Optical Retail Success 104
Tasty, weekly nuggets of random goodness; tips, stories, and science hand-picked to help you find the most success in your optical retail business/career.
“Life is like a play: it's not the length, but the excellence of the acting that matters.”
Why You Need to Be on Instagram
Last week, I told you I’m writing a guide to Killing It on Instagram for Optical Retail—as someone who is just getting started on Instagram (me).
Admittedly, I’m late to the party here, about 6 years—as an Android user. Which is an eternity in internet-years and essentially criminal for someone responsible for marketing. Fortunately for me, many of my optical friends are later I am. 😉 If that’s you maybe I can help. If not, maybe you can help me!
Personally—or I should say—professionally, I avoided Instagram until now for a couple of good(ish) reasons: Primarily, I wanted to focus on our YouTube and Facebook audiences. Which, by the way, is the same advice I would give you: As a retail business, you need to be on every social media outlet you can—that’s just a part of doing business these days. But unless you have a dedicated social media team, focus on one or two platforms at a time. Get comfortable with them, get a feel for the community and figure out what the best way is for you to interact before taking on another platform. That being said, unless you’re working specific plans/goals for YouTube or Facebook, if you’re late to the party like me, I suggest jumping onto Instagram right away.
So, yes, you need to be on Instagram. But why?
First of all, you have to meet your customers where they are and make it easy for them to get to know and like you. Having just reached 1 billion users, Instagram is the third most popular social media platform in the world behind Facebook and YouTube. You’re not likely to ever find a bigger ROI anywhere than you will by spending your spare moments on your mobile device connecting with people on Instagram instead of endlessly scrolling through your Facebook feed or playing the latest mobile gaming obsession.
But it’s just pictures.
...sort of, yes. But that’s exactly why it’s important.
Eyewear is all about the visual, right? It’s all about seeing and being seen but most importantly it’s about the feelings that seeing [well] and being seen [well] create. Instagram is the perfect platform to connect with your community, tell your story, and elicit those feelings. It’s also a great way to be a light in a world of darkness. Ok, I know that last bit sounds a little cheesy but it’s true!
Instagram’s visual focus has produced a more positive and uplifting vibe than you generally find on other social platforms which is a big attraction for people looking to escape the negativity and fear pedalling that surrounds us every day.
If you want to be a part of that, if you want to connect with a wider audience, if you want people to be able to connect with you and have a better understanding of your brand and your story, and your positivity, you need to be on Instagram.
So, next week, we’ll get into the specifics of How to Kill It on Instagram. In the meantime, if you haven’t yet, join us there @laramykoptical. Send me a DM and ask for a follow, let me know how Instagram is working for you, or ask me a question. I can’t wait to hear from you!
I got several emails last week thanking me for bringing this resource to your attention, so It probably bears repeating: The Vision Council has released an online progressive lens identifier tool.
Video of The Week: Lens Tilt and Its Effect On Perceived Power
For this holiday week, we have a “best of” episode. Most of us know the concept of vertex distance. As a lens moves away from or closer to the eye, the lens is perceived as having gained or lost power. The same is true for lens tilt. When tilted a lens will have a perceived change in its sphere power and develop perceived cylinder. The amount of perceived change is calculated using a two-part formula. Hit the whiteboard with John and work through an example using a simple, poly, +12.00 spherical lens tilted 15 degrees.
Through the OpticianWorks free video lessons, Laramy-K Optical is making every effort to provide better and more accessible education for opticians everywhere, but we’re only able to do it with your support.
You can help keep it going in two ways:
Become a paid-member of OpticianWorks.com for access to the best in online optician training (The videos are only a small portion).
Or, even better, open a Laramy-K Optical lab account for the very best in independent uncut work and we'll throw in the OpticianWorks memberships for free! Your customers and your staff will thank you!
I hope you enjoyed this edition of Optical Retail Success.
Thanks for reading and sharing!
Happy Belated Independence Day!