Marketing online has become the most important lead source for new business. While many animal clinics have realized that and hired professional help, most veterinarians still treat their website as a sideline. There is science to success and a professional can show you how you can get back an exponential return of new earnings for every marketing dollar spent online. Some people like to do it themselves, so in order to get your desired results, this article will detail some of the things that most veterinary owners are failing to remember when it comes to digitally marketing their website. By implementing some of these ideas, your website should see not just a larger audience, but also a better quality of visitor as well.
1. Measuring The Right Data
The first thing to take note of for your veterinary website is which metrics you are using to track success rates. Sometimes, the number of visits to your site is not always the best indicator of your website’s performance. If a website gets 10,000 visits per week but only 10 of them are interested in what the website has to offer it is not highly effective. Meanwhile, if that website were instead generating 1,000 visits per week but 20 of them were interested, it would be a stronger website than the previous example. For a veterinary website owner, you must ask the question “what is considered a successful visit to your site?”. The answer may be how many appointments were booked online or how many new clients contacted you through your website.
2. Targeting The Right People
A second issue that may be causing you veterinary website to not be performing as well as desired is that you are not targeting the right audience. One particularly important thing to do is to create what is called a customer or client persona. Ask yourself questions like: “What are the characteristics of my average client base?” and “What would be some of the concerns that potential clients may have when considering which veterinarian to go to?”. By answering these questions, you should be able to get a better understanding of the people that want to do business with you. With this information you should then be able to better find new customers that would be directly interested in your veterinary clinic.
3. Patience
Another concept that is hard to practice, especially in digital marketing, is patience. However, this could be a critical part of why it may seem that your veterinary website isn’t performing up to your standards. It can take many months in order to see progress for your website, but with a little bit of patience, a good strategy in place and proper metrics results will eventually show themselves.
4. Testing 1-2-3
One last thing to consider when understanding how to better utilize digital marketing for your website is that you need to regularly perform tests on your website in order to make sure that everything is running smoothly. Testing your website will tell you a lot of information such as simple stuff like “are there any broken links on my website” to more complex problems such as the performance of tags on your website.
These tests can be found for free and one is linked at the end of this article if you would like to get your website tested.
Keeping all of these different things in mind can be a lot to handle on top of the already busy life of a veterinarian, but they are important to remember because they may help you to better understand why your digital marketing efforts aren’t seeing the results you desire.
