Veterinary Marketing Trends: What to Expect in 2016

The future of veterinary marketing will continue its evolution toward inbound marketing. Inbound marketing is marketing that relies upon interesting, attention-grabbing content and accessibility to bring customers to you. Join us as we explore the three veterinary marketing trends we believe your practice can use to help expand your growth in 2016.

Inbound Marketing = Content + Context

Personalize, Personalize, Personalize

Traditional means of mass marketing have become less popular and more of a nuisance to consumers in recent years. As your clients become more tech-savvy, they expect more personalized content. With inbound marketing, your content should act “like a magnet, pulling people towards you.”

A HubSpot survey found disruptive (or low-ranking) methods of advertising were not only likely to annoy your clients – they also foster a lower opinion of your practice. Higher-ranked methods, such as the utilization of social media, fared much better. Because of this, HubSpot’s Vice President of Product & Content Marketing, Meghan Keaney Anderson, suggests less focus on paid ads and more generating your own unique content.

Grow your veterinary practice by utilizing personalized emails, unique content, and a mobile-friendly website in 2016.

Content is Still King

Whereas paid ads come with an expiration date, content created by your veterinary practice that is geared toward your clients’ needs will continue to work for you for months and years to come. Ads can be blocked (and will be more than ever in 2016), but content can be found via organic searches at any time. In fact, HubSpot reports that 70% of their website traffic comes from old content.

The content of your practice emails and veterinary email newsletters will also need to be more personalized than ever. By gearing messages to individual clients or topics to unique regions, Jupiter Research found you will drive 18 times more revenue than a generic broadcast email.

Veterinary SEO on the Go

Your veterinary website’s search engine optimization still relies heavily on having the right keywords and the right inbound links to put content where clients and potential clients will find it. However, in 2016, Google’s search-ranking algorithms will also be geared toward a website’s mobile friendliness, its security, and the speed at which it loads. Your practice will need a mobile or responsive website more than ever to remain at the top of local search results because your clients aren’t limited to desktops – they’re using smartphones, tablets and laptops, too.

Why not make a new year’s resolution to strengthen your 2016 veterinary marketing game plan? The veterinary marketing professionals at VetNetwork are ready to help you increase your practice’s bottom line. Visit our website or give us a call today at (800) 564-4215 to get started.