Now that we have an understanding of our consumers based on their characteristics, we can take some time to look closer at the world around them. We examine the population where they live, the social and economic attributes, and who your competitors are for your audience. Many of these can be answered with a simple Google search. With a little research you will know who the top contenders for your chiropractic marketing strategies are.
In any given community, the people that live there share the same parks, the same shopping centers, and the same fitness centers. You'll likely find people of similar income levels and interests bunched together. Take a moment to look at a map of a zip code in your area and think about what binds these people together. This can help you generalize specific characteristics of the larger group. In Park City, Utah, for example, the people living in that area like skiing and other outdoor mountain activities, specialized shopping, and have an income level much higher than most given that the average home in the area costs over $2 million. In Great Falls, Montana, people enjoy water sports and other activities on the Missouri river. Hiking and horseback riding are also very popular. The average home price is $300,000 and just about everyone drives a truck.
You've probably already decided that you would not use the same exact chiropractic marketing technique for the two communities mentioned above. The consumers just think and behave differently. If you've done your research, you'll have noted that chiropractic social media is more prevalent in Utah than in Montana. Your technique for inspiring each respective audience is going to be different. Products and services you offer are likely going to vary in relevance to each market as well. I, for one, experience weeks of lower back pain after skiing. However, in the summer I can hike and float down the rivers of Montana or kayak for hours with far less aches and pains afterward. My issues have more to do with the work week activities rather than weekend fun. In Montana, we get most of our information from sitting outside eating at the local cafe where the radio is playing. Facebook is ok for advertising, but you won’t typically see people checking their Instagram. Knowing why these differences take place among your demographic locations, and how they affect your target audience, is important to your marketing strategy.
Let's take a look at a few ways you can acquire this demographic information. Again, it just takes a bit of research and using your free tools. We talked about using postal codes to start. You can take a postal code and find out what the population is, put it in your Google maps and discover what businesses are in that location. Then you can put your product/service keyword into Google trends and find the most popular keywords for that location. Now you know who is reading your ads, their income levels, ages, and interests. What about understanding the best social media platform you should utilize? This is done simply by running social profile reports on each platform to see what your average success rate would be.
When you put all of this information into your chiropractic marketing plan and then run the algorithms, you can then move forward with creating a campaign of ads, social media and mass emails that target your ideal customer, potentially increasing your conversion rate by 50%. If you need a little help getting started, you can contact a mentor at Marketing Health Academy and let them help you set up your first campaign. You are the expert in your field, now let the people in your demographics know it.
