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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!

How to increase online visibility: A step-by-step guide

How to increase online visibility: A step-by-step guide

So you want to increase online visibility, but you are lost on where to begin. Are you interested in positioning your business for online growth?

Our in-depth guide will answer the following:

1: What is online visibility?

2: What is brand visibility?

3: Why is online visibility important?

4: How do you increase online visibility?

Let’s get started!

1. What is online visibility? 

Online visibility is the measure of how well your website, online presence, and online brand are seen by potential customers.

Many businesses often make the mistake of not acknowledging the importance of an online presence. However, today’s consumer is purchasing and researching online more than ever before and you’ll be missing out if you neglect to get more visible online.

2. What is brand visibility?

Brand might sound like a big word, and make you think of companies like Pepsi or FedEx. But every business has a brand, whether you’ve consciously chosen it or not.

Your brand is your promise to your customer. It’s the promise you make to them every time you interact with them. It’s how you portray yourself online and offline. An online brand includes all the various elements of your business, including your name, logo, messaging, tone, fonts, color palette, touchpoints, the way you position your products or services, the way you talk about them online, and offline. It’s all part of your brand. 

Brand visibility focuses on making sure that your brand is clearly visible to your customers in the places where they are looking, in the places where they are most likely to see it. It’s about maximizing your online presence because that’s where people are searching for businesses like yours.

3. Why is online visibility important?

Online visibility is crucial for reaching new customers.  In fact, according to a recent study from the Small Business Association, 80% of small business owners report that they have found new customers through their website.

In addition, online visibility assists in building your reputation. In the same study, 84% of small businesses said that their website has helped increase their credibility in the eyes of customers.

If your website isn’t being found easily, 

4. How do I increase my online visibility?

There are so many ways to increase our online visibility.  We’ll cover the major ones here.

Know your audience

Knowing your customers is a crucial piece of the online visibility puzzle, which is why I’ve listed it first.

Who are they?

How old are they?

What problems are they struggling with and how does your product or service help them?

What do they need to believe in order to buy from you?

Knowing your audience will help you learn how they search for your products and services online. 

You’ll also be able to know what social networks they’re likely to use. 

To find out what your customers are looking for, ask them. Surveys, questionnaires, and polls will help you know what your customers want and need. 

You can also use a website like Answer The Public, which allows you to enter a keyword and then find what people are searching related to that keyword.  

I’ve used this on several occasions to find out more about my target audience. Remember, your customer is the only one who can tell you what they need and want, so it’s important to understand who they are,  what emotions drive them, and what problem or issue they are struggling with. 

Once you dial this in, every part of your marketing becomes easier.

Ads

Ads can be a great way to get immediate results, however (and that’s a BIG however) if your website is not optimized for sales and/or it’s not clear to your audience what you are selling or the value of it, ads can be an expensive waste of time.

Let’s say you are ready to do ads though and you’re in the home improvement space, you might create ads that appear when people search for “home improvement” or “how to redo kitchen cabinets”.

When you create a Google ad, you can select the keywords you want to bid on so that your ad appears when someone searches for those words.

You can also pay to promote ads on social media. 

Create content that shows your authority

Another great way to increase your online visibility is to create content your customer is actively searching for and that you can help them with. 

For example, if you’re in the business of helping people find new homes, you could post content about how to find the right home, how to find the right mortgage, or how to work with real estate agents.

Targeting your content to your customer’s needs is a great way to increase your online presence and influence.

Social media

There are a lot of ways to use social media to increase your online visibility. 

The key is to be active, engaged, and authentic.

Be active on your own social media accounts.

You can’t expect people to find you if you’re not active on your own social media accounts. It’s also important to be consistent. If you plan on showing up on Instagram, then show up consistently and when you say you’re going to. 

Be engaged.

Engagement is the key to social media. You can’t just rant and post pictures of your food all day without engaging with your followers. You need to be social. And you need to respond. Don’t just promote.

Be authentic.

Be a human! Talk to people the way you would in real life. Share stories, your experience, and offer help. You don’t need to be fake or do things you wouldn’t do in the real world. Be yourself!

Take advantage of hashtags.

Hashtags are good for more than just Twitter. They allow you to connect with people who are interested in your topic, people who share the same interest, and you can use it to promote yourself, your product/service/brand.  Think of them like mini searches that dial directly into the people who are interested in that topic.

Online directories

This might feel a little old school, like yellow pages, but hear me out.

Every time you add your information to an online directory, you create a backlink to your website. A backlink helps increase your search engine ranking.  These directories are a good place to start building your online presence. 

Besides the backlink, they can also send traffic to your site.

Some directories, like DMOZ, are read by millions of people every day.  A few links to your site on these directories can drive a lot of traffic.

There are also some directories that focus on specific industries.  These directories will help you get in front of your target audience faster and inexpensively. 

You can do this by finding industry-specific directories and adding your information to them. 

SEO

This might also seem like a scary word but SEO isn’t that difficult and yet it is so often overlooked. 

In order to rank for certain keywords on Google, you need to optimize your site so that Google will rank it. 

You can also use SEO to drive traffic to your site. 

To do this, write keyword-specific content that your customer would be searching for.

For example, perhaps you found this article by searching for “ways to increase my online visibility”. That was intentional on my part because that is something a lot of my clients struggle with. And in order to get in front of more of those same types of clients, I wrote this guide. 

By writing content that is specific to the search term that brought your website visitors to your website, you can increase your traffic and sales. 

Check out our in-depth guide on SEO.

If you are new to the online visibility marketing world, don’t get overwhelmed.  Just follow the steps in this guide and you will be well on your way to getting more traffic and sales.

And if you’re not sure where to start or what you need, we can help. Contact us today to get started.

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.

4 ideas to get more clients for your dog grooming salon

4 ideas to get more clients for your dog grooming salon

4 Ideas to Get More Clients for Your Dog Grooming Salon

Did you know over 38% of Americans own dogs?

Not only are they the most popular pet in the country, but it also means there are a lot of people out there looking for a pet grooming salon.

So how can you attract these clients and generate more business?

Here are 4 proven ideas that will help your pet grooming salon grow to the next level.

1. Upsell your services

First, upsell your services. It costs 5 times more to attract a new customer than it does to retain your current customers.

Focus on the people that already utilize your services and provide them with new options that they’d be interested in.

Here are some great add-ons you can offer:

  • Flea products
  • Nail painting
  • Healthy treats
  • At home grooming products
  • And much more

The most effective way to upsell your services is to personalize the offer. While you are treating their pet you should notice potential concerns.

Things such as whether or not the dog is shedding a lot? Does he have a rash? By addressing these concerns not only will your customers have more trust in you but it’s also a great way to generate a little extra income via a new hair removal brush or lotion sale.

2. Create referral incentives

The next tip is to create a referral incentive. The hardest part for most businesses is finding new customers, so why not let your clients do the work for you.

People with pets tend to hang around other people with pets. That means they are constantly talking and interacting with your target market.

Your clients will love getting discounts for recommending their friends over. And you’ll love the new clients. Simply put it’s a win-win marketing strategy.

3. Set appointments

The third option is to set appointments as much as possible. Don’t wait for people to call you. Instead, as soon as their appointment is over schedule the next one in advance.

Not only is this healthier for their pets, but it will also ensure that the money comes in on a consistent basis.

A bonus tip is to start up a rewards program. Rewards programs help your customers stay loyal, and tend to generate a lot more money.

Download our simple script to get more appointments in your dog grooming business!

4. Advertise locally

Lastly, advertise your business locally. Before you begin advertising you’ll need to make sure your brand is strong. We recommend getting a brand consultant to avoid any pitfalls.

Once your brand is strong. Go to your local newspaper and shelters and see if you can generate publicity. A coupon or press release are two easy and inexpensive ways to do that.

It’s crucial at this point that you have a website. Websites help your reputation and reliability. Learn about why a website is non-negotiable.

This will help you to find new customers that will last for a long time.

5. Build a website or update your existing site

It’s 2021, this seems like a no-brainer but I’ve come across a lot of dog groomers without websites.

Being online, where your clients are, is crucial to obtaining new clients. A website is the perfect opportunity to start showing up in local search results as well as showing your expertise.

To start, there are a few low-cost options like wix.com or Squarespace. These are great DIY website options that you can utilize quickly and easily.

If you have an existing site but it’s not bringing in leads, that’s a clear sign that your site is not working. There can be many factors that contribute to that including some of the following:

  • Your messaging isn’t clear or doesn’t speak to your ideal client
  • Your site isn’t showing up in search
  • You aren’t showing your value on your site
  • Your site is confusing or difficult to read
  • Your site isn’t optimized for mobile

We can help you get you more leads through your grooming site, so feel free to contact us for help!

6. Network with other local businesses

A really easy and quick way to get business is to harness the power of other people’s networks. Reach out to them and offer them exclusive deals or perks.

Veterinarians can be a great fit but may already have relationships with other groomers.

Check out local pet friendly places like breweries, coffee shops, or pet shops.

You might even research local rescues or animal shelters as well who can include your information in their pet adoption packet. There are so many possibilities!

7. Create a customer loyalty program

Just like your local sub sandwich shop – buy 6 subs, get 1 free – use a loyalty program to reward existing customers and bring in new ones as well (everyone loves free or discounted services!).

It doesn’t have to be anything fancy either. You can get some cards on sites like zazzle and include that info on your website as well as tell existing customers about it when they checkout.

Grow your pet grooming salon

These are just a few steps to grow your dog grooming business on both a personal and local level.

Check out our additional articles related to getting your site to the top of google and how to create a marketing strategy.

An if you are overwhelmed or don’t have the time, contact us to see how we can help!