Full overview - This is how effective optician marketing works!

Full overview of optician marketing - We will explain to you how to market yourself and your company in an industry-specific way! Marketing is not just advertising, it is more about addressing customers emotionally and interpersonally. This is true in general and for every company, regardless of industry or target group. Especially when you as a company are in direct contact with your customers, the personal level of marketing is important. A good marketing concept constantly communicates the added value of your company to your customers. It is therefore particularly important to respond to the wishes and needs of your customers, to recognize them and to implement them specifically.

Identify customer needs and target groups

Always give your customers a positive feeling — before, during and after their visit to your shop. To do this, first become actively aware of who your customers are, what their wishes are and what needs they face you and your company. As an entrepreneur, first ask yourself who your customers are and where they are. Based on such a target group analysis, an effective marketing concept can finally be developed that actually appeals to your customers.

The target group for opticians is fundamentally broad. The number of people wearing glasses in Germany tends to be steadily increasing. More than 40 million Germans currently wear glasses. This represents around two thirds of citizens. The figures are rising significantly, particularly among the younger generation. In 2010, around 27% of 20-29 year olds wore glasses, and the figure is now 36%, with a steadily increasing trend.

More and more young people visit opticians regularly. You should definitely consider this aspect when differentiating your target groups, as they can therefore be reached on a wide variety of channels and media, depending on the age group. The slightly younger generations are mostly on social media, which is why you should invest in your company's online presence. The older generation, however, can usually be reached directly, for example with advertisements in magazines, notices or flyers. But this too is becoming more and more online-savvy, so that the majority of marketing takes place on the web. Nowadays, personal advice on site is often no longer sufficient to retain a customer in the long term. The competition is simply too big to miss out on an online presence.

Create your own website

The first step towards online presence is building your own website. A successful website must be fundamentally structured and meaningful. It is best to write down a rough concept first to get a rough overview of the structure, content and design. However, simply communicating information such as opening times and prices of services is no longer enough to prevail over the competition. Because of the large number of competitors, your website should stand out in particular in order to be finally seen by the customer.

The design and content in text and images must be made appealing and user-friendly for website visitors. A clear concept with core information about your company is the basis. The trick now is to expand this with further information, to embellish your website, so to speak. With appealing images and a suitable choice of colors, your website automatically looks more inviting. To address the customer directly on an interpersonal level, you can briefly introduce yourself, for example. This creates a certain basis of trust on the part of customers right from the start. Additionally, use your website to promote your new offers, special promotions, or products. For example, are you currently offering a discount on the second pair of glasses or do you have a new range of sunglasses for the coming summer days? Be sure to communicate this on your website and keep your customers informed!

To also be successful in terms of Google rankings, you should regularly update and revise your website. These are important components of search engine optimization (SEO). The comprehensibility of the texts and the adaptation to the use of mobile devices also play a decisive role.

Automated marketing

Until now, anyone who wants to do marketing successfully and over the long term has usually had to invest a lot of time and effort. However, this is almost impossible, particularly in smaller companies, and opticians are no exception. Automated marketing tools prove to be all the more useful, with which you can achieve great success with little effort. As an optician, you can individually adapt automated marketing measures to your customer base, products and offers.

We will introduce you to successful and effective methods and tools in optician marketing step by step with all the advantages:

Email campaigns

With automated email campaigns, you can inform your customers about news at any time. It is crucial to make newsletter campaigns as personal as possible. For example, address your customers by name or send them individually tailored offers. Always keep your customers up to date and try to send out newsletters at regular intervals. For example, you can share news at the beginning of each month. Do you have new glasses for summer? - Send a newsletter and let your customers know about this offer. In order to maintain interpersonal contact with customers, for example, an individual newsletter for each birthday is a good idea. In addition to keeping costs low in principle, you also save on high costs, which you would have had to pay for direct delivery by post. Learn more about email marketing options here.

Positive Google reviews

Marketing (also) thrives on customer feedback - at best, exclusively positive! Of course, it is great if your customer, as an optician, shares their positive feelings with you directly on site and in person. However, today's marketing in particular depends on your company's online presence. It is therefore all the more important for you that these reviews are also visible on the Internet. In particular, new customers or people who are currently looking for a suitable optician will find out more in advance on the Internet. Although the classic word of mouth recommendation cannot be ignored, the focus should be on online reviews. The basis for this is primarily a Google My Businessprofile with which you can communicate opening hours and present your business with pictures. On the other hand, you can also respond to ratings and reviews here. Such a Google My Business entry is quick and easy to create - and in return has an enormous influence on the professional external perception of your optician shop. To stand out from the wide range of competitors and competitors

To be able to, positive Google reviews are essential for you as an entrepreneur. The more of these can be listed, the more likely they will be shown directly to the searching customer on Google. However, getting positive reviews is often not as easy as you might imagine. At least not if you don't actively take care of generating them. The Socialwave WLAN marketing package for opticians offers you the opportunity to receive a variety of positive Google reviews within a short period of time. Very easy and quick, for example using QR codes. By scanning the QR code, the customer is redirected directly to the rating platform you have chosen and can therefore easily provide positive feedback. This is also automated, which is why you only have to contribute minimal effort yourself. You can find detailed information about generating positive Google reviews here.

Gift and voucher campaigns

To retain customers in the long term, hardly any marketing tool is better suited than using vouchers and discounts. Regardless of the occasion on which you give them to your customers, you automatically strengthen the bond with your company. Here too, the individualization of the individual voucher is decisive for effectiveness. Here, too, there are hardly any limits to you. You are free to choose when which customer should receive a voucher and how they redeem it. In addition, you can also use this marketing tool automatically and decide which channel the customer should use to receive your voucher. For example, you can output them via e-mail or directly when logging into your local WLAN.

Social media presence

Your presence on social media platforms such as Instagram, Facebook & Co. also drives your marketing forward. Young generations in particular are represented in these networks. If you use your social media channels consciously and specifically, they will not only help you to increase awareness, but also automatically generate new customers.

Consider the following situation as an opportunity: One of your customers visits you and is completely satisfied with your performance, gives a positive review on Google and finally searches for you on social media. There, he would like to follow you so as not to miss any action and also show his satisfaction in this way. He may then comment on one of your posts on Instagram or link to your account. In this way, you are automatically suggested to that person's friends or followers and thus receive direct attention. The principle works in a similar way on Facebook. However, it is also important here that you update your account regularly. For example, post your new offers here as a contribution and draw attention to your company. Especially in the world of social media, there are no limits. Take advantage of these platforms!

conclusion

Creating an effective and long-term marketing concept is often a challenge. Especially when time and financial resources are not always available. With Socialwave's automated marketing tools, you have the opportunity to tailor your marketing strategies for successful optician marketing. This allows you to achieve success in the blink of an eye and with just a little effort. However, make sure to always adapt your marketing to customers, as their needs and wishes are constantly changing, which is why your marketing should also be regularly optimized. So never lose sight of the overall goal - to make the customer happy! With our WLAN marketing package, your customers/patients/guests advertise for you, are happy and recommend you to others.