How to Use Internet Keywords in Your Offline Marketing

//How to Use Internet Keywords in Your Offline Marketing

How to Use Internet Keywords in Your Offline Marketing

Are you using keywords in your chiropractic marketing?

The term “keyword” can be defined a few different ways, according to wikipedia.org. The one you probably hear most is “a word or a phrase used to find useful results in internet searches”. Basically, keywords are what people type into Google or Yahoo when they are doing a search for something.

Many businesses will use keywords in their online marketing. They are used when running pay per click ads, like Goolge Adwords. Keywords can also be used when “optimizing” a website.

We will get into more detail later about how to use keywords in your online marketing plan. In this post, I want to show you how I recently used keywords in my offline marketing to do a newspaper ad.

A few weeks ago, I was working on writing a halfpage ad to run in my local paper. As with any marketing copy, the headline is the most important piece. With this ad I wanted to target people with lower back and disc problems for my decompression program.

What words would make the most qualified new patients read the ad?

I brainstormed a short list. Lower back pain, herniated disc, bulging disc, sciatica, leg pains. Many doctors would assume the term “herniated disc” would the be best to use. After all, that’s what decompression is known for helping. I was thinking the same thing.

But just because we think herniated disc is the best keyword to use, this may not necessarily be the words that patients use most to describe their problem.

When a patient has a health problem nowadays, the first place they look is for free information on the internet. So, I did some research using Google’s keyword tool and at SEObook.com.

Which keyword was the winner?

Sciatica 1534

Lower Back Pain 965

Bulging Disc(s) 192

Herniated Discs 34

Leg Pains 26

Clearly sciatica won. And if I took into account all the derivative keywords, like “Sciatica exercises”, it would have come out even more ahead.

As you can see, patients don’t speak using the same term as us doctors. How can you use keyword research in your marketing plan?

In my next post, I’ll tell you how and why the “sciatica ad” beat the pants off any ad I had previously used (including some of the more popular ads you’ve seen used by chiros)!

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By | 2008-05-20T18:11:10+00:00 May 20th, 2008|Categories: Internet Marketing|Tags: |Comments Off on How to Use Internet Keywords in Your Offline Marketing

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This Sliding Bar can be switched on or off in theme options, and can take any widget you throw at it or even fill it with your custom HTML Code. Its perfect for grabbing the attention of your viewers. Choose between 1, 2, 3 or 4 columns, set the background color, widget divider color, activate transparency, a top border or fully disable it on desktop and mobile.