By Rena Zoldan
Director of Marketing, EyeCarePro
Dec. 16, 2020
It’s essential for you to focus on the growth of your practice, and with a good marketing strategy, you can capture the attention of all sorts of patients, including Millennials. Born between ‘81 and ‘96, there are 72.1 million Millennials in the U.S., and in 2020, they’re projected to spend $1.4 trillion. That’s some serious buying power! These digital natives are educated, savvy and fully-immersed in technology. So, how do you get Millennials into your practice?
Here is a a deeper look at what raises a Millennial’s on-fleek eyebrows, along with key strategies to keeping them that way.
Make Sure Your Practice Website is Easily Accessible on Mobile Devices
Nine out of 10 Millennials use a smartphone, so a practice website that isn’t mobile-friendly may elicit an, “I can’t even” and a fast bounce. Everything a patient would need to know about your practice must be mobile-friendly, including a real-time appointment scheduler, to keep this generation engaged.
Keep it 100: Maintain Brand Consistency and Authenticity for your Practice
Ninety percent of Millennials take authenticity into consideration when choosing a brand, and 84 percent of Millennials do not trust traditional advertising. So, social proof—testimonials, influencer marketing, word of mouth, and most importantly, Google Reviews, are a Millennial’s language. Social proof marketing helps you to speak to them through others’ recommendations, without throwing cliche marketing phrases at them. With a strong Google Reviews strategy, your practice will practically be whispering into a Millennials ear: “Others literally love this optometrist; you probs will, too.”
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Interact & Engage on Social Media
According to Forbes, 62 percent of Millennials say they are more likely to become a customer if that brand interacts and engages with them personally on social media. So, even though it can seem daunting, the time and effort invested into social media can result in a huge payoff in effectively targeting and engaging with Millennials, especially on a one-to-one basis. Hashtag, get to it.
Become the Expert in Inbound Marketing
Millennials enjoy the journey almost as much, if not more, than the destination. They tend to research many of their decisions online, and therefore, consume a lot of content. The more content you produce on your area of expertise, the more likely they are to support your business. Consider starting a blog on your practice website, where you discuss interesting and informative topics relevant to your practice and your patient’s needs.
Genuinely be Genuine- Be a Practice that Gives Back
Millennials love when a company, which they support with their purchase, supports another organization in exchange. If your practice is involved with a local charity or non-profit, you’re more likely to attract the 75 percent of Millennials who want companies to use their profits to give back to society.
The Bottom Line
Millennials will see right through you if you are anything but authentic, so as you take your practice through each step of marketing to this lovely, intelligent and information-hungry group, make sure you keep true to who you really are. The more authentic and true you are in your marketing, the more your message will resonate with the Millennial patient demographic.
Rena Zoldan is the director of marketing at EyeCarePro, which provides ECPs with educational content that helps them advance their practices through technology, management strategies and digital marketing. EyeCarePro serves both the industry and practices, and is the only company of its kind solely focused on the optometric space. To contact her: email@example.com.