#4 Offer an omnichannel customer experience
An omnichannel experience serves customers on all channels to create an integrated and cohesive customer experience, no matter how or where a customer reaches out3. So, having a Google my Business profile updated, with your contact information as well as a website and social media channels with optimized content and the correct tools, will enhance the overall customer experience. This range of online tools allows customers and potential customers to contact – and buy from you – via multiple channels and when it’s convenient for them. Features such as order tracking, online appointment booking, personalized recommendations, and virtual try-on options cater to the evolving needs of consumers.
How to Build a Strong Online Presence
Here are some things you need to pay attention in order to increase your optical lab's digital relevance.
Build a website
A website is the cornerstone of your lab's digital presence. It's where your potential customers will go for information about your business and services. Start by choosing experts in optical web design to provide a website that is a true representation of your optical business and brand, whilst providing a user-friendly experience with responsive content for both desktop and mobile device browsing. In addition, fill your site with quality content that answers your potential customer's questions, optimize it with the most relevant keywords for search engine optimization (SEO) and craft tailored content for each social media channel.
Keep your content up to date on your website and social media platforms
Creating compelling and evergreen content is essential for a relevant digital presence. Publish content that answers your prospects' questions and needs. Consider varying the format, posting blogs, infographics, and videos and collecting testimonials from satisfied customers.
Be active on social media
Create professional profiles on social media platforms where your target audiences are. Social media offers both new and existing customers another channel to interact with your business. Post regularly to advertise your offerings, share your lab's expertise and keep your customers engaged with your business. Images and videos usually result in higher engagement.
Measure your results
It's essential not only to execute a strategy for an online presence but measure the results of your lab's online-geared actions to understand what is working and what needs to be adjusted. Some important KPIs to measure the success of your digital presence are website traffic, social media engagement and conversion rates on both your lab's website and social media channels.
Establishing a solid digital presence is critical to the success of any optical lab that will ultimately lead to increased revenue for your business. Managing an online presence efficiently requires time, effort and most importantly: digital marketing and websites technical expertise. Why not leave it to a team of Google-certified optical web professionals who can tailor the best online solutions for your lab? You can learn more about how to improve your online presence here.