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Market Penetration Guide for Chiropractors

Market Penetration Guide for Chiropractors

Market penetration for chiropractors is a business development approach where a clinic carries out efforts to broaden its client base for its services within a particular local market. Market penetration is both a measurement and a forecast of how successful a chiropractor has been and will be when compared to the existing competition.

When Chiropractic Market Penetration Appropriate?

The short answer is: always.

New chiropractic practices and under-performing practices have a short window of opportunity to be successful. While new chiropractors attempt to enter the marketplace, successfully established chiropractic practices must maintain their positioning.

One of the more effective strategies is actually to not compete, but to rather expand the size of the marketplace by defining what specifically your ideal target patients want and where to find them. They may not be searching for solutions within the context of the chiropractic services.

Traditional businesses will consider if their market share appears to be increasing or decreasing along with sales conversions. If sales are decreasing and market share is decreasing, then significant changes must be applied to the overall marketing strategy. The way to define market share is to research how many people online are searching for keywords relevant to the services your clinic offers and contrast this by the amount of sales for such specific services.

If there are significant searches but your clinic is not converting sales in those specific niches, then a market penetration strategy must be implemented.

Your Chiropractic Clinic’s Market Penetration Planning

Every chiropractic clinic will have the elements that make it unique and the following considerations will generally apply to all clinics:

What are The Big-Picture Demographics of Your Ideal Chiropractic Patients

Who do you want to work with…? Is there a specific age, gender, lifestyle or income. If you can segment your ideal chiropractic patients into categories, do they have overlaps in terms of their interests, values or lifestyles?

What are the Geographic Demographics of Your Target Patients?

Geography is important because your clinic’s brand elements that appeal to one demographic in a geographic area may not appeal to another demographic in a different suburb or part of the city. Every suburb or neighborhood typically has a unique vibe, feel or set of values. These may not crossover and their might even be class issues that come up.

Knowing your clinic’s general area of appeal in a geographic radius will helps to calculate the gross population of potential patients. For example, if your immediate chiropractic market exists within a 5 mile radius where approximately 50,000 people live but only 20% of those people fall within your ideal target patient profile, then your potential local market is only 10,000.

Have Extremely Realistic Expectations as a Chiropractor for your Market Penetration

The flaw that most entrepreneurs make is to overestimate the reception of their business by their target market. It is going to take time and a lot of repeated visibility before your branding takes hold.

Going back to the example above of the chiropractic clinic in an area of 50,000 people with around 10,000 people meeting their target demographic – it might take an average of 15 different visibility impressions before this target market begins to associate chiropractic services with their problem or desired outcomes and consciously connect these to your clinic’s brand.

If you can get a response and convert 1% of your ideal target market, you can build off of this. A higher figure will obviously generate greater revenues and that conversion process is the art and science of marketing, persuasion and salesmanship.

The Challenges Market Penetration in a Saturated Chiropractic Market

Chiropractic market saturation is a significant challenge for most chiropractors. You likely choose a location to establish your clinic for a variety of (probably) personal reasons over pure economic reasons and you’re likely in competition with a number of other clinics. In any niche or local market there is a predictable, measurable point when all potential customers of a specific product/service have been reached by a business. This is a saturated market.

What can be done in this scenario? What we recommend and can help you to do… place your brand in front of people looking for solutions in crossover niches so that you can go deeper into the market. Don’t fight over smaller pieces of an ever-shrinking pie… Make a bigger pie!

Market Penetration vs. Chiropractic Market Development

The difference between chiropractic market development and chiropractic market penetration is that market development creates a new target market. In the market penetration context, the target market has a fixed size. In market development, the size of the market is yet to be determined and the message/offering can be evolved to further expand the potential market.

The Art of Stealing Chiropractic Patients from Other Chiropractors

It isn’t that difficult. You can’t steal what doesn’t belong to someone else. There will always be price-shopping patients with no loyalty and the perspective that all chiropractic services are the same. They’ll drive halfway across town for an internet sale not realizing that they spent the sale difference in gas money; not to mention their time. You don’t want them. You want loyal patients who are raving fans.

Every clinic will have patients that are halfway out the door. You can’t win them all – nor should you try. You just do your best and the rest will sort itself out.

How can you target the chiropractic patients who would leave a competing clinic – for reasons other than price? Here’s what you do:

Enhance Your Chiropractic Clinic’s Appearance and Aesthetic Appeal

Have a comfortable, elegant space that is congruent with your brand and clinic’s primary focus. People like to have a complete experience and the more your clinic matches their expectations of what a clinic should be like, the more likely they will try it if they see it promoted on social media. If your clinic looks/feels zen and their current DC’s clinic is a bit shabby and run down, they might come check you out.

Clearly Define Your Chiropractic Philosophy to Your Target Market

Your branding must unconsciously appeal to the values and desired outcomes of your target market. Encapsulate your beliefs, mission and successes in a way that sticks in the minds of your potential patients. The clearer you are in your communication, the more memorable it becomes to your patients.

Maximize Your Chiropractic Patients’ Overall Experiences

Give your patients a premium treatment that they want to brag about and want to share. Remember classical conditioning? Peak state+environmental constant+anchor? When your patients are feeling good, send them out the door with the post-hypnotic suggestions to bring you their friends and family who need to feel better…

Limit Chiropractic Patients Risk of Dissatisfaction

Maybe create a special guarantee for new patients like a money-back guarantee or a satisfaction guarantee with their treatment so that they can rest assured that they will be satisfied with their treatment.

Market Yourself as a Chiropractic Expert in A Niche Area

You don’t have to be the jack-of-all-trades (stop trying to do your own web design, social media management and SEO also…) Pick a few niches that you really enjoy working on and brand yourself as the expert in solving those problems. People want to be treated by a specialist, not a generalist. If you dominate a couple of chiropractic niches you will get general chiropractic patients along the way.

Sapid Agency Will Help You Penetrate Your Local Market

We know what it takes to make your clinic stand out in local search and how to maximize your online visibility. We can consult you regarding strategies and run campaigns that will bring you to the top of your market. Contact us today and we will analyze your current marketing results, and the potential opportunities we can help you develop.

Michael EmeryMichael Emery, founder of Sapid Agency, received a Bachelor of Arts in Marketing and Advertising Management from Portland State University and a Master of Arts from the Institute of Transpersonal Psychology. He has been involved in online marketing since...
Measuring the Effectiveness of Chiropractic Advertising and Marketing

Measuring the Effectiveness of Chiropractic Advertising and Marketing

Why is it important to measure the effectiveness of your chiropractic advertising campaigns? Because if you can measure it, you can control it. If you can control it, you can improve it.

A little over 20 years ago, advertising was largely limited to television, radio and print. For most chiropractors, TV ads were just out of the question in terms of cost. Radio was less expensive, but still costly. And, print ads in newspapers and magazines was the least expensive, but still not cheap. Another possible option was to take out a billboard ad, and those had a broad range of costs depending upon geographic and demographic factors.

What would happen? A clinic would run an ad on one of those mediums and essentially wait for the phone to ring. Often, for tracking purposes, there was a coupon code to mention or a discount for saying the source of the referral. It wasn’t because the clinic was being nice, it was because they needed a way to correlate the source of the inquiry.

In this older advertising model we can only accurately track conversions. This means the number of people who were exposed to the ad and took action because of it.

The evolution of digital advertising campaigns for chiropractors

When advertising on the internet started to become common, for the first time in history it became possible to monitor additional factors involved in the marketing process. For example, it became possible to post an advertisement, measure the actual impressions (the number of unique people who viewed the ad), to gather some demographic details about these people, and then track the impression through to a conversion (typically when a sale is completed).

Now this new data gave marketers some tremendous insights. If people saw an ad but did not purchase, it gave an indicator that some of those marketing P’s were not being satisfied for the potential customer.

How does this relate to marketing and advertising your chiropractic clinic? If you begin ad campaigns and/or SEO, you need to track important details that give you feedback about your site.

The importance of Google analytics for effectively marketing a chiropractic clinic

Let’s assume that you position your website for the following keyword variation: “[your target city] chiropractor”. This is a great basic keyword phrase that most chiropractic clinics should be focused on. This is a geographic location and the word chiropractor. Typically when someone is searching for this phrase online, they are looking for services in their area. On the other hand, if they just search for ‘chiropractor’ they might be looking for more general information.

How would you track what is happening with your website visitors? One good option is to use Google Analytics.

Unique visitors

A great indicator of your websites overall traffic is the quantity of unique visitors. This gives you one potential factor to calculate and it is based upon a presupposition that should be mostly true: the people visiting your website are interested in chiropractic treatments. So ideally, your website is receiving mostly people who want chiropractic. This might be a big assumption and why you need to know the search phrases or locations that your site visitors come from…

Page view

How many individual pages are your website visitors viewing? If your content is engaging and perceived to be value, then they are likely to visit multiple pages and spend a significant amount of time on the pages.

Organic SERP ranking

SERP (search engine results pages) are the search engine pages displayed in response to an online search query. This is an important indicator in terms of the source of the traffic coming to your website. If you rank on page 1 of Google in the top 3 positions for “[your target city] chiropractor” then you are likely to receive the majority of the traffic for that search phrase. High rankings represent one thing really – your ability to SEO (search engine optimize) your content. In nearly every niche that involves significant revenues, Organic rankings are not going to be natural unless you own one of the few hundred super power websites in the world that have massive authority and readers.

Bounce rate

What percentage of visitors visit your website and immediately “bounce” (leave) without clicking any links to other pages. Bounce rate is important to consider because the higher it is, this means a larger portion of the people who visit your website immediately recognize that it does not have the information that they are seeking. There are several factors that affect this:

Incorrectly targeted keyword phrases – your site ranks for irrelevant terms.

Poor aesthetic taste – maybe it is the purple and orange camouflage theme with big red arrows everywhere?

Low trust and authority signals – do people wonder if they are going to get ripped off if they buy through your website?

Marketing mix factors definitely affect bounce rate. So, don’t take it personally, just test and adapt.

Conversion rate

The conversion rate is the percentage of site visitors that take defined, specific actions. This could be watching a video, signing up for a news letter, getting into a sales funnel or even making a purchase. Each business is different but it is typically agreed that if you can get a highly targeted demographic to your website and it converts around 2-3% then that is quite decent. This means that for every 100 targeted visitors, you get 2-3 customers. Now, the unknown factor is how much does it cost to get the 100 targeted visitors.

Inbound links

This is an interesting variable. Yes you want them, but they are really hard to get. If you are in a local market, it is highly recommended that get inbound links from other relevant websites in your area. In national and global markets, you still need relevant links from other sites but getting those is challenging and this is why there is a market for SEO services. There is a direct correlation between high quality link sources and the overall reputation and trust your website has online.

Sapid Agency manages measurable marketing and advertising campaigns for chiropractors

We set up multiple tracking points for our customers. In fact, as SEO consultants and digital marketing experts we track everything when it comes to our marketing services. In order to effectively operate and grow a business, one must have a finger on the pulse of it and be able to measure results.

If you want to stand out among your competitors, then contact Sapid Agency today. We will analyze your current marketing results and define what must be done in order to maximize your visibility in your local market and Google maps for the keyword phrases related to the services offered by your clinic.

Michael EmeryMichael Emery, founder of Sapid Agency, received a Bachelor of Arts in Marketing and Advertising Management from Portland State University and a Master of Arts from the Institute of Transpersonal Psychology. He has been involved in online marketing since...
What to Outsource With Your Chiropractic Clinic Digital Strategies for Marketing?

What to Outsource With Your Chiropractic Clinic Digital Strategies for Marketing?

Is outsourcing chiropractic clinic digital marketing something you should consider? In this day and age, not too many small-to-medium-sized companies operate without outsourcing some elements of their business. For the majority, it makes more sense to contract another company to take care of certain activities that require a degree of specialization but do not warrant the full-time investment to bring such services in-house. This allows for a company to conduct operations with enhance efficiency while not taking on the overhead necessary to develop this side of their business.

Essentially, outsourcing allows a business to focus on the services or products it provides while allowing other professionals to manage the essential, but tertiary elements of the business. In the case of chiropractic clinics, outsourcing can be done in a variety of different areas. In this article, we will focus upon the benefits of outsourcing digital marketing activities, but other areas of consideration could include: human resources, receptions, scheduling, complimentary therapies, accounting, and other business development activities.
What activities should your chiropractic practice outsource?
The activities to outsource vary depending upon the focus and needs of your particular chiropractic practice. There are two activity categories to consider outsourcing:
Outsource critical chiropractic clinic activities
Take a moment and reflect upon what makes money for your practice… A patient shows up, receives a treatment, and the clinic receives a payment. However, what does it take for the patient to show up? The following is a potential process flow for your practice:

1. Potential patient becomes aware of your clinic.
2. Potential patient contacts client for more information and/or to schedule.
3. Patient arrives and receives treatment.
4. Patient is billed and [hopefully] rescheduled.

This seems simple enough, right? Actually it is not. Step 1 has numerous moving pieces. Did the patient hear about your practice by word-of-mouth, social media, search engine results, maps, physical passerby, an event, direct outreach or some other form of marketing? Each one of these has additional components that can be optimized and leveraged when outsourced to the appropriate agency.

Step 2 and 4 have some overlap. First, the person who responds to inquiries needs to be knowledgeable, and also sales-oriented. This persons focus should be to answer questions in a way that removes objections and set the appointment. There are different billing models, but one suggestion is to offer a small discount for prepayment on the phone (you raise your rates to offset the cost if offering a discount is an issue). You’ll find that no-shows are actually more expensive and pre-billing will dramatically reduce your flaky patients.

Step 3 is the critical factor. You can’t outsource the chiropractor (unless it is you of course!)… If you own the clinic, then by all means you need to be thinking about how you replace yourself in the system and then scale up. If that is your cup of tea… [wink wink]. But there are also other factors involved in the treatment. Perhaps there is a prior-to-adjustment massage, or cryotherapy or some other form of complimentary therapy. In this case, it might be better to outsource (subcontract) the therapist so that you don’t have to worry about personnel or managing staff.
Outsource routine chiropractic practice activities
Routine business activities are known as commodity tasks. Receptionists, appointment setters, tech services, janitorial services, garment cleaning, and other similar services can be outsourced. These sorts of services are operated by other companies that function off of economies of scale. The more clients they have, the lower their overhead is and the more profitable their businesses become.
When does it make sense for chiropractic outsourcing?
A simple cost/time calculation can indicate when you might want to outsource different tasks involved in operating your chiropractic practice. Let’s say your clinic is a new startup and you need a logo. Do you hire a graphic designer as an employee? Of course not! You contract a designer for the logo and hope that the design will last a decade or more.

Your clinic needs a website. Do you hire a web designer as an employee? I wouldn’t recommend it. A website build should be a one time event with updates to design/style/functionality every couple years. It makes more sense to contract a web design agency (but please speak with your SEO consultant first otherwise you will likely waste money).

A cost/time analysis will help you put into perspective the elements that will benefit from outsourcing and even better it helps you to establish goals and a timeline. The big picture purpose with outsourcing is to free up your time, your critical staff’s time, and your budget to focus upon income-generating activities. When your clinic’s outsourcing is properly structured, outsourcing various activities will enable for the streamlining of your chiropractic practice.
Critical outsourcing considerations for chiropractors
As Sapid Agency focuses upon digital marketing services for chiropractors, we want to point out some extremely important mistakes to avoid.
Own your chiropractic website, chiropractic domain name and chiropractic social media accounts
Too often we have seen chiropractors who have websites hosted on servers that they do not technically own (and cannot access), and even worse domain names that they do not legally own. In addition to this, there are social media accounts that the chiropractors do not have administrative control over.

What is the risk in this? The first rule is to assume that there is a likelihood that relationship dynamics will change over time. The owner of a chiropractic clinic, must ensure that he or she has ultimate control over all aspects relating to your primary digital marketing accounts. From there, you can delegate access as you will. We have seen many cases of business partnerships ending, romantic relationships ending and the challenges of trying to recuperate critical social media accounts, websites and domain names that are not directly in your control.
Outsource chiropractic social media marketing and digital marketing for your clinic
A competitive digital marketing agency already has tens of thousands of dollars invested in their systems and years of experience. The top ranking chiropractors in your area are likely not doing their internet marketing in-house and to compete with their results you should not try to down your digital marketing either.

You might be able to get away with doing your own basic social media management, but your time is better off working with patients or doing activities that only you can do to bring in patients. If you really need new patients, you should be doing podcasts, videos, radio shows, tv shows, local seminars, workshops, attending networking events and other activities that require your expertise and personality.

When you combine those in-person activities (that leave a trail of social media and website backlinks) with our SEO systems, we can totally maximize your brand in your local market place and make you and your clinic the perceived authorities to both the public and the search engines. We will make your Google Maps listing stand out in the top 3 positions on page 1 of Google for the highest level of visibility.

We do full time SEO, social media management, content creation and much more to position our clients in front of their target markets. You simply can’t compete with what we can do and you shouldn’t worry about trying since you are in the chiropractic business, not digital marketing.
Sapid Agency makes outsourcing chiropractor digital marketing streamlined and profitable
We have the experience and ability to maximize your online visibility. Not only will we do a thorough review of your website and current marketing strategies to show you what needs improving, we will also reveal to you additional vertical niches that can be targeted to bring you directly in front of the potential patients who are actively search for the results you can provide – but outside of the chiropractic niche.

Contact us today for a full analysis and consultation. We will move you to the top of your target market.

Michael EmeryMichael Emery, founder of Sapid Agency, received a Bachelor of Arts in Marketing and Advertising Management from Portland State University and a Master of Arts from the Institute of Transpersonal Psychology. He has been involved in online marketing since...
How to Brand Your Chiropractic Practice and Services Online

How to Brand Your Chiropractic Practice and Services Online

The success of a chiropractic clinic depends upon its approach to marketing in most cases, but the majority of chiropractic graduates have little experience in marketing and most internet marketing courses only teach the basics.

Whether you are an experience, established chiropractor looking to expand your practice’s reach, or launching a practice for the first time, these points and Sapid Agency’s SEO services will prove invaluable.

The first thing you’ve got to do is define your brand: “What makes you stand out from the other DCs in your area?” You all technically can do the same things, but you certainly are not all the same in terms of approach, process, attitude, focus, integrity and quality of care. So you’ve got to dig into some of those qualitative, emotional factors that set you and your practice apart.
Define the Strategic Position, Brand, Target Market and Web Presence for your Chiropractic Office
We’ve addressed this before in our other articles about chiropractic marketing. The first step to take is to do a strategic positioning exercise, so that you clearly know what you offer that makes you stand out from your competition. When you have this element correct, you have done a great deal of the work, and believe us it is more difficult that you might think…

You simply can’t look at your market through your chiropractic eyes, years of experience, study and knowledge. You’ve got to develop the mental flexibility to attempt to perceive your chiropractic clinic, services, and yourself through the eyes of your ideal target client.

Who exactly is my ideal client and why specifically would they want me to be their chiropractor. (Believe me, we’re doing the same thing over here for you – putting ourselves in your shoes and realizing that your bombarded by emails and phone calls from around the world offering you SEO or internet marketing.)
Brand Development for Chiropractors
Twenty or forty years ago, it was enough to put an ad in the Yellow Pages, lease an office space and the phone would ring. Today, unless you live in a small town, you have a lot of competition. And, not only within the chiropractic niche, but you are competing with physical therapists, alternative therapists, massage therapists and much more. Everything from your chiropractic practice’s name, to your logo, to the color scheme, to your website domain need to both stand out and be consistent.

More than just that, it needs to mean something and present a persona that your potential client identifies with based upon their primary lead system (NLP jargon). Essentially, the visually-oriented person needs to be able to ‘see’ themselves receiving the sort of care they imagine in your clinic. So lots of photos and videos on your website and social media sites are helpful to achieve this goal.

The auditory person needs to hear in your voice and the voice of the staff the words and tonality that ensure them that your chiropractic services sound like a great place to receive care. In this case, video and audio clips like radio interviews can be helpful to have on your website.

The kinesthetic person needs to get the feeling that your practice is where he or she will go to feel better. Color combinations, the aesthetics of the office space, and all things that make your practice feel comfortable are important to trigger the right sensations in this person’s body. This is a case where your website, social media and office must flow together to generate feelings of comfort, professionalism and safety.

Another sort of person is auditory-digital. This person reads a lot and they pay attention to the fine print. They are not forgiving about typos, poor grammar or a lack of knowledge. They will show up at your clinic having spent hours pouring over Wikipedia and reading clinical trials regarding the efficacy of chiropractic. They are skeptics, but they want to believe, and they want a list of case studies provided by you. So obviously, you must be knowledgeable about your services and be willing to speak to them on a clinical level, but also on your website it helps tremendously if you link to other authoritative sites or clinical studies, research papers or case studies whenever the slightest claim is made. These people might seem like difficult patients, but they will send you a lot of people if you win them over because they are mavens and they love to accumulate knowledge and information.
How to Design a Chiropractic Logo, Choose Fonts and Color Schemes for your Brand as a Chiropractor
You probably should not design your own logo… unless you happen to have the talents and/or skills to do it. Your logo should obviously be unique, but more than just that, a well-designed logo hints at the core essence of your practice. It does not have to be complicated, but it must be memorable and congruent with the rest of your brand identity.

Look at our logo for Sapid Agency. It is an S within a hexagon combined with a font that we decided represented a high degree of elegance. We get a lot of positive feedback on the logo, although it is something quite simple. Simple, but professional and we want it to become globally recognizable. Your logo must do something similar. It needs to convey a message to your ideal target market. Our primary target market includes auto dealerships, chiropractors, dentists, CPAs and financial advisors, real estate agents, tech manufacturers, hotels and resorts, and exporters. These are all serious industries that value professionalism. If we had a grungy, hipster website we would most likely be immediately disqualified from being a potential internet marketing services company for them.

Choosing fonts and color combinations is considered a soft science, but consider seriously that big companies spend a lot of money to determine what will give their brand the leading edge. Microsoft spent $80 million defining the best shade of blue for Bing. If the big corporations take it seriously, then you might want to also.
How to Get a Great Looking Chiropractic Website Design
Most chiropractic websites we review are pretty pathetic. Maybe one out of 10 look professionally designed and out of that 10%, perhaps another 10% are actually well structured.

Here is a significant issue. If you want to rank your website at the top of page 1 in the search engines in a competitive market, you’re going to need much more than a 7-page website that you or your receptionist made over the weekend.

We can’t tell you the number of times that we’ve been asked to rank these sites and the answer is you just can’t do it in a competitive market. Your site needs depth, well written content on your primary pages in excess of 1,000 words per page, new blog content on a regular basis, and a hierarchical structure that essentially represents a library index system of your site’s content.

A pretty website just won’t cut it and most designers can’t help you beyond this. A cheap web design is going to be more expensive in the long run, because after a few months or years of wondering why no one visits your website, you come to a digital marketing agency and ask what the problem is and we tell you that your site is not optimized. “But… we paid $24,000 for the site…” Yep. We’ve heard it countless times.

How do you determine how good your website needs to be in your local market? It is easy. Open a private browser window and search for “chiropractor [your city]”. For starters, just for starters, your website needs to function as well as the top result and have a minimum of the same number of pages with the same amount of written content as your top ranking competitor. That is just for starters.
How to Create A Successful Chiropractic Blog That People Read
Ask yourself this, aside from your mom, who is really interested in reading your blog about chiropractic topics? People with a problem that they believe a chiropractor can solve… right?
How to Write Chiropractic Blog Articles
Here is a tip that will make your life (and my team’s lives) so much simpler – you can become a client later and pay us for this one since it will make a huge difference. Avoid keyword cannibalism. This means repeating the same keyword phrase on multiple website pages. It is important to avoid doing this because you dilute the strength and focus of each page on your site.

If you have a page on your website focusing upon the keyword phrase “[your city] chiropractor”, then don’t – please don’t – create other pages or blog posts that use “[your city] chiropractor” in the titles or headers.

We see this all the time with clients who get stuck on page 3-10 of search results. They can’t figure out why their pages don’t rank higher, but on multiple pages of their website they repeat the same keyword phrases. This throws a search engine like Google into circles. The bots will scan your website and determine that the site is about “[your city] chiropractor” but since every page is the same it can’t be that relevant so your site receives a soft penalty.

We have a simple mantra: “One page, one keyword.” Feel free to repeat it in the shower for 30 days straight.

Now, that said, there can be variations of the same keyword on one page or in a blog article. For example, returning to “[your city] chiropractor”… If this is the primary keyword phrase you want to target, then on this same page you could include in the headers and the text copy: “chiropractor in [your city]”, “chiropractic clinic [your city]”, and “chiropractic practice [your city]” because it is contextual as this page is dedicated to a specific geographic location and chiropractic services. This gives the bots an associative point to focus upon and we can do the rest to rank you for other relevant related keyword phrases with our SEO services.
Returning to Blogging for Chiropractors
Essentially, have a pre-planned theme. We outlined 12 articles in our chiropractic marketing outreach blogs. We will later use this similar format to update for our other niches, since it really is the same content but a different context.

Once you have identified the focus of your practice, your target market and your brand identity, then focus on their problems. Obviously you can take each service you offer and break it down into sub-segments but don’t be a keyword cannibal. How would this look?
Let’s Take Blogging About Car Accident Chiropractic from an SEO Perspective
We would define who the target market is: chiropractors focused upon car accident victims. We would create a list of the potential car accident related pains, problems, and complaints and solutions. Then we would address one specific topic in an article and make sure that the keywords do not conflict with any other pages on our site.
Blog About Chiropractic for Low Back Pain from an SEO Perspective
We would define who the target market is: car accident victims. We would create a list of the potential car accident related pains, problems, complaints and solutions. Then we would address one specific topic in an article and make sure that the keywords do not conflict with any other pages on our site.
Write Blog Articles About Chiropractic for Neck Pain from an Internet Marketing Perspective
Again, we would define who the target market is: people suffering from neck pain. We then create a list of the potential neck pain related causes, problems, complaints and solutions. Then we would address one specific topic in an article and make sure that the keywords do not conflict with any other pages on our site.
How to Market Chiropractic for Headaches from an Search Engine Optimization Perspective
Once again, we define who the target market is: people with headaches. We then create a list of the potential headache related causes, problems, complaints and solutions. Then we would address one specific topic in an article and make sure that the keywords do not conflict with any other pages on our site.
Your Blog Represents Your Chiropractic Brand Focus
Your chiropractic clinic’s blog is supposed to enhance your practice’ strategic position, promote your service categories, define your credentials and expertise, send professional messages, and identify the benefits your patients receive. This is the primary function of your blog. The more clear, concise, well-structured and well-written it is, the quicker you will see results when you work with a chiropractic marketing and SEO agency.
Sapid Agency Chiropractic Branding Consulting and Marketing
We want your chiropractic practice to be as successful as possible and for you to reach the right people who value your services. Sapid Agency can maximize your online visibility through the application of our experience consulting, unique strategies, and marketing systems. Feel free to contact us today and request a free initial consult.

Michael EmeryMichael Emery, founder of Sapid Agency, received a Bachelor of Arts in Marketing and Advertising Management from Portland State University and a Master of Arts from the Institute of Transpersonal Psychology. He has been involved in online marketing since...
Chiropractic Social Media Marketing Strategies

Chiropractic Social Media Marketing Strategies

Turn Your Social Media Followers Into Paying Chiropractic Patients
As an chiropractor or marketing manager for a chiropractic practice, building social media followers is just the first step. The next step is building a relationship with your target audience that will convert to them from onlookers to actual paying patients.
Research Your Chiropractic Practice’s Social Media Audience
Define who they are and what they appear to value. Define what they do to earn a living? What are their likes/dislikes? What seems to worry them? What appear to be their needs?

What you want to do is personalize your interactions with your audience by commenting on their comments on your social media posts. Something as simple as a reply to comment that takes a few seconds could be a pivotal interaction that transitions them from follower to customer.

Another consideration is if you aren’t clear on your ideal client archetype, then you can create one by identifying which followers you would like to have as a client versus those which you would not want.
Reach Out and Introduce Yourself to Your Ideal Chiropractic Patients
Most people want to feel unique and special. A simple follow up with a personalized message including a simple, low-commitment, call to action (especially a giveaway to a book, article, video or audio you have created) is very powerful.
Give Something of Value – Loss Leader Ideas for Chiropractors
Offer a free initial consult (it could be a simple, in-office intake – or a Skype, Zoom or Facetime video consultation). What you ideally want is to create the opportunity for the potential patient to describe their problems and get into their problem state. You don’t have to offer an adjustment or a treatment at the time, but it could be a great add-on or upsell.

One thing you’ve got to keep in mind is the power of your authority in this context. The person with the problem comes to you and they really want to be told what to do. (It is the same for Sapid Agency – business owners or marketing directors at a loss as to why they aren’t getting any website visitors or online leads come to us and they want us to say, “here’s the problem and here is how we are going to fix it…” Then we pretty much say it will cost $x and we’ll send you the payment details right now so that my team can get to work right away.)

So give the prospects a free evaluation and then assume the close (test close) by saying, we need to get you in for a full treatment and then you or your receptionist will book it. Remember, use the offer of something for free to then move the person from prospect to patient once you have diagnosed their problem.

You, your marketing manager or one of your team members needs to remember that social media is a great platform to interact, engage and provide great content and/or something of value that is appealing!
Managing Chiropractic Social Media Campaigns With Balanced Content
There needs to be a balance between informational, promotional and fun content. Short visual content does really great for some audiences and longer content is better for others. What you or your social media manager needs is to have a mix of relevant content that is about 70% chiropractic related and then 30% random. Social media is a great way to brand yourself and your clinic. By doing so, you establish rapport with your online fans and followers.
How to Promote Your Chiropractic Clinic Online
You can promote your chiropractic clinic by creating social media giveaways that are: fun, valuable and visible. Using this approach is an effective strategy because it creates clarity about your services and the value you add to your follower base/patients.

Get your fan base to comment on your giveaway by creating certain rules to the contest that are fun and also viral. Be sure to use #hashtags in your campaigns so that they reach not only your followers but people who might be searching in social media platforms or search engines for new, relevant content.
How to Get Testimonials for Your Chiropractic Practice
For the chiropractic industry, video testimonials are huge. They should be shared on your Google My Business local maps listing, your Facebook page, your Twitter page, your Instagram page and obviously your YouTube channel and website.

We sincerely believe that one solid testimonial is worth 100x. A stealth tactic to grab solid testimonials to share on social media is to have your receptionist offer a discount of around 25-50% off the session if the patient would be will to leave a quick testimonial. Have a waiver form ready, a cell phone to take the video (preferably directly into the Google My Business app for the geocoding data) and then three simple questions:
1. How were you feeling before you came in to the clinic today?
2. What did you like the most about your treatment today?
3. Would you recommend that other people schedule an appointment with Dr…?
Many patients will be happy to answer the questions because they feel better after the appointment, and the discount is big enough to be compelling. The video can then be downloaded and re-uploaded onto the different social media platforms. Of course, you’ll want to make sure it is properly, titled, tagged and bunch of other secret tips we share with our consulting clients.

Sharing testimonials on social media demonstrates to your online followers the services (and products) you offer. But more important than just this, it provides undeniable social proof that other people find your services valuable.
Sapid Agency Chiropractic Social Media Marketing Consulting
We want your practice to be successful and for you to reach the right people with your services. We can maximize your visibility online using our unique strategies, systems and experience. Contact us today to discover what we can do to help your chiropractic practice stand out. We specialize in Google local maps SEO, national and global SEO, internet marketing services, SEO consulting and pretty much everything else it takes to get your business as much visibility as possible.

Michael EmeryMichael Emery, founder of Sapid Agency, received a Bachelor of Arts in Marketing and Advertising Management from Portland State University and a Master of Arts from the Institute of Transpersonal Psychology. He has been involved in online marketing since...
The Importance of Chiropractic Services Keyword Research

The Importance of Chiropractic Services Keyword Research

Place Your Chiropractic Practice In Front of the People Already Looking For the Solutions You Provide
Chiropractic services keyword research is on the of the most important aspects of your chiropractic practice’s marketing success. If you don’t know what your niche market is searching for, then you’ll likely miss out on gaining new clients.

Obviously all chiropractors actively marketing on the internet using SEO strategies are going after the BIG keyword phrases:

Chiropractor
Chiropractic
Chiropractor [City]
[City] Chiropractor

Those are the ‘no-brainers’ and they will convert pretty well and we will definitely rank you for those… but honestly those are the “believers”. There are other people out there… so many more who are looking for solutions for their symptoms and these are found in the services your clinic or practice offers.
How Does Keyword Research Help a Chiropractor Get More Business?
When your website ranks for relevant keywords, this magnifies the presence your practice has online. By understanding your target market’s interests, you learn not only the phrases to target in your SEO campaigns, but you also learn more how your customers think and how they define their problems and ideal solutions.

Even though you might believe otherwise, not everyone is a potential client for your practice. I mean, yes, technically yes pretty much everyone can benefit from chiropractic, but it is so much easier to work with people who trust you, are open to trying It’s not always about getting visitors to your site, but about getting the right kind of visitors.

Keyword phrase research allows a business to predict changes in demand, evolve to meet market shifts, and offer the services and internet content that online searchers want. Understanding keyword research and structuring a website to best trigger Google algorithms for quality content and authority is what Sapid Agency specializes in doing for its clients in numerous locations.
What is the Value of a Chiropractic Keyword Phrase?
How much is a chiropractic-related keyword worth to your practice? Do more people contact your practice searching for neck pain, back pain or auto accident chiropractic services. These details are available in your Google Analytics account (providing that it has been properly setup).

To understand a keyword phrase’s value, it is necessary to understand a website’s conversion potential, make some assumptions, and then test the assumptions as a way of testing your overall internet marketing strategy.
A basic way to asses a chiropractic keyword phrases’s value is to ask yourself the following questions:

Is this keyword phrase relevant to your website’s content?
Will your target market find what they are searching for on your website if they use these keywords to search?
Will what they find result in the following psychological experiences: first, perceptions of confidence, professionalism, and expertise; and second, a sense of urgency to schedule an appointment?
Will this website traffic result in achieving financial goals or other clearly-defined marketing goals?

Search for Keyword Phrases Relevant to Local Chiropractor Services in Google
Understanding which of your competitors already are ranking for your keyword phrases offers invaluable insights into your marketplace, keyword ranking difficulty and how other chiropractors are achieving their rankings in your local market.

Are there paid search advertisements displayed along the top and bottom of the organic results displayed in Google? Most of the time, search ads are related to high-value keywords, and multiple search ads being displayed above Google’s organic results that the associated keyword phrase converts well.
Get Help From Sapid Agency With Your Keyword Research
Sometimes it is better and less expensive to outsource what you don’t know how to do to the professionals – especially when you have a clinic or chiropractic practice to manage and operate. The Google AdWords Keyword Planner tool is a great place to conduct initial SEO keyword research since it not only suggests keyword phrases and displays search volume estimates. It also can help you predict the cost of running PPC campaigns for these keyword phrases and this is where most business owners realize that SEO is far less expensive over the long run.

What we can do is help you define your target market and any specialty niche. We will do keyword research for you and identify the optimal structure of your website and what needs to be included in order to compete with the websites that are already ranking well for these phrases. Then we will utilize our proprietary SEO systems to boost the authority of your site.

If you’re ready to turn your internet marketing over to a team of experts so that you can focus on what you’ve trained to do, then contact Sapid Agency today. We will do a preliminary review of your current online visibility, website health, social media reach and much more. With our systems, insights and guidance your practice will soon achieve it maximum potential.

Michael EmeryMichael Emery, founder of Sapid Agency, received a Bachelor of Arts in Marketing and Advertising Management from Portland State University and a Master of Arts from the Institute of Transpersonal Psychology. He has been involved in online marketing since...