3 Reasons Facebook Ads Aren't Working
Welcome back to another episode of Chiro Candy. I've got to tell you guys, this has en a little bit bittersweet. I've really missed doing these episodes, and at the same time, I have not, if that makes sense. For several years we did these every Tuesday, 5:00 AM Central Time a new episode came out. And I was unbelievably consistent with getting these done. And as our business started growing, and we got more and more clients, and the stress of just life, and work, and stuff began to add up. My wife would ask, what are some things that are stressing you out? And one was checking email. And she's like, well, look, why don't you have Renee do that? Which is one of our team members that helps out on the Facebook side of things. So she really became my assistant. Not only does she work in the Facebook side of the business, but she started checking my emails, and organizing that, and letting me know, hey, which ones I need to respond to, and so on and so forth. And that really helped. But we went, in January of this past year, of 2018, which is the same month we did the ChiroCandy Cruise, we were at about 60 offices we were working with doing Facebook.
That's not including all the offices, and doctors that we help write books and stuff for. But just the Facebook side of things, now we're well over 100 offices we're working with. And that happened in just a matter of months, we just doubled in size. And we hired a lot of new staff, and got our staff trained, and everybody's here local. We don't have anybody in India doing this. As a matter of fact, it's a lot of people we go to church with that work in the business with us now. So anyway, we worked on our systems, and our processes, and getting everything right. But I kind of gave myself permission to take a step back from doing the podcast. And I've got to tell you, for me, and this is a little bit selfish, but it was a nice break. It felt good. And we also had some issues. I don't know if some of you guys who listen to the show for a while may notice that we had some issues with the mic. I'd have people email me saying, oh my goodness, your last episode from 13 minutes to 16 minutes, your audio went almost completely silent. I mean, just issues like this.
And so, I'd replace the mic, and then the other mic was having issues, and it was just a stress point in my life that I was like, you know what? I'm giving myself permission to just not do this for a while. And then I've been traveling, speaking at different events, and it really has been great. People coming up to me saying, hey, what's going on? I miss the show. And even some big name influencers in the profession saying, Billy, dude, what's going on? Where's ChiroCandy? And so, we had last week's episode with Tabor, which the first episode we've done in quite some time. And so, now we're back. We are going to start doing these more regularly. And I even have a new podcast that I'm going to be starting, that I'm really excited about also. It's going to be a totally different genre, if you will. It's going to be called, The Blessed Entrepreneur. And it's going to be about, God wants us blessed to be a blessing. And the purpose of wealth is to help spread the gospel, and some really cool stuff we're going to be going over. But it's going to be more of an entrepreneur, internet marketing type podcast with a tilt on scripture. And not at all trying to use God to sell anything. That's not it.
It's more this mind set that some people have that you're supposed to be poor. That money is evil, and that's not the case at all. You can bless a lot more people when you have money, you can make a greater impact in the world when you have money. But you do that by serving as many people as you can. So anyway, that's going to be another podcast we're going to be doing here, launching really, really soon. So I'm excited about that. We're actually working on the website and stuff right now. But in this episode of ChiroCandy, let's go ahead and get into some meat. Some of the meat and potatoes. One of the things that I've noticed is, some of our most popular episodes are the ones where we talk about directly some tools when it comes to Facebook marketing, and what's working, and what's not working. And today we're going to cover three things or three reasons that your Facebook ads are not working. Or whenever we talk to offices, and they're like, look, we tried this before, and Facebook just doesn't work. Well, we see the same things over, and over, and over again. And basically, it comes down to these three things. The first one, whenever somebody says their Facebook is just not working. And whenever we say Facebook, we include Instagram in that as well.
When they say their marketing efforts just aren't working, it's because number one, there's no consistency. And I like to relate this to go to the gym. Or even in your diet and nutrition. All right? So let's say that you go to the gym, and you say, you know what? I'm going to start a new plan. I'm going to get in shape, and so on and so forth. And so, you go to the gym and you work out for a week. And you're as sore as can be, but you really don't see much of a change the next week. So you're like, you know what? Yeah, I went to the gym and it just didn't work. Because you just weren't consistent. Or you just go every once in a while. And so that's one of the biggest things, are you have to be consistent. Or your diet, right? You decide that you're going to eat Paleo, or Keto, or whatever, and somebody does that for a week. And okay, well I really didn't see that much of a change. So it just, yeah, that just doesn't work for me. Well, you just weren't consistent. And you've got to be consistent. It's almost like, I believe it was Jim Rone who used this example, and a flame, you can take your finger and run it through the flame. And it just doesn't hurt you. Right?
But if you do it long enough, eventually you're going gonna get burned. And that might be the negative way to look at this. But when you go to the gym and you're consistent with it, eventually it's going to work. You just have to be consistent. Whenever I graduated high school, I think I weighed 155, somewhere around through there. When Rustee and I got married, 22 years ago, I was about 165. In the majority of my adult life, I have worked out, and worked out, and worked out. Now, not a lot of CrossFit type head training, more just lifting weights, trying to put on size. Trying to put on some muscle. And now, just muscle wise, I mean, I've got more muscle on me right now than I ever have. And a lot of that is because I have been consistent. For years I've been consistent with it. And so, it's the same thing with marketing. Your marketing, you have to be consistent with it. But it's not just going to the gym, right? You can go to the gym and then look around and say, okay, what am I going to do today? If you don't have a plan, which is the second reason we see people where they miss it when it comes to their ads. It's just not having a plan. Right?
They get on there, and they get on Facebook and they boost a couple of posts. Or they shoot a video, and they boost that video, and then they don't do anything else with it. There's just really no plan. And so that's the second thing, second reason we see people. So the first one is, just not consistent. The second one is, just not having a plan. It's just like one of the things that I do is when I go, when it comes to weight training. And a lot of people do this same thing. Mondays I'll do chest, back. On Tuesdays, Wednesdays I do legs. Thursdays I do shoulders. Fridays I do arms. And then Saturdays I'll do traps, and maybe a few other things that I just kind of want to touch on, do some more cardio. And I'll also do some cardio throughout the week too. But have a plan. And even if I skip for a few days and then I go in, all I do is ask myself, okay, what's today? Today's Thursday. Thursdays I do shoulders. Even if I missed back that week, whatever day it is, is what day I'm going to do. Because that's the plan I've chosen to stick with. So it's the same thing with marketing. You just need some type of a plan that you can be consistent with and then stick with it.
Have a plan, find out what other people are doing that's working, and do that. One of the benefits that we have with working with so many offices across the, not just the country, really across the world. I mean, clients in Australia, Ireland, Peru, South, and Central America. We've got clients all over. But the great thing is, is sometimes we will find something new that's working. Whether we get an idea from a doctor or just our staff is talking with a client and comes up with a new campaign. We try it, and it works. Then we try it with a few other offices, and it's working for everybody. Well, then we get to take it and move it across everybody's campaigns, and everybody gets the benefit of that. So we find a plan that works, and then we implement it across everybody's campaign. So you want to be consistent, and then you want to have a plan, and follow that plan. All right? So that's step number two. And then the third reason that we see people not having good results with Facebook, is they're simply not compliant. How frustrating is that? Whenever you have a patient and they're like, yeah, this just chiropractic stuff isn't working. Okay. Does chiropractic work every time, right? Whether or not they feel it, we know it's working. But what they do outside of your office, you have little control over. Some patients are just not compliant.
Then we've had that with clients before. Somebody will sign up, and we'll use some stock images, so we can get a campaign going really quick. And then we ask them for images, some simple images of them with patients, and we give them samples, and so on and so forth. Just use an iPhone, right? If you have to, you can use an Android. But just use a cell phone, take a picture like the ones we send, and get them over to us, and we'll update your account in those pictures we know work better. And then they never do it, right? They just never send that to us. Or we ask for some specific videos. And one of the cool things that we do for our clients, we have some really cool online training that is some unbelievable tips and tricks on recording really cool videos for your office. And if they go through the training, they don't implement any of it, and they never get us a video. And then they say, well, this just isn't working. Well, no, you're not working. You haven't been compliant. We know what works really well.
We want you to have the most success possible. We just need you to do X, Y, and Z. Right? And so, when people aren't compliant when you're trying to tell them what they need to be doing, and they just don't do it, and then they say it doesn't work, that can be really frustrating. Just like it can with you, with a patient. So the three reasons we see people not having results with Facebook that they should have is because they're not consistent, they don't have a plan that they're following, and then they're not compliant. So, if you can learn to be consistent with your marketing. All right? One of the things we do, is we like to have offices do videos. Even if it's just a video, a short video, two to three minutes, do one every two weeks. We have some offices that do one a week. Actually, we have some offices that do several a week. And then one of our staff will get on there on Fridays and look over the videos they did that week. Which one is getting the most engagement? And then the next week we'll put some ad dollars behind that, and then we'll rotate it.
But one of our offices in Kentucky, as a matter of fact, he was just doing a video every two weeks. And in two and a half months we built an audience of 9,000 people that had watched 50% or more of these videos. And he had only, at the time, only done four or five videos. If you figured every couple of weeks doing a video. But we were able to take that audience of people who know are watching his stuff, and then run specific ads to them, and all of a sudden his Facebook leads went from screening quality leads, to referral quality leads. Because he followed the steps and stuff that we teach. And so that works really, really well. But it's just being consistent. He was doing these every couple of weeks. So, that's one thing. Be Consistent, have a plan, know what you're doing, know what you're going to be doing in the videos on, know what it is you're wanting to offer, and be consistent with it, and then be compliant. If you hear about certain things other people are doing that's working, or if you have somebody like us saying, look, we need you to do X, Y, Z, do that. Follow up and do those things. That's going to get you the best possible results. All right?
So, I hope you found some value in that. If you have any questions, or you would like to see about having us do your Facebook marketing for you, you can go to chirocandymarketing.com. That's chirocandymarketing.com. There's a button on there, you can just click apply and then it'll walk you through the steps, ask you a handful of questions about your office, and then allow you to set up a call with me, or one of our other team members, and we'll just see if there's something that we might be able to do to work things out with you. Because one of the best things about our companies, one is our staff. We have some tremendous support. But we also, we're probably the lowest fees you'll find in the industry, for doing what it is we do. And if you refer three people to us, we will do all of your marketing for free. So you don't even have to pay us anything. It's a really great program.
But if you have any questions, even if you just want us to talk, and see, point you in the right direction, and your wanting to do all this on your own, still schedule a call with us, and we will be more than happy to just go through a consulting call with you, and give you some tips and tricks that you might be able to implement to get the best results when it comes to Facebook. So, appreciate you guys. And we will see you on another episode of ChiroCandy.
If you look at just the statistics, there's a Gallup poll that shows 94% of Americans brush their teeth on a daily basis, every single day. Now, that large number and that huge awareness of dental hygiene extrapolates to 50% of the population visiting a dentist regularly. 94% of people brush their teeth regularly, 50% of people visit a dentist regularly.
Now let's take the statistics of chiropractic. If you looked and you said, “How many people practice a spinal hygiene exercise on a daily basis?” The numbers would be less than 1%, I'm guessing. Nobody practices a spinal hygiene exercise on a daily basis. Then if you extrapolate that to how many people go to a chiropractor regularly, I've heard numbers like 2.7%. I think that was actually a Gallup poll. Even if you thought it was 5% or 10% of people who see a chiropractor regularly, the numbers are very, very low. Less than 1% of people doing a spinal hygiene exercise, less than 3% of people going to a chiropractor
Billy Sticker: All right. Today we have on the show Dr. Tabor Smith. How are you doing?
Dr. Tabor Smith: I'm doing great. Thanks for letting me be here.
Billy Sticker: Oh, absolutely. You know, we've known each other now for 10 or 11 years.
Dr. Tabor Smith: A long time.
Billy Sticker: Yeah. We run in the same circles. You know, you were on the cruise, on the chiro [inaudible 00:00:22] cruise with us.
Dr. Tabor Smith: Which is awesome.
Billy Sticker: Hopefully you'll be on the next one.
Dr. Tabor Smith: Absolutely.
Billy Sticker: We don't have a date yet, but we will get that hopefully solidified within the next few weeks.
Dr. Tabor Smith: Nice.
Billy Sticker: One of the things that you said to me, I think we were at Rubicon in Atlanta, a couple of months back. It really made me feel good. We have a lot of relationships in the profession, but there's a handful of us kind of in our core group where we really do feel like family. When you said that to me, it really made me feel good because I really felt the same way.
Dr. Tabor Smith: Absolutely. You're my brother.
Billy Sticker: Yeah, man. I appreciate that. You have some amazing stuff going on. I remember whenever you really first started talking about this, we were down in Puerto Rico.
Dr. Tabor Smith: Yes.
Billy Sticker: Then just to see where you're at right now with it. Why don't you go ahead and tell everybody what's going on?
Dr. Tabor Smith: Sure. Absolutely. Thanks for giving me the opportunity to do that. Yeah. If anybody out there listening knows me over the last decade, I've been trying very hard to share the concepts of spinal hygiene with the masses. It's been a lot of work over the years, but it's really coming to a head and it's really starting to explode right now. The movement is really happening. We've joined forces, and I'm extremely honored to collaborate with the largest chiropractic school in the world, Life University. We are launching the first ever certified spinal hygienist program out of Life University. I get to tell everybody about that today. If you know me, I want to grow chiropractic. I know a lot of you, this is why you do the podcast, it's why there's a lot of people out there doing what they do every single day, but I believe spinal hygiene will grow chiropractic unlike any other thing we've ever presented or brought to the masses before.
Dr. Tabor Smith: If I can give you a quick example of how dental hygiene grew dentistry, because in the early 1900s, dentistry was not the profession that it is today. Basically they pulled teeth all day long. Dental hygiene exploded dentistry into the second largest health care profession in the world today by creating an awareness that if you don't take care of your teeth, they will rot. They will decay. If you look at just the statistics, there's a Gallup poll that shows 94% of Americans brush their teeth on a daily basis, every single day. Now, that large number and that huge awareness of dental hygiene extrapolates to 50% of the population visiting a dentist regularly. 94% of people brush their teeth regularly, 50% of people visit a dentist regularly.
Dr. Tabor Smith: Now let's take the statistics of chiropractic. If you looked and you said, “How many people practice a spinal hygiene exercise on a daily basis?” The numbers would be less than 1%, I'm guessing. Nobody practices a spinal hygiene exercise on a daily basis. Then if you extrapolate that to how many people go to a chiropractor regularly, I've heard numbers like 2.7%. I think that was actually a Gallup poll. Even if you thought it was 5% or 10% of people who see a chiropractor regularly, the numbers are very, very low. Less than 1% of people doing a spinal hygiene exercise, less than 3% of people going to a chiropractor regularly.
Dr. Tabor Smith: Imagine if we had numbers like dentistry. Just imagine if we taught the population to do one simple spinal hygiene exercise on a daily basis, and we could say that 94% of Americans did a spinal hygiene exercise on a daily basis. Do you know what that would do to the amount of people that actually visit a chiropractor regularly? It would explode. I mean chiropractic schools would be full to the max. We would need more chiropractors to be able to help people, and I believe that's possible if we'll all come together and just start teaching these concepts of spinal hygiene. We've created a free mini course that doctors and staff and CAs … This is not just for chiropractors, but that chiropractors and their staff can go to and they can opt in at spinalhygienist.com. You'll be able to see that. That is a site that is linked with Life University. They can opt in for three free trainings on those concepts, on building that in their practice, and then learn more about the full spinal hygienist program as well.
Billy Sticker: Tell us a little bit more about the full program.
Dr. Tabor Smith: Sure. This is an intense program. Life University doesn't put their name behind anything that's not absolutely complete and authentic. They're not going to give you just a little sheet of paper that says you watched a video as a certification. There are six sections of this program that are mandatory that they'll watch. There are about 10 lessons per section, and overall it's about two to four hours per section. You're looking at probably a 15 to 20 hour certification program that's online videos. We do track the watch time on each video.
Dr. Tabor Smith: Now, the cool thing is docs can get CE credits for those videos and for the time that they put in there. Those six sections cover everything, all the way from back to the basics. Remember, there's CAs, there's students that will be going through this program, so we're going to be talking about anatomy, physiology, the nervous system. Sometimes doctors, when they will watch these videos, they may feel like they're in chiropractic school again, but I think this is a good thing because a lot of times we expect our staff to just know everything that a chiropractor knows, be able to talk the talk, speak the speak. If we could send them through this program, they can begin to actually do that because we start at the basics.
Dr. Tabor Smith: Then we actually build up through concepts that are not as common knowledge, like exercise science. We talk about why would we prescribe exercises. How do those exercises change the physiology of the body, the posture of the body? What exercises are most effective and efficient? We can't just prescribe a million different exercises for everyone. Yeah. Everybody should be in the gym two or three hours a day, but is that going to actually happen? No. We want simple and effective, just like the toothbrush. We narrow that down to what is the most effective exercise we could do, that takes the least amount of time, that our patient could do on a daily basis and have no problems with doing that and sharing that exercise with their family?
Dr. Tabor Smith: Let me tell you, if brushing your teeth took an hour a day, nobody would do it. It never would have taken off. It never would have went viral. If you had to have a prescription for a toothbrush, you had to go to your dentist, get a prescription every time you wanted to go buy a toothbrush, that would have never taken off. It would have never went viral. We have to make sure that these exercises are generally healthy for the spine, they're also simple and effective, and our patients are able to implement them.
Dr. Tabor Smith: There's a lot of thought and a lot of processes that went into creating these videos and these trainings. We'll take it from there, through the spinal hygiene education, all the way to the science, philosophy and art of chiropractic, because we want … Again, I've been privileged to speak with, interview and even train with some of the most successful chiropractors in the world, that have the biggest chiropractic practices in the world. I'll tell you, the practices that are the most successful are also the ones who understand chiropractic philosophy the best. We dive into the science, the philosophy and the art of chiropractic even in these modules as well. It takes everybody through the beginning all the way through the end, and it's just an entire educational process.
Dr. Tabor Smith: That's not even it. That's just the certification part. Those are the first six sections. We also have some huge bonuses that come with this program, that they're not mandatory that you watch to get the certification, but they will teach you and your staff. The first bonus that comes with it is my lunch and learn program. You know, I want to teach your staff, I want to teach you these principles, but it would do no good for you to just stay stuck in a room and not share them. We want to teach you how to share these principles with your community, how do get out there and do more lunch and learns, to be able to share the concepts of spinal hygiene and, in turn, bring new patients into your office and grow your practice.
Dr. Tabor Smith: There's another bonus that's in this program that's in office workshops, so that you can start setting those up on a weekly basis and teaching your current patients about spinal hygiene. My spinal screening program, which, you know, is probably one of the most utilized spinal screening programs in the entire profession. I've been working on that over the last decade. It's been updated several times throughout the decades. I know thousands of people have been through that free spinal screening program, but hundreds and hundreds of offices have actually used that program. All of that is in there.
Dr. Tabor Smith: Then we have an entire patient education resource center, where you get waiting room DVDs, hand outs and flyers that are centered around spinal hygiene, high definition, professionally shot instructional videos on each exercise that we recommend that could be sent out to your patients. It's a huge program, which I know sometimes can be a little bit overwhelming for doctors. It's a huge investment that's going to pay back extremely well for anybody who goes through this program.
Billy Sticker: Where do you see this program? Is it more for the doctors or is it more for their CAs so they can get their CAs certified?
Dr. Tabor Smith: Great question.
Billy Sticker: Whenever you're talking about this, I'm kind of picturing some doctors wanting their staff … maybe to have some staff get certified in this.
Dr. Tabor Smith: Absolutely.
Billy Sticker: Then their staff actually teach some of these workshops in the office.
Dr. Tabor Smith: Yeah. I think that's where eventually it will go. I think if you look into the future, it will be a lot of times, every office will have a spinal hygienist in their office, and it may be the office manager or one of the rehab techs or a CA. I think in the future it will be mostly those. Right now we're really trying to market it to doctors, because this concept of spinal hygiene, unfortunately, is not even known in the chiropractors in our profession.
Billy Sticker: That's a good point.
Dr. Tabor Smith: We want the chiropractors to go through this program first, and then send their staff through. Now, if they don't have time, by all means, just send a staff member through and this will benefit your practice and you won't have to do a thing. You know, I'll just tell you about a survey that I sent out recently to my list. I asked chiropractors if they practice spinal hygiene. Well, only 40% of them said they do something that they would consider spinal hygiene. The other 60% said they definitely didn't.
Dr. Tabor Smith: Of the 40% that did practice spinal hygiene, I asked them what all they did and I asked them what did they do? It was all over the board from yoga to just getting adjusted to stretching, which is all great. We should definitely be doing all that stuff, but there's not a core common knowledge that we can present to the public. Everything's so different. It's just, “Well, I exercise.” I think that in itself, and this program getting to the masses will help us centralize our message into something we can all agree with, that the spine should be in a good alignment, should move through a full range of motion, the muscles around the spine should be strong and fit. That's basically what we teach in our program, and the exercises that we teach do that.
Dr. Tabor Smith: Then we took those 60% of chiropractors that said they don't practice spinal hygiene, and we asked them, “What is spinal hygiene?” A lot of them didn't know. They didn't understand. Then the answers we got back were absolutely different all across the board.
Dr. Tabor Smith: Now, let me ask you this. What if we polled a group of dentists and we asked them, “What is dental hygiene?” I guarantee you we'd get an answer back from almost 100% of them. Every dentist in the world would know what dental hygiene is. As chiropractors, I feel like we should know what spinal hygiene is. Not only that, but every dentist in the world would probably give you a pretty similar answer. They might differ from dentist to dentist slightly, but there's going to be a pretty similar answer. If you ask all chiropractors, “What is spinal hygiene?”, it's going to be all over the place. It's going to be crazy.
Dr. Tabor Smith: No wonder we've not been able to unite yet and bring a common message. We can't even build an awareness yet that you should take care of the spine or it's going to decay, which it will. Spinal degeneration is the single biggest health care problem to face the human race, in my opinion. It's the number one cause of disability. Spines are degenerating at younger ages in our society. If we don't do something about it, then we're going to be in trouble. Somebody is going to have to. If chiropractors don't, some other profession will.
Billy Sticker: Yeah. You said one time if our spines were visible, more people would take this serious and get adjusted.
Dr. Tabor Smith: Yeah. Absolutely.
Billy Sticker: And actually do certain protocols.
Dr. Tabor Smith: That's why we call it a silent epidemic, because you can't see it. Nobody knows that there's a problem until it's too late and you're already phase two, phase three degeneration. You're thrown into the medical system. You're on pills for the rest of your life, shots, surgeries. That's why they don't do anything about it because it's a multi-billion dollar industry for them. Why would they want to implement some type of preventative measure for that if nobody's even worried about it right now? That's why I think it's our job to be able to show people that it is important to start doing this early. We already do this for our kids for dentistry. We teach them to take care of their teeth. This is what we need to be doing for their spines as well.
Billy Sticker: Yeah. That's very good. I remember when I used in office for a chiropractor. I did our day ones and our day twos and financials and all that. We didn't do group reports. It was all individual. On the day two, I would walk in. We did films on everyone. I would shut the door. They were always looking at me, you know, “Hey, Billy.” I wouldn't even say, “Hi.” I would just look at them. The first thing I would ask was, “When was the last time you had x-rays of your back?” They would just stop. A few years or never. They just had this, “What's going on?” “We'll cover that in a minute. Anyway, how are you guys doing?” Then we would just get into it and we would educate them on that. You know, that education was the first they had ever heard of any spinal degeneration. Nobody's familiar with that.
Dr. Tabor Smith: I took my kids, the twins, I remember, last year, because they were three, to the dentist. The first thing they did was x-ray their teeth. We got in there. They set up the x-rays, told them what we were going to do, boom. They were three years old. You tell somebody that you x-rayed a three year old's spine and they freak out.
Billy Sticker: That's a great point. Yeah. Good point. Very good. What else can we do to help you get this message out?
Dr. Tabor Smith: You know, I appreciate you sharing the podcast. I encourage everybody to funnel towards spinalhygienist.com. That will take you straight to the free mini course. At the end of this course, we really want to educate people why they should be in this program, and also give you some great tips and strategies you can use today to start implementing your patient education. I've seen spinal hygiene in my own practice. Just teaching spinal hygiene and the concepts that we teach in this mini course has increased my compliance, so more people finishing their care plan. Then it's increased my retention, so the people who do their home care, they're the ones that are going to sign up for your wellness plans after your corrective care. It increases retention in your practice.
Dr. Tabor Smith: Dentistry has known this for a long time. Why do you think a dentist teaches you to brush your teeth? They don't make money giving you a toothbrush and floss, right? In fact, if you didn't brush your teeth, you'd probably be coming back to them more often, right? Why would they take their time to teach you to brush and to floss? Because they know the person who brushes and flosses on a daily basis, that's their lifetime patient. That's what they're trying to build in their office. I'll tell you, the exact same thing is true. It can happen in your office in chiropractic. The person who does a daily spinal hygiene exercise and understands this concept, that's your lifetime patient and you can continue to build those lifetime patients and be that expert of spinal health and wellness for your community, and it will grow your practice.
Dr. Tabor Smith: Not only that, but in this mini course at spinalhygienist.com, the third video I'll show you exactly how I set up lunch and learns, my eight step system to setting up more lunch and learns in your community so that you can take the concepts you learn in video one and video two and begin to share those concepts with your community right away.
Billy Sticker: This was great. You actually talked about this on the cruise. That was one of your lessons, and it was one of the best lessons of the whole cruise, was that talk. It was fantastic. Very valuable, great insights.
Dr. Tabor Smith: Thank you.
Billy Sticker: Very good. Thank you so much for being on. Anything else that I can do, just let me know. I encourage all the listeners, anybody watching on Facebook or on the podcast, go to spinalhygienist.com, share this with other people in the profession. I think you're right. If more and more people were aware of the issue, it helps everybody.
Dr. Tabor Smith: Yeah. You know, we …
Billy Sticker: It helps everybody.
Dr. Tabor Smith: Sorry about that. You know, we, as a society, we're always trying to build awareness. There's awareness campaigns for breast cancer. There's awareness campaigns for autism. Well, we need to start bringing some awareness campaigns to spinal degeneration because it's the most silent, most dangerous epidemic that is facing our nation and our world today.
Billy Sticker: Well, I think you're making a huge impact and I'm excited just to be able to help what little bit I can. Thank you.
Dr. Tabor Smith: Thank you, brother.
Billy Sticker: All right, man. Thanks for being on today.
Hey guys, Billy Sticker here and we are in beautiful New Braunfels in the Texas Hill Country, and we have a great location. You can see the Guadalupe River and stuff behind us, but I don't know if you can hear the chainsaws in the background, also.
One of the things I wanted to talk about today is recording videos. You always want to take advantage of situations like this. If you're out and about, record some videos that you can make some content with that are in different environments. Because, your number one objective when you're doing videos on Facebook is to capture their attention. Now, there's some changes going on with videos. For example, right now, in my newsfeed, videos are not playing automatically. Some people, they're still playing automatically. So, they're going through some changes. Regardless, you want to make sure the thumbnail is something different that's going to capture their attention if it's not.
But, you want to change things up, even if you're just in your office. You don't want to have one spot in your office where you're always recording videos, because people get used to seeing something, and on a subconscious level, they think they've already seen it. So, you want to switch stuff up. It's not just about wearing a different shirt, it's about using props. Use the spine. Have a whiteboard where you're demonstrating something or maybe stand in front of a light box or going over some x-rays or something. Or, you can have a patient that you're using as an example. Dr. Alex Vidan did a really cool video here a couple years ago. He was standing in front of a light box that had an x-ray of an ankle on it, and he was talking about getting into spring and summertime, people starting to wear flip-flops. So, he had a flip-flop, and was talking about … Or just sandals in general. It was a great piece of content. It captured people's attention, which is what you want to do.
Always use props, different locations. You can be at restaurants and talk about how you can eat healthy when you're still eating out. There's all kinds of ideas. So, you want to use props, but whenever it comes to different content strategies, you want to think about what is it that I want my ideal patient to know? That right there can give you tons and tons of content just right there. Or, what are questions that you have patients asking all the time. Write done a list of those questions. Answer those questions. You can even do a series on the top five questions a new patient asks. Then, you can do a series on the top five questions I wish a new patient would ask.
There's tons of ideas for content. Some of our doctors that do a lot of nutrition and stuff, I recommend looking at Dr. Josh Axe, at their Facebook videos. Now, I am not saying steal his content. I'm not saying that at all, but they have built a hundred million dollar business on-line producing great content. You can do to Dr. Josh Axe, or I think it's just Dr. Axe, to his Facebook page, and click on the videos. Go back six months, nine months, go back a year, and just look at the titles of his videos. You can take those titles, and come up with your own spin on those titles. You can get ideas just from the titles, and then come up with your own topics.
Another really cool strategy for coming up with video content is, you know those Dummy books? The yellow and black, book for Dummies? If you can find a book on that on whatever subject it is you want to talk about, whether it's just health in general or wellness or exercise or nutrition. If you ever look in the beginning of those books, their table of contents are typically 20 to 30 pages long. It's incredible how detailed their table of contents are. You can take a section of their table of contents, just for structure ideas, write those down, and then you give some videos on that topic. I'm not saying read the books and steal their content, but just look at how the content, the framework they use.
Anyway, I hope you guys found this video enlightening. We actually have a whole series of training videos that we do for our clients that goes into more detail on this and really cool tips and strategies on topic ideas. If you're a client of ours, it's located inside of the training, so make sure you go check that out. That's it. We will be recording more videos and more tips and stuff like this for you soon. Thanks!
All right. Imagine being able to target people in your market in your area, your ideal patient that are already looking for your services. Right. What kind of difference would that make? Well, there are ways we can do that, and that's what we're going to talk about. We're going to talk about Ninja Targeting.
Right now, I'm sure you're wanting to make fun of my drawings, but we're going to talk about some Ninja Targeting, and really there's three main aspects of this. But if you think about Facebook, which I've talked about this in a lot of different videos, one of the best ways to understand a Facebook lead, a average Facebook lead, is it's they're like a screening. Nobody goes to the home show with the civic center looking for a chiropractor, but if you go, there's typically one or two out there that have booths, but let's say one of them is you.
Somebody's out there. They're walking down your row. They see you and they stop. “Hey, I've never been to a chiropractor. What do you guys do?” And so, you tell them, but is that going to be a good patient? Well, we don't know yet because there's, there's really no relationship. We just don't know, but you have 20 people stop by your booth over the next couple of weeks. Five to seven of them make it in the office. Three to four maybe, maybe five of them accept care, and that's why doctors still do screenings, but it's long hours doing this stuff.
Well, Facebook is a lot like doing a screening 24/7 without you having to be there, but what can we do to target people already interested in your services? One of the very first things … We'll cover this over here. One of the very first things that we want to make sure you do is have a Facebook pixel on your website. All right. Facebook pixel on your website and then we'll just call this Google retargeting, and I'll explain this.
All right. So, right now you have a certain percentage or a certain amount of people visiting your site from Google. Just organic search, they're finding you, they're going to your website. Now, these are people that are, they have an itch they're looking to scratch. They're already looking for you, and I would say 95% of the doctors that I talk to when I got to their site, they do not have a Facebook tracking pixel set up. Because what happens, they go to their site and then get distracted, right. It's the internet. If you're ever going to be distracted, it's going to happen on the internet.
So, it's not that they weren't necessarily in you or interested in your service. They just got distracted. All right. Well, what if you can then … on Facebook retarget those people, so the next time they get on Facebook, oh, my goodness, there's you, whether it's videos of you doing a tour of your office or just great content videos or it's your new patient offer, or let's say they went to the pediatric page on your website and the next time they go to Facebook, there's a pediatric page or pediatric offer or video targeting that person.
You can do that when you have the Facebook set up on your … the Facebook pixel set up on your website, and then you retarget. So, what we're doing is we're taking people from Google, and then we're going to retarget them. If you're doing any kind of Facebook Google AdWords, right. Make sure you're doing this because then right now you're losing a lot of these people. You're paying so much a click. They're going to your website. They're not coming back and you're losing them. Well, if you're doing Google AdWords, got this set up, it's going to dramatically increase your ROI because you're going to start getting some Facebook leads too.
Now, this retargeting audience is going to be small. I mean, it may be even if you had 200 people a month going to your site, then, your first month, this audience size for what they can match up, you may look maybe about 150 or so, but then the next month maybe around 300 total and then 400 total. But when you're marketing in this audience, it's a smaller audience, 30 bucks a month's going to go a long way for this. Okay. So, that would be number one. Get the Facebook pixel set up and then go after that.
Another way to find people who are already interested is just the whole way Facebook's algorithm and everything is set up, they have some unbelievable targeting and lookalike audience. So, one of the things that we do is we can actually take information from all of these other offices that we work with. Right now, we're working with over 100 offices.
So, you take, for example, knee pain. We can take some of our biggest offices that are doing stuff with knee pain, put a list together of all of the knee pain leads, upload them into your account, and then do a lookalike audience. In other words, these are people interested in knee pain. Well, Facebook can actually check and see, okay, these people signed up for this offer. What else are they doing online? Whenever do lookalike audiences, it's not just about their demographics. It's also about what are they doing when they're online? What other pages are they going to?
Think about it like this. Let's say somebody gets a new mortgage, whether they refinance their house or buy a new house, imagine being able to … There are certain things that they did online before they purchased that house, certain things they did on Facebook before they purchased that, certain links or whatever that they clicked on. Well, once you kind of figure that out, Facebook can go back and say, “So, let's look at all these people that are in this process and they haven't bought a house yet. Let's go find more people like that.” That's very similar to what you're able to do with lookalike audiences. All right. So that would be here … so with proper lookalike audiences.
Another thing that you can do a lookalike audience with would be your existing patients. We're just going to put patient list. Now, one of the cool things about stuff with your patient list is you can do a lookalike audience of your existing database as well. So, in other words, we tell Facebook, we upload the emails, phone numbers, and you have to edit phone numbers. My brother actually wrote some software that we use because you can't have any 1's, parentheses … Sorry, you have to have a 1 in front of the number here in the states. So, you have to have a country code. No parenthesis. No dashes. It has to be just 11 digits if you include … in the U.S., if you include the 1 and an area code.
So, that's how we have to do the phone numbers, but you have a CSV file, which any of your patient management software should be able to export the phone numbers and emails in a CSV file, which you upload to Facebook and tell Facebook, “Look, this is our ideal demographic. This is our database. Can you find us more people just like this in our town, but then aren't these people?” So, they can look and see what are the things they like, what are are the things they doing.
Remember, Facebook doesn't just target, or they don't just get their demographics from Facebook. They have arrangements with all these other big companies, Axiom and all these big data mining companies and they share information. So, whenever we're saying we're looking people like this, they can actually go out there and help find these people. There's like 1,200 different things they match up whenever they're building lookalike audiences. So, this is probably one of my favorite, and then these are some other good ways, but there is a way that you can target people already interested in your services when it comes to Facebook.
All right. So, if you are interested, if you want to talk more about any of this or any of our other trainings, schedule a call with us. You can go to chirocandy.com/marketing. We'd be happy to help any way we can. So, if you have any comments, you can leave them down below this video, and then we'll see on the next training.
All right guys. In this training, I'm going to be talking about how to get higher quality Facebook leads. We typically have about I would say 15 to 20 … Well, no, probably 10 to 15 new client calls every week as far as people scheduling calls with us just trying to find out what we do as far as our Facebook ad services or book writing services.
And one of the things I hear so many times or so often is, “We tried Facebook, the leads suck. Just the quality of the leads suck.” And I've got to tell you this, that's one of the problems with a lot of these Facebook ad experts that don't really understand chiropractic. I can't tell you how many groups I'm in like this that are for marketing and I've got a bunch of screenshots on my computer of these guys saying, “Oh my goodness. I got my first Facebook client, can anybody share a campaign with me? What do I do for an ad?” And we see it all the time. But they typically have one tool in their toolbox, but there is some strategies that you can use to dramatically increase the quality of those leads.
So I think you would agree that a referral is typically going to be one of your best prospects, right? Whenever you look at the new patients coming in that day, when they're referrals, you know you've got a really good chance of them actually accepting care. And the reason is is because you get to borrow their trust from whoever referred them. And so you get to leverage that and so they have some trust in you and that's how it goes, and you typically don't get that with Facebook. Facebook is a lot like doing screenings.
And if you don't know my story, I'm sure most of you do. But if you don't know my story, 11 years ago, I worked in office for a chiropractor. I was the marketer, I did all the screenings, I did the health talks, I did the outside lectures, I did the in-office workshops. In the end, I started doing our day ones, then I started doing the day ones and the day twos, would close them on care plans, I did the financials. So I really understand chiropractic. The big joke in the office was the only thing I didn't do was adjust. And we used the ProAdjuster so I probably could've figured that out. But the point in me saying that is we really understand chiropractic. And so instead of just having a new patient offer, which is what a lot of these companies run … And I will say this, we do too and we get some good results with it, but there is a lot of other things we need to be doing to get the quality of those leads up.
So one of the main benefits of Facebook is the audiences, you get to pick who you want to market to. So I like to call it our ponds. We have these different ponds that we dig and we tell Facebook who to put in what pond and then we get to go fishing. So in this pond, we would typically do our average offers, women 30-plus with a income stipulation of $50,000. Now, sometimes we may do homeowners, we may do parents, especially if it's a pediatric-type practice, we may target females with younger kids. But even this right here, think about it. If you look at your patients, I'm sure that you would agree, 65 to 70% of them are females 30, 35 and older. And let's just call it … Well, whether it's 65 or 70, the other 30 to 35% of the men that come in, half of those are coming in because the women are making the decisions for them. So we really want to focus our ad dollars on the females. So here is something we would do here.
But there's never been a better time to use Facebook and this is where it really, really gets good. I want you to think about how many people drive past your office every day. So how many of these people drive past your office every day and they don't know who you are. They don't know what you do, they don't know how you do it, they don't know why you do it, they really don't understand chiropractic or maybe they just think neck pain, back pain. They don't get it. Well, we can use social media. We can use these tools that are available to us today to change that. So what we like to do is have our doctors do videos. So you do a video. You do a video on whatever it is. And we actually just put up a training portal for our clients. First half of it is training your staff on how to respond and how to follow up with the Facebook leads but the second half, which is the part we're most excited about right now, is all about doing Facebook videos. Where to get the content, what equipment to use, so on and so forth.
But you do a video and I'll use one of our clients, Dr. Travis. One of the things he did is he did a video on a newborn getting adjusted. And it's like, “Watch baby Neely get her first adjustment.” And there was no selling in the video, we had the description up here, just like you would in any video, but then we also put a link in there. So we put, “Watch baby Neely get her first adjustment.” And then we skip down and put … I think it was, “New patients click here to schedule.” So if they watch the video and they resonated with him and they were interested right then, they would come to a landing page where they could put in all their information to schedule a call. Now, he didn't want to do any kind of new patient offer. He didn't want to do a $25 consult exam or anything like that. He said in his town, in his area, a lot of people have really, really good insurance and so he wants to be able to take advantage of that. So what we did is he did this video and we promoted it to this pond.
Now, there's another pond that we like to dig, another audience, and it's engagement or we call it post engagement. I know you can read that writing. But what this is, these are people who you can go back through all of your Facebook page post. So not your personal post but stuff from your business, anybody who's liked, commented, shared, tagged a friend, whatever, there's another audience here, so we always want to build this one out too. Now, these people may not be watching your videos but they're somewhat familiar with you. So we target these two audiences right here.
Well, then we tell Facebook, anybody that watches 50% or more of this video, put them in here so we do video views 50%. Now, when you're building out this audience, you can actually select if you want … I think it's 10%, 25%, 50%. We're normally going to do 50% if it's about a two and a half to three minute video. If you get up to around five minutes or longer, we may on that particular video say 25%. In other words, if we can capture their attention on the internet for a minute and a half to two minutes, then we're going to consider that they were interested enough to stay there that long. Because I'm not sure if you're aware of or not but the internet is probably the most ADD … It probably causes ADD, right? Because it's very, very hard to keep somebody's attention. And it's not because they're not interested, it's because there's all kinds of stuff going on. There's other things, it's too easy to access other information. So it may not be that they're not interested, they're just easily distracted.
So anyway, we have this video views audience. So we run this … And now, one of the good things about having a landing page connected too is in your content, you don't have to sell. You can just talk about just the content, just adjusting the baby. Like what he did is the mom's there, he's got the baby and he's talking about the trauma of childbirth, why it's important to at least get newborns checked out and then he shows the adjustment, how gentle it is and the baby's cooing and smiling. It's real sweet video. Well, we promoted that to this audience and it got crazy engagement.
He had a lot of patience posting on it because some of his patients had already engaged with him. So the patient saw this and they're talking about how they love Dr. Travis and all their kids get adjusted and all these and he did get some comments … He got one lady that commented, “I can't believe you would adjust a baby.” And he calls me and he said, “What do I do? Do I delete it or …” I said, “It's up to you. Personally, this opens the door for education. First off, she posted that without watching the video. If she would've watched the video, she would've known what you were doing and why you were doing it and how you were doing it.” But he decided to go ahead and delete it, which is totally okay. But still, we ran this for a couple of weeks, just like this, and it did generate a few patients. It wasn't as much as what you would do if you typically did a new patient offer but it still generated some patients or some leads.
Then he did another video. In this video was … This is video number two. Video number one. This one was just an adjustment and he said, “Hey. If you've never been to the chiropractor, you don't know exactly what we do, today we're going to show you. This is Brandi, she's in for her adjustment and she agreed to let us film her today. Say hi, Brandi.” Brandi says hi. And also a side note, all of our clients, they actually have access to this in our training. We actually use his videos as example videos so you can actually go in and look and see exactly how he's doing all that stuff. So he just films, he has a staff member holding the camera and he does a Facebook Live and he just videos the whole thing. Doesn't take long to give an adjustment. She gets up, talks about how awesome the practice is, how long she's been coming and so on and so forth, but that was it. There was no selling. He didn't, “Listen …”
And this is one of the things you don't want to do. You got a video with great content and then so you take your doctor's hat off at the end and put on your mattress salesman hat and say, “But listen, if you're one of the next 25 people to push the button above, you're going to get this special offer.” You kind of lose credibility. Now, it's not to say you can't have a special offer here. Or we can even say there's a special offer, you can do that, you just don't want to be the one pitching it. Now, I have seen some doctors do this and be very smooth and very professional about it but we want you to focus on good content. Because we do the same thing here, we have a description and then down here we'll put something along the lines of, “To schedule an appointment, click here.” Or, “New patient offer, click here.” And then this takes them right back to that … That's a horrible arrow. But it takes them right back to that landing page.
Now, who do we target with this? This bait, where do we go fishing? Well, we come to this pond up here, we come to the post engagements and we come down to this one right here. Because this is the audience we're really trying to build. We want to find the people in your area who are engaging and watching your videos. Now, he follow this up a couple of weeks later and we did another video. Same thing, we put a link in there.. Same thing, we target all these. He's doing several videos but we're taking one every couple of weeks and we're targeting all these audiences. In two and a half, maybe three months, we built this audience to 9,000 people. 9,000 people in a small town in Kentucky. Now, think about this. We know these are pretty quality people because most of them are coming out of this particular audience. So 9,000 people that have been watching his videos.
I'm going to pause this for one second and share a quick story with you. Back in 2012, I was diagnosed with a Chiari malformation and sometimes whenever I turn around … You might actually be able to see my scar. That looks like I have a belly button in the back of my head. I ended up having decompression surgery. Didn't want to but my cerebellum was pushing on my spinal cord, they … Anyway, long story. Fast forward a couple of years, my youngest son was having tremendous headaches four, five days a week. The teachers are calling us saying, “Just want to let you know, Brendan is sitting in class with trash can in his lap feeling nauseous.” So we took him to the pediatrician just to get checked out, just to make sure he didn't have a Chiari malformation. My older sister had one also, which they don't think they're hereditary. As a matter of fact, a lot of doctors think it's just the trauma of childbirth. But regardless, we want to get him checked out. His scans came back clean. The pediatrician says, “You know what? I think it's migraines so what I want you to do is as soon as he starts to get a headache, give him 400mg of ibuprofen.” No. That's not happening. He was eight, maybe just turning nine at the time. I'm not going to do that.
So took him to see Dr. Walker, our local chiropractor, and Dr. Walker does … Just during the exam, even before films, he could tell that his atlas had shifted. I could see the look on his face. He's like, “Oh. This is probably the issue. No guarantees but let's just see how he responds.” A handful of adjustments, his headaches go from four or five a week to one or two a month, just dramatic improvement. So we did a Facebook video, my son sitting on my lap … Some of you guys may have seen this, I've talked about this before. But Brandon sits on my lap and we do just a testimonial video.
Now, I'm not going to have my eight, nine year old telling this story so I kind of tell the story and I ask him some questions and so it's engaging like that. But we ran this for Dr. Walker, we targeted this type audience in our community, we ran it for … I think we actually let that one run for about four weeks, about a month. Very limited budget but what would happen is we would go to town, we would go to Walmart, there was a time when we were out to eat and we've had strangers coming up to my son and looking at him, “Hey buddy. How are those headaches?” And he'd just look up at them, “Doing good.” And then he'd look up at me, “Dad, I feel like I'm famous.” Well, we did that in a month. That was it.
What can you do if you're doing a series of content videos and you're specifically targeting these people, what happens is every time you do a new video, these people are seeing it and this audience is getting bigger. This is what we want. This is why you have people saying, “Oh my goodness. You're everywhere.” Had a doctor just the other day … Well, I had a call with him just a few days ago and he's like, “Look …” It was funny because he said, “There's a new guy in town. He's a younger guy, fresh out of school and he is everywhere on Facebook.” Well, what it is … I said he may not be everywhere but you're in his funnel now and you can't get out. He's retargeting you all the videos, all his stuff you're seeing. I said, “But the good news is we can do the same thing. You've been in practice a lot longer, you've got a lot more testimonials, a lot better reputation so let's build this out for you.” So that's what we're doing.
But when you do this, think about this 9,000 people. How many … What if it was just 4,500? What if it was just 2,000? If 2,000 people in your immediate area were your ideal demographic, were engaging with your stuff, how many of those people do you need to transform your practice? Not a a whole lot. So what you do then is you come back with your new patient offer, whatever it is. For Dr. Travis, what we did is we went back and we targeted these people. You're looking at my scar aren't you? I see you. So we went back with a Facebook ad and targeted these people with just a new patient offer. And I think with him, we just said something along the lines of, “Hey. Dr. Travis is now accepting new patients, in network for most insurances. Click here to schedule.” So that's about what we did. Now, he wasn't getting floods, tons of new people like you would with sometimes in some communities with just a regular new patient offer, but one of the things we found is when you just do a regular new patient offer, it's normally about 30% of the leads that actually walk in the door and they're really screening quality people. They're not referral quality people.
What happens here? When these people start scheduling, they're better than referrals sometimes. Why? Because like we talked about earlier, a referral, you're actually borrowing the trust that they have with whoever referred them. Now, you don't have to leverage that trust, you've got your own. These people already feel like they know you, they like you, they trust you. You start going out to dinner on Friday nights with your spouse and there's people in the booth next to you going, “Oh my goodness. There's Dr. Smith, that's the doctor that she's always doing those videos.” Or he's always doing those videos. And you start to build this celebrity status by developing great content and building this audience. So instead of fishing out of this pond all the time and getting lower quality leads, we build … We find this, we funnel them down and build this audience and that's how you get your higher quality leads.
So if you have any questions, if you are interested in us doing this for you, you can go to chirocandy.com/marketing and actually look and see a little bit more about what we do and schedule a call with us. We would love to get on the phone with you and kind of talk you through this strategy and even let you know and see if it's something that we might be able to help you out with.
But let's recap real quick. Dig out our ponds. Good quality content videos. Each video, we still want to send to a landing page. If you want to do a new offer, great, do a new patient offer but you don't have to sell the new patient offer in these videos because we're just trying to build goodwill, put good quality content out there. You build this audience and then you start your new patient offer here, which then goes right back to there also or you could do lead forums or some other things that we … Some tips and tricks that we have that we do for our patients. But this is how you dramatically increase the quality of your Facebook leads. So hope you enjoyed the training, we plan on doing several more videos like this. So thanks.
Dr. Flannery is a chiropractor, an educator, a professional marketer and the creator of The Art of Story Project. Mary coaches future chiropractic students, current chiropractic students and chiropractors in the field.
The Art of Story Project offers online classes to professionals who are seeking to improve their ability to communicate by integrating the timeless craft of storytelling. Storytelling touches people’s hearts and minds and allows shift to occur. Mary has a book coming out this summer (The Art of Story: How to Increase Your Influence with Modern Storytelling).
Mary is a chiropractor with a background in writing, marketing and communication. After practicing in Wisconsin and Iowa, Mary made an unusual choice to serve the profession (and her passions) by working in chiropractic college enrollment and marketing. She has worked at three different chiropractic colleges in the past 21 years. Mary is currently the Dean of Enrollment at Life Chiropractic College West where she has lead the recruitment and enrollment team to substantial growth.