In this “Idea Factory” series, we will explore various industries and talk about what content can be added to their current content strategy to help them stay at the top of the mind of their past, present, and future customers/clients.
Before we get into the specific ideas of what chiropractors should be posting right now, we have to remember the foundation of simplistic social media marketing.
Read this article, which talks about considerations for the current state of social and digital marketing, before you read the ideas below. They set up the context and filter to which these ideas connect to.
IDEA FACTORY - CONTENT FOR CHIROPRACTORS
Here are some content ideas that you should create for your platforms.
1) Create a video for each of your top ten frequently asked questions.
When you have your initial consultations with your clients/patients, or when you have been treating a client/patient for a while, what are the questions that you hear from them the most?
Create a video answering each of those questions.
First off, you don’t need fancy equipment. Your cell phone is ok.
Secondly, you don’t need a fancy background. Just make sure it isn’t too busy as it could distract your audience.
Thirdly (if that’s a word), record the video on your phone in portrait, not landscape. The majority of content is being consumed on a mobile phone, and users don’t want to turn their phone to see your video in landscape.
When you record the video, here is a template script you can use. Internalize the script and make it your own. The script outline:
1) Call out your city. This makes people stop in their tracks, and it makes it more personal to them.
2) Introduce yourself and tell them your business name.
3) Let them know the purpose of your video.
4) Introduce the subject matter.
5) Give the answer.
6) Ask for them to engage with your video by asking them to comment.
7) Make them look forward to the next video.
SCRIPT:
“Hey there Springfield!
Dr Nick from [Business name] here. I hope everyone is staying safe and healthy!
[Set up the question with the PROBLEM they’re facing.]
One of the questions that I hear a lot from my clients/patients is “INSERT QUESTION”.
[Explain the answer].
Drop a comment below with your question, and we may make a video answering your question for you!
We hope you stay healthy, and be on the lookout for our next video answering YOUR questions!”
At the end of the video, do not tell them to call you or visit your website. The second you tell them to do something for YOU like call, go to website, etc, you gave up the “value” and went in for the ask. You lose your leverage.
If someone asks a question in the comments section and you want to make a video answering their question, make sure to link the video in a reply to the person that answers it when you eventually post your video.
If you don’t want to make a video asking their question, then answer them in the comments.
MAKE SURE YOU ENGAGE WITH EVERY COMMENT. Create a thoughtful response. Don’t just put in an emoji or a two-word reply.
2) Think about what’s going on in the lives of your patients and create content that solves their problem.
What are your past, present, and future clients and customers experiencing on a daily basis?
What is the most common pain they’re experiencing that they can help to relieve at home?
What is their typical day like?
What issues are they facing that you can help solve?
Here are some of the problems chiropractors can solve for their audience. Make a video about each one of these ideas and others that your practice can solve for your audience.
You could talk about:
- Text neck - What is it, and what can they do to fix it?
- Text back - What is it, and what can they do to fix it?
- Stretches they can do at home or in the office - Stretches that can help curb back, neck, leg, and joint pain.
- Posture issues b/c of sitting in front of the computer - What can they do to improve their posture, and how does it directly affect chiropractic health.
- Poor diet choices at home that lead to inflammation of the muscles - What does bad food do to their bodies, and how can they clean up their diet?
- The importance of getting up and stretching while sitting in front of the computer - What does stretching do, how does it affect their body, and what kinds of stretches should they do to help them.
- Stretches that people can do in order to get the blood flowing in the body - What does a decrease in blood flow do to the muscles do, and how can they get their blood flowing more?
- Massages that people can do when they get a migraine - Talk about the issue that may have caused the migraine and what to do when they start to get one.
- Stretches that can help curb back, neck, leg, and joint pain - You can make MANY videos out of this issue alone. What could be the cause and how can they relieve the pain?
- When to use ice versus when to use heat - You probably hear this question 10 times a day.
- Stress relief - You know that stress directly affects muscles, so talking about some mental relief would be good.
- How to resolve simple pain issues at home - this sounds counterintuitive, but help them solve issues at home so that they trust you for the larger issues.
These are all REAL problems that your clients and patients are facing right now.
Tell and/or show them how to solve it.
This makes YOU the go-to chiropractor in your area that people will look to when bigger problems arise that they will need YOU to solve in person.
EXAMPLES:
3) Interview people that can bring value to your audience.
I know this sounds a little different than what other social media experts tell you, but I’m of the mentality that not every piece of content needs to be about chiropractic care.
What people care about is that you’re bringing them value. Talk to people in your network that have information that will be valuable to your audience and interview them. Ask them questions and for advice on how your audience can grow at home.
You could interview:
- Mental health experts – get their take on how your audience can deal with stress at home. Have them talk about how to have a conversation with a difficult co-worker. Allow them to talk about how your audience can deal with overwhelm.
- Nutrition experts – ask for their advice on how people can eat healthy (and on a budget) at home. Talk about the importance of health and nutrition on the mind. Ask them for the types of foods your audience should eat in order to lessen chronic inflammation.
- Financial advisors – within the regulations that financial advisors are under, ask them how people can make a budget can be stretched to help them survive the current economic times.
- Personal trainers – ask them what types of exercises people can do at home to help them get into better physical shape. Or, if you are sports certified, have them talk about exercises athletes can do to stay in playing shape at home.
- High performance coaches – have them talk about high performance habits and how people can utilize this time at home to better themselves mentally.
- Primary care physicians – Ask them questions about the best way to stave off colds. Inquire about ways your audience can curb allergy issues. What’s new in the medical world that your audience can use at home to live a healthier life? How should your audience prepare for the next season’s issues like allergies, flu, etc.?
What the world needs right now is for people to step us, lead their audience through the rough times, and be a valuable resource to help their audience thrive.
4) Tell stories
Throughout the history of mankind, stories are what help people emotionally connect to each other. Think of the stories your grandparents may have told you that you still remember to this day.
So, what kind of stories should you tell?
Here are some story idea videos that you can create:
- Why did you start your business? For example, if you joined a family practice, talk about that. If it’s because you saw a problem in the industry, and you wanted to start your own practice to solve that problem, talk about that.
- Did you grow up in the area your business is located in? Talk about your memories growing up. What did you love about Springfield? What parts of the area did you spend time in? Talk about some of the stores that are no longer around but were important to you.
- Share helpful and inspirational stories from around the area that could bring some joy to your audience. Did someone do a good deed? Is someone being recognized for their service to your community? Talk about it. You can even ask them if you can do an interview with them.
- Are there any non-profits or causes that you’re passionate about? Make a video talking about what they are, why you’re passionate about them, and how they help to make the world a better place.
- What something that your audience doesn’t know about you? Make a video about that! Any kind of imagery or items that you own that can enhance the story is even better.
- During holiday seasons, share personal stories.
o Talk about some of the funny stories from Thanksgiving or Christmas that you
remember.
o Create a video talking about what you’re thankful for during Thanksgiving.
o Does your family have a tradition during holidays? Talk about how they started
and why you decided to continue them.
o What do you love about the 4th of July?
Help people get to know your business by telling the following stories (use these sparingly):
- What is the purpose of your business?
- What is the mission of your business?
- What is the vision for your business?
- What are the values to which your business is built on?
- What problems are you and your business solving?
- What is your unique selling proposition? What makes you different than other
chiropractors? Are you certified in any specific area? Is it your intake process? Is it your staff? What makes you different? (And don’t say that your customer service makes you better. EVERYONE says that. Unless you’ve won an award for it, customer service is not a differentiator.)
- What were the highs of building your business? As much as you can without identifying specific people, talk about some of the most drastic results you’ve ever had.
- What were the lows of building your business, and how can people learn from that?
5) Highlight your local area.
Talk about the POSITIVE things going on in your area.
- What businesses are stepping up to help during hard times?
- What are some of your favorite businesses that you want to support? Talk about what they’re doing and how the public can help keep them stay afloat. We’re seeing restaurants highlight OTHER restaurants. Think along those same lines.
o Who’s your favorite restaurant? Interview them and talk about what they’re
doing to keep the business going.
o Talk to pet stores. Interview them about what they offer.
o Did your city receive an award? Talk about it.
- Take photos of the landmarks in your city. Talk about their history a little bit.
- Are there fall events happening? If so, highlight them!
o Look towards your local tv/radio stations and post articles that they create about upcoming festivals.
o If you go to one, do a live broadcast and show your audience what’s going on.
o If you have a booth at the event, post photos.
- Want to volunteer during this time? Show people the good that you are doing in your city. Don’t do this in a BOASTFUL way, but ask your audience to pair up with you to make a difference. Good will goes a long way.
EXAMPLES:
6) Ask questions that will get your audience talking.
Think back to a past romantic relationship.
When you first met, did you get married?
99.9% of people would answer NO to that question. A real relationship takes time. It takes effort. It requires questions that you ask each other as you get to know the other person. It takes conflict resolution to learn how to communicate with each other. You spend high amounts of time together, and that helps you get to know the person and grow together.
The same goes with your relationship with your audience.
If they’re not in immediate need of an adjustment, or they don’t realize they need one, you’ll need content where you’re asking questions to get to know them. You can ask funny questions. You can ask serious questions. You can ask opinions. You can post funny content. All of these types of engagement questions will grow someone’s emotional connection to your brand.
Once they trust you, and they have the need for your service, you’ll be the first chiropractor that comes to mind!
Ask them questions like:
- Do you prefer fall or spring?
- For vacation, would you rather spend time on a beach or enjoy the sights and smells of the outdoors?
- Would you rather eat at THIS Italian restaurant or THAT Italian restaurant? (Take two popular businesses in your area and ask for people’s preferences. BONUS ADVICE – Tag the businesses you’re comparing. We’ve had many of them join the conversation!)
- Donuts vs Ice Cream --- which do you like more?
- What does a restful weekend look like for you?
- What's your favorite part of living in [Insert City]
You can even share inspirational quotes or insights to life that mean something to you. Everyone is looking for inspiration to make it through the day.
EXAMPLES:
7) Utilize Facebook advertising to reach new audiences.
As I alluded to earlier, if you can afford even a SMALL amount of money for Facebook ads, use it.
Who is your ideal client?
What’s their age range?
What are their interests?
What are their hobbies?
Create content that talks to those demographics and psychographics.
For instance, create a video towards the 45+ year old audience and talk about how it’s VERY important for them to get the blood flowing in their bodies, to exercise, or just to move around. What small exercises can they do just to get started?
“Hi Springfield! It’s Dr Nick of [name of chiropractic business].
Are you finding that you’re tired, stiff, or cramped when you stand up by the end of the day?
Here are a few practices that you should do at home that could help your blood flow, help you stay more limber, and could give you more energy to make it through the day.
The first tip is…. [Explain].
The second tip is… [Explain].
The third tip is… [Explain].
If you have an issue that we haven’t talked about here, leave us a comment below, and we may just answer your question in another video!
And before you say that you’re not good at video, or you’re scared to look awkward, EVERYONE starts there. Did you know how to drive at age 16? How does an actor get better at acting? How does a chiropractor get better at diagnosing an issue? EXPERIENCE! The same goes for video. The best way to get better at making videos is to MAKE MORE VIDEOS!
Take that video, add captions since 75% + of the audience won’t even click on the video but will read captions to decide if they’re interested in what you say, then create a video-view Facebook ad with interests around heart disease, cardiovascular disease, menopause, etc.
Also, create a second ad for video views, add captions, but keep the audience broad. Only target by your area and the age group. You never know who else needs to hear the same information!
Look at the metrics to see which one is getting more thru-plays (watched 10 seconds or more of the video), look at the retention rate, and find out what’s most effective.
Once you identify which audiences, targeting, etc. works best, double-down on that format and push your content out in front of that audience.
CONCLUSION
Right now, CONTENT is everything you need to stay in front of your audience. You need to give them value. You need to meet their needs. You need to be the positive voice that helps them get through each day. You need to give them advice that will make their lives better. If you’re not creating content on digital platforms, your business fundamentally doesn’t exist in front of TODAY’S consumers.
By creating the content we’ve highlighted above, you can start to stay at the top of the minds of your past, present, and future clients.
Start deploying this strategy right away, and you will see the difference in your business in the coming years!
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