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  • Endocrinology

The Big 5 Online Marketing Tactics Every Veterinary Business Must Have

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These days, it seems like a new online marketing strategy pops up every other day, but don’t be fooled by these one-off methods that promise you quick results — all you have to do is stick to these five tactics to get started.

These days, it seems like a new online marketing strategy pops up every other day, but don’t be fooled by these one-off methods that promise you quick results. Doing so could end up costing you a lot of money with no real qualified leads. If you want tried and true methods that work, all you have to do is stick to these five to get started.

Now let me preface by saying that you do not need to do all five at once. I understand there are a lot of factors that come into play when starting a marketing campaign. There are budgetary limitations, staffing, time etc.

If you can’t do all five right now, don’t worry, just start with the one that’s going to give you the biggest bang for your buck and move from there. You will eventually get all five of these in place and when you do you, will have a powerhouse marketing campaign that will continually drive leads through your door.

“What is going to give me that biggest bang for my buck?” you ask. Let’s go through the top strategies to give you an idea of the best option(s) for you to start with.

RELATED:

  • The Five Pillars of Content Marketing
  • Are You Guilty of Sidelining Veterinary SEO?

Search engine optimization is the process by which you optimize your site so that search engines understand what the site is about and can, in turn, serve your site to users who are searching for your products and services. This is done by identifying the appropriate keywords people are searching for when trying to find a veterinarian, and integrating those keywords into your website on pages that are relevant for your products and services. Key factors for this include:

  • Defining the right keywords to use
  • Optimizing your title tags
  • Optimizing your meta tags
  • Including appropriate keyword phrases into your content
  • Adding images with appropriate keywords in the alt text
  • Adding links with appropriate keyword phrases in them

And, of course, giving great information to the end user regarding the product or service you are providing This should be used as a long term marketing strategy as it can take time to raise your website rankings, but is well worth the effort in the long run. Search Engine Marketing

Search engine marketing, or Pay-Per-Click (PPC), is the process of paying the search engines, or even social media platforms like Facebook, to place ads for your products or services in front of very specific audiences that you define based on a number of criteria that you set. Some of these criteria can include:

  • Geographic location
  • Gender
  • Interests
  • Age
  • Languages
  • Behaviors

Although this may be a new term for some of you, I consider this to be one of the most powerful marketing strategies there is today. Remarketing is the continual placement of business ads in the browser window of a potential client who recently visited that business site, but did not convert.

The utilization of this strategy helps your site stay in front of your target audience as a constant reminder of your business so long as they are online. For example, I am interested in a veterinarian in Denver, and am browsing the internet to find one. If I happen to land on your site and you have remarketing set up, I am going to continue to see your ads as I browse around the web, allowing you to constantly keep your brand and your offer in front of me.

Social media is not necessarily a place where people convert to a sale right away, but rather it is a place to help your brand build lasting relationships with potential clients.

There are those that say email marketing is dead, but there is still no better marketing channel that will give you the biggest bang for your buck. Having the opportunity to send out direct campaigns to your prospects is extremely powerful and converts like crazy, even with your current customers. Not everyone is going to remember that it’s time for their pet to get a checkup, or that their pet’s need a vaccinations need updating, but email marketing campaigns can automatically put these notifications in place for you.

If all of this seems overwhelming, don’t worry. We’ll be going into more detail on each of these topics in coming articles, but for now just pick the one you think you can easily accomplish and get started on it. And remember, the worst thing you can do for you marketing campaign is nothing at all.

Ryan Eisenbart is the President of IOBI Systems, a full service internet marketing agency proving high quality web site design, and internet marketing services like search engine optimization, local business optimization, pay per click, social media management, and a complete internet marketing platform powered by the Adobe Corporation.

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