Whether you run a chiropractic business or are a marketing manager for such a business, the five chiropractic advertising and marketing strategies outlined below should be effective in helping the business thrive. Of course, for maximum success, the business should already in good shape; all the marketing in the world does little good if patients are inclined not to return.
Main considerations for SEO, or search engine optimization, are off-page optimization, meta data and page content. Here’s a quick look at each component.
- Off-page optimization: If other websites link to your page, Google often sees that as an indicator of high quality. Off-page optimization consists of such backlinks. You can use Facebook, Twitter and other platforms to achieve some of these links, but it is important to make sure backlinks are of good quality.
- Meta data: This is a summary of what your website is about; you should have one for each blog post and content type. Google uses this information when ranking search results. For best results, put local meta data such as the city or area that your chiropractic business serves so that it ranks higher in a search like, “back pain, Roanoke, VA.”
- Page content: Your marketing strategies must include offering useful page content, for example, in the form of blog posts, podcasts and videos. The content must be high quality and accompanied by relevant titles and keywords. Blogging is a main way to achieve this SEO goal.
2. Pay-Per-Click Advertising (Google AdWords)
This chiropractic advertising approach can be costly if done wrong. When done correctly, it frequently results in a high ROI. This is one area where marketing managers can be immensely helpful. When running a PPC campaign, it is critical to focus on the pertinent geographical area and to have an effective call to action.
3. Website Design
The design of your practice’s website must be professional and visually appealing. Graphics such as photos are picked with purpose, and the color and text make for easily guided reading. Pages load quickly, the layout is consistent, and there is a design for the mobile website as well.
4. Motion Graphic Videos
Videos can be a great way to educate potential patients. For example, if you want to discuss chiropractic for children, a video shows what to expect. Always do research on their potential to engage the clients you want.
5. Inbound Marketing
Inbound marketing ties into SEO; useful content like that produced by blogging is an essential part of both. However, inbound marketing also includes such strategies as visible calls to action, offers to attract potential customers and giving other websites and businesses useful content such as whitepapers, eBooks and infographics that tie back to your business. It is important to track your marketing efforts so you know what is working and what is not. For example, you can track the success of a green call to action button versus a red one. In fact, you should track all chiropractic advertising and marketing attempts.