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An Important “Little” Lesson From Google

An Important “Little” Lesson From Google

Design Counts Noticed anything different in your Google search lately? A subtle yet significant change is being tested by the mega company right now –  the font color of the search results. Yup – Google has invested unknown sums into re-testing a possible switch from its iconic light blue search result links to black or different shades of blue. Why? Well, consider this: When the current shade of blue was chosen it was only after 40 different shades of blue were tested, revealing that this color alone was responsible for a difference of $200 million a year in ad revenue! This shows how for a company of its size, a small design change can mean huge dividends. If a picture is worth 1,000 words, then a design is surely worth 10,000 words. In the words of Candace, our design expert, your website design is the conversation you have with your audience, so you need to speak elegantly. Every little element in your design says a lot. You present yourself with typography, shapes, colors, and imagery and that presentation is critical to converting new patients. While the font color you choose may not have an impact of millions of dollars there are some essentials that you need to...
Kids by Safilo to Appear on Modern Living by Kathy Ireland Program Airing on the E! Network and Bloomberg International

Kids by Safilo to Appear on Modern Living by Kathy Ireland Program Airing on the E! Network and Bloomberg International

According to research from global eyewear manufacturer Safilo Group, 1 in 6 school-aged children have vision problems and, if left untreated by the age of 8, some childhood vision problems can cause permanent low vision and poor quality of life for a child. To help parents of children in need of vision correction, global eyewear manufacturer Safilo Group, recently developed the Kids by Safilo eyewear collection devoted specifically for 0-to 8-years- olds. These eyeglasses are not just scaled-down versions of adult eyewear like many collections on the market. They were designed and manufactured with a medical-scientific approach with the Italian Society of Pediatric Ophthalmology (SIOP) and meets the design guidelines of the World Society of Paediatric Ophthalmology and Strabismus (WSPOS). Made in Italy, where Safilo Group is based, the collection is ergonomically designed to cover a child’s full field of vision but is also fashionable, comfortable, durable and lightweight. The collection is as also safe from sharp edges and made of bio-based materials that are also washable, hypoallergenic and non-toxic. Safilo closely studied the growing and changing shape of children’s...
CARRERA ANNOUNCES THE MAVERICK CASTING WINNERS

CARRERA ANNOUNCES THE MAVERICK CASTING WINNERS

Italian lifestyle eyewear brand Carrera, is thrilled to announce The Maverick Casting Winners. More than 1,000 musicians, athletes and visual artists joined the casting from across the globe, sharing inspiring and maverick materials. The Judges chose one Grand Prize Winner and two Winners that submitted the most creative Entries and best reflected Carrera’s Maverick spirit. Danee Marmolejo | Grand Winner The Athlete from Mexico Danee literally runs free through life. Dancing on his own while creating a true connection with his surroundings – for him every bench, wall, gap, stairway is an opportunity to improve. He has the Maverick moves – fearless, creative & unpredictable. https://www.youtube.com/eldane Danee wins the opportunity to be part of a Maverick video production with Jared Leto. Matt Dean | Winner The Visual Artist from USA Street art muralist Matt likes to express himself in B I G formats. Instead of seeing just walls or mattresses, he sees opportunities to create – canvases waiting to be filled with true meaning, involving the community in his art. www.youtube.com/kiptoe Siaira Harris | Winner The Musician from USA Siaira’s video...
Do You Need New Patients?

Do You Need New Patients?

Is Tactical Marketing Right for Your Practice? As we mentioned in our last tip, when it comes to marketing your practice, there is no such thing as one size fits all. Effective new patient marketing needs to be based on your practice life cycle and unique practice growth needs.   Stage 1: Tactical Marketing – New patients, new patients, new patients! Tactical marketing is optimal for a practice that is: Less than 10 years old Has 1 doctor Has 1 location Generates less than $700,000 in revenue Operates in a small to medium sized market The focus of marketing a young practice is to leverage as much of the yearly calendar as possible to drive product and special appointment sales as the time of year warrants.  This means you use seasonal opportunities such as Dry Eye Treatment Campaigns in the winter, Use It Or Lose It insurance campaigns in December, Sunglass Sales in the summer, Back-to-School Eye Exams in late summer, etc. to create campaigns to drive new patients and build your base. Tactical marketing takes the following approach to establish and grow a young practice: Website Design and Optimization: to create an appealing online office and positive first impression. Search...
Safilo Presents “A forward vision for eyewear heritage” Contest

Safilo Presents “A forward vision for eyewear heritage” Contest

5 Old Technologies that are Hurting Your Practice Website

5 Old Technologies that are Hurting Your Practice Website

You wouldn’t want your patients to walk into an old-fashioned office with out of date equipment, antiquated eyewear displays and ancient processes. Likewise, your virtual office – i.e. website – should be upgraded regularly. Having an outdated website can be more harmful than just the negative impression it leaves on visitors – it can actually be hurting your practice. Here are 5 outdated website technologies that could be causing damage to your practice website and reducing its’ effectiveness at bringing in patients: HTML:  If your site was built more than 15 months ago, it’s probably not using HTML 5… which is bad because code matters for web search and visibility. HTML 5 helps search engines better understand what your site is about and allows webmasters to instruct search engines how to read certain parts of your site. In short, HTML 5 is better for your SEO and helping potential patients find your practice online. Load Time (over 1.5 seconds):  If your site is on old technology, then it probably surpasses the ideal load times, and that’s bad for business. Visitors prefer sites that load faster, and so does Google. In fact, Googleexperiments...
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How Your Website Images Sell Your Practice

How Your Website Images Sell Your Practice

Even if you don’t sell eyewear on your website, you are always “selling eyewear” on your website, and everything else related to your practice for that matter. When visitors come to your optometry website, they have eyes on their mind. They are imagining what their experience will be in your office and whether you will provide the medical care, services or optical selection they want.  Your website images will help them decide whether they will take the next step to make an appointment or drop in for a visit.   The most important images your website visitors will look for in making this decision are: ·         Pictures of your doctors and staff. ·         Pictures of your office and exam rooms. ·         Pictures of your optical (if relevant) – including your frames selection. Based on the content and the feeling these images evoke, your visitors will decide whether your practice offers the experience and products they seek, so you want to make sure they portray an accurate picture! Here are some essential qualities your images need to convert website visitors to patients and customers: ·         Relevance: Images should...
The Importance of Saying Thank You (and How to do it Through Digital Marketing)

The Importance of Saying Thank You (and How to do it Through Digital Marketing)

Thanksgiving was last week and it had me thinking about just how important it is to say thank you to your customers.  Giving your patients the recognition that they CHOSE YOU, when they could have chosen any other optometrist out there reinforces that they made the right decision. It builds trust, loyalty and goodwill and they will certainly remember it when it’s time for their next eye exam. Also, creating a culture of gratitude leads to more overall success in any business. Research shows that customers spend more, employees accomplish more and vendors are more likely to pay in a timely manner when they feel appreciated by being thanked regularly. When giving thanks be sure to: Be specific: Focus on exactly what you are thankful for. Be personal: Recognize that you are singling them out. Add value: Even a small favor will elicit an instinct of reciprocity where your patients will want to “pay you back” by spending more and returning for their optometric needs. Here are some easy ways to show gratitude using digital marketing: Create a nice thank you graphic that can be sent by email or as a postcard after a visit. Run a Facebook thank you campaign.  Publically thank patients...
This Secret Ingredient May Not Be An Ingredient At All!

This Secret Ingredient May Not Be An Ingredient At All!

    Ever hosted a big event… without a caterer?  You know exactly what you want the big event to look like and what you want your guests to eat… but beyond that, you need some real expertise to pull it all together.   Good caterers not only provide an excellent meal, but they bring their expertise to make the whole event successful.  Timing, decor, layout… they make it happen. Your Web Manager is your web marketing caterer.  Not only do we look after all the cooking, but we look after the entire event. Your monthly meeting with your Web Manager is the key to making it all happen.  So, what exactly do you need to tell your Web Manager to start bringing in new patients for your practice? Your Web Manager is your practice’s personal Marketing Chef.  He knows your likes and dislikes, your strengths and weakness and what you wish to serve to your community. Like a well planned meal, your web managers ensures all of your marketing is coordinated, timely and most of all, effective at giving your prospective patients the full flavor of what your practice has to offer. But what are the 4 guidelines you want to convey to ensure your success? What...
What’s Worse than a Bad Review?

What’s Worse than a Bad Review?

          No Reviews! I know, it’s hard to ask your patients to post reviews for your practice.  It’s uncomfortable, your front desk staff always forgets, and you’re already maxed out with information you need to provide your patients post exam.  Even more so, you’re concerned this could invite negative reviews and you certainly would rather have no reviews than bad ones. Plus you are already asking patients to review your practice on your patient communication software – you don’t want to email them again to ask them to put that same review on Google or Yelp. That is simply asking too much! Well, you are right. It probably will be too much for most people, but here is why you should ask anyway and let them decide that.  The bottom line is that 70% of people out there do some kind of online research before making a purchase or trying a new service and the SEO value of reviews is indisputable. If your prospects look on Google Local search results and see one practice has 17 mixed reviews (good and bad), and you have none, they are going to go with the one that at least has some good comments over the one they know nothing about. They will...
Facebook’s New Business Verification Badge and What it Means for Business Owners

Facebook’s New Business Verification Badge and What it Means for Business Owners

Last month, I touched on the fact that we weren’t really seeing much ROI from Facebook marketing for our clients and brought some stats that showed we aren’t alone. I also mentioned that Facebook had added a call to action/book an appointment button in an apparent attempt to offer some value to rightfully disgruntled business owners. Well, now Facebook has made yet another effort to improve the virtue of their platform for online marketing – a verification badge. What is the value of a verification badge for business Pages? Verification is a process that many online business directories such as Google My Business and Yelp use to help users find the authentic accounts for businesses (sometimes duplicate pages may exist so this helps users identify and communicate with the real or main one) and provide a “stamp of authenticity” by the business owner. More importantly, verified Pages will also show up higher in Facebook search results and see more exposure on Facebook. Here is an image of what this will look like on your dashboard if your Page is eligible for a verification badge…     While not all Pages are eligible for verification at this time, the option...
Are You Getting ROI from Facebook?

Are You Getting ROI from Facebook?

Is Facebook Really Worth the Effort? Hey Facebook users – I’ve got a question for you. Anybody found a good way to measure the returns of your practice’s Facebook efforts? Like so many businesses out there, we’ve been investing time, money and resources into Facebook marketing for our clients for years. We know how to get likes and engagement, but we think we are missing something. We’re measuring, but we aren’t finding website traffic as a result of this engagement. And we are asking, but we don’t hear from any practices that patients came to them because of Facebook. In other words, in pursuit of all of these likes, shares and comments, we don’t see that it is actually amounting to much in terms of practice revenue. And it seems we are onto something…In a survey conducted last April by Manta which asked small business owners for insights on their social media return on investment (ROI), 59% reported that they did not see ROI from their social media activities. Similarly, in it’s 2015 Social Media Marketing Industry Report, Social Media Examiner found that only 45% of marketers interviewed reported that their Facebook marketing is effective. Further,...
MATT KENSETH WINS SYLVANIA 300, PUNCHING HIS TICKET TO  CONTENDER ROUND OF 2015 SPRINT CUP CHASE

MATT KENSETH WINS SYLVANIA 300, PUNCHING HIS TICKET TO CONTENDER ROUND OF 2015 SPRINT CUP CHASE

Loudon, NH – Sep 27, 2015: The NASCAR Sprint Cup Series teams take to the track for the Sylvania 300 at New Hampshire Motor Speedway in Loudon, NH. By earning his fifth victory of the season in this weekend’s Sylvania 300 at New Hampshire Motor Speedway, Wiley X® sponsored NASCAR driver Matt Kenseth once again showed why he is among the favorites to win NASCAR’s 2015 Sprint Cup Series Championship If a strong finish to the season is an indicator of things to come, Kenseth will indeed be hard to beat in his quest to be crowned champion.  Kenseth has been on quite a roll, as his September 27th win marked his fourth victory in his last eight races. Making this win particularly sweet for Kenseth was the fact that it punched his ticket for the Contender Round of the 2015 Sprint Cup Series “playoffs” — quite literally the road to the championship.  The Contender Series kicks off in two weeks at Charlotte Motor Speedway. If recent trends continue, he’ll likely have company (and stiff competition) there from other top Wiley X sponsored drivers — namely, Joey Logano and Carl Edwards.  In fact, Logano took third place and Edwards fifth place in New Hampshire this weekend,...
Is Your Website Due for a Makeover? Read This First.

Is Your Website Due for a Makeover? Read This First.

Elements of an Effective Website Upgrade The Website Makeover of Bright Eyes Family Vision Care Dr. Nate Bonilla-Warford of Bright Eyes Family Vision Care knew his website was due for a makeover.  I asked Dr. Nate to tell us about the process and the final result, here’s what he has to share,  “In addition to a general design update, I wanted to optimize the site for the search engines and incorporate my three sites into one main, branded site (including the blog that has been active since 2007).” Dr. Nate worked very closely with our design team to create the custom website he dreamed of. You can check out the final the result at: http://brighteyestampa.com. While working to create an aesthetically beautiful design, the more important goal of optimal functionality was a key consideration.  To make sure Dr. Nate’s site incorporated the most current advances in design, functionality and optimization, we focused the following elements: User friendly-easy to navigate. The sight is bright and clear and users can easily and intuitively find the information they are seeking. Branded to create a memorable impression. The color scheme along with the graphic...
Carrera is the First Eyewear Company to Advertise on Instagram in Italy

Carrera is the First Eyewear Company to Advertise on Instagram in Italy

Carrera is the first eyewear company to advertise on Instagram, on the launch of the Instagram ads on the 9th of September 2015. As an early digital adopter, the brand already chose Instagram as the privileged place to start the conversation and further connect with its people; nowadays Carrera is enhancing the relationship with Millennials even more, through new digitals tools, distinctive contents and a strong link to e-commerce. Again, the brand proves the will to take the road less boring as its hallmark. And, after the recruitment of engaging brand ambassadors, Carrera shows again its perfect pairing with Instagram, with the new Interchangeable Campaign, launching on September 9th 22nd Sept as the only campaign visible on Instagram. Carrera is the first eyewear company to advertise on Instagram, on the launch and exclusively running on the 12th, 14th and Resembling the Interchangeable eclectic spirit, true- to-its-nature yet different every day, the brand proves its capacity of experimenting and surprising through the Instagram Interchangeable Configurator and original moving images, designed to explore, change and have fun with the sunglasses’ colour palette and...
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