Looking at your work as a chiropractor from the outside, anyone would assume that you’re fully booked and can barely take a breath between two patients. In the stressful life we live, your service is a Godsend for so many tired professionals and stay at home moms. Tired of pills and other chemicals, people would resort to a natural, relaxing remedy, like a good massage and an alignment therapy.
In reality, you are struggling as hard as any other business owner to find new clients and keep those you already have loyal. Time and money constraints make people stop renewing their appointments. And new clients are not breaking down your door.
Find the Right Clients in the Right Place: on Facebook™
Maybe you’ve tried your hand at Google Adwords and other types of digital advertising. But the leads you got were not very good: some of them lived in another city or country, others were simply curious to learn what a chiropractor does.
The right place to find people who will book appointments with you is the social media – more precisely, Facebook™. Let’s put this into perspective: Google is the place where people search for general purpose information. Facebook™ is the place where they search for specific information – brands, products and services they can trust, endorsed by their friends and by other happy customers.
Facebook™ Ads Can Help – If You Use Them Wisely
Now, you’ve probably set up a Facebook™ page and have a decent number of followers – but no new clients. This is because organic (non-paid) traffic is virtually dead. The social media network changed its rules for post visibility, favouring posts from friends and putting business pages at the very bottom.
To find quality leads on this social media network, you need to invest in Facebook™ ads. This article will give you some helpful insights on setting up a successful ad campaign on Facebook™.
1. Start with Brand Awareness Ads
Facebook™ ads can have a variety of end purposes: building your brand image, getting people to install your app, bringing people to your clinic or on your website. Since Facebook™ is all about familiarity and trust, you should start by getting people to know who you are and what you do before you try to sell them a subscription.
Brand awareness ads can bring you more page followers and more subscribers to your newsletter. The people who respond to your ads are likely to become clients in the near future, if you play your cards well.
2. Become a Pro at Audience Targeting
Facebook™ is possibly the social media network that has the most detailed information on its users. The algorithms used by the network identify demographic and behavioural patterns in every kind of interaction: the pages users like, the groups they join, the photos and articles they share, their friends’ common interests, etc.
All this information is available for you to select the right audience for your ad. First of all, you can target only people in your local area. This is very important remembering the negative experience with Google Adwords when you got page visits and inquiries from another continent.
Secondly, you can target a wide range of demographic and behaviours that characterise your ideal clients:
Started a new job – this means extra stress, headaches and you can provide relief
New parents – once again, they are in a stressful, new situation and they may need your help to cope
People who practice physical sports – a twisted back or arm can happen anytime and you can set them straight
A small word of warning: do not apply too many filters, because you will be left with a small audience. Facebook™ will warn you about the audience size, and that’s a warning you should pay heed to.
3. Give Before You Ask
One of the strongest impulses in people is called the principle of reciprocity. When they are offered something for free, they are willing to give something back. In your case, you should continue your brand awareness campaign with an ad campaign offering a freebie. It can be the invitation to attend a webinar, or a quick guide to maintaining a correct posture at the office.
The freebie will do more than just win your leads’ goodwill. They will have a definite proof of your professionalism and will trust you when you move to the sales ad.
4. Make Your Offer Irresistible
A good Facebook™ ad promoting an offer (a subscription or a one-time session) will attract attention if it features:
Great visuals – photo or video that makes people want to try your service
Solution to a pain point (no pun intended): think of your clients’ biggest problem – headaches caused by stress, back pain caused by too many hours sitting on a chair;
Great value proposition: a discount, a limited time offer;
Compelling Call to action: tell people exactly what you want them to do: click on the ad, sign up for the subscription, book their session with you.
5. Have a Landing Page Designed Just for This Offer
A great ad campaign has a successful end when people who click in the ad actually complete the required action. To do so, they need to be taken to a familiar looking landing page – one that mimics the look and copy of the ad. This reassures them that they have reached the right link.
An effective landing page is completely distraction free: no links, no buttons, just the necessary sign-up form and checkout button.
And this completes the first Facebook™ ad campaign for your chiropractor clinic. Good luck with the next ones!