The Veterinary Marketing Podcast

In today's episode, I share how you can maximize your marketing and turn it into a system with evergreen content and offers. Picking up from last week's episode where we talked about having different types of content and offers to have for your practice, and about creating evergreen content and offers to have in rotation. Evergreen offers and content is a piece of marketing you can use over and over again across different platforms and channels, for years to come. These types of content and offers will help you focus on pieces that will produce results for a long time. As you are creating your offers and content you should create pieces that will help move potential clients down a funnel and ultimately become a real client. There are 5 general types of content that you should create by answering typical questions pet owners are asking and looking for.  1) Wellness- What can you do to keep your pet healthy? 2)Prevention- How to minimize health risks and keep your pets safe? 3)Behaviour - How can I train my pet to do what I need them to learn? 4)Nutrition- What should you be feeding your pet? 5)Enrichment- How can I entertain my pet making both our lives easier and better. Following those general types of content, another way to add information is by adding specificity while still keeping it relevant. You can make content a bit more specific by targeting the content towards  -Breeds Big breed or small breed dog posts  -Age Puppy, adult, and senior posts  -Conditions Breed-specific conditions, senior conditions, or even common and rare conditions -Location Problems pet owners face in different areas in the country  -And Time of Year  seasonal must-have and awareness months Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's inbetweenisode I talk about google ads newest update, the feature they have taken away, and how you can make sure you aren't losing money on your google ads. Be sure to listen and let me know if you have any questions, comments, or need help with anything!  

In today’s episode, I share some creative new strategies you can use to help keep your marketing costs down in your veterinary practice. As we get further into the holiday and political season we are starting to see more and more competitors in the paid ad space in turn driving up ad prices. These tips will help you implement ways to organically get traffic into your practice and lower your digital marketing costs. The first strategy to use is focusing on content. The best time to build out your content is when your practice is busy and doing well, so you can always have it available to use during a slowdown. The two main things to focus on with your content is quality and specificity. Having high professional quality pieces of content is super beneficial as you can reuse them over again across platforms. Making your content very specific is also beneficial because you'll be able to target and speak to a very pinpointed group to drive in more clients like them. Tactics you can also use to maximize your practices organic reach -Let your clients know about each piece of content and offers you put out through your lists. Keep in communication with your list at least once a week -Create a Facebook Group. Creating a Facebook group for your practice members is a great way to give your clients and potential clients a space to find all of your latest information.  -Social selling. Direct Response Social Post increases engagement and curiosity  -Build your email list. A great way to install cheap insurance for your veterinary practice. Let your list know about offers, content, upcoming events, and about your Facebook group -Have Text message marketing -And Facebook Messenger Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today’s inbetweenisode I cover how you can avoid having expensive ads during a holiday season. Be sure to listen and let me know if you have any questions, comments, or need help with anything!  

In today's episode, I cover conversion tracking. How you can track conversions for your veterinary practice, what is the best way to track conversions, how to effectively know where your conversions are coming from, and more. Conversion tracking can be a pretty difficult task to understand exactly where all of your conversions are taking place at first. By gaining an understanding of what is working with your conversions you are going to be able to perform better in your paid ads and social media. Typically in veterinary practices, you aren't selling online so you don't know automatically where your conversions are coming from.  Some of the simplest ways to track where your conversions are: -Create special landing pages for different channels that can only  be accessed from the specific channel. -Specific CTA for different channels -And Promo codes that are only available through specific channels Phone conversions are the hardest conversion to track given that most times clients are switching from devices to call, not fully converting where they first found you. A way to make this a bit easier is using call tracking software like callrail you can create individual phone numbers for each channel. Url and pixel tracking for conversions is a very powerful tool to use. As digital marketing continues to change we could possibly see pixels becoming unavailable in the future. Moving towards URL and UTM tracking can you give you longevity in your conversion tracking. And lastly through your veterinary practice management software to fully understand your conversions you will want to track  1The immediate average value of a client  2 Average of the first year of a client  3And lifetime value on average of a client  Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today’s inbetweenisode I share an important update from google ads for your paid ads. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I am talking about using funnels in your veterinary practices digital marketing, I cover what is a funnel, do you need one for your practice, common misconceptions about funnels, and things you should consider before investing in creating a funnel. So what exactly is a marketing funnel? A funnel is a 3 stage process that takes strangers through the sales process of getting their attention and awareness and moving them down to ultimately turn them into customers. The three stages are awareness, evaluation, and conversion. Awareness is the first stage is your first impression to potential clients essentially getting a foot in the door for them to get to know you and your brand. Evaluation is the second stage where the potential clients now know who you are and what you offer. This is when potential clients will start weighing out if you are a good fit for them. The third and final stage is conversion where the potential client now becomes a real client and has purchased a product or service from you. Now that you know what a funnel is and how a funnel works there are a few key things to consider before creating your funnel. First, your basic foundation you need for your funnel is who do you want as a client? Create a perfect client you want to target and serve. What are your ultimate goals? What do you want to sell to clients? Start with the lowest hanging fruit. Target clients that are actively looking for the service or product you are offering. Remember you can create funnels as long or short as you want, whatever works for your practice and what you are wanting to accomplish in your goals   Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today’s inbetweenisode I share some tips to consider using this fall season when adapting to heavy competitor seasons your paid ads. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today’s episode, I am joined by special guest Michael Shirley! We talk about how to use Facebook groups to create client retention and successfully to grow your veterinary practice. We go over how to use groups, blog content in groups, video content in groups, and how to get content to translate into getting clients through the door. Michael Shirley had a dream as a young child of becoming a veterinarian  He went to school where he met his wife who is a veterinarian and he became an animal scientist. After working at a veterinary office, as an animal control specialist, and a 4H agent he was called to be a teacher. He now works with his wife at their veterinary hospital they own as a practice manager. Michael created a Facebook group exclusively for clients of their practice to join and get updated information on the veterinary practice. It's also a great way they've been able to create a community with the clients in their group allowing other clients to gain information for pet care from each other. As a benefit to their clients in the group, they provide the members with exclusive content that is available to the first making their clients feel special and important. Some good rules he recommends to have in your group are: Being very clear that the group is not meant to replace vet visits. Asking for advice is always welcomed but if it's serious or needs to be addressed refer clients to make a call to the practice to schedule an appointment.  Encourage educational discussions with members. Build a community page to reach and engage with new clients. Build Relationships with your superfan clients. Create content that you see are topics that are regularly discussed. If you would like to get in touch with Michael Shirley's you can join the Pet Parents of Family Pet Health The Veterinary Leadership Book Club and contact him at Michael@familypethealth.com Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today’s inbetweenisode I cover measuring your marketing more effectively  Be sure to listen and let me know if you have any questions, comments, or need help with anything!