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Ok so now you have built a great campaign, how do you
get people to notice it?
Digital Marketing
The best way to get a lot of people in your geography to
see your promotion is through digital marketing.
Here are several ways to use digital marketing:
• Put a pop-up banner on your website and list it on
your promotions page of your website;
• Social media is a great way to get your audience
to see your campaign. Post on all social channels
including Facebook, Instagram, Pinterest, Twitter,
etc. On Facebook you can add an event if you are
running a promotion that has a start and end date
such as a sunglass sale;
• Social advertising is also a crucial part of making
your ads stand out on social media. On Facebook,
you can boost posts to ensure they are getting
some eyes on them and you can also do a Facebook
ad that can be geo-targeted to your community.
That ad then is sponsored on Instagram as well;
• Google display ads and remarketing are additional
digital methods of targeting your ideal clients. It’s
important to take the time to learn how to do this
properly or get some professional expertise;
• Email marketing is still a smart strategy to engage
the patients you already have in your database.
Have a graphic designer build you an email
template at the same time they are building the
promotional campaign;
• Text messaging or SMS, send out a simple text of
what your promotion is, with a call to action.
“55% of customers will
pay more for a better
sales experience.”
DEFAQTO Research
Traditional - Marketing
Traditional methods still have some effectiveness, but
you tend to be marketing to the people who are already
coming into or contacting the business.
These include in-office POP such as posters, flyers,
counter cards as well as on hold messaging, newspaper
and radio ads.
We’re also seeing offices utilize in-office digital
advertising on waiting room TVs, computer
screensavers and digital advertising screens to get
campaigns some focus in the office. Traditional
marketing works great to drive in-office activity such
as sunglasses, contact lenses or eyewear promotions.
Last note: For any promotional campaign to work
to its best potential, you need to find as many outlets
as possible to have as many people see it as often as
you can.
Happy advertising! OP
Trudi Charest is the Co-Founder of Marketing4ECPs,
a digital marketing agency focused in eye care.
Marketing4ECPs builds websites, SEO, SEM, paid
advertising on Google, Facebook, Instagram, YouTube,
review management, email marketing, graphic design,
social media, patient communications and so much
more! Trudi can be reached at [email protected] or
www.marketing4ecps.com
36 Optical Prism | April 2019