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Use Digital Marketing to Target Glasses and Contacts Wearers in Your Area

A member of Facebook’s Small Business Council shares 4 key ways.

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IN SOME WAYS, IT’S a great time to be an optometrist. In 2017 alone, the average income for an OD increased by about 4 percent. That said, no independent eyecare professionals should turn a blind eye to the technological advances that make it easier than ever to reach customers.

While optometry offices are far from obsolete, online upstarts like Warby Parker and Felix Gray have gained traction. Optometrists are working to combat this shift. One survey found that 57 percent of ECPs have offered more frequent discounts to appeal to customers.

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Thankfully, you don’t have to cut your way to profitability; instead, use digital marketing to target people in your area who already have glasses or contacts.

See Eye to Eye With Clients. The advent of social media targeting has leveled the playing field in countless industries. Optometry is no exception. ODs can use digital tools to target customers with precision.

While the medium is important, the people you’re targeting are even more critical. Whether you’re filtering by city, county or zip code, try to stay as local as possible. Once you’ve identified your target audience, it’s time to take your marketing efforts to the next level.

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Set up your facebook pixel. About 171.4 million Americans use Facebook at least once per month. Many of those people use it to hunt for medical information for themselves or their kids. This is where the Facebook pixel — code you place on your website that uses cookies to track how users interact with your Facebook ads — proves its power. Use a pixel to retarget individuals further down your sales funnel, gathering information that makes it possible to contact people who are interested in your services.

Limit your distinct audiences. Set a dollar amount (it could be $100 or $1,000 per month) for your sponsored social posts, and then stick to that rate regardless of how many distinct audiences you target. At most, you should target three audiences; targeting too many people is as bad as targeting no one.

Amplify your reach. For more chances to convert, you need more eyes on your posts. Promoted Tweets or Facebook Ads can help you reach a larger audience, but you don’t necessarily need to pay for followers. This can be as simple as a call to action at the end of your posts asking readers to share on their profiles.

Make your creative pop. Twitter’s Video Website Card is changing the way brands advertise on the social platform. Pairing autoplay video with a company’s website link, it allows advertisers to create ads that pop. Ads using the tool received twice as many click-throughs as traditional mobile video ads.
Optometry, like most medical fields, isn’t leading the charge of digital marketing. But that doesn’t mean your office should fall behind. Social media marketing isn’t easy, but these suggestions can help you get started.

Bud Torcom is CEO and co-founder of Mazama Media, a digital marketing agency focused on creating social media content for small businesses. Part of the Facebook Small Business Council, Bud is also a member of the Forbes Agency Council. Connect with Bud on linkedin.com/in/budtorcom.

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Know Your Niche

Otherwise you may end up compromising.

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Know your niche as a retailer and stay true to that niche. Don’t try to meet everyone’s needs – if you try you will compromise somewhere else. – Carter Johnston, OD, Physicians Optical Luxury Eyewear, Oklahoma City, OK

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The Best Call to Actions to Convert Visitors to Patients

CTAs are probably the most important part of your marketing or campaign strategy.

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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 in your door? The answer is: a CTA or call to action.

A good CTA will keep your 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, or getting more information about a promotion. It can (and should) be used in basically any form of marketing from your website, to a landing page, to a Facebook promotion, email or even a radio ad.

Each element of your marketing is designed for one ultimate purpose — to bring in appointments and optical sales — and 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 drop off rates.

So, what makes a good CTA? A good call to action makes it very 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 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, 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? We recommend a CTA attached to an embedded online scheduler when possible that allows patients to instantly see your availability and book an appointment.

Now there’s one catch… there is such a thing as too many CTAs on a page. You don’t want to overdo it. Think top, bottom, and once in the middle is ‘enough’, they’re easily accessible and they get the job done.
The next time you’re working on your website or scheduling a promotion, stop and think about your CTAs. They are probably the most important part of your marketing or campaign strategy.

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Danielle Richardson

Feel Like Your Wellness Routine Could Be Missing Something? It’s Probably Sleep

We spend nearly a third of our life sleeping which makes getting quality sleep as essential as a healthy diet and regular exercise.

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WHEN YOU THINK OF your health and wellness, how often do you think of sleep? Chances are not often — but you should. Sleep is the newest frontier in wellness as public health consciousness continues to increase and we move to a more holistic idea of health. We spend nearly 1/3 of our life sleeping which makes getting quality sleep as essential as a healthy diet and regular exercise.

The National Sleep Foundation defines quality sleep as occurring when you’re asleep within 30 minutes of laying down, wake no more than once, and sleep for at least 85 percent of the night. Unfortunately, quality sleep is an uncommon occurrence as the CDC reports a third of American adults experience poor or inadequate sleep on a regular basis. An estimated 50 to 70 million Americans suffer from sleep-related problems or disorders, such as sleep apnea, insomnia, narcolepsy, or restless leg syndrome. As a country, we need to get some rest!

Sleep deprivation increases the risk for high blood pressure, heart disease, and triples the risk for type 2 diabetes according to Johns Hopkins sleep researcher Patrick Finan, PhD. Those not getting adequate sleep suffer from a weakened immune system, irregular metabolism, and obesity secondary to increased levels of the hunger hormone ghrelin. Not limited to just the physical body, sleep deprivation can also manifest as cognitive impairment and/or mental health changes including depression, irritability, anxiety, forgetfulness, and brain fog. Poor quality sleep is far less recuperative, which causes us to not feel rested when do we wake up.

Sleep depends on a number of factors, our body’s internal regulating system is chief among them. Our Circadian Rhythm functions as the body’s biological clock and regulates the experience of alertness vs. sleepiness. This rhythm is sensitive to fluctuations in hormone levels, particularly cortisol and melatonin. Cortisol peaks in the morning allowing us to be alert and focused throughout the day. The secretion of melatonin — which helps us sleep — is highest at night.

These days, our minds are moving a mile a minute and we’re constantly on light-producing digital devices even though increased high-energy blue light exposure from devices decreases melatonin production and causes insomnia or sleeplessness. The disrupting culprits aren’t limited to devices though; increased stress, irregular work schedules, frequent jet lag, and sleep disorders can also disrupt our cycles.

The CDC recommends 7-9 hours of quality sleep for adults and more for teens and children. Here are some easy ways you can get better sleep tonight:

Build Consistency. It’s important to wake and head to bed around the same time each day — even on the weekends.

Use Sleep Monitoring Technology. Smartphones and wearable tech devices can help monitor the duration and quality of your sleep through downloadable applications and Bluetooth technology.

Sleep Habits. Limit screen time and diminish light sources in the bedroom. Additionally, use the automatic setting on your phone to warm the screen at night.

Bonus — Zen Out! Use essential oils or pillow sprays in scents like lavender as aromatherapy to help you sleep. Also consider meditation, light music, or other soothing sounds as a relaxing way to send yourself to bed.

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