subject: Tracking the effectiveness of your Chiropractic Marketing campaign [print this page] The problem with traditional methods of advertising is that they are not easy to track. It is hard to determine if your enquiries came from a newspaper advertisement or a flyer. It is also hard to determine how many eyeballs viewed your advertisement compared to how many people actually made an enquiry. If you had these numbers, you would know which campaigns to improve on by changing the ad copy or which to totally drop. If you knew these numbers, you would be able to save money on your marketing budget by targeting your budget only to campaigns that work and improving those campaigns, basically stopping you from digging in the dark.
The advantage of using internet marketing campaigns for promoting your practice is that you can track and measure almost everything you need to determine the effectiveness of your campaigns. Here are some metrics you can and should be tracking when marketing your practice using the internet.
You can track which pages of your website are the most visited. This is important because you can build on the content of that page and add more information about that topic. I am sure you have heard of the phrase, Never change a winning team. If you find out that your visitors are interested in learning what kind of exercises will help their joints, write more articles on that to keep them engaged. You can do this by installing or getting your web team to install Google Analytics on your website and these metrics are easily extracted from the application.
Another metric you want to track is ratio number of people that visit your Chiropractic website to the number of people that pick up the phone to make an enquiry. If you find out there percentage of people calling you is low, you can make tweaks to your website content to increase the percentage. With Google Analytics, you can make these changes on the fly by presenting a different page to half of your visitors and measuring which half converts to more enquiries. This is almost impossible to do with a newspaper advertisement.
A good way of tracking the effectiveness of your campaigns is to measure the number of calls you receive from each advertisement you put out there on the internet. In the United Kingdom, there is a service called Soho66 that let's you assign a local telephone number for any city in the UK and route that to one phone number. if you take out pay-per-click adverts, text adverts, banner adverts, you could assign each one a different telephone number and at the end of each month you would go through the list of calls and determine the most effective advertisements.
Your marketing budget should be spent wisely and only on advertisements that bring you more patients to your practice. This is achieved by investing your marketing budget into advertising vehicles that can be tracked.
Tracking the effectiveness of your Chiropractic Marketing campaign
