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Writing For The Web: The Ever-Changing World of Digital Content Creation

A dog sits on an office chair in front of a computer

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:

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Tail Twitching Halloween Pet Contest Ideas (and More) for Veterinary Marketing

It doesn’t take a Magic 8 Ball to know that Signs Point to Yes! when it comes to the success of Halloween marketing for veterinary practices. Pets own the internet nearly every day of the year, but put a costume on a pug or catch your kitty sleeping in a carved pumpkin and forget about it – it’s Halloween for the win!

Stepping up your veterinary practice’s Halloween marketing game is more important now than in years past. Covid has kept many of us at home – and online – for much of this mind-bending year. Couple that with the collective uncertainty on how to celebrate Halloween with social distancing in mind, and *poof* bringing your pet community together online can be a spook-tacular success.

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Positive Insights in Unsettling Times

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: 

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Beyond Indigo’s Marketing Results in the Time of COVID-19

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.

Skyrocketing Conversions

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.

Using Technology to Support Client Communications During COVID-19

As COVID-19 continues to spread and social distancing becomes the norm, the impact on local businesses is becoming increasingly evident.  Your veterinary practice may be experiencing fluctuations in appointments, staffing, and supplies, while your clients may be wondering how best to pick up their pet’s medications or find reliable information on how best to care for their pets during  these unprecedented times.  

Whether your veterinary practice is located in an epicenter of infection or has remained relatively untouched, there is little doubt that the events surrounding COVID-19 may necessitate prompt communication with your clients, even if it is just a gentle reassurance that you are there for them and their pets. 

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All Wrapped Up with a Bow on Top! Holiday Marketing Ideas for Veterinarians

For most of us, the autumn leaves have changed their colors and the air has turned crisp, if not downright cold. In the digital marketing world, that means it is time to act on the marketing plans we have created for the holiday season.

But for those of you who haven’t planned ahead, never fear! There’s still plenty of time to make a holiday marketing plan for your veterinary practice that can keep those tails wagging through your door through year’s end. 

With Halloween behind us, there are three big holidays left to prepare for – starting now! Let us look at these holidays and some ideas that your veterinary practice can start to implement now. 

Let’s deck your digital halls!

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Retrospective Results: Beyond Indigo’s Top 10 Blogs of 2017

With 2017 officially on the books, many of us are setting intentions for the year to come. The ceremonial changing of the calendar offers us an opportunity to reflect on the results and revelations of the past year and to use that insight in planning for the year ahead.

In Beyond Indigo’s blogging department those reflections and results manifest as Top 10 lists – both for the company and for those clients who subscribe to our blogging service. Compiling these lists is an interesting task. Not only can I see the readership and growth rates for our blogs, but I can also see which topics resonated with our readers (and which ones didn’t) and use that information to shape the editorial calendar in the months to come. Talk about real results in action.

This year, Beyond Indigo’s company blog (the one you’re reading right now) saw a 98% growth rate in readership and accounted for approximately 30% of our website’s total traffic. So what posts drew you in and kept you coming back for more…?

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A Feline Festivus

You don’t have to be a Seinfeld fan to celebrate feline Festivus. A made-up holiday celebrated on December 23, Festivus has three main components: the pole, the airing of grievances (only during/after a tasty, meaty meal), and feats of strength. What’s not to love for a curious, clever cat?

Whatever ways you choose to celebrate, your cat probably wants a front row seat and we’ve got the best ways you can make the most out of this grand event.

A Festivus for the Rest of Us!

While your cat may miss a real holiday tree, a Festivus pole can still become a point of interest for them (even without dangerous tinsel or breakable ornaments). There’s no rule against dressing up the pole with sisal or other thick-fibered rope, so you could turn it into Fluffy’s new scratching post. Just be sure to anchor it to the floor, ceiling, or wall to reduce the risk of it tipping over onto your festive feline!

Don’t Forget to Eat

Savory meatloaf sliced perfectly and placed on a bed of lettuce is the show’s answer to the Festivus meal. Chances are, your cat would like some version of that. Check out this delicious feline Festivus meatloaf recipe or create one of your own that’s customized to your cat’s fine tastes. Just keep in mind that there are some risky foods for your cat to eat, and plan the meal accordingly.


Of all the pets we know and love, cats seem the most likely to have a list of ways they were disappointed in the previous year. It could have to do with less outdoor time, fewer treats, frayed toys, or perhaps they just wanted more time with you. Even though your cat cannot easily communicate these grievances, allot for additional snuggling this season and increase play time.

Pinned to the Floor?

In the Seinfeld episode where the gang is introduced to the idea of Festivus, they learn the head of the household must be pinned down to the floor during the segment “Feats of Strength.” We’ve already discussed amping up your cat’s exercise and enrichment activities; perhaps this part of feline Festivus encourages your cat to sit on top of you while you give them the pets and scratches they so deserve.

It’s Time to Celebrate

Whether you are looking for custom veterinary blog content, SEO and AdWords management, social marketing services, a new website, or ORM, our digital marketing services (and their results!) will give you something to celebrate in the year ahead.


From all of us at Beyond Indigo Pets, we wish you and yours a joyous holiday season!

Delivering the Unexpected: The Gift of Results-Driven Veterinary Marketing

The holidays are a strange mix of emotions and expectations, aren’t they? People hope for the best, want to be surprised with the unexpected, focus on the positive, and try to bring out the best in themselves and others.

Marketing is much the same way; but in the past, people have tended to focus on the negative aspects of marketing, instead of the positive. Most folks generally perceive marketing as a black hole, assume the worst, and just wish the whole darn thing would go away. But gone are the days of the YellowPages ad, when all you had to do was write a check once a year and decide which size ad you were going to buy.

In 2017, Beyond Indigo aimed to deliver the unexpected, with greater returns and more tails through the door then anticipated. And, just like Santa, we have delivered a few surprises this holiday season – namely the gift of increased business, all wrapped up with a bow on top. Continue reading