By Cheyanne Flerx
Business is NOT the usual right now, so we must adapt our marketing strategies to match. People are scared, frightened, and feeling isolated and needing some positivity and normalcy. But, what does that look like for us as veterinary businesses, and how do we navigate our social media? Here are some tips and ideas to consider:
Tip #1: Don’t focus on the numbers
The performance of your post is not a deal-breaker right now. More people are staying home and spending time on social media; thus, the amount of published content is increasing. Your insights are going to fluctuate as the usage of your audience changes.
PRO TIP: Be prepared to adjust the times you post to match the activity of your audience by checking your Facebook analytics before posting.
Focus on the type of content you’re providing. I recommend focusing on producing content that is supportive, positive, lighthearted, and informing. See the post ideas below for guidance.
Tip #2: Revisit your scheduled posts
Before things got crazy, did you schedule posts for planned promos for products or services? Or big announcements in the hospital? If yes, consider placing those posts on hold. Right now, people are not in the mindset to buy new products or services. Everyone is in panic mode and want solutions to fix their immediate concerns and problems.
If you post those “sales-y” types of posts, you could be perceived as insensitive. Which, at this point, could hurt the image of your practice. If you are unsure of what to post, stop, and reflect on what you know about your audience and how they usually engage with your content. If you are unsure, don’t post it. It’s better to be safe than sorry.
Tip #3: Avoid using topics or words that may trigger fear or stress
There is a lot of circulating information that adds to the noise surrounding the pandemic. Don’t contribute to the noise, and avoid making posts that joke about quarantine or being sick. Play it safe and avoid those two topics unless you are informing your clients about your clinic’s protocols.
Tip #4: Post relative information on your website
Save your team the trouble of answering the same questions over and over again by publishing updates relating to COVID-19 protocols onto your site, as Family Pet Health did with the help of WhiskerCloud.
Now that we’ve covered that, let’s dive into some post examples:
Post Idea #1: This one is IMPORTANT. Share your practice’s protocols, and action plan as updates occur with your clients. This can be done by either going live with one of your doctors or make an infographic like Banks Veterinary Clinic of Beaumont did:
Post Idea #2: Feature services that practice and encourage social distancing, like curbside service, telemedicine, home delivery, or drop-off services. Like Den Herd Veterinary Hospital did in this video for their new curbside business:
Post Idea #3: Lead by example and reassure your clients of your sanitization protocols with pictures of your team cleaning the hospital or practicing social distancing. Animal Medical Center of Wyoming did a great job this:
Post Idea #4: Share some lighthearted content to brighten the newsfeed. Things like a pet photo contest, fun engaging and interactive questions (not related coronavirus), or something special that you can offer your community. Lake Road Animal Hospital & Kennel did a fantastic service for their community by reading a children’s bedtime story with their dog on Facebook Live:
About The Authors
Cheyanne Flerx is a veterinary assistant turned marketing maven. Cheyanne is the founder of HashWag and serves as a social media marketing consultant to veterinary professionals. She has a passion for empowering other VetMed professionals, who share a passion for marketing.