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?
Well, before I address those concerns, let’s review what’s worked over the past fifty years. Here’s just a short list:
1. Newspaper ads
2. Yellow Pages
3. Direct mail
4. T.V. ads
5. Radio ads
Out of the above list, which ones are successfully working for you today?
Are you paying your overhead from the flood of new patients you received from that fancy Yellow Page ad?
How about your direct response newspaper ad? Is it still generating double-digit returns in new patients?
I can already hear the emphatic “NOs”!
If that’s the case, then do you know why they’re not working?
Let me tell you — it’s because the market has moved and people have changed.
More and more people are using the Internet today than ever before. And, they’re not just turning to Google and other major search engines to find what they need. Social media networks are playing an ever-increasing and important role. And, rightly so.
Because when it comes to purchasing decisions, people are more likely to seek input from friends and family before trusting third-party reviews. Therefore, having a strong presence within these top networks is key to not only surviving but prospering.
As more and more people turn to the Internet, traditional forms of marketing work less. A couple of the reasons why is because people are tired of the noise and the interruption it causes to their day.
This is why inbound marketing dominates. With inbound marketing, the buyers’ are in control. So, as a business owner, you better be paying attention to what your buyers want.
The best way to do this is by listening.
According to eMarketer.com, the number one tactic used by social media marketing experts was to establish a method for engaging consumers in online conversation.
You see, by listening to the wants and desires of your prospects, you’ll better understand what their needs are which will open the door for conversation. But, in order to keep the conversation going, you’ll need quality content to appease their appetite. This is where content publishing comes in.
As a chiropractor, you’ve got to start thinking like a content publisher.
Instead of worrying about the layout of your Yellow Page ad, you need to be studying your market to determine what your prospects need. Once you know what they need, you can tailor and construct your content around those needs.
In other words, it’s not about YOU, it’s about THEM!
So, the next step is to provide quality content that is keyword specific and can be distributed in various forms.
The very best way to accomplish this is through a blog. It provides a solid platform within an easy-to-use interface to distribute content in whatever media you choose — text, audio, or video.
In addition, it can be linked to your social media networks and syndicated through its RSS feed. Because of its power, it literally can and should become the hub of all your online activities.
For further insight on content publishing, check out Mr. Pulizzi’s book and start learning how to succeed online TODAY!
Question: If you’re already using content publishing, what media works best for you? Text, audio, or video?