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iVET360

VETERINARY MARKETING BENCHMARK REPORT

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2020

Veterinary Marketing
Benchmark Report

Google Posts

The industry has shown a 57% increase in the use of GMB Posts this year, as due to COVID-19 practices are finding this tool. Use has more than tripled in the past two years. 72% of iVET360 clients make use of this tool.

32.9%

OF HOSPITALS ARE USING GMB POSTS

21%

2019

10.2%

2018

1.7%

2017

The What

Google Posts illustrates another example of how practices and their clients are using Google more and more. It’s simply easier and faster to update and access information about your hospital there.

Posts are situated within your Google Knowledge Panel and, in addition to the space for up to 300 words of content, they can include an image and a link with a call to action. This link could send viewers to a blog post, appointment form, or contact page among other destinations, and is a strong marketing tool.

Most importantly, Google Posts are a way for practices to stand out from the competition. When a client is looking through a listing of hospitals, they’re much more likely to make an appointment at the practice with an offer and an appointment link posted on the Knowledge Panel. Plus, Google rewards the businesses that utilize their free tools, meaning your practice will be found more easily when prospective clients are searching for a new veterinarian in their area.

The Why

Hospitals that utilize Google Posts saw a 2% increase in the number of reviews over those that did not. If it isn’t intuitive that visibility makes a business money, the fact that the use of Google Posts has grown significantly over the past two years should be evidence enough. People are noticing the benefits of posting straight to their Google Knowledge Panel, and it’s worth jumping on the trend now while only a third of the industry is participating in this growth strategy.

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The How

How to create a Google Post: Sign in to your Google My Business account. Click “Create post,” or click “Posts” from the menu. On the “Create post” screen, choose which type of post you’d like to create based on the available options, then enter any relevant information. Click “Preview” to see a preview of your post and, if you’re happy with it, click “Publish” in the top right corner of the screen.

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