Communication has changed a lot in the last few decades. We went from using written letters and phone calls as our primary communication sources to now where we have snail mail, email, video calls, text messages, push notifications, and much more!
If you’re looking to expand into new ways of capturing the attention of your existing clients and potential clients with modern methods, then I invite you to open your mind as we explore some new things.
Are you ready? Good, because I want to introduce you to "touchpoints."
The term "touchpoints" is used in the marketing world to describe a moment when the business is connecting with its ideal client.
In other words, when you make contact (or get in touch) with a client or customer and make it a point to reach out (directly or indirectly) and communicate, that's a touchpoint.
So anytime you reach out to a client to share the results of their pet's bloodwork, that's a touchpoint.
When you send a postcard or text message reminding clients of their pet's appointment, that's a touchpoint.
When pet owners search the internet for "vets near me" your website pops up, and that pet owner clicks on your website and takes a moment to read about your clinic, that's a touchpoint!
Anytime pet owners and clients contact you or vice versa is considered a touchpoint.
These touchpoints are essential in helping you obtain and build continuous connections and bonds with clients so they can get to know you and trust you. This results in them wanting to stay in touch with you and contact you when needed.
Consumers will refer their friends and family to brands, people, and businesses they know and like and ultimately trust to do business with (hello word of mouth marketing!)
Think of your most loyal clients. Why do they tell their friends and family to bring their pets to your clinic?
Is it because you exist and tell people to bring their pets to you? Chances are, the answer is no.
It's because you cared for someone's faithful companion, made a connection, and brought value to their life (either through educating them on their pet's health, making their life easier or genuinely improving their pet's health.)
The point is that you made a positive difference in their lives, and thus, people want to share those life-changing results with others to benefit from also.
Now, you don't have to pursue each of these avenues, but the more touchpoints you create and the more variety in your marketing strategy you include, the more opportunities you create and increase your chances of connecting with more pet owners.
If you want to pursue them all but are not sure how to go about it, seek help from those who specialize in the field or pay for one of your tech-savvy, eager members on your team to learn it and master it.
Now, don't go bonkers on pursuing all these avenues simultaneously! There is no right or wrong way to approach this. Instead, do what works best for you and your practice, set goals, create a strategy, and adapt as you go on.
Start simple and add on another touchpoint once you have one established and operating smoothly.
If you need help figuring out where to start and who to reach out to get things set into motion, please reach out to your eVetSites team members, or feel free to reach out to me, and I'm happy to guide you!
There isn't a one size fits all protocol for marketing a vet clinic. Yes, there are general guidelines, but ultimately what works for your practice may not work for your neighbor down the street or in the next town.
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Cheyanne Flerx is the owner and founder of Hey Cheyanne, LLC.
She is a former Veterinary Assistant turned Social Media Strategist & Coach on a mission to use her experience and knowledge to help veterinary teams genuinely understand and use social media for marketing their practices. For more information and resources, follow her on her website.