May 16, 2013
Today I have a long wait at the airport due to circumstances beyond my control. So I thought, what should I do with all this waiting time? I’m talking about filling 4 hours here, while I eagerly wait to arrive at the 2013 BlogPaws Conference. (I hope to see you there!)
It didn’t take me long to realize that I could use this time to write a blog post about online marketing success for pet businesses and veterinary practices.
I came up with these suggested top 3 times to write a blog post for your pet business website. (more…)
May 9, 2013
If you do any blogging for your pet website or your pet industry business… you’ll find all kinds of tips and inspiration for success at this year’s BlogPaws Conference May 16-18 in Vienna, VA.
The talks this year are fantastic — everything from Copyright Law and Monetization to How to Write and Publish Your Own Print on Demand Book (like I did with Wildly Profitable Marketing for the Pet Industry.) I’ll be speaking on Friday, May 17, covering the topic of SEO 101-102 for Bloggers. I was at this event last year and it’s a DO NOT MISS if you’re in the pet industry.
The infographic below gives you several reasons to come along. Please note: This conference is nearly sold out, so if you’re interested, register right away on their website. I hope to see you there!
May 6, 2013
If you’re taking the time to write helpful web content and a blog in the hopes of attracting more customers to your pet business website, it pays to know exactly which phrases pet owners are using in Google and other search engines.
For instance, if you happen to sell a natural treatment for dog hot spots, you’ll be using the phrases “dog hot spot” and “dog hot spots” in your core content and blog posts, right? That’s a great strategy that helps Google, Bing and other search engines find your pages and list them in the search results when people type “dog hot spot” into their searches.
But in addition to the obvious keywords (phrases) you should use in your blog posts… there are other keyword opportunities you may not have considered. These are keyword alternatives you can easily discover through two search enhancements provided by Google.
Let’s take a look at how these search enhancements can help you choose the best phrases for your pet website content. (more…)
April 15, 2013
If the mission of your website and/or Facebook efforts is to bring more customers to your local pet business, you may want to give yourself a reality check on the LOCAL aspect of your content.
After all, people in your community use LOCAL phrases to look online for the products and services you offer. They type into Google, Bing and other search engines: “[your town] pet supplies,” “pet groomers in [your town],” or “veterinary care in [your town].” Since search engines need to SEE the location information in your website text and other online marketing content (your blog, social media and YouTube videos), these basic phrases need to be included on every page if possible.
Seems like a no brainer, right?
Well, sadly, MOST local pet businesses forget to put their location in their web content. I recently audited nearly 100 different local pet business sites and found that many of them were missing their location or the area they serve. Plus I get calls from small local businesses, asking why they aren’t showing up in search engine results. I take one look at their sites and I can’t find their location… or it’s buried on only a single page of the site. I have to ask, “Where are you?”
If I have to ask this question to a local business, that’s a serious problem because Google won’t list that business in local search results. Luckily, it’s easy to fix. Here’s how in 5 easy steps. (more…)
March 19, 2013
Woo-hoo! I’m honored to be among the speakers at the 2013 BlogPaws Conference in Tysons Corner, VA on May 16 – 18, 2013.
This fantastic event brings together hundreds of pet parents and pet business owners eager to hone their online publishing skills, inspire and collaborate with each other on business projects and pet welfare causes, and connect with the pet and veterinary companies who sponsor our events.
I was there last year and I had no idea there was such a passionate and prolific group of pet bloggers. I’ll be speaking on SEO – showing bloggers how to drive more traffic to their sites via search engines.
Will you be there? If so, be sure to stop me and say hi!
Until next time,
Here’s to a prosperous pet website!
March 14, 2013
You’ve probably heard that pet owners spend more time today on social media sites than ever before. And Hubspot.com confirms that consumer use of social media has grown 250% in the past two years… so you need to be there.
And yes, it’s true that likeable and easily shared online conversations with your prospects and customers can lead to more business.
But I’m thinking that you’re groaning right now. With so many social networks to choose from, how do you get any traction when you’re trying to hop from one network to the next?
No worries when you take this Easter bunny approach to social media marketing for your pet business. (more…)
February 6, 2013
Did January slip by before you created your pet marketing strategies to engage prospects with content, such as blog posts, news items, Facebook posts and so on? Well, it’s not too late!
You may be thinking, “Ugh. Something else I have to plan out.” But you can keep it easy with an editorial calendar that helps you schedule your content and avoid writer’s block. All you need to do is this: (more…)
October 2, 2012
This is my first post in a series featuring pet businesses I admire. I’m very happy to showcase them as shining examples you can learn from, because they serve as excellent models of pet marketing strategies that work.
The first featured business is Dr. Buzby’s ToeGrips, a unique, powerful and yet very simple solution to the too-common problem of dogs slipping and sliding on smooth floors. Senior dogs, arthritic dogs, dogs with hip dysplasia and dogs recovering from surgery often struggle with standing up and walking on smooth hardwood floors, tile floors, and smooth steps. It’s a heartbreaking thing to watch and live with.
But the good news is, these dogs can have a new lease on life with Dr. Buzby’s ToeGrips.
The best way to explain how ToeGrips work is through stories… which is exactly what Dr. Buzby’s ToeGrips is doing as a marketing strategy. It’s a very new business, but thanks to the stories… it’s making great progress in reaching veterinarians and pet parents eager to find an effective solution.
Using this incredible product as an example, here are three tips about telling stories for pet product sales.
- Feature stories about real customers using your products and enjoying the benefits. Dr. Buzby’s ToeGrips has created a number of authentic videos telling the story of how the ToeGrips are dramatically improving the quality of life for dogs. Check out their Facebook page, which features real-life video stories of dogs using the product. Their videos are proof enough that struggle-free walking can now be achieved, and the pet parents are joyous.
- Provide before-and-after stories that showcase the difference your product(s) can make to a pet, pet parent or pet business. Dr Buzby’s YouTube videos do exactly that. Seeing a dog’s struggle — and the amazing benefits ToeGrips provides him — is extremely powerful. The videos are worth a thousand descriptive words.
- Use all forms of content to tell stories. Videos aren’t the only way to tell stories. Provide case studies, testimonials, articles, blog posts, photo essays and other story versions that deliver compelling proof of how your product can change lives.
People LOVE stories about pets who are thriving, or pet businesses that overcome a major challenge. Use your product as a hero that’s solving a common problem your target audience is dealing with.
And don’t forget to optimize your stories so the content can be found in search engines! In your videos and other story versions, include SEO (search engine optimization) keywords in the content and in tags. This means flow your top keyword or two into the story’s headline, subhead, bullets, internal links, photo or video captions, and meta tags.
Plus be sure to share the stories everywhere — on your site, in social media, on other pet business sites, in local chamber of commerce sites, etc.
If you need help with effective storytelling for pet product sales, or optimizing your pet stories with SEO keywords, just let me know: firstname.lastname@example.org. In the meantime, here’s to a prosperous pet website!
July 18, 2012
A couple of months ago, I read an excellent article by Tech Crunch called “The Rise of the Video Explainer.” It talks about the power of using video to provide your prospects and customers with how-to tips, product demonstrations, free tours and more.
Not only is video super powerful in telling your story in ways that grab attention, it makes for great content on your website and in YouTube.
Are you using video on your pet website? If not, it’s easy to jump in — and more customers will thank you for it by doing business with you.
Why’s that? Well, think about this. (more…)
June 19, 2012
If you’re in charge of marketing your pet business or veterinary practice, I encourage you to think about adding a link strategy to your online marketing toolbox if you haven’t already done so.
The reason is, inbound links from other websites — especially high-quality websites with lots of healthy, relevant traffic — are a major part of the SEO (search-engine optimization) formula for ranking your site well.
Google and other search engines consider quality inbound links to be a strong indicator that your site is a helpful site worth ranking above others.
This is why it’s important to have a clear linking plan… starting with these key questions: (more…)