Gravity Digital has been providing marketing solutions for small businesses since 2000, and in that time, we’ve discovered something… we like chiropractors. 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. The order is important. Don’t put the cart before the horse, but use discernment to adapt this plan for the unique needs of your own practice.
Table of Contents
Chiropractic Marketing Plan – Free Download
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Count the Cost and Know Where You are Going
The question I ask myself like almost every day is, ‘Am I doing the most important thing I could be doing?’Mark Zuckerberg
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. This goal 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 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 of 50 new patients per month (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.
It’s Not Just About “Who” You’re Talking to, It’s Also About “When”
If you’ve dabbled at all in digital marketing in the last two or three years, you know how difficult it has become to grab attention. Think about your own habits as you scroll through your newsfeed. How many status updates, shared articles, videos, and ads do you scroll past before you stop and actually engage with something? Because of the sheer volume of content being produced every second, chiropractic marketers run the danger of wasting time and money because they haven’t said the right thing to the right person at the right time.
In order to earn the attention of your audience, it takes some work. The first step is developing your Buyer Personas. Some of our clients have a single buyer persona, while others have three or four. Think about who your ideal patient is, or your best referral source. Depending on the type of chiropractic practice you have, your ideal patient may be an athlete dealing with injury, a mom who’s focused on wellness for her family, a retiree who wants to age well, etc. Buyer personas don’t always represent patients. If referrals are important to your practice, think about who your best referrer is. Is it a specific type of healthcare provider, is it a worker’s comp case worker, or is it an attorney who specializes in auto accidents?
Once you’ve decided who you initially want to reach, we recommend creating a semi-fictional persona based on this person. Even give them a name: Wellness Wanda, Retired Rita, or Attorney Alan. Document everything you know about this person.
Answer questions like:
- What are their goals and challenges?
- What are they looking for in a chiropractic provider?
- What are their pain points?
- What is their income level?
- What is their education level?
- How do they spend their day?
- Where do they spend their time online?
- Who influences them?
- What interests do they have?
These personas can continually evolve as you get to know them better and refine what your ideal buyer looks like.
Now that you know “who” you are talking to, it’s time to talk about “when”. In a traditional buyer’s journey marketing funnel, there are 3 stages:
- Awareness Stage: The buyer realizes they have a problem.
- Consideration Stage: The buyer defines their problem and researches options to solve it.
- Decision Stage: The buyer chooses a solution.
In recent years, this funnel has become less linear and more jumbled. People tend to enter at different stages and bounce around a lot. What’s important to take away here is that you need to have a plan to talk to each of your personas in different ways for each stage of this funnel. If you say “Book an Appointment” to someone who has never heard of you and is just starting to research their problem, you are likely going to encounter a lot of waste in your efforts. Remember, healthcare consumers are becoming more and more empowered to research their issues and their providers before they make a decision. Stay relevant by answering the questions they have at whatever point they find themselves in their journey.
Here are some examples:
In the Awareness Stage of the Buyer’s Journey, help your personas understand their problems. For example, you could discuss topics like improving function, the side effects of pain pills, speeding up recovery, etc. for an athletic persona, whereas you may want to discuss vitamin deficiency, deteriorating health, lack of blood flow, etc. for a persona dealing with neuropathy. For a retiree, they may be interested in topics related to the effects of sitting, poor sleep, stress, etc.
In the Consideration Stage, present your services as possible solutions to the problems (outlined in the Awareness Stage) that your personas are facing and compare them with other options (perhaps PM&R, general practitioners, orthopedic surgeons, etc.).
In the Decision Stage, you get to talk about what sets your practice apart from your competition in the same field. Remember that different personas may be looking for different things, so have a plan to talk to each of them in this stage. One persona may take comfort in non-invasive options and prioritize convenient scheduling and an accommodating staff, while another may be more interested in knowing that you offer the most cutting-edge therapies, and yet another may be most concerned about value, professionalism, and effectiveness.
Document your plan for each persona at each stage of the funnel, it will make your future tasks much easier and more effective.
Make a Good First Impression on Your Site and Don’t Waste Traffic
The patient experience usually begins either on the phone or (increasingly) through one of your digital channels. Make a good first impression by providing what visitors are looking for quickly and with as little friction as possible. You don’t want prospective customers leaving your site because they are frustrated that they can’t find what they are looking for. Attention spans are short these days.
Providing relevant information on your website is a concept that sounds simple, but there is a problem that we often face…
As small business owners, it is incredibly difficult to separate what we want to tell a prospective customer from the actual information that they are looking for. We want to jump into our services, our background, our education and certifications, and all of the things that we’ve worked so hard for and believe in. Here’s a marketing secret:
What your website visitors really want to know is…
What’s in it for me?
The answer will vary from page to page based on the topic of the page and the needs of the visitor.
Data is the best way to discover what your website visitors want to know, but if you aren’t already collecting data, start with knowledge of your personas and the most frequently asked questions that your staff receives on the phone or through contact forms.
Provide a Live Chat option in case the visitor has a question that can’t be immediately found. You can even set up chat bots to help answer some of the most frequently asked questions without staff ever needing to get involved.
Once you’ve provided the initial information the visitor is looking for, immediately offer an opportunity to go deeper or take the next step in the Buyer’s Journey. The next step could be to download a resource, read another article, subscribe to a newsletter, follow on social, or the ultimate prize… Schedule an Appointment. Choose the most relevant call to action for the content on the page and the position in the Buyer’s Journey. There should be some kind of action to take to move forward on every page.
As you begin to see your site through the lens of providing what the visitor is looking for and offering a next step, your conversion rates will improve. This can be done by regularly evaluating the user experience by monitoring activity on your site. Data can help you see what visitors are looking for and alert you when they are having a hard time finding it. A couple of standard tools to help track user activity:
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.
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.
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.
Control Your Practice Information Across the Web
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. If you’re curious to know the status of your listings, you can perform a scan here.
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.
There are a few services that can help manage all of these listings. We typically use Yext, which we’ve found to be very powerful. If you have an interest in identifying loyal patients and generating a lot of new reviews, there is a service that partners with Yext called Binary Fountain that can help.
Build Brand Affinity on Social Media and in Your Community
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.
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.
- 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
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.
If you are using YEXT, your community manager should regularly update photos, promotional messages, etc. across your listing network.
Is Facebook Organic Reach Dead?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.
Use Social Media Ads to Deliver the Right Message to the Right Person at the Right Time
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:
- External Website: Promote your website or specific pages/posts from your website.
- Lead Generation: Uses a form directly on the ad to collect lead information in exchange for something that you offer.
- Facebook Messenger: Start a conversation in Messenger with your subscribers. There is a great tool to use along with these called ManyChat that can help you build a subscriber list and automate messages.
- Local Awareness: Promote your message based on Geography.
- Instagram Story: Promote a photo or video that appears between people’s stories on Instagram.
- Brand Awareness: Find Audiences most likely to recall your ads.
- Page Likes: Generate Page Likes for your page.
- Page Post: Boost your stories for engagement.
- Mobile App Install: Get people to download your app.
- Place and Place Post: Promote your Facebook Place.
- Event: Encourage Facebook Event responses.
Next, Think of your Facebook/Instagram advertising in three levels: Campaigns, Ad Sets, and Ads.
An ad campaign is unified by a singular goal and message. 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 the same message.
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.
• 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.
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
- Audience Network
In general, we avoid audience network and right column but use all others as the situation dictates.
After reading all of these ad options you are probably thinking that it is a LOT to manage. It can be, depending on how much testing you want to do. Facebook’s Power Editor (Navigate there from the menu in Business Manager) is where all of this is set up, but there are other tools that are more user friendly and make management and testing much easier. We use Adespresso and like it a lot. Adespresso simplifies ad creation, reporting, and optimization.
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:
Brand Affinity / Community Engagement Campaign
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: Create a campaign that looks like this:
Promote Page Post, set it to promote all recent posts and promote them for a couple of days.
All Newsfeeds: Desktop, Mobile, and Instagram. Skip Audience Network and Right Column.
You should have a lot of good options that you’ve created. But no-brainers are the Custom and Lookalike Audiences for your Page/Post/Ad Engagement and your Page Like Custom and Lookalike Audiences. Be sure to set your geography. Pick an area where you think people will realistically drive to your practice.
Two to three dollars a day is usually sufficient for most local audiences.
Optimize for Engagement.
Bottom of Funnel Ad Campaign
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).
There are many that could work: Use external website to direct your audience to a landing page on your site, use lead gen to deliver downloadable offers or request information, Messenger ads can allow them to ask questions or engage with your staff directly, Instagram story can be great if you have a short video to use, and event is great if you are seeking registrations for an event.
Depends on the Ad Type.
Target the Custom Audience that has already indicated that they are interested in your service and is likely to take the action that you are asking them to seek. You can also run a separate Ad Set to test the related Lookalike Audience to reach new, similar people.
This will depend on the size of your audience, but in general you should be spending at least a couple hundred dollars on your campaign. Once you find ads that deliver a cost per acquisition at or lower that your target, you can scale your campaign.
Optimize for Conversion.
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
Take Advantage of Google’s Ad Networks
Now that you are reaching qualified audiences on social media, it’s time to turn attention toward Google. The AdWords platform 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 have millions of 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.
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).
Display Network, YouTube, and Remarketing
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.
- 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.
- 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.
- 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.
Become a Resource for Health Information
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.
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 funnel. 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 in the Buyer’s Journey. 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. These can be topic related, clinic location related, or any other type of segment that would be useful for your patients and your practice. A monthly 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 newsletter 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.
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.
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.
You can read more about Google’s Search Features here.
Review Performance and Adjust Your Strategy
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?
There is great value in building a loyal following online. They become your evangelists 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.
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. It’s 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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Resources in this Guide
- SMART Goals
- Buyer Persona Template
- Google Analytics
- YOAST SEO
- Directory Listings Scan
- Binary Fountain
- Google My Business
- LinkedIn Campaign Manager
- Facebook Business Manager
- How to Set Up Facebook Business Manager
- Request Access to Facebook Locations
- Three Free Image Tools for Healthcare Marketing
- Facebook Text Overlay Tool
- Google Adwords
- Perfect Audience
- Google Tag Manager
- Google Search Feature information
- Inbound Conference