We have a lot of chiropractors who dont know anything about social media, websites, google and getting new patients via online marketing. Looking for a good way to get them new leads without using coupons. Thinking Facebook ads to a sponsored post to a landing page of success stories, but thinking there is a better way that we can replicate.
I think Facebook is great for really targeting your audience and you’re on the right track. But I think you can have a better funnel than that. I find, for getting better conversion today, it is better to get your Facebook traffic off of Facebook as fast as you can to your offer and into your funnel. It is more effective for driving actual sales. If you’re just looking for social branding etc. then your funnel might be ok.
A very effect strategy is to create either a video or report that you give away to your audience in exchange for an email. It should be something that helps solve or bring to light the problems patients are suffering from and how to go about solving them. Then mention how having a great Chiropractor can solve all of that and can be the most effective way to get ride of the pain. I would also have some things in there that would help them in other ways.
Then I would send them to an event or webinar with your top Chiropractor and you in an interview / reveal-all type webinar to educate your lead and manage their fears of going to a Chiropractor. You could tell them that the first step is making an appointment for an assessment. You should make it easy for them to find the best and most effective Chiropractor in their area. You might have a discount on the assessment only available to them for being on the webinar to get them to sign up at the end of the webinar. By the way, once this is recorded, you can make this evergreen so you don't have to do a webinar all the time. As long as you are reaching more and new people with your Facebook campaign you won’t have to change the video all the time. Once you have people signed up to make an appointment, make sure they are also putting a deposit of a 100 dollars or something down. This will increase your show rate for the Chiropractors. Then give them a voucher for that Chiropractor, for more than you’re asking for at the deposit for services, to use with that Chiropractor. Allowing you to prevent cancelations etc. so that their getting their money back in the form of a voucher for services which, by the way, is not a discount and shouldn’t diminishing your Chiropractors Rates.
This strategy I have used in several markets that has produced more prequalified leads and patients / customers. Remember to test, track and know your metrics. You’re going to need to make some tweaks in the beginning, but this can be very effective for you.
So to recap:
1. Setup a landing page with your offer in exchange for an offer. You can build this in software like Leadpages.net or Megaphoneapp.com
2. Make your offer downloadable if an ebook or white paper or present your video after. I recommend using Wistia instead of YouTube for playback as you will be able to have heat maps of your video to know where your fall off points are. You can also make this page with the software mentioned above.
3. Use an email autoresponder to engage your lead and email them about the event you’re doing after they had time to read or download your materials. Or, if a video, I would just pitch them at the end with a link below the video to automatically register.
4. Put on a webinar with your guest using either GoToWebinar or Google hangouts if you know how to set that up.
5. Make sure you have your appointment getting page with your the down payment created. You can use several different type of scheduling services so you can automatically deliver the lead/ appointment to the chiropractor.
To Note: The reason I don’t send the visitor to the webinar first is because it is better to get the visitor predisposed to your information before asking them to commit to a webinar and when you do it the way I played out, you will have a much better show rate.
This is it in a nutshell. Obviously there is more to it. If you need another funnel idea I am hear to help.
I have used other effective strategies in the past to also make money on the front end to make your advertising free. It just depends on what you want to do and how advanced you want to get.
Hope this helps give you some ideas. :)
If you need help implementing something like this just let me know.
You want leads who volunteer to be leads. They expect you to pursue them (and actually want it).
1. Define your audience in detail. How do most clients come to the practice in the first place? Who would be most likely to check it out? For example: Where is the office and who is passing by on a regular basis? Are they mothers? Office workers? Senior citizens? Shift workers?
2. Do some market research (and let this be a lead generation exercise in the process). How can you find out more about your target market? This is where answering #1 in detail helps. For example: Is your office near an athletic club or an area where a lot of active people live? Team up with the club or local meet-up groups to find out more about back concerns or problems their members can identify. Find out more about how they make decisions to choose professional help.
3. Go to the people and take your service with you. Once you know your audience, what they need, where they gather, and why they buy (#1 and #2), find a way to give them something valuable. For example: Is your office near a lot of office buildings? Did you know that recent research shows that American workers are suffering from back pain due to poor office seating? Get to know the building or office managers and offer to do a free "office seat assessment" and adjustment for employees or tenants. Do on-the-spot analyses WHERE PEOPLE WORK. Then take down their email address and promise to send an offer for X percent off a new office chair at a local office supply store and a discount first appointment. Promise that the first email will give them options to sign up for a regular email or opt out. Most important, they can schedule their free (or discounted) first appointment online (CONVENIENCE).
4. Make good on all your promises. Make sure the visit is so stellar that new patients will rave about it to their friends (be sure to send a follow-up survey). Word of mouth is the best advertising and sharing on social media should be natural and not forced. Make sure your social media are always available on every communication. Those who are thrilled will use it.
5. Finally, ask your delighted new patients to refer friends in exchange for discount/free service. This is not a loss of revenue; it's your marketing budget at work.
The leads you generate from this approach will be high-quality, motivated, qualified, and will take you much further than the "shotgun" approach.
I'd be happy to schedule a call to answer your follow-up questions. Happy prospecting!
I work with a lot of chiropractors and find the same that most do not really know how to use social media or online ads. However, I have seen pretty decent success with Google Ads for chiros. FB ads can work pretty well but require a lot more maintenance to keep them effective. I am actually currently working with chiropractors to develop a tool that gets leads through video testimonials shared on FB (called ChiroPraise). Would be happy to explain how it works and do some testing with you to see if we can get the results you are looking for. I have been doing a lot of research in this area and am happy to help!
I grew an educational marketplace from posting videos on youtube, short 5-7 min explanations of algebra and calculus classes. It occurs to me that you could probably create a series of 5 to 7 minute videos dictated by 2 or 3 chiropractors teaching good posture in work, how to excersice while at work, how to strectch your back in 3 steps and so on. There is high volume search and the videos could easily be linked to a landing page for every geo location where learners could get a free 30 minute consultation.
Happy to talk more strategy :)
A couple of thoughts: 1) Facebook is a great advertising medium for something like this. 2) Take some time to clearly define who you're trying to reach and who you're ideal customers are. 3) Figure out what pain point chiropractors. The good news is that this should be pretty easy since they actually help people alleviate pain. Make sure your copy really focuses on this. 4) Offer a free lead gen or magnet that people have to opt in to download or read. This needs to be something that focuses on teaching them more about chiropractors and sells the service through educating them more about the process. 5) Create a follow-up email series to keep in touch with people who opt in. 6) Invite email subscribers to a free, in-house seminar that happens once per month. Be sure to get phone numbers here and to follow up more aggressively with these. 7) Set up Facebook retargeting so you can keep advertising to people who've shown interest by visiting the site.
The answers to this question are all very valuable and provide a number of actionable suggestions. However, I have to disagree that these lead generation activities are FREE. They are not because they are very TIME consuming and a person has to be hired to execute all suggestions above.
The first step for a chiropractor, an expert in the field, is to clearly define what is the VALUE clients/patients would get from a visit. Segment people into different groups based on their needs and speak to their problem and how you can solve it. Personally, I went to a chiropractor after a recommendation from my Ob/Gyn when I was 7 months pregnant and in serious back pain. Weekly visit for spine adjustment took away the pain and I could not only walk, but even run in my last trimester. Now, that's priceless!
Once a chiropractor has clearly articulated benefits of the treatment, he or she can hire a marketing professional to execute on the strategies people mentioned on this thread.
I have a lot of experience with this. There are a few concerns with using FB as a tool for lead generaton marketing for chiropractors.
First of all, most chiropractors service a very distinct local area. If you are not careful you will spend an enormous amount of money without very good results. Secondly, one of your biggest competitors is orthopedic practices/pain management vying for worker's compensation patients. These are hard to capture on Facebook.
The solution is to use more than one media, direct marketing letters, follow up emails to existing clients to encourage them to tell their neighbors (paying for referrals where legal), and YouTube videos, and experimenting with Facebook while not relying on it too heavily. The main two concepts are to provide an information packed newsletter and to make the chiropractors into celebrities.
I am currently actively working on a similar project. We perform actually marketing for medical practices throughout the United States. And interesting enough, I partnered with a company that markets pharmacies near the physician practices.
We are using a combination of WebMD along withhttp://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
Essentially, we break the information down according to the household income and other demographic information for our target population. We then contact the medical practices and pharmacies within the area where we know we can sell the products and services.
For more information on business and marketing, click More on under my profile. https://clarity.fm/michaelvonirvin
I hope this helps.
Best of luck,
Michael Von Irvin, MBA, RN
upvotes and shares are always welcome.
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Seriously though, I have a friend who is a chiropractor and he has an annual customer appreciation BBQ. He invites all his current and former patients and their families. He gets a lot of referrals (and renewed visits) that way via word of mouth. Also, the crowd having fun in the parking lot is sure to attract attention from passers by.
He engages directly with his patients on social media too -- and not with some automated tool or disinterested intern or social media expert. How are you doing Bob. Thanks for coming to the BBQ. A personal anecdote, etc.
A personal blog that talks about the practice, engages employees, has informative articles about wellness and links to relevant news is also a nice touch, and gives you something to share via Facebook, Twitter, etc.
I've helped several people with social media, Google AdWords, Facebook & Linked In ads, etc. It really helps to have a coordinated effort between content, personal engagement, social media, and ad campaigns together.
One other aspect that is like that virtual BBQ -- is a regular newsletter that patients and other interested parties can subscribe too. Build an email list and give people something to read & stay in touch every month -- and print a few copies to set out on the front desk.
If people click on an ad, it doesn't have to translate directly into an appointment, maybe a slow nurture campaign with a few tips for dealing with back pain and general health (getting a good night's sleep, etc.) is a good way to get people to slowly engage until they've gotten comfortable with you and then come into the practice or give you a call.