Chiropractic Marketing | Chiropractic Advertising | Chiropractic Ads

Google Analytics is a free website tracking program,  to use it you’ll need a Google account setup (like gmail, Adwords, etc). If you haven’t, you can (and should) get started with Google Analytics at http://www.google.com/analytics/

It’s fairly easy to install and I’ll show you again in the beginning of today’s video. If you have a techy person who does things for you, the installation should take less than 5 minutes.

Here’s how analytics works. Enter the website you want to track, then they give you a short “script” to put on your page.

Every time someone comes to your website, the script is activated and starts tracking what that visitor does. The script is hidden in your website code, so it’s not even visible on your page.

What This Software Can Tell You

Analytics offers many features and Google adds new features monthly. What I want to do is show you which aspects you need to use and how it will increase the amount of new patients you get from the internet.

Here’s what Analytics reveals about your website and why it’s important to you.

Unique Visitors. What you need to know is the number of “unique visitors”. The stat only counts the visit when they first arrive on the site. No matter how many times they return to the website, they will only be counted as one visitor.

Time on site. Time on site is almost always a good thing. Assuming you have some content on your website (articles, videos, etc) the longer a person stays there, the more involved and interested they are in what you have to say. This is not justification for putting up lots of boring content, as people will still leave fast if it’s not interesting.

Sidenote: Also, “time on site” is very important to your Quality Score when running Google Adwords. You may remember in the last lesson we spent some time on quality score. At this point in time, it appears 1 minute is the critical time for your Adwords landing page. If visitors are staying less than 1 minute, you will be punished on your quality score.

Page Views. Depending on the type of website your tracking, a higher number of page views can be a good indication. For example, a blog site where you aren’t selling anything but just giving away free information is a place you want people to view a lot of pages. This is an indication of someone who wants more information from you.

If you have a “traditional” website with navigation bars and links, a high number of page views may be a bad sign. It’s likely that people are clicking around and having trouble finding the information they want.

Pages/visit. “Pages per visit” is a similar stat to the above page views. This is an important number to track if you have a blog. When running a blog, you want visitors to visit quite a few pages per visit. The reason you want this is because it means they are connecting with you each time they come to the site.

Traffic sources. In my opinion, this is one of the most important stats you can know about your website. Your traffic sources will tell you exactly where people are coming from when they land on your blog, landing page or website.

It will tell you if most of your traffic is coming from Google, Yahoo, MSN, AOL, etc. Use this information to go to these search engines and do pay-per-click (PPC) advertising. If you’re already doing PPC,  use this info to increase the PPC according to where your traffic is coming from.

You’ll also know if another website has linked to you, since people will click through the link and visit your site. The traffic sources page can tell you if your social networking is effective, since you may see visitors coming from LinkedIn or Facebook.

After you release a press release on PRweb, you’ll be able to tell how effective it was as a traffic generator. The same goes for posting articles on sites like Ezinearticles.com

Location of your visitors. Analytics will tell you where your website visitors are located down to the city level. This can be valuable if you practice in a populated area with many surrounding cities. You may notice a majority of your traffic coming from a certain area. Using this information, you can make some offline marketing decisions like where you want to advertise in the newspaper, with direct mail, etc.

Bounce Rate. This is one stat you want to be low. The bounce rate is how many people only see one page of your website and “bounce” off. So if you have a 71% bounce rate, that means almost 3/4ths of the people visiting your site are leaving before viewing another page. A high bounce rates means that people are not finding what they want and are hitting the “back” button on their browser. (A high bounce rate can also hurt your Adwords Quality Score.)

A good bounce rate is between 50-60%, as you can’t expect everyone that hits your site to view more than one page.

For Friday, I wanted to post the 3 best blog articles I’ve read this week. All three have implications for your marketing and will prove useful to your practice.

Advertising on iPhones – In the near future, will you be running a local chiropractic ad on your prospects iPhones? As always, we have to wait and see if new advertising avenues will pan out. Not to mention even if it works for big business, we’ve got to test the ROI for our own offices. But this definitely looks promising.

LinkedIn – Dr. Mac posts here that LinkedIn is the 29th most visited website in the world. The great thing about LinkedIn is that it’s a great place to connect to other local businesses. In this post, Dr. Mac shows you how to take your LinkedIn account to the limits. (He definitely inspired me to improve my account there!)

Less is More – Ok, this one is not specifically about chiropractic marketing, but I think you’ll find it very helpful. Especially if you’re looking to get more out of your workday, or more out of your staff’s workday!

Today, I wanted to give you a free training video on getting free traffic and links to your websites. This video is one of over 20 lessons contained in ChiroMarketing Academy, with new videos, audios, and articles being added every month.

Coaching clients and blog subscribers are always asking me where they can find certain marketing tools and services. Here’s a list of 5 products/services I recommend you check out and use to grow your practice.

The Chiropractic Dashboard
The Dashboard does quite a bit for chiropractors. It’s a proprietary system that educates patients on why they should come in to see you and does so over time. For example, when a person searches for “fibromyalgia” on the web and finds your dashboard website, they will be shown a video about how you can help with fibromyalgia. They also be asked to leave their name and email for followup. Then the dashboard will send out pre-written emails from the doctor educating the prospect and giving them a special offer to come in for an exam.

Social Marketing
By now, everyone has heard of social marketing sites like MySpace, Facebook, LinkedIn, Youtube, and Twitter. Millions of people use these sites every day to connect to others on the internet. But did you know you could use them to bring in more new patients to your practice? In this course, Matthew Loop reveals how he mastered social marketing to add a consistent flow of new patients every month. I’ve known Dr. Loop for almost a year now, and I have to say he stays on the cutting edge of internet marketing.

Dinner Workshop DVDs
If you’re not familiar with a dinner workshop, it’s basically a short talk or “lay lecture” held outside your office for your patients and their guest. When I first heard about dinner workshops, my first thought was that #1.) it was going to be too much work and #2.) you would have to drag your patients to come. But after getting Chris Burfield’s “The Dinner Workshop” DVD course, both of these concerns were put to rest because he included the steps and tools to make it easy. I’ve known Chris for many years, and he knows how to build a successful practice. He’s definitely created an easy step-by-step instruction on how to do do dinner workshops with all the flyers, forms, scripts, and a DVD showing you how to promote it in your office.

Instrument Adjusting Profits
Did you know using an adjusting instrument in your practice is a huge marketing opportunity? The Instrument Adjusting Profits course will show you how to make use this opportunity. Dr. Orsansky and Dr. Dan have created specific marketing pieces and strategies to focus on the instrument adjusting niche. (They’re currently giving away some free bonuses for anyone who grabs their course.) Even if you don’t use an instrument full time, it’s a good idea to get this course and add those new patients to your practice who are looking for an “instrument chiropractor”.

As a doctor, should you let your patients in on your personal life?

My answer to this question is “Absolutely yes!” There are two big reasons you’ll want to reveal personal aspects of your life to your patients…

#1. It connect your patients to you, building a much stronger bond. The reason social media sites like MySpace, Facebook, Twitter, cell phones and blogs are so popular today is because people want to feel connected. We live in a very connected world where patients want to know about your good times and even be there for you during your hard times. Also, patients feel really put off by many doctors out they have seen in the past. They feel rushed, neglected and completely fed up with “the system.” If they can just see that you’re a real human with a life, then they are going to appreciate you and your office that much more. (I don’t recommend you let patients know about all your personal “problems”, but if they can “be there for you” or “pray for you” during hard times,  this would be acceptable.)

#2. Events in your life make for great marketing opportunities. One of the greatest marketers of all time, John E. Kennedy, wrote a book in the early 1900′s entitled “Reason-Why Advertising”. He stated that when you write and run an ad, you must give a believable reason why you are making an incredible offer. By sending a letter or email to your patients on special dates in your life or practice, you’ll be giving a great “reason why” you’re offering a discount, sale on certain products, or free food and refreshments.

Here’s a few examples of certain dates you could use…

-Practice anniversary
-Your marriage anniversary
-Birth of your child
-One of your children’s birthday
-Your birthday
-Getting a new pet
-Your pet’s birthday
-Your family’s summer vacation
-Your spring break plans

There’s really no end to the list of events you could come up with and use in your marketing. For example, after my daughter was born 2 years ago, I wrote and sent out a reactivation letter to my patients written in her voice. After it went out, patients started coming in to get adjusted that we hadn’t seen in years. And based on what some of them said, I think they wanted to hear more about my daughter than to get adjusted. But either way, they did re-activate and a few stayed on for good this time. If you would like to download this letter for free, click here. (Feel free to change the offer so that it fits your practice.)

This is just one of many marketing letters included as a bonus in my Ultimate Chiropractic Ads.

Speaking of special announcements, I have one to make of my own…

After a long and stressful Sunday night, my 4th child was born into the world. What started out as a home birth — which should have been easy and uncomplicated because our previous 3 were born at home with midwives assistance — became a hospital vacuum extraction. And while the kid is going to need some chiropractic care and cranial work, he’s doing extremely well considering. His name is Sterling Marshall Beck and he was born Monday at 8:41am at 8lbs 9oz and 22 inches long.

Here’s a few pictures of him with brother and sisters.

Just half a day old and ready to learn about marketing!

with new big sister.

The whole gang

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It’s time for you to experience what the internet can do for your practice.

http://www.chiromarketingacademy.com

If you’ve been following this blog lately, you know I talk a lot about using the internet to market your practice.  We’ve talked about Google Adwords and using email to get new patients. All of these are covered  in great detail in this course.

Check it out now: http://www.chiromarketingacademy.com

Almost everyone I’ve had look at the course tells me it’s very in depth, but also easy for anyone to understand. While you’re there, check out the video where I reveal one of the “7 Advanced Strategies to Google Adwords”.

This course is a complete chiropractic internet marketing plan, where you’ll discover…

-The “magic words” you must have on your web page

-How to get you at the top of Google, MSN and Yahoo’s Search listings!

-The Seven Advanced Strategies for Google Adwords

-Why your current website could be turning patients away

-The quickest, easiest way to get Free Traffic to your web page and how to convert them to new patients

And I even share with you weekly videos to show you exactly what to do. If you’re completely knew to the internet, these are easy lessons to understand.

The first 10 doctors that order will get a free Newspaper ad (full page) I wrote that makes me a 10 to 1 ROI every time I run it (valued at $199 at least).

The first 100 doctors that order will get a s$100 off the membership price before it goes up.

Find out more now:

http://www.chiromarketingacademy.com

If you’re looking for “get-rich-quick” without any effort, this system is not for you. I don’t beat around the bush in it. It takes some effort to succeed in any marketing plan. All I can do for you is shorten the learning curve and give you the TOOLS to get started quickly.