It can be incredibly tough for chiropractors to get new patients on Facebook — not because they’re not a good chiropractor, but because it’s hard to get consumers’ attention. But there are specific types of Facebook ads that can help you get a steadier flow of patients.
In this article, I’ll share with you four Facebook ad strategies that we have used over the last five years to help generate new patients and increase revenue for our chiropractor clients.
1. Lead Ads
Mobile users seem to be getting more impatient by the day. Once they click your call-to-action (CTA) button, they will probably expect a quick and easy process. Facebook naturally came up with ways to make this better.
Facebook Lead Ads are mobile-friendly ads that are designed to get people to sign up for whatever it is you’re offering — whether it’s a newsletter subscription, free back health assessment, free consultation or something else. And here’s the kicker: Once they click the CTA button, they’ll be taken to a simple form that will be auto-filled with the personal info they’ve already provided on their profiles. Now all they have to do is click “submit,” and you’ll have one new lead in your pocket.
You can customize your lead ad to get just the contact info that you want. But one of the best parts is, you can even use the info you gathered to create Custom Audiences and Lookalike Audiences for better retargeting of your future chiropractic ads. In my opinion, this makes it one of the best ad types for chiropractors who want to get more leads.
2. Video Ads
When I see a video on my Facebook news feed, I can’t help but be curious about what it is. I just gotta know what it’s about, so I click “play,” and without intending to, I’ll find myself watching it through the end. That’s a good illustration of how engaging Facebook videos can be. According to BuzzSumo research, when it comes to which type of post does best on Facebook, “Video posts get at least 59% more engagement than other post types.”
A lot of people are unsure of what chiropractors are and what they do, and Facebook video ads are an opportunity for you to inform them. You can leverage videos to build a relationship with potential patients. For example, you can create videos wherein you explain your services or health benefits of getting treatments. This will help people get familiar with how you look and talk, which is much more personal than reading a blog post.
3. Multi-Product Ads (aka Carousel Ads)
I love carousel ads. They’re different, more engaging than single image ads, and let you tell your story through multiple cards in a single ad. So, what are carousel ads? Compared to single image ads, carousel ads let you share up to 10 images in a sliding format. This allows you to showcase your different services or products all in a single ad.
Facebook also shows you which image is most clicked first, which is great for future optimization. You can also use carousel ads in different ways. You can use them to:
• Show several parts or features of an infographic or blog post. This is perfect if you gather testimonials from happy patients, turn it into a blog post or an ebook, and preview snippets in the carousel ads. You could also create an infographic on how chiropractic treatments can improve an athlete’s back problems.
• Showcase different products/services. If you offer different chiropractic services, create an image for each and use those to create your carousel ad.
• Display details of an event. You can hold a free seminar or charity massage event and tell your target audience the benefits and details of your event.
4. Facebook Offer Ads
Some people are crazy about discounts, and Facebook lets you capitalize on this. Offer Ads allow you to promote an offer — such as a chiropractic treatment discount — and lets viewers save, comment, react or share it. When they save it, they’ll get automatic reminders to redeem the offer in a timely manner.
There are three types of Facebook offers:
• Online Only: Can be redeemed online only through your website or other platforms.
• In-Store & Online: These offers can be redeemed both in online and physical stores.
Here’s how customers can redeem the offer:
• For in-store offers, they’ll get a barcode or QR code, which can be saved on their phone.
• For online offers, they’ll get a discount code and will be sent to your website. They can use the code when checking out.
That’s how simple it is. Oh, and one more thing: When people opt into an offer, it gets automatically posted on their Facebook wall as a status update for their friends to see. This gives your offer the potential to see growth in organic reach.
By understanding that you can grow your practice by using more than just a standard campaign on Facebook, it allows you to find people who are most likely to convert, depending on the optimization of the campaign. This is a lot better than just boosting a regular post because it’ll allow Facebook to target specific people in your community who will watch a video, send you a message, convert to an offer or engage with your posts.