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
Marketing Flywheel for Chiropractors
Ever feel like you're throwing money into a black hole with chiropractic marketing? The constant cycle of Meta ads, Google campaigns, and agency-hopping without sustainable results is a common frustration we hear from practitioners nationwide.
The solution lies in building a marketing flywheel – a self-reinforcing system where visibility, trust, and referrals create momentum that grows over time without requiring constant financial investment. Whether you've been practicing for twenty years in the same location or just opening your doors, the flywheel approach harnesses your existing authority and transforms it into a patient-attraction machine.
This practical episode breaks down the four essential components of an effective marketing flywheel. First, we explore how to properly optimize your Google Business Profile beyond basic information – including the critical 200-word description most practices neglect. Next, we dive into content clustering strategies that target specific patient populations like "pickleball players with knee injuries" rather than generic terms like "knee pain." The third component addresses the growing influence of AI in patient search behavior, with tactical advice on structuring your online presence to be recommended by systems like ChatGPT. Finally, we examine how strategic engagement with reviews and platforms like Reddit (surprisingly influential in AI recommendations) completes the cycle.
Ready to transform your marketing approach? Download our free flywheel audit to identify gaps in your current strategy and start building a system that generates patients without constant ad spend. Email info@EnricoD.com with "flywheel" in the subject line, or subscribe to our weekly newsletter for direct access to all our marketing resources. Your practice deserves a sustainable growth strategy that works while you sleep!
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Welcome to another episode of Marketing 101 for Chiropractors, where we keep you ahead of the curve, attracting more new patients and growing your business. Now here's your host, dr D himself.
Speaker 2:Welcome to another episode of Marketing 101 for Chiropractors. This week we are talking about the flywheel. And stick with me for this one, because there's a lot going on here with marketing. The one-off marketing of meta ads or putting things into Google or trying new concepts is just burning your budget. We know this. Everyone talks about it. There's a lot of hostility towards marketing right now because of all the agencies people burn through. I'm amazed when I talk to chiropractors and how many different ones they've gone through with the same results. It's because meta is meta and Google is Google. There's only one strategy towards.
Speaker 2:Each one is creating captivating ads that people respond to, generating lots of leads and working on the conversion factor to get them in the office. It turns you into more of a call center or more of a call marketing type of business which you can play that game. It's effective. It's cost effective to get these people in, but as the costs are going up, it's costing teams about $50 to $100 to get people through the door when before the leads would actually show up. So those are changing things as well. So I really want you to focus on this flywheel and download the flywheel audit or just email me and say the flywheel thing, give that to me and I will give it to you so you can audit it. It'll take you 60 seconds to go through it. Whichever boxes you don't check off, those you need to go back to and fix to create this machine that we've talked about.
Speaker 2:I don't know how many different ways I can create podcasts to grab your attention to really focus on these things, but we need to look at what is happening on the whole system of marketing and not just diving into the next new shiny object. What if marketing wasn't about running ads or chasing referrals all the time? What if your practice could generate leads organically over and over without paying for each one? That's what this podcast is all about. We want to talk about a growth flywheel that your team should be following to build that referral-based practice you've always dreamed about. You can do all this work and in my practices and what I've done over the years in two different countries is as time snowballs, year after year, and you're three years into practice, seven years into practice, 14 years into practice, 20 years into practice. Some of you have been in the same practice for almost 20 years in the same location. The amount of authority you have that you don't even realize you have is absolutely phenomenal, and you can build on this and you can actually capture a lot of this energy and put it back out into your community without pumping a bunch of meta ads or Google ads. So the flywheel is a self-reinforcing cycle where visibility, trust and referrals build momentum over time. So this is something that, if you're a new doc doing the meta ads and getting in these things and building these leads and building your email list and getting new patients and getting their information and building this foundation, this is for you too.
Speaker 2:So the step there's four steps to this. Step one claim and power up your Google business profile. You have to do this. You have to clean it up and power it up, not just clean it up. We talked about the major mistakes is that sometimes your address was wrong, sometimes your website links were off. Sometimes these are major hits to your searchability because you're not picking up the same information across all of the Internet. So your directories need to be clean. Your address has to be the exact same across all of the internet. So your directories need to be clean. Your address has to be the exact same across all of them. Many of you have four or five phone numbers for your office because you use GoHighLevel, you use Google Voice, you use all these things. Make sure the listed on the website phone number is the same on your website, it's on Google, it's on all the directories. You can't mismatch these things. We talked about that. Go to the cleanup podcast about that.
Speaker 2:But for today, we want to capture this Google my Business profile and clean it up and supercharge it so that you start searching in more things than just chiropractor near me or your name. So we need to emphasize on the importance on this. So first impressions, visibility, local search, visibility that all has to be there. The key optimizations are your service list. You have to list everything you do in the office. Chiropractic is one, but there's got to be other things in there. And if you are the straightest chiropractor on the face of the planet and you're like that's all I do, list the five things that you do in chiropractic, like list chiropractic, on-site x-ray thermography. I mean I don't know. You got to FOSA readings. You just put that stuff on there to show the services that you do. For the rest of you, you do a few different things. You got to list all those services on there with pictures, online reviews, and this will get Google to generate more online things for you.
Speaker 2:Online bookings work well, too. If you use those third-party apps on your website, that is great. That's your power up my google profile. If you have the ability to put that on your google profile to book appointments, that's great as well, where you can use that widget or that link which literally just sends them right to your sked or right to your review wave or right to your perfect page or what's it called. Whatever your booking appointment links, you can put them right there and you'll see conversion increases as well. So go back and audit your Google my Business. There has to be a description at least 200 words long, so if you don't even have it in there, pictures with the offers, pictures with the services that you do have to be listed across there, and Google also allows posting, so you can post things on there as well, which show up in the feed and in the scroll on both Google Search and Google Maps, which is really important as well.
Speaker 2:Step two craft condition-focused content clusters. What does this mean? Grouped blog posts or videos focused on related patient concerns, low back pain for runners, office neck strain these things are how you build your domain authority on the web. Back pain, neck pain, headaches isn't enough anymore. We're not talking about keywords. We're not talking about back pain for runners. We're talking about the information you're putting out there the running community in your community and the information that you're putting out there issues that they may be suffering from.
Speaker 2:Last week podcast, we had a special guest on there that we talked about and he brought up pickleball for an example pickleball and the injury sustained with pickleball and he's outside of our industry and he even said this about search optimization is that you want to be targeting your pickleball players that have knee injuries. Now you've got the male knee injury, the female knee injury and you're talking about pickleball that have knee injuries, now. Now you've got the male knee injury, the female knee injury and you're talking about pickleball, and now your meta ads are based on pickleball. Your um, your Google ads are met on there. Your blogs, your YouTube videos Now you're going to just bombard the internet with all of this information. So we need to have that going on for a little back pain Step three. So we need to have that going on for low back pain Step three. So now we got this. You know this benefit is going to be better ranking, trust and more relative traffic to your site. People, runners that are searching all the time are in their cookies and in their search history with a new running shoes, running issues, pickleball paddles, the equipment, the local pickleball place, running trails. They are searching this stuff on their maps. It's all being tagged, it's all being hashed and geotagged and all these things. They've got tons of information on them. So when you start becoming relevant in how you're posting and the thought of it is how you're going to create your information moving forward, blog posts, blog posts and the things that you're posting on social media should all start to coincide with the two, three, four things that you decide you're going to attack for the next 90 days. This is your 90-day marketing plan. Then you can decide to cross-reference that across meta and Google ads and other things.
Speaker 2:Step three optimize for AI and search behavior. Ai is playing a big role in search now because it's voice activated and it's there. So how this search is evolving is AI summarization, featured snippets and voice searches. This is what's happening. People are like find a chiropractor near me or find pain management for low back pain or I'm suffering. They're literally people are talking to AI as if they're a person hey, AI, or hey, chat to BT or hey, whatever. I'm really experiencing some low back pain. It's been persistent for the last three months. I really need to find a solution to this. What do you recommend? Like it's like they're talking to the primary care provider and how AI is telling them what to do. You need to be relevant in that. Some tactics you can do is use structured data, clear headers, conversational FAQs so AI can pull your content as answers.
Speaker 2:Don't listen to these people who are saying feed chat GPT everything you did today and everything you ate. Chat GPT is not memorizing the prompts that you're putting into it. It's going out to the internet and reading that stuff. You can't tell it lies and it's going to believe the lies. It's reading the lies already on the internet. It's reading the truths out there, the YouTubes, the web. What it really does is scours websites. That's what it really does. It's Google on overdrive. It's smart search is what AI is right now. That's the phase we're in right now, in 2025. So when you ask it something, it's scouring the internet in seconds, millions of data points across tons of websites and pulling the information and turning it into a chat. Gpt response in a paragraph saying this is what we found. It will actually link the closest people to you and ask you a couple of questions.
Speaker 2:Would you like me to find you a physical therapist that's good at this condition in your area? Now, if people are running with knee pain and you have a blog on your website and you're close, bam, now you're playing the AI game. That's how we're doing this. You're saying, enrico, what should I focus on Right now in the name of the game you got to just pick. I would start with my ideal clients. Pick a ball knee pain for sure. Walkers, people who just go out and walk, people that go to the gym, attend the gym, gym injuries, tendonitis, plantar fasciitis, knee pain in general, knee pain from the gym, squatting knee pain. Knee pain with lunges um uh, knee pain, lunge, lunging or squatting, injury to lower back, like now. You're catching things and you have to have blogs that match up with those things. That's how you're going to do this.
Speaker 2:Step four, the final piece of this flywheel, is incur. You know you want to check out and respond to the local reviews that you're getting from this, from the engagement. So if questions come through your website, engaging those, if people are reviewing your, giving Google reviews, replying to those with formal answers, with good answers to it, saying hey, sarah, we appreciate the review, with good answers to it, saying hey, sarah, we appreciate the review. It was amazing helping you with your knee pain from your gym incident last week. Glad you're back at it, or glad you're back to playing pickleball, even if they didn't put it in the review. This is how you can smartly use your reviews and your feedback to really teach AI, because that's the stuff it's reading. To really teach AI because that's the stuff it's reading. So, using structured data and build local trust to rank higher and drive clicks from the near me searches chiropractor near me, knee pain doctor near me, plantar fasciitis doctor near me, plantar fasciitis therapist near me, whatever those things are. You will rank a little bit more by feeding it.
Speaker 2:Blogs, vlogs and Google review responses responses to your reviews on Google, yelp, reddit. Oh, guess where people are getting all that. Guess where AI is getting most of its information from Reddit. Are you on Reddit? Is your office on Reddit? Do you have a feed? You should open up a Reddit account that is labeled your business, so your clinic. That will be the only one you have. That's the one you use. You can search anything you want on there. That's fine, but when you respond or you respond in the comments or you do anything you keep it chiropractic and business focused. Ai is picking that up. It's for some reason using Reddit as the number one source of information over most of the internet. Unbelievable stuff there, too. So a few steps from this podcast. Download the flywheel, or it's pretty simple. Audit your Google business profile and fill any gaps that we talked about today. Business profile and fill any gaps that we talked about today.
Speaker 2:Brainstorm with your team or yourself topic clusters tied to common patient problems. Pick it, pick the four things you guys have worked on this month in your office. Multiple times, people have come in with this condition. It might be back pain, it might be migraines, it might be a particular thing. For me, it's Bell's palsy, plantar fasciitis and why are we getting all these this month? It's crazy. Like multiples. I would be putting out chiropractic and Bell's palsy. I'd be putting out um, oh, um, pots, the POTS condition, the autoimmune condition. Those are the three things this month and I've got to create content and put that out there because they're finding us for this stuff or indirectly finding us for this stuff. Set review collection habits so your team can continuously grow the reviews in your business and track rankings and refine content monthly.
Speaker 2:This is the best marketing you can do. This is it. This is the change of the game and it will make your meta ads and everything else less frustrating. I promise you on this, by focusing on these things, moving forward, consider it your flywheel. I'm going to create a little PDF you can download for this. Just ask for it and we'll send it to you.
Speaker 2:If you're not on the email list, I think we send an email every week about the podcast. If you're not getting those, sign up for them and then that way you can reply and just be like send me the flywheel or sometimes it's in the email with the podcast. You just download it right there, don't even have to listen to the podcast. So, trying to save you guys time, money and effort that's my only thing with this going on three years with this podcast Helping you guys in the trenches. I know it's frustrating.
Speaker 2:Some of you have worked with me that I wasn't any much more of a help than any other marketing agency, because marketing is marketing For others. You've been with me for three years continuously marketing your businesses because it just works. There's a dollar in equals $4 out and you're happy with it. So that's great and you understand the fundamentals. So that's the whole point of there. If you need any help with anything, enrico info at EnricoDcom that's my email with any questions you have. I understand the frustrations. Get that flywheel done. You have to be involved with it. You can't just give it to your office manager and see how that goes. Have a great week, keep doing what you're doing and help your communities.
Speaker 1:Thanks for tuning in. Make sure to subscribe like share and leave a rating. It helps get. Help your business.
