Incorporating video content into online and in-line marketing efforts doesn't have to be expensive or burdensome for independent eyecare professionals anymore. As the demand for video increases for every business-to-consumer operation, optical retail owners are beginning to explore their options, one of which is Block Business Group's free customized YouTube channels for ECPs.

The video program includes benefits like attracting and educating potential patients on new products, enhancing Google search rankings and of course, providing content for practitioners to post and share on their social media channels and in their dispensaries.

"Video has power over sales," said Erik Liljegren, Block's director of business development who is heading production for the new YouTube channels. "We're creating custom video productions that promote not only the products, but the practice—[showing patients] where they can get them and what's available while endorsing the vendors."

According to Block, about 20 initial participants signed on for the program launch in June and the number has continued to grow. Michael Block, company president, added that early adopters can expect to see robust content driving up their search online as more vendors are added to the program. "It's a partnership between us, the vendor and the doctor to get these products to the consumer through the doctor," he said. "We have been speaking to suppliers for next steps."


The YouTube Channel for Seacrest Optical plays a video showcasing the shop and the Shamir Golf lens. Sandra Schainkin-Scott, LDO, owner, is pictured right in a video still.

As of now, videos for the initial four quarters of the program are created in partnership with Shamir, the first putting the spotlight on Shamir's Golf lens. Not coincidentally, practices participating thus far are in a position to market such specialty products to their clientele, or in Liljegren's words, "golf lenses have specific attributes for playing golf, so we want those to be in front of golfers."

The videos, it seems, are poised to benefit optical retailers on two ends of the digital ECP spectrum: businesses buzzing with online/social media presence and those just stepping onto the scene.

On the latter end of the spectrum is Seacrest Optical of Delray Beach, Fla., whose owner, self-professed "lens geek" Sandra Schainkin-Scott, LDO, is thrilled to have a little technological savviness spice up her 21-year-old practice's marketing efforts. "I love it. I'm using it on my website and am working on [posting it] on Facebook," Scott told CLICK. In addition to distributing the video online, she also streams it on a television in her office, loops it with photos of patients and plays it on her iPad during one-on-one visits. "It shows firsthand what the golf lens is all about," said Scott. "And of course, we're surrounded by golf courses—every corner has one. It makes it that much more personal because it's localized."


Metro Optics used the customized YouTube video for a post on Facebook.

John Bonizio, partner and general manager of Metro Optics, a three-location retail based in the Bronx, N.Y., said he's unsure of what the benefits of his YouTube Channel will be, but welcomes the opportunity to add more shareable content to the store's ongoing buzz.

"We do a tremendous amount of social media, and it's all home grown," said Bonizio. The company's efforts on Facebook, which are geared toward their over 20,000 followers, include entertaining shots of doctors and owners, "throwback Thursday" pictures of staff and a weekly advice post, "Take a Cue from Drew," featuring a dog in a different pair of glasses each week.

"It gets a lot of reaction, people move it around," said Bonizio, in reference to the comments and shares that amount from sharing content—and the same appeal can be expected from adding video to the mix. Since the company also does their own commercials, Bonizio is optimistic about what the YouTube channel can provide.

"I'm a firm believer in this kind of stuff," he said, citing the Solutionreach system as a major part of Metro Optics' marketing efforts. "We do all kinds of birthday announcements, newsletters and online marketing, and this [YouTube channel] can only be a benefit, no matter how well it's done. Hopefully, it's the quality endeavor that we strive for and that Block is known for. We're hoping it's a 'wow' kind of moment."

To keep the YouTube channels from fading to black in their respective online communities, both Bonizio and Scott agree that their own participation will determine the videos' success.

"[The YouTube channel] will only affect my business if I utilize it. [Block will] build it, we have to promote it," said Bonizio.

With some outside assistance and the support of Block's YouTube production team, Scott is ready to enhance, listen and learn. "I'm learning that technology is not an easy thing, but once you get it, you get it," she said. "Tying Shamir with my store and creating my own personal YouTube [channel] is where we need to head to make ourselves different. Whatever we can do to make ourselves better is what we should do."

According to Liljegren, Block has been getting positive feedback from video channel participants along requests from ECPs who have seen the videos since their launch earlier this summer. "As word is getting out, we're taking video orders from Shamir retailers in niche markets…and the program is also attracting new practices to the Shamir product," Liljegren said. "It's really a winner all around."

The New CLICK: Online Trends and In-Store Tech for Today's ECP

VM has revamped, redesigned and relaunched CLICK for the modern optical professional. This editorial makeover includes a new look which integrates print and online stories. Unique reports will bring optical retailers up-to-date on developing retail technologies, e-commerce, social media and digital trends, and an insider view of how these technologies are being used by ECPs across the country. Look for this new dedicated section on VisionMonday.com/CLICK.