Strategies to Sell More EyewearPosted: July 10, 2019 - By Kalena McElroy
Do you have trouble moving inventory?
Selling eyewear used to be as simple as mailing out a postcard and getting your patients and prospects to come in to buy a new pair every year. But the game has changed and these days, practices are doing more to stay ahead of the curve and get out in front of their target audience. The way practices are engaging with patients is changing. So if you’ve been having trouble moving your eyewear as quickly as you’d like, you might need to change the way you approach marketing your optometry practice.
Create a Marketing Plan
A marketing plan can help you clearly define your goals and help you stay on target to meet them. The first step in selling anything is to create a plan because, without one, you’re not likely to achieve your target goals. Think of it as your roadmap to successful marketing, helping you find the best route for your optometry practice. A plan can also help you decide how you’ll promote your content once it’s published and what kind of publishing schedule you’ll keep.
Now let’s take a look at some of the ways you can market your optometry practice and sell more vision care products.
Focus on Content Marketing
Content marketing is another excellent way to attract new patients and sell more eyewear. It’s essentially the process of creating valuable, useful information and using it to engage with your target audience, while also building authority in your industry. Content marketing involves both educating and entertaining prospective patients with interesting content in the form of blog posts, web content, podcasts, case studies, social media posts, email autoresponders, white papers, infographics, eBooks, video, and more.
Blogging is one of the best ways to drive organic traffic to your website and it’s a great way to get your target audience engaged. Roughly 78% of consumers prefer getting to know a company through articles rather than ads. An increase in engagement leads to a boost in revenue so if you really want to succeed online, you have to create compelling articles for your audience. And that starts with providing them with valuable, high-quality content. If you’re unsure about what to blog about, think about your patients’ areas of concern and try to touch on those. Brainstorming a list of article topics before you start your blog is helpful.
Get on Social Media
If your practice is not on social media yet, you’re missing out on huge opportunities to connect with your patients. Social media is for more than just sharing funny memes and chatting it up with friends and family. Practices are using the power of social media to raise brand awareness, boost engagement, and increase revenue. In fact, almost 90% of small businesses say their social media marketing efforts led to an increase in exposure for their business. Combining social media marketing with paid advertising on Facebook and other sites can help boost sales even more since it allows you to target specific demographics to get your products and services seen by the right people.
Send Out Email Newsletters
Sending out email newsletters periodically can help you stay in touch with your current patients. Use it to send special offers and promotions on products as well as any updates about your practice in general. Email newsletters can also help you increase web traffic, grow your social media following, and highlight seasonal products like sunglasses. All of this helps drive sales since you can announce when you’re having a sale and send discounts exclusively via email so people feel more inclined to purchase their next pair of glasses at your office. People are much more willing to spend money when there is a discount or exclusive offer.
Consider Influencer Marketing
Although fairly new, influencer marketing can definitely help you increase eyewear sales, boost brand awareness, and establish trust. About 69% of people are likely to make a purchase if someone they follow on social media (an influencer) recommends a product and 81% of marketers who’ve used influencer marketing campaigns agree that it’s an effective marketing channel. Influencer marketing is as simple as getting someone else to spread your message for you. The influencer can simply be a current or past patient with a decent following on social media or their blog. Based on your budget, you could also work with local celebrities to get a social media mention, or a review. Figure out your best approach and you can start using influencer marketing to sell more eyewear.
Measure Your Results
Once you’ve put your marketing plan into place, it’s time to start measuring your results to see how you’re doing. Otherwise, you won’t know if all of your hard work is paying off. Finding the right tools to help you track and measure your progress is highly recommended. Make sure you’re measuring the right key performance indicators (KPIs) based on your practice’s goals.
Now that you know the best strategies out there to kick your eyewear sales into high gear, you can decide which ones will work best for your practice and start using them. Start by creating your marketing plan so that you have clear goals set and can easily stay on track and measure your progress.
Learn how DemandForce can help your optometry practice sell more vision care products with targeted email campaigns, and more!