Digital Marketing Tips for Modern Veterinary Practices

Social media, digital marketing, and a general online presence are no longer novelties in the veterinary world—they’re absolute necessities. While word-of-mouth marketing and community involvement still have their places, digital strategies meet the expectations and demands of the modern pet owner.

If you haven’t embraced social media or updated your website in recent years, it’s time! Here, we explain why digital marketing matters in veterinary practice, ways to optimize your marketing strategies, and how to make it work for your team.

Why you need a digital presence

Today’s pet owners use social media to search for and vet new businesses. They want to see what your practice is about and to look behind the scenes before deciding who they’ll trust with their furry pals. You can use social media and your website to showcase your team, educate pet parents, and connect with current and potential clients. Additionally, a digital presence helps you rank higher in local searches, making you more visible where it matters most. Once clients choose you, you can use the same strategies to retain them.

Tips for effective digital marketing

To ensure your digital marketing is effective, you must spend time and money in the right places. Here are a few tips:

1. Define your audience — Before using social media or updating your website, decide whom you’re trying to target, define your current client base, and pinpoint what you want for your future client base. 
2. Choose key platforms — Facebook, Instagram, and YouTube are high-traffic platforms, while others are less popular with general audiences. Consider your target demographic when choosing where to invest your time.
3. Post consistently — Consistency is key to building a loyal social media following. Similarly, consistent website updates (e.g., blog posts) help you rank higher in searches. A content planning app or marketing service can help you plan each month’s content and post on schedule.
4. Create engaging content — Keep clients and other followers engaged with useful, personalized content—skip the generic memes or use them sparingly. Feature videos or photos of your team members when possible, using captions and links to educate, sneak a behind-the-scenes peek, or share success stories.
5. Engage with your audience — Social media is a two-way street. Respond to comments and answer questions to build a loyal online community.
6. Invest in paid advertising wisely — Social media and Google ads can help you target specific demographics and extend your local reach. Dip your toe into paid advertising with a small portion of your marketing budget and then determine if your investments are worthwhile using built-in ROI tracking tools.
7. Optimize your website — Ensure your website is mobile-friendly, easy to navigate, and provides more than the essential information about who you are and what you believe. A cookie-cutter site does nothing to attract new clients.

Overcoming digital marketing challenges

Marketing can feel overwhelming in a busy or understaffed practice. If you find that marketing has fallen to the bottom of your priority list, consider the following strategies:

-       Delegate — Recruit a tech-savvy team member to manage social media, website content, or an email newsletter.

-       Outsource — Hire a veterinary-specific marketing agency or consultant to help you plan and produce content.

-       Start small — Start with small changes, focus on only one platform or goal, and build on the changes over time.

Social media and digital marketing are powerful tools for growing your veterinary practice and connecting with current or future clients. An engaging, consistent online presence establishes you as a reliable resource and a trusted local business.

Although digital marketing may feel like a chore, finding the right team member or outside service to help can reduce the associated workload and stress, and you can reap the benefits with minimal fuss. Each update or interaction is an opportunity to attract new clients and build loyalty for long-term clinic success.