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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...
Essilor Expands Consumer Advertising for Varilux Lenses

Essilor Expands Consumer Advertising for Varilux Lenses

Essilor of America is extending consumer advertising efforts for Varilux® lenses to print publications. The new Varilux lenses full-page print ad will start this fall and appear in six consumer magazines: Food and Wine, Fortune, Golf, More, Sports Illustrated andSunset. To assist eyecare professionals in leveraging these consumer advertisements, Essilor will also distribute Varilux lens merchandising kits that include point-of-purchase materials to be displayed in practices. “We want to show people who are dealing with presbyopia that there is a solution to their vision issues and that they have a choice when it comes to their lenses,” said Lauri Crawford, senior vice president of marketing, Essilor of America. “The new print placements will further extend the Varilux brand reaching even more consumers and directing them to find a local ECP.” Essilor has led the way in research and development, making Varilux lenses the most recognized progressive lens brand in the industry. Varilux lenses are the only progressive lens brand with lenses designed using W.A.V.E. Technology™ to give patients sharp vision and smooth transitions at any distance. ECPs interested in receiving a...
Top NASCAR Driver Matt Kenseth Dominates Field In  Federated Auto Parts 400

Top NASCAR Driver Matt Kenseth Dominates Field In Federated Auto Parts 400

Wiley X® sponsored NASCAR driver Matt Kenseth continued his hot streak in appropriate fashion by dominating the competition throughout Saturday night’s Federated Auto Parts 400 at Richmond International Raceway. Kenseth didn’t just win the race, he lead the field for 352 of 400 laps and held off all challengers in convincing style. Fellow Wiley X-sponsored driver Joey Logano, who’s also been on a bit of a hot streak, finished third under the lights at Richmond, giving team Wiley X two drivers in the Top 5. Richmond, VA – Sep 13, 2015: Matt Kenseth (20) takes the Dollar General Toyota to Victory Lane after winning the Sprint Cup Series Federated Auto Parts 400 at Richmond International Raceway in Richmond, VA. This latest win was Kenseth’s fourth of the season and 35th of his illustrious Sprint Cup Series career. Perhaps even more notably, this was Kenseth’s third victory in the last six races. This consistency over the past month-and-a-half will surely give Kenseth the momentum he needs as he moves into his next challenge — the Sprint Cup Series “playoffs” that begin next weekend at Chicagoland Speedway. At the conclusion of a four-race elimination tournament...
Big Changes at Google That Might Affect Your Web Traffic

Big Changes at Google That Might Affect Your Web Traffic

Will the Recent Google Update Affect Your Optometry Web Traffic? There have been a lot of changes in Google local search over the past couple of weeks. The change that is most immediately relevant for your optometry Practice is the 3-pack. Google 3-Packs Prior to this update, the first page of Google’s local search results displayed seven of the top local results along with a local area map with pins at the location of those results. This is called the 7-pack. This most recent change has turned those results into 3-packs. What does this mean? It means that any Practices that were ranking D through G (#s 4-7) in the maps are no longer on the first page in the local maps search results. They may rank organically on the first page (under these results), but not in the Local section. If this is the case for your Practice, you can expect a drop in organic traffic. Business Information Changed In addition to the fact that fewer Practices will now be included in the prominent local maps section, the business information provided in the results has changed. In these 3-packs, exact business addresses and phone numbers have been removed (street names are listed) and store hours including...
Beaches Be Happy About The SPY + Surfrider Foundation Frazier

Beaches Be Happy About The SPY + Surfrider Foundation Frazier

SPY® is Happy to continue its partnership with the Surfrider Foundation with the release of the SPY + Surfrider Foundation Frazier—an environmentally mindful sunglass frame made from 100% biodegradable Plantate™ and featuring the Happy Lens™. The second collaboration between SPY and Surfrider, the eco-friendly Frazier is the latest addition to SPY’s Recompose Collection. Supporting the Surfrider Foundation’s Rise Above Plastics campaign and their mission of protecting oceans, waves and beaches, SPY will happily donate $5 from each SPY + Surfrider Foundation Frazier sold to support their environmental efforts. FEATURES: SPY Happy Lens™—a color contrast enhancing lens technology that studies suggest creates an uplift in mood and alertness Plantate—a 100% biodegradable plant polysaccharide material Trident™ polarization, which blocks 99% of the sun’s glare Hytrel™ nose pads and temple tips become tackier when wet to ensure a comfortable fit in all conditions 8×4-base polycarbonate toric lenses 100% UV protection   QUOTE: “SPY has been a longtime champion of the Surfrider Foundation and they are now taking their support to another level,” says Dr....
SPY Happily Reveals Ace MX Goggle And Injected SIC Lens

SPY Happily Reveals Ace MX Goggle And Injected SIC Lens

SPY® is Happy to reveal the Ace MX—a midsized goggle available with an injected SIC™ lens and all-new Quick Draw™ lens change system. Outfitted with a sliding lever that allows you to swiftly release and reload the lens, the Ace MX marks the debut of an injected cylindrical lens in a SPY MX goggle and packs more than a few tricks up its sleeve. Featuring SPY’s all new SIC™ (Superior Injected Curve) lens—an injected cylindrical lens that provides better impact                                                                                                        resistance and optical clarity—the Ace MX offers solid                                                                                                          protection with an easy release. FEATURES: Available with the innovative SPY Happy Lens™—a color contrast enhancing lens technology that studies suggest creates an uplift in mood and alertness Injected SIC lens provides solid impact protection against dirt, rocks, and debris, and features 100% UV protection Quick Draw—a simple and swift lens change...
ClearVision Unveils its Latest Designs and Innovations at Vision Expo West 2015

ClearVision Unveils its Latest Designs and Innovations at Vision Expo West 2015

ClearVision Optical unveils its latest on trend designs and eyewear innovations at Vision Expo West, booth 16097. Following is a sneak peek: IZOD: This year, we’ve introduced new materials into the IZOD collection, such as carbon fiber and ULTEM™ resin, to enhance the collection’s sporty appeal. The latest release of two models, designed with TR-90 fronts and temples, offers flexibility, durability, and comfort in thin, lightweight frames that are classically sporty with a bit more color. The two models, IZ 2008 and IZ 2009, are each available in one size and four colors.                   Marc Ecko Cut & Sew: The contemporary menswear brand introduces 4 new styles to its eyewear collection. Its signature juxtaposition of retro and modern design is evident through classic shapes enhanced with an edgy spin on the temples. Knurling textures, interesting contoured temples and carbon fiber inspired accents are featured.                    Jessica McClintock Eyewear adds 3 new releases, featuring more youthful, acetate styles for this romantically inspired collection, including a new Petite Fit model. Designed with the contemporary woman in mind, these...
A New Era: The Cole Haan September 2015 Collection

A New Era: The Cole Haan September 2015 Collection

With the launch of the 2015 collection, Cole Haan enters into a new era of eyewear. This iconic American lifestyle brand, known for infusing classic looks with exciting new technologies, creates products that are both functional and beautiful; it is the elegant collision of tradition and modernity. Based on three signature collection categories, Heritage, Classic and The Grand Lifestyle, Cole Haan’s deep commitment to craftsmanship is captured in each of the 20 optical styles and 13 sun styles for men and women, available in September 2015. The Heritage Collection Built on a legacy and the dedication to careful craftsmanship, the Heritage Collection fuses traditional sophistication with accessible luxury. These collections incorporate the iconic basket weave pattern and utilize the leather for which Cole Haan is best known. Weave CH4000. CH4001. CH5000. CH5001. CH6000. CH7003. CH7004. The iconic basket weave is the ultimate expression of Cole Haan heritage. Crafted using techniques perfected over two decades, it is a triumph of artistry and skill reminding us that quality cannot be rushed. A signature Cole Haan weave pattern is pressed into acetate temples, characterizing...
How to Use Data to Reach New Patients

How to Use Data to Reach New Patients

Data Driven Content Strategy to Reach New Patients Your potential patients are constantly bombarded with information, so when it comes to creating engaging content strategy you need to know what is going to get their attention. The good news is that this doesn’t have to be a mystery. You can use data and follow the digital trail of your online presence to learn a lot about the kind of content that your potential patients want. Your Practice Website: Your website holds the key to a wealth of valuable information about what interests your patients.  Using Google Analytics you can find out which pages, subpages and blog/news topics are the most popular with your website visitors. Simply look at your page views and the time spent on page to determine where your visitors are “hanging out”. Social Media: Facebook insights will tell you how much engagement your posts garner so you can track what type of content is successful in reaching your fans. You can also see what topics are trending by searching for hashtags (#) related to optometry topics on Facebook and Twitter. Ask Them: Lastly, you can use your website and social outlets as a way to ASK your audience directly what...
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