Why You Need A Holistic Approach To Your Online Presence

Here at Blitz, we help chiropractors maximise their online presence in order to establish great relationships with their patients and share their knowledge. We really believe in the power of digital media to help spread the word of chiropractic and build your practice.

Often, we notice our clients come to us with very specific concerns. For instance, they want to start maximising their Facebook presence or create a new email campaign, or they’re concerned with an aspect of their website.

But the truth is that a great digital presence is a holistic strategic effort. All of your digital resources need to work together for the whole – namely, understanding what your business offers, who you are, and what you stand for.

Just as one misaligned vertebra can throw out the entire spine, so can one weak link in your digital offering throw out the entire ‘digital spine’. This can result in a lower conversion rate on your site, or people disappearing off at different stages of their journey with you, whether it’s in your onboarding sequence or the booking funnel, or elsewhere. We want people to stick with you and become happy clients! In this piece, we want to run through the importance of an online presence, and what it means to create a holistic strategy that improves every aspect of your practice.

Why is it important to improve your digital presence?

More and more of a customer journey happens online – this was true even before the pandemic, but it’s twice as true now! That means that people looking for a service or a product do their research online first and they have certain expectations about what they will find when they navigate to your business’s page.

What does it mean to have a holistic approach to digital marketing?

Reviews and ratings as well as a good social media presence all speak to the professionalism, accessibility, and relatability of your practice. This also means that your physical presence and your online presence across platforms need to be consistent. Different marketing channels all need to appear to come from the same place – the same digital ecosystem which will represent you online.

A holistic approach to creating content and design across all of these locations acknowledges that all different channels can serve each other and help inform the digital customer journey. So, how do you take this holistic approach to your marketing efforts?

Create a space people can enjoy visiting with website design

Everything starts on your website – it’s like your home base where everything else departs from. You might think a website from the 2000s still does everything it needs to, but chances are it doesn’t! Websites have changed a lot over the years and we have high expectations from sites we visit – something slick and well-designed that loads quickly and has an easy user journey through the site. Clunky navigation, ugly colours, and too much visually going on can mean that users simply click away.

So, a website is essential to be discovered, and it’s the best way to ensure all of your information has a place to live. Here you also have space to collect emails, to share blog posts, downloadable material, or anything else you want to offer your clients.

Craft excellent email campaigns for your business

If you think email is old-fashioned, this couldn’t be further from the truth! Email is still ranked as the most effective marketing channel, beating social media and SEO. Therefore, having great email marketing is vital for keeping in touch with your clients and helping them get the most out of your practice and services. We can help you create nurture campaigns that can turn prospective or interested individuals into local fans.

Encourage a vibrant community with social media

Social media and community building are two key services we provide that can help create a following around your business. This gives those who are interested an opportunity to start a dialogue with you and engage with you in a casual and approachable way. It can be easy to focus on a website and forget social media, but this means there’s not much way for clients to ask you questions or interact in a bite-sized way with you, or for you to easily share updates. And equally, just focusing on social media means that there is nowhere for clients to really get to the meat of your offering – they may want to know in-depth about your services and approach and a website is a much better place for this to live. Both are required for great online engagement.

Create consistency across all your material with branding and design

We offer branding and design that builds a holistic experience for users wherever they find you. This comes back to that 2000s website – we know what a modern, professional practice looks like and this really adds to our impression of a business or service! Consistency across platforms means that every interaction with your practice is clearly connected and you have a distinct look compared with competitors, to help you stand out from the crowd.

Reach new audiences with paid advertising

For fast results that convert, paid advertising is really useful. This is because a lot of social media doesn’t prioritise the organic discovery of new businesses, so it’s hard for people to just stumble across you online. Paid advertising is affordable and measurable and can really get through to the people you most want to speak to. You’ll need substance behind this, however, like a great website, a thriving social presence, and other ways to keep in touch!

We have definitely seen how one weak link can disrupt the entire digital marketing effort, so we really advise thinking holistically about your practice and how you present yourself for maximum results. Just as good health in the body requires great lifestyle support, exercise, sleep, and quality health care, many components come together to dictate your digital health, too! For help in any of these areas, get in touch with us at Blitz today.