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Instagram Secrets Revealed! Optical Women Tell All

Important lessons learned at Vision Expo East.

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THIS YEAR at Vision Expo East, I had the pleasure of hosting a pop up talk I created, “Instagram Secrets Revealed,” featuring some of the most influential women on social media in our field. The pop up was about how to improve your Instagram skills to build your business. With a combined following of 100k, each had unique insight on what works best in what can be the overwhelming world of Instagram. 

The pop up was the most attended in Expo history and not only were people engaging at the show, but hundreds were following online and commenting. Below are the key points presented by each of the panelists to help other accounts gain exposure, connect with followers, and build their brand:

Scroll-Stopping Photos

With over 50k followers on@thesweetlifeoflina, Dr. Lina Cawog knows a thing or two about creating a successful account. She let attendees know that to get attention on Instagram, one should have beautiful photos. To create photographs that stand out from the crowd, Dr. Cawog suggests natural light and ditching the flash. This creates brighter backgrounds and allows the subject to stand out. Try taking photos outside or by a window effect.

#Hashtag This

Growing your Instagram following when you’re new can be tough, but optician Autianna Wilson, @goddessofoptix, knows the secret: using relevant hashtags to find those with common interests. Just one hashtag can boost engagement by 12 percent. Some of her favorites: #glasses, #opticianlife, #eyewearfashion. Instagram allows up to 30 and you can store them in your Notes app.

Keep Moving Forward

Peggy Gartin is the talent behind the U.S. social media accounts for @zeissvision. She has tried many tactics to build the brand. Some of these worked, others fell flat. Her advice is to not give up. When building your brand online remember to be true to the brand and don’t use photographs that are not yours. If you do, credit the source to protect yourself. She learned this lesson early and has grown, creating content that is 100 percent Zeiss owned.

Simplify

Managing an Instagram account can be time consuming, but Dr. Jackie Garlich from @2020glance has some tricks up her sleeve. She’s discovered the app Later, a free tool to help you curate posts in advance, and with a few clicks your new post is live. Creating your content ahead of time allows you to see how your feed will look aesthetically, as well as making sure you have something to post that day. Other Apps include HooteSuite and Iconosquare.

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Dr. Arian Fartash is a working optometrist in California. In addition to providing eyecare to her patients, she bonds with a broader audience on her Instagram, @glamoptometrist. She also helps other doctors around the country connect with existing and future patients through her social media management company www.glamoptometry.com.

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Editor's Note

Such is Life, It Slows Down for No One

Luckily we provide a few hacks to make managing your business a little easier. We can all use all the help we can get.

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DOES ANYONE ELSE feel like they were woefully unprepared for this year? We’re three months in and I still don’t feel like I’ve caught up.

The new year comes around the same time every year … We know it’s on its way … It never just jumps out of nowhere to surprise us and yet, everyone seems to be scrambling to get where they should be by this time of year.

It makes me wonder if we’ve become so accustomed to instant gratification — Amazon Prime Now, news as it happens, binging an entire season of a show in one sitting, gel manicures — that planning for things in the not-so-distant future has taken a hit.

If you’re looking for some shortcuts to get back up to speed and even ahead of the game, check out our VEE Buying Guide starting on page 40. We’ve cut through all the noise for the most exciting products you should be seeking out. Our usual product features, starting on page 19, are pretty spectacular too. All in all, there are nearly 100 products in this issue for you to digest. No need to frantically lap the show floor trying to ferret it all out. We’ve taken the work out of it for you.

It’s a good thing too, because there is nothing like business travel to throw a wrench in your routine. I’ve done a lot of travel in the first couple months of the year and while I love all the time I’ve gotten to spend with many of you on the road, it has definitely been a blow to my self care. Dr. Danielle Richardson to the rescue with her most recent column (page 74), with tips to tend to your wellness while traveling to Expo, or anywhere really.

As much as we all sometimes would like life to just slow down a little so we can catch our breath, that isn’t an option. Hopefully, this issue of INVISION (and every issue for that matter) provides you a few hacks to make managing your business a little easier. Lord knows, we can all use all the help we can get.

Best wishes for your business,

Dee Carroll

EDITOR-IN-CHIEF

dee@invisionmag.com

Five Smart Tips From This Issue

1. Demonstrating lens options can be difficult; luckily there are a slew of new apps to help. (Better Vision, page 34)
2. You and your staff should be in pictures. We’ve got some tips on how to make that happen. (Monthly Project, page 20)
3. Loyal customers are worth their weight in gold and you could be cashing in. (Special Feature, page 56)
4. The inexpensive way to build product excitement right as customers walk in the door. (Tip Sheet, page 66)
5. Amazon Eyewear? Could happen… Prepare youself. (Columns, page 72)

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Robert Bell

Don’t Just Ask Questions, Actually Listen to the Answers

Sounds simple, but many don’t do it when trying to sell eyewear.

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A LONG TIME AGO, I overheard a conversation between two people:

Person 1: “Ugh, I just wish there was a magic potion you could drink to lose weight!”

Person 2: “There is. It’s called water.”

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Makes me laugh, every time, because of its sheer simplicity. Anytime I put myself on a weight loss plan, drinking lots of water a day is on the regimen. Simple, right? Well, yes and no. The not so simple part is actually doing it. To drink all that water per day (… hold on, I gotta go refill my water bottle…) isn’t easy. It is, however, very doable.

Well, it’s the same thing with selling.

There isn’t a magic potion for selling (trust me, I’ve drunk a lot of red wine just to be sure) but there is a magic wand. Know what it is? Listening. I mean really listening! The best salespeople I ever meet, in any industry, are always, hands-down, the best listeners. Simple, right? Well, yes and no. The hard part is doing it. I’ll share with you how to make that easier.

One of the nicest compliments I’ve ever received was from one of my first clients, Dr. Robert Ratzlaff of RealEyes in Taos, NM. About a month after his EyeCoach training, he told me I had made him a better doctor. Hmm, strange I thought. I’m not a doctor nor did I attend optometry school.

“Doctor, how the hell did I do that?”

“By making me a better listener.”

“Ah, and how did I make you a better listener?”

“By teaching me to ask better questions. It forces me to listen to the answers.”

It forces me to listen to the answers.

If you’ve read my sales columns before, you know I’m all about the questions. The more questions, the better. The questions I ask have a “share with me” or a “tell me” element to them. Meaning, with each question I ask, I could have “Tell me” or “Share with me” as a preface. It implies we’re on the same team. It says, “Look, I’m not trying to persuade you, I’m trying to find out exactly how I can help you.”

“Tell me… when you’re reviewing your children’s homework, do you notice you’re moving the paper further away to read it?”

“Share with me… what’s happening with your eyes and vision when you’re at your daughter’s soccer games in the late afternoon? Just how harsh is that sun?”

“Tell me… how often is the baby grabbing the glasses off your face?”

“Share with me… how often are you rubbing your eyes and exactly what part of the day do you start to feel most fatigued?”

Wait for the answers. Don’t interrupt them, ever! When they’re done responding, ask another question until you have all the information you require to help them purchase all the eyewear they need.

I tend to nod my head up and down while they’re responding. Why? For me, it actually feels good and reminds me that I’m an active participant in this conversation. For them, it shows them I’m being an active listener and I care about what they’re talking about.

Listening. What a concept!

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Columns

A Few Simple Words Can Bring Tons of New Patients Through Your Door

A good CTA will keep your office phone ringing, fill up your appointment calendar and turn your website visitors into new patients.

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HERE’S A RIDDLE for you: What can be as simple as two words but is the key to bringing new patients through your door?

The answer: a call to action or CTA.

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A good CTA will keep your office phone ringing, fill up your appointment calendar and turn your website visitors into new patients. So what exactly is this magic little phrase, and what makes a good one?

What is a CTA?

A CTA is phrase that instructs or encourages a user to take a specific action, such as booking an appointment, signing up to a mailing list, calling the office, filling in a form or getting more information about a promotion. It can (and should) be used in basically any form of marketing, such as your website, a landing page, a Facebook promotion, an email or even a radio ad.

Each element of your marketing is designed for one ultimate purpose — to bring in appointments and optical sales. If you fail to include a CTA, you risk losing potential patients who may delay or not otherwise take the next step toward that goal. Making the call to your office or action easy and quick reduces lag time and dropoff rates.

What makes a good CTA?

A good call to action makes it clear what action you want visitors to take and gives them the tools they need to do so. The best CTAs address the what, when and why of taking the next step and usually have the following traits:

  • What: They use action verbs to direct conversion such as, “Call our office, Fill-out an appointment form, Book an appointment, Contact us, Visit our office etc…” The best CTAs are those that include the words that would follow the phrase, “I would like to …”
  • When: They use time-sensitive wording such as, “Today, Now, Don’t Delay etc.”
  • Why: They are often benefits-oriented, answering the question of why one should take the action. “Take care of your precious eyesight, Save time and money, etc.”
  • They stand out on the page using bright colors and bold text. They are clear and easy to spot, and they are most effective when placed in the header and/or at least above the fold. They should also show up prominently on both desktop and mobile devices. And in case you’re wondering, we’ve seen that circle buttons stand out more and work better than rectangles.
  • They are easy to use. Nowadays clickable buttons, especially on mobile-friendly sites, are the way to go. If your visitor can click a CTA button on your site and schedule an appointment or call your office directly, you’ve eliminated almost every obstacle. What could be easier? Our marketing experts recommend a CTA attached to an embedded online scheduler when possible, allowing patients to instantly see your availability and book an appointment.

Now here’s one catch: There is such a thing as too many CTAs on a page. You don’t want to overdo it. Top, bottom and once in the middle is “enough.” In that case, the CTAs are easily accessible get the job done. Anything more starts to turn off the visitor.

So the next time you are working on your website or scheduling a new promotion, stop and think about your CTAs. They are probably the most important part of your marketing or campaign strategy.

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