Lead generation is a place where old-school strategy still works in any new platform or situation. This article presents two proven lead generation models to incorporate into your chiropractic marketing strategy.
1. Free download to leads
One undertapped area of opportunity is generating leads to stay in touch with who aren’t necessarily ready to book an appointment now.
The lowest-hanging fruit for something like this is on your website. Not only is it helpful to have an easy way for people to book appointments and contact you, you could include something on your website visitors would want in exchange for their email. It could be a free download, a short video with a simple exercise/movement or a toolkit. Consider practical, tangible and useful options directly related to a common issue or problem you can help with.
This giveaway can also be incorporated into your social media strategy as a call to action. Consider offering the giveaway in exchange for the website visitor’s email address. One advantage of offering a free giveaway is that you can attract more visitors to your website because they are interested in what you have to offer. Alternatively, you could create a separate landing page devoted to the giveaway and once a visitor lands on this page, they would be automatically redirected to your website.
2. Webinar to leads
A webinar is a great way to generate quality leads. One of the reasons someone isn’t a patient yet is because they don’t know about you and how you can help. A webinar is a great way to educate people more about the scope of what you can help them with and allows them to see if they resonate with you or not. A well-done webinar can often have higher conversion rates than posting videos or reels on social media.
When people are browsing on social media, their attention span is short. For example, according to Facebook, people spend, on average, 1.7 seconds with a piece of content on a mobile device compared to 2.5 seconds on a desktop computer.1 Also, with social media platforms such as Instagram and Facebook, it’s more difficult to continue to attract attention and increase reach unless you have a well-thought-out strategy, which includes posting every day and running ads.
However, if people decide to sign up for a webinar, they usually are more attentive, especially if it’s live.
When the live webinar takes place, it can be recorded for others to watch at times convenient for them. Once the webinar has been dialed in, it can even be put on autopilot to bring in leads without you having to do each one live.
Webinars can be hosted by you, or you can speak in front of other organizations. There are organizations that typically do in-person events that now have regular virtual webinar opportunities. There are also organizations that don’t have regular webinar opportunities but that you can propose to do. There are even paid speaking opportunities that can be done virtually.
For example, one of my DC clients was paid by a company to do a webinar on managing injuries. He not only got paid by the company for that opportunity, but also got visibility and chiropractic patients from the opportunity.
3. In-person event/talk to leads
An in-person event or talk can also be a good source of leads. The key to this working well is choosing events to participate in that attract the ideal patients you enjoy working with. Some DCs may be concerned that in-person events are out of favor because of the pandemic, but the reality is people still crave in-person connection. Events where you have an opportunity to adjust people or educate them about how you can help (such as a talk setting) are best. If you are adjusting people, having a good way to transition that treatment to people booking with you is important, including what to say, what to give them and how to help them understand why it would be beneficial to book an appointment with you. If you are doing a talk, having a talk that not only educates but also inspires new patients to come in is key. Talks can also be given to corporations. For example, one of my clients got an opportunity with a well-known hospitality company and gave a talk to their executives. Some ended up becoming chiropractic patients of hers from the visibility opportunity.
Final thoughts
With either of these strategies above, it helps to have a way to stay in touch with people to continue to educate them by email. Some people are ready for what you have to offer now. Others will be ready when they finally feel ready to trust you or when the timing is right. Still others will never see you, but may share information about you with their friends, family or people they know. Take action with one of the strategies above and enjoy bringing additional leads into your practice.
CHEN YEN is a practice makeover mentor, speaker and founder of Introverted Visionary, which helps introverted visionary holistic health practitioners grow fulfilling six- to seven-figure practices in a third of the time it typically takes, without having to do it the exhausting extroverted way. Clients include a past president of the American Chiropractic Association, Sports Council, a recent president of the American Association of Naturopathic Physicians and a board member of the American Society of Acupuncturists. Her mission is to wake up the planet and make holistic options mainstream and the first line of care. She can be reached at mentor@fillmyholisticpractice.com or introvertedvisionary.com.
Reference
- Capturing Attention in Feed: The Science Behind Effective Video Creative, Facebook IQ: Digital Research and Insights. April 20, 2016. https://www.facebook.com/business/news/insights/capturing-attention-feed-video-creative. Accessed Feb. 13, 2024.
