We are surrounded by screens and pixels, but opticians are finding a different kind of lens to focus on to support their business: social media. Over the past six months, we have covered a range of ideas and opportunities for you to embrace social media and make it work for your practice. Here’s a round-up.
A picture is worth 1,000 prescriptions
Visuals really do speak louder than words. You are quite literally dealing with a visually driven industry and what better way to showcase your eyewear collection than through stunning images?
High-quality, eye-catching photos not only display your frames but also have the potential to help customers see you, your team, your practice and your capabilities.
If you do not feel up to the task, then consider investing in a professional photographer to capture the pictures you need. Remember, the brands you stock will usually have excellent images of their products and are happy for you to use them.
Share these images on your social media pages and watch as your followers engage and share and your following grows. Remember, social media is a visual playground, and you want your eyewear to be the star of the show.
Engagement is the new 20/20 vision
I am sure you will know by now that one of the most significant advantages of social media is the ability to engage with your audience in real time. You can use platforms like Instagram and Facebook to connect with your community through posts, comments and direct messages.
Seventy-one percent of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to friends and family. You cannot afford not to engage with statistics like that. Engagement does not need to be scary or baffling. You can engage with your followers by responding promptly to inquiries, comments and direct messages. Consider running polls or asking questions to encourage interaction.
Bonus points if you answer their question with a question of your own because this means they are encouraged to reply – even more
engagement. Another trick is to utilise targeted hashtags to increase the visibility of your posts. For example, #OpticianLove or #FrameGame can help your content reach individuals interested in content just like yours.
The proof is in the pupils: Testimonials
Nothing builds trust like the positive experiences of others. Encourage satisfied customers to share their experiences on your social media pages. These testimonials act as digital word-of-mouth, providing social proof and influencing potential customers.
Fifty-four percent of people use social media to research products and services, so reviews really do make a difference.
Create a dedicated space on your social media platforms for customer testimonials. Share before-and-after photos, success stories, or simply quotes expressing how fabulous they think you are.
This not only showcases your expertise but also instils confidence in prospective clients, making them more likely to choose you. Which is exactly what we are aiming for.
Lights, camera, action: Embrace video
Video content on social media trumps everything. In 2023, people are watching, on average, 17 hours of online videos per week. Yes, we even double-checked this as we found it hard to believe too. You can easily join the video content crew by creating engaging and informative videos.
Consider short videos demonstrating how to clean and care for glasses and contact lenses, sharing the latest eyewear trends, or introducing the team behind the scenes. People love the latter. Live video streaming is another fantastic tool to connect with your audience in real-time.
Host Q&A sessions, showcase new arrivals, or even give a virtual tour of your shop. Video content adds a personal touch. However, we know this can scare some people, and we get it. Maybe that is one for another day. Social media, when used regularly, can be a game-changer for opticians.
Using striking images, being actively engaged, sharing client testimonials and making great videos will enable you to build an online presence that not only attracts new customers but also strengthens those relationships with your existing ones.
It is time to sharpen your social media vision.
- Nicola Read owns Babbl Social and specialises in helping opticians increase their turnover through digital marketing. She can be contacted at Hello@Babbl.co.uk and 01332 899 409.