For a practice-educating chiropractic blog to be effective, the person reading it needs to feel like they’re speaking directly to them
Blogging is a great way to showcase your expertise as a chiropractic provider while building trust with current and potential patients. Engaging in certain practices can help make your blog more effective. Here are seven best practices for creating an exercise building blog.
Define the goals of your blog
What is the purpose of your chiropractic blog? For example, do you want to grow your patient list or boost sales of your dietary supplements or other health products or your brand?
Defining the goals of your blog is important as it will help you decide what to write about. It also tells you what metrics to monitor when analyzing effectiveness.
Develop a patient personality
For a practice-educating chiropractic blog to be effective, the person reading it needs to feel like they’re speaking directly to them. One way to achieve this type of effect is to develop a persona of your ideal patient.
Think about your target patient’s demographics – their gender, age, occupation, education level, marital status and more. Use this information to develop a patient personality. Then write your blog posts as if you’re speaking to that persona.
Create keyword-focused content
Keywords help search engines better connect you with the people who are searching for your services. The words and phrases you use are also important as they bring people to your blog organically rather than attracting them with paid advertising. Research shows that organic search is the most dominant at 53.3% of all website traffic.
There are several online keyword search tools that make it easier to identify those that are searched for the most. Some of the most well-known platforms are Google Keyword Planner, SEMrush, and Ahrefs Keywords Explorer.
Use the words and phrases you find in your research in your blog posts. For example, if your office is in Tampa, Florida, one of your keywords is likely “chiropractor in Tampa.” If you specialize in a particular area or modality, your best keyword phrase might be “sports chiropractor in Tampa” or “myofascial release in Tampa.”
Put quality first
While keywords are important, they are no more important than writing quality. If your blogs don’t provide valuable information or don’t answer your patients’ most compelling questions, chances are they won’t revisit your site. The quality of the content always comes first.
One way to improve the quality of your blog is to avoid keyword stuffing. Using the same keywords repeatedly in an attempt to increase search rank can make your blog difficult to read. Also, remember that the number one question the reader asks is, “What’s in it for me?” If your content doesn’t answer that and help them improve their lives in some way, a practice-educating chiropractic blog won’t be as effective.
Add a call to action
If you blog about the best supplements for better health and mention that you sell the same supplements, don’t assume that your blog reader will make the connection and make them buy. Instead, you need to tell them exactly what to do with a clear call-to-action at the bottom of each blog post.
If that call to action involves a purchase or making an appointment, and that’s something they can do on your site, include a link to that page rather than forcing them to look for it. If your call to action is to call your office, repeat the phone number you want them to call, even if it’s listed in multiple other places on your site. Make it as easy as possible for your blog reader to take the desired action.
Publish your practice-educational chiropractic blog regularly
You can’t just publish one post a month (or year) and expect your blog to gain traction. Posting regularly will keep people coming back to your site to learn more, which will increase your site’s rank while further advancing your expertise.
Marketing expert Neil Patel suggests that publishing two posts a week can dramatically improve your blog’s results. Once you have some blog posts online, you can also go back and update old blogs and update their content. This will help you generate more traffic without having to write all new blogs.
Keep an eye on your metrics
As mentioned earlier, it’s important to define your blog’s goal as it tells you what metrics to track to determine its effectiveness. Some metrics to keep an eye on are how many new patients you are getting as a result of your blogs, whether your product sales have increased, or whether there has been an increase in website engagement.
Check these metrics regularly to make sure you’re on the right track. When you make the progress you want, keep doing what you’re doing. Otherwise, make small changes to your strategy and revisit your metrics. Sometimes a small change can make a big difference.
