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Are you looking to build a chiropractic marketing plan? How would you like to book 40 new patient appointments for your business in one week?
That might sound crazy, but that’s exactly what I did for one of my chiropractor clients in Greece, New York… and we did it for less than $100 in paid ads!
Dr. Jeffery West is a chiropractor who already had a successful business.
He grew his office from the ground up, expanded by hiring staff, and began offering new services to offer to his patients.
… but he wasn’t sure how to grow his customer base.
Most of his new customers came from referrals – a common practice among chiropractors and other small businesses. And while referrals are WONDERFUL – they aren’t always steady or a predictable way to continually (or rapidly) grow a business.
When I first talked with Dr. West, he knew this was an issue in his business… he just didn’t know what to do about it. He was eager to get his first customers for his new massage therapy service but found that acquiring new clients was difficult for a new service.
So I sat down to talk with him and build a chiropractic marketing strategy…
After 7 days of execution, here’s how his chiropractic marketing plan performed
On August 13th, here are his results:
- 34 active leads generated through Facebook ads (and many more immediate referrals from booked leads)
- 40 total confirmed appointments booked through incoming calls and the online booking system we built
- A lead acquisition cost of $2.13 per lead
And his massage therapist was over the moon with a full schedule 🙂
So how did we do this? We used three easy steps to generate leads and close sales.
Step 1 – Make It Easy For Leads To Sign Up And Book An Appointment
Here’s the secret behind converting users into leads:
Make it extremely simple and easy for visitors to get what they want.
That means NO:
- Excessively long forms
- Complicated systems
- Forcing leads to reach out and call you (BIG mistake)
- Making it take more than 30-60 seconds to get what they want
If someone is on our website, we want to make it easy and simple for them to get what they came for. The easier the process, the higher the conversion rate.
I build what is called a “marketing funnel” for my clients. A marketing funnel is a simple website designed to turn visitors into active leads. It’s different than a standard website.
Let me explain by showing you.
Here’s the EXACT chiropractic marketing funnel I made for Dr. West…
We used a simple system called a marketing funnel that forces leads to either take the next action or leave.
In fact … there are only two pages on this website – the landing page and the thank you page.
Due to the long form nature of the landing page, I had to take four separate screen shots.
Here’s what leads see once they land on the page.
First things first – we state the offer and what the prospective lead will get. We include an image of the map where the business is, and a button that clearly allows them to take the next step (sign up for their massage).
Below this we include testimonials that praise Dr. West and build respect, trust, and rapport with the potential lead that is visiting this page.
This section was added in one day later than the rest of the elements on the page. I asked Dr. West for an image and biography of the therapist. Once we included this part, we saw a significant increase in the number of leads signing up without making any other changes.
Key takeaway: Especially when dealing with services that are highly personal, always add in transparency and showcase the service provider. People buy from people. They want to see exactly who they are working with, especially if they have never had any contact with the business before.
When a user presses the sign up button either at the top or bottom of the page, they are presented with this simple form.
Upon submitting the form, they are taken to this thank you page where they are prompted to sign up immediately for a date and time.
Key takeaway: When we told leads that there are a limited number of appointments available (It is a service based business – there are only a few hours each day) and made it really easy for them to book a time right away, nearly all leads took the initiative to confirm their appointment. Scarcity and urgency is a powerful tool that can be leveraged for the good of both the business and the consumer.
Once a lead confirms their time, they are entered into an email and text message autoresponder sequence reminding them about their date and time. These emails and text messages are dynamic, meaning they are designed to remind leads about their appointments and specifically mention the dates and times that the lead signed up for.
This autoresponder is different than the emails and text messages that go out in step 3 – which we will cover shortly 🙂
What do the emails and text messages say?
These emails and text messages say two core messages:
1 – They remind the leads of the benefits of coming in for their massage. [Experience less pain, enjoy a happier, healthier life … etc]
2 – They keep the time and date of the appointment on the top of the lead’s mind. Every day they recieve a text and email reminding them to come in at the registered time and date. People forget everything – it’s important to stay top of mind in order to be relevant. The more you follow up, the higher your odds of the lead converting to a patient.
Would you like this marketing funnel for yourself? I’d like to give you it 100% for free.
This funnel is built using a tool called ClickFunnels. ClickFunnels is a powerful marketing suite that allows you to build these funnels from scratch and make it easier and faster to grow your business. It’s one of the key tools I use EVERYDAY to build successful marketing campaigns for my clients. When you click this link, you can get this marketing funnel prebuilt for you for free. Just swap out your information and go on your way. You will also get ClickFunnels completely free for 14 days.
Step 2 – Reach Out To A Cold Audience Using Facebook Ads
Now that we have our chiropractic marketing funnel and dynamic follow-up sequence in place, we need to reach out to new people! This is where Facebook ads come into play.
Here’s the exact ad we ran that generated 35 of our 40 leads:
Notice a few things in this ad:
1- We called out the audience (Hey Greece!)
2- We hit them immediately with a problem (Back and neck pain is no fun right?)
3- Introduction to the business and offer (I’m Dr. West … I’m offering a $21 massage)
4- We validate Dr. West with a testimonial (Here’s what one patient had to say)
5 – Final call to action (Click here to sign up …)
6 – The image is crisp, clean, and the person in the image is looking straight at you (this is HUGE – it grabs attention)
The goal of a Facebook ad is not to immediately get sales. It’s to get contact information and get people to raise their hands and say “Yes! I have this problem and I need the solution to it.”
This ad when combined with the marketing funnel in step #1 collects that contact information and gets leads to book appointments to become paying customers.
About our offer
Our offer, the main reason we are running this ad, is a 30-minute massage for $21. This is what is called a front end offer.
A front-end offer is a specific one-time service that is used to attract leads and show them the value of a service. Once the initial service is offered the business can present an ongoing service package to the lead in order to keep them coming back weeks, months, and even years later.
When Dr. West gets a patient to spend $21 on a massage, he doesn’t just make $21… he makes $1,000+
If a patient is coming in to solve a problem, there’s likely a deeper underlying issue that needs correction. One massage alone won’t fix the problem, but it will address the pain and provide a temporary solution. The business’ job is to properly educate the patient on how to fix the issue long-term through a care package. This includes massages, chiropractic adjustments, and other treatments.
Most chiropractic patients serious about a healthy lifestyle will want active care to solve their pain points. When added up, they will spend $100-200 per month on services to address their needs. At one year alone this translates to $1,200-$2,400 per customer per year.
Assuming that each patient only stays a year (even though most stay for multiple years, if not a lifetime), we didn’t make Dr. West just $21. We made him between $1,200-2,400.
Not bad for a $2 lead eh?
We offer the $21 massage to prove value and build enough respect, trust, and rapport with the customer so that they will stay with the business for a lifetime.
At the end of the campaign, we spent a total of $85.
Step 3 – Nurture The Leads Using Email Marketing And Text Messages
This is one of the most important elements of the entire marketing campaign … and the single most overlooked part.
Once you have a lead … you’re all good right?
Leads raised their hand and said they’re interested … but not all are 100% ready for their appointment yet.
This may sound silly, but people are highly skeptical and often with good reasons. A good chiropractic marketing plan recognizes this and actively works to remedy the issue.
This is why we use email and text message marketing to continue to build respect, trust, and rapport with leads before leads show up for their appointment.
Unlike the emails and text messages I referenced in Step #1 – these emails and text messages are designed to break down objectives and educate leads on tangible ways to solve their problems.
Think of these as mini-blog posts and articles that solve problems.
Here are themes we used in our email and text messages …
1- How massages can reduce back and neck pain – and why leads should show up for their appointment
2- Tangible ways to reduce pain and improve your quality of life
3- Text messages focused around testimonials from previous patients who left reviews
4- Tips to have more energy, reduce anxiety, and sleep better and night
These are static emails and texts. Every lead received these. They aren’t customized, unlike the other texts and emails sent through the appointment booking system. But that’s on purpose. Here’s an example of two text messages we send out …
These short text messages may seem simple, but they make a world of difference. Longer emails are also sent out – but those don’t have as much visibility as text messages.
How did we send out automated text messages and emails?
I use a program called ActiveCampaign. For around $75/month, you can send out hundreds of text messages and unlimited emails. It also has a built-in client relationship management tools so you can manage your leads and clients and easily market to them according to what services they use with you.
Want to send an email to everyone who has a chiropractic package but not a massage package? Easy – just set up ActiveCampaign to automatically cross-promote your service. It’s like a salesman on autopilot.
If you even land one extra paying customer, the cost of ActiveCampaign is BEYOND worth it. It’s my tool of choice for text messages, email campaigns, and relationship management. Automated follow-up is a key element in your chiropractic marketing strategy. It makes lead generation and nurturing easy.
In Summary: How My Chiropractic Marketing Strategy Brought One Chiropractor 40 New Appointments In Under 7 Days
Using Facebook ads, an effective chiropractic marketing funnel, and email / sms marketing, I brought Dr. West from Greece Chiropractic 40 new patients in under 7 days.
We used Facebook ads to promote the offer, a chiropractic marketing funnel to collect contact information and provide an EASY way to book appointments, and followup emails and texts to remind leads about appointments, educate them about their problems, and build respect, trust, and rapport.
That’s all there is to it!
If you follow this system effectively there’s almost NO way you can’t make a marketing system like this work. You can get similar results Dr. West did by following this step-by-step process.
Here’s what Dr. West Had To Say About Working With Me – And His Thoughts About My Chiropractic Marketing Strategy
If you found this case study inspiring, I’d really appreciate if you would share his story on Facebook.
I’d also like to hear from you: Have you used any of these strategies to build your business? Leave a comment and let me know.
– Andrew Purdum
P.S – Even though this campaign was designed for a chiropractor, these principles and techniques work PERFECTLY for almost every kind of small business (and even larger businesses). If you’re a real estate agent, gym, restaurant, dental office, martial art school, or other local business owner, what I showed you here will work for you.
Would you like a free strategy call that will show you how to set up a system like this specifically for your business? Set up a free strategy call by clicking this link: https://go.unveiltheweb.com/home