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!
January 13, 2015
Now that the .vet domain is available, you may be wondering if you should you jump on board and register your pet or veterinary business website as a .vet version.
You may be asking yourself, “Should I buy the .vet domain to help with our SEO/search results or website traffic?”
I was wondering the same thing and I had a conversation with a few of my fellow online marketing professionals. Here’s the upshot of what we discussed.
Mike Linville, owner of Black Dog Studios, a “Responsible Design” web site developer and online marketer in the veterinary industry, said, “After the Google Panda update a few years ago — the search algorithm changed to put less emphasis on domain names (because any spammer could buy domains with $7). Instead, there’s more emphasis on quality content. So in terms of buying the .vet domain name – I don’t think you would see an SEO benefit. But, if you wanted it for branding sake … then I would definitely say yes.”
January 7, 2015
I’m happy to announce that my book co-author, C S Wurzberger, and I have just released a fresh 2015 update of our guide, Wildly Profitable Marketing for the Pet Industry.
This is our fourth year of updating this workbook. It’s designed to be your complete road map to creating a very simple yet effective marketing plan for your pet or veterinary business.
In Wildly Profitable Marketing for the Pet Industry 2015 edition, you’ll see that we’ve updated:
- Examples and screen shots to feature the latest “best practice” websites, including pet businesses, veterinary manufacturers and more
- Several resources and links to make sure you have the latest information
- Statistics, facts and features that are relevant right now
- Tips and steps for success, including a completely updated Podcast section (see page 216)
- Other details that make this a great go-to guide for success this year and beyond