In this episode, I'm kicking off the first part of a six-part series all about making 2026 your best year ever in veterinary marketing. As someone who works with hundreds of veterinary practices every month, I know firsthand how overwhelming all the marketing advice out there can be. I've been in your shoes, trying to figure out what actually works and how to cut through the noise. That's why I'm excited to break down the main themes and actionable strategies you'll need to simplify, sequence, and systematize your marketing for real results.

We'll start by digging into the importance of setting clear, measurable goals for your practice. I'll share how understanding your client value metrics can completely transform the way you think about your marketing budget and why it's so important to shift your mindset around marketing spend in today's competitive landscape. I'll also walk you through how adopting a systematic approach can help you build lasting momentum, so you're not just spinning your wheels but actually seeing growth.

On top of that, I'll introduce you to the six pillars of veterinary marketing covering everything from positioning and messaging to retention and measurement so you can build a robust, scalable marketing system for your practice. Whether you're just starting out or you're ready to take things to the next level, this episode is packed with practical advice and real-world examples to help you make 2026 your best year yet. Let's dive in!

In this episode, I'm diving deep into the world of online reviews with Daniel Vivarelli, the founder of Star Loop. If you've ever wondered how to consistently get genuine five-star reviews for your veterinary practice—or any local business—this episode is packed with actionable strategies and real-world insights. Daniel shares the unique approach Star Loop uses, like planting a tree for every review, and we explore why this kind of meaningful incentive works so much better than the usual coffee cards or discounts. We also get into the psychology behind why clients don't leave reviews (even when they love your clinic), how reviews impact your SEO and client acquisition, and the best ways to ask for feedback without feeling awkward or salesy.

We cover everything from the nuts and bolts of crafting the perfect review request—timing, language, and delivery—to the legal pitfalls you need to avoid, like fake reviews and compliance issues. Daniel and I also talk about how Google My Business and local SEO are evolving, and why reviews are more important than ever with the rise of AI and voice search. Plus, we get specific about the unique challenges veterinary practices face, especially when it comes to sensitive situations, and how to empower your team to ask for reviews authentically and compassionately.

Whether you're a practice manager, a local business owner, or just looking to up your marketing game, this episode will give you a step-by-step playbook for building a five-star reputation that stands out in your community. I break down each tip with practical advice you can implement right away, so you can start seeing results—more reviews, more trust, and more new clients walking through your door. Don't miss this one if you want to future-proof your practice and become the go-to clinic in your area!

In this episode, I wanted to share my comprehensive guide on how to build a world-class referral program for your veterinary practice. Referrals are truly the lifeblood of so many successful clinics, but the reality is that most practices don't have a structured system in place to maximize this powerful growth channel. I'll walk you through why referrals matter so much, the data behind their impact, and — most importantly — how you can create a referral engine that consistently brings in high-quality clients and strengthens your reputation in the community.

We'll start by talking about the foundation: delivering remarkable client experiences that naturally inspire word-of-mouth. I'll share actionable ideas for creating those memorable "wow" moments, from handwritten thank-you notes to personalized video messages and unique welcome gifts. Then, I'll break down how to skillfully and confidently ask for referrals without feeling awkward or "salesy," including scripts and open-ended questions that actually get results. Plus, I'll cover how to make referrals easy and trackable — using everything from referral cards to digital tools and pre-written messages your clients can share with friends.

But it doesn't stop there. I'll dive into designing compelling referral incentives that motivate both your clients and their friends, and I'll show you how to expand your referral network beyond just clients by partnering with local businesses like groomers, trainers, and pet stores. We'll also discuss the importance of following up and recognizing your top referrers, tracking and optimizing your program, and getting your whole team on board for maximum impact. To top it off, I'll share ideas for running referral campaigns and events that really boost engagement and excitement.

By the end of this episode, you'll have a step-by-step blueprint for building a referral program that's not only effective but also sustainable for the long haul. Whether you're just getting started or looking to take your existing program to the next level, you'll find practical strategies you can implement right away. If you have your own referral success story or need help getting started, I'd love to hear from you — let's work together to build thriving veterinary practices!

In this episode, I dive deep into the state of veterinary marketing in 2024 alongside Trace, our Gen Z marketing guru and Customer Success Manager. Drawing from our hands-on experience managing over $600,000 in monthly ad spend and working with 50–60 veterinary practice owners each week, we break down what's working, what's not, and how you can set your practice up for success in today's fast-changing landscape. We cover everything from adapting to seasonality and economic shifts, to leveraging the latest digital platforms and creating messaging that truly converts.

We start by exploring the unique challenges and opportunities facing veterinary practices right now — like how seasonality and economic trends impact client behavior, and why it's crucial to plan your marketing proactively rather than reactively. I share actionable strategies for staying ahead of slow periods, monitoring local trends, and making sure your campaigns are always ready to deploy when you need them most. We also talk about the massive impact of organic social media and video content, especially for reaching Gen Z and Millennial pet owners who are living on platforms like Instagram and TikTok. I give you practical tips for showcasing your practice authentically, testing content organically, and remixing what works to maximize engagement.

Paid advertising is another big focus in this episode. We dig into the nuts and bolts of Google Ads, Performance Max campaigns, and the often-overlooked power of display ads. I walk you through setting realistic budgets, targeting the right demographics, and tracking your results for true ROI. Plus, we discuss the importance of direct response messaging, unique offers, and building a nurture funnel that actually converts leads into appointments. And of course, we can't ignore the evolving search landscape — so we cover why your Google My Business profile still matters, how AI is changing the way clients find you, and the critical role of reviews in building trust.

Finally, I share insights on outbound marketing, the vital importance of well-trained CSRs, and how to avoid common pitfalls that hold practices back. We wrap up with a look at the future — highlighting the growing role of AI, the need for proactive planning, and the value of a strong partnership with your marketing team. Whether you're looking to optimize your current strategies or future-proof your practice, this episode is packed with expert insights and actionable advice to help you thrive in 2024 and beyond.

In this episode, I dive deep into what it really takes to build a systematic marketing strategy for your veterinary practice—one that goes way beyond just running ads or posting on social media. If you've ever felt overwhelmed by all the marketing options out there, or wondered whether your efforts are actually bringing in new clients, you're not alone. I break down why marketing isn't just a collection of random tactics, but a strategic process that should consistently attract, nurture, and convert new clients for your practice.

I walk you through the three core functions every veterinary marketing system needs: attracting attention, building trust and credibility, and prompting action. We'll talk about how to get your practice noticed—whether that's through SEO, PPC, social media, or community events—but more importantly, how to move beyond just being seen. I share actionable tips for building genuine trust with pet owners, from leveraging reviews and testimonials to creating educational content and nurturing relationships through email and text sequences.

We also take a closer look at the most effective marketing channels for veterinary practices, including how to optimize your Google Business Profile for local SEO, when to use paid ads for quick wins, and how to make the most of organic social media to build community and loyalty. Plus, I'll give you practical advice on crafting offers, setting up follow-up systems, and tracking the metrics that actually matter so you can measure your ROI and keep improving your results.

By the end of this episode, you'll have a clear, actionable framework for aligning your marketing tactics with the client journey—so you can stop guessing, start seeing real results, and turn your marketing from a source of stress into a powerful engine for growth. Whether you're just getting started or looking to take your practice's marketing to the next level, this episode is packed with insights and strategies you can put to work right away.

In this episode, I dive deep into how artificial intelligence is completely transforming the way we approach veterinary marketing, especially when it comes to understanding and connecting with our clients. I'll walk you through why AI's ability to "know" your clients—sometimes even better than you do—means that the days of generic, broad-based marketing are over. Instead, I'll show you how to create detailed client avatars and use them to build hyper-targeted content that truly resonates, helping your practice stand out in a crowded digital landscape.

We'll break down the step-by-step process for defining what you want your practice to be known for, building nuanced client avatars that go way beyond simple demographics, and organizing your marketing into strategic content buckets that map to your clients' real-life journeys. I'll share practical examples, like how to turn a generic "senior pet owner" into a fully fleshed-out persona—think Mary, the retired teacher who just wants her dog Buddy to be comfortable in his golden years. Plus, I'll show you how to craft irresistible offers that speak directly to your clients' needs, fears, and aspirations, making your marketing not just effective, but genuinely meaningful.

Finally, I'll explain how to leverage AI and social algorithms to your advantage, ensuring your content and ads reach the right people with the right message at the right time. You'll get actionable tips for monitoring your results, refining your avatars, and staying ahead of the curve as AI continues to evolve. If you're ready to future-proof your veterinary marketing and build a practice that truly connects with clients, this episode is packed with insights, strategies, and resources—including a downloadable PDF guide to help you put everything into action.

In this episode, I'm diving deep into one of the most powerful — and often misunderstood — tools in digital marketing: the marketing funnel. If you've ever felt like you're pouring time and money into your content, ads, or campaigns but not seeing the results you want, you're not alone. I'll walk you through the different types of marketing funnels, how to set them up for success, and, most importantly, how to turn complete strangers into loyal clients for your veterinary practice.

I'll start by breaking down what a marketing funnel really is and why it matters so much for your business. We'll talk about the journey your clients take, from first discovering your practice to finally booking an appointment or purchasing a service. I'll share why it's absolutely crucial to define your goals before you create any content or launch a funnel — whether you're aiming for awareness, lead generation, or direct sales, your approach needs to match your objective. I'll also explain the three core types of funnels: transactional funnels for quick sales, lead generation funnels for building a pipeline of prospects, and relational funnels for nurturing long-term engagement.

Throughout the episode, I'll give you actionable tips and real-world examples for each funnel type. You'll learn how to create specialized landing pages, craft compelling offers, and set up automated follow-up systems that keep your leads warm and engaged. I'll also cover the essential tools you need — like CRMs and email automation — and how to measure what's working (and what's not) so you can keep optimizing your results. Plus, I'll walk you through a step-by-step process to map out and launch your own funnel, troubleshoot common issues, and iterate for continuous improvement.

By the end of this episode, you'll have a clear roadmap for choosing the right funnel for your business goals, setting up each step with intention, and building a marketing system that actually delivers results. Whether you're looking to drive immediate sales, build a steady stream of leads, or foster long-term relationships with your clients, mastering marketing funnels will transform your approach from guesswork to a reliable, data-driven strategy for growth. So grab a notebook, and let's get started on building your next high-converting funnel!

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In this episode, I'm diving deep into how artificial intelligence is completely transforming the world of search — and what that means for your veterinary business or practice. With AI tools like ChatGPT and Google's Search Generative Experience (SGE) changing the way people find information, the old rules of SEO just don't cut it anymore. I break down exactly how these new AI-driven search engines work, what's changed, and why it's so important for you to adapt your digital strategy right now if you want to stay visible and competitive.

We'll walk through the evolution of search, from those classic blue links to today's instant, conversational AI answers. I'll explain how different types of search queries — branded, transactional, and informational — are being impacted, and why building trust, authority, and verified content is more important than ever. You'll get actionable tips on technical SEO, like using schema markup and structured data, plus strategies for optimizing your content for voice, video, and image-based search. I also cover how to strengthen your brand signals across all platforms, and why a multi-channel presence is key in this new era.

By the end of this episode, you'll have a clear roadmap for auditing your current digital presence and adapting your marketing to thrive in the age of AI-powered search. Whether you're a practice owner, marketer, or just want to future-proof your business, this episode is packed with practical advice and next steps you can start implementing today. Don't forget to check out the AI Search Audit tool I mention, and stay tuned for more updates on how to keep your veterinary marketing ahead of the curve!

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In this episode, I'm diving deep into one of the most important topics for veterinary practice owners and managers as we head into 2025: how to build a predictable, measurable, and scalable client acquisition system. If you've been feeling the pressure from economic uncertainty, changing pet owner behaviors, and the ever-growing competition from corporate groups, you're not alone. I know firsthand how stressful it can be when your appointment book is packed one week and then unexpectedly quiet the next. The days of "if you build it, they will come" are long gone, and it's time to get proactive about filling your schedule with the right clients.

In this episode, I break down the three pillars that every modern veterinary practice needs to thrive: targeting, tracking, and scalability. I'll walk you through how to identify and attract your ideal clients—those who truly value your services and fit your practice culture — using data from your PIMS and advanced targeting tools. We'll talk about how to make your marketing efforts measurable, so you know exactly which campaigns are driving results (and which ones aren't), using tools like call tracking, UTM parameters, and Google Analytics. And most importantly, I'll share strategies for scaling your client acquisition so you can grow your practice predictably, avoid the feast-or-famine cycle, and respond quickly to slow periods with confidence.

Whether you're just starting to build your marketing system or looking to refine what you already have, I'll also cover common pitfalls to avoid — like overcomplicating your campaigns, relying on gut feelings instead of data, and missing out on key tracking opportunities. By the end of this episode, you'll have actionable steps to audit and improve your client acquisition process, plus expert recommendations to help you future-proof your practice. So grab a notebook, tune in, and let's get your veterinary practice set up for measurable, sustainable growth in 2025 and beyond!

In this episode, I'm diving deep into how you can use artificial intelligence strategically in your veterinary marketing. AI is changing the game for practices everywhere, but I want to make sure you're not just using it to crank out generic content. Instead, I'll show you how to treat AI like a junior marketing employee — someone who needs your guidance, your brand's unique voice, and a clear strategy to really make an impact. We'll talk about why it's so important to lead with strategy before you ever open up an AI tool, and I'll share my favorite platforms and integrations that can save you time and help you get better results.

Throughout the episode, I'll walk you through five high-impact ways to use AI in your practice, from brainstorming content ideas and drafting posts, to repurposing your best material, doing quick research, and even creating custom images. I'll give you practical frameworks for crafting effective AI prompts, so you get content that actually sounds like you and resonates with your clients. Plus, I'll highlight some of the most common mistakes I see practices making with AI like relying on it for strategy or publishing unedited, off-brand content and show you how to avoid them.

By the end of this episode, you'll have a clear roadmap for using AI as a force multiplier in your marketing, not just a shortcut. I'll challenge you to put these ideas into action right away by drafting and sending out a newsletter with AI's help then tracking your results and refining your approach. If you're ready to stand out in an AI-driven world and grow your practice with smarter, more authentic marketing, this episode is for you!