It’s been two years since you earned your degree in veterinary medicine, and you still haven't repaid your student loans. You are passionate about helping animals, but month after month, you barely make enough to cover your clinic’s operating costs. What should you do in such a situation?
This is a common dilemma that veterinarians across America tackle every year. The data would suggest that we are experiencing a shortage of veterinarians across the country. Some estimate that by 2030, we will need an additional 41,000 veterinarians.
In this context, digital marketing is a tool that you can no longer close your eyes to. It generates results, and if your clinic is struggling, you need all the help you can get.
In this article, we will focus on how you, as a vet clinic owner, can use digital marketing to revive your practice.
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What Should a Good Digital Marketing Campaign Involve for Your Vet Clinic?
While you may barely have any experience in digital marketing, in times of crisis, you will need to adapt. If you are having trouble finding clients, it is quite likely that your online presence is lacking in some way. Any effective veterinarian marketing strategy will require you to invest in web design, content creation, and search engine optimization.
According to Harris & Ward, a well-planned digital marketing strategy can help you target and reach the right audience. Let’s explore what it entails.
Online Presence
The first thing you want to set up is a solid online presence. Remember that 86% of people use the internet to find local businesses. This includes places like your vet clinic. You want to ensure that your website is well-designed, mobile-friendly, and acts as a sort of ‘front door’ to your services.
Once you have your website up and running, contact past clients and urge them to leave some feedback. Some people believe that online reviews are the digital equivalent of word-of-mouth recommendations, and it’s true. Pet owners can be deeply attached to their animals and will happily invest good money in quality care.
If they have reason to suspect that your clinic isn’t on par in any area, they might choose to go elsewhere. Positive online reviews can help tilt things in your favor.
While you’re at it, it’s also a good idea to create a Google Business Profile for your clinic. Add a concise yet impactful description, and ask your existing clients to leave their reviews on the page.
Lastly, don’t forget to build a presence on social media platforms like Facebook and Instagram. Publish informative posts, stories, and reels on these platforms to educate your audience and showcase your authority as a vet.
SEO Optimization
Where would we be without search engines? Most business owners in 2023 will realize that search engine algorithms can make or break your website’s ranking and status. It’s no different with vet clinics. Paying attention to aspects like local SEO can help your clinic listing appear in local search results.
You will also want to focus on creating keyword-focused content that improves the overall search engine worthiness of your website. The more attention you give to SEO, the better the chance that your vet clinic website appears higher in search results.
PPC Advertising
If you need immediate results and cannot wait, paying for advertisements is a solid option. The key benefit of this digital marketing method is the excellent ROI you can experience. It is possible to average $2 for every $1 you spend.
That said, you want to be a bit careful with some PPC platforms like Google Ads Express. It is often a noob trap and focuses on simplicity and ease of use. This is appealing to beginners, but you lose control of key aspects like keyword selection, bidding, and targeting.
For something like a vet clinic, you are better off finding a PPC platform that offers tighter targeting of ads.
Conversion Rate Optimization (CRO)
CRO is an often overlooked aspect of digital marketing that veterinarians can capitalize on.
It involves optimizing key areas of your website to encourage visitors to take specific actions, such as checking out your appointment booking section. CRO can help you achieve this and maximize the value of your existing traffic.
CRO typically involves understanding how visitors interact with your website. This can be accomplished through tools like heatmaps, session replays, and A/B testing.
Conclusion
It is unfortunate that veterinarians, who have the ability to help heal our pets, often face financial troubles. In an ideal world, they should be compensated and treated just as well as doctors who treat people. After all, many people treat pets as family.
Digital marketing provides a potential avenue for vets to save their clinics. There are few things as exhilarating as witnessing your failing vet clinic come alive again. If you invest in the right digital marketing campaign, you are likely to see positive results.