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Dear VNN Member:
Two very major headlines have monopolized the news this week:
First, our thoughts, prayers and hearts go out to all the victims of the Tucson shooting last Saturday. Second, major snow storms have affected almost every state in the country and Canada as well. As of yesterday, Florida was the ONLY state in the US that did not have snow on the ground.
At first glance, you might not see any connection to veterinary media, but, let us show you how you can. |
| Animals in the News This Week |
 As mentioned above, severe weather has slammed into much of the continent, leaving people without power and many travelers stranded, including more than one VNN member! Even though you may have discussed Cold Weather Pet Dangers earlier in the season, it's not a bad idea to follow up with tips in your hospital's blog, on your Facebook page under the discusssion tab or on your local media segment. Remember, we also have Message Points on Antifreeze Toxicity and Ice Melt Products that you can use.
A very popular topic this past week has been a discussion about the Top Five Toxins for Cats for 2010. Dr. Justine Lee and Pet Poison Helpline created this list based on their cases from 2010. We have generated Message Points for your use at the website.
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| Social Media = Relationships |
 Does the tragedy in Tucson have anything to do with veterinary medicine or animals? No....but, showing compassion and interest in things other than marketing your practice has real value in social media. Remember, social media marketing is a conversation and not always about traditional marketing tactics. Social media is about developing online relationships with people that can become an off-line (or real) relationship. By sharing sincere feelings about this horrible shooting within your social media network, you demonstrate that you are human and not solely focused on "selling" to them. Next, you show that your business is aware of the outside world and current events and that you have interests and concerns that reach beyond animal care. These simple things have good potential for helping to demonstrate your real compassion overall as well as create meaningful connections in the social media world. As Kevin Knebl says, "All things being equal, people do business with and refer business to people they know, like and trust." Developing and maintaining connections through social media can increase the number of people who "know, like and trust" you!
 Speaking of Kevin, don't miss what promises to be a very informative and exciting educational opportunity for all VNN members! Kevin is a well known web marketing expert and we are proud to present him in a one hour long webinar open to all VNN members. Kevin will discuss social media in a context that has been specifically designed for our group. This hour-long webinar will take place on Tuesday, January 25th, 2011 at 2 pm EST and there will be opportunities for you to ask questions! Attendance is limited, so please RSVP at www.MyVNN.com/news. |
| Creative Marketing Ideas in A Bad Economy |
 Across the board veterinary practice seems to be down about 10%. Others are doing well, and still others are off more than that. Buying advertising is NOT the answer, not with social media at your disposal.
The following is a list of 10 techniques you can use right away to kick start traffic in 2011.
1. Build or update your website - This may seem obvious to some and utterly useless to others, but today, creating a place for potential clients to find you on the internet is literally fundamental. You NEED one. There are dozens of ways to get this done, from free to incredibly expensive. Get out there, do some research using similar sites you like that are for professionals in your city and check the bottom of the page to see who developed that site.
2. Try a Business Blog - Blogging is not hard, it does take a time commitment to update at least twice a week, but it will eventually build a following and can be a good driver of business and new clients.
3. Create a Business Page on Facebook - Did you know that 47% of all small US businesses now have a Facebook page? It's now one of the most powerful ways to communicate your value to a huge potential client base, and it's an easy and cheap way to quickly accomplish this whole marketing thing. Tom is a great resource on this and the VNN page, ASVJ page and our personal pages are great ways to connect to highly connected pages. In fact right now, go to Facebook and look up Jim Humphries, Thomas Dock, Veterinary News Network, and American Society of Veterinary Journalists and immediately you will be seen by thousands.
4. Create a Linked In Business Profile - Linked In is essentially Facebook for business. You create a profile and list your education, expertise and accomplishments. There are also many networking groups on the site that can provide access to people you wouldn't find elsewhere. Just do the basic page for now (no need to pay for the advanced version yet) and Link to Tom and me. The key is to connect with highly connected people as that builds your network.
5. Create a Business Twitter Account - Some love it, some hate it and it is the butt of many jokes, but Twitter is one of the most revolutionary tools to come along in years that gets you in front of clients and other potential business partners. Using the right, "business-like" approach with a Twitter account is like finding yourself in the biggest, virtual, business networking session you will ever be in. Once you get rolling you will be AMAZED at the contacts and relationships that can develop.
6. Build Your Email "List" (or start one) - It's a statistically proven fact that the more you stay "top of mind" with your customers, the more likely they will think of YOU the next time they need a veterinarian.
7. Create a Direct Mailing - Old school - yes, but tried and true. A lot of clients delete much of their email. Creating a postcard or even an old fashion paper newsletter is a real good way to connect with clients. Just promise me the cheap computer printed post card is not the ONLY way you communicate with clients ALL YEAR.
8. Create a Referral Culture - Creating a referral culture for your business essentially means asking your satisfied clients for a recommendation. This is done very professionally with a couple of business cards or a simple brochure that has your web address, twitter account etc. Then simply have your receptionist tell clients to have a few and let their friends know. Many times all it takes is that very small nudge. Client testimonials on your Facebook page are huge and those WILL happen. Just check out MY testimonial for my own dog "Tucker" at VRCC on Facebook.
9. Learn to Manage Your Time - This is a biggie. WE ARE ALL SWAMPED!! So have trusted staff who understand this whole social media thing, make sure they post almost daily (especially interesting cases) and much of the time burden is off you. Those who use social media successfully have mastered this.
10. Develop a Habit of Continually Educating Yourself - Since I was first asked to lecture on social media, I dove in and learned. But many of you simply don't have that kind of time, which is where VNN can be of such great value to you. We give you material, message points, training and even one-on-one consultations on diving in. We've learned it and can easily show you how to apply to your practice.
In fact, be sure to sign up for our one hour Webinar on Jan 25th with a world famous social media expert and get the best social media hour blitz you'll ever have. Then follow us throughout the year as we endeavor to help you use these tools. It's critical you continually gain, update and broaden your knowledge of this NO cost but highly effective marketing. You can RSVP for this webinar here.
One of the most valuable things VNN offers members is time saving content for use in traditional, social or marketing media. It IS the way of the future and will be money saving and help build back that 10% and grow beyond!
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| Upcoming Events and Reminders | |
January is:
Also, looking further forward, February is National Pet Dental Health Month. NOW is the time to start thinking about how you are going to approach your local media and/or how you can use our VNN resources to help market this annual event. Lots of BIG veterinary conferences kick off during this time of year. NAVC is just about to get started this coming weekend and WVC will, of course, begin in February. We know that there is a MASSIVE amount of information at these events, so, if you are attending and you find a new idea, product or technology that you think deserves a VNN story, let us know!! |
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Sincerely,
 Thomas Dock, CVJ
Managing Editor
tomdock@MyVNN.com
317-281-8658
Dr. Jim Humphries
President/News Director
dr.jim@MyVNN.com
719-495-2100
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Changes are coming to VNN!For a month now, we have sent out emails, placed notices in these newsletters and even sent a special physical mailing to all members of VNN. Our membership structure is changing and, as of January 31st, 2011, VNN resources will only be available to members who have paid their membership dues.Many of you (more than 100) have already contacted us about this change and we appreciate the trust and confidence you have shown in us and our resources.If you have not yet sent your membership dues, please visit www.MyVNN.com/renew and click the My Profile tab. Instructions for paying by credit card or check are listed. Additionally, you have the option to choose an individual membership in VNN or a Hospital membership if you have two or more members in your practice who are active in VNN.
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