Q2 2019 | Animal Health Solutions | 9
More at: henryscheinvet.com/publications
G Respond
right away to
any complaints
It's inevitable: your presence
on social media will yield
some negative feedback
from time to time. The
key is how you handle it.
First, be sure to respond
immediately. Try to take
the discussion offline and
make it private by providing
a phone number or email
address.
By handling complaints
quickly and professionally,
you demonstrate the
quality of your service to
prospective clients.
H Test online
advertising
While Search engine
optimization (SEO) rankings
can help you attract visitors
at no cost, these efforts
take time and patience,
as you build an online
following. To boost traffic
and build your social
community faster, consider
testing an online ad.
Facebook is an ideal place
to start, as it commands
the online attention of
millennial and other
prospective clients. In
fact, about 90 percent
of people who use other
social media platforms
also use Facebook.
5
You
can customize your ad by
the type of client you seek
(for example, age and
location). There are plenty
of budget-friendly options,
and you can measure your
performance. For details,
visit facebook.com/business
and click on "Create An Ad."
J Set up your
local business
listing online
SEO makes it easier for
pet owners to find you via
Google, Bing, and other
search engines. "Local SEO"
is vital for businesses such
as independent veterinary
clinics that rely on local
clients. How do you help
ensure your name will
appear high on local
search results? Start by
setting up your business
listings with Google
(google.com/business) and
Bing (bingplaces.com).
It's free, only takes a few
minutes, and there's phone
support if you want it. Both
Google and Bing can also
provide data analytics to
identify potential clients who
discover you on either site.
Track such key statistics
as phone calls, reviews,
requests for directions, and
website visits.
Unlike traditional advertising, social media empowers you to engage in meaningful conversations
with pet owners. They're looking for trusted sources of information. With the power of social media at
your side, you can give owners easy access to the expertise and insights they seek.
Questions? Reach out to your Covetrus representative for more ways to succeed with social media.
F Link to
other content
The great news about
social media is that you
don't have to create all
of the content you post
on your own. Once you
think of yourself as a "hub"
for valuable information,
there's a tremendous
variety of online places to
find relevant articles, blogs,
videos, infographics, and
other content that will be
valuable to pet owners.
Some of the online sites
you can search for relevant
content include local rescue
groups, animal shelters, pet
care providers, veterinary
associations, and more.
Covetrus also offers blog
posts, white papers, and
other content that you
can share at no cost to
you. View our free content
at henryscheinvet.com/
resource-center/blogs.
1. Bettercitiesforpets.com. "New Survey Shows Pets are Social Media's Top Dogs (and Cats)." April 27, 2016.
2. DVM360.com. "Exclusive Report: New Study Reveals Insights into Pet Owners' Purchasing Decisions." July 20, 2017.
3. Statista.com.
4. Businessinsider.com. "LinkedIn Reaches A Half Billion Users." April 25, 2017.
5. VeterinaryPracticeNews.com. "Make Facebook Social Media Work for Your Veterinary Clinic." March 15, 2018.
