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.
Which keyword was the winner?
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)!