8 Ways To Jump-Start Your Social Ad Campaign for 2017

It’s a new year, and that means it’s time to shift your focus from the holiday madness to your marketing strategy for the coming year. As you know, as each year has passed, social media has become more and more prevalent to your marketing campaign. Weather you use social media for content, connections, ads, or followers, it’s vital to include it in your strategy. That’s why we put together 8 tips for you to jump-start your 2017 the right way.

Tip # 1: Reduced Advertising Costs

Now is the time to buy ads on social media. The reason being that Quarter 4 (Q4) is known for being the most expensive because of the huge influx of content due to the holiday season. So during this time, when costs are down, take advantage and capitalize on social advertising.

Tip #2: Create New Content and Copy

Out with the old and in with the new. That’s every year’s mantra. So, make it your mantra for your own business. Create new creative content that people will want to read. Update and refresh your images. And write engaging copies to keep current users interests and catch new users eyes.

Tip #3: Try Something New

While what you’re doing may be working, it’s never a bad idea to try a new platform on social media. In fact, did you know that you could run a mobile app install campaign on Pinterest? Or that Snapchat now allows you to send users to your app store or site? Don’t be afraid to try something new. It could help not only reach current users in a different way, but it can also help bring in new users as well.

Tip #4: Engage New Audiences

Who you do or don’t target on social media can make or break your campaign. When prospecting new clients, make sure you update your customer exclusion list. That way you’re not targeting existing clients. Also, in Q4 you probably had more traffic to your site, so make sure to refresh your custom audiences for retargeting purposes.

Additionally, you’ll want to figure out who your high-quality customers in Q4 were, so you can utilize the Lookalike/Actalike seed audiences.

Tip #5: Fuel Repurchase Rates

A customer instantly becomes more valuable if they make a second purchase right away. So use your advertising efforts to help convert the clients you obtained in Q4. The same goes if you own a more service based business, such as a Chiropractic or Health Clinic. You want to try and bring your clients back through your doors right away, to ensure they stay on as retaining patients. Plus, the boost in ads can strengthen your Chiropractic SEO by gaining more of a following.

Tip #6: Audit Your Tracking

Now is the chance to have a fresh start and ensure that you the proper tracking and attribution set up for accurate reporting in 2017. Perform a deep-dive audit to ensure all your social platforms are functioning correctly. Fix problem areas as they arise, and use it to see what you can improve upon this coming year.

Tip #7: Write Down The Highs And Lows Of Q4

As time goes on you’re more apt to forget what happened in the previous quarter. So, take some time now to document what you did, what worked, what didn’t work, new clients you enlisted, etc. All of this information is essential to help you improve upon this New Year and quarter. For example, did your ad campaign strategy help boost your Chiropractic SEO? Or did it fall short? Questions like these are important to know going into the New Year.

Tip #8: Build Your Road Map for 2017

Take these first few weeks in January to really create a strategic social ad campaign strategy. Reflect back on 2016 and remember what worked, or what fell flat, and utilize that. Also, study the growing trends so you won’t be left in the dark ages of this fast changing virtual world.

 

By taking advantage of this information, you can set 2017 up to be the best social ad campaign you’ve ever run.

Top 5 SEO Strategies For The Chiropractor Who Hates SEO

Ok it’s time to get real. If you’re reading this article it’s probably because you can’t stomach the thought of SEO, but on some level, deep down, you know it’s a necessary evil. And you’d be right. SEO isn’t the most fun, enlightening, or the only way to grow your Chiropractic Clinic. But, it is helpful. We live in a digital world, and that means you have to play the digital game. SEO, whilst a pain, can actually help improve your online presence immensely and at the same time, bring more patients in your doors. Now, before you go and stop reading thinking this is just another pat on the back for SEO, let this be said. You don’t have to go crazy and make your marketing strategy focus solely on SEO. But, we will give you 5 killer strategies that are simple, but can help make a big impact on your web presence.

  1. Write Tons of Extraordinary Content.

If you remember nothing else from this article then at least let this be your one takeaway. Why? Because if you’re adding amazing content to your website, it’s possible to rank without doing anything else. The more content, the higher your rankings as long as the content is quality, and up to a certain point. The goal is to publish anywhere from 2-16+ posts a week to help gain more traffic to your site. Obviously 16+ would be ideal, but that’s not always realistic when you have a Chiropractic Clinic to run. So, at least shoot for 2 as your minimum to help boost your rankings, but won’t put a strain on your time.

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  1. Make Sure Your Content Is Long Enough

Unfortunately just writing a little blurb about Chiropractic care or some other form of healthcare blip won’t do much. Because not all content is created equal, you need to make sure that what you’re publishing is of good substance and isn’t too thin or doesn’t adequately cover your topic. In fact, if you post such “articles” it can actually hurt you more than help you. According to serpIQ the best ranked websites tent to shoot for 1,500 words per article.  However, keep in mind that this may vary according to your niche and client base. This is why it’s so important to consult your analytics to see what works best for your business.

  1. Optimize Your Content

Now before you go gagging or panicking, realize that optimizing your content doesn’t need to be a highly technical endeavor. In fact, when your first start out K.I.S.S. it. (Keep It Simple Stupid) Start your optimization by identifying the main topic or theme for your page or post. Do some keyword research, and identify the topics and phrases your particular target market is actually searching for. Once you’ve chosen your keywords, use a plugin tool to make sure your page is properly optimized. The plugin tool will make sure you use your chosen keywords in strategic locations on your page.

  1. Promote Your Content On Social Media

As you know, your content is only helpful if people view it or read it. Therefore, it’s vital to use social media to your advantage. If you already have a following via Facebook, Instagram, Twitter, Linkdin, etc., this is extremely helpful. All you have to do is post, and let your fans and followers help share your content. If you don’t already have a following, it can make this part a little trickier, but still possible. You just may need to invest in paid ads and distribution in the beginning to get your content out and build a following. Either way in both cases, you need to make sure your content is solid and quality. You can’t feed people lazy inspired content and expect them to follow you.

  1. Get All The Links

This is the final step because once you create and promote your content; you want to make sure you’re getting all the links.  Links not only are the #1 ranking factor, but they can send tons of traffic to your website. It definitely can be a time-consuming process, but it’s an important one. And the benefits are more than worthwhile. Here are some strategies to follow when trying to set up your links.

  • Guest blogging on Chiropractic and other healthcare sites. Make sure you include a link back to your site/content within your post.
  • Create posts that bloggers, influencers, and journalists will be likely to link too. A good example would be a “How to” post.
  • Internal Linking or rather linking to your content on other pages/posts on your own site.
  • Reach out to bloggers in the Chiropractic and healthcare field to let them know about you and your content.

SEO doesn’t have to consume your life or business. But with these 5 killer SEO strategies, you can help put your Chiropractic Clinic on the digital map.

Reasons Why Your Website Needs an SEO Audit

SEO audits are incredibly important.  By running one, you can find out several things about your current website: what is working, what isn’t working so well, and how you can improve your site in order to generate more leads and rank even higher than you currently are.

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Do not automatically get a negative impression in your head because of the word audit.  This is a normal response, as a typical audit (think IRS) is not necessarily a fun thing to go through.  An SEO audit, on the other hand, is actually a very good thing. If it is executed properly, you will gain valuable insights to your company and how your current SEO is measuring up against the competition.

How does an audit work?

A typical SEO audit entails your company paying another company to do a full on evaluation of your website. It will be examined forensically and they will use their expertise to identify any potential problems as well as solutions on how to fix them. There are several comprehensive elements that website audits will contain:

Overall Health

This will yield important information on how your website traffic is performing. Does it meet industry benchmarks? Red flags may also be found in the areas of bounce rate changes as well as any referrals or time on the website that might need an investigation. Checking your website’s overall health will also analyze other things such as site map, anchor text, citations, social media profiles, and linking structures.

Penalties

There may be things on your website that would result in a penalty from Google.  An SEO audit will find any penalties or red flags whatsoever that would keep your website from ranking high. You may not even be aware of these penalties as Google’s algorithm is constantly changing.

Competition

This element of the audit lets you know how your website ranks in comparison to other sites. This is a good time to learn what competitors are doing that you aren’t.  You will often times find that they are excelling in areas you are not, which will give you a great opportunity to improve in certain areas.  You will also find gaps in their technique, which will certainly put you at a better advantage.

Now that you understand the importance of an SEO audit, decide if you will implement one internally or use an agency.  Do your research, as there are pros and cons to both.

The Biggest Mistakes Brands are Making with Social Media

Nowadays, advertising on social media is almost essential.  Paying for ads is the only option for most brands today.  Unfortunately, there are some companies who simply cannot afford what it takes to display their content in front of such a wide audience scope on a daily basis.  The most effective way these companies can overcome this is by putting into play an employee advocacy program.  This is when every team member gets on board and work together.  In this case, each person is going to need to be highly trained, incentivized, and rewarded.  If not, then mistakes are likely to occur.

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Here are several mistakes that many brands are making currently with social media:

  1. Lack of Education. Not being fully inundated in each social media avenue is a big mistake.  While although social media is not rocket science, it does require a bit of work to truly understand the ins and the outs.  Employees need to be brought up to speed with a comprehensive educational program regarding how to effectively use all avenues of social media.
  2. Lack of Incentive. Social media activity needs to be a part of employee’s job description.  If not, they are only going to feel like it is added work.  People need to feel like they are getting paid for the work they are putting in.
  3. Lack of Connecting with Others. If your brand is not reaching as many people as can be, your content is not being engaged.  Team members should broaden their networks in order for content to be spread as widely as possible.
  4. Lack of Sharing Organizational Content. Every single person should be aware of every piece of content that is being said, and should absolutely be sharing it.  One person writes a white paper?  Everyone shares it.  It is truly a no-brainer.
  5. Lack of Producing Original Content. Employees should be encouraged to create their own content, rather than knocking off someone else’s.  For doing so they should be rewarded.
  6. Lack of Keeping up with Changes. Everyone is using social media out there- professionals and brands alike. If a person on your team hasn’t started to use it, they risk falling way behind their colleagues and competition.  It is important that you keep up with the times.
  7. Lack of Looking at the Big Picture. Sometimes people say that social media is a fad or a trend, however, by 2018 it is expected that 33% of the world’s population will be using it. That is 2.44 billion people.

 

How Younger Marketers Can Impact Digital Marketing Strategies

Recently, there was a survey conducted by Magisto of 500 United States based businesses, both small and medium in size.  The survey was done in order to take a closer look at the marketing strategies being used: digital and mobile.  Here are some of the interesting findings.

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Digital Media Focus

Younger adults seem to be far more concerned with digital media than older ones, and this interest transfers into business.  Millennials spend 58% of their marketing budget on digital media, according to Magisto.  This is a large contrast to the baby boomer generation, who spend only 14% of their marketing budget on digital media.  In addition to this, 41% of Millennials spend their marketing budget specifically on mobile media.

Brand Awareness via Social Media

Nowadays, it is absolutely essential to use social media to market your business. 44% of brand awareness now comes from social media ads alone.  Print ads have dropped to 13% and TV ads have dropped to 5%.  The younger generation understands this importance, and it is reflected in the statistics.  68% of millennials use social media marketing whereas only 27% of baby boomers do. Social media is important for brand awareness as well as generating revenue.

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Video Focus

The younger marketers understand the importance of video content and its use for digital advertising.  Video content has grown significantly in the past year alone, and 88% of millennials plan to use it this year.  Video content is also paving way for innovative creative opportunities for branded content.  Millennials are four times more likely to use these opportunities than baby boomers are.  Magisto also discovered that despite these growths, not all small and medium sized businesses are prepared to embrace video content as a form of digital marketing.

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There seems to be an age gap in those that are willing to participate it vs. those that are not.  8% of baby boomers are testing out video content ideas for digital marketing strategies, and 47% of millennials are.  The primary reason that some businesses are opting out of testing video content is the cost involved.  In addition to that, people do not want to take on the technical difficulties and time consumption that creating video content ensues.

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Conclusion

Overall, it is fair to conclude from these results that millennials have a great impact on digital marketing strategies, as they are far more involved with them than the baby boomer generation.  Digital-first strategy is displaying a growth in interest, social media is playing a huge part in the customer journey from awareness to purchase, and video marketing continues to grow.

What Service Based Businesses Need to Know about Facebook Advertising

Online advertising is widely used amongst almost every single business out there.  For product-based businesses, it is pretty straightforward with online advertising.  With Google algorithm updates such as Carousel, it is easy to post images of products as well as a short description to capture your audience’s attention.

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For service-based busineses, such as a Chiropractic or a Dental office, advertising online can be a bit trickier.  Facebook advertising is an absolute must, as almost everyone has an online presence in this social media outlet.  Here are some tips for how to effectively advertise on Facebook for your service-based business:

  1. Understand the Purchasing Journey for your Consumers. When it comes to purchasing a particular service, people are going to do their research. Chances are, they are not going to select the first company that comes up in their search results.  This is why it is imperative that your brand focuses on online advertising and communicating as much of your message as possible to prospective customers.  Having information on Facebook allows people to comment about your services, recommend you, and easily provide information to make someone feel comfortable and confident before moving forward with your services.
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  3. Actively Manage Your Facebook Page. When someone hears about your company, chances are they will check out your Facebook page pretty quickly.  If it is lack luster, has little status updates, and no current photos, the chances are high that they will quickly move on to a different company.  Make sure your business information is up to date and complete and that you are posting regular statuses: fun facts, interesting videos and photos, blog links, etc.
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  5. Target Ads to Your Ideal Customers. You must first understand who your target audience is, and then target your ads accordingly. Know where your audience lives so you can target geographically.  You can also tailor your ads to specific demographics, such as age, income range, etc.  Lastly, you can target people by niche demographics.  There are Facebook users who provide information such as life events or homeowners status, which can open up many opportunities for brands.
  6. Make Great Ads that Command Attention. Your ads must be eye-catching in order to capture your audience.  Not only are you competing with other businesses out there, but you are also competing with interesting content provided by people’s friends and families in their newsfeed.  Use engaging images with a short, impactful message that contains the right call to action.

Dominating Local SEO

In the past, it was incredibly easy to rank high on Google’s search engine results pages (SERP) for your local business.  All that was required was having a website, obtaining a few listings on online business directories, and utilizing Google My Business page.

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If all of those things were properly employed, your local business would be ranked high anytime someone searched “Chiropractors in Indianapolis”.  Unfortunately, these days are long gone.  Local SEO has turned into a different game in the ever-changing world of SEO.

Local SEO is More Competitive

Because businesses have realized the importance of local SEO, they are now following through with the basics listed above in order to obtain higher rankings in Google’s SERPs.  However, because of this, there are many businesses all trying to reach the top of SERPs and there are only a number of available spots. In addition to this, it is actually more complex to rank for local keywords now as local search ranking factors have evolved quite a bit over the past few years. For your local business it is important to understand these changes.

Take note of the following changes that have a large impact on local SEO:

Google Local 3-Pack and Maps

On Google Maps they used to show 7 local business listings on the Local Pack.  Over a year ago, it went from 7 to 3.  It will soon go from 3 to 2, making it very competitive to secure a spot on Google Maps. In order to make it into one of these spots, local businesses will need to employ a variety of local SEO techniques, such as: optimizing Google My Business page, listings on multiple online business directories as well as citation sites, incorporating lots of local SEO content onto their site, and having happy customers that leave great reviews.

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Google My Business

Google has made a huge effort to get local businesses to claim their Google My Business page.  A way for local businesses to up their chance of landing on Google’s SERPs is to go above and beyond with their Google My Business page, adding as much information as possible.

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Instead of filling out the basic information required, as many other companies might, businesses can add pictures of their business or products, update their logo, include business hours, different types of payment that is accepted, as well as any other keyword-rich business description.

Write Local Content

In order to compete with local competitors, local content must be incorporated into your website.

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This can be done with regular blog posts, local events and activities, local news alerts, and even listing the specials and promotions you are currently running.

Improve Health by Marketing Health

All companies know that in order to succeed marketing must take place.  After all, how do you expect anyone to know you exist if you don’t tell them about who you are and what you do? When it comes to public health professionals, however, they do not always have the same mindset.  Marketing is not as well understood or known in the public health community.  One of the reasons for this is because it is not taught in medical schools. Regardless of how this came to be, it is important for public healthcare professionals to begin marketing health in order to improve health.

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This will be done as knowledge will provide consumers information on how to promote their health as well as information on various health protection interventions.

The American Marketing Association defines marketing as follows:

“creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (emphasis added).

The Centers for Disease Control and Prevention (CDC) has taken this information and used it to form a definition of healthcare marketing:

“creating, communicating, and delivering health information and interventions using consumer-centered and science-based strategies to protect and promote the health of diverse populations.”

Marketing can play a huge role in public health by using core marketing activities. Some of these activities are conducting customer research, building sustainable distribution channels, and improving accessibility to easily adopted programs.  By using these core marketing activities, public health professionals can improve the likelihood of patients to adopt and implement specific health behaviors and practices.  There are many evidence-based prevention strategies that consumers simply will not know about unless the information is adequately marketed to them in a way they can understand.  By giving off these messages to the public, healthcare marketing can help to close the gap that currently exists between everyday practice and public health research.

Healthcare marketers have a common end goal: provide accurate, relevant, and accessible health information to the public.  This information will help people to protect and promote their health as well as the health of their families and those around them.

In conclusion, it is important to recognize the usefulness of healthcare marketing.  With more and more providers implementing it within their own practices, it will only advance the field of public health and knowledge on specific treatments and outcomes.

How to Grow Local Organic Marketing Without Ads

Many companies utilize local marketing techniques to grow their businesses; after all, local business are what makes each community unique.  However, enterprise businesses also contain the same ability to affect communities, regardless if they are chain stores or online platforms.  The purpose of this article is to learn how large, enterprise businesses can grow local organic marketing without the use of ads.

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Certain businesses are already scaling local.  Airbnb requests its top brand promoters to create content about experiences in order to benefit other customers.  Another program by Lyft, called Ambassador, will reward local users when they share the service with other people located in their communities.  While Sport’s Authority is closing its doors, its top competitor Dick’s Sporting Goods’ stock is at an all time high.  The reason for this?  On local sponsorship pages, it appears as one of the most frequent brands to be marketed.

What does it mean to scale local?  Scaling local marketing involves developing an overall mission and a well thought out plan to get the most out of relationships at a local level, including writers, customers, community organizations, and employees.  Although this will sometimes require financial investment, it is really the only way to scale locally without having to rethink organic marketing.  Instead of paying advertisers to list more ads for their brand, companies need to allocate funds to sources who will aid in growing relationships and developing more content.

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How to scale local with customers:

In order to scale local with customers, businesses must localize and personalize interactions with their customers.  The upside to this is it can be pretty inexpensive to do.  The downside is that this can only be done in a market where there is already a presence established.

How to scale local with writers and creatives:

Businesses can work with local creatives to create content for their site as well as collaborate together in order to create sponsored content for the writer’s publication.  The upside is that very authentic content will be a result of this.  The downside is that the management level required is large and there are specific rules to follow.

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How to scale local with sponsorships:

Businesses need to partner with local meetup groups, nonprofit organizations, events, groups and schools to gain a local footprint.  The upside is there are major benefits to this method, and the downside is that this can be quite expensive and take a lot of work.

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How to scale with local employee empowerment:

Businesses can start programs that are designed to match donations made by employees to nonprofits as well as pay them in order to volunteer.  The upside is maintaining employee retention rates and the downside is that a full time employee may be required in order to organize it.

Healthcare Marketing Needs to Catch Up: Here’s Why

So many companies nowadays are getting bold in their marketing campaigns.  We see companies like Progressive and State Farm pushing the boundaries by adding humor to their ads.  They make lasting impressions though, don’t they?  Healthcare companies really need to catch up in this department, especially with the competition in the healthcare realm rising. Most healthcare ads are very generic and ‘polite’ or ‘respectful’.

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While this is the safe route to go, it may not be the most effective.  After all, there isn’t a single person in this country who doesn’t know who Flo or Jake from State Farm are!

Where Healthcare Marketing is Going Wrong

Most healthcare campaigns highlight a hospital’s expertise or their new cutting edge technology.  While this information might be true, the end result is typically a boring campaign that showed zero creativity. Patients want to feel like they are more than a number and receive personalized care.  Because of this, healthcare marketing needs to come less from a supplier’s standpoint and more from the perspective of a potential patient.  Patients want to see the doctors and nurses behind the hospital so they can build an emotional connection and form trust.  This is the message that healthcare marketing companies are failing to portray.

New Ways of Marketing

Healthcare marketers are realizing they must adapt and utilize new methods in order to reach today’s population. Millennials are excellent at filtering information and deciphering what is authentic and what is not, so using traditional methods of marketing is a pointless effort.  If new ways of marketing are not implemented, finding and securing patients will be an impossible task.  Previously, doctors could sit around and wait for patients to find them.  Today, however, people realize they have options and typically shop around.  It is important that practices make themselves look as attractive as possible and do so in an effective manner.

How Marketers Can Catch Up

These important actions must take place in order to make a change:

  1. Bring the Dollars Rather Than Chase Them. Rather than constantly seeking money to support their internal structures, healthcare marketers need to start with internal assets. Analyze the value the practice is providing: physician performance, patient satisfaction, patient volume, as well as other relevant data.  Create a direction from this information from the get go.
  2. Monitor Online Presence. A healthcare company’s online image cannot be overlooked, as more than 40% of people utilize social media prior to making healthcare decisions. Having this network of support for patients to consult is key.
  3. Listen & Learn. In order to reach patients with a message that works, healthcare marketers must pay attention to the details by talking to actual physicians and patents. They need to connect with potential patients in ways that will earn their trust and loyalty.