As a local chiropractor or business owner, you might be tempted to think that you really don’t need to put much effort into managing your online reputation, but that could be a very dangerous assumption. This post is going to reveal a chiropractic marketing strategy that’s working today in 2017.

For example, a local chiropractor or dentist might think she doesn’t need to pay attention to online reviews being posted because many of her patients come through “word of mouth.”

But as recent research and case studies reveal a trend… reputation management and marketing has become a critical component for sustainability and growth over the past few years, because consumers now search online for ratings and reviews when choosing a local business.

Whether or not you like or use online reviews personally, they must be an integral part of your chiropractic marketing strategy.

Consumers love online reviews, and they use them daily to gain insight on everything from Amazon products, to accountants, doctors, restaurants, and dealerships

Online reviews are the new word of mouth.

Here are a few key findings in the research:

  • 84% of consumers trust online reviews as much as a personal recommendation
  • 54% of people will visit the website after reading positive reviews
  • 73% of consumers think that reviews older than 3 months are no longer relevant
  • 74% of consumers say that positive reviews make them trust a local business more
  • 53% of consumers search for local businesses at least one time per month (vs. 43% in 2015)
  • 69% of consumers search for a local business at least 6 times per year (vs. 60% in 2015)
  • Only 5% said they never searched for local businesses online (vs. 9% in 2015)

Source:  Local Consumer Review Survey

Here are a few tips to help manage what’s being said about you:

Chiropractic Marketing: Create Online Ambassadors

You need to position yourself as the first and best choice when customers are researching online before making a decision on where to spend their money.

Your online reputation is how your brand is perceived by potential customers. It’s made up of everything being said about you online, including your ratings, reviews, website comments, blog posts mentioning your business, social media comments, and photos tagged with your company name.

The best way to manage it all is to create champions for your business by leveraging your most recent satisfied customers. It can be as simple as asking for them to leave you a review when they share positive feedback or following up after an invoice is closed.

While most chiropractors and local business owners understand that having reviews (or testimonials) can help convert more prospects into paying customers, many fall short in creating a systematic way to capture positive customer feedback on a consistent basis. Not having this business system in place is what allows the 1 or 2 negative reviews to stand out like a sore thumb.

The 2016 Bright Local Consumer Review Survey reveals that 70% of consumers will leave a review if they’re asked.

Let’s assume your business has 300 active customers, patients, or members. If just 50% were asked and left a 5-star review, that would be 150 glowing reviews to help generate more “word-of-mouth” referrals online.

How many more prospective customers would decide to buy if they saw a list of 150 online reviews where at least 5-10% of them were recent? That same survey reveals that 73% of consumers think that a review older than 3 months is no longer relevant. This only underscores why there needs to be an ogoing commitment to collect reviews. A 5 star reputation where all the reviews are 18 months old won’t cut it.

Chiropractic Marketing Tip: Address Negative Feedback Promptly

If you make customers unhappy in the physical world, they might tell six friends. If you make customers on the internet, they can each tell 6,000. –Jeff Bezos

Your customers have more reach today than ever before when it comes to sharing their experiences. That reach affords them the power to affect your bottom line by simply sharing their experience on social media.

In a digital world your customers are open and eager to share their experiences; when you take control of what’s being said about your business, you control your reputation.

To stay ahead of the game by claiming your business on top sites like Yelp!, Google, and Facebook so you have control over the business information found there by reviewers. Comment directly on the poor reviews and reach out to the dissatisfied customers, when you do they will be notified of your response.

Being proactive and addressing negative reviews quickly shows potential customers that you are willing to actively resolve an issue if one may arise.

This helps ensure a positive web presence and establishes your credibility as a reliable business, giving your company a competitive edge.

Actively Monitor Your Online Reputation

Monitoring your online reputation is not optional. It is a necessity.

As you’ll see from this Harvard Study, a 1-star change in rating can fluctuate your revenues by as much as 5-9%.

Source: HBS Study Finds Positive Yelp Reviews Boost Business

So knowing when and where your name is being mentioned is extremely important to your bottom line. Conversations about your business are rarely taking place on your website so you need to discover what is being said about you and where.

A quick way to see what prospective customers see about your business is to search the way they would. To do this simply Google your name… then search on Yahoo, and Bing. Make notes of where your company is showing up most and note any repetitive themes or comments and reviews (both good and bad).

Include detailed information on which sites provide reviews of your service or product, and on sources of negative information so you can take action. To stay on top of your reputation look into monitoring services that will report new ratings and reviews across these sites to you as they arise.

Chiropractic Marketing Needs to Be Social

Being social doesn’t require sitting in front of your computer staring at Facebook, Twitter, or Instagram all day.

Create profiles across the major social networks, but put the most effort into maintaining only the ones that are most effective for your business and specific to your industry.

Not only does social media have the potential to expose your company to millions of consumers, it puts your business name and brand under your control and helps boost search engine rankings. Your profiles validate your authority and serve as proof of existence.

Be sure to share recent customer experiences and reviews as you generate them and post these to your accounts.

When interacting with your customers on social media, keep it friendly. Interactions are best if they are a short, direct response to being mentioned. If someone says that they are having a great time with your product, thank them. Conversely, if someone has a problem, address it – but don’t fight back. Being understanding and willing to make things right is the key to turning bad transactions into good interactions.

This is Non-Negotiable For Your Chiropractic Marketing Strategy

Yodle’s CEO recently posted on Forbes that Online Reviews as one of the Top 10 things you must pay attention to this year if you want your business to thrive.

Source: 10 Local Marketing Predictions For 2015 (Part 2)

Reviews about your business directly impact revenue and can no longer be ignored. The new word of mouth is your recent consumers sharing their experiences about your business online through ratings and reviews.

Now’s the time to take control of your brand and build the 5 Star reputation you deserve.

Decide if you are going to handle this yourself, delegate it to a staff member, or find an online solution to help ask for feedback, generate reviews, and monitor your brand online for you.

Using a service like 48 Days Marketing Review Collection Service makes this process easy by automating the entire process for you. And for a limited time, we’re offering businesses just like yours a free test drive.

With our platform you’ll be able to:

  • Actively monitor what’s being said about your business
  • Easily send feedback requests direct to a customer’s mobile phone
  • Re-market to your top customers via instant SMS broadcasts
  • And select the top apps or sites you prefer customers leave you a review on all while helping capture potential negative reviews from ever appearing online

We’ll ensure by the end of your free trial that your online rating and reviews accurately represent you and your business.

Managing your business’ online reputation is more important today than ever before. Start building your company’s 5 Star Reputation today through working with your most recent customers to generate feedback and actively work to turn the best ones into online reviews.