Small businesses can rarely afford the marketing budgets of large corporations. So, they often utilize cost-effective platforms like social media and email to build a strong online presence and strengthen relationships with customers. Veterinary practices are no different. Helping the right horse owners find your practice requires a plan.
Understand Your Brand Identity
Understanding your brand identity, or “who” you are as a practice and what you believe in, is essential to your marketing efforts. Your brand image is determined by the sum of consumer perceptions about the brand, or how they see the practice. Every business has a brand image, but not every business works to shape it. You must decide how you want potential clients to perceive your practice. For example, your practice could be known as the largest, smallest, most expensive, cheapest, oldest, newest, or serving only certain disciplines.
Equine practices must work hard to maintain their intended identities. Strengthening your brand is essential, because commoditization erodes value; clients must be able to differentiate your practice from your colleagues.
Create a Tagline and Logo
You might want your brand identity to relate to a promise or tagline. That way, potential clients can understand your values and decide if they want to establish a relationship with you. That tagline could be “Ethical Practice, Every Day,” “Compassionate Care,” or “A Winning Edge.” Next, develop a unique logo that helps you stand out. Your logo can relate to your practice’s name. For example, Twin Oaks Equine could have two oak trees in the logo. You will use your logo for many purposes, so make sure it’s memorable and distinct.
Your tagline and logo should appear on all paperwork associated with your practice and be prominently displayed on your website, social media, and email signature. Practices often have their logo on hats, fleeces, and jackets. They give client gifts bearing their logo, such as mugs, water bottles, saddle pads, or even customized wine bottles. You want horse owners to recognize your logo and tagline even when they aren’t yet your clients.
Create a Website for Your Equine Practice
A website presence is essential. Your website gives information about your practice’s location, hours, policies, services, and staff. It might include educational materials, blog posts, downloadable client documents, access to medical records, and account payments. Customers should immediately get a sense for your brand identity when they land on your homepage, which should also feature your tagline. Include your phone number, emergency policy, species served, and other important facts on your homepage, as well. Website design has changed over the past few years and continues to do so. Updating your website about every five years will help it look fresh.
Stay Active on Social Media
A social media presence on Facebook and/or Instagram is also invaluable. If you fail to post at least weekly, potential clients might assume the practice is inactive. Aim for an equal mix of educational information, cute pictures, informational items about your practice or practice team, and newsy items from the equine world. Interesting case reports and other engaging content can help you build your following. Answer comments and questions within 24 hours. Remember that you can schedule posts in advance during slow times. If you are too busy or have little interest, engage your younger associates or staff through this marketing and branding effort.
Be Active in Your Local Horse Community
Finally, increase your marketing reach by being visible in the horse community. Give seminars, write articles, talk to your local 4-H and Pony Clubs, attend local equine events, and consider an open house at your facility. Through frequent, repetitive exposure to your unique brand identity, horse owners will recognize your practice, and you will attract the right clients.
Related Reading
- Creating a Strategic Plan for Practice Growth
- 9 Social Media Tips for Veterinarians
- How to Build a Brand Identity for Your Equine Practice
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