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Maddie Langston | 9/1/2016
OPTOMETRY MARKETING: WHAT ARE THE RIGHT SOCIAL MEDIA PLATFORMS?

Social Media

The very phrase can cause irritation, anxiety and bewilderment in the minds of owners who understand that they should somehow be participating in the conversations across the various social media platforms – but which ones are the best for optometry practice marketing and building my brand? There are so many to consider: Facebook, Twitter, Instagram, Google Plus, Snapchat, Pinterest, and dozens more. There is no “one size fits all” approach to social media marketing for independent optometric practices, because each one has its own culture and target market(s); however, some general rules do apply to just about all businesses.

SOCIAL MEDIA PLATFORMS FOR OPTOMETRY PRACTICE MARKETING

Facebook: Love it or hate it, Facebook usage spans the demographics from older Millennials to Baby Boomers, so your optometry practice should have a voice in the biggest conversation on the internet. Facebook is all about developing rapport with your patients by posting practice photos and videos, promoting events, rewarding loyalty and interacting with them.

Twitter: Twitter is terse, witty, and meant to engage others in a conversation on a global scale. It requires strategic use of hashtags to drive these conversations, and its main language is news and information. Some optometry practices may make good use of it, particularly those hoping to acquire younger millennials and college students, but if you don’t have time to manage it, Twitter is one platform you can safely exclude from your optometry practice marketing.

Instagram: If you carry brands you’re proud of which are recognized by most consumers, Instagram is a nice platform where you can feature those brands. Comprised of pictures and now “stories”, Instagram is a highly visual platform also driven by strategic use of hashtags. Instagram is a great addition to your optometry social media marketing to increase brand awareness and local accessibility (oh – I can get Ray Bans at Dr. Smith’s in town!). Consider incorporating Instagram once your Facebook profile is off to the races.

LinkedIn: I include LinkedIn for those of you interested in marketing your optometry practice to Human Resources of major employers within your community, because LinkedIn is a “Business to Business” marketing tool. You’d create a LinkedIn profile, which is your professional bio and summary, and build a list of professional contacts. You can send mail through LinkedIn to other professionals like Human Resources Directors and inform them of benefits you offer their employees – for instance, which vision plans you work with, how you can help their employees alleviate digital fatigue, and your proximity to their location offering convenience for employees.

Google Plus: Google Plus is one element of the Google My Business dashboard, and you’ll receive one automatically after you claim your Google My Business listing. You can add some pictures of your optometry practice – the exterior and the interior – and some basic content for brand new patients googling “eye doctor” in your town. Keep in mind – often the Google My Business listing appears even before your primary website in a search, so this is often the first impression a brand new patient has of your practice. Don’t skip it. If you’d like to talk about how to best use social media platforms for optometry practice marketing, or to increase your strategic advantage in greater detail, please consider speaking with me – we will work together to broadcast your brand and become more visible online!

 

Maddie Langston
Associate Director, Marketing Services
Maddie Langston brings extensive experience in marketing and sales administration and has developed strategies and platforms to drive sales for organizations in the fitness and business services industries. Most recently, Maddie developed marketing programs for a national network of independently owned auto repair service centers. This is where she developed her passion for partnering with small business owners to help them compete with franchises and big box retail chains. Maddie earned a Bachelor of Arts degree from Liberty University. She is excited to be a part of the IDOC team, and to help you utilize marketing to brand your practice, retain patients, and drive new patients to you.
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