E420 | Social Media Secrets

Danny: [00:00:00] Hey, quick question. Raise your hand if you love documentation. My guess is basically nobody raised their hand except for that one weirdo that does like it. But most of us dislike it. It's part of the job though, and anything we can do to make that more efficient is always a win. We switched over to PT everywhere recently from my local practice, and one feature they have that I think has been a game changer is the voice of text note documentation feature they have where I can literally just dictate my notes and it will.

Populate within the actual note platform. I was shocked. I thought it would be incredibly inaccurate and I would've to fix everything, but it's really accurate and easy to do. I even just do it on my phone and I actually talk in what I wanted to do in between patients so that I can quickly do that while it's fresh in my mind and it doesn't pile up on me later in the day.

Save me a ton of time, save my staff a ton of. So if you're looking for a solid practice management solution, I would highly recommend checking out PT everywhere In particular, if you wanna save some time on notes, it's been a game changer for us. Head to PT everywhere.com. Check out their [00:01:00] platform and see how it can save you some time in your office.

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 Matte, and welcome to the PT Entrepreneur Podcast.

Yves: I am very excited to talk about social media. I think both of us. For sure don't love social media. We're not like, love the content. Love scrolling through Facebook or Instagram. We don't have this like love affair. If anything. I think we both, and you can tell me if you're like, I do producing content, like I enjoy the act of getting my message out there, but the actual like rigamarole of social media and what it stands for is like a little bit difficult [00:02:00] for me.

Where do

Jerred: you. Yeah I'm completely aware of how powerful social media is and can be, and yeah, I like creating content. But I I do hate. Doing it. I hate this, I hate the social media aspect of it. I don't like being glued to my phone. All these kind of things. I don't, it's really probably that, it's that aspect more than anything else.

I don't like the phone usage that coincides with social media. I think if I had to pinpoint one thing, but I don't have any Hatred for social media itself. Like I said, I know it's a very powerful tool and I think that a lot of people are like that or they're discovering that they are that way.

They love, the good parts of social media, but they hate the take time. It could take away from your family or yeah, being glued to your phone or all these other things. And I think a lot of people were in that boat. So that's why I wanted to hit on today how you can still be a part of this without.

Selling your soul, so to speak. Yeah, I mean

Yves: that that documentary came [00:03:00] out and I think it definitely, for a lot of people who probably, which is interesting, we realize it and re research this stuff cuz we're always thinking about efficiency and like time and things like that. Like how much time is wasted, in front of a screen, right?

I think we're both similarly minded. We're like, okay, I want maximum impact with the least amount of time. Looking at my phone and putting in digital content. And there's for sure a way to do that, right? Even if you don't necessarily love posting pictures of your food, and every little thing on social media, you can still just, like you said, use it as a very powerful tool.

Just, as I'm writing the, in anticipation post, as I'm writing like getting people hyped up for this stuff, it's just stuff becomes so clear because, social media. And really just, we'll just call it like branding and content general, like it or not, is absolutely 100% necessary.

And I think at some point, maybe even five or 10 years ago, you could be the person, maybe you didn't have a website and kind of be okay, but at this point you need to have Instagram, you need to have social media, you need to have Google [00:04:00] reviews. If you don't have those, you become now untrusted in a lot of ways, don't you think?

Yeah.

Jerred: You have to. You have to be searchable, right? You have to be searchable online or on Instagram, whatever the case may be. You have to have that presence and you can't really not have it. And I come from a background in the military and I ended my career in special operations to where you couldn't even bring a phone in the building.

And so a lot of those guys, they didn't know what social media was. They weren't a part of it, and I just liked that. I was like, yeah, I wanna be a part of that. And if I could go back into that hole, I definitely would. But it's in, it's an impossibility. Impossibility like you're saying. Like it's, unless you want to go be an operator in the military or some.

I know deep in the corporate world you have to start building a personal brand or a, or an actual like company brand. And a lot of that's done through social media, through website, through everything else. And these things are just a necessity at this point. Yeah.

Yves: Yeah. And we can [00:05:00] dig into it.

I talk to a lot of physical therapists, right? Talk a lot of people about starting their business, scaling their business. And I think, I feel like the number one theme that I get is the They're paralyzed by perfection. You know that they want this super amazing cuz that's what they consume or that's what they see on social media.

So they need to have this amazing video with all these like borders and subtitles and five or 6, 7, 8 different flips, like four or five videos. Explain this one thing. And I think that the easiest thing to talk about is. That it doesn't need to be that way. I think one thing that I've learned, and I'm sure we could both talk about this at length, was that it's just seems to be like authenticity and consistency are the two, like first things that you need to

Jerred: focus on.

Yeah. A lot of people talk about and you even mentioned it in the anticipation post, there's no and trust. No and trust is not a strategy. A lot of people like talk about it in, in marketing and all this other stuff, but no and trust is not a strategy because I could [00:06:00] get to know you.

I could hate you and I could not trust you. That's it's not an actual strategy unless you are a complete sociopath. It's just something that happens. It's a byproduct of making yourself a little bit more public than being hidden and behind the scenes, and that's all you have to do.

The. And it doesn't mean that you have to share every detail of your personal life, but the more things that you're posting online, the more people they get to know you, the and the trust either comes or it doesn't in, in my opinion, there are some people who might follow me or my stuff. They now know me.

They might think I'm trustworthy, but they don't like me. They're like, I don't agree with some of the things he says, and that's fine. So all you can do really is put yourself out there like you're saying, in a consistent and authentic way. And then that, no and trust will happen. And if you're not familiar with the K l t, no and trust, it's just, I don't know who coined it, but it probably, marketing term coined a hundred years ago, wherever you heard it first, is probably not where it first originated.

It's been around for a very [00:07:00] long time. That is the ultimate goal in putting yourself out there more is to develop this No and trust. And the funny story about that is my wife and I, this story I think we've bought maybe a dozen mattresses in the last year. We've just been, we've been trying all these different mattresses.

I've had some back issues. And so we've been trying out different mattresses and when we very first went mattress shopping, I was like, you know what? I wanna try the Purple Mattress. I wanna do that. Everyone's heard of the Purple Mattress. It's really popular. We actually got to lay on it in the store, and she's I don't know.

She's I'm not sure. So we tried a bunch of other mattresses out and then we're not liking the current mattress that we have. And so we're back to okay, should we return it, get another mattress. And I'm, we're like, seriously, like five mattresses deep. I'm like, okay, should we get the purple mattress?

And she's on board with it. And I'm like, okay, why are you on board with a purple mattress now when I tried to start us there at the beginning and her best friend from college got a purple mattress and said she, [00:08:00] that she loved it, right? And so that's immediately kicks it into overdrive.

She's I know that person. They're like me. They that I will trust them over. 7,000 positive reviews on the internet. None of those matter as much as this one person's bit of advice or their recommendation. And this is how no and trust comes into play. You might not get that level of a relationship with somebody, but if you're posting a lot of times on social media and then someone does make a recommendation.

You're maybe two x, three x, four x more likely for them to follow your stuff, to do what you're saying because you've earned that trust over a long period of time.

Yves: Yeah. I think a lot of, we glaze over some of these concepts sometimes, like we just say no and trust, and I love that you just.

Dug into what that means, right? Because we talked about our last thing where I defined a lead and someone's thank you for defining what a lead meant. I didn't know what a lead versus an EVA was. So I think we need to continue to dive into these things, but it's such a good point.

And when I think about no and [00:09:00] trust, you gotta at least give people. The opportunity to know and trust you. And I think a lot of times if you're not in social media, you're not even giving the opportunity to build a brand out there, right? Like we think of some of the bigger brands like Coca-Cola or stuff like that.

Like you inherently. Some version of no and trust might be dislike to it might not be trust, but like they've built those things across the board, and that's, for me, it's a part of like just being a brand, right? Like you've got to build a brand. It can't, can't is tough. But for a lot of us who want to be.

Have a therapy business that's bigger than ourselves. Usually we're gonna have to build a brand that's also bigger than ourselves. Not just e g physical therapy. We ran into this with one of the mastermind members who's basically just getting all the referrals just to him. And he's what do I do now?

Do I need to change my name? What happens? And it's yeah, you need to build no and trust for your entire

Jerred: Yeah, and I feel like these, you can do them separately. Like you can have a personal brand and you can have a company brand. And I don't mean [00:10:00] having a personal profile and having a company profile that would may be part of it, but I'm saying like you can build both separately and they could essentially be selling different things.

And I think it takes being an entrepreneur for a very long time to understand that difference. And it's not something that you have to do, it's just something that you can do because companies can continue. In the absence of your presence, your personal brand could not, but you could still generate revenue differently from each of these brands.

So it's something that you could you could take into account or you can always make the switch. But it seems like the easiest way to get going these days is a personal brand. I feel like it's a little bit harder when there's not a face to it. And I'm talking about just starting out, like it's a little bit harder when there's not a face or a voice or something behind the brand.

Would you agree that it's a little bit more difficult to just start cold as a company and build the brand? Oh,

Yves: absolutely. Because we're all right. Like emotional. Human beings like it is social media, right? So you're creating this social relationship and it's typically a lot easier for a human being to do that with other human being as opposed to a [00:11:00] brand they have, they don't know who or what or what's behind it, right?

We always want backstory, right? Think of I always think of storytelling, whether it's Pixar or whether it's Marvel. Like we all want the background, we want the backstory to whatever character, right? Like we wanna understand where they come came from. And I think, it's a big part of that emotional connection and not to deviate, but it's just top of mind real quick, is that when we're talking about social media, I think a lot of people think it's just like Instagram or Facebook or TikTok, or.

God knows whatever else is out there at this point. I don't know them all. But I think what we, everyone needs to realize is there's a lot of different ways to create these No. And trust, whether it's a blog, you guys do a great job with a podcast, doing less on Instagram, we've, I've got one business that's purely Instagram, right?

I think the, a big part of this too is like picking the medium, so to speak, that like also you connect with the best

Jerred: Yeah. And how you want to go about it you mentioned we're not big on I'm not personally big on Instagram. Neither is garage gym [00:12:00] athlete. We're not, our follow, we have decent followers maybe compared to people who don't have any following, but that's just been all organic.

And I wanna differentiate there because some people. I don't teach social media. Just so we're clear. My, my whole goal here by the end of this conversation is to tell you some things that we've done and what we're doing to help people who maybe dislike social media a little bit, work it into their workflow.

That way they can, start to see some results. But we did the organic thing for a while and then. I've mentioned this to you before we've mentioned on the podcast, is just you are either gonna pay with your time or you're gonna pay with your money in this regard. And so I got done paying with my time.

Like six years ago, and I was just like, social media is a pay with my money situation. And so we went all advertising and because of advertising, I pulled the numbers before we got here. We reached over a quarter of a million unique people in the last 30 days, and we had over a million impressions on different shit that we're doing.

And if you [00:13:00] go check my profile or the Garage and Athlete profile, you'd be like, how? What? What are you talking about? I was like, yeah, it's all paid. That's all paid stuff to get clicks and everything else. But what's the downside of. There's no k l T involved typically unless we're doing retargeting, there's no and trust involved.

So it's a lot harder to get someone to, to sign up and to purchase. So I do think the organic side of it has a conversion factor. Getting people to convert to becoming a client or a customer a lot more easily than going cold. I just decided to divert my time, so you have to pick one. But there is the, there is no third option in my mind of not doing.

And I think some people look at, like I said, my brand sometimes are like, oh, they're not really doing anything. They're successful. And it's when you're spending as much as we do on a monthly basis in ads, maybe you cannot do organic posts too. That's what your takeaway should be.

It shouldn't be, oh, they're not posting organically as much, so maybe we can do nothing. That's not an option. You can't do nothing and succeed in this, the world that we're in [00:14:00] today. It's just not.

Yves: Yeah. And what you guys I've been a part of the community too. What I think is so cool is once you are in the inner circle, so to speak, or you're in the community, then you get a lot of organic content, right?

So it's come in, check it out. And for people that, resonate with you, then all of a sudden they just get, So much free content. It's insane, right? And valuable. And then they never leave, right? Which is just, again, that's your play, right? It's and it's cool because what I did, it made the move was literally the exact opposite.

I didn't want to pay with any money. I had, no desire to go deep dive into Facebook ads. So all I did was put as much time and energy into organic content as possible. Day one of my business, even before I was already producing blogs and YouTube videos and stuff, and like instantly went to Instagram, instantly went to Facebook and just started a podcast and just did as much organic free content as I could and then get people into my brick and mortar business and then give them a ton of value in person in order to keep them around for a very [00:15:00] long time.

So it's just, just like you said. Pick your play. And for me, that just, I really liked producing content and just especially video content, my face on it, just whatever, talking about God knows what, you should see some of these videos. I just had a lot of fun with it, and I have a camera being a CrossFit gym and talk about, what the next exercise and mobilization would be and do that.

2, 3, 400, 500 times over five years, and we don't have a lot of Instagram followers relative. We don't have 10,000, but they're all organic. We're close to 5,000 now, and it's just me and my team, day in, day out, producing as much valuable, authentic content as we can,

Jerred: day in, day out. And I think that is, when you're going brick and mortar, that's probably for trying to like, Hey he went this way, he went that way.

Which one's better? And I'm gonna say for brick and mortar, what Eve did is better because you wanna develop those relationships. You're not just trying to get to as many people as possible. You, physical therapy, I wouldn't say easy sell. To someone who doesn't think that they need it in a, [00:16:00] in a 62nd decision on an ad, right?

That's a lot harder. But if you develop a relationship with someone, you're like, my back has been hurting for a while. Maybe I will go see that person. It's just, it's a very long play, but a valuable one. I wanted to jump into, I had three main points I wanted to bring to the table today for what have worked for us in social media.

And I think that you probably followed a very similar path here. But the first one is follow a framework. For creating content. And I was wondering if you, I'm putting you on the spot here. If you had any particular framework for content creation, Instagram posts, YouTube video, do you follow anything?

Do you guys have like a brainstorming session? Is there a concrete framework you follow every time? I think this is the quote unquote writer's block for people is the creation of the content is if you're feeling inspired or you're not. That's a very shitty strategy to rely on, is the inspiration method of oh, I hope something comes to me today that's worth posting.

You have to be a very specific type of person for that. So what do you guys do in the creation of your [00:17:00] content?

Yves: So this is a great topic. It's very top of mind for us and the whole team and made to move, but I'll talk about. When I just started, and I see this in so many people that just get started, and what I did follow a framework.

My framework was see a patient once they needed a couple exercises, record those exercises and explain what I'm doing in those exercises and then post that content. That was endless amounts of content. Literally, I did that probably for the first two years and really nothing else, or just talked about top of mind cases, like here's what I've been seeing all week, right?

That was just is endless content for me in the beginning. The team got bigger, we had to be a little bit more intentional, right? And so now I'm starting to block off. We tried a half a day. It wasn't enough. So now it's a full day of month of us producing content, video content. So we're we got specific videos that we're posting and everyone's bringing ideas to the table.

A little bit of brainstorming, recording it. Plus [00:18:00] we're also once a quarter bringing all of our patients in and just doing a, like a photo session. You know what I mean? And so we have a lot of videos and pictures that we can use in order to make sure we have enough content. We're posting seven, seven days a week on Instagram.

This is mainly on Instagram now not including blogs, not including weekly podcasts. I could probably go at length, but those are the main things we.

Jerred: Was that helpful? Yeah, no, it was very helpful. And I'll talk about something that we started working on the last couple of months.

So again, the, my what I think organic posting on social media, the biggest part of that is the no, and trust factor. Because there's there's, there is a life cycle for an Instagram post and it's short. These are not like, unless someone, follows you, they're very interested in what you're doing, and they go back and they look at things.

But Instagram and Facebook, they're not popping these things up in, in people's feed like three months after the fact. And that's what I hate about spending time creating good content [00:19:00] that may never be seen again. And what I love doing, Is writing. I'm a big fan of writing. I love to write.

And the new method that we've created is twofold, fold, or the framework. And this is not what we've been doing up to this point. Like I said, up to this point, we've been doing paid advertising primarily for our strategies. But now we're getting a little bit more systematic. We have the time we wanna be pushing the gas pedal on every single strategy that's out there.

And so we developed a strategy and idea to. Or write a blog post that has anywhere from, typically a blog post will have three to four solid points. If I were to turn this podcast into three to four solid points, I already have 'em written down in my notebook. Like this could be a blog post pretty easily.

And so what we do then is I can write a 1000 to 2000 word article. Let's say it's broken into four. Of an article going over a specific topic that we've generated. And now I can take each one of those sections, each part and post [00:20:00] that as an Instagram post. So each one of those 500 words, right? And so now I have a blog post that I can post on my blog that's very well-written, researched, and how I like it.

And then I can take each one of those parts and I can move that into Instagram posts. Now I'm a little bit more motivated to create content cause I know I'm not creating it for the social media trashcan because that's what I really think of as social media. Aside from the no and trust factors, it's like you're creating this content, but the content has such a short lifespan.

I'm just not interested in it. So to get me interested in it, I had to find a way to motivate myself and to motivate myself was to do it the opposite way. So we're gonna create a blog post. We're gonna write it in three to four parts, and then those parts are gonna become, different Instagram posts.

Now, to take that one step further, if you've read the book, traffic Secrets Tra traffic Secrets by Russell Brunson, there's an Instagram section in that book and he talks about the JK five method, where you kinda have five buckets that are your topics that you talk about, whether as a business or personally.

And so I did that as well. So now I have a topic. [00:21:00] Blog post. And so it could be about garage gyms, it could be about business. I have all the topics that I've selected and now I'm writing different content on, based off of different stuff and it goes to different places. But now it's a lot easier framework for me to follow.

I mentioned before we started recording, I'm already two months ahead on social media being scheduled out and created because. This is a method that works for me and I, cuz I really like to write, this is not something that will work for everybody. But I do think having these buckets that you want to talk about here's some of my personal life, here's some business stuff that's also going to really help with the no and trust factor because they're like, hey, I had no idea.

You have three kids and you're also a business owner. Like you, there's the full picture you want to tell in your social profiles if you are going a little bit more of that personal brand route. So that's what we've been doing. And for me that's about an hour per week of my time You're mentioning.

You do a full day per month. So I do a full hour per week of writing that could bleed into two. So probably about the same amount of time that you spend. And then someone on my [00:22:00] team will do the scheduling of the that stuff, cuz that's also my least favorite part is the actual, did I get the spaces correct and the Instagram post and like, all that stuff is, it's time consuming.

Not just is it annoying, but it's time consuming to even do. And so that's something that you gotta think of. First point, number one, follow a framework. I think we both nailed that. Did you have any follow up points in The framework portion? Yeah,

Yves: We could go down so many rabbit holes, but I think, yeah, just to echo that, pick a framework that you like and one that you'll actually take consistent action on.

I think a lot of people will create this framework that's extremely intricate and very, very time consuming, and they start there and then they mess it up and then they get frustrated and they never do it again. Yeah, if you wanna write blog post, break 'em down an Instagram post and that's your best framework.

Do it. Or if, like for me, it was just like after I saw a patient, I'd put a camera in front of myself and just talk about that. And I knew I could do that consistently and get three posts up every single week. So I think, just put the time, energy in and I don't, I still [00:23:00] don't understand I'm gonna do, and I don't.

Why people just won't put a little bit of extra time and energy to create a framework that they can do it consistently. Like we always think that we're, oh, we're just gonna figure it out. We'll just do it at the end of the day. And we can go back to, batching time, which we both naturally do, but we didn't do it at first, right?

It's like, all right, I'm gonna spend this time. Working on social media. And guess what the first task is? It's to create a framework for you to do consistently. That could be your first task, right? Create a little time, create a framework, find something that you'll know you'll least hate. The least maybe, right?

Say enjoy, right? For me it was just talking in front of a camera. For Jared, it was writing. It could be a thousand. Other things, find the thing that you probably enjoy the most and then start there. And then you can get crazy complex with outsourcing things and creating graphics. We could buy both go into all the outsourcing stuff that we do to actually create the post that comes on there, but it doesn't need to be that way, especially in the beginning.

Jerred: Yeah, and I think everyone, that, that should be the takeaway that you should [00:24:00] be, oh, Jared does it this way, so I'll do it that way. The prerequisites there was, Jared loves to write. Jared likes to write blog posts specifically. So if you don't check those boxes, you probably shouldn't be doing what I'm doing.

What I had to do was find a way to make me like, cause I love creating content. Going back to what you said at the very beginning, we started, we both love creating content. That doesn't mean I like creating Instagram posts. I, even though they are content there's something about it that, that just rubs me the wrong way, but this way is something I like and can do.

And so everyone should go find that. What's something that you do doing and what kind of content do you enjoy producing and how can you make, follow that framework and consistently see those results?

Yves: Yeah, there's a thousand, examples of that. Another one is for me in the beginning, marketing and cold calling people was the most difficult thing ever because I really am not actually very extroverted.

I liked one-on-one conversations, what we're having right now. And so what I do, I created a podcast where I could have one-on-one conversations with people, and that was the best way to market, right? So some of this too, and let's throw this out [00:25:00] there, is just trial and error, right? If you haven't done this stuff before, allow yourself room to go try these.

And then find a thing that you like the most, cuz you're starting sometimes at ground zero. You may have to spend some time figuring this

Jerred: out. A hundred percent. All right, so number one, follow a framework. You pick the framework, but make sure it motivates you to get it done. Two, make it a system.

And is there a difference between a framework and a system? To me, there is. So we're gonna get a little bit more into the tactical stuff to. How does the social media, let's take you as an example. You go from an eight hour planning session, who then executes turning that into content? Is it all of you?

I want to talk tactically because I don't know, I listen to podcasts and audiobook sometimes, and I get a little bit frustrated when they don't go tactical. And, tactical is helpful. So what is the actual process for you in getting a post published if you.

Yves: Love it. Yeah, a hundred percent. We create a system for this because [00:26:00] I also wanna make sure every team member is doing the thing that they enjoy the most.

To go back to what we talked about, number one. So video created as a team. Video gets uploaded by front desk, right? And into later. Somebody then goes from later and organizes and schedules the posts for the entire month. I go in after they're already posted week to week and go in and write all the copy.

Somebody else goes in, double checks the copy and posts the actual post before that they go live, right? And then I usually manage the comments, so the entire team is working together. Then one last thing, if we need a little bit more graphic design, we have a company called Design Pickle.

We outsource that. Somebody will go create the outsourcing for like a specific graphic when we do some of these nicer graphics. That's not all the time, but sometimes. And

Jerred: that's it. There's this, how do you like Design Pickle? I like [00:27:00] Design Pickle. I'm not gonna lie. Yeah, they're like a, it's for anyone who's not familiar, they're like a three.

Is it like $300 a month still? Yeah, ish. For a, you get like an assigned or dedicated graphic design artist who can create stuff for you. So if that's in the budget for people listening out there, it is a great company. We've used them in the past. The only reason we stopped using them is because some of our teams decent at graphics and we didn't want anything too complex, but I'm not opposed to using them again.

I almost forgot about 'em until you just mentioned them. Yeah. So yeah. That's awesome. We paid so much time

Yves: and energy, right? Like a Canva, an e-book. It's a little bit of training on the front end, but once they understand what you like, now we can just send 'em something and they send it back to us and it's almost nearly nearly.

Jerred: Awesome. All right, so my system, I mentioned this JK five and I'm not even a hundred percent sure if that's still, if that's right, but it's in Traffic Secrets by Russell Brunson, letting you know this isn't I completely stole it from him, but he has all the frameworks he listed. Out were perfect for me because it's okay, you have your five different buckets and then each post should [00:28:00] either inspire, entertain, or something else.

And then here are the three types of posts. It's either like a list post, this type of post, like he just gave you everything, right? And I was like, great this, because now I can take my brain out of it. So what I had was a person on my team create a content calendar at random. For all of those things. Her name's Ashley.

Ashley will set this up for me and she'll be like we talked about it. She read it, we, and we had a meeting about it, and then she created it. So she creates a month ahead of time and it'll be like, okay, on Tuesday you're doing a post about business. It's an entertainment post and it needs to have a list or something like that.

And I, I just follow that in the creation of what I'm already writing. So I mentioned I'm trying to start with blog posts first, but then I. Kind of look at what I have to do over the next month, and then I will write the blog post and then it just takes a little bit of tweaking to turn to make those a hundred percent in that format.

And so then I'll put those things we use Monday. You're very familiar with [00:29:00] Monday. I run all companies on Monday. And so if you're not familiar with that platform, you check out monday.com. But we essentially create a calendar and then I go in there and write 'em. But what's beautiful about this is if you follow that method, There's five different buckets and you should post about each bucket.

I'm doing just once a day, Monday through Friday. We don't do, I don't do on anything on the weekends and you know that like they're just, I don't touch the weekends, but the, if I write one blog post that's four months or four weeks worth of content in a given category, like I mentioned each one, 500 words, 2000 words.

So I wrote a garage gym blog post. I'm now done with the month for that. I write a business blog post, I'm now done with that month for that bucket. All I have to do is make the tweak to follow the framework that Ashley told me to do. Is this entertaining? Is it a list? Like where does it fit? And so she creates what I should be creating.

And that helped me so much in creating content because just sitting there and I'm like, what would be helpful for [00:30:00] someone on Instagram today so hard? It's very hard for me to do. Even though I love creating content. That might that would be a burnout strategy in 90 days, cuz I'd be like, I don't know what else to say.

I've said it all, but following that framework is huge. And then she actually scheduled it out, scheduled, schedules it out. We were using a Gora pulse, but I just found this out from Shante. And our recent thing is creator Studio by Facebook. I had never even looked at this thing before. So it'll schedule your post.

You can also create your post in there and respond to comments and messages from ads and Agora Pulse, I thought was the only place I could do all that stuff. And then we found out about Creator Studio. So now the only thing we're actually paying for social media wise is Monday, which is not its main purpose.

And then Creator Studio is what we're moving to and it's a hundred percent free. So then she schedules it out and then we're good to go. So that's the actual tactical how it works for.

Yves: Yeah, I got a great one. That piggybacks in way off that and maybe puts like a PT twist to it. So something we did an interim before we got, we where we are now[00:31:00] and I think this is where a lot of people are, is we followed this system for posting, right?

Is. For let's just take Instagram for instance, so every single month, to make it super easy, we'd either pick a body part, an injury, or a movement that we were gonna talk about for that month. So you can just plan that out. Can you pick probably 12 of those? Absolutely. Pretty easy for a physical therapist.

From there, we would do three posts a week that were super easy. One was like a motivational quote. You can literally find thousands of them on Google and repurpose those, right? Another one would be like a testimonial. Video or quote, super easy to find and post. And the last one was just a video based off of the monthly topic, right?

And you'd also write one blog post per month. And so right there for an entire year, you could have. All of your content framework and system built out and be able to do it consistently for a year. And I guarantee you, if you did that, you would get traction on those things just if you were consistent with that stuff.

[00:32:00] Yeah. Thanks for

Jerred: reminding me, right? Yeah. The bucket method for a personal brand, kinda like what I'm talking about, it's super easy cuz one person is typically. Interested in a lot of things, but to be honest, I think it's even easier for a business because there's no oh, I only do pelvic floor health.

No, you don't, you're probably talking to people about sleep, hydration, basic lifestyle guidelines and pelvic floor health and a bunch of other things that you have to get involved in. Then there's testimonials. There's just, it's, so I think it actually would be harder to get only five buckets for a business.

Absolutely doable. So don't get in this. Yeah. You mentioned a body part per month or whatever. I think that's great, but even if you only feel like you focus on one thing, there has to be spokes to this hub of things that you're talking about for all these different buckets that you can post, like a motivational quote I think is applicable in any business in the world.

It's yeah let's keep you motivated and keep you going for what's next. And then you're just top of mind. You're getting back to that. No, and trust. Yeah,

Yves: People have loved our, we used to do a three Tip Tuesday newsletter, and I think it's the only reason they read it is [00:33:00] to get the whatever moti, motivational quote outta it, and then you're right, it's hard to also just look, it was hard for me in the beginning to look at a blank screen and be like, what should I post today? As opposed to it's ne month and today I need to create, a testimonial video on these, or I need to create a video specifically on, a movement like the squat.

That's gonna be a lot easier than a blank screen that just. Post a video today oh God. Yeah. You know what I mean? Just that little tweak can go such

Jerred: a long way when it flips it. Like in my scenario, like Ashley has essentially become my boss and she's given me an assignment, right? And that's so much easier than just cooking something up out thin air.

She's like this is what you need to create. Go work on it. I'm like, great, thank you. It's so much easier to be told what to do and then go do it. So you gotta essentially tell yourself what to do and how to.

Yves: That's what people forget, right? They're like, oh, my own boss, I can do whatever I want, and blah, blah, blah.

I don't have a boss. I was like, the minute I became an entrepreneur or a business owner knew who my boss was, it was like my systems, my checklist, right? And my [00:34:00] frameworks and that. Like when I woke up, I had a boss. It was my block schedule and it was my checklist and that's what I have to do today.

And I did that every single day, and I definitely got way more done than if I just woke up and said, today I need to work on my business. What do I do now?

Jerred: Yeah, that's. It's an a bad place to be. I'm gonna be productive and proactive today. We'll see where I end up. Yeah. Great.

Yves: But let's do a little more than that.

Jerred: Yeah. All right. So follow a framework. Make it a system. So we've talked kind of big picture framework that you could follow for the content creation process, but we've also talked all the way down to the tactical level to answer any potential questions of okay, but how do we implement this? Now I wanna talk about what is most important to me, and this could be different for you and I.

And the, so the third and final point is optimize for what matters. And so this is something I really want to get into. [00:35:00] I've had this mindset since the day I became an entrepreneur. The, I don't care how much web traffic my website gets, I don't care how many people liked a social media post. I don't care how many people clicked on a link.

I don't care how many comments there were. Don't care about any of that. Not saying those things aren't important, but that's not your goal, right? Your goal is probably a patient. Or a customer, that's the goal. Yep. So even though social media, s e o, these types of strategies are long plays, I think that they still need to be tracked.

You can't use that as oh, I'm, I'm playing the long game here, but you've seen no results. You need to con constantly be assessing what you're optimizing for and whether or not it's hitting that target. So towards the beginning, you could just be optimizing for audience growth.

Like I, I just need more followers. And that could be the case. But ultimately you need to know what you're optimizing for and you need to [00:36:00] assess that where you're putting your. You know your butt on the line for results, and it's not just this mindless posting hamster wheel and you can actually track it.

So what is your end goal? What is, what are you optimizing for in the creation of all this content? And are you tracking it?

Yves: Yeah, so yeah, I'm love metrics, right? So not only followers, but like how does that correlate to new patients? How does that correlate to website traffic and kind of look at everything as a whole?

When Covid hit, I wasn't indiv digital stuff very well. I was more just what you were talking about, more just consistent. And I wanted it to be just a part of the brand, so it was really. The things I was opt waiting for was no like, and trust. It was just to be one of those touchpoints that when somebody said, Hey, I loved Made to move, go check 'em out.

They could go on Instagram and be like, oh man, that's a lot of cool content. And they would look around and they would, it'd be an extra touchpoint. When we did [00:37:00] go a little bit deeper, we were really optimizing. Four in general from a digital aspect to get more email addresses. We got a little bit more intentional on that.

So the goal was to again, from the whole aspect of we're talking about needs this month, it was to get them to. Opt in to an e-book at some point. So it was all fit in to get as many email address as possible, which will eventually, we would do some sort of mini launch of 50% off an eval and we would get new evaluations in the door.

And so that is really what we've been optimizing. Honestly for the past year. Now I'm thinking, I'm now going your route. I'm really, Deep dive into paid traffic and how we can actually accelerate that process of getting somebody who's cold from a digital aspect and get them into impatient very quick because it's a long sales cycle for a lot of people, right?

Unless they're in severe back pain, which are they thinking about physical therapy first? Not typically. They're not coming straight in. So like I want to be able to get somebody who'd [00:38:00] never seen us before, get our content in front of them. Get them to know and trust us quickly. Whether it's through social media, content, Instagram, eBooks, webinars, things like that.

And get them to come in as soon as possible.

Jerred: Yeah. And I don't think there's anything wrong with anything you've done. You just have to be aware of those factors from the get go. At first, it was just, this is what I want the brand to be about. So really just optimizing for what does the profile look like, what kind of content do we produce?

And that's fine if that's the goal, that's the goal, and then you switch to email subscribers. Okay, how many of those are we actually getting? And can you track that? So all these things I, you need to be optimizing for something. I think you need to look at that at least on a quarterly basis, and then make adjustments.

And this, I don't think it's an adjustment of I'm gonna stop doing social media. It is what you were talking about, adjusting the goal of what is success on social media? What is the actual metric that we're tracking that you can be successful for now, for my company? [00:39:00] I almost don't wanna share it cuz it's like an unfair advantage with tracking, because we're a hundred percent digital, so it, there is some, there's a loss in brick and mortar businesses, but we use a company called Wicked Reports.

And so if you clicked on one of my links on Instagram two and a half years ago and you signed up for something today, I would literally know that. Process and everything you clicked on in between and what I could attribute your initial click to, your last click before you became a customer. So Wicked Reports is incredibly powerful.

Incredibly expensive too. So not something I'd recommend for most people unless you are trying to scale a digital business. And I don't know how well it works with brick and mortar to be honest cuz I've never used it in that application. But we know what we're optimizing for. So we change our links that we're tracking and we have different variations cuz we've tried the, let's just go get more customers.

And that's what we want Instagram to be about. And it wasn't great. Like it's okay, but it wasn't great. And so then we shifted to [00:40:00] really what the saying that you did is just all leads. Let's get email addresses and that's it where we can develop more of relationship with these potential customers.

And so that's what we're essentially optimizing for most of the time these days is just lead generation. And it feels a lot better on social media to like, Hey, I have this free, helpful. Go download it as opposed to, Hey, go, come buy this thing. Like it's harder to put yourself out there. I'm not saying you shouldn't do it, but you never really know like, how much is too much with a call to action to buy something?

Is it once a month, once every other month? You have to play with those factors a lot. We've played with it quite a bit, but something that's free, you could do almost every day. At minimum, at least once per week. Like these things are pretty simple. So it's something that I think everyone should be doing.

You do have some sort of metric for success. If you're gonna do social media and you're like us, you don't really like it that much, you have to have a metric for success because I will get fired up and continue down this path. If I optimize for email subscribers and I see that increasing [00:41:00] through social media, let's keep doing it.

If I do this for a year and I'm creating all this content, it's not really working out. One, I have my backup strategy if it's all being published to a blog. But two, maybe I would quit, maybe cuz if I can't optimize for the right thing and it's been a year or two years, maybe it's not worth posting two.

But that, I think if you make it one to two years you're gonna find out that's not the case.

Yves: Yeah. So many of us, and I know this firsthand cuz as we onboard people, I have them write just some basic kind of KPIs, right? So like optimizing for leads. And I've got a question for you.

I want your opinion on it, but Track things in your business. I feel like that's even the higher level view for a lot of these clinicians who are just starting their business. Like, how many evals did you get? How many leads did you get? If you're just tracking some of what kind of website traffic is that going up, right?

If we just track these things even in the first place, right? I think that's gonna be a huge win. And then you can start seeing, okay, is this working? Is this not working? Because as you're talking about, I'm thinking about it, What I was [00:42:00] optimizing for, but I just couldn't track it directly, was leads a k a getting more evals, which we tracked and had a goal for from day one in my business.

Like I wanted to get two evals a week, and now I'm to the point where I'm trying to get. Over 10 evals every single week. And every day was very intentional and social media was part of that process. And if evals weren't going up, which I'm very lucky they have pretty consistently over the past four to five years.

You know what I mean? I would probably look at social media and see how things were changed. But what we saw, and even just the cool thing about talking to people every single day is you can just talk to them. They would say, Hey man, I saw that video, or, Oh man. Made to Move is everywhere. I remember the first time I ever heard that and I was like, cuz I'm not everywhere, I'm one person.

So it had to be the social media and had to be me doing workshops. So like a big part of it was just like, just seeing the results in my business as well, right? Am I getting new people in the door? And social media was for sure a gigantic part of that, although I cannot track it. Like Wicked Reports.

Maybe I could, I haven't gone that deep [00:43:00] yet. Maybe there's somebody who's a ninja who can, but we definitely can attribute that. The social media and the content that we

Jerred: put out. Yeah, and I think that's how it works. That's how I started online. When I started doing digital advertising.

There was no. I didn't have wicked reports, I didn't have any tracking set up so that it was just noticing that small thing. I'd be like, ads are on, I'm making more money, ads are off. I'm making less money. And that's all I needed to get more involved in it. Because it became, I think I went through that for a six month time period, but I was like, maybe it's not related.

It's probably not, it's probably something else. And then like I turn 'em back on and I make more money and I turn 'em off, make less money. Okay. Maybe it took six months before I finally was like, yeah, okay, it's the ads and then I need to get more serious about this. And it's the same with what you're saying.

I'm sure if you just stopped yeah, social media we're done, you would probably see less people f come into the door and that would be bad. So you'd have to pick it back up. And so I think tracking anything and this stuff You don't have to use something like Wicked Reports, but I do think that you should differentiate how people get into your ecosystem if [00:44:00] it's not too much of a pain in the ass for anybody listening.

So if you have like a contact us page, or you're trying to get people to subscribe to something an ebook or whatever that is, just have a separate page for that, that only does is only for Instagram. Is only for YouTube. It's a little bit more cumbersome if you're. Website platform doesn't have a duplicate page button or something like that, like most of them do.

But if you do, then you know the only way someone got to this page and entered their email address was through your Instagram link. That's enough information right there for you to. To, get a little bit of that feedback that things are working and for you to continue and press on. Tracking these things, it doesn't have to be with a really expensive system or super intricate, you just need to have some level of okay, I know where this is coming from.

Cuz the worst place for a business owner to be in my opinion, and I've been there multiple times and I hate it, is seeing success. But you don't know how the hell you did it because you can't repeat that now. You can't scale it. And those are the two worst things to do. And if you're in that situ, It's a really good problem to have, but you're gonna [00:45:00] have to figure it out.

You gotta be like, okay, what is my best guess here for what is moving us forward? And you're gonna have to put double down on that one thing, but if you don't know it, you're gonna get stuck. You're not gonna be able to grow cuz you don't know how you're growing in the first place.

Yves: Yeah, predictability is huge.

I don't know how many conversations I've had about people who are extremely anxious and these are successful business owners. Maybe they have a pt, maybe they don't, but they're making good money and they're. I, they want to go into Facebook, ADSS, they wanna stuff cause they need some predictability in their business, and usually we can take a step back and, and just look at some of their KPIs and be like, what did you do here? Like you need to track those metrics consistently, right? Like you need to look at that data, every single month. On a regular basis. And they're usually not, people get overwhelmed and they think, they're like, oh man, I need to go again completely overboard and track 1 million different things.

There's these key kind of performance indicators for your business. We know what they are. And track those things, right? Like it's honestly that simple.

Jerred: Yeah. If you track too much, you will fail [00:46:00] this. Don't like tags. Yeah. Like I see this with people with digital business all the time.

They're like, oh, I can tag people in my email provider. I'm like, I'm gonna have a tag for everything. Be like, no you maybe need three tags that you use. And then, and that's it. And then same with tracking. You don't want a thousand different things in a complicated system because it'll be great setting it up, but then you don't want the, you won't be able to run it.

It won't be. Yeah. We

Yves: track leads, evals, package sales, and continuity. Like those are the main things that we track, right? Like it's that simple. I, a lot of that was from you cuz I, I can get really lost in tracking cuz I can nerd out and be like, oh man, this grew by 10% and then I did this which can be helpful if you're solving a problem.

But 99% of the time things are going well and things are trending upward. You're good track. One big performance indicator, which for a lot of us is just new patients in the door, getting new patients in the door consistently, and are they staying around? And if I do those two things as a company, we tend to do really well.

Jerred: Perfect. [00:47:00] That's. That's all I got for what to do with social media. For people who don't like social media, which I think a lot of people that probably resonates with if you absolutely love social media and that's like talking to your phone and like just, there's nothing wrong with that. I'm not throwing shade on that.

That's great. That's it's like a superpower. So embrace the shit out of that. I, but there are a lot of people listening myself and Eve included, who just don't feel that way. But we still wanna utilize a very powerful platform. So work to your strengths and. Get after it. Yeah. Could be

Yves: a huge liability.

Or you can make it an asset. And if you follow those three things, you essentially create the framework. Make it a system optimize for something that matters. Those are great. You'll be able to do it and just make it. Small enough that you can do it consistently. Number one mistake by far is trying to just too much, too soon.

Whether it's training, apparently that's basically what I thought of. Or right. Running a business and posting on social [00:48:00] media. Do something that's sustainable people, and then slowly grow from there.

Danny: 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 connected with other clinicians all over the country. I do live trainings in there with Eve Gigi every single week, and we share resources that we don't share anywhere else outside 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 name.