To help you find, engage, and attract a steady stream of new patients who are eager to use your services, it’s important to stay up on the latest marketing. It’s no secret that consumers have moved online to search for information and seek out professional services; an astounding 94% of U.S. consumers have searched online for information about products or services before making a purchase.
So for chiropractors, it’s more important than ever to have a well planned, efficient and consistent online marketing campaign.
Most of these tools you can probably assign in-house, but even if you had to out source a few of them. Either way, you’ll find that your Return on Investment compared to “traditional” advertising – billboards, radio ads, print, etc. – is astronomically high. More over, you’ll be investing long term in building your brand, earning name recognition, credibility, and trust in your community
As the saying goes, “If you’re not talking to your potential clients, someone else is,” and the #1 way to engage and interact with both regulars and potential new patients is to write a regular blog. In fact, studies show that companies that blog received 88% more leads and 55% more web traffic than those who don’t. Blogging also fills up the search engines with your name and keywords, boosting Search Engine Optimization. But remember that a good blog isn’t a glorified sales pitch - it should be more about the issues, questions, and lifestyle topics your audience is interested in, and it has to be consistent to work – with a couple new blog posts a week at least.
2. Social Media.
A social media campaign is fundamental to any marketing campaign these days, as consumers “hang out” more online and conduct most of their information gathering and decision-making based on online information. But it’s not enough to push around and share other peoples’ links on Facebook, Twitter, etc. – you need your own fresh, dynamic content!
Remember that there is content and then there is platform. Content is what you produce, and platform is how you disseminate that material. Some people get confused about the role social media plays in your marketing and how it correlates with blogging or creating content. So to alleviate that confusion, think of your blogs and content as a letter, and social media as the stamp and the envelope that will allow you to send it out to reach the right person(s).
3. Videos and a YouTube video channel.
Video is an amazing marketing tool and easy to set up, yet so underutilized. Set up your own business YouTube channel and start simply – by turning on the camera in a nice setting and answering one question or talking about one topic at a time. Edit these, add your contact information, upload them to your new channel, and share them all over social media or via email with your clients. Video will convey our personality, expertise, and better demonstrate the 95% of communication that’s nonverbal.
4. Images and memes.
A picture really is worth a thousand words, so take plenty of photos in and about your practice and incorporate them into custom images, graphics, or memes. There are plenty of online tools that allow you to add your logo, contact info, and text to images. Research shows that people are about 600% more likely to look at, read, and internalize a social media message if its in the form of an image compared to just text. Aside from sharing images on Facebook, Twitter, and LinkedIn, you can also post them to Pinterest and Instagram, which are great ways to reach specific target markets.
5. Send out an email newsletter.
Set up a monthly or weekly newsletter and email it your database. Remember to include short, interesting articles that add value – not just push around generic content devoid of your personality. Include plenty of images, video links, and links back to your website. You should collect email addresses at your practice and online and add them to a master list to receive your email marketing – but only with their permissions, and not too often. No one likes spam, so a monthly newsletter filled with helpful, valuable information is best appreciated.
6. Publish a book or eBook.
Chiropractors face plenty of competition, but how many of your contemporaries are published authors? A fantastic marketing strategy is to assemble content about your industry (or you can pay for someone to write it for you,) with your personal spin and publish it via Amazon.com. It will instantly separate you from your competition, build mountains of trust and credibility with your audience, and open the door for media coverage and speaking engagements, as you’re now an industry expert and authority on your subject matter. Give a copy of your book to leads and potential patients and referral partners. If you don’t want to incur the cost of a print book, you can start out with an eBook for little or nothing and offer it that way.
7. Contact Internet radio shows.
Local and national radio shows sometimes need guests to discuss health, wellness, and medical topics, but Internet radio shows ALWAYS need content! It’s a great format to start building an audience and chat about your specialty and what you love doing. You can search on Internet radio platforms like BlogTalkRadio.com for radio shows or even search by region to find one in your area. Once the show has been recorded you can share the link on your website, via social media, and with your audience, increasing your credibility and reach.
8. Set up your own hashtag.
Did you know that anyone can register a hashtag for free? (As long as it’s not taken.) What’s the benefit? You’ll be able to monitor all social media messages that list that hashtag, and have it link back to your own personal registration page or website. You can register a hashtag for your own practice name but even better, try creating them for trending topics related to your field, like #BestDallasChiropractor, #PainRelief, or #BackPain, etc.
9. Search Engine Optimization.
Most people in the general public have heard the term 'SEO' bandied about, but few really understand it. While it used to be that you could easily pay a company to boost your SEO and raise your business or website in Google and other search engine's rankings, the face of SEO has changed. Now, the algorithms used by Google, Bing, and Yahoo (the top three search engines) most value fresh, dynamic, helpful written content when setting their rankings (which is why a blog is so great.) But there are many ways to optimize those blogs and your website content for maximum SEO benefits, like using engaging titles, subtitles, backlinks, regional information etc. Be careful if anyone approaches you offering big money SEO services that will miraculously bring you to #1!
10. Paid social media ads.
Just like search engines, Facebook and other social media sites have changed how your content is disbursed and who gets to see it. Even if you have 1,000 friends on Facebook, many of them won't be able to see everything you post. In some cases, paid ads on Facebook or LinkedIn, can reach your ideal demographic in your specific region and result in greater audience, more website clicks, and ultimately, more patients walking through your front door, ready to use your services.