Let’s Talk Marketing
Why veterinary practices need marketing services now more than ever.
3 Questions with Kelly Baltzell, M.A.
- Beyond Indigo recently launched VetMarketingTalk. What was the reason behind starting the new forum?
A: Marketing can be overwhelming and confusing for veterinarians. When I was speaking at events in the past, a lot of people would come up to me to ask marketing-related questions. People would literally bring their marketing invoices and say, “I have no idea what I’m paying for,” so we’d look over the invoice and discuss it. This wasn’t a sales proposition. It was explaining. “What does this word mean? Well, this means you’re paying for advertising on Google. Did you know that? No? Well, let’s talk about that.”
We are launching VetMarketingTalk so veterinarians can come ask their marketing questions on things like search engine optimization; what do you do about it how do we go about it?
Inflation is going to be a big part of the conversation too. We have an entire forum about it.
We want to help veterinarians have more discussions about hot topics around hospitals. This is an educational forum. It’s not a selling forum. It’s hard out there and it’s getting harder. We thought these conversations could help.
- What are marketing conversations like now vs. pre-pandemic?
A: Marketing conversations right now depend on the veterinary hospital itself. Open-minded, progressive veterinarians are all over their marketing and are talking to us about it all day long. Their businesses are thriving and doing well.
There are hospitals on the other end of the spectrum who have completely shut down some of their marketing because they think marketing only means new clients. Marketing for new clients is only a small slice of marketing. Yes, that can be part of it, but they need to understand that Google is one of their clients. Facebook is one of their clients. Google and Facebook and other platforms have rules. And they reward the hospitals and businesses that “feed the beast,” as we call it.
3 What do you tell veterinarians who may be thinking about shutting down their marketing efforts?
A: Businesses must keep up with Google and Facebook rules, which can change hundreds to thousands of times a year. If you stopped marketing for two years, that’s thousands of changes you’re behind on, and it can take months to get back in Google’s good graces. So, if you don’t make Google or Facebook happy, if you shut down your marketing, you’re digging a hole.
Google and Facebook are where clients and pet owners are. With marketing, you can keep up your presence in the community. You can target clients who haven’t visited in a while, and stay engaged with your top 20% of clients who bring in the most business. There are many ways that marketing enhances, benefits and improves communication with current and prospective clients.
Editor’s note: To join the conversation for free for 30 days, visit beyondindigopets.com/vetmarketingtalk.
MEET THE LEADER
Kelly Baltzell, M.A. is CEO of Beyond Indigo Pets, a veterinary marketing agency that develops custom branding, websites, marketing plans, blog content, and other services to help grow veterinary businesses.