It’s a new year with new opportunities for you to set your chiropractic business apart. We’ve worked to compile 17 of the best chiropractic marketing ideas to help your practice stand out and grow in 2017. Some of the tips are broad concepts and a few of them are specific tools you should implement to push your chiropractic marketing plan to the limits in 2017.
It’s 2017. If you don’t have a website by now, your business is missing out on one of the biggest, most-effective chiropractic marketing tools around. People search online for just about everything these days, and not having a website automatically puts you behind most of, if not all, of your competitors.
Why do you need a website? To be present in search results. To offer a non-telephone way for potential patients to contact you. And to set the table for some of the other chiropractic online marketing you’ll do later. It all starts with the website. Check out our Website Design services if you need a new a website built or an old website revamped.
Once you have a website, a blog is your next step to marketing your practice better online. There are a few reasons you want a blog. First, the more content you add to your website, the better. More content means more opportunities for potential clients to locate you via search, and those are low-cost leads.
Blogging also helps you establish yourself as an authority in your field. This benefits you not only in your local community–where press may contact you to comment on relevant news items–but also online, where peers in the chiropractic field can recognize your talent and further help you build up your reputation.
3. SEO for Chiropractors
The old adage “Work smarter, not harder” comes into play here. When adding new Web pages or blog posts to your website, it’s important to do so while keeping search engine optimization (SEO) in mind. Identify keyword phrases that potential clients might search for online and target new pages to those terms. The ultimate goal is to drive more business through organic search results, as this costs little when compared to different forms of advertising.
Also focus on building links. Good backlinks are what will help your SEO-optimized pages–and your website in general–rank higher than competitors. Be careful that you aren’t obtaining these links through unethical or “shady” means, however, as search engines could actually penalize you in response. We offer ROI driven, organic and local SEO strategies that can help your practice grow in 2017.
4. Interact with other Chiropractors Online
Now that you have a blog of your own, you should get out into the wide world of the Internet and meet some of your fellow chiropractors. A simple Google search will reveal some websites and blogs, and you don’t have to worry about sharing a secret or two, as the vast majority of these chiropractors aren’t your competitors. Who knows — they may even share some secrets of their own.
Getting involved with your peers online is also a solid way to build some of those backlinks we talked about in #3. Share your blog posts with other chiropractors online and they may share your post with their audience and link to it themselves.
5. Google My Business
When it comes to local SEO for chiropractors, there may be nothing more important than the My Business listing on Google. This is a Google-hosted page that provides information about your business, including website, phone number, location, and hours of operation. And when someone searches for a local business type, having a My Business listing ensures that your practice shows up in the map section of the search results.
If someone down the street from you types “chiropractor” into the Google search box, a My Business listing could make you the first option they see. Not having this listing is basically ceding business to your competition, and that’s something you don’t want to do.
6. Install Google Analytics
Google Analytics is an underrated tool in the chiropractic marketing arsenal, but it’s extremely powerful in the right hands. Google Analytics collects almost every bit of information you could want about the people visiting your website, from where they came from to what page they exited on. By setting up funnels and goals, you can track the path users take as they convert from visitors to leads.
And Google Analytics is a great way to identify popular content on your website. If you see an influx of visitors going to a page about a certain topic, it may benefit you to write more about that topic in the future.
7. Use Google Search Console
The tool formerly known as Webmaster Tools is now Search Console, though it largely serves the same purpose. Search Console keeps you informed on the health of your website’s indexing in Google, and even lets you force index new pages if you want to get them in as quickly as possible.
A hidden perk, however, is the ability to view some of the search terms people use in Google when your site shows up on a search results page and when someone clicks on your website in the results. Unless you’re a Google Adwords customer, this information isn’t available anywhere else.
8. Facebook Page
A Facebook Page should always be part of social media marketing for chiropractors. For starters, it helps your less-tech savvy patients keep up with your practice. It also serves as a home in Facebook’s walled garden for you to market to potential clients for free. And as we discussed previously, it’s a good idea to become involved with the chiropractic community online, as it could provide benefits in other areas.
Don’t make all of your posts sales-focused or self-absorbed. Share articles and stories that may be of interest to your audience, even if they’re published by other people. Let some of your personality come through. And definitely field any questions from those who’ve Liked your Page, as it helps to establish your authority.
9. YouTube Videos
Did you know that YouTube is the second most popular search engine after Google? People really like online video, and the YouTube platform is another channel for you to grow your chiropractic brand online. There are a number of ways you could use YouTube to drive traffic to your website and, ultimately, convert leads into new customers. You could put up a video commenting on a recent chiropractic-related news story, for example. Or you could go in-depth on an ailment that your potential clients might suffer from.
Remember to keep SEO in mind for your video titles and descriptions, too.
10. Email Newsletter
Chiropractic email marketing is another winning strategy for the new year. Your website should have a contact form — be sure that form has an opt-in box for an email newsletter, and create one weekly to reach out and talk about things your patients might find interesting.
You don’t only want your current patients signing up, by the way. Place a call-to-action for your email newsletter on your homepage, or experiment with a pop-up subscription box so that you can grab names and email addresses for your non-clients. If you notice you’re not getting as many sign-ups as you’d like, you could offer your visitors something. Perhaps…
11. Create a Lead Magnet (Ebook/White Paper)
…something free? It’s been shown time and time again that people are willing to give away a little bit of information for free stuff, and you can work that to your advantage by creating an ebook or white paper that’s locked behind an email newsletter subscription. This has been a staple of chiropractic marketing strategies for years, so if you’re not doing it, now’s the time to start.
12. Write a Book
More and more these days, authors are using books not necessarily to make money on book sales, but to raise their profile and help their other revenue streams. Who says you can’t do the same?
Write a chiropractic-related book and really sell yourself. Put out a press release. Try to get booked on local radio and TV shows. Your goal is to establish yourself as the expert chiropractor in your area–do that and you’ll see the clients come in droves.
13. Ask for Testimonials
A facet of chiropractic online marketing is the ability to display social proof. When it comes to medical services, clients aren’t going to go just anywhere–they’re going to ask friends and family for recommendations, and they’re going to make sure that other people had a good experience with you.
Testimonials are a great way to provide that social proof to your potential customers. Ask your current clients if you can put a testimonial on your website, or send them some coupons and ask that they leave a review for you on Yelp, Facebook, or Google’s My Business. The better your reviews, the more likely a new patient will choose you over your competitors.
14. Attend Networking Events
Networking events and meetups are more great places to meet potential clients — no one has a lifelong immunity to back pain, after all. But even if you don’t secure your next customer at such an event, they can still benefit your chiropractic marketing plan. You might be the first chiropractor at the top of someone’s mind when they make a referral, for example, or you learn a new marketing or business strategy that you can integrate into your own practice.
15. Leverage Pay-Per-Click Ads
Pay-per-click ads are great for driving new leads to your business–assuming you don’t mind paying for each one. Unlike traditional ads, where you pay by the placement (newspaper/magazine), play (TV/radio) or impression (website), a PPC ad only charges you when someone clicks on your ad. And while you might pay more using a PPC ad, you have a much better chance of turning that user into a lead.
Google, Facebook, and LinkedIn all run very popular pay-per-click advertising programs, each with their own benefits. Google’s ads are built into the search engine itself, which means users clicking your ad are in the ready-to-buy zone more often than anywhere. Facebook and LinkedIn, however, allow you to get extremely specific with the type of person you want to target for your ad. All should have a place in your chiropractic Internet marketing plan.
16. Ad Retargeting
Closely related to pay-per-click ads are ads that utilize re-targeting. Imagine this: someone clicks one of your ads and visits your website, but they don’t take any action. They don’t complete a contact form, and they don’t even give you an email address. But they showed an initial interest–so wouldn’t it be great if you could continue to target advertising at that particular person? Re-targeting makes this possible. Many of the big ad platforms mentioned above (Google, Facebook, etc.) support re-targeting, so consider it as part of your PPC strategy.
17. Educational Pamphlets
The tried-and-true pamphlet is still one of the best chiropractic marketing materials, whether your patients are reading them in the waiting room or if your prospective clients are receiving them in the mail. Pamphlets can educate readers on best practices for self care, types of activities to avoid with back pain, and more. Not only that, they can further sell the services you provide.
We hope you enjoyed reviewing these 17 chiropractic marketing ideas. And if you have some ideas of your own, we’d love to hear about them in the comments or via email.