How to diversify your clientele

A refined marketing strategy is an essential factor in the success of a veterinary practice

Content submitted by GeniusVets, a dvm360® Strategic Alliance Partner

What types of customers do you want to have? What species does your practice deal with? What services do you offer? Do you serve a mixed urban, suburban and rural clientele? Are you in an area where socio-economic diversity ranges from low income to luxury class? It’s important to remember that you can’t be everything to everyone. However, that doesn’t mean you can’t serve a diverse customer base.

Once you have identified the species you will be caring for and the services you will be providing, the next important question you need to answer concerns the socio-economic status of the clients you wish to work with. This decision will have a significant impact on the language and images you use to effectively connect with your target audience.

For example, residents of low-income areas may be more attracted to language that refers to responsible services and affordable prices, as well as simple photos of staff members interacting with customers and caring for patients. High-income communities, on the other hand, respond better to the idea of ​​top-notch services and images that depict idyllic, “Instagram-worthy” environments. This is an important area to consider and will set the standard for your website content, social media posts, and all customer communications. Once you have a good idea of ​​the language and imagery that will best connect with the communities you serve, you need to understand the steps potential customers will take to discover, consider, and engage with your services.

Today, pet care starts online. When pet owners have a question, they turn to Google first. They get information from websites and blogs and look for advice and recommendations on social media. They compare the websites of several local veterinarians and read online reviews of several providers. If they feel that your practice is the best fit for their needs, they will schedule an appointment.

While it’s crucial that your practice accompanies each step of this journey, you need to focus on the first one, Google search. Most small animal clinics offer over 50 different services and treatments for a variety of species. Pet owners have many questions about each of your services. As a search engine optimization expert, I can tell you that there are dozens to hundreds of specific questions and phrases that people type into Google each month about services provided by veterinarians. Many topics receive millions of searches per month, and Google has built its algorithms to give preference to responses from veterinary websites. The catch is that to appear at the top of Google search results, your website must offer the information people are looking for.

As a veterinarian, you answer pet care questions daily throughout your career. If you take the time to address them once on your website, you will begin to meet the needs of today’s pet owners. The key is to do this for each type of animal, life stage and service you offer. Do this and you ensure that the language and images you use are designed to connect with the sensibility of your target audience. You’ll find that your practice attracts all the right people (and pets) from all the right places, giving you a well-diversified, yet perfectly targeted clientele.

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