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Websites
Turn
your website into a marketing tool
To get the most from your
practice’s website, think of it as not just an electronic
brochure, but as a living, breathing marketing tool.
Website folks will tell you to increase search engine
visibility. Most practices (with exception of specialized
regional centers) seek clients within a reasonable distance.
Make sure your site surfaces in geographic searches, i.e.,
“vets” (county), “veterinary services” (city), etc., as well
as in local directories.
Many websites are underutilized, however, not because they
cannot be found, but because they offer little reason to
seek them out. Effective sites provide reasons to visit –
and revisit.
Provide information.
Become a resource for pet lovers, rescue groups and other
veterinarians by posting pet care tips, news and checklists.
Tailor information to different target audiences. Frequently
update with timely news and seasonal information. Publish an
e-newsletter or e-bulletin with tidbits linking back to
details on your site. Post links to noteworthy articles,
studies and reports on other websites.
Collect information.
Marketing is as much about listening as it is talking.
Gather useful information on website visitors. Do they have
a dog, cat or rabbit? Do they have multiple pets? Who are
they? How many get their pet’s teeth cleaned, and so on. Ask
visitors to supply information while registering for a free
e-newsletter or to receive promotions and special offers.
Build a community.
Provide a forum for pet lovers with like interests. Set up a
blog where visitors can ask questions, share experiences and
post their pets’ pictures. Allow local groups and
organizations to post information to a calendar or events
page. Link rescue groups with clients who might want to
donate extra pet food or excess cages or supplies. Invite
and post feedback. Consider on-line appointment booking for
clients.
Promote your practice.
Use the site to energize clients and prospects. Feature
specials on veterinary services. Tie in with national
observances such as Pet Dental Health Month and Spay Day
USA. Collaborate with local groomers and boarders. Conduct
chats on veterinary topics or sponsor webinars and post to
the site for future reference.
Websites
Increasing
traffic to your website
Once you are confident that
your website will get tails wagging, actively promote it to
build web traffic. Caution: make sure that your site is
ready to wow. If not, better to get your site in shape
before you tell the world about it.
To build website traffic, first do the obvious and make sure
you are including your web address wherever possible: in
advertising; on banners, giveaways, mailers, invoices,
appointment reminders and in your lobby. Next, focus on two
groups: 1) clients and 2) the community.
Reaching clients already familiar with the
practice is easier. Plus you have a somewhat “captive”
audience. Encourage clients to visit the website through:
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A fun giveaway item such
as a pet t-shirt, human t-shirt, tote bag or other item
that will be worn or used publicly.
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Appointment follow-up
discount coupons for the next teeth cleaning (or other
service) available only – you guessed it – on the
website.
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Cost savings or other
incentive for booking appointments on line (if you have
this capability).
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Periodic mailings
directing clients to new information, a small guidebook
or other new items on the site.
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A lobby computer tuned
in to your website.
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Touching quotations,
poems, sayings and stories featured on your site that
clients will want to forward to others (“viral”
marketing).
Reaching the community
that may or may not be aware of your practice is a bit more
challenging. However, attracting visitors to your site is a
great way to begin building interest and trust. Promote your
website in the community through:
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Press releases to local
media focusing on timely and newsworthy website content
and features such as:
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Pet nutrition guide
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Seasonal pet care
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Pet training tips
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Traveling with your
pet
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Contests and promotions that
require website registration and that will post winners
to the site, such as:
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Links on other websites
for related services such as local pet grooming,
boarding and supplies.
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Client Satisfaction
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