Are you looking for ways to build your brand as a chiropractor? Do you need to add leads to the top of your funnel? Running a chiropractic practice requires more than earning your doctorate. It requires you to think like a business owner and understand marketing as well as osseous adjusting. If you aren’t sure where to start, here are four marketing ideas for chiropractors to create leads and build patient retention.
Monthly Newsletters
Pull your patient email addresses together, create a mailing list and start sending a monthly newsletter. This isn’t the place to push a hard sales message. Your newsletter is all about sharing information, keeping your name in front of patients, and letting them know you care about their well-being.
Sending a newsletter is a pretty standard marketing idea used by chiropractors. What will you’re your newsletter more effective is strategic scheduling. Schedule your newsletters to arrive on a Monday mid-day or midafternoon. You’ll find your patients calling and saying, “This weekend I was feeling pain…..”. When you send on a Monday, chances are you’ll catch patients recovering from their weekend activity and a visit to your office will sound very appealing. Make sure to use an email program that allows you to track who opens your newsletter email. The following Monday, send the newsletter again to the people that didn’t open your mail the previous week.
Fill your newsletters with information about boosting the immune system, maintaining a healthy gut biome, exercises you can do while sitting at your desk, and how to avoid seasonal issues such as hay fever or polymorphic light eruption.
Close with a friendly reminder to call your office if you can help them achieve their health goals.
Targeted Free Offers
Let’s say you want to target male athletes. Everyone from weekend warriors to elite athletes push their bodies and suffer from sore muscles and stiffness. Their jumping, squatting, running, and lifting take a toll and a free massage is very appealing.
So, offer a free 15-minute massage. This offer is so enticing it can’t be passed up. Athletes will beat a path to your door. Once in your office, you’ve got an excellent opportunity to offer your services tailored exactly to the athlete’s needs. This chiropractic marketing idea puts leads at the top of your funnel that you can personally nurture.
Use geotargeted Facebook ads to target male athletes in your immediate neighborhood for even better results. The beauty of Facebook marketing is that you have access to so much user data, it makes delivering highly targeted free offers very effective.
Simply create your targeted free offer Facebook ad, build a website landing page for people to register for the offer, create an automated follow-up and thank you email, and schedule your free offer appointments.
Run a Branded Google Campaign for Your Practice Name
Use this strategy to grab as much real estate as possible when Google returns search results for your practice name.
Now, if you have made any inroads with SEO optimization for local search, your practice name should show up at the top of the organic search engine results when someone searches for the name of your practice. The idea of a paid branding campaign is to grab the paid results spot, so the search page is literally covered in your practice name.
Chances are your competitors aren’t paying for search on your name, so the results will be inexpensive on a per click basis. And even if your competitors are paying for clicks for searches on your practice name, because it is your practice you will have higher relevancy and thus display higher on the page.
These paid search ads target people that are looking for you right now. They might have previously seen one of your social media ads, heard your name from a friend or family member, or passed by your office when driving through the neighborhood.
No Matter the Marketing Idea Always Be A/B Testing
Savvy marketers know that honing a message takes time and iteration. Always A/B test or split test your email subject lines and landing page calls to action.
If you aren’t familiar with the concept of A/B testing, skim through this Hubspot guide to split testing. In a nutshell, split testing or A/B testing is a powerful marketing tool to run experiments to determine which messages people find most appealing.
The idea is to present two different versions of a message to determine which one generates the reaction you want. The key to effective A/B testing is to test only one variable at a time.
So, for example, if you are A/B testing the headline on your landing page, make sure that is the only text you change. The other elements on the page (images, forms, etc.) must stay the exact same for an accurate test. Then divide your traffic evenly between the two pages. In a day or two, compare the results. Which headline resulted in the most form completions? Now that you know your best headline, you can A/B test other elements on the page.