Digital Marketing for LASIK Practices: Creating a Plan That Helps You Focus on What Matters
As the owner of a LASIK practice, you probably dream about:
- Having a calendar full of surgeries
- Being booked up for LASIK consultations
- Needing to hire more staff to keep up with patient demand
- Having complete clarity on how your digital marketing performance is going
It’s all possible if you have the right digital marketing agency to help you turn those dreams into reality. In this guide, we’ll explain how The Houston Marketing Agency will help you execute the perfect digital marketing campaign and build a more successful brand.
We’re a Marketing Agency Specializing in LASIK Practices
We’re experts in digital marketing. Our years of experience in various industries have taught us a lot about how to help customers like you.
Contact The Houston Marketing Agency for a free initial consultation — with no strings attached — and learn what we can do for your LASIK practice.
Proven Strategies for Creating an Effective LASIK Practice Digital Marketing Campaign
Amid all those local digital marketing agencies for LASIK practices, we’re a Houston Marketing Agency that utilizes clear strategies and processes to get top results.
We’ll focus on three critical components of your digital marketing journey:
- Setting up data analytics, which allows you to track your campaign’s performance.
- Driving more inbound traffic to your website.
- Converting that traffic into customers.
While this process may seem fairly simple, the results won’t be worth much if they aren’t trackable.
Can you answer the following questions about your LASIK practice’s digital marketing campaign?
- What is your cost per qualified lead from Google Ads?
- What is your website’s conversion rate?
- How many organic visitors did your site get from Google last month?
If you have no idea, it’s okay, it’s our job to help you.
The Houston Marketing Agency will lead you through the steps of our process and help you understand how it works. While we are a digital marketing agency, we’re also a data agency. This means we can help shed light on what is successful and what isn’t — allowing us to build you a campaign with specific digital marketing for a LASIK practice like yours.
Phase 1: Build Robust Data Analytics
Data Fidelity
Many other digital marketing agencies aren’t as concerned about data fidelity as they should be. We’ve seen campaigns from other agencies or freelancers that had issues like:
- Double counting conversions
- Not tracking every step of the funnel to help understand drop-off and conversion rates
- Tracking irrelevant conversions, i.e., someone making a Google Maps “direction request” to your practice
The Houston Marketing Agency strives for perfect data tracking. We only want to address information that is completely relevant to your LASIK practice’s digital marketing campaign.
Trackable KPIs
Here are some more crucially important pieces of data for digital marketing: KPIs, or key performance indicators. If you don’t have reliable tracking for your data analytics — or are making decisions based on a gut feeling — you won’t get the best results.
Some vital KPIs that you should be tracking for your LASIK practice include:
- Revenue per patient
- Average procedure time
- Customer satisfaction rate
- Cost per patient acquisition
- And more
While these aren’t directly related to digital marketing, they’re incredibly important to your growth as a company.
Other KPIs that are centered around digital marketing include:
- Number of website visitors by channel
- Cost pers by channel:
- Cost per website visitor
- Cost per lead
- Cost per qualified lead
- Cost per conversion
Phase 2: Maximize Affordable Inbound Traffic
When people search for information about LASIK, they know they’re interested in getting the procedure but often haven’t done research about what that entails. With the right digital marketing, you can help lead them to your practice before they even truly know what they’re looking for.
The right digital marketing company for LASIK practices will help lead you through this process and give you practical advice about what might work best for your business model.
Since the word Google has become synonymous with searching for something online, this is a good place to start when analyzing your LASIK practice’s digital marketing data.
As you can see from the search results above, there are over 85,000 people per month searching for “LASIK near me” — that’s more than one million people a year.
If you look at users creating location-specific searches, such as “LASIK in Houston,” there are still nearly 12,000 potential customers per month looking for you.
Why do you need to know this?
Because if you’re not performing well in both organic and paid traffic, you’re missing out on patients for your LASIK practice.
Organic
There are two places you can rank organically on Google for keywords like “LASIK near me.”
The first is known as the Google Local Pack.
You want to know how your LASIK practice can rank in the Google Local Pack, right?
Local SEO can be complex, but the basic formula is:
- Have plenty of localized content on your website.
- Have an optimized and highly-reviewed Google Business Profile.
Below the Google Local pack on the search engine results page, there are organic results.
LASIK practices tend to rank in the top organic results when they:
- Have a content-rich, comprehensive website.
- Have optimized on-page SEO such as title tags, meta descriptions, and more.
Google Ads
Don’t worry too much if you have trouble ranking organically. Google Ads is a paid option that helps you land at the top of the results page. If your digital marketing agency plans your sponsored ads correctly, your target audience will click on these, leading them to your site and a possible sale.
YouTube Ads
People who are thinking of having LASIK surgery might be nervous about the procedure, so here’s one place you can put their minds at ease and possibly gain them as clients.
Videos showing friendly staff in an immaculate space with state-of-the-art equipment will let potential patients know that this is a place they can trust to have their LASIK surgery done.
Clips of doctors discussing their years of experience or former patients talking about how happy they are with their results can also help with this.
Statistics show that YouTube has 2.49 billion active users per month. If you aren’t tapping into this rich market, you’re probably missing out on a huge part of your customer base.
Facebook, Instagram, and TikTok Ads
Paid social media is a fabulous way to get the word out about your practice and entice people who are curious about LASIK to sign up with you. Feature many real testimonials/reviews, before and after photos, and more to reel in those leads.
Phase 3: Increase Conversion Rates
The strategies we’ve discussed have focused on getting more users to your website, which is an important first step in the process.
But it’s only the beginning. A huge part of what comes next is related to converting those users into clients and then keeping them loyal for future services.
Let’s look at some practical ways to make this happen.
Use CRO Best Practices
Conversion rate optimization, or CRO, may include important factors like:
- Having a mobile-friendly, easily navigable website
- Ensuring your images and videos are high-quality and unique
- Adding reviews and testimonials in prominent places
We can’t go into every possible strategy here, but there are some things LASIK practices can focus on to increase conversion rates.
Split Test Landing Pages
Running split tests is the fastest way to understand whether website copy, design, or other on-page elements increase conversion rates.
Here’s how it works:
- Landing Page A is the control page.
- Landing Page B is the test page. (Take Landing Page A and change one component.)
- For example, you may change the buttons on the page from “Schedule an Appointment” to “Learn More.”
By comparing your control page to your test page, you’ll find out which components draw in more users. When you do this consistently, you’ll find out how to increase conversions.
Clear CTAs
When someone visits your LASIK practice’s website, they should see clear CTAs — or Calls to Action — throughout.
These may look like:
- Calling the office
- Scheduling a consultation
- Filling out a contact form
- And more
Whatever you want users to do to lead to conversion, the process should be simple and clear.
Increase LTV on Autopilot
Once you’ve completed someone’s LASIK surgery, what can you do to increase their lifetime value (LTV)? Your work isn’t done with one conversion — you need to do whatever you can to keep your clients coming back for more.
If your LASIK practice also offers optometry services, this shouldn’t be hard. Automate emails to schedule eye exams, show off the latest fashions in sunglasses (even if they don’t have to be prescription anymore!), and more.
If your practice is strictly a surgery center, you could offer some sort of referral program. After all, if people loved the results of their LASIK procedure at your practice, they should want other people to know about it, too.
We’re a Digital Marketing for LASIK Practices Doesn’t Have to Be a Mystery
The Houston Digital Marketing Agency wants nothing more than to help local and national brands predictably increase leads and sales, no matter their industry.
We’ll help increase sales and grow your customer base with our digital marketing for LASIK practices. We even offer a 100% refund if we can’t improve your performance within three months.
Contact us today to learn how to get started.