One of the most important things to understand about marketing a specialized business like a chiropractor is that your sights shouldn’t be set on reaching the largest possible audience. Instead, you need to go after the right one – meaning the people who live and work right in your own backyard.
According to one recent study, about 98% of people said they used the Internet to find information about local businesses in 2022. This means that the vast majority of people who find your chiropractic practice for the first time will do so via a search engine like Google. Further proof of this comes by way of the fact that local and organic searches make up about 69% of all digital traffic, as per the same study indicated above.
If you’re running a small chiropractor’s office, competition is undoubtedly fierce. Not only that, but you have to establish yourself as an authority – people need to be willing to trust you before they’re willing to put their health into your hands. Thankfully, a local search marketing strategy can accomplish all these things and more in one fell swoop. Getting to that point, however, will require you to keep a few key things in mind along the way.
Getting to Know Your Local Community
Being a chiropractor is a naturally intimate affair – someone is trusting you with the health and well-being of their body. Therefore, you’ll want to take the same approach when it comes to getting to know the people you’re marketing to. You must understand who you’re targeting if you want to have a hope of getting the right message in front of them.
Conduct a comprehensive demographic analysis to learn as much as you can about who your “ideal” customers are. During this period, try to identify any key local trends, interests, and preferences that matter to your customers. This can form the backbone of the content you’re trying to create.
All the while, work to understand who your competition is and what they’re doing in terms of marketing. Find out what they’re doing that works and see what you can learn from it. Likewise, figure out what doesn’t work and learn from those mistakes.
Local Search Marketing Tactics for Chiropractors
Start With Your Google Business Profile
Always begin by claiming and verifying your Google Business profile because, in all likelihood, this is one of the first things people will see as they hunt for a chiropractor in their area. Make sure your profile is optimized and includes accurate details like your business hours, address, and other contact information. Upload as many photos and videos as you can. Include reviews, questions and answers, a breakdown of your services and the areas where you work – you name it.
As you gain more satisfied chiropractor customers, encourage them to leave reviews that specifically call attention to the areas that you service. This will help enormously with local SEO.
Why Localized Content Marketing Matters
When you create content, do so in a location-specific way. This will help it resonate more with the people who are most likely to become your chiropractor customers.
Incorporate as many local keywords as you can naturally into your website, blogs, and even visual collateral that you create.
Leverage local events, news, and trends and use them as ideas for new blog posts you should write and social media updates you should make.
Utilize Local SEO Strategies
Especially given the fact that you’re running a niche business like a chiropractic practice, you’ll want to implement on-page SEO whenever possible. Focus on the locations you want to rank highly in, not just the concept as a whole.
Work to acquire high-quality backlinks from not just other local businesses, but also directories and even community websites. A backlink from the website of a city you operate in will be huge in terms of helping your ranking.
You should also optimize your chiropractor website to be both mobile-friendly and fast to load. Again, most people will find your website via a smartphone and most of those people will convert into customers. But that won’t be possible if your website is an unusable mess on a phone or tablet, even if it looks great on a desktop.
The Impact of Local Online Advertising
To complement all of the above, create targeted online ads through platforms like Google Ads and Facebook Ads. This will be beneficial because it allows you to set specific parameters that target potential customers within a certain radius of your location. If you want to only target people who live within a reasonable drive of your practice (say, 50 or so miles), you can finally do so.
You should also monitor and analyze your ad performance to continually optimize for the best possible results.
Engage in Local Branding
Whenever the opportunity arises, partner with complementary local businesses for cross-promotional opportunities. See if you can run promotions at the same time, or encourage some of your clients to become theirs and vice versa.
Always take advantage of any change you have to connect with local charities or community leaders. You should also participate in events that have a strong online presence. Even if the event doesn’t necessarily scream “chiropractor,” you should do it anyway. Getting your name out there in any form is always recommended and in this case, you get to do your part to help make your community a better place at the same time.
Monitor and Analyze Your Performance
As you work on all of the steps mentioned above, understand that you also need to be tracking key performance indicators (KPIs) regularly. Take a look at website traffic, conversion rates, local search rankings, and more. That way, you’ll better understand which of your efforts impact which areas to make sure your local search marketing strategy is always aligned with your goals.
Use tools like Google Analytics to gain valuable insights into customer behavior. You’ll be able to get a glimpse into how they found your website, what content they interacted with while they were there, what actions they took, and more. This can help you learn what type of content resonates the most with people so that you can create as much of it as possible.
In general, this approach allows you to make data-driven adjustments to marketing campaigns that are based on performance, rather than gut instinct or intuition.
Your Local Search Marketing Strategy Begins
For a chiropractor, the overarching goals of your online marketing should always be to A) improve online visibility, and B) attract more local customers. Local search marketing tactics for chiropractors like those outlined above are your perfect chance to do that. It’s about more than just increasing visibility in specific zip codes. It does it in a way that increases customer engagement, which helps facilitate business growth at the exact same time.
At Surefire Local, we pride ourselves on our ability to help small businesses like yours create the most effective localized online marketing strategy possible. We’ll help establish your online presence by creating local signals across platforms and profiles that make it easier for new people to find you.
A big part of how we do that involves website and local SEO optimizations. Our platform helps you create geotagged content that gets published not only on your website, but also on your blog, your social media profiles, and more.
These days, online review management is also critical – especially for a services business like a chiropractor. Using the Surefire platform, you can send review requests, write responses to reviews, and even analyze your brand sentiment to find out what people really think about you online – all in one place.
Even something like directory listings management is important, but admittedly takes up a lot of time. Our platform automatically claims your business listings on your behalf, and lets you edit and publish new content like photos and updates to your business across 80+ online directory listing platforms, all so that you can free up as much time as possible to focus on more important matters.
Our innovative, all-in-one marketing platform also includes features like:
- We’ll help create locally targeted and relevant chiropractor content for your blog, Google Business profile, business directories, and social media profiles.
- We offer the tools needed to schedule posts, track engagement metrics, and respond to comments.
- We specialize in local online ads that are designed to attract only the attention of customers within the service area of your chiropractor business.
- We also offer educational resources like webinars and blogs that are designed to help small business leaders like you learn everything you need to know about local online marketing.
But most importantly, we use analytics and reporting to give you total transparency into your campaign performance like never before. You’ll know exactly how much revenue your marketing dollars are generating and AI-generated recommendations will even highlight the specific actions you can take to continue to see improvements.
So if you’re ready to revolutionize the way you think about local search marketing to the benefit of your chiropractor business, please don’t hesitate to contact the Surefire Local team today. You can also click here to attend a Surefire Local demo to really get a sense of what our cutting-edge platform is capable of doing for you.