04 Aug Top 5 Facebook mistakes veterinary practices do
We spend almost 2 hours a day on social media consuming various content, so do clients of veterinary practices. Social media mean to be social, so make sure that the content you post is engaging, not disadvantaging your fanpage. There will be mistakes of course, but many of them can be avoided. Are you sure you know these TOP 5 mistakes veterinary practices do?
1. Total lack of strategy
We’ve been there. All of us lack time and are extremely busy consulting or doing other vet duties. In fact, every minute spent on preparation is 1 hr lost in action. With correct strategy in place, you post with purpose, instead of ad-hoc. Think of two posts a week – one informational (with quality vet advice) and one “behind the scenes” (patient of the week, funny story from the practice, staff birthday etc.). We are sure you have many interesting stories to be shared – it is worth applying one morning or afternoon weekly to prepare your content, which then can be scheduled for publishing. Be sure you don’t post too much, as people get tired quickly and they may “unlike” your fanpage quickly if they find it boring or too intense.
2. Not completing “About” information
This important section, together with the main and cover photo presents crucial info about your business. Therefore, you have to set it up and optimize your fanpage. Make sure you send the right message to your existing and potential clients. Share as much as possible founding details, hours, services… and what is your mission? People quickly scan the content, so make sure the most important info is shared in the first paragraph. Use keywords, phrases and terms – they matter as much as those used on your website, so don’t forget about them! Share testimonials of your clients to be more credible. Remember to avoid medical slang – speak to your clients with their language and make it easy to read.
3. Graphic or inadequate content
Are you sure it will be fun for a pet owner to see a dog cut open or a kitty with ocular prolapse? Stuff that is fun to us, people in vet industry, is not fun or interesting for other people. Make sure to have an opinion of your friends or family members and take it seriously. Veterinary clients do not go to Facebook or Instagram to see disgusting stuff. If they see this, they would probably unfollow your fanpage. Think if they would really like to interact with your photo. Make sure you add a CTA – ask them questions, post a photo of their pets, add their opinion. It’s all about engagement, not necessarily the number of likes. Add emoticons to your text to make it easily readable and engaging. Do not write long elaborates, people will not get through it all.
4. Forgetting to use Facebook Pixel
When publishing content in social media and creating organic content marketing, we must remember to take care of appropriate analytical tools that help us conduct digital marketing. Many people are not aware of the importance of Google Analytics or Facebook Pixel. By installing them on the page, we can easily measure the traffic on our site, check who reads our blog posts and to whom reach our content. This is very important when we try to convey content to a specific group of recipients, e.g. potential clients of our clinic. Facebook Pixel is a few lines of code, which when placed on the site allow us to collect in the Facebook Ad Manager people who visited our site. Thanks to this tool, we can identify these visitors on Facebook and direct further content to them, this time on social media. We can also create special target groups based on pixel data and serve them ads for our services, e.g. people similar to those who visited an article on prophylaxis against ticks.
5. Lack or wrong on-line reputation management
The worst thing you can do is actually argue with your clients, especially if they leave you negative review or comment. Make sure they calm down, and avoid conflicted topics, that may turn into shitstorms on your wall. Do not criticize publicly wrong animal care, use politically correct language and be extremely kind and polite. If negative comment occurs, never ever delete it. Try to understand you clients, why they are dissatisfied – they are not happy with the service, not with you. Do not take it personal and be empathetic. We know it is very hard and it is tempting to reply in emotions. If someone leaves you negative review or one star on Facebook, take time to analyse the situation. You have 24-48 hrs for reply, so prepare it carefully. Show an interest and willingness to help and explain the situation. Contact the client by phone to discuss it and/or invite him to the practice for mediation. Analyse facts and write a reply after reaching to him via phone. By showing your empathetic side and actions taken, you will make a good impression on your potential clients. So do not freak out if a bad review occurs – we all have some. But based on your reply, you can actually gain new customers who would appreciate your conflict-solving approach and kind manner.
These mistakes can be easily avoided and we recommend regular planning and weekly preparation of your social media postings. Take opinions of your family and friends seriously. They are not related to veterinary medicine, so would share their honest opinions which will be sometimes different from yours. Mistakes would happen, but you can minimise the chance of their occurrence. Once you get negative review or comment, always give yourself enough time to react and do this professionally and empathetically. This would ever help you gain new customers.