7 Social Media Tips for Optometrists That Increase Engagement
To stay relevant in a digital world, especially during the unprecedented coronavirus (COVID-19) pandemic, it’s critical to maintain a strong social media presence. A recent Jobson Optical Research ECP coronavirus survey reports that more eye care providers are using social media to reach patients.
Everyone is on social media now…90% of millennials, 78% of generation X, and 48% of baby boomers are active social media users. That means you’ve got to find ways to not only connect with your audience but to create a message that resonates with them—one that turns them into loyal patients. But social media for optometrists doesn’t have to be complicated.
Want to help new patients discover your optometry practice and increase engagement on your social media channels? Take a look at our social media tips for eye care practices below.
1. Use Success Stories
Success stories and mini case studies are one of the most effective ways to let your social audience know how well you serve and support your eye care patients.
Demonstrate how you’re exceeding patient expectations or how you’re using new technology, tools, and techniques that help improve the patient experience. Showcase your best patient stories that highlight how you and your staff go above and beyond to ensure their safety and care.
2. Create Infographics
Infographics help you tell a complex story in a simple way. These visuals allow patients to better understand how your practice serves their vision needs. Infographics help explain complicated vision conditions or procedures in a way that patients can easily comprehend.
People are visual creatures. Infographics draw your social followers in and educate them in the process, providing necessary information for making informed decisions about their vision health.
Canva is an excellent tool for creating stunning infographics and other visual assets. Choose from professionally designed templates for a variety of content platforms, as well as thousands of royalty-free icons, photos, and fonts.
Make sure to include your optometry practice’s name, logo, and contact info in the infographic. When your branded infographic is shared online, you’ll get more exposure that drives potential patients back to your website or social media page.
3. Promote a Frame of the Week
Every week promote a new frame across each of your social channels. Dedicate a certain day of the week to posting happy patients sporting your newest and most stylish frames. That way your social audience sees exactly what kind of glasses they might find when they visit your optometry practice.
Use appropriate hashtags for each channel as well. You could simply use #frameoftheweek on your social media posts or come up with a few of your own hashtags related to your frame of the week post. Think outside the box and get creative to engage your social followers.
4. Add Patient FAQs
Adding an FAQ section to your social media pages helps patients find the information they need quickly and easily. Whether they want to know more about what to expect during a routine eye exam or how long the recovery period is for more involved procedures, you’ll have the answers they’re looking for.
Tailor each of your FAQs to the specific social media channel you’re posting on. If you’re using Twitter, keep FAQs short and sweet by breaking them up into individual tweets. If you’re using Facebook, your FAQs can be more comprehensive and shared all at once.
5. Use Humor
Humor is one of the best ways to grow your practice because people like doing business with people they like and trust. Make your humor relatable by doing things like recreating popular memes with an eye care focus or posting optometry-related jokes. Or you could go with a funny eye care comic or cartoon.
There are dozens of examples available to you with a simple Google search. Be sure to check if you need permission to use the comic or cartoon, and always credit the original artist or creator to avoid copyright infringement. You could even opt to create your own memes, jokes, and comics if your staff’s creative juices are flowing. Having your staff create memes for social media is also a fun team-building activity.
6. Use a Compelling Call to Action
Posting interesting content to social media that entertains and engages your audience is an excellent way to get attention. But without a call to action, it’s almost a waste of your efforts.
Craft a compelling call to action (CTA) for every single post—even the humorous content we just mentioned. Always help your audience take a specific action, whether that CTA is making an appointment through your website or calling to use a discount on contact lenses during a certain promotional time period.
By guiding your audience to perform specific actions through your social media posts, you’ll start to see increased results for engagement, appointments, and eventually revenue for your practice.
7. Use Paid Advertising
While posting on social media channels alone has tremendous benefits with the right hashtags, you’ll get more exposure by boosting your posts. Paid or sponsored social media posts allow potential patients beyond your audience followers to see and interact with your content.
Organic content is a great start. Combining consistent organic social media posts with paid advertising helps your practice reach more patients efficiently.
Consider setting aside a modest social media ad budget. Once you have your budget established, start boosting or advertising your most popular posts on your social media pages since you know this content performed well for you in the past.
Now you have plenty of ideas for transforming your optometry social media channels into engaging communities. Over time you’ll see engagement and revenue increases, effectively growing your practice through quality content that resonates with your audience.