Map Your Campaigns to Your Chiropractic Sales Funnels
One mistake docs, and ad agencies, make all the time is that they think they can create an ad, point to a sales page, and voila! You have a new patient machine!
If you do this, you’ll likely notice that the effectiveness of your ads goes down each month, you continually pay more for less results and you’ll miss over 90% of the potential benefits of digital advertising.
The best way to do this is to design campaigns (and goals) for each of the following:
- Top of Funnel Chiropractic Campaigns
- Middle of Funnel Chiropractic Campaigns
- Bottom of Funnel Chiropractic Campaigns
- Patient Retention and Your Chiropractic Funnels
By launching campaigns that have these clear goals, you can optimize your targeting, budget, and messaging accordingly.
1. Top of Funnel Chiropractic Campaigns
These campaigns are designed to attract relevant traffic. You may choose to boost or put money behind a social post, blog, or video that is performing well organically.
Your goal is to create awareness for your practice by sharing an engaging and exciting piece of content about something that your audience wants to receive from you.
2. Middle of Funnel Chiropractic Campaigns
These campaigns are designed to acquire email addresses or social media followers.
Ideally, these campaigns are using warm traffic (people who engaged with your top of chiropractic sales funnel campaign) who are then driven towards an opportunity to learn more, marketers call this a lead magnet.
It could be a downloadable guide video series, audio interview of an expert etc. in exchange for their email address.
3. Bottom of Funnel Chiropractic Campaigns
The bottom of funnel campaigns are designed to activate patients.
For example, you may run your weekly Research That Matters video to the people who engaged with your middle of funnel campaign.
These ads should have a direct call to action.
You’ll notice that our bottom of the funnel campaign, with the strong call to action, is NOT at the top of the funnel.
Lazy advertisers do this incorrectly every day.
They run discount ads at the top of the funnel and sell you on the ‘leads’ they generate – don’t be fooled!
There’s a difference between getting someone to come to your practice because you’re cheap and close and someone wanting to come to your practice because they appreciate what you do, how you help, and want the long term benefits of what you offer.
Not all new patients are the same.
You should want buyers, not just bodies.
4. Patient Retention and Your Chiropractic Sales Funnels
Retention is all about increasing your customer’s lifetime value, reducing your churn rate, and getting referrals. Upsells, cross-sells, and referral programs fit into this category.
So how do you get your campaigns in front of the right audience? Let’s find out next.
Campaign Targeting is the Secret to the Success of Your Chiropractic Sales Funnels
Targeting is the most important step when launching ads… probably even more than the ads themselves.
The only way you’ll see results from your ads is if you can get them in front of the right people.
There are two primary ways to target:
Retargeting is when you show ads to people who already know, like, and trust you. It may be people on your email list, people who have engaged with your content, or people who have visited your website.
Prospecting is when you show ads to a cold audience, they don’t know who you are. They are strangers to you and you are a stranger to them.
Retargeting is the best way to activate patients.
Ironically, most chiropractors focus on prospecting and spend thousands of dollars promoting discount ads to cold audiences.
It’s just plain ineffective!
To retarget effectively, you’ll need to put out content consistently.