Vision Care Product News

MAY 2017

Product information for optical people.

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Page 67 of 83 VCPN Planning and commitment are the keys to a successful social media marketing strategy that will enable you to build traction, a community of followers and fan engagement. If you think your online presence needs improve- ment (and really, who doesn't?), follow these five tips: 1. Focus on the best networks. You shouldn't be on all the net- works, just the best ones for our industry and for you to target patients. Begin with Facebook, Twitter, Google+ and online busi- ness directories such as Google My Business and Yelp. The key to building credibility and trust across social channels is consis- tency. Keep your name and other critical and searchable informa- Measuring your success on social media is necessary to understand and modify your strategy moving forward. Samantha Toth is the resident marketing rockstar for Innereactive Media, a full-service marketing company specializing in the optical industry, in Grand Rapids, MI. nels are neither a soapbox nor a place to only share others' content. Your fans like to see you, so let your personality shine with posts that highlight your practice and staff. 3. Don't forget to be social. It is not good enough to simply have social media accounts set up. Actively posting to your pages not only alerts Google algorithms of your presence online, but it also encourages reactions and inter- actions from social media users. Additionally, fans want to know you care and are listening. Reply and respond to any comments or queries in a timely manner. 4. Measure, measure, measure. If you don't know where you're going, how are you going to get there? Measuring your success on social media is necessary to Samantha Toth Maximize Your Social Media Strategy marketing strategy, but keep this strategy as more of a guideline than a rule. It is always a good idea to take a step back and analyze what is iment with and make changes to your strategy. The potential for you to reach new patients through social media has never been greater. It is cru- cial to have a presence and a voice online so that current and prospec- tive patients can build trust with you and your practice. Fostering a presence on your selected platforms and modifying your strategy are the first steps to building a positive reputation and creating a lasting impression with your fans. 66 May 2017 S o c i a l M e d i a A d v i s o r tion identical when setting up your pages and listings. 2. Create (don't just curate) great content. A business should post con- tent that is 70% relevant and brand-building, 20% shared from other sources and only 10% pro- motional. Your social media chan- understand and modify your strat- egy moving forward. Most social media platforms have their own analytics tools you can use to track fan engagement. Monitor and cre- ate reports monthly or quarterly. 5. Restructure as necessary. Always begin with a social media working and what is not. Over the course of a few months, you may need to modify your strategy to accommodate something you may have forgotten to initially factor in. Other times, it may help to exper-

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