Context
At VetVox Marketing I have the pleasure to help amazing veterinarians expand their reach online and care for more animals in their communities through the strategic use of social channels.
In this case study, I wanted to present the strategies used to boost organic growth for a small, family-owned veterinary clinic in Alberta.
The company's main social media marketing goal was to use Facebook to stay in touch with current clients, boost compliance, reach new potential customers and generate leads.
Approach
After auditing their current social presence, I was able to identify their best-performing content types and optimal posting times. Looking at their Facebook and Instagram analytics I also uncovered important details about their target's demographic (e.g., age, gender. location, etc), and behavioural features (i.e., Facebook affinity categories).
The organic content strategy was focused on 3 key elements: consistency, value and engagement. I wanted to ensure the content was not only shared consistently (i.e., consistent aesthetics, messaging and frequency), but also that it was valuable to followers, and engaged them in a conversation about animal health.
See below a couple of posts I created for the clinic and the engagement numbers they generated – left: 30.3% E.R; right: 21.6%.
Going Viral
One specific post about Poison Prevention went viral on Facebook. The main objective of this simple infographic was to warn pet owners about common household items/foods that are toxic to animals.
The post had over 530 shares, more than 600 reactions and almost 500 comments. It reached a total of 47,471 accounts, which is 20x more than the actual number of followers the company had at the time!
Results
By the end of the first month of this content strategy execution, the Facebook Page's stats were:
Page views: +82%
Reach: +757%
Engagements: +60%
Followers: +238%
Avg. post engagement rate: +15%
The client was very happy with the results and I am glad that I was able to help such a great professional reach more people and promote their compassionate care.