For any business that serves a local population, the quality of your marketing can differentiate you from your competitors and inspire new patients to schedule an appointment with your chiropractic practice. However, with so many digital and traditional marketing channels available, how do you know which ones are right for you?
Social media is one of the most scalable and effective ways for chiropractors to engage with their ideal patients. Leveraging these platforms can provide you with both organic and paid opportunities to capture the attention of the users you want to click through to your website and request an appointment at your office.
Today, we are going to cover some practical chiropractic marketing ideas to help you leverage your own business’s social media accounts. We are going to cover some essential tips that will pertain to multiple platforms so that you can best capture as many users’ attention as possible.
Understanding Paid vs. Organic Social Media Marketing
Anyone who has ever scrolled through any social media feed has undoubtedly come across a combination of both paid and organic marketing. But what, exactly, is the difference between the two?
Quite simply, paid social media marketing involves companies paying to have their products or services promoted on these platforms. This can take the form of sponsored posts, ads, or even influencer partnerships.
Organic marketing, conversely, refers to when businesses promote their products or services without directly paying for it. This might involve creating engaging content, participating in relevant hashtags, or even just making sure your branding is consistent and stylish across all channels.
You might be wondering, which is better? This depends on your individual goals for your marketing efforts, though it is usually recommended to use both tactics to reach the most amount of people.
Paid marketing proves effective for reaching large amounts of people in a short amount of time. You can also use targeting features that many of these platforms provide so that you can reach specific users based on multiple factors such as their geographic location, age group, and many others.
Organic marketing requires more time and effort to achieve results, but it is often more effective for building brand awareness and loyalty. Building a following through your organic content will also generate longer-term engagement for your accounts.
The Big 3 Content Formats: Text, Photo, Video
Most social media platforms emphasize three primary content formats: text, photo, and video. Some, like Instagram for example, do not allow text posts to be shared by themselves, but you can pair an engaging caption with a photo or video that you are sharing to add more context to the visual content.
For your visual elements, make sure that your branding is consistent. You can use a simple graphic design tool like Canva to create a template for your photo posts with pre-sized dimensions specifically for sharing on specific platforms.
For chiropractors specifically, video can often prove a powerful marketing tool. Sharing videos of specific procedures and treatments that you perform on your patients can help to establish your credibility, authority, and trustworthiness and put a potential patient’s mind at ease if they are apprehensive about scheduling an appointment with your practice.
You can also leverage the story feature on many platforms like YouTube, Instagram, Facebook, and TikTok to add temporary, short-form video content that expires within a certain time frame. This can prove valuable for timely announcements and you can also use integrated features to host interactive Q&A’s with your followers.
What Types of Content Should You Post to Social Media?
Generally, a combination of text, photo, and video content across all of your platforms is recommended. However, if you can only pick one, it should be video.
Patient education is largely a visual experience for the user. Someone may want to hear what you have to say as well as see some of your treatments demonstrated for them before deciding if it is something that they want to pursue. You can also post videos that share general information about chiropractic so that they can learn more about the philosophy behind the specific treatments you offer.
When posting videos, be sure to remain personable and authentic. If a patient feels like they know about you from your marketing efforts prior to visiting your website, they may feel more inspired to request an appointment with you.
You can also use photo posts to share quick facts, images that highlight your company culture and overlay text on images to share information like positive patient testimonials. Similarly to video, you can educate visually and create a shareable asset that your followers can repost.
Get More Chiropractic Marketing Ideas from the AMC Team
At Aligned Mentoring for Chiropractors, we partner with both longtime and new practice owners to help them grow their chiropractic business into the one they have always wanted to own and operate. To learn more about how we can help you strategically grow your own chiropractic office, contact us today to speak with someone from our team.