Archive | February, 2010

Chiropractic Video Marketing, Part 1

February 25, 2010

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A few years ago using video on the internet was pointless because most people had dial-up internet and could not play the videos. Now, the majority your patients have a high-speed connection, allowing to watch even movies and TV shows from the internet.

I follow quite a few internet marketers. In the past few years, many of them have run tests on video vs. no video on a website. Results always show the use of video to be much more profitable.

So how can you use video to grow your practice?

1. On your landing page.
This is an ideal location for a short 2-5 minute video of you talking directly to the prospect. The important thing here is building a relationship with your prospect right away, so they don’t hit the back button and go somewhere else. You should still have some text on your landing page for those who don’t want to watch the video.

2. On your blog.
Your blog is a great place to post videos. You can record videos on special upcoming events (instead of or in addition to writing your post), do short educational videos, remind them to do their home exercises, educate on your nutritional or supportive products, and more. You could occasionally post short videos of you and your family on vacation or goofing off around the house. This will build a better relationship with your patients. Some blogs are just “videocasts” where the blogger never writes and only posts videos. I don’t recommend this, since Google can only read the text on your blog Without text on your site you will loose the SEO bonus of having a blog.

3. Sites for traffic generation.
Youtube gets a huge amount of traffic daily, and you should definitely have a video there. You can upload your video to and then embed it on your blog. I recommend using a site like With TubeMogul you can upload a video one time, and they will distribute it out to over 10 highly traffic’d video websites like YouTube, GoogleVideo, Myspace and more. At the time of this writing, it’s still a free service.

The key to making this work is having your blog’s web address at the end of the video or running on the bottom of the screen throughout the video. Because anyone can embed your video on their site once it’s on YouTube, without your address no one will know how to find out more info about you.

4. On your main/traditional website.
If you have a static website (webpage that never gets updated) you can still post videos on it. The problem with this is that you can’t target the videos as specifically as you can on a landing page. Therefore, your script would need to include a more generalized description of you and your practice.

5. As a ‘video email’ to patients.
You can send out a broadcast email (or include it in your Autoresponder series) from your account that gives a link for a video. For example, email #7 in my autoresponder could be a 3 minute office tour on video. You would write a few paragraphs in the email, then give the to the webpage your video is embedded on.

6. Workshops and special events.
You could record a new patient orientation workshop or advanced nutrition workshop to put on DVD or post on a website. If someone misses your new patient class, send them to the website or hand them the DVD you had cheaply, but professionally duplicated at

In the case of advanced workshops, you could break them up into lessons and even charge the patients to watch them — six video lessons on weight loss, or a online workshop for detoxification. The first time you could do it live and record it, after that it could run on autopilot for your. You could also put it on DVD’s and sell them as a product at your front desk.

7. For staff training.
Ever lost or fired a staff member and had to retrain the new person? Does this happen over and over every year? Why not record what you teach them and make it part of your office training manual. With screen capture software and a camcorder, you could have a nice set of office training videos that would cut out 90% of your time on training a new employee.

In the next post, we’ll look at the inexpensive equipment you need to make your videos look like it was made in a million dollar studio.

Find more “how to” lessons on internet marketing, print marketing, conversion and more, at

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How to Buy a List and Mail Postcards

February 22, 2010

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In this video training, I show you how to select and purchase a list of local residents near your practice. Then, I take you through the steps of how to get the postcards printed and mailed out. In the video I reference “decompression patients” as an example, but the same principles apply to any type of patient as well.

(If you do not see a video here, you need to update to the newest version of flash player. Click here to get the newest version for free.)

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**To access other chiropractic marketing videos, visit

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Google Buzz And Email Marketing

February 18, 2010


Google has released their attempt at social media. Many internet marketing gurus suspected that with the rise in popularity of sites like Twitter and Facebook, it was just a matter of time before Google launched something of their own.

While I don’t think Google Buzz has huge new patient generating compatibility, it certainly is a place to build valuable “back links” to your website. The more links you have, the higher your SEO ranking will be on Google, which means you’ll come up higher when people search. And of course coming up high on Google certainly means getting more new patients!

To participate in Google buzz, you’ll need to have a Gmail account. And frankly you should already have a gmail account. No free email account is easier to use, filters spam, and delivers the correct email message:

Sidenote on Email Delivery: It’s will known in internet marketing that certain email carriers have a really bad delivery rate. Yahoo, Hotmail, and the worst, AOL all have a terrible delivery rate, which means they either don’t deliver your messages sent out to patients or they wrongly put your messages in the spam folder. I cannot tell you how many times doctors using an AOL email account have become upset with us, thinking we were refusing to reply to their support questions. However, we had sent them numerous emails, but since they an an aol account, it’s pointless to expect they even received those replies. My point is, if you are using these email providers, especially aol, you’re missing a lot of important emails that people are sending out to you.

Now, back to Google Buzz. Check out this short video with summarizes what Buzz is all about:

I’ve also found Dr. Matt Loop’s blog video very helpful as he shows you how to use Google Buzz to get good incoming links for your website. You can watch it here:

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Does Chiropractic Marketing Still Work in Newspapers?

February 15, 2010

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In a recent decompression marketing webinar, I answered one of the most common questions I get about my ads: “Do newspaper ads still work?” This question doesn’t just apply to those with decompression tables, but to everyone in chiropractic.

Here’s a clip from the webinar where I cover the actual numbers released in a study from the Newspaper Association of America.
(If you have a decompression table and would like to watch the full decompression marketing webinar, visit

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If you haven’t picked up the Ultimate Chiropractic Ads, click here and start using newspaper advertising to bring in more new patients.

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What’s Your Excuse

February 8, 2010


No matter where you are at in life or your practice, there is hope. While we can’t sit on our haunches and “believe” success into our practice, we can be inspired by others, which should cause us to then take action.

This guy is making the best of what he has. Are you?

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New Chiropractic Keyword Found

February 5, 2010

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Imagine my surprise when, as I was getting a new Chiropractic Marketing Web client set up yesterday, I found a new chiropractic keyword. Not another word for chiropractic, but a keyword that is a symptom your patients have.

(If you’re not familiar with the term “keyword”, you may want to read a previous post where I covered this called How To Use Internet Keywords In Your Offline Marketing.)

Here’s how it happened…

Ever so often, as we’re setting up a new client, I’ll do some keyword research using Google’s keyword generator tool. With this tool, you type in a keyword like “neck pain” and it will throw out about 700 related words people search for on Google. Plus, it will show you how many searches each keyword gets per month.

As I’m working on a list of symptoms that people would type in Google, I stumbled across an interesting keyword. The keyword list Google’s tool generates for you always includes related keywords.

However, this time a keyword popped up that was not one I had heard of before. I just assumed it was a mistake. Something Google just through in the list because it sounded like another keyword, but wasn’t really related.

But since it gets over 300,000 searches monthly, I thought it would be worth checking it out. I typed into Google’s search engine, and sure enough it’s a related keyword.

I’ve never heard it used before — not in chiropractic school, not in practice, and not by any consulting group. Maybe they teach it now in chiropractic school, but I doubt it.

So I went ahead and put the keyword into my client’s Adwords campaign. When I checked his account this morning, I was shocked to find this keyword triggered my client’s ad 10 times in his area in the last 24 hours!

Since his ad only show for a 20 mile radius around his practice, this is big. Very big because his ad is the only one that shows. No one else knows this keyword exists, therefore they aren’t bidding on it. That means he’s the first and only ad that person sees on the page. And he’s going to pay a very small amount when someone clicks his ad.

For example, a typcial search on Google looks like this. With 3 ads up top, and 8 down the side.

This of course drives bids way up, making it very costly to be in #1. But imagine if you were the only ad showing for a popular keyword. Then you get to be #1 with very little cost. And even more important, you’re the first thing people see on the page and the only ad showing.

In the interest of my clients, I can’t reveal what this keyword is. But I did confirm it’s a new keyword. By using Google’s Trends tool, it showed that the keyword just came into use in 2009. Google Trends will show you how popular a keyword is over time. And you can see if it’s trending up or trending down.

chiropractic internet marketing

My guess is that MD’s are telling their patients they have this problem, and the patients are going home to search for it online. Here’s a screenshot of the Google Trends research.

The lesson from this is that it pays to do your research. And it definitely pays to know what you’re doing with Adwords so you can be first in the market for new keywords. Without the internet and Google’s keyword tool, I’m not sure chiropractors would even know this word was being used at this level for another 3-5 years.

If you’d like someone to handle your internet marketing for you, check out this free webinar. (We have room for only 2 more clients this month.)

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