Social Media Marketing for the Specialty Lens Practice. By Jason E. Compton OD FAAO President, TheRightContact.com Owner, Compton Eye Associates

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1 Social Media Marketing for the Specialty Lens Practice By Jason E. Compton OD FAAO President, TheRightContact.com Owner, Compton Eye Associates

2 Who Am I? Compton Eye Associates Private Practice in New York City TheRightContact.com Contact Lens Parameter search engine for ECPs

3 Compton Eye Associates Letter writing Visit PCPs Bus Shelters Hosting Events Billboards Postcards (EDDM) Flyer guys

4 TheRightContact.com Article writing Print advertising Hosting Events Conference booths Online presence

5 Online Marketing

Why Is This Important? Internet Users - 3.

6 Why Is This Important? Internet Users billion Internet Users 5+ accounts 91% of retail brands use 2+ social media channels 1 million new active mobile social users are added every day. (12 each second) Facebook Messenger and Whatsapp handle 60 billion messages a day Worldwide population is 7.5 billion

7 What Is Your Impression? How many think social media is important for business owners? What do you think is the main benefit of social media? Are your social media efforts effective? Do you know how to measure the results?

8 You Are NOT Alone Social Media Examiner polled (tech savvy) business owners 86% felt social media was important for business owners 89% thought the main benefit was increased exposure 37% thought their FB efforts were effective 25% knew how to measure results

9 Yes... This Is Challenging Distraction Marketing - Target audience constantly bombarded with other messages Donald Latest Specialty Orthokeratology Trump s Kardashian Lens Latest Practice Drama Tweet

10 It Can Be Done Time Determine who our target audience is Effort Being nimble and always testing Money Budget Measure ROI

11 Standard Measure If we are to do this, there can be only (1) Standard Measure PROFIT Not Likes, Not Follows, Not Retweets, Not Viral Anything This goes back to the second question? 89% thought the main benefit was increased exposure

12 What Business Are We In? We are not in the business of being talked about, we are in the business of making money! Some marketers talk about this being a new age and New Language, New Metrics or Engagement and Virality. Every dollar you spend must come back with more or meet other objectives Nothing else is acceptable

13 Goals of this discussion How to get peoples attention What to do when you have their attention

14 How To Get Peoples Attention Relationship Building After the 1 st Date 99.9% of people aren't ready to get married. Same holds true for SM. They just met you. They are not going to purchase a $2,000 procedure when you distracted them.

15 How To Get Peoples Attention Experts talk about Engagement first Sales second Start with Value... Only then can you ask for the sale

16 How To Get Peoples Attention How do we offer value... To Get Peoples Attention Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

17 How To Get Peoples Attention Creating Visual Content

18 How To Get Peoples Attention Creating Visual Content Social Media is visually based place with a lot of competition for attention Create original free content that encourages them to share. Create visuals from quotes Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

19 Professional Tip: Have your staff or family members come up with 5 inspirational quotes each Use Canva to add backgrounds and visuals

20 Current followers (friends, family and a few patients) become your sounding board. They see something they like --- they share it to their network and it goes from there.

21 How To Get Peoples Attention Using a BLOG

22 How To Get Peoples Attention Using a Blog Linking to your blog is a way of getting users off SM platforms onto your website. Here is where you start showing your expertise. Depending on your budget you may want to BOOST these posts to increase your exposure. Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

23 Professional Tip: Poll your patients to find out what issues important to them Create 25 blog posts answering those questions Use Ripl to create infographics Scheduler

24 Article titles aren't enough. Visuals help get your audiences attention. It will help indicate that you are an authority in this area.

25 How To Get Peoples Attention Sharing Industry Journals

26 How To Get Peoples Attention Sharing Industry Journals This makes your company look like they are on top of everything. Don't just post a link to the article because this is just lazy. Instead add your comments and ask what your followers think about the article. You are being a thought leader and content curator. Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

27 Sharing Industry Information

28 Professional Tip: Use a company like ThinkAboutYourEyes.com to grab content Spend a weekend laying out posts Schedule them out over a year

29 You can easily go back to the previous tools like Canva and Ripl to create this content.

30 How To Get Peoples Attention Using Humor

31 How To Get Peoples Attention Using Humor Everyone loves to laugh Great teaching opportunity Audience doesn t even realize they are being marketed to. Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

33 Professional Tip: Think about a couple of things around the office that are funny to you, your staff or your patients. You are going to get their attention Keep it eye related.

35 How To Get Peoples Attention Getting Fans Involved

36 How To Get Peoples Attention Get Fans Involved Feature people and their stories Q and A Offering gifts or prizes Ask Trivia Questions Single out a fan of the week Fill-In the blank posts Caption posts tell people to post their own caption Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

37 Professional Tip: Think of a real BASIC question to poll Something that might stir up some interest Post to your audience Facebook, Twitter and LinkedIn

38 Quick and basic way to show that you are looking for input. A great way to look for feedback to see what is working and what isnt working... get valuable information but it helps to build loyalty.

40 Getting Patients Involved

41 Professional Tip: Instagram Reposting App Have your patients post an image to their fans Repost that image on your page

44 How To Get Peoples Attention Access Your Network

45 How To Get Peoples Attention Access Your Network Family Celebrity Friends Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

46 Professional Tip: Find someone that has a decent following Offer them something to have a LIVE event in your office Sunglasses Halloween Contacts Orthokeratology

47 Within 5 minutes 12K viewers Patients contacting the office from the Dominican Republic and Venezula

48 How To Get Peoples Attention Social Proof

Creating Visual Content Using a blog Sharing Industry Articles Using

49 How To Get Peoples Attention Social Proof People want to hear it from other people Interested in you as knowing who does business with you. Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

50 Professional Tip: Create YouTube channel for your testimonials Start simple with friends and family leaving 1-2min reviews. Link to the reviews in your posts/

52 How To Get Peoples Attention Get Personal

53 How To Get Peoples Attention Get Personal Pull the curtain back. Occasionally share something about your life. You, family, pet. Fans respond well to personal posts. Behind the scenes Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

54 Professional Tip: Create snapshots of what goes on at the office

56 How To Get Peoples Attention Be Controversial

57 How To Get Peoples Attention Be Controversial Easy way to get people excited and ready to comment or share Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

58 Be Careful Great Topics Sports Movies Television Shows Never Discuss Politics Religion

60 How To Get Peoples Attention How do we offer value... To Get Peoples Attention Creating Visual Content Using a blog Sharing Industry Articles Using Humor Get Fans Involved Access Your Network Social Proof Get Personal Be Controversial

61 Goals of this discussion How to get peoples attention What to do when you have their attention

62 What Do We Do With The Attention? Magnet Opt-in Monetize (MOM)

63 What Do We Do With The Attention? Magnet Always have an offer What they need to do? Must see urgency - Why then need to do it now? Clear Instructions How do they get it? Opt- In Lead Capture Name/phone/address capture Monetize Track and Measure Results

64 What Do We Do With The Attention Magnet

65 MOM Strategy Magnet Always have an offer What they need to do? Must see urgency Why they need to do it now? Clear Instructions How do they get it? Opt- In Lead Capture Name/phone capture Monetize Track and Measure Results

66 Professional Tip: Find Freelancer Graphic Designer Coder Web developer

67 MOM Strategy Magnet Always have an offer What they need to do? Opt- In Monetize

68 MOM Strategy Magnet Must see urgency Why they need to do it now? Opt- In Monetize

69 MOM Strategy Magnet Clear Instructions How do they get it? Opt- In Monetize

70 What Do We Do With The Attention Opt-In

71 MOM Strategy Magnet Opt- In Lead Capture Name/phone capture Monetize

emails, via text messaging and on social media.

72 Professional Tip: Landing Page Builder Helps generate leads for your practice on the web, in s, via text messaging and on social media. Landing Pages Lead Capture Pop-Ups Mobile Opt-In Codes Sign Up Links

74 OptIn - Sales Funnel Level 1 Landing Page Where the user came from Level 2 Opt-In Page Where the user came from Effectiveness of landing page Level 3 Thank You Page Where the user came from Effectiveness of landing page Contact Information collected

75 What Do We Do With The Attention? Opt-IN List building is crucial Calling or ing patients directly Website retargeting (difficult with HIPAA) Constant reminders Facebook Custom Audiences you can market to them based on how far down the funnel they have gotten Less dollars spent

76 Website Remarketing

77 Website Remarketing

78 Website Retargeting

79 What Do We Do With The Attention Monetize

80 MOM Strategy Magnet Opt- In Monetize Track and Measure Results

81 Professional Tip:

82 Calculating ROI Easy to calculate your Return On Investment Know where your advertising dollars are working Influences ad spend Influences resources Influences prices

83 Categorize Your Audience

84 Warm Audiences Your Own Patients Utilize EHR System Your Own Facebook Fans Facebook Pixels People that have visited your website Google Adwords Pixels

Professional Tip: Do a query for email addresses in your EHR database Upload that list into the Power Editor

85 Professional Tip: Do a query for addresses in your EHR database Upload that list into the Power Editor of Facebook Ads Manager Facebook will Advertise to every patient in your database that has a Facebook account

86 Facebook Custom Audience Within Ads Manager Customer File Allows you to Upload a CSV or TXT file

87 Cold Audiences Zip Code Searches Look-a-like Fans Demographic Searches Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they're similar to customers you care about. You can base your Lookalike Audience on a variety of sources (ex: people who like your Page, or visited your website).

88 What Do We Do With The Attention? Magnet Opt-in Monetize (MOM)

89 Goals of this discussion How to get peoples attention What to do when you have their attention

90 Tool Summary

How To Attract Crowds To Your Webinar

How To Attract Crowds To Your Webinar Introduction The success of your webinar depends on attracting the right crowd. Of course, you ve already spent a lot of time preparing the event. Now make an extra