Posted by Matthew Loop | 8 Comments
If you’re a chiropractor, then chances are you’ve noticed quite a bit of online competition in your local area as opposed to how barren the landscape was just a couple years ago.
If you want to rise above the rest, it’s CRITICAL to ensure you’re doing everything you can to effectively market your chiropractic website online. Numerous profitable marketing strategies should be implemented and working hand-in-hand.
There are other tools, resources, and activities that will also greatly facilitate the internet marketing of your site. Here are thirteen proven methods that you may or may not be using to their fullest potential.
The TOP 13 ways to market your chiropractic website:
1. Facebook and Twitter
2. Google Places
3. YouTube (video marketing)
4. Social Media Optimization (SMO)
5. Blogging / RSS Feeds
6. SMS Marketing
7. Search Engine Optimization (SEO)
8. Google Adwords
9. Press Releases
10. Online forums
11. Article Marketing
13. QR Codes
Most chiropractors never fully maximize these mediums above consistently and in the RIGHT WAY, hence their mediocre results.
Having a strategy that uses all of them guarantees you powerful viral exposure, an avalanche of web traffic, floods of new patients, and drastic surges in practice income.
Now, let’s dive into each one of the chiropractic marketing tactics a little deeper:
Facebook and Twitter
Just about everyone uses Facebook and Twitter but most don’t use them effectively. I see way too many doctors wasting time and focusing on the wrong things.
If you have a Facebook Fan Page, you should use a custom service to create a premium landing page to set it apart from all the others. Your Facebook page does not need to resemble all the others that are connected to a chiropractic practice.
You MUST have a unique professional look and calls to action throughout.
Are you acquiring local targeted fans to your page? More importantly, are you getting them off of Facebook onto a separate email list? If not, you’re making a big mistake and leaving a lot of money on the table. I’ve spoken in-depth about this before.
How well are you utilizing the “Like,” feature on Facebook? Are you engaging your followers and friends? Is that same “Like” plugin on your website? Are you posting status updates regularly on Facebook, uploading information videos and offering new content?
You should also be using Facebook ads daily, creating and testing different ads. You can find some powerful tips and tricks on this previous blog post. It’s also a good idea to have others check-in to your practice with the Facebook Places application. It automatically lets hundreds of their Facebook friends know where they are.
With Twitter, along with Tweeting are you commenting on other Tweets, organizing your Tweets by using hash tags and making sure your Tweets go to your Facebook page and website?
Make sure to use the advanced search option at search.Twitter.com to target locals by city and keyword and answer their questions. Link with others on Twitter and you’ll get some excellent exposure.
Getting your site prominently listed on Google Places / Maps can be a major boost when people search for “chiropractors” in your area. To get to the top of Google Places, you’ll need to address several different things and offer information on your practice, including a link to your site, and garner as many positive reviews as you can.
To get the reviews, you can send out an email to patients with a link asking them to please write a review of your practice. The more positive reviews you get, the better your ranking and the more interest you’ll generate when someone is “looking” for a chiropractor.
Awhile back, I put together a great blog post called 6 Proven Ways to Increase your Google Local Business Listing that went in-depth about ranking high on Google Places.
YouTube (video marketing)
YouTube is one of the most used sites on the Internet. In fact, it’s the 2nd largest search engine behind Google. You may or may not know that you can create your own YouTube channel for free. As a chiropractor, you can develop short videos inexpensively that offer insights into health and well-being and post them for all to see.
You can also optimize and mass-distribute your videos in such a way that they completely blanket the first page of Google for any keyword you want. You’ll never have to worry about leads and website traffic again if you follow my exact instructions in Social Media Elite.
Take the top 25 most searched keywords in your local market and do videos for them. An example title might be Detroit Fibromyalgia Relief – Dr. John Smith. The presence of all of these videos online will continue to benefit you and bring patients through the doors for years to come.
Create a few short, weekly videos that offer health, diet or fitness tips. One to two minutes is plenty and provide great value. Link to it, Tweet people to let them know about it and post in on your Facebook Fan Page.
Social Media Optimization (SMO)
This is a new word for many but has been classified as the new SEO. Social media optimization is about making sure you create great content that gets shared around the web. When I say shared, I’m referring to getting Facebook likes, Google +1’s, Digg’s, Tweets, etc…
The more your content gets shared, the higher it will rank.
I’ve been saying this for awhile. What’s even more important is to get your content shared by authority figures online or in your niche. If a well known established expert Tweets your stuff, Google perceives this as authority by association and your content will rank even higher.
Blogging / RSS
A blog should be your home-base online to post new content. It’s like a diary of sorts. This medium can allow you to effectively communicate with your patients or prospective ones anytime. With blogging comes knowing what to write about, how to optimize your posts, and how to actually get targeted traffic.
One of the most successful free downloads I’ve ever released was The Ultimate Chiropractic Blogging Success Blueprint. It’s everything A-Z you need to know about blogging to get profitable quick.
You’ll need to make sure you create content multiple times per week because you’re trying to build an interactive community. Content can be articles, videos, or simple audio. Find-out what people want to hear about or what problems they have. The posts should provide solutions so you can build credibility in the reader’s eyes.
I’m also going to include related blog commenting under this section, too.
That basically means doing a Google search to find local blogs and leaving a comment, adding to the discussion. The benefit of doing this is that you’re also allowed to use a link to your website which will help build your site as an authority. It shows you’re listening to your market.
An RSS (Really Simple Syndication) feed is something that people can subscribe to in order to get updates that appear on your blog. They no longer have to search for new information, as it will find them!
Use the RSS feed to let people know that you’ve updated your blog or have some news. It will keep them connected and make it easy for you to reach them.
SMS marketing, AKA text message marketing, is blowing-up like crazy right now! Why, because the response rates / conversions are so high and it’s also one of the most cost-effective forms of advertising you’ll find. You can expect 10-30% of people to take the requested action you text.
So, if you send a permission based text to 100 current patients letting them know about a 1/2 off adjustment special only for the next 3 hours, you can expect between 10-30 patients to walk through our doors. How’s that for a quick boost?
You probably have seen on TV something like “Text PIZZA to 55555″ and receive a free slice from _______.” Well, you can use these keyword / short-code campaigns for your chiropractic practice, too.
The fact is, over 95% of people open their text messages within 30 minutes of receiving them. Compare that with the average low 15% email open rate. You can also send appointment reminders, which reduce no-shows by 50% or more.
You can send people to your website for a free report or time-sensitive coupon you’re offering. For more information on text marketing, download The Ultimate Mobile Text Marketing Guide for free.
Search Engine Optimization (SEO)
Search engine optimization has changed dramatically over the years and continues to evolve now that everything has a social component. SEO is basically knowing how to get your chiropractic website (or any other piece of content) ranked at the top of the left organic side of Google.
SEO can be divided into two components, “on-page” and “off-page.” Having keywords in your meta-data of your website would be classified as on-page while building links back to your website would be an example of off-page.
Both are needed and have to be done right to get maximum benefit so you can rank #1 on Google for any given keyword. How much you need to do depends on how competitive your local area is.
Ideally, you MUST rank at the top of Google for dozens and dozens of keywords, not just one or two.
This is a mistake most chiropractors make. They get caught-up into thinking that ranking #1 for one set of keywords will magically get them an extra 20 new patients per month. That’s not how it works, though. You have to be in it for the long haul.
Google Adwords / PPC
Adwords is still one of the most effective and targeted ways to advertise your chiropractic practice. Use the search network when you’re placing your ads so the traffic is very specific and looking for what you have to offer.
Do your best not to let ad costs rise above $1 per click. This will be harder in bigger cities.
When using pay per click (ppc) of any type, drive traffic to a page where you can capture names and emails of prospective patients in exchange for a free report. This allows you to build a list and market to those same people later on.
Don’t worry about spending $2,000 / month if that same advertisement is bringing you at least a 2:1 return on investment. You need to analyze your life-time patient value and compare that with your output cost.
The most forgotten (and effective) form of online marketing for traffic and exposure. Press releases are not articles. They’re usually created when you have an announcement to make or when you’re launching a new service.
This type of content circulates and gets picked-up by news-related directories.
If you’re not a great writer, then hire someone to create press releases for you 1-2 times per month. Then, you can distribute them via sites like 1888PressRelease.com, PRweb.com, PRlog.org, and Free-Press-Release.com
What can I say here… Google absolutely loves online forums because they center around community. You can easily harness targeted traffic from these groups.
You want to present yourself as a problem solver on forums. Contribute to the discussions.
The added benefit of finding an using forums is that you can add an anchor text link in the signature box. Google places A LOT of weight on these type of valuable links. The only problem is that it takes quite a bit of time to acquire them. That’s actually how my link-building service was born.
Article marketing has stood the test of time well and will continue to do so. Writing articles establishes you as an authority and can get you highly sought after backlinks to your chiropractic site. If writing is not your strength, again, delegate it to someone else.
You can submit to article directories like EzineArticles.com, ArticleBase.com, GoArticles.com, and Amazines.com. Commit to circulating at minimum of 4 articles per month for your practice.
You should be producing fresh content each and every week to distribute online. In module #2 of the DCincome Club, we go heavily into article marketing for traffic generation, link-building, and SEO.
A weekly podcast can be put together in a relatively short amount of time. It doesn’t have to be long. Three to five minutes is a great length. Podcasts are a wonderful way to share information regarding news in the world of health, to tell people about services or products and to help patients improve their lives in some way.
Make it interesting and informative and you’ll build a following. You can submit the audio file to some of the top podcast directories like iTunes and Podcast Alley.
QR codes consist of black modules arranged in a square pattern on a white background. While they’re relatively new, they appear to be catching-on fast. Right now, they’re one of the most popular types of two-dimensional bar codes.
Primarily you’d use them for lead generation purposes.
For example, you could place your QR code in an offline ad (postcard, newspaper, store-front). Then, as a prospective patient sees the code, they could scan it with a smart phone application and instantaneously be redirected to your chiropractic website.
On your site, you’d have an offer in a landing page format so you can capture the names and email of all who scan your code. To get your own QR code, just Google “QR code generator” and you’ll pull-back a multitude of places you can have one created.
Making Everything Work Together
Of the thirteen techniques discussed in this article, practically ALL are very inexpensive! These are the best ways to reach more local people with your chiropractic message so you can grow your practice quickly and serve more.
Each one of the chiropractic marketing tactics listed above will help potential patients find your website / practice and stay connected, enabling you to create massive value, build an active following, get an avalanche of traffic, and attract an EXTRA 20-30 new patients per month from the internet.
If you need help with your strategy and aggressively making it work, visit http://dcincome.com/coaching to see if you qualify for one-on-one coaching. You can also view my consulting services link on this blog for other products and services that are offered. Continued success and I look forward to working with you!
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