Chiropractic Marketing Articles
How to be successful at digital marketing
To maximize your content strategy and rank highly on search engines, use Google AdWords to identify relevant keywords for your website. You can also use Google Pay-Per-Click (PPC) ads as a part of your inbound-marketing campaign. PPC ads have advantages over traditional marketing because you only pay when an interested person clicks and you can potentially reach your target patient at the perfect time with the right ad.
To create an effective PPC ad, use the right keywords to create relevant (and highly searchable) ads and landing pages. Be sure to optimize your ad copy to maximize conversions and determine the right goals and metrics for your ads, including setting a budget.
Given the large amount of buzz around social media, it is easy to see why it is so popular among digital marketers. The advantage of social media advertising on Facebook and Instagram is that you can target a highly specific audience with your ads, a technique known as “sniper marketing.”
For example, you can target a patient within 25 miles of your practice, one who is 35 years old, female, married, has three open lines of credit, uses an American Express credit card, has a two-year college degree, purchases vitamins, and exercises regularly. You can also use job-title targeting, which is a helpful tool if you want to reach a decision- maker or niche patient group.
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Boosting your practice with online reviews
Fortunately, there are several options when it comes to enticing your patients to submit an online review, telling the world about all of the good things you do. One to consider is simply asking them to write one. This thought normally doesn’t enter people’s minds, so letting them know that you’d appreciate an online review is sometimes enough.
You can do this by placing a sticker on your door with one of the online review sites on it or hanging up a flyer on your wall that thanks all of those who’ve already submitted a review, asking those who have not to consider doing the same. You can also put a link in your email newsletter so all they have to do is click on it.
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How to create coordinated marketing strategy with email and direct mail
DeMaria says their practice uses email marketing to reach patients, blog readers and other clients who live outside of their local area and add in direct mail for local patients, sending another mailer four times per year.
These forms of communication all work together with a consistent schedule, so patients know when to expect a message from the clinic. All of the marketing is tied together with the same branding so each message matches the logo, colors and look of other clinic messages.
“I would invest in branding and giving your practice a visual identity to build recognition,” DeMaria says, “Oftentimes having a well-rounded branding, public relations and design strategy is well received if the end user can tell effort was given to its presentation.”
This brand consistency makes it easier for patients to recognize your marketing materials when they arrive, whether by email or in the mail. As they see your brand more frequently, patients begin to build familiarity with your clinic. The more memorable your marketing is, the more effectively you can make a positive impression that will drive new patients to you.