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April, 2013

Six Essential Reasons Why You Need a Chiropractic Blog

By Patrick MacNamara, DC

I love the quote by Stephen Covey that says, "Everything is created twice." Essentially, what he is saying is that before anything can be physically created, it must be mentally created.

So, let's say you want to build a new home. What process do you go through to accomplish your goal? Do you just show up at the construction site and start putting different pieces of material together expecting things to evolve into your dream home? Of course not!

You first meet with a general contractor and architect to sketch out a floor plan. The floor plan is then created into a blueprint which becomes the primary tool for construction. Simply put, without it your home would never be completed. The same is true with a business blog. Before you launch it, you must be able to answer the question: "Why blog?"

There are essentially six main reasons why you should blog. But, before we discuss the reasons why, allow me to give credit where credit's due.

My inspiration for this article came from an exceptional blog post that I read by Chris Garrett titled "How a Blog Can Grow Your Business - Slides + PDF." For further reading, you can either read his post about the presentation or download his PDF for future reference. Also, before I step you through the reasons, let's establish one extremely important concept: "The blog will become the central hub for all of your online communications with both prospects and patients." Make sure you allow that concept to sink in!

One of your primary goals should be to drive as many people, prospects and patients to your blog through various social media platforms. It will be the central hub for your online business. Now, let's take a look at the six essential reasons why you should blog.

Attracting an Audience

This should be a no-brainer. If you don't have an audience online, then you can't develop the relationships that build trust to convert prospects into quality new patients. Likewise, there isn't a better tool currently online that can generate a greater flood of new prospects than a blog if setup and managed properly.

Case in point, Richard Telofski, Principal Consultant of a New Jersey based social media research company, Kahuna Content, says, "American chiropractors should be jumping en masse into the blog marketing pool, but most won't even get their feet wet. How do we know this? Because less than one percent of American chiropractors blog and, of those that do, over one-third of chiropractor blogs are inactive and look like sad puppy dogs abandoned by the side of the road. Unfortunately, blogging as a marketing tool is not regarded seriously by America's chiropractors. In fact, their absence from blogging is just downright astounding."

It's astounding because there is a high correlation between the average blog reader and the average chiropractic patient. According to industry statistics, males between the ages of 31 and 50 comprise a high percentage of chiropractic patients and an even higher percentage of blog readers. Telofski goes on to state, "If this isn't a perfect demographic alignment between a marketing medium and its target audience, then I don't know what is. It could be the perfect tool, or the perfect "chiropractic assistant', yet the opportunity is squandered by America's chiropractors."

Informing Your Audience

You can establish yourself as THE authority within your community simply by informing prospects of the incredible benefits of chiropractic care. If they don't know what the benefits are, then more than likely they won't even consider your services. One major point to remember, though, is that it's not about you. It's about them! The way you "inform" them is by tailoring your content around their wants and desires. Blogging allows the conversation to evolve as you inform and educate people. The conversation produces interaction through the comments section. It's this interaction you're looking for to start building relationships.

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