As an eye care professional running your own practice, you’re not just focused on providing top-notch eye care; you’re also tasked with growing your patient base. In the ever-evolving world of marketing, two strategies stand out: intent marketing and distraction marketing. Understanding these approaches can help you craft a marketing plan that resonates with potential patients. Let’s dive in.
Intent Marketing: Meeting Patients Where They Are
What is it?
Intent marketing is about connecting with individuals who are actively seeking the services you provide. It’s like having a conversation with someone who’s already interested in what you have to say.
How to Use It?
- SEO Optimization: Utilize keywords such as “glaucoma treatment in [your city]” to appear in relevant search results.
- Example: A blog post titled “Understanding Glaucoma: Treatment Options in [Your City]” can attract those searching for this specific concern.
- Content Marketing: Offer valuable content that answers common questions.
- Example: A video explaining how to choose the right contact lenses can draw in those researching this topic.
- Google Ads: Target ads based on search queries related to eye care.
- Example: An ad that appears when someone searches “emergency eye care near me” can lead them straight to your practice.
Why It Works?
Intent marketing aligns with the needs and interests of potential patients, leading to higher engagement and conversion rates.
Distraction Marketing: Creating Unexpected Connections
What is it?
Distraction marketing is about capturing attention in unexpected ways. It’s the marketing equivalent of a pleasant surprise.
How to Use It?
- Social Media Campaigns: Share content that entertains or educates in a fun way.
- Example: A series of “Eyewear Fashion of the Month” posts can engage fashion-conscious followers.
- Community Events: Engage with your community through local events.
- Example: Hosting a “Family Eye Health Fair” can create positive buzz and showcase your commitment to community wellness.
- Eye-Catching Advertisements: Design ads that stand out.
- Example: A billboard featuring a catchy slogan like “See the World More Clearly with [Your Practice]” can make a memorable impression.
Why It Works?
Distraction marketing helps you reach people who might not be actively looking for eye care services, building brand awareness and attracting new patients.
Combining Strategies for Success
The beauty of intent and distraction marketing is that they can complement each other. While intent marketing targets those already interested in eye care, distraction marketing casts a wider net.
Example of Combined Strategy:
- Intent Marketing: Offer a downloadable guide on “Choosing the Right Eyeglasses” on your website.
- Distraction Marketing: Share a fun quiz on social media like “What Do Your Glasses Say About Your Personality?”
By integrating both strategies, you can create a multifaceted marketing plan that resonates with a diverse audience.
Conclusion: Tailoring Your Approach
Understanding intent and distraction marketing is just the beginning. The key is to tailor these strategies to your practice’s unique needs and goals. Consider your target audience, the services you offer, and your community’s characteristics to craft a marketing plan that speaks directly to potential patients.
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