Table of Contents
- 1. Your Website Can Drive Your Social Strategy
- 2. Getting Tactical on Thursday
- 3. Retarget Your Ads on Facebook
- 4. Optimize your social channels
- 5. Post to your social media channels daily
- 6. Enable online scheduling
- 7. Follow and connect with The Smart Chiropractor
- 8. Attending a conference or seminar? Selfie time!
- 9. Use the Google algorithm to your advantage
- 10. Email marketing is clutch
- 11. Stream video to reach more people
- 12. Don’t forget about the second largest search engine for chiropractic marketing: YouTube
- 13. Focus on the quality of life
- 14. Don’t be afraid to share curated content
- 15. Actively engage with your tribe
You have the most powerful chiropractic marketing tool ever created available to you, right now, for free.
It’s called social media.
But, you need to know how to use it to get the results you want.
Each month we create over 1 million impressions on Facebook, and this article will show you what we’ve learned to be successful.
You don’t need to spend 6 hours a day on your Facebook page or film a bunch of crack ’em up videos to get engagement.
What you need is a simple strategy to start getting results quickly.
Below you will discover 15 tips to market your practice more effectively on social media.
1. Your Website Can Drive Your Social Strategy
Your website should be part of your social media strategy
Yup, by installing Google Analytics, you can understand exactly “who” is visiting your website. How old are they, where do they live, what topics interest them? This type of data can help you decide exactly what type of content you should be producing on your social channels.
If you want to take it one step farther, add a Facebook tracking pixel to your website. This will help you create a custom audience of people to retarget your ads (see tip #3).
2. Getting Tactical on Thursday
In The Smart Chiropractor, Tactical Thursday is the day for show and tell.
Each Thursday, shoot a quick 2-4 minute video showing off a stretch, exercise, ortho test, or adjustment. Give your audience a behind the scenes look at how you care for people.
We’ve all seen Instagram and YouTube videos of chiropractors adjusting patients that make us cringe.
"It's pretty amazing to send an email and see your online scheduler fill up. Now, I don't need to sit down and stare at a blank sheet of paper to try to figure out my marketing plans!"
Dr. Reed Neubaum, DC
Well, if you’re not willing to do the work- they are. Use each Thursday as an opportunity to showcase your techniques and get tactical by shooing a ‘how-to’ video highlighting your practices.
3. Retarget Your Ads on Facebook
Running discount ads on Facebook stinks. Yet, thousands of chiropractors do it every day. Why? Because it’s the easiest thing for the ad companies to do to make money. But there is a better way.
Use a pixel on your website to retarget your website visitors with ads on Facebook.
Copy and paste the free Facebook pixel on your website (or ask your website provider to do it for you). Whenever someone visits your website, they will be placed into a custom audience on Facebook that you can use for advertising.
This warm audience of potential patients doesn’t need a deep discount to take action- they need a reminder.
4. Optimize your social channels
Check out the complete Smart Chiropractor optimization guides.
Optimizing your social media channels will make it easier for more people to discover your practice and help more people engage with your posts.
Optimizing your channels can make the difference between someone clicking by, sticking around, and engaging with your content. It makes it as easy as possible for the platforms (Facebook, Instagram, YouTube) to recommend your channel to people who are likely to need your services.
Help them help you by optimizing your pages.
5. Post to your social media channels daily
Posting to your Facebook and Instagram channels daily is essential if you expect to get engagement and traction.
Newsfeeds move fast, and if you are not posting daily, it’s unlikely that you will gain any traction. We do this automatically for all of our members of the smart chiropractor.
Big media companies have spent a ton of money trying to figure out social media. One of the number one ways to find success? Post daily.
6. Enable online scheduling
Online scheduling is no longer optional.
It’s 2020. Don’t run your practice like its 1974. With online scheduling, you can drop a direct link to your schedule in the comments of your social posts and your emails.
Most online schedulers allow you to choose what days/times are available on your schedule.
You can also require the patient to enter their name, phone number, and email so that you have the information needed to follow up (and minimize your no-show rate).
Modern chiropractic practices make it as easy as possible for people to schedule an appointment.
7. Follow and connect with The Smart Chiropractor
Every day The Smart Chiropractor posts educational, entertaining, and inspirational posts on Facebook.
Follow our page here to see precisely what we post and why hundreds of docs worldwide trust our content to create over 1 million Facebook impressions each month.
We believe in a strategy called “teach & invite consistently’. It’s sort of like Gary Vee’s “jab, jab, jab, right hook.” Take a moment each day to teach something important to your health tribe, then invite them to take the next step. If you do this daily, you’re nearly guaranteed to start getting results.
8. Attending a conference or seminar? Selfie time!
Post a selfie the next time you are at a chiropractic conference. Let your audience and healthtribe know what you are learning- and how it can benefit them.
Do you have additional letters after your name because you have a diplomate or certification? That’s fantastic!
But no one has any idea what they mean.
Use your social channels to describe the additional training and expertise you’ve received, and always tie it back to the benefits the patient can expect.
It’s also a good practice to tag the event coordinator or teacher- they may share the post helping you reach a new audience of people!
9. Use the Google algorithm to your advantage
Ranking higher on Google isn’t magic or wizardry (although it sometimes feels like that).
To rank higher, focus on the keywords that answer the questions of your ideal patient. Google is essentially a question and answer tool. People ask questions, and google “ranks’ the answers.
The more your content answers the people’s problems in your community, the higher you’ll rank.
Here’s an example: we perform extensive keyword research for our Smart Chiropractor monthly campaigns. By identifying what keywords and topics people are searching for, we can answer their questions with our content proactively.
It’s a win-win that results in more engagement clicks and booked appointments.
10. Email marketing is clutch
If you’ve been following us at The Smart Chiropractor, you know we are big on email marketing.
We love email marking because of the ROI.
It’s the best way to drive revenue and visits for your practice week after week.
Our success blast, onboarding sequence, and weekly drip campaigns have generated thousands of visits and hundreds of thousands of dollars in revenue for our members.
I’m always shocked by how many docs only send out a monthly newsletter (or less) to their email list. Even with a small list of a few hundred people, we have watched doctors generate 3-5 patient activations each week.
Get our ultimate email marketing guide, which will show you the exact steps we take to get high open rates, incredible click-through rates, and consistent patient activations.
If you take one tip from this article, start emailing your patients weekly and include a link to your online scheduler.
11. Stream video to reach more people
The Facebook algorithm loves live video. Streaming a treatment, movement assessment, or examination (with permission!) is a great way to show people behind your practice scenes.
Fear is a significant reason people don’t go to the chiropractor.
Ironically, fear is also the reason many chiropractors don’t shoot video. (Check out tip #2 for a powerful strategy you can use to guide your video production starting this week.)
By streaming video to your page, you can establish a deeper connection with your audience, and Facebook will reward you by expanding your reach.
12. Don’t forget about the second largest search engine for chiropractic marketing: YouTube
Youtube is a great platform to expand your brand. Posting educational videos, treatment videos, and health care tips is a great way to engage more subscribers to your YouTube page.
While your videos on Facebook slide down the newsfeed and out of sight over time, they live forever on YouTube.
Also, since YouTube is a search engine, people are always looking for answers to questions, which is different than how people interact with Facebook.
You can use this to your chiropractic marketing advantage, but creating compelling titles to your YouTube videos.
If your video title matches a popular search term, you may end up at the top of the results. Just like Google, being at the top of the search results can generate a ton of traffic (or, in this case, views) of your video.
As a bonus, once you achieve enough subscribers and video views, you can begin making money from your YouTube channel.
13. Focus on the quality of life
People may come to see you for help with getting rid of a pain, but the reason the booked the appointment is because of the life effect. Most people will live with pain for years. They only take action when it begins affecting their life in a way they don’t like.
Focus on creating content that highlights the benefits of your care. Pain relief is one thing, but don’t be afraid to tell a story. Let people know how your care can help them—the more real and tangible your examples, the better.
You want the reader to see themselves in the content you’re producing. When they become the hero of the story, and you become their guide, you’ve made a real connection.
14. Don’t be afraid to share curated content
You don’t need to create everything you put on your social channels personally. It’s exhausting and pretty much impossible. So, mix in some curated content.
Curated content is shared content that you did not personally create. If you see an article that you like and you think your audience will like, share it!
If another piece of content is already being shared a bunch, that is a good indicator that people care about that topic. You could choose to share it with your health tribe, or even jot down the idea to create your version for a future post.
15. Actively engage with your tribe
Don’t ghost people in the comments section of your social channels. Social media is designed to be SOCIAL. That means you should be responding to every comment in your feed.
Actively engaging with your health tribe doesn’t mean that you need to respond to every troll, but you should acknowledge and recognize the people engaging with your content.
Use your comments section as a place to have a secondary conversation.
Ask open-ended questions, discover where you can provide more value, and share thoughtful insights based upon your tribe’s engagement.
Successfully using social media will ensure that you’ll never “need” another new patient again.
There are more than enough people in your community hanging out on Facebook, Instagram, and YouTube each day to fill your practice, the only question is whether you are connecting with them.
Take a moment each day to teach and invite.
Teach your community about how you can improve their lives and invite them to take the next step. With consistency, you’ll notice that your health tribe will grow, your impact will deepen, and your schedule will fill up.