Geotargeting marketing helps identify who to target while implementing web, email and social media strategies to reach them
Getting noticed online requires different strategies than those implemented to draw attention to your practice’s physical location. You can’t just hang up a banner to let your local community know that you exist, for instance, or put a flashing sign in your window. Even if you place these items on your website or social media pages, you’re fighting against every other company on the Internet. You become just one more business in a sea of businesses, reducing your ability to stand out enough to get any real attention. One strategy to consider is geotargeting marketing.
Growing your online presence involves knowing how to best utilize certain virtual marketing tactics.
As its name suggests, geotargeting involves targeting potential patients based on geography, or where they live. This is critical for businesses that offer in-person services since, while attracting attention outside of your geographical area can get you noticed in the online world, it won’t necessarily bring more people into your practice.
In simple terms, geotargeting is achieved by looking for IP addresses within your local community and targeting the users of these devices. Just as you used to know where someone lived based on their area code and home phone number, the IP address on a computer and other similar electronics provides the same type of information. It reveals the user’s state, city, and more.
Reaching out to electronic addresses within your vicinity increases your ability to connect with the people who could benefit from your chiropractic services. You can do this with various online ad platforms, such as Google Ads or Facebook Ads. When setting up your ad, ask it to target users within your local area.
Another option is to use certain codes on your website. If you are familiar with coding, you can do this yourself. Otherwise, ask your marketing team or hire a website coder to make these changes for you.
Best practices for growing a social media community
Once you’ve targeted your local community with geotargeting marketing, how do get them to interact with you online, growing your social media following? Here are a few best practices:
Make video a priority — Cisco estimates that, in 2021, 80% of all internet traffic is video – a four-fold increase over the amount of video traffic experienced in 2016. Instead of posting still images of your practice, post videos. Shoot a short clip of you talking about a new service or show your online community how to do stretches to ease their back pain. The benefit of video is that it takes you from being a business to being a person. Online viewers get to see your personality, helping them to get to know, like, and trust you.
Encourage sharing and tagging — Part of the value behind social media is, if handled correctly, your followers can help build your online community. One of the simplest ways to get them to do this is to ask them to share your posts or to encourage them to tag their family and friends. An example of the latter would be to create a post celebrating athletes in your community, then ask followers to tag the athlete in their life that they are most proud of.
Offer helpful tips and advice — Give people a reason to include you in their social media news feed by regularly providing ways to advance their musculoskeletal health. Share the proper way to pick up heavy items, talk about which supplements are good for strong bones, or offer tips for relieving neck pain after a long day in front of the computer. The more value you can provide your online followers, the more they’ll want to see your posts. This also helps establish you as an expert, making you the person they seek if they have any concerns or issues.
Hold contests and giveaways — There’s a reason millions of people flock to Las Vegas every year. It’s human nature to want to “win big” or to get something for nothing, or next to nothing. Holding a contest or free giveaway on your social media pages satisfies this same need. It also encourages participation from people who have never interacted with your practice. Prizes might include a free adjustment or a 60-minute session with your in-house massage therapist. You could also give away a few of the products you sell, such as supplements or spine-friendly pillows.
Geotargeting marketing helps identify who to target while implementing these other strategies can increase their desire to connect. Both can build your online community while growing your physical practice at the same time.