A chiropractic marketing business plan is a report that outlines your marketing strategy for the coming year, quarter or month. Typically, a marketing plan includes:
An overview of your chiropractic business’s marketing and advertising goals.
A description of your chiropractic business’s current marketing position.
A timeline of when tasks within your strategy will be completed.
Key performance indicators (KPIs) you will be tracking.
A description of your chiropractic business’s target market and customer needs.
Here are the key steps to develop your Chiropractic marketing plan.
Document Your Business Goals
Your marketing team should ask the leadership team to define their business goals for the next 1-3 years. Your goals can be externally focused, internally focused, or perhaps a mix of both. When developing goals, write them in the smart format that ensures accountability. SMART stands for Specific, Measurable, Attainable, Realistic, and Time-bound and represents business goals such as:
Increase product line revenue by 30 percent to $2 million in the next 12 months
Double revenue through distributors in the next two years
Increase profitability from 25 to 30 percent by the end of the year
Define Your Target Personas
You probably know the profile of your most valuable prospects and the sales process your company uses to convert them from leads to opportunities to customers. However, as your company grows, you won’t know each prospect’s unique situation, and one message won’t work for all. You’ll need to customize your marketing approach by creating buyer personas.
Buyer personas are fictional representations of your ideal customers based on demographic data, online behavior, and your educated speculation about personal histories, motivations, and concerns.
Develop Your Marketing Goals
Armed with your business strategy, areas of greatest opportunity, and defined persons, you are now ready to create your marketing goals. Goal setting is critical to aligning your marketing organization, narrowing your focus, and setting your overall marketing strategy
Documenting your goals ensures your team is aligned around your top marketing priorities and what you expect to achieve through your marketing efforts. Your goals can be externally focused, internally focused, or perhaps a mix of both.
Create Your Campaigns & Build Your Activity Plan
Now that you’ve created your marketing goals and have a budget, you are ready to develop your activity plan.The most effective way to approach turning your marketing strategy into an execution plan is by using a campaign structure. You can think of campaigns as buckets of activities focused on a common theme or goal.
With limited time and budget, a campaign approach gives you the big picture before you get into the weeds of which new video you will produce, which white paper you will write and promote, etc.
