EYE FOCUS | NEWS
Influencers can be a powerful marketing tool because
they come with their own audience, which usually
already has a demographic built-in. You get to capitalize
on whatever reputation that influencer has already built
for themselves, basically applying their trustworthiness
to your brand.
Obviously, very few independent eye care businesses
can afford big names like Kim Kardashian or Kylie
Jenner; however, micro-influencers are much more
affordable and often more effective.
A micro-influencer would be someone with a smaller
audience, usually in your area. Local photographers,
morning show hosts and even former politicians
could be good resources, as they have a good base of
followers and a name that people know and trust.
Look for someone in your geography.
In some cases they will post about your business in
exchange for eye care products or services.
Automation
Business owners are busy and not everyone can afford to
hire a marketing co-ordinator or agency. Luckily, a good
portion of your marketing can be automated.
Whether it's patient recall or lead generation, you can
apply a set-and-forget philosophy to nearly anything.
There are honestly too many examples to list in one
article, but one of the most exciting and relevant ones
is responsive search ads.
Responsive search ads involve making a database
of several headings, subheadings and descriptions
that could all work together. Google will combine
these elements at random to create and test ads. As
your campaign carries on, Google determines which
ads work best. Investing in responsive ads basically
means you purchase ads, give Google the pieces and
Google will automatically optimize the ads to give you
the best results.
As I’ve said, automation is practically limitless.
If you’re not using automation as a cornerstone in
your marketing strategy, you’re doing your business
a huge disservice.
22 EYE FOCUS August Digital 2019
Building EAT
Google really values expertise, authority and trust-
worthiness, or EAT.
Search engines get smarter all the time and they are
always looking for ways to get users the best possible
information from the best possible sources. So in an
effort to filter out inaccurate, dishonest or incom-
plete information, Google has started evaluating the
author behind the information just as much as they
evaluate the information itself.
So what does that mean?
It means you need to provide users with genuinely
helpful content that isn’t a thinly-veiled sales pitch.
The idea is to prove that you know what you’re talking
about on webpages and blogs by backing up any medi-
cal claims with reputable sources.
Part of EAT also has to do with developing your pro-
fessional online reputation. Contribute to industry
publications, write articles on LinkedIn, become an
active participant in online eyewear and eye care
space. The more often Google sees your name as-
sociated with your field, the more likely it is to trust
what you have to say. The more Google trusts you, the
higher your business can rank in a Google search.
Marketing Trends Change
Regularly; That’s a Good Thing
The ever-changing landscape of modern marketing
is all about opportunities. Every time a new trend
emerges, you have the chance to be one of the first in
your area to use it to its full potential. The key is to
keep your eyes open and be ready to pivot your strat-
egy. If you can stay on top of current marketing best
practices, your eye care business can stay healthy and
relevant for decades.
As Marketing4ECPs’ senior content strategist,
Kaia Pankhurst creates and implements content
strategies for eye care practices all over North
America. Outside of the office, Kaia is a musician,
activist, and professional wrestler. You can reach
Kaia at marketing4ecps.com