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Few chiropractors would deny the importance of a social media marketing strategy.
With nearly 3 in 4 Americans using platforms like Facebook and Instagram daily, social media apps provide chiropractors with the visibility they need to increase their sales and grow their companies.
Never before have you been able to directly connect with hundreds, if not thousands of potential patients for free.
Each day is an opportunity to Teach & Invite your audience.
A hundred years ago, BJ Palmer spent a ton of money buying up radio stations, television channels, and print newspapers – the social channels of his time (and he certainly didn’t have a guide on the most common social media marketing mistakes to avoid!).
Ironically, we all now have the power of all these media channels (and more) available in our pockets.
The Smart Chiropractor's Guide to Doubling Your Patient Retention with Email
These are Technology Times
Unfortunately, very few chiropractors have truly harnessed the power of what’s available to them.
Sometimes, this is due to a lack of strategy (no worries, we have you covered right here).
Other times, it’s due to a fear of not wanting to make social media marketing mistakes.
This article will help you.
The Most Common Social Media Marketing Mistakes Made by Chiropractors
It’s important to note that simply creating a business profile and posting random content won’t benefit your chiropractic practice automatically.
Countless social media marketing mistakes like operating with that mindset will only result in wasted time and unrealized expectations.
We’re here to shed some light on these mistakes so you might avoid them with your chiropractic social media accounts.
Keep reading for the top five social media no-nos.
1. Posting and Ghosting
Many business owners look to knock out their social media marketing as quickly as possible.
They end up “posting and ghosting,” which can have a negative impact on their content’s visibility.
When you log onto your account, post content, then log off, it tells the app that you’re using it for your gain.
You should be commenting, liking, and sharing other people’s posts!
Sharing other people’s posts that you want is a great way to build your audience.
Everything that gets posted to your account doesn’t need to be designed, created, and published by you and your team.
Curating content, or sharing other people’s content with which you resonate, helps diversify your feed and make it more engaging for your followers.
2. Not Engaging With Users
Coming off as cold or indifferent is one of the worst social media marketing mistakes for chiropractors.
It would help if you were accessible and responsive on your social media platforms.
This means responding to comments and messages.
The more engaged you are with your followers, the more involved they’ll be with you.
To get engagement, be engaging!
This will help form a stronger, more trusting relationship with past, present, and future clients.
Having a team member respond to every comment is critical.
If one of your followers takes the time to comment on your posts, you must comment back.
By commenting back, it’s more likely that your followers will continue to engage with your posts, and you’ll start to build an engaged audience!
3. Not Focusing on Content Quality
When it comes to any content marketing, quality is essential.
You should be posting high-resolution videos and photos.
Look at this content creator’s buying guide to get a good idea of the types of cameras and lights you can use to improve your content.
Additionally, your content must provide something of value.
This could include tips on preventing injuries, stretching tutorials, guides on how to increase mobility, etc.
We believe the best strategy is to Teach & Invite, Consistently.
When you teach your audience something each day about how they can live a better life, you build trust and rapport.
You also earn the opportunity to invite your followers to take the next step with your practice.
This invitation, or call to action, may include scheduling an appointment, sharing the information with a friend, or commenting with their thoughts.
When you teach and invite consistently (that means every day!), you will steadily build your online following while filling your schedule with more of your ideal patients who love to learn from you.
4. Not Understanding Social Algorithms
One of the most common social media marketing mistakes is posting content without understanding the algorithm.
An app’s algorithm plays a large role in who sees your content.
Depending on the app, this could mean using specific hashtags or keyword phrases.
The time of day you publish your social media posts can also be important.
Of course, much of this also comes down to reaching your target audience.
While you don’t need to get crazy with the exact minute or hour you post, it’s important to understand that the number one predictor of success is consistency with your posting.
Every social platform rewards consistent engagement.
Posting at least 1x day is a good best practice.
When you post daily, you give the social algorithms the chance to maximize your reach.
5. Not Investing in Paid Ads
Your organic reach will be limited no matter how great your content is or how active you are on social media.
Yes, when marketing chiropractic services, it’s a good idea to use paid ads.
These will significantly expand your reach to include people outside of your sphere of organic influence.
Paid ads allow you to choose what consumers see your ads based on location, age, gender, interests, search history, and more.
You’ll also be given access to valuable analytics that break down your ad’s performance.
Using this information, you’ll be able to create better, more effective ads in the future.
Retargeting and Referrals
We have a saying that your next best new patient is keeping your current patients.
The point is that you should start your paid advertising by retargeting people who are already engaged with your practice.
After that, it’s a referral from your current patients, then someone who follows you online, and then “cold traffic.”
Two audiences to start your retargeting efforts with are:
- Your current email list.
- Your website visitors.
Facebook allows you to create a custom audience based on uploading your email list.
This is a fantastic way to retarget people who are already connected with your practice.
Next, it’s a smart idea to create a custom audience for your website visitors.
Many chiropractic websites receive hundreds, if not thousands, of website visitors each month, yet only a fraction of those visitors become patients.
Retargeting those website visitors with ads will help you convert more of them to patients in your practice.
Avoid running deep discount ads to cold traffic.
This type of advertising will actually yield the worst results over time and may even damage your reputation in the process.
A Word About The Smart Chiropractor Program
Are you making any of the social media marketing mistakes noted in this article?
If so, it’s not too late to make improvements.
And if you need help managing your social media marketing strategy, schedule a demo with our team today.