Table of Contents
- The Importance of Mapping Marketing Campaigns to Your Funnels
- How to Effectively Target Leads at Each Stage of Your Funnels
- Increasing Retention with Your Chiropractic Sales Funnels
- A Word About The Smart Chiropractor
The Importance of Mapping Marketing Campaigns to Your 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!
They’ve created chiropractic sales funnels that are new patient machines!
Well, if you do this, you’ll likely notice that the effectiveness of your ads goes down each month, you continually pay more for lower quality results, and you’ll miss over 90% of the potential benefits of digital advertising.
A better way to structure your digital advertising strategy is to focus on retargeting your ads through your chiropractic sales funnels.
The best way to do this is to design campaigns (and goals) for the top, middle, and bottom of your funnels.
By launching campaigns that have these clear goals, you can optimize your targeting, budget, and messaging accordingly.
How to Effectively Target Leads at Each Stage of Your Funnels
1. Top of Funnel Campaigns (Cold Leads)
These campaigns are designed to attract relevant traffic.
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.
You may choose to boost or put money behind a social post, blog, or video that is performing well organically.
2. Middle of Funnel Camapigns (Warm Leads)
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 Campaigns (Hot Leads)
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.
Increasing Retention with 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.
A Word About The Smart Chiropractor
We created The Smart Chiropractor to help DCs like you do just that.
We’ve also created a Chiropractic Content Marketing Guide to help you get started.
You can download it right here.
And if you could use some help putting out great content consistently, we invite you to schedule a 1-on-1 demo to see how our team at The Smart Chiropractor can help.
We’re here to help, and we’d be honored to help you boost your chiropractic sales funnels and patient retention efforts.