For some businesses, the entire world is their target audience. The more traffic they get to their website, the more business they will do.
For chiropractors and pain management specialists, this isn’t the case.
Because you deliver targeted, personalized care to patients in person, you need to target your marketing to a small geographic area. Localized online ad optimization for chiropractors ensures that the people who see your website, social media pages, and business directory listings are people who could visit your clinic. As you work to build effective online marketing campaigns, make sure you’re building online visibility with the right local markets.
Online Advertising: Essential to a Localized Online Presence
When you are in the health services and wellness field, you have a highly targeted potential audience. You really can’t deliver your services to someone who doesn’t live in your local area. That’s why you need a localized online presence to help people find you.
Online ads are one of the components of building local visibility. Your practice can run ads on social media channels, Google, YouTube, and your favorite directories to target local audiences and draw them to your practice.
How effective is marketing using online ads? Consider this: Google paid search ads generate a 1.58% higher conversion rate than organic leads that come through SEO efforts. In addition, the web is where consumers are looking. In one survey, 76% of consumers said they checked a local business website at least half the time when looking for a company to do business with, and 87% looked for a phone number or address using the web. This means using local search will reach the people you’re targeting where they are looking for you. Local businesses that market online have more visibility, attract customers who are closer to the “buying” part of the purchase cycle, and generate more revenue.
As you consider building your online marketing plan for your chiropractic office, you’ll need to take a closer look at the different platforms to decide which one best reaches your ideal patient. The top ones include:
- Google: Google is a must for health-related business, as it’s the primary place people will look for name, address, and phone number information when planning to make an appointment. Paid ads will put you near the top of the search results.
- Facebook: Facebook is a great platform to target local people while also showcasing your knowledge about chiropractic care and pain relief. Paid ads can be highly geo-targeted on this platform.
- Instagram: Instagram is ideal for video and image content, and it can mirror the advertising done on Facebook to increase your reach. The two platforms are connected.
- YouTube: For long video content, YouTube is the place to go. For chiropractors, this is a valuable tool for providing education to patients, and paid options are available here, too.
When choosing the most suitable platform, be sure to consider your target audience, where they spend their time, and how well you can target a local customer on a particular platform. Also, consider your budget, ensuring you are putting money on the platform that has the best results. Running tests and tweaking your ad campaigns will help you maximize your ROI on online advertising.
As you prepare to run online ads for your chiropractic clinic, here are some strategies that will help you find the most success with localized online ad optimization for chiropractors.
Create Targeted Local Ad Campaigns
Start by building ad campaigns with a targeted, local focus. To do this, you will define specific geographic targeting parameters with the advertising platform. This can be city-based or it can be based on a particular zip code.
Next, make sure your ad copy and the images you choose connect with a local audience. Get creative here. Beyond just saying “chiropractic care in XYZ city,” use local attractions, local photography, and even local events to make it highly personal.
Use tools like local extensions to better target your ads. Local extensions allow you to add your local business address, phone number, and a map marker to Google Ads. Other platforms have similar tools that will make your ads more locally targeted.
Optimize for Local SEO in Online Ads
SEO matters with paid advertising just as it does for organic search. Use localized keywords as you build your ad copy and decide on your visuals. Remember, keywords dictate when your ads show up for people, so they matter.
As you write copy, make sure the content matches your business information and the landing page the ad will direct the person to. If they do not match, it will hurt your branding, and potential patients will simply click away and find someone else. Remember, ad extensions will help you showcase your local details and keep them consistent with the information on your website and your Google business listing, so use these tools to optimize your local ads.
Collaborate with Local Partners
One type of online advertising that can work quite well for chiropractors is collaborations with local partners. While this is not a paid ad, it can bring quite a bit of traffic to your website. Find businesses in your area that are also health-related and would meet an additional need for your patients. Then, explore a partnership or collaboration that would allow you to cross-promote for each other in your ads or your online postings.
For example, you may create a partnership with a local health food store or massage therapist. You will promote each others’ businesses, and this will increase your online presence. It will also meet a need for your patients that you can’t meet at your clinic, helping them achieve a higher level of wellness. Because you’re partnering with a local business that already has its own established customers, you better position yourself to reach a targeted group of people who are interested in the type of services a chiropractic office can provide and who are already doing business in your local community.
Monitor and Adjust Ad Campaigns
Once you launch an ad, make sure you track it. All of the ad platforms have tracking and analytics you can use to see how well your ads are performing. Analyze this data, so you can adjust campaigns as needed. Keep a local focus in mind as you make changes to your campaigns.
One of the best ways to analyze and monitor ads is through A/B testing. Use two different variations of an ad, and see which one is the most effective. By constantly tweaking and adjusting your ads, you will be able to find what resonates best with your local audience.
Finally, pick a tool that will help you streamline your advertising and the analytics. This will save you time and help you spend more energy focusing on your patients and their wellness.
Maximize Your Online Advertising with Surefire Local
As you look at the best strategies to use for localized online ad optimization for chiropractors, make sure you are making the most out of your time while also keeping your local focus with your advertising. Surefire Local provides you with the tools you need to prioritize online marketing and actively manage online ads, even across multiple platforms, from one convenient location.
Surefire Local helps chiropractors establish an online presence with the right local signals across their various online platforms and profiles. As an all-in-one marketing platform for local businesses, we offer local online advertising tools that will attract the attention of the people who are in your service area. You will have the right tools to get more leads from every platform, turn more of those leads into patients, and track your results so you can optimize your performance.
In addition, Surefire Local provides the analytics and reporting you need to effectively test and track your campaign performance. You’ll see statistics about traffic and revenue so you can see what your marketing dollars are doing for you. The platform also has AI-generated recommendations you can use to improve your ads and grow your online presence.
Finally, we offer educational resources you can tap into to better grow your business and local online marketing efforts. By attending webinars and reading blog posts, you will learn the latest tricks and strategies to supercharge your local online presence.
Surefire Local is focused entirely on local marketing for small businesses. See how we can help you find success while streamlining your online marketing efforts by attending a demo.