Photo by Toa Heftiba
Originally Posted On: Nine Marketing Strategies for Chiropractors in 2021 | Rounded Digital (wearerounded.com)
Are you a chiropractor looking for ways to attract more clients? If so, you’ve landed in the right place. Below, we’ve outlined nine marketing strategies that will boost your exposure, increase conversions, and grow your business.
#9: Invest in Your Cross-Platform Footprint
Social media has evolved from a college novelty to an international online marketing necessity. These days, it’s a vital arrow in the search engine optimization quiver. Maintaining active social media profiles accomplishes two crucial things:
- It provides “social cues,” which factor into search engines’ indexing algorithms. The more social cues, the better.
- Establishes your brand on highly trafficked platforms.
On average, users spend 2.5 hours checking their accounts every day. That’s a lot! And Millennials — many of whom are in their thirties now and may need a chiropractor — use social media to do searches! So to stand out, start accounts on Facebook and Instagram. If you want to reach a younger crowd, try TikTok — and maintain an updated LinkedIn profile.
#8: Distribute Press Releases
Don’t underestimate the power of press releases! When done correctly, they can attract loads of eyeballs. The key is to use a reputable distribution service and practice restraint. Sending out daily notices is overkill. But when something genuinely big hits the calendar, a press release could work wonders.
Style-wise, they should be written straightforwardly and have an about section that serves as an elevator pitch for your practice. Also, don’t forget to include a call-to-action and contact information. Remember, it’s a marketing tool!
If you’ve never written a press release, check out samples online. Or hire a digital marketer who knows:
- Exactly how to pen effective press releases, and
- Which distribution services offer the best bang for the buck
#7: Cultivate Quality Backlinks
One of the most effective SEO for chiropractors tools is backlinks. The more you have, the better your website will do in the SERPs. But any old links won’t do. Quality matters! In fact, low-value links that point to your site have the power to drag it down.
What Are SERPs?
SERPs is an acronym for “search engine results pages.” As you know, search platforms like Bing, Google, and Yahoo! compile pages of link results that match search queries. Those lists are called SERPs, and landing as close to the top is the goal. How vital is SERP performance? According to a study published by Advanced Web Rankings, 67 percent of people only pay attention to the first five listings.
When embarking on a backlinking campaign, stay away from content farms, trap sites, and useless directories. If you don’t know how to identify them, enlist the help of an experienced online marketing agent. It can make all the difference.
Pro Tip: It’s important to do keyword research when cultivating backlinks because you want relevant anchor text pointing at the site.
What Is Anchor Text?
Anchor text is the clickable text in a backlink. To squeeze the most juice out of anchor text, these words should pertain to your website instead of generic text. For example, good anchor text would be “chiropractor in Denver” instead of a random word. Anchor text is sometimes called a “link label” or “link title.”
#6: Ensure Your Website Is Coded Properly
Is your website SEO-friendly? If not, it’s useless. Apologies for the blunt talk, but it’s true. A website running on an old engine or HTML structure may land it in the SERPs’ desert. In today’s competitive market, that’s the last place you want to be.
To rectify the problem, you can embark down the DIY website development path. Or, you can enlist a digital marketing company like Rounded Digital that has lots of experience building websites and perfecting SEO for chiropractors.
#5: Start an Email Newsletter
As 2022 approaches, everyone promoting a business should be working on creating a mailing list and newsletter.
Why the rush? Well, in January of next year, the California Online Privacy Protection Act goes into effect, at which point data sharing and lead buying, for all intent and purpose, will go the way of the dinosaur because the statute includes info swapping and selling prohibitions.
By starting a mailing list and newsletter, you’ll be able to capture peoples’ email addresses and begin to reach out directly. Just make sure you have the proper terms of service in place, and the sign-up process conforms to applicable data regulations. If you’re unsure about what rules apply, it may be best to work with a professional digital marketing agency.
#4: Update Your Website Design
Design is essential. When people land on a website that looks like a design-Razzy nominee, they’ll click away faster than you can say “adjustment.” If that describes your current website design situation, then it’s time to renovate.
Website development is another consideration.
If the coding on your site hasn’t been updated since the days of AOL, it’s time. Poor coding can damage your SERPs ranking and make it difficult for people to navigate your website. Also, make sure the site is responsive and looks good on everything from an oversized screen, a mobile phone, and everything in between. Believe it or not, search engines are now penalizing websites that don’t scale to screen size.
Consider rebuilding on the WordPress platform. Not only is it easy to update and add blog posts, but it’s ideal for digital marketing purposes.
#3: Pamper Existing Customers
Since the first neanderthal asked for advice about the best watering hole, word-of-mouth has been the best marketing tool in town. Getting other patients to recommend your practice is worth its weight in gold.
So remember to pamper your current patients. Treat them like precious gems, and they’ll return the favor by recommending your services. Moreover, try to keep in contact with your patients via a newsletter. Not only does it keep your practice in their minds, but it’s a great way to alert them about deals, promotions, and industry news that they may find helpful.
Now that we’re heading into post-pandemic times — fingers crossed — throwing a cocktail party at the office may be a fun way to welcome back clients. If you have enough space, add a plus-one for every patient. Having new people in the office may result in new appointment bookings.
Pro Tip: Make sure you have beverage options for people who don’t drink alcohol and materials scattered about explaining the benefits of chiropractic care!
#2: Local SEO
It’s important to “claim” your business listing on Google and other search engines. It boosts your Local SEO score and can help tremendously with online marketing efforts. As such, tend to your Google My Business account. If you don’t already have a listing, create one. And don’t forget that while Google is the most trafficked search engine, it’s not the only game in town. So hit up Bing Places for Business and Yahoo!’s local listings service.
#1: Trust in Blogging
Blogging is one of the best ways to win the online marketing game. A strong blog strategy that’s expertly executed could launch you to the top of the local search engine result pages.
What should you write about? Anticipate questions chiropractic patients may have and answer them in blog posts. Also, make sure that every post includes a call-to-action and contact information.
How often should you post? Weekly posting of informative, engaging, and helpful articles is key. And yes, the more you post, the better. Publishing one a day is better than once a week, but the ideal number depends on the competition. Think of each post as money in the bank that earns compound interest.
However, quality matters! So if you don’t have the time to think up ideas, write, edit, and publish blog posts, you may want to enlist the help of a content writer.
A wise investment, content writers will do keyword research and incorporate the most searched phrases into your posts. That way, when people search for those terms, your article has a better chance of popping up in the SERPs.
Article syndication is another scalable method for leveraging blog posts. Essentially, it involves re-publishing posts you’ve written on other websites. But beware! Article syndication is an art, and if it’s done incorrectly, it can hurt your site instead of helping it. If you want to give it a go, enlist a professional content writing service that understands how to do it correctly!
Online marketing takes time, but when done right, it can grow your practice exponentially.
Rounded Digital works with chiropractors who are looking to expand their digital footprints. We’re a one-stop online marketing shop that handles WordPress website development, search engine optimization, content writing, and backlinking. We also create content calendars and can craft an overall blog strategy.
If you want to see your conversions skyrocket, get in touch today. Our team is ready to get you where you want to be…online!