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…?
Updated 3/1/2017 by Melissa Mason
Have you ever wondered about those top Google “hits” with the outlined-in-green “Ad” designation? If so, you’re not alone – and for good reason. Those results are brought to you courtesy of Google AdWords; an incredibly powerful, paid marketing tool that allows businesses of all sizes to places ads on the front page of Google’s search results.
With AdWords’ many tracking tools, analysis, and “funnel options”, this search engine marketing tool has the ability to boost your website’s traffic and drive potential customers to the door of any business.
Give ‘Em What They Want
Founded in October of 2000, AdWords is Google’s primary sources of revenue, earning over $100 million per day, as of 2012. Nearly all of it –$15.5 billion – came from advertising sales. In the first quarter of 2015, Google took in $17.3 billion in revenue, up 12% year over year. With few restrictions, AdWords can be utilized by businesses of nearly any size and budget.
Dr. Hélène Bouchard founded Summeridge Animal Clinic in 2006 and over the last decade it has not only grown, but thrived, in a competitive area near Vaughan, Ontario. Dr. Bouchard created a clinic environment, which emphasizes education for both employees and pet parents.
“That’s how I see myself,” she explains, “as an educator, as well as a clinician.”
“If you have good thoughts they will shine out of your face like sunbeams and you will always look lovely.”― Roald Dahl, The Twits
Dr. Bouchard has a strong sense of what “works” for her and her practice, and she radiates this through her clinic. She is a skilled veterinarian, a connoisseur of children’s literature and science fiction, a trendsetter, and is always forward thinking.
At Beyond Indigo, we are fortunate to have incredible clients. We are proud of the relationships we build with each and every veterinary practice we work with; and are grateful for the opportunity to help vets alleviate their digital veterinary marketing stressors, so that they can focus on patient care.
Our clients come in all shapes and sizes. They may be family practices, emergency clinics, or specialty hospitals. They are established businesses looking to strengthen their client relationships in the digital marketplace, and startups that want to build their customer base and explore all that digital veterinary marketing has to offer.
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.
Despite the global adoption of the digital marketplace, most American veterinarians are reluctant to approach digital marketing. There are a variety of reasons for this reality, including time, knowledge and understanding, the rapid pace of change in the digital world, and an overall lack of comfort with technology. But what about veterinarians in other countries? Do they have the same struggles as vet practices in the United States?
After having spoken in Australia to both Australian and New Zealand veterinarians, as well as to vets in Canada and the UK, I can say with confidence that yes; the industry’s struggle with digital marketing is an international reality.
Welcome to 2015. For those of us that grew up with the Back to the Future franchise, we know this is the year that Doc and Marty arrive in the future (seriously, where are the hoverboards!?!); but what about your veterinary practice? Has it arrived in the future, or is it still stuck in 1985?
Just as the diagnostic and surgical tools of the veterinary trade have evolved in the past 30 years, so have the tools you need to successfully market your practice. The once heavily-relied upon Yellow Pages are now lining bird cages across America and, while still necessary, even a stand-alone website isn’t likely to get your practice found in today’s increasingly social media-savvy world.
Not that long ago, veterinarians looking to connect with their client base, and potential client base, were limited in their options. Business listings in the Yellow Pages, advertising in the local paper, the occasional billboard, bus bench, television ad (if you could afford it), and word-of-mouth shared between friends and colleagues at the local café were the mainstay of customer outreach for many small businesses, including veterinary practices.
YouTube: Yes, YouTube is a social media destination. It also is the second-largest search engine on the Internet after Google. Plus Google owns YouTube. YouTube needs to be integrated into a website’s content as well as developing a YouTube channel for the business. For example please visit http://www.youtube.com/AnimalMedicalHosp to see a hospital’s YouTube page in action. Or click go here http://www.animalmedical.net/veterinary-services/acupuncture.html to view how a YouTube channel is embedded into a website. Some key facts about YouTube to know are:
Founded: February 2005
- 3rd Most Viewed Website
- Every day 4 billion videos are viewed
- 800 million active users a month
- 700 YouTube videos shared on Twitter per minute