Marketing your chiropractic services isn’t all it’s cracked up to be. Wait did I really just say that? You have to align your goals with your marketing campaign. Okay I really need to stop I’m sorry about that.
I’m Cody and I’m here to help you get more new patients online.
It’s not all about referrals and word-of-mouth the way used to be in the past. 70% of your old business may have came from a billboard. That’s just not how we do things anymore.
You have to wake up and pray to the Almighty G and hope that he looks down on you favorably that day.
Utilize the Power of Google to Your Advantage
I’m talking about Google. Most chiropractic services aren’t franchises. This means that we have a very specific location that we do business in.
Google offers a lot of free resources which we all use on a daily basis. Some of the most powerful ones you can utilize in order to generate more clients are:
- Google My Business
- Google Analytics
- Google Search Console
Let’s briefly discuss how you can use each of these tools to make more effective content and get more clients.
Google My Business
Your Google My Business account needs to be on point.
Potential patients need to be able to quickly see your business and know exactly if you can help them or not, based on your location and testimonials from past happy clients being on that Google my business account.
One thing that is essential to a great Google my business account, is great pictures and great testimonials. People trust other people way more than they trust businesses and business owners. You need regular people talking highly about your services and business
The first thing that people will see when they Google your business, hence the name, is this profile.
Add example GMB account and highlight the sections I talk about
Keeping your GMB account looking good, and out today with all the vital information of your business is a prerequisite to getting clients online.
Google changed the game completely and we have to play ball. The only way to stay relevant online is by being visible, and by being helpful to our target patients.
Analytics allows you to view data on your website’s visitors including which pages are the most visited, who is visiting them, where people travel from there, and much more vital data to converting more leads into clients.
Analyzing this data is one of the best ways to improve the efficiency of your content and maximize your ROI.
Going ion depth to this topic would take a blog all on its own, so we wrote about how to use Google Analytics to improve your marketing ROI here.
Google Search Console
Google Search Console is another free tool from Google that allows people to find vital information from their website.
As time has gone on, this tool has evolved to become similar to Analytics, however it is still a good tool to learn how to use in order to make better content and get more leads.
We wrote about how to use Google Search Console to improve your SERPs rankings here.
Create Content That Actually Helps Your Users
You have to be the expert. Before you can become the expert you need to become hyper self-aware. Create a list of every service that you offer, and every problem that patients may be having that go along with the according service.
This will create your content calendar.
People searching for each one of your services are gonna find you specifically through whatever problem they’re having.
You have to provide value first, before a patient even walks through the door. This means helping them with any problems they may be having before they get to your office.
FAQs are your friend. Answer any and all FAQs for your industry and answer them better than your competitors have.
A great way to find what your audience is asking on Google is by using our free content marketing tools. Our question generator tool easily lets you find some of the most relevant questions being asked by your audience.
What do you do better than any of your competitors? Show it off. Create content around it, show video testimonials on the homepage of your website, have people talk about how your chiropractic services had changed their life.
When it comes to making better content than your competition, there are a few tips and techniques you will want to follow. We a complete guide to how to outrank your competition here.
Understand Your Ideal Clients
You need to know exactly who your clients are, in this means creating buyer personas for your business.
A buyer persona is just a semi-fictional representation of your ideal customer based on market research in real data about your existing customers. Buyer personas are used to help you target potential new patients faster and more effectively.
Knowing exactly who need your service is an essential part your business.
This will help you target the right people with your marketing campaigns and not waste any ad spend.
The first thing you want to do when building a buyer persona is…
Find similarities between them such as:
- Family demographics
- Financial status
Once you’ve taken the time to identify this information you’ll find that from your past clients alone, you should have some in-depth buyer personas mapped out. You can also create elite buyer personas using the sample problems, that your patients have dealt with in the past.
What were their fears? What were their goals? What was the ideal resolution?
For example, you notice that the majority of your patients:
- Live in Mobile Alabama
- Are Male
- Aged 40-55
- Work in construction
It’s important that we focus on these buyer personas as it is the most direct correlation to the real people that we will be trying to obtain as new patients. We want to focus on people that are currently in the market for a chiropractor, ready to buy, seeking immediate help.
Leverage the Power of Content Marketing
We now know need to know how to build a solid brand and attract new customers through content marketing. A great content marketing campaign can double or triple the amount of new patients to your chiropractic practice every year.
Content marketing can come in three forms, and you want to play to your strengths.
Audio, written, visual. Content marketing can be in written form on a blog, audio form through podcast, or video form on YouTube. And please do not just brush aside things like you to as something that’s quote not for your generation. This is how people like to consume content so you cannot just ignore it.
That being said, please be self-aware enough to create content the way you want to. Unless you are going to outsource your content marketing, it’s important that you choose the form that you are most comfortable with, because this will be the most authentic and the one that you’re able to keep up consistently the most.
The Purpose of Content Marketing
All content marketing really is, is solving problems and adding value before you’re even specifically asked.
That’s why understanding your target markets issues is vital, because this is the type of content that you will create.
When you consistently create amazing content, you will eventually be known as the expert in your area. In this is the start of building your brand. You want to be known as the absolute best. You want to be known as the most helpful chiropractor in your area.
The other way to build your brand, is by being the absolute best that one thing. Be known as the guy or girl who can help anybody with degenerative disc disease.
I promise if you are known for one specific thing, you can elevate your competitors for that term in your target area, you will get more high-paying, happy clients and you can know what to do with.
It’s better to be the absolute best that one thing then to be average at 15 things. This doesn’t mean that you have to limit your practice to only serving one type of client, but for each problem make your client feel like you know everything there is to know about that one thing. The way you do this is through content marketing.
Dominate the Local Search Results
In today’s world a lot of industries service clients or patients across a broad area. Chiropractors for the most part are in one specific city sometimes even a very specific section of that city. I don’t think enough chiropractors use this to their advantage, where as most only see this as a weakness.
Smaller area equals smaller competition, so to stand out above what’s already in place requires less work nine times out of 10.
Make sure your ranking for your local keywords. Go back to that list that you defined of the chiropractic areas that you practice, and search those in Google with your area.
Let’s say you’re located in Mobile, Alabama.
Enter all variations of the Google search “degenerative disc disease chiropractors Mobile Alabama”
For each one of those things that you are not the top result, for every one of the services that you offer, is a weakness that needs to be addressed in your content plan. These would be my number one priority in terms of fixes for my chiropractic practice.
Combine Content Marketing With Google and Facebook Ads
Using our Buyer Personas, we can leverage the power of Facebook and Google ads.
Facebook is super powerful at targeting the exact customers that we tell it to.
Say we have a special offer running for new patients, for example $45 for first-time patient examinations.
We make a Facebook ad promoting that special offer that we’re running. But the power of Facebook and Google is not in creating the ad itself, but of the targeting that we can do with this ad.
Facebook and Google will ask you who you want to see this ad. The only people that will see your ad should be the following:
Men, between the ages of 40-55, working construction, that live in Mobile Alabama.
Not only will narrowing down who sees your ads decrease wasted ad spend because only people that want to see your ad will be seeing it, but everybody that sees your ads looks just like your current patients.
If they look like your current patients, there’s a good chance that they have similar needs and wants and are a good fit to be your new patients.
Need help getting new patients online? I’ve … got your back.
Okay I promise I’m done!
How to Get Started with Content Marketing
Let’s be honest, it’s 2019. Content marketing is actually essential for any business today, small or large.
With this being said, you will want to get started working towards creating a content marketing strategy as soon as possible if you do not already have one.
For those who need to get started, here are some great resources you can use to learn more about what you need to know about content marketing in 2019:
- Complete Content Marketing Guide
- How to Measure the Effectiveness of Your Content
- Why You Need a Content Calendar
- 21 Content Marketing Tools You Need
- Why You Should Outsource Your Marketing
- Advantages of Content Marketing Over Traditional Marketing
We also have a set of content marketing tools which can help you find what to write about, what questions to answer, and more. Try out our content marketing tools here for free.
For those who are already using content marketing as part of their online marketing strategies, and are looking for more advanced techniques to use, please feel free to reach out to us for a free one-on-one consultation with a content marketing expert.
Fill out the contact form in the footer below, or give us a call to speak with an expert today.