To really hone in on the best marketing strategy for your chiropractic practice, it is important to first understand what it is that you are trying to achieve. The following are a few tips that can help you determine a marketing strategy that works best for you.
1) Who is your target patient(s)?
Before you invest big dollars into digital marketing, you first need to understand your target audience, especially what that target audience may be looking for when they turn to the internet for answers to their questions. In order to maximize the successfulness your digital marketing, your website will need to reflect their needs. To know your target audience better, try interviewing your current patients to observe trends about where they came from, and conducting some industry research. This can help you determine the strengths of your practice, and it may also be helpful to tailor your website to target that. Understanding your target audience will also save you from wasting your marketing efforts on appealing to the wrong audience.
2) What are your digital marketing goals?
In order to understand the areas where you need to invest in digital marketing, it is first important to understand what isn’t working about your website. Factors can include:
- Traffic on your website
- Number of positive online reviews
- Number of times your chiropractic practice is mentioned in media
- Number of appointments booked or scheduled
- Rate of website visitors versus appointments booked
The best thing you can do for your practice’s brand awareness is investing in retaining patients and strengthening your chiropractic practice’s positive image. From here, decide what it is that you need to concentrate on in order to bring in those potential patients. The hardest part is convincing website visitors to follow through with booking an appointment.
3) Decide on marketing channels
There are countless of places online, aside from search engines, where people tend to turn to for information about available chiropractors. These can include:
- Pay-per-click advertisements (PPC)
- Search engine marketing ads (SEM)
- Email marketing
- Social media marketing
- Website search engine optimization (SEO)
Once you know your target audience, you can decide which one of these will work best for prospective patients to find you. To make your money the most worth it, you will need to be as selective as possible, especially since investing in digital marketing can turn out to be quite expensive.
However, it is important to keep in mind that there are some free resources available that you should keep in mind to take advantage of. For example, free online profiles like Google My Business that can help boost your digital presence without the burden of cost.
4) Prioritize converting website visitors to real patients
One of the most important pieces of your practice’s identity will likely be your online website. Having your own website will boost your firm’s credibility and trust, and can be tailored to personally fit the image and personal branding of your practice. Once you strengthen your practice’s personal branding, it can further convince people who are looking for chiropractors to purposely search for your website. As such, one of the key goals of your online marketing strategy should be converting website visitors to patients. If you have high website traffic but very little appointments booked, it might be worth it to invest your dollars into prioritizing this. On the flipside, if you have low website traffic, it may be more worth it to focus on your website’s SEO.