In Part 1, I discussed the amazing client experience I had in deciding if I wanted to experience the LASIK surgery—a scary procedure when you think about your eyes and a laser in the same thought. The first part took us through the appointment process. Now the time up through the procedure.
After leaving, I e-mailed Saundra with some questions regarding coffee the day of the procedure and what to wear. She responded within 8 hours very cordially and very efficiently. (NOTE—I am not including my experience at Costco where I went to have my prescription for eye drops filled except to say that it was about 25% of the cost quoted to me by the surgeon’s office.)
After about 15 years of thinking about it, I decided it was time for LASIK. After wearing either glasses or contact lenses since third grade, the time had come. This was my mid-life crisis attempt at vanity. Or something like it…
I advised my optometrist of my decision and he let me know who he thought was the best in the business and with whom he worked most closely. He told me he would let them know of my interest and they would be in touch to set up an initial consult. He did and they did. A very professional and caring woman called to talk to me about LASIK and what was involved with the procedure and the initial complimentary visit. I set up an appointment.
Within 12 hours of scheduling the appointment, I received an e-mail with multiple attachments describing the procedure, medical history forms, personal information forms, detailed directions to the facility, how to prepare for the initial visit, and phone number to call if I had any questions. 96 hours before the appointment, I received a text reminding of the appointment and asking to confirm my attendance by replying with a “C”. 72 hours before I received an e-mail making sure that I had completed all of the documents. 48 hours before, I received a reminder phone call. And, again, 24 hours before I received another text. Overkill? I don’t know. We are all pretty busy these days.
- Savvy Consumers. Today’s consumers are savvy about where and from whom they purchase products and services. They take the time to research online before they ever pick up the phone or get in their car to make a purchase. By having a social media presence that is both engaging and engaged, it helps reassure clients that your business is reputable and cares.
- Humanize your brand. Social media gives your business the opportunity to reach out and actually connect with your audience. Real one-to-one relationships are formed.
- Your competition is using it. The vet down the street is likely using social media. If you aren’t currently engaging and interacting with social media, how easily will you be found? And just because you aren’t participating, doesn’t necessarily mean others aren’t doing it for you.
You target audience is using it. Here are a few quick facts about Facebook.
a. 845 million monthly active users at the end of December 2011 b. 483 million daily active users on average in December 2011 c. 425 million monthly active users who used Facebook mobile products in December 2011
- Google counts social sharing when ranking. When many different people on social media refer to your content, your website, or your videos, it means those individuals find your content useful, entertain, informative, or all of it. When this happens, the search engines pay attention and in return use this as a factor to provide better search engine placement for your content.
- It’s the next generation version of word-of-mouth marketing. One of the best ways to interact with potential clients is by way of people who have already experienced what your brand has to offer. When your social media presence starts to generate conversation and reaction, such as likes, shares, tweets, pins, etc., it’s a visible reaction of their approval and they are sharing this with their friends and family.
- Provides transparency. Social media is an open book. If someone likes you, that’s great, everyone can see it. If someone doesn’t like you and mentions something negative about your brand or experience, then this too is available to the community. Many successful clinics that leverage social media use this as an advantage to show how in tune they are by replying and finding a way to close that loop. This shows to those watching that your clinic has integrity, values interaction and criticism, and cares about its clients.
- Opens up conversation. Your clients are the best people to learn from when it comes to making things better. By asking questions about their experience or their needs, you will get an understanding as to what clients are looking for. Social media for small business success is truly about listening as opposed to marketing
- Aids customer service. Use your social media outlets to answer questions concerning customer service. By doing it this way, you can not only highlight to your community that you are available, but also get other people within the community to provide answers and support to new or potential clientele who have per haps experienced the same issue themselves.
- Brand exposure. Everybody wants a larger piece of the pie. The more targeted people who are aware of your business, the greater the chance you have of turning those individuals into paying clients and them becoming an advocate of your services.