Why Social Media is not a replacement for a Website

If your practice is using social media to demonstrate your expertise and encourage your audience to engage with your content, you are already one step ahead. This, in conjunction with the effort of a website, can create relationships and make conversions happen.

Social media attracts your audience, and a professional website provides you with the space to show what your brand has to offer, deepen engagement, and reach your marketing targets.

How a website integrates with social media

The posts you create on social media provide exposure to the people you want to reach. When someone clicks from your social content to your website, they can take action.

Here are 6 ways to build on your social media efforts and get more out of your marketing with a website.

1. Build credibility

Businesses with their own websites instinctively look more professional and credible. Consider your own experience. If you have never heard of a business before, seeing that they have a website immediately makes them seem more reliable because they have invested the time in creating a website. 

2. Communication

While social media lets you publish information in short spurts, a website provides a more solid platform to communicate why your practice is the best choice in the field. This differentiation drives engagement and conversion. In a carefully managed environment, your website can feature your unique offerings, full pricing and service options, and reviews from happy customers.

3. Let your practice be seen on search engines.

Transparency is becoming more and more relevant for patients. It is not uncommon for a patient to research a practice in their area before making an appointment. In fact, most consumers read reviews to determine the quality of a local business. Positive reviews can make a patient trust one practice over another. This provides a great opportunity for local optometrists to gain a competitive advantage over other optometrists down the road by collecting Google reviews.

4. Gain more potential patients

Social media can tell a compelling story of why patients should pay attention to your practice and click through to your website. A pop-up form on your website that encourages someone to sign up for more information or promotions can turn this person into a patient. Pop-ups are easy to add to your website and, over time, create a valuable list of people interested in hearing from you. Your website visitors are also a potential audience for many types of campaigns, including email newsletters featuring educational content and promotions running in your practice.

5. Learn more about your audience

While social media engagement certainly provides great insight into audience habits and preferences, website analytics expand data collection in important ways. Through tools like Google Analytics, you can track which pages visitors go to and create targeted marketing based on their behaviours on your website. 

6. Promote your expertise

Social media offers channels to share your expertise and get attention. When someone clicks through to your website from your social accounts, more in-depth expert content like blog posts and videos drive home your position as a leader in the field. Expert content on your website communicates that you understand your patient needs; this engages people for the long haul and drives conversions.

A small effort for a large payoff

Building a website does not require knowledge of coding or enormous financial investment. When you create a website with Lumina Blue, it is easy to capture the potential from your social content and bring your practice brand to life. As you build your website, think about the various ways your patients engage with you, from the first questions they ask to the last step you take after they convert. Use this to determine the features and content that matter most for your website. Before you know it, you’ll have a hub for your marketing that will continue to help you advance toward your marketing goals

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