You are not alone if you struggle to bring in new patients with your optometry advertising strategies. Digital marketing is more accessible than other forms of advertising but it still requires high levels of expertise and skill to manage and create successful campaigns.
The majority of optometrists and other eye care professionals don’t have time to keep up with the latest digital marketing trends. This blog will cover some of the most common mistakes made by eye care practices in the US.
The tips provided below will give you the information you need to get started with digital marketing. The tips also cover some of the most common mistakes made by new marketers (e.g. overspending, failing to retarget, etc.). ).
Spending too much on PPC Campaigns
Digital marketing professionals are also guilty of this. Spending too much on PPC can be disastrous for your marketing strategy.
You can reduce the cost of your advertising campaign in a number of ways. Exploring new platforms is one of the most underutilized strategies. As social media platforms are constantly changing, there is always a new opportunity to capitalize on underpriced exposure. TikTok, a social media platform that was launched in 2020, is a good example.
Don’t Use Retargeting Apps and Features
This is what retargeting is. It’s a type of “remarketing” that allows you to reach out to users who have interacted with your ads or website. It opens up an entirely new world of possibilities for customizing and personalizing content. Personalization is a big deal in the world of content right now. You’re likely already behind if you don’t personalize the digital content of your brand.
Facebook’s Pixel is a good example of retargeting. Installing a small piece of code on your site will allow you to retarget Facebook users, both through your website and Facebook’s PPC platform.
Take advantage of existing traffic
You’re missing out on an opportunity to attract new clients if your website does not have a blog, or if you don’t drive organic traffic via another medium (e.g. social media). Even worse than not having an active blog or not trying to drive traffic via social media is not knowing what to use that traffic for once it lands on your website.
This is one of the biggest problems business owners face when it comes traffic and their websites. How can you convert these visitors to conversions? Are they targeted? What is their origin?
Installing an analytics tracking application on your website will allow you to track and analyze your visitors’ behavior. Then, you must take all necessary steps to convert those visitors to conversions. This means using top-of-funnel techniques, middle-of funnel sales tactics and retargeting through social media.
Lackluster Content Promotion Tactics
Many business owners believe that by posting a blog on their website and writing a blog, the internet will be alerted to its existence and flock to it to read their content.
This is just a fantasy. In reality, you will need to promote your website content heavily on social media and PPC ads. You need to compete with your competitors if you want any chance at all. It could be through Facebook, Instagram or SEO.
Do not make the common mistake of creating custom content and doing no promotion. Lack of promotion (or a lack of quality content) is likely to be the cause of why your content doesn’t get any views or engagement.