Episode Transcript
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Hello and thank you for tuning in
to catch up with Cairo touch. I'm
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one of your host Dr Tammy Howard, and this is our weekly podcast series
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where we talked about the Chiropractic community, current events in the state of our
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profession. Today I have Michael Charmeau
with us to talk about how to get
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started with digital marketing for your practice
on a limited advertising budget. Michael is
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our senior marketing manager and has thirteen
years of experience and digital marketing working with
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Cairo touch, alumina, TDA,
meritrade and Google. He also consults in
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freelances for friends and families small businesses. Hey, Michael, thanks for being
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here. Thanks. Yeah, happy
to be here. We're so glad that
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you can come and join us and
give all of our listeners more information on
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this really important topic. Everybody is
looking to obviously expand their reach when it
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comes to patients, getting more patients
into the office, getting word of mouth
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about their office out there, and
one of the easy ways, obviously,
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for practices to do that is through
online marketing. So it's an important topic
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for our listeners and I know that
there's a wide range of knowledge when it
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comes to online digital marketing. So
before we get into maybe different price points
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that may be offered, I think
it would be really helpful for our listeners
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just to understand marketing one hundred and
one. What are some of the options
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that are available to small business owners
and where do they start? Sure,
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yeah, I mean, yeah,
we can speak about this for four hours,
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right. Yeah, and, like
you said, there's a lot of
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different options and each option can be
either very simple or very, very complex.
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So this is sort of like ranging
the gamut. I want to start
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with maybe mentioning Google my business.
So Google my business is a tool that
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allows you to be visible on basically
Google maps. So Google is enhanced their
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functionality via Google my business quite a
bit. It used to just be,
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you know, your phone number,
your operating hours and your website and that's
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basically it. But now it offers
all these other all this other cool functionality,
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like marketing your business as well,
creating posts, review, management all
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that stuff. So that's that's a
very interesting option that I think everyone needs
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to need to start off with.
And then more advanced options are social media,
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you know, either organic or paid. So organic social basically just means
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your own, let's say, facebook
or instagram page, you know, you're
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going to create posts on that,
you're going to try to engage with your
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members, you're going to try to
grow your followers, and then bait would
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be to do advertising or marketing on
those channels to try to get people to,
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let's say, schedule and appointment.
Then we also have what your website,
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which is related to Seo. Seo
is search engine optimization. Really,
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what it boils down to is that
you want a website, you want that
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website to show up when people are
searching for a chiropractic office near them,
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and there's certain things that the website
needs to do to be able to show
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up on the Google page. Other
things are PPC. So PPC is sort
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of like slang for paper click advertising. Really it boils down to certain kinds
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of ads that you would primarily do
on Google. The most effective for this
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kind of business would probably be paid
search ads. That's a little bit more
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advanced obviously requires some money to be
put behind as well. And then email,
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of course. Right. So email
can be a very effective to the
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market, to your both prospects or
trying to get a new client to convert
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into a regular ratient and your current
patients, as well, great form of
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community communication. And then one that
I won't go into that much, in
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that much depth today are events,
but it is a you know, a
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viable channel for you to look at
local community events and going there, maybe
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doing some you know adjustments or set
up a massage table or something like that.
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That can be an effective tool for
Lee generation, which means trying to
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get a new business right. Yeah, with all these options, I think
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that sometimes it feels pretty overwhelming for
offices to know where to start, especially
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when it may be like a newer
office and they've got a limited budget and
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figuring out what the best use of
their dollars maybe. So I know when
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you and I were talking about this
that one point in the past you mentioned
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some options that are a little bit
better in terms of like no budget options
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or low budget options. If somebody
starting off with basically no budget at all
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and they just want to start to
get their name out there, what are
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some of the best online marketing channels
that you think, or the no budget
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options would be? So I would
start with the Google my business listening.
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So just Google Google my business.
Hopefully you already have a verified account on
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there. If not, you'd want
to verify yourself that they a couple days
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and there you can adjust what your
what your business looks like on the local
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Google maps. So you know,
you want to make sure that all of
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your information is correct. The services
that you provide are on there. Your
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website, if you have one,
should be on there. The operating our
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should always be up to dates.
If you have produced hours because of COVID,
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want to make sure you you know, you put that on there.
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But they also offer this new functionality
that I sort of teased up earlier that
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allows you to market your business you
so you can you can create posts on
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your Google maps page and that then
increases your visibility amongst other competitors. So
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if I'm typing in Chiropractor near me
and I see ten chiropractors in my area,
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if one has a certain post,
that will be highlighted and I may
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be more inclined to go to that
particular one. And they make it pretty
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easy to create these posts, especially
if you have some good reviews that you
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want to highlight. You can easily
create post around your reviews. So one
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person said that you did a great
job in, you know, XYZ.
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So you grab that review, you
create a post around it and that then
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becomes a marketing piece. So that's
one thing that you can do and that
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this also sort of is related to
review management. Right. So reviews are
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very important for all small businesses.
I don't know about you, but I
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base most of my decisions on where
to go based on reviews, if I
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haven't haven't already been there. Right. So, restaurant that has a three,
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three star rating versus restaurant that has
a four point date, I don't
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know about you, but I'll go
with the four point date. You know,
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even though, let's see that the
very star exactly. Maybe it's good,
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maybe it's not, but there's so
many options out there that you know,
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people will give the the the better
one a chance. So, yeah,
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there's a couple things you can do
around review management online. It always,
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you always hear around that the best
practices is that you respond to each
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review, and there's actually there's through
schools of thought. Majority feels that you
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respond to air everything. I personally
fall into a different camp that says you
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respond only when you can address something
or you can add value. So I
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copy based of always responding with thank
you for your great review, hope to
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see you again. Like five times
in a row doesn't add all that much
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value, right, but if you
can, if it's a negative review or
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not that great review, definitely want
to respond to that. Want to be
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professional, you want to be courteous, want to kill him with Guidean Ess,
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right. And then the reviews that
are, you know, good or
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or great, some of them you
want to highlight, some of them just
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kind to leave them, leave them
alone there, right. Yeah, maybe
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kind of adding that personal touch,
like you said, so it's not just
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like cookie cutter approach each time.
Maybe adding something very specific to that particular
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review gives it a little bit more
of that personal touch where people realize it's
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actually a human that speaking back to
these and not, I hope, maybe
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a paid service or something like that. If we go a little bit further
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up into the budget and we have
a little bit more money to spend,
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what are some of the things that
are add some value as we have a
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little bit of a budget to spend? I think the second thing I would
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do, so if I had no
money to spend, I would do all
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the things that I sort of talked
about. Yeah, so you do.
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You're anex social on facebook, you
optimize your Google my business listening, you
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dive into review management and then,
if you have a little bit of money,
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I think the next logical step is
building your website. Right. So
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building a website can be very complex
and very costly, but it doesn't have
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to be. It can also be
very simple and very cookie cutter for a
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very small amount. So there are
these services that have these templets and all
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you need to sort of provide is
some basic copy around who it is you
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are and what it is that that
you do, opening hours, etc.
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So their services like they go daddy
or wigs or square space, there's a
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bunch of them. They're usually about, you know, Fifteen, two thousand
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and twenty five bucks a month or
something like that, and they'll provide you
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that templet and they'll do the hosting
for you. All you need to do
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is basically set that up and once
you have that set up, you link
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it to your your marketing places,
right, so you link it to your
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Google listing, your link it to
your facebook page, etc. Right.
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Yeah, there's also some things that
you could consider for marketing to patients.
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If you are a cartage user,
we've got some now cost features inside of
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Cairo touch that allow you to just
market directly to your your clientele, your
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patient base. We've got a book
email template that would allow you to email
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patients that you have in your database
at all already, and that's a no
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cost feature. That's in Cairo touch. If we go up one step and
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we start looking at spending a little
bit of money, there are some additional
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services that you can subscribe to for
car touch that allow you to engage patients
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either from a marketing perspective at ct
in touch, and that's kind of the
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expanded communication platform that we have that
you can communicate directly with patients and set
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a blists and things like that of
patients that you can kind of target different
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marketing messages to. But one thing
that is interesting that I thought you and
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I had talked about a little bit
as well, in regards to having a
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website set up, you mentioned that
if they had on their website the ability
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to schedule appointments there, maybe they're
using like ct appointments through care touch to
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allow online scheduling, that they'd be
able to also track back the amount of
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patients that head actually hit that particular
website via some type of marketing efforts.
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Right. Can you speak a little
bit about that. Yeah, sure.
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So one point that you made is
the the email communication right. So I
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think that's a great way to basically
reach out to your to your current clients.
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How was at an event a few
few months ago and I spoke with
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a couple DCS about how they market
their their practice. One of one of
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the DC's expressed some concern around and, you know, not wanting to seem
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to pushy, right do their own
client base, and it's a valid concern.
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But what you also have to remember
is that if you provide a valuable
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service and if you've done right by
that person or, in general, your
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patients, you earn the right to
ask for more business. Right. So
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you've done the appropriate patient care,
you've earned that right to reach out to
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that person and tell them about,
you know, a new service that you're
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offering, ask them to come back
in for recurring care, stuff like that.
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So really, if you're providing a
valuable service to me, you have
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earned the right to ask for more. I like that a lot. I
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think it's something that business owners sometimes
struggle with, especially chiropractors in general.
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I would take that one step further, that you've also earned the right to
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ask for referrals. Right. So
a lot of times I think that chiropractors
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forget to ask their patients for referrals, and their patients are their biggest advocates.
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So being able just to say like, Hey, you've done such a
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great job under your care here.
You're seeing such amazing results. Don't you
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want to share this with everybody you
know? So it's just reminded me of
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that, you know, needing to
remember to ask for those as well.
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Right. So, if you're take
going even on ste further and you have
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a good amount of money that you
can spend on marketing, perhaps you're really
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in this growth face, or you're
a larger office, perhaps multiple DACs or
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multiple types of services, and you
want to put a little bit more money
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behind then you go into Beta advertising. There's a couple options here that you
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can do. Before I go into
Bada advertising, though, I want to
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go back to your earlier comment.
Tell me that I think it's really Lee
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key, and that is the integration
of CT appointments into your website. Right,
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and this is going to become clear
in a minute here why this is
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so important. So the main point
of paid advertising is to get people to
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do something right. So if you're
doing a very basic sort of paid add
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what you would do is you create
a certain add or someone else creates that
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ad for you, you get people
to Click on that ad and then you
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go to the website. That's pretty
easy to do. But you know what's
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the point? Anyone can get a
lot of clicks on your website. That's
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not that hard. The hard part
is getting the right audience and to get
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them to do something, and that
doing something should be to schedule an actual
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a booking or a visit right,
because that is of actual value to you.
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So if you have that integration,
you know that either your ads are
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working or they're not working, and
then you can stop spending money on something
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that doesn't drive a lot of value. And it's very important that you know
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whether or not as driving value,
and this, I think, is the
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main the main way, either you're
getting an increase in appointments directly related to
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that ad or you're not, and
that's how you make your decisions whether or
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not this particular channel or not as
worth it right. Tracking that for turn
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on investment. Maybe that's obviously an
important thing to make sure that you're putting
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that money out there that you're getting
something back for it so that you can
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gage if it is worthwhile to continue
doing so. That makes yeah, absolutely.
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I mean we could do an entire
topic just on paid advertising rate right,
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and I love paid advertising. It
can be very complex, it can
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be very basic as well, but
just a high level overview of your options.
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So you can do paid advertising through
the social platforms. There's some pretty
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basic ways that you can dive into
that. So some facebook ads and instagram
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ads contrive some traffic to your appointments
page. Something that's a little bit more
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complicated is the PPC realm, so
paper click advertising, particularly around Google ads,
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so google paid search adds. It's
a little bit more work to set
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up and I have some thoughts around
some models that I think could potentially work
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for you. So if you,
you know, are very familiar with with
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these channels, then by all means
you know build these channels out yourself.
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But if you're not that comfortable with
there are a couple options. The most
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traditional ways to go with an agency. The issue there is usually cost.
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Right. It doesn't always make sense
to go with a full service agency because
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there are minimums that they need to
charge and that can range, you know,
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anywhere from, you know, two
thousand, three thousand all the way
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up to tenzero or more so then, per month, and that that might
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not be worth it if you're,
you know, a small to medium size
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business, and if that is your
situation, then I would go with a
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freelancer. So freelancers can be can
kind of run the gambut as well,
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from very basic, just starting out, to very advanced folks. So you
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need to do a little bit of
interviewing and research to figure out, you
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know, if a certain freelancers right
for you. But there are a lot
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of freelances on the market right now
because of covid nineteen and because of layoffs
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in marketing departments. So there's a
lot of people that are out there looking
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for a Gig to hold them over
and they might be pretty affordable. What
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I would do is I would probably
go in that direction. Have them build
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out some of the things you want
them to build up and have them teach
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you so you can take over in
two, three, four months or something
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like that and just sort of like
maintain it and maybe you pay them every
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I don't know, three months or
something like that. Have them go into
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your campaigns and give them a give
it a quick refresh. So this would
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be mostly just on like the paid
per click side, because I think I've
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heard of advertisement or like agencies that
will also manage like your facebook or instagram
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accounts. Or are you talking about
on that front as well, or are
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you looking more at the paid per
click side? I was really just talking
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about the paper click side. But
agencies love to do it all right,
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because the more they can do,
the more they can build you. So
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they're going to say there, we
can do all of it for you.
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We can do we can build you
the website, we can do the organic
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social posting, we can do the
paid social posting, we can do the
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paper CLIIC, we can do the
Google my listing, we can do it
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all, and only it only cost
you tenzero a month on B one.
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Then was like, well, maybe
that, maybe that's not worth it for
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me. Right. So, you
know you want to people be done,
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to become quickly overwhelmed by these very
large offers. Right. So I think
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what's key is deciding okay, what
is important to me? How much am
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I willing to spend, and WHO's
out there that can do this? Do
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this for me? And once you
find that person or that agency, then
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you get to decide, okay,
how long do I really need them?
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They're going to try to get,
you know, most of their money in
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up front and then put you on
a maintenance plan and I don't I'm not
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always convinced that that maintenance plan is
worth it. If you have a little
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bit of time, a couple hours
a week, you can do the maintenance
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probably yourself, or you can have
it set up so that it auto optimizes
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sort of your campaign's right. Well, Gosh, this is a lot of
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great information. Thanks for sharing all
of this knowledge with us and thank you
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all for tuning in to catch up
with Cairo touch. We do have the
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INBOX set up pretty questions, feedback
or comments, so feel free to email
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00:19:00.839 --> 00:19:06.559
us your thoughts at podcast at Cairo
touchcom. Tune in next week for episode
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00:19:06.599 --> 00:19:11.029
with Dr Merk, Student In our
client success manager, Lawrence peplar. After
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00:19:11.069 --> 00:19:14.390
student will be sharing how he ramped
up his practice for opening in New York.
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I'm your host, Dr Tavy Howard, and thank you for catching up
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with car touch.
