2017 Facebook Marketing For Chiropractors!

Hey guys, Billy Sticker here and I'm excited about this presentation. This is something that I've talked about several times this past year, traveled all over the country speaking on Facebook and how you can use it to generate more income, new patients, increase the impact in your community. It's no doubt that you need to be using Facebook, but so many docs, if they're even using it, they're not using it the right way and they're just not taking full advantage of it. So we're going to talk in the next. I'm going to try to keep this down to around 30 minutes or so and try to run through this stuff pretty quick. But we're going to cover what you need to do and how you need to do it. Okay, let's go ahead and get started here. My goal is to help you transform your practice. If you listen to the podcast I host, the Chirokendi podcast, I talk about this all the time. Whatever your dream practice looks like, there are doctors out there that have built a practice just like what you want. My goal is to help you do that. Well, let's face it, to do that you need more patient visits, you need more income. To do that, you either need more patients, you need to increase the PVAs of the patients that you get now, you need to have more services that you offer, all kinds of things. But Facebook is one of those tools that you need to be taking advantage of that's going to help you get to that next level. Now, if you stay with me until the end, I'm going to get you this 24 point Facebook ad checklist. This is the exact same checklist I use every time I set up an ad campaign for a doctor. I'm going to get you this exact list. Now, I do ask that for the next half hour or so, there are no distractions. I want your full attention. Now what makes this different? A lot of docs out there when it comes to Facebook marketing, they're doing boosting posts and things like this. I was actually on the call or on the phone with a doc earlier today and he had spent about 10,000 doll the end of last year and earlier this year with a company and that's pretty much what they were doing. They were boosting posts, they were posting things to his Facebook page, but nothing to actually generate new patients. Well, that's what makes this presentation different. We're going to talk about real lead generation, new patients in your clinic. Now a little bit about me. My name is Billy Sticker. I've actually written four different books and I'm in the process. We're actually in the editing stages of my fifth book right now. I'm the host of Chiro Candy. It's a podcast. I have a background in sales and ministry. I've had articles published in chiropractic economics. I've actually been interviewed on some of the top podcasts out there. Circle of Docs, the Chiropractic Philanthropist, Practice Growth Strategies, Black Sheep dc the Christian Entrepreneur, Internet Business Mastery. So not just in the chiropractic profession, but even in the Internet marketing profession. I've been interviewed on some of the top podcasts out there. And then I manage Facebook campaigns for docs all over the country. Now, like I mentioned, I've actually written a bunch of books, but I've also. One of the things I do is we help other doctors write books. And I'll briefly go over more of that here in a second. Real quick, I want to share this with you. I just received this the other day and it was from a doc. And one of the reasons I want to share this is it makes me feel good. That's okay, right? I mean, I'm the one with the mic here, so you know, I can control that. But it really makes me feel good. But also it goes to prove or just shows the value in some of the content stuff I deliver. But this is a screenshot down here. It says episode 67 is probably the most valuable podcast you did. And I keep listening to it. Seriously, it's probably the most valuable podcast and most important that I've ever listened to. Why? Because it spells out the selling process and the sales for dummy approach. Without all the fluff in the format, it's easy to follow. It provides insight and examples on how. Let's see how to fix the areas one might be failing in. I feel like my mind has blown up. I just wanted to thank you. This episode's a life changer. So on and so forth. But as you know, as I sit here and record this, we've had almost 100 episodes of Cairo Candy now. And my goal is to make each one of those valuable because it all goes to my purpose, which is to help you increase your impact in your community and transform your practice. Now, there's never been a greater time in history to be in practice. Think about what the forefathers of chiropractic went through even 20 years ago, 30 years ago, 40 years ago, and think of the place you're in right now. Also with Facebook, it is a game changer now we're going to talk about three secrets when it comes to Facebook marketing. Number one is why 95% of doctors that are doing Facebook marketing, they're doing it wrong and how you can do it right. Secret number two is how Facebook marketing is different than traditional direct response marketing. Secret number three, why Facebook is not going anywhere anytime soon and how you could take advantage of it. Now, secret number one, why 95% of the doctors are doing Facebook marketing wrong and how you can do it right. Like I mentioned earlier, most doctors are boosting posts. They're making posts on their Facebook page and then they're boosting it. Before Facebook went public, let's say you had 1,000 people that liked your Facebook page. When you would comment and have posts and stuff on there, you were going to get a pretty decent reach. A lot of those people would see that content. Well, after they went public, in an effort to make more money, they started limiting that. Now it's roughly 4 to 6% of people who like your page are going to see any of those, any of that content unless you do some type of paid Facebook marketing. Okay? So that's what people do and that's what you see and that's what's in front of your face all the time. You know, you make a post and Facebook's like, hey, you can reach more people if you boost this post, spend $10, spend $30, spend $50. And that's how they're doing it. But there's a more effective way than boosting posts. Alright? Another thing that doctors are doing, and I can't believe some of the things I see out there, these different contests are doing just to get Facebook likes. Now let's look at this. This is one of my clients. Here's some content. And we do post content. You do need content fresh on your page. I really recommend Dr. Jason Deitch's program get amplified. It's great content, it's easy to use. I mean, you can do it, you know, or have your staff set it up and they've got a free platform that's, I think, plenty for what you get. That's just for content. But so you do want to have fresh content, but look at the likes and then look at the reviews. Now what's more important from a social standpoint, a social acceptance standpoint is the reviews. When it comes to Facebook marketing, it's all about a return on your investment. Now when you're boosting posts, this is a comparison here, boosting posts versus using what Facebook calls their power editor. There's no comparison. You have so much more control. There's so much more you can do, so much more you can target when you're using the power editor. And when it comes to Facebook page likes versus reviews, this really is what you're up against. Look right here, it says what's more powerful, the 896 likes on this page or the 67? 5 star reviews? That is way more important and it's going to get you way more credibility than how many likes your page has. So don't focus on page likes. Secret number two, how Facebook marketing is different than traditional direct response marketing. Traditional direct response is having a compelling offer and a call to action. Any of you guys Dan Kennedy fans? I'm still a student of Dan Kennedy's. I bought one of his books, one of his new books just last week. Great stuff. And he's phenomenal. Most marketing and advertising is direct response, but you can't necessarily do that on Facebook. We'll talk more about that here in just a second. This is a direct response campaign. There's a compelling offer. Get a free sample of this joint relief supplement and then there's a call to action. Where do we send it? Put in your information here. We're going to send it out to you. This is what a typical direct response marketing piece would look like. And then you have Facebook. Now, Facebook is social media. It's called social media for a reason, because people get on there and they post pictures. They post pictures with their grandkids, they post pictures of their dogs. So you have to use social media for what it is to build relationships. That's what's great about it, is you can build relationships and get people to know, like and trust you. If people out there have a problem and you have the solution, the first thing is to let them know they have a problem and you have the solution. Once they know that, if they're not coming to you for that solution, it's because they don't know like and trust you yet. Well, guess what? You get to use Facebook to, to overcome that. And that's what we want to do. Secret number three is why Facebook is not going anywhere anytime soon and how you can take advantage of it. 1.65 billion users on Facebook. 1.09 billion users get on. Every single day. 1 1/2 billion get on Facebook on their mobile devices. This is why it is imperative when you're setting up different campaigns and your websites and all the stuff that you do that you make sure that it's all mobile Friendly. Okay, let's look at this statistic. YouTube statistics that will blow your mind. One out of every two people that get on the Internet visit YouTube. Over 4 billion people every day. Over 800 million unique user visits to YouTube each month. So Facebook knew YouTube is huge when it comes to video. So what did Facebook do? Facebook started putting a huge emphasis on videos. And now that's why when you're scrolling through your news feed, you see all these videos all the time. They started putting a lot of emphasis used to. You could take a YouTube link, put it on Facebook, and it would play in the news feed. It doesn't do that anymore because Facebook is really trying to get away from that. They want you to upload videos directly to Facebook. They're competing with YouTube now, and it's working. Periscope came out last year. Well, just over a year ago, almost two years ago now. Well, it had over 10 million users, and it was just a huge thing. Well, what does Facebook do? Facebook introduces Facebook Live, and it takes off. As a matter of fact, today you can see television ads from Facebook promoting Facebook Live. I've never seen a Facebook ad before. Not on tv, Right. But they are putting dollars in television media to promote Facebook Live. So my point in saying this is anything in social media that takes off and starts doing really well. Facebook already has the groundwork in place. They're going to either buy that technology or develop that technology to continue to dominate that market. So it is imperative that you learn how to use Facebook effectively. Now, before we go any further, let's talk about some basic marketing principles. If you guys have heard of Dan Kennedy, if you're familiar with Jay Abraham and a lot of the marketing greats, you've heard of this before, the Aida formula. Okay? Attention, interest, desire, and action. So when it comes to marketing, one of the first things that you have to do with any mail piece, any direct response, any display ad, whatever it is, you want to get their attention. Then you want to create interest, turn that interest into desire, and then get them to take action. Okay? So that's a formula that you need to be familiar with. And then we have what's known as the past formula. I talk about this on almost every episode of Cairo Candy. It seems like this comes up, but this is how you actually deliver that message. This goes from taking that interest, creating the desire, and getting them to take action. The first thing is you address the problem that they have. You agitate that problem, lay out a solution, and get them to take action. Think about your day Twos doing your report of findings. What are you doing? You're addressing the problem that they have. You're going over their X rays. You're agitating that problem, letting them know that it's not going to get better, it's only going to get worse unless they take action. You have the solution. This is what you do. They've come to the right place. So you lay out the solution and then you get them to take action. Keep both of those formulas in mind. Doing any type of Facebook marketing, any type of marketing in general. Now, let's go through real quick. Let's go through some of the fundamentals. Now, we have on here three fundamentals. Facebook audience, Facebook ads, and then the landing page. Real quick. We're going to go through each one of these. Now, in Facebook, one of the most important things is they allow you to build different audiences that you can market to. You have a custom audience, a saved audience, and then what's called a lookalike audience. Most people don't even know about this one. But a custom audience, you can actually take a database, upload it to Facebook, and then whether it's a database or even website traffic, you've got to have the Facebook pixel on your website. And we'll talk more about that here in just a second. Because you can build an audience of all these people and then run ads directly to them. You just get your Facebook pixel and then there's actually, if you use Google Chrome, this is an extension that you can get for your browser. And it shows you, no matter what website you go to, it shows you right here, if there's a tracking pixel on there. Because what this pixel does is Facebook allows you to put this on your website. And anybody that goes to your website, when they have Facebook open, it puts them in an audience. And so now you can say, everybody that's been to my website in the last 180 days or the last seven days or the last month, whatever you set, you can now show those people a specific ad on Facebook. Okay? Somebody goes to Google, they find you, they go to your website, and now they start seeing your Facebook ads all the time because they've been to your website. Well, this is how you know for sure that a Facebook ad or the Facebook pixel will set up on your site or on any site that you go to. When I was in San Diego giving this presentation here the other day, I actually pulled up in San Diego, which went to Google and typed in chiropractic or chiropractor San Diego. This was the first site that came up, they do not have a Facebook tracking pixel on their website. Now, you know, this page being the first one that came up and is getting a lot of traffic, they are absolutely missing out on a huge opportunity because they don't have this set up correctly. Now, once you set this up, you can actually target or build an audience of people who visit a specific page on your site. You can do it like any site or any of the pages on my site that contain a specific keyword or whatever. It's huge what you can do here. Then you have what's known as the saved audiences. This is what most people are familiar with. This is where you put a radius of your office, the age, the demographics, and you can get very, very specific. Their education levels, what mobile device or desktop, whatever they're using, their ethnicity, their income levels, their net worth, all kinds of stuff. If they're a parent, how old their kids are, it's just huge. Then you have what's known as a lookalike audience. Once you have some of these other audiences built, you can basically tell Facebook, hey, Facebook, these are all the people that have been to my website. Go out and find me more people just like them. It's huge, the opportunity there. Now let's take a look at a Facebook ad. As I was building out this presentation, this was one of the ads that happened to show up in my newsfeed. Now, you can tell it's an ad because it says sponsored. Pretty simple. Now you have different placements of an ad. You have what's the regular desktop news feed, your right column, your mobile feed, and then the audience network. Now, when you start building out Facebook ads, you need to understand these three different sections. You have your Facebook campaign, which is really like. It's a folder where everything to do with that campaign fits into, if that makes sense. So let's say that you were doing one on headaches. Okay? So you have a Facebook headache campaign. Underneath that you have your ad sets. This is where you pick your audience. Are you going to go after a lookalike audience? Are you doing your website traffic? Are you doing a saved audience, whatever it may be? You pick your audience and then your daily budget. Are you going to do $5 a day? Are you going to do $70 a day? I've got clients that do anywhere in between. I've got one client that would do 70 to $100 a day pretty consistently, and he's also collecting close to 100,000amonth. And that's the reason why now underneath the Ad set. You have the actual ad. This is the ad copy, the image, the links, the call to action, so on and so forth. Now, when you first go to set up the ad, it's going to ask you what's your objective? Most of the time, I would say 90 to 95% of the time, your objective here is going to be clicks to your website. We don't want them to stay on Facebook, we really want them to go to your website because we want to capture them and we want to build an audience of website traffic. Alright, so that's normally what we want to do. There are times we want to do video views, but that's when we're doing a video ad now, right here. This is one of the first things. Once you start building out the ad that you have to select, you first have to select a page that's sponsoring that. Now most of you guys, it's going to be obviously your Facebook page for your clinic. Whenever I go to set up campaigns, I've got a list of probably 50 Facebook pages I have to go through for all my clients to find out, okay, which one goes with this campaign? But you first have to have the Facebook page, business page that's sponsoring the ad. You can also connect it to your Instagram account. If you don't want to connect it straight to an Instagram account and you still want the ads to show on Instagram, and because Facebook now owns Instagram, you just leave it and it will show whatever your business page name is. Then you have the actual ad. You select an image ad. Now, it says on here 1200 by 628. This is important. That's the image size you want to go to. Or what I do is I build them out 600 by 315. So basically half that size. It's still going to give you good quality, but it's going to be smaller file sizes. Especially if you're like me and you're doing a lot of different Facebook ads now. Canva.com it's like Photoshop for Dummies. It's free. They do have a paid version if you wanted, but most of you will do just fine with the free version. But what I do is I'll go to Canva and I simply build out a 600 by 315 blank canvas and then I'll put my image, whatever text or anything I want on there. Now you have to be careful with your text because it can only. An image can only have 20% of the image covered in text and still be approved. By Facebook. So you have to watch that. Then you have your actual URL where you know, because remember, our goal is for them to click on the ad and go to your website. So you have to have that in there. I also like to put the URL inside of the text above the image because I want them to know if this is something they're interested in. I want them to know that there's more information. I want them to know that there's another website that they need to go to. Then you have. This is where your text goes, this is your headline. And then your newsfeed description goes underneath that. Now your text above the image needs to be very conversational, just like me talking to you right now. It's more laid back. Well, and conversational. Your headline needs to have some type of hook. You want to get their attention and then the description. A lot of times it's just a little more details explaining the headline. Now you have landing page. Your landing page, it has three functions. We want them, really. The main goal is for them to take action. If it's a headache campaign, we want them to go to the landing page, find out how cervical issues could be leading to headaches. Then we want them to do one of these three things. We want them to either call the office to schedule, we want them to register and fill out a form online, or if nothing else, they at least get targeted, they get pixeled, and now we get to retarget them and show them other ads because we know they've already been to this website. So those are the three things we want them to do. Now, here's a good friend of mine, Chad Woolner. This is one of his landing pages. Now, this is for dinner talk. Well, not a dinner talk, but like a lunch and learn. This actually has a lot of information on it, but when you look at it, there's only a couple of things they can do. You have the video, there's a registration button, there's testimonials for social proof. There's what to expect, which is just some more information and then another button and phone number down there. So if you send them straight to your practice website, there's way too much stuff for them to do. They're going to click on the about us section, they're going to look at the reviews, they're going to do something else. Oh, look, a chicken. Next thing you know, they're back on Facebook or on Amazon and they've totally forgotten about what it is and why they were even on your site. That's why we want them to go to a landing page that only has one purpose and that's to get them to take action. Now, if this was all his landing page had, it would really be pretty solid, even if it just had a video of him explaining, like, let's say cervical issues like what we talked about with a button for them to sign up for an appointment or a phone number. It really can be that simple because we just want them to do one of these three things. Call the office register, fill out a form online, and at least get pixeled. Now, here's some different tools that you can use to build landing pages. Click funnels, hands down, without a doubt, my favorite Igloo is a newer company. I have used them before leadpages. They're pretty popular. They've been around a while. I'm not a fan. You just have way more flexibility with click funnels than you do leadpages. But these are some different options out there for you. Any of these clickfunnels, like I said, it's if you message me, get with me. They actually have a $19 plan. They don't advertise that. If you're just going to do a handful of campaigns, it works perfect for you. I even have some campaigns that I will share with you. I'll give to you for free. Just make sure you make a little note and then message me about them. And that'll let you get the $19 ClickFunnels plan. But really the $97 plan is what I really recommend. They even have a plan. It's 297 which competes with infusionsoft. It's just phenomenal. So I can't recommend clickfunnels stronger. It's great. Now, are you ready for some actual funnels? Remember, our goal here is to get people that already have a pain to know like and trust you. Okay? So here is a three step freedom funnel. Okay? And you can use this on any condition, whether it's headaches, low back, sciatica, whatever it may be, okay, Shoulders, knee pain, neuropathy, whatever. So the first landing page, we build three separate landing pages. The first one we talk about the past formula. Okay, let's say let's use headaches. You would do a short video with you and a spine or in front of a nerve chart explaining how cervical issues can be causing headaches. You see it all the time and you just follow that past formula. You agitate it. Look, headaches are common, but they're not normal. All right, lay out the solution. Get Them to take action, get them to come in for an exam, call the office, so on and so forth. Okay, now, so we run an ad on Facebook, and it takes them to that. Let's see, let's do this. We run the ad on Facebook. It goes to the landing page. We get them to do one of those three things. Now, remember our audience, the more and more that ad runs, it's going to build that audience. So even though not everybody, obviously not everybody's going to sign up to come in, Even the ones that don't, you can still go back and retarget them. It's kind of like how everybody's always said that when they go to your website, you need to capture their email so you can follow up with them. Now, you don't even have to capture their email. Just get them to go to your page. And now you can follow up with them with Facebook ads. Very, very, very inexpensively. I mean, five bucks a day goes a long way when it comes to retargeting on Facebook. But let's back up here again. The first landing page is talking about the original condition. Then we retarget those people and show them a testimonial. Now, it can be you and a patient going over their testimonial, their experience with headaches in your office, or it can just be, at the bare minimum, you talking about a patient and kind of sharing their story. Okay, that's another one. And then we have the last one, which would be like three tips. This could be you talking about how. Here's three tips you can do at home if you're having a headache. Roll up a towel, lay on it, help have it support your cervical spine, put ice on it, make sure you're drinking plenty of water. Whatever tips you want to share, but you just want to do this to create value. This is another chance for them to see you, get to know like and trust you. But you still end with a call to action. Guys, look, this is a band aid. This may help alleviate your headaches. Now, but if you are having headaches all the time, that is not normal. You need to come in, schedule an appointment. Let's see if we can help. So you always end with a call to action. So we just went over this and we talked about the retargeting. So what would happen is we would do a retargeting campaign only to the people who originally clicked on the headache ad. So the only people seeing this one, the testimonial landing page, they've already raised their hand. They go to the landing page, see the testimonial video and then the same thing, we want them to either call the office or schedule online. Alright? And then we follow that up again with more Facebook retargeting the landing page with the three tips back to the same thing. Call the office, schedule online, yada yada. Okay, so let's recap real quick. Three secrets. Secret number one is why 95% of the doctors are doing Facebook marketing wrong and how you can do it right. They're boosting posts. We don't want to do that. We want to actually get in there and build relationships with our potential patients. Secret number two is how Facebook marketing is different than traditional direct response marketing. Then secret number three we went over is why Facebook is not going anywhere anytime soon and how you can take advantage of it. The then we went over the two main formulas when it comes to delivering your marketing message. The what and the how. Attention, interest, desire and action. And then the past formula which is problem, agitate, solution and take action. We talked about the three fundamentals. The Facebook audience, who is it? You want to see this ad? Then you have the ad itself, Then you have the landing page. Alright? And then here's how that goes. Facebook ad, landing page, get them to call to take some action, some type of call to action. Now how about an unadvertised bonus? Is it okay if I over deliver? Check this out. If you ever see an ad and you want to know why you're seeing that ad, the upper right hand corner, this little down arrow, if you click it, one of the options you're going to see is why am I seeing this ad? Facebook will tell you why you're seeing that ad. It'll show you the targeting and what they did in their ad set to pick you. So it's a super, super cool little trick. Alright, so are you Ready for the 24 point checklist? Make sure you write this down. Just go over to cairocandy.com FB checklist chiralkandy.com FB checklist and there you will be able to get this checklist that I promised to you. Okay, now let me ask you a question. How many of you, I mean we did this pretty quick. I don't even know how long it's been. Do you kind of feel like this just a lot of information coming really, really quick. You know you need to be doing it. But, but let's face it, you guys are busy enough doing what you're doing already, right? You're busy enough working in your practice. Sometimes it's just, it's overwhelming. Well, why don't you let me set up your marketing campaigns for you? Why don't you let me do the work? So here's what we're doing for a limited time, I have room for a handful of more clients. Schedule a call with me, let's get on the phone, make sure that you're a good fit. Fortunately, I'm in a position where I want your business, but I don't need your business, if that makes sense. I get to pick who I work with, which isn't that the place you want to be in your practice? You get to pick the patients that are coming in. If you have those patients that when you see them on the books, you just kind of cringe like, oh no, not again. Well, you shouldn't have to, you know, you should be able to send those people down the road. And fortunately, I'm in a position in my business where if I don't feel it's a good fit, then that's what we do. We'll send you down the road. But let's see if it's a good fit. I currently do have a few spots available to schedule a call. All you need to do is go to cairocandy.com schedule. Now let's look at a few Facebook marketing success stories. Dr. Aaron Gumm here in Texas, over 50 leads in four weeks now. Cool story with him. He was one of my clients that I did a book for on neuropathy. And then after we did his book, he reached out to me, said, look, I've got this incredible program I'm using in my practice. It's automated. I really want to get this protocol out to more doctors across the country. Can you help? I know you've got the podcast, you've got a big list of chiropractors. Can you help? So I started helping him promote this and then in talking to him, I was like, well, what are you doing to get patients in? And he's like, well, we're doing newspaper, radio, tv. I was like, what about Facebook? He said, man, I tried, I just couldn't get it to work. They actually even shut down my Facebook ads account, which I've had a lot of clients that that's happened to. I said, you know what, let's do this. Let me try it just for a month and let's see what's happened. What happens? The first four weeks we had 50 leads for his neuropathy program. Alright, pretty solid. Dr. Terry in Indiana, almost 200 leads was just size of 200 leads in the first two months for his program, Dr. Dice here in Texas. 20 leads for only 120 bucks. This was over, I think maybe a three week period or so. Dr. Corder, Carter here. 21 new patient leads in 20 days on Facebook. Dr. Beckham, 26 new patient leads in only 11 days. So these are some of my clients. This stuff works. If you know what you're doing, we can get it set up for you. Let us do the work, let us do the heavy lifting. And one of the great things about the way I do this is we set everything up using your accounts. That way, you know, after the first couple of months we get them set up and they're going. If you and your staff want to take over, everything's there. We did it in your accounts. It's not like if you stop paying me then everything has to stop because we. I'm not saying let me do all your Facebook forever. If you want me to, I can. But let me at least get everything set up for you so you can rock out for 2017. Let's make this the best year you can have. Alright? Now I know these schedules, these slots are going to fill up quick. So go to chirocandy.com schedule and let's get you on the books. Let's set up a call and at least do this. At least say, hey Billy, you mentioned something about having some Facebook campaigns that you would give to us. Schedule a call with me and I've got three different campaigns that I will give to you that you can use to generate reviews for your practice, to generate new patients. I've got that whole three step campaign that goes over the testimonial, the condition, the testimonial, the three tips. I've already got all that stuff built out that I will give to you. But to get it, do this, schedule a call with me, let's get on the phone, let's see if we'd be a good fit. And even if we're not, I'll at least get you this information so you can get out there and do it on your own. Okay? That's it. Just go to chirocandy.com schedule and we will see you guys later. If you need anything, hit me up on Facebook. Or you can go to chirocandy.com if you just have a short question, you want to message me there. See you.