Veterinary Marketing – The Ultimate Guide

80 min read

Table of Contents

The fundamentals of Veterinary Marketing

Email Marketing for Veterinary Practices

Social Media Marketing for Veterinary Practices

Veterinary Website

Veterinary SEO

Veterinary Content marketing

Mobile Marketing for Veterinary Practice

Influencer Marketing for Veterinary Practices

Offline marketing for Veterinary Practices

Online advertising for veterinary practices

Fundamentals of Veterinary Marketing

An efficient marketing plan is crucial whether you’ve recently launched your veterinary clinic or have been in practice for 20 years and want to bring in additional patients. Below we are going to have a look at the fundamental elements of marketing for your veterinary practice.

Why should you market your veterinary practice?

While loyal consumers should always come first, marketing can help a business grow by acquiring new clients and converting existing customers to loyal customers who tell others about it. In essence, good marketing ensures a company’s future through engaging new and existing customers.

Developing and implementing a marketing strategy for your veterinary office has numerous advantages. You may realise the benefits of good veterinarian marketing on a consistent basis. 

● You’ll have more time to focus on other aspects of your clinic’s growth.

● Being able to concentrate on digital advertising on search engines such as Google and increasing traffic to your website through pay-per-click advertisements.

● You’ll be able to reach a much larger pool of potential clients while also strengthening your existing client relationships.

● Increase your earnings and recoup the cost of advertising your practice.

The capacity to retain patients is a key indicator of a practice’s success. Even if you’re doing everything you can, it’s not always as simple as it appears. There are a variety of reasons why pet owners change their practices. There may be factors beyond your control, such as patient relocation, as well as factors within your control, such as a lack of time or attention during office visits. Whatever the cause, customer loyalty and retention are on the decline. And it’s possible that this tendency is costing your practice money.

Did you know? Defection has a heavy price tag.

● There is no way for a veterinary office to keep all of its patients. Recent research suggests that the amount of dissatisfied veterinary clients may be higher than you realise.

● Being able to concentrate on digital advertising on search engines such as Google and increasing traffic to your website through pay-per-click advertisements.

● After their first appointment, 38% of patients never return. The main reason for this is a lack of attention from the practice and a lack of time on the part of the veterinarian.

● Only 25% of owners said their vet appointments lasted more than 10 minutes, which is one of the main reasons they switched.

Applying an executable marketing plan will allow you to reap the benefits and reduce your clientele loss in the future, as well as keep your clinic functioning and your clients pleased!

Online Marketing Vs Offline marketing

The term “online brand marketing” refers to the various ways in which brands can sell and advertise their products and services on the internet.

There are several online channels and platforms you can use for your brand promotion in today’s highly digital environment.

Brands utilise online marketing to reach their target consumers in the digital hotspots they frequently use — think Google, Facebook, Instagram, or Amazon — through email marketing and social media advertisements, as well as optimising your site and putting up Google ads.

Pros 

● Assures a wider reach to the customers 

● Assures quantifiable results immediately 

● Leads to lower overheads for the business 

● Lets you track the preferences of customers and potential customers 

● Helps develop customer relationships

● It is more convenient for the customers

Cons

● Possibility of an Internet Fraud 

● Placement of the ads not beneficial

● Demands expertise 

● Not accessible in the rural areas 

● Negative feedback or reviews about the products online could impact the success

In general, offline marketing is marketing that does not use online media. This type of marketing was used before the internet and is still used by almost all large and small businesses that want to maintain their market position.

Offline marketing now includes several methods, giving the advertiser a wide range of options. Offline marketing includes advertisements in newspapers or on television. This promotion can be direct or through a partnership project.

Traveling also exposes people to large hoardings promoting products, another example of offline marketing. Offline marketing has evolved over time to reach a larger audience.

Offline marketing is all about spreading the word about your company to as many people as possible. Now, this marketing can be for all consumers or targeted.

For any firm or business entity, whether online or offline, offline marketing has proven to be quite effective. Many marketing experts recognise the value of offline marketing and its positive impact on a wide range of demographics.

Since online media has become a powerful platform for business growth, people are combining online and offline methods of advertising their products.
For example, Ford uses offline media like television and print media like newspapers to promote their products. They have also combined it with online marketing, providing predominate urls with all vehicle information.

For example, Ford uses offline media like television and print media like newspapers to promote their products. They have also combined it with online marketing, providing predominate urls with all vehicle information.

Pros 

● It can be tailored to your target market depending on the method used.

● Visible aspects of your business and products give you more credibility.

● It also isolates older people who may not be comfortable using the internet. Your offline marketing campaign could target this demographic.

Cons

● It is not measurable without an incentive.

● Expensive in labour, time, and money.

● Harder to establish your company’s expertise offline.

Overall marketing strategy

All vet clinics strive to provide the best care for animals. Improve their services and hire experienced vets. But long-term success requires focusing on marketing their practise. Otherwise, your competitors will simply out-market you. What makes up a veterinary marketing plan?

First you need to identify the right channels, these could include:

● Blog content – Content marketing isn’t just marketing. It informs, establishes you as a credible source, and builds trust with your clients. It also improves SEO, allowing you to reach more clients who are searching for the topics you write about.

● Social media- Your customers use it. According to the Pew Research Center, 68% of US adults use Facebook, and 74% of those users use it daily.

● Email marketing- Email is a low-cost way to reach clients. Send a monthly e-newsletter with timely tips and blog links. Email can also be used to remind clients about prescription refills, appointments, and more.

● Paid search advertising- Every minute, Google receives over 2.3 million searches, according to Business Collective. Google is our go-to resource when we have questions. Don’t you want your practice’s website to be one of the top Google results for pet owners in your community? Pay-per-click (PPC), Google Adwords, and other paid search advertising options can help you reach local clients seeking specific veterinary services. Paid search advertising is trackable, allowing for better ROI measurement.

● Traditional print advertising- The “old-fashioned” methods of attracting clients still work. Print advertising is often more expensive than digital marketing, but it effectively reaches a targeted audience. Someone reading a magazine or newspaper may notice your print ad more readily than someone scrolling through their Facebook newsfeed.

Marketing budgets

A marketing budget details how much money your company plans to spend on marketing over a year, quarter, or month. Consider all marketing expenses when budgeting for marketing, including paid advertising, hiring, marketing tools, website maintenance, and more.

Why do you need a marketing budget? 

● It helps you stay on track financially

● It helps you allocate funds into the right places

● It helps you set benchmarks and goals

● It helps you plan long-term

● It’s an investment in your business’s growth

In order to spread your budget across all the marketing channels you must: 

Establish your sales cycle

● Know your outside costs

● Determine your business’s goals

● Understand your market

● Get an idea of what strategies you want to use

● An essential component of preparing a 2021 marketing budget is choosing your strategies

Internal Vs external marketing resources

Internal 

Brand Education

Employee Recognition Programs

Integrated Communication Apps

Employee Roundtables

Bonding Activities

External 

Advertise 

Networking 

Presentations

Online content 

Email and Newsletters

Press release 

Live events 

Social media 

With all of these you need to take into consideration the costs and maintenance required to keep them running. You should also think about how you can implement internal marketing strategies through staff training.

Email Marketing for Veterinary Practices

An essential part of any marketing strategy is email marketing. It is low cost yet effective. Let’s have a look in more detail below.

What is email marketing/fundamentals?

To market via email, you must send a commercial message to your ‘email subscribers’, who have agreed to receive emails from you. Email marketing is used to inform, sell, and build a brand community (e.g. with a newsletter). Instead of one-size-fits-all mass mailings, modern email marketing focuses on consent, segmentation, and personalization.

Benefits include: 

● Targeted and personalized content

● Build credibility

● Better brand recognition

● Boost sales

● Stronger customer relationships

● Optimize your time and budget

● Metrics to learn what works

● Increased traffic to your website

● Establish authority

● Build excitement

Email campaign types for Vet practices

Promotional Messages

Spay and Neuter Awareness template example: 

Subject: Help the community by getting your pet spayed or neutered for free!

Body:

The number of abandoned pets is increasing! You can avoid unintended litters, which contribute to the homeless pet population, by spaying or neutering your pet.

We’re providing FREE spaying or neutering with a wellness visit this month.

Call our clinic to schedule an appointment now!

One of the advantages of this campaign is that it is simple and straightforward. When reading their email, no one wants to read a novel. This is why the best promotion strategy is to keep it short and sweet!

Cat/Dog Health Month template example:

Subject: Keep your Cat/Bog healthy throughout the year!

Body:

It’s National Cat/Dog Month this month! Did you know that taking your pet to the vet at least once a year will help them live longer?

Most pet owners only bring their animals to the veterinarian when they are sick or wounded. Instead, be proactive and make an appointment for your annual checkup.

Make an appointment today by contacting our clinic!

While there are no monetary incentives for the reader to come in and visit the clinic in this letter, there is an emotional appeal. Because pet parents want their pets to live long and happy lives, the emotional appeal creates a persuasive reason for paying attention to the message.

New Clinic Offerings

New Service email template example: 

Subject: Introducing: Boarding Services!

Body:

We’re thrilled to announce that we now provide boarding for both cats and dogs! If you’re planning a longer vacation, we’ll take excellent care of your pets while you’re away.

Start planning your vacation now, and make a boarding reservation by calling our clinic. There are a limited number of spots available, so act quickly!

This is a simple and quick approach to inform your clients about new services. When it comes to limited-time special offers, such as boarding, it’s critical to emphasise the exclusivity to encourage customers to act promptly.

Clinic Notifications

Holiday hours email template:

Subject: Winter Hours Have Begun – Make Appointments As Soon As Possible!

Body:

Due to the inclement weather, our clinic hours have changed:

Tuesday through Friday, 9:00 a.m. to 3:30 p.m.

Saturday from 9:00 a.m. to 12:00 p.m.

CLOSED FROM SUNDAY TO MONDAY

Make an appointment with us today by contacting our office!

It’s always a good idea to notify your current client database if your hours change for any reason. While the majority of this information is available over the internet, it does take time for all of it to be updated. When notifying them of critical changes, such as a change in phone numbers or hours, the best course of action is to contact them directly.

Email list building

Here are the top five reasons why you should have a mailing list for your veterinary clinic: 

● Provide potential customers with information.

● Maintain contact with your present consumers and inform them of any new developments.

● Subscribers to your email list will receive exclusive “behind the scenes” offers and information.

● Regular e-mail updates might assist keep your company’s name in the public eye.

● Use newsletters to offer existing consumers advice and assistance (and potential ones).

So, how do you start to build your list? 

First, don’t try to keep a database of your stuff! This is because it quickly adds to the administrative load. Instead, you can use various free or low-cost email marketing management services. For example, Mailchimp. Others, like Infusionsoft, are more sophisticated yet successful. These services allow users to join your email list (and unsubscribe if they want to). And pick which list segment they wish to hear from.

Consider privacy and data security laws. Entrusting an email management service. They’ll help you run your email list legally.

Here are five great methods for gaining subscribers:

● Set up an online subscription button;

● If you utilise social media, include a subscribe link.

● Ask current customers to join your mailing list. When you bill them or schedule their appointments.

● Encourage individuals to join your email list. Consider offering free prizes to clients who sign up for your mailing list at a client event. This may be free therapy for their pet. An uncomplicated, yet vital, worm-test or other veterinary operation;

● Encourage your readers to share your e-newsletter with others. Include a ‘subscribe’ button in the newsletter.

Email marketing metrics

1. Email Engagement Metric Open Rate

The open rate is calculated by dividing the number of emails opened by the number of emails delivered. Then multiply by 100 to get your open rate.

Examine your rate against the industry average to see if you need to improve this email marketing metric.

Adding a recipient’s name to the subject line of your emails can boost open rates. You can also group your list to ensure your followers get relevant content. Both strategies have improved open rates.

2. Email Click-Through Rate

Every email you send should include a link to another site. For example, to increase sales, your CTA should direct readers to your online store.

Your CTR is calculated by dividing the number of links clicked by the number of emails sent. Because readers can only become customers by clicking, CTR is an important email metric to track and optimise.

By tracking email engagement, you can improve your CTA’s click-through rate. You want it to stand out. Use a larger font and dynamic colours for the CTA.

A creative graphic to entice readers is also an option. Maybe a linked, animated button that represents unwrapping a present. All of these methods are simple but effective.

3. Share Rate Metrics

Many email marketing metrics show how well your content engages current subscribers. If you know what email metrics to track and measure, you can also reach new leads. Create compelling content that your fans will forward or post on social media.

Divide the number of shares or forwards by the number of emails sent. Multiply by 100.

Making sharing and forwarding buttons prominent in the email can increase share rates. You could also implement a referral programme that rewards fans for sharing your content. People trust recommendations from friends 84 percent of the time. So a referral programme can help you leverage existing customers while attracting new ones.

4. Unsubscribe Rate

You don’t want to lose customers. To make sure it isn’t, multiply the number of unsubscribes by the number of emails sent.

If you have a high unsubscribe rate, ask your followers what you’re doing wrong. Many reasons exist for unsubscribing. They sometimes think the content is worthless. They think you send emails too frequently. Or they never intended to sign up. Surveying them along with other email metrics helps you improve your campaigns.

While digital marketing is highly effective, it requires constant monitoring. When deciding what email metrics to track and measure, keep in mind that your campaign’s goals should drive your choices. In many cases, tracking these digital and email marketing KPIs will reveal what can be done to improve a campaign.

Email marketing software/tools

1. Mailchimp

Website: https://mailchimp.com/

Most businesses need Mailchimp because it has the features they need without being overly complicated. Businesses can plan campaigns, A/B test copy, and track open, click-through, and unsubscribe rates. It also has the most generous free-for-life plans we tested.

Pros

● ad-free plan (up to 2,000 contacts)

● Campaigns that are easy to build

● Reporting that helps future sends

● Connects to hundreds of platforms

Cons

● Larger contact lists cost more (more than 15k subscribers)

● Phone support limited

● No advanced marketing teams

The free plan allows for 2,000 contacts and 10,000 monthly email sends. Its platform is easy to use, with drag-and-drop features to style your emails.

Aside from the free plan, there are three paid plans with varying costs (nonprofits get a 15% discount):

Essentials: $9.99 to $270 per month

Standard: $14.99 to $540 per month

Premium: $299 to $1,190 per month

Mailchimp is ideal for businesses looking to send emails to their customers. It has an easy-to-use email editor and advanced features like A/B testing and multi-step journeys. Easy-to-understand reporting helps users determine what works and what doesn’t. Open rates and click-through rates are easily identified by business owners to gauge reader response.

2. ActiveCampaign

website: https://www.activecampaign.com/

Active Campaign has hundreds of pre-built automations that help you personalise campaigns for each subscriber. There are setup guides throughout the platform, and ActiveCampaign’s customer support is quick and friendly.

Pros

● Great automation features that help customers

● Friendly and quick customer service

● There are no plan levels that do not include data migration and

● Free CRM with sales automation (For a limited time)

● Has 850+ software integrations

Cons

● A steep learning curve

● Lite plan is limited (and includes ActiveCampaign branding)

● Costs rapidly increase with contact count.

● ActiveCampaign is a CXA software with email capabilities. It has over 850 integrations because it is designed to manage contacts and sales.

The software comes with a 14-day trial. Then you must pay for one of the four paid plans, either monthly or annually. Depending on the plan, the annual discount ranges from 15% to 40%. Each plan’s price is determined by your contact count (nonprofits get 20 percent off).

$15+/month

Plus: $70+/mo

Professional: $159+

Enterprise: $279+

You can get a plan and customise it for your contacts while keeping the basic features. For example, the Lite plan includes 500 contacts and can be upgraded to 100,000 contacts for $405 annually. The Plus, Professional, and Enterprise plans enhance your platform’s CRM capabilities.

ActiveCampaign’s ability to customise automations to increase subscriber engagement gives it the edge in this category. The interface is simple to use and includes resources for any questions that may arise. Marketing and sales automations work together to increase revenue.

3. MailerLite

Website: https://www.mailerlite.com/

MailerLite is the easiest email marketing software to use due to its drag-and-drop interface. Because the company’s mission is to simplify, the software is clean and streamlined.

Pros

● Easy email design with drag-and-drop

● Up to 1,000 contacts for free

● Email help

● Many email template options

Cons

● Excludes CRM features (Though it allows for integration)

● a few limited ties

● Setting up an account requires a lot of company information.

MailerLite has created the best user-friendly platform available. If users have issues, email support is available to help troubleshoot.

It has a free plan for life with 1,000 subscribers and 12,000 emails sent. For more bandwidth or advanced features (like removing MailerLite branding), a paid plan is available. Cost depends on subscriber count. You can pay monthly or annually, with an annual plan saving you 30%. Nonprofits get a 30% discount. Here’s how much it costs:

1,000 contacts: $10/month

1 to 2,500 contacts: $15/mo

2,501-5,000 contacts: $30/mo

5,001–10,000 contacts: $50/mo

4. Moosend 

Website: https://moosend.com/

Moosend is the most affordable option because you can pay by the number of subscribers or emails sent, whichever is cheaper for you. With its user-friendly tools, you can easily send appealing and timely emails to your audience.

Pros

● Affordability

● Pay only when sending emails

● Customize or use a template from the library

Cons

● Can’t email from Gmail or Hotmail

● Simpler user interface

● A few limited ties

Moosend is a low-cost platform that lets users choose between billing via subscribers or email. If you need help customising one of the many templates provided, phone support is included.

Moosend’s Free Forever plan includes 1,000 subscribers, and there are also Pro and Enterprise plans. Contact Moosend for pricing on the Enterprise plan. The Pro Plan is priced per subscriber. The monthly fee is shown below, but annual billing saves you 20%. Nonprofits get a 25% discount.

2,000+ subscribers: $10/mo

2,500+ subscribers: $20/month

2,500-5,000 subscribers: $30/mo

5,000-8,000 subscribers: $40/mo

Moosend offers credits for the number of emails sent (includes unlimited subscribers). For $1, you get 1,000 credits, or 1,000 emails. This plan includes the same features as the Pro Plan, like landing pages and transactional emails.

Moosend is one of the most affordable email marketing tools on the market, but it’s robust enough to handle most small business email marketing campaigns. It lets you pay either by number of subscribers or emails sent, depending on which is more cost-effective for your business.

5. Drip

Website: https://www.drip.com/

Drip is the best e-commerce email marketing software because of its sophisticated workflows and advanced list segmentation. Subscribers receive personalised emails based on their shopping behaviours on your site, and timely follow-ups based on their email interactions.

Pros

● Drip campaigns made easy

● Uncomplicated setup

● Great customer service

● Contact list segmentation

Cons

● Missing key integrations

● No drag-and-drop template design

● Available weekdays 9am-5pm CST

Drip is the best email marketing software for e-commerce businesses. Its user support can help with setup and usage issues. We like how you can segment your lists to give users the best possible website and email experience.

Drip offers a 14-day free trial and one monthly plan ranging from $19 to $1,599 depending on how many contacts you have. Here are some examples:

500 contacts: $19/mo

501-2,000 contacts: $29/mo

2,001-2,500 contacts: $39/mo

2,501-3,000 contacts: $49/mo

For costs above this number of contacts, check the website directly. Prior to contacting them for custom enterprise pricing, you can get 140,000 contacts for $1,599.

E-commerce workflows, email templates, and lead generation forms are all built into Drip. It allows you to hyper-target your campaigns to increase user engagement.

Social media marketing for Veterinary Practices

Socila media has become an integral part of any marketing plan for businesses of all kinds. Therefore veterinary practices should also consider utilising the benefits.

What are SM marketing and benefits/fundamentals

The use of social media platforms and websites to advertise a product or service is known as social media marketing. Social media marketing is growing more popular among practitioners and researchers, despite the fact that the phrases e-marketing and digital marketing remain prevalent in academia.

Some of the benefits include: 

● Increased Brand Awareness

● More Inbound Traffic

● Improved Search Engine Rankings

● Higher Conversion Rates

● Better Customer Satisfaction

● Improved Brand Loyalty

● More Brand Authority

● Cost-Effective

● Gain Marketplace Insights

● Thought Leadership

Best social media platforms for your veterinary practice

1. Instagram To Reach Younger Pet Owners

Want to grow your social media impact on Facebook? Take Instagram. Unlike some social media platforms, Instagram continues to develop. Unsurprisingly, millennials prefer it. And, according to Forbes, millennials are willing to spend more money on their dogs than any previous generation.

Contacting you via Instagram Business is simple. Business accounts are free and include data to help you determine when your audience is most active.

Here’s an example of the type of picture you could include on your INstagram account with a description asking for volunteers. 

Photo by Mikhail Nilov from Pexels

2. Widen Your Net With Facebook

If you’re new to social media, consider Facebook your social media home base. Adults in the US prefer Facebook over other social media. Facebook users spend an average of four hours per week on the site, allowing you to stay top-of-mind for those rare clients.

Facebook also has a powerful and affordable advertising platform (ads start at $5). You can target specific groups like existing clients or local pet owners.

Remember that a Facebook page isn’t enough. It’s likely that your Facebook page will come up first or second in a Google search for your practise. If you do decide to use Facebook, keep it current by posting at least once a week.

Here’s an example of the type of post you could include on your Facebook page for an offer you are running in your clinic. 

3. What to post 

Client testimonialsExample– Providing a space for your current clients to provide feedback is a brilliant way to allow potentials clients to research your clinic before they book an appointment. 

BlogsExample -This type of post is a great way to not only provide essential safety information to client but it also has the potential to bring in new clients when searching for advice.  

Staff spotlights/NewsExample – This is a great way to introduce the team and make your clients feel at ease knowing exactly who will be taking care of their loved pets. 

Veterinary holiday postsExample– It can be scary for clients when something happens to their pet through the holiday season as the hours are altered. This can help them feel at ease and find the right information for out of hours services. 

Latest offers Example – This type of post enables customers to not only see your standard pricing but also gives you the opportunity to advertise latest offers. 

3. Social media metrics

Referrals – The way a user finds your website is through referrals. They’ll be divided down into sources in web analytics. The source/medium you’ll be watching is usually “social,” and then it’s broken down by network.

Conversions – When someone buys something from your website, this is referred to as a conversion. A social conversion occurs when someone comes to your website through a social media channel and then buys anything during that same visit.

Impressions – The number of times a post appears in someone’s timeline is referred to as impressions.

Reach – The number of possible unique viewers for a post (typically your follower count plus accounts that shared the post’s follower counts) is referred to as reach.

Likes, comments, and retweets – Individual engagement indicators, such as a Share or a Retweet, accumulate over time. A total amount of engagements per post or profile can be found in a Twitter report.

Engagement – The number of engagements divided by the number of impressions or reach. A high rate indicates that the majority of those who see the post think it interesting.

Organic mentions – Such as @mentions that aren’t part of a reply or tagging a company in an Instagram story without prompting, show that the user is aware of the brand.

Social media managing software/tools

1. Hootsuite  

Top features: 

Manage posting schedules

Analytics for performance

Multiple integrations

Hootsuite strives to be an all-in-one social media management platform. There’s a search and filter tool for existing social media to locate brand mentions, insights, and demographic data.

Lastly, each Hootsuite package allows you to schedule posts from many profiles across different social media platforms. This allows you to guarantee marketing campaigns are timed and targeted correctly. This is especially true when posts may be tagged to ensure they are stored correctly.

There’s also a KPI tracking option. Reports can be customised to show and read only the data you want to see. Especially since Hootsuite is designed for teams, not just people.

There are also interfaces for Asana, Slack, Mailchimp, Trello, and Zendesk, so you can work productively and efficiently on your social media marketing and communications efforts.

2. SEMrush

Top Features: 

Social media tracker

Social media poster

SEO integration

Image credit: SEMrush

In addition to SEO tools, SEMrush includes tools for managing Facebook, Twitter, LinkedIn and Google My Business.

The social media poster lets you schedule posts to various social media sites. Edit images, create UTMs, and shorten links to personalise your posts, which can be published instantly or on a schedule. You can also manage ads across Facebook, Instagram, Messenger, and the Audience Network.

The social media tracker then collects analytics for reports in a single dashboard. This includes both responses to posts and other mentions. You can also track your competitors’ posting frequency.

The most important feature of SEMrush is that it allows you to integrate your social media management with your overall SEO and marketing strategy.

3. Ripl

Top Features: 

Thousands of templates

Easy video creation

Manage on mobile devices

7-day free trial

Ripl’s platform makes it simple to create professional social media content. Ripl not only provides thousands of templates but also over half a million stock images and videos to use for content and animations.

Posts can be written, edited, and scheduled on the go using an Android or iOS mobile device. You can also track engagement statistics and target your audience with suggested hashtags.

Over 4.5 million small businesses already use Ripl to publish and share content across Facebook, Instagram, LinkedIn, Twitter, and YouTube.

This site offers monthly, annual and a 7-day free trial.

4. Sprout Social 

Tops Features: 

Covers a wide range of social media accounts

Powerful data analysis capabilities

Helps with customer support

Sprout Social is probably best known for being a one-stop shop for managing and scheduling all of your social media accounts. Handy for your company’s social media manager juggling Facebook, Twitter, Pinterest, and more.

But it’s also a powerful data analysis tool. You can sort by demographics and location to see what content works best for which followers. Your brand is discussed when Sprout manages multiple accounts and keywords across all social media. It also helps your company respond to customers by routing messages to the right people.

Sprout Social offers a 30-day free trial. If you like it, you can upgrade to a plan that covers more profiles, scope, and features.

5. Hubspot

Top Features: 

Monitor multiple platforms

Multiple tools

Hubspot marketing platform

With Hubspot Social Media Software. The goal is to save time by prioritising social connections on Facebook, Twitter, Instagram, YouTube, and LinkedIn.

There are management tools for publishing and sharing content, monitoring mentions, and reporting on engagement levels as well as business metrics.

These tools are part of the Hubspot Marketing Hub, so you can use them alongside other targeted marketing tools. So, in addition to monitoring and managing your social media, you must also ensure that your efforts yield a business return.

Veterinary Website

In light of the digital age and advancements in technology, no veterinary clinic should be without a website. Let’s have a look in more detail below.

Why should you have a website/benefits/fundamentals

If your practise isn’t online, you’re wasting money and time.

Almost no business today does not have an online presence. But many still do not. According to a recent Clutch survey, nearly one-third of US small businesses do not have a website. A year ago, Clutch reported that nearly half of all small businesses lacked one, but many still lag behind.

If your veterinary practice is among the 30% without a website, it’s time to get one up and running. Time and money can be overcome. A practice website is a long-term investment with great potential.

You may agree that the initial investment is well worth it after reading the reasons why every veterinary practice needs a website.

In fact, we strongly recommend you take a look at another guide we created with veterinary consultant Justin Phillips from Practice Made Purrfect on the DOs and DON’Ts of A Vet Practice Website.

Benefits Include: 

● Get Found

● Market Yourself

● Describe your practice. 

● Help clients find you. 

● Promote your services. 

● Introduce your doctors and staff. 

● Leverage word-of-mouth.

● Build Credibility

● Ease Your Administrative Burden

Web hosting/domain registration

The service of web hosting makes your site or application available online. It’s also an important factor to consider when designing a website.

Businesses that maintain, configure, and run physical servers typically provide web hosting.

If you buy a web hosting plan, you are renting server space to store your website’s HTML and CSS files, media files, and other files.

Domain hosting is a service that hosts and manages domain names. It’s provided by domain hosts, also known as domain name registrars.  

A domain name itself is the address of your website. Users type a website’s domain name in the address bar of their web browser to visit that site. 

A domain host uses domain name system (DNS) records to connect your domain with your site’s internet protocol (IP) address – a unique address assigned to a physical server, which usually looks like this: 168.221.236.204.

IP addresses help computers identify each other online, but it’s challenging for humans to remember and use these numbers to access a website. Thanks to DNS, people can load a site on their browser without knowing its associated IP address. 

Aside from acting as a website address, a domain name can also be a tool to support a site’s branding – it’s the first element that people see when visiting a website. Thus, it’s crucial to spend some time picking a domain name that suits your project or business.

Here are a few tips for choosing the right domain name for a website:

● Pick a short name that is easy to remember

● Ensure a domain is easy to spell and pronounce

● Stick with a popular top-level domain (TLD) like .com

● Refrain from using numbers and hyphens

● Utilize domain name generators to get more domain name ideas

You can also buy a domain name from a web host that offers domain registration, like Hostinger, Bluehost, or GoDaddy. Existing domains can be found by using the search options. 

So, why is it important? 

Web hosting companies are responsible for maintaining and running their servers 24 hours a day, 7 days a week. Having a website with excellent uptime can help increase sales and improve user experience.

Using a web hosting service can also help with SEO (SEO). The web host you choose can impact site speed, which is important for search engines like Google.

Buying a web hosting plan is also cheaper than hiring a developer or maintaining physical hardware.

Many web hosts also provide a simple control panel. This tool allows website owners to easily manage their domain names, applications, and files.

Website design

Most people treat their pets as if they were their own children. They only want the best for themselves, including their veterinarian.

The design of your veterinarian’s website is often the first impression pet owners have when looking for a vet.

It’s just as important to present your veterinary clinic as it is to treat the animals that walk through the door!

You should think about: 

Your CTA (call to action) 

Make it user friendly on all devices 

Add useful features such as 24/7 online scheduling tailored to your practice from Vetstoria

Testimonials

About Us page

Profiles of team members

An Online Booking Tool 

Website development 

When developing a website you need to think about how it is going to appear to your customers, how easy it is to use, and your design. It is possible to use tools such as Squarespace, Wix, or WordPress to do it yourself. You can also have a custom built website or use an agency who can build and maintain your website. Practice Made Purrfect, Vetsdigital, Connectedvet, and The Vet Website Company are just a few. 

Web analytics tools 

Website analytics can help improve the user experience for website visitors. Understanding customer behaviour is important for website conversion optimization. Web analytics will show you the most popular pages and purchase paths on your website. Online marketing campaigns can be accurately tracked with website analytics to help inform future efforts.

Some of the most commonly used tools are:

● Google Analytics – the widely used and free website analytics tool

● Piwik – an open-source alternative to Google that gives businesses full ownership and control of their data

● Adobe Analytics – analytic platform that can be (Adobe bought analytics leader Omniture in 2009)

● Kissmetrics – can focus on individual behaviour, i.e. cohort analysis, conversion, and retention.

● Parse.ly – offers publishers detailed real-time analytics

● CrazyEgg – uses ‘heat mapping’ to see which parts of the page get the most attention.

Website metrics to measure 

Visitor Count

The number of visitors is the first metric you should track to assess your website’s attractiveness and engagement. If the number is too low, the other metrics will be useless, so you must increase traffic.

Create content that ranks well in search engines to increase website traffic. And you can get backlinks, or links to your website, posted on other popular websites with the same target audience. You can also advertise on Google Ads, Facebook, and other popular social media sites. If you already have a popular website, you should track return visitors. Return visitors have visited your website at least once. Returning visitors indicate that your content is engaging.

If your site has few repeat visitors, you can:

● Make infographics and videos more appealing.

● Add more products or improve existing product pages with better copy, pictures, and videos.

● Choose a better target demographic for your ads.

Bounce Rate

It’s common. Visit a website via a search engine like Google. They visit the site and discover it lacks the information, products, or services they seek. Maybe they find the site boring. After a few seconds of browsing, they click back. This is called a bounced visitor. Bounce rate is the ratio of total visitors to bounced visitors.

Bounce rate affects SEO ranking and can cause a drop in traffic. To solve this problem, go to Google Analytics and see which pages on your website have the highest bounce rate.

Because bounce rate is caused by a mismatch between visitor interest and website content, there are two ways to improve it.

● You can improve your website’s content to keep new visitors engaged and longer.

● You can target your audience to better attract visitors interested in your website’s products or services.

Avg. Pageviews/Session

This is the metric to watch if you want to know how interesting your website is. The average page views per session show how many pages a visitor has viewed.

For example, an e-commerce site owner wants visitors to browse as many products as possible. With an average of 5 pages viewed, you can assume 3 products are looked at (the first two pages are probably the homepage and product category page).

Adding compelling content to your website will help improve this metric.

Remember that a high average page views per session doesn’t guarantee a high number of subscribers or customers, but it’s a great indicator. The more pages a visitor sees, the more likely they are to take action.

The session duration metric is simple to grasp. It measures how long a visitor spent on your site. Like average session page views, this metric shows how engaging your website is. This metric rises as your website receives more clicks.

Remember that session duration isn’t very reliable if your website doesn’t allow for interactions. Google Analytics closes a session if a user is inactive for 30 minutes or more.

Session duration can be a good indicator of how interesting people find your website if it is focused on showcasing your products and services. However, if you publish lengthy blog posts or videos on your website, visitors may not click many pages. In that case, this metric isn’t reliable.

Examples of great websites

Anicura Group – This website is well designed. It includes features such as a pop up important message across the top of the homepage, has a small introduction to their company, and also has a clear location for clinics to find the information they need on the homepage.  

Swann Animal Clinic – This website has its most up to date hours of service as a pop up on the home page. This is a great feature as it informs their clients of their holiday hours and out of service contact details. 

Common Companion – This website features a short video in the background of the homepage, this is a great visual display that draws in potential customers. They also clearly show their services on this page so their customers don’t need to look far to find the information they need.

Veterinary SEO

Search engine optimization is the key to getting your website appearing in the top search rankings. If you want your webpage to be found you need to ensure your SEO is top-notch. Lets have a look in more detail below. 

What is SEO and its benefits/fundamentals

The technique of increasing the quality and quantity of search engine traffic to a website or a web page is known as search engine optimization. SEO focuses on unpaid traffic rather than bought or direct traffic.

The beauty of SEO is that it’s something that everyone can do, and it’s far more accessible than you might imagine. Rather than spending money on traditional print advertisements or sponsored posts, investing time and effort into learning SEO basics and even purchasing a few tools might result in higher long-term value for your company. Here are a few reasons why you should use organic search to promote your brand.

● Increases the number of customers by using organic search

● Provides customers with a secure online experience.

● Encourages you to pay attention to the user experience.

● Enhances brand recognition

● It assists you in staying informed.

● It’s possible to do it on a shoestring budget.

● It’s observable.

● It helps with other marketing campaigns.

Keyword research for your practice

In order for you to SEO correctly you first need to know which keyword will work for your practice. Some of the following could be used: 

● veterinarian

● vets near me

● veterinarian near me

● emergency vet

● animal hospital

● animal hospital

● emergency vet near me

● animal hospital near me

● vets

● vet clinic near me

● veterinary clinic

Types of SEO for Vet clinics

On-Page SEO Checklist

● Perform keyword research 

● Choose one keyword for your practice

● Choose 3 to 5 other keywords related to your practice 

● Use your keyword in titles and headings

● Write content that is over 300 words 

● Write original content 

● Add relevant internal links 

● Add at least one image with the keyword tagged

Technical SEO Checklist

● Update your page using core metrics

● Crawl your site and look for crawl errors

● Fix broken links 

● Get rid of thin or duplicate content 

● Have clean URLs

Local SEO Checklist

● Understand the factors that affect your ranking.

● Improve the performance of your domain.

● Google My Business should be optimized.

● Get social and narrow your focus.

● Encourage users to leave feedback and ratings.

● Create backlinks and traffic from referrals.

● Don’t forget about usability on mobile devices.

● Directory listings

SEO Metrics 

If you want to ensure that the SEO plan you have put in place is working how you want you need to track the success through metrics that include: 

● New referring domains

● Domain authority 

● On page optimization scores 

● Text readability SEO metrics

● Click-through rate (CTR)

● Impressions 

● Organic visibility (organic market share)

● Keyword ranking

● Organic traffic

● Organic conversions

SEO tools/software

1. Ahrefs: SEO Keyword Tool

Ahrefs is a highly recommended SEO tool. It is second only to Google in terms of website crawlers. The Ahrefs Site Audit feature is the best SEO analysis tool available. To improve your website’s ranking in search engines, use this tool. You’ll likely use Ahrefs to find your competitor’s backlinks to use as a starting point for your own brand. This SEO tool can also help you find the most linked to content in your niche, find broken links on your site, and see your top performing pages (so you can see what information is drawing in the visitors).

Youtube guide: 

2. Google Search Console: A Must-Have

Google Search Console is a free tool that lets you track your website’s performance in Google SERPs. Verify your website by adding a code or using Google Analytics, then submit your sitemap for indexing. With this account, you can control what gets indexed and how your website is represented in Google’s search results. This SEO checker tool can help you understand how Google and its users see your website so you can improve your ranking in Google search results. It allows new websites to submit pages for search indexing.

Youtube guide: 

3. SEMRush: Marketing SEO Tools

Marketing SEO tools like SEMRush are popular among SEOs. Experts love them because they make ranking changes and new opportunities simple. One of the most popular features of this SEO tool is the Domain Vs Domain comparison. You can compare keywords and domains to better understand your website’s search data, traffic, and even competitors. With the On-Page SEO Checker tool, you can easily track your rankings and get suggestions on how to improve your website.

Youtube guide:

4. Moz Pro SEO Software

Experts consistently cite Moz Pro as one of the best SEO tools. Some experts praised Moz for always being up to date despite Google’s algorithm changes. Others praised Moz’s chat portal for always providing insightful answers. Moz is a full-service powerhouse for keyword recommendations and site crawls. You can learn a lot about your website’s performance and how to improve it. You can also get a free MozBar toolbar to see your website’s metrics while browsing any page. If you want to learn more about SEO, you should attend MozCon.

Youtube guide: 

5. Screaming Frog: SEO Tools Online

Ribbit. Experts rate Screaming Frog as one of the best SEO tools online. They love how quickly this tool analyses your website to perform site audits, saving them time. In fact, everyone we spoke to said Screaming Frog provides insights faster than most SEO tools online. This tool also alerts you to duplicate content, errors, bad redirections, and link building opportunities. Experts in SEO rated their SEO Spider tool as the best.

Youtube guide: 

Veterinary Content marketing

Below we are going to have a look at all the ins and outs of Veterinary content marketing:

What are content marketing and benefits/fundamentals

Material marketing is a type of online marketing that involves generating, publishing, and distributing content to a specific audience.

Content marketing works best with a strategy and plan. Posting relevant and entertaining material will increase website traffic and sales. But if you don’t plan, you can be wasting time and money. So, before you even consider posting material, do some research and make a plan.

● Establish Your Goals

● Define Your Audience

● Research Your Competitors

● Complete Topic And Keyword Research

● Review Your Existing Content

● Devise Your Strategy

● Plan Your Resources

● Plan Your Content Production Schedule

● Create, Publish And Promote Your Content

● Monitor And Refine

The benefits include: 

1. Increased traffic from organic search

2. Increased competence, authority, and trustworthiness

3. Increased brand recognition

4. A distinct brand identity

5. Increased accessibility to a wider audience

6. Improved social media engagement and public relations outcomes

7. Fill in any holes in the conversion funnel.

8. Increased conversions

9. Leads of higher quality

10. Increased brand loyalty

Types of content for pet owners 

Blogs- There are always new things you may include to keep your website fresh, such as timely reminders about immunizations, pest avoidance, new therapies for diseases, or anecdotes about animals you’ve helped.

Email Newsletters -Do you have a patient or client email list? Form a tribe. Create a signup form on your veterinarian website so visitors can receive useful information.

Flyers – These are great for leaving in your waiting room, hading out to local stores, or posting. You can include discounts, latest offers, and information. 

Posters- Posters aren’t used as much as they used to be but they do serve a great purpose in places such as your waiting room.

Tutorial Videos – These are a brilliant way to attract younger pet owners. A lot of younger pet owners now look for how to videos regularly. 

Social content – Again social content may be more suited to younger per owners. Most of the youth of today have at least one social media account so it is essential to get these set up. From videos through to information posts you can get a lot of information out and reach a wide audience with social media. 

How to get started

Content metrics

1. Conversion

Most marketing aim to increase visitor conversions. This could be soft conversions (like email subscriptions) or hard conversions (like product or service purchases).

Track your page’s conversion rate using leads, email signups, analytics, and sales.

2. Mobile Rank

Since Google is shifting towards mobile-first indexing, understanding how your website and content performs on mobile devices is critical. It must be optimised for mobile to allow search engines to efficiently mine and index your page, helping you rank higher in search engine results pages (SERPs

3. Engaged Onsite

Content marketing is all about directing traffic to your website. The key to success is keeping visitors on-site. Returning visits and a low bounce rate indicate that your content is working and increasing your chances of producing leads and sales.

Examine your engagement stats. Analyze your page’s average session duration, bounce rate, and pages per session to see how engaged your visitors are.

4. Web Traffic

Content marketing relies on web traffic. After all, how can you make money without traffic? So it’s vital to monitor the traffic to your page or a certain piece of content.

When you identify your traffic source, you can see which part of your marketing campaign is driving the most traffic and converting well. Determining which portions of your campaign are wasteful of time and resources.

5. CTR

It depends on your site or business. The click-through-rate (CTR) is an important measure to track when running SEO efforts. You need to know if your ads are wasting money or driving revenue. If your advertisements aren’t being clicked, you need to analyse your targeting, settings, and placements.

6. Stats-Sharing

It is a fantastic resource for users to share. If your material is getting shared widely, you’re publishing the type of stuff your target market wants.

Consumers trust peer referrals over advertising by 83 percent. As a result, analysing off-site interaction is critical for calculating content marketing ROI.

7. Links

Success in SEO marketing relies on backlinks So you should check what sites link back to you. Find out how to make sure your content is worth quoting in the future.

Set explicit targets for your desired outcomes. For example, if you plan to create pillar material to attract high-authority backlinks and improve your search ranking, keep an eye on:

● Backlinks to it

● Domain links to your website

● Your post’s search engine rankings

8. Keyword Rank

Keywords are vital for search engine rankings and impressions. As a result, it’s critical to monitor your keyword/phrase rankings. But you need to look beyond a list of ten keywords to see which ones drive traffic to your site.

Use SEO keyword research tools to get a full list of your website’s traffic-generating keywords. From there, you can tweak your approach and content strategy to better match the inquiries.

9. Metrics for Retention

Retention metrics show how well your site retains visitors’ interest. Also included is the number of users who return to examine other content and how often they do so. The numbers show how well your content engages users.

For blog entries, track the bounce rate, visits and days since last visit, and the percentage of returning vs. new visitors.

10. Rates of Email Opt-In

While it may not be a top concern for marketers, it is worth monitoring. Email marketing is personal and direct. A visitor who joins up for more content or updates suggests they value your website and want more related stuff.

Using relevant lead magnets (e.g., blog posts, whitepapers, pillar pages) helps keep email recipients engaged.

Content software/tools

Buzzsumo

Buzzsumo can help you find trending topics in your niche. It also tells you about related influencers. Identify the most popular social media content and choose a popular topic for your content. This report will also tell you which social media to use to promote your posts. This service is ideal for content planning.

Serpstat 

Serpstat is a multi-module SEO platform (Rank Tracking, Backlink Analysis, SEO-audit, Keyword Research, and Competitor Analysis). This service will help you choose popular content topics, high volume text keywords, analyse competitor content and ads, and learn SERP and post ranking.

The platform also has many other useful features that you can use. Serpstat is convenient because it can do multiple tasks with just one service. To use the reports, simply type your domain or main keyword into Serpstat.

Social Animal

Social Animal is a content marketing tool that helps you to research top performing content on different social media platforms. Its Insights feature analyzes thousands of articles and tells you when to post, which social media platform will work best and the title length you should consider.

Social Animal’s Influencer Search finds influencers based on any keyword or search term. You can find the best matches by using the Influencer score to sort through Influencers. There’s also “Facebook Search”, a unique feature which lets you analyze your competitor’s Facebook Pages. By looking at the engagement data, sentiment analysis and the different kinds of posts, you’ll be able to come up with a working Facebook marketing strategy based on what’s working for your competitors.

Mailchimp

Email marketing is a great form of content marketing. MailChimp is a great choice here. It can help you engage users, find new customers, and raise brand awareness.

It is one of the best email marketing services available and will help you share updates, sell products, or tell your audience something important or useful. One of MailChimp’s most useful features is the ability to build an email list of subscribers who are interested in your content. This service also tracks open and click-through rates.

Grammarly

You can write a great post, but no one will read it if it contains spelling or grammar errors. Grammarly does not analyse grammar or context, as other spell checkers do.

This service will help you catch typos, squinting modifiers, overused words, etc. 

The Chrome plugin makes it the most convenient. Install it and edit your texts from wherever you are typing them without copying and pasting.

Mobile Marketing for Veterinary Practice

Now let’s have a look at the importance of mobile marketing for your veterinary practice

What is mobile marketing and benefits/fundamentals

Mobile marketing is a multi-channel internet marketing method aimed at targeting a specific audience via websites, e-mail, SMS and MMS, social media, and mobile applications on their smartphones, feature phones, tablets, or other related devices.

The goal of mobile marketing is to communicate with clients via cellular or mobile devices, either to introduce them to a new audience participation campaign or to allow them to visit your mobile website.

Mobile Marketing’s Benefits:

1. Instant Results

The owner’s cell phone is almost always on and closes by, so the message is received immediately and may be acted upon. The user will receive the notification once the device is turned on, even if it is on standby. This means you can reach potential consumers wherever they are, rather than waiting for them to be near a computer and the Internet to read an email or see your physical sign. When communicating with customers, you must be aware of the moment the message is sent.

2. Affordable

Mobile advertising is substantially less expensive than TV and radio. There is no need to pay for postage, radio time, or print content, just the text message charge. Increasing the number of messages delivered reduces the overall cost, allowing you to reach more people for less.

3. Retain Customers

Consumers rely on their phones for personal communication. If your advertising messages are suited to mobile customers’ expectations and two-way conversation is possible, you can appear nicer. Customers may engage their favourite companies to establish strong relationships that will keep them loyal and perhaps recruit others.

4. Targeted Audiences

In general, users must opt-in to receive communications from mobile marketers. A business owner can utilise GPS and Bluetooth technology to geo-locate customers and send them personalised messaging. The more targeted and relevant your material, the better.

5. User Response Tracking

Mobile campaigns may be tracked nearly instantly by downloads, page visits, consumer opt-ins, and many other means. Regularly reviewing these statistics can help you better understand user behaviour and identify ways to improve your business.

Creating a cross channel strategy

1. Manual Messages

Arrange a new appointment : You may have a client change an appointment time, in this case a manual message is easier than an automated message as a variety of options may need to be provide. 

Live advice: You can offer advice and tips to clients such as anserting question about medication or advising whether they need to book an appointment or not. 

2. Automated Messages 

Appointment reminders: To remind your clients of upcoming appointments to help avoid missed appointments or last minute cancellations. 

Example: 

Good Morning Mr Smith, 

You have an appointment booked at 2pm on Thursday 5th December 2021 for Fluffy. 

Please, can you reply OK to confirm you will be attending. 

If you can no longer make the appointment please reply with the word cancel or call to rearrange. 

Thank you, 

Vets 

Vaccination reminders: Similar to appointment reminders you can use automated messages to remind your clients to bring their pets for there follow up vaccinations. 

Example: 

Good Morning Mr Smith, 

It’s time to book the next appointment for Fluffy’s vaccinations. 

Please call the clinic or reply with ‘call back’ to receive a call. 

Regards, 

Vets 

Mobile marketing checklist 

● Responsive design and excellent load time

● Impeccable UX/UI

● Great mobile search optimization

● Optimization of content pages that are slow to load and hard to navigate.

● Optimization of mobile content for voice search.

● Keep your eye on mobile marketing trends

Mobile marketing metrics

1. Social Metrics

Social media is now one of the most important metrics to measure to determine the success of your mobile marketing campaigns. Because word of mouth is one of the most effective ways to promote your brand, and most people today trust the advice of their friends and family, monitoring your social media performance is an important metric. Use a social media analytics tool to track brand mentions, shares, comments, retweets, views, and subscribers. The following tools can help you better understand your social metrics:

2. Retention

This metric shows you how many people use a particular app more than once in a given period. Knowing an app’s download rate won’t help you choose the best platform to launch your mobile marketing campaign because many people download, try, and abandon it. Statista reports that only 24% of apps are used more than once in the first six months. So, before you choose an app to launch your campaign on, research how many people use it.

3. Interaction

Interaction rate is a great metric for mobile marketing campaigns. This rate refers to how many actions users take when executing a creative idea. Swipes, touches, video plays, social shares, etc. Divide this by the number of impressions to find out how much your audience interacts with your campaign. Check your minimum interaction rate (1.8%) and universal touch rate (7.34%). Anything less means your mobile marketing campaign is failing and should be revised.

Mobile marketing software/tools

1. Blueshift 

With Blueshift’s SmartHub CDP, easily create and deliver relevant push notifications, in-app notifications, and SMS messages. Enhance the customer journey with personalised mobile messages in omnichannel campaigns. Engage customers with relevant messages, recommendations, and personalised in-app or landing pages. Optimize all message elements. More Blueshift info. 

2. Smartlook 

Smartlook is a qualitative analytics solution for iOS, Android, and React Native apps. Learn how your app is used. Recordings, events, and conversion funnels Start improving your app with this data. More on Smartlook

3. AppsFlyer 

AppsFlyer’s mobile marketing technology empowers marketers to make strategic mobile marketing decisions. This is where mobile marketers go to see real-time results from both paid and organic media sources. AppsFlyer Info. 

4. Notificare 

Customer Engagement Platform Notificare helps brands (re)engage their audience, understand customer behaviour, and increase conversion. Convey engaging cross-platform pushes. Give your customers smarter notifications in their pockets and wrists. Deliver engaging messages and interactions via App Push, Web Push, Email, SMS, and Mobile Wallet. Founded in 2012, based in Rotterdam. More on Notificare. 

5. Infobip

With Infobip, you can build meaningful relationships with your customers across all channels. Our communications platform powers advanced customer engagement, security, authentication, support, and retention solutions. Infobip – more info

Influencer Marketing for Veterinary Practices

Influencer marketing is a marketing strategy that has quickly become a staple. Let’s have a look at it. You can use it below. 

What is influencer marketing and benefits/fundamentals

Influencer marketing is a type of social media marketing that involves endorsements and product placement from influencers, or people and organisations with purported professional knowledge or social influence in their sector.

Here are five benefits to using influencer marketing:

● Quickly Builds Trust

● Improves Brand Awareness

● Enriches Your Content Strategy

● Provides Amazing Value to Your Audience

● Builds Winning Partnerships

Influencer research and outreach

Make Your Pitch Unique To You

It’s time to make your pitch after you’ve spent all that time and effort cultivating a genuine relationship with an influencer. Here’s a basic pitch email example:

Example: 

Hello there, [Influencer].

I was watching your Twitter conversation about [subject] the other day, and it got me wondering. I made a blog post on it, and I think it would be interesting to your readers. Please feel free to share it or link to it in a future post.

Thanks,

[Inbound Marketer] 

This is a somewhat wide illustration, but it highlights a few crucial elements. It’s concise, has a clear value proposition, and doesn’t rely on a template. If you’ve spent time cultivating an organic relationship, an email like this will feel less like a sales pitch and more like a friend checking in on another—and that’s something you can’t fake.

Successful influencer marketing outreach may organically expose your brand, product, or service to a significantly larger audience than almost any other strategy. Influencer marketing, when done well, does much more than simply selling a product or service—it establishes a true relationship between a company and its customers. Isn’t that the essence of excellent marketing?

Types of collaborations

● Product reviews

● Product gifting 

● Discount codes

● Guest Blog posts

● Instagram content 

● Takeovers 

● Brand ambassadors 

Influencer Payment Methods 

● Commission based payments 

● Gifting 

● Comped trip or service 

● Performance pay 

● Fixed-rate 

● Fixed-rate and performance 

● Pay per post

Influencer marketing metrics

1. Engagement

Likes, comments, and video views are all examples of involvement. In this scenario, it’s the audience’s interaction with the influencer. The percentage of engagement varies depending on the influencer’s content’s topic. This suggests that a 3% engagement may be good for fashion influencers, but not for fitness influencers. The value may be excellent or bad depending on the person’s fan base. For example, 7.1 percent engagement is fairly high in the 50-250K following range. Many brands and companies who perform influencer marketing say you should check this first.

2. Post-Record

How often does the influencer share posts? If this figure is excessively high, it may indicate that the influencer’s followers are losing interest in their content, resulting in a lower engagement rate. If this rate is too low, the influencer may not be committed when the partnership begins. In your campaign proposal to the influencer, specify the number of posts they should share. Because influencers sometimes work on multiple campaigns at once, expect your influencer marketing campaign to span a few weeks.

3. Likes/comments

This is an important metric to consider. The ratio of comments/likes indicates whether or not an influencer has bought followers. Why? Because a false influencer usually buys likes, but not comments. This ratio shows the segment’s average ratio; if it’s higher, it’s a red flag. As shown below, it’s practically the same ratio, so don’t worry.

4. Followers

As previously said, some influencers buy fake followers or utilise various methods to increase their following. Have you heard of the “follow-unfollow” method? It’s a simple approach to gain followers but rapidly lose them due to bots or lack of interest in your account. If this number is close to 1, you should be cautious and not hire that influencer, as their followers may be transient and unrelated to the influencer.

5. Posts That Are Branded

Before deciding if an influencer is right for your brand, see if they’ve recently mentioned your competition. They may have mentioned them because they admire or use their clothing. You can track brand mentions and their analytics (likes and comments). This can also help you identify the brands they frequently mention or collaborate with, and if they connect with your brand’s beliefs and goals.

6. Postal Rate

Have you ever questioned if you can afford to employ an influencer? You can request their media package, but to get a general idea, you can look at the expected cost of a promotional post. This value fluctuates based on the number of followers or engagement. It varies by industry and country, but it can help you estimate your budget. 

Online platforms used for Influencer outreach and collaboration

1. Grin

Grin monetizes genuine influencers. Influencer marketing is marketing to influencers, so brands must build trust with potential influencers. Grin tailors its pricing to each client. Grin is used by businesses of all sizes, but it focuses on eCommerce with integrations into major shopping platforms. That’s because it organises everything into workflows so users don’t get lost. Slack, Gmail, and Google Drive are all integrated into Grin. Grin also integrates with Google Drive and Office 365.

2. Upfluence

Upfluence monitors nearly 3 million influencers with 82 billion followers. All content is indexed in real-time and analysed for reach and engagement. Live Capture, a new tool, tries to find the best brand influencers. It assumes that your customers are your best brand ambassadors and can promote your products.

Connecting their online store to Upfluence’s software allows them to identify and engage website visitors who are influencers. Brands and agencies can use Upfluence to find influencers using multiple keywords. Each keyword has a relative weight. Upfluence supports Instagram, Facebook, Twitter, Pinterest, Twitch, and TikTok.

3. CreatorIQ 

CreatorIQ uses technology to simplify the influencer marketing process while also addressing issues such as follower fraud, inflated reach metrics, and inauthentic/mercenary influencers. The company won the MarTech Award for Best Influencer Marketing Platform.

CreatorIQ’s AI-powered algorithm analyses over 1 billion public social accounts and their content. The marketing software indexes over 15 million creator accounts. It is a software tool that will show you the most relevant influencers. Each influencer gets an “Integrity Quotient.”

4. Klear 

Klear’s main strength is its data quality, not its influencer marketing services. It started with Twitter influencers but now looks at those on Facebook, Instagram, YouTube, and TikTok. Its database contains over 900 million influencers. Its AI categorised these influencers into 60,000 topic categories, providing audience demographics and psychographics.

“Monitors” is a Klear tool that combines social listening and analytics. It can track your brand, competitors, and hashtags. Klear uses this data to train its algorithms on your brand’s ideal accounts and content. They use this to find relevant influencers for your brand and give brands the contextual data they need to succeed.

5. Creator.co  

Creator.co focuses on both creating and distributing content. Its name implies that it connects brands and creators. It targets SMEs looking to work with nano and micro-influencers. It has two distinct plans. Self-Serve gives you the platform’s self-service features. Your campaign is managed by the tool. You can also choose the Community Driven plan, where you create a campaign and let the software handle the rest. Following that, influencers can apply to participate. Brands choose which influencers to work with, and the rest happens behind the scenes.

Creator.co’s “Deep Insights” reports are unique. They give you all the data you need in a larger context. They export these Insight reports as PDFs with over 15 pages of data and analysis.

Offline marketing for Veterinary Practices

Now let’s take a look at offline marketing tailored to veterinary practices.

Basics of offline marketing

Using traditional offline media such as television, billboards, and radio. Unlike online marketing, which relies on internet-based media channels, offline media does not require an internet connection to be effective. However, as numerous studies on multichannel marketing show, combining offline and online media can increase ROI and success rates.

Aside from digital marketing, traditional offline media channels are still important. The key to optimising offline media is knowing which offline tactics are still effective and allocating budget accordingly.

Printed advertising

Print media advertising reaches consumers, business customers, and prospects through printed media such as magazines and newspapers. Advertisers use digital media like banner ads, mobile ads, and social media ads to reach the same audiences. Print advertising has declined due to the proliferation of digital media, but print is not dead.

● Newspapers and Weeklies

● Consumer and Trade Magazines

● Billboards and Posters

● Direct Mail: Letters and Postcards

● Print Media Selection

Benefits: 

● Reputation and Relationship Building

● Cost Effectiveness

● High Engagement

● Flexibility

● Longevity

Veterinary events

These are special events that are tailored to people who work in veterinary events. They could include conferences, networking opportunities, and big fundraising events. These are extremely important as they provide vets to form collaborations, networking, sharing skills, training, and more. 

Veterinary Conferences list for 2022 (link to new blog)

Loyalty rewards programs

A Loyalty Program Retailers and other businesses sponsor loyalty programmes to reward and retain customers. They reward people for their store/brand loyalty (hence the name). Benefits include: 

● Reward loyal clients. A loyalty programme can help current customers feel good about supporting your brand.

● Reduce costs. 

● Cut costs.

● Make mailing lists.

● Boost revenue.

● Get new clients.

● Boost brand reputation.

● Get a head start.

Types: 

● Points program

● Cashback scheme 

● Punch card 

● Premium loyalty program 

TV & Radio

Broadcast advertising includes radio, TV, and Internet advertising. Radio and TV commercials are an essential part of broadcast advertising. Radio and television reach a larger audience than print media. Benefits include: 

● TV ads build trust.

● Ads increase sales.

● TV commercials are full screen, not crowded.

● TV has a huge audience.

● Result tracking is possible.

● Small businesses can advertise on digital TV.

● Second-screening is good for TV ads.

Resources you would need for all above

1. Make cards

Business cards aren’t obsolete, as some think. Business cards are still widely used globally due to their many benefits. The act of handing over your business card shows professionalism and ensures recall. This method saves money when printing in bulk. But your cards must be distinct and memorable. Logo, slogan, website, and social media links

2. Flyer promotion

Free stuff sells! True. So make branded merchandise. Your logo and website can be branded. T-shirts, mugs, umbrellas, and flash drives are just a few examples. Users will unwittingly promote you. This may be more expensive than business cards, but it can help spread the word.

3. TV adverts 

If you can afford it, buy TV commercials. Ads should be original, appealing, and well-made. Customers will not buy a product that looks cheap and unprofessional. also, popular and effective radio commercials Make a memorable jingle. Don’t forget to make your website address stand out so people can find you online! Also, look into the cost of advertising in any niche publications. Getting published or interviewed may increase traffic.

4. Mailing

A study found that email marketing is less effective than direct mail. Compiling and mailing can be costly, but effective. Your website address appears on these materials daily. They must go.

5. Remember to cold call

Of course, some people can be rude and uninterested on the phone. So it’s not dead. Some people prefer to speak directly with a company about their offer. Aims and messages must be clear. You will gain clients with practice. Then they can leave a positive review online.

How to measure performance

1. Promo codes- By keeping a record of promotional codes you are able to track how many have been used, in which locations, and by which customers. 

2. Unique URLs – You can also track the traffic coming into your website through the use of unique URLs where customers have a URL tailored to them through sources such as email.

3. QR codes – Again similar to the above but more modern. 

Online advertising for veterinary practices

Online marketing is one of the biggest used marketing methods, lets have a look in more detail below. 

Online Advertising benefits/fundamentals

Digital marketing is a type of marketing that promotes products and services through the use of internet and online-based digital technology such as desktop computers, mobile phones, and other digital media and platforms.

Benefits include: 

● Internet marketing is a low-cost option.

● Convenient Store Hours are Made Possible by Internet Marketing.

● Internet marketing allows for a more personalised approach to advertising.

● Internet Marketing Assists You in Making the Most of Social Media.

● Internet marketing allows you to cultivate genuine relationships.

Online advertising channels

1. Google Ads

To get the most out of Google Ads, you will need some technical know-how. Many advertisers find this venue’s features confusing at first, but once understood, it can be the best online advertising option for many brands. Google Ads are displayed on thousands of web pages. Google Ads allows you to target your ads by geography, demographics, and other factors.

2. Facebook 

Facebook claims that one in every five minutes spent on mobile is spent on Facebook or Instagram. Every month, almost two billion people use Facebook. While the site is marketed as a method to remain in touch with family and friends, many users follow and interact with brands. Facebook’s ever-changing algorithms make organic traffic difficult to obtain. Online ads or sponsored advertising can help here. Paying for platform placement allows you to reach more people and target them specifically.

3. Instagram

Facebok’s Instagram has a huge following. 500,000 daily users on Instagram With fewer users than Facebook, this is a highly desirable demographic. This app is aimed at Millennials and Gen Z.Instagram is a visual app.A great place to interact if your products allow for photos and videos. A business address and phone number on all posts helps prospects contact you.Some critics say Instagram’s data about who clicks on their ads and how they behave is limited. Instagram’s reports may be lacking in detail.Instagram’s full functionality requires the mobile app. This can be a disadvantage for desktop users. Using this site will be simple if you are mobile-savvy. The phone’s camera and editing software now allow you to create professional ads.

4. Twitter

This social media platform dates back to 2006. Individuals, influencers, and brands still rely on it. Every day, 500 million Tweets are sent. While this indicates a busy platform, it can make it difficult for brands to be seen. Using Twitter ads can put your brand in front of a large number of potential customers. Two-thirds of Twitter users say they found an SMB there. Around 94% intend to buy items from the brands they follow. Twitter ads take many forms. 

Unlike regular tweets, these can be seen by people who don’t follow your brand. They can be retweeted, liked, and replied to. These are great ways to engage potential buyers. Promoted accounts show your entire account to potential followers. Twitter users are very receptive to this. Promoted Accounts help 84% find new products and services. Promoted Trends puts your desired trending topics on the left side of the home screen. This can boost engagement.

5. Snapchat 

Since its debut in 2011, the ephemeral social media platform has been a major player. Brands jumped on board when they added paid advertising in 2014 to take advantage of the new opportunities.

Snapchat has three advertising options:

● Global brand recognition with Geofilters. Transparent filters over the user’s snap.

● Filters that Snapchat users can add to a video or photo. Gestures like raising your brows or tapping the screen activate lenses.

● Snap Ads. With the app’s mobile-first environment, these were the first video ads released in a native vertical format.

Some Snapchat advertising is self-serve, while others requires a Snapchat representative.

Some advertisers may find reaching their target market too costly. Work on filtering to get your ads in front of the most likely buyers. If the Snapchat audience is right for you, this may be the best online advertising outlet.

Online Advertising metrics

1.Website Traffic 

Almost always, your digital marketing strategy will aim to increase website traffic. Online marketing relies heavily on website traffic. Website traffic is the number of new or returning users visiting your site. It includes all of your pages and can assess your site’s performance. Watch for sudden drops or increases in this digital marketing metric.Your website traffic should have repeat valleys. If you work in B2B, for example, your site traffic may drop over the weekend before returning to normal during the week. For example, if you invest in SEO, you can track your website traffic for a year. Generally, SEO should start producing results after three to six months, increasing your site traffic.

2. CTR (CTR)

When advertising online, you want to track your CTR (CTR). This digital marketing metric gives you a percentage of users who clicked on your ad out of the total number of users who saw it. CTRs are usually low. For example, Google Ads have a CTR of less than 2%. That doesn’t mean you should accept a low CTR. Always look for ways to improve your CTR. Some strategies are:

● A/B testing ad copy

● Making a strong offer

● Landing page optimization

When changing your ad campaigns, keep an eye on the CTR. A sudden increase could indicate a great campaign improvement by your team. A sudden drop that persists may indicate a need for your department to reverse a change. Because CTR affects ad visibility on platforms like Google Ads, you should monitor it.

3. CPA (CPA)

CPA stands for cost per acquisition in online marketing.  With CPA, you can see how much your company pays per conversion. This depends on your advertising goals. You might want users to fill out a contact form or submit an application. Consider the value of a lead or a purchase when evaluating this digital metric.

For example, your clinics average CPA is $50, but that new lead is worth thousands. For an eCommerce store earning around $25 per purchase, that $50 may be unsustainable.

As with CPC, optimising your bids can reduce your cost per acquisition. If you can reduce your CPC by a few cents, you can reduce your company’s CPA.

4. ROI

Your ROI measures how much money you make from digital marketing. ROI compares how much you spent on digital marketing to how much you earned. Negative ROI means you’re losing money on digital marketing. If that describes your company, you may have a problem with low new session counts, low conversion rates, or high bounce rates. Your ROI is the result of all your digital marketing efforts. You succeed when it’s positive. If it’s negative, you need to fix something.

Examples of successful online advertising campaigns

Airbnb and user content

Airbnb Instagram

While specialised articles help build authority, another strategy helps build brand awareness, public engagement, and organic lead generation. Of course, we mean user-generated content. For example, Airbnb allows all users to share their travel experiences on all platforms and social media. They went further. What is the ideal hotel content? Clearly tourism. So Airbnb began encouraging owners and guests to create videos, photos, and travel guides.The visual aspect is vital. Instagram is vital to the company because it reflects their audience’s desires. Nothing prevents you from doing so. Encourage and promote relevant content created by your leads and clients. Make them part of your brand.

Lyft and the need to promote

Source: Frequent Miler

Digital marketing success is turning customers into promoters. It makes your user base find you more leads. Create loyalty programmes or offer special conditions in exchange. It promotes and encourages word-of-mouth advertising. Lyft did it, and it worked. Even though it was competing with a larger player, the rideshare app found its niche by offering free rides to users who referred friends and family. This strategy becomes a lead generation powerhouse when paired with a brand focused on excellence. Nothing beats being recommended service by someone we trust and then having it live up to our expectations. Why not try it?

Domino’s embraces new technology

 Domino’s is a good example of how knowing new technologies and acting quickly can pay off.

Domino’s Anyware is a tool that focuses on ordering, not the product. Vocal recognition software (available on multiple platforms) combines with AI to interpret and understand what you want. Sure, it improved sales, but it also improved brand image.

Veterinary Marketing Analytics

The key to running a successful marketing plan is to analyse your data. Let’s have a look more closely below. 

Veterinary Marketing Analytics benefits/fundamentals

Managing appointments, inventory, and staffing can make it difficult to implement new marketing strategies. How can you decide which marketing trends are best for your veterinary practice?

In comes marketing analytics—don’t be scared by the term! And there are plenty of tools to help.

Marketing takes time, but it’s vital to growing your business and providing the best care for the animals in your area. Even if you devote enough time and money to your marketing strategy, it may not yield the desired results. Measuring the impact of your marketing on pet owners allows you to adjust and improve accordingly. Given the abundance of marketing analytics programmes and tools available, we’ve selected a few that can help you achieve your practice’s goals without breaking the bank or adding to your workload.

So, if you’re ready to start measuring your impact with pet owners, keep reading.

Overall Analytic metrics (types)

1. Social Media Engagement

Inquiring minds want to know. Begin social. People are more willing to share their views with their social media followers—and your practice—making it easier to gauge what works and what doesn’t.

Why track social media mentions?

When you’re not tagged, you can use tools like Social Mention to search your practice’s name and get an idea of the tone and content surrounding your practice on social media.

Negative reviews may be created, but they can be valuable as well.

Why track social data?

So, you want to encourage pet owners to spay or neuter their dogs. First, you write a blog post about the health and behavioural benefits of fixing a dog. Post the blog to Facebook with an eye-catching statistic about potentially fatal illnesses if a dog is not spayed or neutered. You expect a flood of likes, shares, and thank-you comments for sharing such vital information. After a few hours, you only notice two “shocked-face” reactions. So what?!

Tracking helps here. If your posts aren’t getting the engagement you want, it’s time to change your strategy. Although unfixed dogs are scary, it may help to try another method. It’s critical to stress the procedure’s advantages. Try not to scare your clients into action; they may feel judged as ignorant or negligent.

2. Likes, shares, and retweets can be tracked:

The number of likes and shares can tell you a lot about what your clients want to know. A social analytics tool can help! Platforms like Facebook and Twitter already have analytics built-in. These simple programmes can track things like shares, mentions, retweets, and replies. These are both free!

WebDVM Social is built-in to WebDVM websites. You can share social media posts, but did you know it also analyses them? You can track things like activity on specific posts, day-to-day activity, and overall performance to better understand your audience.

3. Mentions on the Web:

Because not all pet owners use social media, focusing solely on it will not give you a complete picture. Tracking your veterinary clinic’s online mentions can help. There are plenty of free online tools to track how often you’re mentioned.

Again, a WebDVM website can help here. A smart Alert feature notifies you when your practice is mentioned online. It can help you respond to online buzz about your practice.

Similar services are provided by Google Alerts. Caution: results can be skewed if your clinic shares keywords or phrases with another clinic. Adding quotation marks to the search box can help. For example, instead of My Awesome Veterinary Practice, try “My Awesome Veterinary Practice”.

Many marketers track the number of times a mention includes a link to their content, but this is a bad idea for your business. This parameter is quite narrow. Pet owners won’t always link to your website or social media when talking about you online, so you may miss out on valuable data. Try to broaden your search to include all types of mentions.

4. Searches:

One more thing to track: the number of pet owners who search for your clinic online. Finding out how many people are searching for you is a great way to gauge brand awareness.

How to trace web searches: 

Start with a free tool like Google Analytics, which can give you valuable information about your veterinary website traffic and how often people search for you. However, the analytics are often limited.

To improve your results, keep track of your marketing reach over time. A service like Keyword Planner can help you compare data. No need to be an analytics expert to use this free resource! To compare search volumes over a specific period, simply enter the dates in the “date range” box and your practice’s name in the keyword search box.

What do you get from tracking your practice’s web searches?

You can identify search patterns by tracking how many pet owners search for your clinic and comparing results over time. Based on these trends, you should be able to better target your content and marketing campaigns. With this knowledge, you can improve your reach in any direction! The initial effort to measure your marketing’s reach may seem daunting, but the long-term rewards are enormous. You can track your impact like a pro in just a few steps!

5. Creating reports

When it comes to creating analytical reports you have a few options. You can create them yourself while using tools, hire someone internally with marketing analytics training, or outsource to a marketing analytics service. 

Types of reports you may want to create include: 

● General Marketing Report. 

● SEO Marketing Report. 

● PPC Marketing Report. 

● Social Media Marketing Report. 

● Tracking the Journey of the Customers. 

● Aligning Marketing and Sales Team. 

● Making Data-Driven Decisions. 

● Measuring and Proving Your Efforts.

Benefits include: 

● Tracking the Journey of the Customers

● Aligning Marketing and Sales Team

● Making Data-Driven Decisions

● Measuring and Proving Your Efforts

6. Software/Tools for analytics

Improvado

Improvado is a marketing analytics tool for leaders. The platform allows marketers to collect data from multiple sources without logging into each one separately. Manual reporting is obsolete with real-time automated reporting and dashboards.

Improvado is a top-rated ETL provider with a strong focus on customer success, according to Softwareworld, G2, Capterra, Trustradius, and other sources.

According to client reviews, Improvado is a top software.

Funnel Software

Inbound marketing analytics and reporting software for online advertisers and retailers. Data is collected from all advertising platforms and sent to marketers for analysis.

Funnel offers multiple advertising platform integrations and users can request custom integrations. The Funnel API allows users to send data to Google Sheets, Data Studio, Google Analytics, BigQuery, Amazon Redshift, BI systems, and data warehouses.

Advertisers can use Funnel to track, analyse, and report on various metrics. The Report Center module allows users to create custom reports. Advertisers can run campaigns in multiple countries at the same time while tracking spend in local currency. Monthly rate.

Smartlook

Smartlook is a cloud-based and mobile-based quantitative analytics solution for businesses of all sizes. Every user action is explained by Smartlook. It includes visitor recordings, event tracking, funnels, and heatmaps.

It allows you to identify customers, check for Javascript errors, and share recordings with your team. It also has a visitor journey module that assists with app integration and recording segmentation. Automated event tracking shows visitors how to complete tasks, and conversion funnels show leads.

Smartlook is primarily used by digital agencies, travel, gaming, health care, education, and media. Some of the platforms and tools it supports are Google Analytics, Instapage and Google Tag Manager.

TapClicks

Your data powers TapClicks’ smart marketing cloud-based set of automated marketing solutions. We simplify the world of marketing by providing everything a company needs to stand out, become more efficient and scalable, and grow faster!

TapClicks is a cloud-based BI solution for ad agencies, media companies, and enterprises in industries like automotive, travel, e-commerce, and HIPPA. In a single digital dashboard, users can track marketing campaigns and performance. One solution for on-demand analytics, comparative scoring, advanced trending, and data visualisation.

With TapClicks, you can instantly connect to Google Data Studio, Google AdWords, Facebook Ads, Pinterest and more. These integrations allow users to manage all marketing campaigns in one location.

Adverity

Adverity is a BI solution that helps brands and agencies connect and manage data sources. Adverity has three modules: Datatap, Insights, and PreSense. A data quality monitoring system, transformation and calculation engines are key features of these. can be cloud-based or on-premises.

Users can collect data via email or directly from databases, FTP, REST, feeds, web services, or internal applications. DataTap also allows users to provision data to multiple destinations such as Google Data Studio, Tableau, PowerBI, and more. The transformation and calculation engine manages data volume and load on target data consumers. Adverity also has pre-built data connectors for Facebook, Google Drive, and Oracle. YouTube, etc. Phone and email support is at a Monthly rate.

Key Takeaway

This ultimate guide should help you to create a marketing plan that not only improves your customer base but also helps to grow your veterinary clinic. The key with marketing is to remember that there are plenty of tools for you to use to create a perfect strategy, leading you.