188: Q4 Marketing Stack: AI+Meta Ads+Videos= Results

We just run the inactive patient list through our AI and it's reaching out to people conversationally. It's actually holding an entire conversation and getting people booked. So it's taking all of the pressure off your team. You are listening to chirogandy, the podcast of sweet chiropractic success. Here's your host, Billy Sticker. Welcome to another episode of the Chirokini podcast. Today we're going to talk about really doubling down on Q4. Typically, we see some offices want to kind of take their foot off the gas and kind of coast through the holidays. And I understand the mindset behind that. But we also have clients, some of our bigger offices, you know, seven figure multiple, seven figure offices that we see doing just the opposite, really putting their foot on the gas through, you know, finishing out Q4 and excuse me, we want to talk about why it is they're doing that, what strategies they're using and why you should consider doing the same thing. One of the things that has changed over the past couple of weeks is, has been consumer confidence during an election year, you know, before this is our almost 10th year doing this. So doing running Facebook ads for chiropractors. So we've been in this game a minute, a lot longer than just about anybody else out there. And so we've kind of seen this before. But during an election year, especially presidential election year, right before the election, we always see things slow down. And so we've seen a big slowdown the past several months where some offices were still getting great results. But a lot of them we just weren't getting the same traction that we had been. Now one of the areas that we were still seeing a lot of growth in were video views. So if you're new to Cairo Candy or new to us, and one of the things our strategy when it comes to running Facebook ads is we want to position you as the authority in your market. Not just have people saying yes to a discounted offer, we want them saying yes to the doctor. And we do that by running specific videos to your community that people get to watch, they get to know like and trust you. And we build video views audiences. We start to build a warm market of people who know, like and trust you. Then when they see a new patient offer, it's just a much, much higher quality new patient that comes in from that. So we did see people that kept their ads going. We built really solid video views, audiences. So one of our strategies in doing all this is, you know, your first 90 days, our goal is to have 5,000 people in a retargeting video views audience, that's 5,000 people in your town that have been watching you, your content. And then we show them the next video and the next video and the next video, and it just continues to nurture and feed that pool of fish. You know, if you think about it like that, we dig a pond. We're telling Facebook, Instagram what fish to put in that pond. And it's the ones that are going to your website that have been engaging with your ads, that have been watching your videos. And then we show them the next one and the next one and the next one. So that begins to feed all these fish. And then we take another offer, new patient offer, and we go fishing with it. And that's how we catch these much, much higher quality new patients for you. So that's the general overview of, of our strategy. So part of it is the new patient offer that people do, and then another part is simply the video building those video views. So whenever we hear people say that conversions have been down just, or conversions from social media, that they don't see it, there's two reasons people have bad conversions. The first reason is people are only saying yes to an offer. So there's not a lot of skin in the game. We want people saying yes to you in your office. So that in itself gets a much higher quality new patient coming in whenever they're watching all your content. Right? So that's. That would be the first thing. First reason you're, you're getting poor conversions is just because of that. But a second reason would be speed to lead. If your team, if they're not following up with your leads quick enough, like within the first five or 10 minutes, if they're not stopping what they're doing to respond to that lead that just came in, the longer you wait, you drastically reduce your chances of conversion, even getting a hold of them. You know, if you wait too long, you're going to have a hard time getting these people to even respond now because they're out of the ether, they're no longer a warm lead. You just waited too long. Since we've implemented our aica, we have seen incredible results simply because of the speed to lead issue. Being able to respond to these leads immediately, not just with a text message, which we've been doing that for years, but actually a conversational AI. These people have no idea that this is even AI responding to them. They literally think it's a person because we can program it, we can give it a personality that matches your Office. If you want it to be professional, you know, if you want it to be more personal and a little witty and funny, just whatever. However you want to train this front desk person, that's a good, good way to think about it. We build its personality to match that and then we train it to answer questions to qualify these people. Right, because you want to make sure that you're getting quality people. So we train it to qualify these people. And then the ones that are good quality, we get them scheduled on the books and the AI does it all. So to help with conversions, if you're having poor conversions, those are two main things you need to implement in your marketing. Number one is do videos. Start building that audience. And it's not just about doing the videos, because you can be doing videos, but if you don't go in and tell Facebook, hey, I need to build an audience of people that are watching 25, 50, 75%, 95% in this video. If you're not building, if you don't tell it in the back end to do that, you're just making content, which can. It's still better than not making content. But doing the videos is part one. Part two is going in the back end and actually building out those audiences, telling Facebook what fish to put in those ponds. So doing the videos and then also implementing an AICA is going to dramatically increase conversions. So even if you're not getting tons of leads coming in every week, just implementing these strategies, you're going to see higher quality people coming in because they're saying yes to you. Not the offer and the speed to lead. They're being followed up with so quickly that we're able to get them booked and scheduled. So it's just higher quality people. So that right there is a great thing to do to help with conversions. So whenever you're going into this holiday season, even if you're not doing a bunch of new patient offers, I would maybe switch your budget more towards video views, where you're building up that audience over the next several weeks to build a group of people who know, like and trust you. They know what you do, why you do it, how you do it. And then you have a little bit of a budget going to a retargeting offer, targeting those people. And you're, it's a much better way to spend your money. It's going to get you better results. But you're also putting the majority of your money behind building a tribe of patients. You know, we wrote that book and if you're watching this here's two. I know some of you guys are listening, so you guys are watching, but here's the Tribe of Patients book that we wrote that talks all about this strategy and how to establish yourself as the authority. And then here's a book on AI marketing that. That we wrote. Both of those are available on Amazon if you wanted to pick them up. But that right there is going to help just with the overall quality. And really, you know, if you position yourself as an expert, people are going to think of you. Whenever they think of chiropractic or weight loss or knee pain or neuropathy, whatever it is that you're doing in your office, you start making content about that. It's going to help position you as that authority, especially when you have all the back end set up properly. So one conversions. You know, we're seeing that. One of the things, I was talking to my sales director earlier today, and he was saying that we're having a lot of people, they keep saying two main things, that these aren't clients. These are like potential clients that we're talking to. They're seeing their competition every time they get on Facebook, they're seeing their competition everywhere. And it's. It stresses them out because they want to be the ones all over social media, not their competition. And so the way we combat or combat that is going back to the first things we talked about doing quality content, there are going to be people that resonate with you for who you are. We want you to be seen. We want think about your patients, your favorite patients. They love you because of who you are. That personality needs to come out in your content, in your videos, so people start feeling that way about you before they ever come in. That's one of the things we teach in our training on when we're teaching these doctors how to do videos, is you want to make all your content like you're making it for one person, not like you're making it for. Not like you're standing on a stage speaking to everybody in your town. That's not what you want to do. You want to make this video like you're talking to one individual person. And that's how they start to know, like, and trust you and feel that personal connection with you. Excuse me, but whenever you're seeing competitors all over Facebook and you know it needs to be you, that can be extremely frustrating. And, you know, back in the day, a lot of you guys know, I. I worked in office for a multiple. Well, one office, one chiropractor who had multiple locations. And we had some associates and, you know, run in one office. So I was back and forth, but I was all over Beaumont, in Port Arthur area, if you're familiar with that area, Nederland, just the whole southeast Texas. I would do all the screenings and health fairs and workshops all out in the community, in office talks, all of that. And in doing all that, it helped me really kind of put my pulse on, well, one, it helped us kind of establish, you know, ourselves as authorities because people would see us everywhere. I was out doing, you know, everything that we could out in the community. But whenever I would do all these and really get to know people in the community, and they start coming in, seeing us. You know, we'd have people refer us. We would sometimes have referrals come in and we'd ask, you know, how they heard about us. And it was friends, you know, somebody they work with or somebody that they know from whatever. And we're like, these people aren't even patients. Who are they? And then come to find out it was because we were so involved in the community. Somebody would hear somebody needed a chiropractor and they would just recommend us because we were so well known, because we had done a great job putting our. Are making our footprint known in the community. Well, that's so much easier to do now with social media. The. We can do this. We can target certain people. And when you're getting, excuse me, whenever you're doing this content properly, you're going to start seeing referrals. We see this all the time. People start getting referrals from people that aren't even patients, they're just fans because they see our content and they start referring their co workers and family members in, even though they haven't come in yet. So stuff like that is great. But we ran some tv, not tv, we ran some radio ads back in the day. And especially if we had a workshop coming up, we would sometimes put some radio, you know, some ad dollars into radio. And whenever we were doing radio ads, we had an agreement, you know, if we were advertising on a radio station, they would not work with any other car, any other chiropractor in the listing area, because we kind of had that spot locked up for the radio station. Well, you can't do that whenever it comes to Facebook. We used to be able to do the same thing in the newspaper. We would run different ads in the newspaper every once in a while. And you can't do that now on social media where the newspaper would say, hey, if we're running ads for you, we're not going to run ads for anybody else as long as you commit to so much. So one of the newspapers would actually do that if we, you know, had a big enough commitment with them. But if you look at the Yellow Pages, those of you guys who have been around long enough, the Yellow Pages back in the day, same thing. They're. They're not gonna. You can't, you know, plant your flag and say, nobody else can advertise in the. In the Yellow Pages. That's just not the way it works. And unfortunately, it's the same way with social media. There's nothing we can do that's going to keep your competitors from advertising on social media, whether they're working with us or anybody else. You are going to have people running ads on social media if they really want to get their message out. So what do you do to combat that? Is you want to. Like I said earlier, you want to start doing the same. The videos that are going to get people to know, like, and trust you. If you think about your favorite patients and what makes them your favorite patients, they're compliant, they don't miss appointments, they refer people. They're just a joy to be around. And they know what you do. They like. They drink the Kool Aid. They understand why they're there. That education that you've been able to get them in, that education typically started on their day one or day two. Well, now with social media, you can start that education two weeks before they come in, two months before they come in. And that's one of the ways you want to look at doing. Doing these videos is you are educating your community on what you do, why you do it, how you do it, and you speak to them in that tone. And it just helps, really present you as an authority. And you are going to have people that resonate with you more than they resonate with the competition, you know, or whoever it might be. So. But that is frustrating. Whenever you see the competitors doing stuff, it's like, oh, what are you going to do different? You need a new strategy. And that's where our perfect patient, Tribe Turbine, comes in. So, well, because it's not just about them seeing one video or one ad. We want them to see it a different ad over and over and over again. And hopefully, if you guys, you know, have followed Carol Candy or if you've seen any of our ads on Instagram or Facebook, you start seeing them all the time. And, you know, we try to change them up all the time, too, just to be showing you different things. Excuse me. So that's. That's the goal is how can you set yourself apart? Because you cannot keep, you know, Facebook is not area exclusive. You were going to have other people running ads in your. In your area, in your market. So you want to start building your brand, start building your authority as soon as possible. Enduring the holiday time is a great time to actually do video views. So I definitely want to encourage you guys, I want to encourage you guys to do that. But a couple of other reasons why we've seen people in some of our bigger offices are actually doubling down during this holiday season. One is because of the consumer confidence. I talked about this an episode or two ago since the election, and I think this was going to happen somewhat, really, whoever won the election, there comes a time where you just have to get back to life. You got to get back to just, you know, growing your business. And we knew we were going to see somewhat of a turnaround, but I think the one, because the election's over. Two, because of the consumer confidence we've seen, because of how the elections turned out. I mean, we've just seen a really big increase in business for us. We've seen our. The ads are working so much better than what they were just a month ago. We're seeing such a great response. Like, people are just. I think really it is consumer confidence. We're seeing a big. A big turnaround, and that's great. We're just seeing that the ads perform a lot better, which is definitely what we want. And some of that, too, is there's less political advertising and things like that that you're seeing. So it's freed up some of the. The actual advertising, real estate on social media. So it's been able to lower our costs down. So we're getting cheaper cost per leads now because you don't have these political campaigns running a bunch of ads. So we're. We're just seeing the cost go down. We're seeing higher response rates, just lower cost per leads. And then when you top that with people that are doing our perfect Patient Tribe Turbine and doing the aica, we're just seeing some. Some phenomenal results. So we're very excited about that. So consider that, you know, use this time, because consumer confidence is high, to actually, you know, double down this, you know, finish this year strong, you know, as we close out 2024. Another thing that we've had a lot of people say recently, when I was talking to Ben, he was saying that a lot of these offices that he's Talking to. He's had several people lately that have been in practice 20 plus years and there are several people out there and you guys know them. And you may be some of these people who have these offices where you've never really had to advertise. You've done some kind of grassroots things, but you built a solid practice in your business, has been able to grow, sustain itself and grow based strictly on referrals, which is great. I mean, if you can do that, fantastic. And I think for the most part we would all agree when you have a referral come in, it's typically such a higher quality new patient than just somebody coming in normally from a Facebook ad. So I get it, we all love referrals. But what do you do whenever that starts dying down? And Ben was saying that we've had a lot of people lately say that they're just not getting the referrals that they used to. So what do you do about that? And there's a couple of different things that you can do, especially if you've been in practice 20 plus years. There's a couple of campaigns that we run. Number one is definitely do reactivation. We've been doing reactivation campaigns. I mean, that's definitely nothing new to. Chiropractic is a profession. I think typically chiropractors are very good at marketing to their database. But we have done, we've been, like I said, we've done reactivations for years. But now that we have the AI that can do it, it's working really, really well because they're doing everything from we, we just run the inactive patient list through our AI and it's reaching out to people conversationally. It's actually holding an entire conversation and getting people booked. So it's taking all of the pressure off your team and it's reaching out to people that already know, like and trust you, even though they haven't been in a while. The AI doing this is working really well. But you can also run your AI or we can run your existing leads that if you have been doing advertising in the past, we can do the same type campaign but for your, for your leads. And we see that working well too. But another campaign is, we call it a re engagement campaign. We can take your database of patients, especially like I said, if you've been in practice a long time. We take that database, we can upload it to Facebook and Facebook will build us an audience of your existing database. Then we run specific ads and content just to those people. Now we can run it to Other people in the community also. But whenever we target that, excuse me, that specific audience with these ads, it's almost like doing a reactivation, but instead we're putting a little bit of ad dollars behind it, targeting just those people. That campaign is working very, very, very well. And then we can also tell Facebook, hey, these are our ideal clients. We want, even though they're patients, to Facebook, they're just looking at it as a business. And these are people. This is our ideal patient, our ideal client. We can build a lookalike audience of people that are similar to the demographic of your ideal patients. So now there's another audience we get to create, create. It's another pond we get to dig and then we get to start to nurture that pond, right? We start doing video views to that audience. That gets them over into your other video views audience and then we get to work them in there. So the whole goal is, what can we do to build these, these audiences of people who know, like and trust you, where you were absolutely the authority in your market. So if you've had built this practice, built this business of people who have just been referral, you know, you've had a referral driven practice for years and that's not working now. There's a lot we can do to get you really, really quick wins when it comes to running ads on social media. Between reactivation, a re engagement campaign, lookalike audiences, we start the perfect patient tribe turbine. There's a lot of stuff that, that we can do right there. So I can sit here and talk about this stuff forever. We've already been going on a little over 20 minutes, so we'll kind of wrap it up. If you haven't seen or demoed our AICA yet, I want to encourage you to really check it out. We have some ads going right now. You may have seen them that just says, you know, hey, demo our chat GPT aica. You can fill out that information and it'll actually send you a text message and you can start interacting with it, try to trick it, like, whatever. You can really kind of push the limits on it right there. Or if you want, you can also go to Cairo, candy.com forward/aica-sample so it's carolcandy.com aica-sample and there's some sample, several different samples, screenshots of, of what it looks like, you know, how it's worked for some of our clients, how it's worked for us. And then we even have a little sample video and then there's A spot in there at the bottom of the page where you can actually put in your information. You put in your name, your phone number, you type in your business name, you name your aica, whatever you would want to name it, whether it's a team member or you want to make up a name, just whatever you name it. And then you put in your website and it'll actually go and scrape your website. So it gets all this information from your website. It takes just a couple of minutes and then it'll send you a text and it'll let you demo your very own aica. Now, that's a great way to play around with it, just to kind of see what you think. Whenever we go to build this out for you, and we're actually doing, you know, the full build out, it's a lot more detailed. We actually, like I mentioned earlier, we build out the personality, we give it a lot more parameters to go by. We have an FAQ that we have you fill out for a knowledge base. So there's a lot more training that goes into it, but that's still a very fun way if you want to fill that out or on the same page, which is chirocandy.com AICA sample There's also the chat widget that's at the bottom. I'm calling it a chat widget, but it's actually our aica. So you can just open that up if you want and you don't even have to fill out all the information. You can just open that up and start engaging with the AI there. And you are straight up talking to AI. You're not talking to a person, it is AI and it'll sit there and, you know, and let you do a full demo that way. But I really think this is something that every business eventually this. The majority of the businesses out there will be using some sort of this. You want another way to stand out from your competitors, get this implemented because it's only going to take pressure off your team. It lightens your workload and you can have AIs working 24 7. I mean, they can be booking patients at 3 o' clock in the morning. You know, somebody has has an issue, they go to your website, they see this, they fill it out like it just works phenomenal. But definitely encourage you to check that out. And we will also have a link in the show notes for that. But if there's anything at all we can do, we would love to help establish you as an authority in your town, in your marketplace, and help you just really increase your impact and make a difference and in turn make more money. Right. That's kind of why we're in business. So want to help you help more people and then make more, make more of an impact. So hope you enjoyed this episode. We will see you next week on another episode of Cryogenic. Thanks.