So, you’ve set up your website and GMB profile for your local chiropractic business but can’t see results? Hyperlocal marketing can be challenging without assistance from experienced marketing professionals.
That’s why we compiled this hyperlocal marketing 101 guide for chiropractors just for you, complete with strategic guidance and proven tactics. This piece explains hyperlocal marketing and provides you with top hyperlocal marketing tips to help you increase your local reach and returns.
Whether you want to optimize your website or content, this guide takes you through each strategy.
Let’s get started!
What Is Hyperlocal Marketing?
Global online companies seek an audience across the world. And any time you search for a term like ‘skincare or healthcare products,’ some of them appear on the top results whether you are in your local area or overseas for a vacation.
But you’re only interested in attracting local clients to your chiropractic business. This is where hyperlocal marketing comes into play! Hyperlocal marketing refers to the process of marketing that targets the audience in your local area.
With over 500% growth in ‘near me’ searches in the last two years, this can be an effective way of increasing your business visibility and profitability. The two main tiers you can leverage for your online visibility include:
- Local pack
- Local organic
To optimize your presence in these two search engine units, you have to consider these five pillars:
Search engines evaluate how often you post new content on your website, social media, or directories. If you are consistent, they are more likely to feature you on the top local search results.
Besides posting content regularly, you also need to ensure you update your content. For instance, when you write a blog and don’t edit after a year or so, your competitors may write on the same subject and outrank you.
So, ensure you keep updating your content to stay ahead of the competition!
The distance between your chiropractic office and the user’s location determines whether search engines will feature you on the first page results. Reason? They want to provide their users with a close expert who can help them with their health and wellbeing.
But how can you maximize your visibility in this pillar? You can accomplish this by ensuring that Google and other search engines know where your chiropractic practice is. In addition, be consistent in presenting this information, whether in local marketing tools like the GMB profile or directories.
Are you an authority in your field?
Do other chiropractors or related specialists link to your website?
If yes, then you have a high chance of securing a prime spot on Google. However, if you don’t have links, you can invest in link building to enhance your online presence.
After searching for ‘how to relieve Carpal Tunnel Syndrome’ and users find information on your site that does not answer their question, they will opt for other websites. As a result, you will get a high bounce rate which will alert Google.
Search engines view high bounce rates as an indicator that your website is slow or you have irrelevant information. Ultimately, this affects your local rankings and visibility!
Your opening and closing hours inform Google whether they should feature you or not in its top results. Reason? Any time a user searches for ‘ a chiropractor near me,’ search engines check whether you are open or closed at this time.
If you are open, then they may feature you on tiers such as business listing or paid ads. But suppose you are closed; they will crawl to get another chiropractic practice that’s open!
Hyperlocal Marketing Strategies for Chiropractors
Looking for hyperlocal marketing strategies that will help you boost your local chiropractic business? Hyperlocal marketing can be driven through different platforms and tools, for instance, social media and emails.
Nevertheless, without proper implementation of marketing strategies, you may not get results. Below are hyperlocal marketing tips for chiropractors:
According to SWEOR, it takes 0.05 seconds for users to make an opinion about your website. This determines whether they will stay or leave your site. So, how can you optimize your website for better interaction and enhance your online visibility?
- Follow proper URL structure by ensuring you have the protocol, domain name, top-level domain, path, and location tag.
- Create a detailed services area page that displays all the locations you serve.
- Make your NAP data outstanding by presenting it clearly and consistently for search engines to identify your business when giving search results.
- Leverage local schema.
- Optimize your site to be mobile-friendly, as 52% of all website traffic comes from mobiles.
- Improve the loading speed of your website to prevent high bounce rates that may deny you the top positions
Listings help Google and clients to confirm whether you are a chiropractor, as you indicate in your NAP data. The leading directory that users will find you in is the GMB page displayed in the Google map and when people search your business name.
Once you set up your GMB profile, you should optimize it for better online visibility. You can accomplish this by focusing on these areas:
- Business information
- Categories and sub-categories
- Services area
- Photos and videos
- Service offerings
- Custom appointment link
- Questions and answers
When writing your business info or selecting your category and sub-category, ensure you fill inaccurate information. In addition, get more local listings to present yourself as a credible chiropractor and increase your online presence
Past customers give their opinion about your services through reviews. As a result, Google considers them to determine whether they will feature you in the top results or not.
So, when you have more positive reviews, Google vets you as a reliable chiropractor, featuring you on prime positions. And while there are many places you can get reviews, it’s crucial to focus on those with high domain authority, for instance, Google, Yelp, and Facebook.
You can ask your clients to leave a review through email follow-ups or reminders to enhance your visibility. Once the customers post a review, respond to increase your rating and chance to rank on top results.
Reviews inform other users whether they should transact with you or not. Consequently, getting more positive reviews increases your sales and eventually, the revenue.
Content answers different questions that users may have concerning your chiropractic services. You can use different content types like blog posts, videos, images, photos and videos, infographics, and social media.
Posting these content types often helps you increase your online visibility and interact with clients. Nevertheless, you need to post where the content was taken in the check-ins on social media, title and headers, file name, and meta description.
Since local businesses have an average of 11 photos on their GMB profiles, you can surpass your competitors by having more photos on your profile. Moreover, these photos inform your target audience whether your business exists and its location.
Paid ads place your business in higher positions than you can achieve naturally. You can either utilize PPC in Google, Facebook Ads, Bing, and Yelp Ads. Moreover, these ads are suitable for local businesses as you only pay after a user clicks them. So it saves you money on marketing!
According to Word Stream, businesses earn $2 revenue for every $1 they spend on Google Ads. As a result, targeting the correct information in these ads, especially geography, when setting up your ads can significantly improve your business profitability.
For every $1 you spend on email marketing, you get an ROI of $42. But how can you build email lists? You can request people to sign up in your blog posts, exit pop-ups, or through links in email signatures.
You can also build an email list through enticing CTA like discounts and special offers or use sign-up sheets in events. This will help you increase your local reach and scale your returns.
Once you’ve selected a method for creating email lists, you need to identify your objectives. They may include:
- Engaging and nurturing leads.
- Driving repeat business or referrals.
- Spreading awareness on your offers.
Automated and email marketing campaigns can help you achieve these goals effectively. If you have multiple locations, ensure you individualize each email to the specific location.
What do local residents think when your chiropractic center is mentioned?
Branding is a fundamental part of hyperlocal marketing and can either boost or lag your business growth. Some of the elements that help you build your brand include business name, logo, phone number, street address, and years in business.
How can you improve your branding? Supporting your local community through charity, fundraisers, and sponsoring events will earn you ads, links, and mentions that will boost your online visibility. As a result, you will get more traffic and, ultimately, sales.
Attend a Surefire Local Marketing Platform Demo
Looking for a local marketing platform that will increase your local reach? Our all-in-one marketing platform can help you accomplish this. At Surefire, we make hyperlocal marketing easy for our clients as you can control everything from one place and learn what’s working and what isn’t.
Attend Surefire Local Marketing Platform Demo to see how we make hyperlocal marketing easy for you!