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From the Desk of Dr. Mark Studin
Academy of Chiropractic
Preamble: many of these issues I bring are small, yet each issue is just that… an issue. If you take care of the small issues, then you will be able to build and focus on the larger issues… a larger, more profitable practice along with more family time. 

“18,018,053”

Congratulations US Chiropractic Directory and You

 

That is the total traffic on the US Chiropractic since June 2012 as of September 20, 2016 at 8:28am Eastern Time. This site works for generating traffic from the public and other referral sources along with resolving ethical issues of referrals from lawyers. 

 
In today’s marketplace where a “digital footprint” is mandated to ensure a higher level of success, this site is a “no-brainer.” It is not the single answer, but part of a larger business strategy to gain and monopolize marketshare in your industry and region. I am also told by lawyers that they check the US Chiropractic Directory regularly for doctor’s CV’s and if yours isn’t there, they move on to the next person. In addition, if too many are missing, they stop using the site totally. Therefore, as a part of the success strategy of DC’s in the nation, you have a larger responsibility to post your CV online. 

 
In order to post your CV, you must have a “preferred Listing.” CLICK HERE TO GET ONE. Should you need help, call Dr. Ron Manoni 203-994-6847.

 
For those of you who are not digital savvy, a digital footprint (SEE DEFINITION BELOW) is to expand your Online presence and the reason why we created a Social Media Division and recommend US Digital Sciences (631-828-5585), as a Google media outlet to help drive additional traffic to your site and business. In the “olden days” we used Shopper Clipper ads, Welcome Wagon ads, Pennysaver ads and a host of other print media tools to get known. Today, it is about your Online presence as that is how America shops and is no longer the future; it is the present and if you didn’t heed my advice years ago, you have a lot of catching up to do. 

 
My job with the US Chiropractic Directory is to drive traffic to that site and based upon our 18,017,977 hits I can say with a great degree of certainty that I successfully done my job in a large way. Now it’s your turn to continually help this site grow to the benefit of both chiropractic and your practice.

 
The larger your digital footprint, the more people that get to know you provided your digital infrastructure is robust and accurate. Each time you post a CV entry you are increasing your digital footprint. Each time you modify your listing on the US Chiropractic Directory or your personal website you are increasing your digital footprint. Each time you add content to your social media outlets you increase your digital footprint. 

 
What is a digital footprint and why does it matter?

A company’s digital footprint is every online presentation of its business, including all contact information, mentions, reviews, and listings; and the average business has at least 60-70 of these online presentations. There are obvious ones, such as Google, Bing, and Yahoo, but it doesn’t stop with the “big three.” Other listings include YP.com, City Search, Merchant Circle, Trip Advisor, and countless consumer review website (i.e. Yelp, Urbanspoon, etc.). In most cases, a great deal of this data about any business is incorrect across all sources, and this can have a detrimental affect on your business. Studies show that people who try to reach companies unsuccessfully due to incorrect listing information will quickly move on. Calling a wrong or disconnected number is frustrating and it creates an unprofessional experience, often prompting customers to reach out to the next company on the list to conduct their business. 

You can see that having an accurate digital footprint is essential, but it does take some effort get it there. Consider the top five elements of this concept:

1. Update your listings: You can hire a company to update any incorrect listings or search the web for every source and do it yourself. Both of these options take a great deal of time, and you can expect to spend anywhere between $199 and $1200, depending on your company’s size, longevity, and history. 

2. Garner positive reviews: Do you know what customers are saying about your company? Or to further that… if anyone is even talking about your company? Staying aware of your company’s reputation online is vital to your business’ success. It’s important to obtain positive reviews and equally as important to address any negative reviews. Not only might you turn someone’s bad experience into a good one, but you will demonstrate to other potential customers that you care about providing good service. 

3. Update your website: Catch up with the times. Seriously. If your website is not responsive (mobile and tablet friendly), you are falling desperately behind the curve. Google has taken an official stance and will now rank mobile friendly websites higher than those that are not, so all of your competitors that have invested in a mobile website will show up ahead of you in the search engines. Aside from that, you want the user experience to be simple. A desktop website on a smart phone or tablet is not simple, and over half of consumers are now shopping on portable devices such as these. 

4. Review your competition: Everyone has competition. Take a look at three of your major competitors. What do their websites look like? Are their listings accurate? Do they have a positive image online, and are they actively generating leads to their company website. Is their SEO presence strong? What about their social presence? If the answers to any of these questions is “yes” for them and “no” for you, then you’ve got some work to do. 

5. Finally, boost your lead generation: Let’s pretend that all your reviews are fabulous and your listings are accurate. The company website is cutting edge and your users enjoy the web experience, both at home and on the go. Now it’s time to ramp up revenue and sales by capitalizing on people searching the internet for your product or service. You need to build a strategy to increase monthly web traffic, which increases your chance of a sale. Utilize social media tools to create interest in your business and create an even bigger online presence. Invest in the technologies that can help you. There are many technologies you can utilize in the strategy. What is being number one worth? What is a lead worth?



Respectfully,



Mark Studin DC, FASBE(C), DAAPM, DAAMLP

Adjunct Assistant Professor of Chiropractic, University of Bridgeport, College of Chiropractic
Adjunct Professor, Division of Clinical Sciences, Texas Chiropractic College
Educational Presenter, Accreditation Council for Continuing Medical Education Joint Partnership with the State University of New York at Buffalo, School of Medicine and Biomedical Sciences 

 
Academy of Chiropractic
US Chiropractic Directory
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