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You need a way to get more clients – preferably clients that will act on your recommendations – but you don’t have the cash to splash. What are you going to do?
You’re going to get out your dictionary, that’s what you’re going to do. Because, today, we’re going to show you how you can use words intelligently so that you hook the interest of clients and prospective clients. Like little flies on the end of a fishing line, your words will reel them in.
1. Keyword analysis
We humans are broadly similar and choose much the same words to search online for the things we need. Sometimes, when you have a more scientific leaning your brain doesn’t follow the crowd. That’s where a keyword planning tool comes in because it can tell you what the popular words are. The differences can be amazing – often thousands more searches are carried out using a particular word compared to a different format of the word (eg singular versus plural), or a one with a similar meaning.
Using those words when you publish something online can mean that your content appears in more of those searches and appears higher up.
Most keyword planners also tell you what people are bidding to advertise on those words. Keep clear of those where there is high competition on advertising. Select the words you want to use and use them naturally in your content so they don’t sound stilted.
Here’s an example:
A search on dog fleas showed that there are around 3600 searches per month on flea treatment for dogs but high competition due to ad spend.
But there are 22,000 searches on flea bites and competition is low. So talking specifically about flea bites (and including that in your headlines) will be really beneficial.
2. Tagging
If you have a content management system on your website you may also have the facility to ‘tag’ the article you load up. This can also ensure that people find your content. Use those powerful keywords as well as the main subject words in the tagging box and you should generate even better results. While, we’re on the subject, make sure you tag relevant people and organisations on social media so that you show up on their notifications. This allows them to engage with you more effectively.
3. Fresh content
If your website doesn’t have a good content management system that allows you to easily add new content, then you have to have a pretty slick set up whereby the content can be loaded up for you. A static website that doesn’t get content added to it regularly will be sidelined by search engines.
Create an area, whether you call it an article library, blog, or The Daily Mews, where you can keep adding new stories and informative articles to snag the attention of search engines and attract more visitors to your site. If there is no way you can do that with your current site consider setting up a free blog branded with your practice logo and link back the stories to your website to showcase your services. Or better still, get a new website.
4. Call to action – it’s relatively easy to get likes on posts on social media, especially if you work with small furry animals. But is that driving your business? Make sure that your content is actionable. So there should be an option to call for an appointment, share with a new puppy owner, read more content on your website about feeding puppies or ‘sign up your puppy for our preventative health club here’. While everyone wants to be ‘liked’ it’s engagement and action that will ensure the time you put in generates a return on investment.
5. Repetition and reusing content
You might have heard about the rule of seven, which says that people need to have seen an advertisement seven times before it even penetrates their consciousness. Different figures tend to be quoted regarding the type of content and the number of repetitions required but let’s just agree that it’s really important to repeat yourself. If you have worked a consult room you will know for sure that that’s the case.
So recycle and re-use your content. Take time creating it then re-work it in newsletters, social media, on your website and even in a flyer, or a leaflet. Go mad! Make it the month of the microchip, or the senior cat or whatever area you want to grow. Same message, new context and keep repeating your call to action – whether that’s visit our senior clinic or bring your pet in for a free weight check.
Look out for 5 more ways to boost your practice next week and with your new found knowledge visit www.vetmart.net, get a free practice listing and expand your pet owner audience. (Did you see what we did there?)
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