E717 | How To Increase Your Paid Ads Success

In this podcast episode, Doc Danny discusses the significance of maintaining an active and visually appealing Instagram profile for physical therapy businesses. He stresses the importance of potential customers checking out a business's Instagram profile during their buying journey, highlighting how it can influence their perception and decision to engage with the business. Doc Danny shares insights from working with Patch, a marketing company that helps businesses automate their CRM systems and run ads at scale.

The data analyzed by the Patch team indicates that businesses with a well-curated Instagram presence tend to have a higher return on ad spend. This is because customers use the Instagram profile to assess the credibility and professionalism of the business before taking further action. Doc Danny emphasizes the need for consistent posting of relevant content that aligns with the business's niche to attract and convert potential customers effectively.

Furthermore, Doc Danny underscores the importance of a holistic approach to online presence, including elements such as the business's website, Google Business page, reviews, and social media presence. Each of these touchpoints contributes to the overall online visibility and credibility of the business. He also highlights the role of word-of-mouth and referrals in the customer decision-making process, emphasizing how maintaining a strong online presence can reinforce the business's credibility in informal conversations.

In conclusion, this podcast stresses the critical importance of having an active and well-maintained Instagram profile as part of a comprehensive digital marketing strategy for physical therapy businesses. By consistently showcasing the business, its services, and target audience, businesses can enhance their online visibility, credibility, and ultimately, their return on ad spend.

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Podcast Transcript

It's such a great place to see what your space looks like, what the people look like that come in and work with you, what you look like, what you're saying, does this align with what they're looking for? And it dramatically will help with any sort of paid ads that you do. Hey, are you a physical therapist looking to leverage your skillset in a way that helps you create time and financial freedom for yourself and your family?

If so, you're in the right spot. My name is Danny Matta and over the last 15 years, I've done pretty much everything you can in the profession. I've been a staff PT, I've been an active duty military officer, physical therapist. I've started my own cash practice. I've sold that cash practice. And today my company physical therapy business helped over a thousand clinicians start growing scale, their own cash practices.

So if this sounds like something you want to do, listen up, cause I'm here to help you.

Hey, what's going on? Doc Danny here with a PT entrepreneur podcast. And today we're talking about social media in particular. So when we look at marketing and especially now that we, have been, had a chance to work really closely with a company called patch, which one of our longterm mastermind members, the name's Jeremy DuPont.

He started a patch, which is a marketing company that really helps with automations of CRMs to be able to track your potential clients as they come in, to be able to follow up with them effectively and to be able to run. Ads at scale effectively. At this point, over a hundred businesses that company's working with, and we look at the combined data what's really fascinating is you're starting to find a couple things that really seem to help quite a lot with with return on ad spend in particular.

So return ad spend is basically how much are you making for every dollar you put into. Running a digital ad and the higher that multiple is the better. So let's say you put 1, 000 in a month and you make 10, 000 back on the ads that you put in there. So let's say you had a couple of patients come in and buy plans of care or whatever.

That's a 10 to one return, right? So that would be a 10 X. Return on ad spend. When we look and drill down, what are the clinics that are doing the best? There's a couple things that really come up, but one of those, and this doesn't really have anything to do with Instagram, is that the owner of the clinic is taking the calls from the ads.

So they're taking the discovery calls. They're going to convert way higher percentage. That's one thing. The other thing is companies with an active Instagram, uh, profile. Or platform, right? Your actual Instagram feed for your business is active and it looks good, right? It looks like you're actively posting things.

You're continually updating it. People are showing what their clinics look like. They're showing what their patients look like as they're doing exercises. They're sharing the kind of things that they're doing with people. They're highlighting patients, maybe, lots of different things you can do, but an active functional profile on Instagram Helps with And this is primarily Google ads, by the way, so this isn't even Organic to Facebook and Instagram.

This is Google. Now, why would that be? It's because human beings are not robots. So they don't click a button, book a call, and then all of a sudden they end up in your office. As much as we would love for that to be the case from the marketing side, it's just not how it works. So think about this for yourself.

Let's say you search for a solution to some sort of problem. Maybe you're looking for running store in, Atlanta, in the area where I live or something. So you look this up what are you going to do? You're probably going to click on their website, look at their Google business page, look at reviews, look at pictures of the actual running store and a lot of people, they're going to look up that businesses, Instagram page.

In particular, I don't think Facebook pages are, they're not nearly as important currently that I think they were much more important than they are now. But with the demographic of what a lot of our clinics are working with, Instagram is going to be the go to for people looking up their businesses.

So they're going to go to Instagram, they're going to look up their, the business and they're going to say, Hey, this running store seems like they'd use run groups. They seem to have the shoes that I like. I like the whatever, the way the store looks. I'm gonna go in there. So during that buying process, here's where it can go wrong.

Let's say they click on your ad. They look up your page. Okay. Good reviews. It's close to where you're at. They go to your Instagram page and you don't even have one. As my daughter would say who's 10, that's sus. She gets so mad if she knew I said that, but suspect you look like you're not a real business.

What's up? Do you even have an Instagram page? That's strange these days. What if you haven't posted anything in I don't know months and you're an active business. Are you an active business now? Maybe you're not. Maybe they move on just because you don't look like the kind of business that they want to go to or you don't have anything relevant recently that shows them that they should come in and buy shoes from you.

So the same thing can be said for your physical therapy practice and you don't have to have, thousands and thousands of followers for this to work because it's a part of an overall strategy. This is just a brand strategy. Keep in mind that your brand is visible in a lot of different channels.

Thanks. Your website, social media, what people are saying about you, reviews, searchability online, SEO, all those things, they go hand in hand, but it's not like one is necessarily more important than the other. They all coexist together in order to create a visible, trusted brand. Again, it could be an ad takes in one place, but they're going to go other places.

And the same thing can be said, let's say it's an Instagram ad and they see some ad that you put up, chances are, they're going to look up your Google business page. They're going to search you. They're going to look at reviews that you have on Google before they decide that they want to do something with that ad, or they go straight from that ad to your Instagram page.

Then they come back and they look up other stuff. It's rarely. A linear I click this button. I schedule a visit. I come in. I become a customer very much Not the case and oftentimes it's hard for us to tell what's going on because they may even talk to a friend about it They may text a friend. Hey, you ever heard of this place?

I know, you had an injury, you know Have you looked at this place or anything about it? Or maybe they text one of their friends in the medical space another physical therapist Maybe or somebody that's a physician or somebody's a trainer somebody they trust their opinion with So if you don't check the box on all these things You're basically leaving a lot of money on the table.

And if you decide that you want to do any sort of paid advertising, it's very important that you have a page that is at least. Consistently showing your business again. It doesn't have to be thousands and thousands of people following you. It literally could be a couple hundred, but it looks like you, work with the niche that they work with.

Let's say instead of a running store, you're a running specific PT on your page. You're showing pictures of things that relate to running. They're showing you doing running drills. They're showing Patients doing run form analysis, you're highlighting the niche that you work with, and that's going to go way further with somebody that's looking for the right place.

Cause visually, at least on Instagram, it's such a great place to see what your space looks like, what the people look like that come in and work with you, what you look like, what you're saying, does this align with what they're looking for? And it dramatically will help with any sort of paid ads that you do.

So just something I thought I would share with you a little bit of data that we're starting to sift out for now with all the businesses that we get to look at on the. The paid ad side, if you want to run ads and you, and really, honestly, just helps your business regardless. But if you're want to run ads, make sure that you have a functional Instagram platform that you are updating and really highlighting the niche that you want to work with, the people that you work with yourself, the things you're teaching people and your space.

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 ultra clear on how much you're actually spending.

We get you crystal clear on the number of people you're going 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. 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 want to go full time in your own practice. And then finally, we help you create a one page business plan. That's right. Not these 15 day business plans. You want to take the small business association, a one day business plan.

It's going to help you get very clear on exactly what you need to do and when you're going to do it to take action. If you're interested And sign up for this challenge. It's totally free head to physicaltherapybiz. com forward slash 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 going to help you tremendously As long as you're willing to do the work if you're doing the work you're getting 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 physicaltherapybiz.com forward slash challenge and get signed up today.