Let’s play twenty questions …

Do you market your practice? If so, how? What about when? And, to whom?

What plan have you devised? Is it working for you? Does it provide a solid return on investment? Or, does it break the bank?

What about your message? Does it add value to your prospects? Or, does it add additional noise to the traditional marketing model?

Speaking of model, are you stuck in only outbound marketing? Do you even know what the term outbound marketing means?

If you do, what about inbound marketing? Have you devised a plan for this model? If so, have you implemented it? Are you tracking its results? Are you committed to its long-term strategy? Or, have you given up already?

Are you tired of answering questions?

Good because I’m tired of asking them!

But, these twenty nineteen questions are very relevant for a business owner and entrepreneur.

Since times are rapidly changing, it’s the informed chiropractor who will survive, thrive and prosper. The ones that don’t embrace the change will simply be left behind.

Now, I’m not here to devise that plan for you. I’d be nuts to think that I could develop both an outbound and inbound marketing strategy for each unique situation that represents the readership of this blog. However, I can give you some simple suggestions that should get you going.

First of all, become a student of inbound marketing. Most marketing experts agree that it’s here to stay and will quickly overtake outbound marketing.

Why?

Because people are tired of the noise! They’re tired of being interrupted and they’re tired of being sold. People simply want to be left alone.

But, when they do have a problem, they’ll want to quickly be able to access the answer or at least be pointed in the right direction.

And where do you think they’ll turn?

Yep, you’re right — the internet.

With inbound marketing, you’ll not only be positioned to provide a solution but also a lending ear to their wants and desires. Listening is critical to building relationships. Take care of the relationship and you’ll earn their trust. Earn trust and you’ll become their chiropractor of choice.

Think about it. Do you honestly think your smug yellow page ad will win them over? Not hardly!

Secondly, don’t give up on your blog. Rome wasn’t built overnight. Blogging takes commitment, tenacity and time. But, just like anything else, the more you invest in it the greater its return.

Since we live in the information age, as a business owner participation isn’t a choice, it’s a requirement. Like I’ve mentioned before, the incessant appetite of our content-driven society forces one to feed its hunger with relevant, customer-minded content in order to provide satiety. There’s simply no better spoon than a blog.

Lastly, understand your market. To whom and who are you targeting? Do you dominate this market? If not, why?

These are legitimate questions you should ask yourself as the CEO of your practice. I realize it’s a constant juggling act but if you understand your buyer, you’ll maintain control of your market. Keep a finger on its pulse and you’ll be taken care of for a very long time.

In closing, many chiropractors need a marketing paradigm shift. They know the market has changed and doesn’t respond to most of their strategies. However, they don’t know why its changed and what direction it’s going.

Fortunately, it isn’t rocket science. It simply boils down to putting customers first. If you’re patient enough to listen and willing to participate in their conversations, you’ll build relationships with prospects that eventually will generate business. This is the essence of inbound marketing via online technologies.

It isn’t flashy and it isn’t a silver bullet. But, with a little work, it can become a solid foundation for referrals — not because of noise you generated but rather through doors you left unlocked for prospects to easily find and open.