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Posted on Thursday, May 21, 2015 - 02:29 by NancyRausman

Facebook Likes - Useless or Essential? Two Expert Opinions

To many marketers out there, successful Facebook marketing is marked by an ever increasing number of “Likes” or fans - a successful campaign brings in Likes, and that number is the metric that really counts.  However, when you think about what these fans are doing after they like your Page, this could present a very different perspective. 

Are “Likes” Useless?

Let’s face it. The truth is that many, if not most, of the users who have Liked your Facebook Page have and never will actually engage with the content you post and many will never visit the Page. One study by the Ehrenberg-Bass Institute in Australia, which looked at the fan activity of a major brand, showed that less than 1% of their fans actually interacted with their Page. While this may be an extreme case, it does illustrate the idea that quantity does not equal quality when it comes to fans! 

So is it a wasted effort to spend time and money trying to get more Likes and to use this metric as a measure of success, when you are likely not getting any real interaction from your fans? Does this number in any way translate to revenue in your pocket in the form of new patients and appointments? 

We have asked two OD social media experts for their takes on the value of the elusive “Like” metric. 

The Case for Likes

According to Dr. Justin Bazan of Park Slope Eye, who gave up his Practice website, strictly marketing through social media and Yelp, the amount of Facebook Fans, ie Likes, you have for your Business Page is extremely important and can bring in revenue. “Having a large fan base is very important for marketing purposes. Facebook has an excellent, and ever-evolving, marketing platform and a large fan base gives you great ability to create effective ad campaigns. It is rare that any eyecare Facebook page will have a legion of super engaged fans, so the real value is the marketability of the fanbase. That value will be a function of how valuable the individual fans are. One should always craft your fanbase with the ideal fan in mind.” 

Put simply, if you don’t have a strong base of fans who have Liked your Page, then you can guarantee that your Page won’t be effective because you will literally be talking to your wall. Nevertheless, Likes without engagement don’t bring much value. Dr. Bazan is a prime example of how knowing your audience and interacting with it effectively can have a direct impact on growing your Practice. 

Dr. Alan Glazier, owner of Shady Grove Eye and Vision Care and author of Searchial Marketing: How Social Media Drives Search Optimization in Web 3.0, believes that while Likes are important, “Social Proof” is the more important factor to consider. He says, “The most important concept in Facebook marketing is getting your content in front of “friends of friends”.  “Social proof” is a psychology and marketing term that indicates people are more inclined to act on something they are familiar with or become familiar with through a trusted recommendation, such as that of a friend. Obtaining “social proof” for your business is the most important concept behind Facebook marketing.  When someone sees their friend “likes” something, it is a kind of testimonial that the place they Liked is legit, so they are more apt to Like it too or pay attention to it.”

Ultimately, Dr. Glazier and Dr. Bazan are both emphasizing that while Likes are necessary, engagement is the real key to success. Creating content that will get people Liking, sharing, commenting and interacting with your brand should be the goal. In addition to “Likes”, keep an eye on your engagement metrics to get a real sense of your Page influence. 

Need some help increasing “Likes” and engaging your fans? Our social media team is here to help. Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542.  

Posted on Sunday, May 10, 2015 - 04:12 by NancyRausman

At the end of April Facebook rolled out yet another algorithm update. In general the changes put less focus on how friends are engaging on Facebook in favor of content that the user has shown an interest in.  Some marketing experts feel this could possibly win back some of the organic reach lost after Facebook’s last update - if you do your Facebook marketing right, that is. 

Here are updates that Facebook has made and how they can change the way users experience Facebook:

  1. Now able to see multiple posts from the same source: Facebook has relaxed their rules that previously prevented this from happening, now allowing more content from one page or friend to get through to the News Feed. 
  2. Posts such as photos, videos, and status updates from friends and pages that you care about (meaning you visit their pages and interact with them regularly) will be pushed up into the News Feed.  
  3. Posts about friends liking or commenting on a page's content will be given less importance and pushed down the News Feed.

When it comes down to it, these changes mean that users are more likely to see content they care about directly from friends and the pages they have liked and interact with. 

Will this affect your Facebook Page?

The answer to this depends on how large and how active your audience is. There is potential for your reach to increase due to these changes, but only with your core and active fan base. The key to this is producing timely, interesting and shareable content that engages that base. Photos, video, memes, articles and infographics are all effective types of shareable content. Putting some investment into ads or boosted posts might also be worthwhile to increase your base and make your social media marketing more effective.

 

Does your Facebook page need some love? We are here to help! Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542.

 

Posted on Wednesday, April 29, 2015 - 04:58 by NancyRausman

Want to make sure your Practice looks its best on camera? Well, you should want to, because as we mentioned in our last two digital tips, photos and video marketing are going to attract a lot of attention to your Practice, so you want to “dress to impress” so to say.

Looking your best means more than just sharp dress of course. There are a lot of details that should go into making sure everything about your appearance on your video and photos looks professional, from the people to the background to the sound quality.  

Here is a basic checklist for how and what to prepare for your video or photo shoot: 

1) Clean the office/area of the shoot.

  • Make sure the area is clean and clutter free.
  • Check for and remove anything that may be distracting.
  • Ensure there are no personal items you don’t want to be seen.
  • Remove anything with confidentiality status.

2) Prepare attire for team members and doctors.

  • Solid color clothing is best, stay away from busy printed tops and bold stripes or exceptionally bright reds or yellows. 
  • If your team has a uniform, make sure everyone is wearing it. If they don’t, consider asking everyone to wear the same color scheme. 
  • Make sure clothing is clean and wrinkle-free.
  • You do not need a professional hair and makeup artist but do make hair neat and make sure your face is not too shiny. 

3) Create your set.

  • Consider adding props if needed; doctors equipment/tools, eyewear props or anything else that will enhance the photo or video story. 
  • Invite extras (other people) to make for more interesting pictures or video such as your spouse, friends and neighbors. Make sure everyone has a signed release form. Here’s a handy model release form
  • Test the lighting. Depending on the time of day there might be certain angles or places in the office that will create a glare. It is better to test this out prior to the day of the shoot so you make sure you set up in the right location. 
  • Also think about the sound in your office and try to schedule the shoot at the quietest time and in an undisturbed setting. If you know 10 am is a popular time for phone calls or deliveries don’t schedule your shoot for that time. 

4) Practice your script.

  • Knowing and preferably memorizing what you are going to say will not only make the video shoot go much faster and more smoothly, but you and your staff will be more confident and make sure to get across what you really want to say. 

When it comes to video and photo shoots for your Practice marketing, being prepared is the key to success, especially for those who are camera shy. Once you go through the process the first (or second) time, it will start to be more natural and maybe even fun!

Want to get started with video marketing but don’t know where to start? Our marketing experts are here for you. Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542.

Posted on Wednesday, April 15, 2015 - 03:44 by NancyRausman

In a previous blog post, I explained why it’s time to start using video to promote your Practice. Effectively employing video to enhance your Practice marketing requires strategy and planning.
 
While there is no limit to the number of or possibilities for the videos you can create, you want to approach each one with a professional and organized method. First you need to decide what you want your video to accomplish. Here are some questions to answer to get you moving in the right direction:

  1. Is there a specific type of patient you are targeting in your community?
  2. Is there a specialty, a procedure or service you are looking to promote?
  3. Are there particular frame styles, products or equipment you would like feature?
  4. Is there something unique about your own expertise or staff member skill set that you need to be able to communicate on video?
  5. What areas of your Practice and which staff members do you want to be sure to include in the footage?

Once you have answered those questions and have a better idea of the strategy you want to take with your marketing video you can decide what you want your video to be about.  While some ODs like to start with an introduction to the office, others chose to focus on particular topics that can educate clients about a product or service or eye care in general. Here are a few ideas to get your creative wheels churning.

  • Welcome video to introduce yourself and your Practice to your visitors while highlighting the areas you specialize in, the unique products you have available or the exceptional services you provide. Think about things that your Practice offers that are different from your competitors.
  • Use video to let your audience know about things that are important to your Practice. Our client, Tutt Street Optometry, used a philanthropic trip to illustrate their deep commitment to helping others in need.                                                                                                                       
  • Use your video to help with patient education. There’s information that could be beneficial to your patients that you don’t have time to review with them… Are there things that you need to say to your patients or educate them about?
  • Make a video to educate potential patients on a specific area of interest, or tutorial such as inserting content lenses, proper care for lenses or alleviating eye allergies.
  • Offer potential patients an inside look into your specialty, such as Ortho-K and what they can expect on their first visit.
  • Spotlight a new line of eyewear or eyewear for sports or particular lifestyle.
  • Provide educational content that is tied in with your Practice’s recent blog or an article post that has broad consumer appeal/interest.
  • General vision correction or specific information about eye health and protection.

 
Before you shoot your video, you need to make sure you are prepared. Our next digital tip will include a checklist for creating a professional video that will be sure to attract attention.
 
Need some help planning your marketing video strategy? Our marketing experts are here for you. Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542.

Posted on Thursday, April 9, 2015 - 18:44 by juliannradmanesh

April 21st. That’s the date Google’s mobile-friendliness update will roll out. 

What does this mean for your Practice? It means that Google will start using mobile-friendly compliance as a ranking factor in smartphone search and that for any OD out there that doesn’t have a mobile friendly website, it is time to act or risk the consequences.

Drop in Ranking

While we don’t know exactly how much site rankings will be affected by this update, non-mobile friendly websites will suffer some drop in rankings. If the update results in your website being pushed out of the top 10 for keyword searches, this will seriously affect your Practice’s traffic.  A June 2013 study by Chitika showed that 9 out of 10 searchers don't go beyond Google's first page of organic search results and a more recent study by Caphyon from 2014 found that pages 2 and 3 of the search results only get 5.59% of clicks. 

Mobile Usage for Optometry Websites

According to our PowerData results from over 1,000 optometry Practice websites last month, mobile traffic accounts for 34.73% of all traffic, with tablets taking another 7% ...that’s a lot! This means web users are using mobile to find local optometrists at a high rate (approaching 50%) and if you don’t have a mobile site, your traffic results will suffer. Another interesting finding, yet not relevant to this point is that Apple has 60% of that traffic on their devices. 

At EyeCarePro, we cover our clients depending on their needs by offering them either pure mobile sites or (for all new 2015 sites and beyond), responsive design websites. Responsive designs adapt their layout to the device that you are viewing from and are therefore mobile-friendly. 

Attention ODs! If you're reading this out there and you don't have a mobile-friendly site, contact us quickly and we'll help you beat the deadline.

You can contact Daniel by email at Daniel@eyecarepro.net or phone at (412) 532-6542. Don’t wait to see the consequences this Google update has on your bottom line!

 

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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