Noth’n But Net

What does a term typically associated with basketball have to do with chiropractic marketing? Well seeing that it’s the down to the Final Four, I figure why not use the momentum of the NCAA basketball frenzy and March Madness to my advantage, at least some of the terminology.

I’m not a huge basketball fan, but I’ve been known to shoot a few hoops in the driveway with my kids and while I am tall enough to bring a decent game to the court, I’m no slasher. I might be able to pull a layup, but a slam dunk? Yeah probably not, but it is pretty fun picking up my kids and letting them dunk a few balls.

I will admit, there are some really exciting moments in a basketball game.

I can imagine that if you are a huge basketball fan or have played basketball competitively in the past, you have probably been, at one time or another, the one to pull out the win in the final seconds of your dream basketball game.

What is your “dream game” winning play?

Is it the aggressive “in your face” slam dunk? Like a breakaway? or maybe a play like the alley-oop?

Who wouldn’t want to be that guy who jumps up for the pass and dunks it in for the win?

The breakaways are great, but the guys who drive the ball up the middle and get the lay up for two points in all that traffic are just as exciting to watch.

Oh…what about the buzzer beater? Yep, those are good too, especially those shots from the three point zone with one second on the clock. The ball goes up, all the noise stops, the crowd is on their feet collectively holding their breath and it seems as if all the air is sucked out of the arena. It’s so quiet for a millisecond and then you here the “swish”…and pandemonium is unleashed on the court and in the stands.

Those goals where the ball rides the rim are frustrating, especially when you think it’s going to go in and then the ball falls the other way. Heartbreaking, especially if your team doesn’t come up with the rebound.

I have to say, the points where the ball just slides through the net are probably the best. Those guys make it look so easy. Of course this can only come from years of practice. Can you imagine how many times a person has to throw that ball at the basket in their lifetime to get to the point where, under pressure, they shoot the ball and it glides in so smooth the net doesn’t seem to move?

The term “nothing but net” is defined in the Urban Dictionary as; “when a ‘swish’ is made on the basketball court. A swish is when the ball goes in the basket without touching the rim or backboard. The ball makes a ‘swishing’ sound.”

In chiropractic marketing, “nothing but net” could be defined as making money by marketing without any investment, basically free marketing.

We all have the ability to realize this type of income, but rarely tap into it and yet it doesn’t require years of practice. But it does require a system of redundancy and some simple training of yourself and your staff and it’s as easier to do than shooting a ball through a hoop.

Referral marketing can be successful without large sums of money. In fact the only real investment required is time; the time to ask, the time to offer and the time to share.

Once a patient is established under a care plan, have a member of your staff asked them if they have anyone they would like to refer to your office. Have testimonial forms ready to hand out when a patient begins to see results from their chiropractic care. Remember if you are using the patient testimonials in your marketing, this needs to be disclosed and a signature is required.

Have discount referral coupons sitting on your front desk for your patients to hand out to their friends, family, neighbors or co-workers. Discounted exam coupons are a great way to get referrals from your patients and who doesn’t like to save some money. If you own one of the Ultimate Chiropractic Ads packages you have coupon templates in your kit, ready to print out and use, testimonial forms too.  Coupons should be added to your chiropractic website as well.

Another missed opportunity to maximize referral marketing is when your patients come in for their appointment and they have a friend or family member with them. Don’t disregard this chance to introduce yourself and your staff, share your time with them, offer a tour of the office and allow them to observe your patient getting their chiropractic adjustment. Make yourself available for any questions they might have and by all means make sure they leave with your business card or a pamphlet with your information on it, and of course a coupon.

Not to be corny, but getting new patients from referrals is a slam dunk in my book and noth’n but net on my ROI spreadsheet.

Now back to basketball, who’s your pick as this year’s winner?

2014 Final Four Nothn But Net
Congratulations to these teams for making it to the Final Four!

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5 Reasons Why Social Media Should NOT be Part of Your Chiropractic Marketing Plan

There are many marketing gurus who have built their business on the foundation of social media platforms such as Facebook, Twitter and Google+.  They will tell you that you HAVE to use social media in your business, that it is a necessary part of your marketing plan.

I might be stepping on some toes and may come off a little fickle, especially since I have written a few articles on how social media should be a part of your chiropractic marketing mix, but there are some very good reasons why social media is not all that great.  In fact I can think of five very good reasons why social media should not be a major part of your chiropractic marketing plan.

There was a time not so long ago that an effective online marketing strategy for chiropractors simply meant having a website.

But now the landscape is completely different. To succeed, you have to look at providing a continuous stream of useful content on your chiropractic website.  If your site provides useful content that visitors take an interest in, Google then thinks that your site is credible and will reward you with a higher ranking.

This may be where you were told, if done correctly, social media could help you.

What exactly is the correct way to use Facebook, Twitter, Google+, Tumbler, Pinterst, Instagram?  I only ask because with all the changes in algorithms, sites going public and answering to stock holders, and the amount of time it takes to build your followers, you might be wasting a lot of valuable time and energy if you think your business will grow exponentially through these sites.

Below are 5 reasons why I think you should not use social media in your chiropractic marketing plan;

#1 – It doesn’t grow unless you feed it a healthy content on a consistent basis

Healthy means non-promotional content that’s actually helpful: like exercise guides, ‘how-to’ illustrations and useful bits of information that people are actually going to be interested in reading and sharing with others. Providing tips  like eating healthy, nutrition, strengthening exercises, wellness and prevention, with amazing photos will boost your social status. But it has to be consistent and engaging with your audience.

#2 – People want to be entertained and that takes a huge amount of time and energy

If you are trying to run a successful chiropractic practice, which means caring for patients and marketing to bring in new patients, when exactly will you have time to entertain on social media.  It takes a lot of time to find interesting news and photos online, then share them online with others.  And it’s not enough to just post a photo  or share a link once a day, this too needs to be a continuous cycle.

#3 – It’s become a promotional dumping ground

If you toss junk mail, delete spam from your inbox and you record shows so you can zip through the commercials, then why would you think that others only want to see links back to your website or only chiropractic advertising for your practice?  Come on, I know you do it….even I’ve been guilty of it.  You want to share your newest blog post or the promotion you have going on in your office, so you plaster it all over your facebook page and tweet about it,  then walk away thinking; “that should do it”!  No follow up…nothing.  And you wonder why all you hear is crickets.  Refer back to reason #1

#4 – It’s called social media because you have to be social and engage with others

This means you have to communicate with people you don’t know as if they are people you do know.  It’s called mingling, it’s a lost art.  You have to start conversations, reply to questions, like this, like that.  This also takes time and energy,  and if you spend all that time and energy online then who minding the patients and managing the “real” marketing?

#5 – It’s free, but it’s not

I know “free” is supposed to be a good thing, but it’s really a mirage, because facebook wants you to promote your posts to be seen by more of your followers, therefore it isn’t really free is it?  Maybe your marketing seems like it’s drying up, so you jump on the fact that it is  free to share and post your links, then you ride it for all it’s worth, but is it really worth anything at all?  Shouldn’t you be spending time with the chiropractic marketing tools that you’ve already invested money in, like print ads and your website.   Then if you have time to maintain a social media status, you can do that.  But don’t put all your effort into something just because it’s free.

In all fairness, I do think social media sites have their place in chiropractic marketing, as complimentary marketing tools, I wouldn’t be dependent on these sites for major growth.  They can be helpful and fun but only if you know how to use them correctly.

Just a reminder, you can now access the Knee Pain webinar I did last month here;

Don’t forget to check out the special offer before it expires.

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Knee Pain Treatment Webinar Replay

We had a great turnout last week for the knee pain webinar. If you want to get more high quality knee pain patients in your office and help them get better, watch this video. The special bonus of a free seminar expires Friday May 7. Click here to get the special offer on the Knee […]

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Revisiting Your Marketing Goals, Practice Housekeeping and Reviews

If you’re like me, you probably jot down goals from time, but what happens after you write them down. Are they abandoned on your desk only to be buries under stacks of papers?  Maybe you are organized and write your goals down in a place where you can reference them from time to time, there […]

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Video Marketing Attracts More Traffic for Chiropractic Businesses

Have you ever watched a video on YouTube? I would imagine you answered yes. Would you believe people actually go to YouTube and search for other people? Did you know that if you have videos on YouTube or another video sharing sites, when people go to the web to search for a condition they have […]

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Current Events and Some Marketing Q & A

Now that Super Bowl XLVIII is over and all the commercials have been aired, did any of them inspire you to run out and purchase their products or services? What would you do with a 4 million dollar marketing budget? Did anyone make it to the end and see the commercial that remarked about how […]

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Building Your Practice with Email Marketing

Email marketing is a great marketing tool for chiropractors, it helps get your message out to large numbers of people easily and it’s more affordable. When used correctly email marketing can help you generate new patients and build a loyal patient base for your chiropractic business with very little investment of time and money. It’s […]

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Make Your Marketing More Profitable

I think in order to know how to implement plans to make your marketing more profitable, you first need to understand why you need to market yourself and your practice, and agree that you will have to sink a portion of your money and time into several sources in order to maintain a profitable business. […]

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Chiropractic Marketing in the New Year, What’s Your Plan?

Another year has passed in a blur and the New Year has arrived.  Now that the noise of the holiday season has quieted down, it’s time to think about your chiropractic marketing for 2014. Got a plan? A new year always inspires people because they see the new year as a clean slate, a new […]

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Is It Time to Hire a Social Media Marketer for Your Chiropractic Business?

Does it seem as if you have done everything you can to market your chiropractic business but at times it still seems to be lacking? If so, maybe it’s time outsource some of the more time consuming aspects of marketing, such as social media marketing, while you continue to handle the other aspects of chiropractic […]

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