Want to whisk-er your way to the top of searches in your local area and have endless paw prints filling your waiting room floor? Veterinarian local reputation management strategies are going to quickly become your best friend. Just like a good laugh can brighten a pet parent’s day (when appropriately timed), a solid online review illuminates your pet care brand online, whether you’re a veterinary practice, animal hospital, pet spa, grooming service, or training facility.
Improving your online reputation is like having a cartoonishly big neon arrow pointing at your sign from the street, except this arrow doesn’t just make them see you; it instantly builds trust.
The Magic of Online Reviews in Local Search
How do reviews have this power over your pet health brand? It’s simple, really.
Nearly half of people on the Internet say they trust reviews from other customers as much as a personal recommendation.
Almost 100% of people look at reviews, 96% specifically seek out your negative reviews, and 62% think they can tell if a review is fake or unwarranted.
85% say the star rating is most important; however, 60% feel that the number of reviews also matters and 73% say that they also care how recently a review was added.
In other words, it’s important to not only get positive reviews but to get them regularly. These digital endorsements or warnings are powerful tools that significantly influence consumer decisions, especially in highly trusted professions like veterinary care.
When it comes to veterinarian local reputation management strategies, think of online reviews as your business’ frontline ambassadors. They localize your presence, making your services more visible in the specific neighborhoods you serve. When a pet owner in your area is Googling “best pet spa near me” or “trusted pet trainers”, if your business pops up with glowing reviews, you’re likely the next stop on their pet care journey.
Tail-ored Tactics for Localizing with Reviews
1. Cultivate a Positive Online Persona
To become the top dog in the digital jungle, you need to start building an online reputation that will make your target audience point their nose in your direction.
They can sniff out someone whose only “claim to fame” is the good things they say about themselves. A good reputation lets pet parents sing those praises for you—like a cockatiel in the morning.
To start, encourage happy tales online, whether they’re sharing on review sites or social media. After each visit, send a reminder that asks clients to share their experiences. Make it simple by linking directly to the location where you want reviews. Then follow up a couple of days later if they haven’t written a review.
As important as reviews are, you don’t want to hound them. One pretty please and then a reminder should be enough in most cases.
Next, don’t underestimate the importance of a good belly rub. Whether you receive a purr of satisfaction or a gnarl of disapproval, respond to as many reviews as you can —and always to the negative ones. Show them you’re listening and care.
Pro Tip: Find clever ways to mention local landmarks or events in your replies, which can also enhance your local relevance for local SEO.
And speaking of SEO, let’s put on our dog-walking shoes and head for that door.
2. Attach the Leash That Leads Clients to You with Local SEO
Your local SEO strategies should be as strategically planned as grooming a long-hair cat. Focus your veterinary local reputation management strategies here, trim and shave (localize) your way to success.
Start with the keyword kibble. You’re going to sprinkle location-based keywords all over your online profiles and watch the search engines eat it up. We say search engines, but those are actually people that the search engines are now offering up a well-balanced diet of everything your local brand has to offer.
Ensure your Google Business Profile, Yelp listing, and Facebook page are optimized. This means they should be up-to-date, with clear contact information, and buzzing with recent reviews and responses.
Add visuals to build a personable brand.
3. Make Review Platforms Your Best Friends
Your best friend always has nice things to say about you and will defend you when they feel others are being unfair.
The same happens in a review setting. And those who know you best want to share their great experiences. They feel invested in supporting your brand because the online brands we choose feel like an extension of ourselves.
Because the volume and frequency of reviews matter, it’s important to choose 2-3 platforms and funnel review requests there.
The ones you choose can vary a little depending on where your audience is, but Google and Yelp are certainly good places to start. Google is important because its star rating appears in the search results and on your Google business profile.
This gives you a boost in both local visibility and trust—earning more clicks and appointments.
Yelp is important because it’s a popular review site. Over 53% of people online say they check reviews on Yelp for local businesses. This percentage is still growing while some platforms like Facebook diminish, particularly among younger pet parents.
With that said, many pet-focused businesses target Older Millennials, Gen X, and Boomers, so despite the decline, we wouldn’t ignore Facebook. It’s still a powerful tool.
When you choose a platform, go all in. Complete your profiles and add helpful information that assists in the decision-making process.
Remember to include special offers. They may feel like you’re giving money away, but that’s the wrong way to look at it.
If, for example, someone finds you on Yelp, they’re also more likely to write reviews for you on that site. Of course, paying for reviews is unethical, but this is one way you can achieve the same results without breaking the rules and getting kicked out of the dog park.
4. Don’t Be Afraid to Off-Leash Your Audience
Encourage pet parents to share pictures of their babies (the furry ones) and experiences with your business right on your profiles. This is user-generated content.
It can feel a little scary to go off-script like this. You no longer have full control of your brand’s content. But when you follow veterinary local reputation management strategies like this one you build a community of positive people who want to share their best experiences—not their worst.
Why not create a photo backdrop at your clinic with a little branding? Invite freshly groomed pooches to participate in a photo op. Pet parents will take pictures and with permission, you can too!
Whether you post the pics or they do, be sure to share those images on your social media platforms and review sites.
Let user-generated content take center stage. Your four-legged clients are the real stars of the show.
5. Keep Your Eyes on the Digital Paw Prints
Paw prints and scratches on your glass door, front counter and floor are signs of a bustling, pet-friendly business. Online reviews, social media likes, mentions, comments, and user-generated content are like digital paw prints that tell other pet parents your pet care services are best in show.
So, it’s important to track these online activities. Then dive into the data to see what you can learn from it.
If you see a sudden surge in new patient cat parents bringing in their babies for microchips, take a look at recent content, reviews, and posts to see what may be influencing this trend. Then leverage it to generate more new patient appointments. Purr-fection!
Sealing Success with Veterinary Local Reputation Management Strategies
In small businesses like yours, building a robust online presence is vital. You’re laying down the red carpet for new and existing customers, making them feel like a part of your online community. As we’ve moved through the maze of building an online reputation, several key takeaways have emerged:
First, localizing your online presence through reviews is more than a necessity—it’s a strategic move. Encouraging your clients to share their positive experiences and responding to reviews promptly not only enhances your visibility but also solidifies your credibility in your local area.
That said, managing your reputation is a bit like training a new puppy. You get better as you learn more over time (as you collect more data), and accidents happen. However, having the right reputation management software tools can certainly help you avoid most of the puddles.
That’s where Surefire Local leaps into the picture. We’ve designed this all-in-one marketing platform specifically for local businesses looking to enhance their online pawprint. From managing online reviews by sending out requests and writing responses, to diving deep into brand sentiment through analytics—Surefire Local covers it all.
But beyond review management, our tools help you manage local directory contact information with 80+ reputable online listing sites and boost your local search engine visibility with local SEO and social media management tools.
We demystify the nuances of local online marketing, making it accessible for small business owners at all levels. Don’t back away from digital with your tail between your legs. You can face this challenge boldly with the right support. Build your online presence and become the top dog. To learn more, we invite you to sign up for a Surefire Local Demo.