Everything You Need to Know About Marketing Your Optometry Practice (Updated for 2021)
Tyler here with OptometryMarketing.com.
We help optometrists and practice owners grow their businesses. We’ve built marketing funnels and websites that drive real leads for our clients.
As well as an entrepreneur, I’m also an avid learner. I love understanding people, how people work, and how businesses can best connect with and serve them.
In addition, I believe in healthcare. I believe optometry is incredibly important to overall health and lifestyle quality. In fact, my wife is an optometrist! I understand the value that you provide to your customers, and I want to help you reach more people so that your community can live healthier and more fulfilling lives.
Enter this amazing and informative guide: This document is designed to help you market your optometry practice effectively no matter where your market is, who your clientele is, or how long you’ve been in business.
In fact, this guide contains the foundations of a really solid digital marketing plan for your business. We’ll address the most common marketing channels available to you, how to actually use them to market optometric services, and how to track and measure the revenue generated by each channel.
How This Marketing Guide is Different
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.
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.
Let’s Get Started:
Now let’s move on to the actual strategy for marketing an optometry practice.
We’re trying to accomplish three unique goals.
- Get clients in the door
- Build a brand in the local community
- Drive as many return visits as possible
These goals may pull against each other at times, but in order to grow and build a successful practice, we need to accomplish all three of these. Our marketing campaigns and plans should be designed so that we cover each of these areas. We’ll go in the order listed above:
Part 1: Get Clients in the Door
This may be the single most important aspect of your marketing. After all, you might have an amazing brand, but if you can’t get paying clients in the door, you don’t have a business! Let’s talk about how to do that:
Four Types of People Who Visit Optometry Practices:
When it comes to getting clients in the door, there are basically four broad categories of people who are looking for eye exams. These people all have different levels of intent. Intent is simply a measure of how likely they are to become an immediate optometry customer. High intent users are likely to fill out the form or pick up the phone immediately. Low intent customers need to be encouraged and convinced before they take action.
Understanding this user intent is how to determine which marketing strategies and channels we should use. We want to meet users where they are and move them into a long-term, healthy relationship with us.
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OptometryMarketing.com is a boutique marketing company based in Fort Collins, CO. It was founded by Tyler Brooks and Christine Shukis-Brooks in 2019.
Services we provide to practices include:
- Strategic Marketing Planning
- Marketing Consulting
- SEO Services
- PPC and AdWords Strategy
- Email Marketing Strategy
We love helping practices grow. If you’ve struggled with growth and marketing in the past, please reach out to us.