Traditionally, newspapers, flyers, postcards, yellow pages and newsletters have been the vehicle of choice for most chiropractors. However, most of one’s efforts were based on a hope and a prayer.
The hope was that someone would read and respond to the ad followed by a prayer that enough business would be created to pay for them.
The fallacy with this approach is that you aren’t fulfilling the buyer’s wants. Instead, you are contributing to the advertising noise.
Plus, depending on whom created the ad, you wasted valuable resources that produced little to no return on investment. Particularly when your message was all about you and nothing about the buyer.
Following the new rules, you now know that adequate research must be done to understand your buyer.
In our previous post, one of the most successful ways to research your market is through keyword search analysis. In other words, what are your buyers searching for that they want and desire?
If you’ve done your homework correctly, your content should be laser-focused on these keywords. Remember, the buyer is in control. It’s not about you, it’s about them.
Nevertheless, even if content is king and fulfills the wants of the buyer, its dead in the water if you can’t deliver the content both effectively and efficiently.
So, what vehicle is available to accomplish this?
In today’s market, your best vehicle is the blog.
In our next post, we’ll define a blog and discuss why you need one.