Chiropractic Marketing Tips | How to Get Facebook Leads to Show Up!

Hello and welcome to Dr. Vince Presents, and I am your host, Dr. Vince Leone. And this is the show for doctors looking to leave a mark on their community through building a practice and a life of integrity, wealth, and leadership. I'm happy that you're here, and once again, it's time to build your legacy. This episode is brought to you by Niche Mastery, a high-level consulting program for doctors who specialize in spinal decompression and peripheral neuropathy. Find out more at www.nichemastery.com. And now on with the show.

Hey everyone, Dr. Vince here, episode 10. And on this training, we're going to talk about how to follow up with Facebook leads. And look, this is how our office follows up. Everyone has their own little method and format. And look, Facebook lead advertising, it's a very powerful tool. Nice component of an advertising campaign. You know, is it the panacea that we've been led to believe? No, it's really not. It should be, you know, again, one cog in the wheel. If you're going fishing, bring 10 poles instead of one. That's always my approach to advertising and consistently getting new patients. So, but it's still super valuable. And so let's just jump right in. So, So what are some advantages of them? First, they're cheap. You can get Facebook leads for anywhere from $1 to $9 or anywhere in between, and that's really, really low. So because of that, you can spend, I don't know, $500 or $1,000 and get quite a decent volume of leads. And then you can turn it on and off, right? You know, if you're not answering the phones on the weekend, if you're not— if you're going to be out of the office for a week, whatever, you can turn it on and off, keep it on all the time. You know, if you want to save some money one month, or if you don't think that, you know, December is going to be a good month for new patients regardless because of the holidays, turn it off, save some money. So those are all, you know, some advantages. Some disadvantages is they can lead— they can be a little inconsistent in terms of like how often they come in, right? Some days you get 2, some days you get none. You can have a stretch of a week with none, that's pretty rare, but you know, like a few days with no leads. So that's— and that's just Facebook's algorithm. And you gotta keep in mind that if you're spending $500 a month or even $1,000 a month or even $2,000 a month, Mm-hmm. In Facebook advertising, that is like infinitesimal compared to what a lot of advertisers are spending. They're spending a lot of money because it can, you know, because the return is there. So we are small fish in a big pond. Doesn't mean we can't be— use it to our advantage. It's just that we— the way Facebook algorithm works, and it's changing weekly, But typically, you know, the more you pay, the more exposure you get. The less you pay, the farther down the totem pole you go. I mean, it's just kind of logic. But so in other words, our leads can be inconsistent in terms of how they come in. Now, the quality of leads, totally questionable, right? Because they're typically coming in for some type of special, right? So, you know, whatever it is, $27, $47, $97, you know, exam, consultation, x-ray, all that type of stuff. So they are coming in based on a deal, and sometimes that— those are great patients, but sometimes they're not. And most of the time— I want to say most, but at least half the time— they're kind of— they're going to be kind of in the tire kicker quality. Um, so they're just gonna, you know, they've had something that's been pressing, uh, or been a pressing issue for them, and they're finally seeing an ad. Okay, I'm just gonna Go in and get this checked out. Um, and, uh, but, you know, look, it's not like a referral, right? So would someone already kind of, you know, a family or friend is telling them, oh, this doctor's great. So quality can be, um, you know, like I said, a little bit questionable. Um, doesn't mean they're bad people, just means that, um, you know, everyone's coming from a different place. It's like back in the Groupon fad 2 years ago, um, we would get massive, uh, leads on Groupons, they come in and take advantage of the offer and then they're gone. And again, in my opinion, that's fine. You know, you offer a coupon, if you're gonna play that game and play in that arena, then you have to take the good with the bad and give people what they want. If all they want to come in is get an exam, don't, you know, don't be forceful with them. I mean, that's what you put out there, so, you know, be fair. But at the same time, You want to do, obviously, do a thorough job in your consultation exam so that you can give them the best recommendations so that they can fix the problem. The show-up rate, this is the big deal, right? So the show-up rate these days, people are, you know, whatever, in the industry they're saying it's around 30%. So if 10 people, if you get 10 leads, you're going to have 3 people show up in your office. So that's not great. And, you know, again, kind of just is what it is. And look, some offices are a little higher, some maybe lower, but anyways, that's, that's kind of the industry standard right now, about 30%. So we can't control the inconsistency of the volume, we can't control the quality of the leads. So what we can control is the show-up rate to some degree, right? So I'm just going to go through What we do in our office in terms of trying to maximize that and get that over 30%. And the keys are the speed of the outreach, your follow-up procedures, and then the professionalism on the phone call. So let's talk about the speed of outreach. So when they sign up, they should get a couple things immediately. They should get a text message that confirms that they signed up for a, you know, some type of offer. Through the advertisement, and they should get an email that confirms the same thing, right? So they should get that immediately, and that's the way most marketers are setting things up, right? Something along the lines of, hey, Dr. Vince here. Thanks so much for signing up for this offer. We're going to go ahead and be contacting you shortly to set that appointment, or if you'd like to call right now, here's the number, blah, blah, blah. Blah blah blah. Now, so they should be receiving that immediately, but in the from the from your office's standpoint, you need to reach out to them as quick as possible within office hours. So you know obviously if it's ten o'clock at night, you're not going to be calling them. But if it's between eight and seven, you should be calling them right away. Right, you get that lead in and your CA should know that's priority number one, call the patient. The reason why is because, you know, people on the internet are massively distracted, right? There's just so much going on. They're scrolling through their Facebook feed, they have email, they're probably trying to work at some point. But there's just, people are just distracted. So they may, they literally, I've literally had— You know, my CA called and they just don't remember doing it, right? Because, um, it just— right now lead gen ads are kind of the best way to go, right? So that's where, um, in other words, so what we used to do is they would click on an ad, they'd be sent to a landing page, it would explain, you know, here's the doctor, here's the office, blah blah blah. Well, the conversion rate on that was real low. So what everyone's switching or has switched to is what are called lead gen ads. And that's where you see an ad, you click on it and it pops up right there and it says, hey, if you want to take advantage of this, put your name, email, and phone number in here and then you got it, you know, limited time offer, blah blah blah. So they put that in and boom, it's done. And so that conversion is much higher than going to a landing page and then, you know, having to read all this text and fill out this information. So the lead gen ads are really good. It's increasing the volume, but again, quality, again, we've talked about all that. But the speed of the outreach is super important. You need to get in contact with these people as quickly as possible. And plus, it just shows professionalism. It's like, look, if you put in your name and email and said, yeah, I want an appointment, and then someone calls you 5 or 10 minutes later, or even 15 minutes later, You know, that shows just some due diligence on their office, on the office's part, that, hey, I matter, right? So this person's calling me and going to set up this appointment. So the speed of outreach is super important. I mean, some guys are saying like, man, we're calling them within 30 seconds. I mean, good Lord, give me a break. My staff is way too busy to be calling, you know, within 30 seconds. But try to get to them as quickly as possible. And then the follow-up. We just have a 3-point follow-up. We're not chasing people for weeks on end. It's a 3-point follow-up. So you're going to get their name, their email, and their phone number. So I recommend 2 of the 3 in terms of reaching out to them. Wait, sorry.

Texting.

No, recommending phone and email, right? And I don't personally recommend texting, but Do it if you want to, but, you know, so you get the phone call or you get the information, you're gonna call them, and if you don't reach them, you're gonna leave a very nice message explaining who you are, where you're calling from, you know, the information, who to call or the number to call to schedule. And then you're going to send them an email with the exact same stuff and say that in your phone call, because some people just don't answer their phone these days. I mean, I, I don't— I do not talk on the phone much except if I'm talking with clients. So, you know, some people just are not into phone calls. I mean, I don't know why, it just is what it is. And so some people just prefer to go over email. And so you're going to call and then you're going to email. And then, and again, on the phone call you're going to say, and I'm just going to follow up with a quick email if you prefer to, you know, schedule that way. I'm happy to do that. And then if, you know, then if they respond via email and you get an online scheduling, just send them right to the online scheduler, or you can just go back and forth and just, you know, use a this or that format for scheduling. In other words, do you prefer morning or afternoon, you know, Tuesday or Wednesday, 9 or 10 on Tuesday, that type of thing. It's just this— it's— I just call it a this or that scheduling. So, and so then you just do that up to 3 times. Right, and 2 days apart. So if, say, the lead comes in on Monday, you're going to call and email on Monday. If you don't hear back, you're going to call and email on Wednesday. And if you don't hear back, you're going to call and email on Friday. And then on that last one, just say, hey, you know, Mrs. Jones, this is just our last effort. I know you signed up and things can get crazy with life and all that type of stuff, but I just wanted to make sure that, you know, if you want to take advantage of this offer, that we're just going to try one more time to reach you. And if not, we're not going to bug you anymore. And then that's it. Okay, if you don't hear back from them after 3 contacts, then you're done. And at least that's my recommendation. But, but up to 3 is totally within the grounds of a normal follow-up procedure. Anything more than that is badgering, and I don't recommend it whatsoever. And then finally, when you do get them on the call, you know, your staff just has to be super on point in terms of creating a authority, trust, and rapport in your office with a patient or potential patient. Because if, um, you know, if, if you, if you get them on the phone and, and, you know, the, the potential patient is talking to your staff member and they're not getting a sense of trust and confidence with, you know, through your CA, then, you know, um, that's an issue, right? That means that the CA is not trained up properly. The percentage that they're going to come in for their appointment, whether they make it or not, goes lower. And then even when they do come in, their confidence in you is going to be lower, right? Because it sounded like they talked to an idiot on the phone. So your staff has to be on point with their phone skills. And I covered the phone really in detail, and I even provided a script. Script for you guys that we use and have been using for 4 years. It's awesome. Um, back in episode— let's take a look here. Um, uh, it was on the radio one. Um, apologies for the delay here. Um, no, I don't want to play. Oh, I just want to Let's see a list of them. Hello, Dr. Vince Leone here.

Sorry.

Answering Your Phone. So it's episode 4. So I go into great detail on how to essentially train up your CA. And again, if you want that script, happy to provide it for you. You know, you can You know, hit me up, Dr. Vince, at drvinceleone.com and ask for it, or you can just ask in the comments. I'm happy to provide that for you.

And that's it.

That is our whole follow-up procedure, you know. And, and look, it's, it's as effective— we're above 30%, you know, 40, 45%, something like that. But it's not crazy, you know. I mean, again, It just— but you just have to be diligent about it, super professional, and, and but then go in just eyes wide open that it's, you know, if 50% don't show up, then 50% don't show up. Again, so it's a low-cost effort to get your name out there and get, get leads coming in, and then at that point it's all up to you, you know. So if you want to know any more information or you want to chat about, you know, practice building, consulting, anything like that, you can go to this website. This is my online scheduling application. It's at meetme.so/vinceleonidc, and then you can go ahead and set a time that works for you and me, and then we'll jump on the phone. So I hope that was helpful for you guys. Yeah, make any comments, questions below, and I'll see you next week on episode 11, whatever that's going to be. Take care. Hey everyone, if you like this episode, please subscribe to my YouTube channel and then like my Facebook page at facebook.com/DrVinceLeoneConsulting. Look forward to seeing you on the next episode.