December 13, 2024 • 25 mins
Unlock the secrets of impactful marketing with the power of video content! Discover how businesses are transforming their strategies as we look toward 2025, with video proving to be the ultimate tool for retaining audience attention. I, Dr. D, alongside the insightful Jordan Parker, reveal how chiropractic practices are thriving contrary to outdated beliefs about advertising inefficacy. We delve into how video content is not just a trend but a necessity for building brand trust and awareness in today's fast-paced digital landscape. Learn how even the most traditional practices can gain a competitive advantage by embracing video ads and educational content.
But that's not all—explore the art of creating engaging educational videos that captivate and inform. With tips inspired by creators like Dr. Matt, this episode covers everything from mastering captivating visuals to crafting those all-important attention hooks. We also journey through the evolution of sales tactics, reflecting on the shift from the old-school, "sleazy" sales stereotypes to today's focus on authenticity and genuine connection. Embrace modern strategies, leverage testimonials, and fine-tune your content to build trust with your audience. This engaging episode promises to arm you with the tools to not only understand but thrive in the evolving world of video marketing.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hey everyone, welcome to another episode of Marketing
101.
I'm Dr D and this week we'regoing through video is king and
moving into 2025, I don't thinkyou should do anything else
except create video content.
We're going to go through alittle bit of the literature
showing all the data of the last10 years on social media and
(00:22):
why video dominates everythingand, in all honesty, you're kind
of wasting your time postingtext and posting pictures, even
though they're easy to do.
You're going to see why videois king and when you create
video content, how much more ofa ripple effect you can create
from that video content by doingshorts, reels, clips, a whole
(00:43):
bunch of stuff.
And I'm going to give you somegreat tips on this episode on
how to do this.
So really switch your mindframe moving forward in creating
video.
Yes, I know we don't like it.
I know there's no time for it.
I know all the excuses.
I've coached many, manychiropractors over the last five
years.
I've heard them all.
No pity for me coming today.
You got to do it.
(01:04):
If you're going to stay on thisedge and ride the wave of
digital content, it's the onlyway to go through it.
So you know some statistics isthat social media is dominating
the viewership and consumptionof time of all your prospective
clients, all your prospectivepatients.
Whatever their time they'respending on their phones is
through digital content.
(01:24):
It is mostly through social ontheir phones is through digital
content.
It is mostly through socialmedia and it is mostly video
content.
They're not sitting down andreading long form texts as much
as they used to, so peopleretain 95% of the message when
it's watched on a video, ratherthan 10% when it's read via text
.
I mean just there.
If you're trying to teachanything or explain the why and
(01:45):
the how remember we've talkedabout this of what you do in
your practice that engages yourcommunity and your audience to
buy from you either now or inthe future, then video is the
only way to really do this.
So the benefits of video ads isthat it humanizes your practice
and you and who you are and itbuilds trust and your brand
awareness and it creates anemotional connection to you
(02:09):
because they see you, they hearyou, they see that you're real
and it demonstrates service andsuccess stories effectively when
you use video properly.
So what you can do is use it tooffer a medium for different ad
formats short, long,testimonials, educational,
whatever it may be.
I like long form videos becauseyou can cut them and snip them
(02:29):
into short form videos and usethem for anything.
I've had great ads highperforming ads that are short,
quick videos, and I've had greathigh performing ads that are
long videos.
It depends how you're capturingyour audience and if they're
captured, they are downloadingthe information and probably
going to act on it as well.
So that's great.
(02:50):
Moving forward into 2025, makesure you're shooting video for
99 of all your content.
Um.
So some examples you knowhighlight Brands or businesses.
You know chiropractors orothers that have succeeded with
facebook.
Video ads would be people thatare like um,
non-multidisciplinary officesand are accustomed to one niche.
(03:11):
They do really well.
If you do have multiple uh, anintegrated practice, you have an
infinite amount of content thatyou can post all over the place
to engage all different uhshapes and forms of clients all
over.
So it's absolutely the best way, if you've noticed over the
place, to engage all differentshapes and forms of clients all
over.
So it's absolutely the best way.
If you've noticed over the lastcouple of years, ads and a lot
of the agencies have beentelling people that chiropractic
(03:33):
ads don't do very well.
You need to do the other ads.
You need to do thedecompression ads, the laser ads
, the shockwave ads, thesoftwave ads.
You need to do other adsbecause chiropractic is really
hard to sell.
That is no longer true with theamount of video ads we're doing
.
The upper cervical community ismaking waves in 2024, especially
(03:54):
the second half.
It's catching on.
People are loving it and thebeauty behind this is that it
doesn't matter if you're uppercervical or not.
It's bringing everything backto chiropractic.
This is what I love about it.
So this was cool.
This was like five years agowhen we started talking and
doing videos.
And we're just talking aboutchiropractic and how it helps
and people were loving it.
I think what happened is thedigital marketing agency started
(04:15):
to compete with each other.
There's so many of them outthere now that they're all
competing with each other foryour business.
So they're coming out saying,uh, you know, chiropractic ads
don't work, because five yearsago, everyone was running
chiropractic ads and thoseagencies that were running them
were running them really well,and I know people like myself at
(04:36):
Enrico D marketing was what weused to call it.
It's now the digital coach.
Uh, I've been running ads forseven years and um, I've stuck
with chiropractic the whole time.
So the original gangsters arethe ones that are still doing
this.
And another great guy is JordanParker.
I talk to him all the time.
I don't promote him very muchbecause I'm an Eagles fan and
he's a Cowboys fan.
It's simply that Otherwise,he's a fantastic digital
marketer too, and we've beendoing it about the same time and
(04:57):
he still runs chiropractic adsand I do as well, and a couple
of the OGs do as well.
Everyone else is telling me oh,they don't run very well, they
don't do very well because theyhaven't kept up with the tides.
And throwing something new intomarketing is always a great
technique across all industries,but when it comes to
chiropractic, that's not thebest technique for you, because
(05:17):
you have a finite amount ofoffers and services and whatever
.
How many supplements are yougoing to talk about?
You're not a supplement store.
You're not Fullscript.
You're not the business thatmoves the products.
You're not a nutraceuticalcompany.
There's really not a highprofit margin for you to make
your seven bucks on each thingthat you sell.
You'd have to sell high volume.
(05:38):
That turns you into ane-commerce type business, which
is probably not what any of youare listening to this for.
So we got to go back toservice-based and brick and
mortar.
So the style and purpose of yourvideos are really informative.
That's how they should be.
They can be you standing theretalking those still work or you
(05:59):
overlaying and narrating video.
So, going to 3danatomycom, buya subscription or not, whatever.
If you use anything, make sureyou have the rights to use it.
As far as videos, so pay thesmall subscription to have
anatomy videos from any type ofdownloadable service online.
Pay the subscription, you know,find the cheapest one.
Pay the subscription, make surethat you like them and overlay,
(06:21):
you know, the MRI of the brain.
Overlay the x-rays of thethoracic spine.
Overlay a video of the nervoussystem.
Overlay the video of sciatica,plantar fasciitis, migraines,
whatever it is that you'retalking about the guts,
intestinal stuff, the heart.
You can have all these coolanatomy videos and you
overlaying and narrating thevoice or even overlaying your
(06:43):
face.
Todd, you've seen these videos.
These are on fire right now.
Those are the videos that youneed to do.
For some reason, people arelooking at these.
They're seeing the anatomy.
They're like that's superinteresting, right?
It's like Discovery Channel orPlanet.
You know when the Planet DVDsfirst came out when everything
was HD.
Remember that you had thePlanet series DVDs because
(07:04):
you're like man, this is goingto look great on my plasma
screen TV.
That's where we're at with thatstuff right now.
So know your audience.
So make sure you know youraudience, and this is based on
whether you've been open for oneyear or 52 years.
You pretty much have a basis onyour audience and once you have
this basis on your audience,you now want to define your
target audience.
(07:24):
So the pain points, the needsand the interests that they are
suffering from or needing fromthe solutions that you bring to
their problems.
That's your audience.
What solutions do you bring?
And that's the videos thatyou're going to create specific
(07:46):
concerns like back pain, posturecorrection, migraines,
headaches, intestinal issues,cardiovascular issues, agate
movement, sports prevention,preventing sports injuries all
these types of things do reallywell.
And if you've been followingsome of your colleagues on
Instagram, facebook, tiktok, theones that get tons of view are
consistent.
They're consistently postingvideos all the time.
There's a guy, dr Matt, inColorado.
(08:07):
He's an Alberta boy.
I forget his Instagram handle,but he does stretches.
The guy looks like he's likesix foot nine, I don't know.
Whatever he does stretches andhe's super flexible and he's a
big guy and he shows you how todo motion.
He's a chiropractor.
There's more integrated PTstuff in his office Great and
(08:27):
his videos get tons ofviewership.
He does a great job doing it,but he's consistent.
He's consistent.
Once you're consistent, youfall into the algorithm of your
audience and you're in theirfeed all the time.
Even your old stuff will pop up.
So it's great to keep doingthat.
The ideal video length this iswhat people always ask me.
What's ideal?
15 to 30 seconds to captureyour audience is all you really
(08:48):
need.
So 30 second videos If they're60 seconds, that's great.
If they're two minutes, that'sokay.
If they're four minutes, notbad.
If they're circling a lotlonger, your risk of dropping
the viewership goes down.
So if you're going to create alot of content and you create
long form content, use Opusaiand throw in that you know 10
minute video and clip it into 30second clips.
(09:10):
You just created 40 pieces ofcontent that you can just post
across.
Everything Pretty cool stuff.
You have to grab their attentionin the first three seconds.
That's how these guys all do it.
Now you can't always hire a 22year old girl in a sports bra to
sit in front of your video eachand every time.
(09:31):
That's a tactic, not a classytactic, but that's what catches
people, men's attention in thefirst three seconds.
So what?
What do you do is the hook line.
So when you start somethingsaying my four-year-old told me
the craziest thing last weekPause and you go right into the
story.
She told me that you, you know,boogers are actually discovered
(09:51):
in the cave in your nose and Ihad to go into this whole sinus
thing about where they'reactually produced and it got me
thinking.
Sinusitis and infections andall these things happen for many
.
I just went off track there,but anyways, that was the hook
and I lost everyone on thatvideo there.
But you see how I got you inthe first few seconds and I
didn't really think about that.
I didn't script that beforehandso I lost you.
(10:15):
But if you scripted it and youplan this, you might have to
take that video once or twice.
And you got it, it's all done.
You hook line and sync them inthe first three seconds.
That is how you shoot a propervideo.
Use clear visuals, crisp audioall that good stuff.
Have a good mic.
Even the iPhone earbud micswork great.
The wired ones where you justhold the mic, those work.
(10:36):
That's great audio.
You can do that.
And then you just shoot on yourdesktop or your laptop with the
camera, shoot yourself, andthen you can use Canva and other
things to crop out thebackground, put you as that
floating ghost that sits infront of the video and you just
overlay it on CapCut, canva,anywhere.
You can upload your video intoCanva, put yourself on top of it
, download that as a new video,post it up to your social media
(11:00):
and you're off and running forone subscription.
Canva, right, pretty cool stuff.
Keep the branding sub.
Don't even put it on there.
Don't put your logos, don'tplaster stuff on there.
Um, all your chiropractors thatdo such great videos and you,
you brand it all the time.
You're you.
It's like I don't want anyother chiro is using my stuff.
(11:21):
I know why you're doing it, or,if it goes viral, I want them
to see my logo.
But someone in Miami beachseeing your logo from Colorado
Springs makes no sense.
They're not going to come seeyou.
So the point of this is one, weget to share your colleague
stuff, which makes it easy topost content all the time, and
two, it's offsetting andoff-putting to the viewer to see
(11:44):
the brand, to see the brandthing on there.
They're like you're advertisingto me instead of educating me.
And if you educate them you gotthem.
If you market to them or youbrand to them, you lose them.
A lot of people don't want tobe branded to.
That's why they skip the Googlead sponsors at the top of the
search and they go straight downto the organic search.
Most people do that on purpose,because they don't want to be
(12:06):
branded to, they don't want tobe marketed to.
They want to find the organicsource to their question.
Make sense, makes sense.
So keep right.
Tell a story.
All your videos have to have astory the hook line, the punch,
the climax and you can close itout and you don't have to have a
call to action on all yourvideos.
Again.
You're selling them.
So if you have a 30 secondwindow there, just wow them in
(12:28):
the video, give them informationvideos done.
Then in the them in the video,give them information Video's
done.
Then in the text and the body.
When you create ads you can putthe offer in the text.
Now they're going to be likewow, I have migraines.
That makes perfect sense.
I've lost a curve in my neck.
No one's told me I've lost acurve.
Do I have a loss of curve in myneck?
I need an x-ray.
I need to go see this guy orthis gal.
(12:52):
Then they go up and read thetext 49 bucks, okay, you're
helping me for 49 bucks, for 99bucks.
This is amazing.
What's going on.
Oh, I can come in.
Oh, and so I'll have to clickthe get offer button.
Oh, click the get offer button.
Oh, this form's easy.
My name's already all pluggedin because I buy everything off
the internet.
Boom, they hit that submit andyou gotta leave.
Right, this is how this stuffworks.
It cross works acrosseverything.
So add captions uh, usuallyvideos already have auto
(13:12):
captions to them once people ontheir devices.
But it's nice to use opus ai.
That's why I use open opusai,and when I have all my clips,
they put all the captions on.
So those fun bubble lettersthat come in different colors
too, and the and the and the bigum, the highlighted words per
sentence are in a differentcolor.
And you know, that's cool stuff.
(13:34):
They can even do uh, clipcutouts where when you're
talking, let's say, you're doinga video where you're just
talking.
No overlay, no video in thebackground, you're just.
You're in your office andyou're talking.
You can have clips go in.
When you're talking about, youknow, mindfulness or walking
down on the beach, opus AIautomatically puts over, cuts
you out and puts a picture ofthe beach, like a video of the
(13:56):
beach and the waves crashing thebeach as you're talking.
It reads, it pretty muchdownloads the script that you've
been talking and tries to findvideos off the internet, off its
source, and overlay your video.
So you're talking aboutmigraines, they may overlap you
talking with a lady holding hertemples like suffering from a
(14:17):
headache, and it does itautomatically.
So we used to have to do theseclips ourselves.
Use like what was called AdobePro or whatever it is, to
overlay videos.
They do it for you in seconds,in minutes.
You can have this stuff done inminutes.
You guys can do this.
Most Facebook videos are watchedwithout sound.
Remember that.
(14:38):
Hence the captions and ensureaccessibility and comprehension
by including captions yourself.
Or, like I said, if you use theAI stuff, you are good there as
well.
So when you're setting up acampaign, so you create content
Now we want to set up campaignschoose the right objective.
Remember this we're talkingabout traffic and we talked
about leads.
Those are probably the two mostcommon ones you're going to use
(15:01):
.
Conversions is to go after acertain niche we will get into
this on this podcast but trafficor leads is going to be the two
that you use.
Many of you nine out of 10 ofyou are going to use leads to
convert perspective viewers intoperspective clients.
Make sense.
Use Facebook ads manager fordetailed targeting radius.
(15:23):
You guys know your area, howfar people will drive, whether
it's eight miles, 10 miles, 14miles, however far they're going
to go to drive to see you.
That's your radius, your ages30 plus probably for most of you
and that's where you go there.
We can then, once we startcreating these and we're
filtering through and we'reletting ads run and a good video
(15:43):
can run you months, believe itor not, when you do the test,
you test three videos againsteach other in the one ad.
So you have your campaign.
You create the campaign, thenit says the ad set.
That's where you pick yourradius and your age.
You have the ad set and thenunder that you have the ads how
many pictures and videos do youwant to run in that?
So you're going to run threevideos against each other.
(16:05):
Facebook's going to take oneand run with it and the winners
that win you may run that ad fora while.
I've had an ad running in ourWinter Haven location for eight
yes, seven months straight.
Right now it's the same ad.
I haven't turned it off.
It just continues to producethree to five new patients a
week.
Nuts Absolutely Blows our mind.
(16:27):
Some weeks we get like one, butit's okay.
But not worth turning it offbecause it continuously produced
, produced over 200 leads.
Uh, pretty great stuff for 30bucks a day.
Uh, there you go.
Always include a clear uh callto action.
Schedule your appointment todayor claim your 99 special or 49,
whatever it is.
Encourage in immediate actionwith time sensitive offers.
(16:47):
That's your call to action whenwe're doing this.
You can then use these videoslater to retarget audiences as
you're building your audience.
Again, another podcast for anumber of time.
Ad placements and testing testdifferent things.
We talked about that.
Right now you don't need to dothe AB testing as much anymore.
I found it's not any morevaluable than just using your
ads and testing them inside thead itself.
(17:09):
That's the best way.
Track metrics Ads Manager doessuch a great job.
So I'm not a big fan of a lotof third-party CRMs.
Use Ad Manager, make sureyou're versed in it and you'll
see everything you need in yourAds Managers.
So I encourage you guys todefinitely try this.
Create video.
It's going to set you up forsuccess in 2025.
(17:32):
Start it now.
Start posting them now.
Create them.
Use AI to your favor.
Like I gave you one, I likeOpus AI, but there's tons out
there.
Just because I tried two orthree and found my winner
doesn't mean there's another one.
That's not bad.
I think I paid $149 for it forthe year, the whole year, and
you get like 60, I think it's 60credits, which is 60 hours of
content.
(17:52):
I still.
I think mine expires at the endof the end of this year and I
still have like 32 hours leftthat I haven't used because I
fall behind and don't doeverything.
I tell you on these podcasts,cause I don't have the fricking
time, but I'm just being honest.
But there I have the tools todo it.
So for 14 bucks a month not abet or whatever that is 11 or 12
bucks a month.
That is not a big deal Minimalwhen it comes to content and
(18:15):
cost and marketing.
So it's absolutely great.
Here's some bonus ideas.
When creating videos, behind thescenes content is super fun.
These are the fun videos andyou can make them.
Funny how you come in throughthe door or if patients are
waiting in the parking lot.
Funny how you come in throughthe door or if patients are
waiting in the parking lot.
How you sneak through the backdoor or your staff kitchen where
you guys forget food in thereforever and you open the fridge.
(18:38):
You're like, oh my gosh, I livewith college people and you
don't.
They're fully grown adults thatyou work with and it's funny.
Holiday stuff, all that coolstuff.
You do the behind the scenesstuff even at your home your
life, your personal life.
If you're comfortable sharingthis stuff, that's hot content.
People are like man.
(18:59):
That's a real person.
They live in the neighborhood,they live in the town.
I live in that town.
Just the connection that youmake through there.
I was reading an article aboutsales a while a few weeks ago.
It was so interesting I'll snipit down for you.
It was about sales in theseventies and eighties and how
the idea of the sleazy carsalesman and the sleazy lawyer
came out in the seventies oreighties when you walked into
(19:22):
somewhere there was no creditcards, so people were ready to
they're like I have $4,400 rightnow in my pocket, I'm going to
go buy a car.
And they would walk into a cardealership try and get the best
bet.
And the sales tactics at thattime were, you know, the
salesman, richard, would sitdown and be like, hey man, where
do your kids go to school?
And I was oh, my kids go toschool there.
That's amazing.
I went to high school there.
(19:43):
Like when did you graduate?
And they'd say like four yearsdifferent.
So they know they didn't catchthem at the same time.
Things like that oh, I did that, oh, I'm part of that.
Or I golfed there.
Oh, my family used to go there.
And they and by the end of thislike 15 minute conversation,
this guy's like okay, where do Isign?
What car am I buying?
They didn't even take anythingfor a test drive and failed,
were through the roof.
And lawyers did the same thing.
(20:04):
Oh, I used to go there.
And and what ended up happeningis they were directly lying to
the customers.
They were lying for decades.
So you know your grandparentsand your parents my dad talks
about this all the time hethinks everyone's full of shit.
My dad's like everyone's fullof shit.
Like really he's going to sayeveryone's full of shit, and
even me.
That's passed down to me alittle bit.
I just don't trust everyone onthe first day, right, and I'm
(20:25):
like that's kind of a weird wayto live life, but it's
protective and what ended uphappening?
Gen X millennials were like iseveryone a fricking liar?
This is what turned in thenineties and two thousands is
everyone's I think everyone'slying, and they literally were
lying.
And then these guys from thesixties and seventies are all
out, going out in retirement.
That's where you still see incar dealerships the number one
(20:47):
car salesman is like 88 yearsold.
The guy that's been thereforever, for 50 years.
He's got like assistantsselling cars for them.
He's got a huge Rolodex ofclients that just keep coming
back.
Right, that's like a practice.
But he was lying.
And you now have this generationof millennials with all the
money, right, they're the onesthat are in their 40ies with
kids.
They're the ones coming to you.
(21:08):
They've influenced theirparents a little bit, being like
, hey, everyone's lying to you.
That's why you guys keepfalling for scams.
Mom, put down the phone.
That's not the IRS, it's a guyin India, right.
And you're like mom, put downthe damn phone.
That because they, they'regullible, right To this.
And we were like, listen,everyone lies and especially in
this day and age, I think we'remore used to this.
So when you're putting out realcontent, you're like this isn't
(21:33):
lying.
I can see this guy's blockinghis black lab.
He's got a black lab.
There's no lie there.
It's a video.
I can see the video proof.
There's an emotional connectionto this.
Do it, have fun with it, educateyour audience.
That's number two quick tips.
There are great videos.
They actually do really welland they can be used for ads if
you want, especially traffic adsor awareness ads.
(21:55):
I love the awareness adsRunning an awareness ad for $1 a
day in your radius and lettingthat slide in the background for
months.
You can let that run for sixmonths.
Six months times 30, 180 days,180 bucks, six months in the
background and awareness added,slowly building your lookalike
audience, your audience, peoplewho are engaging with that
(22:16):
beautiful strategy.
On that one Leveragetestimonials these are great.
You can put the captionoverlays.
Your patients are so happy todo this.
They come in with some amazingenergy.
If you find an extrovert,that's going to be golden video
from the extroverts.
They love to be in front of thecamera or talk.
The introverts may be a littlepainful, but who cares?
A testimonial is a testimonial.
(22:38):
Repurpose content, turn videosinto multiple formats.
We talked about that and youjust got to do it.
My tip for the whole video isget out there, do it.
You have to do it.
You have to do it.
You will lose if you don't doit, unless you've been in
practice.
You know 30 years and you'rejust doing it the old school
referral way.
That's fine.
You're going to do great, butyou're not.
And when I say lose, what doesthat mean?
(23:00):
Is your practice going to fold?
No, I'm not saying you nogrowth, there is no scaling
unless you are out there doingthis and you know that painful
stuff that you do or do the 20%that makes you the 80% of money.
This is it.
Running good video and runningads makes you 80% of your future
(23:24):
money.
It's just.
This is it.
This is the world we live in,and emails, emails, emails.
We'll talk about that on adifferent.
I've talked about it a thousandtimes.
Watch the other podcasts orlisten to the other podcasts you
get some great information.
Guys, I love what you do.
That's why I only talk to you,the chiropractors.
We're changing the world.
There's some great stuff comingup in the pipeline.
I'm excited about the future.
(23:45):
You should be excited about thefuture.
I.
I'm excited about the future.
You should be excited about thefuture.
I don't know what else.
Don't watch the news.
The world's not that crazy.
It's absolutely awesome.
You're going to crush thesenext four years.
You really are.
Whether you're lazy and do thebare minimum, you're going to do
.
Okay, if you take advantage ofthis, they're handing you a
Porsche 911 right now.
(24:07):
Your government's handing it toyou.
On an economic stance, get init Pedal to the metal and just
yeah, all the way to the bankover the next four years.
Do it and take care.
Have a great week and keepdoing what you're doing.
I'm here for you if you needanything.
Enricodcom Marketing 101 forChiropractors Facebook group.
Be part of it and
Hey everyone, welcome to another episode of Marketing
101.
I'm Dr D and this week we'regoing through video is king and
moving into 2025, I don't thinkyou should do anything else
except create video content.
We're going to go through alittle bit of the literature
showing all the data of the last10 years on social media and
(00:22):
why video dominates everythingand, in all honesty, you're kind
of wasting your time postingtext and posting pictures, even
though they're easy to do.
You're going to see why videois king and when you create
video content, how much more ofa ripple effect you can create
from that video content by doingshorts, reels, clips, a whole
(00:43):
bunch of stuff.
And I'm going to give you somegreat tips on this episode on
how to do this.
So really switch your mindframe moving forward in creating
video.
Yes, I know we don't like it.
I know there's no time for it.
I know all the excuses.
I've coached many, manychiropractors over the last five
years.
I've heard them all.
No pity for me coming today.
You got to do it.
(01:04):
If you're going to stay on thisedge and ride the wave of
digital content, it's the onlyway to go through it.
So you know some statistics isthat social media is dominating
the viewership and consumptionof time of all your prospective
clients, all your prospectivepatients.
Whatever their time they'respending on their phones is
through digital content.
(01:24):
It is mostly through social ontheir phones is through digital
content.
It is mostly through socialmedia and it is mostly video
content.
They're not sitting down andreading long form texts as much
as they used to, so peopleretain 95% of the message when
it's watched on a video, ratherthan 10% when it's read via text
.
I mean just there.
If you're trying to teachanything or explain the why and
(01:45):
the how remember we've talkedabout this of what you do in
your practice that engages yourcommunity and your audience to
buy from you either now or inthe future, then video is the
only way to really do this.
So the benefits of video ads isthat it humanizes your practice
and you and who you are and itbuilds trust and your brand
awareness and it creates anemotional connection to you
(02:09):
because they see you, they hearyou, they see that you're real
and it demonstrates service andsuccess stories effectively when
you use video properly.
So what you can do is use it tooffer a medium for different ad
formats short, long,testimonials, educational,
whatever it may be.
I like long form videos becauseyou can cut them and snip them
(02:29):
into short form videos and usethem for anything.
I've had great ads highperforming ads that are short,
quick videos, and I've had greathigh performing ads that are
long videos.
It depends how you're capturingyour audience and if they're
captured, they are downloadingthe information and probably
going to act on it as well.
So that's great.
(02:50):
Moving forward into 2025, makesure you're shooting video for
99 of all your content.
Um.
So some examples you knowhighlight Brands or businesses.
You know chiropractors orothers that have succeeded with
facebook.
Video ads would be people thatare like um,
non-multidisciplinary officesand are accustomed to one niche.
(03:11):
They do really well.
If you do have multiple uh, anintegrated practice, you have an
infinite amount of content thatyou can post all over the place
to engage all different uhshapes and forms of clients all
over.
So it's absolutely the best way, if you've noticed over the
place, to engage all differentshapes and forms of clients all
over.
So it's absolutely the best way.
If you've noticed over the lastcouple of years, ads and a lot
of the agencies have beentelling people that chiropractic
(03:33):
ads don't do very well.
You need to do the other ads.
You need to do thedecompression ads, the laser ads
, the shockwave ads, thesoftwave ads.
You need to do other adsbecause chiropractic is really
hard to sell.
That is no longer true with theamount of video ads we're doing
.
The upper cervical community ismaking waves in 2024, especially
(03:54):
the second half.
It's catching on.
People are loving it and thebeauty behind this is that it
doesn't matter if you're uppercervical or not.
It's bringing everything backto chiropractic.
This is what I love about it.
So this was cool.
This was like five years agowhen we started talking and
doing videos.
And we're just talking aboutchiropractic and how it helps
and people were loving it.
I think what happened is thedigital marketing agency started
(04:15):
to compete with each other.
There's so many of them outthere now that they're all
competing with each other foryour business.
So they're coming out saying,uh, you know, chiropractic ads
don't work, because five yearsago, everyone was running
chiropractic ads and thoseagencies that were running them
were running them really well,and I know people like myself at
(04:36):
Enrico D marketing was what weused to call it.
It's now the digital coach.
Uh, I've been running ads forseven years and um, I've stuck
with chiropractic the whole time.
So the original gangsters arethe ones that are still doing
this.
And another great guy is JordanParker.
I talk to him all the time.
I don't promote him very muchbecause I'm an Eagles fan and
he's a Cowboys fan.
It's simply that Otherwise,he's a fantastic digital
marketer too, and we've beendoing it about the same time and
(04:57):
he still runs chiropractic adsand I do as well, and a couple
of the OGs do as well.
Everyone else is telling me oh,they don't run very well, they
don't do very well because theyhaven't kept up with the tides.
And throwing something new intomarketing is always a great
technique across all industries,but when it comes to
chiropractic, that's not thebest technique for you, because
(05:17):
you have a finite amount ofoffers and services and whatever
.
How many supplements are yougoing to talk about?
You're not a supplement store.
You're not Fullscript.
You're not the business thatmoves the products.
You're not a nutraceuticalcompany.
There's really not a highprofit margin for you to make
your seven bucks on each thingthat you sell.
You'd have to sell high volume.
(05:38):
That turns you into ane-commerce type business, which
is probably not what any of youare listening to this for.
So we got to go back toservice-based and brick and
mortar.
So the style and purpose of yourvideos are really informative.
That's how they should be.
They can be you standing theretalking those still work or you
(05:59):
overlaying and narrating video.
So, going to 3danatomycom, buya subscription or not, whatever.
If you use anything, make sureyou have the rights to use it.
As far as videos, so pay thesmall subscription to have
anatomy videos from any type ofdownloadable service online.
Pay the subscription, you know,find the cheapest one.
Pay the subscription, make surethat you like them and overlay,
(06:21):
you know, the MRI of the brain.
Overlay the x-rays of thethoracic spine.
Overlay a video of the nervoussystem.
Overlay the video of sciatica,plantar fasciitis, migraines,
whatever it is that you'retalking about the guts,
intestinal stuff, the heart.
You can have all these coolanatomy videos and you
overlaying and narrating thevoice or even overlaying your
(06:43):
face.
Todd, you've seen these videos.
These are on fire right now.
Those are the videos that youneed to do.
For some reason, people arelooking at these.
They're seeing the anatomy.
They're like that's superinteresting, right?
It's like Discovery Channel orPlanet.
You know when the Planet DVDsfirst came out when everything
was HD.
Remember that you had thePlanet series DVDs because
(07:04):
you're like man, this is goingto look great on my plasma
screen TV.
That's where we're at with thatstuff right now.
So know your audience.
So make sure you know youraudience, and this is based on
whether you've been open for oneyear or 52 years.
You pretty much have a basis onyour audience and once you have
this basis on your audience,you now want to define your
target audience.
(07:24):
So the pain points, the needsand the interests that they are
suffering from or needing fromthe solutions that you bring to
their problems.
That's your audience.
What solutions do you bring?
And that's the videos thatyou're going to create specific
(07:46):
concerns like back pain, posturecorrection, migraines,
headaches, intestinal issues,cardiovascular issues, agate
movement, sports prevention,preventing sports injuries all
these types of things do reallywell.
And if you've been followingsome of your colleagues on
Instagram, facebook, tiktok, theones that get tons of view are
consistent.
They're consistently postingvideos all the time.
There's a guy, dr Matt, inColorado.
(08:07):
He's an Alberta boy.
I forget his Instagram handle,but he does stretches.
The guy looks like he's likesix foot nine, I don't know.
Whatever he does stretches andhe's super flexible and he's a
big guy and he shows you how todo motion.
He's a chiropractor.
There's more integrated PTstuff in his office Great and
(08:27):
his videos get tons ofviewership.
He does a great job doing it,but he's consistent.
He's consistent.
Once you're consistent, youfall into the algorithm of your
audience and you're in theirfeed all the time.
Even your old stuff will pop up.
So it's great to keep doingthat.
The ideal video length this iswhat people always ask me.
What's ideal?
15 to 30 seconds to captureyour audience is all you really
(08:48):
need.
So 30 second videos If they're60 seconds, that's great.
If they're two minutes, that'sokay.
If they're four minutes, notbad.
If they're circling a lotlonger, your risk of dropping
the viewership goes down.
So if you're going to create alot of content and you create
long form content, use Opusaiand throw in that you know 10
minute video and clip it into 30second clips.
(09:10):
You just created 40 pieces ofcontent that you can just post
across.
Everything Pretty cool stuff.
You have to grab their attentionin the first three seconds.
That's how these guys all do it.
Now you can't always hire a 22year old girl in a sports bra to
sit in front of your video eachand every time.
(09:31):
That's a tactic, not a classytactic, but that's what catches
people, men's attention in thefirst three seconds.
So what?
What do you do is the hook line.
So when you start somethingsaying my four-year-old told me
the craziest thing last weekPause and you go right into the
story.
She told me that you, you know,boogers are actually discovered
(09:51):
in the cave in your nose and Ihad to go into this whole sinus
thing about where they'reactually produced and it got me
thinking.
Sinusitis and infections andall these things happen for many
.
I just went off track there,but anyways, that was the hook
and I lost everyone on thatvideo there.
But you see how I got you inthe first few seconds and I
didn't really think about that.
I didn't script that beforehandso I lost you.
(10:15):
But if you scripted it and youplan this, you might have to
take that video once or twice.
And you got it, it's all done.
You hook line and sync them inthe first three seconds.
That is how you shoot a propervideo.
Use clear visuals, crisp audioall that good stuff.
Have a good mic.
Even the iPhone earbud micswork great.
The wired ones where you justhold the mic, those work.
(10:36):
That's great audio.
You can do that.
And then you just shoot on yourdesktop or your laptop with the
camera, shoot yourself, andthen you can use Canva and other
things to crop out thebackground, put you as that
floating ghost that sits infront of the video and you just
overlay it on CapCut, canva,anywhere.
You can upload your video intoCanva, put yourself on top of it
, download that as a new video,post it up to your social media
(11:00):
and you're off and running forone subscription.
Canva, right, pretty cool stuff.
Keep the branding sub.
Don't even put it on there.
Don't put your logos, don'tplaster stuff on there.
Um, all your chiropractors thatdo such great videos and you,
you brand it all the time.
You're you.
It's like I don't want anyother chiro is using my stuff.
(11:21):
I know why you're doing it, or,if it goes viral, I want them
to see my logo.
But someone in Miami beachseeing your logo from Colorado
Springs makes no sense.
They're not going to come seeyou.
So the point of this is one, weget to share your colleague
stuff, which makes it easy topost content all the time, and
two, it's offsetting andoff-putting to the viewer to see
(11:44):
the brand, to see the brandthing on there.
They're like you're advertisingto me instead of educating me.
And if you educate them you gotthem.
If you market to them or youbrand to them, you lose them.
A lot of people don't want tobe branded to.
That's why they skip the Googlead sponsors at the top of the
search and they go straight downto the organic search.
Most people do that on purpose,because they don't want to be
(12:06):
branded to, they don't want tobe marketed to.
They want to find the organicsource to their question.
Make sense, makes sense.
So keep right.
Tell a story.
All your videos have to have astory the hook line, the punch,
the climax and you can close itout and you don't have to have a
call to action on all yourvideos.
Again.
You're selling them.
So if you have a 30 secondwindow there, just wow them in
(12:28):
the video, give them informationvideos done.
Then in the them in the video,give them information Video's
done.
Then in the text and the body.
When you create ads you can putthe offer in the text.
Now they're going to be likewow, I have migraines.
That makes perfect sense.
I've lost a curve in my neck.
No one's told me I've lost acurve.
Do I have a loss of curve in myneck?
I need an x-ray.
I need to go see this guy orthis gal.
(12:52):
Then they go up and read thetext 49 bucks, okay, you're
helping me for 49 bucks, for 99bucks.
This is amazing.
What's going on.
Oh, I can come in.
Oh, and so I'll have to clickthe get offer button.
Oh, click the get offer button.
Oh, this form's easy.
My name's already all pluggedin because I buy everything off
the internet.
Boom, they hit that submit andyou gotta leave.
Right, this is how this stuffworks.
It cross works acrosseverything.
So add captions uh, usuallyvideos already have auto
(13:12):
captions to them once people ontheir devices.
But it's nice to use opus ai.
That's why I use open opusai,and when I have all my clips,
they put all the captions on.
So those fun bubble lettersthat come in different colors
too, and the and the and the bigum, the highlighted words per
sentence are in a differentcolor.
And you know, that's cool stuff.
(13:34):
They can even do uh, clipcutouts where when you're
talking, let's say, you're doinga video where you're just
talking.
No overlay, no video in thebackground, you're just.
You're in your office andyou're talking.
You can have clips go in.
When you're talking about, youknow, mindfulness or walking
down on the beach, opus AIautomatically puts over, cuts
you out and puts a picture ofthe beach, like a video of the
(13:56):
beach and the waves crashing thebeach as you're talking.
It reads, it pretty muchdownloads the script that you've
been talking and tries to findvideos off the internet, off its
source, and overlay your video.
So you're talking aboutmigraines, they may overlap you
talking with a lady holding hertemples like suffering from a
(14:17):
headache, and it does itautomatically.
So we used to have to do theseclips ourselves.
Use like what was called AdobePro or whatever it is, to
overlay videos.
They do it for you in seconds,in minutes.
You can have this stuff done inminutes.
You guys can do this.
Most Facebook videos are watchedwithout sound.
Remember that.
(14:38):
Hence the captions and ensureaccessibility and comprehension
by including captions yourself.
Or, like I said, if you use theAI stuff, you are good there as
well.
So when you're setting up acampaign, so you create content
Now we want to set up campaignschoose the right objective.
Remember this we're talkingabout traffic and we talked
about leads.
Those are probably the two mostcommon ones you're going to use
(15:01):
.
Conversions is to go after acertain niche we will get into
this on this podcast but trafficor leads is going to be the two
that you use.
Many of you nine out of 10 ofyou are going to use leads to
convert perspective viewers intoperspective clients.
Make sense.
Use Facebook ads manager fordetailed targeting radius.
(15:23):
You guys know your area, howfar people will drive, whether
it's eight miles, 10 miles, 14miles, however far they're going
to go to drive to see you.
That's your radius, your ages30 plus probably for most of you
and that's where you go there.
We can then, once we startcreating these and we're
filtering through and we'reletting ads run and a good video
(15:43):
can run you months, believe itor not, when you do the test,
you test three videos againsteach other in the one ad.
So you have your campaign.
You create the campaign, thenit says the ad set.
That's where you pick yourradius and your age.
You have the ad set and thenunder that you have the ads how
many pictures and videos do youwant to run in that?
So you're going to run threevideos against each other.
(16:05):
Facebook's going to take oneand run with it and the winners
that win you may run that ad fora while.
I've had an ad running in ourWinter Haven location for eight
yes, seven months straight.
Right now it's the same ad.
I haven't turned it off.
It just continues to producethree to five new patients a
week.
Nuts Absolutely Blows our mind.
(16:27):
Some weeks we get like one, butit's okay.
But not worth turning it offbecause it continuously produced
, produced over 200 leads.
Uh, pretty great stuff for 30bucks a day.
Uh, there you go.
Always include a clear uh callto action.
Schedule your appointment todayor claim your 99 special or 49,
whatever it is.
Encourage in immediate actionwith time sensitive offers.
(16:47):
That's your call to action whenwe're doing this.
You can then use these videoslater to retarget audiences as
you're building your audience.
Again, another podcast for anumber of time.
Ad placements and testing testdifferent things.
We talked about that.
Right now you don't need to dothe AB testing as much anymore.
I found it's not any morevaluable than just using your
ads and testing them inside thead itself.
(17:09):
That's the best way.
Track metrics Ads Manager doessuch a great job.
So I'm not a big fan of a lotof third-party CRMs.
Use Ad Manager, make sureyou're versed in it and you'll
see everything you need in yourAds Managers.
So I encourage you guys todefinitely try this.
Create video.
It's going to set you up forsuccess in 2025.
(17:32):
Start it now.
Start posting them now.
Create them.
Use AI to your favor.
Like I gave you one, I likeOpus AI, but there's tons out
there.
Just because I tried two orthree and found my winner
doesn't mean there's another one.
That's not bad.
I think I paid $149 for it forthe year, the whole year, and
you get like 60, I think it's 60credits, which is 60 hours of
content.
(17:52):
I still.
I think mine expires at the endof the end of this year and I
still have like 32 hours leftthat I haven't used because I
fall behind and don't doeverything.
I tell you on these podcasts,cause I don't have the fricking
time, but I'm just being honest.
But there I have the tools todo it.
So for 14 bucks a month not abet or whatever that is 11 or 12
bucks a month.
That is not a big deal Minimalwhen it comes to content and
(18:15):
cost and marketing.
So it's absolutely great.
Here's some bonus ideas.
When creating videos, behind thescenes content is super fun.
These are the fun videos andyou can make them.
Funny how you come in throughthe door or if patients are
waiting in the parking lot.
Funny how you come in throughthe door or if patients are
waiting in the parking lot.
How you sneak through the backdoor or your staff kitchen where
you guys forget food in thereforever and you open the fridge.
(18:38):
You're like, oh my gosh, I livewith college people and you
don't.
They're fully grown adults thatyou work with and it's funny.
Holiday stuff, all that coolstuff.
You do the behind the scenesstuff even at your home your
life, your personal life.
If you're comfortable sharingthis stuff, that's hot content.
People are like man.
(18:59):
That's a real person.
They live in the neighborhood,they live in the town.
I live in that town.
Just the connection that youmake through there.
I was reading an article aboutsales a while a few weeks ago.
It was so interesting I'll snipit down for you.
It was about sales in theseventies and eighties and how
the idea of the sleazy carsalesman and the sleazy lawyer
came out in the seventies oreighties when you walked into
(19:22):
somewhere there was no creditcards, so people were ready to
they're like I have $4,400 rightnow in my pocket, I'm going to
go buy a car.
And they would walk into a cardealership try and get the best
bet.
And the sales tactics at thattime were, you know, the
salesman, richard, would sitdown and be like, hey man, where
do your kids go to school?
And I was oh, my kids go toschool there.
That's amazing.
I went to high school there.
(19:43):
Like when did you graduate?
And they'd say like four yearsdifferent.
So they know they didn't catchthem at the same time.
Things like that oh, I did that, oh, I'm part of that.
Or I golfed there.
Oh, my family used to go there.
And they and by the end of thislike 15 minute conversation,
this guy's like okay, where do Isign?
What car am I buying?
They didn't even take anythingfor a test drive and failed,
were through the roof.
And lawyers did the same thing.
(20:04):
Oh, I used to go there.
And and what ended up happeningis they were directly lying to
the customers.
They were lying for decades.
So you know your grandparentsand your parents my dad talks
about this all the time hethinks everyone's full of shit.
My dad's like everyone's fullof shit.
Like really he's going to sayeveryone's full of shit, and
even me.
That's passed down to me alittle bit.
I just don't trust everyone onthe first day, right, and I'm
(20:25):
like that's kind of a weird wayto live life, but it's
protective and what ended uphappening?
Gen X millennials were like iseveryone a fricking liar?
This is what turned in thenineties and two thousands is
everyone's I think everyone'slying, and they literally were
lying.
And then these guys from thesixties and seventies are all
out, going out in retirement.
That's where you still see incar dealerships the number one
(20:47):
car salesman is like 88 yearsold.
The guy that's been thereforever, for 50 years.
He's got like assistantsselling cars for them.
He's got a huge Rolodex ofclients that just keep coming
back.
Right, that's like a practice.
But he was lying.
And you now have this generationof millennials with all the
money, right, they're the onesthat are in their 40ies with
kids.
They're the ones coming to you.
(21:08):
They've influenced theirparents a little bit, being like
, hey, everyone's lying to you.
That's why you guys keepfalling for scams.
Mom, put down the phone.
That's not the IRS, it's a guyin India, right.
And you're like mom, put downthe damn phone.
That because they, they'regullible, right To this.
And we were like, listen,everyone lies and especially in
this day and age, I think we'remore used to this.
So when you're putting out realcontent, you're like this isn't
(21:33):
lying.
I can see this guy's blockinghis black lab.
He's got a black lab.
There's no lie there.
It's a video.
I can see the video proof.
There's an emotional connectionto this.
Do it, have fun with it, educateyour audience.
That's number two quick tips.
There are great videos.
They actually do really welland they can be used for ads if
you want, especially traffic adsor awareness ads.
(21:55):
I love the awareness adsRunning an awareness ad for $1 a
day in your radius and lettingthat slide in the background for
months.
You can let that run for sixmonths.
Six months times 30, 180 days,180 bucks, six months in the
background and awareness added,slowly building your lookalike
audience, your audience, peoplewho are engaging with that
(22:16):
beautiful strategy.
On that one Leveragetestimonials these are great.
You can put the captionoverlays.
Your patients are so happy todo this.
They come in with some amazingenergy.
If you find an extrovert,that's going to be golden video
from the extroverts.
They love to be in front of thecamera or talk.
The introverts may be a littlepainful, but who cares?
A testimonial is a testimonial.
(22:38):
Repurpose content, turn videosinto multiple formats.
We talked about that and youjust got to do it.
My tip for the whole video isget out there, do it.
You have to do it.
You have to do it.
You will lose if you don't doit, unless you've been in
practice.
You know 30 years and you'rejust doing it the old school
referral way.
That's fine.
You're going to do great, butyou're not.
And when I say lose, what doesthat mean?
(23:00):
Is your practice going to fold?
No, I'm not saying you nogrowth, there is no scaling
unless you are out there doingthis and you know that painful
stuff that you do or do the 20%that makes you the 80% of money.
This is it.
Running good video and runningads makes you 80% of your future
(23:24):
money.
It's just.
This is it.
This is the world we live in,and emails, emails, emails.
We'll talk about that on adifferent.
I've talked about it a thousandtimes.
Watch the other podcasts orlisten to the other podcasts you
get some great information.
Guys, I love what you do.
That's why I only talk to you,the chiropractors.
We're changing the world.
There's some great stuff comingup in the pipeline.
I'm excited about the future.
(23:45):
You should be excited about thefuture.
I.
I'm excited about the future.
You should be excited about thefuture.
I don't know what else.
Don't watch the news.
The world's not that crazy.
It's absolutely awesome.
You're going to crush thesenext four years.
You really are.
Whether you're lazy and do thebare minimum, you're going to do
.
Okay, if you take advantage ofthis, they're handing you a
Porsche 911 right now.
(24:07):
Your government's handing it toyou.
On an economic stance, get init Pedal to the metal and just
yeah, all the way to the bankover the next four years.
Do it and take care.
Have a great week and keepdoing what you're doing.
I'm here for you if you needanything.
Enricodcom Marketing 101 forChiropractors Facebook group.
Be part of it and
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!