A veterinary practice needs to connect with its clients not only to retain them but also to get rave reviews. Creating a specific tone of voice for your brand will help you build that connection to your customers by helping your audience understand your company’s personality. Here are some of the ways that you can create a tone of voice for your veterinary practice.
Understanding Tone of Voice
Though the phrase “tone of voice” is used frequently, there is a difference between the tone and the voice of your brand. The tone refers to the message you are presenting to your potential and existing clients. It’s also concerned with the delivery of this information. This disparity is often found between serious emails and quick social media posts. When dealing with animals, there will be serious moments, but a marketing agency for veterinarians will try to combine your tones when possible to create a singular brand tone.
Identify Your Audience
Understanding your audience is a key part of defining your brand’s tone of voice. Veterinarian marketing agencies will ask about your target audience when they begin developing your voice for content. They’ll want to know things like your audience’s age, location, and probably species of animal. Set aside time to take a look at your client base, recall your or your staff’s interactions with them, and make notes.
If you are looking to find clients of a new demographic, whether that be people with multiple pets or parents with free time during the day, mention that to your veterinary marketing agency. You may even want to expand your market to the surrounding area. The agency you partner with can keep this information in mind as they start to create posts for social media and your website.
Unify Your Website
One of the most important steps in solidifying a tone of voice is implementing it across all your platforms. If the language and tone used are not consistent across the internet and in your marketing materials, it can confuse customers and make your practice seem impersonal. Starting with a website review is a great way to get going. Your site may even be outdated, have missing biographies for veterinarians, fail to mention services, or have a poor design. These questions will allow your veterinary social media marketing team to create a website that speaks to the people you want to reach. Here are some questions a branding service might ask you when working on social media for veterinarians:
- What is the aim of your home page?
- What services would you most like to promote?
- Do you want to appear serious or playful?
- Do you want to prioritize targeting new customers?
- Do you have staff available to answer questions?
The answers to these questions can also be used to help create color schemes for your brand, too. A website design team may suggest changing the colors on your site to match your desired tone of voice. For example, if your website is mostly black and white, but you want to appear trustworthy, they may suggest adding blue accents to your theme.
Move to Social Media
Any time someone engages with your social media content, they’re interacting with your brand voice. People will base their first impressions on these interactions – before they’ve ever met you in person. These first impressions are why it’s so important to be deliberate with your brand voice. Your veterinary marketing agency might ask you to identify a few adjectives that you can use to describe your practice. Some good examples are:
- Thoughtful
- Friendly
- Experienced
- Professional
- Qualified
- Holistic
- Fun
- Welcoming
- Comfortable
A good marketing service will use these words to help create your social media posts. That might mean using the actual words in posts or just keeping them in mind as points of reference.
Your posts should be crafted as if an actual person is saying the words. Too often, brands sound inauthentic. Try to make the posts seem relatable while also being informational. You might look to improve your friendliness. If you are, your veterinary marketing agency could post a few photos of pets that recently received a new treatment you are offering. This is a good way of engaging with the client and promoting your practice.
Don’t let old posts go unchecked, either. Be sure to scrub your old social media for any posts that go against your current marketing strategy with your marketing partner. This work is another great way to keep your social media feed easy for your clients to use and interact with. Using these small efforts, your practice will already be better at customer relations.
Why You Need a Tone of Voice
The purpose of this work is to improve your brand’s appeal to new and existing clients. Your veterinary marketing agency will specifically analyze the interactions they see on your website and in social media posts. They can use this information to constantly improve your brand’s tone and voice. When clients feel they are being spoken to directly and personally, they will feel happier to speak with you again in the future.
You can look forward to an increased client base after collaborating with a veterinary marketing agency on your tone of voice. They will be able to visualize the practice better when they read about your volunteer efforts or specific services you provide for their pets. When people feel connected, they are more likely to click back. Don’t underestimate the power of brand tone and voice combined.
Tone of Voice Is Everywhere
Once the tone of voice for your website and social media posts has been defined, share it with every member of your veterinarian practice. All staff should learn about the tone of voice and what it aims to do. This will help improve the experience of clients when communicating at the practice.
You might feel the urge to slide back to your old ways of posting on your website when your veterinary marketing agency provides updates for you to approve. It is important to keep an open line of communication with your agency and listen to what they have to say. After all, they have your best interest in mind and are focused on developing a specific voice for your clients.
Choosing a client-approved company like Vizisites to improve your website design is a great way to make sure your website and social media posts are prepared for your audience. They are proven to improve the visibility of your site while promoting your specific services to your target audience.
