What is in this article?:
- Adding Social Media To Your Clinic's Marketing Plans
- Focus on Facebook
- Know your Audience
Social media can be a great addition to your clinic’s marketing plan. Two veterinarians share their advice and tips for getting your clinic started online.
Focus on Facebook
Feutz and Deewall say Facebook has been a tremendous tool for driving traffic to their websites and blogs. And ultimately, Deewall says, she believes it helps to drive clients through their clinic doors. She sees the site as a great form of free advertising.
“We’re getting a lot of free exposure, and it’s great,” Deewall says. “Once, we had a calf born with seven legs, and we shared pictures of it. Our state senator shared it on his page. We had lots of crazy exposure we wouldn’t normally get.”
When the clinic’s posts are shared, Deewall says their clinic—and beef production, in general—is being exposed to the friends of their followers.
“We believe we’re educating people on beef production, and maybe are changing a bad perception about the industry,” she says. “We’re reaching a broader base for the beef industry, and we’re doing something good.”
In order to drive traffic to her blogs and maintain relationships with her readers, Feutz utilizes Facebook business pages, as well (www.facebook.com/agriculturedblog and www.facebook.com/alarmclockwars).
“Through Facebook, I’ve had great success and engagement with my readers,” Feutz says. “Every time I write a blog post, it automatically feeds onto my Facebook page.”
However, in addition to linking to blog posts, she says she also tries to provide unique information on the Facebook page that readers can’t get on the blog.
“In order to make Facebook work, you must tie your blog posts back to Facebook,” she says. “But also, you need to provide information on the Facebook page that they’re not getting on the website. This will keep them coming back to your Facebook page.”
For her Alarm Clock Wars page, this means posting several times a week with new updates on the remodeling project, while showing a “color of the day” on Facebook only, she says.
Deewall says keeping information current is key to her clinic’s social media success, as well. She attempts to post updates to the clinic Facebook page at least every few days, if not every day.
In addition to providing intriguing information, Deewall says quality photos are also a “must.”
“We say a picture is worth a thousand words on Facebook,” she says. “We post about interesting cases or patients, or link to new cases or products. Photos draw people in, and our followers share our posts with their friends.”
In addition to educating clients, Deewall says these posts also let their fans know all the services their clinic provides.
“It has opened the eyes of people as to what we do,” she says. “They’ll say, ‘I didn’t know you did that. I didn’t even know that was possible.’”
Share the Knowledge
Posting these “sharable moments” on Facebook is a great way to build followers to your page, Feutz says.
“The American Veterinary Medicine Association does a great job of putting out news stories on their Facebook page (www.facebook.com/avmavets),” Feutz says. “That’s an easy way for vets to add content to their Facebook page—by sharing their stories on your veterinary practice’s page. And people eat that stuff up— especially the ‘warm and fuzzy’ stories.”
Deewall says she often shares posts from DVM360.com’s Facebook page (www.facebook.com/dvm360).
When the veterinary practice shares these stories, their fans will often share the stories to their page. And, that “share” will link back to you, Feutz says.
“It’s a great way to help build your following,” she says.
Building your following is critical. And you must always keep your key audience in mind.