Dos and don’ts of online and social marketing

Your practice is part of a dynamic community, so keeping your services top-of-mind can be a challenge. Mobile phones have overtaken desktop computers as the primary device for web search and people are spending increasingly more time online, especially connected to social media.

Thus, marketing your practice has evolved to include all sorts of digital aspects, even for more traditional methods. Sending out recall letters or still running print and radio ads? Even loyal patients are likely to check out your website and do some comparative online searches now before responding.

Seek and you shall find

In the early days of Google, Yahoo and Internet Explorer, it was the wild west of advertising, occupied mainly by large corporations using the “spray and pray” approach, putting out as many ads as possible. Fast forward 20 years and there has been a massive shift to local search, especially given platforms such as Google My Business, designed to empower small business owners with tools such as Google Maps, Google Reviews and Google Ads, which can be targeted to your own database.

The physical aspects of your practice are now well represented online: Google and Facebook know your business location and create a listing for you automatically. This is taken a step further with health directory websites looking to play a role in guiding patients to healthcare providers.

You need to know what both new and existing patients experience when they come to visit your practice. Explore their patient journey online and the digital touchpoints they use to know what prompted them to visit and how you can better represent your practice online.

Tips and tricks for online search

Definitely dos

Ensure your online message is “click-worthy”. Online searches will result in clicks to your website homepage or specific content page. Ensure your message is clear, looks good and provides compelling reasons to visit your practice
Optimise your Google Maps listing. New patients often use location as a deciding factor, so ensure your images, keywords and address are up to date
Acquire some positive Google Reviews.

Definitely don’ts

When running ads on Google, avoid depleting your budget by using common, and therefore expensive, keywords. Use the Google keyword search tool instead to identify hot pockets of search activity related to brands you sell or a clinical service you provide

Don’t be tempted to generate your own online reviews by staff or family members. Google knows to look for irregular or disingenuous activity and will penalise you by dropping your Google search ranking

Every post has a purpose

Back in late 2005, Facebook rolled out across the globe and two years later, company pages were launched and businesses started to get to grips with this new media.

In 2018, it would be unusual for a business not to have a Facebook page. It serves the same purpose as your website: to represent your practice online, but with the added benefit of built-in traffic generating capabilities. Reaching patients with your message has become easier, because of the trust and transparency that comes with social media. Every post has a purpose, to engage and inspire your target audience.

Tips and tricks for social media marketing

Definitely dos

Be interesting to your target audience: know your audience and post accordingly
Create posts that are “boost-worthy”. For only a few dollars you can ensure your post is seen by a new audience, generating new patient prospects
Assign a dedicated person, even for a few hours per week, to measure and monitor
Post regularly using the “Goldilocks” rule: not too much, such that you’ll struggle to come up with new content, and not too little, with the minimum being once per month to keep an active online presence

Definitely don’ts

Don’t rely heavily on re-posted content. Facebook rewards you with greater reach when you post original content
Don’t worry about the possible downsides of comments or online reviews. The Facebook reviews module can be inactivated and all posts can be moderated. This puts you fully in control of your online reputation and allows you to capture the tremendous upside of social word-of-mouth
Don’t use your personal Facebook profile to represent your practice. Post and comment only with your practice page

Your digital advantage

The benefit of digital marketing and consumer online activity is that it leaves a digital footprint. You can measure if your methods are working and this allows you to focus on specific audiences and techniques generating the best response. As a business promoting eye health, the latest eye care and eyewear, this is a huge advantage for you. You’ve got a service that benefits nearly everyone in your local area, it’s just a matter of how to get your message out.

*About the author:

Robert Springer is the technical director of OptomEDGE, an optometry-focused marketing agency covering campaigns, printed and digital recalls, and patient communications. To get in touch and learn more, please call: +64 9 889 3179 or email [email protected]