Transcript

This is medical millionaire the podcast, helping your Med Spa increase in status, visibility and profitability. Join your host as he dispels myths, shares trends and gives you actionable steps today that will take your medical practice to the next level. Here’s your host, expert marketer and founder of growth 99 Cameron Hemphill, Hey,
what’s up, everybody? Cameron Hemphill, here your host for medical millionaire. Hey, first off, thank you so much for taking the time to tune into the podcast. Our goal is to give incredible value and insight into the esthetics market. So if you want to practice, you’re thinking about getting into the space you’re looking to take your practice at the next level. We want to help you do that. So my team and I, we have consulted with practice owners all over the country for years, and we want to help you get to the next level. So that being said, I have an awesome guest on guys like this. Guy is a powerhouse. We have connected. We’ve worked together. We’ve helped clients. He has been in the industry for over five years, helping practice owners grow, and one of the ways he does that is through social media, is through sales marketing, like when leads coming, helping those get converted, helping you guys get exposed. And he has a tremendous background around organic social, how to grow it, how to get there, and then also comes from a tremendous background in sales and marketing. So I want to welcome Nate Tubbs. He’s the CEO and founder of esthetic influence. Nate, I’ve been waiting to have you on. Thank you so much, man.
Hey. Cam, yeah, thanks so much for having me on. Super excited to be here,
absolutely. So you, you and I were just talking offline, and we were talking about the different personas of how to grow your practice through social media. Yeah, right. And so jumping in here, and as I look at our like the specialty and all the challenges around this specialty, right? So there’s a lot of people that want to get into this, this space they want to open up their practice. They’re sick and tired of what they’re doing. And, you know, some people look at social media as a toy. I look at it as a tool. I know that you would freaking. You know, also agree with that. So, you know, talk to talk to us about that. If I am thinking about getting into this space, why should I leverage social media? What platform should I use? And how should I go about that?
Yeah, absolutely. So, I mean, I’ve been teaching social media for a long time, and to my clients, who it seems to be a foreign language in some capacity for a lot of physicians and business owners. And the reality is, your website is one A, and your social channels are 1b when clients are interested, they’re going through that purchase journey, right? I talk a lot about the purchase journey of the patient, and that’s really where I start this whole conversation. Is where, when your patients become aware of a product or service that you offer, then they start to go through the evaluation phase, right? They become aware of it, then they explore it, and then they evaluate it. And so how are they doing that? Right? They’re doing it through what I call is the foundation of all of your marketing efforts. It’s your website and your social media channels. It’s the face of your brand, really. And so when you’re that, that’s just to stress the importance of social media. It’s it’s how important it is, because if a client goes to your social page and it’s just a bunch of static posts, generic from from wherever the source may be, whether you’re posting it yourself or you’re paying someone else to post that periodically throughout the month, if they go to your main competitor down the streets page, and it’s engaging. It’s high end video content, the providers on camera, patient testimonials, highlight treatment videos, all different types of content that we want to see in a strategy you could end up losing that patient to your competitor. And so I really, I think that that’s where this whole conversation begins is really that purchase journey of the patient and how critical it is to be on top of your socials. With our clients, we have them posting every single day, Monday through Friday, 20 times a month. And so I think that’s really where this conversation begins is, is right there in that in the funnel, right? And we’ve kind of reinvented the funnel. It doesn’t really look like a funnel anymore, but it we’ve it’s more of a matrix, right? Because your patients can go it can from a from the moment a patient becomes aware of the product problems that you solve. It could take them three hours to book a console. Or, if you’re like me, like who’s been thinking about like Botox or something for five plus years, it can take them a long time to move through that funnel. And our social channels are such an incredible way to hold the proverbial hand of the patient and move them through that funnel and convert them into a into a consultation, which is the main objective. Right. So I think that’s where that whole conversation begins, and I think that’s a great way to open it.
No, I completely agree. And I think, like, like, when I when we are talking to practice owners, right? And it could, it could be a practice owner that is new or thinking about getting into the space, or they want to go from one site to multi site to multi location. However, they want to do it like there is this, this aha moment, right? That takes place of when their first patient finds them through social media, right? And I think they have a really hard time, you know, being vulnerable, right? And being real through social and I think that goes for everybody. That’s not just in this space in particular, but you know, how does somebody go through that? Right where they they are a practice owner. They kind of dabbling in social. Maybe they post a little bit here and there. Maybe, like, like, you said, like, they have graphics that are just kind of quirky. There’s the engagement slow. They’re not really giving it a true effort. Like, how do you educate somebody? Like, what is a good way for someone just to say, You know what? I’m gonna I’m gonna go on videos and reels and and I’m gonna show some personal life. I’m gonna show my expertise. Like, how do they get to that level? Because I think, like, you know, when I see really good social media performance by practice owners, they don’t, they just kind of share everything like they’re real,
right? And I think that that’s that’s important. It’s showing your personality, right? People on social channels don’t want to be sold to that you’re not just selling, selling, selling. People come to social media to be entertained. They come to be educated. And I think that’s such an important thing. We don’t want to just sit there, by now, by today, like, buy our services. That’s really, that’s a huge miss. People will tune you out. It’ll actually, it can have the adverse effect. I will say, I always say this, any content is good content. Like, we need to be putting within reason. But a lot of my a lot of my clients, we just need to be putting stuff out there, like we’re we’re neglecting, we’re posting once a week. We need to be posting way more than that to start to gain exposure in the way that we want. And I do think that what you’re saying, though, about putting your personality out there, I think that’s so important, and it’s something that we teach. We try to really give our in our service. We try to give consultation as well, to help the provider who’s not comfortable getting on camera and being, so to speak, the physician influencer more or less as what it’s almost morphed into these days. And we try to give them the tools and the skills and the training to actually own that and to gain new skills and become a new, improved version of themselves for their social channels. And before we can even start that, though, we I think we need to talk about technology. I think we need to talk about what types of technology they need to use to enhance their content, to get pro level, high engaging content, if you have poor audio, if you have an unstable camera, if you It’s shaking, if all of those things matter in terms of viewership, and I’ll say this when it comes to viewership eyeballs. I was just telling you before this call, I had a we posted something for a client yesterday where she gets on camera and she does her practice update. And that post in particular was seen 70 71% of the people that saw that post did not follow her account. And that’s that is so powerful because, and that’s the power of the algorithm for meta. For Instagram and Facebook, they want to compete with tick tock, so they really are pushing reels hard, and that’s why you need to be posting video content, as opposed to static content. But in that in that process, we had to go through a lot of training and a lot of cultivating to get her to be comfortable on camera and to also get her content to sound good and to look good, look professional. So I want to start there. I want to talk about a couple things you can get. You can get a clip on microphone, little, small condenser mic, a little condenser mic for your content. And you can do this very cheaply. My personal recommendation is the Go Wireless road to microphone. This is not a promo, but it’s truly a great product. If you look at all of the influencers in this day and age, they you’ll see a little square microphone that they clip on their shirt. It’s kind of it doesn’t really look that good. It’s not very functional, and the way that it like clips on but it sounds amazing, and so I highly recommend that it’s about $300 and it actually gives you two it’s a dual microphone, so both the practitioner and then maybe another staff member or a patient can both talk at the same time. It’s about $300 on Amazon, highly recommend it. There also are much cheaper options that do just, just as good of a job, and you can spend about 20 bucks. X, you just type in clip on microphone. You’ll you’ll find a million different options on Amazon. And I think that’s the first step in improving content. Gotta have pro audio to go along with that. It’s called a gimbal, or a stabilizer. And you can get these super cheap again, if you want to go on the if you want to just go all out and get the best of the best. The HO hem I steady m6 is a tremendous product. It’s about 200 US dollars. Again, not a promo, but we you can also get a much cheaper option for about 1020, 30 bucks. So I think that really getting those two elements, getting a stabilizer, getting a microphone and your your iPhone. Don’t ever think that the quality of your phone is not good enough this day and age, your iPhone and or Android are more than enough to to produce great, great content. Here’s a here’s a fun little trick in your iPhone settings, if you have an iPhone, you can go to the camera settings, and it’s by default set at 10 ADP. You can get your iPhone to produce 4k quality videos, but you have to go into the phone settings and manually adjust it, and if you do that, it’ll take it to a whole nother level. However, that comes with its own set of complications, because the files become so large that it takes up all your storage and you can’t transfer it, and Instagram uploading those videos sometimes is a pain in the butt, but that those are some tips to actually enhance the content that we produce. So I think that’s a really, also an important note to make.
Yeah, I think, like, you know, I think we underestimate the super computer that we carry around in our pocket all the time. I totally agree with that, you know. And I like for us, for example, right? We are team members everywhere, you know. And so we actually purchase a camera, a canon, a nice Canon camera, and that will ship it around different offices that we have, and we’ll take it to shows or whatever, and we’ll use that camera, as, you know, a way to create audio and video. And then, like you said, we have those, those small little microphones that you talk into. And man, the amount of quality that you get from those is unbelievable, you know. And then, you know, you have other these, these other platforms like cap cut, which is a great editing environment, and also Canva, right, like, my gosh, with with the tools that are available today. And you know, with you educating us like anybody could create this amazing content, they just have to have intention, right? They can’t just like post to post. There has to be an intention behind it. Take out the time and and put it out there. But let’s say they do all that, right? Let’s say they, they buy the top of the line. Mike, they got the camera, they got the lighting. They sound good, they look good. But like, what about, like, what they put on the captions and the hashtags and, you know, like, talk to us a little bit about that. Like, how does that feed into the meta algorithm for the listener?
Yeah, I want to talk about to before we get there, before we get to the actual posting of the content, I want to first talk about what types of content we should actually be producing. And yeah, because that comes first, right? First, we got to create. What are we creating first? Then we’ll talk about how to actually go about putting it into the algorithm and posting it. But when it comes to posting content, really, I like to put it into five different categories. There’s more than that, but let’s simplify things here. I like to create a provider segment. And if you look at rumor esthetics, they do an incredible job of this. Every Monday the rumor report comes out the way, the way they do the rumor report is an incredible way to start to gain following. And I think if you look at their accounts and their engagement, and their reach and their impressions, you can really start to see how impactful it is, especially when it’s consistently done over time. And so creating provider segment, getting your providers on camera talking about commonly asked questions. It’s really simple, right? You just say, come up with a question that was frequently asked in your consultations. You should talk about this stuff every single day. And so what are some of the questions that your patients are asking you consistently, and start to provide that information to the audience, and you’re going to start to get new viewers, new followers. And I always tell people when you’re if your followers go up organically and naturally, they’re not bought. They’re real. Your revenue will go with it. It will they will go together. And it’s because that’s your marketing funnel, more or less. And so provider segments are super important. I think it’s also important. I had a client last week, and they’ve been posting, we have we do fun Fridays for their practice. And what that means is we do like memes, and we do, you’ve seen the voiceovers where it’s like a TV clip audio, and the practice is doing something funny to like, go along with that. She was at the gas station and she had somebody random came up, and she goes, Hey, you’re at five springs, LLC, uh. Northern Wyoming esthetics. I’ve been seeing you on social it looks like you guys have verbatim. It looks like you guys have a bunch of new stuff. I need to come back in there. And then on top of that, she said she was at the hair stylist as well, and she said she another comment was made about their their social content. And so that’s that’s an a testament to not just selling, selling, selling. Right now. They’re like, they’re having fun, they’re building a relationship. People just have an affliction now towards them. They they feel like they’re part of it. They want to be part of the gang, like they want to come to the practice and just be a part of it. So I think that lightning the mood with your strategy is it’s not just selling, it’s also educating and entertaining. And so I think that having a fun segment once a week is really important. The other things that we like to see that are also incredibly critical, before and afters. And what we do is we’ll actually put your before and afters into real format. So we might show a short clip of the video, put some trending audio music into it, and then have it flash before and afters of that particular procedure to enhance it. And I mean Cameron, I know you know this best, but every single post that we do needs to have a call to action on it, every single post. And so we will put branded call to action at the end of every post, whether it’s provider, segment treatment, highlight before and after a fun video or the last segment would be Patient Testimonial. And can’t say enough about patient testimonials. And the beautiful thing about really committing to your social media content is that a lot of this content that we’re producing, when you do it at a high level, can be used on your website. So, I mean, we should be getting before and afters. We should be getting patient testimonials from any patient that’s willing to give it. And once we’ve gotten that, and we’ve kind of branded it, and we put it into our social channel, we can now collect those assets and deliver it to your website company to then improve the social proof on your website, which is now going to just enhance. What we want to do is turn those visits into consultations, or at least inquiries, and that’s a great way to do that. So in terms of the types of content, I really put it into those five categories to regroup on that, which would be provider segment, a fun video, Patient Testimonial, before and afters, and also just treatment highlights in general, just demonstrating the technology that you have at the practice. Those are just five categories. There are many other things that you can do on socials. But just as a good rule of thumb, if you can stick to that general strategy, you’re going to do quite well.
You Yeah, no, no, Nate, I completely agree. I mean, you know, I mean, you talk about, have intention, what to post, how to post it, how to get engagement. Like, if you’re, if you’re coming at it, from a sales standpoint, right? It’s definitely going to be a turn off. I don’t think people really want to be they don’t want to be sold. They want to be entertained, right? So, like, the intention behind it, just like you say, you know, I mean, make it fun, make it engaging, and education. And really, like, one of the biggest things that that I heard you say was the call to action. And something that sits with me, obviously, is everything you have to lead with, with intention and where to go next and where to get the information right. So, like, as they do that there’s specific ways I know, in social inside of, you know, Instagram or Tiktok, that you can drop these links in, right? So if you want to send them to your website, you want to send them to your booking link, like anything in that regard, you know, you can put those links in there. And so you can start driving the console, collecting the lead, you know, but like, kind of circling back, like, when they’re when they’re posting this stuff. You know, how important are hashtags? Like, how important is like, character count when they’re when they’re pushing that stuff out? Because I think that’s also something that you know, that that I’ve seen people struggle with over the years. Yeah,
for sure, I think that this is, I wish that there was a, like, a single solid answer on this topic, because we’re at the mercy of the algorithm here. And there’s not a I wish you could go to meta.com and say, This is exactly how you hit the hit the main the hyper drive in the algorithm and get all this exposure. And it just doesn’t work like that. And so if you look at marketers across the industry, you’ll see, from an organic standpoint, a paid standpoint, everybody’s trying to figure out the ever evolving algorithm from meta and from Tiktok. And so I think that really, you got to start with trial and error. And the one thing I can say about the algorithm that I know for certain is that watch time is I, in my opinion, the most important quality to hitting that algorithm and getting more exposure. If everyone is watching the full length and then re watching that indicates to the algorithm that this is people like watching this. And so when that happens over and over and over, it gets put out farther. And farther and farther in regard to hashtags and comments and captions. Rather, I think that it’s important to have a health, healthy dose. People don’t like reading. People don’t like if you look go to a website right and there’s a Video Explainer versus a long paragraph, people are going to choose that video every single day of the week, and you’ve got to so I think that avoiding incredibly long captions is a strong strategy. I think that you can have solid information call to action, and then relevant hashtags to get you exposed to local markets. And as we’re all everyone in this industry is a local business outside of of our companies, in terms of the practices themselves. Everyone’s a local business, and you want to start to attach yourself to local monuments, local cities, local towns. Everything in your local market, health and beauty is also there’s numerous hashtags in that capacity, and I think that you really need to stay you don’t want to put a caption that’s two pages long, and you want to stay relevant to your local market in terms of your hashtag use. For for other that’s not the case for it’s not just for everyone. We’re talking about local optimization. When you’re talking about national optimization, it can be a totally different strategy. But different strategy, but I think that’s a great place to start. I agree.
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All right, so pivoting for a second. Nate, yep, when we are talking to we talk about Tiktok for a sec. Yeah, I think that there’s this, there’s this persona out there that is, hey, I don’t want to be in Tiktok because I don’t know how to dance. I hear that. I’m sure you hear it, you know, and, and I think that it has is, I think that’s like, people associate Tiktok with, with dancing. Of course, that’s, that’s on there. But, you know, coming back to how, like, how Instagram and like reels, like Instagram basically is completely turning into reels, right? And I think a lot of that has to do with the Tick Tock movement. But, you know, talk to us about that, because I kind of want to debunk that really quick. You know, tick tock is, is really much more evolved than just dancing,
yeah, absolutely. Tick tock is the fastest growing platform. We’ll have to see what the US regulations are coming forward. Um, but it’s one of the fastest growing markets, and I think there’s a lot of opportunity on Tiktok. It really you can treat it the same way every strategy mechanism we just talked about on Instagram, you can, you can apply that directly to Tiktok. And I would say that with Tiktok, it is the younger generation. It is that it’s the it’s your next. It’s not, it’s not the millennial. It’s pre millennial. But I will say more and more, more and more users are Millennials and Boomers and baby boomers. So if you the markets really, more and more older generations are getting on Tiktok. So it’s not something you want to neglect, and I really think it is part of a strong social strategy. However, as you know, Facebook is going to be that 35 to 65 age range. Instagram is going to be 25 to 40 and Tiktok is going to be 15 to 25 I will say that more and more users that are in those older generations are getting on Tiktok associated,
to break it down like that, yep.
So yeah, I find it really interesting in myself, and it is something I think, that there’s a lot of providers. There’s providers actually in this industry that have gotten a ton of fame, more or less, on Tiktok because of its properties, to actually engage widespread audiences.
Dude, I had a client. Recently that was on our podcast, and he was, he was talking about how he’s really struggled to get his Instagram going, and he’s, he’s a consistent poster, he’s funny, he’s creative, he’s very intelligent. He knows his craft. He’s had a practice a long time, you know? And then when he turned on Tik Tok, things just exploded for him, yeah, right. And so it was an interesting reach and the audience that you know, that you said, like 15 to mid 20s, like this, was actually even expanding into the mid 30 range and generating wonderful patient exposure, and then creating, you know, patient lifetime value over that through the downliner referrals, which I think was really cool. So okay, so we talked about Tiktok. We’ve talked about social channels, all right, so now let’s say, okay, hey, I am a practice owner. I post all the time. I have all the equipment. I have followers. Engagement is going up, you know, like, where does that practice owner go? Where does that person go? How do they further expand their reach? Like, you know, is it like, I know, like, getting your patients to engage, right? Maybe getting some influencers to engage, like, talk to us a little bit, but like that, because there’s never a ceiling. So there’s just different areas of success and in different areas of journey, right? Yeah, one
thing that’s a part of our program that I try to teach to anyone that’s trying to grow in this industry. There’s two other it’s not just about posting. There’s more things that we can do, right? And I want to talk about a few here. The first one is going to be engagement. And here’s a perfect example. So you have a practice, right? And I’m on Google Maps now, and I’m looking at your map of your local market, and I’m gonna see, okay, there’s a business, let’s say there’s a fitness business, a local fitness, but not a national chain, a local fitness business three doors down from your business. I am gonna have my staff clicking on that Instagram profile. And now, from this Instagram profile, I can see all of these people, all of these women, men, that are engaged with this fitness practice three doors down. They’re already in this market. They’re already coming by your practice. And I’m gonna see who’s following them, who’s engaging with them. And I’m actually gonna start light clicking on those people that follow you, that look like high moms, etc, high potential patients, and we’re actually liking their photos. We’re commenting nice things on their pictures, because then they just like when you get a notification on your phone, they’re getting that, and now they’re saying, who did this? And they click, and now they are exposed to your practice, and as a result of that, they’re now following you, and that’s all part of this right now. They’re in your marketing funnel. Now that’s free advertising for you every time you post to these new clients that you engage with. Now there is a limit to how many people you can do that with in a day. Be very careful. Instagram has very strict about that. You can’t overdo it, and so I like to stick with 1015, 20 accounts a day, Max, just to make sure that you’re underneath that limit, and space it, space it out throughout the day. But by doing that, you’re going to get a lot of exposure over time. And that’s one thing we do for our clients, is try to create that exposure over long periods of time. Now I will say it is very tedious to do that, so you’ve got to have a diligent staff in order to get that stuff done. Other elements on where to take your practice next. Instagram in particular, has a feature called collaboration, and we were esthetic influence. We are specialized in the ultimate social media experience, right? So running your pages engagement, as well as influencer marketing. And so this is like the next wave of things you can do to take your practice the next level and gain additional exposure, having an localized influencer into your practice and creating a collaborative post. And what a collaborative post is, is where the influencer or patient, either one comes into the practice, they receive the treatment. You film it, you make a nice video, and then you post it, but when you post it, you collaborate with their account. So now that same post is going to your account and to their account, and by doing that, now we’re getting incredible exposure, right? So we’re getting anybody that follows their account is now getting direct exposure and credibility from that relationship with that influencer. So this is a great way to gain new followers, to get new engagement, and to really take your practice to a whole nother level. I know really, really big practices. I’m talking three, three to 5 million a year that built it all off that strategy alone, and I will say this in that same capacity, it’s super important that, like when we look at influencer partnerships, we are using advanced analytics to ensure that the. Metrics of the influencer match our target audience. And what I mean by that is that the influencer, let’s say I look at their account, and we use an advanced algorithm to actually pull that data out, and so we can see I can search for influencers by where their followers are located. So I can say they have 20% in this local market. That’s a great number. Great number. 20% in the local market is a great number, and that’s hard to find, right? Most of these influencers have national exposure with just one or 2% in the local market. So that makes it tougher. So it is a you have to do more research and more analytics on the front end, but that strategy alone can also add a lot of exposure. And
so it’s something I wanted to mention.
I have other practices that have had a ton of success with just everyday patients. They’ll offer them discounts, and they’ll offer them memberships for when they do get treatments, they post it on their stories, they collaborate with them. They’re willing to share that with their followers, and that’s just your everyday patients, right? And I think that that can even have more value. You’re just your everyday patient, because people know that they’re not pushing stuff for money. They’re they trust that person, their followers trust that person, their friends and their family. And so when they post something positive about your practice, it can go a really, really long way.
Yeah, I’ve seen that, you know? I’ve seen, I’ve seen a practice that I’ve worked with for years, and they have a really cool like that checkout process, yeah. And on that checkout process, like when they initially started their clients, patients, they would, they would post them and tag them, and they would have like, a social media like, you know, like release agreement, or whatever, however they rolled it out. But what would start happening like over time, is when the patients and clients would come in, they almost felt like they were going there and like they couldn’t wait to get it because they had a specific spot to get like, to get posted on their story, and to get tagged, and then they would re share it, right? And everybody like, the trust builds the audience builds that’s like, right with inside that local market. And typically like, if I’m going to go to, let’s say it’s me, for example, I’m gonna go to a practice, people that I engage with and follow with on social we’re typically like minded, right? We like the same things, hobbies, like whether it’s working out, going to the gym, eating, right? Like going to esthetic practices, you know, getting wellness treatment done, whatever it is. Like, we’re all like minded in that sense, maybe the same level of income or similar, right? And so it’s like, it’s that direct free marketing. But I think, you know, I’ve seen a lot of practice owners say, you know, I’m afraid to ask, or I don’t, you know, like, how do I go about that? Talk to us a little bit about that. Because I think, like, the idea is wonderful, and the practice owners that do it, they crush it, right? And they do a learning that almost feels natural. But I think sometimes the there’s this fear of, I don’t want to ask my patients to do that. It doesn’t feel right like yeah, walk us through
that, yeah, for sure. And look, I see a lot of this with what I would describe as non core physicians. Non core physicians, for me, it’s OB GYN, it’s orthopedics, it’s family practice, that dentistry that have now transitioned into these cash based services. And when you do that, when you transition into cash pay, it becomes, it becomes a sales and marketing business as well as the practice and the experience. And I think that’s one of the biggest disconnects, and that’s really why we started esthetic influence to begin with, is to teach providers how to build a foundation for their practice, build their practice into a purpose driven sales and marketing organization they’ve already they they know they’re the experts in actually giving the treatments and providing that experience, but how do we actually market and sell our services? And I think that this question falls into that category, right? Because we gotta ask. We gotta we gotta ask, right? We we gotta have our staff, our checkout staff, trained incredibly well. I can’t stress how important the intellect and the diligence of the front desk staff to do their job appropriately can affect the bottom line and the retention of your patients. And I think that this is one little piece of that whole puzzle, right where, during that checkout process, we have your front desk fearless and polite and friendly as well to not there’s there’s a you can ask questions without being the used car salesman. Now you can be overly aggressive, but I think that there’s a fine line there, and you’ve got to you’ve got to navigate it appropriately and know when to pick your battles. But I think that you’ve got to ask every single, every single patient in in time to if they’re interested in. Doing that, and you can offer them a small reward as a result of it. I think that’s more than acceptable. And I think that this, all this comes into the sales conversation, right where are we asking the right questions, and are we being diligent? For instance, this is an this is another topic, but it’s somewhat related to this, if, if you’re only mentioning one service to every patient that comes into your practice, if all you did was mention what they came in for, let’s say they came for Botox and that’s all you talked about. Well, that’s all you’re going to sell them like, if you’re not educating them properly, if you don’t ask your patients to post for you, they’re never going to if you don’t ask your patients to post for you, they’re never gonna do it. And so we’ve gotta have that conversation, and we’ve got to create a strategy to induce them to do that, give them incentive. And when you do when you give them incentive, it becomes less abrasive. So I think that’s something I would definitely encourage you to do as a new business or an existing business looking to grow, whether you’re at 250,000 a month in revenue, or you’re just starting out at 5k a month, I think it can benefit everyone.
Yeah, I completely agree, you know, and I I’ve seen like this practice in particular that rolled it out. What it turned into was the clients, they almost felt like they were cool to be on their social media, like I experienced that going to this practice. I’m like, Oh, they have a lot of they have a lot of followers like it. Their accounts so big that, I mean, there’s some local celebrities and some national celebrities that follow them. And so, you know, it became like, cool to be on their feed, in a way, right? They made it trendy, which I think was really interesting, how they went about it, and so much of their their bookings come from from social media. Now there’s this link, right? Let’s talk. Let’s go back to Instagram for a minute. Instagram gives you a link in your profile, right? When you set that up, there is one dedicated link, and I think that some people use that link very effectively, and others, I think do not. And that link, I mean, there’s like, like for us, and there’s products out there, you know, you have like, like, Link tree, for example, right? So, so like, I’m a big fan of Link tree. There’s biosite, there’s a couple other ones out there, and so like in those you’re have been amazing to expand on that CTA, that call to action. How, like, when you are educating or bringing on a client, they don’t have that, or they don’t have the service, a premium service, because it gives analytics, how important is? Is that? Is that aspect of it?
Yep, it is important. And one of the major things that we track that esthetic influence for our clients, is how many people visit the website directly from the socials. Because what that tells what that tells us is that they were interested in that product or service and then they decided to do more research, like we talked about earlier. I think I mentioned that, and the way that they’re going to do that is through putting a link in your stories that actually takes you directly to the booking page or to the web page. The, in my opinion, your web page, it’s more or less a sales funnel, right? Like our goal after they’ve got to that web page. Now we want them to watch that video, look at those before and afters listen to that patient testimonial. Look at the graphics that are presented there and then say this is something I’m interested in knowing more about, and hopefully induce them to inquire electronically over the web or call the practice on the phone. Which is better? You’re 15 times more likely to convert a patient over the phone than you are through messaging or texting. And so just a little tidbit there, off topic. But so I think link tree is incredibly powerful for you to be able to put links to your other social pages, to your web pages, to your websites, to your booking links, everything that will benefit the patient or induce them to visit your conversion sites, conversion mechanisms, I think it’s super important.
Yeah, I agree. I mean, it’s like, so, you know, just for the audience guys like, the whole purpose behind this is to draw people in, right? You need to draw them in in the sense of, okay, putting out great content, quality content that’s engaging, that has humor behind it, that has intention behind it, that has education behind it, right? That has a good call to action behind it, but the But understand, like, at the end of the day, the entire purpose is to draw them into, into your funnel, right? It’s not just for vanity, even though, like, we’re in esthetics, like, vanity is going to come out naturally, right? But it’s to draw them in. And so, like, if you don’t have that leaving call to action, and the link tree premium service is something, it’s something I pay for. It’s like, seven bucks a month or something like that. It’s very affordable. And we’ll actually go in there and we’ll look at the analytics based upon what they clicked on, you know. And so there’s some interesting stuff that you can install on there and and really look at your analytics and like, where did this post lead to? And so then you could create, you know, you can. Stipulate that same post right? Copy it and keep moving that forward. Do some AB testing, if you will, which I think is super important. So, all right, I know that we’re coming up on on time, but there’s a couple of things I want to talk about for a sec. So we post, we engage. We’re getting it, we’re getting followers, we’re getting engagement. Like, I’m doing all the right things. I got an amazing social media like, I’m crushing it, right? And I’m not saying I am. I’m just saying, like, that’s the person I’m going to now I have, now I have a new problem, right? And the new problem is, I have leads coming in, left and right, right, because I, all of a sudden, have created this amazing social media following, and people love me, and that’s how they find me. So the new problem is, is, is lead management, CRM, Process automation, text message like, how in the heck does someone manage that? Right? Because, you know, you do all this, and the purpose is to create bookings, but now how, how do you manage it all? Yeah, and
I mean, I think the big question, it’s a big question, and I think that being on top of it is incredibly important. I don’t know, can we can talk about API integration from Instagram, which they are progressing in that capacity. I don’t know. I’m looking, I’m waiting for the day where we can take API integration directly from Instagram’s inbox and send it directly to a CRM, customer Resource Management Center. Cameron, do you have any information on that? Can we send API messages or inquiries from Instagram directly to a CRM?
Yeah, you can there is the ability to have those DMS come in and actually can push to a message board instead of a CRM system. That’s, you know, and I can touch a little bit on that. Like, the reason why I wanted to ask you that is because I know that that’s a problem. Like, there’s always a next level of problem. Like, if we go back, first problem is, how do I get started? What do I gotta buy? The second problem is, like, Okay, how do I grow this thing? Third problem is, how do I analyze this thing, right? And then it’s like, dude, how do I manage all these leads? I got DMS, I got texts, I got emails, I got website inquiries, I got bookings. I gotta hire someone. Like, it just gets crazy. And so that’s the fun part. That’s the growth part, you know. And so, like, you know, like having that CRM component is absolutely critical to managing your lead flow, you know, like virtual consults, like knowing where your leads came from, having a system that sends out automated text, automated emails, pushing it into EMR systems, like dude, and I love talking about that, because I’ve been in The CRM space since the early 2000s I’ve, like, probably been in it too long, but I know about it. But like, so for for the listener, for the you know, you guys, if you own a practice, you guys don’t have a CRM, oh my gosh. Like, I would encourage you guys to really start exploring that, to manage the lead flow,
yeah, a big, a big part of our full growth consulting program and esthetic influence. I mean, you look at all the practices. You look at how many, what percentage of people in the esthetic industry, business owners, practitioners, nurses, front desks, Ma, how many people were trained professionally, or have been in a professional sales and or marketing organization? It is a very small percentage, and there’s a huge gap there about what are some key elements of a sales organization, which whether you know it or not, as an esthetic practice owner, you are in the business, and a key element of that is having the right systems in place from the sales perspective, from the sales side of things, and like Cameron just said, having a CRM for to manage your leads and to move them through the funnel be being organized, right? So, yes, you contacted them. No, I haven’t contacted them yet. They haven’t responded. Having that stuff marked and accounted for is a huge piece of converting at a really high rate, if it’s just a total mess, and we don’t know what’s what left from right, and I can’t tell you how many practices are operating in that capacity. To really take yourself to the next level, you’ve got to put the systems in place to create a sales environment that not only induces employee retention, but also employee engagement, and also gives them a system that they can thrive in. And I think a CRM is really the backbone of that system. They’ve got to have an organizational tool to manage leads, whether that be and sometimes it’s in multiple occasions, like you’re going to have to go to Instagram to look at comments, things like that. But most of it, we can get emails, we can get texts, we can get Cameron can speak to this better than I can, but we can get all of our lead sources directed into one centralized CRM system. Look, growth does that incredibly well. I know there’s other people that do it, but it’s, it’s a key element of your practices success, yeah, and,
you know, and then having the ability. To push that into an EMR system, you know, and then follow that through with patient lifetime value, you know, that’s like, that’s like the North Star metric, right? If I’m a practice owner, my North Star metric would be, what is my patient lifetime value? Yep. And if you can get to that point which, look, it’s not easy, like we all have to start somewhere. And, you know, shoot, I know practice owners that are exceeding, you know, they’re in eight figure range. They still don’t know what that number is, right? But I think once you start figuring that out, you reverse engineer things. You know, how often to post, what to spend on ads, what just like we could talk all about that stuff, but, you know, feeding it all into a centralized database to have a systematic approach is absolutely key for success and scalability.
Yeah, 100% and I think the next step after you have that system, it’s putting in the automation to nurture your leads automatically. I mean this stuff, it’s, I think that I truly believe that every practice should have one dedicated person to manage that system. And it’s the it’s the office manager, it’s the patient coordinator, it’s the sales person within the office. It’s their job to follow up with all the leads, to manage those leads and to move them through. Their job is their revenue should be tied directly. Their personal income should be tied directly to the revenue of the practice and their ability to move leads through that system. I truly believe that, and I think that when you start to have multiple people, everybody’s got a hand in the cookie jar, it gets unorganized, because there’s no accountability. It’s hard to it’s hard to pinpoint accountability, I should say. And so I think that’s another really key element there in terms of getting that stuff figured out and and making it as optimized and efficient as possible. I
totally agree. Thank you so much. Dane, Hey, man, so if people want to tune in like, so if the audience is like, Hey, man, this, you know, let’s, let’s learn more about this. Where is the best place that they can find? Is it your website? Is it Instagram? Talk to us about them. Yeah,
absolutely. Check us out on Instagram at esthetic, A, E, S, T, H, E, T, I C, underscore, underscore. Influence, I n, f, l, u, e, n, C, E, you’ll see a bunch of our content, influencer partnerships, information from me, it’s a great way to stay connected. Growth is actually redoing our website right now. We’re getting a face lift that should be live June 1, and it’s just esthetic influence.co.
Awesome. Thanks so much. Nate, Hey, man, I really appreciate it. So there you guys have it. If you guys are interested in learning how to get started in social media, looking how to scale your social media, looking how to take your social media that’s already working proven, and really trying to, like, turn dials and get into more than metrics, and then push that data to the CRM. I mean, Nate Tubbs is fantastic. We’ve worked with them for a long time, and, man, he knows his stuff, and I’ve been super impressed. So Nate, thanks so much for being on I appreciate it, and guys make sure to follow on social media. Thank you, guys, until next time, happy. Injecting you.