Since 93% of internet traffic is filtered through search engines, regular blog posts can improve your search engine optimization (SEO) and send more prospective clients your way. Blogs also can be used as an educational tool to keep your current clients engaged and establish your role as the pet expert. Consistency and topic choice are key factors in ensuring your blog fills your marketing and day-to-day practice needs. Our Digital Empathy blog experts share a few ways you can make the most of your veterinary practice blogs.
#1: Post blogs consistently
Blogging only works when you do so consistently, and it is important to post a minimum of once per month. The more you blog, the better your SEO. Clients who read your blog are more likely to come back if they see regular new content, but will lose interest if you write a few posts, and then fizzle out when you get busy. Keeping content relevant and fresh will also improve your readership—consider what you most want your clients to know, the questions you are most often asked, and situations where sending a pre-visit blog can help the appointment go more smoothly.
#2: Compile an educational handout library
Clients are often overwhelmed with information during veterinary visits, and do not remember much of what you say. This is especially true during puppy and kitten visits, or when pets receive an emotional diagnosis and their owner cannot internalize all the information. The clients do listen, but simply can’t remember what you said. Handouts play a huge role in solidifying information you provide during a veterinary visit. You can build a handout library using carefully selected blog post topics that are accessible online, and send clients home with a printed copy, or refer them to your website.
Blogs can also be used to prepare clients for visits to your practice. For example, sending a blog about how to prepare pets for stress-free veterinary visits after an appointment is booked will educate owners on how to desensitize their pets to the carrier and handling performed during the exam. This preparation can allow for a more relaxed visit, which helps you build stronger relationships with your clients.
Blogs can also be compiled into a monthly digital newsletter you can send to your clients. Simply write a few introductory lines about each blog, followed by the blog link. This can provide additional opportunities for clients to read your blogs, which will help them provide better care for their pets.
#3: Feature news and updates about the practice
Your blog is a great place to post exciting news and updates about your practice, keeping existing clients informed and attracting new ones. Did you hire a new veterinarian, acquire new diagnostic equipment, or has one of your staff members become certified? Let clients know how these updates will improve their experience, and their pet’s care. Also highlight charitable or fun community events that your team is supporting or attending to show clients who you really are and what matters to your team.
#4: Spotlight team members
Clients who get to know the veterinarians and staff personally feel a closer connection and bond more deeply with your practice. Use occasional posts to spotlight specific team members, their education, their strengths, why they do what they do, what they bring to the practice, and carefully selected information about their personal and family lives. The client’s perception of the practice and the team can be colored by what they read online, and help them feel positive about their in-person interactions. Deep bonds keep clients coming back and word of mouth brings in new clients.
Your blog posts drive traffic to your site, and can provide your clients with the education they need instead of consulting Dr. Google. Blogs provided by our Digital Empathy team help you build your brand and reach more clients. Contact us for more information or to set up a meeting to determine the right services for your practice.
If you already post blogs consistently, hopefully we have sparked a few new ideas for your content calendar or about how to use your blog posts!
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