How This Marketing Guide is Different

Instead of focusing on Facebook ads, SEO (Search Engine Optimization), print ads, etc. right off the bat, we will begin by focusing  on your customer.

Your customer is the one that makes you money and helps you grow your business. Your customer is the single most important factor in building your business.

Marketing is about getting in front of the right customer with the right message at the right time. That’s it. If you can do that, you’ll grow your business and succeed.

If you can’t do that, you’ll waste time and money without getting the growth you are hoping for.

As we talk about marketing channels, we’ll do it through the lens of the customer and how your customer can find you.

As an operator of an agency that focuses on digital marketing, we’ll also spend most of our time on the digital aspects of marketing a business. There are many marketing opportunities that aren’t digital – and at times those may be valuable. We’ll touch on a few of them briefly, but our expertise is digital marketing.

We will write largely about digital for three main reasons:

• It’s what we know best – When you need a  complex surgery performed, you go to the expert. We are experts in digital. Although these principles may apply to other, non-digital channels, we will focus on our field of expertise.
• Digital scales effortlessly – Once you have a digital marketing campaign that is working for your optometry practice, it is very easy to scale it up. If you’re using a non-digital channel, it’s almost impossible to scale a campaign in a way that actually gives you significantly more financial gain. With digital, you already have the assets (ads, website, content, etc.) in place, so you can often just turn up the money spent on the ad to get massive results.
• Digital is easier to measure – In order to feel confident pouring more money into marketing, we need to make sure that we’re getting results. We want to measure and understand the ROI (Return On Investment) of our optometry marketing campaigns so that we can scale in a cost-effective way. Digital is simply easier to measure.*

* Bonus Point: If I came up to you with a hot stock tip and told you that a stock would increase by 50% over the next few months wouldn’t you buy as much of it as possible? Of course, because that would be a good investment. It’s the same with marketing. Digital allows us to measure the effectiveness of your marketing campaigns. We can tell if you spend one dollar, how much you make back. That allows us to scale massively. If you made $1.50 on every marketing dollar you spent, how much would you spend? What if you made $10 on every marketing dollar you spent? How much would you spend? If you answered “a lot”, you get it. Marketing is an investment, not an expense.

Assumptions:

As we move through this document, we’ll also be making a few assumptions about you and your practice. These are:

• You or someone on your team has the ability to execute these strategies. At a base level, that means you have someone with a basic understanding of copywriting, landing page development, web development, and basic graphic design skills.
• You have some budget to spend on marketing. – A marketing budget of anywhere from $500/mo to $10,000/mo or more is ideal. You’ll also have to buy some ads, develop some content, and otherwise promote your brand. Even if you have no budget, this guide will be helpful, but the implementation is going to take both money and time. Marketing is work, but it’s an investment that, when done well, will pay off massively in the long run.
• You care about growing your business. – Like I mentioned above, marketing and growing a practice takes work. You may be able to (and ideally should) outsource most of the work, but you’re the one ultimately responsible for the success or failure of your marketing efforts, not your agency or freelance designer. If you’re prepared to take ownership, you’ll see it through to success.

On Trying and Testing:

This book contains many best practices and hard won formulas that have served me well over the years. When in doubt, stick to the formulas attached, as they will likely have the greatest impact for you and your business.

I know you’re smart (after all you have a very difficult advanced degree!), but just like you wouldn’t want me to do your eye exam, you need to apply my expert recommendations. Don’t follow them because they are perfect, but because they are what will have the highest chance of success upon implementation.

The landing page examples, ad copy, and other content has been created by our team based on industry best practices and is known to drive results. In other words, deviate at your own risk.

But, if things aren’t working, feel free to test additional strategies, headlines, and offers. There’s no way we’ll give you the complete list of every possible success in this guide, just use this as a starting point and continual reference.