Empowering Women in Chiropractic – How To Become A Chiropractic Media Expert

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.

Welcome to Empowering Women in Chiropractic show. My name is Dr. Nathalie Beauchamp. I’m one of the cohost, thank you so much to ChiroSecure for putting on these amazing shows where we can have guests or share pearls about what’s going on in our practices and in our lives. So we can, you know, upscale our personal, uh, practices, but also share it with others. So super excited today to have a guest. Her name is Christie Christina Daves, and she is a PR strategist. Uh, Christina has written two best-selling books. One of them is a hundred plus affordable ways to easily create a buzz. And the other one, and it’s right behind her is the, do it yourself guide to a free publicity. So hi Christina.

Hi, Natalie. So fun to be here.

Yeah, super excited. And one thing that I didn’t completely re, um, you know, talk about in your bio, you’ve been in the media a thousand times. So you have to tell us, uh, your story, Christina, how did all of this start?

Yeah. And it’s super important, you know, when you hear the story that I walk your walk every day, so I’m really doing this stuff in my business, but I invented a product in 2010. I had broken my foot, uh, which I’m sure a lot of chiropractors are helping people with the therapy after that. Um, and I broke my foot and I was one of those big, awful boots, you know, the big black ugly boot. And we were headed to New York city. So I’m on the train Googling, anything that I could ship to my hotel to make this look better. And there was nothing on the market. So ding, ding, ding, you know, entrepreneurial light bulbs go off and I invented a fashion line for them and everybody loved it. And everybody thought it was a great idea. Uh, but my problem was I had invented a whole new space in the marketplace.

You know, nobody knew that they needed to decorate their medical boots. So I had to teach the world, uh, and I had hired somebody as a consultant and he really did me wrong and he took all my money and did nothing. So I’m dead broke. My house is mortgaged. I have 50,000 pieces of inventory sitting in a warehouse and I’m like, Oh crap. Now what do I do? So I literally went to the library, the real library, where there are books. And I read about PR and publicity. And I started and I made a lot of mistakes when I started. And then I started to figure things out that worked. And in my first year of business, I was in over 50 media outlets, including Steve Harvey, Dr. Oz Fox, a post, and to date, I’ve been in over a thousand because I know what that means for both that business and this business that I’m in. Now, when you get publicity, people find you, it gives you authority. It gives you credibility and peop people love to work with the famous person.

Mm that’s awesome. So today, uh, Christina, what I’d like you to talk about is how, as a chiropractor in a small community, we can become the go-to expert because, uh, we can listen to your story. And we know about book authors and, you know, it’s more of a global run international, uh, kind of, uh, thing, because you’re not restricted to your geographic location. So I think when we hear PR, you know, and in our mind, you’re like, okay, how, uh, how am I going to do this? So rake it down for us. What are the most important things to think about, uh, when it comes to getting some exposure, because there’s a big difference between PR and advertising, uh, and one is way more powerful than the other, right,

Right. Advertising you pay for. And it’s important. I’m not saying don’t advertise. It’s a very important part of your business, but advertising your, putting the message out, you’re telling the world what you want them to hear. And everybody knows what an ad is, which is fine. Again, it’s okay. You’re letting people know about you, but PR is, is somebody else telling the world how great you are, they call it third-party credibility. So that’s why I get super passionate about it because it’s so much more credible. If a journalist is quoting you or talking about you, your business, your specialties, then if you talk about it, um, so you asked me how, and one of the easiest things you can do is, is what they call news jacking. You know, what’s going on in the world right now that you, as a chiropractor can talk about.

And, and a lot of that is COVID still co I’ve never seen anything like this, just this all consuming in the news. But especially with everybody working from home as chiropractors, you know, what does it mean? Here’s a perfect example. I’m here today, doing this. We joke about, you know, the zoom calls are from here up. I’m sitting in my dining room chair because it’s shorter. I can get all my lighting, right. And my, you know, my camera, right? Probably not the best for my posture, my back, my shoulders, uh, you know, what are people doing at home? I know the kids are laying in bed, doing class. I was with my niece and nephew last night, they’re 15 and 18. They could go back to school today. They’re like, why? You know, we can stay in our pajamas and do school in bed. So these are the things you all could be pitching your local media, whether it’s television or print, radio, anything talking about what a year of being home has done to our bodies. And as chiropractors, as experts in the industry, you all know the body here are some tips. So, you know, your, you don’t your back. Doesn’t get thrown out your shoulders, how you keep your posture. Good. You know, here are five things you should be doing, working from home to protect your, your body. Yeah.

And you’re right, that, you know, we can all come at it from a different angle because we all have different kinds of specialty. And I think hooks are super duper important, right? Because the titles has to be the title of your pitches. Uh, you know, cause sometime you can make more than one D have to be catchy. So can you walk through your reasoning when let’s say, cause I know you’ve worked with many doctors, uh, what’s your thought process? When you work with a client to say, Hey, let’s look at it this way and let’s approach it this way and let’s pitch it this way.

Right? So I use a three step approach, be newsworthy, create great hooks and find the right journalist. So obviously you all need to find who covers medical stories. So that’s easy. That’s simple research should be able to do that. I gave you an idea for newsworthy, which is news jacking, and then the hook. How do you get the journalist to open that email? Some journalists at national publications, national, you know, TV shows. They might get a thousand emails before 12 o’clock before noon, you know, half their day is a thousand emails. How do you stand out from that sea of emails? And part of that is the hook. So what’s really important is, is to hone in on that. And I, for example, I’m not a good copywriter. I’m not, I’ve gotten better as time goes on, but figuring out what hooks are, look at a magazine cover.

That’s a hook. Think about where we buy magazines in the grocery store. It’s an impulse purchase. You don’t have time. Oh, here’s an article. Let me read it. Okay. Now I’m going to buy the magazine. You’re buying a magazine based on what’s on the front of that. That’s a hook. So think of your media pitches in terms of that, what is that hook? That’s going to get the journalist to say, I’ve got to see what they’re talking about. You know, and maybe it’s something, you know, um, Y Y virtual school means your kids won’t be walking when they’re 20. I don’t know drama. You know, something that, if that’s true, don’t I hate clickbait. Don’t do anything like that. Um, but you all know what, for example, this COVID stuff, what it’s doing to our body. So think about one thing it’s doing and how do you turn that into a four or five word subject line. That’s going to get that journalists to be like, Oh my gosh, you’re right. We’re all home. This is a great story. It’s beneficial to our audience, which is so important value, value, value. So by using the COVID stories, whether, again, it’s your neck, your back, your legs. If you’re

Exercising, not exercising, there’s so many topics you could come up with, but hook them in and then you get them to read that great newsworthy story. And you found the right person. And that’s the formula for the perfect pitch. Oh, I don’t know if I am muted. I can’t hear Natalie. Okay. I can’t hear, I’m going to go reset Christina. We lost Natalie sound. If you can pick up. Okay. I thought it was me. Yeah. Good. I’ll I can talk about this all day. Um, so again, so that’s kind of the formula. So I gave you one idea about COVID, uh, October is national chiropractic month, which you all of course know this. So think about things that you market your business with during October, those are the same kinds of things that you can pitch the media about. That is an optimal time for you all to be pitching because that’s news jacking, that’s newsworthy, that’s what’s happening, um, seasonal things, you know what happens?

We’re talking, Natalie and I were speaking before, before we lost her, but how beautiful the snow is, where she is. And she was going to go take a walk in the morning. And I know that, you know, often now that we’ve had snow I’m instead of walking in my exercise shoes, I’m walking in my snow boots. Does that do something? You know, what, what impact does it have? So if you’re getting ready to have, you know, snowy weather, you could pitch a story that says, Hey, I’d love to share with your audience what they should do to make sure they’re having a safe walk outside in the snow. Something like that.

You guys hear me now? Yes. Perfect. Awesome. Sorry about that. I don’t know what happened. Uh, Christina, what I was going to say is that I’ve noticed, um, in recent years that when I contacted, let’s say, uh, television, especially television, because obviously it’s visual a lot of time. They’re asking what props are you going to have the visual? So now this is pre, uh, pre COVID. Now most of the interviews are done. Uh, remote. Is this something that you see as often now, or it’s, it’s less,

It’s still really helpful television. They don’t like this talking head. Uh, one of my clients is a pediatric dentist and February and Natalie, you were gone. I was just talking about how October is national chiropractic month. February is national

Children’s dental health month. So we got Janell on television and we set our all up, but she had a high top table and she showed like a toothbrush and how the progression of taking care of kids’ teeth. And that she had a little, almost like a little washcloth, like this is how you rub your baby’s gums. And then you go to this toothpaste and then you start with this toothbrush. So it’s definitely more, it’s good to have visuals. And as chiropractors, maybe you hold a pillow or you can be far enough back, you’re laying down or showing an exercise using a ball, a band, different things. But yes, anything visual for television is really important even now, even with zoom or Skype for TV.

Cool. Uh, so your three-step process, uh, Rhonda by us again.

Yeah. You want to be newsworthy, which is news jacking COVID national chiropractic month seasonality the things I was talking about. You want to create a great hook, look at your magazine covers. Those are hooks. And then find that journalist who covers medical type stories.

Now on that one, sometime it can be tricky. And I find once you start building a relationship with one, my goodness, it’s so easy, especially if you always bring good content and they ask you, but sometime I find that, um, the media people, um, it’s strength, they, they, they rotate often and you’ll end up not having, uh, necessarily a contact. So trying to reach them is one thing. Do you have any other platform or ways that we can do some research, especially if we’re local to an area I ne uh, PR uh, strategies that you can share with them.

So I always joke my top secret trick to finding journalists is Google. Uh, it really, Google is amazing. LinkedIn is amazing Twitter. We have so many resources at our fingertips, and it’s important to remember, and I know people are so afraid of pitching the media. And the first time I pitched, I, I remember I called. I was like, um, um, hi, this is, um, um, Christina, David, I know saliva in my mouth. I was horrible. I have since been on television. Many times, you, you learn how to do this, but you know, just look things up, pick up the phone, call the newsroom. If you want to be on TV. They’re lovely. I think in the hundreds of times, I’ve called one time. Someone was kind of nasty to me. I said, Oh, they must just be having a bad day. They need our stories.

They need, like you said, they need the relationships they need to know, Oh my gosh, I’ve got to do this story. I need a chiropractor. I’m calling Natalie. I know she’s good. She’s always around. That’s the other thing, always give your cell phone number and always answer it very important. If you, if you want to be that person, don’t make them go through your front desk at your office. You know, and I always signed my name and I put self and my clients, I make them always put their cell phone number to basically implying, Hey, I’m here for you, 24 seven. If you need someone in the meet, you know, if you need an expert, I’m your person.

Oh, we lost her again. So I’ll just keep on talking. Um, no, but it is not a hard process. And when I talked about people who get scared and, um, if you remember that, that they need us more than we need them. And you think about, I was joke, I’m going to date myself here. But back in the day, our television, we had channel four or five, seven and nine, and we had the Washington post and that was it. And now it’s, we have thousands, probably tons of thousands of media outlets. And everyone’s 24 seven three 65. There is an opportunity for every single person watching to land media this month. That that’s how available this is to you. I say, be confident in what you do, be confident in what, you know, give a really good, valuable story and follow the system. That’s awesome. Can you hear me now? Now we’ve got you back. I just keep talking.

I swear to God. I swear to God. I don’t know if it’s this no. Or, or, uh, the pool that we have here, uh, up North, but, uh, all right. So great information. And, and I think I’m going to segue in close with this, that I think it’s important that, uh, we do it ourselves because it, you know, some people will ask their assistant, uh, you know, and if you have a big campaign, if you have a book launch or something like that. Sure. I think it’s important. And hiring people like you to really help you, if you have a, you know, a really, really specific need, but when it comes to the small daily stuff, I think it’s important to build that relationship. And I can talk firsthand up. I think I had, uh, eight for eight years. I was a, um, uh, a regular on a wellness Wednesday because I’d build a relationship with, uh, one of the, uh, the host who was really into wellness. So if it was not for me to put myself out there, I’m not sure that I would have gotten all this. So, Christina, uh, you have a free guide that you’d like to share with people,

Right? Yep. So you can check it out. Um, it’s captivate and cash in.com forward slash blueprint. And it’s a blueprint. It’s not only what I just went over today, but it’s some extras, you know, how do you get your messaging? Messaging is so important. Um, both for pitching the media and your website and your content. And so download that. It gives you a step-by-step guide of really everything you need to just up level what you’re doing right now.

That’s, that’s awesome. And I think I’m going to challenge that people listening to say, just, just do it. Just, they have a topic, you know, I’m up my standing desk right now. So this is an example with, with posture and, and sleep. People are so stressed out right now. So there’s just so many things that we can do to support health and not necessarily talk about COVID. Cause that’s not a topic that I personally want to cover whatsoever, but what I want to cover is what people can do to stay strong and healthy and how it’s it’s relevant, uh, to them. Some challenging, everyone listening to this to, you know, just sit back, think what are, what’s your expertise? Maybe you, you have a specific niche, uh, and just do a global, we call it Christina. As, as, as doctor, we call the Dr. Google sometime because patients, uh, obviously go and diagnose themselves.

Um, but in your case, it’s the research Google and try to find out who is in your community and give them a good value and show that you have some good content for their listeners or their viewers. And like, like you said, usually they’re, they’re super happy. So thank you so much, uh, Christina, uh, with us, and I apologize for the technical issues we’ve had, we made it work. Uh, like I said, I’m not quite sure. And thanks again to ChiroSecure for putting on these amazing show, to, um, for us to all grow in our practice and how we can also get out there with VR, for example, to reach a bigger audience. So this was Dr. Nathalie Beauchamp, uh, one of the co-hosts for the show, empowering women in chiropractic. Thank you.

Join us each week as we bring you the best in business growth, practice management, social media, marketing, networking leadership, and lots more. If it’s about women in practice and business, you’ll hear it here. We hope you enjoy this week’s Facebook live event. Please like us on Facebook comment and share. We look forward to seeing all of you next week for another episode of empowering women in chiropractic. Now go ahead and hit the share button and tell your friends and colleagues about the show. Thank you for watching. Have a beautiful day. This has been a ChiroSecure production.


Empowering Women in Chiropractic – Facebook Advertising 101: Placing Ads to Support Your Practice

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.

Welcome everyone to ChiroSecure Facebook live. I am delighted to be with you. I’m Dr. Sherry McAllister, the president of the foundation for chiropractic progress. It has not been easy times for all of us and especially being in practice and wanting to reach out to your patients and really get them to know what you’re about and supporting your practice in engaging your community. Well today with no exception is going to be a day that we’re going to teach you the best practices on social media, using Facebook advertising one Oh one, how to place ads and support your practice. That’s going to be the key focus for today as we go through as always, I want to make sure that we take a moment to thank the foundation’s proud corporate sponsors. It is because of these sponsors like ChiroSecure that we are giving these opportunities to educate the public about chiropractic care.

As we go through, what are we going to cover today? Well, buckle up. We’ve got a lot to do, and we want to focus on Facebook ads, best practices along with sample ads, campaigns that will help you grow your practice. These are different times different measures, different opportunities. So as we go along, make sure that you feel comfortable with what’s going to be right for your practice because the community that you’re involved in needs to know about you, what your expert opinions are and how you’re going to be enhancing health using chiropractic care. As we go through, we want to really get an idea of some of the ads that can be placed on the Facebook page. When placing Facebook ads, there are a couple of different options to optimize your success. You can either create a Facebook ad from a post on your Facebook, which is called a boosted post.

This is taking the social media posts and boosting it to a select audience. So in this case, you’re taking preexisting content that you may have already shared that had a number of clicks, and then you’re going to, uh, share it again, spreading it to increase further visibility. Next up is creating an ad using ads manager, which is the tool to create ads in Facebook. In this case, you will create an ad from scratch and insert all of the information you’d like to display next. If you didn’t already know Facebook owns Instagram, there are opportunities to advertise on both platforms. And if you didn’t, I already know this is one of the things that you can do fairly easily with ads manager on Facebook. You can also add Instagram ads through this program. So a lot of interesting things for you to start to focus on as you start to build your opportunities for the practice.

Now, let’s talk about the, um, advertising checklist. It’s, it’s getting organized. It’s being able to feel confident with what you want to put out there on your advertising for Facebook. Here is a new advertising checklist created by the Facebook business center. First off you want to learn about the advertising policies. These are guidelines about which ads are acceptable or unacceptable on the site when advertisers place their ad order, right? The ads are reviewed and approved or denied based on policies provided. So most important thing is you actually have to know the rules of the game so you can play it. Well. For example, at the foundation we had previously submitted a Facebook ad and it was denied. So don’t get, yeah, the surprise. If it does get to mind, we were denied to why were we denied? Because we actually had too much copy in the graphic.

So it’s something to pay attention to, and you’ll be notified. We just needed to revise that graphic to eliminate the tax. And then we resubmit it and then the ad was accepted. So lessons learned, right? We all learned together. Once you understand the do’s and the don’ts of Facebook ad policy, you can choose your objective. You can decide if you would like two more page likes or you maybe want to have, I have the, um, specific information that you’re about to, to reach out to your members, um, really drive to your website. Um, and that’s another piece of it is you have to decide what’s going to be the best case scenario for your practice, with the foundation, our call to action, 99%. Some of the time is our national find a doctor directory, which includes all of our doctor members information. Now, listen, if you’re not a part of the foundation, just a small little blood here, this is the best time ever to be part of the foundation, because one of the key things is we’re doing national ad campaigns through Google Instagram, we have you covered from a national level to help find you.

When we get to the 2020 Olympics, we’re going to do the, find the doctor again. So 215 million people want to find you. And when they see the ad, that’s going to play five times during the Olympics. They’re going to come to our find a doctor site and listen, 7 million people go to vitals.com. They get directed right to the foundations, find a doctor site, 8 million people, web MD find a doctor site collaborating with American Academy of spinal physicians. They’re coming to our find a doctor site. So help us help you by being part of our, find a doctor listening. So when the consumers click the directory link, they actually can find you after choosing your objective, you need to choose your ad format. This is typically called your ad creative. Our team usually decides on a subject matter or topic first then builds out a headline that creates the ad copy.

This is the formerly we use, and it’s been fairly successful today and you can choose what what’s going to be right for you. But once you decide your objective and you choose your ad format, you need to select an audience. The target audience will most definitely be based on the ads objective and your copy points that are included. For example, if we placed an ad focused on the benefits of chiropractic and pregnancy, we can narrow down our own audience by age and gender. Facebook allows you to pretty much specifically to drive into your demographics that you’d like to reach, and it will provide you with estimated stats. So that’s another way that you can start to utilize the demographics for your objective. Now here’s one specifically, this is, um, choosing your placement. Um, actually, I’m just gonna go back for just a second. Once you understand, um, you’re choosing your audience and you’re getting right down to the estimated stats.

I want you then to start thinking about our next advertiser checklist. When you’re choosing your placement, there are different ways you can create that on Facebook. And if this is your first time, I would start by actually boosting a post. And that’s a nice way to do it because you already kind of have an idea of what’s going on in that post. You can do this, go back to one of your previously boosted posts and then track its activity. Here’s a snapshot of a new post that has reached over 2000 people. And to boost that post, all you do is click boost post to reach more people after you click this, it will be super easy. You just walk through the steps we just covered in the new advertising checklist. Here is a Facebook ad snapshot of a successful ad from Lou Lumosity. Their company’s goal was lead generations.

So in this instant, they created a brain health game that is compelling and allows the company to capture information by declaring the test only takes 10 minutes. They lessen the act of the ad. So it appears easy for the user and make them more inclined to click this post, received a good amount of shares and likes. And this might spark an interest to you to showcase a similar game or quiz to patients in your particular area. Another positive to engaging the user is to click the, is to receive results. It’s actually quick click on some quizzes. So the company’s benefits for tracking the info and the user’s benefits from learning something new about their own personal lives, brain training. So it’s a win, win. That’s. One of the keys to advertising for your clinic is you want this to be a win, win for everybody.

You want your community to see what you’re all about, but you also have that opportunity to capture their information and be able to engage with them. In another way, here is one of the top performing posts on Facebook brought to you by muscle and fitness. Well think before you bench is the main body of the ad has an element of danger complemented by the subject’s bright red shirt. It’s more about creating a sense of suspense about the advice in this article. This actually entices people to want to click on it, especially their target audience is they’re focused on muscle and fitness. And this ad showcases the 10 worst bench press mistakes, which is a very common exercise in the gym with nearly 10,000 likes and a thousand shares on Facebook. This article gained exposure for a very low cost, and it’s helpful reminder that when you’re using content to advertise your product on Facebook, you should think about creating something.

People will actually want to read and share to build further momentum. That’s trying to place yourself in your patient’s shoes. Nothing’s worse than trying to tell something to someone and they don’t care. So we want to be able to really think about our audience, especially during COVID, because this is a very special and unique time that we’re all going through. And trust me, when I say this, the audience that I’ve reached have all sorts of things going on in their life, depression being one of them. And we’re seeing depression levels go up where we’re in right now, September drug free pain management awareness month. So we want to make sure that we’re touching our audience with some of the stats, but please, when you do post your particular ad, really think about your audience. Think about the time that you’re engaging with them. One of the goals, post engagement, go back to the types of Facebook ads you can place.

Here’s an example of a boosted post on Facebook. This is when a post you share is performing well. And you’d like to give it an extra boost to pick up and choose. So you’ll be able to choose your key audience here next for a small budget. We boosted this post is a test and reached out over to 10,000 people with the message of optimized health and wellbeing with chiropractic. And you can start clicking on the links, obviously bringing you back to our, find a Dr. Page, um, having a chiropractor near you. So looking through some of these, um, here is another type of, um, Facebook and Instagram ad. The foundation recently placed with the pandemic. We focused less on print and have been full speed ahead with our digital placements. While these two images actually may look the same. The one on the left is sized for Instagram.

And the one on the right is specifically for Facebook. Now the goal of both ads on both platforms was to get more website visitors. Remember we were talking about the objective for your clinic here. We wanted more website visitors specifically to, to the find a doctor directory, both ads ran for about 30 days and reached over 600,000 people. That’s an impressive goal. Remember, we’re doing this nationwide. And so what you do in your clinic in your community may not have the numbers that we’re getting, but listen, you want to look at the cost per click cause that’s very important when you’re testing and measuring your ads. Every platform is different. For example, if you placed a Google ad, you can expect a higher cost per click. Otherwise known as a CPC. Facebook has a cheaper cost per click than many other online advertising platforms. So it’s a good, it’s a good bargain for your dollar to figure out the design specifications or the quote unquote specs for each platform.

As you can see, they are different sizes. You can either work with a graphic designer if you have on, or if you’re interested in crafting your own, you can try some free ones, go to Canva. Um, also, or PicMonkey will be platforms that will help you build your own. Um, they have categories and you can actually select the Facebook post. So the graphic size aligns with your particular platform. So stay with me. We’re we’re now going on to test and measure. If you are just testing out or have been doing this for a long time, the best advice I can give you is test and then measure, review all the analytics provided and decide based on your initial objective. If the reach the lead generation and the impressions created, the visibility you plan for, or in some cases do not play it for the ad itself has a huge impact on your reach too.

Before you dive in and place a Facebook ad, check out Facebook’s insight tab and see what posts of yours are performing well. And that may actually give you more information on your next steps. I would suggest picking a top performing post and boosting it to gauge if you’re reaching your audience effectively within 24 hours of placing a 15 second video ad on Google, the foundation received 2,500 views on our YouTube channel. Now we’re almost up to 10,000 and counting the Google campaign will run for 30 days in the second week of October. So we’re looking forward to seeing the results after that, after our one day, and we’re reaching so many different individuals, we also placed the 15 second video ad on Facebook nationally for five days. Now, video ads capture the attention of your audience better. And we talk about this in other Facebook live classes, but the video ads to capture the audience better than any type of app.

So we’re also testing this approach on this platform. We created the ad in the Facebook ads manager option from scratch, and it leads back to our what that’s right, our find a doctor directory. So we’re anticipating a high number of clicks for a very inexpensive price. And we’re building awareness of chiropractic across the country. Now, if everybody on Facebook is doing this as a chiropractor, imagine the impact we’re having with our communities on an Epic scale. So we just need to engage. Now, I want to show you the 15 second video ad, which was originally presented and we trimmed it down. Um, it was originally the 32nd. We trimmed it down to 15 seconds for the advertisement on both Facebook and Google. Here is the 32nd version of it.

Health optimizing, no drugs needed chiropractic,

Optimize your health with drug free chiropractic care, to find a doctor of chiropractic visit www dot [inaudible] dot org slash find a doctor. Now remember that ad is going to be available to you to start placing on your own website where you could do it in a newsletter. There’s so many ways to use it ad and just doing your own social media posts. These are beautiful ways to connect. So as you can see here, what are the best practices? So one of the key pieces when we start talking about best practices in closing is really to target your affectively, make sure your ad is relevant. No one’s wants to see stuff that doesn’t make their life better, especially during COBIT. So make sure it’s relevant to your community. Then I want to make sure that you have an inspiring, intriguing visuals and that the visual component aligns with your copy points.

It is not listed here, but when creating your ad ensure it also reflects your brand, your practice logo should be included and the color schemes should align as well in that’s part of your branding, a very specific campaign that you’re working on. You need it to work in your branding. Now, number five value proposition. This tells the reader why they should click on your ad to learn more. This should be believable and showcase why the viewer should click on the ad to view your call to action. That call to action. Remember if you don’t have one, this viewer has no idea what to do. The call to action should encourage people to click on your ad. So remember you want to think this through carefully on what you want your viewers to do. They want to be in your office because you’re the best doctor in the community.

And the call to action is going to bring them in. So think this through carefully as your best practices for Facebook, a clear call to action makes all the difference in the world. If you want to learn more from Facebook itself, Facebook actually has a section focused on Facebook for business and advertising insights. There are frequently asked questions and there’s tools for you to develop effective advertisements. As you navigate the Facebook ads platform. As we wrap up today, I want to offer a complimentary ebook because you’ve been so good to the foundation. We want to make sure you get this ebook today. If you join the foundation for chiropractic progress, remember your money does not stop with our ads. It begins with us being able to reach nationwide, an audience that has not heard about chiropractic. And they’re going to hear about it through our ads.

They’re going to hear about it through our infographics, our eBooks and our white papers. So this one particular is called chiropractic care and effective drug free first line approach to pain. And we just launched it this month. In honor, as I had mentioned earlier through the drug free September, um, marketing campaign, we want to talk about drug free pain management awareness month on so many levels because people are suffering in chronic pain. 50 million of them are suffering in chronic pain, all around the nation. And we have to have chiropractic at the table, especially when we’re talking about opioid abuse, misuse or simple use and all of the effects that come in with it. So use this particular white paper to add to your newsletter, or just posted on your Facebook site to talk about helping those that are in chronic pain. Um, it’s a FirstLine approach for chiropractic to be there for the patients. And we do a fantastic job on many levels for this. So as always, I want to thank you for being with me on this Cairo, secure Facebook live. I hope you’ll join me next month as always they’ll have another Facebook live this time next Tuesday, please do join them. Facebook live with ChiroSecure all the very best look forward to seeing all of you back here with ChiroSecure on our Facebook live next month.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). Twitter (https://twitter.com/ChiroSecure) If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

LinkedIN Easier Than You Think – Dr. McAllister F4CP

Welcome, Facebook Live fans. Thank you for joining me on Chiro Secure’s Facebook Live. Delighted to have you with me. Listen, I’m with you, I have a chiropractic practice. I understand these are tumultuous times and I want to make sure that you feel comfortable knowing that one of my favorite instructors when I was in school said to me, “When you’re not busy in practice with your hands on patients, you’re building your practice.” In fact, in many times when I was building my practice, I was more busy building the business then I was building the patients. And then, all of a sudden it flipped the switch.

The pandemic is going, we’re all going to be passing through this and it is very stressful. We’ve got leases, we’ve got employees. I promise you, we will get through it and we’re going to get through it together, as an entire profession comes together and builds a better system of outreach to our patients, when they can’t come into our clinics.

Stick with me because today is all about just that. It’s about outreach. How do we connect to our environment? Social media gives us that opportunity and this is the time now, building our practices and figuring out how to connect with them on a longterm basis when there’s not a pandemic. Let’s get started. First and foremost, I have to thank our corporate sponsors. Take a look at these, these are the people that are helping us with national messaging. Give them your support because they’re supporting the entire profession. Thank you to Chiro Secure for always hosting the Foundation on a monthly basis. We truly appreciate it.

Now as we get started, I think one of the big keys is why are we doing this? We’re doing this because it’s important to connect with healthcare providers in our neighborhoods. Today’s Facebook Live is about opening opportunities. Some of it won’t feel comfortable. In fact, many of you remember my last month’s Facebook Live when I talked about how to do videos. Yes, I know you didn’t sign up to be in chiropractic to be online and doing social media and videos. But trust me, videos can be very effective. And today we’re going to try another way to connect to our healthcare providers and businesses that are in our area, without having to hit the streets with our feet.

Let’s get started. It’s called LinkedIn. Welcome to LinkedIn. And actually, according to the platform, LinkedIn is the world’s largest professional network with nearly 660 million users, in more than 200 countries with territories worldwide. What are actually the facts? Launched in 2003, LinkedIn connects with the world’s professionals to make them more productive and successful. This network allows you to not only build connections in your industry but offers many features to you in the chiropractic profession.

Who is LinkedIn for? I get that question quite a bit. If you are looking to find a coworker or a classmate, find a new job or find a course or a training program, LinkedIn offers all of these benefits. And shortly, I will walk you through how the Foundation has connected the dots for you to spruce up your personal and professional LinkedIn pages. Now, there was a recent Wall Street Journal article that posed the question, “Is LinkedIn a waste of time?” I’m sure many of you are aware of the platform but may not know that you’re using it to the best of your ability because you either do not find value or the effort required does not yield the same results as another platform you may be using for your practice.

I want you to remember, thinking about something as a waste of time if showcased by the perception of the user. What do I mean? Well, I can tell you it’s actually worth the effort. While it’s not social media pages like Instagram or Facebook, it is attracting patients to chiropractic care. In fact, LinkedIn targets the B2B or the business to business audience that you can easily tap into and stay active. According to the Wall Street Journal article, it is not a waste of time and I really do agree. The platform helps you connect with your colleagues, allows new connections and connects you with new opportunities. An example of that, is the article, a director at National Geographic reached up to the author and it led to a full on travel shoot. That wouldn’t have been possible without having the opportunity to connect. In fact, I can say the same at the Foundation. I’ve received plenty of requests that wouldn’t have come unless I was active on LinkedIn.

You will actually be surprised about the opportunities that are out there and you never know where someone is going to ask you to come out to an event and build your practice in your community. One tip for you is to regularly post relevant content. The Foundation has it and I will cover it shortly so that you can actually stay active on LinkedIn and not be overwhelmed with the, I have to do another article, I have to do another post. No, the Foundation is absolutely here for you. We understand that your best value is your hands on patients. We understand that your best value is making sure your outreach to the community. We have the material that will allow you to connect to businesses in the area and that’s typically where you’re going to find the LinkedIn, is the businesses in the area, especially when it comes to corporate wellness.

In fact, I read an article today that talked about leadership in the corporate world and the important thing that the leadership article covered was in fact that you need to connect with your employees that are at home and that we want them to be feeling fulfilled and part of the team. There’s no better way to feel the wellness and the opportunities then to know what the chiropractors are offering. Connecting to businesses in showcasing that you are a wellness practitioner is above all else connecting with your community, building your practice, and sharing the benefits that chiropractic offers. As we go through, there’s big perks of LinkedIn and one of them is the professional groups. One of the largest, if not one of the largest in the professional community of chiropractic is the Chiropractic Professionals. They have over 20,000 members. This group is the place to be and stay up to date on all the business related chiropractic matters.

When you’re on LinkedIn and you want to connect to your colleagues, that’s another area. Start your own practice page. If you haven’t done it, I’m asking you to think one more step of what you need to do while you’re not treating patients. Build your LinkedIn practice page. Here’s a snapshot of the Florida Chiropractic Association’s LinkedIn page. They have over 17,000 followers. The FCA actively promotes their conferences on here and utilizes the platform to effectively network with their members. You can do this too. What if you did an article or you used one of our articles and said, “Wellness matters. I’m Dr. Sherry McAllister and I will be hosting a wellness talk today online, virtually and your healthcare community or your corporate community is welcome to join me so we can all get through the stress of COVID-19.” Another opportunity for to win.

LinkedIn provides an active opportunity to bring in other providers. It’s not a billboard to only promote your practice, but an opportunity to teach and do and reach others in your community with the benefits that chiropractic care offers. The Foundation also has a LinkedIn page available for you to follow and join. I highly encourage you to do that. We’re a dynamic group and we have 34 state associations, 16 schools and 28,000 members that are linking in with us very frequently, please be one of them. We need you to link with us because together we actually will make a huge difference in how patients around the globe are going to start thinking about wellness, more now than ever before. These are historic times and if we band together and we showcase how important we are in patients’ lives, then, as we get through the COVID-19, we’re going to be stronger as a profession. Now, if you’ve already have a LinkedIn profile set up, you can search the Foundation for Chiropractic Progress on LinkedIn and follow our page.

If you have not, let’s go to making sure we get our page set up. LinkedIn Postings to Share. This is what I was talking about earlier is I know you’re going to be busy once you get back. If you have been told you have to close your office or you want to be able to connect more with your businesses around your community, then the time is now to start thinking about posting and sharing. As a follower of the Foundation page, you can easily share our LinkedIn posting directly to your personal and or professional page. Right here as an example of a posting we have on LinkedIn that is available to share and you can make your own comments and build your own practice community. That’s another opportunity for success. Every month or couple, I share articles to my personal LinkedIn page and then share it with my network of colleagues as well as the Foundation’s LinkedIn company page.

These articles are actually increasing the awareness of chiropractic with a one click to engage your network. What are these called? These are called the LinkedIn Articulators. The articles that I post to my personal page are then put into what we call the articulators. This is a brand new Foundation membership benefit that allows you to directly share the B2B chiropractic article from my page to your LinkedIn page, one click or your practice page. The articulators are a new benefit which are similar to our accelerators. The only difference is that our accelerators are more for different platforms, platforms like Facebook, Twitter, or Instagram. The major difference here is that the LinkedIn Articulators are actually more about the professional environment. Linking to the businesses in your community, getting opportunities to speak in front of corporate environments or getting out to churches. It’s a professional opportunity to really showcase who you are, what your practice does, and what are the benefits of chiropractic care.

Now, speaking of that, we absolutely love our members and each month we have a membership benefit. Right here I want to share with you the benefits of M-Bomb, and that is the membership benefit of the month. Each month, the Foundation will feature a brief video in its monthly e-newsletter explaining one of our benefits. Let’s do that for you now.

Hi everyone. I’m Dr. Sherry McAllister, the Executive Vice President of the Foundation for Chiropractic Progress. I’m pleased to share with you the Membership Benefit of the Month. Remember last month I called it the M-Bomb? Well, let’s tell you what it is. This month’s highlighted benefit is our LinkedIn Articulators. A brand new benefit in 2020 our LinkedIn Articulators are easy to share, click to post messaging for your LinkedIn pages. In the past, our social media content was tailored toward the consumer, but with this new benefit, we are now helping our members to reach the B2B professional audience with information about chiropractic. I want to thank you for joining me today to review the different levels of Foundation membership and join or upgrade today. Visit Fforcp.org/package and you’ll see a variety of membership options right there for you. Look forward to seeing you next month for our M-Bomb. Thanks.

Now listen, why did I share that with you? The reason why is, videos actually have the highest rate of engagement. I want to continue to ask you if you would please think about doing videos because that’s an avenue to move your message forward and it engages your audience. And if you attended last month’s Facebook Live on Chiro Secure, you learned the tips on recording videos on your smartphone and doing it well. Now, staying active on LinkedIn actually means important to communicate with your regular community, so we want to be consistent, we want to be persistent. With all of the new Foundation benefits available to our members for LinkedIn this year, we encourage you to stay active by using the chiropractic articles we generate and share those articles via the LinkedIn Articulator emails if you receive those as well. We also ask that you follow the Foundations page and connect with our team on there with easy to share postings on general LinkedIn pages to the articles, you have consistent, relevant content to share with your audiences.

And I also want to remind you, I have a fantastic team that I deal with. If you start getting a little anxious and you’re like, “Hey, I don’t really know if I want to do this. I don’t know really how to start. I feel a little overwhelmed.” That’s why we’re here. No better time than the present for us to help you. And we’re happy to help because we know some of this is completely brand new to many and that’s why we’re actually all together. As we want to get started, I wanted to share with you how easy this is. We ask that if you have any questions at all, just let us know because we’re going to help you walk through this particular platform so you feel confident in putting together the articles and outreach to your business and the community.

It’s pretty easy. I don’t want you to get overwhelmed. These are the resources. First you just got to find the, “Make the most of your professional life.” Click on there and share to your pages and you’ll start to see that your community starts to respond to you. Don’t forget them. Once they respond to your posts, it’s really important that you respond back. If you’re going to jump into the LinkedIn platform, don’t be surprised that all of a sudden you’re going to get pretty busy in that platform. People are going to ask you questions, they’re going to want to know more and that’s why the Foundation is fabulous because you would go to our Foundation page and grab brochures and white papers and infographics to share with them. They may actually even post them in their clinics if it’s a healthcare provider. You never know where the network is going to take you. You just got to jump in.

I want to actually stop here and thank you. We cannot do this alone and we’re not isolated in the national pandemic. We are in it together and we want to showcase to you why utilizing LinkedIn is so important. These are tools and tools are meant to be used appropriately and that’s why the Foundation is here. When we post something, I can tell you that we’re doing our very best, our due diligence, to ensure that you are getting the latest information, doing everything we can to make sure it’s correct, that it is the best knowledge based information that we have and that’s where we want every chiropractor to be. We want you to be reaching out with the best information available, with the latest information. This is the time now to explore with our patients what they need if they’re feeling anxious. Contacting, connecting with them.

And then on our professional level, reaching out to all of the variety of businesses that are in your community because you’re the expert in wellness. You’re the expert in helping our patients optimize their health and that’s where altogether we can make a difference using quality information and bonding together as a profession. I want to thank you, Chiro Secure, for having us. Please join us this time next Tuesday for another fantastic speaker who will get more information out to you. All the best to you. Stay well, stay healthy, be vibrant.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). Twitter (https://twitter.com/ChiroSecure) If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women in Chiropractic – Marketing vs. Advertising with Janice Hughes & Teri Pfleger

Hello, and welcome to our show growth without risk. My name is Dr. Janice Hughes and I’m really honored and always excited to come to you on behalf of ChiroSecure. And it’s interesting with 30 years of experience in chiropractic, a blend of chiropractic management, but I love that our show is titled Growth. And my focus is always talking to you about things that are related to the growth of your practice or what I call your business. A really key topic for me is the one that we’re going to talk about today, and I’ve seen it over all the years. Everybody has their own ideas about the distinctions between marketing versus advertising and the role that either or both should play in your practice. Now, I’ve had a lot of experience, but I’m not going to pretend that I can tell you or even define it correctly.

So I always go to the experts, and I’m really excited today to bring to you Terry Phleger and her experience with social media. So Terry, welcome. Thank you for coming on.

Thank you. I’m very excited to be on. Thank you so much for having me.

You’re welcome. So let’s talk about it. How do you define the difference between the words marketing compared to advertising?

Yeah, I think a lot of people have a really blurred vision of that, and they’re very distinctly different. Of course, we use both, and we need both, but they’re very different. So marketing … The old saying is marketing gets you paid tomorrow, and advertising gets you paid today. And so, to kind of break that apart, marketing is really the process of promoting your business through value added content to a targeted audience. And that’s what marketing is. Marketing is truly getting out there, and social media is just the distribution center.

It’s the vehicle now in 2020 to market yourself, is to just get you out there. It’s kind of branding, and it’s very specific content for value for your specific audience.

Where advertising is paying for things, right? Buying a billboard, buying a Facebook ad, and those types of things. But marketing is very different than advertising.

Well, I love that you already touched really on what I think is a really key point, that there is a role and a place and a need for both. You know, particularly again, remember where we are talking to chiropractors, we’re talking to practitioners about how to build your business, how to build your practice. I think it’s interesting because, over 30 years, I’ve watched that things have gone a lot more now to advertising. Let’s face it. A lot of you listening are our new docs that you are leagues ahead of me when it comes to actually advertising like through Instagram, through Facebook.

But what I really want to talk about, Teri, is, from your expert perspective, how … Let’s just take that advertising piece. How can people get the most bang for their buck? Because what I find when I look at a practice and do a practice valuation or really an overview of people’s numbers, now more than ever, we’ve got people spending a ton more money on the advertising. They’re not even clear on how much that’s generating. So, for example, I like to say to people, from a solid business perspective, are you getting a five to one return on your dollars?


How do do people do that? So how does a practitioner now use ads, paid ads? From your perspective, what are the top two or three things that they really need to know?

Wow, that’s a great question. What they really need to know is that social media advertising does work.

There are so many people that call me all the time and say, “You know, I really want to do this, but I’ve been burned. I’ve been burned, and it doesn’t really work, does it? It’s burning out.” And it’s completely untrue. When it’s done well and correctly, it does work. And so you just need to find that person that can connect with you and know what you want and explain it to you. Because, as chiropractors, they wear so many different hats and trying to do so many different things.

And the social media world is very confusing, right? It used to be where you bought a yellow page ad, right? Or you bought a billboard. You bought a newspaper, and [inaudible 00:05:25]-

And some of our listeners don’t even know what those things are.

[crosstalk 00:05:28]. That’s true. But that’s what you used to be able to do. You used to be able to buy an ad. People you would cut it out, bring it in, and you would … Your ROI. You would know your return on investment.

So now, it is more complicated to get your return on investment. But, if you’re watching and you’re looking … Facebook has analytics and you can see. When I do a funnel, when I do an ad, I’m always looking at the analytics and I’m looking at what the return on investment is. I’m looking how many people it’s reached, what’s the engagement, how many people have left their emails, how many appointments did you make?

So there are ways of tracking it to make sure that you’re getting your return on investment.

Now, it’s interesting because, again, talking about there’s a segment of the profession that knows or understands. They’ve grown up in that world and sometimes think they understand it better. Now also, though, does it make sense for them to keep doing it? Like I think sometimes if we talk about startup mode … So I always like to, in this show talk about, I call it three segments.

Number one is start up. Number two is practitioners that are trying to work from … I’m going to say really sort of striving or tons of work to thriving. And then we’ve got some other seasoned practitioners that say have associates or they’re looking to sell their practice. So we kind of got three segments. In start up, does it make sense for the majority of the chiropractors to do this all on their own? If they understand Facebook, do they really understand all those analytics behind it?

Well, I think it’s … Yeah, that’s a great question, too. I think. I think certainly they can get started with creating their business Facebook page. Certainly, there’s a pretty significant difference between a personal Facebook page and a business Facebook page as far as how to get it to grow. And, as far as the ads on the backend, because they’re always changing.

They’re always changing with new rules, new things. So does it make sense for that? Not really, to be honest with you. And ones that are super, super techie, because, when you create funnels, you’re talking about using many different platforms. You’re talking about using Zapier and CallFinder and texting platforms and email sequences and people scheduling, and it gets pretty complicated making the funnels.

So I would say that their energy would probably be better spent marketing than advertising. Going out and meeting people. I mean good old-fashioned meeting people and making those connections, I think, really goes a long way, especially at the startup stage.

Right? And for startup docs listening, I think that that’s a really important piece in this. Like, a lot of times we think it’s only about new patients. I can show you the challenges. There was an individual chiropractor that I was really fortunate to meet years ago, began to coach him.

He had, in any of our terms, no issues. He, on average, generated over 80 new clients a month.


The challenge, he didn’t like understand the marketing piece. And, even though the internal marketing to now service those patients, put them on great care plans, all those kinds of things. So I think you do point out, though, that … I think in the very beginning for startup, almost like some of those early steps, you can do that on your own. But it really then ties into the distinction for me of moving from sort of striving and lots of the work on the business to more thriving is that I really think … And, first of all, I would never be able to keep all that backend straight, but I’m a different segment. But even a lot of existing practitioners, the power, the advantage of having someone coach them, guide them, and then they can do more what they’re really good at.

Oh, for sure. Yeah, for sure. And the thing is. Too, when you are doing advertising and social media, for example, what happened is the pendulum’s kind of swinging. What happened when social media first came out in 2009 … Business Bay just came out. People were starting to use that as a way to communicate to their community. And so they were putting on memes and posting. Right?

And that’s marketing.


That’s not advertising, that’s marketing. So they’re delivering a segment of their audience, and they’re targeting it to who would like chiropractic care and educating the community. Well, when Facebook Advertising started exploding and working so well, people left the marketing behind. So I have a lot of clients to this day who really don’t post on their page much. They just want to bam, bam, bam, advertise, advertise, bring in new patients, bring in new patients.

But they’re not doing the marketing piece, the posting, the reaching their community.

[inaudible 00:10:30].

And what’s happening is, as Facebook ads are becoming so popular, and the market’s getting a little more squeezed, your marketing then becomes equally as important. And, once again, marketing pays for tomorrow. Advertising pays for today. And so, really, both things need to be done. And I think that’s probably one of the biggest misconceptions. I have chiropractors that call and want to know, you know, “Should we really be posting on our page when it doesn’t reach as many people and there’s not as much engagement?” The reality is, you still want to be posting on your page. You need to be building your brand, and you need to be educating the community, and you need to do to be doing ads. So they really go hand in hand. And then, I think that’s probably one of the biggest misconceptions.

Well, and that’s interesting. That really speaks to the segment that would be my colleagues. You know, typically say my era of practice is that, a lot of times … Because, if you’re listening and you have a more established business, if you have a more established practice, a lot of times you’ll say, “Well, I don’t want to get caught up in that,” or I don’t need to do that regular marketing, regular posts. Well, part of the challenge is, I want to also reinforce, your practice isn’t as valuable then as you think, because the person that’s going to come in next or purchase or that you want to groom or your associates, they have very different ideas about that. And, if they’re looking at starting on their own and/or a couple of other practices to purchase. So that’s where also, even just from a, how do you get more bang for your buck?

From my perspective, I think a lot of seasoned practitioners learning the power of more consistency with your marketing in those social channels. And I think that’s really important.

You know what? Know what that is really, really a good point because I actually have chiropractors that will call me and say, “I’m heading towards retirement stage. I don’t really understand this whole social media thing. But I know, when I’m going to start to get to sell the practice, they’re going to want social media.”


“And so can you just go ahead and do that? So that when they come in to buy it, that’s already set up.” And that’s what people want, is they want it that easy transition.

Yeah, absolutely. That’s a key aspect of the valuation. That’s a key aspect of the strength of your business. So, again, we do … This is a big topic. The key we’ve really talked about is you want both. You want both marketing and advertising.

Oh, for sure.

Because you do this all the time, this is your regular life, can you share … I’m going to call it your top three actions or things to do for our listeners that will help them grow their business, related to marketing and advertising?

Oh, sure.. Yeah, that’s awesome. So in my world, because it is the social media world, really the top things to do … There’s making sure that, obviously, most everybody has pages now where they have a business Facebook page, a business, make sure you have an Instagram. There’s still a lot of people that aren’t on Instagram and that’s kind of, as a business owner, that really … You need to, at the very least, do that. And Twitter and LinkedIn are great, as well, for a lot of different things. For a lot of networking purposes for LinkedIn. And Twitter is a world a lot of people don’t want to go into, but a lot of people are on Twitter, so you might as well be doing that.

But, definitely, the top three things would be to make sure that your social media is set up correctly. A lot of people, if you look at … I’m going to challenge everybody listening to go right now to their cover photo on their Facebook page, and I’m going to tell you, 95% of you do not have your phone number or your name on it. So people who have like … I’m just pulling this out, so I’m not picking on anybody named Orange Chiropractic. But I’m just saying, if it was Orange Chiropractic, they’ll have the cover photo up there, and it will say Orange Chiropractic. And that’s it. But it won’t say Dr. Janice Hughes or what the phone number is.


And that is important, because people, when they click on it, it’s a split second. They’re like, [inaudible 00:14:53]. Now, your phone number’s obviously there. They can scroll down and find it.


People don’t take the time to do that. They really want to look on there, bam, do it. I’m also going to challenge you … and this is just another thing that, on the top of your Facebook page, on the right underneath the cover photo is a button, a call to action button. So it could say, you know, “Contact us,” “Call.” Have that say call because most people are on their mobile phones.

Mm-hmm (affirmative), yeah.

And so they can literally press a button and it automatically calls, rather than looking and scrolling down and looking for the number. So I challenge the viewers to go on and see if they have it set up correctly. So number one is set up everything correctly.


I also think that having consistent branding and posting is very important. It’s not only important to educate your community; it’s important for search engine optimization. It’s important to have those back links, right?

It’s important for that. And what people are doing is, they’re copying from other people or they’re sharing other people’s and thinking that’s posting for themselves, but it’s really not. What you’re doing, if you’re sharing somebody else’s post or meme, you’re giving them the SEO credit, the search engine optimization credit. You’re increasing their SEO, not your own. You must create your own post or get them, you have to do that. That’s really important. Also, then, the third thing would be to do Facebook, Instagram, social media advertising. It does work when done well, and people who have regular posting, their ads perform better than those that don’t.

Oh, so there’s obviously algorithms in the back again that are definitely impacting that.

Right. Because I have clients call me, “I just want a funnel. That’s all I want.” And I’m like, “Well, you really need to post.” “Nah, I just want a funnel.”

And I’m like, “I won’t even do that.” You have to be posting. So that’s really important to do both, both [inaudible 00:17:01] and do the ad. So those are the three things.

Yeah, those are great. That’s especially … Because I do now a lot of, like I say, practice valuations based on people wanting to sell their practice.


And that’s a really important key because, like I say, I’ve talked to them again about the importance of it and the the future purchaser, but also to have that in place so that you’ve already got more of the search engine optimization.

Oh yeah, for sure. Because that’s how your phone rings.

Awesome. Well that … Again, I know our our time. I could ask you a hundred questions, but what I want to do is say thank you. We will make sure that we put some links, again, affiliated with the show so that that way people can even just ask.

You know, one of the things I’ve known is that, as I turn to people like Terry, I ask, and she’s always got a real quick response for me. Just the willingness, and I appreciate, and thank you for your willingness to share and help educate other people.

[inaudible 00:17:58].

So, also, for all of you as listeners, you’ll notice that in talking about this topic, marketing versus advertising, I really like to say, how do you grow your business? You know, growth without risk means put the things in place that will help you grow. Use the systems, use the tools, use the experts and their ideas that we bring to you.

Now all of that wouldn’t happen if it wasn’t for ChiroSecure. So I constantly say thank you and owe a huge debt of gratitude to ChiroSecure, to Dr. Hoffman, in particular, who has supported myself, my career, supports the profession with these ideas about how do you grow. Because ultimately it’s about growing your business and growing your impact. So, even from a philosophical perspective, as chiropractors, we help more people the more that we grow your business. So please don’t hesitate to reach out and thank you again to ChiroSecure. Have a wonderful day.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women in Chiropractic – Stay Neutral-Or You May Ruin Your Brand! – Dr. Randi Ross

Well, hey everybody. Welcome to the show. I am Dr. Randi Ross, founder and owner of The William David Company. I haven’t been here in a while, so I’m so excited to be back with you and sharing some good tidbits of information. Let’s make sure to give a big shout-out to our sponsors, Chirosecure, great company. Go onto their website, check out the services they have to offer. You’ll be treated with five star and kick gloves and dr Stu and Sharon and all the other team members there are just fantastic.

Well, let’s go ahead and jump right in here. Today, we’re going to be talking about staying Switzerland so you don’t ruin your brand. And for the framework of this conversation we’re going to talk about Facebook, but understand it pretty much applies to anything in the virtual world and maybe even beyond. So, I think we can all agree that culturally and as a society, maybe even globally, we find ourselves in probably the most volatile type of situation that we’ve ever seen maybe in history, and especially with social media, everything is so polarized and magnified.

And it’s so important to constantly be taking inventory of what you’re projecting and what you’re putting out there. Not as a person, I don’t really care about what you do, but as a business person, because you can really taint your brand and you as a professional if you’re not super careful. We used to say a hundred years ago when I was in practice, you always have separation of church and state and you don’t talk about things like religion in the office, except maybe in the most generic sense.

And I think that’s transcended into many other elements that are really hot button topics today. And I just really want everyone to just pay attention and put a little thought into what you’re putting out there. And it almost becomes that your passion can be professional suicide in a way.

And what I mean by that is, and again using Facebook is be very careful to remember what your job is. Your job is to be a chiropractor. Your job is to provide service that helps people feel better, get better, function, better, live a better quality of life with the services you provide, whatever those are. Your job is to educate people about the services that you can offer and that’s what they’re looking for from you.

They’re looking for answers to their problems or answers to their questions, solutions for their problems. And we have to be mindful of staying in that lane. And I scroll Facebook and I see a lot of people really putting what I consider very personal, volatile information. And what you don’t realize is it’s not that you shouldn’t have a voice or you shouldn’t have a passion, but there are people that that is going to, they’re going to kind of frown upon that, they’re going to think you don’t know what your lane is.

And we don’t want you to be missing out on caring for people that really need your service, which again, is what you need because you decided to put up some type of political Facebook. And I don’t care what your political views are. I don’t care what your religious, I don’t care what your views are on anything. I’m here to remind you that first and foremost in your community, you are a business person. Okay? And we need to really be mindful of that.

And a couple of things that we also don’t remember is that everything you put is public. If you think things are private, you’re very sadly mistaken. There’s nothing that’s private. I’m sure any of you that have kids out there, teach your kids that, right? Don’t put pictures with solo cups up there because you’re going to be wanting to go to college or get a job.

Same thing holds true for you as a professional. If you think because something’s on your personal page and it’s private and nobody else can see it and you don’t friend your patients or any of that, you need to shift your mind because that is not accurate. Anybody can share anything, or even if you don’t allow people to share, guess what? They just screenshot it and put it up there. How many times are you scrolling Facebook and you see something that’s a screenshot from somebody else’s page.

So remember, nothing is private. The other thing is that stuff lives for ever. So whatever your views and your opinions are right now, guess what? Might not be that 10 years from now. I mean, I think we saw that with like Kevin Hart lost a multimillion dollar job because of something he said on Twitter 10 years ago. And I don’t care what he said. It doesn’t matter. I’m just making a point.

Here’s another example that happened to me personally. About two weeks ago, one of my clients called me early in the morning and this was their question to me. “So now you like Mike Bloomberg?” And it was really early and I was looking at the phone going, “What are they talking about?” I don’t even know what they’re talking about. “Oh. Oh, all of a sudden you like Mike Bloomberg.” And I’m like, “I don’t even know what you’re talking about.”

And within the course of two weeks, close to a dozen people either messaged me, called me or texted me about me liking something to do with Mike Bloomberg. And I was like, “Man, I do not remember liking a post or anything.” Dug through, tried to figure it out, couldn’t. I’m going to tell you what it ultimately was. About eight years ago, Mike Bloomberg created a page for his business, The Bloomberg Report. I follow stocks because I invest in the market and I liked that page because I wanted to see certain things pop up that will inform me about the market.

Well, they since, because of his aspirations have changed the names of those pages to follow his political views. And all of a sudden, everybody thinks that I’m a Mike Bloomberg. Now, it doesn’t matter whether I like my Bloomberg or not, that’s not the point here. The point is you have to be very careful. Okay? Because these things come back to you. Sometimes it might be positive, but more often than not it’s going to be negative.

Stay in your lane, stay Switzerland, stick to the things that pertain to your business. Stick to the things that you’re an authority about, educating people about chiropractic care and the services you provide. The other thing is that people getting baited into replying and then all of a sudden you’re in this little virtual war with half of the time with someone you don’t even know.

So be very careful of that because sometimes it has nothing to do with what you posted. I’m sure we’ve all found this. You make a post, excuse me, has nothing to do with something that someone replied in a negative way. We are actually looking at the reply going, “What? That has nothing to do with what I posted.”

So again, be careful not to get into that ongoing… Because sometimes you read some of those feeds. We’ve all seen them, excuse me, they go on and on and on. And you can be that person going on and on and on. I don’t care. Even if you’re right, it reflects poorly on you professionally. So, remember what your job is. Be careful in the virtual world of not tarnishing your reputation and even tarnishing or damaging your brand because it can affect bottom line. What is your job? To serve more people, make more money. That’s your job. Stick to that. Be careful of these virtual things.

Just because you have a political view or even some things that are kind of, I’ll call it geographical, where you know guns are very acceptable or things like that and you put posts, just stay in the middle. You don’t have to have a lane on these things. Okay? Be there to be more well-received by the masses in your community than alienating some of those which ultimately you will.

Well, that’s all for today. Make sure you check back in two weeks, Cathy Colby will be here with some great tips and information on building your practice and your brand. I’m Dr. Randy Ross of The William David Company. Thanks so much for spending a few minutes with me today. And remember, if you’re not learning, you’re losing.

Join us each week as we bring you the best in business growth, practice management, social media marketing, networking, leadership, and lots more. If it’s about women in practice and business, you’ll hear it here.

We hope you enjoyed this week’s Facebook Live event. Please like us on Facebook, comment, and share. We look forward to seeing all of you next week for another episode of Empowering Women in Chiropractic. Now, go ahead and hit the share button and tell your friends and colleagues about the show. Thank you for watching. Have a beautiful day. This has been a Chirosecure production.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). Twitter (https://twitter.com/ChiroSecure) If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.