“Investing” in online marketing isn’t just a matter of how much time or money you put into it. Maybe you run your campaigns in house. Maybe you’ve hired a web marketing company to run campaigns for you.
The question is: how “invested” are you, really?
Being invested financially is only the first step. To grow your Internet presence, it takes a prevailing mindset that over time positive results will come. This means understanding what to expect and how to best reach your new patient goals.
Misconceptions About Online Chiropractic Marketing
To compete effectively in your area, it’s important to have a strong online presence. But it’s easy to get burned-out when you’re not gaining the results you originally expected, or were promised. You’ve tried to understand search engine optimization, but it’s far too complicated. You’ve set up a Facebook page and it’s not yielding new patients. These are common frustrations.
This is partly due to the enigma that is “online marketing.” It’s a broad term, one that can be interpreted in many different ways. For instance, marketing your chiropractic practice on the Internet can include a number of components:
- Strategic website design
- Social media promotion
- Search engine optimization
- Content marketing
- Email marketing
Many chiropractors will try one or just a few of these strategies. Or, they may hire a company that is limited in what they offer. Others may build a comprehensive strategy (or pay an integrated service), but have overly ambitious expectations. This is why it’s important not just to invest your time or money, but also in a mentality that with time and commitment, positive results will follow.
Manage Your Expectations – and Commit
When it comes to growing your chiropractic practice online, you have to manage your expectations. Unlike most traditional advertising channels, running a successful online marketing campaign can take time. It can also deliver a much greater return on your investment.
You have to believe that “going digital” will generate new patients for your practice. If you plan on doing your marketing in house, be diligent and consistent. This could mean:
- Optimizing your website to meet search engine guidelines
- Publishing daily posts on your Facebook business page
- Writing weekly blog posts that are authentic and provide value to prospective patients
- Sending e-newsletters and special offers to existing patients
- Ensuring that your chiropractic website design is set up to convert visitors into new patients
Acknowledge that you won’t experience results overnight. Online chiropractic marketing can be misconstrued as something that will deliver an influx of new patients – immediately. This is largely due to impulsive web marketing companies that make impractical guarantees.
If you’ve employed a web marketing firm, let them know of any concerns. A competent online marketing company works with you, not for you.
An effective strategy takes commitment, and a consistent vision. What is that vision? It’s that with an integrated online marketing strategy, you’ll experience long-term growth that traditional advertising simply cannot provide.