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.
