Conversion strategies in the chiropractic marketing world are used to add value to patients, increase revenue for the practice, and develop an excellent customer experience. Funnels and conversion don't need to be tricky or slimy. It's actually the opposite. Your chiropractic marketing funnel should be constructed to provide answers to your patient's questions and targeted solutions to their problems.
If done correctly, you can expect an increase in incoming new patients, referrals, and retention.
A successful chiropractic practice needs new patients to get going, but repeat business is how you can stay relevant, profitable, and growth-oriented over the long haul. One way to do this is to have a marketing funnel.
To improve your chiropractic marketing funnel, you have to find a way to drive conversion opportunities in a patient-centric approach. This means that you need to have a focus on benefits instead of features, on the patient instead of your wallet, and on being a guide instead of a hero.
Let's go over five ways to increase the conversion rates in your chiropractic marketing funnel.
1. Be Patient-Centric
A marketing funnel is used to help a patient transfer from stage to stage of a buying (or decision making) process. At the end of the funnel, the goal is that you have provided answers, stimulated interest, and the patient makes a buying decision.
The patient's actions should help drive a funnel forward. Your message should be responsive to their interests. Organic actions and choices lead to enhanced development of the funnel.
Each phase should be patient-focused, not practice-focused. If you lose sight of that, you'll more likely than not to lose the relationship.
2. Get Attention at Introduction
A marketing funnel is widest at the top. If you cast a large enough net, the introductory phase will grab the potential patient's attention. As Gary Vaynerchuck says, “jab, jab, jab, right hook”. Deliver value, deliver value, deliver value, then ask…
Getting attention at the first step of your funnel is making sure you deliver the content they asked for! This is an essential part of the funnel since it acts as a first impression. Double the top of your funnel to ensure that it’s delivering the promised information in a timely fashion. When someone opt-ins to the top of your funnel (typically via a “lead magnet”) you want to deliver that information right away.
Aim to provide valuable education and information to get attention and to get people into the top of your funnel. Examples of chiropractic focused lead magnets include:
health guides
free courses
health tip cheat sheets
3. Conversions in Awareness Stage
Awareness is just as important as "attention” in your funnel.
Potential patients won't choose your practice or your services if you aren't trustworthy or open. You can increase the conversion rate and push the awareness stage by becoming a content producer on social media, networking, blogging, or traditional public relations.
One post or email isn't going to cut it. You need to have systems and processes to get real results. This is where content marketing comes into play. We recommend that you publish daily on your Facebook page, create weekly videos, and send weekly email campaigns.
It's best to think of your marketing in terms of automated monthly campaigns, weekly topics, and daily posts like we do at The Smart Chiropractor.
4. Track Your KPI’s (key performance indicators)
Key Performance Indicators (KPIs) are essential for optimal conversion in your marketing funnel.
Although there are seemingly more critical steps than others in the funnel, you should value conversion. Lack of focus in one step could result in someone exiting early.
Establish metrics for each phase to measure your success. Drop-offs are the most significant indicator for businesses to know where they stand.
A few critical KPI's include:
email open and click-through rates
email unsubscribe rates
conversion percentages
lead acquisition cost
lifetime value
5. Don’t Rush, Give It Time
A funnel doesn't mature overnight.
Rushing into developing insights immediately won't give you an accurate view of your practice. The longer you let marketing and exposure mature, the better off you'll be.
Looking at your funnels and follow-up's monthly is a good cadence. With a larger customer base, your funnel will take even longer to see sales conversion. Time is money, but some things can wait.
Chiropractic Conversion Development
Managing your chiropractic marketing funnel leads to optimal and sustainable practice growth.
With The Smart Chiropractor, we help chiropractors automatically market their practice with the click of a button.
You can save time and increase your revenue by having predictable and repeatable marketing processes in your practice. This all happens while optimizing your specific marketing funnel through conversion strategies.
Give us a chance today to get you on the road to referrals.