In this blog post, we’re going to look at the 8 pillars of a strong chiropractic digital marketing strategy.
Your website is your digital marketing hub. All roads lead back to your website. As such, having a great website key for your digital marketing. All great websites excel at:
Having fresh, tailored content
We’ll get more into this later, but your website is where you host your content. You have content in the form of website and landing pages, your blog, video, and any other content you may produce.
Being visually appealing
Ever go to a really ugly website and think to yourself, “this is a really ugly website?” Well, don’t be one of those websites. You don’t have to push the limits of design either. You can have a visually appealing website that isn’t cutting edge. You just don’t want to have an eyesore for your site. Working with a web design firm will help you create a site that is easy on the eyes.
Being technically up-to-date
Another very important part of your website is that it needs to be technically optimized to meet today’s standards for things like:
- Mobile responsiveness
- Fast page load speed
- Accessibility menu
Keeping up with the technical side of things provides a good user experience, which is very important to Google in helping them determine the search rankings. If your site has a slow page load speed or isn’t mobile friendly, it’s undoubtedly going to hurt your rankings.
There are countless online directories. At ChiroHosting, we like to focus on around 70 of them. These directories are sites like Yelp, Google My Business, Yellow Pages and more. It’s important that your practice appears in the big directories and that your data is consistent across the directories.
You’ll want to standardize your NAP data (Name, Address, Phone) and make sure it appears exactly the same across all directories. It can take a lot of time to manually go through, review and update dozens of directories. That’s why we offer a listing management service to automatically keep your directory listings up to date. This especially helps when you move your practice location or change practice information like the name or phone number.
Last but not least, is your Google My Business listing. This is perhaps the most important listing out there since the majority of people use Google to find local chiropractors. Here is a post that goes into detail about Google My Business. It's definitely worth the read.
Take a minute to scan your listings.
Online reviews are the digital equivalent of a mix of word of mouth marketing, testimonials and validation. Good reviews can go a long way in helping you get new patients, but bad reviews can have a major negative impact on your practice.
It’s important to encourage happy patients to leave good reviews, but it’s equally important to handle the bad reviews. Often times a chiropractor can deal with a negative review by replying back in a thoughtful manner. You might even be able to redeem that negative review and save an unhappy patient. Regardless having a strategy in place to manage your reviews is key. You'll want to figure out how to promote the good reviews and how to manage the bad ones.
Need help managing your online reviews? Check out our Online Review Building.
Content marketing is an essential part of your digital marketing strategy. You’ll have to decide what type of content is best for your practice when it comes to being able to produce or source it and what your ideal patients are interested in consuming. Some common types of chiropractic marketing content are:
- Your website itself and the copy on its pages
- Your blog
- Case studies
Content is king when it comes to Search Engine Optimization (SEO). Google ranks websites based on various engagement metrics like frequency of new content, time on page, number of visits, bounce rate, and social shares. Creating regular, high quality content will help your users and website visitors stay engaged which will in turn lead to higher rankings and more traffic to your site.
If you’d like to produce more original content, but don’t have the time, then you might want to check out one of our marketing plans, which all come with monthly blog posts or look into our ChiroNexus Video Service to get some chiropractic video content for your site.
Search engine optimization
Improving your search rankings is essential for digital marketing success. Organic traffic is one of the largest channels of traffic for chiropractors. If you aren’t on the first page of Google, then you are lost beyond the top ten search results. As a result, the chances that you’re going to be found by potential patients searching for a chiropractor go way down.
The best way to keep on top of your search rankings is to track your keyword rankings. Weekly SEO reporting will help you stay on top of how you’re performing so you can make adjustments. SEO reporting will look at what keywords that you're ranking for and how people are finding your website.
You can improve your ranking for specific keywords by making sure you have quality content on the topic (like I mentioned above, content is king when it comes to marketing). You can also improve your rankings by making sure your pages are optimized for search and user experience. You'll want to check items like:
- Page title
- Meta Description
- Page Copy
- Image Alt Tags
- Page Speed
If you can make good tweaks to any number of those items and then come back to review your rankings, the chances are you will see a positive boost.
Social media is another component of your digital marketing. It’s a good idea to keep up a social media presence for a few reasons: it helps people know your practice is alive and thriving, it can increase engagement, it can direct traffic to your website, and it can lead to new patients.
Today, many potential patients use social media. It's a great way to enhance your digital marketing efforts. Especially, if you're producing high quality, engaging and shareable chiropractic content. If you share high quality content on social media, then chances are you might get some likes, comments, and shares (also known as engagement). This is good because it will increase the number of impressions on your content. Your follower's followers might see your content, which will increase your chance of gaining new followers and patients.
If you host the content on your site and your social posts point people back to your website, then you're also boosting website traffic, which might also help you rank better in the organic results.
Want to do more with social media, but don't have too much time to create content or schedule posts? Check out our Automated Chiropractic Social Media product. You'll get chiropractic social media posts daily to your Facebook, Twitter and Google My Business profiles that point traffic back to your website. And best part is, you don't even have to lift a finger.
Email marketing is an important part of your digital marketing strategy. Email is one of the oldest digital marketing techniques, but it is affordable and has proven results. You can explore different types of chiropractic email marketing campaigns like:
- Client Communication
Email marketing is a good way to communicate with current patients and offer them special promotions or offers that might be an upsell, to warm up leads who might not be ready to book an appointment yet, to send out operational or transactional emails like appointment reminders and receipts, and much more.
One of the simplest ways to start building your list is to start an email newsletter and offer a chance for people to subscribe on your website and at your practice. We can help you get started with our Chiropractic Email Newsletter, but for a full on email marketing solution, we recommend looking into:
Paid advertising is a great way to supplement your digital marketing efforts. It can help you get to the top of the search results for a price, it can get you in front of people who don’t follow your social media accounts, increase your reach, and it can up your chances of getting new patients if done right.
You can run many different types of ads in this day and age, but we advise getting started with these:
Through Google ads, you can run a variety of chiropractic advertising campaigns. We recommend starting with the following campaigns:
- Local Search Campaign - for people searching for chiropractors in your area
- Competitive Campaign - for people searching for specific chiropractors in your area
- Remarketing Campaign - for people who have visited your website
Facebook is another great way to reach potential patients. Here are a few advertising campaigns that you can run on the social media giant:
- New Patient Special - run a promotion with a new patient special for your area
- Remarketing Campaign - for people who have visited your website
So there you have it, the 8 pillars for a strong chiropractic digital marketing strategy. To sum them up one last time:
- Directory listings
- Online reviews
- Content marketing
- Search engine optimization
- Social media
- Email marketing
- Paid advertising
As always, I hope this blog post was helpful and that it contributes to your digital marketing success as a chiropractor!