Strategic Marketing - Local Demographic Marketing Tools

How To Do Strategic Marketing with Demographics?

Using Strategic Marketing for Demographic and Location based marketing is best if you can localized your ads, have a great awareness engine, creating a conversion bridge, psychographics, and benefit marketing. The following information will help you to set up your tools and demographics for the best results.

Showing Up for the Sells

Imagine delivering a high-impact ad to a motivated buyer at precisely the moment they walk past a competitor’s storefront. That is the strategic marketing advantage of geofencing and location-based marketing.

Digital-first brands are increasingly using geo-conquesting to reach potential customers while they are near a competitor or in an area where they are likely to make a purchase. And you don't need a physical storefront to take advantage of this strategy.

To capture those critical, in-the-moment opportunities, marketers need to move beyond broad demographics and start paying attention to where consumers actually spend their time. With the help of AI-powered research tools, you can identify competitor hotspots, understand local consumer behavior, and visualize where your target audience is most active.

Localizing Digital Ads: Turning Local Searches into Foot Traffic

Location-based marketing goes far beyond knowing where your business is located. It's about meeting potential customers wherever they are looking for information—from search engines to social media.

By combining high-intent Google Ads with highly targeted social media campaigns, you can reach people who are actively searching for your products or services while also keeping your business top-of-mind among nearby consumers.

With a few strategic AI research prompts, you can even uncover opportunities to put your business in front of local shoppers who need what you offer but may not know your business by name.

The Intent Engine: Capturing Demand with Google Ads

When someone searches for a service "near me," they are often already considering taking action. Google Ads gives you the opportunity to reach those potential customers at exactly the right moment.

Here are three ways to make your campaigns more location-focused:

  • Presence Targeting: Set your location settings to target people who are physically in, or regularly in, your selected locations. This helps focus your budget on people who are actually part of your local market rather than people searching from somewhere else.
  • Google Maps and Location Assets: Connect your Google Business Profile to your advertising account so customers can easily see your address, phone number, directions, and other location information directly from search results.
  • Hyper-Local Keywords: Go beyond broad service terms by incorporating neighborhood names, ZIP codes, nearby landmarks, and even major cross streets into your keyword strategy.

The goal is simple: be visible when local customers are actively looking for what you sell.

The Awareness Engine: Building Visibility on Social Media

Google Ads captures existing demand. Social media helps create demand before someone ever performs a search.

Platforms such as Facebook, Instagram, and TikTok give local businesses the opportunity to reach people based on geography, interests, behaviors, and other targeting criteria.

Consider strategies such as:

  • Geo-Targeted Social Campaigns: Create campaigns focused on specific neighborhoods, shopping districts, or geographic areas where your ideal customers spend time.
  • Community-Focused Creative: Incorporate recognizable local landmarks, familiar locations, local events, or even real members of your team. Showing that you are part of the community can make an advertisement feel much more relevant and trustworthy.

The more local the message feels, the less your advertising feels like an advertisement—and the more it feels like a recommendation from someone who understands the community.

The AI Research Shortcut

Before you spend your advertising dollars, take time to understand your local market.

AI can help you organize your research and uncover questions you may not have considered. Try copying and pasting these prompts into your preferred AI tool:

  1. "Identify the top three competitors for a [your business type] in [City/ZIP Code] and summarize the most common customer complaints found in their local reviews."
  2. "What local events, landmarks, community characteristics, or neighborhood trends in [City/ZIP Code] should I reference to make my advertising resonate with local residents?"
  3. "Generate five hyper-local ad headlines for a [your business type] targeting residents within three miles of [Street Address/Neighborhood]."

AI shouldn't replace your own market research, but it can help you get started faster and uncover useful avenues for further investigation.

The Conversion Bridge: Localizing Your Offer

Getting someone to click your ad is only the beginning. The next step is giving them a reason to visit, call, schedule, or buy.

Your advertising should reflect your physical location and the immediate needs of your audience.

Instead of a generic message such as:

"Best Quality Service in Town!"

Try something that creates a stronger connection to the customer's location and situation:

"Walking down Main Street today? Stop in before 5 p.m. and receive 15% off your purchase."

When search intent, social visibility, and localized messaging work together, your business becomes more than another option. You become the obvious neighborhood choice.

Know Your Community, Market with Meaning

To truly connect with your audience, you need to understand more than where they live. You need to understand the places they visit, the businesses they frequent, their interests, their purchasing habits, and the competitors competing for their attention.

Fortunately, much of this information can be uncovered with a little strategic research.

Start by looking at your target ZIP codes and neighborhoods. What businesses are there? What attractions bring people into the area? What types of homes and developments are nearby? What events draw the community together? What do people talk about in local reviews and social groups?

The answers can help you build a clearer picture of the people you are trying to reach.

Defining Community Psychographics

People living in the same community often share more than a mailing address. They may shop at the same stores, visit the same parks, attend the same events, and gather at the same local businesses.

Those shared experiences can reveal valuable insights into lifestyle, interests, priorities, and purchasing behavior.

Consider the differences between two very different communities:

Park City, Utah

A resort community such as Park City may have a strong connection to skiing, outdoor recreation, tourism, specialty shopping, and higher-end services.

Great Falls, Montana

A community such as Great Falls has a different mix of recreational activities, economic characteristics, businesses, and consumer priorities. Outdoor recreation, the Missouri River, hiking, horseback riding, agriculture, and other regional interests can all influence the local marketplace.

The point isn't to stereotype everyone who lives in a particular ZIP code. Instead, these differences give marketers a starting point for understanding the environment in which their customers live and make purchasing decisions.

Tailoring Your Benefit Marketing to the Location

You probably wouldn't use exactly the same marketing strategy in Park City as you would in Great Falls.

Why? Because consumers in different communities have different needs, experiences, priorities, and spending habits.

A sporting-goods or wellness business, for example, might emphasize winter recreation and ski-related products in Park City. In Montana, that same business might highlight summer activities, outdoor recreation, weekend adventures, or products that help customers unwind after a long workweek.

Even the way you present those benefits can change.

The product may be the same, but the reason someone wants it can be completely different.

That is the heart of benefit-driven marketing: understanding not only what you sell, but why your local customer cares about it.

Gathering Your Localized Data

You don't need an expensive research department to begin collecting useful local information. A variety of free or low-cost tools can help you develop a better understanding of your market.

ZIP Codes and Maps

Start with the ZIP codes you want to target. Look at population density, neighborhoods, shopping centers, major roads, attractions, and nearby businesses.

Then use Google Maps to identify both competitors and complementary businesses. This can reveal where people already shop and where your potential customers may be spending time.

Search Trends

Use Google Trends to explore your primary products and services by location. Compare search interest across cities, regions, or states to identify differences in demand.

This can help you discover what people are searching for, when interest increases, and which topics may deserve greater attention in your marketing.

Platform Analytics

Review the audience and location data available through the major social platforms you use, such as Facebook, Instagram, or LinkedIn.

The goal is to determine where your audience is most active and which platforms make the most sense for your advertising dollars.

Community Resources

Don't overlook local sources of information. Community organizations, neighborhood groups, local publications, and platforms such as Nextdoor can provide valuable insight into the conversations, events, concerns, and interests that matter to residents.

Competitor Research

Finally, study your competitors.

Look at their websites, advertisements, social media, Google reviews, promotions, and customer complaints. Pay particular attention to what customers love—and what they wish the business did better.

Those gaps can become opportunities for your business.

Putting It All Together

Once you've gathered your location-based information, bring it into your broader marketing strategy.

You can use what you've learned to create advertising, social media posts, email campaigns, promotions, and offers that speak directly to the people in your target community.

Instead of creating one generic campaign and hoping it works everywhere, you can develop messaging that reflects the specific environment, needs, interests, and priorities of your ideal customers.

That is the real power of location-based marketing.

Take the time to do the research. Learn where your customers live, where they shop, what they care about, what they search for, and who else is competing for their attention.

You are already the expert in your field. Now it's time to make sure the people in your market know it.

If you need help getting started, a mentor at Marketing Health Academy can help you develop your first location-based campaign and turn your local market research into a practical marketing strategy.

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Google Marketing and the use in Chiropractic Marketing

How To: Google Marketing with Google Reviews

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In today's digital world, online reviews are king. They hold immense power, influencing where we shop, eat, and even which doctor we see. When it comes to your business, Google Reviews are a goldmine you can't afford to ignore. But why exactly are they so important, and how do you get more of them?

The Power of Positive Reviews

Think of Google Reviews as virtual word-of-mouth recommendations. Potential customers are constantly searching online, and positive reviews act as a glowing endorsement, building trust and credibility for your business. Here's how they benefit you:

  • Increased Visibility: Businesses with more reviews tend to rank higher in Google searches. This means more potential customers will see your listing, leading to more website traffic and footfall.
  • Boosted Sales: Studies show that customers are more likely to choose a business with positive reviews.
  • Builds Trust: Positive reviews showcase happy customers, giving potential customers confidence in your brand.
  • Improves Customer Engagement: Responding to reviews (both positive and negative) shows you care about customer feedback and fosters a sense of community.

How to Encourage Google Reviews

Now that you know the power of Google Reviews, let's explore how to encourage customers to leave them:

  • Make it Easy: Include a "Leave a Google Review" button on your website and social media pages. You can also create a custom Google review link to share directly with customers.
  • The Right Time: Don't be shy about asking for reviews! The ideal time is right after a positive customer interaction, like a completed purchase or resolved issue.
  • Respond to All Reviews: This shows you value customer feedback, good or bad. Address negative reviews professionally and offer solutions. Thank customers for positive reviews and highlight specific details they mentioned.

Building a Strong Online Reputation

Google Reviews are a powerful tool for building a strong online reputation for your business. By understanding their importance and implementing these strategies, you can encourage more customers to share their positive experiences, leading to increased visibility, trust, and ultimately, more success for your business.

Here are a few of our suggestions:

If you offer your customers a bottle of water, put a QR code on it and stick it on every bottle.

Put business sized cards on the reception desk with a QR code.

Put links on your social media, and so much more.

Jumping into Google Business

Let's take a moment and jump into Google Business. When you have a local business you want to build a local community. Today let's just look at a few things that are new that can help you build your community.

I assume you have a Google Business profile, now called Google Maps. You can find a direct link inside of your Google account.

Finding Google Business in your Google Account. Build your chiropractic marketing with marketing health academy

Google Business inside your Google account

 

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Feeling lost in the marketing maze? This blog post is your guide to crafting a winning marketing strategy.

Crafting A Pathway: A Guide to Building Stategic Marketing

Designing your step by step to success

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In today's dynamic business environment, having a clear direction is critical to success. This is especially true in the field of marketing, where competition is stiff and audience attention spans are short.. That's where a well-defined guide to Strategic Marketing comes in – your roadmap to navigating the ever-changing marketing terrain. Understanding the rules to a detailed action or an overall plan use essential tools with The Marketing Circle.

What is a Strategic Marketing?

Think of your strategic marketing as a comprehensive plan outlining how you'll achieve your business goals through marketing efforts. It is more than just promoting your products or services; it also includes identifying your target audience, producing a captivating message, and determining the most successful means for reaching them.

Why is a Strategic Marketing Important?

Here are just a few reasons why a well-defined guide to marketing strategy is essential:

  • Clarity and Focus: It provides a detailed pathway, keeping your marketing efforts aligned with your overall business objectives.
  • Efficiency: It helps you allocate resources strategically, avoiding scattered efforts and maximizing return on investment (ROI).
  • Measurable Success: By establishing clear goals and Key Performance Indicators (KPIs), you can track progress and measure the effectiveness of your marketing initiatives.
  • Competitive Advantage: A strong strategy helps you differentiate your brand and stand out from the crowd, attracting and retaining customers.

Building Strategic Marketing:

Crafting a winning marketing strategy involves several key steps:

  1. Define Your Goals: What do you want to achieve with your marketing efforts? Increase brand awareness, generate leads, or boost sales?
  2. Know Your Audience: Who are you trying to reach? Understanding their demographics, needs, and pain points is crucial for crafting relevant messaging.
  3. Competitive Analysis: Research your competitors, their strengths and weaknesses, and how they position themselves in the market.
  4. Develop Your Value Proposition: What makes your brand unique and valuable to your target audience? We call this “Becoming the Expert”
  5. Choose Your Marketing Channels: Identify the channels where your target audience spends their time, be it social media, email marketing, content marketing, or a combination of these.
  6. Craft Your Message: Develop compelling messaging that resonates with your audience and highlights your value proposition.
  7. Set Measurable Goals and KPIs: Define specific, measurable, achievable, relevant, and time-bound (SMART) goals to track your progress.
  8. Monitor and Adapt: Regularly analyze your marketing performance and adapt your strategy based on the data you gather.

Remember: Your strategic marketing is not static. As market trends evolve and audience behavior changes, so should your strategy. Continuously monitor, analyze, and adapt your approach to ensure lasting success.

By investing time and effort into crafting a strong marketing strategy, you can increase your chances of achieving your business goals and navigating the ever-changing marketing landscape with confidence.

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Chiropractic Digital Marketing in 2024

Chiropractic Digital Marketing in 2024

Happy New Year!

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We will soon have completed another year. The last twelve months have seen remarkable transformations. Although it has introduced some new issues, AI has simplified all of our company initiatives. Search engine optimization and website evaluation have been revolutionized by GA4 (Google Analytics). While producing unforeseen outcomes in our statistics, Tag Manager has become the new lingo.

We are even rewriting and revising "The Marketing Circle" here at Marketing Health Academy to reflect these shifts. Education pods, the product of our dedicated team's labor, are scheduled for release in 2024.

Here are some pointers to assist your chiropractic clinic in preparing for the new year, as well as some items that have become standard in chiropractic marketing.

  1. AI Becoming the Norm:
  • AI-powered tools are now commonplace in various aspects of digital marketing, including content creation, personalization, and analytics. This trend will likely continue, with even more sophisticated and user-friendly AI solutions emerging.
  • Businesses need to embrace AI to stay competitive and leverage its power to automate repetitive tasks, gain valuable insights, and personalize user experiences.
  1. Google Analytics Growth:
  • Google Analytics remains the dominant platform for website traffic analysis. Its continued growth indicates its relevance and value for businesses seeking to understand their online audiences and optimize their digital campaigns.
  • As Google Analytics evolves, it's crucial for businesses to stay updated on its features and learn how to utilize them effectively to extract the most valuable insights.
  1. SEO Beyond Websites:
  • Successful SEO now extends beyond traditional website optimization and encompasses a wider digital landscape. This includes social media optimization, local SEO, and even voice search optimization.
  • Businesses need to adopt a holistic SEO strategy that considers all relevant online channels and touch-points to reach their target audience effectively.
  1. AI in Blogs and Social Media:
  • AI will play an increasingly significant role in content creation and management for blogs and social media platforms. This includes tools for automated content generation, audience analysis, and social media scheduling.
  • Businesses can leverage AI to create engaging content, optimize their social media presence, and reach new audiences with greater efficiency.
  1. Google Analytics and Tag Manager Integration:
  • Google Tag Manager (GTM) will become increasingly integrated with Google Analytics, allowing for more streamlined data collection and analysis. This will provide businesses with a more comprehensive and unified view of their online performance.
  • Businesses should consider implementing GTM to simplify tag management, improve data accuracy, and gain deeper insights from their Google Analytics data.
  1. Business Goals and Website Optimization:
  • The effectiveness of Google Analytics and other digital marketing tools depends heavily on aligning them with your specific business goals and website objectives.
  • Before implementing any digital marketing strategy, it's crucial to clearly define your business goals and then choose the tools and techniques that best align with achieving them.

Overall, the digital landscape is constantly evolving, with AI becoming increasingly integrated into various aspects of online marketing. By understanding these key trends and adapting your strategies accordingly, businesses can stay ahead of the curve and achieve their digital marketing goals effective

My recommendation is that you conduct a comprehensive assessment of your website's content, including new keyword research and SEO, at the conclusion of each year. I expect the same thing this year. Reach out to our staff and we will begin reviewing your website immediately.

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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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Strategic Markee

CHAT GPT & ALL THE CHIROPRACTIC MARKETING HYPE

Chiropractic Social Media Marketing Ideas

One of the hot buzzwords right now is ChatGPT. All the big players such as Google and Bing are using it. At Marketing Health Academy for 2023, we are very focused working on AI processes to help you market your business. What better to building your chiropractic social media ideas than written AI? When we saw all of the hype about this new content creation process using AI, we tested it under multiple scenarios to see just how it saves our team time and money.

So the real question here is, why would a chiropractor use ChatGPD to boost their marketing? We posed this very question in the ChatGPT, and here are the results:

  • Efficiency: AI can produce digital content much faster than a human can. This is especially true for repetitive tasks like data entry or generating reports.
  • Consistency: AI can ensure that your digital content is consistent in tone, formatting, and messaging. This is important for brands that want to maintain a consistent image across all their communication channels.
  • Scalability: AI can easily scale to handle large volumes of content creation. This is useful for businesses that need to produce a lot of content regularly, such as news websites or social media platforms.
  • Personalization: AI can help create personalized content for individual users. This is important for businesses that want to tailor their marketing messages to specific demographics.
  • Cost savings: AI can be less expensive than hiring a team of human content creators. This is especially true for small businesses that can't afford to hire a large team of writers, editors, and designers.

Overall, using AI to create digital content can help businesses save time and money while improving the quality and consistency of their messaging. 

Each of the points above were generated by ChatGPD. While all of this information is great, and was easy to create, the results didn't seem very personal, and it didn't exactly fit what I was trying to say. ChatGPD did supply me with a quick response, and usable content. However, it did not really help me understand specifically how it could improve my efficiency.

Let’s take a moment and talk about consistency. ChatGPD says that it will ensures that my digital content has a consistent tone, however it wasn't really my tone. A very important cog in your brand is tone. No two tones should be exactly alike. AI technology can provide you with good, usable content, but it still cannot do it in your tone. Personalizing content cannot really happen without your own brand tone. Afterall, you're not an artificial intelligence. This is why our customers who need content written out for them fill out our questionnaire forms... so content is created which is personal to their needs, fits their brand, and has value. Personalization is the golden key in marketing. Customers are also not artificial intelligence. They know when a message isn't really personal.

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Chiropractic Marketing - Service Based Demographics

The Significance of Demographics

Part One - Service-Based Demographics

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As you begin your annual marketing plan, notice that demographics has its very own section, or tab, within your marketing plan worksheet (download here). Why is demographic information so important in marketing that it has its own dedicated section? The simple answer is, you want to target an audience with a need that you can meet. The long answer is a little more complicated.

There are numerous questions to be asked in order to define a demographic that will help you, and your audience, achieve the ultimate goal of connecting. First, you need to determine the existence of a need. You also need to consider if there are products or services in your toolkit that are more valuable than others, and how they are meaningful to your target audience.

This is part one in a four-part series on demographic marketing for chiropractors. In this first article, we will focus on finding the best audience for each of your products or services.

PRODUCT/SERVICE CENTERED

It is critical to understand your target consumer's interests in order to effectively market your product/service. Let's talk about how we can define a product/service from the perspective of your target customer.

Unless they are an avid walker, or have a grandchild who really wants a pair of high-end sneakers, you likely are not trying to sell high-end sneakers to an 80-year old. In this scenario, a person who may be on a fixed income most likely would not be looking to spend a significant amount of money on sneakers. Understanding your audience and their needs is key. You'll look for a more suitable target audience to market high-end sneakers too.

Perception is a powerful marketing tool. Sometimes your product/service must be perceived as the simple solution to a complex problem. Trust is also a key factor. You need your audience to trust your product or service. You can begin to see that it is necessary to cover all possible solutions your product/service can provide as you work to define your demographic.

In most cases, you will actually have multiple end users. You can absolutely offer your product or service as solutions to various problems. Listing important features of your product/service. If the end result is a benefit or solution to the problem, you have created a product-based demographic.

Now think about where you would employ a product-based demographic. When posting an ad, most advertising platforms allow you to select various demographic options. If you've done your homework, you will find the selection process to be fairly easy.

This year we're talking about automation. You can most certainly employ automation in your communication, and still build trust. Social media is an excellent tool for fostering communication, and therefore trust. However, you may not always be able to select demographics when posting on social media.

In our marketing strategies, we have defined the purpose for social media as a communication builder. We can create demographic specific posts for social media and utilize #hashtag marketing to reach the target. Let's examine this a little closer.

Take knee injuries for example. Think about what services you provide for injuries related to sports injuries, or even a vehicle accident related injury, etc. Now break this down even further by defining services that are related by season. In December, you may see more ski/snowboarding related knee injuries. In the Summer you may see knee injuries stemming from running or soccer. (We will talk more about demographics based upon people in a later article, but for now we would look at what you can do for a knee sprain.)  In the winter, you would launch a social post with the hashtags #winter #wintersports #skiing, etc. Some hashtags are service based, such as, #massage or #kneemanipulation. When in doubt, do some A/B testing on your social platforms and see what garners the most interest.

When building ads for PPC on various platforms (ie Google), choosing your demographic is an integral part of the process. When you have defined the demographic for a specific product or services you can guarantee that the correct target is being reached, increasing your odds of ROI success.

Your overall success depends on clarifying your demographics before you start spending time and money on promotions. If in doubt turn to your detailed Key Performance Indicators and tweak as necessary. That is what makes Agile marketing so successful.

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Get the most from your chiropractic marketing

Getting the most from your 2023 chiropractic marketing

Building Communication in your Chiropractic Marketing

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Now that it is 2023, are you ready to begin a new year with new goals and a fresh perspective on marketing for your practice. Economist and marketing strategist are predicting a slowdown in most paid marking techniques. This means that your ROI is more important than ever. Finding the conversion technique that work for you and your demographics is going take a few trial and errors before it is perfect. If you are looking for a few suggestions, you might be interested in some chiropractic marketing predictions for 2023.

We have been saying for years that chiropractic marketing is based upon finding ways to communicate with each of your demographics. What happens when you find a technique works and website traffic is flowing in?

Chiropractic marketing is moving in the direction of improved patient communication and an automation system that not only works for your business but is also practical for your patients and potential patients who are looking for the best solution for their needs.

Your website should be the eyes and ears of your company. Not only should it be a great place to send current clients for forms, sign ups, and FAQ’s, but it should also provide lead generating information. Landing pages with call to action buttons are a way for your audience to tell you they trust you enough to click on your page, and reveal personal information about how they can be contacted.

Knowing that your leads are customers in the making, how do you take that next step in building honest communication.

The type of communication you initiate will depend on the type of lead and where it came from. If you don’t have a phone number you obviously can’t call them so your written communication techniques are vital to your conversion.

Email as an ice breaker

If you are writing an email to a lead there are a few steps to follow for successful introductions.

  • Be compelling - Make your subject and content fit the situation in a way that compels them to further the conversation. When they respond with more questions you have the beginning of a relationship.
  • Be relatable - Represent yourself in an honest way. I have a chiropractor who works bear foot. To me, I wouldn’t go to anyone else because she represents my values. To someone else, she is probably unprofessional. Don’t expect to be everything to everyone.
  • Make your first line about them - If they have questions, make sure you acknowledge from the beginning what your understanding of their need is.
  • Provide value to their needs - In a few words be specific as to why you think you can have value and benefits.
  • Create a call to action - This can be a link to information, a way to contact your office, or direct contact to you personally.

Remember marketing is about building trust and communication. Never send a general response when answering a lead.

Social Media Chats, and Q & A’s

A hard communication tool usually comes from social media. Depending on the platform you use it is hard to determine anything personal about the person you are talking to. I like to read their profile before I answer chats on Facebook, Instagram and Twitter. You may not have an email, or a phone number but the response should be just as relevant as if they had filled out an online form. Follow many of the rules from emails but keep it short and sweet. When conversing on social media, the usual request should have a quick answer. Some of my favorite techniques are:

  • Create general response landing pages, with call to action forms. When answering in chat, just include a compelling response, by asking the right question, and linking to the page.
  • Personalize your response - Many people consider social media a personal communication. They like the anonymity of it while being able to be personal as well.
  • Promote messaging on your platforms - If you place a recent post, and a “message me” button. This is available on Facebook, Instagram, and Pinterest. You can start the conversation by just asking.

Using reviews as a communication tool

When someone takes time to review you (whether it is positive or negative), it is personal. It is their time they are using to talk about you. Never let a review go unanswered. When you get a negative review, instead of being hurt or confused by it take a moment to reflect on how it came about. Consider the conversation you need to have with them to clarify the situation and then post a response publicly. This shows prospective clients that are researching you, that you take their opinion very seriously. Try turning a negative into a positive.

Now that you have ways to use the information that you are getting for your marketing efforts, take the time to document them in the form of KPIs. Where did the lead come from? Did they follow a specific pathway on your website to get to the point of communication? All data is good information. Knowing where to find it and how to use it is the trick every good marketer needs to know.

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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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WordPress for Chiropractic Websites

Let's Talk WordPress for Chiropractic Websites

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If you don't currently have a chiropractic website, now is the time to get caught up and implement the right tools you'll need in your chiropractic marketing. WordPress is the content/blog website that is standard and is an excellent option for chiropractors.

Recently, WordPress released version 6.0 (AKA Arturo, inspired by famed Jazz musician Arturo O'Farril). With that in mind, let's go with the Jazz flow and use it to inspire a new website for your practice.

Chiropractic Websites that use WordPress

Did you know that 42% of all websites are made using WordPress CMS? The functionality and flexibility of WordPress have made it the top CMS program in the United States and the world. There are plug-ins for virtually every function. Many plug-ins are free for use and easy to set up. More robust plug-ins are available, for a cost, as well. With one great content management system, you can design a solution for every need. Choose from 1000's of beautiful templates to style up your website. WordPress gives you functionality, beauty, and most importantly, a chiropractic marketing tool.

Chiropractic Blogs

At Marketing Health Academy we teach the principles and methodology of “The Marketing Circle” which focuses on the concepts of education and inspiration as a technique to generate leads.

Blogs are a powerful tool in your marketing toolbox. They can be both inspirational and educational. The blog function comes standard with every WordPress website. Not to be confused with landing pages, which we will talk about later, blogs are a great way to drive traffic to your website. Blogs are perfect for teaching how-to platforms where supportive video content can be added for more attraction, as well as links that build customer usability between your basic website and your chiropractic marketing.

Chiropractic Social Media

What does your website have to do with your chiropractic social media? Think of all your social media as extremities of your body. They are attached but work independently from each other. You can jump with your feet while tossing a basketball with your hand, all while turning your head. The same is true of your social media. Without your social media, you can’t reach out and pick up customers. Your social media isn’t meant to be the heart and soul of your marketing, but rather as a means for you to reach out, pivot, and be dynamic. By using a blog, you create interest. Social media is where you hand out small amounts of information to bring readers into your main realm of information.

Chiropractic SEO

As a marketing tool, chiropractic SEO is the slowest form of a growth platform. However, it is an extremely powerful system within your marketing ecosystem. If you take the time to learn the basics about keywords and links and combine them together, you'll end up with a well-choreographed dance and you can win at SEO. Don't let marketing professionals steer you away from understanding SEO so they can keep charging you for methods that are more simplistic and less effective in the long run.

WordPress not only comes with standard built-in SEO functions but there are also so many free plug-ins that can get you started.

Chiropractic Websites with WordPress 6.0

Now let's look at the purpose behind your chiropractic website built on the WordPress platform. We discussed creating blogs, now we are going to look at pages and some of the new WordPress functions that have been added to make your job easier.

Chiropractic Content

Here are just a few of the new WordPress functions to aid you in content creation for your website pages:

Improved User Interface

Although copied/pasted whole sections of content from one page to another is never recommended (very bad for SEO), the new copy/paste function creates more ease for utilizing small bits that need to be available on multiple pages, such as links within your website. Buttons, which used to take some custom coding knowledge, are much easier to style in the new block editor. Now you can apply more unique features with greater ease. Creating tag clouds and social icons no longer requires a plugin to be available in multiple formats.

Improved Speed

One common WordPress issue of the past is page load speed. Because of Google’s strict policy on page load speed, especially for mobile), many plug-ins have been created in an attempt to combat the issue. Although some of the plug-ins did help, none of them solved the issue completely. WordPress has announced that the new version (6.0) has solved the speed challenge. While too soon to judge, this will be watched closely.

As web developers, designers and marketers we are excited to make full use of the new functions on all of the websites we build for chiropractors (we can give you a quote when you're ready for one). We look forward to experimenting with many of the hundreds of new functions that are now are part of the WordPress version 6.0 platform. The new page load speed is one that makes us most excited, and the designers are itching to start playing with all the new design functions.

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