“Follow for more!” “Click here!” “Subscribe now!”
We are bombarded with online calls to action that pull us in multiple directions, and it only seems to be growing. Many practice owners I speak with shrug and ask, “What’s the point in trying when there’s so much noise already out there?”
I get it. With new trends constantly shifting and audiences evolving, it’s hard to know where to start or how to capture enough attention to stop someone from scrolling. But here’s the good news: that frustration presents the perfect opportunity. Instead of competing to be the loudest voice in the crowd, redirect your energy to creating quality interactions. Focus on being intentional and authentic, because that’s what truly stands out.
Here are five ways you can cut through the clutter and create content that truly resonates.
1. Define Your Brand Before You Begin
Your brand is the cornerstone to all your business interactions—both on and offline. How you communicate, imagery style, and fonts all play a part, but at its core, your brand is who you are. It’s the combination of your practices’ vision, mission, and values. Before diving into any marketing or social media, ensure that you have a clear brand identity and that your team and any vendors you’re working with are aligned with it.
2. Quality Over Quantity
We’ve all heard that you need to post at least 2-3 times per week on social media to stay relevant. While consistency is important, posting for the sake of posting won’t drive real engagement. Your audience will notice, and your metrics will reflect this. Try to prioritize educational, engaging, and visually appealing content with that ideal audience in mind. What would they find interesting, helpful, or just plain old entertaining? Think of your online content or social media marketing as opportunities to provide value to potential and existing patients. If you can hit these marks, your engagement and reach will mirror that.
3. Engage, Don’t Just Broadcast
Social media has the word “social” in it for a reason! It is a two-way conversation. The more you can lean into that, the more meaningful engagement you’ll see. Don’t just push out content and close the app. Take time to engage. Respond to comments, find new profiles to follow, and interact with other local businesses or influencers to expand your reach. Another great option for this is through storytelling. Feature someone in their new eyewear or share a patient’s testimonial (with their permission, of course). People love seeing real stories, and showcasing your patients as brand ambassadors makes your practice more relatable.
4. Be Intentional with Your Strategy
This is specific to social media. Choose your platforms wisely. You don’t need to be everywhere! Go back to your branding and that ideal patient you’re trying to reach to determine where you’ll have the most impact. For example, if your practice specializes in glaucoma treatment and serves a large aging population, trending on TikTok is probably not the best use of your time. Focus on platforms where your audience is already active and engaged.
5. Embrace Video Content and Get Interactive
Embrace your inner director and use video as a key piece of your content strategy. Video content consistently outperforms static images. That’s a fact. If you’re already panicking as you read this, take a deep breath, You don’t need a full-length feature film directed by Spike Lee. More and more consumers are looking for short, easy-to-digest videos. Consider content like quick eye health facts, frame styling tips with real patients or team members, or a fun Q&A like “Things Your Optometrist Wants You To Know”.
That doesn’t mean static images should be ignored. You can get creative by using polls, Q&A features on Instagram Stories, or reaction-based posts to encourage engagement. The more interactive your content, the more likely it is to capture attention and spark conversations.
Measuring Success: How Do You Know What’s Working?
To track your progress, key metrics I recommend are:
• Engagement rates: Are people interacting with your posts?
• Post reach: How many people are seeing your content?
• Website traffic from social media: Are you driving patients to your site?
Final Thoughts
Digital marketing isn’t about being the loudest. It’s about being the most intentional and authentic. It takes time, but by staying on-brand, focusing on high-value content, and engaging meaningfully with current and potential patients, your optometry practice can stand out in a crowded digital space. I encourage you to take a step back, look at your current marketing efforts, and refocus on what truly connects with your audience.
Author Name: Shelbi Bernhard
Author Bio
With over 10 years in the marketing industry Shelbi is always in tune with what is up and coming in marketing trends and loves any opportunity to get creative. Working with practices across Canada over the past 5 years, Shelbi loves meeting eye care industry professionals and building new relationships, especially in her current role as Marketing Specialty Coach at Eye Recommend.
