Each month Dr James will be posting about ways to use online resources to increase your profitability.
With all the press that social media is getting, you could conclude that email is losing its way. A multitude of studies have shown this not to be the case. In fact email is the number one online tool for selling by a long shot. For vets, this means it's the best tool for helping clients look after their animal better.
What do Siri and a senior McDonald's executive have in common?
Have you wondered about the value of having a Facebook page? If you're like me, you probably have. Facebook is attractive because it can talk to existing clients and potentially lots of new clients. But knowing what impact it has on your business is hard.
Once you have your phone call tracking system in place, the next thing you'll want to do is increase the volume of phone calls. There are two ways to do this: increase site traffic, and get a bigger percentage of those that visit your site to call (this is called "conversion"). Let's look at the latter - it's easier.
Have you come to the conclusion that your website's job is to generate phone calls? If you think it has another job, I'd be interested to know what that is - and to know how you'll measure it. For most vet clinics, there is no other more direct way to generate business from a website than by a phone call. Other outcomes may apply to other businesses - Amazon for instance wants a sale online. But not vets - phone calls are what's needed.