Marketing expert Neil Patel explains how content marketing is a game-changer… his search traffic nearly tripled
The 2021 Chiropractic Economics Salary and Expense Survey found that over the past year, chiropractic professionals spent an average of $10,000 marketing their practices. Here’s a look at how content marketing is changing the game for chiropractors.
The question is whether you got the most out of the money you paid to help build your brand and grow your practice. Otherwise, you might want to consider developing a content marketing strategy.
How content marketing is changing the game
When you hear the phrase content marketing, do you mainly think about writing blogs or publishing articles on your website or in online publications? While that’s part of it, content marketing is so much more than that.
The Content Marketing Institute defines this form of marketing as “a strategic marketing approach focused on the creation and distribution of valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive customer action. profitable”.
By this definition, content marketing includes a variety of mediums designed to stimulate interest in your services and products. Videos, social media posts, and pay-per-click advertising can all be used to create and distribute valuable, relevant, and consistent content. This is how content marketing is a game changer for chiropractic providers.
Top 3 Chiropractic Content Marketing Strategies
Certainly, every marketer has their own idea of how best for chiropractors to promote their practices. However, a few stand out as being above the rest.
- Video marketing. In a survey of 12,000 people, half of Millennials (those born between 1981 and 1996) and Gen Z (those born between 1997 and 12) respondents said they didn’t know how they would get by without video. So, if your target audience is 40 or younger, video marketing is a great way to get your practice noticed.
This same survey found that webisodes, tutorials, and short music videos were most appealing to younger viewers. With 46% of viewers hoping to learn something new, think about what you can teach viewers that they don’t yet know. If they have sciatica, what exercises can help them? What is the best sleeping position for a healthy spine? What could be causing the pain in their neck?
Respondents also indicated that they prefer user-generated content, which is content created by people rather than brands. For example, if a patient posted a video of themselves walking pain free for the first time in months, this is an example of user-generated content that you might want to share on your site. Web (after obtaining permission).
- Landing pages. A landing page is a separate web page from your website, and it’s a page designed for a single purpose. Marketing expert Neil Patel explains how content marketing is a game-changer: When he started creating individual landing pages for each of his search engine optimization (SEO) guides, his search traffic has almost tripled.
If the goal of your landing page is to increase leads, you can use it to offer visitors a free back pain e-book in exchange for their name and email address. You can then use this information to build a list that you can then target with specific ads.
Conversely, if the purpose of the landing page is to increase product sales, the page could provide information about your best-selling product (what it is, how it works, who should use it). , etc.) with a “buy now” link at the bottom.
When creating your landing page, Patel recommends being strategic with the words you use, also known as keywords. Think about the words people use when searching for your service or products. SERPWARS reports that the top three searches related to chiropractic in the past 12 months included the words or phrases: “chiropractor near me”, chiropractic or “best chiropractor”.
- Content collaboration. Have you ever given a gift to a family member or friend? By pooling your money, you can buy something more expensive than you could afford. Do the same when you advertise your practice and you can increase your marketing dollars while reaching a wider audience.
Make a list of local businesses that would be a natural complement to chiropractic. Massage therapy, physiotherapy, health food stores, and dietary supplement stores are options to consider. Then contact these companies to see if they would be interested in collaborating on content marketing.
Also think of a bigger picture. Are there podcasts that people in your target audience listen to regularly? If so, see if you can be interviewed or get a guest spot. By working with others, you can get more bang for your marketing buck while increasing your brand awareness.