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When you’re ready to rapidly grow your practice, it’s time to explore the veterinary marketing services that help bring new patients through the door—and delight their owners. Since social media, PPC advertising, and SEO change every month, it’s difficult to stay on top of the latest trends while managing your practice full-time. By leveraging the expertise of veterinary marketing services, you can limit your workload while still adhering to the best practices in digital and social media marketing.

Veterinary Website Designers

The first step to any successful marketing program is a sleek and modern website. In this digital age, it’s essential to have a mobile-optimized website that scales correctly to phones and tablets, new content to delight repeat visitors, and pages that accurately portray your services. If you already have a website that meets these needs, wonderful! If not, you should make this your first priority as you prepare to expand your business.

Veterinary Marketing Services like ProSites can help you design a customized, modern website that includes exciting new content tailored for pet owners. As a leader in the marketing industry, ProSites knows the best practices to help convert your website visitors to new clients!

SEO (Search Engine Optimization) Services

One of the quickest ways to grow your practice is to appear on the first page of local Google search results so that pet owners can find you. 75% of searchers will not go past the first page, so when people search for “Veterinarian in Your City,” your practice needs to appear. By tailoring your content to specific SEO keywords, you can show the Google bots what you want to rank for, then create new content that establishes you as the authority in that area. The best practices for SEO are constantly changing, so this may be the most important aspect of your practice to outsource. Veterinary Marketing Services like ProSites provide you with everything you need to grow your practice – from start to finish. We offer a team a team of experts who manage all aspects of your website, update your XML sitemap, and create new content designed to help you rank for key search terms. However, if you’re determined to manage SEO yourself, there are a ton of classes, tutorials, and webinars online to keep you updated on the latest trends in digital marketing!

Pay-Per-Click Advertising

As you work to rank for important keywords in your area, there’s a shortcut that you can use to appear on the first page of Google. Google AdWords allows you to bid on specific keywords in your area and appear as an advertisement at the top of search results. This form of advertising allows you to outbid your competition on specific search terms, and you can set strict bid caps to ensure you’re maximizing your return on investment. If you decide to undertake PPC advertising yourself, start with a cluster of 5 keywords. You can use Google’s Keyword Planner to see the most popular veterinary searches in your area, set a maximum bid for each, and monitor your performance in your Google AdWords dashboard.

The secret to maximizing your return on investment for PPC is constant testing and monitoring. How much you pay per click will depend on how well your ad fits the keyword, your click-through rate, and how much the competition is willing to spend to outbid you. As you get your ads up and running, see what generates the most clicks and conversions. If you see a dramatic increase in the cost of one of your campaigns, it may be time to test new copy or a different landing page. Once you’ve run a few different experiments, you can decide to pause that campaign until a later date.
Pay-Per-Click advertising requires quite a bit of trial and error to optimize, so you may see a better return of investment if you hire a dedicated firm. There are many veterinary marketing services that specialize in PPC, including ProSites. Having an expert team with years of experience optimizing keywords for local search, running A/B tests, and creating campaigns will likely save your practice money in the long run, especially if you’ve never run an AdWords account before.

Social Media Managers

Like most veterinary offices, you likely have an office manager handling your social media. As you ramp up your efforts to expand your business, there are a few best practices that will maximize the impact of your social media marketing.

1. Post At Least Five Times a Week
To maximize the reach of your social media posts, you need to post frequently throughout the week. Social media sites like to give their users a mix of content, so their algorithms only deliver certain posts to certain people. Consistent posting ensures that you show up in each of your follower’s feeds at least once a week, keeps your top of mind, and helps expand your fanbase!

2. Respond Quickly
Once you start building a following, people will post comments, ask questions about your business, and message you to book appointments. It’s essential that you encourage any interaction with your page by responding quickly to questions, comments, and messages. Ideally, your team should book out time at the end of each day to engage with your fans on social media.

3. Encourage Reviews
In the marketing world, reviews are essential for what’s called “Social Proof.” People are more likely to sign up for a service or buy a product that has been vouched for, especially if they see reviews from someone in their social circle. Focus on bringing in reviews on Yelp, Google My Business, and Facebook to raise brand awareness and showcase your happy clients! To get started, we recommend running a month-long raffle for your clients: For every review they post across these three channels, they’ll gain one entry.

As your business grows, you’ll likely hit a point where it makes sense to hire a social media management team. This frees up your office staff to focus on delighting your current patients, and it also ensures your social media posts are both timely and relevant. Veterinary Marketing Services like ProSites offer a dedicated social media team and can create content based on your needs, local demographics, and ideal client base.

When Should You Hire Veterinary Marketing Services

Ultimately, the right time to partner with an external marketing team will depend on your practice and its goals. If you’re looking for aggressive growth, you’ll want to limit the time it takes to optimize your PPC, SEO, and social media. Though there are plenty of resources to help you learn the ropes, it can take months to master each of these disciplines. And, ultimately, the challenge of digital marketing is how quickly everything changes…one Google algorithm change can send your SEO rankings spiraling, or your quality score could tank and cause you to pay more for each click on your PPC advertising. Hiring veterinary marketing services ensures you have a team who is up to date on the latest marketing trends…and allows your staff to focus on the specialized care that makes your practice shine!

Conclusion

If you’re planning to aggressively expand your practice, you may want to consider hiring a digital marketing team that walks you through the process and understands your industry. ProSites offers veterinary marketing services including PPC, SEO, social media management, and web design so your team can focus on delighting existing clients.

If you’d like to learn more about what we offer, please give us a call at (888) 932-3644. Our internet marketing experts will explore your current strategy and the competition in your area to determine what veterinary marketing services will maximize your return on investment.

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