Next Generation Chiropractor
Everyday I’m inundated with the latest ideas on how to use Facebook and Twitter to grow a small business. From building snazzy landing pages within Facebook to growing Twitter followers automatically over night, the amount of information on how to use these services is overwhelming.
But, if you’re like me, you need to step away from the fire hydrant every once in awhile to gain a fresh perspective and to keep first things first.
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If you’ve been around inbound marketing for sometime, you probably have heard the saying that content is king. Matter of fact, one of the first blog posts that I published on Next Generation Chiropractor covered this subject briefly.
But, as more chiropractors learn the value of inbound marketing — more specifically, becoming a content publisher — one of the traps I see is that content instead of what matters most becomes their primary focus.
In other words, some chiropractors have bought into the mantra without fully understanding the reason for it.
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If you haven’t heard already, today was Apple’s first major media event of 2010. It was held at 10 a.m. Pacific Time at San Francisco’s Yerba Buena Center for the Arts Theater. And, yes, I was tuned in like a kid on Christmas morning!
To be honest, you’d have to be living under a rock to have not heard about Apple’s iPad. It’s been all the rage amongst analysts, speculators and rumormongers. And, rightly so considering Apple’s successful history of launching products into the stratosphere through dramatic suspense caused by their code of silence!
Nevertheless, this go around I even got in on the mix. Matter of fact, I updated my Facebook status with the following:
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In today’s business world, it’s common knowledge that having an online identity is a must. If you’re not online, you’re not being seen.
But, for those naysayers and late-adopters who think that being online is irrelevant, take a look at these numbers:
In November of 2009, Google powered around 9.5 billion searches just from the United States alone. If you throw in Bing’s and Yahoo’s numbers, an additional 4 billion searches were generated bringing the grand total to 13.5 billion searches. And, remember, those numbers only represent the United States!
So, if 13.5 billion searches were done by a population of around 304 million, doesn’t it stand to reason that you’d have a better chance of being found online than in some antiquated phone book?
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Over the holidays, I re-read a book by Joe Pulizzi and Newt Barrett titled Get Content Get Customers. If you haven’t read this book, then I highly encourage you to do so.
In essence, the book maps out very specific inbound marketing strategies that any chiropractor can successfully implement.
Plus, as an added bonus, it provides multiple case studies from various-sized businesses who are succeeding with their approach.
Without spoiling a great read, the bottom line is this — if you want to succeed in today’s marketplace, you’ve got to become a content publisher.
Now, I know what you’re thinking. You’re probably wondering why in the world should a chiropractor be concerned with content and how does one successfully market that content?
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A New Year brings new beginnings. For many, it’s a fresh start, a clean slate, and a blank page ready to be filled.
For others, it’s a breath of fresh air, a season of optimism, and a hope toward achieving new goals.
Whatever it is to you, the sad fact remains that resolutions made just 80 hours ago (based off of when this post was published) fade quickly when juxtaposed with reality.
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Back in November of this year, I gave a presentation to a group of chiropractors in St. Louis, Missouri, on how to use blogs and social media to grow their chiropractic practices.
The presentation was well-received, is still stimulating multiple conversations about the topic and is responsible for encouraging the launch of several chiropractic blogs. Consequently, I’m stoked!
If you really want to know why, read my post titled Help Me Help Chiropractors Spread the Chiropractic Message. It’ll lay a good foundation on why I’m such an advocate for blogs being used by chiropractors.
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Two weekends ago, I had the privilege to speak to a large group of chiropractors in St. Louis about blogs and social media. The purpose was to educate and inform chiropractors on how to use blogs and social media networks to grow their practices.
The presentation was geared toward beginning bloggers and fairly basic in concept. Nevertheless, I was still surprised at how few chiropractors understood what I was talking about.
Simple terms that have been around the Internet for at least ten years were causing multiple and sporadic cerebral subluxations!
To build a case for the use of blogs and social media, I always start my presentations with ample statistics.
For example, take a look at these stats regarding Facebook:
Before we dive into today’s topic, let’s review some startling statistics. According to Richard Telofski, Principal Consultant of a New Jersey based social media research company, “Less than one percent of American chiropractors blog and, of those that do, over one-third of chiropractor blogs are inactive and look like sad puppy dogs abandoned by the side of the road. Blogging as a marketing tool is not regarded seriously by America’s chiropractors. In fact, their absence from blogging is just downright astounding.”
The above quote was the catalyst that propelled me forward to start next generation chiropractor. I was not only shocked by the statistics but also oblivious to reality. Being a techno geek, my world has always revolved around computers, the Internet and technology. I am what Geoffrey Moore calls an early-adopter. Therefore, I naively assumed everyone used and benefitted from technology. Boy was I wrong!
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Do you know the definition of insanity?
Albert Einstein said it this way, “Insanity is doing the same thing over and over again and expecting different results.”
In other words, you need to quit doing what you’re doing today that doesn’t work and shift your focus toward learning new ideas or ways that do. This is one of the main reasons why I created this blog — to help chiropractors understand that there are newer, more effective ways to market their practices than what they’re currently utilizing.
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