The Veterinary Marketing Podcast

In today's inbetweenisode I cover how you can avoid having expensive ads during a holiday season. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I cover conversion tracking. How you can track conversions for your veterinary practice, what is the best way to track conversions, how to effectively know where your conversions are coming from, and more. Conversion tracking can be a pretty difficult task to understand exactly where all of your conversions are taking place at first. By gaining an understanding of what is working with your conversions you are going to be able to perform better in your paid ads and social media. Typically in veterinary practices, you aren't selling online so you don't know automatically where your conversions are coming from. Some of the simplest ways to track where your conversions are: -Create special landing pages for different channels that can only be accessed from the specific channel. -Specific CTA for different channels -And Promo codes that are only available through specific channels Phone conversions are the hardest conversion to track given that most times clients are switching from devices to call, not fully converting where they first found you. A way to make this a bit easier is using call tracking software like callrail you can create individual phone numbers for each channel. Url and pixel tracking for conversions is a very powerful tool to use. As digital marketing continues to change we could possibly see pixels becoming unavailable in the future. Moving towards URL and UTM tracking can you give you longevity in your conversion tracking. And lastly through your veterinary practice management software to fully understand your conversions you will want to track 1The immediate average value of a client 2 Average of the first year of a client 3And lifetime value on average of a client Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's inbetweenisode I share an important update from google ads for your paid ads. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I am talking about using funnels in your veterinary practices digital marketing, I cover what is a funnel, do you need one for your practice, common misconceptions about funnels, and things you should consider before investing in creating a funnel. So what exactly is a marketing funnel? A funnel is a 3 stage process that takes strangers through the sales process of getting their attention and awareness and moving them down to ultimately turn them into customers. The three stages are awareness, evaluation, and conversion. Awareness is the first stage is your first impression to potential clients essentially getting a foot in the door for them to get to know you and your brand. Evaluation is the second stage where the potential clients now know who you are and what you offer. This is when potential clients will start weighing out if you are a good fit for them. The third and final stage is conversion where the potential client now becomes a real client and has purchased a product or service from you. Now that you know what a funnel is and how a funnel works there are a few key things to consider before creating your funnel. First, your basic foundation you need for your funnel is who do you want as a client? Create a perfect client you want to target and serve. What are your ultimate goals? What do you want to sell to clients? Start with the lowest hanging fruit. Target clients that are actively looking for the service or product you are offering. Remember you can create funnels as long or short as you want, whatever works for your practice and what you are wanting to accomplish in your goals Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's inbetweenisode I share some tips to consider using this fall season when adapting to heavy competitor seasons your paid ads. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I am joined by special guest Michael Shirley! We talk about how to use Facebook groups to create client retention and successfully to grow your veterinary practice. We go over how to use groups, blog content in groups, video content in groups, and how to get content to translate into getting clients through the door. Michael Shirley had a dream as a young child of becoming a veterinarian He went to school where he met his wife who is a veterinarian and he became an animal scientist. After working at a veterinary office, as an animal control specialist, and a 4H agent he was called to be a teacher. He now works with his wife at their veterinary hospital they own as a practice manager. Michael created a Facebook group exclusively for clients of their practice to join and get updated information on the veterinary practice. It's also a great way they've been able to create a community with the clients in their group allowing other clients to gain information for pet care from each other. As a benefit to their clients in the group, they provide the members with exclusive content that is available to the first making their clients feel special and important. Some good rules he recommends to have in your group are: Being very clear that the group is not meant to replace vet visits. Asking for advice is always welcomed but if it's serious or needs to be addressed refer clients to make a call to the practice to schedule an appointment. Encourage educational discussions with members. Build a community page to reach and engage with new clients. Build Relationships with your superfan clients. Create content that you see are topics that are regularly discussed. If you would like to get in touch with Michael Shirley's you can join the Pet Parents of Family Pet Health The Veterinary Leadership Book Club and contact him at [email protected] Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's inbetweenisode I cover measuring your marketing more effectively Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I go over the importance of tracking your veterinary practice's analytics. I cover what you should be tracking, how you should be tracking it, how often you should be checking your analytics, and how they are going to help you grow your business. While analytics can be viewed as time consuming and confusing its important to keep track of how your offer, ads, content, and emails are being tracked and if they are being tracked properly. Understanding where you stand in your marketing (if things are working or not) is one of the most important things you need to know. You need to know the basics of what's happening now to plan what your next step will be. The analytics you should be tracking is dependent on what you want to achieve through your content, ads, offers, and emails. Starting with Google Analytics- Setting up a Google Analytics dashboard, adding Google Analytics to your website, and using UTM tagging for URLs. Once you have these 3 things set up you will want to go to your Google Analytics to make sure it's working. since google analytics ties into your website there are a few important KPIs to be tracking Total Visits- Number of people who visit your site Percentage of New Visit- New people who come to your site Traffic By Channel-Breaks down which channel visitors came from Time on Site- How long people are on your site, the longer they spend on your site the more they are inclined to become clients Bounce Rate- How many people visited your site and left immediately With social media, you will want to know your typical reach and engagement on each post to get a gauge of how well you are doing. You will also want to track your engagement KPIs. Paid traffic, you will want to look to CPC and cost per conversions KPIs. And lastly, with email marketing, you will want to track your open rate, click-through rate, and take rate of offer. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's inbetweenisode I share how you can communicate how your practice is unique and what helps your practice stand out Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I cover some new and exciting updates that are coming to YouTube, Google Ads, Google My Business, and social platforms that you can use to help your practice's digital marketing. Starting with YouTube, Google now offers a youtube form ad that lets you customize what your clients can request from you. I always like to say that veterinary practices should be running ads on Youtube. YouTube is a great place to run ads for your practice as it gives potential clients the opportunity the ability to see your practice and get an idea of what to expect when they come to your practice. It's also one of the less used ad platforms making the competition very light. Google My Business- Now makes it easier to make adjustments to your hours and modified services. You can let clients know your new temporary hours, curbside services, or even temporary closures. Social Networks-With social networks changing so frequently (Tik Tok may be banned in the US in the coming months, constant changes to algorithms on both Instagram and Facebook ) it is important to remember that social media is just a rental space for traffic. Make sure you are collecting emails and phone numbers from clients to create your own lists for email and text message marketing. Google Ads Call ads-Google has now changed its format for Call Ads. A few things to make sure you have in place before running these ads. 1) make sure you have your keywords very locked down to avoid getting junk calls and attracting the wrong kind of clients. 2) Only have your ads running when you are open to taking calls. 3) and lastly provide your front desk with scripts they can refer to help get your potential clients in your practice. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's inbetweenisode I share a cool new tool that is now available on Google Ads. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I talk about the importance of using digital marketing in your veterinary practice even when you're super busy. Now you may be asking why do should I be marketing while I'm so busy? While you may be busy now, with everything changing so frequently you could find your self in a slow season all of a sudden. When you have marketing already set in place during busy seasons it makes the slow seasons rebound faster. You also have control of your marketing to turn on certain funnels and shut off others whenever you need to. A few things you can do while your super busy to keep your marketing running. 1) Make sure you have and are using email marketing in your practice to target both current and new clients. 2)Whenever possible keep your content creation going, for example, having a camera ready to go to capture behind the scenes of your practice to turn into social posts. 3) Create blog posts from transcribed consults. This can help your clients find answers they are looking for from you in an easy to access way as opposed to calling and taking valuable time. 4)Find ways you can take your popular content and repurpose it on other platforms and even different forms of media such as taking a video and turning that content and turning it into a blog post. 5) Making small steps in your marketing while your busy can grow into big progress that is beneficial while you hit a slow patch. 6)Using paid ads as a form of insurance for your veterinary practice's marketing. and lastly 7) Create evergreen content that you can use for years to come. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's inbetweenisode I share how to create offers based on your audiences. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In today's episode, I go into the psychology around pricing for products, services, and offers. I share tips, tricks, and strategies you can use in your offers and ads to increase conversions at your veterinary practice. Now pricing and money can sometimes be a touchy subject to many people but typically in vet practices, the words sales or selling are seen as a negative. Price is a perception- Everyone has their own thought of what is expensive or cheap and even what is worth their money. Really emphasize the inherent cost of what it takes for the specific product, service, or offer. This will help clients better perceive the benefits and actually know what the service includes. Give reasoning for discounting. Like special awareness months. Use feelings to determine pricing when attracting emotional-based decisions for services. Even numbers tend to just feel right in an emotional way of thinking. When attracting rationally based decision services using a specific number that isn't an even amount feels thought out. Take larger items and break it down into smaller pieces. For example, you could have a bulk way to buy chew treat, smaller portioned sized bags, or individually sold pieces. Use specific numbers in promotions, like anniversary dates or birthdays. Break costs down into a daily cost. This can be applied to a membership or wellness program. While they will pay an annual payment they can see how much it comes down to on a low daily cost. Format costs in a way it looks cheaper like $0.99 vs $1.00 Choose prices that are easier and shorter to say. Show prices in a smaller yet still readable font. Remove commas from larger prices. and sort prices from high to low on your website. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In Todays Inbetweenisode I talk about running paid ads on undervalued platforms like Youtube and Tik Tok for your veterinary practice. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

Today's podcast is very exciting as its the 200th episode! Over the last 200 episodes, its been so incredible to be able to connect and help so many people and veterinary practices with their digital marketing. In today's episode, I share what the future of the veterinary marketing podcast is going to look like and what you can look forward to here. I also talk about the 3 things you can do right now in your practice to grow even in uncertain times like these. I first want to start off saying a huge thank you to my listeners and the support they have given me over the last few years it means so much to me. Going forward with the podcast I want to continue to produce episodes that are valuable resources to veterinary practices. I want to be able to help practices continue to grow and double their practices through their marketing. As this podcast continues to grow I will still be covering marketing strategies and principles. Help with sales processes whether through online, phone or in person. Let you know what specific tools and Softwares are the best for marketing. And introduce case studies with special guests to really learn even more about what works in veterinary digital marketing. Now here are 3 tips you can use now to grow your marketing and practice during uncertain times 1) Share your insight through your content Instead of sharing articles that only share information give your audience insight into what exactly this information you are giving them means for them or what they can take away from it. 2) Create more specific content Targeting specific audiences to speak to through your content will give them the information they actually want and need instead of just generally speaking to a wide variety of people. 3)Create consistent ways to drive clients in Every practice needs to be running ads and paid traffic, think of paid ads as a cheap insurance policy, and how they can keep you going even when a slow time hits. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's inbetweenisode I share how you can drive the right type of clients into your veterinary practice. Be sure to listen and let me know if you have any questions, comments or need help with anything!

With more veterinarians transitioning to more digital marketing in their practices and as funnel building becomes more popular in veterinary marketing. It's important to make sure they are effectively built out. In Today's episode, I share how you can build funnels out in a simple and useful way for your veterinary practices digital marketing. A marketing funnel is a direct path you are taking potential clients through a journey and turning them into a client. Having developed steps to have a group of people who are typically microtargeted becoming aware of you and your practice at the beginning and becoming further segmented through the funnel and ultimately driving them to the bottom and coming out customers. Consider for Vet practices you will need to have two types of funnels in place to drive new clients into your practice. 1) Immediate Funnel Your Immediate funnel is your intent based funnel. With intent based searches being your driving force. You have clients and customers that are searching for the services or products you offer. These potential clients have a want, need, or desire for what they are looking for right now. Your services, products, or practice can be the solution for what these clients are needing or wanting. 2) Long term Funnel Your Long term funnel is an audience based funnel. In this funnel, you will target your target market and ideal client avatar. Talk to this audience as if you're talking to your favorite client or a caring loving pet owner that will do only the best for their pet. Give valuable information and quick solutions to problems that may not even be on their radar. Build trust and provide value to this audience and in turn, they will come to you for services. Be sure to listen and let me know if you have any questions, comments, or need help with anything!

In Todays Inbetweenisode I share the importance of metrics,tracking, and analytics in your digital marketing. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's episode, I share how you can be creating content, offers, and doing other things to keep your practice going. As we continue going through this crazy unprecedented time its important to keep up your content and creating new ways to keep your clients coming in for the care of their pets. Luckily being an essential business means you get to stay open to provide your most needed services. Consider teaming up with local businesses that you can integrate into your practice (ie pet sitters, dog trainers, pet stores that don't offer delivery, etc..) Think of products to provide for your client's items they will need before, during and after vet visits One very important thing to remember is that now is the time to prepare how you will operate when all stores open as normal again. During this time you can create an opportunity and demand for specific products and services to have people come in at a later time. Create offers that will be for future needs. Consider how you can continue to offer special means of services for the foreseeable future and even after for specific groups of people. Having telemedicine, in-home visits, and mobile services being offered right now is extremely important but even after COVID-19, it will still be beneficial to offer these services for high-risk clients of yours. Also, keep in mind how you phrase your content copy. Think about using other words other than essential such as high risk, emergency, and urgent to describe the services you are providing at this time. Avoiding using the word essential will help in the long run to keep pet parents knowing that all parts of preventative medicine are essential to the health of their pets. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In Todays Inbetweenisode I share a super simple tactic to use to make your marketing stand out. Be sure to listen and let me know if you have any questions, comments or need help with anything!

Whether you are currently using Google AdWords or thinking of using Adwords for your practice's digital marketing its always good to keep your Adwords running the absolute best they can. In Todays Episode I share 4 tips and tactics you can use to improve your Google AdWords experience! We take a bit of a more advanced dive into Google AdWords so you can get the most of AdWords for your veterinary practices digital marketing. 1) Dayparting Dayparting can help cut down on unnecessary expenses by only running your ads during the times your veterinary practice is actually open for business. This will help you attract new clients who are actually looking to come in now. 2)Bid Adjustments For Schedules Make adjustments for days of the week that may be lighter on the staff available in your practice, you can adjust to what best fits for you on what days and what times. 3)Bid adjustment for location This is great for mobile veterinary clinics, pet supplies delivery services or home visit veterinarians. You can focus on areas that are the best for your services and keep it as local as you want. A useful tool to help you cut down on travel time as well. Use zipcodes to see where most of your clients are coming from and where you can target the best. 4)Call out and Site link Extensions The more space you take up with your ads the better the chance you have at increasing your clicks through rates. Sitelink extensions are a great place to also update your clients of new temporary times or features. Use these as a way to highlight the specialties of your practice. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's Inbetweenisode I talk about using education to sell to your clients Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's episode as we continue to be in the middle of the COVID-19 crisis I share how to sell while increasing your top of funnel awareness and increase demand for your products or services without coming off as your selling in your practice. Now is the perfect time to start focusing on social selling, with more people on the internet at one time ever in history you have more people looking for information. As we talked about in the last episode it is important now than ever to have your most urgent services laid out for clients that need to come into your practice. Given the current climate of the country, people are inclined to save money and only spend on absolute essentials but are looking to gather and receive as much information as the can. We now need to take this time as an opportunity to increase the amount of content you are creating that your clients want to see and learn from. Clients may not be up to buying right now but you can use your content to send messages to your audience. As you are taking into consideration that your clients may not be in a mindset to buy if it's not a necessity remember to target the urgent services you offer and build awareness of your practice and your content. Using your content to educate your audience will be the best way to social sell to your clients. The more information and solutions they are provided with at this time will help them in the recovery stage turn to you and your practice. Have a few topics (about 4-5) you create content around to really really go in-depth with information. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's Inbetweenisode I share how you can be proactive with your veterinary practices digital marketing in this time with the coronavirus pandemic or any slow time. Be sure to listen and let me know if you have any questions, comments or need help with anything!

As the world currently deals with the coronavirus pandemic ( Officially named COVID-19) many veterinary practices are posed with the same question. How do I keep my practice busy? In today's episode, I talk about ways you can use right now to keep your veterinary practice busy even when it's slow. The best thing to do is to be proactive in these types of situations and be thinking ahead for the benefit of your practice. 1)Creating client avatars help you can get down to exactly what your client's thoughts, fears, concerns, needs, and wants are at this time. Thinking of ways you can provide services that offer solutions to real current problems your clients are facing. And think of how you can market to your clients that you know how they feel and how you are able to provide them a solution, in turn, easing their minds and their problems on their plates. 2)Giving people the tools they need to be proactive. 3)Make it feel less scary for your clients. Offer services to help ease fears such as parking lot check-ins to limit the amount of exposure in your practice. 4) Here's what we are doing. Like many other companies at the moment. Address what your practice is doing to keep them safe during this time. Laying out that your practice cares and are taking the necessary measures for the safety of all clients and team members. A look at some practical things you can do in your veterinary practice. -Offering House calls for people who are now working from home. -Limiting the use of waiting rooms -Disinfecting regularly and letting your clients know you have a cleaning schedule in place -Telemedicine Essential Elements you need to have in place in your practice: -Running paid ads -Email Marketing -Social selling. and lastly, Target intent-based ads. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's Inbetweenisode I share a small trick to use to help with your social media engagement. Be sure to listen and let me know if you have any questions, comments or need help with anything!

Special guest Cheyanne Flerx joins us on the podcast today to talk about all things social media marketing for veterinary practices. This episode is filled with awesome actionable information you can use in your veterinary practice. We talk about social media marketing, creating marketing plans, and creating content plans for the marketing of your practice. Cheyanne knowing at a young age she had a passion for animals got her start in veterinary medicine as a vet assistant in high school. she introduced to the world of social media marketing in the veterinary space by being given the task of updating the practices Facebook page. Ultimately finding her passion for social media marketing for vets she has now gone on to working with snout school, now manages multiple vet brands social media and her own brand Hashwag. Some of Cheyanne's tips on how to better your social media marketing in your veterinary practice: -Having a plan or goal for your marketing will help you narrow down what to focus on in your marketing and better sets you up for succeeding. -Come up with a realistic plan on how you want to execute your goal and being intentional with how you execute your marketing plan. -Figure out the top 3 things you are most likely to achieve and accomplish in a short time frame -Master Facebook marketing for your practice then add Instagram to your marketing. Both Facebook and Instagram are most used by pet owners. -Come up with content that's relevant to your audience -Have an 80% to 20% ratio with your post. 80% of your content is fun and 20% is educational. -Using specifically created planners for your marketing created by Cheyanne! If you would like to get in contact with Cheyanne you can reach her on Facebook and Instagram as Hashwag, Reach her on email [email protected] and find her amazing planners at snoutschool.com/door Be sure to listen and let me know if you have any questions, comments or need help with anything!

In Todays Inbetweenisode I talk about a new change coming to google chrome browsers and what that could mean for your marketing. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's episode, I share if I owned a veterinary practice how and what I would do to drive clients into your practice with marketing. 1) Starting with the most important part of digital marketing you want to make sure that you have a solid website in place before starting to market your veterinary practice. Your website is where you will direct your target clients with every offer. Having a good or solid website you should have: -Quick Page load times -Contact info (phone number, address, hours) that can be easily found on every page -List of services -Properly optimized for phone, desktop, tablet. -Must be easy to navigate. Having an easy to navigate website boosts conversion rate 2) Be sure when using social media platforms to be consistent with branding and information for your practice. 3) Make sure your staff is properly trained to close a "sale" when speaking with clients on the phone. Knowing how to speak with potential clients and being aware of the offers that are currently running. Creating basic scripts to use can ease the process of making appointments with new clients and answering commonly asked questions on the phone. 4) Define what core offers you will run. A good number of offers to have is 3 main offers and 2 specialty offers that you can rotate through the year. Make sure your offers also have their target defined, what problem does the client have, and how can you solve it. 5)Run paid ads on Google ads, Facebook, and Youtube 6)Create a 4-month content calendar. Break it down week by week to create content specific to your target audience 7)Build out Email sequences and automate them. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's inbetweenisode, I share a simple mind shift to make your Google ads perform better. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's episode I talk about Facebook groups! Facebook groups are a great tool to use in your marketing if you are looking to grow your audiences and attract engagement with your clients. I cover if a Facebook group a good idea for your practice, how to use them, how they can build an email list, and how to build pixel audiences. So what exactly is a Facebook group? A Facebook group is a micro community in facebook that people join to discuss a specific topic. The great thing about groups is there are groups for every type of topic and can be as specific as you want them to be (ie breed specific groups, location,etc..). Meaning you can create the perfect group for your practice that your perfect audience will want to be a part of. Creating your group around your target audience is a great way to engage with clients by providing them a space in a community that is just for them and what they care about. Knowing what your audience cares about or concerns them is a way to know what exactly they will be discussing in your group. When first creating your group you'll want to make sure you have these 4 steps done 1)A name for your group 2)A description of what your group is about and who its for 3)Rules. let your members know what is and isn't allowed in the group. 4)(For Closed Groups) Ask Relevant questions to join the group. For one of your 3 questions, you can use it as an opportunity to ask for emails for your email lists. Having a closed group will help keep spammers out. Now that your group is created you can now start engaging wit your members by interacting with their post and asking questions to other members. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's inbetweenisode, I share one simple question to ask that can help improve your marketing and make it more effective. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's episode, I share 10 simple questions you can use to survey your clients, which will help improve your marketing. Asking your clients their feedback gives you the opportunity to really see what clients are coming to you for, what they like, and even what they feel needs improvement in your veterinary practice. Giving your practice super valuable insight into how to understand your audience better, what is working in your practice and marketing, and how you can use these answers to better your practices digital marketing. 1)How did you find us? This is a great question that most commonly gets asked for new clients, expand this question to all clients to get a better feel for where you are reaching people the best. 2)What was your first impression? Great to ask both clients and employees. 3)what did you end up buying or paying for during your visit? Helps you get an idea of which services and or products are most popular at any given time. 4)What hesitations did you have before coming in? 5)Describe yourself in one sentence. Get to know the client better while also seeing how some of your favorite clients see themselves, which can help you create your client avatar. 6)Why did you choose our practice over other competitors? What made your practice stand out to them. 7)List one thing that has stopped you from coming into the vet in the past. 8)Why did you become a client? Learn the emotional or logical reasoning behind their choice to have you as their vet. 9)List one thing you would like to see improved in the practice. and lastly 10)Are there any new products or services you would like to see added to our offerings? Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's inbetweenisode, I talk about a new update to the Facebook pixel tool Be sure to listen and let me know if you have any questions, comments or need help with anything!

With the world getting busier day by day it's hard to find time to get everything you want or need to get done actually get done. In today's episode, I share with you 5 simple and easy to implement ways you can save time with your marketing and best of all each tip doesn't cost you a thing. With everyone being crunched for time it nice to have ways you can cut down on time without sacrificing your digital marketing's effectiveness or quality of marketing. 1)Planning out your marketing Taking the initial time to make a plan of what to post when will save time in the long run. As well as having your offers and content planned out ahead of time. 2)Batch producing your content Setting aside time to produce multiple pieces of content. Batching your content with videos, blog posts, Facebook and Instagram post, etc... 3)Create a company profile script and branding guide Helps to keep your brand message clear across everything you do. who is your target market, what are your main products and services, what are unique selling propositions for said products and services, who are your competitors, what are their strengths and weaknesses, what do you stand for, and what are you against in your practice? As well as a branding guide that has brand colors, fonts, logos, and images all in one easy place to further keep all content produced feeling cohesive to your brand. 4)Use templates and framework Creating templates or frameworks for your emails or blog posts. 5)Repurposing content Repurposing your content across platforms helps give your content longevity but also helps you reach audiences you may have on different platforms. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's inbetweenisode, I go over the 3 types of searches you should know about specifically for google ad words purposes. Be sure to listen and let me know if you have any questions, comments or need help with anything!

Discounting can be a tricky slippery slope to go down sometimes, but you can keep your practice from falling into the discounting trap with a few tactical tips. In today's episode, I share 5 simple and tactical tricks and tips you can use to use discounting in your practice without going bankrupt. Everyone in the world loves to feel as though they are getting a great deal or value for what they are paying. Understanding the demographic you serve at your practice and the clients you see helps you be able to gauge what kind of discounts will work for your practice. As well as taking into account that the cost of a service and the value are 2 different things and should be handled as so. I have 5 specific ways you can discount without it hurting your business or constantly having to have discounts available. 1) Rewarding Loyal Customers- Rewarding your most loyal customers with special offers that are only available for a specific group not only helps make the client feel special but also helps you bring in a client more frequently 2)Bulk Buy- As Costco has taught us the more you buy the more you save, you too can use this method for families that have a large number of pets, buying specialty pet food, and medication. 3) Test out new services- Host a trial run of a new service at a discounted rate 4)Tell a story- Use fun holidays and special awareness months to run offers for a short limited time (a month or one day only) 5)Pre Pay for services- Customers can prepay for procedures, exams, and vaccines to save in the long run. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's inbetweenisode, I share one simple mindset shift to improve your content creation and some encouragement to keep producing and creating amazing content. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In Todays Episode I share how to incorporate text message marketing into your veterinary practice. Using text messaging marketing provides so much potential to your practice however it is very underused in the veterinary industry. Adding text message marketing into your marketing for your veterinary practice is a great way to increase communication with your clients in a convenient way. I also go over the best ways to collect phone numbers from your clients, build up your text messaging lists, what tools to use, and more. Keep in mind the process of text messaging marketing 1)Having and collecting numbers to text The best ways to collect numbers to text are through patient records, your practices veterinary software, keyword text, and web forms on your site to opt-in. Be sure that everyone receiving your text messages are aware they have opted in to receive texts. 2)Building your lists You can use your CRM and text message marketing together. Using tools like Twilio to connect your CRM and text together. Having a keyword clients can text to instantly opt in to your list is also a good option to growing your text message marketing list. 3)Send out messages either broadcast or conversational Twilio and many chat are great tools to use for text messaging marketing. Broadcast messages are a way to alerts your lists about upcoming specials, offers, deals, and events. Conversational is a 2-way conversation with the recipient. Many chat is a great option for this as you have a chatbot that has an automated response in a short amount of time. Also sending out appointment reminders is a great way to get clients through the door that haven't been in a while. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's inbetweenisode, I share an amazing website that can help you improve the quality of your content. Envato elements has pretty much any kind of digital assets you could need to improve your content quality. From fonts, powerpoint templates, adobe templates (Photoshop and premier), stock photos, stock videos, and graphic templates. Be sure to listen and let me know if you have any questions, comments or need help with anything!

Happy New Year! 2020 is quickly approaching us and as we close out this decade we are going to take a look at some very important tips you can add to your digital marketing in the new decade. In today's episode, I share 5 important tips for your marketing in 2020 and beyond! As we continue in this new heavily technological decade we can expect digital marketing to grow in popularity which in turn means new competition in the market. With this new competition, it is even more important to make your digital marketing stand out. Making your marketing stand out can be done in 5 easy ways: 1)Improving Content and Ad Creatives If you are not happy with your cost per action or the response you are getting the way to get a better response and a better cost per action is to improve the quality of both your content and your ad creatives. Better content quality will improve your engagement. 2)Retargeting Lists Your Retargeting list makes a huge impact on your ads. You need your lists to be engaging with your content and have retargeting pixels on your site as well as knowing and understanding which of your audiences are performing the best. 3)Email List Make sure you have a way to send out emails automatically and have a few email sequences like a newsletter welcome series, and specific segmented series. 4)Text Message Marketing Text message marketing is a growing form of marketing, as the year progresses we can expect more and more companies to be using text message marketing. 5)Having Segmented Tunnels Lead potential clients through the bottom of the tunnel to get them into your practice as a new client. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In today's inbetweenisode, I talk about Facebook's newly added targeting options. Be sure to listen and let me know if you have any questions, comments or need help with anything!

On Todays Episode we have a special international guest! Digital marketing expert for veterinarians Mariona Escala and I talk about how she got started in digital marketing, what she sees veterinary practices doing well, and what she feels veterinary practices need to work on in their digital marketing. Mariona first got started in the veterinary industry while she was studying vet medicine. She finished school with a 5-year degree in Veterinary Medicine and went to work for a pet food company doing sales, she learned a lot about what veterinary practices needed help with in their sales. She then joined a startup company that made veterinary management software where she learned about digital marketing in the veterinary industry. She now has her own personal brand that she uses to help veterinary professionals with their digital marketing and brands. With digital marketing becoming more popular more veterinarians are becoming interested but don't necessarily know what steps to take. Mariona suggests first starting out with their website or blog. When blogging you want to be consistent too many times do people post maybe 3 or 4 blog posts and just stop. When building your practice's brand remember consistency, having a strong brand voice, and having your content set you apart are all key. Use your blogging as a tool to speak to your clients and audience. Your website should be functional and easy to navigate, building your website is the smartest first step as you own that medium. Next is to have a positive presence on social media, one of the biggest opportunity practices can have in their marketing making your practice or brand know on social media. If you would like to know more about Mariona Escala or get in contact with her you can visit her here: marionaescala.com https://www.youtube.com/user/MarionaEscala https://www.linkedin.com/in/marionaescala/ https://www.instagram.com/marionaescala/ https://www.facebook.com/marionaescalavet Be sure to listen and let me know if you have any questions, comments or need help with anything!

In Todays inbetweenisode, I share a super simple tip that you can use to save your ad spend Be sure to listen and let me know if you have any questions, comments or need help with anything!

Today is the end of our What to do when you're the practice marketing person 4 part series. We have gone over all the essential items and tips to get you started on marketing! In our first week, we went over the top 3 most important first steps to have squared away before beginning and a general overview of what to expect from this series. In week two we then took a deeper look into what exactly you should be taking inventory of in your practice's marketing. Week 3 was all about the importance of having a thorough marketing plan made. In today's episode, I am covering the last step you need to get started on your marketing. Its time to implement or execute your marketing plan now! Now there are actually 4 parts to Implementing or Executing your marketing plan : 1) Learn- Take inspiration and soak up marketing ideas from everything other advertisements on social media, In mail postcards, past marketing offers, and podcasts you have seen or heard and have caught your attention. Also, take notice of how other local services companies interact with their audiences 2) Process- Find the marketing principals in the ads or podcasts that have captured your attention and ask yourself how can I apply this to my practices marketing? and how will this idea work in my practice marketing? 3) Apply- Start at the bottom of the funnel and work your way up the marketing funnel. Breaking down your marketing plan into each section of the funnel can help make your plan not be so overwhelming. 4) Tweak - Take offers, content ideas, promotions, etc.. and look at what was successful or what wasn't so successful and figure out how you can make it better. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In Todays Inbetweenisdoe I cover how you can gather better data in your practices digital marketing. Be sure to listen and let me know if you have any questions, comments or need help with anything!

Its week 3 of the What to do when you're the practice marketing person 4 part series! For the last 2 weeks, we have covered the general overview of the 3 most important steps to have figured out at the beginning. We then took a deep dive into what inventory you should take of your practice and marketing currently. In today's episode, I am covering how to create your marketing plan and why it is so important to have a marketing plan in place. One of the most important parts of starting your marketing is planning and having a plan in place. Planning out your marketing is extremely helpful and important because 1- Marketing plans set you up for better success 2- Taking the time to plan helps you streamline your time in the future. 3- Allows you to reflect on what has worked and what hasn't worked in the past in your digital marketing 4- Helps you set goals for everything you do Make sure your marketing plan is clear and specific to what exactly you want to do and what to gain from your digital marketing. I personally like to use what is called the 3 +1 method (3 weeks of sales and 1 week of follow up) You take 2 weeks and create content around the topic of your offer and present those content pieces to your audiences, 1 week of running your deal or offer, and the last week following up with your audience. This method helps create urgency for your clients to take advantage of offers that are running. As well as it can help you plan out your whole year of offers and content by breaking down the year into 12 months you can run 12 different offers or specials. Be sure to listen and let me know if you have any questions, comments or need help with anything!

In Todays Inbetweenisode I talk about 2 very important questions you should ask yourself to help improve your digital marketing. Be sure to listen and let me know if you have any questions, comments or need help with anything!

Last week on the podcast we started the 4 week series of what to do when you're in charge of marketing and we covered the three most essential first steps ( Taking inventory, Planning, and Executing) you need in marketing and covered them in general terms. In Todays Episode we are going take a deeper dive into taking inventory of your practice and its digital marketing so far at this point. As your veterinary practices, digital marketing continues to grow its always important to have an idea of where you are realistically in your marketing and knowing exactly where you are today. The best place to start with your inventory is to understand what you have in terms of offers. To effectively gain new clients and retain existing clients you should probably have about 3 to 4 different offers you can rotate through the year that will bring people into your practice. When thinking about your offers keep in mind: What exactly the offer is? Who you are targeting? Why do your clients need it or want it? what are the practical and emotional benefits of your offer? Once we have that squared away its time to see what digital assets you have already in place. How do you reach your clients and audience? Get a baseline idea of who you are already reaching and how you can increase those numbers. Next, we have content and content creation. Really take a look at what your strong suit is and your weaknesses in your content creation. The most popular types of content are blog posts, videos, Instagram posts, and facebook posts. And lastly resources, What resources do you have to work with in your practice. Be sure to listen and let me know if you have any questions, comments or need help with anything!