Generate a 30% Increase in Profits
Through You Web Presence Let's get right into it. Today, we're going to cover a
blueprint to generate a 30% increase in profits for your chiropractic business.
This short session outlines a process we use to help Docs gain more dream
clients and turn their existing clients into loyal advocates for their
business. The first segment of this program works within the constraints of
your current website and Google Business Profile.
Partner with Google Google will help you grow your business if you supply them
with exactly what they need for their target audience. We understand that as chiropractors;
you work with people who need help. They aren't always coming to you in the
best shape and rarely realize how difficult the process is going to be to go
from where they are to optimal physical recovery.
Beating Your Competition Will be
HARD So let's get this out of the way. This blueprint isn't going
to be easy. The work is going to be hard. You're going to be competing with people
who are already doing what we teach and succeeding at it in order to get that
30% increase in profits through visitors to your local website. You're going to
need to step up your search engine marketing process, content marketing
practices, and develop an email marketing strategy.
Google Wants What You Want —Traffic The most important component in this blueprint at the
beginning is developing your relationship with Google. Although Google is an
advertising company, their goal is to bring in visitors to the site and give
them exactly what they want. In order for that to happen. They need good
content and the best presentation on each keyword that a visitor will click on.
Give Google Great Content Google will reward you with exposure for supplying the information
that a search visitor needs. Essentially, they gain advertising revenue. Google
wants you to build the best content possible. They'll reward you. Building
predictable revenue increases through this framework requires that we establish
a goal for bringing in new patients. The goal of 20 new patients a week is used
as an illustration in this example.
Claim Your Territory So whether your chiropractic office is in a small town of
300 or a city of 790,000 people, your office has a marketing radius of about 21
miles. Marketing, research and surveys show that people will travel on average,
21 minutes to obtain wellness services from a business they trust. Usually
driving a half an hour is not an issue for most people when they value the
service of their preferred wellness professional.
Review Your CLV to Calculate ROI When you're preparing your business plan or calculating your
marketing budget, you've taken into consideration the customer lifetime value
of your patients. In this blueprint, we're going to use that information to
determine the return on investment of your program. According to recent
surveys, the lifetime value of a chiropractic patient is between $1,000 to
$3,000 on average, depending on the type of practice, location and services
offered.
Increase Conversion — Decrease
Expense We use $2,000 in our calculations as our working figure,
whether you lean more toward the idea of a predictable 30% increase or a goal
of 20 new patients a week. Look at your calculations for a return on investment
so that you can estimate how much value you get back compared to what you spend
on marketing. The overall goal of our training is to help you increase
conversion while gradually decreasing the amount you spend on customer
acquisition.
Model Successful Processes Our training covers the core elements of what very
successful chiropractic offices are doing. There are no fancy tricks voodoo or
mumbo jumbo. It's basically these three components local search marketing,
content marketing, email marketing. We feel that before you engage with an
expensive agency, learn all the tools and implement them through your own
practice. We can show you how to approach this without ever having to do the
work yourself, but still get all the benefits of a large agency without the
expense.
First Step — Google Business Profile
Optimization This session covers building the Google business profile and
using it to gain access to the Google Local three pack. Google My Business is
now rebranding themselves as Google Business Profile, so we're going to be
using the GBP throughout this session. When you create an account with Google
Business Profile, it helps the search engine to understand where your business
operates from and helps you rank well on its own.
The Google Three Pack If you're unfamiliar with the Google Three Pack, it used to
be the Google Ten Pack and then became the Google Seven Pack. Essentially, it's
a high profile series of listings that allows you to gain free exposure right
below their paid advertising on a keyword result. This is like winning the Miss
World Beauty contest. You gain a lot of profitable exposure without the
advertising expense It's going to be next to impossible to hit a goal of 20 new
patients a week without a system that you can depend on.
Employ Search Marketing Tactics Did you know that 97% of people learn more about a local
company online than in any other medium? In fact, 88% of mobile online searches
for local businesses result in either a call or business visit within one day.
This is the power of search engine marketing. Optimizing your Google business
profile is one of the most effective ways of generating the exposure you need
to hit that goal in order to qualify for the Google three pack.
Be There First to Win You need to optimize your GBP. Google is very much like the
online version of the Yellow Pages, in that if you could get the first full
page ad in your category, you knew you were going to get leads. You can't
optimize specifically for Google three pack because businesses that appear on
Google three pack are location dependent. In other words, the local SEO results
change depending on the searchers location.
Build a Social Media Hub However, you can optimize your web presence in a way that
will increase your chances of appearing in the three pack. Google is in
constant competition with Facebook for your ad dollars. Facebook provides some
very effective marketing tools to get you to use their advertising platform.
Google wants you to use GBP as your social media hub. You can use your Google
business profile to manage your business Social Media to some extent.
Don't Forget Google Maps It's possible to post updates, promotions, offers, events,
news links, and brief articles on this platform. Google Search will show you
the most recent posts when someone opens your profile on Google Maps. These
posts can affect your ranking on Google Search. Google's reward for full
optimization of your GBP is a chance to gain entry into the Google three pack.
Get Good Reviews — Get More Traffic Customer engagement is the essence of what you're going to
be doing in order to qualify. Google likes to see good customer reviews. They
like to see engagement online because it brings them more opportunities for ad
sales. We like to see lots of positive interactions for the same reason.
Connect with customers. Get a few of your diehard patients to leave positive
reviews.
Build More Online Credibility Good customer reviews can make a major difference in
rankings. Another reason to encourage customer reviews is downplaying one
critical review 20 great reviews will push one critical review down in the
minds of readers who look to comparison shop. By scrolling through pages of
reviews, you'll want to monitor and build local citations. And local online
directories. This is a way of establishing your name, address and phone number
in as many online locations as possible, where people are likely to look for
your service Google can rank your website based on the number of citations it
receives.
Improve Your Profile Various social media profiles should be created and
maintained. In addition, since social media sites have strong domain authority,
these profiles can also be used as credible map references. Knapp, of course,
stands for Name Address Phone Number. Once your Google business profile is
optimized and ready to go, let's look at local search engine optimization.
Search Marketing Basics We're going to start by researching local keywords for your
search marketing efforts. Everyone seems to hate this part. It's like I'm
asking them to go ten rounds with Mike Tyson. Using the best keywords for your
content is crucial to getting found online. Effective local search marketing
gives you the advantage of being in a position to gain the attention of
prospects in your area. We also use this strategy to extend our reach within a
20 to 30-mile radius.
Keywords: Building Blocks of Search
Marketing Keywords connect us to the right prospects. Keyword research
is both the compass and the road map that connects Web sites to prospects.
Search marketing is all about maximizing keywords. Get a complete Web site audit
before you execute your next online marketing campaign. Your website should
have the following pages. · Homepage · Our Practice Team · Profile · Online Booking · Testimonials · Blog · FAQ · Online Store · Map
Additional Pages Now, for strategic reasons, you're going to want to include
additional pages to your roster. · Local Lead Pages · City · Neighborhoods · Your County · Nearby Metro Area · Local Chamber · Nearby Counties · Nearby Cities · Wellness Resource · Special Offers
These enhance your website and also target very specific
areas for search results. Whenever I cover SEO, I'm always asked about
backlinks. Do we need to build backlinks?
Do We Need to Build Backlinks? My answer is no. Don't worry about backlinks. What Google is
interested in is making their visitors happy and making their advertisers
happy. Backlinks will develop on their own as you promote your content. Focus
on great content and optimization of your website. We'll show you how to get
visitors to recommend your content and the next video training. Now it's time
to look at how to make your Web presence mobile friendly.
Make it Mobile-Friendly There are plenty of tools available to run a mobile friendly
site evaluation. They'll help to ensure that your pages are fast and mobile
friendly to ensure that your site stays flexible for any future developments.
Adopt a Responsive Web Design. Consumers love to use their preferred devices
for viewing pages on the Web, so ensure that tablets, smartphones and even TVs
can view your Web site effectively.
Q&A Time for some questions and answers. Why is Google my
business optimization the focus of this blueprint? Well, the answer is it
works. Google knows what it wants. They want more search traffic. So do we. If
we give Google what they want, they'll promote us and reward us with
preference. If we set out to rank for 200 or 250 keywords and only end up
ranking for just half, we'll still have established a steady flow of traffic
that can then convert into our goal numbers.
So How Much Does All This Cost? So how much does all this cost? Well, the answer is going to
be subject to individual situations. It will cost a lot less to do it yourself
or have freelancers working under contract. It costs a lot less than
commissioning an agency. Unlike advertising the production costs go down as the
site matures and becomes more popular. There is less effort and expense to keep
it going.
It All Depends on Current Conditions Unlike advertising, where there's a constant need to pay for
promotion year after year. The answer to this one also hinges on individual
circumstances. How many keywords are you looking to rank for? What is the
current situation with the website? Is it already optimized? What history do
you have with online success?
Do You Have to Learn SEO? You need to be aware of the process. Not necessarily be involved
in the daily activity. There are tools and people who can handle the
progression for you. Do I have to come up with the keywords? There are
applications available for doing this for you. Visitors search by keywords. We
focus on keyword ranking strategies in order to be there. When they make the
search on the first page, we seek to rank for as many keywords as we can to
cast a wide net.
How much time do I invest in local
SEO? Some keywords will take a few months to reach the top, while
many others up to a year or more. How much time do I invest in local SEO? The
answer is going to be relative. You're running a marathon. The more efforts you
put in up front, the faster the results later on. It may take you a few months
for some keywords or up to a year for others.
It's a Marathon, Not A Sprint Essentially, this marathon is ongoing and the more help you
get to stay consistent, the better off you will be. Is it worth it? It is
totally worth it. Unlike advertising, there will come a time where less work is
needed to stay on top, and that's where the investment pays off the most.
How Many Citations? Regarding citations, how many local citations do you need
for better local search results? Well, the simple answer is more than your
biggest competitors. The roundabout answer is aimed to build at least 80 to 100
citations in places where you can have your NAP, your name, address and phone
number consistently showcased. That's authority sites such as Yelp and online
phone directories. One issue I have with Yelp and directories is they take over
choice positions for wellness professionals. So they act as your competitor in
the search engines, but you also need them for local citations.
Recap! Since I have nothing to sell you, let's do a recap. You can
increase your chances of appearing in the Google three pack by optimizing your
Web presence. Your Google business profile should be filled out. An updated
ranking potential is heavily influenced by this component which is easy to
control and accounts for about 25% of your potential requests.
Recap! Customer Reviews on your Google business profile. You can
boost your visibility by receiving multiple positive reviews. This is true both
as a ranking factor prominence and because Google reviews and stars will easily
be visible on the three pack to users consisting only update your listings
across the web. Include your business name, address, and phone number. Build
local links to improve your visibility.
Recap! It is possible to cultivate reputable links in many ways, such
as sponsoring local nonprofits and events, or joining a Chamber of Commerce to
improve your organic ranking. Build standard backlinks. It is best to cultivate
backlinks with well-written, well distributed content that attracts readers.
Set up a strong presence on social media and other platforms to create a Google
local listing with a loyal following.
Recap! Google Favors websites with better user experiences so
improve yours. Google, for example, has demanded that websites be responsive
and mobile friendly since 2015. What would your practice look like if you're
able to handle that increased volume without having to pay the advertised rates
needed to keep that pipeline going? That's just the beginning. In the next
session, we'll cover content marketing.
Next Session You'll learn how to use a marketing funnel and email
marketing to extend the lifetime value of your patience by an extra three
years. We cover how to use video to drive traffic to your targeted offers.
We'll discuss how prominent chiropractors build their retail businesses to
where it surpasses their practice income. We'll cover not only online articles,
videos and blog posts, but why extremely successful chiropractors have their
own book selling on Amazon.
Next Session I'll also share with you the fastest way to get the 30%
increase with a system that can cost you less than you pay for groceries every
month. And you will learn how your current advertising budget can dramatically
decrease the time it takes for you to generate leads from your content
marketing efforts. In the last segment of this three-part series, I'll show you
how to use a small, flexible team of virtual assistants to run your marketing
based on your plan and how to manage the team to get the most productivity.
Next Session After all, the goal isn't to give you more work to do, but
to help you structure a program that can eventually give you more personal time
while making you more money. We'll cover expanding into affiliate programs that
are appropriate for you and learn how to increase your revenues from your store
and build your affiliate income through your sales funnel and email marketing
efforts.
Thanks for Watching I hope this has given you some ideas on how you can proceed,
whether on your own or sign up for part two to learn more. If the timing isn't
right. Don't force it. Take what you've learned and get your Google business
profile completed and optimized at the moment. It's still some areas where you
could see improvement. None of what I've imparted here is earth shaking or new.
Come Join Us for Part II There's nothing controversial about this blueprint. This is
exactly what your competitors are doing. They create a plan to qualify for
those coveted spots in the Google three pack for individual keywords and phrases.
So if you have a desire to be in those positions, sign up for the next
installment and learn more.
