If coming up with social marketing ideas for Halloween has you spooked, never fear! At Beyond Indigo Pets, we specialize in social marketing for veterinary practices, no matter the time of year – and Halloween is no exception.
Sure, you could run a last minute pet costume photo contest on Instagram, or post your favorite Halloween pet treat recipes to your Facebook and Pinterest pages, but why not think outside of Pandora’s box and do something that will help your practice stand out in the social marketing crowd?
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.
Hello! This is Kelly, the CEO of Beyond Indigo. We have taken our focus on Positive Based Marketing a step further and putting our research and knowledge into a blog as well as a Facebook page. This week we are focusing a post from this new blog. We look forward to your liking our Facebook Page as well as following our new blog on Positive Based Marketing vs. Fear Based Marketing.
The idea seems “cool” to be positive, but really what is Positive-Based Marketing vs. Fear-Based Marketing? When a business uses Positive Marketing, what they are doing is creating and empowering relationships between themselves and their current/future clients. This creates a whole and a oneness with all parties that are involved. Ideally, the business creating the marketing is trying to improve the value and quality of the life of the person using that business’ services. In return, the person using the services is enabling that company to stay in business through his or her engagement and interaction with the business. It is a win–win and creates a positive atmosphere. Plus, people are encouraged to think whether this particular product or service is a good fit for them. People tend to be happier and more fulfilled with Positive-Based Marketing.
Now, think of the negative marketing campaigns that you have seen. Fear is used in Fear-Based Marketing to sever relationships or isolate people from their relationships. It backs people into a corner and makes them panic thinking they will no longer be accepted by the group/society if they don’t use the product or service being marketed. Fear-Based Marketing also encourages people to react — and not to think. For example, if a female watches a cosmetic commercial, she is usually told that she will not be beautiful or accepted by society unless she wears that exact shade of red. She will be “kicked” out of the group, so to speak. To be included in the whole, she needs to wear that shade of red and, therefore, she must immediately go buy that shade of red. She is not empowered to think: This shade is great for me; therefore, I will purchase it. People tend to be more fearful and anxious with this type of marketing.
To read other posts on this blog please click here.
Just as we were enjoying our Memorial Day weekend, Google went quietly about making some significant changes to its algorithm that heavily impacts local businesses. If you want to understand how to keep being “seen” in Google, these new changes must be adapted in your practice’s online marketing program.
First Change: Google Search Results Went Hybrid
This past year, when we used Google for an online search, the results would show paid advertising at the top or far right (which only 25% of people click on), with local search results shown next — listed in packs of 7 or 10 and accompanied by corresponding map markers starting with the letter “A,”, followed by organic (non-local) results. Google has now integrated organic and local search results together, which currently display on the search results page in varying ways — in packs of 3, 5 or 7 for example, depending on the search query. Search results are still formatted with paid advertising at the top or right under the map on the results page, but you’ll now see organic results listed BEFORE, and blended with, local search results. How does a business become listed in this new hybrid format and at the top of local search results? What we have learned is to focus on the following:
- It is crucial to have a custom-designed website that can be optimized (coded) down to the page with local search terms, specific relevant industry keywords (veterinarian, pet cancer, etc.), and appropriate geographic regional terms.
- When choosing location keywords, check how close your business is to the center of the city. To do this, go to Google Maps (maps.google.com) and type in your city and state; e.g., Minneapolis MN. Google will then display a marker on the map with the letter “A” — where it considers the center of the city to be located. This letter “A” is what Google calls the “centroid.” The closer your business is to the this centroid, the more “votes” your local business listing receives toward being near the top of local search results for that city. With this approach, Google is attempting to make the search experience most relevant to the searcher’s query.
- Plentiful (five or more) positive online reviews help maintain good positioning in Google Local Search. Google purchased the Zagat review site and is now incorporating these reviews into Google local listings. Reviews are becoming increasingly important. Having reviews associated with your business listing is yet another key ranking factor and one of the many signals Google looks for.
To read the rest of this article in a PDF format please click here: Fasten Your Seat Belt – Google Made Changes Again
More so than ever a business has to watch its brand on the Internet. People can interact and define your brand without your input. As I have stated in many speaking venues even though most veterinarians are face to face and on the phone type of people doesn’t mean your pet owners are! Here are some tips to get you started with your brand management.
Where People Can Interact With Your Brand
People perceived your brand and your business differently 10 years ago than they do today. Now, people have choices and the ability to research information themselves before making a purchasing decision. In the past, we used to have to rely on the vendors to give us information about their businesses. Now, with a few quick taps of our fingers, a wealth of knowledge is available for us to consume. What people find about your business and where they find it determines how they see your brand. Does your business seem trendy? Up to date? Resourceful and helpful? Can a viewer find the information he or she needs quickly on any device, 24/7? These are questions to ask when reviewing how your business is perceived online. Where are people making these decisions?
Today, people are using multiple touchpoints when making a purchasing decision. A touchpoint is a place people start at or go to when researching. A pet owner could start at Google, read reviews, leap over to a business website, click through to Facebook, follow on Twitter, read a blog piece, and so forth. These touchpoints, when joined together, turn into a marketing circle. The goal is to keep an interested pet owner in your marketing circle. If there is a disconnect, a person might leap to another business’s marketing circle and you have potentially lost that sale. Each of these touchpoints (or platforms) defines your brand in the eye of the viewer. Here are some key points to keep in mind.
- Google now focuses on local search for a business. This local search feature focuses on online reviews, Google+, Twitter “tweets,” and blog comments. Google’s goal appears to be to give us as much information about a business in one “snapshot.” For example, take a look at Animal Medical Hospital in Charlotte, NC. You will see my picture listed under the search result because I +1 this brand or “liked” it, in other words. Google is providing social media information now mixed in with search engine optimization results. Why? To keep a person using Google and not Facebook.
To read the rest of this article please download this PDF. YourBrandYourReputation
It’s common knowledge that blogs are a great way to keep your own website fresh with new content each time you post. But did you know that regularly reading other people’s blogs is also good for business?
If you follow other blogs that talk about issues related to your business, become a “regular” and write a comment each time you read a new post. If your comments are thoughtful and relevant, the blog writer will get to know you and you can begin to develop a relationship with him or her. At the right time, after at least a few weeks of loyally following the blog, you might even consider offering to write a guest post for their blog.
Writing a guest post gives you exposure as a leader in your field. If your blog post is well written and provides useful information, readers will visit your website. And, because the web is all inter-connected, people may also become a fan on Facebook and a follower on Twitter.
Most blogs allow you to include a website when you register a comment so even if you don’t have time to write a full-length guest post, being a regular commenter gets you good exposure on the web. So go ahead, follow the leaders and don’t forget to write!