1
Collect reviews &
recommendations
Think of Facebook as an
extension of your office. Customers
are searching on Facebook and
find your business. One of the first
things they look at are the reviews
and recommendations. They are
looking for three things: How
many reviews do you have?; How
good are the reviews?; and How
you respond to negative reviews.
An eye care business that only has
a few reviews versus one that has
25+ reviews is not as likely to win
the customer who is focused on
feedback in their decision-making.
Ensure you are responding to
both good and bad reviews. You
can actually win business by
responding well to a negative
review. People like to see that you
care. Facebook has “retired” the
star rating and encouraging users
to “recommend” businesses.
Side note…you can share your
reviews to your other social
channels like Instagram and
Twitter getting more mileage out of
the exposure.
2
Book appointments
Facebook has action buttons
that can drive specific
behaviors in people landing on
your profile and your posts. You
can choose from several action
buttons like learn more, call now
or book appointment.
These buttons can be placed on the
main profile image and on your
Special Feature
individual posts by adding the
“click to message” feature. When
a customer clicks on the button
it takes them to your eye care
website where it has the ability to
convert them further into a booked
appointment.
You can also ask customers to
message you directly on Facebook.
It will show in Facebook messenger
any inquires or requests to book
an appointment. In today’s busy
world, people want the easiest
and most frictionless options to
connect with your business.
3
Promote services
Facebook added a feature
that allows you to showcase
your various services you offer in
your business and list a description
as well as pricing. Not only is it a
great FREE way to market your
services, it may answer some of the
questions a potential customer has
about your offerings.
Enhancing your Facebook page by
adding information on services
only increases the chance that
if someone is searching for a
particular service or product and
you have it listed that your business
will show up in the search.
4
Market events
Facebook business pages
have a great feature that
you can utilize to post events in
your office.
This works amazing for trunk
shows and promotional sales. It
allows you to upload a video or
image of the event as well as details
regarding the event like date and
times, full description of the event
and directions to find you. You can
also add links to the description for
everything from directing them
to your website to RSVPing for
an event where you want to track
numbers of sign ups.
If you want your event to show up
more on Facebook to followers and
non-followers, ensure you add the
following to the event: specific
location, date and time, choose the
most applicable category and add
description as well as keywords
like eyewear sale, designer eyewear
frames, etc., invite your followers…
once a few people like the event it
starts to show to their followers,
ask people to share!
Last note: Facebook is more than a
profile to post a few messages about
your business or eye health. When
used to its full potential, it can be
a sales tool and patient acquisition
channel. Take the time to explore
and learn all the things you can do
on your business Facebook page. OP
Trudi Charest is the co-founder
of Marketing4ecps, a digital
marketing agency focused in eye
care. Marketing4ecps assists
eye care businesses with website
design, social media, SEO,
Google advertising, Facebook ads,
email marketing and so much
more. Trudi can be reached at
[email protected] or
www.marketing4ecps.com.
Optical Prism | September 2019 37