As an eyecare professional, you are an expert at helping people see more clearly. Today, it’s just as important that your optical advertising ideas help patients see your practice clearly too, both online and in your community.
Many practices know they should be advertising, but the question often arises: what actually works to attract new patients and keep existing ones engaged?
In this guide, we will first look at general optical advertising strategies you can use to promote your practice, from in‑store promotions and local partnerships to SEO and paid ads. Then, we will walk through a 30‑day optician social media calendar with ready-to-post ideas that bring those strategies to life on your social channels.
Consider it a toolkit for optician social media management that you can return to whenever you need fresh optical marketing ideas.
Optical Advertising Ideas That Work
Advertising an optical practice usually means combining several simple tactics rather than relying on one big campaign. Below are practical optical advertising ideas you can use across your practice, including in‑store promotions and community activity to digital marketing, before we focus on social media in more detail later on.
Promotional and In‑Store Ideas
Promotional and in‑store campaigns are still a core part of effective optical advertising. Simple offers such as “buy one, get one on sunglasses” or free transitions with new frames can help increase average order value without feeling complicated for staff or patients.
You can also create a “frame of the month” offer at a special price, host free adjustment and cleaning days to encourage drop‑ins, or build small eye care packages with local businesses, for example, a computer glasses purchase that includes a blue‑light check or screen‑time tips.
Community and Local Marketing
Community marketing helps your optical practice feel like an active part of the neighbourhood rather than “just another shop.” You might partner with local fashion or lifestyle influencers to review new collections, run school screening events with child‑friendly eye health campaigns, or support local charity initiatives.
Each activity increases visibility, builds trust, and creates real-world touchpoints that often turn into referrals. They also give you a bank of authentic photos, videos, and stories that make your social posts feel less staged and more like genuine community moments.
Digital Marketing (SEO and PPC)
Digital marketing makes sure people can find you when they actively search for eyecare. Local SEO work, such as optimising your Google Business Profile, collecting reviews, and using location-based keywords, helps you rank for “optician near me” and similar searches.
Targeted ads on Google, Facebook, or Instagram let you reach specific groups like new residents, parents, or people interested in progressive lenses or blue‑light protection. When you combine this visibility with a consistent content plan, patients see your name multiple times before they even walk through the door.
Merchandising and Branding
Merchandising and branding turn your practice into an advertising channel in its own right. Instead of arranging frames only by gender or brand, you can group them by style or lifestyle, for example, aviators, retro, sports, minimalist, or kids’ favourites to spark conversations and make browsing easier.
Window and in‑store “spotted” displays that recreate celebrity eyewear looks or trending styles catch the eye of people walking past and make your brand feel current. These visual touches support everything else you do online by reinforcing a clear, memorable identity when patients visit in person.
Why Social Media Counts as Optical Advertising
Before we get into the content calendar, let’s look at why social media deserves your attention. A recent report conducted by PorchGroupMedia, a marketing data solutions company, found that:
- 63.8% of the world’s population are social media users. That equates to a whopping 5.22 billion people!
- 54% of users utilise social media to research products and businesses, while 71% are more likely to purchase products and book services based on social media referrals.
- The average daily time spent on social media is 2 hours and 20 minutes.
- Around 84% of consumers search for brands on social media before making a purchase or booking appointments or services.
- 90% of people shop from brands they follow on social media.
These statistics show that social media for opticians is no longer optional. It is an essential tool to engage patients online, increase visibility, and remind your community of the care you provide.
How to Use A Social Media Calendar
The following structure outlines four themed weeks, each with three posts, giving you repeatable optical marketing ideas you can use every month. That means twelve posts in total, which is a really strong starting point if you are aiming for consistency without overwhelming your staff, or even your audience.
You can of course post more frequently, but this schedule aims to set out a steady and manageable flow. This will always be far more manageable by working with a professional, eyecare-specific digital marketing agency with experience in social media marketing for optometrists and opticians.
Mix formats as you go. Some posts are better suited to short-form video, others to photos or carousel posts. Do not worry about being perfect, authenticity often matters more than polish when it comes to a successful and engaging social media post!
If you’re worried about making mistakes with your optician marketing strategy, we’ve got you covered: from planning optical advertising ideas to choosing optician marketing strategies that go beyond social media.
Week 1: Introductions and Eyecare Basics
Day 1 – Meet the Team
Share a friendly photo or short video of a staff member. Include their role and one fun fact about them. This humanises your practice and reminds patients that real people are behind the care.
A client example from Norfolk Family Eye Care, a Canadian practice showcasing what a ‘Meet the Team’ post can look like as part of an optician social media marketing strategy.
Day 3 – Eye Health Myth Busting
Choose a common misconception, such as “Do carrots really improve eyesight?” and debunk it with a clear explanation. Patients appreciate quick and educational insights!
Day 5 – Behind the Scenes
Post a short video tour of your practice. This could show the equipment you use in practice, the frame displays, or even a cosy waiting area. Transparency helps builds trust.
Suggested CTA: “Curious about the tools we use during your eye exams? Ask us in the comments below!”
Week 2: Eyewear and Education
Day 8 – Frame of the Week
Pick one frame style or brand to highlight. Showcase its features, why you chose to stock it, and who it might suit.
A client example from Eye Room Leeds, a UK practice posting a mix of a frame highlight and a “Did you know?” style post without even saying it. This showcases their brand story and products as part of their optician social media marketing strategy.
Day 10 – Did You Know?
Share a quick eyecare fact, such as the 20-20-20 rule for reducing digital eye strain. Short, digestible tips perform well and show you are invested in patient wellbeing.
Day 12 – Lens Care Video
Film a short, practical video on contact lens care or how to clean glasses properly. Video content is currently the most engaging format online (taboola.com).
Suggested CTA: “Want advice on choosing frames for your face shape? Message us your selfie and we will give you tips.”
Week 3: Patient Stories and Community Engagement
Day 15 – Patient Testimonial
With permission, share a short story about a patient’s positive experience. Even an anonymised review with an image of new glasses can be powerful.
Day 17 – Selfie Station
Encourage patients to use a selfie station or selfie corner in your practice, so they can tag your account and share their new look. User-generated content can increase brand reach and instil a sense of authenticity amongst prospective patients and customers.
Day 19 – Giveaway or Competition
Offer a free cleaning kit or lens cloth to a random commenter. Simple competitions boost engagement and visibility.
A client example from Contact Lens Practice, a UK practice posting a competition video to grow their following. This allows them to gain new followers and engage patients online in an exciting and meaningful way as part of their optician social media marketing strategy.
Week 4: Community Spirit and Calls to Action
Day 22 – Local Connection
Post about a community event or charity you support. Patients appreciate knowing their optician is part of the wider neighbourhood.
A client example from Kvitle Eyecare Associates, a US practice posting about a worthy cause they support. Highlighting meaningful causes like this goes beyond social media for opticians, but also sheds light on these causes to a wider audience.
Day 24 – FAQ Friday
Answer a frequently asked question in a post. For example: “How often should I replace my glasses?” Content like this is helpful, practical, and positions you as an expert.
Day 26 – Style Transformation
Show a before-and-after look with frames on a patient or staff member. Highlight how the right pair of glasses can transform appearance and confidence.
Day 28 – End of Month Recap
Wrap up the month by highlighting your favourite moments or posts, and encourage your followers to engage with you and tell you which content they enjoyed most.
Bringing It All Together
This month-long calendar provides a simple framework for optician social media marketing. By blending educational content, storytelling, and community highlights, you create a mix of optical advertising ideas that resonates with your patients and audience. Over time, you’ll notice which kind of content performs best so you can adjust your optical marketing ideas accordingly.
The most important thing is consistency. Even a few posts a week, if delivered regularly, can transform how patients perceive your practice online. Patients who see you active on social media are more likely to remember you, recommend you to their peers, and return for follow-up appointments, making social media marketing a powerful part of your optical advertising ideas and a strong partner to email marketing for opticians.
How OptiCommerce Can Support You
Planning social media content is one thing, but executing it consistently is another. If you would prefer to focus on patient care while a team of eyecare professionals manage your social channels, OptiCommerce can help.
Our digital marketing services for optical businesses combine in-depth knowledge of the optical industry with proven digital marketing expertise. We design tailored content calendars, create engaging posts, and track performance, so you can engage patients online without the stress.
Book a free consultation with our team today and let’s talk about how we can help your practice grow.
