Marketing Chiropractic in 3 Easy Steps | A new chiropractic marketing strategy

Hey everyone. How's it going? I wanted to go through a simple three step process that I've used in just about every other successful doc or marketer that I know has utilized to really build an audience and ultimately for you, help drive more new patients into your practice. That's what it's all about. But it's also doing it in a way that doesn't make you feel like sleazy or scammy. I think this way this process can really be adapted in a way that's ethical, that makes you feel great about your practice, that provides awesome value to the people in your community and your growing audience, and certainly can lead to better results in your marketing efforts. So what we're going to go through is a basic, basic framework. We can talk through some of it. If you have questions or comments, feel free to fire them across. But I wanted to show a little bit behind the scenes of what I've learned and what I've done. But definitely frame it in a way that you can utilize to build and grow your audience, build and grow your practice, and do it in a way that you can really, really be proud of, which is ultimately what it's all about. So number one, if you're putting out content online, if you're watching this, you know how important that is. So that's almost gonna be a given. You have to be able to put out some form of content online to get people paying attention to you. Are they watching what you're doing? Are they seeing what you're up to? Are they understanding your unique message, your unique value proposition, your usp, right, your unique selling proposition and in the marketplace. So you can do that. Basically, if we boil it down in three ways, right? When you put out content, it can be video content. You can put out videos, Facebook Live videos like this, you can prerecord videos on a dslr. There's a bunch of way to do video. Video is by far right now the most powerful way to connect with people. Meaning Facebook's gonna give you the most amount of reach, you're gonna get the most bang for your buck if you put money behind it. On the video side of things, quite often if you boost a post or promote a video, you should be able to get down to less than 5 cents per view. Some of you might even be able to get down to $0.01 per view. I average about 2 to $0.03 per view on a video post that I promote. So you can do the math on that. 10 bucks, 100 bucks at 2 or 3 cents a view can go a long way towards getting you out to people in your community. So that is the video component. The other way you can put out content online. Pretty self explanatory, right? An image, an image always works. You have an eye catching image, something that you're putting on your Facebook page, getting attention, that goes a long way. Images are still a great way to connect. Even though video is going to be the best bang for your buck, number three down the line is going to be text, right? These are going to go hand in hand most often image and text. And video is always going to have some form of text with it. But also you could choose to switch it up, right? And just do text and not have any graphical media. I wouldn't recommend that on Facebook, but I wanted to break down the three forms or types of content that you can put out online because that's what's going to start this process. That's what's going to get the engine going. Putting out a video, best bang for your buck. You should be able to, if you put money behind it again, get 1, 2, 3 cents of view. So you can back your math out of that, right? Secondarily you could have an image or third, you could have text. All three of those things. Here's the most important thing. When you put out something like that, if you're taking the time, the money, the effort, the energy to put out that type of content, you really want to think about in terms of where is this driving somebody to? What's the point? Is the point just branding? Am I just trying to get my name out there and establish some expertise or am I trying to get somebody to take action? That's usually in the marketing world, what's called a cta, a call to action. And I'm going to let you know, a majority of the time that you put out content, you should be thinking about what's the call to action. What is the call to action? So those are these lines going this direction, right? And that should lead to what's called a lead magnet. You want an exchange, right? If somebody's watching a video and this is where you can do this very ethically, you can do this in a way that you can be proud of. You might put a video out on, hey, here's some simple stretches you can do at home to feel better. If you're in the CrossFit world, here's some lifting technique I can showcase, right? You can get wildly creative. It doesn't need to be pitchy, it doesn't need to Be scammy and it shouldn't be. There is a ton of great content, a ton of great knowledge that you have that you can share with the people in your community. Here's some things I've found to reduce headaches. Here's, you know, swinging a baseball bat. Here's some tips as far as where you should keep your shoulders depending upon what your interests are, what audience you're going after. All of this creative can be wildly different and can really be awesome and should be tailored to what you are about. Those should though lead in, they should not stop right there, right? This is a three step process. So if you stop right there, you are stopping at step one. That means your efficiency is not good. But if you follow to step two, if you have a nice cta, if you have a nice call to action, it should lead people into a lead magnet. That lead magnet is all about giving them more information. So if somebody's interested in how they can resolve their low back pain, give them a lead magnet. Say, hey, download this video. Here's a little bit of a PDF that I've put together. There's a variety of ways that you can exchange your knowledge, your expertise, your information in exchange for their email. Their email is the permission for you to continue the conversation. That is step three and what is super, super important, the lead magnet portion of this. If you stop here and do not have a call to action, you are building your brand, but you are not building your audience. And you certainly are very slowly at best building your business and your practice. So have a nice call to action that leads into the lead magnet. The lead magnet should be in line with what you initially talked about, right? You don't want to say in your video, hey, let me tell you all about headaches. And they click through to learn more. They click through and all of a sudden you're talking about ice cream. That doesn't make sense, right? So there's going to be a disconnect. Make sure that your lead magnet ties directly back to what your initial piece of content was. That is what gets people engaged, that's what gets people excited. And now you're following up on the promise that you delivered. That's how you do things ethically as well, right? You're following up on the promise, you deliver, you're giving information and you're giving even more information at the lead magnet portion in exchange for their email. But from there I would recommend don't stay dormant. I see a lot of people even getting to step two, right? We're Talking about three step process one, two and three. I see a lot of people getting to step two with the lead magnet and dropping off there. You have to go through step three to get the results and that is follow up with email. Make sure that you are dripping content on the people who have expressed interest in you, your product or your service. So you put out your content up front. Videos the best way to go. As we discussed, there's image and there's text. You, you can't go wrong. And you should test all three. Certain people are more comfortable with some than others. That's okay, but figure out what piece of content you like to put out there. Number two, lead into your lead magnet. That's the exchange. Exchange the email address for more information on that topic and make sure it is tight. It's finely tuned to what they opted in for up front. And number three, follow up with email. That is what drives the results, right? Following up with email. Think about the last time you made a decision or a purchase. It probably wasn't the first time you saw something, right? It was after there was some trust built, there was some rapport built and then you decided to make an informed decision about what you wanted to do. That is where following up with email comes in. So, so huge. Make sure after that lead magnet that you're just touching them with some information. You don't need to be obtrusive, you don't need to be obnox, just you don't need to be hitting people three times a day. Don't get crazy. But if they have opted in, they want to know more. That's the exchange. So deliver the goods, follow up, showcase some other things. Maybe at that follow up point you're touching on the main point that brought them in, but now you're expanding into some other areas of interest as well. This is what builds trust and rapport, it's what builds your email list. And ultimately it is what can drive a successful practice. So if we come full circle on this, step number one in your three step process is create awesome content up front. Typically that can be video, images or text. Video reigns supreme right now on Facebook. And again, if you're putting ad spend behind that, you might be able to get down to 2 cents per video view, which is awesome. So think about the reach you can have for even 100 bucks, for 50 bucks at that price. But make sure that your content has a call to action. Doesn't need to be every piece, but make sure that at least some of them have a call to Action. Hey, if you want to learn more about what we just discussed, click the link below. Make sure there's a call to action like that that leads into a lead magnet. That lead magnet is the exchange point. Give that person some more information, maybe a download of that video. It doesn't need to be something entirely different. Could be a download of that video, a short PDF, something like that. That's going to give them what they are after. You are making a perfectly ethical legal exchange at that point where that person's after information. You have it and you can deliver it. But then do not forget Step three. Follow up with email. Expose them to you and your message. Drip content on them. You don't need to overwhelm them with a tidal wave of junk and you shouldn't do that. That's called the four letter word of spam. But make sure that you're following up appropriately, touching them with maybe stretches exercises. Again, it depends on what type of doc or provider you are in terms of what you want to deliver on the back end. But just touch them as that expands. This becomes what in the marketing world is known as your top of funnel. We're going to go down that funnel on subsequent videos, but this is the first step. Make sure that you're putting out awesome content. Make sure that you are. Have a nice tight call to action and lead magnet right in line with it. And follow up with email after that. This is the engine that can drive results for your practice. You have any questions or comments, feel free to leave them down below. Hope you guys have a great day and I hope this was valuable. If it was, let me know. Give me a thumbs up, a heart comment down below. I'd love to know if this is valuable for you because I'm happy to shoot more videos like this if it is. Hope you guys have a great day and I'll talk to you soon. Bye bye.