The Veterinary Marketing Podcast

Almost every veterinary practice has some type of traffic coming to it already. Just by the nature of being online and being a legitimate local business it is likely you're getting organic traffic to your site and your site may be working alright, but I guarantee it could be doing better! When you make improvements to your conversion it typically makes any marketing that you are doing more effective, so this is definitely something you're going to want to work on. In this episode I cover 5 tools that are tremendously helpful in creating higher conversion for your digital marketing. We talk about tools that help to measure engagement with your site, to things that help you create powerful landing pages and even touch on different means to engage with potential clients. The best thing about improving conversion is that tiny incremental improvements make huge differences over time. Imagine making small tweaks to your marketing that helps you increase your opt ins by 1 or 2 or even 3 each day. This little difference would help you generate anywhere from 365-1,095 new potential clients who you can communicate with. This could make a huge difference for your practice from a financial aspect.

Often times I hear veterinary professionals say how overwhelming learning digital marketing can be, and I totally get it, there is so much to learn and implement. What kind of marketing should you be doing, should you focus on this social media platform, is your website good enough? You could do marketing full time for your practice and still be constantly learning and keeping up with new things and ideas, so if you add managing a practice in there it makes it a lot more difficult. Around 3 and a half months ago, Dr. Karen Metzler from Summerfields Animal Hospital in Fort Worth Texas reached out to me from listening to the podcast. She was just starting to learn about digital marketing and since then has grown a tremendous amount in her knowledge and ability to apply what she learns. I asked her to come onto the podcast because I think we can learn a ton from her. Dr. Metzler graduated from Texas A&M's, College of Veterinary Medicine in 1997. She has experience in emergency medicine as wells as general practice. She has specific interests in surgery, dentistry, internal medicine, exotics and cardiology. If anyone is busy enough to have excuses to not learn or implement new ideas it is definitely Dr. Metzler. The topics I discuss in this interview include how to decide what to test, how much she feels that she needs to know about a subject, and much more. I know you'll find value in this week's episode so be sure to listen to the whole thing!

This week we have Dr. Dave Nicol on the podcast, and we talk about marketing strategies and principles that will help to grow your veterinary practice. Dr. Dave Nicol is a marketing expert who speaks internationally on veterinary marketing, management and staffing. Dr. Nicol has a very unique perspective on marketing because he owned a practice, which he just recently sold for a really nice return, that he grew by using digital marketing. We discuss everything from his ideas on social media and how to properly use social media for your veterinary practice, best practices for collecting emails, as well as a great way to quickly evaluate PPC and SEM agencies. We also dive into several marketing principles that have allowed Dr. Nicol to grow his client email lists so that he can drive clients into the practice and create paying clients.

In today's episode we get into the nuts and bolts of what actually makes good SEO for your website. We talk about best practices, things you should be doing and things you definitely need to avoid. If you want more organic traffic coming to your site then this is the episode for you. In last week's episode, we were able to set the foundation of how SEO works, what search engines do and what kind of expectations you should have in regards to SEO. Contrary to popular belief of many Veterinary Professionals, SEO isn't a magic wand that suddenly sends streams of traffic to your website on command. You need to wokr at SEO because it is constantly changing in order to try and give better results to people who are searching. With veterinary practices, local SEO is extremely important, and so when we talk about SEO in this week's episode, it is all about how to drive local searchers into your practice. There are 2 parts to SEO that we cover, on site SEO and off site SEO. First I cover on site SEO, or how to format and adjust your website so that it is optimized for search engines to identify your site and the content on it so that it can deliver it in relevant searches to potential clients. Off site SEO are things you can do that aren't on your website, but are things like link building, submiting site maps to webmaster tools and evaluating current links that you have pointing toward your site. Both are important and we cover the basics to make sure you're on the right track.

Almost everyone these days knows about SEO because SEO (or search engine optimization for those of you living under a rock) is an extremely important part of your veterinary practice's traffic. Online search through Google, Bing or Yahoo has become a part of life and has completely changed the way that people make purchases. In fact, now over 85% of people use online search to help make a buying decision in most of their purchases. So in this series about Search Engine Optimization, I'm trying to make SEO less mysterious and remove the misconceptions about what makes for good SEO and what you need to be avoiding. In this episode, part 1, I'll be covering more conceptual items. I'll tell you everything from how search engines work to how to get started and figure out what kind of keywords you want to be targeting. I also cover the different types of search queries people make and which ones are the most important for you to focus on for your practice. Everyone who does marketing for their practice will one time or another need to know how to speak the SEO language and at least have a basic understanding of how SEO works. I can't tell you how many times I've heard practice managers say "I need to call my web development company, they promised I would be in the first spot with my site" and think to myself, they have no idea what SEO actually is! After this series you should be able to either create a SEO plan for yourself, or if DIY SEO isn't for you, be able to speak intelligently with a SEO company to know what is possible and realistic.

Do you ever have trouble writing emails, email newsletters and getting your emails read? Lots of veterinary professionals have trouble with how to write emails, how often they should write emails how much content they should put in there. If you're like me you have probably heard everything from emails don't work to emails are a great tool. Well I happen to think emails are a great tool and they are something you can use to really boost engagement and business at your practice. In today's interview with Dr. Mike LoSasso, we go over all of the important things to consider when writing email marketing campaigns for your veterinary practice. Dr. Mike LoSasso is an expert copywriter and owner of Newslettersforvets.com, a service that writes your practice's monthly newsletters. Dr. LoSasso has a tremendous amount of experience having owned and run a veterinary practice and is currently an emergency veterinarian at Emergency Animal Hospital of Collin County, and he shares his wealth of knowledge in this episode. I feel that email is extremely important for your veterinary practice because this is a list that you actually own. With other marketing, like social media or search engine optimization, you have no control. You are essentially renting your lists as long as the platform lets you. Changes in SEO algorithms or policy changes within social media can make it difficult, especially if you aren't keeping up with everything. With email you get consistency and reliability(as long as you are consistent and reliable), the only issue is you have to get the emails opened to be effective. Not only did Dr. LoSasso share great info with us, he also created a special for Veterinary Marketing Podcast listeners where you can get two free months of newsletters created for you by visiting NewslettersForVets.com/VMP Items mentioned in this episode: Aweber.com Mailchimp.com NewslettersForVets.com/VMP

If you talk about paid digital ads, most times you'll be talking about Facebook ads, Facebook Dark Posts or Google Adwords. Of course all of these ad platforms have great potential, but are you overlooking something by not testing out Twitter ads? I think that twitter is seriously underestimated when it comes to their ad platform and it has the potential for veterinary practices to interact with and attract lots of clients. Twitter has 5 types of ad objectives that you can create, and I go over each ad type as well as the what the possible veterinary marketing ideas for each ad could be for each. Out of the five ad objectives that I go over, I think two have some really big potential for veterinary marketing. As apps become more popular ways for veterinary practices to market themselves, I think the app ad types will become really powerful tools for marketing. I also think that the twitter lead generation cards are really awesome because it lets you convert traffic natively instead of having to drive someone to a landing page and could prove to have higher conversion and lower cost.

Email is so important for your veterinary practice because it is a list that you actually own, and in this episode we'll be going over 3 major email marketing service providers and then some tips and tricks as to how you can build your email list faster. This is becoming increasingly important because social media, organic traffic and other sources of traffic and ways to connect with your clients can be changed based on the platform that you are using . When things like algorithm changes the ways clients can find and interact with your practice that could mean trouble! I know practices who have become increasingly frustrated with their inability to reach their clients on Facebook because their organic reach has dropped a ton in the past year. I think Facebook provides some pretty big insight into what the new normal will look like for social media platforms. When social media platforms begin to acquire users on a mass scale, in most cases that is what they are most interested in, building as many users as possible. Once these platforms mature however, they also begin to develop their ad platforms as well, and when this happens I think it will be inevitable for organic reach to drop pretty severely pretty quickly. Why is this all really important to a practice and their email list though? Well, when you own your list, and can communicate whenever you would like, then you have the ability to be in control. Not only will building a solid email list give you better control, but it also allows you to build marketing lists for sites like Linkedin and Facebook. This means that email could be a really consistent source of business for your veterinary practice and one of the first steps to building a healthy email list is figuring out how to build the list and which email service provider to use.

In this episode we talk all about Google Analytics for your veterinary practice. Everything from how to install it to what data you should be looking at, how often and how to look at it. Measuring your marketing is one of the most important things you can do and I would go so far as to say that if you can't measure your marketing you're just guessing and that it probably. Without proper measurement, your marketing is just guessing, and not even educated guessing. The truth is, that most marketing results in failure (leasons) and because of this, when you end up with a winner, you'll want to know it! I'll also be showing you how to automate this as much as possible so that you don't have to think about it. One of the things Google Analytics does really well is it shows you if there are any serious problems or opportunities that you wouldn't have know about otherwise. You'll also be able to see if certain types of traffic are doing better than others, like mobile vs tablet vs desk top or if social media traffic converts better than SEO Traffic. I also talk about how automate Analytics report by email so that you don't have to spend time constantly logging in to check.

In this episode I interview Dr. Braden Collins, from Bunbury Veterinary Clinic in Western Australia about his social media and content marketing. I initially met Dr. Collins from the podcast, when I mentioned I was doing a Facebook case study to get new clients. Dr. Collins was kind enough to let me try some new client acquisition strategies and we've been keeping in touch ever since. Since I was able to run tests in his market I discovered a few things, first his target market on Facebook was around 30,000 people, which isn't that large of an area, and he is consistently reaching a large number of those people and has around 1,500 likes on his page. That is impressive, 5% of his market likes his page! Each post he gets out reaches between 5-10% of his market consistently with a small marketing budget as we discuss on this episode. We talk about everything from content creation, to contests at holidays to reaching out and get his stories covered by local news. Dr. Collins shares a bunch of really great and practical insights that will absolutely help you market your veterinary practice. Be sure to listen to this entire episode!