This article is brought to you by Engage Media.
So much veterinary practice marketing these days focusses on attracting new clients. Experts bombard you with pitches on how to use Google AdWords, ensure your practice’s website is SEO optimised and other strategies around traditional adverting—all focussed on bringing in new patients via traditional local advertising.
You are sitting on a goldmine!
If you only focus on bringing in new clients, you’re missing out on the easiest way to grow your bottom line. Your current client database is a goldmine of opportunity and one that’s very cheap to market to compared to the cost of acquiring new customers. The goldmine is your clients’ email addresses.
If you don’t have your clients’ email addresses, make it a priority to capture them. Add this as a field to your new patient forms. Train your front desk team to update current client records with email address every time they visit. If you only have phone numbers, it’s worth calling to get that email address.
Note: It’s essential that when you capture the email addresses, you get your clients consent to send them emails.
What to send?
While some practices do communicate with clients through maintenance appointment reminders, that tends to be about it for the majority. Let’s explore how to you engage your current clients more often and in a way that adds to their relationship with you. If you only email them transactional content, reminders to come in, special offers on grooming and those types of emails, then you’re only asking for their time and money. You need to give a little!
Current advice from email marketing experts is that you need to send four pieces of valuable content for every sales content piece.
How to create valuable content?
Creating quality content is hard. And most vets aren’t copywriters or journalists!
We have been working with veterinary practices for nearly seven years and have developed a way to get the very best content for your clinic. Content needs to be unique, and it needs to be genuine.
In our model, we work with you to develop a set of topics to cover and then one of our qualified journalists interviews you for about 45 mins. That’s it. You’re done. Our team of crack writers then works the content from the interview into twelve beautifully expressed, grammatically checked, SEO friendly posts written in your unique voice.
From there, you can put those posts up on your blog on your website and send a few of them at a time out as an email newsletter to your database. Clients will feel valued, and the majority will be glad you engaged them with more than another request for them to spend money.
More touchpoints = more business
By emailing your clients just once every three months, you are dramatically increasing the number of times your practice is front of mind. You’ll be surprised the number of times we hear that a client who didn’t even open the email, was prompted to make an appointment.
“That’s right; I have been meaning to take the puppy in and ask about X”.
“I really should get those vaccinations for the cat up-to-date”.
That content feeds not just your emails.
Regularly updating your website with unique, quality content is going to help your search engine rankings. You can post links to the blog posts on your social media channels and bring patients to your site where they are more likely to do business with you than on Facebook or Instagram.
We’ve got the tools for success
- If you need quality imagery to go with your posts
- If you need help posting the content to your blog (or don’t yet have a blog);
- If you need a solution to broadcast beautifully designed email newsletters;
- If you need a digital sign-up form for your website or an iPad in the practice;
Whatever hurdle you might have, we’ve got a solution ready to deploy.
Find out more about how we can help you grab that low hanging fruit and reach out today.