In niche and competitive industries, dominating your marketing strategy is an essential element for keeping a strong presence in the market. For many of these industries, such as the optical industry, businesses may find it difficult to begin brainstorming marketing ideas, because what exactly does marketing for opticians look like? Fortunately, if there’s a will, there’s a way when. This is true for marketing in any industry, no matter how niche.
If your optical business wants to grow, you will need to have a sound marketing plan outlined. Here are the top four tips every optician should follow when it comes to planning a marketing strategy.
Be Consistent with Branding
This is rule number one for any business. Your branding should be subtle, but consistent. To broaden your reach and visibility through an online community, you need to develop a strong brand identity when it comes to your messaging.
“Creating a strong brand identity helps eliminate confusion existing or potential customers or patients may have. All of your marketing materials, logos, slogans, and name should share the same brand messaging and color schemes,” said a spokesperson for an optical training company.
Create a Well-Designed Website
It only takes 50 milliseconds for a user to decide whether they will stay on a website or not. Needless to say, website design is crucial for your online performance. Your website should display your services, office locations, contact information, specialties, and blog content. Your website should also be user-friendly, and communicate your brand’s tone and image. If you fail to maintain customers on your website, then the work of attracting them will be virtually worthless.
Invest in Search Marketing
One of the most effective methods of digital marketing is through pay-per-click advertising (PPC). From clothing stores to IT services, PPC is an excellent way to increase traffic to your website, which in turn, can create more business. You need to use paid advertising if you are looking to enhance your optical business marketing online. It is one of the best ways to reach your target audience.
PPC ads allow your shop to be at the top of search engines such as Google and Bing. These ads will be targeted at people who conduct specific searches. As an optician, you will want to target searches for eye exams, contact lens fitting, eyeglasses adjustments, frames, and other services that are unique to your optical business. A paid search ad can offer just enough information about your business through a simple search.
Be Consistent with Content Creation
When it comes to digital marketing, content is king. Content is the foundation of any brand, and how it is structured affects how it can be delivered to your customers. Your optical business website should include a section devoted to news and blog posts that are relevant to your company and the industry itself. The reason why you should actively create content for your website is twofold: it shows your audience that you are a trusted source of information, and it helps drive traffic to your website.
When a user stumbles upon a website without any written or visual content, their perception of trust in the brand is low. However, companies that spend the time creating content show that they value their potential customer’s journey for information. In addition, being consistent with your content marketing efforts boosts your overall search-engine optimization (SEO), which will help you organically rank higher in search engine listings.
Every business, including those in the optical industry, need to have a sound marketing plan to attract new customers. Adapting to the digital landscape by developing a brand identity and designing an engaging website is just one step. Your business needs to actively keep the website updated with content and information, so you can increase your traffic and maintain your position on search engines indefinitely.
