Quiz time! When did your practice last publish a blog or social media post?
A. I just hit publish on our practice’s latest patient success story!
B. Within the past week
C. Maybe sometime last month?
D. Blog? Social media? We rely on good, old-fashioned word-of-mouth marketing.
Let’s dive into your answers:
A: You are basically a vet med social media influencer, and you understand the benefits of posting regular content. Good job!
B: You are headed in the right direction, but more frequent posting can help build website traffic and your client base.
C: Good start! A content calendar and marketing manager can do wonders to help boost your online presence.
D: Your in-person reputation is important, but online is where it’s at these days!
Whether it’s been a while since you posted or your practice’s content is mapped out for the next three months, you may not realize the full benefits of content marketing. Search engine optimization (SEO) experts tout the benefits of posting regular content—essentially, your site is more likely to appear in search results if you regularly post unique content. However, there are numerous benefits to content marketing that have nothing to do with SEO—and everything to do with boosting client relationships and your business.
#1: Clients turn to you instead of Dr. Google
Your clients will turn to the internet when their pet has a problem. So, why not meet them where they are? If you regularly post blogs about various pet issues (e.g., inappropriate elimination, vomiting, dental disease), one of your posts will likely end up in your client’s search results, and they will click on a familiar name. You can also feature your recent blogs in a weekly or monthly newsletter, which will further establish you as the expert your clients should consult.
#2: You receive unexpected opportunities
You never know where content marketing will lead. Your notoriety will grow along with your online presence, and unexpected opportunities may come your way. Your engaging Instagram posts may catch the eye of a local group seeking a pet care speaker. Your local newspaper or magazine may ask you to write a column. You may be asked to present to vet or vet tech students. These opportunities help build your brand and further grow your reputation as the go-to expert in your area.
#3: You accumulate a client education library
Your weekly or monthly blogs about diabetes, allergies, and other pet problems will quickly become a resource library that can be used before, during, and after patient visits. Before your next lameness appointment, your CSR can send a blog describing the potential causes and diagnostic process for a limping dog. That way, the client will already know which tests you may recommend, and they will be more likely to consent. After a diabetes diagnosis, you can send a blog outlining disease management, which will help the process seem more manageable. Keep these possibilities in mind when choosing blog topics, and include a variety of medical and behavioral issues you commonly treat.
#4: Clients bond to your practice
Social media and blog posts should not all be medically-oriented. Devote at least one social post per week to highlighting your patients and practice culture. The next time you have a feel-good patient success story, post it on social media with a photo of the lucky pet. And, everyone loves cute puppy and kitten pics, so don’t forget new pet visits. You can also use blogs to showcase your team. Devote a blog to each group of team members (i.e., get to know our veterinarians, get to know our veterinary technicians) or devote an entire blog to a new team member to help clients get to know them.
#5: Pets receive better care
Client education, even when disguised as cute social media posts, can help pets live longer, healthier lives. Your client may not realize that their dog should not chew on bones or be left outside on a hot summer day, and your posts about health hazards can help prevent a painful or disastrous emergency. A parasite prevention blog can help an owner understand the importance of year-round protection, and may prevent a heartworm case. Ultimately, educated pet owners have healthier pets.
Who knew a blog post could save lives? (We did.)
If your content marketing game is lacking, schedule a planning meeting with your team to map out social media and blog posts for the next several weeks. Once you settle into a regular schedule, you’ll be surprised at the benefits—beyond SEO—your efforts produce. If planning, writing, and posting content seems overwhelming, contact our team. We can take your word-of-mouth marketing strategy to the next level.
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