Chiro Playbook

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Master Marketing
Your Practice on the Internet Using This Easy to Follow and
Implement Guide.

What You’re Going to Learn Inside:

(Click any Chapter below to jump directly to that section)

Chapter
1: Why This Playbook was Created and Who Wrote it.
Chapter
2: Your Digital Stack: What kind of Online Marketing
should Chiropractic Offices spend their money on (and
in what order)?
Chapter
3: Your Website and What it Should Do.
Chapter
4: Your Facebook Page and Why it’s Extremely Important.
Chapter
5: Using a “Newsletter” to Get More Business from
Existing Customers.
Chapter
6: How to Drive New Business with Facebook Ads.
Chapter
7: What is a Messenger Bot (and why you need one).
Chapter
8: How to Show up in Google Ahead of Your Competitors.
Chapter
9: How to get someone to do everything for your
Business.

Chapter 1:
Why This Playbook was Created and Who Wrote it.

Before we dive in, I want to say how
excited that I am that you’re reading this playbook.
Creating this was a labor of love and I hope it helps you to
grow your business in the same way I’ve been able to help so
many of my clients.

My name is Dr. Ben Adkins and I am a Chiropractic
Physician who got into Digital Marketing because I needed
a way to grow my practice, when traditional means of
promotion started to lose their effectiveness for me.

Over the last few years,
I have made it my mission to become an expert in helping
brick and mortar businesses grow using Digital
Marketing. I’ve spent countless hours learning about and
testing just about every digital marketing technique
under the sun.

All that research and
testing led me to what works, what doesn’t
work, and what order you should do
everything in to get the biggest bang for
your buck.

This “Playbook” will help
you understand the techniques that you should be
implementing in your business and how to be more
informed when hiring someone to help you implement them.

This guide isn’t meant to be consumed in one sitting.
Bookmark this guide, read it in chunks, and come back
anytime to keep learning more.

Let’s get started with a 10,000 foot view of what you
should be doing to market your business online and in what
order.

Chapter 2:
Your Digital Stack: What kind of Online Marketing should
Chiropractic Offices spend their money on (and in what
order).

There are so many options out there
when it comes to marketing your business online. With all
those choices, it’s hard to know what the most effective
ways to spend your business’ marketing dollars are.

After years of working with businesses and helping them
with their online marketing, I’ve compiled a ton of data
that has lead me to know exactly what works and what
doesn’t. Putting that data into practice has lead our
clients to being extremely successful with their online
marketing.

Businesses that are successful marketing themselves
online (and don’t overspend) have mastered something
that we call the “Digital Stack“.

This “Digital Stack” is a term that we came up
with to describe the order that you should implement
certain online marketing tactics so that you squeeze
every dollar of value out of everything that you’re
doing online.

When you hear a business owner say that they failed using
a certain type of marketing online, it is usually because
they used a technique that didn’t have a good foundation.

For example, it doesn’t make a lot of sense to run a
Facebook Ad campaign to generate leads for a business if
the business has a website and/or Facebook Page that
doesn’t look great. This campaign typically fails because
prospective customers like to do additional research
when they see an offer on Facebook. If they see an
offer, and then go look at a webpage or Facebook Page that
looks like your nephew built it in 1995, that doesn’t make
them want to actually claim the offer they saw on
Facebook.

I’ve seen a ton of business owners who have run a special
offer with Facebook Ads (on their own) that ultimately
failed at first due to them not having their “digital
house in order”. In short, their brand looked terrible
when people did just a little extra checking on them
(because their website and Facebook page weren’t
optimized).

We ended up running a nearly identical Facebook
campaign when they signed up with us, but with one big
difference.

The big difference was that we laid the groundwork for
their campaign before we ran it. We made sure that their
website and Facebook page looked great before we ran the
campaign. When potential customers saw their ad, they got
a good impression of the business on their other
properties and followed through with claiming the offer
because of it.

With that said, in what order should you setup your
Digital Marketing Activities?

Your “Digital Stack” (What order
should you do things?)

As you can see from the Infographic
above, the order in which you decide to build your business’
digital marketing presence is important.

Let’s walk through what techniques you should be
implementing, the order you should be doing it in, and
why.

Stage 1: The Foundation
Making Sure You look Good When They Look for You.

It’s important to understand what
happens when a prospective customer hears about your
business from a friend, a radio ad, the newspaper, or from
any other place you might come up.

Whether it be from a referral or any other marketing
channel, the typical person will do a little pre-research on
your business before they ever pick up the phone or walk
through your front door. Before anyone decides to do
business they typically do two things.

The two ways prospective clients research you:

1) They search for you on Google.
First they’re going to head over to Google and they are
going to check out your website. You need to make sure
that your website is doing some key things and that it
looks a certain way. We cover all of that here.

2) They search for you on Facebook
Second (and sometimes first) people are going to type in
the name of your business on Facebook and see what’s
happening there. People go to your website to get basic
information, they search for you on Facebook because they
want to get a peak at “what is actually happening on the
inside”. I cover more on why your Facebook page has to
look great and must be active right here.

Stage 2: The Business Drivers
Getting More Business through the Door.

Once you have a great website and have your Facebook
page posting content daily, you officially have a
foundation laid for your practice to start reaching out
for more business through your digital assets. If you
didn’t have the foundation laid, your lead generating
activities (Facebook Ads and Email Newsletters) could fall
flat when people did a little research on you, after
seeing your ad or emails.

With your foundation laid, you want to focus your
attention on two “business driving” activities. One of the
activities is designed to get more of your existing
customers through the door (Email newsletters). The other
is designed to get new prospects through the door
(Facebook Ads).

The two ways to drive more business through the
door:

1) Email Newsletters to Existing Customers
One of the easiest ways to get more money coming into your
business is to get existing customers to come back in and
spend more money for services or products that they need.
So many business owners and managers forget this, but it’s
as easy as sending a reminder via email. The secret is to
make sure that your email newsletter is something that
contains value in itself. I cover more on how to create an
email that drives more income into your business right here.

2) Facebook Ads to New Potential Customers
One of the easiest ways to reach the kinds of people that
would be a perfect new customer is through the power of
Facebook ads. Unfortunately, most businesses fail with
Facebook Ads because they have no idea how to setup the
kind of “sales funnel” that works well with this medium. I
cover exactly how we successfully use Facebook ads with
our clients right here.

Stage 3: The Domination Strategies
How to Become Number 1 in Your Market

Once you have all the Foundation components (Website
and Active Facebook Page) and are effectively driving more
income generating business with things like Email
Newsletters and Facebook Ads, it’s time to focus on the
things that allow you to dominate your local marketing.

These technique are a little more technical and take a
little more time to implement properly, but allow you to
be years ahead of your competition. We focus on two main
“advanced strategies” to help our clients dominate their
local markets.

The two advanced Digital Marketing Strategies that
Allow you to Dominate your Competition:

1) Facebook Messenger Bots
What if you could have a sales person out on Facebook 24
hours a day looking for people who need your services and
reaching out to them with an offer that would get them to
come in to your business? Facebook Messenger Bots are the
next best thing (and they don’t ever sleep). We have had
amazing success with Facebook Messenger Bots. You can see
an example of how we use them right here.

2) Search Engine Optimization (AKA: Being Loved by
Google)
One of the most important digital marketing techniques
(but one of the most misunderstood) is getting Google to
fall in love with your business. Search Engine
Optimization is a long term investment in your business,
but it’s one that is important to make. I’ll show you
exactly how we help our clients rank for those all
important “business generating keywords” right here.

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Chapter 3:
Your Website and What it Should Do.

The most important thing you can do
when marketing your business on the Internet is creating a
“home base” where people can learn about you and what you
do. A great website should be the centerpiece of your
digital marketing and all of your efforts should lead back
to this site.

Just like you update the decorations and front facing
aspects of your physical location as the years pass, you
should also make sure that your website is updated and
gives a true reflection of what your business is all
about.

One of the big mistakes that Brick and Mortar business
owners make is thinking that Social Media sites like
Facebook have replaced the need for a business website.
While it’s true that your Facebook Page is extremely
important, your website is still the first place people
look for when they want to get more info on your business
from the internet.

You have to make sure that your website, at the bare
minimum, has the core components that it needs to give
people what they came for. At the same time, you have to
make sure your website makes a great impression every time
someone visits it.

Let’s talk about the 9 things every brick-and-mortar
website must have.

The 9 things Your Business
Website must have:

#1: A Professional and Current
Appearance.

It’s not enough to just have a
website these days. You have to have one that looks good and
is easy to navigate.

There is nothing worse than having a website that looks like
it was designed in 1995 and hasn’t been touched since.
Having an outdated website telegraphs that you and your
staff don’t pay attention to details and don’t care about
staying current. Whether it’s fair or not, this can
shift the way they think that you operate inside of your
business as well.

It’s important that you have a professional design your
site to be easy to navigate and to look current. It’s also
extremely important that you have someone who makes sure
that your site loads quickly and does weekly checkins on
your website’s health (hackers are always coming up with
new ways to do damage so it’s key that you have a pro
monitoring things for you.)

#2: A Peak Inside Your
Location/s.

Simply put, people want to know what
the inside of your business looks like before they ever
decide to step foot inside of it in real life. Giving them
this window into your physical location goes a long way to
helping them make the decision to do business with you.

#3: Pictures of You and Your
Staff.

People want to know who they will be
dealing with when they decide to do business with you. It’s
important for them to see your face and the faces of the
people they’ll be dealing with once they come in. Putting
your staff’s pictures on your website is a critical
component to converting casual website visitors into paying
customers.

#4: A Contact Page with Your
Hours and Address.

The number one reason that people
will visit your website is to figure out what your hours
are, how to contact your business, and how to get to your
Physical Location.

#5: Menu of Services or Products.

Having a page that describes your
main services or products is a huge part of converting
people into customers. A little bit of detail on what
someone gets when they spend their hard earned money with
you goes a long way.

#6: A Link to Your Facebook Page.

Today’s consumers typically don’t
just look at your website when they are deciding whether or
not to do business with you. Statistics show that consumers
are overwhelmingly also using Facebook to look for your
business.

Linking people to your Facebook page from your website
instantly gives them a way to learn more about your business
without them having to look for it themselves. (we talk
about why Facebook Pages are such an important piece of your
marketing puzzle here.)

#7: Content that Proves Your
Expertise.

One of the most important parts of a
great website (but most overlooked) is a piece of content
that shows that you really know your craft. This content is
usually educational in nature and may take the form of a
blog post, email download, or digital book.

We create these for our clients (because they usually don’t
have time to do it themselves) and this very page is an
example of the kind of content that proves your expertise in
your field. We have a website, but this piece of content is
the kind of thing that really helps people understand what
we do and how we can help them.

#8: Onboarding Documents.

This one doesn’t apply to every
business but is vitally important to those that it does. If
you run a business that requires people to have an exam,
take a test, or apply for credit, it’s important to share
those documents on your website.

This helps your potential customer prepare before they ever
walk through the door. It also helps your staff point
potential customers to essential documents when they are on
the phone with them.

A great example of this would be a Chiropractic clinic
having their “new patient health history” forms on their
website so that new customers could fill them out before
their visit.

#9: An Always Visible Call to
Action.

No matter what page of your website
someone happens to be on, they need a link to immediately
start the process of doing business with you.

This could be as simple as a link that says “call us now”
(remember that a large percentage of people visiting your
website will be viewing it on their mobile phones).

Watch Below:

The Core Elements of a Website that Makes You Money.

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Chapter 4:
Your Facebook Page and Why it’s Extremely Important.

Over the last few years, Facebook
has taken steps that have made it harder for businesses to
get their Facebook page’s content to show up in the news
feeds of people who like their page. This was done because
there were so many business pages and personal pages
competing for space and it only made sense to lend more
space in a person’s newsfeed to their personal
relationships.

Many business owners started to believe that because
their pages started vanishing from the newsfeed that there
was no longer any reason to put any effort into creating
new content for their page.

While the reasons for having a Facebook page for your
business and posting to it often have changed, it is
actually more important than ever due to one key reason.

Why Facebook Pages are More
Important Now than Ever.

The role of a Facebook Page has changed dramatically in the
last few years. Today a Facebook page is extremely valuable
to businesses because it is the second place (behind only
your website) that people search for when they are looking
to know more about you.

And more specifically, people go to your website to see
your “professional image”. They come to your Business’
Facebook page to get a sense of your “business
personality’.

Statistics show that people are overwhelmingly using
Facebook as a “first hand source” of information about a
business when they hear about them from a friend or from a
more traditional marketing source (radio, tv, print, etc).

With the above in mind, I’d like to show you what we do
to help our clients stay ahead of their competition and to
use their Facebook page to convert new business every
single week.

The 5 things Your Facebook Page
Must Have:

#1: A Professional Profile
Picture with your Logo.

This Picture is going to be one of
the key elements that people use to judge your business when
they first land on your page or see something that you’ve
promoted with a Facebook Ad (more on that soon). You need to
make sure that it has your logo featured, looks
professional, and isn’t overly complicated.

#2: A Professional Cover Picture.

Your page’s cover photo is a great
place to showcase your staff, facility, or to give people a
hint as to what your business is all about.

#3: An Autoresponse Message.

Your staff may not be able to answer
every message that gets sent to your Facebook page right
away. Because of that, we setup a quick auto-response
message on all of our client’s page that will let people
know that we will answer their message soon, but to call the
business at a certain number if they need help immediately.

#4: A Completely Filled out
Business Profile.

Remember, we are optimizing our page
to help people find us when they use Facebook’s search box.
This means that we need to pay special attention to how we
fill out our business’ profile on Facebook. This is a
great guide that will show you exactly what we do when
we help a client with filling out their Business page
profile.

#5: Fresh Content Posted 2x
Daily.

One of the most important
things that you must do with your Facebook page
is to make sure that it appears current and that it educates
people about what you do. To appear current on Facebook (and
to appeal to Facebook’s algorithms, you should be posting
content 2x a day on your page.

This is something that most of our client’s don’t have
time to do, so we take over all of the content creation
and posting duties for them. This is critical because it
shows people who search for our page that the business is
on top of things and paying attention to details.

Watch Below:

The Core Elements of a Facebook Page that Makes a
Business Money.

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Chapter 5:
Using a “Newsletter” to Get More Business from Existing
Customers.

One of the easiest ways to make more money in your business
is to get your existing customers to come back more often
and to buy more services/products from you.

The reason this is one of our favorite techniques is
because it’s one of the easiest to implement for a client.
Most businesses already have a list of existing clients
and their email addresses. Most of these existing clients
already love the business and the products that they sell.
They just need a subtle reminder to come back in and
visit.

This can be done with a simple email newsletter that is
sent out once a month. This
newsletter functions to cut through all the noise of
your existing customer’s daily lives and remind them why
they fell in love with you in the first place.

We write newsletters for our clients each and every
month and the key is making sure that the email that you
send out isn’t something that is just the latest
promotion. It has to be something they look forward to
reading because it feels personal and because it helps
them.

With that said, there are 4 key components to every
email newsletter that we write for our clients. These 4
things are the key to why the newsletters that we write
end up driving so much extra business for our clients
(without their customers feeling like they are being “sold
to”).

How to Write a Great Newsletter
for Your Business.

#1: Open with something topical.

The first part of your email
newsletter should be something that makes it easy for your
readers to relate to you. When we write newsletters for our
clients, we typically open up with something that is
seasonal or has to do with a holiday that everyone in the
area is celebrating.

This establishes a bond early in the newsletter and opens
the door for us to talk more about anything that follows.

#2: Teach them something in “x”
number of steps.

The next section of our newsletter
is all about teaching our audience something that will
instantly impact their lives. This is something that relates
to the time of year but also relates to our client’s
business and their expertise.

This section is all about providing value but also about
reminding existing customers why they trusted us in the
first place.

#3: Remind them what you do
daily.

Next we’re going to slip in a little
section where we talk about something going on in our
business that relates to the first 2 sections that we just
covered. This section is all about reminding them that the
business is still there and still doing what they do every
day.

#4: Call them to Action.

Finally, we tell them to call our
business or come in to take advantage of an offer.

Watch the video below for a quick example of how we get
all of the above done in around 500 words.

Watch Below:

How to write an Email Newsletter to get your
Customers to Spend More with You.

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Chapter 6:
How to Drive New Business with Facebook Ads.

One of the most powerful and cost effective ways to drive
new customers to your front door is to use Facebook Ads to
put a great offer in front of a group of people that are
likely to want it.

Even though Facebook Ads are a highly effective business
growth tool, many business owners out there don’t
understand how to use them properly. It’s a lot more
complicated than just putting an offer together and then
spending a little money to get it in front of a the
surrounding community.

Facebook Ads work best when you put the correct offer
in front of a specific audience in your community and give
them a reason to take action on that offer immediately.

We run Facebook Ad Campaigns for a variety of clients
and we’ve found that there is a pattern to building
campaigns that work.

Let’s break down the 4 major components of a great
Facebook Ad Campaign.

The Anatomy of a Great Facebook
Ad Campaign.

#1: A Jaw Dropping Offer for a
Specific Audience.

One of the keys to creating an offer
that works well for Facebook Ads is to create an offer that
is specific to a small subset of people (and that doesn’t
fit other people at all). People want to believe that the
reason they are getting a deal on something has to do with
something special about them.

You’ll see a drastic difference in your conversions
when you create offers that are highly tailored to an
audience. Facebook allows you to target these people
directly in your community, so it only makes sense to
customize the offer to speak directly to those audiences.

#2: A Great Landing Page to Get
their Info.

The secret to campaigns that really
work is to get people off of Facebook to present the offer.

A “Landing Page” is a special webpage that we create for our
clients that allows us to present the offer and get their
information without having all of the distractions of
Facebook hurting our conversion.

#3: A Thank you Page to Push them
to Action.

Once someone decides that they want
the offer we put in front of them, and puts their
information in on the “landing page”, we want to send them
to a special page that “accelerates” their conversion into a
real customer.

To help get people to take action faster, we build a special
webpage called a “thank you page” that pushes them to
actually pick up the phone or come in to your business right
away.

#4: An Eye Catching Facebook Ad
Creative.

Once you create a great offer and
create the pages that you can use to collect leads, you need
a great way to put that in front of people.

A Great Facebook ad is “eye catching” and is also
pointed at a very specific audience in your community.

Watch Below:

The Core Elements of a Facebook Ad that Generates
New Business.

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Chapter 7:
What is a Messenger Bot (and why you need one).

Messenger Bots are a relatively new technique in the Digital
Marketing world, but one that we’ve had a ton of success
with when implementing them for our clients.

A Messenger Bot is a way to leverage the fact that
almost everyone out there answers their Facebook Messages
right away. We can build very specific campaigns that act
like a “Facebook Ad Campaign” (as discussed in the last
chapter), but adds in a very personalized followup that
happens right inside of Facebook Messenger.

What makes these so effective is that the potential
customer feels like they are getting instant attention
from your business when they start “talking” to your
messenger bot.

Let’s walk through an example of a messenger bot
campaign.

An Example of an Effective
Messenger Bot Campaign:

Step 1: Post a Great Offer on
Your Page.

We start off with a simple Facebook
post that advertises a great offer. This post looks just
like any other Facebook post on your page. The magic happens
because we’ve connect a “bot” to listen for responses on the
post and to “talk back” to people who comment.

Note: We also use a highly targeted Facebook ad to get
our post more attention from the surrounding market.

Step 2: Ask people to Comment to
Get the Offer.

In the post that we created, we ask
people to comment if they want to take advantage of the
offer.

Step 3: The “Messenger Bot”
Replies like a Human would.

Our messenger bot will wait until
someone comments on the post and then it springs into
action.

Step 4: The “Messenger Bot” asks
for More info.

After a little warmup conversation,
our messenger bot ask for an email address or phone number
so that we can connect with the prospect outside of
Facebook.

Step 5: The Business connects
with the Lead via Email and Leads to a Phone Call or
Visit.

We build an email autoresponder that
follows up with the potential client and gets them to call
or come in to claim the offer during business hours.

Watch Below:

An Example Messenger Bot and How it All Works.

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Chapter 8:
How to Show up in Google Ahead of Your Competitors.

One of the most powerful ways to dominate your market is to
make sure that your website shows up first when potential
customers search for certain keywords in your market.

While the way Google works may seem random at times,
your ranking for certain keywords is actually based on a
formula that you can use to your advantage. This is called
“Search Engine Optimization” or “SEO” for short.

Ranking higher in Google for certain search terms is
something that most people think is very complicated. With
a little patience and some basic knowledge of how it all
works however, it’s a lot easier to rank in your local
market than you might think.

There are literally hundreds of things you could do
when it comes to Search
Engine Optimization. When we’re working with our
Local Clients and we launch a “SEO Campaign”, we tend to
focus on a few key elements that we’ve found make the
greatest impact.

It all starts with making sure we rank for the right
keywords and expands out from there.

Let’s cover the core things that we do when we work to
Rank Our Clients Higher on Google.

What Brick and Mortar Businesses
Need to do to Rank #1 on Google

#1: Figure out the Keywords that
Make you Money.

Not all keywords are created equal.
One of the core things that you need to figure out before
you start optimizing your website is what keywords that you
want to rank for.

#2: Make Sure Your Website is
Search Engine Friendly.

Once you’ve established a set of
keywords that you’d like to rank for, it’s important that
you optimize your website to reflect that. Making sure that
your site makes use of those key phrases (without overdoing
it) is a small, but important, part of actually ranking for
those keywords.

This is something that most of our clients have no
interest in doing themselves due to the tedious and
unpredictable nature of the work involved.

#3: Make Sure Your Website is
Mobile Ready.

One of the keys to being “Google
friendly” is to make sure that your site is mobile friendly.
This means that your website looks equally good on a phone’s
screen as it does on a computer’s screen.

Your site being “mobile friendly” or not can
drastically affect where your site ranks in the search
results.

#4: Regularly Create Keyword
Focused Content that is Interesting.

One of the most important ways that
we help our clients rank for certain key terms is through
the use of regular new content on their site.

The key to doing this correctly to write content that is
interesting to your core clientele but also plays well with
the Google’s Search algorithms.

This is something that is often overlooked by
traditional SEO firms, but it vitally important as
Google’s algorithms have evolved.

#5: Get Strategic Links from
Others.

One of the core elements to ranking
higher in a local market is to have a strategic strategy of
getting the right websites to link back to your site.

Often this involves getting other important local
websites to link to you using the keywords you wish to
rank for. This sends a signal to Google that your site is
a local authority on a topic and results in higher
rankings for that term.

#6: Leverage Your Facebook Page
to Spread Your Content.

If you’ve laid a good foundation
with your site and Facebook page, it’s important to link the
two up.

Google is always looking to see “social signals” that are
related to a topic. Getting your latest blog posts to show
up on Facebook can be a big boost as it can start the
process of getting your content shared by other people.

We focus a great deal of effort on making sure our
clients have great content and that it is something that
is “share worthy” on Social Media. This ultimately helps
in our effort to rank our client’s websites high in the
search results for our desired key terms.

Watch Below:

The Core Elements of Ranking a Website on Google.

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Chapter 9:
How to get someone to do everything for your Business.

I realize the amount of folks that
you have contacting you every week who want to provide
digital marketing services for you. I also realize that its
hard to know if they can actually help you and even if they
know what they are doing.

I hope that this guide has given you a good foundation so
that you understand what is available and what should be
done in what order. I built my Digital Marketing Agency so
that I could help Brick and Mortar Business owners keep up
with the quickly changing Digital Marketing Landscape and to
always get them positive Return on their Investment.

If you have any questions at all about how to implement
any of the above in your business, feel free to contact me
and just ask.

No matter who you decide to use to help you build your
business with the Internet, I hope this guide has been a
powerful jumpstart and got you going on the right path and
helps you make an informed decision when you finally do
choose a provider.

Thanks so much for reading!
Call or Email me Anytime.
I’m always delighted to answer any questions you might
have.

Dr Ben Adkins

web: www.contentdfy.com

Phone: (877) 222-1587

Email: info@contentdfy.com

Chiro Playbook

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