Is Blogging a Waste of Time for Veterinarians?

Brenda Tassava, CVPM, CVJ
Hospital Administrator, Broad Ripple Animal Clinic and Wellness Center 
Veterinary Manager Advisor blog

I may not be a veterinarian, and I certainly don't consider myself a marketing maven, BUT if the dark-rimmed glasses (purple, by the way) and iPad identify me as a blogger in the veterinary profession, then I'm guilty as charged. I also happen to be a practice manager, practice consultant, author, speaker and.....in general, a very busy person. Why do I blog, and why do I recommend that my colleagues in the veterinary profession blog? It's simple--blogging and social media tools bring people together. They connect people who love their pets with those who have information about pets. If veterinarians and veterinary hospitals aren't blogging, then who is generating the content being found on the Internet? Stop and think about that before you answer. Who should be writing the pet health content on the Internet, if veterinarians shouldn't be allowed to blog?

Blogging is the most effective way for small businesses, including veterinary practices, to self-publish the educational and news material they want their clients and communities to read. Search engine optimization is a positive side effect of blogging, but it's not the only reason to write. Blogging brings people together into a community. Blogging creates effective LOCAL search engine optimization--which is by far, what most practices strive for when it comes to their websites. Connect the blog to the website and you've got the foundation for a great online marketing strategy. Use other social media tools to drive traffic to your blog, and now you've got a community of people flowing through your website and the front door of your practice.

If you think blogging is "small potatoes" and won't bring clients through the door, then I would like to take you through a very real case example: that very blog post I published a few days ago! 

My recipe for blogging? An idea, a photo, 10-15 minutes of writing and editing, the addition of external links, proper keyword tagging, and cross-posting to 5 social media platforms (Facebook, Twitter, dvm360 community boards, Google+ and VHMA's MemberConnect). (Tom's note, remember that your VNN story archives and Message point library can often provide you with that needed idea and/or a ready made blog that you just need to customize)

Total time involved? Less than 30 minutes.

The results? My blog post was ranking #2 in local search in less than 7 hours. If you're a veterinarian, local search is exactly what you want! Local search means more new clients can find you and your practice. My top tips for blogging your way to the top of local search:

1. Use a platform made specific for blogging like WordPress or blogger. My website is a WordPress site. (Tom's note = many web developers, for example InFront Web Design, will include a blogging platform with your website) 
2. Always use a visual to help engage and attract attention when cross-posting to other platforms. In my blog post, I took a photo of myself with my iPhone and uploaded it from my phone.
3. Write your content, keeping your topic in mind.
4. Look for ways to link to outside websites.
5. Scan your article and attach keywords to the post. What are keywords? These are words or phrases that a person looking for your content might type into the search engine when looking for information. Think like a pet owner when you develop your keyword tags.
6.  Publish your blog post.
7. Your final step is to share your blog post  (as simple as copying and pasting) to relevant social media platforms. This step will help people find your blog.

When you get people engaged and cross-post to Google+, your local ranking soars. The proof is in the pudding!

I'm not an SEO expert--I'm just that girl in the audience (or up on the stage at times) who wants to see veterinarians succeed in what they love doing, which is delivering exceptional medical care to their patients because they manage to connect with their clients.

Brenda Tassava is a Certified Veterinary Practice Manager and a Certified Veterinary Journalist.  She is also the Hospital Administrator for a large, 6.5 doctor, two location practice in Indiana and a fellow VNN member.  Her book, Social Media For Veterinary Professionals, can be found at Amazon.

Today, a new print story release from VNN went live.  "Don't Let Pets Suffer From Pancreatitis" looks at this all too common emergency during the upcoming holidays. 

As we transition from summer into fall, be sure to review our VNN Calendar of Animal and Veterinary Events for upcoming holidays, celebrations and observances.  This monthly calendar is a great resource for thinking ahead and planning any publicity or marketing.  AND...if you have something we need to add, just email me and I will make sure it is included!

This past week, I began to send out emails and communications to all members about the renewal process.  We try to send you an email and statement within about 45 days of your anniversary date.   You can always check your anniversary date on the My Profile page at MyVNN.com, just scroll down to the bottom and you will see something like this:



Now...if your membership is within 45 days of renewal, links will appear to pay via credit card or check.  If you are having any problems logging in or if you have questions about your anniversary date, I am happy to address those, please contact me and we can sort everything out.  Again, it may be awhile before you start receiving your individual email concerning renewal, but I want to make sure everyone is aware and that I will be contacting you over the next 2-3 months.