Maybe it’s by a ‘test expert’ advertising contact lenses, regardless, seeing the ad makes you frustrated. Not just for yourself, but because there’s a chance that your loyal patients are seeing the ad too.Here’s the real probl though, independent optometrists complain about the chains outspending th on marketing, yet most don’t utilise the easy possibilities available to th on social media. According to Sensis, almost eight in 10 Australians are now on social media, and of these 94% use Facebook and spend on average 10 hours per week.So if you’re an independent optometrist who’s worried about competing with the chain stores and their huge marketing budgets, but you aren’t even using Facebook, let alone any other social media, the question has to be asked – what are you doing?!If there’s ever been a place for independents to have their own platform to grow their practice, then Facebook must be at the top of the list.It has levelled the playing field for independents by offering th the same free tools as corporates. Whether you want to create a post or an ad, you have exactly the same options, software and insights available to you.Independents have long regarded their ability to survey the market and recommend the best treatment, lens or technology for their patients. Agility is their key advantage over corporates.{{quote-A:R-W:450-Q: If there’s ever been a place for independents to have their own platform to grow their practice, then Facebook must be at the top of the list. }}So why shouldn’t independents apply this same flexibility to market thselves? The only limit is creativity and passion for their communities.For example, conversations are ubiquitous in independent practices – they are one of the cornerstones of success. Any independent unsure of what they should be posting online can use these everyday common questions or inspiring moments as an easy starting point to expand their social media footprint.Facebook has always been a gathering place for interacting with friends and family. This means that posts are often about people: weddings, holidays, sports and kids.Posts around these events are often taken in the moment, and they frequently aren’t edited to look good. Again, this favours independents!You don’t have to hire a film crew or get a professional photographer before you post, just find something engaging and jump in. After all, smartphones and broadband internet access is often only arms reach away.In fact, smartphones have put every independent in the driver’s seat. You can record video and upload it almost as quickly as you come up with your next concept, it’s like having your own TV station at your fingertips.Of course, having a presence on social media is not without its challenges or concerns, the most common being: ‘Do I have to be on-camera?’The good news is competition is increasing in the area of online video tools. This allows you to make videos without having to appear in th.So while corporate chains struggle with focus groups, brand managent and multimillion-dollar advertising budgets – all of which significantly slow the process down – within 10 minutes, you can have downloaded your video and be sharing it to your page.What’s more, independents have the ability to turn Facebook ads on or off at the push of a button. So if an appointment opens up, you can create an ad and show it in your area almost instantly.Boosting this content to your local area is inexpensive. To show a video to 1,000 people, can cost as little as $5–35, depending on how well the video resonates within the community.With easy tools like these, it’s amazing to think that some independents haven’t redoubled efforts to learn Facebook and put their stake in the sand. Those that haven’t really have no right to complain about the corporate chains, or their marketing efforts.Meanwhile, the others that have should smile the next time they see an ad from one of the chains on their feed. Because they know, chances are their practice is also enjoying the benefits that flow from putting a bit of extra effort into social media marketing.
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Name: Leigh PlowmanQualifications: B.OptomOrganisation: OptomlyPosition: DirectorLocation: Geelong, VicYears in the profession: 10 years |
