Consider the benefits of delivering more personalized content to your patients, and prospective patients, with digital audio content
How are you creating a buzz around your practice, which is also your brand? Your marketing and content output needs to not only sustain your current base but create a buzz to attract new patients, and audio content is a fast-growing marketing tool for chiropractors that can be repurposed across a digital platform.
Listen carefully, because audio content marketing is getting louder.
Audio content: podcasts, webinars and more
Audio content can include audiobooks, voice assistants, podcasts, webinars, and short videos for social media or your website. Audio content gives your patients additional info when not in your office, and encourages them to follow your digital offerings for wellness and achieving homeostasis.
The Edison Research Group reports that about 28% of Americans over the age of 12 listen to podcasts, and the demographic is quite diverse. The population that listens to online audio is an astounding 62% of the United States population over the age of 12. Audio content is becoming a front runner in content marketing.
Audiobook readers tend to be loyal fans — and high earners. Women listen to more audiobooks than men, overall, and people in urban areas lead the way in audiobook listening. And if you think the older population is the largest consumer of audiobooks, think again — the 18-to-49 age bracket are the ones listening most often.
Adding one or forms of audio content to your marketing strategy can increase bringing some of those listeners your way, or can create another way to stay in touch with existing clients.
Create a podcast(s) — You can create some short podcasts based on trends or topics relevant to your practice. Engage your listeners by answering frequently asked questions, share breakthrough research information, and offer stories that will connect you to your audience. If you are not quite ready to jump into the world of podcast creation, offer your services as a podcast guest, and return the favor by inviting podcasters to share when you are ready to launch your own podcast.
Add audiobooks to your product line — Do you have a book available for sale? Do you still own audiobook rights? Add value by offering an audiobook version. You can narrate your book or hire a voiceover actor to do the recordings, and you can turn any eBooks into audio versions.
Add audio-narration to your blog posts — This not only offers ease of use for hearing-impaired clients, but also increases listeners and page views. Give quick audio ads to guide listeners to web pages.
Curate audio content for your patients — Compile lists of podcasts, music, or audiobooks that are relevant to your industry. Your patients will appreciate not having to search for the audio content. Ask patients to add to the lists if they have favorites in that particular topic. Think creatively when you do these lists — topics could include “Chiropractor Music” or “Exercises to Help You Move.”
Radio, radio — Many radio stations have livestream programs on their websites. Radio is often at the forefront of breaking news, and still holds an audience of listeners during daily commutes. Contributing 30-second branded content on a local station could increase your bottom line.
Streaming audio’s ability to be highly personalized and dynamic has Pandora reporting that 43% of listeners say that audio ads are more relevant to them. Consider the benefits of delivering more personalized content to your patients, and prospective patients, with digital audio content.