Content marketing should be the center of any chiropractic practice’s marketing plan, whether digital or offline. Everything should be built around educating your community and patient base about what you do and the conditions you can help with. In the long term, content marketing helps grow the practice’s brand and establishes the doctors and experts in their field. The more people can hear what you know, the more likely they will see you as an expert.
Too often, I see 100% of an office’s marketing plan, either offline or online, built around lead generation – whether it’s Facebook, Instagram, TikTok ads, spinal screenings, or being on the back of the receipt at the grocery store. All of these approaches are strictly bottom of the funnel – people are ready to come in, they’re ready to make a purchase.
There is definitely a role for that, but the more you can create a central role for content, the more likely those lead generation efforts will work in the long run. Those things will always work in the short term, but in the long term, you tend to exhaust the audience without content to balance everything out.
If you can establish yourself as an expert in your community and then run a new patient special ad, that ad is a lot more likely to be successful than if you just run ads to a community that had no idea who you were or what you cared about.