How to Define A Dental Clinic’s Target Market

Having a Clearly Define Dental Target Market Simplifies Everything

We know that you can most likely treat anything within the spectrum of your profession, but your key clients want to know they are going to a specialist.

You found and are currently reading this post because Sapid Agency targets dental practices that want to achieve the highest visibility in their target markets. Similar to you, in our area of expertise, we can help practically any organization rank on the first page of Google if they follow our recommendations.

In the case of a dental clinic, potential dental patients with specific problems are looking for specialists, but most people are interested in preventing dental problems and want a routine cleaning and check-up. Sapid Agency can help you funnel the general patients searching for dental services to your practice, and then help you to better define ways to attract more specialized patients.

Define the Solutions to the Problems Your Potential Dental Patients Want

It is most likely that a large percentage of your potential new patients are looking for the general dentistry-related keywords or for a practice that is geographically located in a convenient area. The way to penetrate the market is to begin to think like the person who has the problems that you specialize in treating. What are they searching for…?

Some of the following common dental problems have numerous related (SEO keyword phrase) associations that your website and Google My Business profile should be ranking for on page 1.

Rank your website for common dental problems

• Bad breath – halitosis
• Tooth decay
• Gum disease – periodontal disease
• Oral cancer
• Mouth sores – canker sores
• Tooth erosion
• Tooth sensitivity
• Toothaches
• Dental emergencies – broken / cracked teeth
• Cosmetic treatments – whitening / dental implants / etc

Create a Dental Patient Avatar to Better Understand Your Local Dental Market Place

Imagine that you were your ideal dental patient, but you had no formal background in dentistry. How would you explain your problem? What are the pains, symptoms or discomforts you are experiencing. What are the solutions that you want to experience? If you had to type your problems into a search engine like Google, what would you be searching for…?

Reverse Engineer Your Dental Services Marketing

Most dentists offer services, but you might also have a product that you market so this technique applies to either a service or a product. You are the expert (at least you should be if your are the dentist or the individual in charge of internet marketing for a dental practice) so outline a full description of your services.

What is the basic service that you offer to everyone? Why do they need it? Who can benefit from it? What benefits are expected? What are the common fears, concerns or misconceptions that the average person might have? What does a new patient want to feel when they walk out of your office?

Marketing Yourself as A Dentist Specializing in a Specific Niche Will Bring You General Patients

Helping a person solve a specific dental problem will bring you general patients. When people are happy, they love to share. That is what you want…. Raving fans. When you notice that a patient experiences some immediate relief, ask them how good they feel and don’t hesitate to give them a post-hypnotic suggestion to share their experience with the people they care about even if they don’t have the same problem as that client… Believe me, they will.

Narrow Down Your Dental Market to Reach Your Ideal Clients

Why is clarity important? It allows you to have a clear vision regarding the services you offer and the specific people you focus on helping. It also makes it simple for people to remember you when they meet you. Of course, you’re a dentist… but you’re also the dentist who specializes in “[your area of expertise]”. This is more memorable than the dentist who treats anyone for anything.

When you specialize and you do well branding yourself, you’ll also get this sort of referral: “Hi Dr., I know you specialize in [specialty] but I have a friend who needs [problem scenario]. Is this something you can do, or do you have a recommendation for another dentist who can do [solve problem].” Those recommendations are golden.

“If you go too wide, you drown in opportunity” – Mark Cuban

What is your Dental Clinic’s Service Value Proposition?

The value proposition is typically discovered during the process of defining a business’s product or service. It is imperative that you be able to pinpoint exactly what value your product or service provides the marketplace.

What problem do you solve?

How do you help people?

1. Take out a piece of paper and write one sentence describing each service you offer.
2. Now, write out a list of each main feature of each service your dental clinic provides.
3. Next to each feature list the benefits it provides, and if they exist, the benefits of those benefits.
4. Once you have your benefits listed, make a list of people who have a need that your benefit fills.

This is your dental practice’s value proposition!

When you combine this degree of clarity regarding your target market, then it becomes much easier to position your brand and your services in from of the market that is looking for the dental solutions you offer.

Contact Sapid Agency Today for Dental Clinic Digital Marketing Help

We are expert consultants in digital marketing and search engine optimization for dentists. We can help you to identify your target market, structure your website, leverage social media campaigns, and rank for traffic-driving, relevant keyword phrases.

If you want to stand out at the top of your market, then contact us today and we will identify what it takes to maximize your online visibility.

The post How to Define A Dental Clinic’s Target Market appeared first on Sapid Agency.

source https://www.sapidagency.com/how-to-define-a-dental-target-market/

Developing a Dental Internet Marketing Plan

The Need for a Dental Practice Internet Marketing Strategy

Nearly every person involved in a business endeavor recognizes the need for a business plan, yet some business owners do not realize an internet marketing strategy is just as essential. Unlike a general business plan, an advertising and internet marketing strategy focuses on gaining and also maintaining patients for the long run. It is precise, realistic and also includes very reasonable numbers, facts and objectives.

Defining A Target Market for Your Dentistry Niche

A great marketing strategy spells out all the tools as well as techniques one can utilize to attain your dental practice’s sales objectives. It is your plan of action that defines what  specifically you will market, who your target market or target niche is, and the tactics you will utilize to generate leads that result in sales. Your practice’s internet marketing plan does not need to be lengthy or professionally drafted. In fact, it can be as simple as a few bullet points that define what you offer, who you desire to treat and what you will do to position yourself in front of your target market. The main questions are:

• “What sets you apart from your dental competition?”
• “Are you trained in any specialized treatments or services?”
• “Is there a specific demographic that you want to target?”
• “If you had to choose a primary focus for your dental practice, what would it be?”

Why PPC Dental Ads Help With Immediate Marketing Success

Dental clinics that succeed in long-term marketing usually start with an online advertising campaign since it is the quickest way to drive traffic to your website or make the phone ring. We recommend that a reasonable budget be set aside for AdWords PPC (pay per click) for two reasons. First, it will help you drive traffic to your website and you can focus on the factors necessary to optimize your conversion efforts.

Secondly, there are correlations between defining the keywords a specific web page is optimized to rank for, then signaling the main search engine (Google) via its advertising service that your pages are targeting these keywords. Essentially, it helps to do some of the legwork for Google and basically tell the algorithms that your intention is that a page rank for specific keywords. When combined with local SEO we have witnessed quicker rank movements than when this strategy is not followed.

What Time Frame Should a Marketing Strategy for Dentists Cover?

The initial plan should establish activities for one year. For most practices, this is the most effective timeline to consider since it allows time for testing but is not focused upon immediate results. If you choose to use niche SEO services, then you must plan on 12 months minimum for any search engine keyword positioning.

There is a common misunderstanding about what dental SEO services involve. Ranking is not immediate. While our services usually put a website on pages 2-4 of Google within the first couple of months, the battle for page 1 and then the top 3 results of page 1 is a lengthy process. The reason for this is that we essentially must match the backlink profile, social media activities and the authority of your competitors’ sites.

This cannot be done overnight because any attempts will trigger Google’s algorithms for artificial link building. Instead, slow, consistent actions must be put into play with our internet marketing services [LINK]. When combined with new content and social media activities, the website develops its authority and power.

How Do You Define Marketing Goals for your Dental Clinic?

You must know what your target market is searching for… this will define where to focus your efforts and the number of potential clients looking for what you have to offer. There are various ways to get these insights.

1. Create a Google AdWords account. Login and search in your geographic area for keywords relating to your specific area of service or specialty.

2. Go to Twitter search [https://twitter.com/search-home?lang=en] and enter terms relating to your practice focus and target market. These hashtags will reveal additional keywords.

3. Create a Facebook page for your practice and enter the Facebook Ads console and search for keywords relating to your geographic area and target market.

4. Search YouTube using your primary keyword phrases and notice what the ‘autosuggest’ search feature reveals.

Once you have some ideas in terms of what your target market is looking for in your specific geographic area, then you know what keywords to target with your webpages, YouTube videos, and social media hashtags.

Dream a Little and Imagine a 10 Year Dental Marketing Plan Unfolding

How would you like your local dental clinic to operate in 10 years? How many people would be involved? What services would you offer? Would you have satellite locations? Would you still treat patients or would you manage the practice while other dentists treat patients?

It is this vision of the not-too-distant future that will motivate you and keep you on track. The more clarity it has, the easier it is to stay with the process and allow the marketing plan to evolve.

The most important factor to keep in mind is that there will always be changes and what works tomorrow may not work in a year. As SEO consultants, we make sure that use evergreen strategies with our clients. Our goal is to keep our dental SEO clients happy and profitable for the long term. Sapid Agency’s reputation depend upon your success, and the systems and strategies that we put into play are based upon the foundational principles behind long-term search engine ranking.

The Benefits of an Internet Marketing Plan for Dentists

Having a strategy to stick to makes a difference; especially when shared with the members of your practice. You will find that when everyone is onboard and understands the implications of achieving business goals, there is a greater degree of ownership.

Sharing your practice’s internet marketing strategy creates camaraderie and helps enlist people in your big picture vision for your practice. Especially if you can show each employee how they can earn more money from taking greater degrees of responsibility and pro-activeness.

Contact Sapid Agency Today

Sapid Agency is compromised of a growing global team of experts in digital marketing and search engine optimization for dentists. We can help you to identify your target market, structure your website, leverage social media campaigns, and rank for traffic-driving, relevant keyword phrases.

If you want to stand out at the top of your local dental market, then contact us today and we will identify what it takes to maximize your online visibility.

The post Developing a Dental Internet Marketing Plan appeared first on Sapid Agency.

source https://www.sapidagency.com/developing-a-dental-internet-marketing-plan/

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.

The post Market Penetration Guide for Chiropractors appeared first on Sapid Agency.

source https://www.sapidagency.com/market-penetration-guide-for-chiropractors/

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.

The post Measuring the Effectiveness of Chiropractic Advertising and Marketing appeared first on Sapid Agency.

source https://www.sapidagency.com/measuring-the-effectiveness-of-chiropractic-advertising-and-marketing/

The Cost of In-House Chiropractic Marketing Online

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.

The post The Cost of In-House Chiropractic Marketing Online appeared first on Sapid Agency.

source https://www.sapidagency.com/the-cost-of-in-house-chiropractic-marketing-online/

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.

The post What to Outsource With Your Chiropractic Clinic Digital Strategies for Marketing? appeared first on Sapid Agency.

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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.

The post How to Brand Your Chiropractic Practice and Services Online appeared first on Sapid Agency.

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