As a chiropractor, digital marketing is essential for finding new clients and keeping existing clients engaged. This is a general guide about the best strategies for marketing your clinic online.
First, you need to understand that your website is essentially the face of your business. Websites are crucial to conveying your brand, experience, professionalism, and excellence. Your website serves as the primary means of converting visitors into paying patients.
Therefore, your website, above all else, needs to be user-friendly. A user-friendly website design should hit the following points:
- Mobile device optimization
- Easy to navigate
- Loads quickly
- Uses multiple forms of media
- Aesthetically pleasing
- Simple, but not boring
Potential patients can judge your entire practice off of a single website visit. Make sure you’re making a good impression.
You also need to think about website design for SEO. A website without SEO is like a car without fuel. It may have great potential, but it serves no purpose in its current state.
But what is SEO?
Search engine optimization is the coding or algorithm used by search engines like Google and Yahoo to find relevant information on the internet. Search engines use website SEO to determine the relevancy of a page or website based on a user’s keyword search. For example, if people in your town search for “the best chiropractors near me,” the SEO on your website will dictate whether or not they find you.
Local SEO is important but spending a lot isn’t always necessary, especially for local chiropractors. You don’t need to pay for SEO that’s going to bring in traffic from all around the world, as those people will never become paying customers. Instead, focus on the basics:
- A search-friendly website with on-page SEO
- Search-friendly copy or content
- Local and hyper-local keyword usage (“chiropractors near me”)
- Search visibility for branded terms
- A solid analytics setup
- Optimized Google My Business and other local listing profiles
- Online reputation management
Be wary of SEO services that try to tempt you with “tens of thousands of website visits” per month. You only need quality traffic – those who will convert into customers.
Digital marketing for chiropractors can take many forms. We recommend using landing pages on your website, landing pages provide a clear message and strong call to action and guides patients through the customer journey.
This includes a description of your services and the benefits of using them. It also includes price points and customer reviews, to add credibility. The sales funnel ends with a clear and powerful call to action (typically to book an appointment, schedule a call, or buy a product).
Landing page ads can be pop-up windows that open up to every website visitor. Alternatively, they can be reserved for certain users based on their actions, such as clicking on certain links or visiting specific pages. Lastly, you can use social media pages, emails, and external ads to guide traffic directly to landing pages on your website.
One of the best digital marketing practices is to use Google Ads to promote your brand. Google Ads is ideal for websites that lack strong SEO or for business owners looking to make a bigger impact. Essentially you are paying Google to list your website at the top of the search results pages based on specific keyword searches.
However, instead of paying for immeasurable results, you’ll only pay a predetermined amount for each click your website receives.
Start out by defining your goals, whether it’s more calls, website visits, or visits to specific pages. Then, decide where you want to advertise. As a chiropractor, you’ll get the best return on investment by advertising locally, to people who will actually seek out specific services for specific conditions.
Then, you can design your message. This is what you want potential customers to see under your website link.
Next, set your maximum budget. Once met, you’re Google Ad will become inactive so you don’t end up paying more than you can afford. Finally, let the ad go live. For more in-depth information on ads see our Google Ads article.
Google My Business
If you’re looking for some of the best local SEO strategies, you need to invest in Google My Business. We say “invest,” but Google My Business is actually a free tool for business owners. By registering with Google My Business, you optimize your website for local searches.
You can customize how your business appears on Google searches and Google Maps. Moreover, setting up your Google My Business account provides easy communication and exposure to potential customers. When they Google your business, your contact information, business overview, and more are immediately available.
Without ever clicking on your website, customers can find directions to your chiropractic clinic, see customer reviews, and more. While it may seem like this will take away traffic from your site, studies show that consumers are drawn to hassle-free interactions. No-click access to your business’s vital information will only help drive people to become customers.
Content marketing is a vital form of digital marketing for chiropractors. Studies show that the average consumer sees nearly 3,500 marketing messages a day. The majority of these, we ignore or block out. Content marketing seeks to solve the problem of marketing falling on deaf ears and blind eyes.
Content marketing uses blog articles, social media posts, emails, and other less aggressive forms of content to connect with target audiences. It focuses on what the consumer is passionate about within the realm of the industry. For chiropractic customers, this could be:
- Living with back pain
- Ways to reduce neck and back pain
- Cost-effective treatments
- How to find competent chiropractors
- Exercises to strengthen the core and lower back
These are just a few examples of how you can create content that shows your customers that you care about their overall well-being, not just their patronage. You can also use your emails to provide them with discounts, incentive programs and other valuable offers. This will reaffirm their confidence in you while encouraging them to continue to use your services.
Social media is an important platform in digital marketing for chiropractors. However, it might not be the easiest or most important patient acquisition channel. You can definitely increase your exposure through social media, but it takes a lot of time, energy, and focused effort to grow your social media following.
However, you should absolutely create a social media page, especially for your current customers. Here, you can keep them updated, lead them to your website, answer questions, and address concerns. However, it’s important to understand that people won’t necessarily follow your page unless they’re existing customers or have something to gain.
We’ve spoken briefly of emails and using them for content marketing. However, we need to dig into why email marketing is so vital for your business. This includes how to create an email list and design an email campaign.
Email marketing takes advantage of a primed target audience. By subscribing to your email list, your subscribers have already shown a level of interest in your chiropractic services. In other words, you have a direct line of communication and advertising to people who want what you’re selling.
Build your email list using landing page ads on your website, social media posts, and other paid ads. Encourage people to join your email list by offering exclusive discounts, free consultations, and other valuable perks.
You should have an automated set of emails designed to go out a few times a month. These emails will provide relevant, informative, and valuable content. Your subscribers must have the incentive to open your emails.
Ultimately, your emails should serve to remind people of your services. Ask how they’re feeling. Are they experiencing any pain or discomfort?
This will urge inspire people to come in for injuries, preventative care, pain, etc.
Pay Per Click Marketing
Finally, think about investing some money in pay per click advertising. PPC advertising isn’t incredibly dissimilar from Google Ads. You only pay for the measurable influence your ads receive.
A host will publish your ad on their website. You pay a predetermined amount anytime one of their website users click on your ad.
This can be especially effective when affiliating with other local businesses with similar interests. Some ideal businesses to team up with could be supplement retailers, fitness centres, and other health specialists.
Need Help With Digital Marketing for Chiropractors?
Do you want to look into your options for digital marketing for chiropractors? If so, why not work with the best digital marketing company for people in your industry?
Ready to talk about SEO or any of our other services? Scroll to the bottom of any of our service pages to book a call with us or send us a message. We look forward to hearing from you and are excited to help improve your practice!