The Modern Chiropractic Marketing Roadmap Revisited

What this episode covers

Solo Episode So, what is the Modern Chiropractic Marketing Roadmap? The Roadmap will help you develop a clear message congruent with your clearly defined audience. It will show you how to leverage modern distribution channels that will position you as the expert in your community. You will be able to implement and sustain this because you will have a strategic plan, and you will automate, delegate, and optimize all aspects of your practice’s marketing. The Destination: Positioning, Planning, and Producing The Destination is having your marketing plan written out along with your goals, strategies, and campaigns for the month, quarter, and year. You need the ability to track your practice’s past and current data and be able to set realistic goals around new patients, office visits, revenue, and profits. You also need to know how to position yourself in the community and within a particular niche or categories. In the Destination, we discuss the following aspects: • Positioning in Your Community • Marketing Plan ° Monthly ° Quarterly ° Yearly • Editorial Calendar • The Indicator Scorecard • Marketing Finances • Automate, Delegate, and Optimize Your Marketing The Fuel: Content Marketing Strategy Content with a clearly defined message that is consistent and creative is the fuel for your overall marketing efforts. Content marketing should be the foundation of your marketing, around which you can develop campaigns and tactics for a well-rounded plan. In this section, we will cover the key aspects of an impactful content marketing strategy: • What is Content Marketing? • Clearly defined Audience • Content Marketing Throughout the Patient Lifecycle • Creating, Curating, and Repurposing Content The GPS: Messaging and Storytelling The GPS consists of your clearly defined message and storytelling. Through the training of The Content Marketing Institute, Strategic Coach®, and the book Building a Story Brand by Donald Miller, I developed an easy-to-implement way to match a clearly defined message with a clearly defined audience-specific for chiropractors. This will help you form the connection between optimal messaging and the chiropractic practice by covering the following in this book and its affiliated workbook: • Clearly defined Message • Storytelling • Addressing Patient Conflicts • Sequence of Story • Developing a “One-Liner” for Your Practice • Where to Utilize Story in Your Practice The Vehicle: Content Distribution Modern technology has allowed us to get our content and message out easier and cheaper than it used to be. You can leverage these distributions channels and use them optimally for your practice. These channels can be a noisy place since anyone can publish content, but if you deploy them effectively with compelling content that has the right messaging aimed at the right audience, you will see results. In this section, we will cover the following distribution channels in depth: • Website • Google • Social Media • Email Marketing • Patient Communication • Public Speaking • Community Outreach • Direct Mail • Free Online Courses • Virtual Summits The Roadmap outlines each step for developing an effective content marketing strategy for your practice, without becoming overwhelmed or needing to spend thousands of dollars per month on ads. I want to cut through the confusion and have you gain confidence in your marketing and budget without making the common mistakes many chiropractors make in their practice.