There are many marketing gurus who have built their business on the foundation of social media platforms such as Facebook, Twitter and Google+. They will tell you that you HAVE to use social media in your business, that it is a necessary part of your marketing plan.
I might be stepping on some toes and may come off a little fickle, especially since I have written a few articles on how social media should be a part of your chiropractic marketing mix, but there are some very good reasons why social media is not all that great. In fact I can think of five very good reasons why social media should not be a major part of your chiropractic marketing plan.
There was a time not so long ago that an effective online marketing strategy for chiropractors simply meant having a website.
But now the landscape is completely different. To succeed, you have to look at providing a continuous stream of useful content on your chiropractic website. If your site provides useful content that visitors take an interest in, Google then thinks that your site is credible and will reward you with a higher ranking.
This may be where you were told, if done correctly, social media could help you.
What exactly is the correct way to use Facebook, Twitter, Google+, Tumbler, Pinterst, Instagram? I only ask because with all the changes in algorithms, sites going public and answering to stock holders, and the amount of time it takes to build your followers, you might be wasting a lot of valuable time and energy if you think your business will grow exponentially through these sites.
Below are 5 reasons why I think you should not use social media in your chiropractic marketing plan;
#1 – It doesn’t grow unless you feed it a healthy content on a consistent basis
Healthy means non-promotional content that’s actually helpful: like exercise guides, ‘how-to’ illustrations and useful bits of information that people are actually going to be interested in reading and sharing with others. Providing tips like eating healthy, nutrition, strengthening exercises, wellness and prevention, with amazing photos will boost your social status. But it has to be consistent and engaging with your audience.
#2 – People want to be entertained and that takes a huge amount of time and energy
If you are trying to run a successful chiropractic practice, which means caring for patients and marketing to bring in new patients, when exactly will you have time to entertain on social media. It takes a lot of time to find interesting news and photos online, then share them online with others. And it’s not enough to just post a photo or share a link once a day, this too needs to be a continuous cycle.
#3 – It’s become a promotional dumping ground
If you toss junk mail, delete spam from your inbox and you record shows so you can zip through the commercials, then why would you think that others only want to see links back to your website or only chiropractic advertising for your practice? Come on, I know you do it….even I’ve been guilty of it. You want to share your newest blog post or the promotion you have going on in your office, so you plaster it all over your facebook page and tweet about it, then walk away thinking; “that should do it”! No follow up…nothing. And you wonder why all you hear is crickets. Refer back to reason #1
#4 – It’s called social media because you have to be social and engage with others
This means you have to communicate with people you don’t know as if they are people you do know. It’s called mingling, it’s a lost art. You have to start conversations, reply to questions, like this, like that. This also takes time and energy, and if you spend all that time and energy online then who minding the patients and managing the “real” marketing?
#5 – It’s free, but it’s not
I know “free” is supposed to be a good thing, but it’s really a mirage, because facebook wants you to promote your posts to be seen by more of your followers, therefore it isn’t really free is it? Maybe your marketing seems like it’s drying up, so you jump on the fact that it is free to share and post your links, then you ride it for all it’s worth, but is it really worth anything at all? Shouldn’t you be spending time with the chiropractic marketing tools that you’ve already invested money in, like print ads and your website. Then if you have time to maintain a social media status, you can do that. But don’t put all your effort into something just because it’s free.
In all fairness, I do think social media sites have their place in chiropractic marketing, as complimentary marketing tools, I wouldn’t be dependent on these sites for major growth. They can be helpful and fun but only if you know how to use them correctly.
Just a reminder, you can now access the Knee Pain webinar I did last month here; http://dcpracticetools.com/knee-pain-treatment-webinar-replay/
Don’t forget to check out the special offer before it expires.