In real estate the mantra is “location, location, location”. Simply meaning that if you are fortunate enough to have a home or business in the right location, then this will bring you higher resale value and profits.
In the business sense location is just as important when deciding on where to place retail, restaurants or offices. Demographics play a huge role in this decision. You can bet that extensive research and planning are done when deciding where a company should build. One thing for sure is business owners want to be confident that the area will support their business. Example; does the area have enough traffic to pull in a good flow of revenue?
Ease of access and visibility should be considered too.
When I set out to find the prime location for my practice years ago I had to consider these questions; would the office be visible to the public from the road? Would this location provide easy to access for my future patients? Is it in a high traffic area; main road or shopping area? Or, is it tucked away in a medical plaza where the only traffic passing by are the people coming into the area to see another doctor?
You could say that deciding a location is one of the first steps you take to market your chiropractic practice.
Signage is also important, not just on the front door either. You also need to have visible signage out where traffic can see your office when passing by or when new patients are trying to find your office.
Another important location for your practice marketing is online. Brick and motor buildings with signs are needed to bring your patients into, but an online presence is needed to direct those patients to you.
Obviously the most practical online presence is a website, blog or both. Although having a website built and maintained can be costly, it shouldn’t be shelved because of cost. If you know your way around computers, you can probably build your own chiropractic website. If not a website at least a blog so your practice can be found via web searches.
I’ve found that there are many advantages to being online, but those advantages are easily amplified when using the free marketing tools offered by the following online entities. Many of these sites already have your information; all you need to do is claim and verify your business.
- Yellow Pages
All of these will require you to register and set up a profile, you probably already use one of the top three.
Using Google for my example; if you are not already registered with Google, take the time to access the site and sign up for an account. This is something your office staff can do for you as well.
After you have registered, you can then set up your profile in Google +, once this is done find the “local” tab on the navigation menu. Set your location (city, state) and type “chiropractor” in the search. If your practice doesn’t show up in the results you should add your business then verify.
If it does show up in the results, you can then claim the business and verify. You will then have access to your business profile and you can begin adding information. This is also where you will receive reviews from your patients.
Do the same with Bing and Yahoo and any other search engines. Add your practice logo, contact information and description of services.
This will accomplish two things; visibility and credibility.
Yelp and Yellow Pages essentially work the same way, you will need to sign up and create a profile, then search for your listing, if it is there you can now claim it and begin to add information.
It’s also important to check all of these sites periodically for updating and monitoring reviews.
Remember these suggestions should not replace regular chiropractic advertising or marketing campaigns. These suggestions are basic additions to your marketing tool kit. Your chiropractic marketing should remain consistent throughout the year to keep your practice in the best location…in front of the competition.