Facebook marketing for chiropractors: a few tips for success
10-second summary:
- With the right tactics, Facebook can be a fruitful place for finding new patients.
- Use smart audience targeting tools to reach people who are likely to be interested in your services.
- Target people within a set radius of your clinic(s).
- Unlock the potential of Facebook to fill your appointment book.
Facebook marketing: for chiropractors, it remains a relatively unchartered realm. And that means it can be a fruitful place for finding new patients.
You have a Facebook profile for your chiropractic business. You post with semi-regular frequency. You even get a bit of engagement on your posts.
But something is missing.
You’re not winning any new business from Facebook. And you don’t really understand how you could.
The answer is healthcare lead generation. And you can get big results with Facebook ads, which allow you to get your practice in front of new people. People who don’t already follow you. People who are highly likely to be interested in your services.
Yes, it costs money to advertise on Facebook. But if you get it right you can expect ROI that is positively spine tingling. And puts your practice on a positive path to sustained growth.
Here’s our introduction to Facebook ads for chiropractors.
But first…
Put your back into it. (Or let us do it for you.)
Advanced warning: getting the really big returns from Facebook ads takes time and expertise. So be prepared to learn. Or let us take care of everything for you. We are an expert in paid media ads for chiropractors. We transform ROI for our clients. And if we like the sound of your business, we may even cover your ad spend. How many new patients could we bring you? Ask for a free proposal and find out.
“The digital strategy the Adbetter team created for us immediately started paying for itself several times over, in just the first month, by delivering significant new customer revenue. It has also allowed us to open up our customer base to new audiences that I never thought would be our target audience.”
– Kiana Djazeb, Director & Founder, Snatch & Glow
The benefits of Facebook marketing for chiropractors
With over three billion monthly users, you can be sure that your target audience is using Facebook. Better still, 80% of people use social media to find health information. And one-in-four internet users turn to social media to research healthcare decisions.
In short: Facebook is a great place for connecting with your next patients. And that’s not the only reason you should be using Facebook to promote your practice.
Facebook ads for chiropractors are accountable
You don’t have an infinite marketing budget. You need your spend to get results. Facebook ads fall into a category of advertising called pay per click. As the name suggests, you only pay when someone clicks your ad. And why would they click unless they were at least partially interested in your services?
Target your audience with precision
Facebook puts a vast audience at your fingertips. But what’s great about advertising on Facebook isn’t the size of the audience, but the tools it gives to find the right audience.
Smart tools make it easy to zero in on people who are highly likely to be interested in your services. You can target people based on their location, their online browsing activity, their age, their income, their occupation, their hobbies and an awful lot more.
3 steps to creating your first Facebook ad
Don’t worry if you have no experience. The Facebook ads environment is easy to use and will guide you through the process. Here are some key points.
1. Choose a goal that works for your practice
When you create a new ad, you will be prompted to define a goal. This will help to guide the creation of your campaign and measure its performance.
Goals include:
- Building awareness of your chiropractic clinic
- Reaching out to new patients
- Driving new visitors to your website
- Generating enquiries from new potential patients
- …and more
In terms of Facebook marketing for chiropractors, we would almost always recommend lead generation as the chosen goal of your ads.
>> Private clinic ads: what are the best treatments to promote via PPC?
2. Finesse your targeting
A successful Facebook ad campaign is usually born from carefully considered audience targeting. And when it comes to Facebook ads chiropractors, there are two audience targeting capabilities that it makes sense to utilise.
Location-based targeting
There’s no point advertising your services in New York if your clinic is based in Newquay. With Facebook you can set your ads to display only to people within a pre-defined geographic radius of your practice. So think carefully about how far people would be willing to travel to benefit from your expertise.
Lookalike audiences
The lookalike audience feature is clever. Feed your existing customer data into Facebook and it will try to find common denominators before recommending a new audience to target that shares certain attributes with your existing customers.
3. Choose an ad type
There are several ad types to choose from on Facebook, including:
- Image ads. Consist of a single photo. They’re perhaps the most common type of Facebook ad and are often used successfully in Facebook campaigns for chiropractors.
- Carousels. Similar to image ads (above), but you can share up to ten images in one ad.
- Videos. Video ads appear in a user’s timeline and are a relatively non-intrusive way of including moving images in your ad.
- Stories. These are full-screen vertical video ads designed to enhance engagement.
- Promoted posts. Also called boosted posts, this ad type allows you to promote one of your organic posts to non-followers.
Facebook ads for chiropractors: 9 tips for success
1. Always remember your reader
It’s easy to get lost in data. But never forget that every time your ad is served on Facebook, it will be seen by a real person. A real person who is potentially in pain and looking for relief. A real person looking for reassurance. You have to frame your ad in a way that resonates with your reader. It’s about solving their problems, rather than shouting about your services.
Broadly speaking your potential leads will fall into two distinct categories. The first is someone who has been living with chronic pain. They might see your ad and decide they should finally do something about it. The second type of lead is someone who has recently injured themselves and is keen to find quick relief.
It’s worth creating separate campaigns for each audience. Think about how your message to each of them might differ.
2. Remember the first click is just the start
When someone clicks your ad, it’s just the start of the journey. Each of your ads should drive your new lead to a campaign-specific landing page that expands on your ad and attempts to capture data on your audience.
Landing pages are a unique science all of their own. But here’s a lightning-quick guide to best practice.
- Design and copywriting. Your landing page should feel like a continuation of your ad. That means using similar images and colours, making sure your logo is prominent and so on. It absolutely must be optimised for mobile (most people will have clicked your ad when browsing Facebook on their phone). And be sure to create a compelling proposition above the fold.
- Create a closed journey. Single-mindedness is a strength when it comes to landing pages. Limit navigation options and stay focused on one clear call to action.
- Utilise social proof and trust signals. Customer testimonials are a great way to build credibility and establish trust in your company. Ideally, take your customer reviews from a verifiable source such as Trustpilot or Google Reviews. If applicable, utilise trust signals such as industry accreditations, qualifications or awards.
- Gather data. The main aim of a landing page is to gather information on your lead. Create a form that allows you to learn about your lead and start the marketing conversation.
- Remember your GDPR obligations. For your forms that means having a tick box that forces people to actively opt in to your comms, the name of the person or business that will be contacting them and the method that they will be contacted by – such as email or phone. You must also include a link to your full privacy policy.
3. Take them on a diagnostic journey
As above, your landing page should include a form that allows you to gather information on your new lead and begin nurturing them towards becoming a customer.
Most landing page forms are achingly basic: name, email address, phone number. Perhaps you could be a bit smarter.
By asking the right questions you can take your lead on a diagnostic journey and allow them to self-triage. This has several benefits:
- You find out exactly what kind of problem your lead is struggling with
- You signal to your lead that you can resolve their issue
- You save yourself marketing and sales work further down the line
- You know the potential value of a patient before they’ve even set foot in your practice
4. Your branding must look the part
If people perceive your branding to look unprofessional, they will conflate that with the standard of your services. Your campaign must look and professional. Credible. Trustworthy.
Of course, the need for a professional brand needn’t come at the cost of differentiation. Lots of healthcare branding is practically identical. You can be professional and different.
5. Establish your credibility
When it comes to chiropractors, people want expertise. Reassure your audience that you have it by alluding to your industry accreditations, training, experience, memberships, awards and certifications.
Genuine testimonials from previous customers can also go a long way to enhancing the perception of your services. (Just remember to get permission if you’re going to use patient testimonials in your marketing.)
6. Be wary of the regulations
Facebook – quite rightly – has strict regulations on the promotion of healthcare services. And while your services may fall into the therapeutic side of healthcare, don’t be surprised if Facebook’s overcautious algorithm flags you for wrongdoing.
For one, you should avoid any slight hint that you might be exploiting people’s insecurities – for instance, about their posture – for commercial gain. As for photography, before and after shots are banned on Facebook. And you must speak in a way that is clear.
Facebook has more info on regulations for healthcare ads here and here.
7. Test, test, test
For each constituent part of your ad – image, headline, call to action and so on – Facebook will give you the option to upload multiple variants. This is an opportunity you should take.
Facebook will algorithmically test the ad variants on a small subsection of your audience before preferentially serving what it determines are the most likely variants to drive the best results for your campaign.
8. Get the right tracking in place
Tracking your campaign performance can turn a good campaign into a campaign that transforms the future of your clinic.
When you have the ability to monitor, measure and interpret customer behaviour, you can begin identifying trends in the ads that are driving results, and those that aren’t. This intel is gold dust – and the starting point from which you can continually optimise the efficiency and performance of your campaign over time.
You have to be willing to dive into your data. You have to be willing to ask questions. What were the good leads? How much did you spend on that lead? How much money did you make?
Of course, that takes time…
9. Consider working with an expert
A lot of what you do is about helping people to move – pain free. We can give you the same treatment – helping you to move towards your growth and revenue goals without the challenges that many brands encounter with Facebook ads.
Day in, day out we drive transformative ROI for brands across many sectors – including private healthcare. Ask for a free proposal and we will outline what you can expect from us within three months of working together.
You may also be interested in:
- Healthcare PPC services for hungry brands
- How to find more healthcare leads and transform your business
- Find success with Google Ads for chiropractors
- Facebook ads for healthcare: 28 tips for nailing your campaign
- Private clinic ads: what are the best treatments to promote via PPC?
Frequently asked questions
Facebook has strict regulations on the promotion of healthcare services. You must describe treatments and procedures accurately, with due regard to any potential risks. Avoid time-limited offers that can be perceived to put people under pressure to purchase without opportunity to weigh up the pros and cons. And avoid the use of before-and-after photography, which is banned for chiropractic ads on Facebook.
Facebook advertising can be very cost effective. With Facebook ads, it’s easy to get your chiropractic brand in front of people who are likely to be interested in your services – and you can begin getting results with a relatively small marketing budget compared to other forms of advertising.
Facebook provides sophisticated audience targeting tools that allow you to zero in on people who are highly likely to be interested in your services. You can target people based on location, online browsing activity, age, income and more. Or utilise the lookalike audience feature: feed your existing customer data into Facebook and it will try to find common denominators before recommending a new audience to target that shares certain attributes with your existing customers.
Broadly speaking your potential leads will fall into two distinct categories: people who are living with chronic pain and people who have recently injured themselves. Consider creating separate campaigns for each audience – explaining how your services and treatments can help them.
Facebook will give you the option to upload multiple variants of each constituent part of your ad – image, headline, call to action and so on. If you do so, Facebook will algorithmically test multiple ad variants on a small subsection of your audience before preferentially serving what it determines are the most likely variants to drive the best results for your campaign. Alternatively you could consider working with a specialist in Facebook ads for chiropractors, such as Adbetter.
