You will eventually land on what will offer you the best return on your investment, for a greater digital reach while also optimizing local media options
Chiropractic medicine and other health care communities sometimes rely primarily on brick-and-mortar connections to assess and build their businesses. But today’s world relies more and more on digital technology and sufficient digital reach to aid in selecting and staying loyal to health practitioners.
Do not get left behind in the digital space
“The Pew Research Center found that nearly two-thirds of Americans use at least one social media platform,” shares Linchpin SEO. “Different social channels attract different demographics, and each platform accomplishes unique purposes. Reach, in regards to social media, is best defined by shares, reposts, etc. – anything that gets your content into other people’s communities of followers.”
Patients want to be heard, and social media is a way to offer feedback, input, and a back-and-forth that holds their attention when not in the office. The chiropractor must add technology to the overall customer experience so as not to be left behind.
Find your brand and authority
Determine what sets your practice apart from others. Build on that specialty.
“Users come online to find solutions to their problems,” Linchpin SEO writes. “Establish yourself as an authority in your industry or field to increase your traffic and reach. The most well-known brands have built trust within their community by presenting authoritative content. Cultivating your reputation doesn’t happen overnight and won’t happen through one platform or avenue.”
Do you specialize in family care, or sports injury? Do you offer your customers a pet-friendly office or support a local pet rescue organization? Do you offer regular weekend body-mind-soul retreats? Promote your own particular brand in social media, materials and other ways.
Polish your website for grater digital reach
Nearly every potential client will check out your website before making an appointment. They want to know about available services, how long doctors and staff have worked in the industry, and hours of operation.
Your website must be optimized and easy to navigate, have contact information and engaging content.
“This means persistently monitoring each touch point to spot and resolve potential issues,” writes Ian Lowe at CustomerThink.com. “By maintaining a consistent, high-quality user interface, they can create a strong and appealing brand identity with serious staying power.”
Make your website user-friendly with fast page loads or viewers will move on.
Be mobile friendly
Along with offering information, your website has to be convenient. Your website should be responsive, meaning the pages and content adjust to the size of the user’s screen.
In 2020, Google encouraged and committed to mobile-first indexes — responsive sites rank higher than the websites that are not responsive. Make sure your website is readable and accessible to mobile devices including phones, tablets, or laptops, for maximum digital reach and a goal of landing on the first page of a Google search engine.
Use keywords to expand your digital reach
Your practice needs organic search engine optimization (SEO) to help bring new customers to that revamped, speedy site. Use SEO terms that you haven’t used before for each page or post.
For instance, if you are only using the keyword phrase “chiropractor” for all your pages, you are handcuffing your own digital reach and falling lower on the search list. Use more select terms that relate to branding, medical issues, or solutions in your text to bring your website higher in rankings.
“It remains critical that web experiences are discoverable via organic search,” Lowe writes of proper SEO practices. “Most companies will outsource their organic search strategy to a SEM (search engine marketing) agency, that will typically focus on keywords and paid search. Search engines prioritize pages that meet their standards.”
Don’t drop these SEO terms randomly; make sure they are a natural part of the text.
Be a part of social media
Old-school classes are over in terms of ignoring certain social media outlets or keeping your head down and ignoring digital marketing.
Use organic social media to tell customers about events or discounts on services on Facebook, Twitter, and other sites. Current customers or members of related groups such as local chambers of commerce will share to their networks, doing your work for you and expanding your digital reach.
But you should also consider spending some money on paid advertising to reach members of the demographics you are targeting.
“Organic reach on Facebook and other platforms used to be far higher than it is today,” notes DigitalMediaMetrics.com. “A publisher, user or brand could post an organic post and reach a large number of users without having to boost it with marketing spend. After changes in their algorithms, Facebook and other social platforms have now reduced this substantially and is now putting more pressure on publishers and brands to spend more on boosting the post rather than getting it for free (or earned media).”
For instance, if your goal is to being more millennials who engage in sports, then paid, specially-crafted posts will be seen by more members of that demographic. Have a clear plan to create relevant posts and draw up a budget for advertising. Start small and experiment.
The classics remain classic
The recent pandemic drew communities together, and local businesses kept up support systems for each other. Don’t forget traditional methods of advertising that will reach out to people in your community.
If you already have a community presence, advertising on radio, television, or newspapers and magazines will remind people that you are there and available, especially if you cater to an older demographic. Local sponsorships (youth baseball teams, bowling leagues, or dance competitors) keep your practice viewable to potential clients, young and old.
If you have been a wallflower in your city, it’s time to put on your dancing shoes and introduce yourself. But fill your dance card with whatever will offer you the best return on your investment, for a greater digital reach while also optimizing local media options.