Some sales funnel examples where clients go from receiving your messaging to becoming a patient or purchasing products or services from your practice
Some chiropractors are great at the work that they do, but may struggle with the business end of the practice. And it’s crucial to keep this part up so that you can be successful and continue to see and help clients.
Do you have a true chiropractic sales funnel for your practice? Do you know what one is?
Jeff Langmaid, DC, is an author, speaker, and founder of The Evidence Based Chiropractor and co-founder of The Smart Chiropractor. He works to help other chiropractors to achieve more in their practices.
He answered our questions and provided some chiropractic sales funnel examples:
What is a chiropractic sales funnel? How can DC’s know if they truly have one — or have a good one?
A chiropractic sales funnel is the guided journey that someone goes through when becoming a patient or purchasing products/services from your practice. It’s a multi-step process that takes someone from curious to client, and if implemented correctly, can dramatically increase your number of new patients and practice revenue.
Chiropractic sales funnel don’t need to be scammy or cringe-worthy to get results. By engaging with your audience, helping them achieve their goals, and maintaining a patient-centric approach to your funnel you will be able to build trust and credibility while growing your practice!
Chiropractic sales funnel examples
Sales funnels can take place on a variety of platforms, but we’ll focus on the most common — an email sales funnel. This begins by someone downloading a report or guide from you and then receiving a series of valuable follow-ups that further establish you as a likable, trustworthy, and knowledgeable expert. By delivering valuable information about their health issues you will be seen as a mentor, not a “marketer.” Once you’ve begun to build a relationship, then you can create a specific call to action and help guide them on the next step of their journey.
For sales funnel examples: a chiropractic sales funnel that’s working well should be able to consistently produce new patients (and re-activations) for your practice each month. You should be aware of how many people are entering your email list each month (your “top of funnel”) and how many of those people are become patients in your practice (the “bottom” of the funnel). This may sound complicated, but it’s pretty straightforward once you understand the steps of an effective chiropractic sales funnel.
What steps should chiropractic sales funnels have?
There are 3 primary steps in a chiropractic sales funnel:
The top of your funnel, or first step, is awareness. This is when someone becomes aware of you and/or your practice. They may not yet be ready to become a patient or purchase a product (that comes in the action step), but they are now a part of your tribe/audience/community.
The best way to build awareness and increase the size of your health tribe is through consistent content marketing on your website and social media channels. Other ways to build awareness include running ads or doing events and seminars.
Once you have awareness, the next step is to stimulate interest. Interest is the “middle” of your chiropractic sales funnel. The interest step is when you build value through engagement, entertainment, or education. If a potential patient became aware of you because of a video you made regarding the “Top 3 Stretches to Reduce Back Pain,” then your Interest step should include additional information regarding back pain relief.
Your interest communications should always be directly aligned with, and support the content from, your awareness step. In the marketing world they say “clarity equals conversion,” so be sure to stay focused on providing insight into solutions for their problems.
The bottom of your funnel is the action step. In many cases the action step may be to call your office and become a patient. Other times, your offer may include the opportunity to purchase ancillary products or services from your practice. Either way, this step in your funnel is where you must have a clear and direct call to action.
The amount of people who take action on your offer will be a direct reflection of how much value and trust you built during the awareness and interest steps. For instance, if two people take your offer in the action steps for every 100 people who enter your funnel at the awareness step — then your conversion is 2%. This information is critical and can help you strategically plan your marketing!
If DC’s have never worked with sales funnel examples such as this, what should they do first?
If you have never created a chiropractic sales funnel then your first step is to begin by building awareness. Start by consistently publishing content on your website and social media channels. This will give you a great amount of insight into the content that resonates with your current audience. If people are engaging with your content by commenting, liking, and sharing — then you know you have touched on a topic of interest. When you start to identify these topics that resonate with your audience, you can then create a short report or guide that provides further insight and can be used a lead magnet to get people into the top of your funnel. A lead magnet is any piece of content, such as a report/guide/video, that you give to your audience by requesting their email.
Delivering the lead magnet via email allows you to start the chiropractic funnel with the delivery of value, and sets the stage for success as you guide them through the funnel.
After delivery of the lead magnet in the awareness step, you can craft your interest emails. These may be a series of 2-4 emails that provide additional information regarding the lead magnet and are designed to increase your “know, trust, and like” factor. After you have delivered, or over-delivered value in your interest series, then you can move on to creating your action email.
Action emails should have a single direct call to action. Don’t make the mistake of offering too many things in your action email. To get the best conversion, you’ll want to focus on a single call to action and directly identify the benefits your potential patient may receive by taking that action.