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!

In this episode of the Veterinary Marketing Podcast, I’m diving deep into what it really takes to run successful Facebook (Meta) ads for your veterinary practice. Over the past decade, I’ve managed millions of dollars in ad spend for local businesses, and I’ve seen firsthand how tricky Meta ads can be for vets. Unlike e-commerce, where you can track every sale, veterinary services have a much more complex path from ad click to booked appointment. That’s why I’m breaking down the real-world strategies, common pitfalls, and proven tactics that actually work—so you don’t waste your budget or your time.

We’ll start by talking about why Meta ads are uniquely challenging for veterinary practices, especially when it comes to tracking results and building the right marketing infrastructure. I’ll share why organic content is absolutely essential before you ever spend a dollar on ads, and how to use Facebook and Instagram as top-of-funnel platforms to build awareness and nurture potential clients. We’ll also cover the impact of iOS 14 privacy changes, how to set up tracking properly, and when Facebook ads are (and aren’t) a good fit for your practice. Plus, I’ll walk you through audience targeting, creative strategies, budgeting, and the importance of testing and iterating your campaigns.

To bring it all together, I’ll share real-world success stories from practices that have launched grand openings, promoted events, and introduced new services using Meta ads. We’ll also talk about the long-term growth strategies you need—like CRM integration, email nurturing, and retargeting—to turn leads into loyal clients. By the end of this episode, you’ll have a clear roadmap for using Facebook and Instagram ads effectively, with actionable steps you can start implementing right away. Whether you’re just getting started or looking to take your ad campaigns to the next level, this episode is packed with insights to help your veterinary practice grow.

In this episode, I’m sharing my insights on why so many practices lose potential clients—not because of their medical skills or even their marketing, but simply because of how phone calls are handled. I’ll walk you through practical frameworks and real-world communication strategies that you can use to train your front desk staff to turn more inquiries into booked appointments.

We’ll talk about the importance of empathy and how having value-based conversations can completely change the way clients perceive your practice. I’ll also give you actionable tips for handling common objections, so your team feels confident and prepared no matter what comes up on a call. Plus, I’ll show you how to track your results so you can see exactly what’s working and where there’s room for improvement.

Whether you’re a practice owner, manager, or part of the front desk team, this episode is packed with tools and strategies to help you improve your client experience, increase your bookings, and ultimately grow your practice. So grab a notebook, tune in, and let’s make sure you’re turning every phone call into an opportunity for your practice to shine!

In this episode, we break down the real meaning of branding and why it’s the sum of every experience, every touchpoint, and every memory people have with your practice. Danielle shares some fantastic insights on how to go beyond just visuals—like logos and colors—and focus on the details that truly matter, from the way your team answers the phone to the scent in your waiting room. We talk about the three core branding questions every practice owner should ask before even thinking about design: What problem do you solve? How do you solve it differently? And who do you solve it for? Danielle also walks us through how to find your emotional core by channeling your “inner toddler” and asking “why” until you get to the heart of your brand’s purpose.

We also dive into the importance of backing up your brand promises with real action, the difference between brand promises and core values, and why being authentic and consistent is key to building trust with both clients and your team. Danielle shares some great examples of employer branding, showing how practices can attract the right team members by being clear about who they are—and who they’re not. We cover how to maintain brand consistency as you scale, the importance of ongoing brand management, and how to keep your messaging human and specific in the age of AI.

If you’re wondering when to start thinking about branding, Danielle’s advice is clear: the sooner, the better—ideally before you even open your doors. We also talk about why it’s okay (and actually necessary) to be picky about the clients you attract, and how serving everyone can actually hurt your brand in the long run.

Whether you’re just starting out or looking to take your practice’s brand to the next level, this episode is packed with actionable tips, real-world examples, and expert advice to help you build a veterinary brand that resonates and endures. Tune in to learn how to create a brand that’s more than just a logo—it’s a lasting promise to your clients, your team, and your community.