A recent study found that 52% of consumers search online for healthcare information, treatment options, or to find a provider. Marketing in the healthcare industry has traditionally lagged behind other industries, but this is changing.
If you're a chiropractor, you have a lot of competition. In fact, there are currently 77,000 chiropractors practicing in the United States.
If you want your practice to stand out and attract new business, you need to employ smart digital marketing tactics. This ensures your website ranks well in search engines and that you're effectively engaging with the online community.
To help you get started, let's look at 10 digital marketing techniques.
1. Is Your Message Compelling?
You have very little time to catch the attention of online users. When branding your practice, what message are you getting across to consumers? This is your primary mode of communication, so it needs to be compelling and succinct.
Your digital advertisements and logo should quickly establish who you are and how you can help. Try to quickly evoke an emotional response and highlight the ways you can solve their problem. Always encourage potential clients to click through to your website or give you a call.
2. Imagery Matters
When you're thinking about digital marketing tactics, imagery can't be overlooked. Good imagery in your advertisements and logo help you stand out from your competition and also catches the user's eye.
It's also important to have good imagery on your website. Consider hiring a professional photographer to take pictures of your office and staff. This creates familiarity and trust, which is important in the healthcare industry.
Remember, imagery should always be high-quality, interesting, and consistent.
3. Know Your Target Audience
To properly market your practice, you need to know who your audience is. This allows you to more effectively position your brand so you're getting seen by the right eyes.
If you're targeting a younger client, you should probably be using social media to expand your reach. For an older audience, newsletters and advertisements may be more effective.
Create a client profile that acutely defines your target audience. This will help you better understand where to boost your marketing efforts.
4. Create Landing Pages
Advertisements and landing pages work well together as digital marketing tactics. When your advertising content highlights a specific problem, it's better to drive users to a relevant landing page on your site. For example, an ad for neck injury solutions would link to a landing page with more information on neck injuries.
This not only improves a user's experience, it helps with conversion. It also establishes you as a trusted and knowledgeable authority on the subject.
Sending out quality, content-rich newsletters is a great way to keep clients informed and also drive traffic to your site. Newsletters also help maintain a connection with current clients.
It's important to always keep quality in mind when creating newsletters. Only include short previews of longer articles and link to your website for the full article. Make sure and always inform your audience of any updates or exciting news happening at your practice.
Always include an option to unsubscribe and watch the frequency with which your send newsletter. Nobody likes getting bombarded.
6. List in Local Directories
Digital marketing tactics should always include your local exposure, especially when providing services in a dedicated location. Listing your practice in local directories like Bing, Angie's List, and Yelp is essential. You also must have a Google My Business listing.
Listing in these directories helps you establish a local presence and increase your local exposure in search engines. It also helps garner reviews from clients. Reviews actually help your search engine rankings and are a huge factor in people's decision-making process.
7. Consider Video
Many business owners shy away from the idea of making a video. They feel it's too expensive, pointless, and they're uncomfortable with the idea of being in front of a camera. However, video is now a great tool when trying to form a connection and deliver your message.
We're a visual society, especially online. Video has become one of the more common digital marketing tactics, and for good reason. A video is a quick and easy way to reach potential customers.
With video, you deliver only the most important information and show users that you're current with regard to online trends and technology. It's also not as expensive as you think.
8. Social Media Presence
There's no denying the power of social media. It's now one of the primary ways people communicate and share information. As a business, you can't afford to miss out on this medium. Your practice needs to have social media pages, especially Facebook and Twitter.
But simply having these accounts isn't enough. You need to utilize them.
Any news about your practice, deals you're offering, or healthcare information needs to go out on your social media pages. This is a great way to connect with your audience and drive more traffic to your website.
9. Start Blogging
Quality content is one of the most important parts of your online presence. Not only does it establish you as an authority in your industry, it's essential for good search engine rankings. Adding a blog to your site is the best way to get new content online and reach your audience.
This is your chance to write articles about topics you specialize in. This means providing quality information about back and neck problems and what people can do to start feeling better.
When blogging, make sure to always put new articles out on your social media channels so they get shared. Also, include relevant keywords for each topic.
10. Utilize Analytics
If you don't know which of your digital marketing tactics are working, how do you know what needs improving? It's essential you utilize analytics that show you where traffic is coming from, which pages on your site are working, and which ones are not.
Adding Google Analytics to your site is an easy way to start tracking your efforts. You then have monthly numbers that help you determine where to focus your next marketing push.
Put These Digital Marketing Tactics to Use
Getting better organic search engine results doesn't happen overnight. The faster you start implementing marketing techniques like those discussed above, the faster you'll see results.
Trologo provides SEO and marketing solutions specifically for chiropractors. Contact us today if you need help boosting your practice's online exposure.