Marketing A Chiropractic Practice is By No Means An Easy Task. But We're Always Up To A Good Challenge.
Worn-out traditional methods such as mailed letters and trinkets like fridge magnets or even gel ice packs handed out at local events are far too common within the industry.
Many chiropractors might overlook the power that a paid Facebook ad strategy can have on their practice (if it’s done right, of course). After repeated testing and honing, we’ve developed a ready-made chiropractic lead gen funnel that crushes lead generation—all by using Facebook ads to gain new chiropractic patients on demand.
***This is the first of a series of comprehensive walk-throughs of funnels we've created and tested for various industries. So if you're interested in learning some tricks of the trade, be sure to stay tuned in the coming weeks for more insightful goodness.***
Okay, let’s get started on the basics…
Why Facebook Ads Can Work for Getting Chiropractic Leads.
Simply put, Facebook is one of the most targeted, cost-effective ways to promote a chiropractic practice online. Why? Well, the popular social media platform recently reached 2 billion active users, meaning there’s a good chance this is this place your current and prospective patients hang out.
Not to mention, Facebook has access to a massive amount of data on those people—demographics (age, gender), location, behavior (purchase history, job role, media usage), interests (user activity, pages they like, etc.), and so much more.
Are you following what that means? It means we have the ability to reach the right people in any local neighborhood with ads on Facebook—those interested in chiropractic treatment while avoiding those who will scroll right past your offer thus saving money on wasteful unoptimized ads management. Yay! More money for donuts for the office staff!
But, it’s not just about reaching the right people. It’s also about getting those people to click on our ad and call, email, or schedule an appointment to become a profitable patient for our client's practice.
How do we do that, you ask? With none other than a jaw-dropping offer (or JDO for short). But what exactly is a jaw-dropping offer besides our number one favorite strategy for getting new business for our clients?
A Jaw-Dropping Offer (JDO) Is Something You'll Hear About A Lot Around Our Offices
Essentially it's an offer that makes your potential client or prospect "drop their jaw" in awe and stop them in their tracks— it's the secret “sauce” to this ad strategy. That special something that’ll make the Facebook user go all googly-eyed over your ad, and most importantly, compel their finger to click on it!
While that last paragraph probably got you spinning your wheels about the exact offer you could serve up to your ideal audience, hold up for just one minute. There are a few requirements that go along with creating your JDO.
- It needs to be a narrowly targeted, irresistible sales offer that compels your audience to take action.
- It also needs to be a product or service of high perceived value to offer for free (or at little cost).
So, let’s start with the first requirement. We first need to determine who exactly it is we’re wanting to target. Now, with a chiropractic practice, there are many different audiences we can appeal to—exercise fanatics, athletes, seniors, pregnant women; you name it.
But, we need to focus on one audience at a time and build an offer that’s exclusive to them.
In this case, we’ll focus on CrossFit enthusiasts—specifically women, ages 22-45, with interests in CrossFit and health.
With all the running, jumping, squatting, lunging, pushing, and pulling they do, they’re extra tough on their bodies. For that reason, they’re flooding chiropractic practices all over the place, making them a prime target. They need that kind of care to be able to head back to the gym and do it all over again the next day.
Now that we’ve pinpointed our audience, let’s move onto the second requirement: the offering. The most compelling and feasible service that chiropractors can offer to this type of clientele is a free 15-minute massage.
Ultimately, a chiropractor must offer this service or have a massage therapist on staff—which seems to be the norm these days—for it to work. This offer, however, is going to allow the practice to get leads through the door, build trust with them, and double the odds of them returning time and time again.
Easy enough? Let’s keep rolling…
The Winning Facebook Ads for Chiropractic Leads Funnel You Need
To catch those leads, we need to set up a simple four-part funnel, which includes:
- A well-targeted Facebook ad
- A landing page (aka opt-in page)
- A thank you page
- And, a simple follow-up email sequence and text message
Consider it a mini-puzzle of sorts—without one part, it can’t be completed with much success. Now, let’s walk through each part of our chiropractic sales funnel.
The Facebook Ad
This is where we’ll put that JDO on full display for our audience to see (and get excited about). Remember, it doesn’t need to be lavish. And, we don’t need to write a novel for the ad copy. The ultimate goal is to just get those clicks = LEADS.
And, the most effective ad type to do just that is Consideration, with the ideal objective being Traffic. That means you’re focused on sending people to a destination on or off of Facebook for lead generation.
Now that the ad objective is knocked out, next, let’s move onto the meat and potatoes—targeting. This is where the segment we discussed earlier (CrossFit enthusiasts who are women, ages 22-45, etc.) comes into play.
To begin attracting leads in our client's neighborhood with our free 15-minute massage offering, we use the following targeting options:
- Our client's city +25 miles (in this case, we used Scottsdale, AZ because that's our local town. But, you’ll need to determine the radius based on where you live.)
- Women ages 22-45
- Purchases Fitness items (behavior)
- Interested in CrossFit, CrossFit Training, Deadlift, and Powerlifting (interests)
Obviously, there is a slew of additional targeting options we could throw into the mix once we have a steady flow of leads coming in but these four targeting options are strong enough to get this up and running.
Once the targeting is all set up, it’s time to build the ad creative! Again, it doesn’t need to be anything fancy.
It just needs to get the prospect to take action and move onto the next step of the funnel. We’re just asking them to provide their contact information to opt-in to our client's email list and receive the special offer (aka JDO). It’s as simple as that.
After that point is when we can reach back out to them to schedule appointments and offer other services.
There are a few components in the ad example above to build a champion Facebook ad that delivers the goods.
- The Ad Headline—super simple. States the offer clearly and who it’s exclusive to.
- The Main Ad Copy—pinpoints who this ad is for by using lingo a CrossFit enthusiast is familiar with (WOD) while stating that the chiropractic practice can help (give us 15 minutes and we’ll fix it).
- The Ad Image—features CrossFitters in action, making it easier for the audience to relate to the ad (we recommend looking to stock.adobe.com for royalty-free stock images).
- The Ad Description—again, states the offer clearly with a bit more information (who’s giving the 15-minute massage), while using more lingo associated with this audience.
- The URL—is easy to read and is a custom domain. That’s important as you want to be sure to avoid extension URLs (ex. .clickfunnels). They’ll cost your ad more in the long run because they’re ranked poorly Web of Trust.
- The Call-to-Action Button—by choosing "Learn More," we’re preparing the audience to get more information about the offer.
Once the audience clicks on the ad, they’ll be redirected to an opt-in page. This page is solely designed to get their name, email, and cell phone number, in exchange for the offer.
The Landing Page (Opt-In)
While it’s great and all if you have a website for the chiropractic practice to send the audience to, we recommend you set up a designated page for this offer. Taking them to your home page is a sure-fire way to get them to click somewhere else and not give you their information.
Check out the example above of a simple landing page and let’s discuss the three reasons as to why this works so well:
- The image and page text are consistent with the ad that led your target there. The image is essentially a woman stretching—something you’d see at a CrossFit gym. And, the page text simply reiterates the offer.
- The target is being asked to provide very minimal information—name, email address, and phone number. Thus, steering clear from overwhelming the user and causing them to click away from the page. All before they fill out the form and claim the offer.
- And, there’s scarcity. This is very important. In this example, we’re only offering this special to the first 10 appointments, getting the user to opt-in faster while pushing them into the office.
We’ve used this layout in dozens of different industries and it works perfectly every. single. time.
The Thank You Page
After the prospective patient enters their information on the landing page and clicks the “Get Your Free 15-Minute Session Now” button, they’re added to your email list and redirected to a Thank You page.
You can probably tell, right off the bat, it’s very similar to the opt-in page, with just a few changes.
- It starts off explaining that an email is coming their way soon with instructions on how to schedule their free massage session—encouraging them to call the office and state the code (“CrossFit”) to redeem. The phone number on this page isn’t just any standard number. It’s actually a tracking number that forwards calls to the business in order to track the effectiveness of the campaign. You can set this up painlessly at CallRail.com.
- Most importantly, in the end, we throw in a bonus stack with some added scarcity. It’s an additional freebie or special offer added to the original offer. But, it’s only given to the prospective patient if they contact the office to redeem within the next 10 minutes. Who wouldn’t want an extra 15 minutes added to their massage time?!
And, that completes the first three parts of our four-part winning Facebook ads deep-dive. Lastly, and the most important part of this process, comes the follow-up, helping seal the deal with leads who’ve opted-in.
We’ve said it before, and we’ll say it again. The degree to which you follow-up with those who’ve opted-in to receive your offer from your Facebook ads funnel can definitely make or break your campaign. You’ve got to remove any barriers that stand between them and actually going into the chiropractic office. And, make them feel more than just a number.
To help with that, you’ll need to send a series of two emails, as well as an SMS text message. What’s the reason for throwing a text message into the mix, you ask? It puts the tracking number in their hands, encouraging them to call right away—without hesitation.
As for the emails, the first email they should receive immediately needs to restate the same information from the Thank You page. Super simple.
And, the second email they should receive two days later needs to tell them the benefit of claiming the offer, while reminding them that it expires soon. (There’s that scarcity element again!)
So, how the heck do you go about setting all this up? SendGrid is your trusted sidekick (or any other autoresponder tool you prefer. We also like ActiveCampaign.), helping you get your follow-up emails up and running.
And, that’ll wrap up the basic layout and flow of a chiropractic practice funnel using Facebook ads.
Give Your Facebook Ads for Chiropractic Leads A Go!
We’ve set you up for success, providing you with a ready-made four-part funnel to generate a steady flow of leads using Facebook ads. And, the best part? It’ll work no matter what stage of business you’re in.
Always remember, however, the key to crushing this whole Facebook ad campaign for chiropractic leads is to follow-up, follow-up, and follow-up. When you make it a priority, and you’re sincere and personable during the process, you’ll avoid letting leads slip right through your fingers.
Just keep that momentum going! Because, once you seal the deal, the job isn’t done. Relationship building is a process and new clients won’t ever forget how you continue to make them feel.
Hooked on the information we shared here today? And, looking to stay ahead of any changes and curveballs Facebook will, without a doubt, throw your way? Want someone else to do all the nitty-gritty details? That’s what we are here for! CLICK HERE TO CONTACT US TODAY to find out how we can work together to bring more people through your doors.
Have questions or something to share on this Facebook campaign and funnel? Drop us a message below. And, be sure to share your results with us once you put this funnel to use!