171- How to Maximize Your Marketing Without Spending a Dime

Welcome to the Evidence Based Chiropractor. Providing you with elegant and efficient research based content to help your practice prosper and succeed. Now get ready for a variety of dynamic communication tools designed for immediate growth. Courtesy of your host, Dr. Jeff Langmaid.

Hello and welcome to the Evidence Based Chiropractor. I AM your host, Dr. Jeff Langme. Today we are talking about how to maximize your marketing without spending a dime. We're talking strategy, so this is actionable stuff. And if you are building and growing a practice or even trying to maintain a practice, this episode is probably for you. Before I get started, I'll say a few words about Rock Tape. Rock Tape has revolutionized the soft tissue world again with Rock blades Mohawk. They're 175 bucks and you can see all of the educational courses@rocktape.com Mohawk or you can head over to my YouTube channel where I do a review and you can see it in real life kind of on your computer screen. Additionally, the last Super Early Bird tickets for Adjust yout Marketing are going fast. I think we have one or two left. This is the event that I've been putting together for a few years. Adjust yout Marketing is about building and growing your presence online in 2019. It's happening here in Tampa June 7th through June 9th. I'm working with you one on one. This is a live immersion event. We are gonna film videos, we are gonna create content stuff that you can take home and utilize in your practice. It's basically a combination of everything I have learned by doing this for well over a decade in large orthopedic groups, hospital groups, on my own and as an associate all wrapped up into one. So I'm super pumped about it. I would love it if you took the opportunity to come down and hang out. It's limited to only 20 docs. So we can do live intensive immersion type ST. So 20 docs total. If you want to be one of those 20. And I think we're already almost half sold out. You can grab a ticket at the evidence based chiropractor.com events. But as I said at the top today we're talking about how to maximize your marketing without spending a dime. And no, that is not just a snappy headline. It is the truth. And I'm going to talk through a framework of how you can do that. Some of this framework actually I borrowed from a guy named Frank Kern who is really smart and very, very adept at marketing. But I've taken some of it and turned it into what you can utilize as a chiropractor right? It's all about bringing it back to how can you actually build and grow your practice and how can you do it without spending a ton of money or having a ton of risk or taking up a ton of time? So let's start breaking it down right now. I want you to think of everybody in your community, right? So when a new patient comes in, they come from somewhere. Chances are they come from your community. It's somebody in your community, right? And I want you to think of all of those people in your community, all the people who live within your circle of practice, as a pyramid, right? So think of this as a pyramid. At the very, very top of that pyramid is a very small amount. It's like the ice cap at the way, way top of the pyramid, it's a small amount of people. Those are what I would refer to as hot leads. Those are the individuals who are in pain right now looking for a solution, Right? Right now that's a small amount of people comparative to the amount of people in your town, as you can imagine. But they're also the most sought after, right? If the person's in pain right now, they're looking for a solution right now. It is great to be their choice and to be their option. Here is the challenge, and you should do some of that. But here is the challenge to only doing that. It is super expensive. That is where you are talking about, you know, running ads on Google. That is where you are talking about competing with pain management organizations, surgical organizations, diagnostic or, you know, it's competing at that point with everybody who wants that patient that has some sort of musculoskeletal complaint or back pain. That is one of the most expensive areas to compete on the Internet. And it's very difficult to break through because chances are there are people in your town that can spend more money than you getting to those people. So that's the super, super top of the period. You might be saying, man, this is not going anywhere good right now, but believe me, it is. That is the super, super top of the pyramid. You should go after those people. But you want to be cautious and not only go after those people because they are super expensive to go after. I want you to think about at the bottom of this mountain or the bottom of this pyramid. At the very, very bottom, there is a thin slice all the way. At the bottom, there are people who will never go to a chiropractor. We're not concerned about them. You're not trying to convert the unconverted here. So what do we have left? The huge middle, right? The huge middle of the pyramid. Who are those people? Those are the people that might not need your service right today, but they might in the next 30, 60, 90, 120 days. That's where you want to be. There is far less competition reaching out to those individuals than the hot leads. And certainly you don't want to beat your head against a wall trying to talk to people who are never going to come to a chiropractor. So the ideal place to be is not necessarily putting out fires at the top of the mountain, top of the pyramid, all day, every day, but be in the middle, right, where people are going to need your service, desire your service, or be looking for your service, your practice within the next 30, 60, 90, 120 days. And that's the majority of people out there. We know 99% of people, 90 plus percent of people, deal with a back complaint at some point in their life. Point prevalence is about 20%. So people are going to churn into that middle all of the time. So now the question becomes how do you reach out, right? We talked about maximizing your impact. How do you maximize your impact now that we know who you want to reach out to? The way you do that is actually more simple than you can imagine. It's by producing content, right? You have to be present. Advertising works on hot leads, but branding in the middle, producing content gets your name, your position, your practice, gets your expertise in front of the people who might not be ready to pick up the phone and call today, but might be ready over the next few months. Months. If you wait, then you compete at the top of the mountain, right? Then you're competing with that. If you wait and that person all of a sudden has a burning fire, Gosh, they are looking for an advertisement, they're going to look at the top. They are looking for a person who can see them right now. But if you've built your brand, if you've built the no trust and like factors around you when they are not needing your service, you can become the most logical solution when they do need your service. This is where a lot of people have made some really big impacts using YouTube and Instagram. It is the fact that they build the brand so much that inevitably the people churn into their practice automatically and they have this pipeline of individuals who continue to come in. So content sounds great, right? Oh gosh, this guy's talking about content again. Well, content doesn't need to be crazy. It should only do three things. Every piece of content you produce should really do three things. Provide information, education, entertainment, value. Provide education, information or value to the person receiving it should be about them, not about you. Right? Second portion of that, there's only three things. Build value. Second is show goodwill, have fun with it, build your expertise. These things go together, but important. And the third one is have a call to action. It doesn't mean you need to be a used car salesman, but for instance, if you were, let's say, putting together a little piece on taping, for instance, and you said, hey, I just wanted to hop on and talk a little bit about taping, I know we get a lot of questions regarding this. What is tape? What does it do? Here is what it does. Xyz. Okay? Now you've built value and built some goodwill, right? You have goodwill because you're answering questions that they probably have other people like them have. You're building value, education, entertainment, and then just simply your call to action. That can be like, if you have any other questions about taping or if you've been struggling getting back to the gym because you're suffering from an injury, feel free to reach out to us at blah, blah, blah, blah, blah, right? That's super casual. You're not saying call now or else, you know, but you're being very casual with it. So build value, build goodwill, and have a strong call to action. So I hope that makes sense. This can make a big, big impact. Now, here's where it becomes maybe a little bit less theory and way more strategy. Well, that's a lot of strategy, but you should do this every day. And consistency is what is key with marketing. You know that. And if you're having difficulty with consistency, Visit us@thesmartchiropractor.com because that's what we do, is provide all this kind of stuff for you, but do it every single day. And here's an easy way to do that. Here is the clincher. This is an easy way to do that. Every single day in your practice, you get asked questions by your patients. I hope so. Take one of those questions and answer it. Take your phone out. Video is the easiest way to do this. If you want to type it. Or you're super scared of video, that's okay. If you have questions about video, shoot me an email. Jeffevidencebasedchiropractor.com but take a question you were asked, for instance. I just used the taping example. Maybe you're working through patients one day and the patient says, what does this tape do anyway? Bing. Bing, bing. That is a great thing. At 5 o', clock, whenever you finish up your day or during your lunch break to hop on and say, I was just asked this question today. What is tape and what does it do? You see, that's the content piece you're branding at that point. And if you're interested in seeing if tape might be right for you or struggling to get back to the gym, your call to action, right? So you can do this all of the time with any question. Take a single question, one question a day. You're probably asked dozens, dozens of questions by your patients each and every day. Hey, Doc, why does this table do this? Why do you do this? Where did you go to school? These are all pieces that you can utilize. Every single question that you're asked by a patient, 99.9% perhaps can be utilized as a piece of content for that day. And that piece of content should do three things. And by nature of if you use a question asked of you by the patient, it is automatically already gonna do the first two. Build goodwill and build value, right? Because it's going to be information that people are requesting, goodwill. And when you expl. There's value there. You're a healthcare professional. So showcasing these questions that are burning, you know, burning questions for your current patients, are they the same questions that your future patients have or have thought of? And then just simply add in the call to action. I use the example of, you know, how does this, how does this table work, for instance, you know, so this would be the video for that. And I'm very much paraphrasing right now, hey, this is Dr. You know, this is Dr. Langmaid over at Langmeid Chiropractic. And I was just asked today about one of these tables in our practice. How does it work and what does it do? Let me show you the benefits it provides for the people that we use it on each and every day. Benefit 1X, benefit 2Z. You know, benefit 3C. Just mix those up completely, but showcase a few benefits. And then if you have been struggling with one of these conditions, xyz, then we would love to be able to evaluate you and see if we can get you on the road to recovery. Don't hesitate to reach out to us at blah, blah, blah. So you can see that becomes very clean. So I want to recap this as we get towards the end. When you think about the people in your community, think of it as a pyramid. At the very top are people who want your service right now, today, this minute. Those people cost a lot of money to get to because you're in hot competition with everybody else. There is also some people in your community who are never going to visit you. That's okay. You want to be in the middle. People who are going to need your service down the road, 30, 60, 90, 120 days from now. How do you get out to those people at large? You get out by producing content daily that has value, goodwill and a strong call to action. And you do this every single day. And the easiest way to do this is to take one question that you are asked by a patient every single day and answer it. When you do that, you will accomplish this. You'll build your brand, you'll build trust, you'll build goodwill. And ultimately you will build your chiropractic practice. This is stuff I'm super passionate about. If you wanna dive deep on all of this, I'd invite you again. Come on down to Tampa 6-7-8 and 9. We're gonna dive deep beyond this formula. We're gonna create the content. We're gonna have a lot of fun in the process. Adjust your marketing is happening in Tampa 6-7-8 and 9. You super early bird ticket if there is one left at this point at the evidence basedchiropractor.com events. I hope you have a great day in practice and I will talk to you soon.

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