Chiropractic Marketing Online - Websites, Landing Pages & Blogs

Chiropractic marketing online with a website, landing page or blog is smart marketing for your practice and you should seize the opportunity now, because when a person needs a chiropractor and they go online to find one in their area, you want your practice to stand above the competition. But you have to be smart about it. Many chiropractors advertise with websites, however their websites don’t work.

Why? Because the website doesn't supply the relevant information needed for a person to make an informed decision or they are so confusing, the visitor gives up and moves onto another site.

If you have a website or landing page already, then you probably spent a great deal of money to have your site designed. It's wasted money if you are not loading your site with the relevant information about how chiropractic can help the person that has found your site, and a potential patient. It is important to provide contact information and location links but that is standard information. You will also want have links available that contain valuable insight into what conditions chiropractic can treat. Most people are ready to take the steps necessary to feel better again, however they need to be told how and where to begin. Look at the three steps below and see how you can create a site that will convert viewers into patients.

Give good directions so people can find your website. This means using the right keywords and tags so that when someone types a word or phrase in their browser bar, your website or page comes up on the first page of the search results. Think of breadcrumbs leading a trail to your door, that's what keywords are.

Obtaining information is necessary to bring patients back to your page over and over again. To gather this information, like name and email address you can add a subscriber request form to your landing page or on your main web page. A free offer with their subscription is a great chiropractic marketing tool. Offer a free informational download by signing up. When you obtain information in this way the patient is allowing you to use their contact information to alert them about future updates on your website. Maybe the first time on your site, they just want to sample your information to see what you offer. They may forget where they saw your site if they were viewing several sites that day. But if have prompted them to subscribe, then they will soon begin to receive emails referring to updates on your site. Now you’ve got their attention.

Have a follow-up system that will alert those subscribers on a continual basis, reminding and educating them how your unique care can and will helps with their problems. This not only works for perspective patients, but for existing patients too. Using your site to give your patients important information about your practice is just as important as what got them there. Retaining a patient through the maintenance phase is probably more difficult than getting them in the door the first time. But gentle prompting and reminders via website newsletters or articles should be considered as continuing education for your patients, thus helping them see the why maintenance visits are helpful for long term health benefits.

Remember, the purpose of an internet presence is to bring in new patients. You don’t need an online brochure with pretty pictures and elevator music. That type of site, most commonly referred to as a static site, will be lost in internet space. Believe it or not, there are chiropractic websites out there that don't even give the reader the doctor's name. Also, you've heard the term "cookie cutter", this has become the norm lately. All of the sites look the same and even have the same video describing the benefits of chiropractic. Today's consumer is savvy and will catch on real quick after about two or three web sites that look the same.

Not sure how to get started? Maybe you have a site already and it's just not performing like you expected. Do your research and find a chiropractic marketing consultant that can assist you and show you how to use technology to become fully automated. If you are just now considering the benefits of an online presence, a chiropractic marketing consultant will help you with that too. It may take a little work at first getting things set up and functional. After that it’s just updating, tweaking and listening to your phone ring when new patients begin making appointments.

Reset Your Chiropractic Marketing & Advertising Machine

Does it seem like the amount of new patients coming into your office has slowed way down? Or maybe they've just stopped coming in? When a machine stops working for no reason and it seems like you've tried everything under the sun to fix it, you realize it has a reset button. All you have to do is push it and your back in business. The same it true for any business. Maybe it's time to hit that button and get it up and running again.

Chiropractors who are actively marketing their practice will see the fruits of there labor, but even the most aggressive advertising can experiences a shift in momentum. When this happens go back and revisit some chiropractic advertising options that have worked best in the past.

Chiropractic marketing should be continuous and diverse. In this era of recycling, reusing and going green, there are many other ways to stretch your advertising dollar. Of the five examples shown below, one of them will not cost you anymore than what you have already invested with your current program.

• Newspaper: Understand that much of the success of running an ad in the newspaper depends on which newspaper you place your ad in. Obviously your hands are tied if you only have one newspaper to choose from and it can be costly at times if competition is not available. You can still negotiate a reasonable rate if you ask. These days there are still at least two papers available, although one may be distributed with the mail which is probably a benefit in the long run since everyone gets mail.

• Website: If you currently have a chiropractic website you should post articles on your site. You could take portions of the ads and publish online. Or if you have a blog, you can use a portion of the ads on your blog posts. It is not recommended that you use the whole ad, just the highlights, like the condition, offer and expiration. Additionally, your website can be used to tell readers about upcoming events your office might be sponsoring. Another item of interest would be a “condition of the week”.

• Email: You can send out email messages to both perspective patients and active patients. This can be done quickly by using headlines and snippets from your chiropractic ads. If you are not already requesting email addresses from your patients, you need to begin doing that today. If they don’t have an email or wish not to share that’s okay, however you will want to use the email system at some point in the future, so go ahead and get the information on file before you need it.

• Specialized Print Media: Larger cities and suburbs offer magazines that target specific groups, like parents, sports, women, home and family. Testing your ads in these venues can increase your visibility exponentially because these are mailed out to all residents not just subscribers. This type of media also will include features on local businesses and coupons. You might call and ask what criteria they use to be featured in their magazine. Creating a coupon would also be a great tool. It gives the reader something to cut out and save and often reminds them to call for an appointment. Remember most readers will take time to leaf through a locally syndicated magazine that comes in the mail, especially if it already has the reputation of offering great articles about community events and businesses.

• Direct Mailings: By restructuring your chiropractic ads into a letter format use the list that you have obtained from a broker and create a mailer to go out to specific homes. You will want to make sure you are using a reputable list broker so that you are assured of getting quality addresses. Here are some interesting tips that help direct mailing become a successful advertising campaign. The first is to use plain white envelopes and hand write the address. Yes this will be time consuming for your staff and they may grumble, but they work for you and the success of your practice is your concern, not making their job easier. Second is to personalize your envelope with a rubber stamp imprint for an upcoming holiday or season. Third is to use over sized post cards. Just transfer your ad onto a large postcard and mail it.

A Chiropractic Marketing Checklist Helps Clairify Your Advertising Needs

Considered a niche in the marketing field, chiropractic marketing and advertising are a trend of marketing that caters to the doctors licensed in the art of chiropractic. Chiropractors search high and low to find a marketing or advertising product that fits their budget and philosophies. In these instances it is helpful to have a checklist to follow. Keep in mind this is only a guideline and should be modified to reflect the values and standards of you, the chiropractor.

“…Where can I find marketing advice and tools to build my practice?”

If you are looking to grow your practice with new patients, define your search and look for marketing programs that offer tools such as chiropractic ads, chiropractic websites, website design, internet marketing and support.

When reading the content of the chiropractic marketing and advertising sites you find in your searches, consider the following with the products and services being offered. Ask yourself, "are they..."

Fresh – Are they new, current and full of helpful strategies? Is the marketing service providing material that is setting new goals for the chiropractic profession? Are the ads, content and photos, current for today’s patient? Easy to read, clear pictures, enlightening and helpful?

Original – Is the chiropractic marketing content real and not copied, spun or rewritten to recreate theory from old ideas? Are the ads about real conditions or are they generalized and vague?

Relevant – Are the marketing strategies relevant to the issues that chiropractors are faced with while running a practice and seeing patients? Are the ads on topic with the conditions that most everyone experiences in a lifetime? Would people be able to relate to the ads?

Focused – Is the material detailed and easy to read, does it stay on subject? Does it target the problem areas in a practice and offer solutions? Does it offer a continuous flow of tips, suggestions and tutorials? Do the chiropractic ads highlight the patient’s needs?

Tested – Has this chiropractic marketing concept been tried and proven time and time again? The person behind the print, have they used these chiropractic ads? What is their story and how did it work for them? Are there testimonials? Not just written testimonials, are there video testimonials? Is there a guarantee?

“…man, that is too much information!”

There is a lot to read and much to learn. Take your time and bookmark the site if you have to. Revisit when you have time. If the site offers a place to sign up and receive free emails or other free products, then sign up. You can always unsubscribe later if that is necessary. The more information and details you can find the better you can compare and make wise decisions. Once you’ve read all of the information available, ask yourself, which one reflect the standards of your practice? Is it good enough to represent you?

“... I have questions, who can I talk too?”

Another item to consider, does it offer support for clients? Client support is essential. If your having trouble finding a way to contact a person by phone or by email, you might want to move on. Questions are necessary, everyone should ask questions. As your reading, pick it apart and write down your questions and concerns and then ask. Last time I checked most clients prefer to speak to a real person. Put it to the test and see what you find. A recorded message or an unanswered email might give you the answer before you ask.

Don't Change What Already Works, No Matter What Anyone Tells You

Throughout my day I often receive many emails asking questions regarding the Ultimate Chiropractic Ads. If your not familiar with this indispensable chiropractic marketing tool, you might want to check them out at Ultimate Chiropractic Ads.com

Now that you know where to find out about this vital tool for your practice, I would suggest you take the time to subscribe to the free emails you can receive from me personally. I said "FREE" emails full of marketing strategies, tips for building your practice and ideas on bringing quality new patients. Add to that, a free 62 minute Chiropractic Advertising audio.

Once you subscribe you will then be able dive deeper into the story and design behind the Ultimate Chiropractic Ads. You can even watch a short video of me opening a new package of ads.

You will also be able to see what the ads look like...but you won't realize the full impact of what you can gain from these valuable tools until you actually hold them in your hands and see for yourself the quality and value put into these ads.

Back to my reason for writing this post. Like I mentioned, I receive many emails with questions. One has been asked more frequently than most, so I thought it best to address it. The question starts out like this.....

Dr. Beck,

I have received my copy of the Ultimate Chiropractic Ads and will be calling my newspaper rep in the next few days. I was wondering what I should change on the ad that I have selected to run?

Sincerely,

Your Awesome Client

That's is a great question and I will tell you the same answer as the one written in manual #1, section 2, page 10....only change your name, your phone number, your address and the paragraph that explains how someone would get to your office. That's all!

This is why the ads are so effective and easy to use. They are written as an advertorial style ad. This is an ad that's designed to look like an editorial or a article. It is made to look like that in order to grab people's attention and keep them reading the information contained inside.

Now you tell me....

How many changes should you make to the ads when placing them in the newspaper?

Well just when I thought I had made that crystal clear, I recently received an email from a doctor, saying he had not gotten the expected ROI from one of my ads. I asked him to send over a copy of the ad he ran. After looking at his ad, I almost fell out of my office chair.

What had he done to the ad?

Basically butchered the thing. He had completely taken out the offer and any mention of price, only leaving the bullet points describing the exam. Those bullet points are designed to build value in your exam.

What is the patient going to think when looking at that value buildup, and then you leave them hanging on price?

They will just assume its going to cost hundreds of dollars and not come in.

The other mistake this guy made was inserting a couple of his own sub-headlines into the ad. This completely killed the flow of the ad and to the point, the sub-heads were terrible.

Here's my point...

Let me say this again...."I do not recommend taking out or changing anything out of the ads (other than the contact info for your practice: name, address, etc), unless you must make changes due to state laws."

Everything is put in the ads for a reason.

Also, these components have been tested and proven to work. By letting the ads work as designed, you'll have much greater success.

Blogs Rank #1 in Chiropractic Marketing Tools

Chiropractors, if you aren’t posting in your own blog by now you are missing out. Blogging is probably the most cost effective marketing application on the internet today. Blogs supply current information to your patients and get your name and office info on the front page of Google.

You will find that out of all the chiropractic marketing tools, a blog is #1 for many reasons.

Setting up a blog page and publishing posts is affordable for any budget and adaptable to any schedule. You can blog anywhere, anytime. In the mornings before patients, weekends during the games half time or pajama clad with morning paper and coffee, a perfect time to write a blog post.

The term "blog" is derived from the term "web log" so it is a type of website and it can generate just as much traffic if not more than the traditional website. Also, the functionality is better because when you publish a post, the software automatically keeps your literary work in chronological order and it even creates a quick reference with the keywords you assign. While the software is free to install with a hosting account. It does cost a minimal amount to set up and run. First you need to secure a domain name that will run you about $7.00 and then you might be paying a monthly hosting fee depending on the service you choose. Most offer a free platform with upgrades available. If you have a website already active, you can use the same domain name for your blog with minor modifications. If you wish you can design your own blog banner reflecting you business’s logo or you can pay someone to design one for you. Once you’re set up you simply log in and begin writing.

What will you write about? Anything and everything. Although I would stay close to a particular theme. If your a Chiropractor then you might want to write about the amazing benefits of chiropractic. The fact that you aren’t a writer should never come into your mind.Everyone can write, it's just a matter of getting familiar with the routine. You can outsource your writing, possibly a staff member or high school student. You're not writing a novel, keep it simple, on point and finish it. However, you will need to make it relevant content rich. Something helpful to your readers.

Many chiropractors use this as their monthly newsletter to their patients. If you've been paying a company to print it out, you can pocket that money now. Put it on your blog.

At this point I might mention a handy dandy tool called an auto responder. This allows you to capture the emails of patients, readers or anyone who can read. Let them know they will be receiving your helpful and informative blogs via email once they have subscribed to your blog. The auto responder program does the rest for you. AWeber is the one I prefer, but there are others, just do a some research. I mentioned the front page of Google earlier in this post.

Why is the front page so important? It's important if you want to be found and because this is where your chiropractic marketing pays off. If a person is looking for a chiropractor in their area, they will most likely search for that information up on the internet. They will type in their town name and chiropractor or, they might even type in their problem. So it would look like this: town name + migraines.

When you write a post you will assign keywords to the post. Those keywords act in your behalf to help Google and other search engines, find you. If you've been frequently using these keywords, your site or blog will be found when a person uses those same keywords or phrases in a search. Your name should be on the front page of the results from that search. The closer to the top of the page, better the chance for them to click on your link and find your blog or landing page with your information. And what’s even better is that because you wrote and published a post about the condition they just did a search for, patients have confidence in you.

Regular publishing of your post will improve your ranking because Google looks for fresh content. I would suggest a least once a week. Rumor has it that a blog is actually better than a web page because a web pages rarely change, where as a blog is updated often. If you have a website or web page a blog will be a great addition. Use this as another chiropractic marketing tool and link your website to your blog and vice versa. Additionally, use back links to your website or landing page, within your posts to direct traffic to your site.

Addressing the subject of keywords or key phrases again, I can't stress how important it is to remember keywords when writing your blog articles. At some point you will assign keywords to your blog topic. Picture a file drawer, you will have several posts about a topic or several of your topics could share the same information. As readers begin to frequent your blog they might want to look for posts on a particular topic. On the side of your page will be a list of topics. Your blog will categorize under those topics as the post is published. Suppose you have three posts on low back pain, but two of those same posts reference sciatica. All three contain the key words “your towns name and chiropractor.” Three categories all three will be found if using those keywords; low back pain, and or “your town chiropractor. Two will be found in "sciatica" additionally.

Search and read other marketing blogs and articles to help you get started blogging. For the money, chiropractic marketing in general isn’t any cheaper than this.

Check it out...has your competition already set up a blog. Do a search and see how they rank. You want to rank above them, better get jumping!