Chiropractic Social Media Marketing - Focusing on your customer

FOCUSING ON YOUR CUSTOMER

 Chiropractic Social Media Marketing by focusing on your customers.

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In part one of this series, we examined matching our products and services to people. Who are the people in our demographics?

Today, we will discuss how to find your demographics by examining who your ideal customers are, and why they are ideal.

Demographics are the key to getting the best return on your investment. Some of the most profitable practices make the most money while spending the least amount of time finding new customers. It allows them to spend the maximum amount of time really catering to current clients.

PEOPLE CENTERED DEMOGRAPHICS

You've likely broken down your practice into solutions for individuals. From the outside looking in, what consumers likely see is a Dr that adjusts your spine and magically fixes your problem. Very seldom do they see all the details. However, from your point of view, someone with frequent headaches is treated differently than someone with a joint injury. Some of the medical aspects may be the same but you are specifically looking at the issue and may offer a different pathway of adjustments to the solution. It’s a science.

When looking for your demographics, it is valuable to define consumers by key points. What can they afford? Are they sports minded? Are they professional athletes? Do they sit all day and work on a computer? I have found that my chiropractor not only takes the stress from my shoulders and makes my daily grind bearable, but also includes a complementary solution for my sore and aching eyes. Bonus points in my book.

AGE

One of the most important aspects of people-centered demographics is age. In the preceding article, you've already covered some of the other factors we would consider when it comes to age. For instance, over 65 may include the elderly who are on a fixed income, have medicare, and have aches and pains that must be addressed with their delicate bones. Consider also product and service-based points from the previous article. You can place a specific service for this demographic with a list of marketing techniques that fit.

INTERESTS

As previously discussed, sports injuries and other injuries are approached with different mindsets. My friend, Dr. Mongeon, has built his practice around professional sports and has become an expert in his field. Within the professional sports arena in the United States, he promotes himself as the healthy living lifestyle professional. A similar approach could be your goal if you have a popular sport in your community. Keep in mind that Dr Mongeon is an expert in his field. He has opened the doors to marketing opportunities that may or may not work for your practice.

This article is about how you would service this demographic, and the marketing formats you would use to reach the people in the demographic. If social media is popular in your demographic, take the time to learn which platforms are the most popular.

There is an incredible, and absolutely free, tool available to you which you can use to find the interests in your city or state.

Trends.google.com where, you can type in various keywords and set a specific geo location, and google will let you know what the most popular interests in your area are.

BENEFITS

Graphics are a great benefit to people centered demographics, because you can build complete campaigns by using digital promotion whether it be images, infographics, or videos. People relate when you use information in their likeness. It is personal.

Blogs are also useful because you are writing to a specific type of person, you know who they are and what they need. If you are not currently using blogs to build your business, I suggest that you do. You may have tried this in the past and found it too time consuming, however content is vital to your website. Frequently adding new content catches the interest of all search engines and helps you to climb to the top. If you find this step in your marketing process to be overwhelming, Marketing Health academy has professional writers and content creators that can do it for you at more than reasonable prices.

Join in next week when we discuss geographic centered demographics. Learn why the city and the state you are in gives you the advantage over others. Learn how to reach customers who are walking down the street, or playing in a park down the block.

Download the free "Marketing Circle" e-book and learn more about a new way to market your practice.

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Demographics for Strategic Marketing

How Do I Use Demographics for Strategic Marketing

Using your KPI's and analytics you can grow your customer base by targeting demographics and finding products that relate. KPI's are very valuable when tracking down your demographics for new customer targeting and increased sales.

Beyond Basic Demographics: How to Target Your Perfect Customer

What Are Your Demographics? According to Oxford Reference, demographics are the statistical characteristics of a population, such as age, sex, family size, and income. While this is a perfect technical definition, applying it to your small business requires a more practical approach.

Consider the demographic of "age," for instance. Simply knowing someone's age isn't enough to determine if your service is right for them. A 30-year-old athlete with a sports injury and a 30-year-old pregnant mother fall into the exact same age bracket, but their lifestyles and needs are vastly different. This is where we cross over from demographics into psychographics—the study of your audience's behaviors, lifestyles, and pain points.

To reach your ideal customer effectively, you must match your service's specific benefits to their unique situations. This is the foundation of benefit marketing: aligning your services with the exact problems they solve for specific people. Because of this, defining your target audience's demographics and psychographics should always be step one when building out your three-month, six-month, and one-year strategic marketing plans.

The Power of Benefit-Driven Marketing

How you approach benefit marketing depends slightly on whether you sell a service or a physical product.

For Service-Based Businesses

If you are a service-based business, your "product" is ultimately the action you take to solve a customer's specific problem. With that in mind, can you list your offerings based on their distinct features and benefits?

  • Identify Your Assets: Does your company utilize specialized equipment or proprietary technology for a particular service? That serves as both a feature and a benefit.
  • Identify the Beneficiary: Who is the ideal customer to benefit from this specific asset?

When you equip yourself with strategies tailored to your unique business, you can determine exactly which demographic details are necessary to track. If a certain age or location is important, you can then find the best marketing tools to capture that data.

For Product-Based Businesses

When selling a physical product, the marketing actions are similar, but you must account for an additional dynamic: Who will be using the product vs. who will be purchasing it?

A great example is a children's toy. The child is the end-user, but the parent holds the wallet. Your marketing must visually intrigue the child while simultaneously displaying the core benefits (safety, education, durability) that convince the parent to make the purchase. This dual-layered approach often relies heavily on emotional marketing techniques and price-based positioning.

Gathering Your Data (Without Getting Overwhelmed)

You likely already have access to a wealth of customer data through built-in analytics on platforms like Google, Facebook, Instagram, LinkedIn, and X. Rather than getting overwhelmed by numbers, start with the platform where your audience is most active and that fits your team's technical skill level. These insight reports are goldmines for pulling specific demographic details like age, income, location, and online behavior.

To get the complete picture, combine these three crucial pieces of information:

  1. Your Analytics: Who is currently engaging with you online?
  2. Market Trends: What are people actively searching for right now? (Free tools like Google Trends are great for this).
  3. Your Service Benefits: What specific problems does your business solve better than anyone else?

By cross-referencing your audience analytics and current search trends with the actual benefits your business provides, you can draw a precise map of who to target and where to reach them.

The Bottom Line When you fill out the demographics section of your marketing plan with this level of detail, the next steps—creating content, designing ads, and running promotions—practically write themselves.

Take the time now to do the research, clearly define your benefits, and put all the puzzle pieces together. Good luck! And as always, if you need help getting started, Marketing Health Academy is here for you.

What specific service or product are you currently trying to market, so we can brainstorm its core features and benefits together?

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