7 Optometrist Marketing Strategies to Attract Patients

Today, the most effective marketing channels for optometry practices are online. Here are seven strategies to consider:

1. Search Engine Optimization (SEO):

You might have heard of search engine optimization (SEO), but if you’re not yet leveraging it to attract new patients, it’s time to start.

Without SEO, your website might not be reaching potential patients who are searching for optometry services in your area. If your site isn’t optimized for search engines, people in your community who need your services won’t find you easily.

SEO helps users searching for optometry services find you online, rather than relying on outdated phonebook listings. Ensuring your site is well-optimized increases your visibility and helps you connect with those seeking your services.

For a comprehensive introduction to getting started with SEO, check out our beginner’s guide to SEO. It offers valuable tips for optimizing your optometry website and improving your search rankings.

2. Pay-Per-Click (PPC) Advertising:

Pay-per-click (PPC) campaigns are an effective way to reach potential patients, making them a valuable marketing strategy for optometrists. PPC allows you to target specific audiences and measure the success of your campaigns more precisely than many other advertising methods. These ads appear alongside organic search results at the top and sides of search engines, and you only incur costs when users click on them.

You can tailor your PPC campaigns to display ads only to people searching for terms like “optometrist in Boston” or “Kate Spade Frames in Orlando,” ensuring your ads reach relevant users. This focused targeting helps avoid spending on irrelevant clicks, making PPC a cost-effective approach to digital marketing for optometrists.
3. Content Marketing:

Content marketing is exactly what it sounds like — using original content to attract your target audience to your site. This content can take many forms, as long as it’s focused on topics that interest potential patients.

If you’re not yet publishing original content on your site, blogging is a great way to start. A blog is a great way to share interesting and engaging information with your patients and the world. Regularly posting to your blog sends good signals to Google—search engines like websites with fresh content—and to your patients.

If you’re blogging about optometry or optometry related items, not only are you up to date with technology, but you also start earning their trust. Blogging about optometry-related topics shows that you’re good at what you do, and you care about your profession.

Blogs are also easy to share on social media, too, so creating one is a win-win because it makes your optometry marketing plan omni-channel.

4. Social Media Marketing:

Engage with your patients through social media platforms like Facebook, Twitter, and Instagram. Use these channels to share updates on new collections, promote special offers, and highlight seasonal discounts. Provide valuable information about eye health, such as the importance of contact lens care, regular eye exams, wearing sunglasses, and maintaining a healthy diet.

For social media to be effective as part of your optometry marketing strategy, ensure that your pages are actively managed and regularly updated. Respond promptly to any questions or comments from your followers to foster a strong connection with your audience.

5. Online Reputation Management:

Word of mouth has taken to the Internet through review websites like Google Business Profile, Yelp, and more. Encouraging happy customers to leave positive reviews, as well as managing any negative reviews, can do much to set your practice apart from the competition.

Online reviews tie in closely with another optometry marketing strategy, SEO. A search for “optometrists near [location]” will likely populate Google’s knowledge graph (that box to the right of the search results with lots of quick info) with the information for a nearby optometrist. It will often include snapshots of the practice’s overall rating on Google and/or various other review websites. Would you prefer potential customers to see 1/5 stars or 5/5 stars?

Use online review management and make it a part of your optometry marketing plan to encourage reviews and feedback from your clients, which can lead to more visits and even improvements to company policies.
6. Email Marketing:

Email marketing is one of the oldest forms of marketing, but it’s still one of the most effective for staying in touch with patients and encouraging repeat visits.

That’s why it’s one of the best optometry marketing ideas.

Encourage your patients to share their email address when they register with your practice, and send them reminders when it’s almost time for their yearly exam. Try sending one email two months in advance so that they have time to schedule, and a follow-up email if they don’t make an appointment.

You can also create email newsletters with tips for maintaining their eye health, and other information that may be useful for your patients. Not every email needs to be focused on bringing patients in for an appointment — and your subscribers will appreciate your interest in their health, even when they aren’t coming into the office.
7. Referral Programs:

There’s no denying the power of a referral from a current patient. Such referrals are not only a high compliment but also a highly trusted source that can convert potential patients into loyal ones.

Consider implementing a referral program to incentivize your patients. Offer them rewards such as vouchers for services or products, discounts on their orders, gas cards, or entries into a drawing for a grand prize. Ensure that you promote this program effectively so your patients are aware of and appreciate the rewards for their referrals.