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Digital Marketing: Techniques and Strategy
Ever get the feeling your chiropractic digital marketing strategy needs an adjustment?
Digital marketing forms a vital part of any practice’s overall marketing strategy.
Yet, digital marketing is such a broad umbrella that it can be hard to know exactly what to do or the steps you need to take to reach your goal.
So, let’s keep it simple.
Here are 5 key digital marketing strategies for chiropractors.
1. Optimize Your Local Chiropractic SEO with Keywords
Search engine optimization (SEO) is the secret sauce that allows a site to climb to the top of Google’s search results.
The Smart Chiropractor's Guide to Doubling Your Patient Retention with Email
SEO is a broad topic, but it generally covers an array of tweaks you can make to improve your website’s user experience and speed and deepen the amount of content available.
For instance, including the right keywords on your website pages and blog posts will optimize your site’s search engine ranking.
Keywords tell search engines that you’re relevant in your niche, which will attract more visitors to your site, and there they can see your range of services and interact with you.
While keyword strategy may feel like a bit of a magic trick, it’s actually quite straightforward.
Think about it this way — what are the words you would like to be associated with when someone in your community is searching online for a chiropractor?
The basics include your practice name, your professional name, the word chiropractor, and the name of your town.
It’s that easy to get started!
As you become more advanced, the next step is to start including words that resonate with your ideal patients.
Sports chiropractic practices will want to include the names of relevant local sports, regularly post blogs on sports care, etc.
In contrast, a pediatric practice may focus on terms like a midwife, doula, prenatal chiropractic, etc.
It may seem a bit obvious now, but your keyword strategy should highlight the unique aspects of your practice to the world so when people search, you’re the one they find.
2. Update Your Blog at Least Weekly to Rank Higher on Google
Blogs are an excellent tool for establishing your authority in any given niche.
They offer a conversational space where you can share helpful information that provides value to your visitors beyond a “menu” of your specific services.
The hard part is staying consistent.
We don’t know very many chiropractors (actually any!) who write blogs at least once per week for their website.
It’s important to do just that as blogs are fantastic tool for boosting your on-site SEO via those keywords we mentioned.
You don’t have to “stuff” your blog with keywords, but a little research can help you determine common phrases your customers often search for, increasing the chances they’ll visit your site.
At The Smart Chiropractor, we provide our members with a blog post every week for their website to improve their local SEO.
We’ve done all of the research and writing (including keywords) to make it super easy for you to copy/paste the content on your website.
3. Publish a Weekly Email Newsletter to Generate More Reactivations
Email marketing was one of the earliest forms of digital marketing strategies for chiropractors to take off… and it remains as relevant as ever!
A weekly email newsletter is a great way to stay engaged with patients/subscribers and to generate consistent reactivations.
You’d be surprised how many of your past patients may end up visiting another chiropractor if you don’t stay top of mind.
Needless to say, understanding and implementing these 5 core digital marketing strategies for chiropractors is important for your growth!
The easiest and best way to stay top of mind is through a weekly email newsletter.
Regular, relevant emails can help remind your past patients that you’re still around.
Those newsletters also serve to boost your authority through the helpful health and wellness tips you provide.
Take your emails a step further and personalize them a bit so customers will feel like you’re reaching out to them directly.
At The Smart Chiropractor, we send over 550,000 emails for our members each month, including a personalized weekly email newsletter.
Our members have experienced first hand how weekly emails newsletters are the best way to generate consistent patient reactivations without spending any additional money on advertising.
4. Retarget Warm Audiences to Improve Your Ad Performance
Most advertising platforms (including Facebook and Google) allow you to retarget warm leads/audiences.
Retargeting advertising is when your ads are shown to someone who has already engaged with your practice.
It may be a website visitor, social media follower, email list subscriber, or past patient.
This is called warm traffic because these people already have a familiarity with your name and practice.
Cold traffic refers to advertising based strictly on age, demographics, or location.
Ironically, most chiropractic ad agencies focus on marketing to cold traffic, which is the most expensive and hardest audience to convert.
Why do they do it?
Because it’s harder for them to market to warm traffic.
We highly recommend that any ad agency you work with focuses on retargeting ads to warm traffic.
You may initially see your “lead count” go down, but over time, you are likely to spend less money, have better leads come in, and the overall performance of your ads will improve.
5. Stay Active on Social Media to Cultivate Your Tribe
It’s tough to oversell the importance of social media these days.
That goes double for your practice because social media lets you tap into local interests and build a community of followers.
Social media drives engagement for your brand, and you can use this space to engage directly with your customers.
By curating a local, knowledgeable voice, you’re sure to boost your signal in your area.
Your social content should also follow the framework of Teach & Invite, Consistently.
Use your social channels and posts as an opportunity to teach your audience something about their body and how your care may be able to benefit them.
Then, invite them to take the next step and schedule an appointment.
Using the Teach & Invite strategy, you’ll never feel like you’re “selling” chiropractic.
Instead, you’ll be teaching (the origin of being a doctor!) and guiding your audience to better health.
With The Smart Chiropractor, our members received daily posts on their social channels, including Facebook, Instagram, Google Nusiness and Youtube.
These posts are all built around our “monthly campaigns, weekly topics, and daily posting” strategy and powered by our unique framework of Teach & Invite, Consistently.
Last month we generated over 25,000 qualified leads for our docs and reached out to 5,000,000 people across their social channels.
Digital Marketing Strategies for Chiropractors Made Simple
With these simple digital marketing strategies for chiropractors, you can realign your strategy to attract more new patients than ever.
The best part?
Some of these are so simple you could start them today.
The Smart Chiropractor combines the above digital marketing strategies for chiropractors and more to power your patient journey and provide you with more qualified leads, more new patients, better patient retention, and more reactivations, without any money spent on advertising.