching live streams to reading a blog.
Streaming on Facebook, Instagram, and even LinkedIn will give your patients an opportunity to ask questions and get authentic footage of you and your practice. What could you live stream? How about a contact lens fitting or training? Or choosing eyewear for a new patient? Think what might interest a prospective patient.
Interactive Content
If you’re not comfortable getting in front of a camera, that’s okay! There are still many things to engage your patients, and one of them is creating high-quality interactive content.
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Interactive content is any quiz, game, poll, or contest you create that adds value to your user experience. Use quizzes and games, like dry eye quizzes, to help your audience educate themselves on your services before they make a purchase. You can even automate a specific response and call to action from a quiz.
Contests, especially social media contests, are also an opportunity to develop loyalty among your patients while also reaching potential new patients. Post-sharing contests are a great example of easy and effective ways of doing this.
During one of these contests, your patients share your post to enter the contest, and you pick a winner from those who shared. With that, you earn your winner’s loyalty while also spreading your message with the help of your patients.
By taking charge of your marketing and embracing these changes, you’ll be set to start the new year off on the right foot.
