Online marketing is an important strategy to grow your business, but offline marketing tactics can boost the effectiveness of your online marketing and vice versa. One very effective offline strategy is the planning and provision of community events. Your involvement in local events is a powerful tool for getting your community to know you as their eye care professional. Here are five marketing tips to get you on your way...
- Identify opportunities for eye care education in your community. Align your Practice with businesses where eye protection or eye strain is a part of the work environment. PTA’s, hospital staffs, clinical groups, nursing and retirement homes are just a few examples.
- Develop your offering. Document what you are offering so that when you make contact, you have your talking points prepared and you also have information you can quickly send by email or postal mail. Your offering should be free of charge and contain a few topics (which gives you flexibility with different audiences) that you will present. Decide if you are willing to provide lunch or coffee and dessert to go along with your presentation as this is a strong “door opener”.
- Understand your mission. While it will feel like the presentation is the key, the outcome of this activity is that community members get to meet you, in person and in a professional context. You've pointed out the need for eye care in a general way and they have now realized that the best way to remedy their eye care problem is with you. This is a “first date”. How you come across to your audience will determine the number of “second dates” you receive.
- Convey your differentiator. Answer the question, “Why should I be your eye doctor?” and make sure your answer is a compelling one. One Practice offered free eye glasses delivery to busy professionals that found it difficult to leave the office and make the time. Each time a pair of glasses were delivered and fitted at the office, it was an advertisement for that Practice with that business’ employees.
- Document and develop a speaker’s resume. Nothing will convince someone to invite you to speak to their organization more than previous speaking engagements. Keep a running list of places where you presented and a reference person at each location.
Public speaking takes time to develop and is time away from your office, however the return is often extraordinary. If you’d like to learn more or receive support for your community outreach contact Daniel at firstname.lastname@example.org or 412-532-6542