Business & Practice Management

Update Your Google My Business Page, Turn Down the POP and More Manager’s Tasks for August and September

And take a look at empathy training – the benefits are said to be profound.

Published

4 weeks ago

August 22, 2024

INVISION Staff INVISION July-August 2024

Update Your Google My Business Page, Turn Down the POP and More Manager’s Tasks for August and September

Aug. 4-10

MARKETING The summer selling season has started to lose momentum. Evaluate your sunwear lines and plan an end-of-season sale. Staff should continue discussing the benefits of prescription sunwear with patients, though.

Aug. 11-17

ONLINE MARKETING The average well-maintained Google My Business listing gets five times more views than commercial listings that haven’t been claimed by their owners. If your store falls into the latter, get busy ensuring all your information (address, hours, map pin, reviews, photos) is accurate. And look out for a recently added function that allows you to see the total number of views for your listing, broken down to see how many are coming from Google Search vs. Maps.

Aug. 18-24

INVENTORY Need to clear space for new stock ahead of Vision Expo West (Sep. 18-21)? Consider a “Top to Bottom” sale. Your “top” piece might be 10% off, while your “bottom” item (the oldest piece you just haven’t been able to sell) might be 70% off.

Aug. 25-31

MANAGEMENT Investigate providing empathy training for your staff. The promise is better communication with patients and customers and a more positive workplace culture.

INVENTORY Start a log for staff to list items that customers ask for but you don’t carry or weren’t in stock. Review with staff weekly and decide if you should stock these items.

Sep. 1-7

MANAGEMENT Spend time reviewing the local market. What are the strengths and weaknesses of other ECPs and is there potential for collaboration and cross referrals in areas you’re weak or strong in?

Sep. 8-14

MERCHANDISING POP has its place but too much of the stuff, especially in your exam area, can take the focus off your commitment to vision care. Consider removing some and see what images need to be updated. They all fade into the background after a while.

Sep. 15-21

MARKETING Social media may seem casual and off-the-cuff, but to be effective, it needs to be well thought out and planned. Schedule key events like Facebook contests, holiday promotions (“Stocking Stuffer Ideas”) and year-end priorities (“10 ways to use your flex-dollars.”) Mix it up and remember to include visuals.

Sep. 22-28

MARKETING Scrutinize your inventory for frames that could potentially be featured in local magazine “Christmas Wish Lists” come December.

MARKETING Launch “Project Tell-a-Friend.” Encourage your best customers to tell their best friends about your business.

INVISION Staff

Since launching in 2014, INVISION has won 31 international journalism awards for its publication and website, including the prestigious Neal Award for Best Single Issue in 2019. In 2024, the publication celebrates its 10th anniversary of serving eyecare professionals. Contact INVISION's editors at editor@invisionmag.com.