Engineering Social Proof: Social Followers

Engineering Social Proof: Social Followers

Should you really care about the number of your followers on social media?

Most integrative, naturopathic and functional medicine providers I encounter expressed concerns about not having a lot of followers on their online profiles and feel it's hurting their practice.

In this video blog, we are going to talk about engineering social proof with a specific focus on your followers.

Does Having More Followers Mean More Social Proof?

While having more followers is a good way to demonstrate social proof and authority, this should not come at the expense of buying your way into more likes on your pages.

The problem with buying followers is that these aren't the ideal clients you want to work with. Let's say you're in the U.S. and most of your 50,000 followers are from Asia... it's a vanity metric that looks good on paper, but will make it impossible to use your FB page followers and page post engagement for FB ads.

Targeting The Relevant Audience For Your Practice

A good strategy is building your following the legitimate way - such as with FB ad campaigns targeting clients who are good fit for you or creating your own online community via Facebook groups.

Because when you target the right consumers and build a community around your practice, you will have a better shot at enrolling clients.

Social Proof Beyond Followers

When it comes to engineering social proof, it can originate in many different places:

Social proof can come from testimonial videos, case studies, and your content marketing. This way, people can clearly see your track record in helping people just like them.

Focus on showing results by featuring real stories from clients you have worked with. Get them to share the results they have achieved. Essentially, the goal is to veer away from your follower count as the only way to engineer social proof for your practice.

If you want to get more resources, take a look at the resources below - there are several free guides that go deeper on the aspects covered here.

How To Attract, Nurture, And Convert More Prospective Patients

You don't have to be a marketer or tech whiz to convince patients to work with you. I created a special interactive guide. It contains a framework to nurture your prospects efficiently and how you can become the go-to expert in your community within 2 months. Simply click here to access the interactive guide!

How To Create A Compelling Lead Magnet (To Attract The Right Patients Into Your Practice

There are 4 elements of a high-converting lead magnet. To help you identify the rights patients, check out this guide with tips on which types of lead magnets are best suited for attracting prospective patients.. Simply click here to download the guide!

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.

How To Effectively Overcome Patient Objections

How To Effectively Overcome Patient Objections

You are at the end of your discovery call with your client... You've done your best and brought your A-game. but your prospect says "Hey, I'm not entirely sure, let me talk this over with my spouse and I'll get back to you."

For health practitioners who enroll patients via discovery calls, this can be all too familiar for you – so in this video blog, we are going to talk about how to effectively overcome objections from your patients and increase the rate of enrolling them through discovery calls.

Prime Your Prospects BEFORE Your Discovery Call

Discovery calls are not supposed to be the first time where you address prospect objections.

You only have a limited time and it's best used to answer their questions about your program and how you can work with them on their health restoration.

The success of a discovery call is predicated on addressing their objections preemptively throughout your marketing funnel:

From social media to your website to lead magnets, webinars, and your practice introduction video – all these "touch points" should influence your prospects' perception of you and your practice, so that they are excited about the opportunity to work with you.

Overcoming Objections Around Money

A big part of overcoming objections around money is to reframe their objections in the context of value. Things are either expensive or valuable – but never both.

Your education-based marketing should demonstrate the value of your expertise and experience – and highlight why identifying + resolving the root cause of their chronic wellness issues is oftentimes cheaper than masking symptoms with prescription meds.

Your job as a health practitioner and clinical educator is to shift that perception... from being expensive to being valuable. And if something is valuable to your patients, the investment will make sense.

Overcoming Objections Around Time

The second most frequent objection is typically because clients think they don't have time or are strapped for time.

One of the ways you can address this is by making your programs more convenient. Having an online training program that goes with your one-on-one appointments means you don't have to cram all the information into a single session. In addition, offering telemedicine services also helps both parties in managing their busy schedules.

Overcoming Objections Around Results

The third type of objection is usually the prospect questioning whether they are capable of achieving the results they want to see.

There are a number of ways to address this... the most common practice is through case studies and testimonials from your past clients. Using this approach also helps you prime your prospects even before the discovery call.

And if they are still unsure, you can be honest in saying that "We don't know if this will work for you but we know it has worked with clients that are similar to you. As a health practitioner, it's our responsibility to ensure that clients should be a good fit for your programs so everyone gets the results they are looking for."

What Makes Your Program Different

Aside from asking questions on what their health history and background is, focusing on what makes your program different from the other health practitioners establishes a strong case for your offer. Combining these two means you can approach their objections with something they can understand.

By using these questions, you can leverage it and make them realize how your program can address their health concerns. Helping them connect the dots makes them want to trust and work with you!

To go further, review the resources below...

How To Dramatically Improve The Effectiveness Of Your Discovery Calls

To help you ensure that prospective patients are pre-qualified and pre-educated before they show up in your discovery calls, I have created a special interactive guide. It contains a step-by-step framework to prime your prospects even before they get on the phone with you. Simply click here to access the interactive guide!

How To Create A Compelling Lead Magnet (To Attract The Right Patients Into Your Practice

There are 4 elements of a high-converting lead magnet. To help you identify the rights patients, check out this guide with tips on which types of lead magnets are best suited for attracting prospective patients.. Simply click here to download the guide!

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.

Why Webinars Are Essential For Practice Marketing

Why Webinars Are Essential For Practice Marketing

If you are a health practitioner that used to run in-person community workshops, then you know how effective these types of events are – not only to build relationships with your prospective clients, but also to position yourself as an expert.

Yet with lockdowns over the last year, a lot of things have changed – and everyone had to adapt and switch to other channels for educating patient prospects. This is where webinars fill the gap in terms of building relationships with your prospects.

In this video, we are going to talk about why webinars should be an essential part of your practice marketing.

There are actually three types of webinars. The first type is pre-recorded on-demand webinars (which would start at the top/bottom of each hour), the next one are instant webinars (where consumers can watch it immediately), and the third type is live webinars (where people have to sign up to watch it at a future scheduled time and date).

A good combination of evergreen and live webinars are needed to cater to different types of patient avatars: On-demand/instant webinars are perfect for those who are itching to dive in right away – while live webinars are more suitable when you have an expert guest.

And yes, just to state the obvious: Live webinars are typically more powerful to drive an action (because you can call out attendees by name), but the challenge is to get people to show up... especially if you're marketing to cold audiences. On the other hand, if the goal is to maximize the number of people watching till the 45-min mark (when you make your offer), then the math favors instant webinars.

So here are seven reasons why you need to include webinars in your practice marketing...

#1 - Webinars Deliver Tremendous Value

On average, it takes an average of 30-40 touchpoints before a patient is comfortable enough to take the next steps. When you are delivering a webinar, you can deliver a big chunk of those touchpoints in one webinar alone.

#2 - Webinars Position You As The Expert

Webinars allow attendees to see you in action. It can be an opportunity to show them you know what you're talking about, what you're passionate about and what values drive you. When you have sustained attention, the energy exchange between prospects and doctor can be more evident. Thus, positioning yourself as an authority becomes a lot easier.

#3 - Webinars Allow You To Fill Your Discovery Calls

In traditional community workshops, it's easy to tell people to go to the back of the room and sign up for a discounted first appointment. But in a webinar, it doesn't usually work that way. When it comes to initiating one-on-one care that's several thousand dollars, the pitch cannot be about it. It should be for them to sign up for a discovery call to explore their specific questions that you can't answer on the webinar.

#4 - Webinars Are A One-To-Many Channel

Compared to individual discovery calls (where you might repeat yourself over and over again), webinars can be an efficient way to educate a lot of people at the same time, so that discovery calls can be dedicated to unique issues and concerns of a prospective patient.

#5 - Even Short Power Webinars Can Do The Trick

When you have captivating and valuable content, attendees want to stay all the way to the end – although you might want to experiment with even shorter webinars (we call them power webinars) of just 12-15 minutes. This can be enough time to make patients feel comfortable taking the next step.

#6 - Webinars Build Your Email List, Quickly

When you partner with a guest expert on a webinar, you can leverage the star power of that expert to drive sign-ups for the webinar (this is something that worked incredibly well during the early part of the COVID epidemic). As such, webinars act as a lead magnet to enroll prospects onto your email list, so you can nurture them before/after the webinar.

#7 - Webinars Collapse Time To Discovery Call

When you have limited time, creating an evergreen webinar can not only grow your email list but gives you a steady stream of prospect leads to nurture and engage (both via email and in your Facebook Group).

So if you're ready to dive deeper into constructing power webinars or traditional webinars, take a look at our resources around creating webinars, positioning yourself as an expert and using webinars as lead magnets.

The Ultimate Video + Teleprompter Guide

To help you generate better videos, I have created a special interactive guide. It contains tips about what video equipment to choose, how to set up and use a teleprompter, and how to boost your energy when you are in front of the camera. Simply click here to access the interactive guide!

How to Optimize Your Youtube Videos for SEO Guide

To help you identify which keywords to select (and which ones to avoid) to get your video ranked, check out this guide with tips on how to get your practice ranked on Google.. and how health professionals should optimize their Youtube videos for local SEO. Simply click here to download the guide!

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.

How To Create Compelling YouTube Videos

How To Create Compelling YouTube Videos

Working with integrative, naturopathic, and functional medicine practitioners, I always hear they are confused what to say in their Youtube videos, especially with videos designed to get their prospects' attention and have them take action.

In this video, we will discuss the structure of a compelling YouTube video to help you create connections with your patient prospects.

Empathy With A Hook

Every video starts with the introduction where you have to be clear why they need to watch the video... what's in it for them. Asking questions like "Have you experienced ____", "Are you suffering from ____" helps you set up the problem you will address later on in the video.

Orient Viewers

After the initial hook, it's time to quickly orient the viewer... especially those that don't know you yet. Briefly talk about the bigger mission of your practice and what you're passionate about. Then encourage people subscribe on Youtube and watch out for content you release on your channel.

Highlighting The Conventional Approach

For viewers to open their mind to new possibilitites (and new treatment approaches!), you have to first introduce the conventional approach to the problem... because unless they understand why the conventional approach hasn't worked for them, they can't appreciate a different approach.

Highlighting Your Approach

Once you've introduced the conventional approach to the problem, it's time to compare and contrast this with YOUR approach. As an integrative, naturopathic or functional medicine practitioner, this shouldn't be too hard to pull off. Try debunking myths that they've been following along and get them to look at their problem from your vantage point.

Call To Action

The last part of your Youtube video is the call to action. Talk about the next steps – which could be signing up for a discovery call or a lead magnet or watch other videos in your channel. You want to make sure that the next steps will be clear about what they need to do to move forward.

Check out the resources below to give you additional tips on how to create a strong call to action and some tech tips when you create your next video.

The Ultimate Video + Teleprompter Guide

To help you generate better videos, I have created a special interactive guide. It contains tips about what video equipment to choose, how to set up and use a teleprompter, and how to boost your energy when you are in front of the camera. Simply click here to access the interactive guide!

How to Optimize Your Youtube Videos for SEO Guide

To help you identify which keywords to select (and which ones to avoid) to get your video ranked, check out this guide with tips on how to get your practice ranked on Google.. and how health professionals should optimize their Youtube videos for local SEO. Simply click here to download the guide!

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.

4 Key Videos Your Practice Website Needs

4 Key Videos Your Practice Website Needs

Video is one of the key tools that you need to have in your practice marketing because it serves a dual role:

On one hand, video conveys information that your audience needs, while on the other hand, it simultaneously builds connection and trust. So in this video, we are going to talk about the four "MUST-HAVE" videos that you need for your practice!

#1: Your "About" video

This video introduces your mission and your brand. It should explain what makes you different from conventional practitioners as well as other integrative, naturopathic, or functional medicine practitioners.

#2: "Thank You" Video

This video is usually the video that people see after they opted in for your lead magnets. The key thing about this video is that this is essentially the equivalent of you going on a first date. So you want to put your best foot forward.

#3: "Appointment Application" Video

Ultimately, the goal is to get people into a discovery call. That's why you need a video that orients people who this discovery call is for and what to expect... before they fill out the application form!

#4: "Practice Introduction" Video

This is the video that people get to see after they scheduled their discovery call, giving them an overview of your practice, your services and how you work with prospects. Plus, this video can also be turned into a stand-alone on-demand webinar as I explain in the video.

These four videos are key to make your practice more efficient in educating your audience ahead of time about you, your practice, programs and how can they get the most out of the discovery call.

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.

What is Paid, Owned, Earned, and Rented Media?

What is Paid, Owned, Earned, and Rented Media?

A good practice marketing strategy should have a good mix of marketing media... and using this POERM framework is a great way to map out your strategy.

POERM stands for paid, owned, earned, and rented media - and in this video blog, I share why it's so important to have a balance between the four.

This past week has certainly shown the danger of running your marketing solely on rented platforms – so make sure you always build a marketing channel you own... so nobody can tell you what you can (and cannot) post.

But let's take a step back.

A good practice marketing strategy can be split into two: the content and the distribution. The content you create and then how you market (or distribute) that content. Knowing how to work these two pillars will determine if you will have a successful marketing strategy.

 

OWNED Media is any media channel that you fully own - this can be your email list, list of SMS/cell phone numbers, and your website.

EARNED Media is any mention on other people's media channels - this refers to your podcast interviews, summit talks, reviews, content shares that help build your credibility from your prospective patient's perspective.

PAID Media refers to any media placement that you paid for... think paid advertising like Facebook Ads, Google PPC and any sponsorships.

RENTED Media refers to your media placement on free online platforms like Instagram, Facebook, Pinterest, Twitter or Linkedin - you don't pay for exposure on these media channel syet you are subject to the rules of the platform owner.

Why use these four? Because when you use these four strategically, your marketing efforts have a better chance of being noticed and engaged by your target prospects.

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.