How to Generate Leads for your Chiropractic Office

If I was a chiropractor this is exactly how I would create my digital marketing plan that would dominate my local area. The goal of the marketing campaign is to…

deliver the right offer at the right timeconstantly be in front of the potential customerand create a connection.

If you can do all three of these things, you will dominate your industry.

The Right Website

Your website is the center of this equation, and needs three extremely important elements. Develop a website that quickly and effectively tells my story, and creates a connection with the viewer to create investment. The website also needs to read as a long form sales letter that and capture leads with the correct call to action elements. Make it extremely easy to find the phone number, address, and either send a message contact form or book an appointment online.

The third important part of your website is having a Facebook Pixel installed for re-targeting traffic. Re-Targeting your web traffic is the most cost effective and important type of ad you can have.

Sending Traffic to Our Site

The next factor in our equation is traffic. We can get traffic from organic SEO results, Google Places, Google AdWords, and Facebook ads. Facebook ads are wonderful for two reasons. They are the least expensive and have amazing targeting options.

In order to achieve a high first page rank on Google we need to focus on several things. In a local SEO situtaion for a Chiropractic office, competition is not a big problem in terms of ranking. With the right “On page” SEO practices and a few high quality backlinks we can rank well.

Here is a chart of SEO ranking factors.

A local SEO Strategy would focus efforts on the following:

On Page SEO

The proper Title and Meta Descriptions, and avoiding duplicates

The correct use of H1 and H2 headings

Properly optimizing images with “Alt Tags” and file names

Improving loading times for both desktop and mobile versions of website

User experience, Analytics

Improving user experience to increase dwell time

Create engaging content to reduce bounce rate

Link Building

Finding opportunities to build backlinks from credible high authority sites, this is a major ranking factor with Googles algorithm.

Social Signals

Develop social profiles, linking back to business site

Developing proper social signals to website

Social media not only is an opportunity to connect with your audience consistently, but also helps organic search results by sending social signals to Google.

Google Maps Local

In addition to organic page rank we also want to rank well in Google Places, top three if possible. In order to improve our rank for Google Places we need to focus on optimizing our GMB listing, reviews, and directory citations.

Here is a chart of Local map ranking factors, provided by MOZ.

Google AdWords

Most local industries can utilize Google AdWords and generate leads for $10 or less per click. With the cost and level of search volume for local industries, you can run AdWords around the clock without much cost. In addition, this gives you the ability to grab another spot on the first page of Google. When we combine all three, we can be listed on the first page up to three times if we can get a top of page AdWords listing, top three map rank, and first page organic SEO rank.

Facebook Ads

A huge part of generating leads will also come down to running Facebook Ads. The first type of Facebook Ad I would use is a lead ad. The most important part of marketing that people don’t spend enough time on is the offer. You have to make them an offer so compelling they can’t refuse it. Personally I would offer a free consultation and adjustment just to get them in the door. Make the experience so great they become a customer for life.

Lead ad or landing page?

In our offer to a cold audience we can either use a lead ad right inside of Facebook, or link to a landing page on our website. The lead ad is easier and faster for the customer, but we lose the opportunity to communicate all of the benefits of the offer if we don’t send them to an opt in page.

Pixel Your Leads

In order to stay in front of our warm leads, we are going to re-target our web traffic everyday. Yes, everyday people that have visited our website within the last two weeks are going to see our ads on Facebook. The best part? It’s extremely affordable.

This gives you the ability to stay omnipresent and stay in the mind of the consumer to develop a position of authority in your industry.

Email marketing

Once we capture an email address from a lead magnet or opt in page, we can start an email sequence. The point of the email sequence is not to sell in all of our emails but to offer value and provide great information to the potential client. This is another opportunity to position ourselves as an authority figure.