How to Market Your Veterinary Clinic
Posted by Lindsey Bowshier on May 8, 2017 2:33:22 PM
To earn business, veterinary clinics have to do more than just put up a sign. Pet owners have many options--other veterinary clinics or simply choosing to not be proactive in their pet's health--so to engage pet owners in your community, you have to offer valuable information and educational opportunities.
We've seen, first hand, veterinary clinics earn new business by hosting in-clinic events and seminars, as well as offering helpful content on their websites such as eBooks and guides.
Once you've organized an event or created a great piece of content, then use the following elements to create your supporting collateral.
This is a (by no means exhaustive) list of the collateral and technical pieces you'll need to create to support your campaign.
Landing Page with a Form
Your landing page is where you'll direct web traffic (through the methods we'll discuss later in this post). Its job is to tell people why they should download your content or sign up for your event. This is where you convert website visitors into leads!
The form should collect the basic details you need (name and email at the very least) and any other details that might be helpful in marketing to them and that you think you can reasonable collect in exchange for your content. Some info you might consider collecting could be:
- What kind of pet do you have?
- How many pets do you have?
- How old is your pet?
- Is your pet current on its shots?
But remember, if your form looks too daunting, you could turn people off and they might decide it's not worth the effort. Tread lightly.
Thank You Page
You can use the thank you page to deliver the requested content if you are offering a download. If it's an event, you can use the thank you page to confirm the details (date, time, location, etc.) and explain next steps (receiving their schedule via email or how to complete registration).
Confirmation and Notification Emails
Just in case your client or prospect forgot to add your event to their calendar, you should send a series of reminder emails.
- An immediate confirmation email with the essential details (what, where, when)
- A reminder the day before (or possibly the morning-of if it's an evening event)
- Depending on how early you start taking registration, consider sending an in-between reminder or two for people who register more than a few weeks ahead of time
You may also want to set up an internal notification email for whoever is organizing the event so the appropriate people can track attendance, especially if space is limited.
If your offer is downloadable content, it is a good practice to provide the download in a follow-up email in case the person requesting the content is on their phone or using a public computer.
Workflow or Process
If you use marketing automation software and have the ability, you should consider building workflows to send out additional follow-up emails that guide the user to additional content they might find helpful or to send them updates about the event.
Driving Traffic to the Offer
To get people to actually land on your landing page, you'll want to create additional types of content that are relevant to your offer, such as blog and social media posts. Then you'll want to find ways to promote your offer and the content that leads to it.
Create blog posts relevant to the topic of your event or use your blog to explore elements of your content offer in greater detail. If you are doing a class on pet dental health, you could blog about:
- How to get your pet to like having its teeth brushed
- Symptoms of poor dental health in dogs and cats
- Treats and toys that support dental health in dogs
In additional to sharing those blog posts on social media, you may also want to use your social media accounts to invite your followers to attend your event or download your content. You may also decide to tease your offer by pulling tips, images or snippets from your content or presentation and sharing those on social media with a link to your landing page.
If you have email subscribers who have requested to receive information about your events or offers, you can send them an email with a link to your landing page. You may also consider sending an email to people who have downloaded similar content or attended your events before (presuming they have not opted out of additional email communication).
Other ways to drive traffic to your landing page include:
- Calls-to-action throughout your site (especially on pages with topics relevant to your event or content)
- Pay-per-click campaigns
- Keyword optimization
- Printing flyers with the landing page URL
We know. It's kind of a lot. But if you want to stand out from other veterinary clinics, it is necessary to offer value in the form of educational events and content. And if you are investing the time into organizing events and developing content offers, then it is necessary to create the supporting elements to drive traffic and capture data about your leads.
In the end, you'll see an increase in a number of leads generated through your website and an influx of new furry patients walking (or being walked) through your clinic doors.
Written by Lindsey Bowshier
Lindsey is the director of web strategy at Tribute Media and holds a B.A. in English and Communication with an emphasis in Journalism. Outside of work, Lindsey participates in a "super-cool-not-at-all-nerdy" writing group. Her favorite writer is Dorothy Parker.