Chiropractic Marketing Guide 2020. Tips & Ideas.
Using the Internet to promote your brand and get new clients has become the main marketing strategy for most businesses and chiropractic is no exception.
According to the latest data from StatCan, 8 in 10 Canadians used the Internet when searching for various products and services (with nearly 84% of Internet users buying goods or services online).
If your chiropractic office still doesn’t have a website, that means you might be missing out on a lot of potential patients. On the other hand, it means you’ve got plenty of room for growth, which is exactly what we are going to talk about in this article.
Creating a Strong Online Presence for Your Brand
The competition in the chiropractic market has always been tight. If you want to succeed, you have to distinguish your brand and set it apart from all of the competitors. The best way to do it is to create your website, social media pages, Google My Business page to collect patient reviews, etc. and start building on top of that.
Relying on the old school methods like word-of-mouth promotion is not enough these days. There are plenty of people out there searching for chiropractic services on Google and they want to make sure they will get the best there is.
Whether they will become your patients or not, depends on how you present your chiropractic services online. That’s why “just a website” is not enough. A website is nothing more than a basic tool, which you need to modify, upgrade, and expand on as you’re building your online presence.
There are quite a few things you need to take care of and be aware of when creating a website. In fact, it is almost impossible for an average person to be fully competent and confident in web development, digital marketing, and search engine optimization.
The truth is, you don’t really have to know all of this since there are agencies offering these services professionally. All you need to have is a clear goal and… well, a budget to pay for your future website. Think of it as an investment - and a good investment that is! Every penny you spend on digital marketing and promotion can help you generate a dollar worth of new patients.
How to Grow Your New or Existing Chiropractic Practice Online
In addition to the website itself, there are some other tools and techniques you can use to get new patients and promote your chiropractic business online. Let’s see what they are.
1. Professional Website
What makes a solid and modern website? First of all, it’s the proper optimization: it should load fast and be mobile-friendly since over 60% of Internet traffic is mobile now.
Second, it’s the well-thought-out sales funnels and high conversion rates. Sales funnel represents a series of steps a potential customer has to go through on a website to make a purchase or perform any other target action as defined by the website owner.
Each sales funnel has a conversion rate (the number of users who performed the target action divided by the total number of sales funnel entrances). For example, if, out of 100 potential customers who came to your chiropractic website (thus entering your sales funnel) only 5 booked an appointment, this means your conversion rate is 5%.
The conversion rate largely depends on the audience. It could be random people with a casual interest in your services or a highly motivated target audience with a serious intention of becoming your clients. How to sort the latter from the former is another thing we’re going to cover below.
Another important thing is optimized UX (user experience) & UI (user interface) of your website. Needless to say, you need to spend a lot of time and energy finding the optimal setup that will bring a steady flow of patients to your chiropractic practice. Not only that, but you will also have to run A/B tests and change things up from time to time in order to ensure maximum efficiency.
Speaking of the costs, creating a professional website would cost you around $6,000 (one-time fee) while updating it and maintaining it in proper condition may cost you another $400 - 600 monthly.
2. SEO for Chiropractors
SEO stands for “search engine optimization”, which is the process of increasing the visibility of a website and getting higher rankings for certain keywords in Google search.
The ultimate goal of SEO is to get your website ranked #1 for certain keywords or phrases that people use when searching for something on Google. Obviously, these keywords have to be related to your business - e.g., “best chiropractors near me”.
SEO is extremely important for driving organic traffic to your website (as opposed to the traffic coming from paid advertising).
Since search engine algorithms tend to get changed and updated from time to time, you need to do the same with your SEO.
To achieve the proper level of search engine optimization for a chiropractic website, one must spend around $1,800 initially to set up the basic SEO and then cough up another $1,600 monthly to maintain your site rankings.
The reason why it is so important to spend money on SEO regularly is this: once you’ve stopped doing your SEO actively for a few months, your website will inevitably lose its rankings giving way to competitors thus rendering your previous efforts useless (not to mention the money spent).
3. PPC for Chiropractors
As good as SEO is for a chiropractic business, it does take time and a lot of effort to start yielding serious results. If you’re looking to get quality leads fast enough, you might want to try PPC advertising.
PPC stands for “pay per click” and is essentially sponsored search results you see on search engines like Google and Bing. PPC is also available on social media in the form of “sponsored content” on Facebook and Instagram.
The trick is to find the right keywords and target your ad for the specific audience using a combination of text + visuals to spark an interest in your potential client and get them to click on the ad.
To run successful PPC campaigns for a chiropractic website, one must spend around $1,200 initially to set up it and then spend another $3,000 monthly to maintain the constant flow of leads. This includes agency fees and marketing spend on clicks.
If you decide to pause your PPC campaigns for a few months, you risk losing up to 6 months’ worth of investments.
4. Google Analytics
Each marketing dollar has to be accounted for and analyzed to see how efficiently it has been spent. Successful digital marketing is impossible without proper metric tracking and analytics. Using them will help you to identify the bottlenecks in your sales funnel, get some marketing insights, and learn your target audience better.
To set up proper analytics, you will have to spend around $560 and then tweak the settings if necessary, as your KPIs grow.
5. Google My Business
Chiropractic is a very local business and that’s why Google My Business is a great tool to get your name out there. You can add the information about your chiropractic office to Google My Business for free and start getting organic traffic from Google search and Google maps.
In addition to that, you can get reviews from your patients thus increasing loyalty to your brand. The initial setup will cost you around $640.
6. SMM (Social Media Marketing)
Everything is about social media these days. Most people discover new products and services on Facebook, Instagram or other social media in a very natural, organic way by reading engaging posts and browsing beautiful pictures.
Chiropractic is a very interesting area, which can and should be promoted on social media via regular updates. This will help you to engage your audience and get new patients.
Speaking of the costs, a proper SMM setup would cost you around $800 (one-time fee) and another $1,200 monthly to maintain and update your social media accounts.
7. Email Marketing
In the chiropractic business, email marketing is a great client conversion tool. Creating an email sequence and targeting it at your audience and upselling various services.
A proper email marketing setup would cost you around $800 initially and then another $480 monthly to run it efficiently.
In addition to the tools we’ve mentioned above, there are so many other ways you can promote your chiropractic practice and get a steady flow of new patients.
The Most Painless Way to Attract New Patients to Your Chiropractic Practice
As you can see, bringing your chiropractic business online and developing brand recognition takes a lot of time and patience but, most importantly, a professional team to handle the process.
That’s why some chiropractors prefer to buy qualified leads, which may prove quite a cost-efficient option, especially for SMBs.
If you own a chiropractic clinic, according to Dr. Beck with dcpracticetools.com, «the lifetime value of a chiropractic patient is between $1,000-3,000 on average, depending on the type of practice, location and services offered».
The arithmetic is rather simple: you can either spend thousands of dollars on web development and digital marketing (in hopes of getting thousands of patients in the long-term perspective) or pay $50 per lead and get new patients here and now.
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