Add short videos to your marketing funnel efforts — even if you don’t want to be in them, then combine social media platforms to get more eyeballs
Which is better for marketing and getting social awareness, YouTube or Facebook?
The answer has changed just as the platforms change. The public has become more Google-savvy and is now seeking answers or advice from Google more and more. A patient offered advice will rarely blindly take it — now they will go and research their condition, their supplements, their blood panels, their lifestyle and become “Google educated.”
DCs need to be the ones who will give them the education and not leave it up to Google, and use YouTube and Facebook to their advantage.
Creating simple videos
As an example, a DC has a weight-loss clinic as part of their office and wants to ramp up business. Start by putting together small 8- to 10-minute segments on YouTube talking about nutrition, exercise, sleep, mindset, goal-setting, how to shop at a local store, cooking, physiology, anything that will go along with the program.
Even if you don’t like to be on camera, I built a six-figure income from an online store using a simple PowerPoint presentation with a Walmart microphone and a free online app called Screencastify to record my voice and screen. I then uploaded that onto YouTube. I have developed more than 100 online courses that way and have never appeared on camera (even though I am quite dashing to gaze upon).
Driving video traffic
Next you want to start driving traffic to your educational videos using email lists and Facebook.
Use email to send a “personal invite from the doctor,” and your Facebook account to drive traffic with a zero ad spend.
Start with a few different posts to see which works better in your area and for your audience. Start with one screenshot of your video (start playing your video and pause it at an appropriate time, use a free snipping tool, save the screenshot and upload as a Facebook post). Use some fanciful wordsmithing to create curiosity and direct viewers to click on the image and have it take them to your YouTube educational video.
You can also market the video by finding Facebook groups and in their discussion section, if appropriate, offer to post your educational video for free or provide a link. You can also create a simple e-book for them to download and in the e-book mention your YouTube videos.
Usually paid ads target cold audiences, and over the past year people have been getting slammed with paid offers. Create a video and put your best content in it — really try to help them solve their issue. Do not make any offers or any “sales-y” innuendo. Instead, set up a retargeting ad for everyone who watched at least three seconds of the video with an offer to download a free, more advanced secrets e-book.
Now you have their email and they are a “warm” audience. Next you set up a customer relationship manager (CRM) email drip to send them more “insiders club”-type information and start making offers to come into the office or call. At this point, upload your email list and send targeted campaigns only to them as well. This way you are making a pitch to a warm, even hot audience instead of a cold audience after you’ve already helped them.
Combine social media platforms and bring it all together
Use this type of direct marketing drip campaign to acquire customers through your lead nurture campaigns, sending them info repeatedly over longer periods of time, and now you have a marketing funnel.
Use YouTube and Facebook in tandem to combine social media platforms and engage your email contacts, expose them to your brand, and get them into your office. YouTube and Facebook really can work well together.
BRYAN HAWLEY, DC, is a consultant, speaker and business advisor. He also has several courses ranging from personal development to how to set up and use Facebook as described in this article. You can access the courses at socialmediadigimark.com/digital-marketing-course.html.