online chiropractic marketing toolsAre you feeling lost and overwhelmed in the sea of online chiropractic marketing systems, gurus, tips and gadgets? Have slick sales videos failed to live up to expectation once you got inside? Are you no better off than when you started, but have come out of pocket several thousand dollars just to learn that you have no idea how to create a successful online chiropractic marketing program?

You are not alone and it’s not your fault. There are a lot of gurus and self-proclaimed experts that proclaim “you can achieve these same results” without disclosing that they have full-time teams working on their online chiropractic marketing every day AND they earn more from selling online chiropractic marketing system than from treating patients.

We’d like to be a breath of fresh air sweeping across this landscape.

The reality is that online chiropractic marketing is highly effective if you have a system in place and a team to execute against that system on a consistent basis. Where most chiropractors go wrong is either is A) trying to reinvent the system, B) believing they can do it all themselves or C) taking sporadic, rather than consistent action in the direction of your online chiropractic marketing goals.

Here is the essence of a proven online chiropractic marketing system:

  1. Create a website intended to facilitate a specific action.
  2. Get visitors to the website.
  3. Engage, educate and entertain the visitors long enough to capture contact information.
  4. Build a relationship through consistent valuable touches.

If you were hoping for some revolutionary online chiropractic marketing where you don’t have to think or put in any effort, sorry to disappoint. The fundamentals of online marketing remain unchanged. You need to set up a system that includes all four parts and then you need to work that system consistently. What follows is a self-diagnostic on whether your current online chiropractic marketing activities cover all the basics or not.

Create a website intended to facilitate a specific action.

What do you want people to do when they arrive on your website? Call, print a coupon, join a list, something else? Is this one action abundantly clear to anyone who arrives  there?

Most chiropractic websites that we look at are glorified online brochures. They offer information without any call to action. First get your call to action crystal clear.

Get visitors to the website.

Chiropractors I speak with obsess about getting traffic to the website. The traffic isn’t really the hard part. If you have an online chiropractic marketing budget, a portion should be earmarked for traffic. Short term you can use paid search and long term you should rank your website organically. Do not get sucked down into the weeds of different traffic methods. Traffic is out there, but what will they find when they arrive?

Engage, educate and entertain the visitors long enough to capture contact information.

Always, always, always keep the three E’s of online chiropractic marketing in mind. Engage. Educate. Entertain. Once visitors arrive on your website, your goal is for them to know, like and trust you. How do you do that in a unidirectional manner? The three E’s. Engage the visitor with excellent content that speaks directly to them. Educate them on health care topics they thought they knew all about before they came a cross your website. Entertain them by making the smile, laugh and let their ‘don’t try to sell me’ guard down. Once you’ve accomplished this you’ll be able to ask for their contact information without many hurdles.

Build a relationship through consistent valuable touches.

Which would you rather have… an email list of 10,000 that ignore your emails because they are repetitive and uninteresting or an email list of 500 that looks forward to your communications and reads each one with interest? An active patient base of 500 makes for a very healthy practice. The final step in online chiropractic marketing can happen online via email or social media or offline via open houses and seminars. You must build a relationship with the people that visited your website in step 2 and provided their contact information in step 3. Give them real value. No junkie chiropractic newsletters. No form emails. Be real, be personal and be of value to them.

If your online chiropractic marketing in flailing and you came here seeking help, first be honest with yourself about how well you are executing on the four system fundamentals. Learning the specific skills required for each step is the easy part. The hard part is committing the time, staff and financial resources to strive for consistent excellence in your online chiropractic marketing the same way you strive for excellence in patient care.

Recommended Reading: