Pet parents have continually evolving habits. They are constantly on the lookout for new research, products, and healthcare services. To stay competitive, your practice must prioritize veterinary marketing. Marketing a business isn’t a “one and done” affair. As your customer base evolves, so too must your veterinary marketing strategies. The following checklist can help you stay focused on the marketing tactics that will give you the most bang for your buck.
Build an active social media presence.
When getting their businesses on social media, a lot of vet clinic owners make the mistake of signing up for every platform available. This is problematic because you won’t have time to nurture all of those accounts. When clients see some accounts going inactive, they’ll start to wonder about the condition of your business.
Instead, just pick one or maybe two social media platforms, such as Facebook and Instagram. Instagram is particularly beneficial for vets, as it focuses on photos. You’ll be able to post plenty of adorable pics of your patients without having to spend much time thinking about what to write for each post.
In general, for any social media platform, you should plan to post a mix of educational and fun posts. Fun posts include adorable pics and videos of animals. Educational posts include seasonal warnings (i.e., heatstroke and firecrackers), disease prevention tips, nutrition information, and so on. Make a commitment to posting a certain number of times each week to keep your accounts well-populated.
Refresh your website periodically.
Have you visited your own website lately? Plenty of veterinarians are too busy to give it much thought, but it gives your clients their first impression of your business, and it’s an essential veterinary marketing tool. At least once per month, visit the front end of your website and make sure everything looks up to date. Then, log into the back end of your website and check for any SEO issues (you can install an SEO plugin that will walk you through it).
In addition, put yourself in your clients’ shoes. When clients choose a vet, they want to know that their pets are in good hands. It’s always a good idea to include a staff bio page with high-resolution profile pics of your smiling staff members. The bios for your staff members and yourself should assure potential clients of sterling credentials while simultaneously letting them know that you’ll treat their pets like family.
Partner with other local organizations
Your only direct competitors are other veterinary clinics that treat the same types of animals you do. You should feel free to forge positive partnerships with non-competitors in your community, such as doggy daycares and dog groomers (if your practice doesn’t offer grooming). Reach out to these businesses and discuss the possibility of referrals. Offer to refer your clients to their businesses and ask if they’ll do the same for you.
Give back to your community.
Social responsibility is the ultimate marketing technique because it feels good to do something positive for your community. Plus, it helps build brand recognition and helps your clients feel good about using your services. Reach out to local animal shelters and welfare organizations, and offer your services as a veterinarian. If you decide to take on animals that have been rescued from neglectful or abusive situations, be prepared to occasionally be called upon to give testimony in court.
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