I have back problems. I always have. Likely always will. But, I’m not here to sell you on why you need a chiropractor. I’m here to tell you, that if you are a chiropractor, and you don’t have a content marketing strategy in place, you are wrong.
I have worked with a few different spine adjusters out west who understand the benefits of getting themselves, and their businesses out there with low-cost marketing. Listen, you are already an expert. Right? I mean, you went to school to put people’s spines back into the right spot. Right?
And, if you’ve been doing it for a little while, you’re an expert. I know a lot about chiropractic, don’t get me wrong. I know what causes subluxations, why they need to be corrected, etc. But I’m not an expert. That’s you. YOU are the expert.
Content marketing for the chiropractor is designed to help you get your name out there to people who may have heard of chiropractic, but don’t know where to start. Maybe there is someone up the road from you who is in pain. They have been toying with the idea to go get “cracked” for some time, but don’t have the courage to try something new.
So, she performs an internet search. I live in the Lehigh Valley, PA, so we’ll take cues from that. First, she searches for “chiropractic” which has over 150,000 searches done a month. Please note, that those are not area specific searches, but across the country.
After she doesn’t find any useful information, which is likely to happen because the internet is a huge place, she narrows her search a bit, and goes with “Allentown chiropractor”. This search has almost 400 searches each month.
400 is a far cry from that 150,000 countrywide searches, but bear with me here, please. What kind of surge in business would you have if just half of those 400 searches came into your office?
How could you get them to come in? By standing out. Don’t be afraid to offer your information up there. Figure out what people search for (by using the Google keyword planner), and then type up a blog post about it.
So, she’s heard that her insurance won’t cover the cost of an adjustment, and she doesn’t want to pay out of pocket. So, she searches for “how much do chiropractors cost”. This particular search has over 200 unique searches per month. But, only a few different chiropractors put their costs up for everyone to see.
A side note:
As a side note, I like how mine does his payment plan. He puts out a little black lock box that you walk by on the way out the door. When you do walk by, you put in whatever you think his services are worth–or what you have in your pocket. Works well for his people because everyone else charges an arm and a leg for a good crack; and it works for him because his word of mouth marketing is second to none.
Anyway, moving on. Can you imagine her face when she sees that it is an anonymous donation? Now, all of her back problems will be gone forever because of a simple internet search that lead her to your office.
The icing on the cake:
The main goal is to get people into your office. But, what about those people who live in San Francisco, and need a good chiropractor? They won’t be flying to Allentown, PA each time thy need an adjustment. Will they?
Well, no they won’t. But, there is still something that you can do to help them out with your new blog. You ask them to sign up for your newsletter. And, if they do, they can learn how to stay healthy by avoiding subluxations. How to minimize them, so to say.
There are a lot of different ways you could help people out. For example, you could write up a short report or eBook and offer it to people who visit your site. You could either sell it to them, or give it as a gift for subscribing to your feed.
Whatever you decide, you can help people with back problems all over the country–and even the world over. There is more to it than what you’ve just learned, but this is a good starting point for you. Check out the other posts I have about content marketing, you’d be surprised at how successful you could be.