Strategic marketing is a mixture of math and science, adding just the right dose of social media. The details of a chiropractic marketing plan are based upon the following concepts.
That leads us to the 7 rules that should be set specifically for chiropractic marketing. Let’s get started with an understanding of what strategic chiropractic marketing plans are. Step into the lab and put a little bit of math with a little bit of science and put it into a beaker and shake well (These are your KPI’s). Then take a pinch of social science and drop it in. The reaction you see is your strategy and results. The more precise your KPI’s are the bigger your reaction. Your beaker in this scenario is your marketing plan. The more detailed and precise your plan is the higher your chances of an impressive reaction.
- Demographics, terms, markets, and trends.
On top of every marketing plan, you need a goal. When setting goals, try creating with smart goals. These help you create plans that any person on your team can follow easily. Demographics help you determine who you are targeting, where you will target them, and what will peak their interests. What are the markets and trends that will give you the biggest return and the term you are willing to follow to get there?
Your terms are the promotions, the inspirations, the educational material, and any other items you need to build interest in.
When you are creating your plan, you should note such things as landing pages, keywords, hashtags, and specialized images.
- Social Media Campaigns and Communication
In successful marketing you don’t use social media to promote sales, you use it to create communication between you and your followers, prospective followers, and even your critics. You can turn even negatives into positives with your social media plan. I very seldom pay for ads on most social media platforms as the ROI just isn’t there anymore to warrant it. But hashtags marketing is still a hit and I use it for everything. (TIP: ritetag.com)
Don’t leave out one of the top tools in your toolbox. Google My Business and Google Merchant. My marketing plan usually has a whole section dedicated to these tools because of the power they provide in business growth. As a chiropractor, I can’t imagine not utilizing this tool weekly.
Now that your marketing plan has a general direction to go, the time has come to add the science and the math. This information will provide you with a detailed direction based upon facts.
- KPI’s from past years and months
As a business, you may not have KPI’s in detail from the past years or even the past month. If this is the case, you need Marketing Health Academy. This information lets you know what worked, and what didn’t. It keeps you from spending money needlessly. In my KPI’s I even keep track of the increase/decrease in social media followers. If they are dropping you know that your content doesn’t relate to them. It is time for a change.
- Paid Advertising
If everything is set up correctly you should know where to put your money, and how it will affect your bottom line. Soon we will look at marketing funnels, and this is part of the top tier of your marketing funnel.
- Blogs and Video
Chiropractic marketing has 2 essential tools for growth, and both of them create either educational material or inspiration. If you don’t have the e-book yet, now is a great time to download it. These are so important in your marketing that they have their own section in the 5 tiers. Beyond education and inspiration, they are vital to SEO in building links and promoting keywords. I’m sure you have heard that content is key, although a small exaggeration, content does cover multiple areas of a successful digital business.
I would also like to point out that due to the pandemic, having part of your business digitally available is going to increase in importance more in 2022 than it did in 2021. We were all still trying to figure out how this would work as the pandemic took hold. Now that we have an understanding of how to be a digital chiropractor, we need to promote it.
- Marketing Funnels
The last tool you should place in your marketing plan is the funnel. All of the previous information can now be placed in a chart that you follow. Make sure you follow the last tier in “The Marketing Circle”, and keep frequent information about how each of these is working. The evaluation phase. If you keep current KPI’s you can prevent an expensive error from happening.
Example:
This information is at the core of your chiropractic strategic marketing and should be given the time that it takes. At Marketing Health Academy we have a package for every situation to help you along. Appointments are available on Facebook if you want to talk to someone about your specific situation.
