Phase 1 of my Irwin Animal Clinic conversational marketing recipe – 7-9-2018
The first phase of my Irwin Animal Clinic conversational marketing recipe delivers a firm foundation for the brand’s future growth.
Phase one: A Firm Foundation For Conversation
- A website is the home of a brand’s digital efforts
- Setup a digital customer feedback loop
- Cleanup digital citations and build new citations
- Add responsive live chat
My tale of two local veterinarians
I’ve lived caddy corner to the high school here in Fitzgerald, Georgia with pets since Christmas Eve 2006. That was the day I brought home Lizzie.
There are two veterinarian offices within my immediate vicinity, Irwin Animal Clinic is the farthest away at six point two miles from my home office. Call it a ten minute drive.
Dr. Smith’s office is the closest at only a mile and a half from my home office. Call it a three minute drive.
I’ve used both vets many times over the years.
The only discernible difference between the two veterinary practices?
One veterinary practice is easily found online while the other veterinary practice does not exist online.
Irwin Animal Clinic, the subject of this conversational marketing recipe, still does not have a website. In a similar vein, the Irwin Animal Clinic Yelp profile remains unclaimed and thus is not completed. One possible reason for the lack of online presence is the initial, zero-star review given to create the IAC profile on Yelp, which was by a lady that was obviously despondent at the loss of her doxie.
I lost my rescue buddy, George, right as we pulled into the Irwin Animal Clinic parking lot.
George drew his last breath on my lap, in my arms. At which point, I was broken.
I was broke financially.
And I was emotionally shattered from losing George just six weeks after losing my baby girl Lizzie.
The team of ladies at IAC took care of George’s cremation for me and added it to my tab for me to pay as soon as I could.
It took me close to six months to catch up my account, but the entire IAC team were always compassionate and professional with me and with my animals.
The current online reputation of Irwin Animal Clinic doesn’t match their reputation with their customers.
Which can and should change. Because it’s no longer cost-prohibitive for 1-10 person organizations run by non-digital natives to put the internet to work toward their marketing goals.
Reality check, people are online all-the-time 24/7/365
These days, when we go offline, we make a big deal about announcing it. We schedule a time period for us to disconnect, an action that implies constant connection otherwise.
People are already looking for Irwin Animal Clinic online. Even in rural Ben Hill and Irwin Counties of the great state of Georgia, pretty much everyone has a smartphone thats online all the time.
A successful business not even being available for those people to find and gain help from, works against the longterm health of the business.
Having a digital presence requires your answer to the questions of, how you’ll get people’s attention and how you’ll keep their attention.
Because people need a reason to find your brand
In 2018, every brand is a media company, whether every brand acts upon this reality or not.