Chiropractors: Top 3 Reasons Why Facebook Isn’t Growing Your Practice
Chiropractors have a tough job. Not only do they have to deliver excellent care for their patients, but most are stuck doing all the marketing themselves (or paying the front desk staff to haphazardly post to social media). They operate in a competitive environment, and those with the best marketing will almost certainly win. This is what makes it so frustrating! When do they have the time to figure out the marketing “recipe-for-success”?
“Facebook just doesn’t work. It’s a waste of time.”
Have you said this yourself (or thought about it)? You’re not alone. Most chiropractors post to their Facebook page. Some have actually tried Facebook Ads. Many feel like it just doesn’t work. This is one of the biggest misconceptions in the Chiropractic industry.
I’m a car buff and have a 67 Chevelle that needs a lot of work. Here’s the problem: I’m not very good when it comes to fixing cars. After wasting 30 hours trying to get the engine running for the 17th time, I’ll often udder “This just isn’t going to run”. At this point, I call my local car mechanic to fix her up, and within the hour, the engine is purring.
Here’s the point: Just because I can’t get it to work, doesn’t mean it doesn’t work. I just needed to find someone who knew what they were doing!
Leveraging Facebook correctly to market your Chiropractic practice is no different--you just need help from an expert, in order to figure out what you’re goofing up...and why. Here’s a stat for you: 79% of Americans who use the internet are on Facebook. This is hands-down the most important online platform you need to be using for your marketing. Here are the top 3 reasons why Facebook isn’t growing your Chiropractic practice.
Reason #1: You’re Posting To A Ghost Town
Lots of Chiropractors feel like they’re losing if they aren’t consistently posting articles to their Facebook page, but then are surprised and frustrated when they see that their posts are only getting 2 likes...ever. The average small business facebook page has 361 fans...and the average engagement with each post is 1.18%. This means on average you would get 6.5 Likes on each post. Not very promising is it?
If this is your strategy for growing followers and awareness...you will continue to be frustrated. Here’s why: the average “organic reach” for each post (the percentage of page fans that see your post) is 6.15%, and Facebook sets this limit so that it’s users aren’t bombarded by businesses.
If you want to succeed with organic posts to your Facebook page, you need to first grow your Facebook Fans--and make sure that these fans are potential customers. First thing that comes to mind: Run a Facebook Likes Ad Campaign to your target customers.
Reason #2: Your Posts Are Bad
Facebook (and all of social media for that matter) is about people--interacting, sharing, and learning about people. Many Chiropractors just blast their promotions all over their page, or share generic articles, but a better strategy is to share stories about the people you are helping. This is what truly wins people over on social media. It helps to tell the story about your practice, and how you help people solve their problems.
A second problem is that Chiropractors want to talk about “wellness” and not about solving back pain or other ailments. Here is the issue: I’m willing to bet that most people don’t walk into your clinic to address a general need for “wellness”. They want relief from pain or some sort of ailment--and this is the most effective way to start a new patient relationship. The right time to start talking about “wellness”, is after you have solved a new patient’s pain. People hire companies to solve a problem, and your messaging needs to address this. Here is a great article on the “Theory of Jobs To Be Done”, written by a famous Harvard Business School professor in 2016.
Reason #3: Your Facebook Ads Aren’t Working
I get it. I’ve been there many times in the past--just dropped a ton of money on Facebook Ads and didn’t see any new customers. Makes you feel like Facebook Ads are only for big brands like Nike and Target to get brand awareness. But this is wrong.
Facebook Ads do work...and they work very effectively at getting new patients (if you know what you’re doing).
Want to see our results from Facebook ad campaigns we've run to get Chiropractor Patients? Here are the results that we've achieved so far:
Where else can you choose to spend $10 a day on advertising, which no upfront investment? Your ads or promoted posts can be strategically shown in the FB news feeds of only people who are:
- within 7 miles of my practice
- the right age and gender
- likely to need a chiropractor.
This is extremely powerful, when used correctly. However, there are a few elements that need to be in place for this to work right.
You need to have a great offer. People aren’t going to stop scrolling their newsfeed unless it addresses a problem they have, and it is a great incentive. You also need to target the right people (and this takes testing to get right). Last, you can’t just send people to your generic website. They need to be sent to a landing page that captures their information, allows them to redeem the offer, and sends the new patient contact details to you right away so that you can schedule an appointment.
OK, Now What?
Here is the bottom line: Facebook can add six figures to your Chiropractic Practice, but you need to be using it correctly, and have a sound strategic plan. For my clients, I generally recommend that they start using Facebook ads to generate new patients ASAP (using my proven system), and forget about posting to their Facebook page. Once, we’ve got new patients coming in the door, then we can refine their social media posting strategy.
For those of you that would like to see one of the exact Facebook Ads funnels that I use that consistently generates new patients for Chiropractors, click the link below, and I’ll send you a link to the video where I show you the exact ads and pages I use to generate loads of new patients each month.
If you are interested in chatting about how this could work for your chiropractic practice, click the link below to schedule a chat.
How is your Facebook marketing working for your practice? How are you generating leads, measuring your funnel, and converting new patients? I’d love to hear your perspective in the comments below.
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- Chiropractors: Top 3 Reasons Why Facebook Isn’t Growing Your Practice - August 11, 2017