March 6, 2024 • 22 mins
Are you struggling to get pet owners to engage with your social media posts? There may be a few reasons as to why this is happening!
In this episode, Cheyanne focuses on why pet owners may not engage with a vet clinic's social media posts. She emphasizes the importance of understanding social media algorithms, knowing your audience, and having clear content strategies.
Firstly, Cheyanne explains that a lack of engagement could be due to misunderstanding how social media algorithms work. These algorithms are designed to keep users on the platform, not to hinder businesses. By learning how they function, clinics can post content that aligns with what their clients want to see, leading to better engagement.
Secondly, she discusses the importance of knowing who you're creating content for. This involves understanding the audience's likes, dislikes, lifestyles, and relationships with their pets. By tailoring content to the audience's preferences and lifestyle, clinics can post at optimal times when their clients are most likely to engage.
Lastly, Cheyanne points out that not knowing what to post is a common issue. Without a plan, content may not resonate with the audience, leading to poor engagement. She compares it to working out without a plan or starting a procedure without preparing tools.
____
Links mentioned in this episode:
- Episode 5: Why Should YOUR Veterinary Hospital Have Social Media Accounts?
- Ready to work with Cheyanne and join her coaching program? Schedule a call with her here.
Other helpful resources:
- New to manage social media for a vet practice? Grab Cheyanne's Quick Start Guide here.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Cheyanne (00:00):
Welcome to the Veterinary Social Media Podcast,
where you learn how to navigatesocial media and apply it to the
world of veterinary medicine.
I'm your host, Cheyenne Flerks,and let's get down to business.
Hey, Hey, welcome to today'sepisode.
I am starting off with a prettyjuicy topic in this new series
on engagement that I am doing.
(00:21):
And we are going to be talkingabout the reasons why pet owners
won't engage with your socialmedia posts and.
Just a warning.
I'm going to drop some truthbombs on you today, but it's
because I don't want to see youstuck anymore.
I don't want to see you missingthe mark with social media.
Because I care too much aboutyou.
So before we dive into this, Iwant to really encourage you to
(00:42):
either be taking notes or to besure that you come back to the
show notes or listen to thisepisode again, because there are
some things that I really wantyou to consider when it comes to
creating your social mediaposts, because there's a few
things that we need to do beforewe can actually create social
media posts that will get PO.
Owners to engage with us, butbefore I get into this episode,
(01:07):
I want to be sure that you don'tmiss the next episode in this
series.
Where we are going to be talkingabout how to get pet owners to
engage with your social mediaaccounts.
So today we're talking about thereason why they don't engage
with your social media posts.
Next week, we will be talkingabout how we can get them to
engage with us.
So some really exciting stuffcoming up.
(01:29):
But with that, I want to be surethat you are subscribed and
following the podcast.
So, you know, instantly whenthat episode comes out.
So if you could do me a favor,go to subscriber, follow this
podcast, wherever you'relistening to.
And while you're over there, ifyou would consider leaving me a
review, I would love to knowwhat you think of the episodes
(01:50):
and the podcast as a whole.
Cause I.
I really want to be sure thatI'm serving you content that you
are finding value out of So ifyou could leave me a.
A five star review.
If you're joining the content,that would be fabulous.
And while you are at it, why notshare this with your owner, with
your management team or yoursocial media manager on your
(02:11):
team so that they can get theinsight on How to get better
engagement.
and get a better grasp on howsocial media is affecting the
hospital as a whole.
So.
With that let's dive on in.
Because I have three reasons whypet owners may not be engaging
with your social media accountsnow.
(02:32):
When I share these, please don'tfeel like I'm picking on you.
But this is something that Ihave come across so many times
and either conversations withpeople who come to me asking for
help.
In my Facebook group.
And by the way, if you're not inmy Facebook group, the
veterinary social media managerson Facebook, I would love to
have you come join us.
So you can find the link to thatin the show notes of this
(02:53):
episode.
But these are overall thingsthat I am seeing in the industry
as a whole, when it comes tosocial media, that I feel like
if we all have a betterunderstanding of these, we will
be able to.
Really get more engagementoverall.
Now I do want to share that Ihave heard a lot of people and I
am guilty of saying this myself,but it's not the pet owners
(03:17):
fault for not engaging with you.
It's not because the algorithmis out to get us.
It's because of the threereasons I'm going to share with
you here in just a moment, but Ijust want to be sure that we are
understanding that it's it's.
It's within our control still tobe able to get engagement.
Yes.
Everything is a lot morechallenging to get engagement on
(03:40):
these days.
It's not like the old days wherewe can just post anything and
people will come out of thewoodwork and be like, yes,
please.
Have me as your client or yes,please take my money.
But it's more so that we need tobe more strategic about what
we're posting when we're postingand the overall heart of the
matter of why we're posting.
(04:00):
All right.
One reason why pet owners maynot be engaging with your social
media content,
And I already alluded to thisearlier.
But.
is because you're not sure how the algorithms truly
work.
And thus you're not using themto your advantage.
The way that we can use thealgorithm, I know will take some
(04:21):
time and he bit of a mindsetshift, but when you're able to
unlock the key on how to use thealgorithm, you work much less.
And have much less stress andyou're not constantly banging
your head against the wall.
I understand the struggle fully.
But just stay with me becausethe algorithm is designed to
(04:42):
keep users happy and on theplatform it's not designed to
work against us because thatwould be counterintuitive.
Because honestly, the, honestlythe developers of the social
media platforms have designedthe algorithms in such a way.
So that it actually keeps thecompany in business right there
in it to make money.
(05:04):
They're not in it to make ourlives harder.
No, they want to keep people onthe platform so that there is
more.
Digital inventory, so to speakso that they can place in ads so
that they can sell spaces forpeople to purchase advertising.
And they want to be able to usethe amount of number or the
(05:26):
amount of users that they haveon the platform to say, Hey, we
have a billion active usersevery day, you know, come
purchase ad space with us orcome do business with us, et
cetera, et cetera.
So the.
The short story is that they'rea business.
And so they want to be sure thatas, as a business or it would be
smart alum.
(05:46):
To make us as business owners orpeople who work with it at
business.
To actively be able to dobusiness with their platforms.
So with that said, this is ouropportunity to shift our
mindset.
And really step more intoplaying a longterm game Where we
(06:08):
are either gathering post ideasor creating post ideas.
That align with the type ofcontent that our dream clients
will want, and really justmaking a strategy versus finding
quick solutions that everybodysays that they get engagement
with, but actually may not getengagement for you.
(06:29):
So you're constantly looking formore post ideas and the cycle
continues on from there.
One example to kind of helpbring the point home.
Is when, um, I don't know ifyou've ever had this happen to
you, but when you go to purchasefurniture and you have to build
it yourself, but you get theinstructions all in Chinese or.
(06:50):
It's just in a foreign languageand you're like, how do I build
this thing?
I liken it to us, trying to usethe algorithm in the same way.
We tried to build a shelf with.
Um, foreign.
Instructions to us, right.
We kind of get the idea with thepictures on how we can build it,
but we might not understandwhich piece to put in together
(07:14):
and et cetera.
So, It's it's in the same waythat we are trying to use.
The algorithms were trying touse the social media platforms
without truly understanding howthey work and operate.
You have to study the languageof social media in order to use
it effectively.
That might've been just ahorrible example, but I'm going
to roll with it.
(07:34):
The second reason why.
Pet owners may not be engagingwith your content is because you
don't know who you're posting toor who you're creating content
for.
When we understand who we areposting for, we have a better
understanding.
Of what kind of content we needto be posting.
And when we need to be postingthat.
(07:55):
Honestly, what worked about, youknow, Ten five even just last
year, isn't really necessarilygoing to capture your audience
in the same way as it once did.
You know, people's tastes andpreferences change over time,
and it's important to recognizethat and track it.
One example is, you know, withinjust the last couple of years,
(08:16):
reels have really come popularor those short form videos.
That you see constantly in yourfeed.
If you're on social mediaconstantly, I'm sure you've come
across or have heard about, youknow, tick talks, reels.
Those have become very, verypopular and.
Those are something to payattention to because.
They do capture attention andthere's a lot that you can do
(08:38):
with them.
But if you don't understand thewhole strategy behind it or how
to create them in a way that aregoing to capture people's
attentions.
And understanding that, youknow,
Some trends work for you.
And
some don't or when it's appropriate to use a trend.
Right.
It's it gets overwhelming.
But if we understand theaudience that we're posting for.
(09:01):
We will be able to see, okay,well that is this video.
Idea or this reel or this TikTOK going to be relevant to my
audience.
So this is Really important foryou to understand who you are
posting for.
So for example to help kind ofnarrow it down.
I like to think about my dreamclient that my hospital would
(09:24):
want to attract.
So., If you are a hospitalthat's, you know, more on the.
Higher end of things.
And you want a pet owner whodoesn't even bat an eye about
the invoice, or who's verydedicated to their pet and is
willing to go the extra mile toprovide treatment for them.
(09:44):
They are going to meet adifferent audience.
Then if you are a practice thatprovides.
Care for low income it's goingto be a different field.
It's going to be a differentvibe.
If you're posting for.
Gen X and above, or if you'reposting for millennials or if
you're trying to attract ayounger audience.
(10:04):
Knowing.
Their lifestyle and theirpreferences and how they
interact with pets as a whole isgoing to be crucial.
Very crucial because if you'reposting something that the older
generations might prefer like onFacebook, if you're actively on
Facebook, but you're trying toattract younger audience, but
you're posting things thatattracts the older clientele
(10:27):
still.
It's not going to help yougather those new.
Or the younger generation.
That you're trying to bring in.
Right.
So getting really clear on whoyour dream client is and what
kind of things that, what kindof content they would resonate
with is going to be key here.
So a couple of questions to helpyou kind of narrow down your
(10:49):
dream client.
If you don't know that already.
Definitely come back and checkout the show notes for this, but
Really get to know what theylove.
So examples are their hobbies,their favorite activities.
Do they love to travel or arethey home bodies?
What charities or causes do theysupport?
Another thing that you shouldknow is what do they dislike?
(11:11):
What are, what are things theyavoid or can can't stand or
things that instantly just putsa bad taste in their mouth,
knowing those two things of whatthey love and their dislike is
going to help narrow downexactly what you need to be
posting.
Another thing is know what theirlifestyle's like I mentioned,
are they retired or they activeparents.
(11:32):
Are they single college studentor are they a business owner?
Each of getting to know each oftheir lifestyles is going to
help you tailor.
What type of information youprovide for them?
What kind of content youproduce?
And it's going to really helpyou to figure out when is the
best time to post for you.
(11:53):
And your hospital, because ifyou have a ton of.
Clients that follow you.
The are retired.
You could be able to post alittle bit later in the day or
much earlier in the day whereit, depending upon their
lifestyle, but if you have abusy parent.
You may want to be postingaround dinner time or lunchtime
(12:14):
when it's a bit quieter andcalmer.
Just really figuring out whenit's going to be the best time
for them when they are more thanlikely going to be.
On social media, on theirdesktop, on their mobile, and
actually able to look at yourcontent and engage with it.
All right.
(12:34):
The next question I want you tobe able to answer is what is the
relationship like with theirpet?
This one's a huge one for us,right?
Like, does that person see their pet as a close family
member?
Who's constantly in the housewho never leaves their side, or
are they working animal with ajob on the farm or are they
companion animal who protectsthe house or do they, are they a
(12:58):
service animal?
Each of those.
Lifestyles and how thatrelationship with that pet.
Is going to really dictate onhow their spending habits are.
Right?
Like if they are a verydedicated pet owner, like I
mentioned already, They're goingto be willing to pay more money,
to make sure that their, theirfamily member.
(13:19):
There are close friend.
Their companion is filling greatand healthy.
Another thing you need to knowis what length are they going?
Are they willing to go for theirpet?
Like I said already, are theywilling to sell an arm or leg to
provide for their pet or do theyhave to live within a budget?
And the last thing I want you tofigure out when trying to
(13:41):
determine who your dream clientis is what kind of pets do they
own?
Like, yes, this might be a nodog question, but you need to be
sure of.
R, if you're just seeing whattype of pet, you know, if you're
a cat only client, they're aclinic, then that will be easy
for you, but you also need toknow too.
They own.
Other variety of pets.
(14:02):
If you're a mixed animalpractice, you know, you might
see only one of their pets, butthere's an opportunity for you
to say, oh, you've got fiveother pets at home that we
didn't know about.
Well, why haven't we seen them?
Or, you know, we'd love to helpyou.
You know, keep them healthy.
You.
You know, but just going alongthose lines and diving in deep
of who they are and getting toknow them, basically on the same
(14:24):
level, as like you do with yourbest friend, it's going to take
your content a long way andreally get more engagement
because the more that your postsare relatable to the people who
are seeing it on their feeds,the more.
They are going to want, engagewith you.
The more they're going to wantto get to know you, and you're
going to build that trust.
(14:45):
Thus, making it easier for themto want to do business with you,
or keep coming back for more.
So, I mean, one example here,it's like, okay, you wouldn't
buy your best friend somethingwith peanuts.
If you know, they are allergicto them, that would just be very
insensitive.
Right.
Or buy them a sports item forfor a team that they absolutely
despise.
(15:05):
Okay.
And then for my coffee drinkers,here's an example for you.
It's like.
Okay.
I wouldn't buy my friend a talldecaf latte.
When I know she's going to wantan ice quad shot espresso with a
splash of half and half.
It has to be a little bit ofhalf and half.
It can't be a ton.
Right?
So like, knowing the differenceon how you speak to your dream
(15:27):
client is going to take you along, long way.
So the third reason why petowners may not be engaging with
you.
Is the last two that we talkedabout or huge not knowing who
you're posting to.
And creating content thatresonates with them and then
understanding the algorithm.
(15:47):
But the third one.
Is.
Not being clear on what you needto be posting.
And that goes along withcreating content for your ideal
client.
But overall, if you don't planahead, you're just going to be
posting whatever you need to inorder to keep things going and
(16:08):
active or just posting for thesake of posting and that.
Is a that's not going to be agreat long-term strategy for you
to be following.
Because once people see acontent on there that doesn't
resonate with them, or they'renot interested in, they're not
going to want to come back andthe algorithm isn't going to
want to show.
(16:29):
That content to them becausepeople are interested in it.
And the algorithm on Facebookand Instagram in particular
shows content to people thatthey.
They enjoy and they want to seemore of, because that is how
they keep them on the platform.
So.
Without that clear guidance ofwhat posts are going to get
(16:50):
people engaging.
What's going to resonate withthem.
You're constantly going to feellike you're not, you're good at.
You.
You're going to constantly feellike you're behind and comparing
yourself to others or feelinglike you just need more post
ideas.
You need something else to fixyour engagement, et cetera, so.
(17:11):
W what I want you to do for thisis be sure that you're getting
clear on the overall why yourhospital is using social media.
And I talk about that in episodefive.
So definitely take time to goback and listen to that.
But it's how I liken this pointis to us, like going to the gym
and not having a workout plan,you just kind of look around at
(17:32):
the machines and kind of decide,okay.
I'll go on the treadmill guestsfor a couple minutes and, you
know, make it up as you go.
Or it's almost like, okay.
We have a procedure for apatient here, right?
We're going to clip theirtoenails or give them a vaccine
or even get them ready firstspay.
Right.
But then we just get down withthe pet.
(17:53):
Get started, but we neverprepared.
With any of the tools we needuntil after we started.
So it's.
Basically just throwingspaghetti on the wall and trying
to figure it out as you go, butyou spend more time trying to
figure out what you need insteadof actually doing the thing that
you need to get done.
(18:13):
This might be a good time for abreather, because I know that
was all a lot of heavy things tothrow at you, but I want it to
be sure that I address thosethings before we talk about how
to get engagement, because.
I want to set you up forsuccess.
And I want to be sure thatyou're starting off with good
foundations in place.
(18:34):
And with good foundations inplace, then we can address all
the little factors that are atplay here because we didn't even
get to talk about.
How your posts come into playwith all that I mentioned.
So like, yes, I alluded to it alittle bit, but there's a whole
strategy behind posting andgetting an engagement so that we
are bringing all the piecestogether so that you are able to
(18:57):
bring in conversion to getbusiness and traffic over into
your hospital so that you canwork with those dream clients.
And you can make the money Thatyour practice needs an order to
thrive and still serve clientsand patients.
so.
Like I said, I know that was alot, but
if your hospital is struggling to keep up with the
(19:17):
ever-changing world of socialmedia and struggling to follow a
strategy that supports yourhospital's goals for marketing.
I have a coaching program thatmay just be the right thing for
you.
In my one-on-one coachingprogram, I ultimately just get
down and dirty on what you'recurrently doing in social media
(19:38):
and provide you with a clearstrategy and systems and tools
that you need in order tosucceed and streamlined the
whole process of social media.
I do that by.
Auditing your social mediaaccounts and reviewing
everything that's currentlyhappening.
And then I provide you astrategy that aligns with your
goals and provides the type ofengagement.
And conversion that you'relooking for.
(20:00):
And that also provide you with acustom system and processes
along with tools that you willneed in order to streamline the
whole process of social media.
Get your whole team on board andultimately just create a whole
social media ecosystem for youso that you are working more
efficiently, more effectively.
(20:21):
With less time.
And with less stress.
And one of the best parts aboutthis program is that you get
direct access to me.
Via slack, where you can talk tome nearly every day.
Get advice as you'reimplementing stuff or encounter
anything along the way.
And I will walk you through itand help you overcome any
challenges that you areexperiencing and just help set
(20:44):
you up for success.
If my coaching program soundslike something you could really
benefit from.
I would love to connect withyou, chat about it some more and
see how we can partner together.
So head to the show notes.
Check up the link that I haveprovided for my coaching
program.
And I can't wait to talk withyou.
Until then I hope this episode.
(21:06):
Expanded your mind, if not.
Broke your brains.
And to really seeing thatengagement is so much more than
just the type of posts that youshare or when you post it's
about.
The behind the scenes of yoursocial media and the Y your
hospital's on social media andwho you're posting to, and
(21:27):
understanding how to use socialmedia to your advantage is
really going to help you.
Unlock the key to gettingengagement and really reducing
the overwhelm that you, you canexperience.
When it comes to social media.
So if you have any questionsabout this, definitely reach out
(21:48):
to me via email or in myFacebook group, the veterinary
social media managers, Facebookgroup, we would love to have you
there.
But until then tune in next weekwhere I.
Spill the tea on how to get yourpet owners engaged.
With your social media accountsand we'll give you some tangible
strategies and tips there foryou to implement for yourself.
(22:11):
But until then, I wish you allthe very best and I will catch
you on the next episode.
Bye-bye.
Welcome to the Veterinary Social Media Podcast,
where you learn how to navigatesocial media and apply it to the
world of veterinary medicine.
I'm your host, Cheyenne Flerks,and let's get down to business.
Hey, Hey, welcome to today'sepisode.
I am starting off with a prettyjuicy topic in this new series
on engagement that I am doing.
(00:21):
And we are going to be talkingabout the reasons why pet owners
won't engage with your socialmedia posts and.
Just a warning.
I'm going to drop some truthbombs on you today, but it's
because I don't want to see youstuck anymore.
I don't want to see you missingthe mark with social media.
Because I care too much aboutyou.
So before we dive into this, Iwant to really encourage you to
(00:42):
either be taking notes or to besure that you come back to the
show notes or listen to thisepisode again, because there are
some things that I really wantyou to consider when it comes to
creating your social mediaposts, because there's a few
things that we need to do beforewe can actually create social
media posts that will get PO.
Owners to engage with us, butbefore I get into this episode,
(01:07):
I want to be sure that you don'tmiss the next episode in this
series.
Where we are going to be talkingabout how to get pet owners to
engage with your social mediaaccounts.
So today we're talking about thereason why they don't engage
with your social media posts.
Next week, we will be talkingabout how we can get them to
engage with us.
So some really exciting stuffcoming up.
(01:29):
But with that, I want to be surethat you are subscribed and
following the podcast.
So, you know, instantly whenthat episode comes out.
So if you could do me a favor,go to subscriber, follow this
podcast, wherever you'relistening to.
And while you're over there, ifyou would consider leaving me a
review, I would love to knowwhat you think of the episodes
(01:50):
and the podcast as a whole.
Cause I.
I really want to be sure thatI'm serving you content that you
are finding value out of So ifyou could leave me a.
A five star review.
If you're joining the content,that would be fabulous.
And while you are at it, why notshare this with your owner, with
your management team or yoursocial media manager on your
(02:11):
team so that they can get theinsight on How to get better
engagement.
and get a better grasp on howsocial media is affecting the
hospital as a whole.
So.
With that let's dive on in.
Because I have three reasons whypet owners may not be engaging
with your social media accountsnow.
(02:32):
When I share these, please don'tfeel like I'm picking on you.
But this is something that Ihave come across so many times
and either conversations withpeople who come to me asking for
help.
In my Facebook group.
And by the way, if you're not inmy Facebook group, the
veterinary social media managerson Facebook, I would love to
have you come join us.
So you can find the link to thatin the show notes of this
(02:53):
episode.
But these are overall thingsthat I am seeing in the industry
as a whole, when it comes tosocial media, that I feel like
if we all have a betterunderstanding of these, we will
be able to.
Really get more engagementoverall.
Now I do want to share that Ihave heard a lot of people and I
am guilty of saying this myself,but it's not the pet owners
(03:17):
fault for not engaging with you.
It's not because the algorithmis out to get us.
It's because of the threereasons I'm going to share with
you here in just a moment, but Ijust want to be sure that we are
understanding that it's it's.
It's within our control still tobe able to get engagement.
Yes.
Everything is a lot morechallenging to get engagement on
(03:40):
these days.
It's not like the old days wherewe can just post anything and
people will come out of thewoodwork and be like, yes,
please.
Have me as your client or yes,please take my money.
But it's more so that we need tobe more strategic about what
we're posting when we're postingand the overall heart of the
matter of why we're posting.
(04:00):
All right.
One reason why pet owners maynot be engaging with your social
media content,
And I already alluded to thisearlier.
But.
is because you're not sure how the algorithms truly
work.
And thus you're not using themto your advantage.
The way that we can use thealgorithm, I know will take some
(04:21):
time and he bit of a mindsetshift, but when you're able to
unlock the key on how to use thealgorithm, you work much less.
And have much less stress andyou're not constantly banging
your head against the wall.
I understand the struggle fully.
But just stay with me becausethe algorithm is designed to
(04:42):
keep users happy and on theplatform it's not designed to
work against us because thatwould be counterintuitive.
Because honestly, the, honestlythe developers of the social
media platforms have designedthe algorithms in such a way.
So that it actually keeps thecompany in business right there
in it to make money.
(05:04):
They're not in it to make ourlives harder.
No, they want to keep people onthe platform so that there is
more.
Digital inventory, so to speakso that they can place in ads so
that they can sell spaces forpeople to purchase advertising.
And they want to be able to usethe amount of number or the
(05:26):
amount of users that they haveon the platform to say, Hey, we
have a billion active usersevery day, you know, come
purchase ad space with us orcome do business with us, et
cetera, et cetera.
So the.
The short story is that they'rea business.
And so they want to be sure thatas, as a business or it would be
smart alum.
(05:46):
To make us as business owners orpeople who work with it at
business.
To actively be able to dobusiness with their platforms.
So with that said, this is ouropportunity to shift our
mindset.
And really step more intoplaying a longterm game Where we
(06:08):
are either gathering post ideasor creating post ideas.
That align with the type ofcontent that our dream clients
will want, and really justmaking a strategy versus finding
quick solutions that everybodysays that they get engagement
with, but actually may not getengagement for you.
(06:29):
So you're constantly looking formore post ideas and the cycle
continues on from there.
One example to kind of helpbring the point home.
Is when, um, I don't know ifyou've ever had this happen to
you, but when you go to purchasefurniture and you have to build
it yourself, but you get theinstructions all in Chinese or.
(06:50):
It's just in a foreign languageand you're like, how do I build
this thing?
I liken it to us, trying to usethe algorithm in the same way.
We tried to build a shelf with.
Um, foreign.
Instructions to us, right.
We kind of get the idea with thepictures on how we can build it,
but we might not understandwhich piece to put in together
(07:14):
and et cetera.
So, It's it's in the same waythat we are trying to use.
The algorithms were trying touse the social media platforms
without truly understanding howthey work and operate.
You have to study the languageof social media in order to use
it effectively.
That might've been just ahorrible example, but I'm going
to roll with it.
(07:34):
The second reason why.
Pet owners may not be engagingwith your content is because you
don't know who you're posting toor who you're creating content
for.
When we understand who we areposting for, we have a better
understanding.
Of what kind of content we needto be posting.
And when we need to be postingthat.
(07:55):
Honestly, what worked about, youknow, Ten five even just last
year, isn't really necessarilygoing to capture your audience
in the same way as it once did.
You know, people's tastes andpreferences change over time,
and it's important to recognizethat and track it.
One example is, you know, withinjust the last couple of years,
(08:16):
reels have really come popularor those short form videos.
That you see constantly in yourfeed.
If you're on social mediaconstantly, I'm sure you've come
across or have heard about, youknow, tick talks, reels.
Those have become very, verypopular and.
Those are something to payattention to because.
They do capture attention andthere's a lot that you can do
(08:38):
with them.
But if you don't understand thewhole strategy behind it or how
to create them in a way that aregoing to capture people's
attentions.
And understanding that, youknow,
Some trends work for you.
And
some don't or when it's appropriate to use a trend.
Right.
It's it gets overwhelming.
But if we understand theaudience that we're posting for.
(09:01):
We will be able to see, okay,well that is this video.
Idea or this reel or this TikTOK going to be relevant to my
audience.
So this is Really important foryou to understand who you are
posting for.
So for example to help kind ofnarrow it down.
I like to think about my dreamclient that my hospital would
(09:24):
want to attract.
So., If you are a hospitalthat's, you know, more on the.
Higher end of things.
And you want a pet owner whodoesn't even bat an eye about
the invoice, or who's verydedicated to their pet and is
willing to go the extra mile toprovide treatment for them.
(09:44):
They are going to meet adifferent audience.
Then if you are a practice thatprovides.
Care for low income it's goingto be a different field.
It's going to be a differentvibe.
If you're posting for.
Gen X and above, or if you'reposting for millennials or if
you're trying to attract ayounger audience.
(10:04):
Knowing.
Their lifestyle and theirpreferences and how they
interact with pets as a whole isgoing to be crucial.
Very crucial because if you'reposting something that the older
generations might prefer like onFacebook, if you're actively on
Facebook, but you're trying toattract younger audience, but
you're posting things thatattracts the older clientele
(10:27):
still.
It's not going to help yougather those new.
Or the younger generation.
That you're trying to bring in.
Right.
So getting really clear on whoyour dream client is and what
kind of things that, what kindof content they would resonate
with is going to be key here.
So a couple of questions to helpyou kind of narrow down your
(10:49):
dream client.
If you don't know that already.
Definitely come back and checkout the show notes for this, but
Really get to know what theylove.
So examples are their hobbies,their favorite activities.
Do they love to travel or arethey home bodies?
What charities or causes do theysupport?
Another thing that you shouldknow is what do they dislike?
(11:11):
What are, what are things theyavoid or can can't stand or
things that instantly just putsa bad taste in their mouth,
knowing those two things of whatthey love and their dislike is
going to help narrow downexactly what you need to be
posting.
Another thing is know what theirlifestyle's like I mentioned,
are they retired or they activeparents.
(11:32):
Are they single college studentor are they a business owner?
Each of getting to know each oftheir lifestyles is going to
help you tailor.
What type of information youprovide for them?
What kind of content youproduce?
And it's going to really helpyou to figure out when is the
best time to post for you.
(11:53):
And your hospital, because ifyou have a ton of.
Clients that follow you.
The are retired.
You could be able to post alittle bit later in the day or
much earlier in the day whereit, depending upon their
lifestyle, but if you have abusy parent.
You may want to be postingaround dinner time or lunchtime
(12:14):
when it's a bit quieter andcalmer.
Just really figuring out whenit's going to be the best time
for them when they are more thanlikely going to be.
On social media, on theirdesktop, on their mobile, and
actually able to look at yourcontent and engage with it.
All right.
(12:34):
The next question I want you tobe able to answer is what is the
relationship like with theirpet?
This one's a huge one for us,right?
Like, does that person see their pet as a close family
member?
Who's constantly in the housewho never leaves their side, or
are they working animal with ajob on the farm or are they
companion animal who protectsthe house or do they, are they a
(12:58):
service animal?
Each of those.
Lifestyles and how thatrelationship with that pet.
Is going to really dictate onhow their spending habits are.
Right?
Like if they are a verydedicated pet owner, like I
mentioned already, They're goingto be willing to pay more money,
to make sure that their, theirfamily member.
(13:19):
There are close friend.
Their companion is filling greatand healthy.
Another thing you need to knowis what length are they going?
Are they willing to go for theirpet?
Like I said already, are theywilling to sell an arm or leg to
provide for their pet or do theyhave to live within a budget?
And the last thing I want you tofigure out when trying to
(13:41):
determine who your dream clientis is what kind of pets do they
own?
Like, yes, this might be a nodog question, but you need to be
sure of.
R, if you're just seeing whattype of pet, you know, if you're
a cat only client, they're aclinic, then that will be easy
for you, but you also need toknow too.
They own.
Other variety of pets.
(14:02):
If you're a mixed animalpractice, you know, you might
see only one of their pets, butthere's an opportunity for you
to say, oh, you've got fiveother pets at home that we
didn't know about.
Well, why haven't we seen them?
Or, you know, we'd love to helpyou.
You know, keep them healthy.
You.
You know, but just going alongthose lines and diving in deep
of who they are and getting toknow them, basically on the same
(14:24):
level, as like you do with yourbest friend, it's going to take
your content a long way andreally get more engagement
because the more that your postsare relatable to the people who
are seeing it on their feeds,the more.
They are going to want, engagewith you.
The more they're going to wantto get to know you, and you're
going to build that trust.
(14:45):
Thus, making it easier for themto want to do business with you,
or keep coming back for more.
So, I mean, one example here,it's like, okay, you wouldn't
buy your best friend somethingwith peanuts.
If you know, they are allergicto them, that would just be very
insensitive.
Right.
Or buy them a sports item forfor a team that they absolutely
despise.
(15:05):
Okay.
And then for my coffee drinkers,here's an example for you.
It's like.
Okay.
I wouldn't buy my friend a talldecaf latte.
When I know she's going to wantan ice quad shot espresso with a
splash of half and half.
It has to be a little bit ofhalf and half.
It can't be a ton.
Right?
So like, knowing the differenceon how you speak to your dream
(15:27):
client is going to take you along, long way.
So the third reason why petowners may not be engaging with
you.
Is the last two that we talkedabout or huge not knowing who
you're posting to.
And creating content thatresonates with them and then
understanding the algorithm.
(15:47):
But the third one.
Is.
Not being clear on what you needto be posting.
And that goes along withcreating content for your ideal
client.
But overall, if you don't planahead, you're just going to be
posting whatever you need to inorder to keep things going and
(16:08):
active or just posting for thesake of posting and that.
Is a that's not going to be agreat long-term strategy for you
to be following.
Because once people see acontent on there that doesn't
resonate with them, or they'renot interested in, they're not
going to want to come back andthe algorithm isn't going to
want to show.
(16:29):
That content to them becausepeople are interested in it.
And the algorithm on Facebookand Instagram in particular
shows content to people thatthey.
They enjoy and they want to seemore of, because that is how
they keep them on the platform.
So.
Without that clear guidance ofwhat posts are going to get
(16:50):
people engaging.
What's going to resonate withthem.
You're constantly going to feellike you're not, you're good at.
You.
You're going to constantly feellike you're behind and comparing
yourself to others or feelinglike you just need more post
ideas.
You need something else to fixyour engagement, et cetera, so.
(17:11):
W what I want you to do for thisis be sure that you're getting
clear on the overall why yourhospital is using social media.
And I talk about that in episodefive.
So definitely take time to goback and listen to that.
But it's how I liken this pointis to us, like going to the gym
and not having a workout plan,you just kind of look around at
(17:32):
the machines and kind of decide,okay.
I'll go on the treadmill guestsfor a couple minutes and, you
know, make it up as you go.
Or it's almost like, okay.
We have a procedure for apatient here, right?
We're going to clip theirtoenails or give them a vaccine
or even get them ready firstspay.
Right.
But then we just get down withthe pet.
(17:53):
Get started, but we neverprepared.
With any of the tools we needuntil after we started.
So it's.
Basically just throwingspaghetti on the wall and trying
to figure it out as you go, butyou spend more time trying to
figure out what you need insteadof actually doing the thing that
you need to get done.
(18:13):
This might be a good time for abreather, because I know that
was all a lot of heavy things tothrow at you, but I want it to
be sure that I address thosethings before we talk about how
to get engagement, because.
I want to set you up forsuccess.
And I want to be sure thatyou're starting off with good
foundations in place.
(18:34):
And with good foundations inplace, then we can address all
the little factors that are atplay here because we didn't even
get to talk about.
How your posts come into playwith all that I mentioned.
So like, yes, I alluded to it alittle bit, but there's a whole
strategy behind posting andgetting an engagement so that we
are bringing all the piecestogether so that you are able to
(18:57):
bring in conversion to getbusiness and traffic over into
your hospital so that you canwork with those dream clients.
And you can make the money Thatyour practice needs an order to
thrive and still serve clientsand patients.
so.
Like I said, I know that was alot, but
if your hospital is struggling to keep up with the
(19:17):
ever-changing world of socialmedia and struggling to follow a
strategy that supports yourhospital's goals for marketing.
I have a coaching program thatmay just be the right thing for
you.
In my one-on-one coachingprogram, I ultimately just get
down and dirty on what you'recurrently doing in social media
(19:38):
and provide you with a clearstrategy and systems and tools
that you need in order tosucceed and streamlined the
whole process of social media.
I do that by.
Auditing your social mediaaccounts and reviewing
everything that's currentlyhappening.
And then I provide you astrategy that aligns with your
goals and provides the type ofengagement.
And conversion that you'relooking for.
(20:00):
And that also provide you with acustom system and processes
along with tools that you willneed in order to streamline the
whole process of social media.
Get your whole team on board andultimately just create a whole
social media ecosystem for youso that you are working more
efficiently, more effectively.
(20:21):
With less time.
And with less stress.
And one of the best parts aboutthis program is that you get
direct access to me.
Via slack, where you can talk tome nearly every day.
Get advice as you'reimplementing stuff or encounter
anything along the way.
And I will walk you through itand help you overcome any
challenges that you areexperiencing and just help set
(20:44):
you up for success.
If my coaching program soundslike something you could really
benefit from.
I would love to connect withyou, chat about it some more and
see how we can partner together.
So head to the show notes.
Check up the link that I haveprovided for my coaching
program.
And I can't wait to talk withyou.
Until then I hope this episode.
(21:06):
Expanded your mind, if not.
Broke your brains.
And to really seeing thatengagement is so much more than
just the type of posts that youshare or when you post it's
about.
The behind the scenes of yoursocial media and the Y your
hospital's on social media andwho you're posting to, and
(21:27):
understanding how to use socialmedia to your advantage is
really going to help you.
Unlock the key to gettingengagement and really reducing
the overwhelm that you, you canexperience.
When it comes to social media.
So if you have any questionsabout this, definitely reach out
(21:48):
to me via email or in myFacebook group, the veterinary
social media managers, Facebookgroup, we would love to have you
there.
But until then tune in next weekwhere I.
Spill the tea on how to get yourpet owners engaged.
With your social media accountsand we'll give you some tangible
strategies and tips there foryou to implement for yourself.
(22:11):
But until then, I wish you allthe very best and I will catch
you on the next episode.
Bye-bye.
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