Chiropractic Marketing

[cs_content][cs_section bg_image=”https://gravitydigital.com/wp-content/uploads/2018/01/chiropractic-marketing-header-5.jpg” parallax=”false” separator_top_type=”none” separator_top_height=”50px” separator_top_inset=”0px” separator_top_angle_point=”50″ separator_bottom_type=”none” separator_bottom_height=”50px” separator_bottom_inset=”0px” separator_bottom_angle_point=”50″ style=”margin: 0px;padding: 45px 0px 85px;”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ style=”padding: 0px;”][x_custom_headline level=”h1″ looks_like=”h1″ accent=”true” class=”cs-ta-center” style=”color: #00bcff;”]Chiropractic Marketing[/x_custom_headline][/cs_column][/cs_row][/cs_section][cs_section parallax=”false” separator_top_type=”none” separator_top_height=”50px” separator_top_inset=”0px” separator_top_angle_point=”50″ separator_bottom_type=”none” separator_bottom_height=”50px” separator_bottom_inset=”0px” separator_bottom_angle_point=”50″ style=”margin: 0px;padding: 45px 0px;”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ class=”cs-ta-left” style=”padding: 0px;”][cs_text]

Gravity Digital has been providing marketing solutions for small businesses since 2000, and in that time, we’ve discovered something… we like chiropractors.

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We’ve found that chiropractors care about people and usually approach marketing from a “helping” perspective.

Chiropractors have had to change along with the health and wellness industry as new technologies and research are available, so they have an easier time adapting to a never-ending supply of fresh marketing tactics, consumer behaviors, and business models.

Finally, chiropractors are passionate about what they do and have valuable insights, which has always been a necessity for good marketing. This blend of attributes has proven to be successful for our chiropractic marketing clients, so we’re sharing a plan providers of chiropractic care can use to help them take meaningful strides toward growing their practices.

The Chiropractic Marketing Plan below is comprised of techniques that have proven to be winners for our clients when it comes to reaching prospective patients online.

The order is important.

Don’t put the cart before the horse, but use discernment to adapt these chiropractic marketing ideas for the unique needs of your own practice.

[/cs_text][/cs_column][/cs_row][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ style=”padding: 0px;”][x_custom_headline level=”h2″ looks_like=”h5″ accent=”false” class=”cs-ta-left”]Chiropractic Marketing Strategy: Table of Contents[/x_custom_headline][cs_icon_list][cs_icon_list_item title=”Count the Cost and Know Where You are Going” type=”dollar” link_enabled=”true” link_url=”#count” link_new_tab=”false”]Count the Cost and Know Where You are Going[/cs_icon_list_item][cs_icon_list_item title=”It’s Not Just About “Who” You’re Talking to, It’s Also About “When”” type=”clock-o” link_enabled=”true” link_url=”#when” link_new_tab=”false”]It’s Not Just About “Who” You’re Talking to, It’s Also About “When”[/cs_icon_list_item][cs_icon_list_item title=”Make a Good First Impression on Your Site and Don’t Waste Traffic” type=”handshake-o” link_enabled=”true” link_url=”#impression” link_new_tab=”false”]Make a Good First Impression on Your Site and Don’t Waste Traffic[/cs_icon_list_item][cs_icon_list_item title=”Control Your Practice Information Across the Web” type=”map-marker” link_enabled=”true” link_url=”#control” link_new_tab=”false”]Control Your Practice Information Across the Web[/cs_icon_list_item][cs_icon_list_item title=”Build Brand Affinity on Social Media and in Your Community” type=”group” link_enabled=”true” link_url=”#brand” link_new_tab=”false”]Build Brand Affinity on Social Media and in Your Community[/cs_icon_list_item][cs_icon_list_item title=”Feel the Power: Use the Professional Tools of Social Media” type=”thumbs-o-up” link_enabled=”true” link_url=”#social” link_new_tab=”false”]Feel the Power: Use the Professional Tools of Social Media[/cs_icon_list_item][cs_icon_list_item title=”Use Social Media Ads to Deliver the Right Message to the Right Person at the Right Time” type=”window-restore” link_enabled=”true” link_url=”#ads” link_new_tab=”false”]Use Social Media Ads to Deliver the Right Message to the Right Person at the Right Time[/cs_icon_list_item][cs_icon_list_item title=”Take Advantage of Google’s Ad Networks” type=”google” link_enabled=”true” link_url=”#google” link_new_tab=”false”]Take Advantage of Google’s Ad Networks[/cs_icon_list_item][cs_icon_list_item title=”Become a Resource for Health Information” type=”book” link_enabled=”true” link_url=”#resource” link_new_tab=”false”]Become a Resource for Health Information[/cs_icon_list_item][cs_icon_list_item title=”Review Performance and Adjust Your Strategy” type=”line-chart” link_enabled=”true” link_url=”#review” link_new_tab=”false”]Review Performance and Adjust Your Strategy[/cs_icon_list_item][cs_icon_list_item title=”Resources Referenced in this Guide” type=”chain” link_enabled=”true” link_url=”#cta” link_new_tab=”false”]Resources Referenced in this Guide[/cs_icon_list_item][/cs_icon_list][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ style=”padding: 0px;”][x_custom_headline level=”h2″ looks_like=”h5″ accent=”false” class=”cs-ta-left” style=”color: hsl(204, 100%, 50%);”]Chiropractic Marketing Plan – Free Download
+PLUS A FREE BONUS![/x_custom_headline][cs_text]

chiropractic marketing plan Take this guide to go!

We’ve made this entire chiropractic marketing plan available as a free ebook.

+PLUS, as an added bonus, we will give you our Google Ads for Chiropractors Case Study!

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We hold a fundamental belief that every marketing activity should be tied to a goal.

We measure our efforts against these goals to know if we’re succeeding.

When it comes to chiropractic marketing goals, we’re usually talking about a number of new patients and the frequency and recency of existing patient appointments.

2 THINGS EVERY CHIROPRACTOR SHOULD KNOW BEFORE THEY RUN ADS ON FACEBOOK OR GOOGLE

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These goals can be made even more potent by adding a “why” to it. For example, “if I can increase new patient visits by 50 per month, I can open a second location.” Find what motivates you.

After you begin implementing some of the marketing activities below, you’ll want to set marketing targets to go along with your business goals.

For example, if your goal is 50 new patients per month and you know it takes 100 website visitors to get a single appointment request through your website, you can do a quick funnel analysis to know how much website traffic you need to reach your business goal (5,000).

Always collect data to help find ways to improve your conversion rate so that your marketing targets get easier to reach.

It is also beneficial to determine the average Lifetime Value of one patient.

Knowing the lifetime value will give a better idea of how much you will want to spend to acquire one new patient. As you begin to analyze the results of your chiropractic marketing campaigns, it will be much easier to determine success or failure if you can weigh how much you’re spending to acquire a patient against how much you want to be spending.

As a general rule (take with a grain of salt), think about budgeting ten percent of your growth goal toward acquiring new patients. If you want 50 new patients per month and the average lifetime value is $1,000, that’s a revenue target of $50,000 per month. In this example, $5,000 would be an appropriate monthly marketing budget to reach that goal.

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Not sure where to start on your goals? Remember to keep it SMART…

Google Analytics

With analytics, you can track just about anything.

You can set up goals and conversion paths to help you see where visitors are getting stuck, you can keep tabs on your best traffic sources and most engaging content. You can even track demographic data for your website visitors that can be used in advertising campaigns.

You will hopefully get to watch as your traffic and conversion percentages continue to move up and to the right.

Google Analytics is free to use, but someone on your team will need to invest some time to learn to use the platform.

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Hotjar

Hotjar can help track user experience by allowing you to watch screen recordings of your website sessions, review heat maps and scroll maps of any page on your site, and survey visitors about their experience. There are free and paid versions.

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Other Tools

A couple of tools that we use that help identify and evaluate keywords are: Moz (Keyword Explorer) and SEMRush (Keyword Magic).

When it’s time to rollout your SEO strategy on your site, it may require the assistance of a developer. If you’re using a WordPress site, YOAST SEO is a great free plugin to help make sure that you have all of your optimization boxes checked.

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Your website will always be your home base online, but there are increasingly more ways for people to find and engage with your brand off of your website.

These outlets are generally referred to as directory listings and they include sites like Yelp, Foursquare, CitySearch, Vitals, Wellness.com, DocSpot, Google, Bing, Apple, and dozens more.

For a local business like a chiropractic practice, these listings can greatly impact your reputation and the ability for people to find and interact with you.

In all likelihood, these listings have already been created for your business and probably contain inaccurate or incomplete data. The companies that create these listings scrape the internet for data and use crowd sourced information to provide information about your practice to the public.

Literally anyone can suggest a phone number, address, specialty, or leave a review.

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With bad information floating around about your business, it can make it hard for people to get in touch or understand who you are and what you do, and it simply looks unprofessional.

On the flip side, if you control the data, it’s easy to get in touch, it makes your business look more attractive, it’s easy to promote marketing messages and business information, it sends positive signals to Google that effect search results for your website, and you look professional by providing consistent and accurate information across the web.

In addition, you can monitor and respond reviews left on listing sites which helps with brand affinity and service recovery efforts.

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One of the benefits that we’ve found with marketing for chiropractors is that there tends to be a strong community that forms around their practice. Chiropractic works, and chiropractic patients like to talk about their experience and promote the people who have made them well. Allow your fans to amplify your message on social media. Don’t worry about trying to tackle every channel. Focus on those where your personas spend the most time. Facebook is a must.

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You need someone on your team to “own” this responsibility. They should be a digital native, they should be friendly and community minded, and they should have earned enough of your trust to be your voice on social media. This is a valuable person to have on your team. If you already have them, count yourself blessed. We’ll call this person a “Community Manager”.

Not every chiropractic practice that we work with is able to build community organically on social media, but the ones that do find that it has become a snowball that continues to build momentum. Before you know it, you can have a large, loyal following that helps you tell your story.

Your designated social media person / community manager should always have their radar turned on to identify “shareable” moments. The goal is to give your practice a face, a personality, and a heart.

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Share funny moments that happen in the clinic
Congratulate employees on achievements
Post photos from local events (set up a booth for free adjustments at 5k’s, etc…)
Take advantage of Facebook Live
Promote giveaways
Give inspiration
Tag other businesses you like
Use hashtags if you’re on Twitter or Instagram
Keep content more professional if you’re on LinkedIn (for referral-type personas)
Promote what other local businesses are doing

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The important thing is that you don’t fake it. People can smell “fake” a mile away. Care about what you do, have fun with what you do, and share those experiences with your online community. You’ll be amazed at the results. Remember, people don’t use social media to “buy now”, but they will attach themselves to your brand and become customers if you become a resource and provide value before you ask for anything. Show them that you care about them and they will care about you.

If you have multiple chiropractic clinics, you will want to set up “locations” through Facebook. Your main page will be your “Brand” page, and each location will have its own sub-page. These locations will be available from your main page, and you’ll now have a map that displays where your locations are. We recommend using the setting that pushes all “Brand” page posts to your location pages unless you have a Community Manager for each location. More on setting up your Facebook Locations here.

[/cs_text][cs_alert heading=”<span style="font-size:2em">Is Facebook Organic Reach Dead?</span>” type=”danger” close=”false” _order=”0″]In January 2018, Facebook announced that users would see a decrease in content in their newsfeeds from businesses, brands, and publishers. While organic reach was already at 1-2%, many marketers expect it to fall to zero. Organic posts are still important, but you’ll need to pay in order to reach your audience. Keep reading for some best practices on maximizing your budget.[/cs_alert][/cs_element_column][/cs_element_row][/cs_element_section][cs_element_section _id=”174″ ][cs_element_row _id=”175″ ][cs_element_column _id=”176″ ][x_custom_headline level=”h2″ looks_like=”h2″ accent=”false” class=”cs-ta-left” style=”color: #00bcff;”]Feel the Power: Use the Professional Tools of Social Media[/x_custom_headline][x_gap size=”25px”][/cs_element_column][/cs_element_row][cs_element_row _id=”179″ ][cs_element_column _id=”180″ ][cs_text _order=”0″]

Many chiropractic practices have dabbled with boosting posts on Facebook, but few are truly aware of the tools that are available to them. Facebook Business Manager is one of the most powerful tools available to chiropractic marketers, and it is completely free (not including ad spend).

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However, it is important that you discover the professional tools of whatever platform you are using. You should already have set up your listing through Google My Business, which now supports social posting in addition to Google+, and you should also explore LinkedIn Campaign Manager if your personas spend time there.

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It can be a bit confusing to get going, but once you learn how to navigate the platform, you can do some amazing things. If you haven’t already set up Business Manager, you can follow the three-step process in our guide to setting up Facebook Business Manager.

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After your Business Manager is created, one of the first things to do is create some custom and lookalike audiences. From the main Business Manager menu, under the second column from the right titled “Assets”, click on “Audiences”.

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From here, you are going to create a variety of custom audiences based on the data that you and Facebook have collected and will continue to collect in the future.

As you create these audiences, think about different ways that you can segment people.

Here are some examples:

[/cs_text][/cs_element_column][/cs_element_row][cs_element_row _id=”193″ ][cs_element_column _id=”194″ ][x_feature_list][x_feature_box title=”Create a Custom Audience from an email list. ” title_color=”#00bcff” text_color=”” graphic=”icon” graphic_size=”60px” graphic_shape=”circle” graphic_color=”#ffffff” graphic_bg_color=”#00bcff” align_h=”left” align_v=”top” side_graphic_spacing=”20px” max_width=”none” child=”true” connector_width=”1px” connector_style=”dashed” connector_color=”#272727″ graphic_icon=”envelope”]If you use Mailchimp, you can sync directly so that this list is always up to date, otherwise you can import a .csv file. If your email list is already segmented, import your different segments and name them accordingly. [/x_feature_box][x_feature_box title=”Create multiple Custom Audiences based on website activity. ” title_color=”#00bcff” text_color=”” graphic=”icon” graphic_size=”60px” graphic_shape=”circle” graphic_color=”#ffffff” graphic_bg_color=”#00bcff” align_h=”left” align_v=”top” side_graphic_spacing=”20px” max_width=”none” child=”true” connector_width=”1px” connector_style=”dashed” connector_color=”#272727″ graphic_icon=”desktop”]You can create an audience for all website traffic, for visitors of specific pages (think service pages, location pages, topic related pages for certain conditions, etc), create an audience based around time on site or time on specific pages, create audiences related to your pixel events (form submissions, purchases, etc.). These different segments can be very powerful if you want to promote a very specific message later on to a very specific group of people. You will have a highly qualified audience! Think about sending out back pain information to people who you know have already downloaded your guide on back pain, or promoting acupuncture messages to people who have spent significant time reading your acupuncture service page.[/x_feature_box][x_feature_box title=”Create multiple Custom Audiences from people who have engaged with you online in different ways. ” title_color=”#00bcff” text_color=”” graphic=”icon” graphic_size=”60px” graphic_shape=”circle” graphic_color=”#ffffff” graphic_bg_color=”#00bcff” align_h=”left” align_v=”top” side_graphic_spacing=”20px” max_width=”none” child=”true” connector_width=”1px” connector_style=”dashed” connector_color=”#272727″ graphic_icon=”share-alt”]You can create them based on viewing certain videos, engaging with your page, posts, ads, or via Messenger, create an audience based on Instagram engagement, and others based on Facebook Event responses if you’ve had any. Again, if you want to promote your next Facebook Event, or run a campaign to generate engagement around your content, you’ll have a very qualified audience to target. Someone watched your video on decompression? They might be interested in a blog post on a related subject or a special offer. Right Person, Right Message, Right Time.[/x_feature_box][/x_feature_list][x_image type=”none” src=”https://gravitydigital.com/wp-content/uploads/2018/01/fbaudiencetypes.jpg” alt=”” link=”false” href=”#” title=”” target=”” info=”none” info_place=”top” info_trigger=”hover” info_content=”” style=”margin-right:auto;margin-left:auto;display:block;”][cs_text _order=”0″]

You will be prompted after setting up these audiences to expand them by creating Lookalike Audiences. These are a gift from the marketing gods.

Create a Lookalike Audience for each of your Custom Audiences. Set the location to United States and your Audience Size to “1”. Facebook will then find people who are similar to the people you’ve identified in each segment that you’ve created.

Now, you have the ability to reach new people for your specific marketing messages based on people who you already know are interested. Your Lookalike Audience will likely be around 2.1 Million people, but you will be able to drastically narrow this down later as you set your geographic and demographic parameters in ad creation. The 2.1 Million people represents the 1% of the population in the United States that most closely resemble your sample audience.

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It can sometimes take a couple of hours for your audiences to be populated by Facebook, and you need at least 100 people in your Custom Audience to create a Lookalike. The bigger your sample, the more accurate the lookalike will be. The good news is, your Custom and Lookalike Audiences are dynamic (except for subscriber .csv imports) and will continually be updated in real-time, so they will just keep getting better and better as they grow.

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Now that you have created some Audiences, you can begin to see how you can deliver relevant chiropractic marketing messages to people who are actually interested in what you have to say. Before we jump into ad creation, it’s important to understand the basics of ad types, structure, and placement.

Facebook/Instagram allow you to create multiple ad types based on the goal of your campaign. Briefly, they are:

Reach: Show your ad to the maximum number of people.
Brand Awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it.
Traffic: Send more people to a destination on or off Facebook such as a website, app or Messenger conversation..
Engagement: Get more post engagements, Page likes, event responses or offer claims.
App Installs: Get more people to install your app.
Video Views: Get more people to view your video content.
Lead Generation: Drive more sales leads, such as email addresses, from people interested in your brand or business.
Messages: Get more people to send messages to your business in Messenger.
Conversions: Drive valuable actions on your website, app or in Messenger.
Catalog Sales: Create ads that automatically show items from your catalog based on your target audience.
Store Visits: Get more people nearby to visit your brick-and-mortar locations.

Next, Think of your Facebook/Instagram advertising in three levels: Campaigns, Ad Sets, and Ads.

[/cs_text][x_feature_list][x_feature_box title=”Campaign” title_color=”#ffffff” text_color=”#ffffff” graphic=”icon” graphic_size=”60px” graphic_shape=”circle” graphic_color=”#00bcff” graphic_bg_color=”#ffffff” align_h=”left” align_v=”top” side_graphic_spacing=”20px” max_width=”none” child=”true” connector_width=”1px” connector_style=”dashed” connector_color=”#272727″ graphic_icon=”bullhorn”]An ad campaign is unified by a singular goal. You could run a campaign to promote a new service offering, another one to encourage event responses for a 5K you’re hosting, or another branding campaign to drive awareness. Within a campaign you may have multiple images, headlines, ad texts, or audience targeting options – but they all point toward the same goal and drive.[/x_feature_box][x_feature_box title=”Ad Sets” title_color=”#ffffff” text_color=”#ffffff” graphic=”icon” graphic_size=”60px” graphic_shape=”circle” graphic_color=”#00bcff” graphic_bg_color=”#ffffff” align_h=”left” align_v=”top” side_graphic_spacing=”20px” max_width=”none” child=”true” connector_width=”1px” connector_style=”dashed” connector_color=”#272727″ graphic_icon=”window-restore”]Ad sets are the different segments of your campaign that you can test against each other. You may want to test different custom audiences to see which perform the best. The more ad sets you have, the more you can optimize, but it also means that your budget will need to be larger. More testing requires more impressions, which requires more dollars.[/x_feature_box][x_feature_box title=”Ads” title_color=”#ffffff” text_color=”#ffffff” graphic=”icon” graphic_size=”60px” graphic_shape=”circle” graphic_color=”#00bcff” graphic_bg_color=”#ffffff” align_h=”left” align_v=”top” side_graphic_spacing=”20px” max_width=”none” child=”true” connector_width=”1px” connector_style=”dashed” connector_color=”#272727″ graphic_icon=”window-maximize”]• Ads: Ads are the individual ads that are comprised of your different creatives and targeting options. For example, one ad could be Image A with Headline C, and Ad text B.[/x_feature_box][/x_feature_list][cs_text]

You will have different Placement options for different Ad Types. The different options you might encounter are:

Desktop Newsfeed
Mobile Newsfeed
Right Column
In-Stream Video
Instagram Feed
Instagram Stories
Messenger
Audience Network

Now it’s time to get some quick wins. Once you start creating a steady stream of content (more on that later), you will have more advertising options, but for now there are a couple of campaigns you can start running:

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By this point in the process, your community manager should be posting a lot of “feel good” content on your Facebook page. If you’ve been disappointed by the level of engagement, there is a reason (and it’s not your community manager’s fault).

Facebook has an algorithm in place that heavily restricts business page posts from appearing in News Feeds. It has absolutely become pay-to-play. The good news is, your posts can gain big traction if they are engaged by people from their personal profiles. Because if “Sandy” shares or comments on something from your Business Page, her friends will see it in their News Feed because “Sandy” is not restricted by the algorithm. Here is how we generate that engagement:

Step 1: Make sure the stuff being posted on your page is real, fun, and not sales-ey.

Step 2: “Boost” your posts to the relevant audiences you’ve created. Put $1 a day for 7 days for each post. Most of the boosts can end naturally after 7 days, but occasionally you’ll have some “unicorns” that perform very well. Increase the budget and duration of these promotions.

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As your Custom Audiences begin to grow, you will have the ability to target groups of people that Facebook has identified as interested in various aspects of your chiropractic practice. If you know that you have a list of people who have read your article on cryotherapy, then it makes sense to place ads in front of them to remind them of your cryotherapy services or let them know about any specials. When it comes to Bottom-of-Funnel ads, you can experiment with a variety of settings and creatives. Just remember to ask your audience to take some kind of action in the ad and on the Landing Page (if you’re using one).

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Experiment with different creatives:

Use a variety of different images: try some photos of your facility/team, try some stock images, etc. If you don’t have an experienced designer in house, there are some great free tools that can help. Read our post on Three Free Image Tools for Healthcare Marketing.
Try using video. Add subtitles, as videos play without sound by default on Facebook until they are clicked. Are there any loyal patients you know that would do a testimony? With video, the first three seconds are vital for grabbing attention. Don’t use an intro, cut right to the good stuff.
Go back and read your Buyer Persona documents before you write your headlines and ad texts. Test multiple options to see which ones will resonate the best. It can also be helpful to check comments, messages, etc. to see the way that people talk about your service. What words do they use to talk about the benefits?
Facebook can be fairly restrictive when it comes to advertising in the healthcare space. To ensure that your ads are approved, be sure that you focus on the benefits of your services and don’t use to much “you” language. Make sure that any text on top of your images takes up less than 20% of the entire image. You can check here to be sure you’re in the clear: Facebook Text Overlay Tool

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Now that you are reaching qualified audiences on social media, it’s time to turn attention toward Google.

The Google Ads platform (called Google AdWords before August 2018) is divided into two networks: The Search Network and the Display Network (which includes YouTube). Both of these networks are valuable for your chiropractic marketing efforts.

Just like Facebook, placing ads through Google can help you put relevant messages in front of specific audiences – only on a larger scale.

Google is the World’s most used search engine and they over 2 Million websites in their display network that are available for your ad placements. Like any powerful tool – it takes some training. Google offers free courses to help anyone on your team learn to use the platform.

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Paid search ads appear above and below Google’s organic search engine page results. You can put them to use by identifying keywords that your audience is searching for, and creating text-based ads that direct people to your resources on the keyword topics. Paid search ads are great for reaching potential new patients who are actively looking for your services right now. If you don’t already have an organic search strategy in place, paid search is a great way to start getting qualified traffic immediately. It’s also a great way to supplement your organic search rankings.

Pro Tips for Paid Search:

Run campaigns around all of the treatments you offer and conditions that you treat. Try to use words that your patients would use, and consider Google’s recommendations for keyword expansion.
Run a branded campaign for your organization name. This may seem redundant as you will likely hold the top organic spot, but it’s all about taking up as much real estate on the search result page as possible. Clicks will be cheap, and your relevancy score will be higher than any competitors attempting to run ads around your organization’s name so you can get higher placement easily.
Placement and performance of your ads is complex, but there are a few things to keep in mind when analyzing how your ads are performing and trying to determine why your ads are above or below your competitors’ ads. There is a very quick, near instant, auction after a search. Google uses this auction, and it’s associated factors to determine placement. In terms of Placement and Performance, here are a few things to be aware of:
- Ad Rank: The position of a paid search ad.
- Bid Amount: How much an advertiser is willing to pay per click.
- Quality Score: An estimate of the quality of your ads, keywords, and landing pages. (NOTE: Higher quality ads can result in lower costs per click and better Ad Rank.)

Keep your message clear. Allow the visitor to accomplish their objective, based on their search, when they arrive at your site. This is known as user-intent. Not only does Google look at this, it’s a healthy way to think and operate.
Stay organized by running multiple campaigns. Rather than running a single campaign with a long list of keywords and ads, group your keywords, ads, and landing pages. You’ll be able to better manage, optimize, and spot performance issues with your campaigns.
Use ad extensions to provide extra features on your ads. Extensions include call buttons, location information (great if your chiropractic practice has multiple location!), links to specific parts of your website (such as conditions you help treat), and additional text (like therapies and treatments you offer).

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Chiropractors should also look at the Display Network on the AdWords platform. Why? Because the Google Display Network reaches 90% of Internet users.

Within the network there are several ad types, placement opportunities, and targeting options. There are a variety of different targeting combinations that can be used. That’s where the power of the Display Network is. We can’t cover everything, but here are the features chiropractors should pay attention to.

Ad Types:

Text: Very similar to the Google Search ads. A headline, two lines of text, and a URL.
Image: These ads come in a number of formats, but they are essentially banner ads. You can provide your own designs, or rely on Google’s platform to build responsive ads.
Video: Any video asset you have can become an ad.

Placements:

Websites: Google’s Display Network includes over two million websites.
Apps: There are over 650,000 apps in the Network.
Gmail: These ads appear in Google’s mail platform.
YouTube: Almost 5 billion videos are watched on YouTube daily, it’s a great place to run ads.

Targeting:

Keyword Targeting: Target ads to people visiting websites, using apps, and watching videos that contain words or phrases related to your chiropractic services, or conditions you treat.
Topic Targeting: Similar to keyword targeting but rather than providing a list of keywords, choose from Google list of provided topics, currently over 2,200 topics.
Placement Targeting: Specify a list of websites where you want to run ads.
Audience Targeting: Display ads to specific groups of people:
- Affinity: Just over 100 categories.
- In-market: Just under 500 categories.
- Retargeting: People that have visited your website.

Pro Tips for Display Ads:

Put yourself in your personas shoes. Where do they spend time on the web? Where do they turn for information? Figure this out and serve ads to your audience where they are.
Context is key. Use same principles of relevancy that we discussed in social ads: right message, right person, right time. Think about the journey a potential patient takes and speak to where they are in that process.
YouTube has a few nuances you’ll want to be aware of. You’ll need to have a YouTube account and channel. With any video ad, make sure to grab the viewer’s attention within the first few seconds.
Get specific with retargeting when possible. Create an audience for visitors of specific service pages and serve retargeting ads for that service. Be aware that Google can disable retargeting audiences and they have been known to do that within the health and wellness space. If you run into difficulties, consider other retargeting services like Perfect Audience.
Use Google Tag Manager. Digital marketing requires installing a lot of tags, or snippets of code, on your website to help with tracking, stats, etc. Use Google Tag Manager to keep it as simple as possible and require as little input from a developer or programmer as possible.

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You have defined your personas and you have created social media and advertising channels to deliver your messages to qualified segments. Now it is time to boost all of your efforts by creating regular, helpful content on a blog. If you have the ability to create video content as well, then do it. Some chiropractors find that creating videos, and then having a transcript created and re-written is the easiest way to regularly blog. There are very affordable transcription options like Speechpad available.

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Decide on how often you think that you can realistically publish a blog post and then hold yourself to it.

Regular content will build brand affinity, create trust, and establish you as a resource with your audience. It will create regular opportunities for social media connections to share your content with their friends.

Create content around topics that are relevant to each of your personas at each stage of the Patient Value Journey. Each blog post, just like each page of your site, should include a Call to Action that invites the visitor to take the next step.

Make sure that the Call to Action that you select is appropriate for the stage they are at and topic they are reading about.

You should have opportunities on your website for visitors to subscribe to an email newsletter. You can set up multiple lists for people to be able to manage their preferences on the type of content they want to receive, and allow you to segment them to provide more valuable content down the line.

These can be topic related, clinic location related, or any other type of segment that would be useful for your patients and your practice.

Content lends itself to email marketing. A regular newsletter is a great idea for sharing your blog content. Share your articles or videos that have generated the best conversion rates, the most traffic, etc. Your email marketing should have options for sharing on various channels and should also have links to leave you a review.

There is an added benefit to creating regular blog content: organic search results. We’ve saved this for last because it is the most labor intensive and it takes the longest to achieve. You’ll have more capacity, confidence, and hopefully more new patients, if you get some quick wins with other strategies first.

There is, however, great benefit to having the top spot for organic search. If you have done any research on SEO strategy in the last few years, it’s important to note that things have changed recently as Google’s machine has gotten smarter.

We used to be able to pick a keyword, cram a page full of that keyword, and then go buy a bunch of cheap backlinks from junk sites and voila, we rank for that search phrase.

Not so anymore.

Google has caught on to these tactics and serves up penalties for sites that still use these methods.

Google’s primary concern is to provide relevant results for their users, and it can tell when a page has been stuffed with keywords – which is not fun for anyone to read or relevant for the searcher.

Google has also gotten better at measuring the “intent” of the searcher. A search phrase may now result in top results that are topically related but don’t actually include the search phrase. They want to identify what the searcher actually wants and then deliver the best result.

For chiropractic marketers that means two things: 1. No Junk Content. It has to be real and helpful. 2. It is better to try and own a “topic” rather than a specific search phrase.

As a local chiropractic organization, the first topics that you will want to “own” are the ones that people are searching for at the bottom of the funnel: “Chiropractic Practice” and related terms. Beyond that, use a tool like Moz or SEMRush to determine what searches are being performed that are most relevant to your personas and your services. Think “Back Pain”, etc. Think of these Core Topics as the “Pillars” of your content strategy.

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For each “Content Pillar”, create a page on your website that covers the topic from top to bottom.

It should be both broad and deep.

If you’re using a tool like SEMRush, it can help you identify subtopics that can be used as different sections or “subheadings” of your page. If you aren’t using a service, just type your topic into the Google search bar.

What questions popped up in the autofill?

That’s what people are searching for and you should cover those questions deeply. Scroll down the search result page and find the section that says “people also searched for”, cover these subtopics as well. Finally, at the very bottom of the page you’ll see more related searches. When you are done writing, the page should be long (thousands of words), answer any question the reader may have, and Google should find it VERY relevant for the topic.

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To help make the page more digestible, use a lot of images and video, provide an anchor link table of contents to help readers easily find what they are looking for, and also a floating button that allows them to scroll back to the top.

It can also be helpful to provide a way to download the page as a PDF, as many readers will want to keep the information for reference or just may find it easier to read a pretty PDF rather than a web page. Finally, be sure that you have natural conversion opportunities on the page. Your Pillar pages are valuable, and conversion should happen there.

Once you have a Topic Pillar page in place, make sure it is easy to navigate to (perhaps in your main navigation), and then connect it to your content web.

There should be many roads leading to this page (via links) from relevant pages.

Because your topic is so broad, there are probably many existing pages and posts that make sense to connect it to. Think outside your site as well – YouTube videos, guest blogs, etc. The more links from quality sites that you can get to this page, the better. It should also guide your topic plan for your blog. Write blog posts related to the various subtopics of your Pillar Page and then link the blog posts to the page. These are all signals to Google that your page is relevant not only for the broad topic, but for the subtopics as well.

There is another change to consider from Google’s latest search results pages. Google is now trying to provide answers to search queries without the searcher leaving the results page. It used to just be ten blue links on page one, now you need to consider search features like Map, Reviews, Photos, Video, Featured Snippets, etc. Consider using structured markup on your page in order to take advantage of these features.

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You can read more about Google’s Search Features here.

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At the beginning of this process, we set a business goal for new patients and marketing targets to support that goal. At least once per month, it’s important to review all of your marketing activities to see which ones are bringing you closer to your goal and which ones are wasting your time and money. What traffic sources are resulting in the most conversions? What type of content and what topics are resonating the most with your personas? Is the audience that you are building ideal/qualified? Do you need to adjust your message to qualify them more? What is your Cost per Acquisition or Engagement (depending on your goal) for each campaign? Are you growing?

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There is great value in building a loyal following online. They become your promoters and result in real dollars. With that in mind, let the data dictate your path forward. Most of the tools we’ve mentioned and all of the ad platforms provide their own analytics, but there are solutions that help tie everything together so that you can see it all in one place and get the big picture. We are big fans of databox, but there are several others as well.

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We’ve covered a lot of ground in this guide. You may be a bit overwhelmed getting started, but once you learn the tools and your audience it will get easier and the results will continue to improve. Marketing technology and consumer behavior changes fast and it’s important to keep a pulse on what’s happening. Our strategies have changed quite a bit just in the last year and will continue to evolve. Continue to learn. Consider attending a conference. Inbound by Hubspot is a great one, as is Traffic & Conversion by Digital Marketer. These events are a lot of fun and you’ll learn from some of the best marketers in the world.

We genuinely hope this Chiropractic Marketing Guide has helped you. If you have any questions or comments, or have a suggestion about where we could expand this guide, we’d love to hear them!

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