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Posts tagged: Veterinary Marketing

Client Spotlight: There’s No Place Like Home Veterinary Care

Veterinary Marketing

At Beyond Indigo, we are fortunate to have incredible clients. We are proud of the relationships we build with each and every veterinary practice we work with; and are grateful for the opportunity to help vets alleviate their digital veterinary marketing stressors, so that they can focus on patient care.

Our clients come in all shapes and sizes. They may be family practices, emergency clinics, or specialty hospitals. They are established businesses looking to strengthen their client relationships in the digital marketplace, and startups that want to build their customer base and explore all that digital veterinary marketing has to offer.


In our new blog series, Client Spotlight, we will be exploring our client’s unique marketing journeys, and how Beyond Indigo is helping to make their goals a reality.

There’s No Place Like Home

No Place Like Home Veterinary Care brings quality vet care to homes all over Westchester County, New York. When asked about her practice, Dr. Rachel Kleiner describes her business as a “house-call practice in Westchester County, for dogs and cats, doing wellness care and sick care. The focus is on exceptional customer care and making sure I’m taking care of the patients and the customers.”

The exceptional customer service Dr. Kleiner provides was recently enhanced by a digital marketing boost. In April, the brand new No Place Like Home Veterinary Care website launched, and as a result, Dr. Kleiner got a whole lot busier!

“I have a lot of new clients, which is awesome.” Dr. Kleiner told us, “They’re finding me primarily through the Internet… They’re also using the [online] forms, which is nice.”

Because Dr. Kleiner is on the road much of her day and does not have an office staff, having electronic client forms on her website is key.

Following the Yellow Brick Road: Dr. Kleiner’s Veterinary Marketing Journey

Dr. Kleiner was very pleased with her new website when we spoke with her about her marketing journey to this point. Originally, Kleiner wanted to get the word out about her practice and she started exploring her marketing opportunities and options. She felt that the potential customer base wasn’t searching for a house call vet, and wanted to change the way people thought about looking for veterinary care.

The question was, how to reach them?

Dr. Kleiner wondered if she should broaden her geographical reach or try to focus on a specific clientele. She tried print advertising, supermarket ads, and Facebook. Ultimately, it was the success of her Facebook outreach led her to the conclusion that she should focus on finding her client base via digital marketing.

Dr. Kleiner knew that she wanted to partner with an experienced marketing agency that knew the veterinary industry. During her search for a marketing partner, she considered portfolios, reputations, and recommendations. Through speaking with her seniors in the veterinary industry, and one mentor in particular, Dr. Kleiner narrowed her focus to Beyond Indigo. Of this recommendation she says, “One of the practices I’d worked for had worked with [Beyond Indigo] and had nothing but good things to say.”

After a consultation with the Beyond Indigo Sales Team, Dr. Kleiner was recommended a Foundation Website with a blog. This is a perfect fit for No Place Like Home, because the site can grow with the business.

Dr. Kleiner found the website development process to be a positive experience. In her words, “You were very attentive to what I wanted. In my mind, I had a very specific vision, but was unable to really express it. You were very understanding and it turned out just the way I wanted. I felt well taken care of.”

The custom No Place Like Home website and blog were live in just 3 months, and Dr. Kleiner suddenly found herself with a lot more attention.

“When it launched, I posted one of the photos from the website on Facebook, with a link. It got so much attention from current, and future, clients during the first week that it was the first time I boosted a post. That gave a huge increase in traffic.”

…And Your Little Dog, Too!

Of the difference between her previous online presence and her current one, Dr. Kleiner refers to her former website as “a template that I did myself.” In contrast to her new, custom website, she says, “Their customer service was good, but minimal. There’s just no comparison to what you do.”

Just after the website launched, Dr. Kleiner took on another new challenge – updating to electronic medical records. She looks forward to continuing to grow her business and online presence. The future is bright! “If I continue to be this busy, I’ll need to hire another tech!”

If your practice is in need of a new or updated digital presence, the Beyond Indigo team is ready to help. We’re happy to discuss options – be it a new website, ORM, a Google AdWords campaign, or social marketing. Whatever you may need, Beyond Indigo Pets has you covered.

SEO: Let’s Talk About Google AdWords

Portrait of an attractive young woman sitting at home with her cat

Google AdWords is one the most valuable tools available when executing a successful digital marketing campaign. As many people already know, Google is the largest search engine on the Internet and they don’t have any major competitors. When people need to search for something on the Internet, they go to Google. Because of this, everyone advertising on the Internet should be integrating Google AdWords into their digital marketing campaigns.

Three Keys To a Successful Google AdWords Campaign

  1. The Keywords:

Selecting the right keywords for your veterinary AdWords campaign will set the foundation for your success. These keywords will help you target people who search for exact or similar keywords that match your AdWords campaign. There is a variety of free and paid keyword platforms available on the Internet and even AdWords offers keyword assistance but the most valuable tool in keyword selection is you.

Your Beyond Indigo SEO Account Manager will compile a list of every possible keyword that relates to your veterinary clinic/hospital and current campaign. Once we have this list completed, we can implement it into AdWords campaign platform and adjust the list as your campaign progresses.

  1. The Offer:

An AdWords campaign can have success with just your business information but you are way more likely to get click-throughs if we include an enticing offer in your ad. The offer can be as simple as 10% off, freebies or new customer promotions but the offer is what lures in the search engine users. 

An ad on AdWords is almost guaranteed to appear at the top of the page (more about that in The Budget) but there is still room for competition to steal your clicks. The only way to guarantee a good clickthrough rate (CTR) is to get the best position on Google search results with the best offer and good quality score. So let us consider adding an offer that your competitors can’t or won’t and then use that to your advantage.

  1. The Budget:

The budget is the most important and most often overlooked aspect of an AdWords campaign. If you’re paying too much for your clicks, you’re wasting money. If you’re not paying enough for clicks, you’re losing clicks and ranking position. An AdWords expert can clearly identify your market and determine the best possible rate. If you’re not an expert, then you need to work out some trial and error until you get the right budget. Your Beyond Indigo SEO Account Manager will keep close eye on the campaign to ensure you are getting clicks and not overspending.

A rule of thumb is to pay in the top 20% of your market for clicks but not in the top 5%. If you stick to this, you will get a good combination of value and clicks. 

If you’d like to learn more about how Google AdWords can impact your site’s SEO, please let us know.

The Top 5 of 2015

Schertz_iStock_000011076233_Large2015 was an amazing year for the Beyond Indigo team. We have grown and connected in ways most wouldn’t think possible for a virtual company. We have expanded our services and redefined how we approach the digital marketplace.

Like many of you, over the past few weeks we have been looking at what we have done well over the past year and where we would like our company to go in the year ahead. Part of this process, of course, was analyzing our own Google Analytics reports, and (as always) we were fascinated to see what content has resonated with you.

In the spirit of discovery and sharing, we offer you Beyond Indigo’s Top 5 Blogs of 2015. After all, who doesn’t love a good end-of-year list!

Drum Roll, Please!

While there is certainly no place like home, it’s always exciting to see where the Web will take us. For thousands of you, your Internet adventures brought you to our blog. Better still? You kept coming back. So, without further ado….

  1. Before the Scroll? Not With Today’s Modern Website Design

    When it comes to website design, you’ve probably heard that, “all the important stuff should be before the scroll!”

    But not any longer!  

    The prevalence of mobile devices has changed the way we use websites. Who among us hasn’t gotten cramps in our thumbs from too much texting, gaming, or simple scrolling on our phone? Because we’ve all become accustomed to mobile device views, big changes are happening in website design. Read more….

  1. DIY: Unique Social Media Content for Veterinary Practices

    Social media platforms, such as Facebook and Twitter, are fueled by user content. Individuals, organizations, politicos, and businesses alike post countless photos, articles and blogs, links, and videos to their pages every day. But what separates good posts from the bad and the ugly?

    As you may have experienced yourself, there is a lot of “sharing” that occurs on social media sites. Many social media users regularly share or retweet posts made by fellow users as the staple of their posted content. Continue Reading….

  1. PugInChairIntroducing Content Blocks: Content Tuned for the Modern Web

    This year, Beyond Indigo moved from pages to content blocks as the basic units of website content. But what the heck is a content block, and how is it different from a page? Pages are a simple concept to understand, so why did we feel it was important to replace them with this new bit of jargon? Read On!

  1. Responsive Website Design and the Future of Search

    In the ever-changing world of technology it can be easy to get lost. We get it; it can be overwhelming to keep up with how much, and how quickly, things are moving. There is one refrain that can make it all a little bit easier to understand, though: Mobile is the future.

    More than ever before, numerous industries are catering to mobile technologies, and soon it will become the dominant platform of information technology – and our phones are only the beginning. Keep Reading…

  1. The Background on Video Backgrounds

    The modern web’s focus on simplicity and flexibility lends itself to big, bold imagery and typography. You may have noticed a trend toward large, photographic background images on new websites. These offer a captivating visual experience and establish a mood while communicating useful information. Used properly, large background images are more than just decorative fluff.

    Now there’s a new tool in the web marketing kit, made possible by faster internet connections and more capable devices—video backgrounds on web pages, rather than static images. I Want to Read It!

 

We hope you’ve enjoyed this sneak peek behind the Beyond Indigo scenes and maybe even found a new favorite blog to tell your colleagues about. We look forward to a full year in 2016, and hope that you will be a part of our success!

Bridging the Digital Divide in Veterinary Marketing

Despite the global adoption of the digital marketplace, most American veterinarians are reluctant to approach digital marketing. There are a variety of reasons for this reality, including time, knowledge and understanding, the rapid pace of change in the digital world, and an overall lack of comfort with technology. But what about veterinarians in other countries? Do they have the same struggles as vet practices in the United States?

After having spoken in Australia to both Australian and New Zealand veterinarians, as well as to vets in Canada and the UK, I can say with confidence that yes; the industry’s struggle with digital marketing is an international reality.

While the overall frustration with marketing is widespread, veterinarians in each country have their own strengths and weakness. For example, in Australia, pet owners and their veterinarians have embraced the use of texting much more rapidly than Americans. England, Canada, and Australia are behind the curve in the practice of online reputation management (ORM) when compared to veterinary hospitals in the USA. However, we in the US are way behind the eight ball when it comes to adapting to cloud based technologies, such as practice management software; which, in many cases, can help to automate some aspects of marketing.

When it comes to marketing, some things also remain the same, though. If I was blindfolded and dropped into a convention hall in anyone of those countries, I would be hard pressed to know where I was in based on the questions people asked, such as:

  • Does marketing work?
  • What has changed and how do I know it has changed?
  • Why does it seem so expensive?
  • Why do I need a website, Facebook, online review management, and search engine optimization?
  • Where can I find announcements from Google when they are going to make a change? (FYI: Google doesn’t generally make announcements when they make a change.)
  • Who do I trust to manage my marketing?
  • Can someone manage my business’s marketing internally?
  • What do you mean I can’t copy pictures off of Google and use them in my marketing?

The universal truth that I have experienced, is that people in all countries want to learn. One of my professional joys is helping to empower individuals when it comes to understanding how and why veterinary marketing works. With that understanding comes the ah-ha! moment; when the light bulb of understanding burns bright and the elements of the marketing ecosystem fall into place, making a once-struggling practice come to life.

That understanding is one of our chief goals at Beyond Indigo.

DIY: Unique Social Media Content for Veterinary Practices

Social media platforms, such as Facebook and Twitter, are fueled by user content. Individuals, organizations, politicos, and businesses alike post countless photos, articles and blogs, links, and videos to their pages every day. But what separates good posts from the bad and the ugly?

As you may have experienced yourself, there is a lot of “sharing” that occurs on social media sites. Many social media users regularly share or retweet posts made by fellow users as the staple of their posted content. However, others are content creators, meaning they are creating and posting original content that is unique to their lives, businesses, platforms, etc.. And, while there is nothing wrong, per se, with sharing the occasional dog meme or kitten video with your fans and followers, chances are they would rather see unique and original content coming across their news feed than a rehash of the same ol’ stuff over and over again.

What Is Unique Content and Why Is It Important for My Business?

Unique content is exactly what you’d think – content you create and share on social media. This content is particular to your brand because it comes directly from your business, making it uniquely yours.

There are clear benefits to creating original content for your business’s social media, insofar that it is an opportunity to:

  • Build stronger and more meaningful customer relationships
  • Cultivate an online community
  • Educate and empower your clients
  • Highlight your veterinary expertise
  • Boost your site’s web traffic and SEO standing

Since digital marketing is an essential piece of today’s successful veterinary marketing, it’s necessary to prioritize and invest in social media, and that includes making the creation of unique content a priority, too. If you create exceptional content, it will be your posts, photos, and videos that people are engaging with and sharing, not other businesses’.

What Unique Content Does My Veterinary Practice Have to Offer?

Veterinarians have a definite advantage when it comes to creating unique, in-house content for social media sharing because, let’s face it, the Internet loves animals. While businesses in less interesting industries might have difficulty generating something in-house that is engaging and “shareworthy,” veterinarians have seemingly endless opportunities for producing unique content.

Between the adorable pets, the multi-faceted nature of veterinary practices, and the extraordinary cases that come through your practice’s doors, there’s rarely a dull moment in veterinary medicine. Capture those moments, and you will undoubtedly capture the hearts, minds, and attention of your fans and their friends.

10 Ideas for Unique In-House Content:

Are you ready to create in-house content but wondering where to start? Here are a few of our favorite ideas:

  • How-to videos and visual tutorials present an opportunity to both educate clients and highlight your knowledge and expertise. Create content that teaches your clients easily conveyable topics, like how to properly apply topical medications or how to crate train cats for transportation.
  • Showcase your services with photos and videos of your veterinary care in action. This is a great opportunity to educate clients (and potential clients!) on what you do, why you do it, and how you do it.
  • Introduce your staff to your followers! Share pictures or portraits, concise biographies, or interesting interviews – even if clients have met your veterinary team, everyone loves to find out something new about a familiar face.
  • Blogs or articles written by staff can be both illuminating and fun for your clients. Between educational, medical, and lifestyle topics for pet owners, you have an endless variety of potential blogging material.
  • Present your clients’ pets to social media! Snap a photo (with the client’s permission) to share with your followers. Cute animal photos are the low-hanging fruit everyone loves to consume, and sharing a client’s pet can promote client loyalty.
  • Case of the Week: tell your followers about a particular pet you treated that week by providing a narrative that details their pathway to health. Again, as with all content that involves a client and his/her pet, make sure to get permission before sharing anything online.
  • Images from boarding, pet daycare, or behavioral training are not only an easy way to feature these services, but they also let pet owners know you’re paying special attention to their furry family.
  • Behind-the-scenes photos from inside your practice are a great way to show your business’s light-hearted side. From office birthdays and potlucks, to day-to-day silliness, these informal posts let your clients know your staff on a more personal level.
  • Similarly, photos from charity involvement or community events demonstrate that your staff’s good-nature goes beyond veterinary work.
  • Trivia about pet care, fun facts, and tidbits of lesser-known info

If you’re feeling the task of content generation might be an undertaking too heavy for one person to shoulder, don’t hesitate to reach out to other staff members in your practice for help; having a collaborative input can really enhance content. Crafting content should be fun, not a chore, so rallying coworkers to help with content creation will likely be a snap.

We hope that you’re feeling motivated to produce your own unique, in-house social media content, but before you roll up your sleeves and get to work, don’t forget: if the content is worth creating, then it’s worth creating well. If you have questions or would like a professional consultation on how to optimize your social marketing strategy, please don’t hesitate to contact our staff.

Go Simple: Get a Plan: Your Digital Marketing Ecosystem

StickyWelcome to 2015. For those of us that grew up with the Back to the Future franchise, we know this is the year that Doc and Marty arrive in the future (seriously, where are the hoverboards!?!); but what about your veterinary practice? Has it arrived in the future, or is it still stuck in 1985?

Just as the diagnostic and surgical tools of the veterinary trade have evolved in the past 30 years, so have the tools you need to successfully market your practice. The once heavily-relied upon Yellow Pages are now lining bird cages across America and, while still necessary, even a stand-alone website isn’t likely to get your practice found in today’s increasingly social media-savvy world.

So how do you grow your veterinary practice in the twenty-first century? It’s simple. Sow the seeds for a digital marketing ecosystem. Continue reading

Helping You Cross the Digital Divide: Nancy Dewitz

Dewitz, Nancy profile picThis past fall, Beyond Indigo welcomed veterinary technology consultant Nancy Dewitz to the freshly-created position of Marketing and Technology Consultant. And while we know that some of you have had the pleasure of meeting and working with Nancy already, we wanted to take the opportunity to introduce her to those of you who haven’t.

Much as we did with our Creative Director, Mark Clifton, BI’s intrepid blogger has taken a moment to talk with Nancy about what brings her to Beyond Indigo, and what goals she has for her work with both the company and you, our clients.

Welcome, Nancy… Continue reading

Meet Mark Clifton: Beyond Indigo’s New Creative Director

MarkThis past October, Beyond Indigo brought on Mark Clifton as the company’s Creative Director. This freshly-minted position was created in anticipation of some exciting changes coming to Beyond Indigo in 2015.

While you’ll have to wait a bit longer to find out about what is in store for our clients in the coming year, we are excited to introduce you to Mark and showcase the amazing talent he brings to Beyond Indigo’s table. Our blogger-in-chief, Kate Matthews, was able to arrange a little tête-à-tête with Mark and curate the conversation into this week’s post.

So, without further ado, we are pleased to introduce Mark Clifton… Continue reading

Three Simple Thanksgiving Marketing Ideas For Your Veterinary Practice

dog in kitchenWith Thanksgiving just around the corner, now is an ideal time to kickoff a few simple marketing ideas to engage your clients and community in a fun and meaningful way. While your veterinary practice likely has several key business-focused messages to get across this fall, it’s important to ensure your overall marketing mix includes messaging that establishes your practice as accessible, relatable, and connected with its clientele.

Thankfully, this season is brimming with opportunity for this type of marketing. Many of us take time during Thanksgiving to count our blessings, and businesses should be no exception to this trend. After all, what better way to attract customers than to let them know that their business is appreciated?

So what can you do in the following weeks to capture some of the free-flowing gratitude of the season? …Participate in it. Continue reading