Ian Donald Optometrists are leading optometrists and specialist eyewear dispensers. The business has been part of the community and a fixture on the Manly Corso for decades.
They had been relying on traditional marketing methods, but a change in partnership was an opportunity for a fresh start and a move into the digital age.
Ian Donald explains how digital marketing changed his business while maintaining his traditional customer service ethic.
“Before working with Brilliant Digital, we had a basic website that we gave little attention to. It wasn’t kept up to date, and although we knew we had to have it, we weren’t actively using it as a marketing tool.
We never got around to managing it effectively. No one in the business felt comfortable or had the passion to deal with it. And we found we never had enough time to devote to it.
I knew that we needed to be more up with the times
with digital marketing, so when my partners left the business, I looked at it as a fresh start.
My accountant recommended Brilliant Digital to me, and I trusted him completely. I knew things needed to be done better, so I felt confident in engaging them to manage our digital marketing.”
“Digital Marketing is certainly a considered investment, and at the time I had to do a fit out for my business as we were moving across the road… I had a lot of expenses.
But I knew it would be a good investment long-term. I accepted that I had to do it to keep up with the times.
We’ve never really done a lot of media ads in the past, always relying on word of mouth.
But with so many people on their devices these days, digital marketing is today’s word of mouth! I realised we needed to get involved in Facebook and I knew of colleagues who were doing that sort of thing. I knew to go forward, the business needed to have a digital presence.”
“I am aware that digital marketing is a powerful tool, but I had not felt comfortable managing it myself. We didn’t have the right person to take control.
Finding Brilliant Digital has been fantastic. To have someone who knows what it’s all about, it’s been great and is working well for us.
Everyone on the team is so easy to deal with and very professional. They’re very knowledgeable about their area of expertise. I’m glad I made the move!”
“Deb Croucher interviewed me and defined the strategy. And she brought writers in to talk to me and the staff. It was a pretty straightforward process.
Deb has that personality you feel you can trust straight away. I got the feeling that she’s been in a similar situation to me.
I had a lot going on at the time, but it all happened behind the scenes without needing much input from me… it wasn’t hard or unpleasant, and we knew we had to do it. Once they’d done some writing, we tweaked some of the technical jargon to make it flow.
Now I meet with Nicola once a month. She comes in and we talk about ads and content. She sends me copy for review before posting.
If I need anything between meetings, I email Nicola. We had a trunk show a couple of weeks ago, and I contacted her, and away it went on Facebook!”
“I still struggle to wrap my head around how it all works; using Facebook and targeting the right market… but I have faith in Nicola to make it work for me.
They know what they’re doing. If I trust someone, I know I can delegate to them – I am happy to do that.
It feels like a partnership for sure. If I wanted more input or if I wanted to burrow into specifics, Nicola would be happy for me to do so…
Each time she comes I learn a bit more. I have faith in Brilliant Digital to do the job for me; it couldn’t be a better partnership.”
“Using storytelling on the website is less boring for people to read than just stats, which you find on a lot of business websites. Stories make you more human.
I have had people come in and say they’ve seen my story on our website and read how long I’ve worked here… From my point of view, it’s more interesting than when I used to read my website! It’s much more engaging.”
“We have always relied on our great customer service generating word of mouth referrals. And our location on the Corso… We still aim to give people the best service and the best optometrist to bring their family and friends to see.
But Brilliant Digital brings in the people who might not have been past before… and keeps our brand in people’s minds. I would say digital marketing is a good, very worthwhile investment to make in your business. If you have any hesitation or uncertainty about how well it can work, put those fears aside and go for it!
We’ve been with Brilliant Digital for about a year now and we’re busier than we’ve ever been. It’s amazing how the whole thing comes about…”
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