November 15, 2015
I came across an interesting local search infographic a short while ago with data that’s important if you’re in charge of marketing a local veterinary practice, and you’re competing against other local options.
You see, local search is a huge deal when it comes to attracting new business for your local veterinary practice. This LSA Insider (Local Search Association) infographic showed that “veterinarians” is among the top 142 categories consumers searched for in just one week. Veterinarians are listed as #35 on the list.
When you dig deeper, you’ll see the dominance of search engines as the tool consumers use for finding local veterinary practices, far above any other method. Here’s the breakdown: (more…)
November 9, 2015
I was recently interviewed by Ed Gandia of B2BLauncher.com… and we talked about the many reasons copywriters should use a Creative Brief with their clients. But the reasons also benefit you if you’re marketing pet or veterinary products and services online.
For instance, before you write a web page or embark on an email campaign, you’ll want to ask yourself the following questions first, so it works!
- Who’s the target audience?
- What do they need?
- How can your product(s) help them in the best way? (What makes our solution(s) the best?)
- What are the main benefits of your product or service?
- What do you want your prospects to DO after reading your web page or email? (Click on a demo video link, sign up for a newsletter, get a specific discount code, make an appointment, etc.)
The answers to these questions will help you make sure your content or promotion works as intended.
There’s a wonderful questionnaire that helps you cover all the important questions so the direction of your web page or email is clear to you, your copywriter, graphic designer, etc. It’s called a Creative Brief and I use it with EVERY project. It outlines the questions above, and much more.
This Brief ensures that you or your writer creates content that delivers exactly what prospects are seeking, so you delight them, drive sales and look like a big hero to them (and your company)!
Until next time,
Here’s to a prosperous pet website.
June 13, 2015
I recently wrote a guest blog post for SEOCopywriting.com, and it’s all about the many benefits of creating a “mini USP” for each product or service you offer.
My post explains that in marketing, the USP (Unique Selling Proposition) is a well-known acronym for explaining why your products, services and business uniquely offer the best solutions for your customers. I like to call it a “Unique Solution Proposition.” And, you not only need a USP for your company, but also for each solution you offer.
Your USPs are important because you need to find a way to stand out from the clutter. You’ll want to articulate them on your website, blog and other materials.
Let’s look at some easy and specific ways to use this mini USP approach for big wins on your pet or veterinary website. (more…)
March 12, 2015
Last week at the Global Pet Expo 2015, the American Pet Products Association (APPA) released its 2015 numbers on pet spending. The APPA’s annual comprehensive report covers pet spending in the segments of food, supplies/over-the-counter (OTC) medications, veterinary care, live animal purchases and other services.
Overall, pet spending reached $58 billion in 2014. But get ready. In 2015, pet owners are going to bust through all previous spending records by shelling out a projected $60 billion. Wow!
Let’s look at the highlights of that report, and what they mean if you’re responsible for marketing pet products or veterinary services. (more…)
February 14, 2015
What’s the secret to veterinary practice SEO? It’s much easier than you think.
That’s what I explained to Brandon Breshears — Director of Operations at Rethink Veterinary Solutions and creator of The Veterinary Marketing Podcast — during our podcast conversation.
Brandon and I both know that many veterinary practices struggle with SEO (search engine optimization) and improving their search rankings.
But it doesn’t need to be a mysterious or difficult task. When you listen to the podcast, you’ll discover the one EASY fix that can make a MAJOR difference in helping local pet owners find your practice online.
You’ll hear tips on smart ways to use a combination of local words and “veterinary” words in all your web content to help improve the way Google and other search engines find and rank your practice.
These tips are quite simple and easy to follow… and yet many practices aren’t embracing them. This means if you do, you’ll be steps ahead of the local competition. Many thanks to Brandon for this interview!
Find out how easy it can be to attract local pet owners to your veterinary practice website.
If you prefer to listen to this podcast episode on iTunes, it’s titled, “VMP 030: SEO and Copywriting for Your Veterinary Practice.”
Until next time,
Here’s to a profitable veterinary website!