Most small practices fail with Facebook and Instagram ads because they skip warming up their audience first. The Tribe Turbine system uses weekly short videos to build a pool of 9,000 to 20,000 engaged viewers, then retargets them with your offer instead of going straight to cold audiences.
Alright, I want to talk to you about the number one reason your Facebook ads aren't working. We've never had a better opportunity to advertise and get our message out there to the specific community we're wanting to target. We've never had the opportunity like we do today with social media, whether that's YouTube, Instagram, Facebook, whatever it may be. But here's the problem. Marketing is still marketing. Even though we have these tools, you still have to understand the basics of marketing. And what I want to cover today is a cold audience versus a warm audience. Now this is what we've developed. We call this our perfect patient Tribe turbine. And whenever somebody first comes on board with us, we give you access to some training and stuff, you give us access to your page and ads, account, things like that. But the first offer or the first ad we run is normally whatever new patient offer you're doing now, whether it's just a consult or whatever it may be. But this is going to a cold audience. And even if you've been in your town for 20 years, you still have people that show up saying, you know what, I never even knew you were here. But driving past here for 20 years. So just because you've been established in your community, don't think that everybody knows who you are, especially if you haven't been very active in your community. But this is going to a cold audience. Well, what we want to do, and you can get some leads from this, the number one reason we see Facebook ads fail, Instagram ads fail, it's because people stop right here. They don't want to do anything on the back end to warm up the audiences. And after working with over 500 offices, we know this is what works the best for our clients. What we've done is we've actually put together a series of trainings, one for their staff on how to effectively follow up with the leads, but the other one is on creating viral videos. This is just some content that we know gets engagement from your community. Because if we can get somebody to stop what they're doing and watch 25%, 50% of a video, Facebook will then put them in another audience for us. So we have between 30 and 50 sample videos to give you ideas from, but it doesn't matter. Whatever questions you see patients ask, chances are other people have that same question. So you could take those and make videos, but we want you to make a minute and a half to two minute videos, ideally once a week. And then when you start doing these videos, retarget people that have watched the previous video and then retarget people that have been to your website, retarget people that have engaged with your page. You want to have all these retargeting audiences built. So what we start doing is we start what we call the tribe turbine. We start warming up this audience. And now you take your new patient offer or whatever it may be and retarget to these people. And instead of going to a cold audience, we're going to a warm audience. And these are the people who the they're higher quality, they show up, they've been watching your videos so they know what you do, how you do it, why you do it, and it is a much, much higher quality lead. And without fail, the people that don't get their best results, it's because they refuse to do this. Whenever we have somebody Cancel with us, nine times out of 10, they never did all this or they did just one or two videos over the course of several months. And it didn't give us a chance to warm up an audience to retarget. We see offices over and over and over again that are doing this consistently. Build a retargeting a tribe anywhere between 9,000 and 20,000 people sometimes. And think about that going from a cold audience. When you start building this audience, even if it's just 9,000 people of a warm audience who are watching your videos, who are seeing you all the time in their news feed. Now, how many of those people do you need to show up to totally transform your practice? Not that many. So quit focusing on cold audiences. Get quality content out there that's going to engage your ideal patient and then start retargeting them. That's going to make a huge difference in your marketing efforts.
