The Veterinary Marketing Podcast

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!

In today's episode, I go over the importance of tracking your veterinary practice's analytics. I cover what you should be tracking, how you should be tracking it, how often you should be checking your analytics, and how they are going to help you grow your business. While analytics can be viewed as time consuming and confusing its important to keep track of how your offer, ads, content, and emails are being tracked and if they are being tracked properly. Understanding where you stand in your marketing (if things are working or not) is one of the most important things you need to know. You need to know the basics of what's happening now to plan what your next step will be. The analytics you should be tracking is dependent on what you want to achieve through your content, ads, offers, and emails. Starting with Google Analytics- Setting up a Google Analytics dashboard, adding Google Analytics to your website, and using UTM tagging for URLs. Once you have these 3 things set up you will want to go to your Google Analytics to make sure it's working. since google analytics ties into your website there are a few important KPIs to be tracking Total Visits- Number of people who visit your site Percentage of New Visit- New people who come to your site Traffic By Channel-Breaks down which channel visitors came from Time on Site- How long people are on your site, the longer they spend on your site the more they are inclined to become clients Bounce Rate- How many people visited your site and left immediately With social media, you will want to know your typical reach and engagement on each post to get a gauge of how well you are doing. You will also want to track your engagement KPIs. Paid traffic, you will want to look to CPC and cost per conversions KPIs. And lastly, with email marketing, you will want to track your open rate, click-through rate, and take rate of offer. 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 how you can communicate how your practice is unique and what helps your practice stand out 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 some new and exciting updates that are coming to YouTube, Google Ads, Google My Business, and social platforms that you can use to help your practice's digital marketing. Starting with YouTube, Google now offers a youtube form ad that lets you customize what your clients can request from you. I always like to say that veterinary practices should be running ads on Youtube. YouTube is a great place to run ads for your practice as it gives potential clients the opportunity the ability to see your practice and get an idea of what to expect when they come to your practice. It's also one of the less used ad platforms making the competition very light. Google My Business- Now makes it easier to make adjustments to your hours and modified services. You can let clients know your new temporary hours, curbside services, or even temporary closures. Social Networks-With social networks changing so frequently (Tik Tok may be banned in the US in the coming months, constant changes to algorithms on both Instagram and Facebook ) it is important to remember that social media is just a rental space for traffic. Make sure you are collecting emails and phone numbers from clients to create your own lists for email and text message marketing. Google Ads Call ads-Google has now changed its format for Call Ads. A few things to make sure you have in place before running these ads. 1) make sure you have your keywords very locked down to avoid getting junk calls and attracting the wrong kind of clients. 2) Only have your ads running when you are open to taking calls. 3) and lastly provide your front desk with scripts they can refer to help get your potential clients in your practice. 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 a cool new tool that is now available on 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 talk about the importance of using digital marketing in your veterinary practice even when you're super busy. Now you may be asking why do should I be marketing while I'm so busy? While you may be busy now, with everything changing so frequently you could find your self in a slow season all of a sudden. When you have marketing already set in place during busy seasons it makes the slow seasons rebound faster. You also have control of your marketing to turn on certain funnels and shut off others whenever you need to. A few things you can do while your super busy to keep your marketing running. 1) Make sure you have and are using email marketing in your practice to target both current and new clients. 2)Whenever possible keep your content creation going, for example, having a camera ready to go to capture behind the scenes of your practice to turn into social posts. 3) Create blog posts from transcribed consults. This can help your clients find answers they are looking for from you in an easy to access way as opposed to calling and taking valuable time. 4)Find ways you can take your popular content and repurpose it on other platforms and even different forms of media such as taking a video and turning that content and turning it into a blog post. 5) Making small steps in your marketing while your busy can grow into big progress that is beneficial while you hit a slow patch. 6)Using paid ads as a form of insurance for your veterinary practice's marketing. and lastly 7) Create evergreen content that you can use for years to come. 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 how to create offers based on your audiences. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I go into the psychology around pricing for products, services, and offers. I share tips, tricks, and strategies you can use in your offers and ads to increase conversions at your veterinary practice. Now pricing and money can sometimes be a touchy subject to many people but typically in vet practices, the words sales or selling are seen as a negative. Price is a perception- Everyone has their own thought of what is expensive or cheap and even what is worth their money. Really emphasize the inherent cost of what it takes for the specific product, service, or offer. This will help clients better perceive the benefits and actually know what the service includes. Give reasoning for discounting. Like special awareness months. Use feelings to determine pricing when attracting emotional-based decisions for services. Even numbers tend to just feel right in an emotional way of thinking. When attracting rationally based decision services using a specific number that isn't an even amount feels thought out. Take larger items and break it down into smaller pieces. For example, you could have a bulk way to buy chew treat, smaller portioned sized bags, or individually sold pieces. Use specific numbers in promotions, like anniversary dates or birthdays. Break costs down into a daily cost. This can be applied to a membership or wellness program. While they will pay an annual payment they can see how much it comes down to on a low daily cost. Format costs in a way it looks cheaper like $0.99 vs $1.00 Choose prices that are easier and shorter to say. Show prices in a smaller yet still readable font. Remove commas from larger prices. and sort prices from high to low on your website. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In Todays Inbetweenisode I talk about running paid ads on undervalued platforms like Youtube and Tik Tok for your veterinary practice. Be sure to listen and let me know if you have any questions, comments, or need help with anything!