It's a good start if your eyecare practice is already spending marketing dollars on online advertising by way of things like promoted Facebook posts and Google Adwords. But, with all the features and advancements of online advertising today, you might not be making the most of your ad dollars. To really get the most bang for your buck we have 7 strategies to implement for better results on your ads.
How to Get More from Your Eyecare Practice's Online Advertising Budget
If you're not measuring the performance of your ads it's going to be hard to make the right improvements moving forward to increase the success of your ads over time. Making decisions based on data is the best way to create stronger engagement instead of making decisions based on assumption. With Facebook you can easily create ads with multiple images to see which one resonates with your audience the most.
Use a Call to Action
Call to actions help make it clear what you want the viewer to do next. Whether it's "learn more", "contact us", or "book an appointment" make sure that the next steps are clear. With Facebook ads you have the option of adding a pre-made button to your ad.
Being consistent across your advertising channels will help strengthen your brand to those who are less familiar with it. If you are hitting a target audience with messaging and imagery that is consistent and matches your brand it will generate more awareness, faster. The images you use on your social channels should be similar in style to your website so when people travel between the two you have strong brand reinforcement.
In healthcare especially, trust and credibility are fundamental and critical to your practice's success. Creating online content that highlights your practice and OD as credible sources of information will help you build trust with followers and new patients.
Use Your Customers
We've talked a lot about the importance of your online reputation, and highlighting current customers in your online ads is a great way to build on your reputation. Whether it's a quick video testimonial or before and after shots of a patient in their new frames - the power of the customer's voice will go a long way on your social channels. Just make sure you have their permission first.
Creating a sense of urgency by offering something for a short amount of time or to a limited number of people will encourage visitors to interact with your offer. An ad that says something like, "The next 20 appointments booked will be entered into a drawing for a free pair of sunglasses," is a lot more enticing to act on than something as simple as, "Schedule an appointment today."
Keying in on specific audiences for your online ads will help you reach the most relevant followers. For your eyecare practice, having different audiences based on location, age group, or family size could help you create more specific messaging towards those different groups. You can also target your ads to reach your followers on certain days of the week that perform better than others. It could be worthwhile to test weekday versus weekend messaging to see when more interactions occur.