June 13, 2025 • 25 mins
Are your Facebook leads ghosting you before they even walk through your door? You're not alone. After watching lead quality decline steadily over the past 18 months, we're breaking down exactly what's changed and—more importantly—how to fix it.
The truth about Facebook marketing isn't pretty: you're dealing with ice-cold prospects who need careful nurturing to transform into committed patients. Those $29 new patient specials that worked years ago are now attracting tire-kickers and fake phone numbers instead of quality patients. The solution isn't getting more leads—it's getting the right ones.
This episode reveals the exact formula successful chiropractors are using to pre-qualify Facebook leads before they ever book an appointment. You'll discover why your landing page matters more than your ad copy, how to structure your funnel to filter out low-intent prospects, and the specific follow-up sequences that dramatically improve show-up rates. Plus, you'll learn why those "thanks but no thanks" responses actually mean you're doing something right.
Beyond tactical advice, we explore how building a robust lead database within your geographic area creates long-term practice value. When one practice sent a single email to 7,000 local contacts about new equipment, they generated 44 new patients overnight—proving that even leads who don't immediately convert remain valuable assets.
Whether you handle your own marketing or work with an agency, this episode provides the framework to transform your Facebook lead generation from a frustrating money pit into a reliable patient acquisition channel. Email info@enricod.com for the complete checklist to implement these strategies in your practice today.
- 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
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Today we're diving into what actually works when it
comes to getting high qualityFacebook leads.
People who are excited book anappointment and show up.
Welcome to another episode ofMarketing 101 for Chiropractors.
I'm Dr Enrico Dolcecori andthis week we're talking all
about lead quality.
I know it's been a frustrationfor probably the last year and a
(00:25):
half.
You've noticed a difference inlead quality.
The forms work, I feel like.
Sometimes you feel like there'sbots filling out your forms and
you call the phone numbers andthey don't exist and we're
getting a lot more of that.
Is it bots?
I'm not quite sure.
Is it just people filling thisout and just putting in their
fake phone numbers?
I don't know All people fillingthis out and just putting in
their fake phone numbers.
I don't know.
(00:45):
All I know is you don't wantmore leads, you want the right
leads, and that's what we'regoing to be talking about all
day today.
If you do your own ads, or evenif you don't, this is great
information for you and yourteam, and even your marketing
agency, to be on top of so thatyou can increase the quality of
leads.
And you can get thedownloadable checklist to this
episode by emailing me at infoat enricodcom Sorry, that's my
(01:12):
website Info at Enrico D.
That's my email and you sendthat to me and just say, hey,
get me that checklist and I'llsend it to you.
Or if you're part of theMarketing 101 for Chiropractors
group on Facebook, you'llautomatically see it there in
the files.
Go ahead and download thatchecklist, send it to your
marketer too, or just put itbeside your desk and just check
(01:33):
off the boxes and make sureyou're doing this with your lead
ads that you're doing for youroffice.
Now there's only two types ofleads.
We're just going to talk aboutFacebook today.
I know I talk about marketingin general on all episodes, but
we're just going to talk aboutFacebook marketing, facebook
campaigns.
There's only two types of leadsyou can get on Facebook.
(01:54):
Let's be real here and let'stalk about the truth Cold leads
and pre-qualified leads.
That's it.
There is no warm leads.
There are no hot leads.
The difference between that, ifyou listen to the other
episodes, is we talk about warmand hot leads.
Hot leads are people who callyour office, say, hey, I want to
see Dr Sage book me in, andthey book in from Google or they
(02:17):
book in from a referral.
I mean that's a hot lead.
That doesn't happen withFacebook.
Facebook's cold, so you onlyhave two strategies when it
comes to it Get as many leads aspossible and bang your head
against the desk or try andpre-qualify these leads, and
we're going to go through thisin this episode.
On how to do this through clearmarketing strategies on
(02:38):
Facebook, here's like fivepoints.
What makes a Facebook ad pull inhigh quality leads is clear
target marketing.
A specific pain point.
If you're going to do the jointad for 29 bucks to come on in,
you're going to compete withevery other ad that's out there
that people scroll by andeveryone's doing this.
(02:58):
There's Groupons.
There's Facebook ads.
They're bombarded with deals.
There's just tire kickers outthere that are looking for a
deal.
They're just gonna come in forthe $29 adjustment and not come
back.
We know this and we're past thepoint of trying to do that.
If you're a newer office and youneed to grow, that's a great
(03:19):
strategy, but for most of youlistening, you don't wanna go
through the trouble of this.
So, a clear target market to aspecific pain point, a specific
niche that you are great at orthat you want to work with or
that you solve.
The most important thing isthat you solve it.
Back pain keeping you up atnight.
Not just get adjusted right.
Come on in to get adjusted,like the joint ads.
(03:41):
You don't want that.
You want people to come on into solve a specific issue.
So a clear target market withstrong visuals.
So this is video and pictures.
Use real photos from yourpractice or lifestyle images
that match your market.
Don't use generic stock stuff.
Build value, don't just sell inthe advertising.
(04:02):
This is where a little bit ofmarketing background does help
you.
And if you, most chiros, don'thave this, we don't have the
marketing background.
We do what we think we want tosee right.
We portray our, our businesses,the way we want it to be seen
in the public, which is great,and we want to maintain our
image.
But marketing can be verydifferent than what you think.
Sometimes done is better thanperfect, and when it comes to
(04:25):
building the strong visuals andbuilding value is through
showing what makes your clinicdifferent.
So the Gonstead method, theupper cervical method, the
pediatric practice, the whateverit is that makes it different,
the multidisciplinary office,all the things that we do.
You can either build value thatway rather than just selling.
(04:45):
Come on in and get adjusted.
Come on in and get a B12 shot.
Come on in and do whatever itis.
Preframe with authority in yourads.
Dr Enrico has helped thousandsin Tampa get their life back
without drugs or surgeries.
Come check this out because andthen you go through your
advertisement the call to actionmust be clear.
It has to be very clear.
(05:05):
Request your evaluation here.
Click here.
Learn more on what we do.
Hit the learn more buttonversus the book.
Now Can change lead quality.
Right.
They're booked.
Now $29, book.
Now $49, book, now $99, book.
Now You're going to get a lotof people that just book now and
you're going to wonder why yourno-show rate goes up or your
(05:27):
tire kickers go up.
And then an ad copy tip in thisis to try longer form
storytelling and testimonialsplus education so that you get a
higher intent from the patient,from a potential patient that
comes on in.
That's the recipe when we'redoing ad copy that works better
and increases conversion rateswith the leads that come on in.
That's the recipe when we'redoing ad copy that works better
and increases conversion rateswith the leads that come on in.
(05:50):
So definitely things you want toavoid is the gimmicky discounts
without a message.
Come on in $49 chiropracticexam, evaluation first,
adjustment and x-rays.
I mean, that's pretty much beenout there for years.
It's the same thing and you'regoing to get and it works.
You get leads, but it's goingto be your whole team's going to
be on there calling people andchasing them down with no
answers.
On the other end, it getsfrustrating.
(06:10):
Ads that are too general orspammy.
If you're copying everyone else, you're going to become very
spammy and you're not going toget many good quality leads from
that.
And then ads that just don'tmatch your brand.
If you're doing one thing andthen they go to your website and
you do all this other stuff,they're like well, what am I
going to get?
I want the other stuff.
What's the $49 thing, right?
(06:31):
So this is you got to becongruent in the marketing when
you set it up.
The more important things is howdo we get the better leads?
Does targeting really matter?
Yes, it absolutely does.
We just talked about how threeto seven miles is where your
ideal clients are going to be.
One, because of access to yourclinic, and two, that's just the
reality of most clinics isthat's where they're at.
We want to geo-target smartly.
(06:53):
When we're doing this, theyusually come in.
You'll see that your most idealclient come in within five
miles.
So when we say geo-target this,they usually come in.
You'll see that your most idealclient come in within five
miles.
Democrat.
So when we say geo targeting onFacebook, all you can do is just
pick that radius.
There's not much more you cando for geo targeting on Facebook
itself.
It has an internal targetingmethod.
When you do that, what ends uphappening is that radius that
(07:13):
goes around your clinic.
Let's say eight miles that youpick, and you pick that eight
miles.
Whatgeting means within meta.
You don't have to do anythingwith this.
Meta is already doing thispicking IP addresses that are
there.
Not only that, but people whoalso work there or spend any
time within that radius.
They may not live there.
They may live 15 miles east ofthere, but they come in 15 miles
(07:34):
to work around your office.
This can happen as well.
It's quite common and you'relike how the heck did this
person get CR ad?
And they're like no, I saw thisat home at 930 at night and I
signed up for it.
But you guys are pretty farfrom where I live.
Well, it's because they spentsome time there and they may not
work there either.
They may have gone to thetarget close to your office and
(07:55):
spent some time, spent a wholethree hours there shopping,
stopped for coffee around there,sat down, met someone else,
talked for a while and they gotpicked up and tagged when they
used the Wi-Fi at Target orwhatever.
However way it worked that theycaught them.
So when I say geotagging onFacebook, there's no more you
can do there, but there isdemographic layering that we can
do.
We can target by age, genderand gender and life events.
(08:17):
Now, when you get into the lifeevents, this is more like
parents of toddlers, parents ofschool-aged children, more of
the parent targeting, so thatwhen you pick the 30 plus crowd
as your target age, thedemographic you can then add
some things here.
There is some strategies tothis.
I don't recommend it for newads.
(08:37):
I recommend it for, like, whenyou're scaling your ads and
getting them more fine tuned.
You can then start puttingthese things in and it's just if
you're trying to isolate andget a specific person, it's
going to cost more for it, butthen your, your intent is going
to be higher and your quality isgoing to be higher and your
show rates are going to behigher as well.
Might be worth it to look intothis.
If you're targeting somethinglike that, I find pediatrics,
(08:59):
moms, pregnancy that's the bestFacebook way to do this.
Not the best way to market apediatric office, but the best
Facebook way to do this.
It costs more, but that's onething.
Otherwise, we want to leavedemographic targeting out of the
picture for this.
Interest-based targeting not abig fan of this.
It ends up just costing moreper lead to get there.
(09:21):
Does it increase intent andquality?
I haven't seen that in mypractice.
If you guys can debate thatwith me, I'd appreciate that one
.
I haven't had a good debate orseeing the other side of it.
So where people like no, youdefinitely need to put
interest-based targeting onthere.
I haven't seen the recipe onthat yet.
So if anyone anyone has thecode, share it.
I mean, I think the more weshare this information, the
(09:41):
better most chiropractors willdo with their ads, which is
great for the profession.
Retargeting big fan ofretargeting.
Set up ads that follow peoplewho clicked but didn't book.
So in there, once you run an adfor a while, you can retarget
all the leads that clicked yourlink or anything like that.
You can set a retargetingcampaign and hit them again with
(10:01):
a follow-up ad that's specificfor them.
And it would go something likethis similar videos, similar
pictures that you were usingbefore with a similar offer,
saying hey, we know you keepseeing our ads.
That's kind of cool whenthey're like that hey, you're
seeing our ads because you needus, you are interested in us,
something along those lines.
Changing the ad copy a littlebit or maybe even changing the
(10:23):
video intro that you use of you,just saying it hey, I know
you're seeing me again in ouroffice.
It's obviously because you needus and you're curious about it.
So we're here on your iPhoneagain, or we're here on your
phone again to show you what wedo.
And then you roll into thevideo again, a shorter video.
So this time, click the linkbelow, come on in, get the offer
(10:44):
and get started on your journeyto wellness or whatever it is
that you're offering.
And then lookalike audiencesthis is great too, as you do
more ads.
Meta keeps track of youraudiences there, where you can
use lookalikes, and then all youhave to go back is look at your
winning ads over time and thenyou're like that's the audience
that did the best.
Let's retarget that audienceand set a new campaign with that
(11:06):
audience there.
It's still gonna hit the radius, still gonna hit everyone, but
they're gonna be like, hey,you're telling us to use the
algorithm we used here to catchthese people because they were
higher intent, better, and nowwe're going to try and find
similar Matthews, sally's,jennifer's that all came in as
new patients.
We're going to try and findthem in this next batch of
(11:28):
sending out your ads.
Pretty cool, and it worksreally well.
That's how you optimize thisstuff.
Then funnels so yeah, the leadforms are an easy way of doing
it.
If you've been doing your ownads recently just recently, last
month or so you'll see a newoption when it comes to picking
lead form or website or funnel,whatever it is.
You'll see web form pluswebsite.
(11:49):
So now Meta's like well, howabout we do the AB split testing
for you on this and send outyour ad and send who we think is
going to be a better intent fora funnel or better intent for a
form?
And it's really cool.
They're actually sending morepeople to your landing page than
they are getting people fillingup the form, which is awesome,
and I find that the landingpages are back.
(12:11):
You definitely have to get goodat this for it, because this is
how you're going to clean upthe intent.
The form is just too easy.
It auto-fills.
You get a bunch of leads thatcome in and then you're chasing
down a whole bunch of people andyour team's frustrated.
They're like dude, we have 44leads.
I have three of them on thephone and they're like well,
what about the other 41?
I'm like I don't know.
They're not answering, they'renot replying to texts.
(12:34):
This is how you do is bysending them to the landing page
.
You're going to get a lot ofthose autofills gone, because
now they have to read somethingand click a button.
So now you're going to be ableto pre-qualify them on there
saying, hey, welcome to thelanding page.
This is what you're going toget, get and get.
But you only qualify for thisand you only should do this if
you're willing to get checkedfor this, want a solution to
(12:56):
this and are willing to do this.
Click this button below andbook your appointment, so then
you can have that.
It's great for spinaldecompression, chiropractic
Gonstead, full spine, uppercervical.
It's great for all of thoseniche type things to do that.
So then they can pre-qualify.
Before they even call or submita form or anything.
They're pre-qualifyingthemselves and they're saying
yeah, I am interested in that, Iwant that.
(13:19):
And a cool strategy we've beentrying to now is like no more
offers on the ad, there's nodiscount on the ad, there's
nothing on there that they seeon Facebook.
It's just saying hey, do yousuffer from this?
This is the solution.
In the cell.
We help thousands of peopledoing this is with this protocol
.
And then they go to the landingpage and it's the same thing,
goes into detail about what theydo and then click this button
(13:39):
now and if you do book yourappointment, you'll receive 50%
off that appointment, somethinglike that.
Again, no dollars have beensaid.
Nothing's been said there.
So if you charge $200 for anexam or $295 for an exam,
whatever it is, then you cangive them whatever you want 25%
off, 50% off, something thatgets them to click that button.
Remember the call to action andthe offer is how you get a
(14:00):
conversion.
That's why we give discounts,that's why we do that stuff.
It's not to get a whole bunchof people in the door for $29.
That sucks, right.
That sucks to do it that way.
So pre-qualifying them includethe benefits of care, a
testimonial video, limitedavailability, limited spots,
only 20 vouchers, something likethat.
(14:21):
That gets them through thefunnel and then we can lead
filter using a calendar bookingsystem and then that's where
they can book themselves.
Make your calendar look alittle bit full so you don't
have like 9 o'clock, 10 o'clock,11 o'clock, 12 o'clock, like
all the appointments open.
That way they're sporadic andspaced out and then in there
they can pick their times.
I don't recommend this.
Going straight into your EHRAgain, tire kickers can really
(14:44):
bottleneck and clump up your EHRsystem with a bunch of names
that never actually showed up,which causes problems down the
line years from now when you'retrying to retarget and remarket.
You got all these names inthere that never were patients.
So if you're sending out arecall letter or re-exam letter
or something to come back in forspinal care and they've never
(15:04):
been to your office before, itdoesn't hurt, but I guess it's
kind of costing you extra inpostage.
I'm not sure.
Lead filtering, use a calendarbooking system, require a phone
number and email.
We know this stuff.
Immediate follow-up system.
So the auto text, theautomations that we set up.
You guys know this.
You've listened to my otherpodcasts.
You want an immediate text andemail out there, maybe adding a
(15:28):
special touch to these thingswhere it's meet your doctor
video in the email or a text.
So they get a text hey, wereceived your form submission at
ABC Chiropractic.
We're excited to meet you.
Look at your email for somepaperwork and some next steps in
there and a confirmation andour team will call you or
contact you to confirm yourappointment.
(15:48):
They automatically get the autoconfirmation for booking their
appointment.
They get that in their email,so it's all there in case your
team doesn't get to them quickly.
But then your team reaches outand leaves them a voicemail
saying hey, we've got you bookedin.
Can you please call us back toconfirm this time?
Um, and we've also sent youyour paperwork.
And then maybe the doctor texts,uh, an email to the next day,
(16:08):
24 hours later after that firstappointments booked, not when
they showed up, but when theappointment was booked on
Facebook, a text goes out with awelcome video.
You don't say their name, youjust have a standard welcome
video.
Hey, thanks for signing up forour special offer at our
chiropractic office.
I'm DrD and you'll be seeing meon your appointment when you
come in and I just wanted toreach out to you, show you that
(16:29):
we're real, that we're here.
Here's a little tour of theoffice and we're excited to see
you and help you out and see inwhat ways we can actually help
you out.
See you soon.
It's just a quick video.
You send it to them and that'sa great little extra touch to
beef up the quality and theintent of these leads.
And then a thank you pagestrategy.
I like that.
Once they book, they go to athank you page.
(16:49):
This is where you can put in apixel or a tracker to make sure
that the lead went through thesystem, booked an appointment
and went to the thank you page.
It just shows you how manypeople go through your system
and what you'll notice is thatyou'll get like 350 clicks.
You'll get 55 lead submissionsand then you'll have, like this
thing, like 28 made it to thethank you page.
Then, when you go through the55 leads that come through and
(17:13):
your team's like, hey, we got 24or we got whatever 21 new
patients out of this, you'll seethat the thank you page
statistics actually correlatequite closely to the actual show
up rate, which is kind of neatover time because it means that
people got to the calendar page,did something there, maybe gave
you their info but didn'tsubmit the time, or they got
there and they weren't committedto the time.
(17:34):
But the people that go rightthrough to the end and your
thank you page has the finalinstruction saying somebody from
our team is going to contactyou, click this button to learn
more, and it goes straight toyour website or gets them off
that page.
That trigger you'll see be morecorrelated that who finishes
right through.
It's funny looking at statsgetting like 550 clicks and two
(17:54):
appointments booked.
When you see that statisticyou're like holy crap, the ad is
getting attention.
Our landing page sucks.
No one's converting.
What's going on here.
We got to change the landingpage and you really do.
These are things you can lookat and be like there's way too
many clicks, too much traffichere for only two appointments
being booked.
The offer is just not matchingup.
It's not lucrative enough foranyone to sign up or they don't
(18:15):
know what they're signing up for.
So a good landing page will havegood information there and then
you have to run ads for a whileto understand them more.
You can't just give up aftertwo weeks.
That's another thing there aswell.
Okay, lead quality is up to you.
When you're running your adsand remember, all leads are cold
, they all just ice cold.
(18:36):
So when they don't pick upwhere they send you the FU text
back, stop messaging me.
It means you're doing the rightthing hounding them down.
But when they say FU, just stop.
Or if they unsubscribed, justlet them go because you don't
want to be texting them again.
Remember that stuff.
But that's how you do it.
We're just trying to takestress off your team, because
making 100 calls and justgetting a bunch of voicemails or
(18:57):
, even worse, not even realnumbers, is such a pain in the
butt.
So a little tips for show uprates.
I'm not seeing much of a showup issue anymore.
It still happens.
You still get people book anappointment, don't show.
But to clean that up, a couplestrategies.
There is the commitment videoin the funnel.
(19:18):
It could be in the thank youpage.
It could be a follow-up emailthat's sent to people before
their first appointment.
You've taken the first step.
This isn't just another clinic.
Here's what makes us different.
By signing up, we encourage youto actually show up and not
take this spot away from someoneelse that could be using our
services.
So here's what to do ABC, seeyou soon.
(19:39):
That's a great thing.
Use a live receptionist to calla call center.
If you haven't talked to theTroy method yet, give them a
call.
That's what they do forchiropractic, and scarcity works
as well in that funnel page aswell.
And then the ad copy.
We only have 10 spots.
The first 10 spots are going tobe there.
I do this with the laser ads.
We're looking for 15 women totake part in our red light
(20:04):
package to get transformationalresults, something along those
lines, and you'll get peopleactually quote that and they say
, hey, I was wanting to be oneof the 15.
And they read it.
They actually want that.
So that works as well.
And just make your offer toovaluable to skip.
You know at the end you're likeif you book this appointment,
you'll leave your first visitwith clarity, a plan, real
(20:27):
answers and feeling better.
You could add that right there,right after their first
appointment.
Just to sum it all up so greatquality leads cracking that code
come from great messaging,smart targeting and strong
funnels.
That's really the only way toimprove our lead quality.
If you're frustrated with that,we're going to have to do some
(20:47):
more work on that backend sidethere.
Audit their current admessaging, check their landing
page and follow-up systems.
Double check that and focus onquality over quantity this month
.
Try and focus on that ratherthan the amount of leads and
(21:08):
looking at that.
So again, info at EnricoDcom ifyou want any of the checklist
for this episode on the thingsthat your team can focus on with
creating their leads and checkinto lead spinecom coming up
soon.
If you go right now cause youlistened to this it may be a
four or four error because ofthe pages and up yet been
working on this for like 12months.
Here we are.
Lead spine is the new CRM.
(21:31):
I think that's going torevolutionize chiropractic for
the people that choose to use itand it's going to incorporate
the most in-depth marketingsystem.
That is on autopilot.
I know that autopilot thing.
Everyone says that, but we'vehired a high level team that
works for high level themselves,right from the front, right
from the dragon's mouth, andthey are building internal
(21:53):
systems in a CRM flow that youget to implement right into your
business and it runs into andcatches all the leads that come
in there does the automations iscustomizable to the way your
team works and markets to themfor the next two, five, 15, and
(22:13):
markets to them for the next 2,5, 15, 25 years on autopilot.
It just keeps them in anever-ending funnel of
communication forever.
I think that's the key there.
So that way you have thisconstant flow of communication
about what your clinic offers,how it's been working, how they
can become a new patient, howthey can refer others on auto
drive.
(22:33):
Nurturing these lists so thatall these leads you get are not
a waste of time, so that youknow at the end of the day hey,
I'm building this huge monsterCRM of data of people within
eight miles of my office.
Guys, if you understandbusiness, imagine going to sell
your practice and saying, yeah,we do this much volume, we do
(22:54):
this much revenue.
This is what I want for theclinic.
And we also have an email listof eight miles around the clinic
of 24,000 people that live here.
So if you bring in shockwave orsomething, just send an email
and you'll have 240 new patients.
They'll be like what's thevalue of that?
I've done it.
I brought in new equipment, hit, send to 7,000 people and had
(23:18):
44 new patients.
I mean, it's nuts.
What can happen with this typeof stuff.
So we're building that.
I've been working on it both inmy practice and on a higher
level so that when we give it toyou it's just automatically
implemented in there.
So I'm excited about that Infoat EnricoD.
I'll send you the checklistbecause that way I know you
listened to this episode of thepodcast.
(23:40):
Remember cold leads?
Suck, I know, but we're doingthis marketing because you
cannot get contact of someonewith any type of marketing for
$22.
There's nothing on the planetthat will get you in front of
someone for $22.
You just there's nothing on theplanet that will get you in
front of someone for $22 thatcould potentially become a new
patient.
So that's why you're, that'swhy I'm reminding you on why you
do Facebook ads.
It's because it is the mostcost-effective way of doing it.
(24:02):
Is it the best way of doing it?
I mean because it's socost-effective.
Yeah, I think it's one of thebest ways of doing it.
A lot of people are on it onsocial media.
Yes, it is, but always finetuning and improving your ads is
only going to make them betterand keep you ahead of the curve.
Keep doing what you're doing.
Stick with it.
There's no glory in the grindand we need you.
(24:23):
Your community needs you,everyone needs you.
We love you.
Today we're diving into what actually works when it
comes to getting high qualityFacebook leads.
People who are excited book anappointment and show up.
Welcome to another episode ofMarketing 101 for Chiropractors.
I'm Dr Enrico Dolcecori andthis week we're talking all
about lead quality.
I know it's been a frustrationfor probably the last year and a
(00:25):
half.
You've noticed a difference inlead quality.
The forms work, I feel like.
Sometimes you feel like there'sbots filling out your forms and
you call the phone numbers andthey don't exist and we're
getting a lot more of that.
Is it bots?
I'm not quite sure.
Is it just people filling thisout and just putting in their
fake phone numbers?
I don't know All people fillingthis out and just putting in
their fake phone numbers.
I don't know.
(00:45):
All I know is you don't wantmore leads, you want the right
leads, and that's what we'regoing to be talking about all
day today.
If you do your own ads, or evenif you don't, this is great
information for you and yourteam, and even your marketing
agency, to be on top of so thatyou can increase the quality of
leads.
And you can get thedownloadable checklist to this
episode by emailing me at infoat enricodcom Sorry, that's my
(01:12):
website Info at Enrico D.
That's my email and you sendthat to me and just say, hey,
get me that checklist and I'llsend it to you.
Or if you're part of theMarketing 101 for Chiropractors
group on Facebook, you'llautomatically see it there in
the files.
Go ahead and download thatchecklist, send it to your
marketer too, or just put itbeside your desk and just check
(01:33):
off the boxes and make sureyou're doing this with your lead
ads that you're doing for youroffice.
Now there's only two types ofleads.
We're just going to talk aboutFacebook today.
I know I talk about marketingin general on all episodes, but
we're just going to talk aboutFacebook marketing, facebook
campaigns.
There's only two types of leadsyou can get on Facebook.
(01:54):
Let's be real here and let'stalk about the truth Cold leads
and pre-qualified leads.
That's it.
There is no warm leads.
There are no hot leads.
The difference between that, ifyou listen to the other
episodes, is we talk about warmand hot leads.
Hot leads are people who callyour office, say, hey, I want to
see Dr Sage book me in, andthey book in from Google or they
(02:17):
book in from a referral.
I mean that's a hot lead.
That doesn't happen withFacebook.
Facebook's cold, so you onlyhave two strategies when it
comes to it Get as many leads aspossible and bang your head
against the desk or try andpre-qualify these leads, and
we're going to go through thisin this episode.
On how to do this through clearmarketing strategies on
(02:38):
Facebook, here's like fivepoints.
What makes a Facebook ad pull inhigh quality leads is clear
target marketing.
A specific pain point.
If you're going to do the jointad for 29 bucks to come on in,
you're going to compete withevery other ad that's out there
that people scroll by andeveryone's doing this.
(02:58):
There's Groupons.
There's Facebook ads.
They're bombarded with deals.
There's just tire kickers outthere that are looking for a
deal.
They're just gonna come in forthe $29 adjustment and not come
back.
We know this and we're past thepoint of trying to do that.
If you're a newer office and youneed to grow, that's a great
(03:19):
strategy, but for most of youlistening, you don't wanna go
through the trouble of this.
So, a clear target market to aspecific pain point, a specific
niche that you are great at orthat you want to work with or
that you solve.
The most important thing isthat you solve it.
Back pain keeping you up atnight.
Not just get adjusted right.
Come on in to get adjusted,like the joint ads.
(03:41):
You don't want that.
You want people to come on into solve a specific issue.
So a clear target market withstrong visuals.
So this is video and pictures.
Use real photos from yourpractice or lifestyle images
that match your market.
Don't use generic stock stuff.
Build value, don't just sell inthe advertising.
(04:02):
This is where a little bit ofmarketing background does help
you.
And if you, most chiros, don'thave this, we don't have the
marketing background.
We do what we think we want tosee right.
We portray our, our businesses,the way we want it to be seen
in the public, which is great,and we want to maintain our
image.
But marketing can be verydifferent than what you think.
Sometimes done is better thanperfect, and when it comes to
(04:25):
building the strong visuals andbuilding value is through
showing what makes your clinicdifferent.
So the Gonstead method, theupper cervical method, the
pediatric practice, the whateverit is that makes it different,
the multidisciplinary office,all the things that we do.
You can either build value thatway rather than just selling.
(04:45):
Come on in and get adjusted.
Come on in and get a B12 shot.
Come on in and do whatever itis.
Preframe with authority in yourads.
Dr Enrico has helped thousandsin Tampa get their life back
without drugs or surgeries.
Come check this out because andthen you go through your
advertisement the call to actionmust be clear.
It has to be very clear.
(05:05):
Request your evaluation here.
Click here.
Learn more on what we do.
Hit the learn more buttonversus the book.
Now Can change lead quality.
Right.
They're booked.
Now $29, book.
Now $49, book, now $99, book.
Now You're going to get a lotof people that just book now and
you're going to wonder why yourno-show rate goes up or your
(05:27):
tire kickers go up.
And then an ad copy tip in thisis to try longer form
storytelling and testimonialsplus education so that you get a
higher intent from the patient,from a potential patient that
comes on in.
That's the recipe when we'redoing ad copy that works better
and increases conversion rateswith the leads that come on in.
That's the recipe when we'redoing ad copy that works better
and increases conversion rateswith the leads that come on in.
(05:50):
So definitely things you want toavoid is the gimmicky discounts
without a message.
Come on in $49 chiropracticexam, evaluation first,
adjustment and x-rays.
I mean, that's pretty much beenout there for years.
It's the same thing and you'regoing to get and it works.
You get leads, but it's goingto be your whole team's going to
be on there calling people andchasing them down with no
answers.
On the other end, it getsfrustrating.
(06:10):
Ads that are too general orspammy.
If you're copying everyone else, you're going to become very
spammy and you're not going toget many good quality leads from
that.
And then ads that just don'tmatch your brand.
If you're doing one thing andthen they go to your website and
you do all this other stuff,they're like well, what am I
going to get?
I want the other stuff.
What's the $49 thing, right?
(06:31):
So this is you got to becongruent in the marketing when
you set it up.
The more important things is howdo we get the better leads?
Does targeting really matter?
Yes, it absolutely does.
We just talked about how threeto seven miles is where your
ideal clients are going to be.
One, because of access to yourclinic, and two, that's just the
reality of most clinics isthat's where they're at.
We want to geo-target smartly.
(06:53):
When we're doing this, theyusually come in.
You'll see that your most idealclient come in within five
miles.
So when we say geo-target this,they usually come in.
You'll see that your most idealclient come in within five
miles.
Democrat.
So when we say geo targeting onFacebook, all you can do is just
pick that radius.
There's not much more you cando for geo targeting on Facebook
itself.
It has an internal targetingmethod.
When you do that, what ends uphappening is that radius that
(07:13):
goes around your clinic.
Let's say eight miles that youpick, and you pick that eight
miles.
Whatgeting means within meta.
You don't have to do anythingwith this.
Meta is already doing thispicking IP addresses that are
there.
Not only that, but people whoalso work there or spend any
time within that radius.
They may not live there.
They may live 15 miles east ofthere, but they come in 15 miles
(07:34):
to work around your office.
This can happen as well.
It's quite common and you'relike how the heck did this
person get CR ad?
And they're like no, I saw thisat home at 930 at night and I
signed up for it.
But you guys are pretty farfrom where I live.
Well, it's because they spentsome time there and they may not
work there either.
They may have gone to thetarget close to your office and
(07:55):
spent some time, spent a wholethree hours there shopping,
stopped for coffee around there,sat down, met someone else,
talked for a while and they gotpicked up and tagged when they
used the Wi-Fi at Target orwhatever.
However way it worked that theycaught them.
So when I say geotagging onFacebook, there's no more you
can do there, but there isdemographic layering that we can
do.
We can target by age, genderand gender and life events.
(08:17):
Now, when you get into the lifeevents, this is more like
parents of toddlers, parents ofschool-aged children, more of
the parent targeting, so thatwhen you pick the 30 plus crowd
as your target age, thedemographic you can then add
some things here.
There is some strategies tothis.
I don't recommend it for newads.
(08:37):
I recommend it for, like, whenyou're scaling your ads and
getting them more fine tuned.
You can then start puttingthese things in and it's just if
you're trying to isolate andget a specific person, it's
going to cost more for it, butthen your, your intent is going
to be higher and your quality isgoing to be higher and your
show rates are going to behigher as well.
Might be worth it to look intothis.
If you're targeting somethinglike that, I find pediatrics,
(08:59):
moms, pregnancy that's the bestFacebook way to do this.
Not the best way to market apediatric office, but the best
Facebook way to do this.
It costs more, but that's onething.
Otherwise, we want to leavedemographic targeting out of the
picture for this.
Interest-based targeting not abig fan of this.
It ends up just costing moreper lead to get there.
(09:21):
Does it increase intent andquality?
I haven't seen that in mypractice.
If you guys can debate thatwith me, I'd appreciate that one
.
I haven't had a good debate orseeing the other side of it.
So where people like no, youdefinitely need to put
interest-based targeting onthere.
I haven't seen the recipe onthat yet.
So if anyone anyone has thecode, share it.
I mean, I think the more weshare this information, the
(09:41):
better most chiropractors willdo with their ads, which is
great for the profession.
Retargeting big fan ofretargeting.
Set up ads that follow peoplewho clicked but didn't book.
So in there, once you run an adfor a while, you can retarget
all the leads that clicked yourlink or anything like that.
You can set a retargetingcampaign and hit them again with
(10:01):
a follow-up ad that's specificfor them.
And it would go something likethis similar videos, similar
pictures that you were usingbefore with a similar offer,
saying hey, we know you keepseeing our ads.
That's kind of cool whenthey're like that hey, you're
seeing our ads because you needus, you are interested in us,
something along those lines.
Changing the ad copy a littlebit or maybe even changing the
(10:23):
video intro that you use of you,just saying it hey, I know
you're seeing me again in ouroffice.
It's obviously because you needus and you're curious about it.
So we're here on your iPhoneagain, or we're here on your
phone again to show you what wedo.
And then you roll into thevideo again, a shorter video.
So this time, click the linkbelow, come on in, get the offer
(10:44):
and get started on your journeyto wellness or whatever it is
that you're offering.
And then lookalike audiencesthis is great too, as you do
more ads.
Meta keeps track of youraudiences there, where you can
use lookalikes, and then all youhave to go back is look at your
winning ads over time and thenyou're like that's the audience
that did the best.
Let's retarget that audienceand set a new campaign with that
(11:06):
audience there.
It's still gonna hit the radius, still gonna hit everyone, but
they're gonna be like, hey,you're telling us to use the
algorithm we used here to catchthese people because they were
higher intent, better, and nowwe're going to try and find
similar Matthews, sally's,jennifer's that all came in as
new patients.
We're going to try and findthem in this next batch of
(11:28):
sending out your ads.
Pretty cool, and it worksreally well.
That's how you optimize thisstuff.
Then funnels so yeah, the leadforms are an easy way of doing
it.
If you've been doing your ownads recently just recently, last
month or so you'll see a newoption when it comes to picking
lead form or website or funnel,whatever it is.
You'll see web form pluswebsite.
(11:49):
So now Meta's like well, howabout we do the AB split testing
for you on this and send outyour ad and send who we think is
going to be a better intent fora funnel or better intent for a
form?
And it's really cool.
They're actually sending morepeople to your landing page than
they are getting people fillingup the form, which is awesome,
and I find that the landingpages are back.
(12:11):
You definitely have to get goodat this for it, because this is
how you're going to clean upthe intent.
The form is just too easy.
It auto-fills.
You get a bunch of leads thatcome in and then you're chasing
down a whole bunch of people andyour team's frustrated.
They're like dude, we have 44leads.
I have three of them on thephone and they're like well,
what about the other 41?
I'm like I don't know.
They're not answering, they'renot replying to texts.
(12:34):
This is how you do is bysending them to the landing page
.
You're going to get a lot ofthose autofills gone, because
now they have to read somethingand click a button.
So now you're going to be ableto pre-qualify them on there
saying, hey, welcome to thelanding page.
This is what you're going toget, get and get.
But you only qualify for thisand you only should do this if
you're willing to get checkedfor this, want a solution to
(12:56):
this and are willing to do this.
Click this button below andbook your appointment, so then
you can have that.
It's great for spinaldecompression, chiropractic
Gonstead, full spine, uppercervical.
It's great for all of thoseniche type things to do that.
So then they can pre-qualify.
Before they even call or submita form or anything.
They're pre-qualifyingthemselves and they're saying
yeah, I am interested in that, Iwant that.
(13:19):
And a cool strategy we've beentrying to now is like no more
offers on the ad, there's nodiscount on the ad, there's
nothing on there that they seeon Facebook.
It's just saying hey, do yousuffer from this?
This is the solution.
In the cell.
We help thousands of peopledoing this is with this protocol
.
And then they go to the landingpage and it's the same thing,
goes into detail about what theydo and then click this button
(13:39):
now and if you do book yourappointment, you'll receive 50%
off that appointment, somethinglike that.
Again, no dollars have beensaid.
Nothing's been said there.
So if you charge $200 for anexam or $295 for an exam,
whatever it is, then you cangive them whatever you want 25%
off, 50% off, something thatgets them to click that button.
Remember the call to action andthe offer is how you get a
(14:00):
conversion.
That's why we give discounts,that's why we do that stuff.
It's not to get a whole bunchof people in the door for $29.
That sucks, right.
That sucks to do it that way.
So pre-qualifying them includethe benefits of care, a
testimonial video, limitedavailability, limited spots,
only 20 vouchers, something likethat.
(14:21):
That gets them through thefunnel and then we can lead
filter using a calendar bookingsystem and then that's where
they can book themselves.
Make your calendar look alittle bit full so you don't
have like 9 o'clock, 10 o'clock,11 o'clock, 12 o'clock, like
all the appointments open.
That way they're sporadic andspaced out and then in there
they can pick their times.
I don't recommend this.
Going straight into your EHRAgain, tire kickers can really
(14:44):
bottleneck and clump up your EHRsystem with a bunch of names
that never actually showed up,which causes problems down the
line years from now when you'retrying to retarget and remarket.
You got all these names inthere that never were patients.
So if you're sending out arecall letter or re-exam letter
or something to come back in forspinal care and they've never
(15:04):
been to your office before, itdoesn't hurt, but I guess it's
kind of costing you extra inpostage.
I'm not sure.
Lead filtering, use a calendarbooking system, require a phone
number and email.
We know this stuff.
Immediate follow-up system.
So the auto text, theautomations that we set up.
You guys know this.
You've listened to my otherpodcasts.
You want an immediate text andemail out there, maybe adding a
(15:28):
special touch to these thingswhere it's meet your doctor
video in the email or a text.
So they get a text hey, wereceived your form submission at
ABC Chiropractic.
We're excited to meet you.
Look at your email for somepaperwork and some next steps in
there and a confirmation andour team will call you or
contact you to confirm yourappointment.
(15:48):
They automatically get the autoconfirmation for booking their
appointment.
They get that in their email,so it's all there in case your
team doesn't get to them quickly.
But then your team reaches outand leaves them a voicemail
saying hey, we've got you bookedin.
Can you please call us back toconfirm this time?
Um, and we've also sent youyour paperwork.
And then maybe the doctor texts,uh, an email to the next day,
(16:08):
24 hours later after that firstappointments booked, not when
they showed up, but when theappointment was booked on
Facebook, a text goes out with awelcome video.
You don't say their name, youjust have a standard welcome
video.
Hey, thanks for signing up forour special offer at our
chiropractic office.
I'm DrD and you'll be seeing meon your appointment when you
come in and I just wanted toreach out to you, show you that
(16:29):
we're real, that we're here.
Here's a little tour of theoffice and we're excited to see
you and help you out and see inwhat ways we can actually help
you out.
See you soon.
It's just a quick video.
You send it to them and that'sa great little extra touch to
beef up the quality and theintent of these leads.
And then a thank you pagestrategy.
I like that.
Once they book, they go to athank you page.
(16:49):
This is where you can put in apixel or a tracker to make sure
that the lead went through thesystem, booked an appointment
and went to the thank you page.
It just shows you how manypeople go through your system
and what you'll notice is thatyou'll get like 350 clicks.
You'll get 55 lead submissionsand then you'll have, like this
thing, like 28 made it to thethank you page.
Then, when you go through the55 leads that come through and
(17:13):
your team's like, hey, we got 24or we got whatever 21 new
patients out of this, you'll seethat the thank you page
statistics actually correlatequite closely to the actual show
up rate, which is kind of neatover time because it means that
people got to the calendar page,did something there, maybe gave
you their info but didn'tsubmit the time, or they got
there and they weren't committedto the time.
(17:34):
But the people that go rightthrough to the end and your
thank you page has the finalinstruction saying somebody from
our team is going to contactyou, click this button to learn
more, and it goes straight toyour website or gets them off
that page.
That trigger you'll see be morecorrelated that who finishes
right through.
It's funny looking at statsgetting like 550 clicks and two
(17:54):
appointments booked.
When you see that statisticyou're like holy crap, the ad is
getting attention.
Our landing page sucks.
No one's converting.
What's going on here.
We got to change the landingpage and you really do.
These are things you can lookat and be like there's way too
many clicks, too much traffichere for only two appointments
being booked.
The offer is just not matchingup.
It's not lucrative enough foranyone to sign up or they don't
(18:15):
know what they're signing up for.
So a good landing page will havegood information there and then
you have to run ads for a whileto understand them more.
You can't just give up aftertwo weeks.
That's another thing there aswell.
Okay, lead quality is up to you.
When you're running your adsand remember, all leads are cold
, they all just ice cold.
(18:36):
So when they don't pick upwhere they send you the FU text
back, stop messaging me.
It means you're doing the rightthing hounding them down.
But when they say FU, just stop.
Or if they unsubscribed, justlet them go because you don't
want to be texting them again.
Remember that stuff.
But that's how you do it.
We're just trying to takestress off your team, because
making 100 calls and justgetting a bunch of voicemails or
(18:57):
, even worse, not even realnumbers, is such a pain in the
butt.
So a little tips for show uprates.
I'm not seeing much of a showup issue anymore.
It still happens.
You still get people book anappointment, don't show.
But to clean that up, a couplestrategies.
There is the commitment videoin the funnel.
(19:18):
It could be in the thank youpage.
It could be a follow-up emailthat's sent to people before
their first appointment.
You've taken the first step.
This isn't just another clinic.
Here's what makes us different.
By signing up, we encourage youto actually show up and not
take this spot away from someoneelse that could be using our
services.
So here's what to do ABC, seeyou soon.
(19:39):
That's a great thing.
Use a live receptionist to calla call center.
If you haven't talked to theTroy method yet, give them a
call.
That's what they do forchiropractic, and scarcity works
as well in that funnel page aswell.
And then the ad copy.
We only have 10 spots.
The first 10 spots are going tobe there.
I do this with the laser ads.
We're looking for 15 women totake part in our red light
(20:04):
package to get transformationalresults, something along those
lines, and you'll get peopleactually quote that and they say
, hey, I was wanting to be oneof the 15.
And they read it.
They actually want that.
So that works as well.
And just make your offer toovaluable to skip.
You know at the end you're likeif you book this appointment,
you'll leave your first visitwith clarity, a plan, real
(20:27):
answers and feeling better.
You could add that right there,right after their first
appointment.
Just to sum it all up so greatquality leads cracking that code
come from great messaging,smart targeting and strong
funnels.
That's really the only way toimprove our lead quality.
If you're frustrated with that,we're going to have to do some
(20:47):
more work on that backend sidethere.
Audit their current admessaging, check their landing
page and follow-up systems.
Double check that and focus onquality over quantity this month
.
Try and focus on that ratherthan the amount of leads and
(21:08):
looking at that.
So again, info at EnricoDcom ifyou want any of the checklist
for this episode on the thingsthat your team can focus on with
creating their leads and checkinto lead spinecom coming up
soon.
If you go right now cause youlistened to this it may be a
four or four error because ofthe pages and up yet been
working on this for like 12months.
Here we are.
Lead spine is the new CRM.
(21:31):
I think that's going torevolutionize chiropractic for
the people that choose to use itand it's going to incorporate
the most in-depth marketingsystem.
That is on autopilot.
I know that autopilot thing.
Everyone says that, but we'vehired a high level team that
works for high level themselves,right from the front, right
from the dragon's mouth, andthey are building internal
(21:53):
systems in a CRM flow that youget to implement right into your
business and it runs into andcatches all the leads that come
in there does the automations iscustomizable to the way your
team works and markets to themfor the next two, five, 15, and
(22:13):
markets to them for the next 2,5, 15, 25 years on autopilot.
It just keeps them in anever-ending funnel of
communication forever.
I think that's the key there.
So that way you have thisconstant flow of communication
about what your clinic offers,how it's been working, how they
can become a new patient, howthey can refer others on auto
drive.
(22:33):
Nurturing these lists so thatall these leads you get are not
a waste of time, so that youknow at the end of the day hey,
I'm building this huge monsterCRM of data of people within
eight miles of my office.
Guys, if you understandbusiness, imagine going to sell
your practice and saying, yeah,we do this much volume, we do
(22:54):
this much revenue.
This is what I want for theclinic.
And we also have an email listof eight miles around the clinic
of 24,000 people that live here.
So if you bring in shockwave orsomething, just send an email
and you'll have 240 new patients.
They'll be like what's thevalue of that?
I've done it.
I brought in new equipment, hit, send to 7,000 people and had
(23:18):
44 new patients.
I mean, it's nuts.
What can happen with this typeof stuff.
So we're building that.
I've been working on it both inmy practice and on a higher
level so that when we give it toyou it's just automatically
implemented in there.
So I'm excited about that Infoat EnricoD.
I'll send you the checklistbecause that way I know you
listened to this episode of thepodcast.
(23:40):
Remember cold leads?
Suck, I know, but we're doingthis marketing because you
cannot get contact of someonewith any type of marketing for
$22.
There's nothing on the planetthat will get you in front of
someone for $22.
You just there's nothing on theplanet that will get you in
front of someone for $22 thatcould potentially become a new
patient.
So that's why you're, that'swhy I'm reminding you on why you
do Facebook ads.
It's because it is the mostcost-effective way of doing it.
(24:02):
Is it the best way of doing it?
I mean because it's socost-effective.
Yeah, I think it's one of thebest ways of doing it.
A lot of people are on it onsocial media.
Yes, it is, but always finetuning and improving your ads is
only going to make them betterand keep you ahead of the curve.
Keep doing what you're doing.
Stick with it.
There's no glory in the grindand we need you.
(24:23):
Your community needs you,everyone needs you.
We love you.
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CrimeLess: Hillbilly Heist
It’s 1996 in rural North Carolina, and an oddball crew makes history when they pull off America’s third largest cash heist. But it’s all downhill from there. Join host Johnny Knoxville as he unspools a wild and woolly tale about a group of regular ‘ol folks who risked it all for a chance at a better life. CrimeLess: Hillbilly Heist answers the question: what would you do with 17.3 million dollars? The answer includes diamond rings, mansions, velvet Elvis paintings, plus a run for the border, murder-for-hire-plots, and FBI busts.