January is the perfect time to pause and think about the upcoming year, and one important item to reflect upon is your hospital’s marketing program. Many practices cross their fingers and simply improvise their marketing on a day-to-day basis with no long-term strategies in place. If it was 2001, maybe this would work; however, with our increasing reliance on digital technology in all aspects of our lives, that luxury has long since gone out the window.

When developing a system for your veterinary practice, keep these crucial elements in mind:

  • Think of your marketing program like a car. Typically, a car has four wheels to move it down the road. The same theory applies to your digital marketing. You need online reviews, a responsive website, search engine optimization (SEO), and social media marketing to keep your brand awareness moving forward. Now is the time to make sure you are utilizing all four services. Beyond Indigo offers marketing plans that make it easy to drive your marketing “car” down the road, all while saving you time and money.
  • Targeted ad marketing is a must-do this year. Facebook and Google both offer ads that target specific demographics that line up with your potential client base. For example, you could create an ad that is seen by women ages 24-55 who like cats and make between $30,000 and $50,000 per year. Only the selected demographic will see the ad you create, which ensures your ad dollars are only spent targeting potential clients. When creating ads, make sure to take advantage of the new call to action (CTA) features offered by both companies. One such CTA is a call button that can be pressed from the ad when viewed on a mobile device. Statistics are kept on how many calls are made from the ad, allowing you to see the value of ad dollars spent. The Beyond Indigo team are experts at targeted marketing. Please call us today to hear about the results our ads have produced for other hospitals. It really does work!
  • Create a marketing plan with specific goals and action items to accomplish those goals. Remember that marketing is a fluid environment. Planning ahead allows blogs to be written, edited, and published, ads to be created and managed, and statistics to be viewed. Marketing works when there are consistent branding messages about your business in places visible to your potential clients. Don’t fall into the trap of having three great weeks of consistency in your marketing only to stop, then start, and stop again. The effectiveness of your marketing will decrease rapidly with this type of behavior. When your business participates in Beyond Indigo’s social media program, you automatically receive a marketing plan to help keep you on track.

Beyond Indigo Pets is here to help! We have been in the business of online marketing since 1995, back when AOL was still a thing and when you had that familiar blue bar on your screen to log on to the Internet. Of course, there is no logging on to the Internet these days; it is all around us.

We’ve been through every iteration of the net, and we know how to help you and your business navigate it. We look forward to hearing from you. Please reach out today at beyondindigopets.com/contact.

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Red is your guide to everything AAHA. Whether you’re looking for association news, updates on our educational offerings, the latest books from AAHA Press, deals from our Preferred Providers, or fun reads from various AAHA staff and AAHA-member veterinary professionals, this is where you’ll find it.

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