IT Expert. Digital Marketer. Industry Thought Leader.
Whether your practice has been around for just a few days or a few decades, I can promise you that one thing is consistent between both:
Your online reputation is either driving people toward, or away from, your veterinary practice.
Unfortunately, if you haven’t started to secure positive reviews online to both maintain and enhance your reputation, you run the risk of the many pitfalls that may follow. Something as simple as a Google Review can actually have profound implications on your business and whether or not you’re securing the volume of pet owners that your practice is capable of.
While I once wrote specifically addressing the impact of Google on your online reputation as a whole (atsimplydonetechsolutions.com/safeguarding-reputation), I will focus more on the power of Google Reviews and how to leverage this resource to enhance your business, maintain a stellar reputation and increase engagement from pet owners in the process.
When pet owners have a positive experience with your veterinary practice but don’t leave a review, this encounter doesn’t have the long-term impact it’s capable of having.
Yes, the client was satisfied by their experience. But there’s nothing over the long haul to prove it, enhance your reputation or otherwise garner a testimonial for future marketing. This can harm your overall visibility and consequently decrease the number of referrals you’re receiving from Google. This is far from marginal, because Internet referrals from sites such as Google (or competitors like Bing and Yahoo!) now account for one of the top three sources veterinary practices receive clients from.
That’s right, these online resources account for one-third of new business, which of course equates to vast amounts of annual revenue. While traditional word of mouth is still a powerful tool necessary for securing new clients, your online reputation is something like a digital word of mouth, which reverberates far and wide to pet owners who are searching for reliable care. There’s no ignoring this reality, which leaves a more permanent footprint than traditional word of mouth and can’t be underemphasised in the modern digital age. It’s more important now than ever to begin securing new reviews as soon as possible.
This is partially because practices that have no reviews online are the most vulnerable. If this practice, who has not previously established their online reputation, receives a single negative review, this is the only thing that prospective clients will see online.