We’re all familiar with the incredible power of social media to rapidly spread information and shape public opinion. As a business owner, you’re probably aware that social media marketing offers a number of considerable advantages over traditional advertising.
On social media, your ads can rapidly reach a large number of viewers. More importantly, your social media content can be targeted toward those who are most likely to need your services.
If you’re a chiropractor who works in multiple locations, the advantages of social media marketing are even more significant. By reaching multiple target markets from a single account, social media marketing connects your practice with a broader audience while lowering your per-patient acquisition costs.
Here are five advantages of social media marketing for multi-location chiropractic practices.
1. Increased Brand Awareness in Each Location’s Local Market
Brand awareness refers to how aware a target audience is of a company’s name, identity, and services. The more aware a customer is of a brand, the more likely they are to trust and patronize that business. Once established, brand awareness results in lower patient acquisition costs, i.e. more new patients with less marketing efforts.
Social media marketing offers powerful opportunities to boost brand awareness.
On platforms like Facebook and Instagram, you can craft engaging posts that showcase your expertise and services. It’s easier than it looks!
With a bit of practice, your content will exhibit excellent quality but won’t require excessive time or resources to produce.
By distributing appealing content through targeted ads and frequent posting, you can place your practice in the public eye. The better your content, the more free distribution you’ll enjoy, boosting brand awareness throughout each of your local markets.
2. Efficiently Marketing and Advertising Your Practice With One Account
Traditional marketing is geographically restricted since approaches like billboards or mailers can only reach consumers in specific locations. For multi-location chiropractors, digital marketing is more dynamic. One social media account can serve all of your locations, thus improving both the scope and efficiency of your advertising.
Using features like geotagging and localized content, you can engage directly with multiple markets without requiring separate accounts. You can also easily tweak your content for each location in order to personalize your messaging and capitalize on local events and relationships.
3. Compete More Aggressively in Each Local Market
Social media marketing helps your practice compete more aggressively in each of your local markets.
If you aren’t using social media tools, you’re missing out on patients who will travel past your practice to reach a chiropractor who made the effort to connect with them.
Once you begin marketing via social media, you can embrace the detailed analytics features that popular platforms provide for advertisers. These tools make it possible to track the success of your marketing campaigns and make the necessary adjustments to outperform your competitors.
4. Establish Your Credibility with Potential Patients
Social media marketing offers unique opportunities to build credibility and demonstrate expertise. Rather than simply promoting your business, you can share content such as real patient testimonials and treatment demonstrations that establish trust with your audience.
You can also provide valuable educational content that showcases your talents without being “salesy.” This more genuine approach to marketing is easy with social media formats, which provide you with total creative control. Without the restrictions of traditional media, you can connect with your audience as often as you choose to in whatever format best suits your content.
5. Interact with Local Potential Patients and Gain Valuable Insights
Unlike traditional advertising, social media marketing is interactive. Business owners can receive and respond to comments and messages directly through their accounts. This is a great way to attract potential patients who take an interest in your services but aren’t ready to commit until their questions are answered. These interactions also provide insights into who your potential patients are and what qualities they’re seeking in a chiropractor.
These days, consumers of all types of services—including healthcare—prefer patronizing businesses that provide a friendly online presence. In particular, younger patients are accustomed to experiencing some amount of digital interaction with a business before visiting in person. Therefore, social media marketing provides the opportunity to connect with potential patients who are practically unreachable via traditional advertising.
Social Media Marketing for Chiropractors: Putting It Into Practice
Creating an effective social media marketing strategy for a multi-location chiropractor practice necessitates a comprehensive understanding of your brand, audience, and the unique opportunities presented by different social platforms.
Before initiating any marketing campaign, it’s crucial to know your audience. For a chiropractic practice, your target demographics might include athletes, office workers, seniors, and individuals with chronic pain or injuries.
You can use audience analytics tools on social media platforms to better understand the demographic and interests of your audience, and then tailor your content and messaging to resonate with them. For example, if you’re noticing increased traffic from people who work in industries closely associated with office work, you may want to create posts about how to relieve lower back pain when sitting for long periods of time.
Consider the type of content that will both provide value to your audience and showcase your expertise. Educational content, such as tips for maintaining spinal health or explanations of different treatments, can be beneficial. Keep these messages focused on the types of audiences that are engaging with your brand on social so that you can provide real value that they’re looking for, and might inspire them to seek out your services.
Positive reviews can boost your practice’s reputation. Encourage satisfied patients to rate and review your services on your Facebook page and Google My Business. Responding to both positive and negative reviews shows that you care about patient feedback. You can also quote these reviews and use them for posts on other platforms that do not have review features like Instagram.
When creating posts, be sure to take advantage of their localization features. Keep your business address and phone number updated, use geotags for locations in your local market when you’re sharing content, and in the text for your posts, mention cities that specific locations operate in so that you can more closely associate your online brand with these places in the virtual eyes of content algorithms.
Many of these features can also be translated into paid campaigns on these platforms. When creating an ad to distribute on social, make sure it points to a landing page on your website with content that reflects the information in your ad copy with a contact form so audiences can request appointments, subscribe to your newsletter, or any other key performance action (KPI) you want to achieve through your investment.
Lastly, make sure you’re continuously adjusting your strategy based on performance. Identify which types of posts get the most engagement, what ads are generating the most KPIs from users, and any other key metric that you care most about. From there, you can adapt and continuously improve the way you serve your followers and audience members.
Get More Insights for Growing Your Practice
If you’re working on growing your practice, Aligned Mentoring for Chiropractors can help. Our tailored, multi-faceted coaching has helped thousands of chiropractors achieve their most ambitious dreams. Contact AMC today to learn more.