Chiro Playbook

Your Practice on the Internet Using This Easy to Follow and
Implement Guide.
What You’re Going to Learn Inside:
- 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.
Why This Playbook was Created and Who Wrote it.
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.
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.

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

should you do things?)
above, the order in which you decide to build your business’
digital marketing presence is important.
implementing, the order you should be doing it in, and
why.
Making Sure You look Good When They Look for You.
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.
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.
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.
Getting More Business through the Door.

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.
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).
door:
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.
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.
How to Become Number 1 in Your Market

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.
Allow you to Dominate your Competition:
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.
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.
Share it With a Friend:
Your Website and What it Should 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.
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.
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.
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.
website must have.
Website must have:
Appearance.
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.
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.)
Location/s.
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.
Staff.
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.
Hours and Address.
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.
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.
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.)
Expertise.
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.
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.
having their “new patient health history” forms on their
website so that new customers could fill them out before
their visit.
Action.
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).
Share it With a Friend:
Your Facebook Page and Why it’s Extremely Important.
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.
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.
business and posting to it often have changed, it is
actually more important than ever due to one key reason.
Important Now than Ever.
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.
your “professional image”. They come to your Business’
Facebook page to get a sense of your “business
personality’.
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).
to help our clients stay ahead of their competition and to
use their Facebook page to convert new business every
single week.
Must Have:
Picture with your Logo.

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.
place to showcase your staff, facility, or to give people a
hint as to what your business is all about.

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.
Business Profile.

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.
Daily.

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.
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.
Business Money.
Share it With a Friend:
Using a “Newsletter” to Get More Business from Existing
Customers.

is to get your existing customers to come back more often
and to buy more services/products from you.
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.
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.
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.
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”).
for Your Business.
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.
number of steps.
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.
daily.
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.
business or come in to take advantage of an offer.
all of the above done in around 500 words.
Customers to Spend More with You.
Share it With a Friend:
How to Drive New Business with Facebook Ads.

Ad Campaign.
Specific Audience.

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.
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.
their Info.

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.
to Action.

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.
Creative.

create the pages that you can use to collect leads, you need
a great way to put that in front of people.
pointed at a very specific audience in your community.
New Business.
Share it With a Friend:
What is a Messenger Bot (and why you need one).

Marketing world, but one that we’ve had a ton of success
with when implementing them for our clients.
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.
campaign.
Messenger Bot Campaign:
Your Page.
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.
our post more attention from the surrounding market.
Get the Offer.

people to comment if they want to take advantage of the
offer.
Replies like a Human would.

someone comments on the post and then it springs into
action.
for More info.

our messenger bot ask for an email address or phone number
so that we can connect with the prospect outside of
Facebook.
with the Lead via Email and Leads to a Phone Call or
Visit.

follows up with the potential client and gets them to call
or come in to claim the offer during business hours.
Share it With a Friend:
How to Show up in Google Ahead of Your Competitors.

make sure that your website shows up first when potential
customers search for certain keywords in your market.
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.
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.
keywords and expands out from there.
Rank Our Clients Higher on Google.
Need to do to Rank #1 on Google
Make you Money.
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.
Search Engine Friendly.
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.
interest in doing themselves due to the tedious and
unpredictable nature of the work involved.
Mobile Ready.
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.
drastically affect where your site ranks in the search
results.
Focused Content that is Interesting.
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.
traditional SEO firms, but it vitally important as
Google’s algorithms have evolved.
Others.
higher in a local market is to have a strategic strategy of
getting the right websites to link back to your site.
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.
to Spread Your Content.
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.
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.
Share it With a Friend:
How to get someone to do everything for your Business.
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.
any of the above in your business, feel free to contact me
and just ask.
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.
Call or Email me Anytime.
I’m always delighted to answer any questions you might
have.

in Memphis TN. Copyright Thirty3 Productions 2015