082- How to Tell Your Chiropractic Story with Video: An Interview with Scott Sillari

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Hello and welcome to the Evidence Based Chiropractor. I AM your host, Dr. Jeff Langmaid. This week we have a awesome episode with my good friend Scott Solari at Vyral Marketing. Him and I talk all about video. We talk about some of the inexpensive gear you can use to get started, why it's important for chiropractors to be on video and even give some tips so you can start. If you haven't started doing video, you can start immediately after. So Scott is the head of all new business at Vyral Marketing. He added over three and a half million dollars in revenue to that business in 30 months. He's also the host of the Entrepreneurial Professional Podcast series which is a weekly interview series with successful professionals in the mortgage recruitment, wealth manager and chiropractic industries. Scott lives in Pacific Beach, California with his wife Tricia and his cat Tux. When he is not working in talking shop with me and others regarding marketing, he's watching soccer, working out with his trainer and taking a long walk on the beach. And I told Scott that the next time I'm in Pacific Beach I'm going to hold him to that long walk and go along with him because I love talking with him and I know you guys are going to get a ton out of the conversation that him and I had just a couple days ago. Before we get started, I'll say a few words as I do each and every week about Rock tape. Rock stock 2017 is coming up in September. Don't miss the opportunity to have the best, best to attend probably the best chiropractic event. Peace, Love and Movement 2017. I'm going to be there shooting video, doing interviews, hanging out. If you want to come surfing with me, I invite you to do that. If you want to watch me and laugh, you can also do that. But I'd much rather have you by my side. So I can't wait to get out in Huntington Beach, California for rock stock from Rock Tape rocktape.com Rockstock 2017 coming up in September in beautiful Huntington Beach, California. Without further ado, here is all about video, Scott Solari and myself just a couple days ago.

Scott Solari Scott, thanks for taking the time and coming on this week.

Dr. Jeff Langmaid. I appreciate it my friend. I'm so excited to Be here and to be in front of your audience, and hopefully I can add some true value for them in their businesses.

No doubt. Thank you. So you and I, basically, we talk a ton of marketing. We just talked a week or two.

Ago on the phone for a while.

But this today, we're going to really narrow it down and we're going to talk about specifically video. Everybody knows video is hot. Everybody knows videos where it's at. That's how you can engage with your audience at the highest level. I talk about Facebook Live and YouTube all the time, but give us your kind of take. Where do you see video being of importance for chiropractors? What have you seen? Like, why video?

Yeah, it's a great question. I think to be very efficient with it is you need to stand out this day and age with all of the content and all the things that people can be consuming. Video helps you stand out and get above the fold. And people just aren't reading the same way they used to. Especially when it's an email format or people going on social media. I mean, you look at the analytics, it's like 70% of people that are on social media are actually looking at a video. So if you're not doing video, you're just behind the times. Right? And then the second part of that is that the type of video you need to be putting out is you need to be educating your patients. You need to be staying in front of them, not only your current patients, but your prospective patients, and letting them know about health and wellness and chiropractic care and things that are going on, you know, that are relevant and timely. Just like your episode last week when you talked about, or two weeks ago, or when you talked about opioids. I mean, like, that's something that's very relevant, and you need to be getting that type of information out to your patients as well, using. Using video and keeping it short and quick so that you can stay in touch and be top of mind. And from there, that's gonna help you generate more referral business.

Right on. I think I always think about it like kind of planting your flag. Like video is the best way to plant your flag and establish yourself as kind of that local healthcare expert. Have you seen that be the case?

Yeah, absolutely. I mean, you become this. This expert. You have people starting to follow you, and you're going to your audience first with value. So when you see them out or when you talk to your patients, when you follow up with them over the phone, which, you know, especially the prospective Patients that you want to get into a care plan, you know, they're going to be seeing this content coming from you and you're able to showcase yourself as the expert. It's kind of like putting a moat around your audience, you know, and protecting them. And that's what you're doing with, with education based video marketing.

I think that that's. And that's another key part that you touched on right there. And it's really. And sometimes this is a little bit new for chiropractors, but it's kind of your patients are a smaller subset of a greater audience. So chiropractors I think get like hot and heavy about like my patients. I'm kind of talking to, you know, talking to my people, talking to my patients. But it's really, if you think about it, this is the way I think about it. You kind of have the top of the bucket, you know, the top of the funnel, so to speak. Like it's everybody in your community, like that's everybody far and w. And underneath that is kind of the audience that you build in. Exactly what you said it might not be. Some of those are your patients. That's a smaller subset. But some of them are those prospective patients. They're like the casual fans. They're people that might not know trust and like you yet, but they're open to the idea. And the other thing I think about video that you and I were talking a little bit about pre roll here was that it's not just like the video that moment in time, but you can use then videos in your email sequence, like talk a little bit, you know, kind of let us know where have you video used kind of creatively because it could basically go across all avenues of a marketing plan. Is that correct?

Yeah, absolutely. So I mean you can get it up on all your social media pages, obviously YouTube, Facebook. I mean depending on the content, you can use it like you said in the email sequence or campaign. I mean, if you have a camera set up in your chiropractic office and you're getting patient testimonials, which hopefully those of you out there, that is a huge thing. I mean, your patients are right there. If they're coming in telling you a story about what you're doing to help them improve their health, you need to capture that on video so you can put that up and showcase and let people know out there. Because when you're sending an email, let's say to a current patient, well, it's very easy for them to just hit forward with that content, if it's valuable to someone that they've been trying to maybe persuade to look into chiropractic as a health solution rather than all the other things that are out there. So I think there's a lot of different ways you can use video at the same time. When you put that on YouTube, ideally there's some description writing in there and you're using some key terms to attract more business and more patients organically through search engine optimization. So just having that content up there is gonna attract more people into your essentially funne.

Yep. And I think, you know, really it touches on all aspects. Like when you have video that is. Has good search terminology, then people are going to find it. When people find it, then they see the description, then they can click to your website. When they click to your website, then they're going to be more, you know, in tune with what you're doing, and then you can follow up regarding, you know, maybe you're giving free information, education, et cetera. So I think video is a key component to it. And, you know, I'm gonna go out on a limb, correct me if I'm wrong. What is the biggest challenge with chiropractors just getting started? I mean, it's like, what's the biggest challenge with actually doing the video? Is it really just kind of getting it up and running? Is it finding the content? Where have you found kind of the stumbling blocks?

I think, you know, it's one of those things is, you know, and a lot of chiropractors listening will understand this, is that, you know, you start out in chiropractic because you want to. You want to help people and help them heal and educate about the right way to approach health, and you end up running a business. Right. So you're wearing multiple hats. And this is one of those things where it's like, yeah, I'd love to do video, but where do I start? You know, what equipment do I buy? How do I even record a video that makes sense and that people would learn from? That is exciting, you know, and then what do I do with it once I add the footage? You know, where do I put it? How do I upload it? What should I. Should I send it out? How do I export all my contacts into one place? There's so many little pieces that it gets overwhelming, and most time I see it get put on the back burner. And there's no one really who's there to hold you accountable. Unless you have a mentor or coach or someone that's telling you what to do. You don't have anyone holding you accountable. That piece usually gets put to the back because you have to focus on the now business that's coming in and acquiring new business with the strategies that have mostly been laid out as you. Most docs I've spoke to do some sort of lunch and learn or dinner with a doc or whatever it is, and you have a ton of strategies obviously, working with mds, there's different things that a lot of chiropractors have learned on how to generate referrals. But this piece seems to get put in the back because it's not seen as something that could be that lead magnet, that patient magnet, to bring in and attract more business.

Which is kind of funny because it's almost ironic that it's probably is one of the number one ways really, because it's the messaging behind it, like what you're saying, like the copy, so to speak. But then it's also like, you know, if it's the doc doing it themselves, it's like, you know, their face, like it's their brand, you know, And I think that if it's, you know, maybe a front desk staff member who, you know, who's very eloquent, who's, you know, then they can also add value on those videos. If it's office tours and things like that. I mean, I think video can be so multifaceted, but a lot of times it can really. I think you hit the nail on the head. It's like paralysis by analysis where there is a lot of little components to make it work. Well, I mean, there is a lot of, kind of nuance and a lot of, you know, you, you should be, you know, you don't want to create video and then create bad video. You know, it's like you want to make sure that if you do it, just as with anything in marketing, anything in business, you want to make sure that if you do it, you do it right. And yeah, probably there are, there are probably quite a few chiropractors out there that are just overwhelmed due to kind of, kind of the nuance of it. So what, what are some of. What's an easy takeaway? Like either a topic idea for hopping on video, maybe an item or two that they can kind of get, get over the mental hurdle of and kind of get started. What would be like a tip or two that you would give if a doc's out there kind of listening and saying, you know, I'm super interested, but I just want that I need my first step to Be taken. What would it be?

Yeah, so, I mean, as far as content's concerned, first step is like, you need to just start paying attention to all the questions you get when your patients come in, because there's probably a million that are being asked and you're answering them because you have the information, but you're not thinking that that could be the content that you use to create a quick video. So something that you're really comfortable with. And I mean, you'll know. I mean, it could be health or maybe, you know, maybe you talk a lot about, you know, eating right or like, you know, things that are specific to maybe your practice, you really talk to your patients a lot about. And whether it's spine health or doing home care, your home care, I know it's a big thing that, especially with new patients, make sure they're doing that. So that can be something you can do a video about that that you send to follow up with your new patients. You can even build a sequence following up with your new patients to keep on them and educate them along the way to do their home care. So, but the first step is you gotta, you have to buy a camera. So I'd suggest buying, you know, $60 Logitech C920. It's, it works with the PC, there's a Mac version as well. And just set that up and start, you know, getting in front of that webcam and recording those videos right to your computer. And that's a very easy step, first step to move towards that.

That's awesome. I'll definitely, in the show notes, I will link to, to Amazon for that camera for sure. And your, your example, I think was really, excuse me, really pertinent, which is, you know, what we might think is mundane. I just think again, I'm totally on board with you, with the fact that it's almost like when we're in high school, like if somebody asks a question, like, don't worry about asking it because probably everybody else in the room is thinking that question or at least a few other people. So don't be afraid to ask a question. I feel the same way. It gets back to that same, same core concept. Whereas if a patient is asking you a question, even if it seems simplistic, if it seems mundane, like you're the healthcare expert, so of course, you know, it's going to seem somewhat simplistic to you. But what might seem simplistic to you, whether it's a nutrition question, a chiropractic question, a healthcare question at large, that could Be a huge talking point to be able to hop on a video where you just have like evergreen content. Because every day you're talking to patients, so every day somebody's going to have some questions for you. And that just would be a rolling cascade of items for content pieces where you can hop on and address that. And if that patient had that question, the point being probably a few hundred, if not few thousand people in the community have that same question. So I think that that's a huge, huge value add and a huge bit of advice for all of us out there, for sure. So thank you.

Yeah, absolutely. And I think as well it's, you know, the way that a lot of the chiropractic offices schedule their, their office hours to have patients in is you have time kind of around that. So if you're, you know, if you are getting a bunch of questions, you know, one evening we'll pop into your office where you have your camera and record some videos right there while it's fresh. And top of mind, you know, I.

Think that that's important. And you know, the two big things that I kind of talk about very, you know, kind of loosely is really, and I think you address half of it with, with kind of the camera there. But it's really the, you know, the audio and the lighting make a big difference. But once you kind of get, if you just have some nice, a nice well lit room and as long as the picture is clear and the audio is clear, if you can set that up in your, in your office, you know, at the office, so to speak, in your private office, you can just go exactly like you're saying. It doesn't, it doesn't have to be necessarily this large scale production to be able to really get out some great content.

Yeah, absolutely.

But on the back end of that, making sure that everything is in line, making sure that your tagging is good, making sure that all of those details, all of those T's are crossed and kind of I's are dotted, that's what really makes everything go around. And I think that's where the biggest impact can be had. I know that's kind of where your specialty resides within the chiropractic community. What have you guys been up to? If a doc is interested and they need a little bit extra help or I know you guys just do such a banging job at Video for Chiropractors. Tell us a little bit about what you guys are up to over there.

Yeah, so I mean, with our company, Vyral Marketing, obviously we have a turnkey solution to help chiropractors do pretty much everything I talked about. That way they don't have to figure it out or have their assistant figuring out how to go in and tag a video on YouTube because that's not necessarily the best use of their time. Our company, you know, if you work with us, we are able to do all this stuff for you where you just show up in front of the camera and we kind of coach you through the process and direct you through it, and that's all the work you have to do. So it's super leverage for the docs because we know they're running a business and they're wearing a lot of hats and they don't really have time to put all this stuff together. So, you know, we're here to help. But at the end of the day, you got to start somewhere too. And if you're looking to do video, you know, getting that camera, we do suggest getting a. A lapel mic that would record to an MP3 player as well. That complicates it a little bit because you got to match audio with video, but it will create really good audio. But those are some first steps. And then if it's something where you're enjoying the process, then you want to take it to the next level. That's when you want to definitely see if you can get some help doing that, whether it's internally help or externally, like a company like ours. Cool.

So, yeah, number one thing that a doc should do is get started.

So.

Yeah, and I think. Because, you know, because if you don't, somebody else in your town is going to. So it's, it's the way it's going. And it's. And it's a necessity, but it's a great necessity because there's no better way to get your message out than you telling your story. So I think that's a huge. That's a huge bit of advice. The number two aspect of that that you touched on, that we'll have in the show notes, is the camera that a doc can use that's affordable, that gets them up and running, that gets great picture quality, lapel mic. Great tip as far as making sure that the audio is crystal clear. And for any of the docs out there that want to learn more about what you guys are up to, where can they learn more? How can they find out more? See examples. Where can we learn more about what you guys are up to?

So it's www.getviral that's G-E T V Y as in yellow R A L dot com and you can shoot me an email scottetviral.com as well. Be happy to talk to any of you, even if it's not something that you want to go down that path yet. I'm here to help and we have a good amount of solutions, examples, things like that, on what you can be doing to get yourself in front of the camera and start to build that audience and get yourself out there. Because one of the biggest things is when you start putting out content, you want to be proactive and start following up with people that maybe weren't ready. And this type of marketing can help you identify those right people.

Well, thank you for taking the time. I think it's added a ton, especially for those docs that were a little bit cloudy on video. It's really the most important step is to get started. But then it's get started and get it distributed. And distributed are all those nuanced details making sure your tagging is right, making sure that when you spend the time that people are actually going to be able to see it. And I think any doc out there that's willing to take the first step, we'll make sure we put everything in the show notes and any of you out there that have taken the first step need a little bit of extra help or really just are ready to take it to the next level. I could not more highly recommend Scott over at GetViral. I'll also have a link to that in the show notes. Scott, I really appreciate you taking the time and thanks for sharing all of that valuable information with everybody out there.

No problem. Dr. Jeff, thank you so much for having me on. I appreciate it.

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