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Chiropractic Marketing Predictions for 2023

With the start of a new year, chiropractic marketing techniques and strategies begin moving in new directions. Just when we thought we were getting a new understanding of previous techniques, the job market is changing. Amazon is laying off and talk of another recession is everywhere. Consumers are finding new ways of researching and locating services. Social media is a political showdown and yet, our chiropractic strategic marketing techniques continue to build, grow, and change with current trends and needs. Automation is the trend of the future. The time is coming when Alexa (or some advanced form of it) will not only answer our morning questions about the weather forecast and play music from our favorite artists, but it will manage our calendars, provide insightful and personalized information, and have the capability to predict what and where we should target our marketing. All of this is based on a new data methodology. The data methodology has been the focus of our Marketing Circle for years, so it seems that technology is catching up to us.

It also seems that we need to create new updates to the circle in order to stay ahead of the curve. Our 2023 updates are in the works right now, so get ready to update to the new version.

With constant changes in chiropractic marketing techniques and strategies, how do we determine what is, or is not, important to our industry? Nobody can predict the trends of a new year and a new business cycle, but we can evaluate what is happening now and make short-term predictions based on these occurrences. Now you more clearly see the importance of the increased need for valuable data.

As we go through predictions and updates in marketing, remember that consumers are more reluctant today than before to give up their personal data. Therefore, marketing is going to be more focused on direct communication and building trust.

Recession-proofing your business

The buzzword of late has been recession. It’s not our job to determine if it is coming or not, but rather how to deal with it, or even avoid it, if it comes. Health and wellness is listed as an essential business classification. Consumers cannot live without it. Because of this, patients are more fastidious about choosing their providers. Your task is to not just provide but to accentuate the features and benefits of the services you offer that are essential to health and wellness.

The most successful alternative medical providers specialize in a specific demographic. We call this “Become The Expert”. Although you can offer more than one service, you want to be known as the expert in just one area.

This is where valuable data comes in. If you follow the data, you can determine what trends your demographics follow. For example, if you live in an area where soccer is big in your community, then you need to determine what offerings you have that can cater to soccer injuries, strength training, and pain management. This is where you focus your expertise, your marketing techniques, and the data you collect that will be targeted toward this demographic.

Marketing with Social Media

Turn your thoughts to communication instead of promotion.

Over the past 10 years, social media as a marketing method has gone up and down, with twists and turns along the way. This will not change in 2023. There is so much volatility in social media that it is hard to know where to go, and how much money to invest. We are also suffering from the illness of social media burnout. Social media is in competition with each other for every ad dollar they can find, creating new paid services that we as consumers are willing to pay for.

With The Marketing Circle in mind, we want to point out that social media falls under the Communication step. Chiropractic Social media is still the best place to find new patients, but the way we have targeted them in the past is through paid marketing. Now people are blocking all ads from showing up in their feeds, reducing the chances of you finding that perfect new customer.

Let’s step up and make social media work for us. We want to find new customers, but we don’t want them to block us. The focus in social media needs to be on communicating with people on a level they can relate to, and trust. According to Harvard Business Review, “People differ in degree to which they feel comfortable sharing data and in having the companies serving them act on that data. Breaking a customer's trust at this level could mean losing that customer - and possibly many other customers - forever.”

This year, we are going to focus our social media content to inspire consumers to start something new by educating them about the features and benefits of a program we offer. We will showcase a specialized and focused service with fact-provided content, such as videos and articles, followed by other services we provide in our area of expertise. With this plan, we are building enough trust to entice people to offer back to us detailed information which we then add to our data mine for future evaluation. With the new data we can then fine point exactly what a targeted community wants and needs from a healthcare provider.

Digital Marketing

With all of this new data, we are able to collect through research and communication with our specific demographics, we can now pinpoint exactly which direction to take with marketing. If you look closely at how we arrived here, you can see that in a small way we were marketing all along. Broad marketing isn’t going to build a business, so we need to start using our information to create a detailed, focused marketing plan. To make things clear, everything is digital marketing today... even when it is not. For example, appointment cards that have your website or social media printed on the front. Or, reminder postcards on birthdays or holidays which have the same digital marketing information found on your website. Information such as IP addresses, location, or even interests can be tracked by evaluating landing pages receiving traffic. The information you provide to customers will tell you a lot about what resonates with them by evaluating which digital resources of yours receive traffic.

Everything we do in clarifying our business and communicating with customers points to our digital presence.

Web Presence

With all of this information, your best starting point is a good website evaluation.

Starting your year with a site evaluation should be top priority on your marketing to-do list. Your keywords can change yearly, if not quarterly or seasonally. Keywords are not just in the metadata of your website, but on pages as well, which means it is vital that you are vigilant in updates to your content.

At the beginning of each year, (at the very least), take some time to read the information on each of your pages and determine if this is what you want patients to think of you. If you are looking for a content refresh, or help with content in general, we have a beginning-of-year website content package. We can do a complete overhaul of your keywords, plus develop on-page content for the pages you feel need updating, saving you time and hassle.

Just changing the images on your website can give it a new, fresh look and show customers (and Google) you are still in business and are ready to be the preferred provider.

Automated emails are a great way to stay in touch with your current customers, as well as past customers. Something as simple as “We miss you” can be a reminder to someone that they need to schedule an update appointment.

Mail Chimp, Constant Contact and many other mass email providers offer wonderful automated tools on their paid plans that can keep your patients updated based on accurate data that they provide. If you offer monthly newsletters, which we highly suggest you do, don't forget to place links to your website and social media, and “share with a friend” buttons.

Automated mass e-mail is a big part of future marketing as long as you don’t use it to spam people with useless information. You will see big changes in the use of emails in 2023.

Marketing Plans

If not already done, creating your 2023 marketing plan should be done soon and should be complete with a generic plan and smart goals set for the whole year. You should also have a 6-month plan to break the yearly goals down into 2 sections. Detail out your goals and how you intend to achieve them. The second half of the year will be for evaluating and adjusting as necessary in order to stay on track for the year. The second half of the year's goals are equally important. The best strategy for new goals is to determine two new projects you can create that will expand your business offerings, organize your processes, or define new paths. You will do the same for the last half of the year as well as evaluate the goals from the first half. Your KPIs and data are the evaluation tools that lead you to build on your path throughout the year.

Monthly marketing plans are the complete breakdown of last year's successes, this year's goals, and details on how you want to achieve the goals. Budgets are then determined by evaluating all of these variables. Marketing without a marketing plan is exactly the same thing as going to school without textbooks, notepads, or pencils. Putting your details down on paper is a commitment to success. Make sure your team understands how to follow the map!

Agile Marketing

Agile marketing is actually an evaluation method that is designed to work for marketing teams with players in each platform used in your marketing plan. We have developed a skeleton crew version of agile marketing for 1 and 2-person teams.

Each marketing plan will create results, and although you may think you know what the results are telling you, you may be surprised when you implement evaluation charts and look at them again. Done correctly, your marketing will be a completed program where every element communicates with each other. Ads communicate with social media, and social media communicates with your website, etc. You may see great success in your Google efforts and think you are doing great, except when you put it on paper and compare it to your website traffic, you may discover you are not doing so well at all. Google may not be sending you leads to work with. If you don’t evaluate, then you don’t know how you are performing, and money becomes irrelevant to your marketing process.

Remember at the beginning of this article when we suggested that marketing is going to become more automated? Well, you can create ways to automate the information you gather and begin to have your own version of Alexa telling you what you need. And it won't be long until you can just ask Alexa to tell you about it. Not only will automation be the new buzzword in marketing for 2023, but communication and inspiration will also be as well. At Marketing Health Academy we offer services to help you with all of your marketing and website needs. We also offer educational materials and subscription services (or 1-time buy) on things such as keyword research or blog writing services. You are welcome to download information ebooks under our resources section, to help you to understand exactly what your needs are. These will help you determine if you have the time and resources to complete marketing for your practice, or if you will need assistance. Give us a call, we are ready to help!

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Demographics for Chiropractic marketing in 2022

Demographic Marketing for Chiropractors in 2022

Chiropractic Tutorial - Tips for finding new customers

Using your benefit marketing tools you can grow your customer base by knowing your demographics and finding the features that relate.

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You want your business to be successful. I get it, so do I. It is always best when you have loyal customers, but the question is how do you find those long term customers? This tutorial is going to show you how to take your features and benefits and set them to specific demographics and products. A perfect marriage of these two makes for long-term customers that are willing to tell their friends and family how great you are. Let's call this "word of mouth" marketing.  When you know the tools and rules of chiropractic demographic marketing you have the information to conquer chiropractic marketing in 2022. In this tutorial, we will be using trends and social profiling to define demographics to help locate your perfect customer, at the right place and at the right time. The converting hook you use comes from step three when you inspire and educate them. Let's get started with demographic marketing.

What Are Your Demographics

According to www.oxfordreference.com Demographics are statistics that describe the characteristics of a population, such as age, sex, race, family size, and income.

This is the perfect technical definition but we really need to look at this from a different angle. Let's take the demographic of age. This can be from 0 to over 100. And if we have a service to offer anyone in this age group that would be incredible, but how do we know? If someone is suffering from a sports injury, obviously they would be defined not only by their age but their activity level. How we treat their injury would be different from that of a pregnant mother. In this case, we need to find a service that benefits someone with a sports injury. This is how to benefit marketing for chiropractors begins, with a list of services and their benefits or features.

Benefit Marketing for Chiropractors

For the most part as a chiropractor, you are service-based. Your product is what you can "do" for someone to solve a "problem" they may have. With that information in mind, can you list those services based upon the benefits and features? Does your practice have specialized machinery for a specific service? This would be both a feature and a benefit. What is the perfect patient to benefit from this machine and the service provided along with it? When you arm yourself with tools that are specific to your and your practice you can define whether we need to know the age of our prospective customers. If this is important, we can find the best tool to do this.

Chiropractic Marketing Strategies

When it comes to demographics, you won't find just one tool that is the silver bullet. It takes a combination of tools and insights to create a complete idea of where your next loyal customer is hiding. One of my favorite tools to get started doesn't give any big details but a general idea.

trends.google.com

Google is your go-to guide for all things keywords, in this case, we want to take the keyword that best describes a benefit, feature, or service and try and connect it to a specific city or state, and month of the year. For example, riding a bike in Utah is going to be hard to do in January or February. But riding a bike in Arizona during the same months is ideal. Match that information up with an ideal service on your offerings list and you get an idea of who you think your customer target is going to be.

Facebook Insights

You probably have access to many kinds of insight reports, they are on Google analytics and ads, Twitter, LinkedIn, etc. You will want to find the one that best fits your personal skill level. You will be checking your insights for more specifics such as age, income, location, and more. By fitting your insights with your trends, alongside your product offerings, you can now draw a map of who and where you need to focus on when filling out the demographics section of your 2022 marketing plan.

When you have a detailed marketing plan that has complete information such as "demographics for benefit marketing", creating the content, advertising and promotions define themselves.

Take the time now to do the research acknowledge your benefits for marketing and put all of the puzzle pieces together for a successful 2022. Good luck and as always if you need help getting started, Marketing Health Academy is here for you.

 

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Chiropractic Strategic Marketing for 2022

Chiropractic Strategic Marketing for 2022

Another year has come and gone! With the seemingly unending pandemic, constant change and uncertainty means that business growth can still be a bit rough. Not to fear ... all is not lost! The sun is shining in the sky, and each new day continues to dawn. With some strategy, and some creativity, growth is right around the corner. The team at Marketing Health Academy has eagerly been doing the research and tweaking 2022 marketing plans to help you keep on track and build on your chiropractic practice. Chiropractic marketing in 2022 is looking good!

Constructing solid Conversion Rate Optimization (CRO) in the coming year needs to be built around a specific set of marketing functions: Chiropractic Search Engine Optimization (SEO) and specialized techniques, and chiropractic social media marketing and knowing how to use it for Communication, Education and Inspiration ... Accomplishing all this while keeping your marketing costs down! Easy enough, right? This is where we can help! When you are ready we'll also show you how the new Google techniques and paid advertising will create inbound customers.

This year we will use the Agile Marketing method to evaluate and grow our marketing and our business.

What is 2022 Chiropractic Marketing?

The time has come to have some fun with your marketing to reach new customers! People are tired and bored (just a couple of side effects of a pandemic). They want to be inspired. People are looking for new routines in their lives as they begin to get back into the in-office work life, increased commutes and travel, and evolving family time. For those who have been sitting on the sofa or in their makeshift work-from-home office, new and fun ways to stretch are a growing trend. As we get into the swing of a new normal life, we find that we have less time for things we recently had more time for. Your customers are looking for inspiration in what the new normal will look like. When you offer Information, Education, and Inspiration in your marketing, you become the expert in your field. They look up to you and your advice. This year is the time to look past a traditional practice and on to an inspired practice.

Chiropractic Marketing Plan

The ability to become a strategic marketer is in the details. When you create a chiropractic marketing plan of action to follow, and then initiate your plan, you will have stepped beyond what most have been doing for years.

In the past, websites were simple and didn’t have to be strategic in order to outpace the competition. Now, not only do they have to be 100% SEO optimized, but they have to be a tool for information and inspiration in your marketing strategy.

The 2022 buzzword is "CRO". Conversion Rate Optimization has been around for years, but now it has a sophisticated name! Your CRO is all about ROI, with a few twists and turns. You can read about that in more detail on our blog. The important things that you need to know however, will all be in your chiropractic marketing plan. Think of your marketing plan as your pirate treasure map (written in a code that only you understand) that you follow on a step-by-step basis with activities, growth factors, ROI, and the ability to change tasks without halting the whole process, saving money and time and avoiding mistakes.

Chiropractic SEO

When talking about chiropractic SEO we are not just talking about a website ... we are talking about every part of our digital presence. It is important to remember that SEO is found in every nook and cranny of your brand. Consider even your logo and your domain name: Did you know that you can find SEO even in the most unique places within your brand?

Think of your website as the hub of your SEO, the place where it all intersects. Newly added landing pages for your marketing funnel and business growth must be optimized for that branch of growth to continue, even after you are done with a campaign. Blogs have been all the buzz for years, and the fact is they don’t have to be a bunch of groundbreaking articles. You can use blogs as a very useful tool to grow your keywords. You can evolve them by turning them into videos, and further push promotional details.

Optimization branches into all digital aspects, including into your social media. Link building has been an essential must-do for a long time. However there are rules that you must follow in order to create a successful link-building campaign for optimal SEO. Otherwise you run the risk of getting banned from Google and other big search engines. Lucky for you, Marketing Health Academy is at your fingertips for guidance!

Chiropractic Social Media Marketing

In 2022 your social media will take on a whole new purpose. Chiropractic social media marketing has changed for the better. In the past, paid advertising on social media was a go-to quick fix to sputtering inbound website traffic. In 2021 this trend slowed to a turtle's pace (we're assuming that is slow). That doesn't mean paid social media ads do not have great value. It means you have to be more strategic about it. When you learn the tips and tricks of social media and you put them all together, they will work with each other for much better performance and higher probability of CRO.

The biggest trick you will learn is using your various media to tease back and forth in place of spending needlessly on digital ads. Think of it as a tradeoff: Spend less money and get a marketing superhighway!

The biggest components of social media marketing for 2022 is doing your market research, and getting comfortable with the program(s) that will work best for you. It is important for you to understand if Facebook, Instagram, Twitter, LinkedIn, YouTube, etc., should be your marketing niche. When it comes to social media, follow the concept of “work smarter, not harder”.

Chiropractic Video Marketing

Video marketing has become a huge toolbox asset for 2022. Consumers want to be educated and inspired, and video is the present consumable platform. This does not mean you have to become a slave to video marketing. Afterall, video production can be expensive. Some videos can be simple animated recipes that can be created as a basic slideshow. Consider creating spinal friendly stretch instructionals that you don’t time for during live appointments. You can post such videos on your social media and your website, and even email them to your contact list. By doing this you are providing valuable information to your clients as well as to potential clients.

Organization and consistency: this is the simple trick to keeping up with the ever changing marketplace, and understanding how to keep your practice steps ahead of the competition. When you take a moment to convert your current marketing practices into Marketing Health Academy's “The Marketing Circle'' you are immediately implementing organization and consistency. Marketing Health Academy is your complete marketing resource!

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What is Conversion Rate Optimization

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You may not realize it, but CRO is everywhere in your marketing. Whether you are a marketing powerhouse or a small chiropractic business, your conversion rate optimization is not only a key performance asset but a profit-building technique!

As a chiropractor, using the Marketing Health Academy strategic chiropractic marketing plan sets you up to define what your final results should be, as well as creating marketing funnels for a more clearly defined pathway to help get you there.

So, what exactly is CRO? 

Conversion Rate Optimization is the percentage of online visitors that complete the desired action, such as requesting more information or clicking the FAQ section. Each action (or inaction) creates data, and that data can be utilized to calculate the conversion rate. The goal of the CRO is to optimize this data into best practice- what works best to generate the greatest return on investment (ROI) with your marketing budget.

Any desired action you want to track can have a CRO applied to it. The concept of CRO is too broad to be relevant to overall strategy - it requires details to determine a more focused definition. For instance, CRO can be implemented to track the number of incoming phone calls from a specific marketing campaign. For social media marketing, it can be used to track the number of Facebook users that check in. When developing a Chiropractic Marketing Plan, it helps to break it down:

First, there is an equation for CRO used with relevant KPIs (Key Performance Indicators (KPIs) are the critical (key) indicators of progress toward an intended result). If you're fully aware of your KPI's and where they need to improve, you're on the right track. Take the total number of conversions (things you are measuring) and divide it by the number of successful actions (visits, hits, views, calls, etc.) that you have. Multiply this by 100 to get a percentage figure. This is the conversion rate. The higher your conversion rate, the better your funnel is built (more on this later).

When broken down into conversion points included in the marketing funnels, the results reveal relevant information such as: how many people signed up for a newsletter, how many downloaded a file or an ebook, etc. Perhaps one of the best conversion rates to look at is how many client leads have been generated from a paid ad or social media campaign.

In another example, a multi-step marketing funnel may include a blog supported by paid ads styled to fit a product brand. Each ad would have a unique CRO, indicative of the success of the target. Paid ad conversion is crucial to determine where to get the best ROI. Google offers at least 5 ad types to choose from. How can you know which type works best for your demographic? Website traffic must be tracked to determine how many people actually found a blog and if it performed well enough to take customers to the next step. Remember, this is all just information, not a new customer-generator. Potential customers who make it this far need to take one more step to become a paying customer: The financial conversion! Financial conversion is the ultimate goal of business success and development. It doesn't happen with just one step of a funnel- this is an ongoing process. Understanding the process can help you determine if the entire funnel is optimized, or if adjustments are needed within the funnel for optimal results.

Why Do You Need CRO?

A well-defined marketing funnel can result in a higher conversion rate. The higher the conversion rate, the better your marketing plan works in your favor. The typical CRO figure lands anywhere between 1% and 5%. Higher conversion rates are usually indicative of a more well-designed plan. If your conversion rate drops, consider making adjustments to either the marketing funnel itself or the layout/content of the landing pages on your website before stopping the whole plan. Making updates to your landing pages are often simple fixes that may make the difference to everything along the pathway.

Benefits of CRO 

The benefits of conversion rates are as simple as looking at the number of readers who found value in your blog. The number of people who clicked through to your landing page and then chose to click to read the blog is the "call to action" that leads to a new client. Here, a blog converts information into education and ultimately, into followers and leads. Leads are then converted into long-term clients.

A "call to action button" converts into downloads, newsletter sign-ups. These actions, in turn, create mailing lists for ongoing information, which in the end creates new leads.

Marketing funnels have any number of input methods and can travel down multiple pathways before arriving at their final destination. The goal is to define the conversion points, the value of the points, and the rate at which they arrive. CRO's allow you to evaluate the success of your efforts and necessary areas to improve.

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Marketing Plans for Chiropractors

7 Rules of a Chiropractic Marketing Plan

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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.

  1. 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.

  1. 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)

  1. Google

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.

  1. 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.

  1. 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.

  1. 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.

  1. 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:

Marketing Funnels for Chiropractors

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.

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