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In reviewing ECPs websites and Facebook pages, it is quite clear that most practices are not engaged (or very minimally engaged) in any type of social media or internet marketing program. I hear a lot of ECPs say they don't know where to start. Most say they have a Facebook Page for their practice or maybe even a practice website, but they really don't know how to use them to grow their practice. Sound familiar? Well here are several things you can start doing today that will help get you get started and will lay the groundwork for a good internet/social media strategy.

#1 - Collect your patients’ email addresses
I am amazed how many ECP's are still not getting email addresses from their existing patients. Start today! Ask for email addresses on patient paperwork and if you are already getting email addresses from existing patients, ask them to confirm that their email address has not changed. Tell patients that you want to start communicating with them via email about their eye health, eyeglass information, etc. Even if you don't know what to do with the email address at this point, still get it. As your practice develops a social media program, you’ll be glad you have this information. Staying "engaged" with your patients between office visits and exams is critical in today's marketplace.

#2 - Use In-office Marketing Techniques
If you do have a Facebook Page and practice website (however good or poor they are), let your patients know about them. Post signs in the office to let them know about your Facebook page, Twitter account or website address. Put social media information on your office stationary and any direct mail pieces you send out. All printed materials should have this information. Consider creating and giving each patient a printed 3x5 card (called a Connect Card) with all of your social media information printed on it. Be sure to add a link to your Facebook Page on email signatures so everyone you communicate with electronically gets that information.

#3 - Start "Email Farming" Today
Okay, I know the term "email farming" sounds unprofessional, but it really defines the process very well. If you are getting new/prospective patients visiting your website or Facebook Page, you want to make it easy to connect with you. The best way is to provide a place for them to give you their email address and name. A simple “sign up for a newsletter” or "join our eyewear club" is all you need to incentivize them to provide this information. One website that has all the tools you need to design, implement and track those that sign up is ConstantContact.com or MailChimp.com. You can even create and email newsletters using these online tools. To see an example of how the sign up program works, go to www.TomorrowsOptical.info and sign up to become a Network Partner.

These are just a few things that can be implemented today to get started growing your practice by using the power of the internet and social media. At the very least, you should be doing these three things, but these are just the beginning. You can't get in the race without a start.

Bob Main is an optical industry veteran, with over 25 years of retail optical experience and the last six years specifically engaged in internet marketing and social media. As an Internet Business Coach/Consultant, Bob's blog (www.TomorrowsOptical.info) offers ECPs and optical retailers the information they need to learn how to grow their practice/business using the power of the internet. Bob can be reached at bob@BobMainConsulting.com