What is Chiropractic Content Marketing?
Content marketing is an essential component of every successful chiropractic marketing system.
Without it, you’ll be overpaying for ads that have poor conversion, and you’ll have a transactional practice instead of a relationship-based practice.
Content marketing allows you to own (instead of rent) your audience’s attention because you’ve authentically and organically earned it.
A well-done chiropractic content marketing campaign can generate a measurable and meaningful impact on your chiropractic practice.
It is predictable, affordable, and sustainable.
It can save you time and money acquiring pre-qualified new patients versus deal-shoppers.
- The Truth About Chiropractic Content Marketing: A Better Way
- Generating Consistent Results in Your Chiropractic Practice
- Teach and Invite Consistently
1. The Truth About Chiropractic Content Marketing: A Better Way
Some people believe content marketing means launching a blog, getting followers on social media, or creating a viral video.
The truth is content marketing is about teaching and inviting your audience consistently in a way that drives improved results for your practice.
Back in the day (like even last year), chiropractic practices focused on creating paid ads that interrupt strangers generating dozens or even hundreds of “leads.”
Some of these ads even resorted to the ol’ fashioned bait and switch technique to try to get someone to walk in the front door for one thing only to hopefully upsell them to want chiropractic care.
It’s pretty ineffective, questionably ethical, and doesn’t produce long term results.
It’s basically like how we used to watch TV before Netflix.
Commercials that constantly interrupt a mass-market audience of people in hopes of generating a lot of attention that ends up to be a trickle of action.
Thankfully, there is a better way.
Think about how a brand like RockTape uses Instagram.
They aren’t paying to get in front of their audience.
They earn an eager, enthusiastic audience by creating and delivering fantastic, informative, inspiring content to their audience every day, for free.
Unfortunately, DCs often approach chiropractic content marketing as an afterthought.
They figure, “I’ll post on Facebook every now and again and pay someone to get a blog out there to improve my SEO.”
This is the wrong way to think about content marketing.
2. Generating Consistent Results in Your Chiropractic Practice
Generating results with chiropractic content marketing requires strategic work that should happen before you start to put out a blog, a series of posts, or content.
The strategic work is designed to do one thing: send the right message, to the right person, at the right time, through the right channel.
It’s really that simple.
Now just because it’s simple doesn’t mean it’s easy.
It’s hard to know “who” the right person is, and “what’s” the right time.
That’s why a solid chiropractic content marketing plan involves consistency.
Once you start marketing your practice with content (blogs, posts, links, videos, you name it) you’ll be building your brand.
We call this TIC Smart Communications and it’s the basis for The Smart Chiropractor.
TIC means to…
3. Teach & Invite Consistently
There are four steps to effectively Teach & Invite Consistently:
- Gain an understanding of your ideal patient (their goals, challenges, desires- this is called creating a patient avatar).
- Create the type of content that most appeals to your ideal patient.
- Share content people want to consume and help them become a smarter patient of yours.
- Make sure your ideal patient sees and consumes the content you create consistently.
That’s it! Now you have the basics to begin content marketing for your chiropractic practice.