In the spirit of Halloween, we will take you down the enlightening path of the Customer Journey, which will be both entertaining and educational.
In the chilling depths of the veterinary world, the winds of change have swept through the land of marketing over the past decade. Much like the shifting shadows on a haunted night, mobile phones have unleashed the internet into the grasp of every mortal soul. Text messaging and social networks have cast dark enchantments, forever altering how souls communicate. As if under a curse, websites like Yelp have transformed even the meekest into relentless reviewers, their voices echoing through the digital abyss.
These sinister channels now offer unprecedented opportunities to connect with pet owners who dwell in the shadows of your local community. However, in this digital crypt, the first step to harnessing these powers lies in understanding how your clients navigate this haunted landscape.
Behold, the Five Stages of the Customer Journey for Veterinary Clients, a tale of the supernatural unfolding in the veterinary realm. In these stages, good marketing guides the client through a treacherous path to your exam room and keeps their loyalty long after that first appointment.
Stage 1: Awareness - Summoning the Unseen
The initial step in the customer's journey is to ensure that every dog and cat owner in your service area knows your practice exists. Building familiarity with them before their pet falls under the shadow of sickness can make a massive difference when their beloved companion requires veterinary care. To support this endeavor, employ these bewitching strategies:
- Social Networks: Over 75% of American adults lurk on social networks, connecting, sharing news, and entertaining themselves. Word of mouth now occurs in the digital realm, where recommendations are sought and your messages spread like a ghostly whisper.
- PPC Advertising: Pay-Per-Click advertising allows you to cast your message before precisely the right souls. You pay only when someone chooses to tread the path to your website. When executed with finesse, a mature PPC campaign can ensure a return as rewarding as a dark pact.
- Blog Articles: Consistently sharing intriguing and informative blog articles about the services you provide and the needs of your clients is a spellbinding component of modern marketing. This enchanted library of pet care knowledge can give you an edge over your competitors.
- Content Marketing: Merging your blog with PPC, some diabolical advertising networks will promote your blog articles on other eerie news and article-related websites. Target these spectral ads to your local realm, ensuring they beckon only to those within the haunted zip codes your practice serves.
- Referrals: The most potent magic lies in referrals. Have strategies in place to encourage and perhaps even reward them. In this age, referrals often occur in the spectral realm of social networks, so prepare to maximize your opportunities.
- Community & Events: Engaging in community outreach and dark events offers a subtle yet impactful way to support local pet owners. These events provide a unique opportunity to make a spectral connection with new souls in your community. Choose your events wisely, as quality can be more potent than quantity.
Stage 2: Consideration - Choosing the Right Path
As your new clients embark on their journey, they will gaze into the haunted mirror of your website. Be prepared, for it is standard practice for consumers to scrutinize your digital visage. A decrepit and outdated website may lead them to believe that your practice is equally decrepit.
- Online Business Directories: These ghostly websites list your practice's name, address, and phone number while also serving as haunted grounds for reviews. Your representation in these spectral directories wields significant power over the first impressions of prospective clients and your performance in the unholy realm of Google search results.
- Social Networks: The digital ghosts of social networks play a role not only in the initial "awareness" phase but also in the consideration stage. Prospective clients are likely to peer into your presence on Facebook, Instagram, Twitter, or YouTube, and their judgment of your practice will be influenced by what they find.
- Phone Inquiries: Each phone call has the potential for a significant customer. With the lifetime value of a client in a veterinary practice often exceeding the weight of a pirate's treasure, impeccable customer service is the key to unlocking this treasure chest.
Stage 3: Appointment - Sealing the Pact
The third stage determines whether a new client will embrace and cherish your services. It's about creating a memorable experience that forges trust. In this stage, the following supernatural touchpoints are crucial:
- Appointment Setting and Reminders: Ensuring clients honor their appointments is crucial, and reminders serve as a vital talisman in this endeavor.
- Waiting Area: The time spent in your waiting area is an opportunity to enchant your clients. Create a memorable experience to strengthen the client's bond with your practice.
- Check-In on Social Networks: Encourage clients to "check-in" on social networks during their visit. Such spectral posts can be seen by many, spreading word-of-mouth marketing like a plague.
- Exam Room: The atmosphere, messaging, and processes in the exam room are paramount in setting expectations and ensuring continuity. Craft an environment that leaves clients feeling valued, loved, and well cared for.
- Treatment: Trust is the cornerstone of high-quality treatment. The more clients trust your guidance, the more likely they are to follow through with your recommendations.
- Handouts and Information: Providing information that reinforces your recommendations builds trust and encourages follow-through.
- A Well-Trained Staff: Your staff is your most potent enchantment. They must treat each client with exceptional service to ensure the growth of your practice.
Stage 4: Retention - Sustaining the Spell
Retaining existing clients is the key to longevity. It's 10 times more costly to conjure a new client than to maintain an existing one. Employ these supernatural activities to support retention:
- Forward Booking Appointments: Encourage clients to schedule their next appointment before leaving your realm.
- Phone Calls & Text Messages: Remind clients of upcoming appointments to reduce no-shows. Additionally, make periodic calls to check in on clients and their pets.
- Post-Mail: While digital marketing dominates, sending mystical post-mail can still be effective. Ensure that your offline messaging aligns with your online presence.
- Email and Newsletters: Keep your name etched in their minds with newsletters tailored to dog owners, cat owners, and those who have both.
- Blog Articles: Regularly share high-quality, informative content to keep clients returning to your digital crypt.
- Information & Guides: Providing guides on pet care helps maintain your presence throughout a pet's lifetime.
- Social Networks: Engaging social posts maintain your connection with clients and reach them inexpensively.
- Targeted PPC Marketing: Ensure your message reaches existing clients through targeted pay-per-click marketing.
Stage 5: Advocacy - Unleashing the Spirits
The final stage in the customer journey turns clients into advocates. Word-of-mouth marketing thrives in the digital realm, making it essential to actively encourage clients to:
- Leave Positive Online Reviews: Participate in the conversation and respond to online reviews, ensuring they cast your practice in a favorable light.
- Engage with Social Posts: Encourage clients to interact with your social posts, sharing your message with their own spectral circles.
As your clients transform into advocates, their endorsements will echo through the digital graveyard, attracting new souls to your practice. In this digital age, marketing in the veterinary realm relies on these supernatural strategies to keep your practice thriving.
Embrace the darkness of digital marketing, and let GeniusVets guide you through this spectral journey. Schedule a demo and unearth the secrets.