Why Poop Sells More Sh*t

Posted by Nikki Wardle on Feb 27, 2017 1:29:00 PM

Content on your site can be about sh*t

Safe Content Sucks.

It certainly isn’t a revolutionary statement. It’s actually a pretty obvious statement. However, the concept becomes extremely daunting when you think about applying it to your veterinary practice’s marketing plan. You’re probably thinking: “Damn it, Jim, I’m a Doctor, not a risk taker.” (if you got that reference, I like you already).

Imagine this scenario: You publish a blog on your prestigious and professional site about….

Dog crap.

The blog offends your clientele, and you even lose a few long time customers.

Not likely, and here is why we know.

We wrote and published a blog post for one of our clients, a large, well-known veterinary practice. The title was “They Poop. They Stare. Here’s Why.” I’m not going to lie, the client was a little wary, but they trusted us to be the experts.

The response we received from this blog was nothing short of amazing! People loved it. They commented on the blog post and shared it on social media. We also included a call-to-action on the blog and captured new contact information. To date, this blog continues to be a top performer.

Of course, we’ve posted other well-performing blogs such as “Google is not a Veterinarian,” “7 Activities Your Dog Can Do to Avoid the Winter Blues,” and “Keep Your Dog Away From These 10 Substances!” Not every blog you write has to be edgy, but it does need to be real and fun to read.

Another blog we posted for this veterinary clinic, “Is your Dog Revenge Pooping?” didn’t do as well as the above-mentioned blog on social media, but this blog is succeeding in another way. Since we posted this blog in December, it continues to improve each month, bringing in new organic traffic from the search engines, and many of these new website visitors are potential new clients.

Why am I pointing this out? Because it proves that people--your potential new clientele--are searching for information, every month, about topics most veterinary practices aren’t brave enough to write about. They are seeking out answers and will likely turn to a veterinary practice that demonstrates they are the go-to knowledge base close to them.

It's okay to take risks on your content. Remember, you are talking to regular people, not other veterinary professionals who already know all of the topics you could possibly cover. It’s okay to talk about poop, pee, and why your dog loves to run their butt up and down your newly shampooed carpets. It’s funny. It’s real. And bonus, it’s the information people are most likely searching for in your area.

Nikki Wardle

Written by Nikki Wardle

Nikki has a degree in Marketing from Boise State University and has been an Inbound Marketing Specialist at Tribute Media since 2014.

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