Chiropractic doctors make a difference in their patients’ lives by addressing their concerns, and their content marketing efforts should follow the same principle. Although its primary purpose is to expose your practice to new potential patients, your marketing content should also be aimed at filling a certain void—it should have a reason to exist. With that in mind, here are a few questions to ask yourself as you create content to promote your chiropractic practice.
What are my clients’ concerns?
When brainstorming new ideas for content, place yourself in the mindset of a potential patient and consider what you would be primarily concerned with. A chiropractic patient is probably looking for relief from lower back pain, for instance, and is researching several care providers in his or her area. The effectiveness with which you address their questions and areas of concern will determine how likely a visitor to your website is to become a patient. Once you have determined the specific needs of your patients, it will be easier to present yourself in a way that inspires confidence and makes your practice stand out in a field that is often competitive.
What is my brand?
What is the total package you are trying to project to readers who consume your marketing content? The sum total of how you see your practice is your brand: your values, work practices, patients treated, and the information you deliver via blog posts, emails, and other forms of outreach. Developing a cohesive picture of your chiropractic practice as a brand will help you to focus on the experience of your clients and work towards specific goals.
Another important aspect of branding is creating an emotional response. All content should be designed to optimize the emotional impact in addition to providing relevant information to readers and subscribers. Because buying decisions are linked to feelings as much as logic, making sure your brand has an emotional anchor will promote long-term engagement.
What need does this content address?
Great content provides ample reasons to read and share. It should tackle the concerns of your potential patients in a very targeted way, providing valuable information while building your practice’s brand in the process. All blog articles, social media posts, emails, and website content should be geared toward presenting your vision of your chiropractic practice while providing value to readers. For instance, an infographic showing stretches patients can do at home is a useful piece of content that also boosts your online profile.
What information will readers take away about my practice?
Even if visitors to your site are reading a straightforward informational blog article about the causes of back pain, they are also developing a perception of your practice based on the content. Is it well presented and professional? Does it provide useful information? Readers will take away positive or negative associations about your firm based on the answers to these questions. Make sure your online marketing content is working in conjunction with your overall marketing strategy to help turn leads into patients.