I’ve seen numerous veterinary clinics and hospitals with very little social media influence. Someone from the veterinary hospital I used to work for asked me how they can get more followers. My friend’s vet, upon finding out I was a writer, asked how he could get more clients to check out his website.
Guys…START A BLOG.
There are numerous reasons as to why a veterinary clinic should have a blog, but we’re going to discuss the top five reasons.
So, grab your coffee and let’s get started.
Educate Your Clients
Your veterinary website may have some great articles on feline hepatic lipidosis. You may even have some articles on there that thoroughly describe Bordetella bronchiseptica. Yeah…that’s great, but what does that mean to a client?
A veterinary practice needs pet owners to comply with recommendations given by the medical staff. This compliance is what keeps your practice’s bottom line AND your client’s pets healthy. However, in order to get that compliance, veterinary practices need to educate their clients.
How are clients supposed to learn anything if your website is only full of industry jargon and parasites with names a mile long? They’re going to turn to Google for their (often incorrect) information or go to a different vet who can actually explain things.
Blogging offers veterinarians a great way to educate their clients year-round, as opposed to just during short exams or when something goes wrong.
However, you need to do more than just share articles they need a dictionary to understand. All that’s going to do is leave them frustrated. Instead, provide content in a short, interesting format that clients will be able to easily understand. Your clients are as varied as their pets, and so are their reading levels.
Instead, make it relatable and simple to understand. You’re writing to pet parents who are probably experts in their own field, but are less likely to be experts in yours. So, make things easier on them.
Tell a story that helps you educate the pet owners on a variety of different topics, from dental health to diabetes.
Position Yourself as an Industry Authority
I can’t even begin to tell you how many veterinary hospitals I see on Twitter or Facebook that just share article after article from About.com, pethealthnetwork.com, or other sources. Others just “retweet” from other accounts on Twitter.
That information’s great, and some of it’s pretty cute (I’m a sucker for cute pet pictures), but it does not thing to help your website. All those veterinary hospitals are doing is driving traffic to other websites, rather than boosting their own traffic numbers.
With that being said, just posting to post something won’t get you very far. In order for your social media efforts to actually help your veterinary practice, the content you share needs to have some actual substance to it.
Keeping a blog, and then sharing your blog posts regularly is a great way to keep your audience engaged. You can expand that audience by sharing your posts across a variety of social media platforms.
By sharing content that comes from YOU, as opposed to someone else, you are able to boost your industry authority. Your clients will be getting information from you, the veterinarian they trust to take care of their beloved pet, and you’ll be getting valuable website traffic.
Build Client-Practice Connection
Blogging gives veterinarians a way to establish a connection with their clients in-between visits and checkups. This is the bond that shows the veterinarian truly cares about both patient and client. Much like with any small business, it’s this bond that facilitates client-brand trust – something that increases sales and grows business.
Not only will you strengthen your bond with your clients, but it will also help you stand out in your local community. People tend to only want to go to their primary doctor to cure their ailments, and do the same with their veterinarians.
Taking the time to establish that bond sets you apart from the rest of the other veterinary practices in the area, and keeps your clients regularly coming back. The more your clients like your practice – and all the helpful information you’re sharing with them, the more likely they are to recommend your practice to their friends.
Blogging shows you care enough to keep clients informed outside of office hours, which means you are likely to show proper TLC when they bring their pet to you.
Blogging helps your veterinary hospital website stand out among the rest of the results in a search engine search. This is because blogging is a great way to boost your SEO, or search engine optimization.
SEO is how prospective clients will find you through Google and how you will be able to expand your client base and keep your appointment schedule full.
You see, search engines (especially Google) REALLY like blogs. Blogs that are updated regularly offer fresh, new content for search engines to “crawl” and index. It shows your site is active, and you’re able to share fresh content several times per month.
Each time you publish a new blog post, search engines count that as a new page. The more frequently you add new pages, complete with industry-related keywords, the higher up your website will rank in search engine results.
This is why businesses that have a blog on their website tend to receive roughly 55% more website visitors, in addition to getting 97% more links to their website. So, not only does blogging increase your industry authority, but it also increases your inbound links. The more your content is shared by credible sites, the more visitors will visit your website.
The more visitors visit your site, the more potential clients you will have.
Blogging may seem like a daunting task at first, but it doesn’t have to be. With a bit of teamwork, dedication, and an experienced freelance writer, your veterinary practice will have a successful blog you can be proud of.
Have some questions? Feel free to contact me or write a comment below!