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 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 28, 2013
I’m guessing your pet business or veterinary company gets the same questions again and again, day after day. Customers and prospects want to know how your product works, how it solves their problems, what colors it comes in, and much more.
And while you’re happy to answer those questions, you may not have thought about this: all those questions can be the foundation of terrific content for your pet or veterinary website.
“How to” questions are some of the most popular queries in Google and other search engines. I just did a quick search and found these popular ‘How to” inquiries in the pet world: how to crate train a dog, how to train a kitten to use the litter box, how to brush a dog’s teeth, and many others.
You can bet people are searching right now in Google, Bing and even YouTube to find a how-to solution your business can provide. Therefore, why not make the most of this opportunity?
Here’s how to turn your common questions into magnetic pet website content that attracts more customers. (more…)
January 14, 2013
Dog strollers — they’re everywhere. The airport, the mall, the coffee shop. A neighbor pet owner explained why. “My little dog can’t keep up with me on my long walks. When he gets tired, I plop him in the stroller and keep going.” Aha — I get it!
Here’s why this matters to you.
Does your pet web content speak to your target audience in a way that shows, you “get” it?
By echoing the thoughts of your reader in your content, your website will:
- Pop up on the Google results page
- Guide prospects to your site
- Delight new visitors so they buy from you!
Here’s how it works. (more…)
August 20, 2012
Have you ever said this to yourself?
“I don’t have time to keep my pet blog current…” or
“I don’t know what to write about on my veterinary practice blog…” or
“My blog doesn’t get any traffic or responses; it doesn’t lead to new business for me.”
If you’ve had any of these concerns about your pet or veterinary blog, you’re not alone. Just about every week, I run into pet business professionals who are stumped when it comes to blogging, whether it’s finding the time for regular posts or knowing how to make it worth the effort.
Just so you know, blogging is still VERY MUCH worth the effort. (more…)
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…)
June 6, 2012
Last week, as part of a Public Relations (PR) strategy to announce the new book I co-authored, Wildly Profitable Marketing for the Pet Industry, I submitted a pet-business press release to a few distribution services. It worked out very well, with Google picking it up right away. Plus we received some exciting comments from people in the pet industry — even some folks we had never met.
I thought it might be fun to share exactly what I did… so you can do this too! (more…)
May 10, 2012
Every month or so, I’m invited to present a webinar about what works online… particularly regarding content that works to attract more customers to the websites of pet businesses and veterinary practices.
I’ve been honored and thrilled to present webinars to veterinarians via LifeLearn; pet sitters and walkers via the Association of Pet Sitting Excellence; and other prestigious groups and organizations.
Each time I present a webinar, my mission is to teach through example, not just rattle off a list of must-dos. So I prepare a slide show that features pet-business sites and veterinary-practice sites following the best practices. A picture can be worth a thousand words… even when talking about content!
The problem is, when I’m preparing a presentation about LOCAL business websites… great examples of local websites are very hard to find, both in the pet business world and with veterinary practices.
This is true for core website content (Home, About, Services, etc.) and blog posts. Many, many local pet-industry websites are not using the 3 critical elements for local marketing success.
Today, I’m happy to tell you what these 3 elements are so you can fix them right away. (more…)
May 3, 2012
You may have noticed by now that PetCopywriter.com’s website design has been updated. Thanks to the wonderful skills of graphic designer Jason Spooner and web developer Joe Dolson, we’re thrilled with the results.
The reason we did this is… I didn’t feel the website was showcasing what we offer pet and veterinary companies in a quick and overt way.
I took a fresh look at the site from the visitor’s perspective, practicing what I preach in this blog.
I said to myself, “When someone arrives here, what should be the first impression they get in mere seconds?”
It’s simply this: You can race ahead of the pack and attract more customers with help from a skilled pet-industry copywriter.
So the web team reworked PetCopywriter.com’s home page with a clean and logical design, simple customer-benefit messages, a video introducing our services to potential clients, and clear invitations for visitors to explore our many services.
That’s it! Much better when it comes to clarity that helps visitors know what to find here. I hope you agree. (Please let me know.)
Having said that, if you scroll below the first screen, you’ll see more content about featured solutions and benefits. But if you choose not to scroll, you can quickly access specific sections of the site you’re interested in.
I’m telling you this because you may want to consider whether or not your pet or veterinary website solutions “pop” in a clear and inviting way for your prospects.
You could be missing opportunities with hundreds of potential customers, so it pays to take a hard look at your site.