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It\u2019s a New Year!<\/strong><\/p>\n And if you are just reading this in March or September, it’s a new month or a new week!<\/p>\n Whatever time of year it is, it is always time to get the \u201cWord\u201d out your servcies.<\/p>\n It’s time to tell everyone in and around your office and community — about your chiropractic and professional services and how they should get them now!<\/p>\n But what is the best way to do this?<\/p>\n Well, obviously, with each person you see when you are seeing them. You \u2013 and your health team \u2013 have a captive audience. Sometimes referred to as \u201cTable Talk,\u201d this is your way of educating your people at the time of service.<\/p>\n You can augment this with new patient workshops that motivate, educate, and entertain your people. It is a free class but is part of their treatment program because you have found that people \u201cget better faster and stay healthier longer if they get a better understanding of the health process we are doing together.\u201d Also\u2026\u201cIt assists with your treatment program and you get a better return on the work you put in. It is just a good investment!\u201d<\/p>\n Then\u2026don\u2019t forget your team. They need to hear about the successes and case stories of how their office really helps people.<\/p>\n But your patients aren\u2019t always in your office. What then? Shouldn\u2019t your conversation with them continue? Other vendors are certainly getting their \u201cword\u201d out. Pharmaceutical ads are pervasive.<\/p>\n What about people who have not discovered you yet \u2013 how do best tell them about how you can help them and why they should see you?<\/p>\n Many of you make posts on Facebook in hopes that this will help market your services.<\/p>\n Does it?<\/p>\n What about email? Some of you subscribe to template emails that go out to your patients. How is this working?<\/p>\n I have some strong feelings about this subject — but first I wanted to see what others have said and what the studies show. Here is the question:<\/p>\n Which works better?<\/strong><\/p>\n According to most of the surveys that I have seen, email is the winner<\/span>.<\/p>\n But comparing both mediums is like comparing apples to oranges — both work depending on how much time and expertise you put into it.<\/p>\n But it stands to reason that if you have someone\u2019s email, they are a subscriber and have given you permission to address them personally.<\/p>\n From a sampling of various studies and surveys (references at the end of this article):<\/p>\n \u201cWhere is the first place you go online in a typical day?\u201d<\/strong><\/p>\n \u201cWhere do you look when you want a deal from a company that you know?\u201d<\/strong><\/p>\n Email reaches 79% of the people you send it to (this is the global average inbox placement rate). On the other hand, Facebook\u2019s organic<\/span> reach has declined to about 1 to 6%, depending on your total number of fans.<\/p>\n So the stats and studies seem to show that you are going to get a better ROI from email.<\/p>\n Over the years, I have observed that patient referrals, patient visit average, and reactivations improve with regular emails<\/span>.<\/p>\n Facebook and social media can help create familiarity and trust.<\/strong> From this you can direct people to your website for upcoming events or information. You can also buy ads that target specific types of potential patients and set up workshops or make special offers. I have seen this work on occasion very well<\/p>\n But the algorithms, or computational rules, for Facebook and other mediums are always changing and what worked last month may not work this month. Currently, Facebook is becoming more of a \u201cpay to play\u201d medium \u2013 peppered with inspirational forwards and political rantings!<\/p>\n With email, you own your list and make your own rules. Plus, it is nearly free<\/span>.<\/p>\n Email is a direct and personal letter from you to another person.<\/strong><\/p>\n It is authentic and genuine. It is the reader \u2013 and you, personally. It is not manufactured \u201chealth news\u201d which is just a mash-up of articles from 1998.<\/p>\n In this busy and more automated world, genuine communication is becoming scarcer\u2026 and more valuable.<\/p>\n The biggest challenge is simply getting the email out.<\/p>\n Actually, this is the big problem with all of your marketing \u2013 who is going to do it — and when<\/span>?<\/p>\n We have found some simple procedures that work for getting this done which I offer below. But first, let\u2019s look at the future.<\/p>\n The future medium will continue to be more direct communication for selling<\/strong>. The trendy term is \u201cconversational commerce.\u201d<\/p>\n \u201cConsumers are increasingly relying on messaging apps for all forms of communication, whether personal, business, or commerce. … Messaging apps are becoming the preferred means of communication.\u201d (emarketer)<\/p>\n Messaging is personal, it is one to one.<\/p>\n According to a research commissioned by FacebookIQ and Nielson:<\/p>\n <\/p>\n This means, when people visit your Facebook page, if they can chat with you personally, half of them will be inclined to come in for a visit.<\/p>\n You can take a look at a couple of applications – Chatfuel<\/span> and Manychat<\/span> – for inexpensive chat programs that you can add on to your Facebook.<\/p>\n You can also ask your webmaster to install a chat system on your web site. An example is websitealive.com<\/span>.<\/p>\n But the force of all this is personalized communication<\/span>, something that emails and sales letters and video letters have always done and continue to do better than Facebook.<\/p>\n A few weeks ago I received an email newsletter from a yoga instructor I have followed off and on for a few years. I had question so I sent her an email thinking she might answer it. She did. What\u2019s more, she included a short personal video \u2013 directly to me! I am now considering buying her DVD\u2019s when I hadn\u2019t even considered it before.<\/p>\n So how are you going to \u201cGet the Word Out?\u201d<\/p>\n I recommend personally<\/strong>. One-to-one. In a conversation in the office and out of the office through email and maybe\u2026 chat.<\/p>\n Remember that a practice is a network of relationships built and sustained in part by communication. Now and then attach a promotion to your email and this is one of the least expensive forms of marketing you will ever do.<\/p>\n Keep the conversation going\u2026and going and going.<\/strong><\/p>\n Till next time, (*Facebook Drama. Social networking definitely has positive uses. But, according to one of its founding executives, it has negative effects. In an interview at Standard School of Business, Chamath Palihapitiya, (known as \u201cC.P.\u201d) who joined Facebook in 2007 and became its vice president for user growth, says that he feels tremendous guilt for the company that he helped make. Facebook, and others he says, have succeeded by \u201cexploiting a vulnerability in human psychology.\u201d \u201cI think we have created tools that are ripping apart the social fabric of how society works,\u201d he told an audience at Stanford Graduate School of Business. He hasn\u2019t used it for years and won\u2019t let his kids use it either!<\/p>\n \u201cThe short-term, dopamine-driven feedback loops we\u2019ve created are destroying how society works,\u201d he said, referring to online interactions driven by \u201chearts, likes, thumbs-up.\u201d<\/p>\n It is a great interview that you can watch or listen \u2013 link at the end of the article.)<\/p>\n https:\/\/www.campaignlive.com\/article\/facebook-study-53-consumers-likely-shop-business-message\/1404632<\/p>\n Email Marketing vs. Social Media: Is There a Clear Winner?<\/a><\/p><\/blockquote>\nWhich is the better medium for marketing:
\nFacebook or Email?<\/h2>\n\n
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The Future: Trending\u2026<\/h2>\n
\u201c53% of people are more likely to do business with a business they can message.\u201d<\/h2>\n
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<\/strong><\/p>\nA Simple Procedure to Get Your Emails Out<\/h2>\n
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\nEd<\/p>\n