Previously on this blog, we've talked about the importance of developing an online presence in your chiropractic marketing plan. While it may sound counterintuitive, creating a website that is active and inviting may do more to inform the local community of your practice than the actual brick-and-mortar building on their block. Even if potential patients hear about your office through other means, such as word-of-mouth, a flyer or a radio advertisement — among other offline possibilities — chances are they will conduct a bit of independent research via the internet, which is why it is so important to establish a presence there.

After investing so much in an appealing website and engaging original content, it is actually in your best interest to direct members of your community to your site and social media accounts, notes chiropractor and digital marketing guru Dr. Patrick MacNamara, founder of Next Generation Chiropractor.

"Start branding yourself every chance you get. List the social media networks you're a part of as well as your blog's address on company letterhead, business cards, email newsletters, et cetera," he writes. "Don't let a single event or opportunity slip by where your online presence isn't advertised or known."

What are the benefits of broadcasting your online presence in your marketing collateral? MacNamara explains that doing so can boost traffic to your website and related social media profiles — which will give you a higher standing among big name search engines. He also states that this practice can increase your professional contacts.

In addition, remember that your online presence can act as a tool to build trust with current and future patients, and also serves to establish you as an authority in this field. As such, directing people online serves to further solidify your burgeoning professional relationship and makes the most of your online chiropractic marketing efforts. You can free up time to establish your online presence by investing in effective chiropractic management software.