Looking to boost profitability and connect with your audience in new ways? Today we count down some veterinary marketing trends you can’t ignore in 2021!
1. Personalised marketing
If you want your veterinary practice to stand out from your competitors in 2020, personalised marketing might just be the key. Personalised content and a tailored approach to your outreach can add a special touch to your outbound strategy.
According to an Epsilon survey of 1,000 consumers aged 18-64:
- 80% say they are more likely to do business with a company if it offers personalised experiences
- 90% claim they find personalisation appealing
Think of Amazon and Netflix with their personalised content, those emails you receive on an, almost, daily basis introducing you to new releases, or things you left in your basket.
How can I implement personalisation in my strategy?
Email is a fantastic avenue into customised marketing. Create segments and lists based on data you’ve acquired through, perhaps, surveys, questionnaires etc. Create lists for: dog owners; cat lovers; people who regularly purchase pet food in your practice; small animal owners, farm lists; equine and more. You can also use personalisation on social media, by, you guessed it, being social. What’s more personal than a direct reply to your customers.
Read more: How to Use Personalization to Increase the Impact of Email Marketing
2. Video marketing
Don’t you need highend, expensive equipment? No, there’s no need to invest in an expensive Canon R5. You have plenty of power in your pocket in the shape of your smartphone, enabling you to shoot and upload visual content to YouTube, Facebook or Instagram Stories. There are even smartphone tripods out there so you can frame your shot, holding your device in place for a more produced feel.
Hubspot’s State of Marketing 2020 stats reveal:
- Video is the #1 form of media used in content strategy
overtaking blogs and infographics - Facebook is the primary channel for video content
- Promotional Videos and Brand Storytelling are the most common video types created by marketers
How can I implement video in my strategy?
- Pet care tips
- Practice news and updates
- Meet the practice team
- Testimonials
Pro tip: use your raw video content in different forms, getting more bang for your buck.
- Transcribe your video so you have a text version
- On your veterinary blog, publish the transcript, and add your embedded video
- Upload your video as is to Facebook (as a native video)
- Rip the audio and use it as a podcast episode
- Embed your video in an email campaign and add “video” to the subject line to increase open rate
Read more: Video marketing
3. Nano Influencers
The power of influencer marketing is well documented as an “authentic” way to connect with customers. With the rise of fake influencers, this segment of marketing has come under scrutiny from brands and marketing mavens alike.
Brands are now looking to smaller bloggers and content creators with less followers but higher engagement, Instagrammers with between 2,000 – 10,000 followers in their community, usually specialising in one specific area like sustainability, or even animal health!
Ketchum.com’s Deanna Dugo writes:
“Back in the early days of influencer partnerships, brands sought out influencers with large follower counts in order to ensure that the content achieved the highest reach possible. However, as the industry has evolved, brands have become wary of fake followers and spammy bots, and Gen Zers are showing a preference for ‘unfiltered’ vs. ‘Insta-perfect.’ This shift has resulted in reach taking a backseat to engagement and authenticity. In other words, if a tree falls in the woods and an influencer posts about it, but no one engages—did it even happen?”
How can I use nano influencers in my strategy?
- Usually charging around £100 per Instagram post / blog, nanos make a more affordable option, in contrast to their higher prices opinion leaders.
- Send a product for review; are you stocking a new brand of pet food in your practice? Find a local nano influencer and request that they road test it for you.
- Are you opening a new branch of your practice, invite a local influencer to share the event on their Instagram Stories.
Read more: How to work with influecners
Want to see your practice prosper? Our consultancy service offers a tailored approach to your business needs, with your own Business Consultant. We work at the heart of the practice, driving cost savings and profits across the business. Contact the team today for more info. https://www.covetrus.co.uk/contact-us/
InsightOne Free Demo
InsightOne Free Demo