What is it and how can you use it in your veterinary business’s Digital Marketing strategy?
How many times have you dedicated your time and resources to Marketing campaigns that have had no tangible return? And have you ever noticed that, even though dozens of clients take their pets to your practice every day, only a few of them use your services regularly?
There’s a theory that explains this phenomenon known as the Pareto principle or 80/20 rule.
What is the Pareto principle?
The Pareto principle states that 80% of the results will come from 20% of the efforts.
In 1892, economist Vilfredo Pareto observed that 20% of his garden peapods originated 80% of his total amount of peas. Later on, he built on this idea and showed that 20% of the population in Italy owned 80% of the land.
This principle has since been applied in a number of areas, including business, and serves as a valuable management tool as it seems that:
- 20% of a business’s clients are responsible for 80% of that business’s income
- 20% of a business’s products or services are responsible for 80% of that business’s sales
- 20% of a business’s workers are responsible for 80% of that business’s work
But how can you use Pareto’s principle to help guide your veterinary business’s Digital marketing strategy?
1. 80% informative content, 20% ads
If you want to make a sale (of a product or a service), it’s only natural to create content that directly promotes that product or service. However, in many cases, this technique alone will not get you where you want to be, and it’s simple to understand why.
You’re more likely to grab your target audience’s attention by providing them with interesting information about a subject than content in which you’re just trying to sell them something. This is called content Marketing.
Focus your efforts on offering mainly informative, educational content on your Social Media pages, gain your audience’s trust, and they’ll remember your practice when it’s time to book their pet’s next appointment.
2. Deciding where you need to be
Choosing the right Social Media platform to promote your business will depend on where your target audience is.
If the people you want to reach are on Facebook, will it be worth to invest time to create specific content for all other Social Media platforms? Focussing your efforts on one or two Social Media channels may be the best strategy to promote your business online and achieve the best results.