Episode Transcript
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Speaker 1 (00:02):
Welcome to another
podcast of Marketing 101 for
Chiropractors.
I'm Dr Enrico Dolcecori andthis week we're talking about
programmatic marketing.
You may have never heard thatbefore or you may have heard of
that before, but either way, itis another avenue you can look
for marketing.
If you've extended a goodfundamental basis in your office
(00:24):
and marketing already.
Referral-based marketing isdoing great because you're doing
all the right things, you'restimulating referrals.
Then you're into the Google, myBusiness and SEO optimization.
Then you're into paidadvertising on both Google and
Facebook and Instagram or acrossother mediums, and now you're
looking okay, how do we top thiscake off with the icing and
(00:45):
cherry on top?
Then we start looking intoprogrammatic marketing, which is
AI driven marketing, and I'mgoing to dive into it a little
bit here, just so you know thebackend for this.
It's usually used outside ofour industry in many different
companies hospitals, tech, uh,law firms, um, legal, uh, the
(01:08):
you know um, cities, uh,development, uh, a lot, a lot of
the bigger architecture, a lotof these companies that need to
get their information out therefast to a larger area.
But what has happened in thelast, I would say, 10 years is
that with streaming devices likeYouTube, netflix, disney+, we
have what's called geo-tagging.
(01:29):
So, instead of thinking ofprogrammatic marketing, which is
more like radio and televisionads, which you would think of
like, I don't want to dispersemy message across the entire
city or area, because I onlyhave a small population or a
small radius that would come tosee me anyways.
If somebody hears it inPittsburgh and I'm in
Philadelphia, well, this isn'tgoing to make much sense if
(01:49):
we're going statewide.
But what programmatic marketinghas done is use AI.
Well, everything's AI, but ituses programs to dictate your
ideal client and then spatterthe advertising across different
platforms that would fit yourdemographic better.
On paper, you're going to seewhy this looks like the best
(02:10):
type of marketing.
We have three types we got.
Get in front of you billboardmarketing, which is your
Facebook ads.
Billboards print this is justto get your brand out there and
get people to know what you looklike, or your logo, whatever it
may be.
That's Facebook.
So when you do a Facebook ad,you're splattering yourself
across people that may not wanta chiropractor, have not thought
about healthcare, not really inany pain right now, really
(02:33):
irrelevant, right.
When you get into Googlemarketing now, you're taking
people who are looking for whatyou're doing and advertising to
them Keyword your hiddenkeywords that people are
actively searching for and thenputting your ads in front of
them.
It's much more pinpoint.
You're now competing witheveryone else that solves that
problem or solves those keywords.
(02:54):
Programmatic takes your idealclients who are the most likely
to probably need your servicesor use you in the near future,
and just show your ads in frontof them.
It's almost like Facebookbillboard marketing and Google
combined, but instead of usingkeywords because they're just
sitting in front of theirdevices, they are picking the
(03:19):
exact ideal clients that areprobably going to buy from you
and you can dominate that market.
The easiest way to start doingthis if you're a
do-it-yourselfer which I knowmost of you like to dabble in
this is with YouTube ads, whichis Google Max campaigns.
So you're running Google ads,you go into there and you go to
Performance Max campaigns.
The part about Performance Maxcampaigns is that once you start
setting this up, it's not goingover the video too quickly.
(03:42):
You want to spend most of yourtime in that video category when
you're setting up this ad andyou're making sure you're using
marketing style videos that yourperformance max campaign can
then splatter across all themediums.
Now Google's only going toreach out to about half of the
audience, or half of theinternet.
It only has that much controlacross its platforms and
(04:03):
affiliated websites.
By getting into programmaticmarketing, it's taking the same
thing and giving it to amarketing company that knows
what they do.
I'm not going to pretend like Ido.
They do this for you andthey'll take your ad creatives
and put them to the other halfof the internet, which is the
streaming devices Hulu, spotify,netflix, spotify, netflix,
(04:30):
disney Plus.
You're watching this stuff andpeople are.
You know, not everyone buys thead free Netflix for the extra
seven bucks a month.
Some of them are watching thead one and that's who you're
going to get out in front of theSpotify same thing when the ads
pop up, you're going to show upin front of them all within a
five, six, eight mile radiusaround your office.
This is absolutely fantastic.
This is for you.
This is an advanced podcast.
(04:50):
I'm saying this, but it's alsokeeping you informed on all
marketing, which is my job tokeep you ahead of the curve.
We may be going here right.
What happens to Facebook andmeta?
Take a huge turn and get intothe meta universe and everything
becomes fake in this digital,digital world.
I guess what you'll need to dois make sure that your business
is actually in the metaverse andyou're getting to that gen z
(05:12):
population, the youngerpopulation, and showing them
that when they go into your townand they walk down the street
in the meta have you been onthis, guys?
I don't know, I have not, butit sounds like ridiculous.
It sounds like the matrix.
Um, why would you want to takeyour life and do it?
The Sims, like virtually, butanyways, and you walk down the
street and it's exactly thereplica of real life, but it's
(05:33):
digital, it's virtual, it'svirtual and they walk in there
and there's your practice, right, there's your business beside
the other business and it's likeit's kind of crazy.
But there's no metric to that,there's no merit to that,
because there's not going to bean exchange of money, there's
not gonna be an exchange ofbusiness in there.
It's kind of a cool marketingthing to actually be in there.
(05:53):
So is it really worth your timeand this is where Meta is going
, by the way.
I just don't know how muchlonger until there's a massive
overhaul of what we know asFacebook and it turns into the
Metaverse or whatever they wantit to be, wherever they want our
brains to go, whatever it is.
So you want to stay ahead ofthe curve with all this stuff.
So, when it comes toprogrammatic marketing, it's
(06:14):
taking video ads and placingthem and using different
creatives across all the mediums.
So I say, if you want to getinto this and I've been talking
about performance max campaignsfor a long time they're in your
Google ads.
That's where you test this andyou start putting 30 seconds, 60
second videos and then you canclip them for the 15 seconds or
10 second shorts.
I don't know if you ever usedYouTube, but you'll see when
(06:34):
you're watching a video it'll gostraight to an ad and for five
or 10 seconds you can't skip thead.
That's what you would pay forto get your ad in front of your
ideal clients and they'll onlybe shown to your ideal clients.
So you'll have a radius.
You'll have a demographicportal that you're choosing from
high income, educated with kids, 38 plus, I don't know whatever
(06:57):
your targeting is going to beno-transcript know, that's what
(07:31):
you, at least, should bethinking.
So that's what you want to lookat.
A lot of marketers can helpwith this and for them it's
really easy because they do thisfor a lot of businesses.
You can do this as well.
You can absolutely do this aswell.
So I would like to look intofor you to look into
programmatic marketing and seehow it could help for you.
Now, from a.
It's been going on for 25 yearsnow.
(07:52):
On Google, you get this type ofmarketing as well.
It's called retargeting.
Retargeting website visitors.
You use pixels or you use yourGoogle number on there, your
Google tag.
It tags them and it will thenfollow them across other
websites.
They may go to amazoncom and onthe advertisements on the side
(08:14):
you pop up again.
You've seen this with,especially with products.
That happens all the time.
So struggling with backcampaign get relief now.
Book your consultation.
That'll be retargeted acrosseverything.
You could also geofence whichthat is what is part of it
within a radius of your office.
This is the cool thing.
Once you get into this, youthen geotag, and geotag means
(08:35):
this is invisible fences aroundplaces.
You can get right to around abusiness, if you want, within a
quarter mile, or you can circlea convention center, or you can
circle a big gym.
Anyone that walks in and out ofthat front door is
automatically going to begeotagged so you can pick the
big gym by your office thatmaybe is more affluent, that
people go into you geotag thatone Every time they walk in
(08:58):
there.
The devices are now tagged.
Your ads are going to be shownto them as long as they're
within your demographic, andthen you can do yoga studios.
You can do the other physicaltherapists by your office.
You can do the otherchiropractors by your office.
You can geo tag their officesso that you can get this back
and forth.
Then you can use AI to targetyour likely patients and then
(09:21):
you can personalize everythingon top of that.
Personalize the ads for themchiropractic, postpartum, sports
injury, whatever it is and thenyou can have dynamic, ad
creative and real-time biddingthrough that.
All you have to do.
This has been done for a whileon Google.
This is when you do your Googleads.
They'll have banner ads,they'll have billboard ads
across other websites and followyour tagged perspectives across
(09:47):
the internet.
But again, google only hasdominance in about half the
internet, right?
So what about the other half?
What about Yelp, bing, yahoo,all the other spots that people
may be searching, and thewebsites that are controlled
more by those platforms?
How do you get to them andthat's programmatic marketing.
I am more excited about being onthe television Now.
(10:09):
It gives you an opportunity tohave a five-mile or ten-mile
radius around your office andtarget everyone in the comfort
of their own home like a TVcommercial.
So I've seen them and I wassaying it.
A couple weeks ago I waswatching something with my wife
and then an ad came up and itwas a pest control company, one
(10:29):
brick and mortar show.
I don't think they havemultiple locations, but they
service our area and I looked itup and yeah, they have the one
location right up the road and Iwas like man, they're on the.
They have a TV ad and I waslooking.
I was thinking of an old schoollike a television ad.
I'm like man, that's not cheap,but actually it is.
It is for one or $2,000 a month.
You can do this stuff.
It's pretty cool.
(10:50):
That's about a Google budgetfor many of you where you could
just stop your Google for alittle bit and do that.
That's pretty neat as well.
Look into programmatic.
My challenge for you for thispodcast is just to look into it,
learn a little bit about it,and what it will do is it will
get you networking in yourcommunity with marketers.
You may have somebody localthat does this stuff.
(11:12):
If not, if you can't find them,call me up.
This can be done anywhere inthe country.
You may have somebody localthat does this stuff.
If not, if you can't find them,call me up.
This can be done anywhere inthe country.
You can find someone that'sgood at it anywhere and they can
service you anywhere in thecountry for sure.
They just have to have someexperience with this stuff.
And it's been around for over 20years because you've used the
Google retargeting andgeofencing and all this stuff
for years.
That's been around.
Now, with the streaming in thelast 10 years, this is where
(11:32):
they've applied it to thosetypes of commercials.
But even then you would stillneed a broad base, a broad area,
to get this.
So when I was experimentingwith it just a few years ago, it
was with the local TV stations.
Now you're getting in front oftheir viewers.
But their viewers spanned itacross a 75 mile radius around
the city and I was like that'sjust way too big.
(11:55):
If I get people 75 miles awayfrom my office, they're never
going to come.
So that's why it didn't work.
It worked more like a TVcommercial, but in a smaller
network, instead of like ABC ona commercial during the Super
Bowl.
We don't want that.
We want something more local.
This is how you get it is withprogrammatic marketing, I think
it's.
It's a huge opportunity therefor those of you that with more
(12:20):
than one location, this is ahome run.
This is brand awareness,everything targeting your people
.
Quite well, if you have anyquestions, reach out to me.
Don't have any direct um directresources for you on this
podcast, but tune in next week'spodcast where we have Dave
mastovich uh, the author of nomarketing.
He's going to be on there.
I'm excited to talk to him alittle bit.
(12:41):
His book is really cool.
Get that book too.
You learn a lot of basics fromthat as well.
Very cool stuff, uh, but listento that.
And for next week as well, thisone was more of like a a little
spring time PSA for you, justjust changing the volume,
changing the speed up on you alittle bit, because we just keep
diving into Facebook and Googleand referral marketing.
There's so many other thingsyou can do out there postcards
(13:03):
and all that and we'll talkabout that.
If you have any specific ideas,reach out to me at Enrico at
sorry, info at EnricoDcom andtell me and say hey, enrico, do
a podcast on this and I'd loveto have more ideas that you guys
, the listeners that areactually wanting to listen to
some specific stuff and againreach out to me info at
EnricoDcom.
(13:24):
I'm here for you anytime.
Have a great week, keep doingwhat you do.
We all need you.