The Veterinary Marketing Podcast

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!

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!