4. Failing to Track What Works

Many practices spend money on digital marketing without truly knowing what results they’re getting. Whether it’s Google Ads, Facebook posts, or local directories, you might be wasting your budget if you’re not tracking performance.

How to avoid this mistake:

• Use tools like Google Analytics to track website visits and behaviour
• Set up unique landing pages for eye exams or other key services to monitor form submissions
• Install tracking pixels on your website to identify traffic or conversions that result directly from Google or social media advertising
• Install a pop-up on your website to track email subscriptions
• Check which marketing channels lead to real patient bookings

Understanding what works allows you to reinvest in what delivers results and cut what doesn’t. Our team works to produce tangible results for our clients through tracking, no matter what stage of the marketing funnel they are in. One important aspect to remember with tracking is always to have your target audience in mind to see if your marketing efforts reflect their needs.

In the awareness stage, we use content marketing, namely engaging and relevant social media posts, to educate target audiences and raise brand awareness around key services from eye exams to eyewear collections for men, women, and children, and specialist services like dry eye assessments or myopia management.

We track monthly performance using the platforms’ analytics, for example, Meta Business Suite or metrics from our scheduling platform, from follower counts to post reactions, shares, comments, link clicks and video views, as well as checking what types of content perform the best, i.e. static feed posts, reels, long or short captions, so we can see what resonates the most with your audiences to refine our content strategy.

During the consideration phase, we may use an email newsletter and SEO-rich blog which focuses on specific topics, for example, an eyewear brand spotlight or how a traditional eye exam compares to an advanced eye exam with an OCT or Optomap scan, with a call to action to request an appointment or contact your team for a complimentary frame styling consultation.

This is tracked using Google Analytics and our email platform metrics to see whether the targeted website pages are gaining the desired clicks and traffic from our campaigns. This helps us measure our success and consequently note any optimisations to improve traffic and ranking in the future.

When it comes to conversions, we typically use Google pay-per-click advertising to direct users to a specially designed landing page or email marketing to offer an incentive like a discount code for a product in-store or online to retarget your audience from the consideration phase.

Tracking form submissions from landing pages or using call tracking to see who contacted your practice to enquire about the service or product directly from our ads is key to measuring conversions for actions like requesting an appointment for an eye exam. Through email campaigns, we can also track how many purchases are made online as a direct result of sending the incentive to your customers if you have an online store.

Finally, for the retention part of the funnel, we will use Review Request software to make it easier to automate the post-conversion or purchase loyalty stage, where you want to retain your customers if they are satisfied with the services you have provided.

This enables you to invite customers to leave reviews across different search engines or directories, including Google and Bing, and respond to reviews all from one place for your convenience. This also facilitates easy tracking to see who has responded to your review requests and where they are leaving most of them, so you can see whether your retention strategy is working and focus your efforts on where you get the most traction.