No matter how you feel about it, social media is a must-have for any optometrist trying to grow their business. Social media has been playing an increasingly important role in business promotion in recent years, including for medical practices.
Social media allows you to target people in your area and build an audience of engaged clients. It can help you to build trust, define your identity, and show off your patient and doctor successes. Not sure how to get started? Here are some of our favourite tips.
Establish a strong brand identity
Before you can get started promoting yourself on social media, you need to establish a strong brand identity. This will make your messaging on social media clearer and simpler to execute. Use your brand to guide your content calendar and create posts that are aligned with your business. How do you situate yourself in the market? Are you fun and approachable? Professional? Kid-friendly? Make this clear in your online presence.
By staying true to your brand, you will stick out as a unique and exciting market option. You’ll be able to get and keep the customers who most align with your brand and will enjoy your services. Your brand should be apparent in every aspect of your social media including images, captions, colours, and more.
Share valuable content
Social media is fun, but that doesn’t mean it shouldn’t be valuable and educational. When sharing content, think of things that could be beneficial to your patients and further their understanding of vision care.
Educational content shows that you value your patients and their eye health goals. Share ways that they can keep their contacts clean, protect their eyes from the sun, and deal with irritated eyes, for example. On more professional sites like LinkedIn, you could share information about recent optometric breakthroughs. Vision care posts help you to establish yourself as an expert in your field and a go-to source for optometry information.
Engage with your audience
Once you’ve been posting on socials for a while, you will begin to get comments and messages. It’s important that you don’t ignore these. Engaging with your audience will not only boost you in social media rankings but it will also show patients and prospective clients that you care. Like and reply to Facebook, Instagram, and LinkedIn comments. Reply promptly to messages, especially ones that are enquiring about service, hours, and bookings.
You can use common comments to establish your upcoming content calendars. If you are regularly getting the same comment or question, you should dedicate a post or several posts to the topic you see people enquire about.
If you are struggling to get comments, ask questions in your posts. People love to share their thoughts and opinions. Giving them clear and concise questions will help to promote engagement.
Show appreciation for your patients
Your patients make your practice. It’s important that you show appreciation for them on social media. This will show your existing patients that you care, and show prospective patients that your practice values patient experience.
You could run patient appreciation campaigns on social media. Offer discounts, gifts, or fun bonuses for patients who follow you on social media. With permission, you could share patient success stories to show how your practice has helped patients with unique optometry needs and concerns.
Use targeted ads
Targeted ads are available on most social media websites. They are especially popular on platforms like Facebook and Instagram. Using targeted ads allows you to better find and engage with people of your ideal demographic. This allows you to target a certain region or specific age group, for example.
Monitor and analyze the performance
Just because you have implemented these strategies doesn’t mean the work is done. It is critical that you monitor the success of your various social media campaigns. By doing this, you will be able to focus on what has been most successful for you. Identify your best campaigns and platforms. By monitoring this, you’ll be able to gain valuable insights and focus on the strategies that work best for you.
Promoting your optometry practice on social media can be intimidating, but with the right strategy and planning, it’s an excellent way to gain new clients and improve patient retention. If you aren’t sure where to begin, an agency with optometric marketing expertise can help you plan your social media strategy. From images, captions, posts, calendars, and tracking, they will be able to provide you with the best tools to make your account stand out from the rest.