Creating an effective eyewear marketing plan is critical to ensuring that your brand reaches your target market. In many cases, people only buy glasses a handful of times a year. That does not mean, however, that you can afford to let your marketing lapse! Instead, you need to establish an eyewear marketing plan that includes effective marketing strategies designed to appeal to your target market and show off what your brand has to offer.
Eyewear Marketing Strategies to Help You Achieve Your Goals
There are several key strategies you may want to include as part of your overall eyewear marketing efforts.
Social Media Marketing
Social media is a highly visual marketing format that allows you to connect closely with the members of your target audience, get a better feel for what they're looking for, and deliver it to them. Consider where your target market is most likely to spend their time. While Facebook remains the biggest social media platform, platforms like TikTok and Instagram continue to grow in popularity and offer numerous opportunities for you to connect with users. Build a marketing plan that keeps your eyewear brand in front of your users, regularly showing them what new frames or options you've added, so that when they're ready to make an eyewear purchase, they're already thinking of your brand.
Influencers can have a significant impact on which brand of eyewear people choose to buy. 72% of millennials and members of Gen Z follow at least one influencer on social media. When influencers choose to highlight your brand, their followers are, in turn, more likely to choose that brand. As an eyewear brand, you want to show that influencers are wearing your frames or taking advantages of the latest advances in lens technology. Work with influencers who have followers in your target demographic.
Email remains one of the top ways to connect with members of your target market. It has a high ROI compared to other forms of marketing, with a return of an average of $36 for every $1 spent. Connect with past clients via email. Build your email marketing list. Then, send out emails that offer genuine value to your readers. Share information about sales and promotions, highlight new frames, or let your email list know about your marketing connections.
- Physical Marketing
While digital marketing is an incredibly important part of your eyewear marketing strategy, physical marketing can be just as important. Consider billboards, flyers, and other physical forms of marketing that will highlight what your brand has to offer.
Key Tips for Marketing Your Eyewear Brand
As you establish your eyewear marketing strategy, these tips can help you accomplish your goals and reach your target market.
Tip #1: Keep Your Branding Consistent
No matter how potential customers connect with your eyewear brand, they should have the same consistent experience. That means that whether they're receiving an email about your new frame collection or taking a look at your new influencer's posts, they should hear the same message and get the same information. That doesn't mean you have to run the same promotion across all channels, but it does mean that you should maintain consistency in your marketing.
Tip #2: Keep Your Business Information Updated
When people search for your eyewear brand, can they find you? If you aren't keeping your information up-to-date online, potential customers may struggle more than expected to connect with your brand. Claim your business listings across Google, Yahoo, and other relevant sites, and make sure you keep your hours, your contact information, and your website current.
Tip #3: Incorporate Virtual "Try It On" Options
The latest advances in technology have made it possible for customers to try on glasses and get a better feel for what they will look like on their faces without leaving the comfort of their homes. With a virtual "try it on" option on your website, customers can upload a picture of themselves, then virtually "try on" frames. Even if you don't allow online ordering (though allowing an online option can certainly increase customer traffic), allowing customers to try on their frames virtually can help increase interest in your brand.
Tip #4: Stay Consistent
If you aren't marketing consistently, customers aren't going to remember your brand when they're ready to make an eyewear purchase. Keep up with marketing throughout the year, even during times when you know that people are less likely to buy eyewear. Make sure customers are familiar with your brand and that they regularly see the new things you have to offer.
Tip #5: Highlight Key Days and Times of the Year
There are times when your customers are more likely to make an eyewear purchase or when they are more likely to be interested in browsing eyewear. For example, at the beginning of the year, insurance rolls over for many people, which means they may be able to come in and make a new eyewear purchase. On the other hand, at the end of the year, they may want to use up benefits before they expire. As summer approaches, customers may be more interested in prescription or nonprescription sunglasses. Make sure you highlight those key times of the year and show that you understand their importance to your clients.
Tip #6: Include Diversity in Your Marketing
Your customers come from all walks of life, including many different backgrounds. Include diversity and representation in your marketing to make it easier to reach them. Customers are often interested in brands that include marketing that looks or "feels" like them, and they'll often show more appreciation for brands that do exactly that.
Tip #7: Buy a Variety of Trending Frames and Newer Fashions
Paying attention to the latest trends is a critical part of effective eyewear marketing. Purchase trending frames and new fashions to appeal to your target market and provide them with what they're looking for in their eyewear.
How to Execute Your Eyewear Marketing Strategy
Executing your eyewear marketing strategy is an ongoing process. You shouldn't expect to just put together a one-time plan, then sit back and let it run. Instead, your marketing strategy should be an adaptable creation that allows you to make alterations based on its performance.
- Do your research first. Know your target market, their needs, and your place within the market.
- Develop your message.
- Choose your marketing channels, including which areas you most want to focus on.
- Select metrics that will allow you to observe the performance of your campaign over time.
- Release your marketing materials.
- Observe and track your metrics.
- Make alterations over time as needed.
By carefully monitoring your metrics and key performance indicators, you can get a better idea of the overall performance of your eyewear marketing campaign and make alterations that will allow you to better reach your target audience.
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