Marketing 101 for Chiropractors
Digital marketing is evolving faster than ever, and as a chiropractor, you're not just a healthcare provider—you’re also the CEO and marketer of your practice. Without a solid grasp of marketing fundamentals, it's easy to fall for one-size-fits-all strategies that waste time and money.
Join us as we break down proven, cost-effective, and innovative marketing tactics designed specifically for chiropractors. From social media mastery to Google Ads that convert, we’ll equip you with the tools to attract more patients, build lasting relationships, and dominate your local market. Stay ahead, stay profitable, and take control of your practice’s growth!
Marketing 101 for Chiropractors
Winning Marketing Strategies from an Austin Expert
Ready to transform your digital marketing strategy and drive your business to new heights? Join us as Avi from Austin, Texas, unpacks his remarkable journey from tech roles at Intel to launching a successful digital marketing agency that specializes in local service businesses such as chiropractors. Avi shares his expert insights on navigating the dynamic world of digital marketing, highlighting the pivotal role of SEO, advertising, and compelling ad copy in scaling your business. Discover how recent changes in Facebook and Meta are reshaping ad costs and targeting, and learn how to ground your strategy in basics to boost conversion rates and cut down on acquisition costs.
In this episode, we break down effective digital marketing strategies that prioritize simplicity and impact. Avi reveals the benefits of making technical jargon accessible in your ad copy to reach a wider audience and compares the urgency-driven nature of Google Ads with the long-term engagement potential of Facebook Ads. Get actionable tips on optimizing your ad spend using Ngram analysis and strategic keyword utilization. Additionally, unlock the secrets to maximizing your digital content strategy through successful YouTube channel growth, leveraging Google My Business for local SEO, and enhancing search visibility with FAQs and reviews. Whether you're a marketing veteran or just starting out, this episode is packed with invaluable advice to help you thrive in today's competitive digital landscape.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
Hey everyone, welcome to another episode of Marketing 101. I got an awesome guest this week, right up my alley with all the things marketing and we're going to dive a little bit deeper. I know you listen to me every single week, so I brought in Avi so you don't have to hear my voice anymore. He'll tell you the importance of Google, facebook, seo and all that great stuff. This is going to be a great podcast. Thanks, avi. Thanks for being here this week. You're out of Austin, texas. That's a cool place. It's growing like crazy. Tell us a little bit about you. How'd you get into this?
Speaker 2:How do you do all this digital agency stuff? Thank you, dr D. Yes, agency stuff. I came from high tech, working for Intel and big companies and doing that stuff, and then from there I transitioned to kind of wanted to do something of my own and that's where I got into marketing part of it a little bit less technical, but at least I like to keep the technical aspect of it. Focus more on that, just because of the background. So, uh, yeah. So local service businesses is what we focus on. Chiropractor is one of them. Uh, at couvert. So that's that's exactly what we do and we love the fact that impact on the businesses you can make when you work with the local service businesses can be huge, you know, including even if they do it themselves. If you do it right, impact on your business can be huge.
Speaker 2:And I have listened to multiple of your podcasts. You kind of it's the same kind of a thing which I preach, basically that hey, you got to do this, you cannot ignore it If you want to grow your business. These things you cannot ignore in the current day and time. You got to do digital, you got to do SEO, you got to do some ads, you got to put out the content, so it's the same stuff. We'll hopefully get into some deeper insights into things which I see working well.
Speaker 1:Yeah, that's awesome. Yeah, you're absolutely right, you have to do something. Some people can't do everything, but if you want to grow and you want to scale, you got to do. You got to do. That's it, period. You got to do it. That's great.
Speaker 1:So 2024, I saw a lot of changes with Facebook. A lot of meta has gotten in trouble with a lot of the countries in Europe and they're changing a lot of the things and how you can get data. Google's passing a bunch of stuff right now, especially in Canada, they're now taxing Google ads at 2% if you spend any money there. So I help in North America mainly, so that's where I hear all this stuff and trying to navigate all this. So what are some things that you've realized? Like I've known, ad spend has gone up quite a bit. You need to just and I think people miss that they're still doing the $20 a day and they're wondering why they're not getting anywhere. The $20 a day and they're wondering why they're not getting anywhere. The competition's getting bigger. What have you noticed as far as let's start with Facebook and Meta? What have you noticed on that side this year that you've really had to navigate to help people get to their goals?
Speaker 2:So you're absolutely right. First, the price per click or for impressions. Effectively, I mean, it doesn't matter how you pay. Actually you're paying for impression. That's something which I tell everybody. Just think that really, it's a space. You're paying for it to show up and the click etc happens after that. Right, and you could be paying per click. So what? For sure we have seen that go up.
Speaker 2:Now the other aspect is the targeting at Facebook is not that great. It's getting worse. So that's where it goes up in even more right, because you get the click. It's not the right target, so you have to spend more money and then you keep doing it. So what we found is working better, to bring it down, is what we call going back to basics. The basics was you got to have a better ad copy which resonates with the audience and calling out the hook, which is like hey, the hook, which is basically calling out the audience. You want, hey, you got toothache. Start with the. So, whatever it is about, you got to call it out in the first five seconds in your video specifically. If you're doing that and what that does is, you don't have to even worry about the audience in that situation. They'll raise their hand automatically because if they resonate with that first sentence. So, for example, if I was going after chiropractors, I'll say, hey, you got a chiropractor practice. These are the five things you cannot forget If you say that you know a chiropractor is the only one who's going to follow that ad. So this is just the basic, going back to the basic. And even if you don't do the audience very well, this works. So what that does is it kind of your ad copy basically brings the people better people in that way. So that has become more important.
Speaker 2:So the reason I say going back to basics, the original advertising is all about copy right, and it had these new targeting and they could really hyper-target. They could do all this which Facebook was saying they could do and Google was trying to do. We got us a little lazy and we just said take any copy, put the right targeting, they'll get it. So that's one way we are able to counter and eventually even the cost of click has gone up, but you can lower your cost for acquisition CPA because you're getting the right people. So your conversion rate goes up in the other end if you're getting the right people in. So that's what I would recommend to kind of look at your copy carefully and especially the other part which is very easy to forget when you're doing a copy is you are the expert.
Speaker 2:So using terminologies or technical terms which you know very well in the copy is not a great idea, because most people don't know those. So think about it. If it was, you know, an eight-year-old trying to figure it out, will they understand what you're talking about? So, again, going and simplifying the copy and not making it very technical or say, example, in chiropractor there might be terms, medical terms, you are throwing out at them. You don't start with that. You can explain the term and then say this is what it is called, but people will get lost, right?
Speaker 2:And especially in an ad. You have only so much time in the video, so you've got to really, really focus on simple terms and reach out. So that's what is in the Facebook site. The related thing is this is what I like to say is in Google Ads it's for urgency. So if you're doing both the urgency people will come through google ads. But the ones who kind of you know they have this lingering pain in case of chiropractor it's not that urgent they'll come through facebook, right? So that's where you got to think in those terms. The urgency once will. Facebook is not the best place because you're competing with. They didn't come there searching for you right, yeah, I teach chiropractors.
Speaker 1:I'm like you know, facebook is your life insurance and Google is your auto insurance. When you get in a car accident, you go to Google immediately because you need it now. And life insurance, you just never do it. But if you keep putting it on Facebook, eventually they're like ah, you know, I do have back pain, I'm going to click this ad. That's how those two work, because Facebook is in people's faces every day, so they're scrolling through thousands of things. Google is a search engine. You go there to search exactly what's in your brain, to what you want answers to. So if you got pain, you're going to search pain. And then the science behind Google. Now maybe you and I can get into SEO and keywords, but now really knowing your audience and what they're really searching and your competitors, and really knowing what they're searching for and what the keywords are there. So that's the next step there. So, yeah, let's shift over to Google. What did you notice this year with Google?
Speaker 2:So in Google case, of course, the prices have been going up for sure on the Google side also. So one specific technique and this is getting a little technical, it's not that hard, but I recommend if even if you're doing on your own, basically, ngram analysis. It's a techie thing, you got to do it. Basically, the concept is, if you are running with keywords, people type something, that's the search term, and everybody knows if the search term is right, not right, to negate it. I think everybody gets that. But the part you don't get is that there might be a subset of your search term which never works on any phrase, and that's what is Ngram.
Speaker 2:Ngram analysis is a way of doing it. Ngram analysis is a way of doing it. Uh, n-gram analysis is a way where you basically are not looking for the phrase, you're looking for just the one word. Then use never converts. You get the clicks but never converts. It's kind of way I'm simplifying it. Look it up, it's a little bit more detailed subject, but the idea is that if you have a search term which has three, four, five terms those are the two grams, three grams, 10 grams the one single word which is never converting. You got to do that as analysis, and it's not intuitive. It's not at all intuitive. For example, I'll go into completely different areas like companies, like plumbing companies, companies the word plumbing company never converts Because usually that's somebody looking for a job or something. And then this is I'm talking about data over the last three years.
Speaker 1:So actually somebody searching for a plumber does not type company at least in the US, so make sure to not use the word company.
Speaker 2:Intuitively it seems like great right, because it makes sense oh, they must be searching for a plumbing company. But when you start searching through the Ngram analysis, you find that it doesn't matter what company gets added with you get the click, it doesn't convert because these are job seekers or somebody researching or something. So that is something which I would say it has become important because it's become expensive. It's important to get those negatives in there, right. And the other one is other part, which is I went through your blogs and you talked about branding, and so this is counter to what you were talking about and I want to get this across to people that the concept is basically hey, your brand is already ranking.
Speaker 2:Why should you bid on your name Right Now? Bidding on your name by itself not needed, because if you rank, you rank number one or two on your name, right, especially like your name, for example, right in the easy right. But now what if somebody says back pain, chiropractor, right and with the name, with the brand name, your brand name now, because you are on back pain, you'll pay very high price for this, but if you have a key keyword or key phrase which says back pain, chiropractor XYZ, with your brand name attached to it, the cost of that click is much lower. So basically, the high value keywords, when attached with your brand name, you should bid for them, because you are basically reducing the cost of that back pain. Otherwise you'd be competing with everybody with back pain. Now, with your name attached, you brought the price down.
Speaker 1:So should my name be a keyword or a negative keyword?
Speaker 2:A keyword. In this case it should be your name combined with the high value keyword. Okay, you should bid on so that drops the price of the high value keyword. You should bid on. That drops the price of the high value keyword for you because somebody is searching for you, great, but they were also searching for back pain and even though they knew you. But you will end up paying very heavily for that because the back pain is it expensive, but your name, attached to back pain, is not expensive, because it's only when I show up.
Speaker 1:When I show up, show up on the organic search very high if they put in chiropractor Enrico Dolce Cori yes, you will.
Speaker 2:You will show up, but, but the point I'm talking about is you will also show up because of the back pain otherwise, so you will end up paying higher.
Speaker 1:Oh, you'll end up paying. You'll end up paying, got it, got it, got it.
Speaker 2:So you might keyword the fact is that you are basically because the back pain was there. You'll show up because of that, because you're bidding on back pain. You want to bid on that right, and now you end up. That's a very expensive click at that point.
Speaker 1:Okay Okay. People were thinking maybe I should just negate my name as a negative keyword so that I never have for an ad. But you're saying it's so cheap. You might as well, because it's a low cost per click.
Speaker 2:Correct, with your name attached with a high value keyword, is a good idea to bid. It's the insurance to reduce your cost for that click. So that's something which I wanted to point out because I was going through your box Rest, you're right that you don't have to if it is your name itself, if you're ranking, fine, you don't need to right, but with the keywords you got to, that's one way to protect it, right? So that's yeah. So that's a few few things from the google side which, uh, you could be doing. So facebook and google, I always say, hey, if you're going to be spending on ads, you've got to combine both, right, and I like, really, I've not heard of that auto insurance and life insurance thing. I'll use it. So it's a good way to describe it that you kind of need both and and balance them right right and see both.
Speaker 1:It's just uh, the auto insurance is something you know, people get it. They're like, yeah, when I need it, I need it, I always have to have it. Life insurance you don't have it. You know there's no penalty for that. Yeah, right, but it's good to have. Uh, no, I like. Like that, that's great. So that's great. So that's Google. That's that, I mean. I think TikTok really taught a lot about video and the importance of video, and because of TikTok, video is king and I think that's why YouTube is now number two on the most watched content list, so that makes Google number two. It's Facebook still number one for utilization. I mean, if you're not on those two platforms advertising, I think you're missing out on a big chunk of this. You know people say only 30% of people use Facebook. Yeah, but 70% of people use Google. So if you're on both, you're reaching 80% of the people, which is great, which is absolutely fantastic marketing there. What other techniques have you noticed successful practices use to help grow their practice, help grow volume?
Speaker 2:Yeah, so let's get. Because you mentioned video, so I want to get a little bit. Video can be used very successfully, especially in a chiropractic world. Why? Because some of these processes you could be explaining the process, right, the procedure you'll be going through and do a long video for that, the long video for that, the long video. So this, this is a. This is where people get lost versus oh yeah, everybody's doing micro videos, right, short videos, and that's what I need to do.
Speaker 2:The way to build your uh channel on on youtube is you do a long video, then you do micros out of that and those you post. So what happens is, once enough micros you get from somebody you want to know man, this guy explained this small part really well. I want to know the whole process. Now they will go to your YouTube channel, they will subscribe and watch long videos. So consider and the other advantage of that is because you can just chop and chop you can just do a long video for 30 minutes You're explaining something for a long time and chop. You can just do a long video for 30 minutes. You're explaining something for a long time and then you can get so much content out of that, so you're not redoing the content right and and and that's. That's one thing. I really recommend that to build channels yes, micro is great, but the micro should be part of the strategy of your macro.
Speaker 1:The big videos, I mean, I love that so shoot, shoot one video with a long video with explaining in detail what it is that you do, and then you can clip that and use tons of micros out of that. Yeah, absolutely Reels stories.
Speaker 2:YouTube clips. And the other thing is, when posting video, always put the transcript, complete transcript, under the video for SEO, pure text, just transcript on the video YouTube. Just put it out there underneath in the comments, because now you're getting SEO for those words, too Easy to get right.
Speaker 2:So in that description, put the transcript in there. And the other small trick which, if you notice carefully, you'll see TikTok people doing it. When you're doing a micro video, usually people start, like most people, just say don't worry about it. When you're doing a micro video, usually people start like most people, just say don't worry about it. They just start from the beginning and end. They'll find a portion and they say this is interesting. What you can do is the interesting part usually comes in the middle of the video or later, so you can take that line, put it in front, then do the whole video. It'll repeat again because that's the real interesting part, right? So if you notice carefully enough, people not everybody does it, but I think everybody should do it.
Speaker 2:So the interesting point is that's how you get rid of the pain. You take that line, put it in front. You know that's how you get rid of back. Pain is the first line now. And then the video starts explaining and that line shows up again in the middle. So you're basically kind of taking a portion of your micro video, putting in front, because that's the, that's the punch line, if you will, or actually not necessarily punch line, it's the one which has the most impact, which will get them, and they'll listen to the whole thing and then the line will be repeated. So it's a it's just same content. You're just kind of taking a portion putting it front. So this technique usually will will increase your engagement much, much higher, like 10x, we've seen just by doing this level of work on the micro-reviews.
Speaker 1:Yeah, these are all great tips, I mean for everyone that's doing it themselves, or even people with agencies creating good content. Giving it to your agency to post for you for advertising. It makes perfect sense as well. Some of these agencies are very cookie cutter. They're just reproducing the same images across all their clients across the country, and when you bring out some unique stuff, it may help you stand out more in the crowd too and perform better. That's great as well. Yeah, and then SEO itself. I mean, of course, content is how we build SEO content, content, content. But how about people that are newer with their businesses and they're trying to rank and they're trying to get higher and trying to compete? What are the first steps to really make sure your SEO is being built properly?
Speaker 2:So first thing would be Google my Business, because you're a local business, so Google my Business, go at it. In fact, I'll send it to you after this. We have a checklist for GMB and you can share it with your audience, which is basically these are the basic things you do. Just by doing those things, you will, locally, within your miles, few miles of radius and few others, you will start ranking very, very quickly if you just follow those basics. That's the first thing. It does not require much. It's a profile level setting. It requires you to explain your services a little bit. Have FAQ, for example. One of the things is have a FAQ in your GMB, right? You, as a GMB owner, as a Google my Business owner, you can put your own FAQ and other people, when they ask, you can add. But you can start it. You can see the faq with questions and that's your opportunity to explain anything you want, right? You're kind of. That faq is promoting. It's a text which is there for google to find, right? So there are, there are things like that which you can do, which. So that's the first, very basic thing to do. Of course, you need a website and all. I think everybody knows that, so that's kind of given right you will have. You will need a presence, because that's how they validate. It doesn't matter what social media they find you. They're going to go and check Are you legit? So that's where the website comes in. So the content and everything needs to look professional there. But GMB is a big.
Speaker 2:If you're starting out new, really focus on GMB. Focus on getting reviews right. Everybody knows more reviews are great. But here's the other trick actually respond to the review, explaining a little bit more about what was done. You can get technical. What that does is your text is like hey, thank you, I'm glad I was able to take care of that. Back pain for good. We have seen this. This is your opportunity to talk a little bit more. That becomes a content on your GMB now, on your reviews, which, when people are searching, they'll find that text Right. So this is the other way to create SEO on the reviews, instead of just saying thank you, you're a great customer. That's fine, but you could actually add more context.
Speaker 1:Yeah, I love doing that on my ads, like somebody will respond and just tell a little snippet about their story without you know. Hipaa violation Nothing about commission.
Speaker 1:It was so great seeing you come in, finding us on our website and booking up an appointment online. We got you in so quick and got you the results. I'm so happy for you, Looking forward to see you in the future. And then people like, wow, I could book online, I could get in the same day. I mean, those are little things you could say. And on the response, and those are great too, because those are keywords Same day chiropractor, walk-in chiropractor these are all things that work in your favor. Great tip.
Speaker 2:Yeah, yeah, so that's, yeah, that's so, if you're starting out, these are kind of free right In the sense.
Speaker 2:DMV exists respond to review. Get going your blog will. Is that the blog writing part? There is this confusion about in people's mind that AI or not AI? So this is what use AI to get you going, then use your own words. Get the AI to do the structure for you right what all you want to cover and then use your own words. That way, content will be original, it will look like it's yours and everything, but the AI will give you a lot of ideas that you might have missed. I love it.
Speaker 1:AI is not perfect. The two things that have grown on me personally owning my business, running and doing marketing as well is blogs. I am now a big fan of AI for blogs because I can go back and mildly edit. It saves me so much time and it's well put. You can put in the prompt right at a fifth grade or seventh grade level reading level, and it makes it very simple to read, which is great. And ad copy I love it. It's doing so. It writes better ad copy than I can, and then all I have to do is just go and make a couple of changes to the address or a couple of things and I've got beautiful ad copy as well too. So those are the two things I'm growing. And I used to hate AI. I was so mad last year that AI was taking over. I'm like this is ridiculous. But once you embrace it, it does save you some time and if it's used for good, it's fantastic.
Speaker 2:Yeah, absolutely, absolutely.
Speaker 1:Anything else that you recommend AI for.
Speaker 2:So ideation is absolutely great, correcting and other one is you could write something and ask AI to improve it, true, so yeah, it does such a great job. In fact, we have always. Grammarly is like a kind of semi-AI. Now it's leveraging it.
Speaker 2:We have used Grammarly forever, but now it has gone to the level of just using something like Grammarly. It just takes the paragraph and changes it, say shorten it, and it does such an amazing job. And you kind of look at the writing and say, man, this is so much better than what I wrote right On the email or anything, so just use that for kind of making it more, you know, more succinct, or if you want to expand it, it does that too. Like you can take it and say, just make it longer. So for sure, ideation and, as you said, get the thing and then you go and edit it.
Speaker 2:Now one thing I would say is that when picking the topics, uh, try to pick topics. One easy trick which has always worked for, even from early days of seo to now for blogging, is, uh, pick topics which people were asking you. If your patients ask you some questions, that's a perfect topic for a blog, because if one person is asking, there are hundreds who are curious about that, right. So let's say that trick has worked really well for us, because anything which, as a marketing agency, people ask us, we just write a blog and that really, really goes back up. And the other one which we have used is comparison which might apply in chiropractic, but it is a.
Speaker 2:If there are people considering two, three things, you just go and research it for yourself and just write about it. There are three techniques you research and write in your own terms. That always works really really well. Right, and and uh, one kind of a blog which we have used very, very successfully to rank within a few weeks to very high. The phrase we use is that everything you wanted to know about you know blank, blank, blank and we're afraid to ask, and that this one usually we make it 4000 words long blog and it covers every related things to that. Nice, and if you do that, you basically you become an authority blog very, very quickly because you're really, really covering things in very deep at that point.
Speaker 1:Right, well, that's great tips, fantastic tips, great. So, as you can see, kumar knows what he's doing, or Avi knows what he's doing at kuwarecom, and this is your email. They can email you, ask you any questions. Kuwercom this is your email. They can email you, ask you any questions. You got me at the digital coach. You got Avi at Kuwer. If you have any more deeper questions, we love what we do. It's great. Reach out to him. He's got some insights on there. If you need help there, you go. There's an agency that knows what they're talking about. Anything else, any other things? You're going to send us a checklist. Make sure, sure you download that checklist, get that. Make sure, even if you've been in practice for a while, go through the checklist. Make sure you've got that all done, because you might be missing one simple beginner pillar that could be holding you back a little bit with your SEO. So make sure you get those. Thanks for sharing that.
Speaker 1:Yeah, absolutely Absolutely so, that that's great, yeah, thanks for being anything else you want to leave the team with.
Speaker 2:No, I think we covered quite a lot because we talked general, so I was hoping I got across a few detailed tips. Right, yeah, that was that was the idea and hopefully that'll that'll make a difference, of course, yeah, you know, market your business like the, as the, the, the business management guru Drucker, says that business is this is something which I tell everybody. You're a business coach that business has just two parts marketing and innovation. The service you do, how you do, and the rest is marketing. So it doesn't matter how good a thing, innovation and everything, if you ignore the marketing part, your business doesn't do very well. So you've got to consider those two together, correct?
Speaker 1:Yeah, no, absolutely. That's great, great tips. Thanks for being on the show. Really appreciate your time and being here. Thank you, yeah, see you next time.
