How to Keep Your Social Media Social

Answer this question honestly: when you use social media, do you log in primarily to hear from local businesses? Or are you more interested to see what your friends and family are up to? The hard truth is that people don’t just use social media to be sold to. That doesn’t mean EyeCarePro can’t help you promote your business successfully using social media, but that’s not why people use it. They log in to be social, to learn more about the things that interest them, to be entertained, and ultimately- to connect with others.

We’re not saying that you should stop posting about your business. You absolutely need information on your social pages about your practice, services, and promotions. But you also need content that connects with your followers on a personal level.

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Make the Algorithm Work for You

To truly master the algorithm, you need to provide diverse, helpful content to show the platform and your followers that your posts are worth engaging with. Remember, all social media platforms are businesses themselves. They want users to log in and interact with content, so they only push the content that they feel will get users to read, click and share.

Let’s say your practice regularly rotates between posting about service updates and promotions. Adding personal pictures and videos of your team is an easy way to tell platforms like Facebook or Instagram that you have a lot of diverse things to say. In turn, the algorithm favors your content and shows it to more users. On the flipside of that scenario, posting too much similar content, or content for the sake of it is a great way to have the algorithm hide or bury your posts.

Think about the posts or videos that you interact with that are maybe outside of the content you would typically click on. Have you ever, out-of-the-blue, watched a video about fishing, and notice that Facebook, Instagram or Twitter now shows you a lot more content about fishing? Now imagine your patients watching you talk about how you can help them in a video post, and your next post being at the top of their feed. That’s making the algorithm work for you.

Solve Your Patients’ Problems

Take this example of a great video post from one of our clients, Dr. Josiah Young. The video works for several reasons (great work Opticare Vision Center!), most of all because it’s authentic. Everybody loves a slick video advertisement, yet in this case, sincerity is more important to a video with a local audience than making a Hollywood-level production. Dr. Young’s personality shines, the video still looks great, and it holds your attention because it’s Fun.

While the above example is indeed a sales-oriented video, Dr. Young keeps it fresh and engaging by not only focusing on the products that he has, but on his patients, their problems, and how his practice can solve those problems. Dr. Young understands that the messaging shouldn’t be just about him or the practice but should instead be centered around his patients and how his services can help them.

This is called gap selling. We find the gap, or need in your patients, and offer a solution to bridge the gap and solve their problem. In this example, the gap is children not being able to learn effectively due to vision problems, and the solution is an eye exam.

Don’t Overthink It

Personal content doesn’t have to focus on driving your sales. It can be as simple as an IGTV video or Facebook reel of your staff having fun, or a picture of one of your favorite patients. Don’t overthink it- the idea is to be relatable to your followers. Show them you’re human and pleasant to be around, and they’ll want to spend more time engaging with your social content, and ultimately more time in your practice where you’ll be helping them with their vision.

How We Can Help

EyeCarePro plans and optimizers increase your practice’s reach by providing rich, eye-care specific social media content to help keep your patients educated and engaged. Our Digital Marketing Strategists work with your practice, suggesting personal content that you can easily create and post yourself to strengthen your overall digital marketing campaign.

Follow Dr. Young’s lead and supplement your content marketing with personal content that you make your own. It doesn’t have to be perfect, in fact it’s often better not to be. Let your patients know that you are real people and that you care about them. They’ll have more interest in what you have to say, and the algorithm will too.

Optimize to Your Goals

EyeCarePro is proud to present its new line of Optimizer Services! These add-on marketing tools are now available individually and were designed to maximize your practice’s bookings and revenue.

Rank higher with Google Adwords/Pay-Per-Click Ad Management and become a local eye care authority to increase revenue.
Engage your patients with Ready-To-Use Campaigns that you can post to your social channels, Google Business Profile or send through email.
Reach the right eyes with the right message using specialized Social Content.
Automate Google Reviews requests after an appointment, and get notified of new reviews so you can easily respond to feedback.
See and hear your practice’s phone performance with AI That Analyzes Patient Calls and convert more calls to appointments.
Manage All Your Directory Listings from one place to make sure that your practice information is accurate all the time.
Simplify your booking procedures with our Automated Live Scheduler to book patients 24/7.
Get a custom practice profile on Optometrists Network (Doctor Finder) for powerful backlinks and more clicks to your site.

ODEssentials

A plan with everything a practice needs to attract more patients and increase overall bookings. It Includes:

A mobile-first eye care website
SEO to boost your search rankings
Social media campaigns for your Facebook and Google Business Profile
Email campaigns
Automated Google review capture
Directory listing management
Monthly blog posts

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Work with a dedicated marketing strategist to improve your website, SEO and social presence SEE WHAT SPECIALTIES WE OFFER… 1. Vision therapy/Neuro-Optometric Rehabilitation • 2. OrthoK/Myopia Management • 3. Scleral Lenses or Custom Contacts • 4. Dry Eye Services • 5. Sports Vision Services