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How to create the perfect online marketing strategy for your pet business

The days of newspaper ads being the go-to for attracting new business are far behind us now. 

The most effective way of promoting your business now is online. 

Digital marketing has become a necessity for all businesses which means you need to choose the right marketing strategy to help your pet business grow.

When it comes to digital marketing there are a lot of routes you can take, which can be quite stressful at first when trying to decide where to start.

This is why we’ve collected some important points for you to keep in mind when you’re developing your marketing strategy for your pet business.

Determine What You Want to Accomplish

If you want to create the perfect online marketing strategy then you need to know what you want. You need to know what you want your digital marketing strategy to accomplish.

Do you want to build up the brand image for your veterinary practice? 

Generate more leads to your pet business? 

Increase your yearly revenue?

Whatever it is that you want to accomplish you need to make sure this is clear in your mind before you start your marketing strategy.

You should also figure out what the goals of your business are. What’s your overall plan or objective? Knowing this will help you fit your marketing strategy into your grand plan and mission for your business.

Our number one tip for setting your goals is to make them SMART. 

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Time-sensitive

Talk To Your Audience

Sometimes one of the most important parts of your marketing strategy can be forgotten in the panic of setting a budget. There isn’t any point in developing a stellar marketing strategy if you forget who you’re directing it at. 

Don’t make the mistake of leaving your audience out of the planning stages of your marketing plan. Instead, put them at the heart of your strategy and ensure that you have their needs and wants catered for. 

The best way you can do this is by developing well-thought-out user personas. 

How To Create User Personas:

User personas are basically profiles for an imagined ‘ideal customer’ you want to attract. 

When writing your user personas you should start with any basic information that you know about them. For example include:

  • Age
  • Gender
  • Location 
  • Occupation

Then you can move on to digging out any of the possible problems your target audience might come across and how you can solve it for them. 

Dig further into their:

  • Goals
  • Desires
  • Aspirations
  • Fears

Knowing all this information about your customers will help you understand what makes them tick and this will help you figure out how to build the perfect marketing strategy. 

Learn From The Past

You shouldn’t dive straight into planning your new marketing strategy without analyzing your past attempts. Knowing what you succeeded at, and what didn’t work so well, in previous years can help you focus your train of thought on developing an amazing marketing strategy for your pet business. 

You can use Google Analytics to help you analyze your previous online year or even just the last quarter. This will give you great insight into how you can improve your marketing strategy and make it better this time around. 

Stick To Your Budget

It’s important that you take your budget into careful consideration so you can see how much you have and where you can best distribute your spending on your advertising. 

Here are a few points to keep in mind when thinking about your ad budget:

  • First, define how much your overall marketing budget is 
  • Look at your previous years, what worked for you before and what didn’t (what channels brought you the most customers)
  • Decide now whether you want to use paid promotion for your company
  • Set aside a specific section of your budget for paid promotion if necessary
  • If these paid promotions weren’t bringing you the results you want then invest the budget elsewhere and into the channel that will bring you the best results. 

Make A Plan You Won’t Stick To

Your plan is never going to be perfect and thinking it will be might only lead to disappointment. Not every decision you make will be the right one and not every assumption you make will be correct. 

A plan is more like a guideline for what you’re going to do. A great digital marketing strategy is fluid and adapts to your results.

You might have taken every careful step in constructing your plan and figured out how to perfect your marketing strategy, but this still won’t protect you from the unpredictable behavior of your audience. You can make detailed assumptions about how they’ll react to your marketing efforts but you won’t truly be able to know what they will and won’t do. 

It’s essential to measure and monitor your digital marketing strategy’s performance so that you can adapt to any unexpected occurrences.

A key element of reacting to results and adjusting your strategy to get the best return on your investment is using a digital marketing calendar. 

How to Create A Digital Marketing Calendar:

Creating a digital marketing calendar will help you to keep on track of what you’re doing throughout the year. You can use marketing calendars to help with the following:

  • Use Google calendar to create a timeline for your project. Using this will allow you to share it with your team and allows you to edit it easily when necessary. You can also set reminders to publish key pieces of content or launch specific ad campaigns. 
  • Be sure to highlight any special events in your marketing campaign. This will help you allocate a timeframe for each promotion throughout the year.
  • Make sure you document all the parts of your digital marketing campaign that was successful so you know what parts of your plan are working for you.

If you’d like to know about how you can create the perfect online marketing strategy for your pet business then get in touch today and let’s get you some serious results! 

How to get to the top of Google – the veterinary practice edition

How to get to the top of Google – the veterinary practice edition

If you want to get to the top of Google, you need to be able to answer those burning questions that your customers have about your services. Sounds easy, right?

In order to get to the ‘delighted customer’ stage, you need to be able to be seen by potential customers and appear in their search results. Then they’ll start to notice you.

If your website isn’t on top of the Google search results, attracting people looking for an amazing service like yours, then you won’t get any traffic to your site. You want an online presence that will attract people to your website and get you that number one spot on the SERP (search engine results page).

Google has really upped its algorithms in recent years and it’s not an easy accomplishment to get to the top of the SERP. You need to put a lot of effort into your website and your SEO (search engine optimization).

So, the big question is, how do you get to the top of Google search results?

Produce High-Quality Content

Content is king and it always will be, so there isn’t any point in trying to ignore it! Without content on your website, you won’t have any material for Google to rank. The only way to start the climb to the top is to put in the effort to provide insightful, helpful, and engaging pieces of copy.

But, how often should you be posting content to your website?

The more, the better. Too vague?

Ok, try blogging at least twice a month, minimum.

Blogging once a week? Fantastic!

Updating your service list once a month? Perfect!

Posting a photo once a year? Bad.

If you are consistently publishing unique content on your website, you’ll be able to attract more of your target audience to your company. They’ll be intrigued by the knowledge you’re spreading and want to know more about you – and perhaps even schedule a check-up. To do this though, you really need to be writing content that is accurate, helpful, and provides value to your customers.

To stay on top of your content creation, you can always build a content calendar to help keep you organized, and on top of your workload.

Whether you publish articles weekly or monthly you’ll be able to generate more trust with your audience the more you write – which will generate more traffic to your website and push you further to the top of the Google ranking page.

Long Tail Keywords Are Key

Not sure what a keyword is? A keyword (or key phrase) is what people type into Google when they’re looking for an answer to something.

Thinking that you can rank on Google by using any old set of keywords is quite unrealistic. If you stuff your content with random keywords it won’t help your ranking – but it might actually cause your site to be penalized by Google.

Long-tail keywords, however, are the perfect way to attract the right people to your website. Long-tail keywords usually consist of three words or more, and unlike regular, run-of-the-mill keywords, they are a lot more natural and include phrases that are valuable to your customers.

When using long-tail keywords you’ll be more likely to show up during a search related to your specific niche within the industry.

Here are some examples for you:

Short tail keywordsLong tail keywords
VetsExotic vets near me
Horse teeth problemHow do I know if my horse has teeth problems?
Dog scratchingWhy is my dog itching so much?    

Generate Good Backlinks

There’s a high value for backlinks when it comes to pleasing Google. Especially if these are trustworthy, well-sourced backlinks. The higher number of backlinks you have will indicate to Google that you’re a trustworthy site. These backlinks do need to be credible and come from trustworthy sources.

A word of warning – many link building tactics or quick fixes won’t supply you with well-respected sources, which is why it’s important to go about getting your backlinks carefully. An uncredited source could get you more penalties than benefits.

Improve Your Site’s Navigation

Google wants to provide the best experience for its users and for this reason alone, Google will rank a site higher on its results page if it demonstrates a positive user experience (UX).

One of the most important parts of having a positive UX is making sure that your audience can easily navigate your website.

If your visitors can’t find what they’re looking for almost immediately (we’re talking within three clicks) after loading your website then they’re probably going to leave your site and forget about it. This will have a negative effect on your SEO as it’ll impact your bounce rates (Google jargon for ‘people visited and left immediately’) and the time visitors spend on your site. This will all have an effect on your position on the results page.

Apart from this, poor navigation will leave your users with a negative perception of your business which will then lead them to look at your competitors instead of you.

Having a well developed and clear navigational structure on your website is an important step in helping your visitors find what they’re looking for on your site.

Try to keep in mind that if it takes more than 3 clicks for a user to find what they’re looking for on your page then this means your UX is poor and will need to be improved if you want to get to the top of the results page.

Increase Your Vet Website’s Page Speed

Your audience won’t be too much of a fan of a website that leaves them waiting. Improving your page speed will increase the number of people who visit your website and stay longer.

The slower your page speed is, the higher chance there is that your customers are going to bounce off your website and head straight onto your competitors’. This means you’re sending your customers straight to the opposition.

This is especially true when it comes to mobile users. They’ll often click away from a site in less than three seconds if it doesn’t load. If you want to keep your audience engaged and Google impressed, make sure your website loads quickly on all devices.

We hope you enjoyed our blog on how to get to the top of Google. We want to help you get the most out of your SEO and get you all the appointments you can handle.

If you’re interested in working with us to get your website in fighting shape for Google then reach out now.

Email marketing for veterinary clinics: How to book follow-up appointments with email marketing

Email marketing for veterinary clinics: How to book follow-up appointments with email marketing

Email marketing for veterinary clinics is one of the most affordable and effective methods of bringing in new clients to your practice. 

If you are a veterinarian and you aren’t using email marketing, now’s the time to start up an email series or weekly newsletter. Email marketing helps you to stay in contact with your patients (and their owners) and helps you build a stronger relationship with them. 

In this blog post, we’re going to take a look at what makes email marketing for veterinary clinics so effective, how it can bring in new clients and how it keeps your current clients coming back. 

Before you can persuade people to book in for follow-up appointments, try out new products or buy your latest special offers, you have to get them signed up to your mailing list! 

Ask During Their Initial Consultation

One of the easiest ways to get your client’s email is during the initial administration work. You need to take down all the details of the new patient and their owners – adding an email address to the list of info asked for is a pretty common way of adding people to a mailing list (be sure to ask first though!).  

When you write out the administration form include a section where the client must provide all their necessary contact information. This includes their name, phone number, and email address. With this information all in one place, it’s easy to set up a mailing list for all of your customers. You can then send them reminders through email, or text, telling them that their pet is due for either a follow-up exam or needs to come in for a regular visit to get their shots. 

You can also set up your emails to go out automatically after appointments. This will put less stress on your staff and they won’t have to worry about forgetting to email a client. 

Have A Sign-In List

Another great way to get your customers to sign up is by having a sign-in form at your front desk. With the sign-in sheet, you can have columns for their name, their pet’s name, contact number, and email address. 

They will be more inclined to put their email down if it’s already listed on the form. This works incredibly well if a customer sees other pet owners filling in their details too.  

Get Them To Rate Their Visit

Get your customer’s email address by having a ‘check-out’ list at reception. When they’re paying for their visit you can give them an optional feedback form to fill in (best to keep this short, who wants to fill out a four-page feedback form after a check-up!). You can ask them to rate their visit and if they would like to sign up for your mailing list. 

Some customers might not want to sign up for a mailing list for fear of being spammed with marketing, adverts and unnecessary emails so offer them a little incentive. You could offer them a small discount off their next check-up for signing up for the mailing list. 

People are always more likely to sign up for something when they know they’re getting something out of it in return.

Woo! You’ve got their email…. Now what?

What Can You Use Email Marketing For?

When you have your customer’s email address, there are a few different things you can send them to get them back through the door. 

The most obvious option is a reminder for their pets’ follow-up appointments. Email is a great way of doing this, you can even automate the emails to send out at set times – which can save you a huge amount of excess admin work. 

That’s just the tip of the iceberg when it comes to email automation. Many vet practices have embraced it to offload a wide variety of tasks from their admin staff’s workload too, including: 

  • Sending seasonal promotions
  • Reminders for prescriptions to be refilled
  • Promoting wellness checks and vaccination drives
  • Encouraging pet owners to get their pets vaccinated
  • Sending out information on common health problems and how to avoid them 
  • Popular trends in the pet world
  • Upcoming local events
  • New research around particular animals and their needs

Your email marketing should aim to show your customers that you genuinely care. It gives you the opportunity to reach out and become closer to your patients and develop a deeper connection. 

The more personalized your email and the less sales-focused, the more you’ll connect with your reader. When you give them valuable information, a bit of a break from daily life (who doesn’t love cute animals popping up in their inbox), they’re going to look forward to seeing your name when they check their emails. 

Calls To Action

If you want your clients to take action then you need to tell them to. In an email, this is called a CTA (call to action) and encourages the reader to do something specific. This is the perfect opportunity to encourage your clients to book into an appointment or a follow-up. 

For example, you could link a button in your email to a calendar on your website which allows your clients to book their pets in for an appointment online. 

Personalized Messages

Email marketing allows you to put a personal touch to all of your messages. This means you can create custom lists for each type of pet owner so they get emails specifically aimed at their animal’s needs. 

So, if you create a list of all the dog owners that visit you, you can send them dog-focused content. They’ll only receive info that’s relevant to their interests/pets’ needs – so no discounts on catnip or vouchers for rabbit dental check-ups! 

Monitor The Results

There is a lot of software out there that can help you with your email marketing and each one can give you insight on what your clients are doing with the emails you send them. This includes how many times they opened them, what they clicked on and more. 

It’s essential to monitor the results of your email marketing efforts – you can figure out what your customers enjoy reading and what they just send to trash straight away. This will help you to keep delivering great content to your customers – creating a sense of loyalty and trust between you and keeping them coming back to you time and time again. 

Want to learn more about email marketing and how it can help improve your business? Get in touch, and we’ll get back to you in two shakes of a lamb’s tail!

Top 5 Digital Marketing Solutions to Help Grow Your Visibility Online

Top 5 Digital Marketing Solutions to Help Grow Your Visibility Online

Top 5 Digital Marketing Solutions to Help Grow Your Visibility Online 2

Are digital marketing solutions right for pet-related businesses? Absolutely! Digital marketing is an excellent way to create community, share your love for pets and grow your business. Pet businesses are poised to benefit from consumer trends. Did you know that up to 46% of pet owners buy their pet products online? Are you interested in positioning your business for online growth? Read on for our 5 tips to increase your online visibility.

What Is Online Visibility?

It’s not a complex marketing term. It means, basically, how easy it is for someone to find your business online. This would be your website in search engines, your Facebook page or your Google listing.

Set Digital Marketing Goals

When you’re planning to implement digital marketing solutions, you need to set goals. The goals may be increased traffic to your website, an increase in conversions or more list subscribers. We recommend setting goals that are more likely to relate to an increase in revenue. An increase in Facebook likes or Twitter followers may make you feel good, but they don’t necessarily translate into revenue.

Know Your Customers

Our second tip relates to your target audience. Who are they? Are you trying to reach all pet owners in a specific area? Is there an age range? Are they dog owners or cat owners? Knowing your audience will help you learn how they will search for your products and services online. You’ll also be able to know what social networks they’re likely to use. It will also save you the time and energy from having to feel like you need to be on every social network out there. It’s also wise to make sure you’ve claimed your Google MyBusiness Listing. This is one of the simple digital marketing solutions that will help with your visibility in search engines.

Get Visual with Pictures & Videos

A recent study by Webdam shows that people are becoming less verbal and more visual. Take advantage of that by adding more pictures and videos to your content. They can be pictures of your own pets, your customer’s pets, or infographics.

Tell a Good Story

People want to get to know the people they do business with. That’s where storytelling helps build loyalty and community. You can share stories about why you’re in business and what you do to help people. You can also tell stories about customers you’ve helped solve a specific problem.

Measure Results

How do you know what you’re doing is working? This is when you revisit your goals and look at what you wanted to accomplish. Look at the data and see what worked and what didn’t work. This is the opportunity for you to adjust your campaign and improve it.

Digital Marketing Solutions for Your Pet Business

Finding the right combination of digital marketing solutions for your business doesn’t have to be difficult. If you need help standing out from the crowd, we can help. We’ve helped many pet businesses break through the crowded marketplace and grow their revenue. Contact us today to schedule your free consultation.

The Essentials of Pet Marketing: A Step by Step Guide to Success

The Essentials of Pet Marketing: A Step by Step Guide to Success

Why is pet marketing so important to your business? Marketing is the main reason why 8 out of 10 small businesses fail in the first 18 months. Most business owners think that if they build a business, people will automatically show up. That’s not the case, especially in a competitive industry like the pet business. If you want your business to do more than survive, keep reading for the top things you can do to market your pet business.

What’s Your Business Vision?

The first thing you need to do is develop your vision for the business. For your company vision, you’ll need to ask yourself a few questions:

  • What kind of growth do you want to see in the next 3-5 years?
  • How do you see yourself serving people?
  • What’s your role in the company?
  • Are you hands-on in the day-to-day running of the business?
  • Are you hands off and allowing your employees to run the business?
  • What does this higher-level approach have to do with pet marketing?

By taking a 50,000-foot view of your business, you’ll be able to make marketing decision based on where you’re going. That’s a much better approach than trying tactic after tactic to see what sticks.

Develop Your Brand

Brand development goes beyond your logo. This is where you get to decide what your company stands for. What are the values of your company? What kind of connection will your customers and the community have with your company? What makes your company different from the others in the area? If you’re having trouble answering these questions, look for outside help. Hire a brand consultant who can take an objective look at your business and guide you.

Get Specific About Your Target Market

In marketing your pet business, you have to be clear on how you serve well beyond just pet owners. Are there specific types of pets you serve? What about the pet owners? Do they have certain demographics? For example, your target could be women over 45 who are married and live within a 15-minute radius of your store. Their total household income is $75,000 a year. Your first reaction might be that you feel that you’re missing out on a lot of people. That’s normal. But understand that the more specific you are with your target, the better you’ll be able to serve them.

Create a Marketing Strategy

A marketing strategy answers the question, “How will I attract customers to my business and generate sales?” Your objectives should be specific and time-based. A good objective would be to increase sales by 15% in nine months. Your key messages are the core of what you tell people about your business. Your messages are written so your target market will identify with them. Will you rely on Facebook, Twitter, direct mail, SEO, content marketing or a combination of tactics? How much will you spend on marketing? What’s your expected return on investment? How will you measure your success? You should also check your analytics every 30 days to see how close you are to achieving your goals. Your marketing strategy needs to be clear in what you communicate, to whom, and when. Once you have these points down, it’s time to execute.

Execute Your Pet Marketing Strategy

Now that you have your plan, it’s time to execute. Between content marketing, SEO, and social media, there’s a lot to take on. Don’t feel overwhelmed. Instead, hire a trusted partner who can help you build your business the right way. Contact us today to see how we can help your pet business grow.

5 Pet Product Marketing Buzz Words

5 Pet Product Marketing Buzz Words

Owners of pets take their animal parenting very serious these days. Most people consider their pets like family or even children.

When the love for your pet is as strong as family, then, of course, any pet owner is going to want the best pet products they choose to purchase, especially food. So, how does a pet owner know what to choose? They look for buzz words that either consciously or subconsciously spark their interest in what they are searching for.

If you are a pet-related business that is struggling to figure out how to increase traffic and revenue to your company, then continue reading for the top five best buzz words to use for pet product marketing.

1) Grain-Free

This is one of the most important buzz words that customers will be looking for when they buy high-quality pet food.

When a pet food has grains listed within the first five ingredients, it tells the consumer that it is a low-quality food for their pet. Meats and vegetables should always be within the first five ingredients to ensure that the pet parent is feeding their animal the proper nutrients.

It is true that these grain-free pet foods are going to usually mean they are a bit pricier, but when it comes to proper care for our furry family members, quality is always better than quantity.

2) Eco-Friendly

These next three buzz words fall into the same category and reasoning as to why they are important for pet parents these days.

With the world being more conscious of the well-being of our planet, popularity in eco-friendly, organic and biodegradable products are being purchased now more than ever.

3) Biodegradable

Most serious animal parents are going to care just as much about the environment as they do their own pets.

That being said, there are many products out there for pets nowadays that are going to be safe and guilt-free. Whether it is pet toys, clothing, treats, or grooming products, there are many options out there for “green” pet parents.

4) Organic

Many pet owners love to know that their animals are getting all natural ingredients and products that are going to meet the same standards that they are willing to give their own family.

The fewer chemicals and man-made materials used, the better. Using these buzz words for your pet product marketing will ensure a dramatic increase in your business revenue.

5) High Protein

Good protein is essential for any living organism to grow. We consciously make sure we get enough in our own diets and our children’s, and now people are being more aware of their pet’s protein intake.

When pet owners see high-protein on a pet food they are more likely to buy it because they know that it is the core nutrient in keeping their pet healthy. However, in order for this to be truly good protein for the animal, then the meat ingredients need to be listed within the first five on the label.

Stand Out with Your Pet Product Marketing

Pet product marketing can be difficult in such a saturated industry. It is important to stand out to consumers and connect with them.

Using social media is a great way to promote your products and use buzz words to catch attention and bring in more traffic and revenue. Of course, they should only be used if they are relevant to your specific product or offer.

For more ways to help attract customers, our M2 Method is the perfect fit.