Are you looking for the right chiropractic marketing for your practice? The goal is to have a way of getting new clients consistently for the cheapest price possible.
In this article, I'm going to walk you through exactly what you need to know on picking the right type of marketing for your business, the best strategies, and awesome tips. I can help you pick the right plan as well. If you want more personal guidance, just give me a call or click on the button below to schedule an appointment so that we can discuss your needs.
Chiropractic Marketing
Let's first talk about the most popular methods for advertising these days. When it comes to marketing for chiropractors, your main methods to choose from should be Google Adwords, Search Engine Optimization (SEO), and Facebook Ads.
We'll take a look at each of these in more detail next.
Adwords
Google Adwords are the pay per click ads that you see at the top and bottom of Google search results. Since Google is the top search engine out there, with over 65% of desktop and 95% of mobile devices, people choose Google as their favorite way to look for your services.
The only problem with Adwords, is that when people search on Google, many know the difference between ads and real organic search results. In fact, only 5% of searchers will click on an ad. However, the cost per click can be very reasonable, depending on the industry.
For example, for my local area, the keywords "chiropractor dallas" has a historical cost per click, CPC, rate around $13.00. That's about how much we would pay to get a visitor to come to our website.
As we'll see later in the marketing plan section, we might be able to make that profitable, depending on how well our sales process works. The average cost per click will vary depending on your location, since supply and demand will be very different.
SEO
Search engine optimization is where we do the hard work of getting the website to rank at the top of organic search results.
The cost for this isn't going to Google, but instead to professionals that know how to do this effectively.
The catch here is that local SEO takes time, so it's a long term strategy. For example, with 6-12 months of continuous high quality SEO, you can get some amazing results for getting your website to rank.
If you want more info on how this works, check out the chiropractor SEO article.
Facebook Ads
A third option is using Facebook ads as well. Since people don't use facebook to look for specific products and services, it's best to simply retarget facebook users that have already been to your website using the tracking pixel.
That way, they are already familiar with you and your brand, and have shown interest in what you offer. You can set up a custom audience to simply retarget them, and be able to get ads in front of them for a lot cheaper than Adwords.
The issue is that you need people already visiting your website in order for this to work well in chiro marketing.
Chiropractic Marketing Strategies
To put together a marketing plan for your practice, you need to decide what your marketing budget is and how fast you need new clients.
Situation A
If you are need new clients immediately, then you will have to incorporate Adwords to get visitors right now to your website. This is the most expensive form of marketing, but it gets immediate results. You can do this until you have built up enough profits for an effective long term marketing plan.
Situation B
If you have at least 6 months before you need new clients, or if you are already using Adwords and want to be able to reduce your monthly costs of paid ads over time, then that's where SEO is the right fit. You can run an SEO effort for the next 12 months and typically, you will get much cheaper costs per click once the SEO starts kicking in around 12 months from now.
Whichever situation, it's always a good idea to run Facebook ads in parallel to retarget website visitors.
Costs
Disclaimer: Examples are for educational purposes only. They are not guaranteed results. Your results will vary and could be much worse.
To determine what you might spend on a proper marketing plan, let's look at some average costs so that you get an idea.
You should build a proper sales pipeline model to see how many visitors you need each month to meet your new client goals. Then you calculate the costs between Adwords and SEO, and compare the return on investment that you get. As an example, take a look at the very simple one below.
You can access the calculator on Google docs here. If you want to change the values, go to File, then "Make a copy" to get your own version on your email account.
As you can see from the example, if we get 500 clicks, at an average cost of $15 per click, then depending on how well the rest of our sales process works based on conversion rates, we could end up with around 9 long term customers.
We should assign a dollar value to a long term customer based on historical data in your business, which then gives us the overall worth of the extra website visitors.
When we have that info, we can then effectively compare the costs between Adwords and SEO. For SEO, we would need to run a campaign for 12 months to get the same consistent visitors as the Adwords monthly campaign. The calculator takes into account average SEO expenses, and is not an official estimate.
As you can see, SEO will typically give a higher ROI than pay per click ads, when the CPC is above $8. For one of my clients, I recently calculated that they had spent around $300 to get a new customer through Adwords, and only $80 with SEO, over the past 4 years. That's a 3.75x difference, where SEO is much cheaper.
Conclusion
If you take into account the top three methods of marketing for chiropractors that we discussed in this article, you can find the perfect balance in creating a marketing plan for your business.
The results that you can get come down to how much marketing budget that you have available to spend, and finding chiropractic marketing companies to handle the paid ads and SEO for you.
If you need help in using the calculator, forming your own marketing plan, or figuring out what to do next, I can help you. Just give me a call, or click on the button below to schedule an appointment and I'll walk you through it.