Navigating social media for your business can be confusing. There is an abundance of opinions on which platforms matter. However, for optical practices, I have you covered with our tried-and-tested tips.
I do not believe you need to have a presence on all social media platforms. Firstly, it is way too time-consuming for you and, secondly, you must prioritise where your ideal clients are hanging out and meet them there. It also really helps if it is a platform you enjoy using too.
So, with that being said, Facebook is the number one place to be for a business like yours that needs to flourish in a community and is location specific. Facebook is a platform with many ways to share content and many groups are set up for local towns and villages. These groups are almost always engaged and bustling with people eager to recommend businesses they love.
Firstly, you need to prime your page for success:
- Ensure your ‘about us’ section is populated with as much information as you can fill it with and, if it is already full, check that it is up-to-date.
- Please ensure your profile and cover images are the correct sizes and not obscured or cut off. It is a good idea to have your logo as the profile image.
- Check that the button at the top right of your profile (on a desktop) is enabled to whichever option suits you best. Often, this is the ‘message’ option or the one that sends people to your website.
It is crucial to post regularly. That does not mean you need to post every day or multiple times a day. It means you should post three to four times a week at regular intervals, not bombard the page with posts when you remember and then share nothing for weeks.
The number one type of content to post is things that are happening in your store. These could be new ranges you would like to showcase, services you offer, new team members or work anniversaries. Things that are specific to you and that show you, your team, and your store.
Consider sharing positive customer reviews for genuine ‘social proof’, enhancing credibility, including review screenshots, thank you cards, or even flowers and treats.
Make sure your posts add value. You want your audience to find you considerate and informative. Do they know they may be entitled to funding support with their tests or eyewear? Do you open late on certain days? Can you explain what those numbers and letters on their prescription mean?
Not only does this make you helpful, it also sets you apart as an expert in your field.
Standing out
Using an eye-catching image is important to help your posts stand out. Think about what would make you stop scrolling if you were browsing through a social media feed. It has to be pretty striking now to make people stop.
If you are using an image including text designed on a tool such as Canva, then make sure you use catchy words, and it can also be a good idea to use your brand colours for a professional look.
Make use of the fantastic images the brands you work with will share with you. Get permission to use them; in most cases, they will appreciate you sharing them, and let your followers see the latest trends and styles they can pick up in-store.
These images will have been expensive to produce, think models, lighting, camera team, location; so the more exposure, the better and they will help you and your business look professional.
If you offer referral discounts or loyalty schemes, make sure you share them on your social media pages. People are looking for a reason to choose you and these might tip the scales in your favour.
Finally, if you are already active on Facebook and it is working well for you and you feel you have the capacity to add another social media platform into the mix, then I would suggest Instagram is your next priority.
Our top tip for Instagram? To research your hashtags and make sure you include any relevant ones about the area you are based. For example: #Nottingham #NottinghamBusiness and make sure your images are the correct size and of high quality; on Instagram, a picture really is worth a thousand words.
- 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.