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    How to grow your practice using Instagram and Pinterest

    New York—Human nature means people are engaged with visuals. We can process and understand images very quickly.

    This is why social media such as Instagram and Pinterest are good ways to grow your practice, say Kevin Wilhelm and Trudi Charest Marketing4ECPs at Vision Expo East.

    “The human brain process visuals 60,000 times faster than text,” says Charest.

    Because of this, Instagram and Pinterest that allow ODs to communicate with their patients differently and with more creativity.

    Related: Behind the scenes of Instagram practice photos

    Employing Pinterest at your practice

    Pinterest generates four times more revenue (per click) than Twitter and 27 percent more per click than Facebook,” says Charest. “About 55 percent of online shoppers pick Pinterest as their favorite shopping channel, and they are usually higher earners.”

    Pinterest involves creating boards and pinning your favorite things onto the boards based on keywords.

    “When creating a board, think about what someone is searching for,” says Charest. “Make it engaging, fun, and practical when naming your boards.”

    Think about what your patients are searching for, such as: eye care, glasses, sunglasses, eyeglass repair, eye exam, etc. Create boards using those keywords, says Charest.

    “You can create a pin board for anything that you can think of that somebody is going to type in and wants to find board,” she says. “Create as many boards as you can, but make sure they are optimized with six to eight pins on each board.”

    Pinterest is indexed by Google and is searchable via Google’s search engine. It is important that the boards are named exactly how you wish patients to search for you.

    You are also able to create your own custom pins using websites such as Canva and Picmonkey. It’s important that you use your own pins and not always depend on others’ pins, says Charest.

    To gain more qualified followers on Pinterest, Charest says to follow, follow, follow.

    “In order to get qualified followers following you on Pinterest, you need to follow others in your geographical area,” she says. “Search within your geographical zone and follow similar Pinterest pages.”

    She also says watching the analytics can help you gauge what patients are enjoying and sharing with their followers.

    “It’s very important to look at the analytics once in a while to see what people are enjoying, engaging with, and sharing the most,” says Charest.

    Related: How ODs can capitalize on social media in their practices

    Charest outlined the following Pinterest action plan to get people following and interacting with your practice on Pinterest:

    • Build for work, not personal

    • Create boards that people will search in search engines

    • Fill them full of shared and customized pins

    • Optimize boards and pins with keywords and URLs

    • Pin every day—10 pins a day is her strategy

    • Follow people you want to follow you back

    • Share your Pinterest page on other social channels

    • Add the Pinterest icon on your website

    “The idea is to get people to follow all of your boards—not just one,” says Charest.

    Giovanni Castelli
    Giovanni Castelli is the content specialist for Optometry Times. He is a 2014 graduate of Cleveland State University with a degree in ...


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