The Perfect Chiropractic Ad Campaign Strategy
That’s a pretty dang loaded title right there. Is there really such a thing as the perfect ad campaign strategy? Well nothing is perfect… but this is REALLY close. And I know you’re curious about what it is because I get emails and Facebook messages all the time about with this very question. So let’s dig in. And remember the one key word I’m really talking about right here… STRATEGY! The strategy is more important than the ad campaign or the ad network. And I’ll make mention of this right now so it’s out of the way. If you are ONLY running Facebook ads and putting all your eggs in one basket… you’re making a giant mistake. Facebook can be a fantastic network to run ads on for your chiropractic office. But they are a changin’. Facebook is putting more attention back into their user experience. They want their users to enjoy being on the platform again without being inundated with ads. And because of this they’ve met their max ad load. That means they don’t want to cram more ads into your newsfeed/timeline because Facebook users are getting pissed. So ad prices will go up and ad guidelines are getting more strict. ESPECIALLY in the healthcare field. You can’t say some of the things you used to say… they are censoring us. So diversify. Look into Google Display Network (GDN) and YouTube. Drop a comment or shoot me an email if you want to know where to learn these ad networks from the pros that spend millions a month on them. Sooo… back to this perfect strategy that works on any network you choose. It starts with the first click or interaction with cold traffic. It can be a click on a Facebook ad, GDN ad, YouTube Ad etc. It can also be a like, comment, video view etc on a post. Right now my favorite is getting the click over to the website (primarily for GDN). Once I get the click I send them to a well written piece of content that explains EVERYTHING about what they came for. For example… the ad might be “3 Foods That Trigger Migraines and Make Them Last Longer”. Then in that blog post I will explain exactly that… AND… I will go on and talk about how a subluxation can cause migraines and well and it may be the root cause. Then of course you offer your call to action to get them to call your office for an appointment. And here’s one of the most common mistakes I see right now. People using the “squeeze page” to try and capture an email address in trade for the “3 secrets” ebook/report. It used be a lot greater value to have that email so you can follow up with your new prospect to try and get them to take action. The cash is in the follow up right? Yes… and when I got started with direct response marketing I did it thru good old fashioned USPS mail. And it would still work today better than I see some people LOL. But today you have something called a “pixel”. And with this pixel you can follow up with your website/blog/report visitor with retargeting ads ALL OVER THE INTERNET. And you can follow up in some really cool ways. That’s a topic for another post entirely so keep an eye on this blog. So get the click to your valuable and 100% transparent piece of content that reveals everything they need to know and what they need to do next to solve their problem. And then follow up with retargeting. And this is where I come in with click, engagement and video ads of social proof. There are two kinds of social proof that I like to use. #1… you and your patient in the view and they share their story about how bad they were when they came in… and how fantastic they are now. Pretty straight forward. #2… Daily 1-2 minute treatment style videos that turn into a testimonial and social proof. It’s simply you checking and adjusting patients. You have a conversation about “Mary” while you’re working on her. “Hey it’s Dr. Uhrmacher here. I’m here with Mary. Mary first started coming in to see us for migraines. She struggled for about 6 years before find us for chiropractic care. She had tried medications and even had some injections in her neck to get rid of the pain. Some of those worked for a day or two but she kept getting migraines about 3x a month. When she came in we found a subluxation in her upper neck that was causing irritation of the nerves and causing the migraines. We started working on that area and it’s been quite awhile since she’s had a migraine. Do you know how long it’s been?” Mary – “It’s been about 4 months”. You – “That’s awesome to hear. So if you are struggling with migraines or headaches… or know someone that is… please give us a call to schedule your appointment.” It’s that simple. And you record and publish AT LEAST ONE EVERY DAY! Then you show those as retargeting ads to the people that clicked over to your initial post/report. And that’s it. Get the click to great content… then retarget with social proof. You never know when someones “pain/why” becomes great enough that they will take action and call you. Everyone is different. I will put together some future posts to go deeper on the content, retargeting, the offer and more.
Get New Patients From This Viral Marketing Strategy
[Man I think you’re going to love this post about how to get more new patients from this viral strategy. In the last post I discussed using “in house” giveaways to increase engagement on your Facebook ads. When you increase engagement it does multiple things that include… increasing “social proof”, decreasing ad costs, and increasing your reach from your current patients. You can read the entire post by clicking here. Today I’m going to piggy back on that post… BUT… this will go deeper into getting new patients and reach with a viral component. This isn’t dependent on your current patients or “in house” marketing. It can actually take on a life of it’s own and reach people in your community that typically wouldn’t engage with your posts or content. This strategy gets you in front of people that have no idea how chiropractic can impact their family beyond back pain and neck pain. So if that’s important to you… keep reading and be ready to take some action. The vast majority of people don’t “want” to focus on their health. I think it’s human nature to look for the easy path, and that’s why most people choose the pill over the healthy lifestyle (that includes chiropractic). But people love games and challenges… and they love winning stuff. So if you can meet them where they are and then start to show them solutions to their health problems, create value for them, and build relationships with them… then you will get new patients that never would have engaged with you before. And this is one of my favorite ways to do it. Giveaways! But not just any giveaway. Do GOOD giveaways! And do giveaways that don’t necessarily involve you or your “product”. Here’s the mistake I see people make when it comes to giveaways. They try and giveaway their own product or service. But people see right through that because it’s tied to you and people don’t feel like it’s much of a prize to get a new patient appointment. LOL And I think most chiropractors don’t want to pony up for a decent giveaway prize because they see it as an expense vs a marketing investment in their practice. When you do GOOD giveaways it far outweighs the “expense” you put into it. So let me give you an example of what I would do as a giveaway for a chiropractic practice and then I’ll finish up with the details on why this strategy absolutely KILLS IT! I would get a nice bundle of gifts from local businesses that people really love. And you can keep it “health” related so that it’s still relevant to you. An example would be a 60 minute massage (from someone other than you), coupled with a 2 month membership to a food delivery service like Green Chef (it’s organic), and bundle those on top of 3 month membership to a local gym. You’ll end up with a great prize worth a few hundred bucks that people love. So why does this type of giveaway work? #1… It’s a GOOD FREAKING GIFT! You want good results? Use good giveaway gifts. The number one mistake I see is someone trying to be a tight ass and use cheap gifts that don’t get your prospects attention and fewer people are willing to share in return for additional entries. #2… it’s a gift that people love and are willing to share with others so that you can get the viral effect. You get others sharing your giveaway and that builds your list, subscribers and followers. Note: you should still use paid traffic to amplify this strategy. #3… The people that are sharing have identified themselves as someone who is interested in doing something about their health. You don’t know what level or step they are in but they’ve raised their hand. Now it’s your job to build the relationship with them to show how you can help. Now let’s wrap this up. Giveaway software definitely makes this job easier and streamlined for you. I personally use this software to set up my giveaways. It’s easy to set up… easy to use… it’s super affordable… and it keeps score for you. All you have to do is follow the prompts and share the link they give you. Then when the giveaway has ended you simple click a button and the software draws the winner for you. It even keeps track of people trying to “game” the giveaway and kicks them out. I’ve use a handful of different software and this one is hands down my favorite. I will come back with another blog post with some really specific gifts to use as giveaways in particular niches to build an athlete practice… wellness practice or pediatric practice. You know… just the holy grail niches ;-). If you have questions or need help with the software hit me up.
How to Become a Better Speaker and Influencer!
Roberto Monaco arrived in America in 1995 with no money, no connections, no friends, and more importantly, with no English. By 2002, he was a full-time speaker, coach and trainer, and today he has conducted more than 3,300 presentations for corporate America and over 100 presentations in Brazil. He has worked with the Anthony Robbins Companies for 6 years and from 2004-2007, and he was the top producer and revenue generator in the country. If you would like to learn how to set up more talks in your community, how to become a more effective speaker, how to control your nerves when you speak, how to become a GREAT speaker (not just good), and learn a close that chiropractors are saying, “Is the most effective chiropractic close ever!” – then watch the video below, right now! For more information: Visit: www.Influenceology.com
TCP Talks Virtual Summits
Hello from The Chiropractic Philanthropist & TCP Talks Virtual Summits! I’m sure you’ve been wondering about the details regarding the upcoming massive Virtual Summit. Well, wonder no longer. Here are the details: Please follow this link to the online scheduler and select a time that suits you. It would be greatly appreciated if you could forward to my attention: Personal/Professional Bio (50 words max please) Headshot Your “Title/Subject Line” TCP Talks Virtual Summit Interview Flow & Details: Click here. Helpful links: Great Practices & Talks Tips Talks Virtual Summit Doctor Registration Page Talks Virtual Summit Online Dashboard Thank you again for helping to bring Chiropractic to the World. I’m excited for our conversation! — Dr. Ed Osburn
