072- Chiropractic Research and Marketing Through Email

Welcome to the Evidence Based Chiropractor. Providing you with elegant and efficient research based content to help your practice prosper and succeed. Now get ready for a variety of dynamic communication tools designed for immediate growth. Courtesy of your host, Dr. Jeff Langmaid.

Hello and welcome to the Evidence Based Chiropractor. I am your host Dr. Jeff Langmaid. This week we are talking all about email and why it should be top of mind in your practice. It is essential to your marketing and how it ties in with research. Before we do, I will say a few words as I do each and every week about Rock Tape. Rocktape, makers of the world's best kinesiology tape are proud to introduce completely redesigned Rocksauce and Rocksauce Chill powerful topical muscle and joint pain relief now available in 3 ounce roll ons and 32 ounce clinical pump tops. Give long lasting pain relief to your patients. Learn more@rocktape.com topicals again rocktape.com topicals so it is all about email this week and it's really about where marketing meets research. Because the truth of the matter is you can have the best chiropractic research, the most epic paper, a RA randomized control trial for the ages. But if nobody hears about it, how much value does it hold? That is really the question mark. And this kind of crystallizes with me because I speak all over the country regarding chiropractic research, regarding marketing and where the two meet. And I'll tell you, many times I sit there and I ask chiropractors as I'm presenting what to me are landmark studies in chiropractic research. And I say who here has heard of it? And not too many hands go up. So if most of the chiropractors don't know about the research, how do we ever expect the other doctors to know or a layperson that just happens to be in our community, they're just not going to hear about it. So that really is the crux of where email can come in so big and make such a big difference in your practice. So we're going to talk about the numbers behind that. We're going to talk about what programs I use, what I would recommend in certain secondly, kind of break down the exact A to Z formula on making sure you are getting email addresses, why it's so important and how you can start doing it today if you are not already doing so. But before we dive in, I want to talk about one other thing. I will be in Atlanta. I'm doing some traveling coming up this week. So Friday I will be at Life Vision in Atlanta. I will be on a social media panel speaking for digital practice builders and that's with Jason Deutsch and Bo Pierce. So I will be at Life Vision seminars this Friday, which I am super, super pumped about. It's gonna be great. I'm bringing Paul with me who shoots a ton of the great video that we have at the evidence based chiropractor. It's gonna be super fun. That is Friday, April 21st. And then I am actually flying directly after that. I'm flying up to New Jersey because I'm speaking main room in the association of New Jersey Chiropractors. I believe it's in East Brunswick. I'm speaking there on Saturday from 11 to 1 regarding interdisciplinary communication and research. So big week up ahead. Super pumped to come out. If you're gonna be at either of those, let me know. Shoot me an email, Jeff. The evidencebasedchiropractor.com hit me up on Facebook. Message me through the evidence based chiropractor Facebook page. I would love to meet up and chat. It's gonna be super fun. So again, I'll be in Atlanta Friday in New Jersey on Saturday. But getting back to it, let's talk about why email is so important. I've kind of joked with people at times and I've said, you know what, if I were to buy a practice, then I would probably buy a practice that has 300 active and email list rather than 3,000 dead patient records. And there's a specific reason for that. And it's really about engagement and communication. And it's also truly about just straight numbers game. I mean if you're not communicating with the people in your community now, Facebook's one avenue to do that. Instagram is another avenue. But the best one to one relationship that you can ever have with a patient is really still through their email account because it gives you the opportunity to speak to them directly, to provide value, to stay top of mind. And it's just so important. And let's kind of break into some of the numbers on this because I think it's really, really important for people to understand just what they're missing out on. So a typical email opt in rate. So that means that if you have something that you know where a patient can enter, a person can enter their email when they do. So that's called an email opt in. A typical email opt in rate could be in a chiropractic setting. On a chiropractic webpage could be 5 to 10% of the people that visit that webpage. So let's talk about that a little bit. That means that if you have a hundred people, and I think you should definitely check out these numbers, you should be aware of these numbers, how many people visit your website per month? Is it 100, is it 1,000, is it 500? And it's important, and it's important for a few reasons. But let's look at one of them with an email opt in, let's say I'm gonna give you the benefit of the doubt, we'll say you do a great job, you're gonna get 10% opt in rate. If 100 people visit your page in a month, website page, that means 10 people should fall into your email list. If 1,000 people visit your website on a 10% opt in, that means 100 people would go into your opt in and you'd get their email address. They would opt into your email list. So why is that important? Well, let's, let's go with the lowest hanging fruit, which is people in pain. Right, People, you know why people come to your office better than I do. But certainly a majority of people visit chiropractors because they have pain. 30% of the population at any given moment has some sort of painful condition going on. So if you look at that now, let's break our numbers down again. Hundred people visit your website. Super modest. 10 people opt in. 3 of those people probably need your service right now. Now that's important because now let's scale that a little bit. Let's say you have a thousand people visit your website, which is not unheard of in a month, especially if you're driving traffic there. A thousand people In a month, 100 people visit your email. Go, come onto your email list. Excuse me, and 30 of those people, that would be potentially 30 new PA just that month. By communicating through research or, excuse me, communicating through email. Getting ahead of myself. Because one of the best things you can do once you have their email is to communicate with them through research, through science, through what matters to them. And that's really what it comes down to. So let's talk about the second part. Now I think you can see why email is so important. If you have people visiting your website and the only option they have is to call you and make an appointment, you're missing a huge part of the equation, which is the mid commitment. They might not commit that moment to coming into your office, but they may be very interested in hearing more about you because they're starting to know trust and like you, but they're not ready for the service yet. And if they're just leaving your website without giving you additional, any additional information, it's a huge missed opportunity and kind of here's why. Because really once you have their email address. Well, let's talk a little bit. Let me take one step back. Let's talk a little bit about when they're on your website, how do you get their email address? If you put up a banner that says sign up to our newsletter, you're going to get an opt in rate of hopefully zero. Because nobody wants an extra email of a newsletter. That's crazy. But what you need to do is find a little piece of valuable content, make a little video with some simple stretches. If you have a lot of office workers, make a quick download sheet of some rehab exercises. If you're a sports doc, bring some tips for expecting moms. If you tend to see a lot of pregnancy and expecting mom type care, you know why patients are coming into your office. So here's where we get down to it. Ask your patients or take a stock in your practice. Why are people coming to see you? And once you know that, create a simple sheet, a simple form, a simple download, a simple video that showcases a little bit of educational material regarding why a majority of people come into your practice. It's a great place to start. Then you just simply use Leadpages or Sumome or a variety of other applications out there that'll make a little pop up or a little scroll box that say hey, thanks for visiting my website. If you'd like more information regarding X, enter your email below. And X is exactly your value add. It's your unique area of expertise. It's not that hard. So now you're looking at people. You know why people come to see you. So they visit your website. They may not be ready to make that call yet, but they see something where you're going to give them an exercise, a video, a download for free to on something that they're interested in, which is why they're on your website. Well, they're gonna enter their email all day long. Now you're talking about building that they know, they trust, they like you, you've provided value, there's reciprocity there. But you start to build that list. And when you can communicate with them regularly, now you have their email address. It's not just your patients. These are the people community at large. The larger you grow that, the larger you grow your audience, the larger your practice will be. Now you can communicate grand Openings, special events, specials in the practice services, new additions. You can communicate all of that to a much larger audience than just the active patients you have currently. That is why email is absolutely so imperative from a chiropractic perspective, is it helps you build your audience, it helps you communicate when there's a research paper that comes out, when there's science that would matter to that individual regarding maybe the dangers of this prescription medication or the wonders of this chiropractic technique or anything that you're into now, you can be the one disseminating that information out to these people, your fans, your audience, and they will know, trust and like you as you begin to do that. Not only that, but they're going to look to you as the local leader. So guess who's going to be the first person that they reach out to when they're looking for chiropractic care? Guess who's going to be the first person when somebody else mentions chiropractic care that they're looking for somebody? Who are they going to mention? Well, you of course, because you've built that relationship, but you'll never even get started with that relationship if you don't collect their email, if you don't create a little bit of a value add for them and if you don't go after it. So absolutely, if you are not collecting emails, I hope this gave you some really good foundational information to do. So if you have any questions, hit me up. Jeff the evidencebasedchiropractor.com I will be happy to try to answer any questions I can to the best of my ability and help out if you are going to be in Atlanta for Life Vision. I can't wait to hang out on Friday if you are going to be in New Jersey. I can't wait to hang out on Saturday. I have a busy weekend. There will be a ton of video coming forth from it. I am pumped about it. I hope you got a lot out of this episode. Research is super important. We're gonna be back at the research next week, but getting the message out is perhaps even more important. Not just about the information, but it's about the distribution and making sure that you do that through email is one of the best ways you can go about it. So I hope you have a fantastic week in practice. Share this episode with a friend who you think it would help in practice and I will talk to you soon.

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