Whether you’ve been running a successful practice or just clipped the grand opening ribbon, there’s always a time when the slow season comes.
That’s when you’re constantly reminded of how your practice’s website is a crucial tool to keep he floodgates of potential patients coming through your doors.
You glance at your amazing website, yet, as you check to see if you had any inquiries…nothing. No emails, messages, calls or appointments.
How can this be? It seems like you’ve done everything you can to make sure your business is presented in the brightest light, right?
Want to know the reason?
It’s not the color of your drapes…
It’s not that you don’t have enough pictures of your DRX9000.
It’s also not that you don’t post on social media enough times a week about why they should get an adjustment.
The #1 reason is…not knowing what’s wrong.
For example, when you say that “our website doesn’t bring us any clients”, do you know the exact reasons why?
Let’s say this comes from a scenario in which you’re trying to bring in more patients by posting your website content on social media.
Post after post but you get nothing but crickets…
Is it because of the Facebook Ad? Are you too salesy??
Is it that the copy on the website isn’t compelling enough???
Or that you have no secondary call to action, so most people that are not ready to buy now completely forget about you?
“But, how would I know?”, you say.
Don’t you wish you had a crystal ball that could show you exactly what’s going on in your potential patient’s heads?
Well, there is something much better that tells you exactly what’s going on. It’s called Data Analytics.
No, I’m not talking about the ones and zeroes that make up Facebook, but the Analytics that visual tracking tools provide so you can track and understand the reactions that people are having to your online content.
Think of it this way: how much could your business improve if you could predict at what time of the day and which day of the week your potential patients will mostly be on Facebook? Would you make sure to schedule your posts for those times of highest activity?
How much quicker could you build relationships with new patients if you knew what content they were mostly enjoying and what they were ignoring?
Beyond your social media posts, what are these people doing? Are they skipping over sections of certain pages?
With the power of Data Analytics, you can draw behavioral conclusions as to what’s working and what’s not.
You can develop insights as to what’s moving people further into the purchase of your service and what’s repelling them.
Relationships with new patients start with getting more people to like, know and trust you. However, if you don’t know how you can keep improving the way your content interacts with your audience, you’re shooting in the dark.
As you can see, Data Analytics gives chiropractors a way to optimize and maximize the results of any digital marketing effort. So the next time you have another slow season ask yourself: what can the data tell me? What insights can we draw from their interactions with your content?
When you determine the exact reasons why your digital marketing efforts aren’t working like you expect, you’ll be able to say things like:
- “People aren’t landing on my website, so the Facebook post is not compelling enough.”
- “When people go to this page on they website, they skip over this information and then leave.”
- “They have visited these pages and have clearly found value in this information but haven’t taken action by visiting my office. What can we do to enable and incentivize a smooth transition from this content to an office visit.
So the process would go: 1.analyze the behavior of your prospects, 2. develop behavioral conclusions and 3. take actions to implement optimizations to your website and digital marketing efforts.
By taking these steps you’ll know exactly what’s driving every action of each prospect interacting with your digital experience.
In the end, the service experience doesn’t start in your office. It starts in your social media post, on your website or wherever it is that they find that first interaction with you.