Marketing for Eye Doctors
Improve Your Online Eye Care Marketing
Our review of local search results showed some pretty dismal results. We looked in depth at 40 typical Optometry practices. It turns out that:
- 33% did not have a website.
- Of those with sites, 45% lacked any social networking links.
- Among those with at least a Facebook Page, 68% were not actively using it.
While many of you rank well for the keyword “Optometrist” when searched in Google Maps from your community, there plainly is opportunity for improvement.
Building your online presence is a lot like building a house. You want it to hold up so use bricks. We build your marketing one brick at a time starting with a good foundation. Start by figuring out your target market.
Building Your Marketing Foundation
Make It Easy for Your Local People To Find You Online.
Here are the first steps a local business like yours needs to take in order to get “Localized.” It starts with getting found in the Top 7 Google local maps list. And its important that you can be found by mobile phone users.
- Website built with “mobile friendly coding” so it is easy to use on a mobile device
- Optimized to respond to the top local eye care related keyword searches
- A review building, reputation monitoring program so people trust you
- Consistent directory and search engine listings that support your Google rankings
- An active Google+ Business Page in addition to your Local Page.
So before we go too far, let’s make it easy for them to find you using search engines.
Brick #1 Localize: Getting On Page One
Step 1. Properly Optimize (SEO) Your Website
Every page should correspond to a single search term (keyword) that you want to be found by consumers. We can help you since we know the right keywords to use and how to construct the search engine optimization page by page. If you don’t have a website, we can build you a mobile friendly one quickly and surprisingly priced.
Step 2. Mobilize and Get Results
Everyday your search results are declining just as Google’s ad revenues are. Why? Because almost half of all searches are now done on mobile devices including tablets and smartphones. Your beautiful website with its popups, intense graphics and small buttons is a zero on mobile.If you have a legacy site, we suggest creating a separate mobile version. If you have a WordPress site, we can revise it and code it properly complete with “Click to Call” and “Find Us” buttons.
Step 3. Dominate Your Local Maps
It doesn’t matter whether you call it Local, Places or Maps. Those first page placements are golden and recent Google algorithm changes (“Penguin”)have made local results more specific. How many of the major eye care keywords are you getting ranked for in Google Local results? As long as you are revising your website, make sure it covers the basic major keywords.
Step 4. Build Massive Positive Reviews
As you start rebuilding your website and improving your Local placements, initiate a positive review program. People read these reviews and a 5 star practice with 50 reviews is going to get a lot of new business. Set a goal of 50 positive reviews. Learn how to respond constructively to any negative reviews.
Step 5. Promote Consistently on Google Plus Business Page
When it comes to getting found on Google, you must have an active Google Plus Business Page. This is different than your Google Local Page and your Google Plus personal account. We specialize in promoting on Google Plus Business Pages to drive search traffic to your website.
Brick #2 Socialize: Your Social Foundation
Social networking adds a new layer of bricks to your practice brand building. It connects you with your patients and from them to their friends. We expand your current social marketing and keep your brand consistent across all social media networks.Getting endorsed on a social network is the best of the best. It means you have created a “brand fan” who tells everyone how great you are thus generating referral patients. We work to help you gain more online referrals.
Is Facebook Delivering Patients? What About Google+ and Twitter?
Social networking does require a commitment of time on your part for it to be properly executed. Helping you with that are management services, including ours, that can handle the job. There are also social networking management tools that make the job a bit easier. It is still all about your becoming more accessible and personal with your patients.
Starting Your Eye Care Social Networking
Facebook is the primary social network for building relationships for Optometrists. We strongly recommend starting with Facebook and getting very good at it. If you are a novice to all of this, please read our e-book “Social Networking Primer for Professionals” available on Amazon. Take a look at services offered by our friends at SocializeLA.
Starting Your Facebook Page
First build a Facebook Page that reflects your brand image as found on your website. A Page has numerous Tabs similar to pages in a website. Make sure there are tabs for your major services. You can hire us to build your Facebook Page and do the posts for you until you are ready to take over the activity.
Build Your Google+ Account
We highly recommend building your Google+ account. It is an excellent tool for communicating messages to your patients. Its easy to manage and not cluttered with advertising. You need your Google Local map plus a Google Business Page. All of this is managed from your Google+ personal account.
Google + uses Circles. You determine what each Circle is for such as Eyeglasses or Vision Therapy etc. Then you assign patients to the Circles that are pertinent to them. They then can receive your patient service messages via an email from G+. There is also a very strong Google Search Engine impact. Posts can help your website traffic but they also may appear as entries in Google Searches.
Brick #3 Advertize: Expanding Your Market
We believe in advertising. Well planned, budgeted with measurements in place can rapidly grow your practice. You can now launch your online advertising campaign. You should see better and more measurable results from existing advertising.Having a strong localized web presence and social network gives you the online spider web to capture new people. This is why we recommend starting with Localize and Socialize. You get more bang for your advertising buck!
Online advertising is more targeted marketing than direct mail or email. Its not like dropping money on a print magazine ad. You are in total control of your ad campaign. You can test and measure a/b results, adjust your budget and improve the content.
Facebook Targeted Advertising
Facebook Ads can be targeted to the exact audience you want. You can advertise in a zip code, a city, state or nationwide. Married or Single, Men or Women, and on. You can select their interests and activities. You can specify organizations or interests.Facebook Ads are the direct marketer’s dream. And that’s why we use them and teach our clients how. We can test and measure ads for your practice. You can take advantage of our knowledge marketing other practices.Facebook Ads are a nice complement to your Facebook Social Networking.
Google Adword Advertising
Google Adword campaigns are can be highly effective. We recommend them for specific promotions such as a special price on a brand of sunglasses. A landing page with that promotion on it is important. We can set up your campaign and show you how to manage it or do the whole thing for you. Just contact us and let us know.
“Results are Us”
Its all about getting results. Online advertising results are measurable and quantifiable. We work with select practices to improve their online web marketing programs including website improvements,search marketing, and social networking. We are reasonably priced and know the business.
When you are ready to get results, give us a call at 727 204-0035.