The Veterinary Marketing Podcast

Mobile marketing is becoming more important than ever because of changes that are happening to social media platforms, search engine algorithms and increasing ad prices. Today we have Dr. Stacee Santi from Vet2Pet on the podcast to discuss how she has designed an app to help increase client compliance in practice. It is a great interview and it is well timed because Dr. Santi has just released her 2017 Loyalty report. For those of you who don't know Dr. Santi, Dr. Stacee Santi graduated CSU in 1996 and began her veterinary career in Portland Oregon at a 13-doctor ER hospital. In 2002, she accepted a position at Riverview Animal Hospital in Durango, Colorado and began managing the hospital in 2007. Being a veterinarian herself, she knows the challenges the industry faces to stay connected to clients. In 2013, Dr. Santi founded Vet2Pet and began working on new contemporary strategies to connect with clients… the first being the custom veterinary app. Apps for small businesses definitely came into fashion around 2014, but back when they first came out, they were primarily built as re-skinned mobile versions of websites that didn't have much functionality. In today's episode, I ask Dr. Santi what she thinks makes an app work inside a practice and some of the key features she has included in her app based on the data that she has collected. A few of the features we really dive into are the selfies that clients can send, which I think is a brilliant marketing idea, reminders, push notifications and loyalty aspects the app can deliver. I love push notifications because it is getting increasingly more difficult to reach clients. When you can send out a notification that is going to actually get read by your client, that is a very strong marketing medium. I think it is also great that you can fill prescriptions and book appointments directly from the app. If you have any questions you should definitely check out Dr. Santi's Facebook page here

In today's episode, I talk about something that I see happen all the time. A veterinary practice puts out a piece of content and they expect it to everything from getting likes, shares, and comments to also converting new potential clients who walk in the door. I wish I had some type of marketing that did everything from likes, shares and conversions but it typically doesn't happen. So today we cover how to make your marketing more effective and how to stop using treating your marketing like a swiss army knife. If you've ever used a swiss army knife you'll know that it does everything just enough to function. If you wanted to cut some paper, you'ld probably use a regular pair of scissors instead of the dinky ones you can fold out. The same is true with marketing. Your marketing pieces and ads should have a specific purpose. What are you trying to achieve? Are you trying to grow awareness, create evaluation or work toward conversion? One of the easiest ways to set yourself up for failure is to choose a marketing piece or ad that is geared toward the wrong type of outcome. So what are you trying to achieve? We cover the different KPIs you should work toward at each stage of the funnel, what kinds of content work depending on your end goals and more. Another aspect where new marketers typically fall short is the digital asset that they send traffic to. Websites are supposed to be multi-purpose, but if you're sending traffic on specific keywords or campaigns, you should definitely be working on building specific landing pages. If you're advertising for cat services on google adwords but then sending the traffic to the general home page, the client or potential client is going to have to dig around through your site. Conversion rates will go down. Make it easy for people to say yes. Create marketing that has a specific purpose and then you'll be able to say if your marketing is actually working or not. Today's episode is sponsored by UsedVetEquipment.com Be sure to visit them if you are looking to buy or sell any veterinary equipment, and tell Brad the owner of the site you heard about the site on the podcast.

Today's episode comes after Facebook's January 11, 2018, business page algorithm update news. This is some really big news for all businesses who use Facebook to reach their customer base. I cover what I think this algorithm change means for veterinary practices and I cover why I think you shouldn't completely panic. The bad news is that likely you're going to have to start paying to get ANY distribution from your Facebook page after what came down from Facebook's press release. The good news is, this occurrence of rules completely changing isn't anything new. Ever since the advent of modern advertising, marketers have been ruining every medium they've touched. From print ads to radio to TV marketers go out and find ways to be creative and sell, until it gets overdone and then is no longer effective. Facebook is no different from other mediums, and this zero organic engagement has been a long time coming. It is also important to realize this isn't the first time Facebook has changed the rules for marketers. I've been advertising since 2009 on Facebook and if you haven't been marketing since then, you would be amazed at what we used to be allowed to do on business pages. They used to let you message all of your page fans, add them to events, and more back when they called them fans. I say all this to let you know this isn't the end of Facebook. All platforms and mediums go through this, and hopefully the work that Facebook is doing to improve user experience will make the platform a better place. The better user experience that Facebook creates will give you a better shot at reach current and potential clients with paid ads and content. There are a lot of uncertainties, but if you learn to work within the system and rules we get, you'll be able to out work the competition. Remember, every veterinary practice is facing the same set of difficulties that you are, so this kind of volatility gives you the opportunity to stand out and grow your business, the only downside is the gravy train is over from an organic distribution standpoint.

Happy New Year everyone! 2018 is here, and this is going to be a great year for digital marketing, or at least it can be! Today we're going to cover 5 tips that will help you to make this your veterinary practice's best year yet! Since starting the podcast, it is amazing to see all of the changes and trends that have come out especially as it relates to paid ads, social media and content. (When is the last time you even saw a post from Upworthy?) Here are the 5 tips that I cover more in depth in this week's episode: Create Content Pixel Take Note Of Platform Rules Grow Your Owned media Pay for distribution I think that this year, more than ever content is going to really be a make or break for small business on social media, for SEO and as a way to communicate with clients. You've probably heard people beating this into your head, but it is really getting to the point where you have no choice. Create or fall behind. I cover a few example of content vs no content and why this is imperative! So why are pixels important? Well, pixels can dramatically decrease the cost per action of your paid campaigns, help you segment and give you the correct audiences to market to. The election really threw a wrench into Facebook's ad platform and I'm afraid the gravy train might be broken down when it comes to the changes that are being announced. The changes that I see coming down are going to make it far more difficult to gauge what audiences you should be reaching. Those who know the rules will be at a far greater advantage, so be sure to stay up to date on changes, get info from places like this podcast! They will continue to make changes, and if you aren't careful it could really affect your business, which is why I think owned media is so important. Lists you get to own help protect you against platform changes, reduction in organic distribution and any kind of weird problems that could come up. Ad platforms also will always have retargeting built in, so your list is valuable! Build it now, but why now you ask? Ad rates are still at low prices. With millions of new advertisers being added every year to Facebook, Instagram and others it is only getting more crowded. With crowds come increases in prices. Get in on the land grab that's going on so you can be set up for when or if the economy turns. If you like the podcast, please be sure to give me an honest review and be sure to sign up for my training on generating new clients with Facebook! Sign up here: https://xm244-62f249.pages.infusionsoft.net

How do you turn your digital marketing into actual clients that come into your veterinary practice? That is the question that we're going to cover in today's episode with guest Dr. Andy Roark. Andy has done an incredible job of turning his digital community into an actual community of people who attended his conference Uncharted. Today's episode is longer than an average episode but it is filled with some really great insight that will help you and your veterinary practice. Events are a great way to get people who just normally engage with you online to turn into clients who build a relationship with, and today's episode is packed with great tips on how to do just that. For those of you stuck under a rock and who don't know Andy, he has some impressive accomplishments under his belt when it comes to digital marketing. Andy is a practicing veterinarian, international speaker, author, and media personality. Dr. Roark has been voted Practice Management Speaker of the Year at NAVC, one of the world's largest veterinary conferences, two out of the last three years. He also received the Outstanding Young Alumni Award from the University of Florida's College of Veterinary Medicine. Practices where Dr. Roark works were named as finalists in the American Animal Hospital Association's Practice of the Year Contest in 2013 and 2015. He also has built his website to the point where it gets hundreds of thousands of page views, has grown his Facebook page to over 234,000 likes, and most recently, launch a successful conference and online community. I was able to speak at his conference, UnchartedVet.com and I was blown away at the quality of the attendees, the amount of community he helped to foster and the level of high execution he and his team performed to make everything come together. In today's episode, we talk about how he pulled this all together and what some of his biggest lessons from creating and promoting this conference, which is now open for registration but I'm sure it will sell out quickly! Be sure to visit UnchartedVet.com and if you have the opportunity to go to the conference, do it! Your practice will see a positive change from the information and community that you will benefit from.

I'm sure you already know that reviews are important! Reviews can really help to make or break your online presence and I'm sure you've felt the impact of reviews on your practice. On this week's episode, I talk with Adam Greenbaum, founder, and CEO of whiskercloud.com about reviews. One of the services that Adam offers is reputation management on Yelp, Facebook, and Google. We dive into how to handle not only the negative reviews but also the positive reviews that you get online. I think that sometimes when someone hires a company to do marketing or service to handle reviews that you just expect the reviews to show up, and you expect them to be positive, but that can't always be the case. As a small business, it is inevitable to get some negative reviews, but that doesn't have to be the end of the world. Reviews are necessary to be adequately handled for many reasons, but here are two reasons that really stand out to me. First, it is how people validate their purchase decisions, and, second, it is an indicator of how your current clients are engaging with you. Getting the positive experiences to write reviews is crucial, but how do you get those clients to take action? You've probably experienced good business experiences every day, but do you write positive reviews for all of those businesses? Probably not, like most people, your natural inclination is to want to write negative reviews for bad experiences. So how do you get more positive reviews? The answer is pretty simple, great experiences for your clients and follow up. How do you stop negative reviews? I think a lot of people feel that you can "market" or "manage away" these problems just by hiring a reputation management company, but this is not the case. Adam covers some experiences he has had and some great ideas on how to fix these issues. As always, if you need any marketing help, don't hesitate to reach out, and if you want an amazing website be sure to check out whiskercloud.com/brandon!

Paid ads are key to creating a scalable and sustainable way to drive new clients to your veterinary practice. In today's episode, we cover whether you should be paying to distribute your content and offers (spoiler alert you absolutely should.) One of the first things I think you should consider about the digital marketing landscape is that we're still in one of the best times in history to be doing digital marketing as a small business. Never before has there been a level of access to the same marketing tools and platforms that are available to all of the large billion dollar companies. It amazes me that there really isn't more competition on these platforms than there is, it is an incredible opportunity to establish your business' brand. Here's the thing, this isn't going to last forever. Established digital ad platforms like Adwords have gone through these growth cycles where there are now many established large-scale ad campaigns from fortune 500 companies. Now, however, there are over 5 million advertisers on Facebook and 1 million advertisers on Instagram, and these numbers are only growing. With more advertisers competing for user's attention only one thing can happen, ad prices go up. I think that veterinary practices have a pretty unique opportunity to build and grow their veterinary practice still and to get in before it gets less cost-effective and ROI on ad spend decreases. Large sized companies will continue to see a decrease in reach on their traditional, expensive ad spends and will have to turn to where their customers are actually spending time. When is the last time you actually watched all of the commercials in between your favorite tv show? In today's episode, I cover why practices should be paying for their content and offers to be distributed, as well as which platforms I think veterinary practices should be advertising on. One of these platforms might be unexpected, so let me know what you think. Thank you for listening and be sure to subscribe on iTunes or Google play. Please leave me an honest review, I would really appreciate it. As an update to the podcast, I just want to say thank you for listening. I've been busy testing and growing my digital marketing agency and will be uploading regularly again. If there are any topics you want to hear about comment below on veterinarymarketingpodcast.com or send me a message on my Facebook page.

In may I had the opportunity to go speak at Dr. Andy Roark's conference called Uncharted in Greenville South Carolina on April 7-9. This conference was amazing and it was also my first experience in speaking. Not only did I have a great time meeting a bunch of people who have been listeners to the podcast I finally got to meet many of the people who I've had on as guests. I haven't been to too many conferences or in person events, but Uncharted really seems like it is something special. The community that Dr. Roark and his team have created around the event was amazing, and he has also created online trainings and resources to help attendees continue to grow and implement new ideas into their practices. Since I had all of these amazing marketing minds here at the event, I figured it would be a great time to interview everyone and get their best take-aways or pieces of advice they had given at the conference. In today's episode, I have Dr. Andy Roark, Danielle Lambert, Dr Cody Creelman and Dr Caitlin DeWilde go over what they thought was worth sharing on the podcast. The schedule was jam packed full of great events, speakers and break out sessions so unfortunately I wasn't able to get Dr. Jessica Vogelsang, Maurice Allin, Summer Holmstrand-Irtimer or Heather Prendergast for an interview, but I did hear them speak and they were sharing some really great info. In today's episode though, I'm able to get some good insights into marketing and how to market your veterinary practice better and I dive into the points that each one makes. The biggest take away I think that I got from the practice is that the most important element for your success in marketing your practice is that you take action. Since the attendees of the conference are set up as a community I've been able to see so many of the attendees progress especially related to their practice's content and story telling. It is amazing to see the difference adding content creation, or an advertising strategy to their practice makes in helping to connect with clients and grow their practice. If you have the time and ability to go to Uncharted next year, I can't recommend it enough, it will have a huge positive impact.

This week I'm very excited to have Dr. Belinda Parsons on the podcast. Dr. Belinda is in the running to become the next Bondi vet, which is a really big deal! In today's episode we talk about how Dr. Belinda uses social media to grow her personal brand. I think there are so many things we can learn from her use social media to tell her story, grow her practice and help both pet owners and veterinary professionals. Dr. Belinda is very good at snapchat, and we talk about her use of snapchat with respect to her personal branding, you should follow her at drbelindathevet on snapchat to see how she documents procedures and life at her practice. Her before and after snaps of dental procedures is something that I think every practice needs to use to show the huge impact dental work can have on a pets wellness. We also talk about her strategy for her personal brand vs her practice's brand, which is a very important distinction to make. A lot of her personal brand posts are pretty graphic, but there is overlap between her audiences, so we talk about knowing your audience and making sure that content is appropriate based on who you're talking to. We also dive into Facebook as well as Instagram in this episode, but I think that everyone can learn from Dr. Belinda, whether you are managing a practice's content and storytelling strategy or if you are trying to build a personal brand. Please go vote for Dr. Belinda. You can do so here: Click Here or text BONDIVET to 44222 and get the Link to your mobile phone.

I think I've found my new favorite tool! This week's episode I dive into how to use Chatbots to engage your Facebook audience like never before. I don't like to sound hypey, but I think this is one of the best things to come to Facebook so far. If you haven't noticed, Facebook has been doing a ton of work in regards to its messenger product. They've updated their daily stories that expire in 24 hours very similar to Snapchat and Instagram stories. They have also introduced masks and geofilters through their messenger. In today's marketing climate, whenever you can be first to a new feature you are typically able to reach users very effectively and for a very low cost. That is why I think that this messenger bot feature is an amazing opportunity for veterinary practices. Your clients are spending time on Facebook, and right now their messenger is only used for personal use. Think about it, how do you use messenger? Probably sending funny, informational or valuable stuff to your friends right? This is why I'm seeing it as so effective, if you can get the permission to get into your clients messenger. So how does Facebook Messenger Bots fit into this? There is a new tool that I've been testing out called Manychat.com. What Manychat.com does is gives you tools to build a messenger subscriber list and engage them either automatically or manually. Think about it like have a sophisticated email marketing system that allows you to deliver automated sequences, broadcasts or rule based messages to your clients. Oh and it is FREE! Free for the basic features, and for the premium features the price starts at 10/month! In today's episode I dive into how to build subscribers, how to use the automation tools and what some possible uses for Facebook Messenger are. Here is a quick overview: You can build subscriber lists through website widgets, comments on posts, messages through Facebook and Messenger Ads! There are logic based bots you can easily build using keywords, for example, if someone says "hours" or "open" in a message to your practice you can have an auto response set up to send when you are open. Responses can have anything from links, to files to even a button that calls a phone number directly. You can tag and created highly segmented lists based on how people interact with your messenger. You can also add tags manually. Creating segmented lists gives you the ability to deliver very relevant offers to your clients, which will drive more clients in. Right now the cost to add subscribers is incredibly low and my open rates are sky high! So be sure to listen all the way through and please let me know if you have any questions!

In case you didn't know, I love email! You should love email too! Email is a great tool to communicate with clients for a bunch of reasons. First, it is media that you actually own, which is so important in the current digital marketing landscape where algorithm updates and platform policy changers can make your distribution dry up literally overnight. Owned media is consistent, it lets you be in control of what you put in front of your clients, and when you get to put it out there. Email has tons of other benefits, from creating lookalike audiences to using it in retargeting and building lists, but this episode isn't about how to create or grow an email marketing list, it is about how to get your emails opened more often. Chances are your veterinary practice has an email list that you've been building, and if you haven't started this, stop what you're doing here and get started building that list! Most practices could keep themselves fully booked simply by adding an email marketing strategy to what they're doing, but it would only work if you can get get that email opened. So how do we increase email open rates? It is actually pretty simple, but first consider a few things. The average adult in the US receives 121 emails a day! That is a ton of noise that you need to cut through to be heard. To help you increase your open rates I go over some of the following topics: What time to send emails Should you personalize? Should the tone be positive or negative 3 factors that will help you to avoid being boring A weird trick with numbers that helps to increase opens should you be brief? The second subject line and why it is just as important as the 1st Symbols and Glyphs Correct branding Everything in this podcast episode today can be easily implemented in your next email, so be sure to listen all the way through. Let me know what you think!

Where do I start? That is the biggest most complicated question I get from people who listen to my podcast, and the answer is...it depends. Sorry there is not a blanket answer because everyone is in a different spot when it comes to their practice's marketing. In this week's episode though, I try to give you a framework to work through what you should focus on. I think there are a few main areas that you need to work on: Retention Systems Your Core Offers and Message Your Content Building Awareness For your Practice For rentention systems, these are pieces of content, assets and things that you actually own. For example you email collection systems, your email marketing platform and lists that you have built up are something that you own. People who have never heard of you can't give you their phone number or email address, so this is a group of people who are aware of you and are either considering coming into your practice or have come into your practice. For help with retention systems be sure to check out these other posts: Your core offers and message are what you will be hoping to achieve through your marketing efforts. If you are on social media but you never actually ask people to come into your practice then what is the point? Pet owners need your services, so make it easy on them to come and get them. Being on social media but not developing and pushing out relevant and valuable offers is like being stuck in the "friendzone in a relationship". You can't only be the person who is posting engaging, entertaining and useful content, take it to the next level and give them a reason to come in to the practice. Your content is the next piece of the puzzle that is built around what you'll be offering. Let's say you're a small animal practice, as much as dental health of elephants might be interesting, it isn't really relevant, so don't create content around that. Be relevant to the offers that you have so that you can use your content to segment your clients and potential clients and serve them better. Lastly you should be building awareness. Add some fun in there and ALWAYS be building your audience. Figure out where you want to reach your clients and grow your influence. Find out what works well and do more of it. When you can connect better with your clients and potential clients, when you have offers and events to promote they will be more successful. As always if you need help with anything marketing related send me an email to: [email protected] or hit me up on facebook here: http://www.facebook.com/veterinarymarketingpodcast

In today's episode we have a guest, Adam Greenbaum from Whiskercloud.com. He was on just recently on episode 108, but since that episode he's been hard at work compiling tons of data, and the results he found were staggering. One thing that Adam has the ability to do is to take all of the data that comes in and look at large sample sizes to make some pretty reliable conclusions. One thing that surprised him was that over 70% of the traffic to clients' site was mobile! The crazy thing about this is that a vast majority of veterinary practice websites aren't optimized for mobile traffic. This finding means 2 things for you, either you have a huge opportunity or you are going to be left behind in the dust. We take a deep dive into what Adam's case study told him and he gives some really great examples of things you should be focusing on based on this data. We also go over when you need to consider getting a new website for your veterinary practice. So many times, I get people asking me where should I start? I think if you have a solid website in place, that is one thing that can really help to create consistent and scalable growth for your veterinary practice. For anyone reading, having a non mobile responsive website is one factor that I think makes it necessary for getting a new practice website. If you text Veterinary to 44222 I'll send you the mobile responsive test from Google where you can see if your site passes. We also discuss bounce rates, traffic sources and how people interact with your site. As I mention in this episode, you can get a live demo to see how Whisker Cloud works by going to http://www.whiskercloud.com/Brandon . This is an affiliate link by the way, so if you use this link, thank you for supporting the podcast. As always if you have any questions, comments or need help with anything, please don't hesitate to email [email protected]

Have you ever felt stuck in your practice's marketing? Maybe you're not quite sure what approach you should take with a post, or an ad or maybe you have no clue what you should be doing as a post. In today's episode I cover how to approach marketing so that you don't ever wonder what you should do with your marketing. Today we break down anything you can do in marketing, whether it is creating content, driving traffic to a landing page, boosting a post, creating and sending an email, and show you how to approach it in a simple way. In any marketing or content creation that you are going to do you can really break it into 4 steps. First we need to figure out who you'll be marketing to, then we'll choose what the content that would be appropriate would be. From there, we'll choose the appropriate medium and the correct call to action. Any time you make a piece of content or an ad you are just trying to move a person in a specific direction. When you send an email for example, if you break it down into the most simple elements, it isn't difficult to figure out how to write compelling content that gets people into your practice. In this episode, I also cover what I've been up to in my short break I've taken from the podcast. I really hope to bring you the most value possible with the podcast, and I'll be resuming weekly publishing. I was incredibly busy and I didn't want the podcast to be pushed out just for the sake of publishing. If there is ever anything you need help with, or some topics you would like for me to cover just let me know. Send me a message on my Facebook page or to [email protected] I really appreciate everyone who listens, and I love hearing from listeners, so don't be a stranger!

I'm so excited to have Dr. Cody Creelman back on the podcast in this week's episode. Cody has been on the podcast 3 other times which has some great topics that we've covered, but today's episode is one of m favorites for sure! Since the last time Cody has been on, Cody has started an (almost) daily vlog nearly a year ago and has been able to grow it in huge ways. For those of you who don't know Dr. Cody Creelman, he is a beef cattle veterinarian and practice owner of Veterinary Agri-Health Services in Alberta, Canada. His veterinary interests include bovine pathology, large animal surgery, cow/calf and feedlot production medicine. Cody is also very passionate about veterinary mobile technology. This includes consulting on veterinary application design projects, as well as digital marketing and social media platforms. Check him out on his website, Twitter(you can see him post his live streams here), Instagram, Snapchat (creelmancody), or YouTube…… he is active on them all! Since starting his Vlog, Cody has been able to get millions of views and has absolutely positioned himself as one of the most visible and expert beef cattle vets in the world. When I saw Cody start, I really didn't think that there was going to be too much potential for direct client acquisition, I figured he would see benefits from being able to hire the best people, and developing his own personal brand, but I couldn't have been more wrong. Creating this amazing content on a regular basis gives Cody so many opportunities to get new clients as well as a bunch of other benefits. Cody shares a bunch of great insight into what is working for him, what kind of equipment he uses and more. This episode is extremely valuable for anyone in veterinary medicine who wants to grow their practice, increase their client base or attract the best staff possible. There is so much opportunity out there for anyone who wants to be visible and document their work. Thanks again Cody for being on the podcast, it has been amazing to see him develop his brand and create a world class vlog. Subscribe to Cody's Youtube Channel: https://www.youtube.com/user/codycreelman Like Cody's Facebook Page: https://www.facebook.com/CodyCreelmanCowVet/

Veterinary practices have so much work to do, and often times marketing falls to the back of the list. What most people who teach marketing say to do is to be everywhere and that you need to be doing all kinds of marketing activities to keep up with the times so that you can stay in front of clients. While I totally agree that the more places that you can be the better but I think it is so important to remember why you are doing marketing in the first place, to help reach clients and provide better care. That is what today's episode is all about. Ultimately the marketing that I think you should be doing is the minimum amount to provide the proper amount of context, trust and engagement that allows you to help your clients. I hear all the time from people who work in practices, "I feel terrible I'm not keeping up with my Facebook page" or "I should be doing X, Y and Z" and in today's episode I cover how to approach your practice's marketing so that you can figure out how to have the highest impact with the least amount of work. Many times, you can create high quality marketing pieces without too much effort if you plan it correctly. I dive into the quickest way to turn attention from digital marketing into actual paying clients in your practice. We also go through some of the best ways to create content on the fly while you are doing work in the practice. When you create content it should be done so to funnel your prospective clients into segmented targeted lists so that you can show the appropriate offers and deliver relevant info. I also cover tools and tricks that I've picked up when creating content so that you can do so quickly and easily.

Today's interview is a great one! Whether you own a practice or run the marketing for your veterinary hospital there is a lot of very practical info for you. This week we are luck enough to have DVM and Practice owner Dr. Rachel Kuhn-Siegel on to talk about her experience with Google Adwords. Here is a little background on our guest, Dr. Rachael is the owner and practicing veterinarian at Prairie Animal Hospital. She graduated with her bachelors in Science from Iowa State University, and earned a Doctorate of Veterinary Medicine at Iowa State University's Veterinary College in 2005. After graduation Dr. Rachael practiced veterinary medicine throughout the United States as a Navy wife. In 2011, Dr. Rachael and her family returned home to just outside Peoria, IL to be closer to family. I was able to connect with Rachel through Danielle Lambert's Snout School Social Media group(which you should totally join if you haven't already!). Rachel had been using Google Adwords for her practice and as often happens, Google changed things up. The change came when Adwords stopped serving ads in the right hand column in May of 2016. If you were running ads at all, you likely saw a big drop in traffic unless you were always bidding for the number 1 position. We discuss what Rachel was able to do to turn her campaigns around and start driving traffic in to her practice. One of the best things about this interview I think is that Rachel is a practice owner of a relatively new practice, that is surrounded by tons of competition, so the advice that she shares with us is really valuable. We also cover what her bidding strategy was, how she came up with the specific keyword targets she did and how she managed to track her ROI when it came to her campaigns. This interview is really great and filled with tons of useful, actionable info, so I hope you enjoy! Be sure to say thanks to Rachel for sharing her insights!

SEO is one of those terms that is thrown around all the time, but most people do't actually know what it is or what goes into it. In today's episode we have Adam Greenbaum as a guest, the Founder and Owner of WhiskerCloud.com a custom website developer, among other digital marketing services, that builds beautiful sites for veterinary practices. Talking to someone who builds sites might seem like a weird idea if you're trying to find out about SEO, but it is actually the exact person you would want to speak with if you are trying to get organic search engine traffic. In today's episode we cover a 500 website case study that Adam and his team completed. They dove in head first and went through 500 veterinary practices' websites to see what the state of the average practice's website was. The results that they discovered showed that most practices are way way behind where they should be. Not only do we talk about the most common problems that practices websites have when it comes to SEO we also dive into what SEO actually is. Right now most people have misconceptions of what SEO is, and here is the thing, search engines are getting more and more sophisticated. The search engines know when someone is trying to game the system and un-naturally affect the rankings, so setting up your site the right way the first time is one of the best ways to create good rankings for your site. Not only that, the content strategies that help to build your long tail keyword results aren't the ones that will help to provide you with the large traffic volumes you would get from getting the keywords that are shorter and more commonly searched. Be sure to check out WhiskerCloud.com and if you reach out to Adam, tell him you heard about him through the podcast.

In today's episode we have a very special guest that I am really excited about, Dr Brett Beckman! Today we cover all kinds of topics related to growing your practice. Today's episode is definitely different from other episodes because we dive into not only marketing concepts but business concepts as well. If you haven't heard of Dr. Brett Beckman, he is a well renowned international speaker and operates the Veterinary Dental Education Center in Orlando, (Lake Mary) Florida.This state of the art training facility is one of only a few in the country dedicated to advancing the educational needs of veterinarians and veterinary technicians around the world in the field of dentistry and oral surgery. Dr. Brett Beckman, DVM is a veterinary dental thought leader in your area and sees patients by appointment, Atlanta Georgia, Orlando, Sarasota, Naples, Fort Myers & Punta Gorda, Florida. He is a 1987 graduate of the College of Veterinary Medicine at Mississippi State University. We jump right into to covering what standard of care is, and how current veterinary dentistry standards aren't cutting it. There are so many opportunities today where you can create a situation where you are considered a thought leader and a thought leader in your area. Your practice should have a unique selling proposition, what makes you different, what makes you better or innovative and we cover how you can create that through better service and more services in veterinary dentistry. There are effectively two ways to make more revenue in your practice. You can either sell to more people (IE selling a product to 100 new people) or sell more products to your current clients (IE selling 100 dollars more per client who comes in). Having the skills and resources to be first, better and different when it comes to veterinary dentistry is a great way to stand out from the rest of the practices around you. Be sure to check out the image library that Dr. Beckman is giving away to listeners of the podcast at http://www.veterinarydentistry.net/brandon Today we also cover how Dr. Beckman is able to run his own marketing so well. I am a huge fan of his marketing and he has some amazing advice for anyone who is doing marketing in a practice. Be sure to let me know what you think about today's episode, and as always if you need any help in your practice's marketing, send me a message!

How much are you spending on your veterinary practice's advertising a week. As crazy as it sounds, I know a lot of practices whose digital marketing budget and spend is $0 right now! In today's episode I cover the specific plan that I would implement if someone asked me how I would spend $100 to market their practice. This episode has all the nitty gritty that you would definitely want to know about. One of the major distinctions I think you need to make in your marketing that you might not be aware of is setting your advertising into 3 specific categories. You have awareness, lead generation and then actual sales. Going in straight for the sale on cold traffic(people who haven't heard of you before) is usually a recipe for disaster unless you're giving away a huge value. Often times, that is the reason why people say "social media doesn't work." You're trying to close on the first exposure and you have no context or connection with your potential clients. It might surprise you to know that I advocate the a good portion of your marketing budget simply for distribution on the awareness. On awareness type marketing I cover some specific ideas and examples that I would use. When you're doing awareness marketing it is important to be creating or distributing content that furthers your objective(connecting with pet owners in your area) that will get easy reach. This should definitely be relevant to your audience but not heavy educational material. You're trying to cast a net that is as wide as possible here. The next level of marketing is for lead generation and list building. Building your email list and taking the relationship with your social followers to the next step is so important to growth in your veterinary practice. In order to do this I cover ways you can retarget those who engage with your content that you spent time and energy identifying with your awareness marketing. Finally, once you have some context built up, and relationships established, it is much easier to turn those people into customers who walk through your practice's doors. I talk about ways to turn followers into clients. I also cover how to create a minimum viable product. Web sales can get complicated with creating shopping carts, setting up payment processors and on and on. Getting someone to take action, and get in to your practice doesn't have to be so complicated, but you need to have a process set up before you start running your ads. Social media is the best way to create segmented lists of attention and turn that segmented attention into action. Please let me know if there is anything I can do to help you get more clients!

Today's episode is all about marketing opportunities that arise on a daily basis. The idea in today's episode is that there is always something great going on around you to create awesome, relevant, entertaining and engaging content and offers. What brought on this episode is a lot of practice have been doing a great job at using Pokemon Go as something to drive engagement on Facebook and other social media. There are tons of times you can use Opportunity marketing to gain new clients and grow your veterinary practice's brand. A key consideration before you begin is to stay up to date with what is going on in the world. World events, new technology, news stories are all great examples of opportunities to create marketing campaigns that are relevant. You need to keep in front of your clients as much as possible and by using opportunity you're being relevant and timely so that you don't seem annoying. If you had someone knocking on your door every day asking if you wanted to buy something you'ld probably grow annoyed of them, and in the same way you can promote your veterinary hospital's brand without having to directly be in their face. Sometimes opportunity marketing can go wrong too though. If it is too much of a stretch then it could go very wrong. I saw a real estate company who was using Pokemon Go as a reason why someone should buy a house. The comments were terrible because they were just trying to hop on the bandwagon and use the momentum from the app's popularity. Often times there is so much noise out there, especially with trending items that simply adding to the noise doesn't help at all. Make sure that you have the right intent, to server and provide value to clients and you won't have to worry about being perceived as salesy. I cover many examples of what you can do to create opportunity marketing and what stages of the client funnel you should use each example for. As always, be sure to let me know if you have any questions or comments!

This week's episode is a special one for two reasons, first we have Dr. Sue The Cancer Vet on the podcast. Dr. Sue Ettinger is a veterinary cancer specialist, speaker, author & radio co-host focused on early detection & helping pets live longer & live well. You can see her on Facebook and on www.DrSueCancerVet.com and we talk about tons of great marketing tips for both veterinary practices as well as for veterinary professionals looking to build their own personal brand. This episode also marks the 2nd anniversary for the podcast! I've seen Dr. Sue's marketing and I've been wanting to have her on the podcast for a while. In marketing there are 3 groups of people you can target for your potential audience. The first group is those who need something and are actively searching out the solution, this is by far the easiest group to market to. The second group are those who know they need a product or service but aren't actively looking (think people who know their pets need updated vaccines but don't have it on their mind to do it) and then there are people who have no idea that there is a product or service or anything they need done. I think most people in the world don't know that pets can have cancer treatment done, so Dr. Sue has a large task at getting out and educating pet owners. In this podcast we cover everything from how and why she got started to what she has learned along the way. She's been able to build a great community of pet owners and veterinary professionals on her Facebook page, which has almost 30,000 likes. The content and stores she posts are both happy and sad, and one thing I go over with her is how she handles the sad posts, which can be incredibly tough to get out there. I know many times veterinary hospitals don't want to post difficult topics, so we cover how she handles sensitive posts. We also get to cover the topic of hashtags, which Dr. Sue uses in her marketing message. I really enjoyed this interview and I know there are many great insights for anyone who does marketing in their practice. Thank you to everyone who listens to the podcast, and thank you for a great 2 years. Please let me know if I can do anything to help!

Conversion can be especially tricky for veterinary practices. When you have a practice website and mesh it together with all the social media, it can be difficult to turn that attention and traffic into actual clients. In this episode I cover some best practices that will help you to increase conversion. Anytime that you can increase your veterinary practice's conversion any marketing you do will have a better return on investment. Your website is pretty much a multi-tool, kinda like a swiss army knife. It needs to do lots of different things based on what the person using the site is looking to do. Increasing conversion often times simply means making the website or marketing you are doing more user friendly and easier to navigate. Any time that you can make it easier for clients to find information quickly, or reduce the number of steps that a client needs to take you'll be able to see an increase in those actions. An important item to consider when you're looking at your website, or any marketing piece for that matter, should be to think what the purpose or goal you're trying to achieve. Simplifying your pages and marketing pieces so that are trying to achieve just one objective. When you go to the dentist, you're just looking for the dentist to do dental work, if they mentioned you can get an oil change at the same time, you would probably be alarmed. Web pages are the same way and so are marketing campaigns. If you're sending traffic that is trying to convert visitors into clients, sending them to your home page doesn't cut it. Once a person gets to your home page, they have to evaluate your services, your reviews and then figure out how to book an appointment if they have the time to go through the whole process of figuring out if they want to do business with you. A better way is sending a specific targeted flow of traffic to a specific offer that is easy to understand and evaluate and then gives a specific way for your client to opt in. The good and bad part of conversion is that you're never finished! Testing has to continue on and there is always room for improvement. Let me know if you test any of the tips that I cover and how they work for you!

This week, I'm extremely excited to have Dr. Jessica Vogelsang as a guest on the podcast. I am a huge fan of Dr. Jessica Vogelsangs content. Not only does she create great content, but she does it consistently. Today we talk about how she got started creating content, how she started on social media and what she has learned along the way. Dr. Jessica Vogelsang is an author, mother, practicing veterinarian, and medical communicator. After graduating with honors from the UC Davis School of Veterinary Medicine, Dr. V started her award winning website pawcurious.com in 2009 while continuing to work in small animal practice. Currently, she is the Editorial Manager for DrAndyRoark.com, and is also the Author of All Dogs Go To Kevin. In today's episode we go over how Jessica got started with digital marketing and what she has learned since she got started. Originally when she started the web was very different and she was using Typepad to create content. Since then, the tools have come a long way to make it far easier to create and distribute content. Dr. Vogelsang shares her insight in what she thinks veterinary professionals should be doing in content creation, distribution as well as some of her thoughts on new platforms. One of the best pieces of advice I think she gives is finding what you're good at and investing into that. So many people say "Be Everywhere" but sometimes that can be a recipe for disaster. Be sure to listen to the entire episode because there is so much good info. I even talk to her about instant articles on Facebook. The Dr Andy Roark facebook page is the only publisher I know personally who is using instant articles. I've tried setting it up(I think you need a computer science degree) and I've been really really curious to talk about how it has worked for them.

Want your social media marketing to be more effective? This episode is for you and it is on a topic that is near and dear to my heart. Social media is amazing today because it gives you the same tools that Billion dollar corporations have at their disposal. So how do you use social media to reach and convert more of your audience or content consumers into actual clients, that is what we talk about in today's episode. Native advertising or native content refers to advertising or content that is specifically built for a social media platform or a content platform. Whether you're using Snapchat, Facebook, Instagram, Linkedin, Twitter or any other platform that comes along, each places has its own vibe and way people engage with content. Observing and understanding how people use the platforms differently is what helps you to create effective native content and advertising. To understand how to use social platforms you have to be a user and a tester constantly and observe how friends and family use the platforms as well. Once you've understood how platforms work and function differently, you need to identify your target market to create the right market/message match. Different tech skills and demographics make the way people engage with content very different, so keep this in mind. Adding the who and where you create the content allows you to figure out what you create and I cover real life examples of the kind of native content you can create that would bring clients to your practice. Now in the past, traditional marketing would say capture attention and drive traffic to a landing page, but with the tools available you don't have to necessarily do that. That is where native conversion comes into play. Use the tools available to create calls to action that happen within the social media platforms. This takes more work but your conversion should go through the roof! Let me know what you think and if you need any help!

In this episode I cover some of the biggest lessons I've learned in starting and launching a podcast for almost two years. I want to take some time and just say thank you. Thank you for listening, thanks for the great feedback, and thanks for letting an outsider become a part of your industry. When I started I had no experience podcasting, and I have learned so much about marketing and launching consistent content. In fact I think that being in marketing every week has forced me to learn so much than I would have had I not otherwise been doing the podcast. One of the biggest benefits I've gotten from doing the podcast is constantly testing new ideas and tactics. Staying up to date on all the changes that come out from ad platforms and social media can be overwhelming, but if once you have down some basic principles you can figure out how to test all the new ways to attract attention. Digital marketing has come so far in the past two years it is really amazing. What the most effective marketers do is take attention, segment it and deliver up relevant offers. Another big lesson I've learned is how important it is to be patient. Learning marketing takes time and effort and you'll fail a lot, but if you stick with it, you'll learn what works and what doesn't and soon you'll instinctively know what the best ways to reach your ideal client. One of the biggest take aways that I've gotten from the podcast is that you can find your ideal target market and grow that audience if you are consistent and have good intentions. Finding strategic interviews have also been very beneficial in building an audience and I think it is really under utilized as a strategy for veterinary practices. Find people to build your business who can benefit from you and your distribution as well. Again thank you so much for listening and please let me know if I can do anything for you. Getting feedback from listeners is what keeps me going on the podcast, so thank you if you've ever reached out. Again thanks to everyone who has contributed as guests and I'll see you on the next episode!

This is going to sound crazy, but I seriously believe that livestreaming is the most effective marketing strategy that you can do right now for your veterinary hospital. Live streaming has been around for quite a while, initially Meerkat and Periscope were the only options, but Facebook has rolled it out to everyone. In today's episode I show you everything you need to know about how to be a live streming pro! One of the first things I think we should think about before we begin livestreaming is that it is an amazing way to create native content. If you create your streams properly, you'll be able to create content that segments your audience so that you can show them ads and offers around things they want and will be interested in. The benefit of livestreaming right now is that it is EXTREMELY cheap to get paid distribution, and the way that facebook ads work, you can create custom audiences of people who have watched your videos. In fact, you can create audiences segmented by people who have watched at least 10 seconds, 25% 50% or 75%. You can also create look alike audiences based on people who have watched your videos as well. This is an amazing way to identify people who have interest in the content that you're putting out. So before you begin, here are a couple tips. First, make sure you have the pages app. you need the facebook pages app installed on an Apple or Android device which can be a tablet or phone. One thing I highly suggest too is having a clip on wide angle lense. Wide angle lenses will help you to get all the action into your frame, especially if you're in a small exam room. A tripod also helps too. Once you have the equipment you need, make sure to put your phone in do not disturb mode because you won't want your stream interrupted by phone calls. When you're setting up the stream on your device make sure to check in to your location, this will help you to get more relevance when you're doing ad boosts. These live streams help increase engagement right now. Make sure you ave your topic picked out before you start, I like to have 3 parts to my streams an intro, a body and a closing. Please don't forget the calls to action and as much as possible keep your calls to action native. Ask people to engage within the app and figure out how people like to engage and watch your content. Try this out, you won't be sorry you did!

If you take a look at the past episodes I usually talk about activities that you should try out or things to do, today is a little different! In this episode I cover things that you should stop doing in your veterinary hospital's marketing that will help you to be a better marketer. I think whenever possible it is better to remove than it is to add, because you don't have to do more. So when we're talking about removing from things that you're doing in your veterinary hospital's marketing, the biggest mistake I see is connecting social media accounts. The most common offender is the person who links their Twitter and Facebook accounts. The major problem that I see with this is that each social media platform has its own context and format. Being everywhere isn't necessarily better when what you're doing just looks out of place. Your clients and potential clients aren't dying to follow you just because they take their pet to your practice. You need to provide value and native content makes it far more engaging. Along the same theme of not connecting accounts, don't feel like you have to do EVERY social media platform. It would be great if you could create amazing content for all the social media platforms that your clients spend time on, but if you're like most practices, this isn't realistic. Find out where you'll get the most bang for your buck and really master a social network platform so that your practice actually benefits. I know several practices who are just doing one social network and are doing an amazing job at it. Many practices are using adwords or want to be using adwords and I cover one of the biggest problems most people face when setting up their ads. Luckily, this problem is extremely simple to catch, but most people make this mistake. As more practices start doing ads on paid traffic platforms they'll be running into some of the problems that I cover and I give simple things to stop doing to help your ads run better as well. Make your marketing as simple as possible, and if the more tactics that allow you to take away instead of adding to, the easier it will be to implement for you and your veterinary hospital.

Discounting can be quite a trap. If you use discounting in your practice too much, you'll attract clients who only care about price. Competing only on price is a difficult, especially if the digital marketing that you are doing is centered around discounts because it usually attracts the kind of clients you are not looking for. I am by no means suggesting that you price gouge or go crazy on price, but wanting to attract clients who pay you what you feel you're worth is totally understandable. So how do you go about attracting clients without using discounts? In today's episode I cover 5 strategies you can use in your digital marketing that don't include discounting. I think it is important to understand why discounting can be harmful to your practice, and so in the first part of the episode I cover why discounting hurts your brand in general. There have been so many examples of companies competing only on price and I outline a few examples so we can see how this race to the bottom doesn't end well for either of the competing companies. Veterinary practices have more competition than ever, with corporate chains, discount big box stores, amazon, other discount websites and more vets than ever in the industry. There will always be people who are willing to work for cheaper so it is extremely important to find out how to compete on other factors. So how can you compete without going for the easy discount? People will come to your practice for two reasons: Results or Experience. They want a specific result meaning for example they think that you can fix their sick pet, or maybe they know that you are the most caring highest rated vet and they want to be part of that experience. Knowing those two factors play a role in why people want to come to you you can create offers that include the following features too: Specialty Offers: Being the only practice who performs a procedure or has a specialized piece of equipment. Rewards Programs: Offering Rewards instead of discounts, I go over what the difference is Prestige: Appealing to what people care about and making them feel like they are making a difference by going to your practice. Value Ads/Bonuses: Adding value instead of removing cost Specialized Info: Making you the expert in the eyes of the client so that they want to do business with you You can get away from discounting you just need to work at it!

Is your marketing working for your practice right now? This is a key question that you should be asking yourself every time you create a piece of content, an ad or anything for your brand using digital marketing. The good news is digital marketing is easier than ever to measure and track, but are you measuring meaningful data. In this episode we cover what you need to be tracking to make sure that the marketing you are doing is actually having an impact on revenue at your business. There are three levels of data measurement that I cover in today's episode: Top Level, Mid Level and Bottom Level analytics. When you have someone who comes into contact with your brand online, they are at the top of your funnel, having just been introduced to you. Your goal is to bring them through your funnel to the bottom where they can become an actual client and make your practice revenue. Each of these marketing metrics has a place, but ultimately if you want to make a positive financial impact you're going to need to start measuring bottom level metrics so that you can track the impact your marketing is having. Top level or top of funnel analytics are really easy to measure, but don't have any impact on bottom line. Sometimes marketers call these vanity metrics because they're nice to look at but don't mean too much. Top level analytics are things like clicks, likes, shares, bounce rates, time on site etc. These are good indicators for whether or not your marketing is having an impact, and this can be a good baseline for your social media content but you can't keep the lights on with just likes alone, you need people to come into your practice. Mid level analytics are getting more at data that helps you to grow your business. These are data points that help track things that will grow your business over time, but aren't directly linked to revenue. These kinds of things are webinar registrations, lead magnet opt ins, contact us form submissions, newsletter subscribers and things like that. Bottom level analytics are where you start measuring the data that will help determine ROI of campaigns. If you are the owner of a practice or you report to the owner of a practice, these are the numbers that you want to see and show. These will tell you if you're campaigns are making money or if they're losing money. Data points that are on bottom level are things like revenue per lead, conversion rate of leads, average revenue per visitor, average revenue per conversion, average revenue per appointment etc. Sometimes you'll have to layer these analytics together to see the full picture of what is going on within your marketing. Please if you ever need help analyzing campaign data don't hesitate to reach out to me! I love this stuff just email me at >>[email protected]

I hear it all too often that practices say they just aren't getting value from the work they they are doing on Facebook. In today's episode, I cover why I think most practices aren't getting the conversion they want, it is because they are stuck in the facebook "friendzone". Maybe you create really great content, but if you don't approach your client or potential relationship with your clients in the right sequence, it will be difficult to turn your practice's page content into people who actually enter into your practice. Using facebook, or any digital marketing for that matter, to create new clients is important. It isn't enough to just create content, the content that you have needs to do drive engagement and create a specific response or result. I think people forget in general that building a relationship with a person online is the same as building a relationship with someone in real life. You need the proper sequence, messaging and context. Just like it would be inappropriate to ask a stranger to marry you, you can't just go online and shout out that people should come to your practice. Unless someone is desperate, the overly direct approach doesn't work. So how do you bridge the gap from stranger to a client? I think you do it with content. Creating a piece of video content, or a blog post is a great first impression and a way to introduce yourself that is very low commitment. The thing that I love about video content these days too is that there are so many new improvements to the way that you can create custom audiences and retargeting audiences. So today I cover one way that I thnk is very effective for creating segmented custom audiences that you can show offers to. I also cover how you should reverse engineer the final result that you are looking for so that you can know how to measure your marketing and ultimately be able to determine if it is effective or not.

One of the biggest problems I see with veterinary professionalsface is that they have so many things to do that getting marketingdone is sometimes difficult. It totally makes sense too, veterinaryhospitals deal with so much and often times the person doing themarketing has a ton of other work to do as well. In today episode,I cover tricks and strategies that will help you to get yourveterinary practice's marketing done more efficiently. Any time I start working with new clients or on my ownprojects in marketing the most difficult part of the creationof any digital marketing is just getting started. One thingI've found that helps me create content, ads, or any digitalmarketing as quickly as possible is having a media library storedon my hard drive. I create nearly all of my marketing materials onthe same computer, so having a central place where everything fromlogos to different lead magnets stored where I can easily findthem helps me to save so much time. Along with having digital assets set up in a specific place, Ialso really like having a production calendar completed as well.Knowing what you're going to create and having a game plan for whenads, landing pages and content needs to be created makes working onthe marketing a lot easier. I like having all of the relevantcontent and offers I can include in a single place so that I knowwhat to create and what the objective will be. Templates are a tremendous time saver as well. Whether it istemplated ads, copy, landing pages or images having a framework forwhat you're creating makes it way easier and faster as well. Anewer tool that I've only recently started using is adespresso.com.If you are doing any kind of Facebook ads, this tool makes it quickand easy! Whenever possible, turn your marketing work into systems thatare easy for you use to use.

Who wouldn't want more referrals to their veterinary practice? In today's episode, I cover strategies that will help you to create referral partners who can help create new clients in your practice. The strategies I cover will work if you are a standard small animal practice or if you're a specialty practice. The first step in find people to refer you clients is to think about where your potential clients are spending time and who they're already doing business with. The potential referral partners don't necessarily have to be veterinary related, but they definitely can. Go through an exercise of writing down all the possible people who could refer you new clients. Some examples of people who could refer you are groomers, specialty acupuncture or laser services, trainers and pretty much anyone you can think of who comes in contact with pets or pet owners. It should be pretty easy to think about certain segments of your practice where you might not offer services and look to find referral partners. So once you think about who you want to partner with, how do you find them? I cover the best ways to find these potential connections on Linkedin and Facebook. Once you find the person, then what do you say? I have found that treating online connections like in person connections or meetings works really well. Ask them about their job, experience or just introduce yourself. A good way to break the ice is to ask them to do an interview for you once you've vetted the potential contact and their web presence. Once you have people who you can do cross promotion with, it is just a matter of coming up with new topics and ideas to promote. Find people who have engaged client bases and offer value to those people! It is really pretty simple, and it is one of the best ways possible to grow your business.

Last week in episode 91 we discussed how to set up the relationship with your clients and potential clients with email. This week we talk about how to continue the relationship and deliver on the expectations you set up in your introduction email. Setting up the proper expectations is super important so if you haven't listened to the last episode be sure to check it out! Email really needs to help forward one of the following agendas and the emails that you send out should really be geared toward one or a few of the following areas: Branding Retention Re-engagement Segmentation or engagement Referrals Direct promotion The tough part about email is that you can sometimes feel like you're bugging people, especially if there is promotion inside your emails so we cover how often and what should be inside your emails. As a rule, I think you should at a minimum email your list at least once a month. Ideally, you should send out weekly emails, but I know that practices have very limited time budgets to be spending so crafting email broadcasts can be time consuming. A tool that I really like to do is set up a promotional calendar that helps you and your practice take any of the guess work out of what you'll be sending. This is especially a great idea if you want to measure what you'll be promoting so that you can see what email subscribers are potentially worth to you and your practice. Every time that an email goes out, it should have a call to action so that your clients don't have to guess as to what the next step should be. If you're creating an email built around something entertaining or informational/useful then your call to action should be a click, a share, a like or something. Ongoing communication is just like continuing any relationship, so learn how to nurture and grow your list. Email is an asset that you get to own and control, so it is definitely a very long term value item for your veterinary practice.

The introduction can be one of the most important emails that your veterinary practice sends out, and today we cover all the elements and things to consider when you are creating your welcome emails. This is the first part of at least a 3 part series on emails that every veterinary hospital needs. Most veterinary practices that I come into contact with typically don't have an introduction email. Your introduction email does several things to help solidify the relationship with your client. Your welcome email should set expectations, offer immediate value so that clients are trained to open future emails as well as build a relationship and make clients feel a connection with your practice. Even before you begin constructing your introduction email you should really think about three elements which are the timing, tone and purpose. Timing should be as quick as you can and so if you don't use an email marketing service you should really get one set up. Mailchimp is an easy to use and very affordable option. When it comes to tone, be as personal as possible. Clients don't love companies becaues they are so official and corporate, people love brands many times because of the poeple who work at the brand. The purpose of the welcome email needs to really train your clients to open emails and that there will always be value there. Many times I feel like businesses send out mass emails because they haven't done it in a while not neccesarily because they have something of value to offer. Make sure that you have a purpose and that you're providing value, otherwise you'll get people puttings your emails in the spam bucket every time. When you have a new client or someone opts in to an email list, the first week is really the golden time to get in and build value. Open rates typically steadily decrease the long you wait to communicate and add value so be sure to be promt. I also cover 7 introduction email tips that will help you to turn more of your new clients into clients for life.

Every veterinary hospital needs to be running paid digital marketing campaigns because it is the best way to bring new clients into your veterinary hospital. There are so many parts to every ad campaign though that it is a good idea to have a checklist to run through each of the components of the ads that you run. I mentioned that veterinary practices need to be running digital marketing campaigns because sometimes you won't be running a direct response campaign where you are trying to get a client to take a specific action but instead you're trying to get awareness for your practice. In today's episode I cover the three parts to of a campaign, which is made up of the ad, the landing page or content and then the follow up. Before you even begin considering running a campaign you need to consider two items: who are you trying to target and then what is the goal. Who you're trying to target will affect the type of offer or content that you need to create and ultimately should tell you what the goal should be. If it is someone who is a complete stranger who has never heard of you or your practice then creating an offer that sells specialty cat dental programs for example, probably won't get the conversion that you're looking for. Distributing content that segments and creates a remarketing list would be a far more appropriate campaign to create instead. Knowing what the goal is will tell you how to measure success. Are you trying to get impressions, clicks, conversions, clients or purchases? Being able to have a clear objective will help you to be successful. Once you know who you're going to be marketing to, what you'll be marketing and how to measure success we get into what to do to create the ad. The ad is the first piece of the whole process and it needs to call out to the specific intended audience and then be compelling enough to take people to the next step which is the landing page. We cover a checklist of times you should consider when creating the ad. Next is the landing page, which should only serve one specific purpose. Many times ad campaigns fail because the landing page isn't set up to do one specific job. Driving traffic to non specific pages, like a veterinary practice's home page for example is a way to fail for sure. Once you've converted it is now time to follow up and set expectations. If you ever need help or want a second set of eyes on your ad campaign let me know! Send me a message at [email protected]

I am amazed at how fast new marketing features and platforms are coming out this year. New features and updates are coming to social media platforms and ad platforms faster than ever! Sometimes I wonder how anyone can possibly keep up with all of these changes, and I love spending time using and testing new things. Since things are changing so rapidly, I always want to make sure to test out features before I encourage you to use them for your veterinary practice. Facebook has recently released 3 new features that I think are important enough to test out for your veterinary practice, and I cover all three in today's podcast episode. Facebook Live Streaming For Pages Manager Facebook has been rolling out live streaming for a while now. First, it was just for personal pages and Verified Accounts(like celebrities and people with large followings). Now in the past I've done specific episodes on how to livestream for your veterinary practice with Dr. Cody Creelman, we covered Periscope and Meerkat. There are some pretty significant differences that I think are important to note with Facebook livestreaming. First off, the user interface is definitley different, you can see live viewers, and also respond to comments, which is a good way to interact with your clients and viewers. It is actually pretty simple to get the livestream going, simply open your pages manager app and then hit publish. Once you enter the publish screen you'll see a little icon all the way to the left with a head and circles around the head, hit that button and then it will prompt you with a live stream preview. Check out the image below for the 4 steps to getting to live streaming. There are tons of applications on how to use live streaming for your veterinary practice. I think it is a great way to engage on a really deep level with people who follow your practice's social media brand. It puts an actual face to the practice and makes it so that your practice is real people and not just a brand. You can do education, cute animals at your practice or just interesting/entertaining content. Facebook Canvas Mobile Ad Types Facebook just rolled out a new canvas type of native ad that lets you create ads that are really interesting on mobile devices. The editor for creating the canvas can be found under publisher tools on your facebook page and if you've never created a canvas before it will show you a tutorial canvas. I think there are tons of ways to use this Canvas ad and I go into what I used it for and my experience creating the ads. It is very easy to use and intuitive though, it reminds me of a templated WSYWIG web editor. These ads only show on mobile devices though. Facebook Lead Ads Lead ads and native ads in general are my favorite type of ads. I love them because the social platform user doesn't have to leave the platform to engage and opt in. This is huge for marketers because any chance you get to reduce friction, the higher conversion and the lower the cost will be (most of the time). Facebook Lead ads were released back in the Fall of 2015, but they were clunky and there were some continuity problems. Once a client or prospective client opted in, they wouldn't be clearly guided to the next step. Facebook has since added Cards at the end of the Facebook lead forms which serves as a thank you page and lets your client know what to do next. This is great because now you can help turn that interest into conversion. Setting expectations up front was pretty difficult when someone would opt in and then there was no explanation of how and when they would be contacted or receive content. This combined with other 3rd party integrations like Zapier that let you automate the exporting and integration make this one of my favorite ad types now! Try these ads out.

In today's episode we're going to be covering a really practical way to take your best performing pieces of content and then making it even better. By applying what we talk about today you should be able to take content that is getting organic traffic, optimize it so that it hopefully ranks better, analyze the intent and context of the traffic coming to the site and improve conversion once you have done those things. Best of all, this shouldn't take too much time but it should be able to produce big results for you. This activity of reviewing your best performers and then optimizing it should be done on a pretty regular basis, maybe 1-2 times a year. The first step, finding your best performing pieces of content can be done by going to google analytics, and sorting by organic traffic. Once you have your organic traffic chosen you can then set your primary dimension to sort by as landing page. This will tell you what pages get the most organic traffic and then you can sort by other factors like what keyword was used to get to the page. Knowing this info will help you to see what people are looking and and how most people are fining you. Updating content helps with your content's freshness and should help your ranking in search engines. Remember, search engines are trying to provide the most relevant results to the searchers because that helps them to make more money, and freshness is a factor in the search algorithm. Once you've found your best performing content, make sure that you have your on page SEO optimized. This includes the title tag, meta description, heading/title, body copy and image alt optimized with the keyword that you're targeting. LEAVE THE URL the same, this is important! The search engines have indexed the URL and unless you're going to do a redirect you need to leave it alone. Don't keyword stuff, and make the language functional and readable. When updating content a good idea is to use stories, update products, give examples and put any new relevant data or info into the post. The last step in optimizing this content is including a relevant offer for people to go to after consuming the content. This is where figuring out the context of the traffic is really important. Is someone doing comparisons between you're practice and another? If so they are likely ready to make a buying decision relatively soon, so an offer that is a reward for coming in or a one time coupon for first visits would be an appropriate offer. If someone is just doing research or trying to find answers to a specific question more content or driving them to a social media account to connect might be a good relevant offer to send the traffic to. Figure out what step in the process the traffic is in and help them to take the next step in the relationship so that you can hopefully bring them in. The goal of good digital marketing is to take people from awareness to consideration to then decision. Push them through the funnel by giving them what they are looking for!

Marketing is both an art and a science. Sometimes you'll put together a piece of content or an ad and you think that it is going to be massively successful, but then once it gets out in front of your clients it bombs. What makes an ad, a piece of content or an email work? If I had the definitive answer I probably would be too busy diving Scrooge McDuck style into piles of gold coins. Since I (and almost ever person on the planet) can't be sure what will work the best testing is necessary. Running split tests to determine what elements work is an intelligent approach to marketing because there is always something that you can improve upon. How do you decide what you should test first? In today's episode I cover how to pick what item you should test, how to create a list of all the things you think you should test and then how to prioritize those items. Since you're testing things, obviously you should be able to pick a winner. The only way you can pick a winner is if you are actually measuring your traffic, so if you don't have the ability to look at your practice's analytics page, start there! You should be able to choose a goal or an objective that the test should be built around. So having a higher conversion rate, a higher open rate, higher click through rate or maybe increased time on site would be all good examples of a clear goal that you could create a test around. Once you choose what you're going to test, make sure to only test a single element so that once the test is complete you'll be able to say what factor contributed to a higher or lower goal rate. Sometimes you won't have a clear winner, and in those cases I cover what you should do. Testing can really help you to improve conversion, even on pages that don't get paid traffic. So if you or your practice has any digital assets, this episode will help you to be more effective, which in turn helps you to help more pets!

On this week's episode I was able to interview Dr. Michael Berman from Animal Hospital At Grayhawk, in Scottsdale AZ. Dr. Berman has been able to save over $15,000 a year by removing a couple of expensive marketing services from his practice and doing them on his own. Dr. Berman and his wife Dr. Kitchen just recently acquired their practice and when they took over the practice they got all the services that the former owners had been using as well as the bill for those services. What makes Dr. Berman different than most veterinarians is that he actually started off thinking he wanted to be a programmer, and had gone to school to get a degree in computer science. After graduating and spending an agonizing month of sitting in a room starring at a screen of computer code made it clear that he didn't want to be a programmer. He decided that he wanted to become a veterinarian after a really good experience that saved his cat's life and went back to school. The good thing about today's episode is that you can try the things we talk about without taking any risk at all. What Dr. Berman discovered was that his practice was paying 9600 a year for their website, which wasn't performing very well at all and also 8400 a year for postcards. Even though Dr. Berman has a background in computer science, you don't need a programming background to use the amazing WSYWYG(what you see is what you get) HTML5 website creators. Dr. Berman experimented with Squarespace.com, Wix.com and Weebly.com which are all very easy to use and offer free trials. HTML5 editors are just one type of DIY website builders, Wordpress is another example of a DIY website builder, but Wordpress can often be a little more complicated. We cover how these three platforms differ and what kinds of features that each have and why you may want to try a specific one. We also cover how analytics integrates and how to create a risk free trial to see if building your own site will work for you. Take a look at how great Dr. Berman's website turned out at http://animalhospitalatgrayhawk.com. The site that Dr. Berman created looks like a really nice custom site created by a professional programmer, is mobile friendly and will save him a bundle so that he can deploy those dollars on more productive things.

On this week's episode, we continue on the two part series of getting back to the basics. Last week we spoke about how to approach marketing and some general principles that will help you to get a really good foundation for what you're doing. In this week we talk more about the tactics and ways to get new clients in your veterinary practice. When you create content and offers you're going to be targeting these at one of three groups of people, cold traffic, warm traffic and hot traffic. Each of these traffic sources should definitely be handled differently because they have a different relationship with you and your practice. Cold traffic is a group of people who have never heard of you or your practice so asking them to buy something without the right context would not be a good idea. There are times when it is appropriate to make offers to cold traffic, like when they have an emergency and need a vet now. Moving people from cold to warm and then to hot is just like any relationship that you would build in person. First introduce yourself, provide value through info or entertainment and then move them to becoming a client. I think many times people forget that your marketing and content is targeted to real people and that your clients react in the same way that they would in face to face meetings. If you walked up to someone in a public place who had a dog and you told them that their dogs needed a hip replacement and that the should bring them into surgery that person wouldn't likely believe you. So we use content to move people up the relationship ladder and once we have identified what the person is interested and we have rapport built up we can then more easily turn that stranger into a client. Having cold traffic driven to your content is essential when you are in business because this group represents new clients. If you don't bring in new clients for long enough, eventually you'll go out of business.

I was talking with several listeners of the podcast this week and I got some recurring feedback. They were saying how they love the podcast but it has some content that is really advanced and then it dawned on me. I've never done an intro to marketing episode. Having a strong foundation is one of the most important steps when starting your journey on marketing. So better late than never! In this week's episode I cover the principles that don't change over time. When learning marketing it is really important to know how to think about the ways you connect and engage with your clients because the way you approach marketing won't change over time. Tactics will change but principles always stay the same. People for the most part are the same and react the same over time. Sure there are new social networks, new marketing tools like pixels and more advanced targeting demographics, but this doesn't change the way you should approach your marketing. One of my favorite marketing books of all time is called Olgilvy on Advertising by David Olgilvy and this book was originally published in 1983. Knowing how human behavior works and how people will react to certain stories is the real way to Deciding who you are targeting and the right context for targeting your clients is very important, especially with all the content that is being created these days. In fact, more content than ever is being created so if your marketing is created with the right intent you're going to be more a part of the problem and noise than something that your clients will actually listen to. We cover the three main reasons why people are even using the internet so we can break down the best ways to reach each of these categories of people. Once you have the principles down, you can learn some great tactics for reaching your clients and potential clients. Today we cover principles and next week we'll cover an intro to tactics.

Writing can be tricky, especially if you have a veterinary hospital to run. What are you supposed to write about? Thinking about the entire process can be exhausting. Writing is very important, you need it for content, email sequences, ads, web pages and basically any piece of content that your clients and potential clients will consume. Fortunately it doesn't have to be that hard. Whenever I can find shortcuts or systems to put in place for marketing I love to use them, that is why I love writing formulas. Whether you're writing a web page, a blog post, a landing page, an ad or any piece of copy you can apply one of the simple formulas that I cover in today's episode. Before you begin writing it is really important to think about things from your clients perspective. Being inside your own veterinary industry brain can be helpful, but it can also keep you from creating content that will appeal to your clients. Anytime I create content I think about the following: Who am I writing For? What is the context(Medium) that I am creating this conversation or story around? What is the best medium for this content? What is the best and most simple way for me to convey my idea? And lastly, how can I make this as entertaining as possible. When you begin to create something if you are starting off with the wrong intent it can really mess with the entire piece of content so be sure to start with those general questions so that you can hopefully hone in on what your clients want. It is easy to forget but your clients are the ones you're creating for, so it is important that they'll want to consume what you're serving up. These formulas are all pretty basic, but simplicity is wonderful, especially when you're creating content. People are very busy these days so the quickest way to convey the information that you're looking to share is usually idea.

I am always on the lookout for new helpful tools that will allow me to market better. The three tools that I talk about in today's episode will absolutely help simplify and enhance your marketing execution so that you can really grow by leaps and bounds this year. When I talk about marketing I really emphasize measuring and testing. Measuring and testing are really critical components so that you can always be improving your efforts in order to get the lowest cost most effective marketing done. One tool in particular that I talk about in today's episode really helps to do that, it is called AdEspresso.com. With AdEspresso.com you can create literally hundereds of versions of ads all at once so that you can test all kinds of items like headlines, content of the ads, calls to action, images used in the ads, and demographic targeting options/audiences. This really takes the guess work out of knowing what works best and radically saves you time and effort. It would be impossible to do the amount of work that this system does for you even if your only job was to be constantly setting and testing Facebook ads all day. It also gives you easy to understand reporting so that you can clearly see what is working without having to create custom reports in facebook ad reporting and then integrate it with your Google analytics data. I have only recently been testing out AdEspreso.com but so far it is really been an amazing tool in all the marketing that I've done in the past couple months. You can get a free trial at AdEspresso.com for 14 days so be sure to check it out! The Next Item that I talk about is a little bit less glamorous or exciting as AdEspresso.com but I think it could really help and it is the Facebook Pages Manager CRM like features that have recently been updated on the App. If you have to manage your practice's page and use the app you can find this feature by making sure your app is updated and you can click on a specific person who interacts with your fan page. Once you click on the individual it will pull up a page that shows data on who you are talking with. You can see things like how long they've liked your page, where they live and you can add notes. This is a good idea to tag people, especially if they are troublemakers on your page so that any admin can look up notes and know to mute comments & block or even how to respond. The last item I cover in today's podcast is LeadDigits from Leadpages. If you would like to try this out text "veterinary" to 44222 and you'll get a copy of my 31 veterinary blog post ideas. Lead Digits allows you jto collect email information through text messages and best of all it is integrated into leadpages so it is a bonus feature that I didn't realize I already had. There are so many applications for this in your practice and I cover some really cool marketing ideas. If you want to see how leadpages works send me an email and I'll show you the best ways to use leadpages in your veterinary practice.

Dr. Braden Collins from Bunbury Vets in Bunbury, Western Australia is on the show to talk about how he uses Facebook to drive massive amounts of engagement in his veterinary practice. Dr. Collins originally reached out after having listened to the show and I quickly became a fan of his marketing. Braden uses Facebook really effectively to reach large portions of his community. Originally, in this episode I wanted to talk to him about his holiday photo contests because he gets great engagement as well as a very active participation from his clients. We cover how he uses his holiday posts to grow his Likes and how much he spends in promotion. This year Braden also tested some new marketing where he allowed for clients to drop off their pets instead of leaving them in the car. This helped him and his practice get a lot of good PR and goodwill. Last year, Braden made a video that illustrated how serious leaving pets in the car can be during the summer, and so to help curb any pets being lost during Christmas shopping, he made this offer. There also recently was a very large fire that affected a very large portion of the town down the road. Braden offered to help out however he could, and because of his help, his facebook post reached over 160,000 people! We cover the effects of his posts, and what works best for him. I really admire that Braden not only is willing to test all kinds of different marketing ideas, but he really genuinely cares about his community and is marketing like he is in it for the long term. By being a good neighbor and caring about his community he is getting a bunch of good marketing benefit. The key though, is that he is doing it because he cares, not because he just wants to be on the news.

Creating content and ads can be difficult enough without having to go through all the extra work of adding tracking pixels into the equation. Google's new tag manager is going to simplify some of the most important but complicated aspects of digital marketing. One of the things that I fail to do most often that I wish I executed better on was creating enough segmentation for all the tracking pixels that I need to place, but it ads a ton of tedious work to the whole process and often times I forget to do what I know I should be doing. First if you don't know what pixel tracking is, then you are missing out on a huge opportunity for increasing the value of content and marketing pieces you create. Pixels are pieces of javascript code that allow you to track people who visit your site or just very specific parts of your site. This code allows you to create audiences of people to show ads to on specific sites like Facebook, Twitter, Linkedin and ad platforms like Google Adwords. For example, let's say you're selling dog food and you have people add a bag of dog food to their online cart, but they abandon half way through the process and don't end up buying. You can use retargeting codes to track these people and show them ads of the food they were thinking about buying, except maybe you show a coupon or a limited offer to drive them to purchase. Tag manager makes it so that you can create and place these javascript codes without having to adjust your website code. If you don't know how to edit your website or if you don't manage adjustments then this will help! Now with tag manager all you have to do is create a container, get a single code and have that installed on your website once. Once it is installed you never have to put code on the site again! All you have to do now is create tags that use specific triggers and variables to tell google when to fire a tag(this means run the javascript code and create your remarketing list or event tracking) You can use tag manager to not only remarket, but also to track behavior and engagement on your site. This is probably going to be my favorite marketing tool I use this year!

Today's episode is the last part in the 4 part series on how to give your veterinary hospital a total marketing makeover and how to make this year your veterinary practice's best year ever. Today's episode we specifically cover how to know that your marketing is working and that you are executing well. Creating an advertisement is easy, but making one that actually works well is another thing altogether. I think the first step that most people fail at is taking no action at all. No matter what you learn, you'll get no benefit unless you put what you learn into action and take a first step. So please this year make it a year of taking action and apply what you learn, even it is just a small amount of implementation. Assuming that you are taking action the first real question you should ask yourself in any kind of marketing that you do is, "why am I even creating this piece of content/ad/social media post/etc?"If you don't have a clear objective it will be really easy for your marketing to fail. How do you even know if the marketing you've created is actually doing what it is supposed to in the first place if you don't have a specific objective? Once you can put the pass/fail test on a piece of marketing based on the objective that you've created the next step is to evaluate why something is working or not working. Most of the marketing materials that are created don't actually work, especially if you're not a seasoned marketer, so it is important to be able to evaluate the work that you're doing and pinpoint the areas that need work. The two parts that most marketing campaigns fail are in the advertisement and then in the sales cycle. I go in depth into the most common problems the three components of advertisements face and then where in the sales cycle marketers lose clients. Marketing and advertising doesn't work(over the long term) if your product is terrible though. So make sure that you are providing tremendous value!

Today's podcast is part 3 in my series on how to give your veterinary hospital a total marketing makeover so that you can create systematic growth. If you haven't listened to part 1 or 2 be sure to go back and listen to them because each is very important for having your best year yet! One common question that I get pretty often is, "how much should i spend on marketing?" I think that the answer to that question is pretty simple, but it is also very specific to your veterinary hospital. An answer like 2-5% doesn't answer what your specific goals are, it just makes it so that you throw money out at your best guess of what will create growth at your practice. With direct response digital marketing you can reverse engineer what you need to spend and how often you need to run ads to meet your marketing goals. In today's episode I cover topics ranging from how to figure out what goals you want to achieve based on how much you want to grow this year, to how determine what your average client value is, how to determine what your return on investment is to figuring out what your average ad spend should be. Not only do we cover ads, but we also talk about facebook likes and building email lists as well. Figuring out what you want to achieve this year is one of the most important first steps to creating growth at your practice. Building ads that help to grow your practice and create a positive ROI can be possible, but it definitely doesn't happen by accident. Most times if you're not measuring results and testing you will end up with ads that create negative ROI so it is definitely important that you figure out how to create profitable systematic growth.

Happy New Year Everyone! So in Last week's episode we talked about how to figure out yourself, your veterinary hospitals marketing, set baselines for metrics and more. If you haven't listened to that episode be sure to do that because it is definitely the important first step in seeing improvement in your marketing this year. In today's episode we go in depth on how to evaluate your digital assets so that you can know where to start if you are considering doing any changes or improvements. Digital assets are broken down into four major categories and include your website, your social media channels, your email list and finally your content. I think it is safe to say that for any veterinary hospital you can find things that will provide you the highest return on investment if you go in the order of evaluating your assets in that order. I get the question all the time, "is my website good enough?", and I think it is pretty easy to answer that question if you know the right criteria to check out. First and foremost, in today's mobile heavy user base you absolutely need to make sure your site is mobile friendly, and I talk about how to know if it is mobile friendly or as well as a test that you can run on your site by going to https://www.google.com/webmasters/tools/mobile-friendly/ and see if your site passes the simple test or not. I also cover a bunch of other factors, but having a functional site that allows your clients to easily contact you and find the information that they are looking for should be the number one thing you do. Having social media properties that you engage with frequently and consistently is the next important item in my opinion. I cover the best ways to create consistency so you can increase engagement as well as help with conversion when you create offers. The next item of importance is having an email list that you continue to grow. I feel like email is almost as important as social media, but the reason why social media is slightly more important is because your clients can actually engage back and forth with you. Email is usually one sided, coming from you, which is nice because you can put your message out there. With social media though, clients will be talking to you and so you need to listen and respond. Don't leave clients hanging! The last piece I cover is about your practice's content library. Hopefully you have content at your practice that you are consistently putting out. Creating content helps with SEO, gives you a reason to stay in front of clients and gives them info so that they come to you and your website for answers instead of going to Dr. Google. Creating content doesn't have to be hard, and if you do it in a smart way, you can create content that you can re-purpose and re-use for all kinds of things. If you have any questions or comments with any of the info included in this week's episode please let me know!

The new year is upon us, and today is the last Monday of the year! In honor of the new year, and because people often times want to set new goals and resolutions in the new year I have decided to do a four part series on how to give your veterinary hospital a complete marketing makeover. We'll break down exactly what you need to do to see where you are today, and then figure out what you need to do to get to the place you want to be in. I hope that you like this series because I think it is really important to evaluate what you're doing along the way. I think this series will be good even if you have really successful marketing already. The first part of this series is figuring out where you are in your marketing today. Setting yourself up and actually knowing where you are is a huge step that you need to do before anything else. Let's say you know where you want to go, and you know when you want to get there, but if you don't know where you are today you'll never be able to create directions to get there. The exersize that I use in my business is what we'll be covering today, and is something that I learned from a great marketer named Ryan Deiss at DigitalMarketer.com. I've adapted the process for veterinary hospitals though and I run through a list of really powerful questions and why you need to consider these questions so that you can get a complete picture of where you are today. This is a really important first step in evaluating your veterinary hospital's marketing, so I hope that you follow along in this episode and actually take the time to complete the questions. If you would like a pdf copy of the questions just send me an email at [email protected]