7 Ways to Drive Online Traffic to Your Equine Veterinarian Practice /
Driving online traffic to your equine vet practice is an ever-evolving process. Running a successful business begins with getting to know the clients you serve. Tailor your website to meet visitor needs. Answer questions, provide relevant information, and display your qualifications. Doing these things can help you build a relationship with your website visitors so they will trust you to take care of their horses.
Use these seven methods to get the momentum you need.
1 - Have an Exceptional WebsitE
Your website is your digital storefront. Clients learn how you can serve them with the click of a button. When you invest in quality equine web design with a user-friendly interface, quick load speeds, high-resolution photography, SEO-optimized content, and a value-rich blog, your site is prime real estate to attract your clients.
With digital curb appeal that keeps your prospective client on the pages of your website, valuable content is king. Your clients should leave your site having gained something they couldn't get anywhere else.
Sometimes your website might be the first and only way your clients hear about your equine vet practice. Use your website as a place to build a genuine connection with them. Interactive applications can help with this. For example, instant messaging chats that permit clients to ask questions in real-time can build trust and create a high-touch client experience. You can also collect data points to help you adjust to fit your clients' needs, allowing you to learn which marketing activities are worthwhile.
2 - Get Reviews
Reviews matter! Reviews help you and the client form an accurate image of your business. In the age of Google and Yelp reviews, having 20 positive reviews can be the difference between a client choosing you over a competitor. Our market research on the equestrian industry indicates that equestrian owners rely on reviews for equine businesses even more than they do for everyday goods and services. You want equine products and services you can trust, and so do your clients. Encourage clients to leave genuine reviews about their experience at your practice. Make it easy with QR codes that take them directly to your practice's Google review page. You can hand these QR code cards to your clients before or after visiting them.
3 - Know Your Client's Pain Points
Communicate with your clients directly. Be open to feedback so you can discover client pain points. Ask your clients direct questions to ensure you understand how to provide convenient services and solutions. Pay attention to what is not said.
Do you notice that clients always seem pressed for time? Is your client flustered before your arrival, without appropriate paperwork at the ready? It may be necessary to call clients the day before their appointment for confirmation instead of two days early. Emailing a checklist of items to have prepared along with their appointment time may be a welcome addition. Do clients mention needing emergency horse care but aren't sure if you offer emergency visits? It may be time to advertise your emergency services clearly, with correct phone numbers and transparent costs.
We can create seamless time management and horse care systems. If you set up a scheduling app like Calendly, your clients can book appointments on your vet's calendar by choosing a slot for a predetermined time. Clients can also maintain equine vet diaries with apps like Equus Note. You and the client will have the most updated information on the horse's health, progress, and general concerns. Our custom software development produces web and app design solutions for streamlined, customer-friendly experiences. These software solutions can be funnelled into one another and automated from end to end.
4 - What Platforms Do Your Clients Use?
All of your clients don't lead the same lives with the same 24 hours a day. If you assume everyone is using social media, you may leave a big chunk of your potential clients in the stables.
Potential clients of your veterinary practice might live in the city but rent stables in the countryside. Others may live rural lives without access to stable Wi-Fi and therefore do not frequent social media platforms. And still, others may be of a generation, socioeconomic status, or lifestyle that does not prioritize the internet; they may not have access to it while valuing simplicity and privacy. According to Forbes, 40% of European households had no internet access in 2008. That number decreased to 13% in 2017. Homes forgoing internet access say they don't need it, which was 46% of those who didn't have access. Secondary reasons for the lack of internet were:
Low tech skills.
High internet access and equipment costs
Ability to access Wi-Fi somewhere else
Security concerns.
Your clients on social media can be scattered between YouTube, Pinterest, Twitter, Instagram, and Facebook. Be prepared to use a variety of platforms for best marketing results.
For instance, imagine an equine marketing agency wants to market equine web design to a horse trainer who uses YouTube to post training videos. The agency can better reach her through YouTube ads that market their equine web design services there too.
As an equine vet, your opportunities to reach your core clients are vast, but they must be targeted. To avoid taking shots in the dark, start speaking to clients face to face.
5 - Host Focus Groups to Hone in on Their Needs
When visiting clients for equine vet services, ask if they are willing to come to your focus group. You can choose a day that works for most people via a sign-up sheet with a few times and dates. Offer refreshments and coupons for their next vet visit to sweeten the deal.
Tell them upfront that you are inviting them to the focus group to truly understand how you can best serve them. Prepare your questions in advance, and invite a staff member to be a note-taker. Include hard copies of the questions you will ask for those who don't mind writing their responses; these can be used as references later.
It's easy to assume you know your client's needs until you've sat down with enough of them. Focus groups put your clients on the saddle and give them space to be the experts in their lives.
Ironically, you might find that clients you thought were using social media were more likely to read equine lifestyle magazines or Kindle books. If this is the case, diversifying to reach your clients via low-content kindle ebooks on equine vet and horse care tips can be a way to pivot and develop strong targets. Book writing services can assist if you don't have time to write the book. All you have to do is provide an outline so the writer can produce the kind of book you require.
6 - Keep Your Clients in the Loop with Email Newsletters
Email marketing via newsletters is one of the best ways to keep an open line of communication with your clientele. Not only do they see regular correspondence from you in their inbox, but it's also an opportunity for you to share relevant information beyond your practice walls. For example, information on timelines for upcoming events, horse vaccination season, offers that encourage clients to refer a friend to the practice, grooming specials, and those kindle book releases we mentioned earlier. An email list is invaluable. Mailchimp and other services can easily simplify the newsletter process.
7 - Know Your Marketing Budget
You can determine potential ad spend and the value of other equine marketing items like banners, flyers, and decals by the average a client is likely to spend annually at the vet after you've acquired their patronage. This provides a big-picture vision and an idea of your ROI. For instance, you spend $15 on average to acquire one client, but they bring in over $750 annually to your vet. Those are some robust numbers. Are you ready?
Our team here at EQuerry can help you create unmatched equine web design solutions and hard-hitting marketing strategies. Review our services here!
