5 tips to improve your practice visibility online

Jeff Quipp
April 23, 2014
Written by Jeff Quipp
Digital marketing is a term that is becoming more and more important for professional service providers such as chiropractors. It’s critical to leverage the tools and resources available to bolster your online presence, drive traffic, capture leads and generate more clients to grow your business. And having a digital marketing strategy is one of the most cost efficient ways to do this.
Here are five ways you can focus your digital marketing efforts in order to produce better results.

1. Content is key
If you feel you’re lacking content that drives eyes, the first place to search for inspiration is your own website. What questions do you get asked in your chiropractic practice but don’t already have a web page for? Are clients asking about treatments you don’t currently list on your website? Chances are, there are some gaps between the information on your website and the questions you get on a daily basis. Those inquiries are opportunities for new content by way of answers.

Also, you likely have web pages devoted to the important keywords that you are targeting, but there is an opportunity for you to also target some of the less competitive keywords that people search.

You can identify these content opportunities in two ways. The first is to create a (free) Google Adwords account and use the Keyword Tool within. This will let you search for particular terms, find related searches being conducted, and determine the competitiveness of the terms and their search volume. The second option is to hire a digital marketing agency that can conduct much more in depth research and find new opportunities to pursue.

2. Blog with authority
Blogging establishes you as a credible thought leader in your profession, as well as an engaging personality that can help you stand out from your competition. The presence of a blog also improves your search engine rankings.

If you’re already blogging regularly, you can focus your efforts on making your blog content more informative and thought provoking. Rather than thinking of a blog as a platform for promotion, look at it as a vital way of providing added value for your readers (potential or current patients). A great way to do this is by creating resource posts that provide essential information. For example, have you encountered new treatment techniques that have improved patient outcomes? You could also write about what clients should do in-between treatments, or what symptoms to look for before making a call to see a chiropractor. These types of posts also have a much longer shelf life than other topics.

3. Define ROI and measurement
Make sure you are defining your metrics properly. Having your website achieve top ranking was once a priority. But that doesn’t necessarily result in business. Having many followers or likes on your social media channels might look great. But those optics also don’t necessarily translate into clients. Ultimately you want business, you want leads and engagement, not optics.

4. Brand is important
Remember, you are a brand, not just a business. Building that brand means increasing awareness, lead generation, and ultimately, the bottom line. In the digital marketing space, branding is critical. You want people to search for you and your practice by name because the more that people search for you by name, the more importance and authority search engines like Google attribute to your website. The result? Better performance in search engine rankings and higher brand visibility.

Ways to help your efforts include remarketing ads, banner and button buys, and boosting your social media presence by leveraging the channels available to you (Facebook, Twitter, LinkedIn) in creative and impactful ways.

5. Importance of online reviews
Online review sites such as Yelp are increasingly the go-to resources before making a purchasing decision. You likely depend on these sites too before deciding on a restaurant. And sometimes, you may check out what others are saying about you. The amalgamation of ratings and testimonials is becoming a highly trusted gauge for potential clients looking to determine whether you provide the value and the service. Encourage your patients to leave reviews and be sure to extend thanks when they do.

If you’re looking for ways to start driving more traffic, generating more interests, and ultimately growing your client base through digital marketing efforts, these are five great ways to begin.

jeffquippJeff Quipp is an expert on digital marketing. He is the founder and CEO of Search Engine People Inc. (SEP), Canada’s largest digital marketing firm. SEP has been on the PROFIT 100 ranking of Canada's Fastest Growing Companies for the past five consecutive years and named one of PROFIT Magazine's 50 Fastest Growing Companies in the Greater Toronto Area. Follow Jeff on Twitter at @jquipp or connect with him on Google+.

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