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.
2015 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.
This 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.
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!!!
In 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.)
Imagine 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.
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.
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.
For 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’.