E503 | How Local and Digital Marketing Work Together

Today, we talk marketing. The more your business grows, the more advanced you will need to get with your marketing, whether it be digital or local. I get into ways of properly layering these two types of marketing efforts in order to grow your practice. Enjoy!

• The complexity of marketing an out of network practice
• Nurturing your local reputation
• How it all comes together

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Podcast Transcript

Danny: Hey, I've got a question for you. Do you know if you're tracking the right data, the right metrics, the right key performance indicators in your practice? This is something that's huge for us and really helps us make solid decisions within our business, but the prior software that we're using to run our practice made it really challenging.

To actually get that data out and use it in reports. Since we've switched to PPG everywhere, this has actually become way, way easier for us to be able to have the right data. We have a dashboard of all the things that we actually want to see, the metrics that we want to pull, and it makes our life a lot easier to pull the information that we need to make the right decisions within our business.

So if you're running blind and you're not tracking the right things, or you're. Hard time actually pulling everything together. I highly recommend you check out our friends at PT Everywhere and see what they've got going on with their software platform. It's what we use for our practice. It's been a game changer for us.

You can check 'em [email protected]. I think you really like it. So here's the question. How do physical therapists like us who don't wanna see 30 patients a day, who don't want to work home health and have real student loans create a career and life for ourselves that we've always dreamed about?

This is the question, and this podcast is the answer. My name's Danny Mate, and welcome to the PT Entrepreneur Podcast.

What's going on guys? Doc Danny here with the PT Entrepreneur Podcast, and today we're talking about marketing. This is something that we work on a ton with any of the clients we have, whether it's in our clinical Rainmaker program or our Mastermind. And the more advanced your business becomes, the bigger your business becomes, the more you know people that you bring on staff, in particular staff, clinicians.

Really the more advanced you have to get with your marketing. And this little podcast snippet that I'm gonna go over comes from a conversation I had recently with a friend of mine that I think is one of the better marketers in the PT space. And we had a chance to chat about how things get layered together.

In marketing for these types of businesses, for like cash or hybrid physical therapy practices. And what he actually told me was funny is in-network practices are actually significantly easier to, to market for just because the messaging is just much more clear to the average consumer. But if you have a cash or hybrid practice, It's not quite as simple because people still assume that insurance is just gonna cover everything.

And we know that's not necessarily the case. Even if they do have good insurance, it's probably not the case. But when we started talking, what I thought was interesting is this is someone who, is very dialed in, in the digital ad space. Both Facebook. And Google as well as SEO and many other just like traditional marketing agency elements that you work on.

And what he said that I thought was like, really interesting and something that we teach as well and we align is the fact that any of your digital marketing, any of your online efforts that are paid or you're trying to drive eyeballs to an offer or to a page, or to your website or whatever it might be, The conversion and the cost for acquisition of a client real, let me define that real quick.

It's how much you have to pay to get somebody in your door. So for instance, let's say I'm running an ad and. It costs me $50 to get two per person to get two people to schedule on my schedule as a clinician. And let's say of those two, one shows up. So I've paid $50 for each of them, but one no show just didn't come in and the other one showed up.

So now my cost to acquire is $100 in order to get that person in my office, which could be good for you, could be bad for you. It just depends on what you're charging, what you're. Lifetime value is with clients. A lot of it has to do with the back end of your business and if it's worth acquiring people at certain price points, right?

And that's actually something that's very important to get clear on before you do any sort of digital advertising, whether you'll know if what you're doing is working ineffective and worth doing long term or if it's not. And a big mistake we see is people that they have effective ad campaigns, they turn them off.

I don't think they're working as well as they should, but they're not necessarily calculating out the benefit to the business over a longer period of time. But when we were chatting, one thing that, that he brought up that I thought was interesting that we talk about a lot as well, is just how much a local reputation.

Benefits someone when they start doing digital advertising. So this is something that you really gotta keep in mind as a business owner or really a consumer in your own right. And this should make sense as I go through this, is if, let's say you see an ad, right? Let's say you're seeing an ad for, I don't know, like a new supplement or something like that.

I. Just on social media, the first thing you're gonna do is you're gonna go and you're gonna look up the company, you're gonna look at their social media pages, you're gonna look at their website. You're gonna look for reviews on whatever the supplement is. Let's say you have a new pre-workout. You're you're getting so you can get jacked in the gym.

You're gonna go look those things up. You're gonna see what other people have to say. You're gonna see, what does it look like on their social media? Are they a real company? It's a shell company. People are gonna do the same thing to you. Just think about you locally. If you have somebody that recommends, oh man, you gotta go try this new restaurant, right?

What are you gonna do? You're gonna get online. You're gonna get on your phone, probably look at their social media, you're gonna look at reviews, you're gonna look at their Google page. You're gonna, if it's a restaurant, maybe you look at Yelp and you're gonna look and see what other people have to say.

This is your local reputation. This is, this comes from interactions with people that are leaving you social. In your business, but also your social media account that is just up to date is a part of what people look at. So if somebody has an offer that they see on either Facebook, Instagram, Google, whatever, it doesn't matter what the platform necessarily is, most people are gonna go through the exact same process of then vetting if this is worth them doing, not necessarily directly.

Taking the offer. And if they do take the offer before they decide to come in to see you, they're gonna do their homework and they're gonna see who are you? Who have you worked with? What do people have to say about you? They're the opinions of random strangers mean significantly more to people than you think.

And the last thing I would say is, even if it's a referral, these are actually the easiest to get in the office because. They're very hot leads. Their friend has basically said, you're awesome, but even still, they're gonna check you out. They want to see what kind of information you have out there.

What kind of content are you creating? What kind of information can they learn from that? Maybe they read your blog post, they look up, you're About us, your team, they wanna know your bio and all the things that you know you've done or not done. They wanna see what your space looks like. They wanna see what other people have to say about you in social proof.

Like all these things are gonna happen before they make a decision whether they want to spend their time and their money to come in and work with you. So one thing that to keep in mind as you are building your business, Is the infrastructure, the sort of groundwork of your business is your reputation.

It's your social proof, it's your reputation, and visibly it's what you have your business look like, meaning your website and your social media and all of these things. They may not be able to, you may not be able to attribute oh, my website did this for me, or My social media did this for me. But they are a part of the, overall equation for acquiring clients in a local service business like you're running or really any business.

But in this scenario, a local service business where you're getting people in the door in a cash or hybrid practice. Because if you just run ads and. Plenty of people do this with poor success where they just run ads and they have no local presence. They have no local reputation, they have no social proof, they have minimal social media.

They have a terrible website, and their ads don't convert well, and the offer could be exactly the same. So if you want to actually be able to effectively run ads, which I definitely think everybody should do at a certain stage in their. As you're getting bigger in particular and you're bringing on other staff members where you need to fill their schedules up they can do many things locally as well, but it's great to have that sort of time leveraged.

Marketing option where you can get people in the door and you can get leads without you necessarily having to be actively doing anything. Those things are not gonna go so well if you aren't doing the other things locally. They all work together and one actually helps the other significantly.

If you have a strong local presence, social proof, solid social media, good website, you're gonna. A way higher conversion percentage, meaning you're gonna get way more for your money when you're spending money on ads. You're gonna get better people that are gonna come in. You're gonna get more qualified people to come in and ultimately you're gonna be able to help more people, which is what we want you to be able to do and be able to build a business around that and really help human beings just be better live healthier, high performance, pain-free lives for a long period of time.

So hope this helps. Make sure you're not skipping the step of focusing on your presence locally, your digital presence. Cuz people were looking man people were out there. Checking you out whether you know it or not, cuz they're trying to decide if you're the right fit for them to commit to you with their time and their money and to see if you can actually help them get the change they want.

Hey, peach entrepreneurs. We have big, exciting news, a new program that we just came out with That is our PT Biz part-time to full-time, five day challenge. Over the course of five days, we get you crystal clear on exactly how much money you need to replace by getting you a. Ultra clear on how much you're actually spending.

We get you crystal clear on the number of people you're getting to see, and the average visit rate you're going to need to have in order to replace your income to be able to go full-time. We go through three different strategies that you can take to go from part-time to full-time, and you can pick the one that's the best for you based on your current situation.

Then we share with you the sales and marketing systems that we use within our mastermind that you need to have as well. If you wanna go full-time in your own practice. And then finally we help you create a. Page business plan. That's right. Not these 15 day business plans. You wanna take the Small Business Association, a one day business plan that's gonna help you get very clear on exactly what you need to do and when you're gonna do it.

To take action if you're interested and sign up for this challenge is totally free. Head to physical therapy biz.com/challenge. Get signed up there. Please enjoy. We put a lot of energy into this. It's totally free. It's something I think is gonna help you tremendously, as long as you're willing to do the work.

If you're doing the work and you're. Information put down and getting yourself ready to take action in a very organized way, you will have success, which is what we want. So head to physical therapy biz.com/challenge and get signed up today. Hey, real quick before you go, I just wanna say thank you so much for listening to this podcast, and I would love it if you got involved in the conversation.

So this is a one-way channel. I'd love to hear back from you. I'd love to get you. Into the group that we have formed on Facebook. Our PT Entrepreneurs Facebook group has about 4,000 clinicians in there that are literally changing the face of our profession. I'd love for you to join the conversation, get connect with other clinicians all over the country.

I do live trainings in there with Yves Gege every single week, and we share resources that we don't share anywhere else outside of that group.So if you're serious about being a PT entrepreneur, a clinical rainmaker, head to that group. Get signed up. Go to facebook.com/groups/ptentrepreneur, or go to Facebook and just search for PT Entrepreneur. And we're gonna be the only group that pops up under that.