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
Creating Viral Chiropractic Videos to Attract New Patients
Unlock the secrets to skyrocketing your chiropractic practice's visibility with our latest episode of Marketing 101 for Chiropractors. Ever wondered how to turn simple video content into a magnet for new patients? We guarantee you'll walk away with actionable strategies to craft videos that not only capture attention but also drive conversions on social media platforms like Facebook and Instagram. We're sharing the blueprint for creating compelling content — from irresistible hooks and engaging narratives to the ethical considerations of patient consent. Dive into the world of problem-solution clips, before-and-after testimonials, and adjustment reaction videos that resonate with your audience and reflect the impactful role you play in your community.
Join us as we unpack the art of producing short-form videos that hook viewers in mere seconds and keep them engaged with concise storytelling and dynamic calls to action. Discover how to harness trending music and high-energy delivery to enhance the virality of your videos, maximizing your reach within your local area. Plus, learn how to establish efficient systems for consistent content creation, empowering your team to independently produce high-quality videos. We'll even show you how to access free resources that simplify the video production process. Remember, the goal is progress, not perfection—ensure your chiropractic practice stands out with engaging content that speaks to the heart of your community.
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Welcome to Marketing 101 for Chiropractors. This week we are going through how to go viral with your videos. This one is a must listen to, on how to create high performing Facebook ads and videos, and even reels, that people will actually watch. Video content is absolutely crucial for chiropractors. We are now having to do this to exemplify and show what we do. And number two this is where Facebook and Instagram are going. It's all video content. Thanks to TikTok, video is king. People are more engaged with video than they are with any static image. So a quick preview to today's podcast is going to be hooks, video structure, attention grabbing elements and viral strategies to help you get more viewers to your videos so that, if you use them in ads, you get more impressions, more reach, more clicks, more leads and, again the bottom line, more new patients coming through your door. Let's work on this. This is probably the biggest struggle for most chiropractors in their office, and how you have to do this is set up systems and procedures with your entire team to create this stuff regularly. Otherwise it feels obsolete or it feels like a huge mountain to climb. So if you get those systems and procedures in place, video creation can become very easy. Everyone's got a smartphone in their pocket. Your team probably has like nine of them between all nine people that are in there. You got the best of the best technology in your pockets to shoot great videos. It doesn't take a bunch of equipment and it doesn't really take that much time. So video marketing is essential. Now. It's pretty much the only way to do ads is shoot some videos on what you do. Facebook prioritizes video content, higher engagement and more reach than anything else that you can do. People connect more with faces and movement than static images. It's just engaging, great for educating, building trust and converting leads into patients.
Speaker 1:So short-term video is what we call a reel. Anything under 90 seconds is considered a reel. So who cares? Just shoot videos. It doesn't matter how long they are. You can splice these up into shorter content to do more reels if you want. So really, all you have to do is create one video and you've got yourself a bunch of reels that you can create. Now.
Speaker 1:Long form videos are like testimonials, educational content, showing a procedure or something that you do in the office. That is more long form. Short form is anything slower. That is just eye grabbing and attention grabbing. So there are different types of videos that perform best Pain focused ones. So the problem versus solution ones are the best performing ads.
Speaker 1:So struggling with neck pain here's a quick fix. This can lead into a video of showing an exercise, a video of doing home care, a video of doing a certain stretch, a video of getting adjusted, a video of doing whatever systems you do in your office adjustment plus corrective, plus massage, plus whatever it is that you do red light, cold, laser, whatever it may be. So the video starts with struggling with chronic neck pain and then it goes into the fix. Before and after testimonials are really great too, either from the patient saying it or maybe pre and post visible things, mainly x-rays. Probably the most visually appealing and understandable by the population is that when they see one neck versus the next neck, they can see a straight neck turn into a curve. They may not know what it means, they may not know what it is, but it's a visually aesthetic to see some change or physical posture showing someone with neck pain or Bell's palsy or something visible that you can see on a video and then, after an adjustment, it's not there. That's pretty crazy. Make sure you get permission from the patient from a video or image release form that they signed before you use any of this stuff, even for just posting on your social media. Yet alone Facebook ads make sure you get their approval, and these are great too.
Speaker 1:Adjustment and reaction videos A lot of you do a great job showing the adjustment in the ad, but what about the reaction afterwards? The patient getting up being happier, feeling better, or feeling the discomfort from whatever deep pressure you put in there, or relief from the adjustment these are great. The before and after reactions to the adjustments are great too. This is why these reels and viral videos that you see all the time of, like the ring dinger or the towel Y-strap or the Y-strap adjustment, or they put the audio in there, or maybe they even what is it called? When they overlay audio on there, it's not really crunching, it's actually someone crunching bubble wrap in the background. It sounds like an adjustment. These are all hooks and things that for TikTok to get more views. It doesn't really serve our profession, I think, if we get into a philosophical discussion about this, but they are grabbing the attention of the viewers, so that stuff works too. You don't have to do a Y-strap adjustment or an exaggerated diversified adjustment. It can just be your technique and showing the before and after. Otherwise, another concept is educational. Did you know clips these ones are great, too.
Speaker 1:Quick, engaging explanation about posture, pain relief, headaches, migraines, sciatica. Those quick ones, and what they really are, the ones that are going viral and getting a lot of attention are like dysautonomia, vertigo, the big POTS connective tissue disorder, autoimmune. You know these types of things are catching a lot of people's ears Like what? How does this link to? I've never heard anything help with POTS, or I've never heard anything help with. Once you get into very specific things like trigeminal neuralgia or glossopharyngeal neuralgia, now you may be missing a lot of people's attention because they don't even know what you're talking about, but big things that can affect people not only you're attracting the people that understand what you're saying. They are more likely to become a patient because they're the ones that know what these things are, these conditions are, they may have them. So those are really great too.
Speaker 1:I like the fun ones are myth busting and chiropractic facts. Those are great, you know, like does cracking your back really cause arthritis? Let's break it down. That's a video that's going to do great for all of you listening right now. If you just did that today and you're like I'm going to do that video and stand in front of a wall and be like, does cracking your back really cause arthritis? And then you can just crunch something in your hands Um, you know, piece of paper make that crunching sound, and then pan right to you adjusting someone or to a chiropractic adjustment, or someone cracking their knuckles and then breaking it down. And then you explaining as a doctor, like listen, all the joints in the body are encapsulated with fluid and synovial fluid. And then, once they reach their max whatever guys, I'm going to screw this up Whenever they reach their max, stretching point or breaking point, when they release the gases, you hear this noise. It's natural gases that are in the joint capsule itself. These gases are replenished and the fluid is never releases from the joint. But that's the noise that you're actually hearing. Joints are meant to do this and that's it. That was a quick 30 second video. Could go viral, could not? But your, your viewers, are going to love something like that.
Speaker 1:And then another one, maybe a little bit outside of the box, behind the scenes, the in-office experience you sitting down doing notes, uh, in the back office, you know, showing videos from the back off. Patients never get to see that People don't know what you're doing back there, what you bring for lunch, how you get in, how you you know close up for the day how the office is sanitized or clean. These are in-office experiences how you actually do talk to patients off to the side or whatever it may be, or some ancillary things you do in the office as well. Or staff interactions or team interactions, team meetings. These things are all great, behind the scenes, out of the box, thinking that could catch a lot of attention through your video marketing, your video ads. It's fantastic.
Speaker 1:So let's talk about the structure. This is more important. The structure of a successful video has three or four things that you need to kind of follow, kind of like a blueprint when you're writing a short story has to have a beginning, a middle and an end. The middle has to come to a climax and antagonist and protagonist. There's rules to writing a good story, right. Same thing with video. There's rules to making a good story right. Same thing with video. There's rules to making a good video.
Speaker 1:The first part, within the first three seconds, of a video, is the hook. It could be an image, it could be a blast. It could be a balloon popping, it could be whatever it is, but the hook is crucial. This is what stops the scrolling and sparks interest. This is it. So you standing in front of the camera holding a rubber duck, or you standing in front of a camera holding the activator, clicking it, within the first couple seconds, click, click, click. That catches people's attention. They pulled, pan back, put the activator in your pocket and start hey, did you know? And then you go right into it. So stop scrolling if you have back pain, did you know your headaches could be coming from your neck. Watch this live adjustment. Her reaction is priceless.
Speaker 1:My four-year-old told me the most ridiculous thing yesterday You've been stretching your back wrong. Here's the right way. Most people sit like this, but here's how it's damaging your spine. Boom. I just gave you like five, six videos to go and do right now. That's great hooks. Then, over the next 10, 15 seconds or so, you're going to give a short explanation of the problem and hint to the solution. So let's go back to ergonomics. Most people sit like this, but here's how it's damaging your spine. When we sit in chairs like this and don't use the back portion of the chair, we actually don't get the support our lumbar spine needs. So by crossing our legs or not keeping our feet flat on the floor, we're actually putting 200% more stress on our pelvis and tailbone. There's some major nerves that run through here, and constant irritation and inflammation of this area could lead to things like disc degeneration or, even worse, sciatica, back pain and leg pain. Boom, there you go, there's your video.
Speaker 1:Use, movement or a compelling visual like an adjustment, a posture thing, someone sitting in a chair. You can get all these clips from online and you can use them and you can clip them and put them right into your video and overlay them through Canva If you just have Canva or CapCut or something like that video and overlay them through Canva If you just have Canva or CapCut or something like that, you can do this stuff. So that's about 10, 20 seconds. Then the value. So we got the hook three seconds. Now we brought in the explanation. Now we have the value. The value is what's going to get them to the end of the video. So at this point you're going to provide a quick tip, adjustment demo or an educational insight, instead of sitting like this, sit like this and then boom, it's you sitting in the right position, everything ergonomic. Your feet are flat on the floor, you're using the back of the chair it's a you know it's a good chair and then you show a real patient experience if applicable, or maybe use how you set up your office. That's the next 10 to 20 seconds. So now we got, you know, three seconds, we got the 20 seconds, we got the 20 seconds. We're at about 40, 45 seconds into this video and then the final 10 seconds or so is the call to action Encourage engagement.
Speaker 1:You know direct viewers somewhere or offer value. So some examples you know to encourage engagement tag a friend who needs to see this Direct viewers. Click the link to book your first adjustment. That would be your Facebook ad Offer value, dm pain relief for a free posture guide. You guys are not utilizing your email and DMs properly. This is such a great way You're going to get, especially if you target these videos within a 10 mile radius of your office. The DMs are all going to come from people within 10 miles. Wouldn't you want to give them a free posture guide? Come on, you should be creating this stuff.
Speaker 1:Then, segment four of videos is how to make your video go viral. So these are for short-form videos. I know we're going fast, but I promise you effective podcasts every single week and I try and go fast and keep it short because you can always pause, rewind and listen. So how to make your video go viral? Keep it short and engaging. The sweet spot is 15 to 30 seconds. All the reels that you catch your attention are people working for about 30 seconds in these videos. Use captions. Most people watch their videos on mute why they're putting their kids to sleep right beside them and they're scrolling their phones. So that's it.
Speaker 1:Number three leverage trends and music. All the video software out there is actually giving you. Even Instagram gives you the viral music on the side, the stuff that's going viral. Pick the most popular one, go from there. Capcut does it. I think Canva does it too. So leverage the trending music on the side. Sync it with trending audio and you can shuffle and move the the song. You know you use the 20 second or 30 second clip over your video. I like to shuffle it or move it. Sometimes it's like a slow intro to the song and then the beat picks up, so that I love that at the beginning when you're talking about something, or sometimes you need like that, that beat in the middle, like that's just bang, bang, bang off to help you with your hook right off the bat. You sitting like this, you're doing it wrong. It's like bang, bang, bang and then it goes into like the chorus of the song or whatever it may be.
Speaker 1:High energy delivery Speak with enthusiasm, move dynamically. I have found just about the podcast that I do. This one will be one of the top podcasts because of the energy that I brought to it today. Today's just a good day. I got a lot of energy and I'm doing this and I'm excited. Other podcasts you may have heard my tone just getting through it try to give you deliberate content, but when you have this type of energy, this will be one of your best videos or one of your best podcasts because of the energy you bring to it.
Speaker 1:And then optimize for mobile. So make sure you optimize for mobile viewing. I think we're approaching 90% of all videos are watched mobile, so mobile is now considered iPad as well, or tablet, and then everything else is desktop or laptop, so that's so. Now we're approaching 90% of everything is seen on tablets or mobile. So make sure you have bright lighting, clear sound and tight framing. You don't have to worry too much about the sound anymore, because the smartphones are doing a great job picking that up. But bright lighting Unfortunately, the way points get knocked off of the video is the darkness. People will scroll right by or they'll get a few seconds into it and just scroll because it's not appealing. So encourage interaction to ask questions, challenge viewers and create curiosity within the video itself. Those are the steps to viral.
Speaker 1:Your goal may be not to create something that does go viral. What we want to do for our offices is become influencing. That's really it better than viral, because we want to target around our office. But if you have a clip that does go viral on TikTok or Instagram, you're helping all of us because you're going to give out great information that goes out there. And I think what you think about the Y-st strap and the cracking and all this stuff there.
Speaker 1:I looked at a Facebook page and it's called chiropractor. I don't know they locked this up. It's a blue check mark beside it too. They're not chiropractors, they're out of, I think, asia and they're the standard. You know women with sports bras on doing adjustments in weird provocative positions. It's just for views. Really, it's not chiropractic. One of us should do something about this. It's not right. But our organizations are amazing ACA, ica, they're all fantastic. They're all taking care of this. The Wikipedia page still says we're pseudoscience. Great, 30 years like that and all of our organizations do jack squat. So maybe they'll fix it. We'll see that. But one of us should Segment number five practical video tips for chiropractors.
Speaker 1:Here we go. Use your phone back camera for better quality. So I know sometimes we like to use the front of it because we can see the frame and see ourselves in it. But get yourself framed properly and use the back camera. Even on the Google pixels, the better one is the back camera rather than the front one. It has more pixelation on it. That's great. Use natural light or a ring light in your offices. Many of your offices are bright. You're great.
Speaker 1:Keep videos simple and authentic. Raw content is the best. Too much overlays of all the other clipped videos from the internet doesn't perform as well as raw and authentic video. Batch record. So multiple videos in one session to save time. So once you're shooting videos, maybe you make every Tuesday in your office when you have that break there after the team meeting or before the team meeting. You got everyone there. Everyone can help you designate an hour each week to creating videos. You can shoot three, four, five, six, seven videos and have them saved on someone's phone and now we're ready to do some editing later in the week and by Friday we've got all this content ready for the next week, two weeks, three weeks. You can do that each and every week and stay on top of it. But that's the systems and procedures. We were talking about. Having them in your office as a culture, and that's what everyone does is help create video, because that's the way to get the word out there, and then use editing apps.
Speaker 1:Like I told you, inshot is popular, capcut's popular, even Canva's popular. There's many of them. They're free and they put captions on there for you. They do all this great stuff. That's what there was the back of the camera, oh, framing yourself. So when you do shoot your video, pretend whether you shoot landscape or portrait, so upright or sideways, make sure the bulk of your content is in the center right dab center of the rectangle or the square right there. So that way, the different formats that go out on social media, whether it shows up in a side view, the newsfeed, the reel right, you know what I'm saying is all there, and then when you caption this, you condense the captions to be center underneath the images so that way, when it's all cropped in all different forms, your words don't get cut out either. So these are a couple tips for you, just to save you all that time. Make sure the captions are in the middle. Make sure all the exclusive content that you want everyone to see is in the middle, and that will help you with all cropping later. That's great there. I hope this is useful.
Speaker 1:A couple of things to take away from this podcast is you know, the first three seconds. I'm going to tell you if you're going to focus on anything. Get creative with the nail, the hook on this thing. It's what's going to increase your impressions, increase your viewership and obviously increase your clicks because you've got their attention. So even on your Facebook ads manager for those of you that do this when you're doing video ads there's more data that you can pull up on this and you can see the first people who watch the first three seconds 50% of the video. 75% of the video. 100% of the video.
Speaker 1:I look at all that. I want to see how many people made it to 33 seconds the full video. How many people dropped after three seconds? If they're dropping after three seconds, it means that the hook didn't work. That's it. And a good one is. Just to be realistic here. If 20% of people are watching the video, that's fantastic. Because 80% of people are just not going to, that's great. But many of you will see 98 or 99% of people quitting after three seconds. That's it. So your goal is to try and get 15 to 20% of these people through the video. That's going to be a winner for you. Make sure it's short, engaging and value-packed. Those are the videos that win.
Speaker 1:Use patient testimonials or adjustments or quick tips. Stick to those three formats. Testimonial, case study a win. The adjustment protocol that you use if it's something unique and cool, or quick tips. Suffering from neck pain Try this, you know. And then encourage interaction and always include a call to action at the end. Shouldn't be number four, but I think number one is the hook and then the call to action.
Speaker 1:Imagine shooting a great video and it just ends no one knows what to do. Do they comment, do they like, do they share? What do they do? Put the call to action, tell them what to do next. That's going to work really well. So try filming a simple 15-second video today. See what happens. Post it to your Instagram. See, see what happens. Post it to your Instagram. See what happens and invite people to share. Comment. Give you some feedback on that. See what other people like, because the things that you are looking at is yourself. You're looking at your hair. You don't like your voice, it doesn't matter, it's what other people's feedback is and build off of that and then I'm here for you.
Speaker 1:If you guys listen to this podcast to the end and you want the free guides I have on this how to create effective videos for chiropractors and how to create powerful patient testimonials just email me at info at EnricoDcom. Say, hey, podcast or info, give me some more of that. Just tell me you want it. Just say, hey, give me the videos for chiropractors thing or the testimonial guides, and I'll send them to you in PDF form. These are quick things you can print, give them to your team and be like listen, this is how we create videos.
Speaker 1:If you guys do this without me create these videos you can even have your team do it. My team does most of it. My team has done so much videos and my wife's like, listen, people don't even know we own the place. I'm like, yeah, I know this could be a problem. I'm like I don't know. If it's a problem, it's getting done. So I'm getting back into videos and shooting videos in the office again too, cause I'm kind of like, well, hang on a second, people don't even know me anymore. Um, so good, problem to have right Go out there. It's the only way forward. I'm telling you, right, shoot the videos, forget the rest. Done is better than perfect. Keep succeeding, keep serving your community. We need you. You're rock stars, you're amazing.
