Website writing is a very niche form of content creation. If done well, it can complement your veterinary website design while increasing quality traffic to your site. If done poorly, however, it could hinder your site’s performance. Here are some web writing best practices you need to remember when it comes to creating quality, effective content for your website:
One of the main metrics you will encounter when doing pay-per-click advertising on Google or Facebook is the click-through rate (CTR). Each industry has a different benchmark for a strong click-through rate, and it is important to understand this benchmark so you know whether or not your ads are performing well. If you do not understand the marketing results you receive, it is much harder to refine your messaging and targeting to ensure you are reaching your desired audience.
The Search Engine Optimization (SEO) process can help your website rank highly in search engine results. Unfortunately, it is not a one-and-done process that will lead to ongoing ranking success. When your website is built with SEO in mind, you may indeed see a boost in your rankings – at first. But, without an ongoing SEO strategy and process in place to respond to marketplace changes, you won’t be able to sustain those initial high rankings.
If you want your business to survive in the treacherous waters of the online marketplace, you need to maintain a continuous and regularly-maintained SEO campaigns. Here’s why:
These days, turning on the news can be disheartening. We are all doing our best to navigate this new world and it is very easy to get caught up in the fear of the unknown. In between all of the scary and ever-changing headlines, though, it is important to remember that good things are still happening, especially when it comes to marketing. Here are some marketing techniques that are definitely still working for our clients:
In the midst of a global pandemic, each day the world looks a little different than it did the day before and even farther away from the “normal” we remember of just a few months ago. In times of uncertainty and economic turmoil, many business owners make quick decisions about cutting spending, and, unfortunately, marketing services are often some of the first on the chopping block.
It is more important than ever to continue your marketing efforts during a recession, however. This proactive approach can help your business not only keep its head above water but also allow it to thrive. According to Forbes, both Pizza Hut and Taco Bell increased their marketing spend during the 1990-1991 recession while McDonald’s decreased theirs. The result was a 61% sale increase for Pizza Hut, a 40% increase for Taco Bell, and a 28% decrease for McDonald’s. Online behemoth Amazon was also able to grow sales by 28% during the 2009 recession thanks to their continued ad spend and product development.
At Beyond Indigo, we understand the value of results.
Our team has been working tirelessly to help our clients continue to market their essential services to pet owners who are still trying to care for their pets. Here are a few of our favorite results in the time of COVID:
Optimizing Our Blogs
We utilize blogs to help our clients get more traffic to their websites, take advantage of high-value keywords, and add unique content to the site, all of which can help improve search result rankings. COVID-19 has accelerated the rate at which the news cycle changes, making it vital that you push out relevant content that can get users to your website to see your latest updates.
One of our Social Media Analysts has been using her blogs to share topics like “4 Things Your Cat Wishes You Knew.” She boosted this blog for just $50 on Facebook and, thanks to the eye-catching title, the blog reached over 4,000 people and sent almost 800 people to the landing page on the website! Getting this much traffic to the website is a great way to inspire users to click around and learn more about your services.
Google has made some changes to its advertising platform, but our team of rockstar analysts is paying attention to the changes and making necessary changes to our client accounts. Because of their efforts, many of our SEO and Google ads clients have seen more conversions than ever before. These are just a few of the top statistics we’ve seen so far:
- One client had more conversions this quarter than any other quarter since August 2017.
- Another client also brought in more conversions than they have since they joined with Beyond Indigo in the last quarter of 2017.
- One client actually tripled the number of conversions they had in the first quarter of this year.
- One client had 445 phone calls in March 2020 alone. This is a 51% increase from last year.
- Another client had a 127.27% year-over-year increase in New Client Form submissions. This resulted in an estimated value of $7,500 in new business for the practice.
Social Media Stars
Our Social Media Analysts have stayed on top of Facebook’s changes during COVID-19, and our clients are seeing massive results from those efforts. These are just a few of our top results:
- One client’s ad campaign had double the reach and triple the impressions with just 70% of their usual budget.
- Another client’s simple Curbside Care post had 252 reactions, 30 comments, and 26 shares!
- In February 2020, one of our clients got 1,830 clicks on an ad with a $0.54 Cost Per Click (CPC) average. In April 2020, this same client got 2,555 clicks with an average CPC of just $0.27.
- One client experienced a 410% increase in Facebook ad impressions.
- Yet another client got 59 New Facebook Page Likes in March (up 96% from February), saw an engagement rate of 7,323 (up 183% from February), and saw a 1,180% increase in ad impressions from February!
Beyond Indigo is here to help you and your business through the uncertainty of COVID-19. Our full-service marketing packages make it easy for you to maintain a relationship with your current clients and reach out to new clients so you can grow. Contact us today for a free consultation.
In the world of marketing, results are everything. While one client might have massive success with a certain campaign, another might see none.
Tracking results is the only way you can determine if your marketing efforts are helping you achieve your desired results and bringing you a return on your investment. At Beyond Indigo Pets, we abide by the mantra “you bring the goals, we’ll bring the results.”
Chances are, you are at least familiar with the concept of a press release. Even if you haven’t had the opportunity to release one yet, this long-standing strategy for alerting the media to goings-on within an organization is nearly as old as “the media” itself.
But did you know that press releases can be used as part of your SEO strategy, too? Not too long ago, the press release was a popular SEO strategy. As with everything in the digital realm, however, times can – and do – change; and what was effective yesterday may not be as effective today.
And so we are left to wonder: Are press releases still relevant for SEO in 2019?
In short, the answer is yes. Press releases are a great addition to your marketing strategy bank – not only for search engine optimization, but for building overall brand awareness, as well.
What Is a Press Release?
It may be tempting to think that, in the age of email, event invites, and status updates, the traditional press release has become obsolete – but that couldn’t be further from the truth.
Because information can be shared so easily via modern communications, it can be difficult for reporters to sift through the noise to find stories and events that are actually relevant to their needs and the community’s interest. This is where the press release comes in.
Commonly defined as an official statement issued to newspapers giving information on a particular matter, a press release is designed to get the attention of the press. While this attention may not always result in a feature story (although anything could happen, people do love stories about pets), it does up the odds of your veterinary practice’s news garnering some media attention – be it sharing your event on their social media profiles, inclusion in their local online featured events calendars, or a mention in the community calendar.
How Do Press Releases Help SEO?
However your news is shared, the result can benefit both your brand and your website’s SEO. Of course the overall exposure is fantastic for spreading the word about your practice and its happenings; but ultimately this exercise is all about securing quality backlinks to your site.
What is a Backlink?
If news influencers are talking about you, be it on-the-air or in print, it’s likely that those stories will end up published on the web, as well. Those online stories are likely to include links that direct readers back to your website – something the Google Gods love.
Search engines love to see reputable websites linking back to other reputable websites. Quality backlinking builds your site’s reputation within the algorithms that determine organic placement in search engine results, and when it comes to SEO strategy, that’s the name of the game.
Crafting the Perfect Press Release
If your press release is going to cut through the clamor of those vying for the press’ attention, it must be well-written and to the point. Here’s a few helpful tips:
- Format your press release so that it is immediately obvious what it is. Oftentimes, press releases begin with the headline: For Immediate Release
- Include your event’s relevant information in a way that answers the five Ws of journalism right off the bat (Who, What, When, Where, Why – and sometimes How)
- Your press release should be short and to the point, with well positioned keyword phrases whenever possible
- Include your contact information!
- Distribute only to relevant news outlets
- Track your press release’s results, whenever possible
All in all, the press release can be a great addition to your SEO strategy toolbox, and should not be dismissed as yesterday’s news. As long as you apply best practices for writing and distribution, a well written press release can bring positive results to both your brand and your veterinary practice’s search results. Want to know more? Ask your marketing analyst or call us for a consultation, Beyond Indigo is here to help.
You know you need help with your marketing, but how do you go about finding the right agency for your practice? Many veterinarians feel at a loss when trying to decide how to get marketing help, and fall back on the great equalizer of price. But the lowest cost is not always the most effective option, and may even cost you more in the long run.
With convention season upon us, you’ll probably see more than your share of advertising for all kinds of marketing services. How do you sort it all out?
New year, new resolutions! Much like we do with ourselves, it’s critical to stop and assess the health of your digital marketing. Analyzing data and results on a regular basis will help you keep the finger on the pulse of your company’s success; more so, it’ll allow you to quickly identify opportunities to adjust your strategy and continue on a path towards success.
Establish a Baseline of Health
As with our health, establishing a baseline is the first step in understanding the health of your marketing campaigns. What is “normal?” What is an average month like?
To start, think about what a “healthy” business means to you. Does this mean more appointments on the books? More calls made to the clinic? Here at Beyond Indigo, one metric we like to keep track of is new clients (if you’ve ever heard our CEO, Kelly Baltzell, speak, you’ve likely heard her talking about bringing tails through the door!).