|Discovering Deceptive Online Marketing Language
By Michael Dorausch, DC
Chiropractors have one more thing to look out for when it comes to being pitched on chiropractic marketing online. I strongly suggest chiropractors read the Chiropractic Traffic Report in order to better understand what I'm addressing in this post. When it comes to selling online marketing services to chiropractors, there's far too much deception going on, and it's time to shine some light on the topic of deceptive chiropractic marketing, and fraudulent claims.
This information is fairly specific for doctors of chiropractic but other small and medium-sized business owners may be experiencing similar things happening in their industries. What's been going on for nearly a decade, but I notice is increasing at a quite rapid clip lately, is questionable online marketing techniques, targeted at chiropractors. This industry isn't the only target, it's simply one example of an industry that's not expected to be Search Engine Optimization (SEO) savvy or search marketing Savvy. I'm confident dentists, orthopedic surgeons, acupuncturists, and all sorts of other healthcare professionals (especially if they're self-employed) are experiencing a similar situation.
I may take for granted that nearly all chiropractors know about questionable ad practices when it comes to yellow page advertising, that's not my main concern for today, but it's not too far different from what's being presented to chiropractic doctors in the area of chiropractic local search directories.
Some chiropractors fall for the phony yellow page advertisement renewals, if they didn't, these mailers wouldn't appear at my office on a regular basis. We can continue to throw them in the trash, but I've long ago discovered that sharing scam like information online is a better way to shine light on things. This way I get less calls from my chiropractic friends, wanting to know why they're paying somebody 50 bucks a month, for some internet directory I've never even heard of.
Now, imagine you and I are at a big chiropractic conference, and the president of a chiropractic college is telling us we must get in on this latest thing, a chiropractic online opportunity that's not going to last for long. It's a sure thing, and we had better get in now, before our local competitors do. Heard anything like this at a chiropractic seminar or event you have attended?
Would a leader in chiropractic have any interest in steering people in the wrong direction? Whether they be a top chiropractic coach, president of a chiropractic school, or longtime respected chiropractor, their expertise doesn't necessarily transfer via osmosis into being an expert in the field of online marketing. That's fine, they're not actually doing any of the marketing themselves, they've been approached by a firm, someone we've been told we can all trust. Of course, this firm has the interests of chiropractors first and foremost, they're not just merely seeking to rip off as many practitioners as they can, before anyone figures out what they're really up to. Lord knows that's never happened in the past 113+ years of chiropractic.
Maybe you've heard or seen these kinds of pitches in the past, a chiropractic directory website claiming they serve thousands of patients seeking chiropractors each and every day. Have they ever shown you their website traffic logs? Have they ever offered any kind of information that backs up the claims they are making? Maybe you've seen chiropractic sites claiming they are ranked #1 on the Internet for various chiropractic terms. Have you ever stopped to think if those are terms potential clients are actually using when seeking out chiropractor services?
If an online marketing company gets a seal of approval from leadership in the chiropractic profession, is it a green go for you? Do you hand over your credit card for $30 a month, $50 a month, $180 a month, etc. Do you ask questions? Do you know the questions to ask? Are they being transparent and upfront about what they are doing online? I'd like to know what sorts of questions chiropractors have regarding marketing online that may not be getting answered, send me an e-mail using the yellow envelope above.
We are far from through with this topic, I've got a number of significantly detailed posts coming that will help to educate chiropractors regarding marketing online. For now, I strongly suggest you reread the traffic report information, and also read the site validity blog post made earlier today.
You can choose to continue looking the other way, or learn what's actually going on, when it comes to the world of chiropractic online.