Back in April of 2009, I launched Next Generation Chiropractor to help chiropractors navigate the sometimes confusing and mostly overwhelming world of online marketing.
Facebook was still in its infancy and using blogs to grow chiropractic practices was as rare as using Logan Basic as one’s primary chiropractic technique of choice.
Fast forward to today and you’ll notice two things—everyone uses Facebook and most chiropractors have blogs.
But here’s the deal…
Engagement is down…
With both. 🙁
Fortunately, this isn’t too much of an issue for chiropractic blogs.
Because their value resides in the links they create.
If you’re struggling with this, don’t.
It simply isn’t necessary.
Especially when there are services like Blogging Chiropractors that can help you.
But what about Facebook?
Why is its engagement down and why doesn’t it attract new patients like it used to?
Well, there are two main reasons:
1. Facebook is a pay-to-play platform.
2. People prefer Messenger over social networks.
Let’s unpack these so you understand what you’re up against…
First off, too many chiropractors fall for the lie that they have to keep their social media feeds active every day with photos about chiropractic, health, wellness, etc…
They buy into “social media management” and pay good money for someone else to feed chiropractic-related photos to their Facebook & Instagram accounts…
All without thinking about WHY they’re doing it in the first place.
They just see everyone else doing it and think, “Hmm, this must be the key to marketing success.”
Now don’t misunderstand me here. There isn’t anything wrong with promoting chiropractic through images and photos but stop for a moment and ask yourself…
Do you really think chiropractic-related images produce new patients?
Is your marketing strategy there to feed pretty pictures to the very few that actually see your updates?
Is it there to attract new patients into your practice on a consistent basis?
⚠️ NEWS FLASH ⚠️
Less than 10% of your followers actually see your updates.
Facebook’s organic reach for business pages is plummeting and will continue to drop even further.
Because they’re a publicly-traded company that has fiduciary responsibilities to their shareholders to maximize returns.
Said differently, they’re in business to make money and they do this through ads.
Look at the following image…
It clearly shows Facebook’s declining organic reach charted against Facebook’s stock price during the same period.
As organic reach dropped from approximately 12% to 6% (and now often at 1%), Facebook’s stock price moved from nearly $50 to nearly $70 adding billions of dollars in market capitalization.
Bottom line: If Facebook is part of your marketing strategy, you need to pay-to-play (buy ads) in order to reach your audience effectively.
Now let’s examine Messenger…
As I mentioned, people prefer Messenger over every other social network.
As a matter of fact, it’s been this way since 2015 and continues to be the #1 app in the United States and Canada for messaging.
It’s familiar, integrated right into Facebook and, at the time of this writing, has over 1.5 BILLION active users.
Think about that for a second.
If Facebook was a country, it’d be the third-largest country by population in the world.
So if you haven’t included Messenger in your marketing strategy yet, you should because it’s where everyone’s at.
It’s the most engaging channel with open rates averaging 80%.
It performs well, too, by providing 4 to 10 times higher click-through rates compared to email.
Just those numbers alone are why chiropractors should give Messenger their undivided attention.
But, you may be wondering, how is this possible using just Messenger?
Well, it’s not.
You can’t market directly from Messenger within Pages because it’s very limited.
Well, technically you can but you’d have to message people manually which isn’t scalable.
So, to help chiropractors overcome this, I created Chirobots.
Chirobots provides fully-customized automated messages for both your prospects and patients—everything from office location and hours to full-blown marketing campaigns.
You can deploy our chiropractic chatbots to handle most of the mundane tasks your chiropractic assistants dread, convert prospects into new patients through our 12-week educational bot, and build your practice quicker by connecting our bot to your Facebook Messenger ads.
The key to success with Messenger is chatbots because they automate things that take forever to do manually which, in return, allow you to scale to whatever level you want to go in practice.
To learn more, I encourage you to demo Atlas, my chatbot assistant.
He’ll walk you through a very detailed presentation on why you, a chiropractor, should give Messenger your undivided attention.