When does it make sense to hire a digital marketing agency to take charge of your chiropractic marketing online? Should you ever consider creating your own in-house internet marketing team? Can you do it yourself and should you do it yourself?
The time to do your own internet marketing for your chiropractic clinic is when you aren’t sure if you are going to be able to afford next month’s lease payment. If your clinic is stable but you want — need — more patients in order to weather any sudden surprises or to scale up your vision, then you need to outsource your digital marketing.
Marketing online for chiropractic clinics is multi-faceted
Digital marketing involves a broad spectrum of activities, platforms, strategies and channels. Each of which change or evolve every year. In the case of a new clinic without an established online presence, you’ll find that quick results can be experienced with PPC (pay-per-click advertising like AdWords) but they will also be costly. Facebook ads can also deliver but it is expensive to dial in a campaign as a lot of testing is required.
The best mix is solid web design, search engine optimization, social media campaigns, PPC and content marketing. Then email marketing and re-targeting can help to ensure that your brand has a consistent presence in your target market’s mind.
How to analyze the marketing budget for a chiropractic clinic
A marketing assessment can help you determine why you’ll most likely always want to outsource your digital marketing needs.
What is your approximate monthly budget for marketing online?
$100,000/year $50,000/year $25,000/year $12,000/year $1,200/year Nada
Let’s estimate that an average, full time, experienced online marketing manager will cost approximately $50,000 a year (probably $25,000 more minimum in cities with high costs of living). This is also someone who has an employee mentality. Some of the challenges with this is that they are going to be security motivated, not necessarily performance motivated. In other words, if they do too well then they raise the bar for themselves, so often at an unconscious level they do just enough to be above average and not lose their job.
Another consideration is that if they were good at internet marketing, they could start their own local agency and earn many times more than their annual income. So you must consider just how good they are at internet marketing and if they have the knowledge, experience and capabilities to take your practice to the next level.
That said, one person simply cannot compete with the team of individuals it takes to effectively do internet marketing. At Sapid Agency, we have specialists for social media management, content creation, web design, PPC management and SEO campaigns. Additionally, economies of scale work to our benefit as we can leverage our systems across numerous clients to reduce overhead while your in-house overhead will stay fixed.
Can your in-house chiropractic marketer really design and rank a page?
Some important considerations to consider is that to stay within a reasonable budget, your web design/SEO/marketing guru is going to have to wear multiple hats and we’ve never seen this work out well. But, never say never… The following are some questions to ask this person or yourself:
- Are SEO and web design related?
- How does keyword research affect website structure?
- Is there a correlation between load time, click through rate and bounce rate?
- What is the target keyword ratio for a page and how do you track this?
- How does social media affect SEO?
Just because someone can make a website that looks decent, doesn’t mean that the same person can rank the pages on the website – or even more critical – that the pages created by that person can be ranked. Website optimization is something we have had to do on every single client site, since most web designers have no clue what effective web design for search engine optimization requires.
Do you or your employees already have online marketing skills?
Effective online marketing for a competitive niche like chiropractic is going to require a specialized team that can streamline tasks and productivity. First of all you need a digital marketing consultant who can assess the big picture potential trajectory of your practice and conduct a digital marketing SWOT analysis.
Then you need web designers who can SEO optimize a site based upon keyword research provided by the digital marketing consultant.
Then you need content creators who can write high quality content to target specific niches.
You need a social media manager who knows how to effectively backlink and use hashtags and operate a social media campaign calendar. Then you need an SEO manager to conduct search engine optimization campaigns. And then, you need an advertising manager to run PPC ad campaigns while building the digital marketing master plan.
In most cases, one single person cannot do all of that and do it well.
Do you have the budget to recruit an online marketing team for a chiropractic clinic?
The right group of people with the experience, skill sets and ability to create and manage the systems necessary for digital marketing success is what makes an effective team. Unfortunately, they won’t come cheap if you intend to keep them in-house. Additional questions to ask yourself are:
Do you have the resources necessary to hire and maintain a good chiropractic clinic marketing team?
- How much of your business currently comes from internet marketing?
- Are you in a competitive niche? (Yes, chiropractors are some of the more savvy marketers out there and this is usually a competitive niche unless you are in a small town!)
- Are your services complex and required specialized knowledge to understand and explain them? (Yes…)
- Do you have the resources to invest in the systems and technology necessary for maximum online exposure and the ability to maintain and manage them?
- Do you keep up with the latest trends affecting social media marketing, SEO, web design best practices, PPC strategies and online reputation management?
- Do you know who exactly your target audience is and how/where to reach them?
- Do you believe that digital marketing is a critical component of a business’s long term success?
Learn how Sapid Agency can market your chiropractic clinic online
Search engine optimization is not outdated. It is in-fact falling into the realm of best practices as it becomes clearer (to SEO veterans) what search engines demand in order to rank websites. Not only do we rank your website, we will ensure that your site is optimized and that the social media strategies in play are complimentary to the overall digital marketing strategy.
Reach out to us today and we will analyze your current marketing results, and the the potential opportunities in store should you hire Sapid Agency to consult with you regarding your chiropractic marketing online.
Michael 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 2006.