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iVET360

VETERINARY MARKETING BENCHMARK REPORT

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Wave

2020

Veterinary Marketing
Benchmark Report

Google Questions & Answers

This feature has shown a nearly 40% growth in the last year, and 351% in the last two years. There’s also been an increase of 75% of average number of questions asked. 46.7% of iVET360 clients make use of this tool and average 5 questions.

23.9%

OF HOSPITALS ARE USING GMB QUESTIONS & ANSWERS

4

AVERAGE NUMBER OF GMB QUESTIONS

17.1%

2019

5.3%

2018

N/A

2017

The What

Displayed within your Google Knowledge Panel, Google Questions and Answers allows any user to easily ask questions related to your practice. This is a useful tool for informing and interacting with the public. If ignored or employed improperly, though, this forum-style feature could easily have negative consequences.

One way to use Google Q&A as an effective marketing tool is to populate the section with your own questions and answers—almost like an FAQ. Not only does this get information out faster, it also creates awareness about specific services or features of your hospital—such as the fact that you treat birds or offer acupuncture.

The problem is, if you aren’t actively replying to the questions people leave, anyone else can answer them. By being proactive and answering these questions right away, you can prevent this issue from the get-go, while also making current and potential clients feel valued.

The Why

Hospitals that answer Google Q&A saw a 5% increase in the number of reviews over those that did not. The spike in Google Q&A metrics comes mainly from the consumer. People are getting more familiar with this platform as a place to to find answers to their questions. In fact, the average hospital has no less than three questions posted and ready to answer, and people who receive responses are statistically more likely to call the practice to follow up on their questions.

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The How

To manage Google Q&A, sign in to your Google My Business account. Then navigate to your Google Knowledge Panel by searching or simply using your Google Short Name. After clicking into “See all questions” under the “Questions & Answers” section, you will be able to reply to questions, ask your own and upvote the accurate and relevant questions and answers about your hospital.

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