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Posted on Thursday, January 22, 2015 - 07:08 by NancyRausman

Facebook Kills Organic Reach - What does this mean for your Practice Marketing?

After months of gradually reducing organic reach for “overly promotional posts,” come the New Year, Facebook will finally be ending organic social marketing for good. According to a Facebook study, there is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time he logs onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.

As a result, competition for any story to gain exposure in people’s News Feeds (the place on Facebook where people view content from their family, friends and business Pages) is growing. Facebook has determined users don’t want to see promotional content and as a result, less of it will be appearing within the News Feed.

Facebook defines any of the following as being promotional:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads

Facebook recommends that page owners continue using the most effective strategy to reach their targeted audience and suggests a combination of engaging Page posts and advertising to promote the message more broadly.

How does this announcement impact your Practice’s Facebook marketing?

While we can never really predict exactly how these changes will impact our marketing results, it basically boils down to this: In an effort to maintain the best user experience, Facebook is distinguishing between two types of posts - self-promotional and non-promotional - and saying that if you want to promote, you need to pay. This isn’t such a big change considering Facebook has been on a downward trajectory with organic reach for quite some time and their ads are relatively inexpensive and quite effective.

A Facebook ad campaign can be effective in bringing new and existing patients to your website or into your Practice by offering a coupon or other incentive or featuring a particular service, product or event. You can target the ad to Facebook users in a particular location, demographic or specific interest. Check out this page to learn more about Facebook ads.

For other options to reach a broader following and push your business into news feeds you may want to consider paid posts, these are very effective for marketing your unique content and cost very little:

  1. Boosted Posts: boosted posts let you select which people you want to reach, their location, age, gender and interests
  2. Promoted Posts: promoted posts also let you select the audience you want to reach, but with more targeting and budgeting options than Boost Posts

EyeCarePro has seen clients with great success running targeted Facebook ads and promoted/boosted posts. Here’s a good example of a promoted post that elicits conversation.

Description: Sponsored-Post for Dec. 18th Soft Sell.png

 

 

On the other hand, if you are creating high-quality, engaging, non-promotional content that fans are finding interesting, fun, educational and entertaining you should keep on doing what you are doing. Content that benefits your audience and creates engagement is what Facebook wants to share with users. You want your posts to elicit the following type of response from readers:

  • Likes
  • Comments
  • Shares

The key here is engagement and the best way to achieve this is through a strong, loyal Facebook fan base. When Facebook sees that fans like your content and keep the momentum of a post alive, they will give them more visibility. So Facebook is basically saying give us quality content or pay. Anything else is a waste of your time.

Here are some tips on how to create engaging content and build your fan base using Facebook campaigns

Develop a core following that will help propel your Facebook posts to being noticed, try to:

  • Get your staff involved in posting and commenting on your Facebook. Ask them to reach out to their friends.
  • Ask your fellow business partners who are supportive of your business to join and comment and share on your Facebook.
  • Identify those that are vocal in your community and on Facebook, invite them to comment.

If you need help writing quality content, want some advice on running professional Facebook ads or just need some direction or assistance with your Facebook strategy, we are here for you.

Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542.

 

Posted on Thursday, January 22, 2015 - 07:07 by NancyRausman

Facebook Kills Organic Reach - What does this mean for your Practice Marketing?

After months of gradually reducing organic reach for “overly promotional posts,” come the New Year, Facebook will finally be ending organic social marketing for good. According to a Facebook study, there is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time he logs onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.

As a result, competition for any story to gain exposure in people’s News Feeds (the place on Facebook where people view content from their family, friends and business Pages) is growing. Facebook has determined users don’t want to see promotional content and as a result, less of it will be appearing within the News Feed.

Facebook defines any of the following as being promotional:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads

Facebook recommends that page owners continue using the most effective strategy to reach their targeted audience and suggests a combination of engaging Page posts and advertising to promote the message more broadly.

How does this announcement impact your Practice’s Facebook marketing?

While we can never really predict exactly how these changes will impact our marketing results, it basically boils down to this: In an effort to maintain the best user experience, Facebook is distinguishing between two types of posts - self-promotional and non-promotional - and saying that if you want to promote, you need to pay. This isn’t such a big change considering Facebook has been on a downward trajectory with organic reach for quite some time and their ads are relatively inexpensive and quite effective.

A Facebook ad campaign can be effective in bringing new and existing patients to your website or into your Practice by offering a coupon or other incentive or featuring a particular service, product or event. You can target the ad to Facebook users in a particular location, demographic or specific interest. Check out this page to learn more about Facebook ads.

For other options to reach a broader following and push your business into news feeds you may want to consider paid posts, these are very effective for marketing your unique content and cost very little:

  1. Boosted Posts: boosted posts let you select which people you want to reach, their location, age, gender and interests
  2. Promoted Posts: promoted posts also let you select the audience you want to reach, but with more targeting and budgeting options than Boost Posts

EyeCarePro has seen clients with great success running targeted Facebook ads and promoted/boosted posts. Here’s a good example of a promoted post that elicits conversation.

Description: Sponsored-Post for Dec. 18th Soft Sell.png

 

 

On the other hand, if you are creating high-quality, engaging, non-promotional content that fans are finding interesting, fun, educational and entertaining you should keep on doing what you are doing. Content that benefits your audience and creates engagement is what Facebook wants to share with users. You want your posts to elicit the following type of response from readers:

  • Likes
  • Comments
  • Shares

The key here is engagement and the best way to achieve this is through a strong, loyal Facebook fan base. When Facebook sees that fans like your content and keep the momentum of a post alive, they will give them more visibility. So Facebook is basically saying give us quality content or pay. Anything else is a waste of your time.

Here are some tips on how to create engaging content and build your fan base using Facebook campaigns

Develop a core following that will help propel your Facebook posts to being noticed, try to:

  • Get your staff involved in posting and commenting on your Facebook. Ask them to reach out to their friends.
  • Ask your fellow business partners who are supportive of your business to join and comment and share on your Facebook.
  • Identify those that are vocal in your community and on Facebook, invite them to comment.

If you need help writing quality content, want some advice on running professional Facebook ads or just need some direction or assistance with your Facebook strategy, we are here for you.

Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542.

 

Posted on Sunday, January 18, 2015 - 14:57 by Jeremy Unger

Helpful Diabetes and Nutrition Tips

 

A diabetes diagnosis can be a very heavy burden. Suddenly, you have to track your diet closer than ever, totally rethink your previous lifestyle, and check your blood sugar several times a day. A person with diabetes should be aware of what he/she eats, how much, and when. This will help to accurately and responsibly control blood sugar level and blood pressure. Not paying proper attention to this dangerously increases the chances of developing diabetes complications. People with diabetes are at increased risk for retinopathy, cataracts and glaucoma, any of which can lead to blindness if not detected promptly and treated carefully.

 

A person who suffers from being overweight should work hard to lose any excess weight. This is very important for preventing high blood pressure, high blood sugar, and other complications from diabetes. Health care experts point to data that shows losing as little as 5% of your total body weight may help lower your blood sugar and blood pressure significantly, even if you are unable to obtain your ideal weight.

 

Nutritional needs with diabetes are similar to those of most of the population. The only significant difference is a need for closely monitored timing of meals and a need to be cautious about type of meals, specifically when eating high-carb foods such as grains or cereals. There are different kinds of carbs out there, and each kind of carb will be absorbed into the body at different rates. This influences how quickly carbs affect your blood sugar. A “simple” carb is made up of a single molecule and is easily absorbed into the body. Simple carbs are converted to sugar and absorbed very quickly into the body, posing health risks, since it may spike your blood sugar all at once. “Complex” carbs such as whole grain breads and pastas are made of multiple molecules and are much harder for the body to break down, absorbing much more slowly, and staying in the body longer. The more complex the carbs, the longer the period of time over which it will influence your blood sugar.

 

Eating with your diabetes in mind also means timing your meals and carefully measuring meal size. The human body is very efficient at regulating blood sugar and weight if it is put on a regular, consistent meal schedule. Being consistent about starting every day with a healthy breakfast allows you to begin with a healthy boost of energy, with a good foundation for healthy blood sugar all day long. The 3 traditional meals can also be split up into 5 to 6 smaller meals throughout the day. This can help you control portions, and provide consistent sources of healthy food for controlled blood sugar levels all day long.

 

Diabetes can be difficult, and maintaining your long term health is not always easy. For more tips and information, you should consult your health care professional today.

This entry was posted in website-content and tagged Diabetes and Nutrition, Diabetes Diet
Posted on Thursday, January 15, 2015 - 06:01 by NancyRausman

The one SEO fact you can be certain of is constant change. So what are the essential, must-have components of local SEO for 2015? Here is the forecast of what your Practice needs to be on top of the SERPs this year.

1. NAP (Name, Address, Phone Number) Accuracy and Consistency

The seemingly small detail of having accurate and consistent NAP information across your website and online real estate can have a tremendous and increasingly serious impact on your overall online visibility. The good news, this is an easy thing to fix. Go through each business listing, social site and citation and check that your NAP is correct and written exactly the same way in each instance.   

2. Claimed/Verified Business Listings

You want to be in control of each listing for your Practice to make sure the information is accurate and consistent. Claim your listings on all local business directories including Google, Yahoo, Yelp etc. and make sure the information is up to date (especially the NAP!).

3. Categories/Descriptors

While you are working on your business listings, make sure that you pay attention to selecting the most relevant categories and descriptions for your Practice, especially if you specialize in particular services or products. Particularly in your Google My Business listing, this will significantly help the search engines bring relevant searches to your website.

4. Reviews

Two words: Get them! You want reviews both on Google and 3rd party review sites (which also gives you citations/links back to your site). Set up a link to get reviews on your website, send out links in emails and promote them in your office. Make sure you mention reviews at every patient touch point.

5. Content

Yep, it’s still as true as ever - “Content is King”.  While not specific to local business SEO, quality, well-written content is a must for any web presence. Google, the other search engines and social networks strive to provide their users with information and value. Therefore, the more your online presence informs and engages users, the more visible it will be. You want to be a resource that provides easy access to knowledge, entertainment and information. Your website, Facebook Page, blog, or any other online channel should consist of thought-out, well-written and engaging content. 

6. Mobile Accessibility

You are a local business and patients will be on-the-go trying to find you by mobile device. Additionally, Google puts significant weight on mobile accessibility when it comes to ranking. Having a mobile responsive website is no longer an option, it is a must.

Making improvements in the 6 areas outlined above isn’t just a onetime activity…Don’t stop, you’ll need to work on these components each month or you still won’t succeed at local SEO.

Have questions or need some help getting these important SEO factors up to par? We are here for you. Contact Daniel by email at Daniel@eyecarepro.net or phone (412) 532-6542.

 

 
Posted on Friday, January 2, 2015 - 11:26 by admin

Join EyeCarePro, consultants and thought leaders and 8 of the industries leading suppliers at The Practice Growth Co-op in Houston for our first one-day conference dedicated to getting personal with optometry's top thought leaders and product innovators at a one-to-one, one-of-a-kind, COPE certified educational experience....

Participants will have a unique opportunity to meet one-to-one and consult with David Friedfeld, President of award winning frame supplier, ClearVision Optical; Dr. Gary Gerber, renowned industry thought-leader and Founder of The Power Practice and Dr. Charles Aldridge of Aldridge Eye Institute . They will share best industry practices and their wealth of experience, listen to your unique challenges and provide you with advice which you can take away and start using immediately to help grow your Practice.  All attendees will also get five face-to-face meetings with leading industry suppliers. Learn how cutting-edge products and services can work to build your revenue, enhance your productivity and meet your unique individual Practice needs. Register at ThePracticeGrowthCoop.com.

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Daniel Rostenne Daniel Rostenne is a leader in the online optometric community and has made a career of creating and promoting effective web sites for optometric practices. He is a COPE educator, editor of Optometry Web, a regular speaker at eyecare events & conferences and has been widely published in Optometric e-zines. Daniel is an expert in Search Engine Optimization and Social Media Optimization, in particular as it relates to best practices for Optometrists. You can sometimes find Daniel daydreaming on Google+.

Contact Daniel: 866-886-4442 or danielr@eyecarepro.net

Nancy Rausman Nancy Rausman is the managing editor of the EyeCarePro blog and Optometry Web Newsletter. She is responsible for providing ECPs with educational content that helps them advance their practices through technology, management strategies and digital marketing.

Contact Nancy:nancy@eyecarepro.net