Having a Facebook page is crucially important for all veterinary practices, especially during a pandemic. Not only is it a way for you to build a closer relationship with existing clients – particularly those who prefer communicating online – but also with potential clients who may be charmed by your warm and friendly approach. The problem, though, is that your posts are not necessarily seen by your followers, reducing the chances of them being shared or commented on.

Standing out on the most-used social network on the planet is certainly no simple task for a business these days. The platform’s algorithms make it harder for you to be seen and it’s easy for your page to get lost in the infinite sea of existing Facebook accounts. Luckily, there are ways to improve situation… and finally be seen!

Tip #1: Be strategic and well organized

Make sure you have a clear action plan of what needs to be done over the next few months to optimize your veterinary practice’s visibility on social networks. An editorial calendar is key to being well organized and producing strategic content that resonates with your target audience. It helps you define the theme of upcoming posts in advance, making it easier to create varied and relevant content. Publication dates are also determined ahead of time, ensuring a constant and well-balanced presence. Because we are committed to doing more for veterinary practice teams, we have created a personalized calendar with content suggestions that fully reflects your reality and needs!

Tip #2: Encourage your followers to add you to their favourites

Create a Facebook post encouraging your followers to change their Facebook account settings so they see your content first. Don’t forget to explain how to do this (i.e., they need to go into their “Settings & Privacy,” then select “News Feed Preferences” and then “Favorites” to select the pages they want to prioritize). Add screenshots of the steps to make it easier for them! You can use a Facebook post or a newsletter to inform your followers of this process. One way to motivate them to add you to their favourite pages is to attract their interest by proposing a contest, for example.

Tip #3: Create engaging content

The more engaging the content of your post, the more likely people will be inspired to take action by liking, commenting on or sharing it. These actions boost the visibility of your content. The use of questions is an effective way to elicit this kind of response. For example, ask your followers to share their tips for avoiding a smelly cat litter box. You can then comment by offering them a personalized product related to their answer: they will feel listened to.

Tip #4: Time your post strategically

In the world of Facebook, there are rush hours, just like on the roads! Since Facebook’s algorithm tends to favour content posted by users (as opposed to companies), the best time to publish is when users are least active. According to a compilation of the findings of different studies by GoSchedule, it’s better to post between Sunday and Wednesday at around 1:00, 3:00 or 9:00 p.m. This is where your content planning tool can be useful: you can make your life easier by pre-programming it to the times you want.

Tip #5: Measure regularly!

Your Facebook page compiles important statistics, including your most popular posts, when they were seen, the number of comments, etc. To find out which information you should track, read this article. Based on these data, you will be able to optimize your content strategy by focusing your efforts on what works best. Check these stats regularly so you can make adjustments if necessary.

Tip #6: Invest each penny wisely

Spending a few bucks to advertise on Facebook can also be an interesting way to boost the visibility of your posts. It’s an investment that could translate into higher revenue for your practice.

• Facebook offers the option of boosting a post on your practice’s page with just a few clicks. The amount is charged to your corporate credit card and varies according to the reach and the number of days you choose. For as little as $25, you can get good bang for your buck! The most important thing is to identify who you want your post to reach by targeting an audience of people who are more likely to be interested in your content. Examples of targeting criteria that may be relevant for you include Facebook members who live within 20 km of your veterinary practice, who love animals, who are female and between the ages of 20 and 50. Boosting the visibility of a post and defining your target audience is simple: once you’ve written your post, select “Boost Post” and follow the steps. The “Detailed Targeting” option let you define who will be included in the target audience for your post.
• It is also possible to create a catchy Facebook ad, accompanied by a photo and an action button. You could, for instance, present one of the services you offer. Here’s an example of a seasonal post you could use: Spring is finally here! But that means seasonal allergies are also back. Don’t let your pet suffer – visit your veterinarian for a recommendation for an effective treatment!

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