Marketing 101 for Chiropractors
Digital marketing is evolving faster than ever, and as a chiropractor, you're not just a healthcare provider—you’re also the CEO and marketer of your practice. Without a solid grasp of marketing fundamentals, it's easy to fall for one-size-fits-all strategies that waste time and money.
Join us as we break down proven, cost-effective, and innovative marketing tactics designed specifically for chiropractors. From social media mastery to Google Ads that convert, we’ll equip you with the tools to attract more patients, build lasting relationships, and dominate your local market. Stay ahead, stay profitable, and take control of your practice’s growth!
Marketing 101 for Chiropractors
The Quality Behind Your Facebook Ads
Unlock the secrets to successful Facebook marketing with our latest episode focused on the intricacies of ad quality. As a chiropractor or business owner, understanding the nuances of Facebook advertising can significantly elevate your outreach efforts and ultimately improve your bottom line. We delve into critical metrics that dictate ad performance, such as engagement, relevance, and feedback, making it clear why your ads might not be performing as well as they should.
Throughout the episode, we discuss strategies for troubleshooting common advertising issues, including ad fatigue and poor landing page experiences. Discover practical tips to enhance your campaigns including refreshing creatives, aligning landing pages closely with your ads, and testing multiple versions of your creative content to see what resonates best with your audience.
Join us as we guide you through the vital steps to refine your Facebook ad strategy, ensuring you not only reach but engage your target market effectively. Whether you're a data-driven individual looking to dive deep into analytics or someone who prefers straightforward advice, this candid conversation offers valuable insights for everyone. Don't miss this opportunity to turn the tide on your Facebook advertising efforts—tune in, and let's elevate your marketing strategy together! Remember to subscribe, leave a review, and join the conversation in our community.
- 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
Welcome to Facebook Marketing 101 for Chiropractors. Actually, it's just Marketing 101 for Chiropractors, but this week is going to be heavy on Facebook marketing. I can't believe I've been doing podcasts for two years. I can't believe the Marketing 101 group is seven years old. I can't believe any of this. How can we explain this stuff over and over for seven years? I never thought it would ever get this big or this long. But we've been doing it. We who's, we, me. I've been doing it for seven years, teaching everyone that wants to listen this stuff. It's because it's always changing. But this week's podcast I was thinking. I'm like what should I talk about?
Speaker 1:We've never dived into Facebook quality or lead quality or marketing quality. When we're create ads and campaigns, I've always given you the end of the road, the quick answer, the quick fix, so that you can hit the road running and get things done without all the fluff. It's kind of like learning how to adjust with never going to chiropractic school. It's like just show me how to adjust people. I don't need the education, I don't need the stuff. Just give me the degree and teach me how to adjust and I'll be good. And I think that's a huge disservice that I've given you over all this time. We haven't dove deep into how this all works. What is an algorithm? How did Facebook ads create their entire system and what are they looking for? What are these algorithms looking for to help you get better leads or better quality or reach more people with your ads? We've never dissected into that. We've always went straight into how to create an ad, how to get them to call your office or fill out a form, and how you can get them in as a new patient, and that's really all you want as a business owner. I think that's all I ever wanted. Running an office was just hey, save me the time, save me the effort, let's go straight into just helping more people with new patients. I don't care about the rest, but really, if you guys are diving into this which you are we really need to get into the nitty gritty of what's going on. So this topic for this week is you know, facebook ad quality and how troubleshooting can decline your uh, your leads, your leads if you don't troubleshoot properly. Let's go through that. You know, understanding what Facebook ads really are, what the quality is, how it impacts your leads. This is really important stuff and I think this podcast is going to be a great resource for the analytical type, which I'm not.
Speaker 1:I am a driven, data-driven type person. I won't sit and sift through the analytics for very long. You lose me very quick, almost like an ADHD type personality but I don't think I have that either. But I just go straight to it like show me how to construct it, get my hands dirty, let's build it, type of personality. So when it comes to the analytics, for those of you that are analytic, you're painful to work with, you're painful to go to a football game with, you're just painful, but you're amazing and you're wonderful and we need you in this world. But for me you're painful, you're a pain in the butt, you're hard to coach because you are analytical and you need that stuff and I understand that. Now it's like you need to understand the in-between the lines and every word and every number before you can feel confident enough to apply yourself, which is, I think, a great personality trait. Overall, it's great. Me fake it till you make it can get you in trouble. I've been in trouble many times. It gets you in trouble because you're missing the analytics. So I appreciate you. Even though I poke fun at you a little bit. I do appreciate you. I'm married to an analytical person, so I get it. I completely get it.
Speaker 1:Ad quality what does it mean? I don't think I've done a podcast on just ad quality. Maybe we'll do that later, but for today let's just sum it up for you. Facebook scores your ads based on engagement, relevance and feedback, and it's based on the feedback that they intentionally and unintentionally give the ad. So whether they leave a comment, whether they like or share your ads, can actually improve them. So have you ever had an ad where people have shared it? I've had a few of them. They'll just share it. Some random person, I don't know that saw it, shared it. They didn't tag anyone in it, they just shared it to their profile. Know that, saw it, shared it. They didn't tag anyone in it, they just shared it to their profile. Apparently. That's a huge boost. The algorithm stops and is like hey, hang on. They're sharing an ad, almost like a 50% discount off of Panera, and then people share it like crazy. Those ads go quick and they reach a lot of people and for a very low cost for Panera, because people are sharing the 50% off a bagel at Panera with all their friends. They're just sharing it to their timeline. They're tagging people on it. That actually helps feed the ad. So apparently that's great for it.
Speaker 1:Relevance and engagement. People liking it and loving it and wowing it is great. People getting angry at it is not great. So these things play a role as well. So some signs you can look at when your ad is dropping or the quality is decreasing is just, you can see it. Through it You'll get a higher cost per lead. We know that that's what you guys all look at. You're good at that because you find out the okay $19 or $27 or $32 is your cost per lead, based on what type of ads you run. And once that starts to creep up, you're pretty good at being like hey, something's up, the cost is going up. Time to turn this off, time to change it up, time to switch the campaign. Great, lower reach impressions.
Speaker 1:You got to keep an eye on the reach impression. So what I like to do is go back um and like two months ago and run my stats for January just on that same ad, to just change the date range from January 1st January 31st. Look at that impressions how much did we get for that ad spend? And then do the same thing for February February 1st to February 28th and see the impressions there. If the impressions are going down for the same amount of money per day, then our ad quality is dropping.
Speaker 1:Fewer people are engaging or clicking over time and Facebook is limiting your ad delivery because of that. That's what ends up happening and that's why you'll see a quick drop off or a sharp increase in cost per lead. So that's how quality is determined by the algorithm engagement, relevance and feedback. So having engaging ads plays a big role. You can get a lot more engagement and a lot more feedback with both pictures and videos. So it's all about that feedback that you get from your ads. The more likes, the more shares, the better the ad will be, and this is probably more of a thing that will simmer and grow quickly if you run and build copy and paste those types of ads. So there's also some common reasons why leads drop and I'm going to give you some reasons on how to, on how to fix them. One is ad fatigue and audience saturation. So this I've taught.
Speaker 1:Well, this one, I know, is one thing. You guys, if you've listened to one podcast or a hundred, you have no. You know about ad frequency for sure, it's in your set, it's in your data when you go to a campaign and sometimes you have to hit the little plus button, added as a column, and it'll say frequency and you click it and it will show you the frequency. And if I were to ask a question via audio here and say what number do you need to look at for the frequency before you start to shut down the ad? And it's 2.0 and above. Once it reaches two and above, it means everyone that you've reached in your reach, that reach number, the reach number, maybe 10,000, 30,000, 180,000, whatever that reach that you get to that the ad has gotten to. Once it's everyone has seen it twice. So it means the entire reach has seen it twice. It's starting to go up. Then you've pretty much saturated the viewership of this and if you haven't got a click yet or a form yet or a lead yet, the chances of it getting them later are going to sharply decline after that. That's the number we were looking at three years ago. It used to be 3.0. Now it's 2.0. So frequency you've been running the same ad to the same audience for weeks and then they stop responding.
Speaker 1:The fix to this is to refresh the creatives. This is the first thing you can do New video, new headline, new angle, boom. Don't have to do much, don't have to create new campaigns. You do that right off the bat. Number two expand or change the target audience. Just increase it by a mile the radius. Use lookalike audiences that have worked really well in previous ads and now run a lookalike audience with that campaign, now with the new image and the refreshed look, to give it a new, fresh vibe and reach different people. That's the fix for that. So that's what happens if the same ads are running for too long, if we get a low relevance score, you're going to see this with your ads not enough data or poor quality or learning minimal because you're just not getting enough leads. What ends up happening is Facebook prioritizes ads that get engagement, likes, comments and shares. Low engagement signals a bad ad. So that's it.
Speaker 1:The fix here is use engaging questions or bold statements in the copy. Get them engaged in that that ask questions. Are you suffering from this? Have you tried this? You may not get comments, but you will get likes and hearts on this because they're engaging with that. With that ad copy. Optimize your hook line. We talk about this make the first three seconds of your video irresistible. Right, right, right to the problem. Have you ever dealt with this? The solution to this solution has changed thousands of lives. Whatever it is, add captions to the video for silent viewers. On all your videos. You got to have captions because a lot of people 70% of people listen to their videos on silent or muted.
Speaker 1:Another reason poor landing page. I know I've talked about this, so I feel good about this topic as well. If you're getting tons of clicks on your ad and very little conversions, very little new patients, very little forms, very little booked appointments, it's a landing page issue. Once they get to the landing page, there's just no information there. There's nothing that's correlating back to the promo or the offer or the ad itself where they can link it and say, oh, this is relevant and this is the same thing.
Speaker 1:The biggest mistake is sending them to your website. Now you're going to get zero leads because they went from a promo or an ad or a problem that you're trying to give a solution to, to your general website homepage and there you're not going to have on your homepage the exact solution that you do, unless you are a rotator cuff shoulder injury specialist and your practice is called the rotator cuff injury special center in Tennessee, whatever it is. And then the homepage is rotator cuff, like that would be the most perfect transition to that. So that doesn't really work for 99% of people. So when you get to your homepage it's just bringing them to an intro and there's just a quick bounce it's called a quick bounce rate. Off of that they see that homepage and they're out of there within one to two seconds. They're like nope, that's not what I was looking for. It doesn't make sense. So poor landing page Ensure your landing page loads fast.
Speaker 1:It's got to be in under two seconds. Remove distractions, keep it simple with a clear call to action right there in the middle. That's what I mean by a landing page. So what I think landing pages? I think early on, click funnels. This is why Brunson got so popular so fast and is a multimillionaire, because he created, he solved the problem for websites. So once you clicked on an ad, an advertisement on Facebook, you went to the ClickFunnel web and it was straight to what we now call a form. The call to action was right there in bold Get your $49 special right here. Fill in your name, phone number, email it's auto-filled. It was easy, it was huge for the whole industry and that's what I call a call to action. Simple when they get there, very little friction to transaction and they're in. So match your ads promise with the landing page content. That's the three fixes for a landing page type issue.
Speaker 1:Do not get any ad violations because the hidden Facebook rules that are there for ads if you get a violation running ads in the future, you're going to be demoted immediately. You're going to be the runt of the litter when it comes to ads because you've been smacked already. You've been branded as a rule breaker. So just don't do it. And if you do, you might just want to open up a whole new ads account just to avoid any of that. That's violations. If you get banned or shut down, you're hooped on that one. Now you got to use your spouse's account and create a whole new ad system there so your ad might get restricted or shown less due to policy violations. But you'll be warned on this. You'll see this come up in red. You'll say violations. But what ends up happening with a violation is it still may be getting distributed to a few people out there. They'll still put it out there. That's why sometimes you'll see some weird ads out there. They're obviously spam and you're like how did that get approved? And they don't last. You won't see them twice. It's because they usually get shut down pretty quick.
Speaker 1:Avoid making any bold health claims We'll fix your pain in one visit. Don't say stuff like that. Use compliant language. Focus on the benefits instead of the direct guarantees, and always check Facebook's ad policies before running new campaigns. I would just always just check. If you have an ads account, you will get the email saying we've changed our policies. Worth the read for however long those texts are, but whatever. Okay, that's pretty obvious.
Speaker 1:Now, optimizing your ad strategy for long-term success is what this podcast is all about. You need to test multiple creatives at the same time. You can do the old-fashioned A-B testing if you like. You can. But a better thing to do is create a campaign, use the images and videos you think are going to do well and contest them against one another in that ad, but what ends up happening is Facebook has changed the algorithm on that again. Again, I think it was in November, not too long ago, a few months ago. So what I used to do last year is. I put four videos all up against each other in the same campaign and you would see it. You would see one start to take off after about 30 days. One was the winner, but they would allocate money and and we get some leads from the other ones as well.
Speaker 1:Now what ends up happening is you, if you put three or four of them together, one runs and the other gets zero reach. They literally take all your money and put it towards the one, and I'm like you're not really getting much of a benefit from this. So that's where you might want to go back to the lead AB testing, and I'm doing this now, going back to that to test two ads head to head, and what that does is it triggers Facebook ads to equally distribute the funds that you want to put, whether it's $30 each or whether it's $30 between the two, whatever it is per day and compete it against one another and try and get equal impressions, equal reach between the two, so you can get a true sense of what's happening, so that you get your link clicks and your leads there. One will get nine leads, one will get two and you'll be like, well, we have a clean winner here, the nine's the winner and it's getting leads at $19 and the other one is getting two for $57 each and you're like okay, well, there's our winner, that's the winning ad. Now how do we make that better? You take that one, you run a campaign and then that's where you maybe want to put other videos against that as well. Make sense, it's almost like an NCAA tournament bracket of ads. You want to just pit them all against each other. The winner moves into the next bracket, you pit them all against each other and another one moves in and then you get this final elite eight or sweet 16 of ads that you're like okay, I got these 16 ads that are winners, that are the top 16. And we're going to rotate these through the year. And now you're not reinventing the wheel all the time. You can just recreate them and change the ad copy. That's a great strategy for long-term success.
Speaker 1:Use Facebook's breakdown tools to analyze which demographics convert best. That's in there underneath the ad set. You can go in there and use the tools that are in there for demographics. Usually, age is a good thing and you can target. I would pick one or two things that you want to target, but don't go through income or any of those types of things as far as people's education levels, because then you really minimize it and kind of skew you might miss out on some great leads that come out that way. I keep it very bare when it comes to that Monitor the frequency score we talked about that. Leverage retargeting ads we talked about that and use lead form ads versus landing pages to see which one converts better for your clinic. And I know I've talked about that. Lots of podcasts on frequency score, retargeting and lead form versus landing pages. So go ahead and listen to those. Those are great ones as well. So ad quality matters.
Speaker 1:Small tweaks can revive a struggling ad. It doesn't all have to be burned to the ground. Small tweaks change the ad copy. I had a testimonial a couple of weeks ago from a doc that was like hey man, I need some help. Got on a video call with me for I think it was about 35 minutes, not a big deal, didn't charge him, didn't do anything, just a deep dive into his thing. I said dude, you're getting tons of clicks and no new patients. You got to create a great landing page. He did exactly what we said. I think I got a text like. Seven days later he's like dude, I got eight new patients Way to go and then change the ad, see, so that's great.
Speaker 1:I encourage you guys to just audit your Facebook ads and apply these fixes just to keep them streamlined. Leave a review if you find these podcasts vital and meaningful for you and they're helping you, share the podcast. Let's grow this. If you see me a little quiet on social medias, because we're building a whole backend for you that follow us and want to be part of a group. Facebook groups are dead. Facebook is not dead. Facebook groups are dead. It's really hard to give you content and engage you and do that stuff. So get on our email list, make sure we have your email, because we're going to use email to get directly into your inbox and then we're creating something on school or on high level communities, one or the other.
Speaker 1:I'm actually building both testing, ab testing to see which one is going to be functional, and then we're going to move everything in there the Monday adjusting successes, the daily tips, all the free courses I have in there. They're all going to be in there for your disposal to use easier, more like a web page that you just go into, log into and it's your portal. You're in there and then we can deep dive together in there so you can see stuff and build stuff. It's going to be better. It's going to be a little bit of a new learning curve for people to log into instead of going to Facebook, but you're not seeing my notifications anyway, so let's create a whole new place that we can go to and learn and grow together. I hope that covers some great stuff. Go and apply it and you'll see improvement in your ads right away. Have a great week, stay well and keep doing what you're doing. We need you.
