Many chiropractors go to school and gain excellent technical knowledge of their science. They graduate and start their business under the misguided notion that they need only hang a sign on their door and clients will begin flocking to them. When business takes too long to pick up speed, or even worse begins to falter, these practitioners are unequipped to market themselves. Particularly in today’s digital world, chiropractors who are willing to learn the simple techniques of online marketing will find themselves pulling ahead of their competition at an astonishing rate.

Marketing has changed rapidly in the past few years. The biggest factor affecting the change has been the advent of Web 2.0 and social networking on the internet. You may have heard these terms used but were not sure what they mean, and perhaps you feel that you can just ignore this new trend. Marketing experts agree that the future of selling is on the internet. Unless you are willing to take on the social networking sites like Myspace, Facebook and YouTube you will continue to flounder in your business.

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Do you know what Twitter is? If not, you should - it’s one of the hottest web 2.0 things going right now! Twitter is a website that enables you to send out little “micro-blogs” of 140 characters or less to anyone that’s following you (that’s like friends in Facebook). You can let people know what you’re doing at any time, and this can be pretty cool. These messages can be business or personal, and should be both.

For you internet marketers, obviously you’re going to want some of your “tweets” to be concerning your business. For example, if you post a new Squidoo lens, tweet it. If you learn about a cool new website, let your followers know.

On the other hand, make sure that you don’t post only business type of posts. If you do, your followers are just going to think you’re pitching them and they either won’t pay attention to what you’re saying, or they’ll “unfollow” you. That’s what social networking, or web 2.0 is all about - being social. Even if you’re totally focused on your business and you don’t do much else, you need to find something, anything, to talk about.

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We all know that we shouldn’t put all our eggs in one basket, but it’s amazing how many chiropractors are conducting their chiropractic marketing tactics in this same “dead end” way. When chiropractors spend tons of money on media slots and newspaper ads, they’re wasting all their money on forms of media that won’t get them what they’re looking for. Advertising in this way is so expensive and yields so little results, that you’re literally driving money away from your practice instead of towards it. It’s almost like these DC’s are betting their practices at the local horse race. The odds are truly against you.

We are in seriously tough times in this country. The economy is in recession, and older forms of chiropractic marketing and advertising do very little good now. If you spend a fortune on marketing right now, you can be sure that your business is going to tank under all the pressure and expense. That means that chiropractors are marketing less to compensate, but continue to only suffer more. You need to market to get new patients through your door, but you can’t afford to do it the same old way. What’s the answer for today’s chiropractors?

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