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BEYOND INDIGO PETS BEYOND INDIGO PETS

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Why Do I Need to Market?

Dog wearing a tie working on a computer

If 2020 taught us anything, it’s that the usual ebb and flow of “normal” life is not guaranteed. Businesses from veterinarians to grocery stores had to completely pivot and adapt to a new world that emerged overnight. Here at Beyond Indigo Pets, we saw one very strong trend that grew even stronger in this year of unknowns: there is always a need to market your business.

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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!

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

Coma

iStock_000021692596XSmall“Hey, how you doing?”

Every time.

Doesn’t matter who the person is.

Doesn’t matter morning or evening.

This is the greeting I get when I go to my local 24 Fitness.  Pretty much the same tone.  Monotone, non-committal, insincere.  The voice varies, the face varies, the message is the same—“I don’t really care who you are, I just have to say something.”

How about this one?

#$%^&*( Animal Hospital, hold please!!!

Is this your practice?  How do you know? Continue reading

Somebody's NOT Missing the Boat – Part 2

iStock_000016244514XSmallIn Part 1, I discussed the amazing client experience I had in deciding if I wanted to experience the LASIK surgery—a scary procedure when you think about your eyes and a laser in the same thought.  The first part took us through the appointment process.  Now the time up through the procedure.

After leaving, I e-mailed Saundra with some questions regarding coffee the day of the procedure and what to wear.  She responded within 8 hours very cordially and very efficiently.  (NOTE—I am not including my experience at Costco where I went to have my prescription for eye drops filled except to say that it was about 25% of the cost quoted to me by the surgeon’s office.)

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Getting Everybody on the Same Page

iStock_000015573253XSmallImagine this…a room full of the world’s greatest singers.  The best of the best all present to share their favorite song.  Now, imagine each one of them singing…at the same time!!!  Would that be music or cacophony; harmony or chaos?

Now, think about this.  You have a team of experts that you employ.  Client service experts, technical experts, professional experts, management experts, animal care experts, among others make up your team.  All of these experts have skills better than anybody else because you chose them because of these skills.  What a great team!!  Except they are all doing what they do best without interacting with the team members around them.  Complete and utter insanity.

Back to scenario number one, a room full of the world’s greatest singers.  Now, instead of singing their most recognized or famous song, they are all given specific parts of a contiguous piece.  Think of “We Are the World” (1985).  Music to the ears.  Perfect harmonies, perfect pitch, a world class musical arrangement.  A best seller. Continue reading

Broadcasting Your Business… On the World’s Number-One Rated TV Station… For Free

Dog on computerSocially, YouTube’s presence is ubiquitous. How many times have you been hanging out with friends and one of them shows your their smartphone and asks, “Have you seen this video yet?”

Each month, 1 billion unique viewers watch clips on YouTube. One of cable TV’s most popular shows is dedicated solely to YouTube clips. And, the world’s most popular search engine, Google, now owns YouTube. In our social culture, YouTube is thriving. But what about our business culture?

Large corporations have figured out how to use YouTube to store commercials, publish extended-version commercials, and create additional branded messages. However, small businesses may be underutilizing the YouTube medium. Here are some concepts to consider before you close the door on your potential broadcast.

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Spending Your Veterinary Marketing Dollar Wisely

One of the challenges facing many veterinary practice owners is the concept of marketing. Simply put, most practices do not spend enough money on marketing their business, and those that do often spend money recklessly. The Small Business Administration recommends that businesses with revenues less than $5 million should allocate around 7–8% of their gross revenues toward marketing.

That said, it is easy to get confused as to how to market your practice. After all, there are tons of marketing programs out there trying to get a piece of your marketing dollar. It is important to remember that there is not a “one-size-fits-all” solution for marketing. Every business will need to customize a strategy based on its own business needs and will need to make micro-corrections to this strategy over time after evaluating what is and is not working.

Of course, it is helpful to have a position to jump off from. Here are a few ideas to get you started on your marketing journey! Continue reading

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Reach Out and Touch Someone

Dog paw and hand shakingFor the longest period of time, internal marketing in veterinary medicine consisted of reminder post cards.  These were generated initially manually and then by our value added practice management software.  There SOLE purpose was to remind the pet owner that their pet was due for its annual vaccinations.  In some cases, the cards were colorful.  In all cases, the text was dessert dry, arid, parched and boring.

Then came the newsletter era.  You could buy one that was somewhat customized for your practice or create your own.  An attempt at marketing and education to cajole and coax clients to come in more often and spend more money.  Effectiveness varied based upon the content; and frequency; and readability.  The frequency varied from monthly to quarterly to ‘whenever I think about it’.

After the newsletter era, there was not much.  The odd alert may have been sent out as a guise that there was an increasing incidence of some disease in the community so get your pet protected. Continue reading