Chiropractors know that driving new traffic to their clinic is imperative. Having a steady flow of new patients is achievable now more than ever before thanks to the numerous digital platforms available for advertising. Utilizing paid traffic is a necessary component of a healthy marketing mix for chiropractors. Be sure to monitor the effectiveness of each platform, otherwise you will be driving traffic without knowing which source is doing the heavy lifting. Finding which platform or platforms works best for you will take some time, but once you narrow down your list, you will be glad you started on this journey of advertising for your chiropractor clinic. If you want to find some extremely beneficial tips for using paid traffic to gain new patients, continue reading.
1. Google PPC is King
Before trying out any other form of advertising, you need to use Google’s platform for PPC advertising. Google Ads for chiropractors is a must when driving new patient traffic to your clinic. Running on a PPC, or pay-per-click model, means you will only be charged when an interested searcher sees and clicks on your ad. If you are only being charged if your ad is clicked, that means you are seeing guaranteed traffic based on ad spend. You may be thinking to yourself that there is no way something so beneficial could be so easy to set up and run successfully. But that is where you would be surprised. Google walks you through every step with explanations and graphics, so you know just how your ad is being built from the ground up. Google uses their own collected demographic information of all it’s users, and allows you to target your ad to exactly the right potential patients. Additionally, people overwhelmingly use Google over any other search engine, which means you are tapped into the biggest audience on the internet. This level of control and attention to detail makes Google’s PPC model a step above all other advertising platforms. Chiropractors should spend an hour and create their first ad before trying any other form of advertising. Being able to leapfrog organic search results and have your ad at the top of a search result page makes Google’s PPC model a tier above.
2. Be an Expert – Don’t Use Smart Campaigns
Okay, so you read why Google is the best platform for advertising and you go to create your first ad. After clicking “Start Now”, Google will ask you what your goal is for this ad. At this point, you will want to click on “Switch to Expert Mode.” You may not consider yourself an expert, but you do not need to be to create a fantastic looking ad. When going through the setup options, you will want to avoid Smart Campaigns. The biggest reason is because you lose control. Sure, setting up a Smart Campaign only takes a couple minutes. But what is the point of spending money on an ad that really does not target that specific patient you have in mind for your chiropractic clinic? When advertising with Google, you want to focus on Search ads. Smart Campaigns will not only show your ad on Search, but also Display. Display ads are rarely clicked on because the intent of Google users is just not there. Their intent is not to click on a random ad for a chiropractor when looking at a completely different website. This is the downside to Display ads, and why Smart Campaigns are not worth using. Instead, set up your campaign focusing on Search ads. Your ad will show up at the top of a search results page. This is where you will find Google users who have the intent of finding a chiropractor. Those are the users you want. Marketing experts know this, and now you do, too.
3. Google Analytics
Driving traffic to your chiropractic clinic is awesome, but you should still want to know where that traffic is coming from. Google Analytics allows you to measure just exactly how people found your website. This is invaluable information to have. Gaining information on the geographical location and channel used to arrive at your website means you know exactly where to find your potentially new patients. Google Analytics will also provide information on the effectiveness of your selected keywords in your ads. Use this information to better craft your Google PPC campaigns with advertisements focused on these specific traffic sources.
4. Stay in touch with patients using email marketing
Email marketing should be a fundamental part of your marketing strategy. This is another way to reach your potential and current patients digitally. This is also a great way to stay at the forefront of your customer’s minds. Email marketing does not need to be frequent or elaborate. In fact, if you send too many emails, your patients may become irritated and stop opening the emails that you send because they are perceived as excessive. Only include information that is new, necessary, or actively engaging. Your emails can discuss promotions, provide new information from your industry, include a clinic newsletter, or be transactional emails to confirm appointments. Be sure to include calls to action in your emails to direct your patients to subsequent steps in booking their next appointment. Additionally, you can opt to pay for an email marketing service to handle this for your chiropractor clinic. They can handle mass email marketing campaigns for you and also review the analytics to measure the success of your email marketing efforts.
5. Sponsor your business on Yelp
Oftentimes, potential new patients will search your business on directories such as Yelp to find recent reviews. Be sure that your services are listed on Yelp and that your business information is all accurate. You can also promote your business in the Yelp search results with pay-per-click advertising on the site. This feature offers similar parameters to the other online advertising platforms: setting a goal; setting a budget; defining your target audience; and customizing your ads. After setting up your Yelp ad parameters, your business will be shown at the top of the results in the Sponsored Results section. This approach to paid traffic will increase your reach by advertising to people who are already searching for the services that you offer. Your business will be prominently displayed, and you will also be promoted on your competitors’ pages.
As you have seen, there are numerous digital strategies to gain more new patients for your chiropractor clinic. Digital advertising should be a fundamental part of your comprehensive marketing mix. Since most people spend a significant amount of time online, your clinic needs to have a reliable and accessible presence. As with all advertising strategies, be sure to review your ad’s performance by checking the analytics and adjusting your strategy to optimize your ad campaign. This list of 5 Useful Tips Using Paid Traffic To Get Your Chiropractor Clinic More Patients includes valuable marketing and advertising ideas to use paid digital media to bring new patients to your clinic and grow your business.
YoYo Fu is the owner of YoYoFuMedia, a Facebook Ads, Google Ads, and SEO agency. The agency regularly doubles, triples, and even 10X the revenue of their clients. Their client ranges from local healthcares to 8-figure revenue e-commerce Shopify stores.