Social Success
Coming up with innovative ways to get eyes on your eyecare business is no easy feat.
New social media marketing tactics crop up daily, only to disappear before you finish with your last patient. For many ECPs, the mere thought of lip-synching, dancing, or even putting themselves in front of the camera is enough to elicit extreme anxiety.
The good news is that trying out the latest social media trend isn’t the only way to be seen.
Focusing on what’s authentic for your business branding and the skills and products you offer is the most meaningful way to make your marketing plan memorable. Let’s look at actionable ways to pair inventive marketing ideas with inspiration and tips from ECPs who have found a confident approach.
Define What Makes You Different
In an endless scroll of social media content, it can become instantly apparent what trend du jour is gaining traction. While using trending audio or following a template is a great way to have social platforms push your content to more viewers, if you’re not thoughtful, the participation can seem insincere. Adhering authentically to your business brand ensures your marketing content is not just a flash in the pan or a post that makes you cringe weeks later.
→ Social Cue: Make a list of what makes your business special. Think of the business mission statement, even characteristics of the community and physical space. Keeping the list visible when coming up with social media content ideas or execution can ensure you are staging on-brand.
“I keep centering our communication on what’s happening in our store as a means of communicating what we are about, because ultimately it is an extension of that authenticity experienced in person when visiting us in store,” says Anna Niemczewski, owner of Chinook Optical in Calgary, Alberta. “My use of Instagram is an extension of the store in terms of communication but it’s always centered in authenticity and realness in that it’s me on the other end.”
Let Products Take Center Stage
Camera shy? You don’t have to be dancing in front of the camera or lip-synching the latest trending audio to be active on social media. There is a spectrum of content. Using the products you sell as the stars is a great social marketing asset and one of the easiest ways to prompt people to come through your doors to make a purchase.
Create an eyewear “stage” or display where you consistently take pictures of new styles or completed eyewear with lenses, playing into the exposure effect. This refers to the way people have a more favorable view of things that they have had repeated exposure to. Although the eyewear will change, the consistent exposure to your signature, branded backdrop will prompt viewers to stop scrolling and take a closer look.
→ Social Cue: To set up the perfect “stage” for the eyewear, use a clean, clutter-free space. Try using a tray, tile, or piece of gift wrap or wallpaper to let the product shine. Use your business’s color palette and logo or watermark and minimal props such as product cases or accessories to showcase the eyewear brands you carry.
“We use a lightbox and iPhone to create a clean image of in-house frames with a substantial amount of negative space in the images,” says Evie Lawson, OD, of Eyes on You Seattle. “These images are great for cleaning up the visuals on our social media channels and also used in design for our marketing signage. The clean, bright look speaks for itself and is consistent with how our printed marketing materials are laid out.”
Pass the Baton
There is likely someone or a couple of somebodies in the practice who are ready for their close-up. Let the team get involved, while avoiding being too forceful to anyone adverse to participation. If there isn’t anyone in house, explore people in your area who offer social media marketing services. When considering cost, it is important to look at the cost of your and your team’s time and the cost of not being active online.
→ Social Cue: If you have someone in house with content creation skills, devote specific time in their schedule and define deliverables to be accomplished within the time frame. Otherwise, this “role” can become polarizing and other responsibilities may fall by the wayside. Compare costs and expertise to weigh the benefits of having someone come in once a week or once a month for a couple of hours to capture and create content for your business.
“Our marketing staff person, known as our ‘buzz ambassador,’ is in the office about once a week,” says Dr. Lawson. “If clients are picking up eyewear, she will explain to them who she is, and then make the ask for an appearance on our social media, also followed up with getting their social handles so we can tag and involve them in the marketing conversation.”
Start by Speaking
If being in front of the camera instantly elicits a cold sweat, start by creating voice-only content. Speaking over the video is a great way to begin getting more comfortable creating marketing videos. Film content from a specific point of view; pair slides, infographics, or product demos with your voice narration. A great next step is to film short clips of you doing a particular task in the exam room or optical and adding voice-over after the fact. Voila, you’re on camera!
→ Social Cue: Smart glasses are a great way to eliminate a level of camera shyness by taking an additional device out of the equation and capturing content directly via eyewear. You can also capture authentic live client interactions (just make sure you ask their permission first).
