Chiropractic Marketing

Chiropractic Marketing – 10 Steps for a Booming Campaign

By: Frank DePino | August 4, 2022

Chiropractic marketing is a must for separating your business from the competition, generating leads, directing traffic to your website, and continuing to drive new business. What elements of chiropractic marketing are must-haves?

Here are the elements of a successful chiropractic marketing campaign:

  1. Chiropractic website
  2. Local SEO
  3. Google My Business profile
  4. PPC ads
  5. Video marketing
  6. Social media marketing
  7. Email marketing
  8. Landing pages
  9. Content marketing
  10. Reviews

This guide to chiropractic marketing will take you through each of the above elements that should comprise your campaign. By the time you’re done reading, you’ll feel readier than ever to deploy a successful chiropractic marketing campaign!

Market your chiropractic clinic with a website

1. Chiropractic Website

Think of your chiropractic website as the heart of your chiropractic marketing campaign. 

It’s where you direct your leads whether they’re coming from your online advertising, social media accounts, email list, or elsewhere on the Internet.

You must have a well-designed, fully-functioning website that’s ready to lure in visitors, keep them on your site, and convert them. 

We have an extensive list of website design roundups that you can peruse. Although none are related specifically to the chiropractic industry (yet), the examples of medical practice and dental practice web design ought to really inspire you. 

So what goes into a solid chiropractic website design? Here are some best practices:

  • Keep the homepage uncluttered. Large images or even a carousel of full-screen videos is fine but reduce other elements on the homepage.
  • Easy-to-use navigation is critical not only for keeping leads on the page but from an SEO standpoint as well. The navigation should make it easy to traverse the hierarchy of your website. 
  • Optimize your website for mobile. According to review resource Review42, 70 percent of traffic to a website comes from a mobile device like a smartphone or tablet.
  • Keep calls to action like buttons or links above the fold so a site visitor doesn’t miss them. Consider using several CTA buttons, like one at the top of the page and another nearer the bottom.
  • Improve your site’s loading speed. You ideally want your website to load in under two seconds. This too will boost your SEO. 

2. Local SEO

Speaking of SEO, that’s the next element of your chiropractic marketing plan. Well, local SEO.

Since your chiropractic firm only operates locally, you’re not trying to attract the entire globe to your business. Maybe down the line if you see more growth, that’s an option, but not right now.

As we wrote about in this post on the blog, nearly half of all Google searches are looking for local results. To get your chiropractic firm higher up on the results page, local SEO tactics will help.

What do we recommend? Two tactics that we’ll discuss throughout this guide–completing your Google My Business profile and reviews–are musts. 

You also want to keep your approach local when selecting keywords that you’ll scatter across your website as well as when doing keyword research for your content calendar. 

Try to get on chiropractic business listings as well. This way, if the business listing ranks higher than your website right now, you can still get premium traffic directed to your site. 

Chiropractic marketing: the importance of local SEO and Google My Business

3. Google My Business Profile

We wanted to discuss Google My Business separately because it plays such a starring role in your local SEO efforts as part of your chiropractic marketing campaign.

Google My Business is the online presence that businesses have on Google. 

The profile includes the name of your chiropractic firm, where you’re located, your hours, your contact information (phone number, email, etc.), and photos and reviews of your business if anyone adds them (you can upload photos yourself but not reviews).

In an instant, when someone sees your Google My Business profile, they can learn about you. That allows them to make snap decisions about your business.

As we wrote about here, your Google My Business profile can enhance your SEO as well as your trustworthiness through social proof. 

If you’ve never touched your Google My Business profile, it’s time to start. Fill out all the forms completely. Paste your website URL and double-check that it’s correct. 

When uploading photos, take high-quality shots from several angles in optimal lighting. 

Your chiropractic firm should be empty (but not look abandoned) and clean. You want to showcase the ambiance of your business and give people a preview of what they’ll experience when they visit.

4. PPC Ads

No chiropractic marketing campaign is complete without advertising. We recommend pay-per-click or PPC advertising especially as you advertise your chiropractic services for the first time. 

Small business resource SmallBizGenius found that PPC is a top on-page conversion generator, and for that reason alone is worth using.

Allow us to briefly explain how PPC advertising works for the uninitiated. 

You’d select a platform to run an advertisement on. You pay a publisher to put your ad online, in that each time someone clicks on the ad, you pay a small fee. 

If this is your first foray into advertising, you might want to consider hiring a PPC ads agency. You can ensure higher quality design and copyrighting so your ads look great and appeal to a larger group of people.

A PPC ads agency can also suggest keywords to target and bid on as well as bidding recommendations and budgetary assistance. 

You’ll have up-to-date metrics too that you can use to determine how successful your PPC ads campaign has been.  

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5. Video Marketing

If your chiropractic firm isn’t using video marketing in the 2020s, you’re being left behind.

According to video resource Oberlo, 86 percent of marketers are using video marketing in some way, shape, or form. That means it’s high time to add video to your chiropractic marketing plan.

Now, you might be thinking, what could you, as a chiropractic firm, possibly record a video about? 

All sorts of things! Perhaps you have one of your chiropractors get on camera and present tutorials on basic things that people can do from the comfort of their own home or office.

For instance, you could do a video on how to ease tension headaches or how to improve your posture. 

You could even make a video about the signs that it’s time to see a chiropractor.

This kind of content is valuable because you’re solving the everyday problems of viewers. The advice you’re offering isn’t in lieu of chiropractic service but could encourage people to come in and see a chiropractor. 

Video content is also great since you can share it across social media and incorporate it into blog content and even landing pages. 

6. Social Media Marketing

Marketing resource Sprout Social estimates that, in January 2022, the number of social media users across every available platform reached 3.96 billion. 

That number has surely only grown as the year has continued and will grow more in the future as well, surpassing four billion easily.

That’s the reason alone why your chiropractic marketing strategy must include social media. 

Now, social media is a broad term. How do you decide which platforms to focus on?

Well, ideally, you want to be on the platforms your audience uses, but the broader your presence, the better. You wouldn’t want a Twitter lead to look you up on Twitter and not find you, right? 

With so many millions of users across every social media platform, how do you find people who will be receptive to your chiropractic services?

You’ll have to define your target audience and then use parameters within the platform to segment your audience.

Use social media for your chiropractic clinic

SMM: determine your brand’s voice

If you haven’t already determined your brand voice, you’ll have to before you start blogging and posting on social media.

What is your brand voice? This is how your chiropractic brand expresses itself.

For a chiropractic firm, your brand voice would be gentle, helping, nurturing, and kind. You want a tone that puts people at ease.

Then it’s all about the content you post. While cross-promoting content from your blog to your social media page is acceptable, you don’t want to constantly post only blog links.

You want to provide a valuable experience for your social media audience so they stay engaged with your page and continue liking, commenting on, and sharing your posts.

So what is valuable content, exactly? Well, the chiropractic video content we described in the section above would be fantastic to share on social media.

You can also share posts from third parties, such as maybe an article about the latest chiropractic treatments, products for better posture, or the like.

You don’t want to directly promote your competitors, of course, but post valuable, varied content that’s not always exclusively from your chiropractic firm.

7. Email Marketing

In this post, we recommend email marketing as a viable strategy for growing your digital marketing scope. Email marketing should also certainly become a part of your chiropractic marketing plan.

Email marketing begins with building an email list, and that goes back to your website. This is why having a comprehensive, appealing website design is so integral.

On your website, you should include opt-in forms. An opt-in form is a pop-up that encourages a lead to share their contact information in exchange for something valuable such as a lead magnet.

Once your chiropractic firm begins producing content (more on that to come), you’ll have plenty of lead magnets. 

Examples include several chapters from an eBook, a checklist or list of resources, or a podcast or webinar transcript.

As you begin accumulating an email list, it’s time to begin communicating with your audience. 

Segmenting your audience is critical, as you’ll have new leads always entering your sales funnel, older leads that are slightly further down the sales funnel but haven’t converted, new customers, and long-term customers.

These groups are all in different stages of the sales funnel and thus should not be sent identical content. 

In the beginning, when your leads are just entering the sales funnel and could jump off at any time, you’ll focus heavily on nurturing and engagement.

You never want to stop engaging your audience completely, but the way you engage a new lead versus a long-term customer is decidedly different. 

In sending email content, you will keep your audience engaged and continue to earn their repeat business. You might inform your email list of special deals or discounts your chiropractic firm is offering or perhaps share an email describing new chiropractic services available. 

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8. Landing Pages

The goal of having any lead in your sales funnel is to convert them into a customer. The landing page is instrumental in encouraging conversions and thus must be a part of your chiropractic marketing campaign.

Even though your chiropractic firm sells services rather than products, you still need landing pages. You should craft a dedicated landing page for each unique service you offer. 

Here are some best practices for writing a landing page:

  • When writing about your services,  focus most on the benefits. This is what your audience wants to know the most about, so give them the data they want.
  • Use a CTA button, ideally a scrolling CTA that moves as the reader travels down the page.
  • Keep paragraphs short and copy concise. Even though a landing page can be long, the information shouldn’t be presented in a bulky or blocky format.
  • Use bullet points to break up what would otherwise become long paragraphs.
  • Include plenty of photos and videos showcasing the chiropractic service and its benefits.
  • Optimize your landing page for mobile users as you would any other page on your website.
  • Use split-testing or A/B testing for comparing headlines, element placement, CTA placement, and even copy.

9. Content Marketing

Content marketing is arguably one of the most important parts of chiropractic marketing. You can use content marketing to generate awareness of your brand, strengthen brand awareness, increase conversions and sales, and generate leads.

In HubSpot’s state of marketing report 2021, the marketing company reported that 82 percent of marketers are using content marketing. Another 10 percent responded that they weren’t. 

You don’t want to be in that 10 percent.

So what kinds of content should a B2C business like your chiropractic firm produce? Here’s what we recommend.

Blog Posts 

Blog content helps you populate your social media feeds, keeps your current audience engaged, and acts as a method for new leads to find you. Your chiropractic firm should start with one to two blog posts per week and at least double it.

When determining what kind of content to write about, let keyword research be your guide. What kinds of chiropractic topics are people the most curious about? 

Be sure to research the competition before you start writing. If an answer has been discussed to death, you can try to put a unique spin on it. Otherwise, adding your piece of content about the same topic is simply a drop of water in an ocean. It doesn’t contribute much.

Blogging consistently is key, so sit down with your staff to create an editorial calendar so you can plan what you’ll write about, how often, and when your posts will go live each week. 

Checklists

What are the must-have features in an ergonomic chair that everyone should know about? What are the top qualities of a chiropractor that someone should keep in mind when choosing their chiropractic services?

Checklists are highly valuable, easy to produce, and make excellent lead magnets. 

Infographics

Have you written a blog post or perhaps even an eBook chapter that would make a fantastic infographic?

According to visual learning center Visme, people remember information 65 percent better when they see it. 

Infographics are a great way to repurpose old content and give it a new spin. 

Further, infographics are highly shareable and have the propensity to go viral. That increases your brand recognition as well as your authority.  

eBooks

For topics that are much too involved for a blog post, writing an eBook is a suitable option instead. 

For example, you could produce an eBook on the rise of bad posture, the top injuries that chiropractic services can treat, or even an overview of the most popular chiropractic services.

You can lift chapters of your eBook and use them as a lead magnet as well. 

Case studies in chiropractic marketing

Case Studies

How has Patient A benefited after receiving your chiropractic services for six months? How much better was Patient B’s posture after they started seeing you than before their first visit?

Case studies are an excellent way to directly show how your chiropractic services can benefit your potential audience. You’re generating social proof as well. 

Videos

We won’t talk much about videos here since we have already, but keep in mind that videos are a strong form of content marketing. 

10. Reviews

That brings us to our last element of chiropractic marketing, reviews.

Reviews majorly influence purchasing decisions. According to review resource Trustmary, 93 percent of people will read reviews before they buy a product or service.

So how do you get your audience to leave reviews? Well, you want to make it easy for them, for one. 

Perhaps you have a reviews section on your website. Complete your Google My Business profile so people can find you and leave reviews.

If you’re still not getting as many reviews as you want, then ask! Post a sign in your chiropractic firm briefly stating that reviews are appreciated. When you post on social media or send an email, encourage your audience to leave reviews.

You might have to be extra incentivizing such as offering discounts or coupons at first, but then the reviews should start pouring in. 

Once you begin generating reviews, be sure to take them seriously either way. No company has 100 percent good reviews, so expect bad ones in the mix. 

Look for common threads among the reviews to see how you can improve based on customer feedback. 

Conclusion 

Chiropractic marketing is a must for furthering your business, strengthening your brand, and engaging your current audience to drive their loyalty. If you’re ready to take your marketing to the next level, contact Mediaboom today!

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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