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 much the company saved by airing the commercial right after the game? That sounds like a piece of advice I’ve shared with my chiropractic ads clients. If the advertiser was being real about the huge savings, then they were pretty smart. I mean after all, even though the game was pretty much in the bag for the winning team, I suspect most people continued to watch all the way to the end just to see the commercials. It paid off big too, people were asked to go to twitter and tweet using the hashtag suggestion, yeah…it went viral. They saved money and still hit pay dirt with the social media.
Punxsutawney Phil, the infamous groundhog, did see his shadow and that means 6 more weeks of winter…6 more weeks of the coldest weather most of our nation has seen in awhile. With one month into the New Year we now have a new catch phrase for this bitter cold weather, or rather something to blame it on; the polar vortex. In fact,some places here in the US it’s so cold and there is so much snow, the 2014 Winter Olympics in Sochi might seem tropical.
You might be wondering what current events have to do with chiropractic marketing. What’s happening in our day to day life, in the world we live in, has a lot to do with your marketing. Marketing is more to hocking your products and services to people, it needs to be relevant to their needs. You can bet that this winter’s snow fall will be playing havoc on a person’s lower back, arms and legs. Shoveling snow, slipping and falling on ice, an increase in auto accidents. Need I say more. Docs…get your chiropractic ads ready.
Current events are also relevant to those who are into social networking. At a loss for what to say in a tweet or post on your facebook wall? Check out what’s trending and get some conversations going, there needs to be a person behind your marketing, invest some time in conversation with people and they will want to know more about you and your profession. That’s why it’s called “social” networking.
From time to time I like to share comments and questions from the readers here on this blog and from people who are using one or more of the chiropractic marketing products from DC Practice Tools, this one seemed like a good one to share;
Q: I recently hired a company to help me with my website. They worked with me in building a few landing pages and I am doing a pay per click program with the website/landing pages. Its costing me about $1200 a month and so far, people are hitting the site, but they are not really converting and we have no follow up system with emailing the ones that hit it…can you help me do that?
A: Sounds like he’s done his homework and he’s got a good system set up. He mentions what it costs per month, but he doesn’t say where that amount is spent, I’m assuming that is what he’s paying for the pay per click (PPC) advertising, which is a pretty decent marketing budget for a PPC campaign. He knows visitors are coming to his chiropractic website because he can see how many clicks he paying for but if he’s smart he’s also watching his site analytics which will also show him how long they are staying on his site and if his visitors are looking at other pages.
What advice would you give this doc if you were having lunch with him and he shared this little bit of information with you?
Based on what you’ve read here on this blog, would you know how to answer his question?
He doesn’t say whether he has an opt in form on his site or his landing pages, but that would be my first question for him simply because he says this in his comment; “people are hitting the site, but they are not really converting and we have no follow up system with emailing the ones that hit it”
So doc, what I want to know is have you provided a way for your visitors to share their email address with you? This can only be done with an opt in form on your website. When visitors click over from your ad are they offered a chance to leave their information in order to receive follow up emails from you? This will also help you build a data base with email addresses for the visitors who have come to your site and would like to receive follow up emails from you in the future.
I covered this specific topic in my last post on building your practice with email marketing. If you’re struggling with the same problem this doctor has written about, then you can find more information HERE.
By the way, what was your favorite Super Bowl commercial?