In today’s market, having a strong online presence is a crucial part of your overall marketing strategy. However, traditional marketing methods still offer great value and can reach people in different ways. When you combine both, you create a powerful, multifaceted strategy to connect with more people in your community and grow your optometry practice.
A balanced approach helps you connect with potential clients both online and offline, which can support your practice’s growth. Good digital marketing for optometrists involves a thoughtful mix of new and old techniques that work together.
Bridge Your Print Materials & Digital Presence
Your printed materials—like flyers, business cards, and direct mail—are excellent tools to guide people to your online platforms. Think of them as a physical invitation to connect with your practice digitally. This strategy helps create a seamless experience for your clients.
Add QR Codes to Your Flyers & Mailers
A simple QR code on a postcard or in-office poster can instantly take someone to your practice website. You can use it to link directly to:
- Your appointment booking page
- A special offer or promotion
- Information about new eyewear collections
Feature Your Website & Social Media on All Print Materials
Make sure your website address and social media handles are clearly visible on business cards, brochures, and appointment reminders. This simple step makes it easy for people you meet in person to find you online later. Consistency across all materials builds your brand identity and recognition for your practice.
Use Local Ads & Geotargeted Digital Campaigns
Reaching your local community is key for any practice. You can pair traditional local advertising with location-based digital ads to reinforce your message. This helps you stay top-of-mind for people in your area.
Align Billboards with Online Ads
If you use a billboard or public transit ad, you can run targeted Google Ads campaigns in the same geographic area. When people see your ad on their commute and then again on their social media feed, it builds familiarity. This repeated exposure can make your practice the first one they think of.
Promote Your Practice in Local Publications
An ad in a community newspaper or magazine can reach an audience that may not be as active online, but it’s still important to ensure your local listings are accurate and up to date. Always include a clear call to action, like “visit our website to see our frame selection.” You can also direct them to “book your next eye exam online” to bridge the gap.
Boost Your Community Events with Social Media
In-person events like trunk shows or health fairs are great for face-to-face connections. You can also use your digital channels to increase attendance and engagement. This is a key part of successfully marketing an eyewear trunk show.
Promote Events Before They Happen
Use your social media pages and email newsletter to build excitement for an upcoming event. Doing so helps craft your social media identity as a community-focused practice. You can share sneak peeks of new products or introduce guest speakers. Consider offering an exclusive discount for those who register online to encourage early commitment.
Share Event Highlights Online
During and after the event, post photos and short videos on your social media accounts. This shows your practice is active in the community and engages people who couldn’t attend. It also creates great content that encourages followers to come to your next event.
Combine Direct Mail & Email Campaigns
A physical piece of mail can stand out in a way an email can’t. When you use direct mail and email together, you create a multi-touch campaign that can get better results. This is especially effective for patient recall.
Send Postcards with a Digital Call to Action
A recall postcard reminding a client that it’s time for their comprehensive annual eye exam can be effective on its own. You can make it even better by adding a QR code or a short URL. This takes them directly to your online booking calendar and makes it simple for them to schedule.
Follow Up with a Targeted Email
A few days after your postcard should have arrived, you can send a follow-up email. This serves as a gentle reminder and gives them a clickable link to take action immediately.
Turn Phone Calls into Online Reviews
Positive online reviews are very valuable for attracting new clients to your practice, which is why it’s important to have a strategy for getting more reviews for your practice. You can use traditional phone calls to create opportunities for people to share their good experiences online. This personal touch can make a big difference.
Ask for Feedback After an Appointment
A quick follow-up call after an appointment to check on a client is a nice personal gesture. You can see how they’re doing with their new glasses or contacts. If they had a positive experience, it opens the door to the next step.
Send a Direct Link for Reviews
During a positive follow-up call, you can ask if your patient would be willing to share their experience online. If they agree, immediately send them a text message or email with a direct link to your optimized Google Business Profile. This makes it easy for them to leave a review in just a few clicks.
By blending these strategies, you create a comprehensive marketing plan that reaches people at different touchpoints. It shows that you’re an active, modern practice that also values traditional community connections. A strong approach to digital marketing for optometrists often means using every tool available.
Build a Successful Marketing Strategy
If you want help putting these ideas into practice, our team at Marketing4ECPs is focused on the eye care industry. We can help you develop a marketing strategy that fits your unique needs.
Connect with us to schedule an online demo and learn more about how we can support your practice’s growth.
