Your online presence is the cornerstone of your veterinary practice’s digital marketing success. You may have a beautiful website and a smart social marketing strategy, but if what’s being said about you – both as an individual practitioner and as a practice is less than fantastic, it’s likely that you will have trouble getting tails through the door.
The reality is, though, that eventually you’re bound to get a less-than-ideal review. It happens to everyone, eventually; and the best thing you can do is prepare for that day to come so you can handle it with tact and grace.
But what else can you do to manage your veterinary practice’s online reputation? Our collaborative webinar series with MWI has the answers you are looking for.
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
Did you know that approximately 70% of local consumers reportedly trust online reviews as much as personal recommendations? Although some business owners are not so happy about the fact that reviews can be posted about their business without their consent or knowledge, these reviews can offer valuable feedback that might not otherwise be heard. Business owners can certainly influence the conversation and turn a negative situation into one that has a positive outcome for both the consumer and the business. With a large majority (and ever-increasing number) of consumers now searching for local services and reviews about those services online, it’s imperative that business owners become engaged in monitoring and improving their online reputation and credibility. Check out Beyond Indigo’s upcoming webinar, and learn how to use reviews to your advantage. We’ll be covering popular online sites where businesses find reviews posted, how review management works, as well as what you can do to improve your overall rating. In addition, we’ll be touching on some changes and additions to Google Places as well as the latest on the easy-to-use smartphone app for finding local services and posting reviews on Google. And if DIY reputation and reviews management sounds all too daunting, give us a call for an opportunity to let us show you how we can help.
Did you know that 84% of U.S. consumers say online customer reviews influence their decision to purchase products or services? Posting reviews is like the online version of “word-of-mouth,” and can carry considerable weight in consumer decisions… Interested in how the process works for those who post a review at Google? …or helping interested clients and customers who want to do the same? To post a review, you first have to go to the Google Places listing for that business, and then log in to Google. (In order to review the business, a Google Places listing must exist for that particular business.) To find the Google Places listing for a particular business, go to Google and type in the business name and location in the search field. If a Google Places listing for a business exists, the search results will show the Google Places listing for that particular business next to a map of their location in the search results. Clicking on the “Place page” link next to the business name will take you to the Google Places/local business listing for that business.
When at the Google Places listing page for that business, scroll down to the section “Reviews by Google Users” toward the bottom of the business listing page. You should see a link off to the right that says: “Sign in to rate” (this link text changes to “Rate and review” once you are signed in). As with most online reviewing opportunities, the reviewer will need to have an account with that site. After clicking on the “Sign in to rate” link, the reviewer will be prompted in how to set up an account if one does not already exist. Once you’ve clicked on this link and logged on to Google, a blank box (for filling in your review) should show up at the top of the “Reviews by Google Users” section. Reviewers can then share their experience and why they recommend this business to others. Click the “Publish” button under the typed review and you’re done! Google provides information about review posting guidelines if you would like to find out more. Many review sites have spam filters, so please note that posting fake reviews can hurt your local business rankings. Give us a call if we can be of further help.
Bing recently launched major enhancements to their local business online search directory, allowing business owners to create and manage their online listings and making it easier for their customers to find them on Bing.
The new Bing Business Portal (BBP) has replaced the Bing Local Listing Center, and all existing listings have been migrated to the new service.
The BBP will allow you to:
• Claim, create, verify, and manage local business listings, adding such information as a description of your business, hours, payment types accepted, languages spoken, parking availability, and more
• Identify key search categories where you want your listing to appear
• Customize listings with enhanced details such as photos and logos
• Create a mobile website (and free QR code) so customers can learn about your business on their mobile devices
• Advertise discount coupons, promotions, or rebates that will show up with your Bing listing as well as on Facebook
• Add social media links to Facebook and Twitter
Visit Bing Business Portal for more information about Bing Business Portal and FAQs about claiming, creating, and enhancing your business listing.
Having a business listing on Bing (and other major search engines) is a quick and easy way to help businesses improve their online credibility and potentially increase the amount of traffic to their website.
Beyond Indigo has an online reputation management (ORM) service that can help your business create & manage local listings on Bing and other search engines as well as review sites/local directories. With hands-on assistance in optimizing and monitoring your business listings, Beyond Indigo Pets customers are well-equipped to boost both business reputation and rankings.
Online reviews can help make or break a company’s online reputation, and they’re becoming more important every day. As part of this new program, Beyond Indigo will help its veterinary clinic clients build arsenals of positive online reviews. This includes providing education about asking for and attracting positive reviews, monitoring the reviews as part of the client’s Search Engine Optimization (SEO) campaign, monitoring reviews in top online directories, and proactively responding to any negative reviews.
In addition to its Online Reputation Management Program, Beyond Indigo assists clients with localized search engine optimization and online reputation management by performing keyword analyses, customizing profiles, encouraging/monitoring reviews, creating directory listings, and maximizing the use of all related posts.
At the end of October, Google launched Place Search, a new local search feature that organizes global information around places and allows users to access detailed information around specific locations. Beyond Indigo developed its Online Reputation Management Program to help veterinary clinics seize the benefits of Place Search so that potential clients will immediately find them during searches.
“Now more than ever, it’s important for veterinary clinics to rank high in major search engines,” said Kelly Baltzell, MA, founder, and CEO of Beyond Indigo. “Google now places snippets of reviews front and center with search results, so companies must take all necessary precautions to accrue positive reviews and counteract negative ones.”