You will already know some of the benefits of chiropractic marketing through newsletters. Newsletters are an ideal way to build long-term relationships with your chiropractic clients and to maintain them. They are a great way of building clients' loyalty and satisfaction with your chiropractic services.
So now let's look at why that marketing is perhaps best done through e-newsletters.
Why take Route E?
Quite simply - it's quick, it's easy and it's cheap. There's no need for costly print runs or for time-consuming distribution. You can mail and e-newsletter to your whole list with one click. You can even get software, which will automate the whole process for you, leaving you time and energy to concentrate on the e-newsletter content and your patients.
Remember - marketing is not just about selling - it's about showing potential clients you can meet their needs - and maybe even showing them what they're needs are. Good email marketing is always short and to the point - focusing on the recipient's interests and your expertise, which matches that, while being friendly and entertaining. Always write your marketing material as if you were writing to one person.
So who is your market?
If you're going to send out an e-newsletter you've got to have a mailing list, so people need to give you their e-mail addresses. This may mean you giving them an incentive, but if you're clever about this, that incentive can work in your favor. Don't give away something gimmicky. Provide something related to your chiropractic service like a free back care consultation. You'll have broken the ice and made people much more receptive to your message.
Get the relationship off to a good start
Make your newsletter an opt-in thing. This works well in two ways; because it respects people's privacy, it makes them trust you, and also, because people opt-in, you are not sending your e-newsletter to more reticent potential clients who would be better targeted by a different marketing strategy.
What makes good content?
Really, anything that shows prospective clients what good you can do for them:
Give people a reason to respond
E-mails are the most immediate forms of communication, so capitalize on that. Your recipients will want to get something they need to respond to, or else they will wonder why you bothered to send them an e-newsletter in the first place. Give them a trial of new technology, a back pain clinic or a meet and greet session - anything so long as it calls them to act and gets them in to your chiropractor's surgery.
Make it fun!
Give people competitions and surveys to complete. You'll be finding out useful information and you'll also be using the most effective chiropractic marketing technique - finding out what your clients want so that you can give it. It's simple, really, but often chiropractors don't think to do it.
Get people involved
Invite subscribers to respond to your chiropractic e-newsletter. Perhaps even consider a moderated blog for people to offer opinions and suggestions.
So, e-newsletters are a great chiropractic-marketing tool because they are cheap and easy, and because they reach people directly with content directed at them. Give them what they want to know about and give them a way to respond to you and they will - in their dozens. That has to make sound chiropractic marketing sense.
