Roy Abdo builds a social media strategy for an OB-GYN practice, starting with a three-second website pitch and trust-building content. Less than 50% of small businesses under $200M revenue have a social strategy. He uses Squatty Potty's viral ads as a model for high-volume video production that drives engagement.
You cannot go back to the client, hey, listen, we just failed. I can't do that. Probably, probably go faster a little here. We just got a new client. He's an OB-GYN. We're going to be working on his digital strategy. So our goal is going to be first creating his website, his content, his social media, his funnels, his advertising, and figure out how to position him in this new city. This is us. So first we need what? His website. Go after them on advertising. They know nothing about the subject, and our goal is once they go on the site, that site we're constructing for them needs to, in 3 seconds, they need to understand how this doctor is going to help them. What is the aim? What do you want people to do when they get onto their page? Trust. Trust, yeah. And how do you build trust? You build trust through the content. And what kind of content? We need the images, the images of the women, the image of someone in birth. I mean, those to me, they're the personas, right?
So that's when we start looking into the, that's when we start researching and saying, okay, what age group is the adolescent, the birth control, who's more likely to use birth keyword control, and then that's when we specify the target audience of where our marketing goes and advertising.
I mean, that's why I think for you it's important to think about different blogs for those people, even different subcategories, because those subcategories are going to speak to that person who's coming to the site, and then we're going to have conversions because they're going to read that article, read that content, and then move to what? Get in touch, try to book an appointment. Take a guess, what's the percentage of small businesses that have a revenue under $200 million that have a social media strategy? Take a guess on the percentage-wise. Under 50%. I mean, there's a gap disconnect between the older generation who's running companies and then trying to figure out how to manage social. And that's where we come in. We're coming in to help them take out the stress of digital strategy, social media strategy, posts. So if your social media updates are not entertaining them, offering value, elevating their life, what's gonna happen? You know, unfollow, unsubscribe. And I met the team who does it. There's a company called Squatty Potty. Have you heard of it? Oh, I have heard of that. Okay, here's how Squatty Potty worked. Ready? So that agency takes from— what they do, they meet with the client, they come up with a storyboard. Once they come up with a storyboard, what they do is they go back and shoot over 200 videos. And then they take all those elements and then construct the most viral ad ever done. When we first started working together, it was like, "I can't do this." I'm like, "Bah-ha, there's no more 'I can't.' It's 'How can I?'" All we have to do is meet deadlines. When you work on it, what you do with it, doesn't matter to me. You cannot go back to the client and say, "Listen, we just failed." I can't do that. I don't show them that part. I focus on what's going well for them. You know, if their website is— even if their website is horrible, I'm like, "Okay, listen, at least you have a site." let's move forward with it. I mean, the goal is we have 6 people right now, we have 6 people in India, we have 12 people. I think by next year we're probably going to be about 25 or 35, and I think we're servicing now around, I think, 20 or 30 clients. And the goal is next year, my goal is to hit 100 clients, helping them out with social and digital. So the year after, we're going to be 200 and 300, and, you know, like, the goal is times 10x. Listen, the one thing I hated about all the jobs is I was bossed around.
And that's one of the reasons I went on and did my agency, because I wanted someone who would coach me.
And that's the way I look at all my staff.
I'm, I'm the coach in their life. I'm helping bring the best out of them. I'm their servant. And the reason they can rely on me, because I will bring the best out of them and I'll bring the best in them to do what they're trying to do, to help serve the clients we're trying to serve. Let's put it this way, it's about bringing the best out of them by serving them so they can serve our clients.
