The best chiropractic marketing strategies contain smart goals.
They allow you to Teach & Invite Consistently.
And they draw your health tribe closer in- building your know, trust, and like factor.
If that sounds good to you, you may be wondering what action steps you can take to get there from here.
We’ve discovered that a strategy of Monthly Campaigns, Weekly Topics, and Daily Posts is simply the most effective way to market your chiropractic practice.
Not only will your results improve, but you’ll also be able to avoid the two biggest challenges most chiropractors face when marketing their practice- content, and consistency.
Almost every chiropractor understands that creating content (content marketing) consistently is essential.
It can be extremely challenging to know what to produce, how often to put it out, and what social platforms you should be posting on.
It seems like things change every day, and it can feel overwhelming (we get it).
Next is the consistency issue.
Chiropractors are terrible at staying consistent with their content.
It reminds me of the old saying about entrepreneurs.
As soon as something starts “working,” most entrepreneurs begin to look at what they could do next instead of doubling, or quadrupling, down on what’s already working.
Way too many chiropractors have Facebook pages with a few posts and then…nothing.
Imagine how this looks to someone interested in your care.
They find your practice online and visit your Facebook page, ready to learn more.
What started as the excitement may turn to indifference very quickly if your Facebook page has digital tumbleweeds going across the screen because you haven’t posted in days or weeks.
If months have passed since your last post, your visitor may not even be sure if you are still open and seeing patients!
By implementing a system of Monthly Campaigns, Weekly Topics, and Daily Posts- you can avoid the pitfalls of struggling to create content and inconsistency in sharing it.
This process can help your team save time and, over time, amplify your reach.
The way to increase your reach may be easier than you think.
It involves two steps.
- Create engaging content
- Post at least 1 time daily
Yup, that’s it! Facebook, Instagram, LinkedIn, YouTube, and all other social platforms will show your posts to more people and expand your reach (for free) if you post great stuff and do it consistently (see where we got the Teach & Invite Consistently idea from?).
A system of monthly campaigns, weekly topics, and daily posts will enable you to overcome the challenge of inconsistency.
It’s THE strategy to successfully market your practice using quality content that informs and inspires.
Monthly content campaigns are the foundation of every successful chiropractic content marketing strategy.
If you are shooting from the hip with your content every day, you’re setting yourself up for failure.
Creating monthly campaigns provides a structure, or theme, for your marketing so your followers know what to expect.
So how can you come up with high-quality, engaging monthly campaigns?
The best campaigns proactively answer the questions your audience is already asking.
We’ve found that alternating between lifestyle topics and body symptoms provides a great cadence.
Here’s an example of what that looks like:
- January: Healthy Habits and Resolutions (lifestyle topic)
- February: Spinal Discs (body symptom/region)
- March: Sports Performance (lifestyle topic).
If you’d like to download our TSC complete calendar of Monthly Campaigns for 2021, click here!
Weekly topics are designed to guide your daily posts. Each weekly topic is a new “take” or angle on the Monthly Campaign.
Monthly campaigns are designed to be big categories.
You could think of the monthly campaigns like the title of a book; then each weekly topic is an individual chapter.
For example, if your Monthly Campaign is The Low Back, your weekly topics may be:
- Week 1: Top Healthcare Organizations Recommend This for Low Back Pain…
- Week 2: Science Says the Best Way to Treat Sciatica is…
- Week 3: What Causes Low Back Pain
- Week 4: The Surprising Science About Surgery for Low Back Pain
Your weekly topics should proactively answer a common question people in your community may have regarding the monthly campaign.
The more closely aligned your weekly topic is as a direct answer to a specific health question- the more interest, engagement and traffic, you’ll get with your marketing that week.
Imagine your weekly topics like blog posts or articles.
The title, or headline, should be direct and compelling. As you write your weekly topics, ask yourself the question, “does this title seem like something I would click on?” if the answer is yes, you know you on the right track.
If you’re not sure, take a moment, rewrite your title using more action words, or perhaps pose a question.
The more interest and curiosity you can pique with your weekly topic subject lines, the more clicks, visitors and traffic you’ll get to your website and the more engagement you’ll get across your social channels.
Daily posts provide you with the consistency you need to be successful.
Posting daily across the most popular social channels (Facebook/Instagram) is a great way to keep your audience engaged and keep your feed fresh.
You can think of your daily social posts as mini-campaigns.
Starting each day by posting a Daily Dose of Inspiration will help your audience kick their day off inspired to live a healthier life.
Posts can also stimulate referrals, generate new patients, and provide information about your weekly topic.
Facebook and Instagram feeds move really fast these days.
Posting once every few days just isn’t going to cut it anymore- you’ll be invisible. Even posting one time per day is often no longer enough.
I know- you don’t want to “annoy” your audience with too many posts.
Well, take a look at some of the people and brands you follow.
Chances are they post 2, 3, or even four times per day, every day.
And if you’re posting high-quality content, you won’t be annoying your audience; instead, quite the opposite will happen.
You’ll find people becoming more invested and engaged with your message.
Overcoming the Biggest Problem for Most Chiropractors: Consistent Content Creation
The problem most chiropractors face is that they aren’t able to fathom creating enough content once a day, nevermind multiple times per day.
And make no mistake, this is a significant problem.
If you’re not present and consistently posting great content, you’ll be facing an uphill battle trying to build your “know, trust, and like” factor.
Before anyone becomes a patient, they need to know, trust, and like you.
Daily posts help you accelerate the process and will help you generate more new patients, reactivations, and referrals.
If you’re having trouble creating enough content to keep up and stay in people’s face, you’re not alone.
Most companies have entire departments of copywriters, graphic designers, social media managers, and marketing directors all working full time to create and pump out content.
Please don’t push off your social marketing to the youngest person in your office because you think they “get” social media.
Establishing a great social media strategy (and creating the content) for a professional brand/practice is entirely different than posting a few selfies.
The best way to overcome the problem of consistent content creation is to use the Monthly Campaign, Weekly Topic, and Daily Post framework.
It will help keep you organized and on task.
And remember, as we reviewed at the beginning of this article, you should always post with the mindset of Teach & Invite, Consistently.
As you engage with your audience daily, you’ll notice your engagement, energy, and following will begin to grow.
It may not happen overnight, but by sharing your authentic message even just a bit each day, you’ll build a stronger foundation for sustainable and predictable practice growth for years to come.