BUSINESS SUCCESS
TIPS FOR 2016
BY TRUDI CHAREST, RO
E Y E C A R E B U S I N E S S E S W I L L CO N T I N U E TO S E E A S H I F T
C H A N G I N G I N D U S T RY I N 2 0 1 6 A N D T H O S E T H AT LO O K
A N D F I N D WAYS TO C A P I TA L I Z E W I L L T H R I V E .
1
BUILD AND MONETIZE
A CUSTOMER DATABASE
Every practice and optical store should be collecting
customer and patient email addresses and asking for
permission to contact them for ongoing promotions and
reminders. Utilizing this database with a professional
marketing strategy of ongoing engaging communications
is essential to keeping connected to your consumer in
between visits. A healthy database becomes a part of
the overall value of a business when trying to sell it.
3
CONVERSION OPTIMIZED
WEBSITE
Not only do you need a modern, engaging and entertaining
website you need to make sure it is converting. Gone
are the days of the set and forget it website. A website is
an extension of your business. You need to make sure it
is updated with current content, has ongoing events and
promotions, is answering the basic search questions an
eye care consumer is looking for and, most important,
has calls to action that are driving the consumer to do
what you want them to do. Book an appointment or
walk in and buy some glasses.
32 Optical Prism | January 2016
2
GET SOCIAL
Not all eye care businesses are sold on the social media
craze that has enveloped our world but I for one
believe in the benefits it can give any business. From
impacting your organic search rankings, engaging
your current customer base, providing an open communication channel for your customer to advertising
and marketing your business. It’s growing so jump in
now and start getting social.
4
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