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!
- Website—Your website should be the cornerstone of your digital marketing strategy, and, as such, it should receive a good deal of your attention. Template websites work for some businesses, but we strongly recommend you consider a custom website that is designed with your brand’s personality in mind.
- Mobile—Is your website accessible on mobile platforms? If not, spend the money to make sure that on-the-go users have an easy time connecting to your business.
- Print—From brochures to business cards to flyers to posters, print materials are a great way to spread awareness of your brand!
- Search Engine Optimization (SEO)—SEO is a tricky concept with lots of moving parts all designed to help your website appear higher in search engine results. Higher rankings mean potential customers are more likely to find your site. SEO is important for most websites, but pay special attention if you are a new business or if you have several competitors in your area.
- Online Reputation Management (ORM)—Like it or not, people are going to review your business online. Engaging in an ORM program will help you claim your listings, keep your information up to date, and empower you in responding to positive and negative reviews.
- Social Media—Social media is ubiquitous these days; everywhere you look, a new social media platform is popping up. With over 1 billion active accounts on Facebook, you can’t ignore how powerful social media is. A strong social media program can help you connect and engage with fans through Facebook, Twitter, Pinterest, YouTube, Google+, and LinkedIN, amongst others. Just remember to customize your social media program to match your business needs!
Need assistance getting started with your marketing journey? We can help! For more tips on branding, marketing, website content, optimization, online reviews, and more, check out our free webinar program!