Five ways that inconsistent blogging can hurt your veterinary business

Let’s talk about your blog.

You know that website page you’ve reserved for posting insightful, educational, and helpful information, a practice collectively referred to as content marketing.

Yes, that page.

Your blog posts can be a major player in attracting the millions of users online who are searching for products and services that you offer or those looking for information and answers that you are uniquely qualified to give.

This web traffic doesn’t happen magically, of course.
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It takes savvy search engine optimization (SEO) tactics and content deemed genuinely valuable by the reader and the search engines. These qualities and persistence can help the right people find you.

Consistent blogging helps avoid significant pitfalls

Persistence means routinely posting new content.

However often you do this, it is up to you and the resources you have at your disposal; nevertheless, consistency is paramount.

Whatever timeframe you feel is most doable – once a week or once a month – stick with it.

(If you lack the time or writing ain’t your thing, I’m happy to help.)

If you decide to blog, make it a priority because it will, in the long run, contribute to your marketing success.

And if you’re thinking, “What could it hurt if I don’t blog regularly?”

Well …

​Here are five ways that inconsistent blogging can hurt your veterinary business.

1. You risk presenting a shaky first impression. Believe it or not, those gaps on your blog page give site visitors a lousy vibe. That abandoned look isn’t professional, especially if the time between posts is really long or gasp! You’ve never posted at all. Some folks may wonder whether you’re in it to win it.
2. You lose out on increasing web traffic. Earlier, I mentioned that blogging contributes to your marketing success over time. With regular posting of fresh, informative content, the search engines will reward you with lofty page rankings. The greater the number of readers of your content, the greater the chance you’ll earn new business.
3. You lose out on converting leads. This point is a logical result of #2 above. Plain and simple, if you’re not attracting potential clients with regular blogging, you can’t convert them into new clients.  
4. You lose out on showcasing your expertise. As you continuously pump out those fabulous blog posts that habitually earn outstanding page rankings, people start to notice and share your content, giving it even wider exposure. Congratulations! Your expertise is getting recognized! This recognition can open doors to other opportunities for promotion, like guest blogging, interviews, podcasts, and more.
5. You blow the chance to develop a relationship with your clients and customers. In general, people like to like the people they do business with. Consistent blogging helps build these positive business relationships. It demonstrates your reliability, and when the content is good, it shows your knowledge. Who wouldn’t want a reliable, knowledgeable veterinarian or business partner?

Blogging is a worthwhile marketing endeavor for sure. The time and effort you put into it will be worth the investment in the long run.
 

Suzanne Quigley is a copywriter specializing in veterinary, equine, and animal health markets. If you need a copywriter experienced in blogging, case studies, white papers, web content, SEO, and more, contact her at 508-277-4929 or [email protected].