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VETERINARY MARKETING BENCHMARK REPORT

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2020

Veterinary Marketing
Benchmark Report

Facebook Likes & Followers

It’s nice to be liked. It’s even better to be followed. iVET360’s clients have an average of 1585 likes and 1628 followers.

1403

AVERAGE NUMBERS OF LIKES

1439

AVERAGE NUMBERS OF FOLLOWERS

N/A

2019

N/A

2018

N/A

2017

The What

Ok the truth is “likes” on Facebook are a dime a dozen, but they do give you a good sense of how many people might see your posts—about 5% of them. When someone clicks “Like” on your page, by default they also automatically “Follow” your page, which means they will see updates about your page in their newsfeed.

So why aren’t Likes and Follows always the same number? Because someone who likes your page can also manually decide to unfollow you because they don’t want to see your content. Someone can also decide to follow you without liking your page.

The Why

It’s obvious that getting as many people as possible to like your page is a good thing—because the more likes, the more potential followers to see your messages. The key here is to make sure they don’t unfollow you, so your content needs to be relevant to them, entertaining, or informative.

With all the concern about the pandemic, some practices have made it a point to keep their clients informed about health issues and changing hospital protocols via their social media. But others are overwhelmed by the challenges and have let their content slide. The large disparity in likes vs. followers may be the result of that in attention.

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The How

Increasing likes is easy—you can simply ask clients to like your page in person, via the “invite” button, post signage, or run a Facebook “like” campaign. But take a look at those follower numbers! If they are considerably lower than your likes, it’s time to rethink and refresh your content, which can be time-consuming. Think about your clients and what their concerns are related to their pets. How can you help them keep their pet healthy? Save them money? Learn about local pet events? In addition to relevant content, posting consistently matters as well.

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