The Healthcare Professionals

Online Marketing Playbook

Master Marketing Your Practice on the Internet Using This Easy to Follow and Implement Guide.
Ben Adkins

CEO Fearless Social

Ben here from Fearless Social!
I am extremely excited to welcome you inside of Content Time Bomb.

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Chapter 1:
Why This Playbook was Created and Who Wrote it.
Before we dive in, I want to say how excited that I am that you're reading this playbook. Creating this was a labor of love and I hope it helps you to grow your practice in the same way I've been able to help so many of my clients.

My name is Dr. Derek Baron and I am a Chiropractic Physician with my Diplomate in Sports Medicine as well as a Certified Strength and Conditioning Specialist.  I  got into Digital Marketing to initially freshen up the marketing ideas for my practice and generate a consistent source of new patient leads.  Since that point, I've turned on the entrepreneurial spirit of helping other practices do the same.  I want to help you succeed so you can enjoy more time with friends and family.    

Over the last few years, I have made it my mission to become an expert in helping brick and mortar businesses grow their online presence.  Now my focus has been switched back to my passion which is now focusing on helping Healthcare Professionals grow using Digital Marketing.   I've spent countless hours learning and testing just about every digital marketing technique under the sun, and I'm sure there will be a new one on the market tomorrow I've got to dig my hands into to help you go to the next level.

All that research and testing led me to what works, what doesn't work, and what order you should do everything in to get the biggest bang for your buck.

This "Healthcare Professionals Playbook" will help you understand the techniques that you should be implementing in your business and how to be more informed when hiring someone to help you implement them.

This guide isn't meant to be consumed in one sitting (but you are surely welcome too 😎. Bookmark this guide, read it in chunks, and come back anytime to keep learning more.  If you have questions you will see my phone number and email address is listed at the bottom of the pages.

Let's get started with a 10,000 foot view of what you should be doing to market your practice online and in what order for the greatest success. 

Ben Adkins

CEO Fearless Social

Ben here from Fearless Social!
I am extremely excited to welcome you inside of Content Time Bomb.

Click The Buy Button Below to Get Your Seat

Please Note: All Sessions and Bonuses will be Delivered Live.
My team will Contact Everyone when the Sale Ends with Instructions.
Chapter 2:
Your Digital Stack: What kind of Online Marketing should Healthcare Professionals offices spend their money on
(and in what order).
There are so many options out there when it comes to marketing your practice. With all those choices, it's hard to know what the most effective ways to spend your practices' marketing dollars are. 

After years of working with businesses and helping them with their online marketing, I've compiled a ton of data that has lead me to know exactly what works and what doesn't. Putting that data into practice has lead our clients to be extremely successful with their online marketing.

Businesses that are successful in marketing themselves online (and don't overspend) have mastered something that we call the "Digital Stack".

This "Digital Stack" is a term that we came up with to describe the order that you should implement certain online marketing tactics so that you squeeze every dollar of value out of everything that you're doing online.   This is NOT about being cheap... it's ALL about being a smart marketer and business owner.

When you hear a business owner say that they failed using a certain type of marketing online, it is usually because they used a technique that didn't have a good foundation.

For example, it doesn't make a lot of sense to run a Facebook Ad campaign to generate leads for a business if the business has a website and/or Facebook Page that doesn't look great. This campaign typically fails because prospective patients like to do additional research when they see an offer on Facebook. If they see an offer and then go look at a webpage or Facebook Page that looks like your nephew built it in 1995, that doesn't make them want to actually claim the offer they saw on Facebook.

I've seen a ton of practice owners who have run a special offer with Facebook Ads (on their own) that ultimately failed at first due to them not having their "digital house in order". In short, their brand looked terrible when people did just a little extra checking on them (because their website and Facebook page weren't optimized).  Please don't expect your patients to just trust you blindly - that is a costly mistake.  They will do their due diligence and try to find out a bit more about you and your practice prior to actually making the move to sign up for an offer or for care.

We ended up running a nearly identical Facebook campaign when they signed up with us, but with one big difference.

The big difference was that we laid the groundwork for their campaign before we ran it. We made sure that their website, reputation and Facebook page looked great before we ran the campaign. When potential patients saw their ad, they got a good impression of the practice on their other properties and followed through with claiming the offer because of it.

With that said, in what order should you setup your Digital Marketing Activities?

Your "Digital Stack" (What order should you do things?)
As you can see from the Infographic above, the order in which you decide to build your practices' digital marketing presence is important.

Let's walk through what techniques you should be implementing, the order you should be doing it in, and why.

Stage 1: The Digital Stack Foundation 
Making Sure You look Good When They Look for You.
It's important to understand what happens when a prospective patient hears about your practice from a friend, a radio ad, the newspaper, search engines (Google or Bing - yes Bing is still alive) or from any other place you might come up.

Whether it be from a referral or any other marketing channel, the typical person will do a little pre-research on you and your practice before they ever pick up the phone or walk through your front door. Before anyone decides to do business they typically do two things.

The 3 Ways Prospective Patients Research You: 

1) They search for your Website on Google.

First, they're going to head over to Google and they are going to check out your Reputation as well as your website. You need to make sure that your website is doing some key things correctly and that it looks and functions a certain way. We cover all of that here.

2) They Read Your Google My Business Reviews and make sure you have a 5 Star Reputation

Second, they will read at least 6-10 online reviews. Sometimes this happens before they even see your website. Research shows that a customer reads 6-10 reviews before a consumer can trust your business. More importantly, 93% of consumers read local reviews to decide if a business is good or not. I cover more on the importance of online reviews and how the optimization of your Google My Business listing is related here.

3) They search for you on Facebook

Third, (and sometimes first) people are going to type in the name of your practice on Facebook and see what they can find out about you there from your reputation to your activity levels.  People go to your website to get basic information, they search for you on Facebook because they want to get a peek at "what is actually happening on the inside and how real you are". I cover more on why your Facebook page has to look great and must be active right HERE.

Stage 2: The Digital Stack Practice Drivers
Getting More New Patients through the Door with Paid Traffic Sources.

Once you have a great website and have your Facebook page posting content daily (hint hint... yes, you should be posting at least 1X/day), you officially have a foundation laid for your practice to start reaching out for more business through your digital assets. If you didn't have the foundation laid, your lead generating activities (Facebook Ads and Email Newsletters, Google PPC) could fall flat when people did a little research on you, after seeing your ad or emails.

With your foundation laid, you want to focus your attention on two "business driving" activities. One of the activities is designed to get more of your existing patients through the door (Email newsletters). The other is designed to get new prospects through the door (Facebook Ads).

The 4 Ways To Drive More Business Through The Door:

1) Google Ads (PPC) To Attract Those Already Searching For Your Services

Google ads are a great way to attract and convert more new prospects to patients into your practice because these are HOT prospects. They are actively online searching for you and your services. This is why your website should be mobile friendly and have a "click to call" component set up so when they land on your website - they click the phone number and schedule a consult or appointment. Learn more here.

2) Facebook Ads to New Potential Patients

One of the easiest ways to reach the kinds of people that would be a perfect new patient is through the power of Facebook ads. Unfortunately, most practices fail with Facebook Ads because they have no idea how to set up the kind of "sales funnel" that works well with this medium. I cover exactly how we successfully use Facebook ads with our clients right here.

3) Facebook Messenger Bots

What if you could have a salesperson out on Facebook 24 hours a day looking for people who need your services and reaching out to them with an offer that would get them to come into your practice? Facebook Messenger Bots are the next best thing (and... they don't ever sleep). We have had amazing success with Facebook Messenger Bots. You can see an example of how we use them right here.

4) Retargeting Ads To Always Remain Top Of Mind To Your Prospects

Did you know that 96% of your website traffic never buy? Retargeting all your past visitors to your website is a good way to bring them back to your website but also places your business to be top of mind when they are ready to buy. Following your website visitors around the web through Facebook ads and banner ads displaying your offers and marketing your reputation is a good way to not only brand your business but it’s also a way to be everywhere or what they call “digitally omnipresent”. I cover that here

Stage 3: The Digital Stack Accelerators
How to Become Number 1 in Your Market and Stay There

Once you have all the Foundation components (Website and Active Facebook Page) and are effectively driving more income-generating business with things like Email Newsletters and Facebook Ads, it's time to focus on the things that allow you to dominate your local marketing.

These techniques are a little more technical and take a little more time to implement properly, but allow you to be years ahead of your competition. We focus on four main "advanced strategies" to help our clients dominate their local markets.

The 5 Advanced Digital Marketing Strategies that Allow you to Dominate your Competition and Stay In Front of Them:

1) Marketing Funnels

Most business owners don’t understand the difference between their website and a landing page or marketing funnel. Most mistake their service page as a landing page just because it gives information and maybe a call to action. Marketing funnels are distinctively different from a service page on a website. Its sole purpose is to convert your visitor to a patient. I’ll go into more detail about the difference right here.

2) Email Marketing

Do not be fooled... email marketing is not dead and if you are not sending out emails to your prospects and patients at a minimum of one time per month - you are leaving money o the table. One of the easiest ways to get more money coming into your practice is to get existing patients to come back in and spend more money on services or products that they need. So many practice owners forget this, but it's as easy as sending a reminder via email. Sure the open rates have gone down but if you want to "canvas" your prospects and patients you need to have them on an email list, Facebook Messenger list, and SMS list and keep sending them information. Click here to learn more.

3) Blogs and Newsletters To Continue To Educate Your Prospects and Patients

 Once you have turned prospects into patients you want to share your knowledge with them and the best way to do that is with a blog or vlog format. The secret is to make sure that your email newsletter is something that contains a tremendous value itself and is consistent so they continue to look for the next one coming week after week or month after month. I cover more on how to create an email that drives more income into your practice right here.

4) Video Marketing Which Separates You From Your Competition

If you're not making marketing videos or Live videos on Facebook or LinkedIn or YouTube to share with your audience, it's time to stop pretending that video is too expensive (or too technical) to be worth your while. Research shows that businesses that use video marketing grow 49% faster than businesses that don't. How can you ignore that? The good news is that video doesn't' need to be expensive and you don't' need to be Spike Lee or Steven Speilberg to make a terrific marketing video that will attract new patients. I'll go over some good video marketing strategies here.

5) Search Engine Optimization (AKA: Being Loved by Google)

One of the most important digital marketing techniques (but one of the most misunderstood) is getting Google to fall in love with your practice. Search Engine Optimization is a long term investment in your practice, but it's one that is important to make. I'll show you exactly how we help our clients rank for those all-important "business generating keywords" right here.

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Chapter 3:
Your Website and What it Should Do.
The most important thing you can do when marketing your practice on the Internet is creating a "home base" where people (prospective new patients) can learn about you and what you do. A great website should be the centerpiece of your digital marketing and all of your efforts should lead back to this site.

Just like you update the decorations and front-facing aspects of your physical location as the years' pass, you should also make sure that your website is updated and gives a true reflection of what your practice is all about.

One of the big mistakes that business owners make is thinking that Social Media sites like Facebook have replaced the need for a practice website. While it's true that your Facebook Page is extremely important, your website is still the first place people look for when they want to get more info on your practice from the internet.

You have to make sure that your website, at the bare minimum, has the core components that it needs to give people what they came for. At the same time, you have to make sure your website makes a great impression every time someone visits it.

Let's talk about the 9 things every practice website must-have.

The 9 things Your Practice Website must have:
#1: A Professional and Current Appearance.
It's not enough to just have a website these days. You have to have one that looks good and is easy to navigate.

There is nothing worse than having a website that looks like it was designed in 1995 and hasn't been touched since. Having an outdated website telegraphs that you and your staff don't pay attention to details and don't care about staying current. Whether it's fair or not, this can shift the way they think that you operate inside of your practice as well.

It's important that you have a professional design your site to be easy to navigate and to look current. It's also extremely important that you have someone who makes sure that your site loads quickly and does weekly check-ins on your website's health (hackers are always coming up with new ways to do damage so it's key that you have a pro monitoring things for you.)

#2: A Peek Inside Your Location/s.
Simply put, people want to know what the inside of your practice looks like before they ever decide to step foot inside of it in real life. Giving them this window into your physical location goes a long way to helping them make the decision to do business with you.
#3: Pictures of You and Your Staff.
People want to know who they will be dealing with when they decide to do business with you. It's important for them to see your face and the faces of the people they'll be dealing with once they come in. Putting your staff's pictures on your website is a critical component to converting casual website visitors into paying patients.  Healthcare is a business about TRUST and letting them see who they will be talking to and working with is a very important part of your website and earning that trust of your patients.
#4: A Contact Page with Your Hours and Address.
The number one reason that people will visit your website is to figure out what your hours are, how to contact your practice, and how to get to your Physical Location.
#5: Menu of Services and/or Products.
Having a page that describes your main services or products is a huge part of converting people (prospective patients) into patients on your schedule.  A little bit of detail on what someone gets when they spend their hard-earned money with you goes a long way.
#6: A Link to Your Facebook Page (and Instagram too).

Today's consumers typically don't just look at your website when they are deciding whether or not to do business with you. Statistics show that consumers are overwhelmingly also using Facebook to look for healthcare provides. 

Linking people to your Facebook page from your website instantly gives them a way to learn more about your practice without them having to look for it themselves. (we talk about why Facebook Pages are such an important piece of your marketing puzzle here.)

#7: Content that Proves Your Expertise.
One of the most important parts of a great website (but most overlooked) is a piece of content that shows that you really know your craft. This content is usually educational in nature and may take the form of a blog post, email download, videos or digital book. 

We create these for our clients (because they usually don't have time to do it themselves) and this very page is an example of the kind of content that proves your expertise in your field. We have a website, but this piece of content is the kind of thing that really helps people understand what we do and how we can help them.
#8: Onboarding (New Patient) Documents.
This one doesn't apply to every practice but is vitally important to those that it does. If you run a business that requires people to have an exam, (new patient exam) and share health information, it's important to share those documents on your website. 

This helps your potential patients prepare before they ever walk through the door. It also helps your staff point potential patients to essential documents when they are on the phone with them.

A great example of this would be a Sports and Rehab clinic having their "new patient health history" forms on their website so that new patients could fill them out before their visit.

#9: An Always Visible Call to Action.
No matter what page of your website someone happens to be on, they need a link to immediately start the process of doing business with you. 

This could be as simple as a link that says "call us now" (remember that a large percentage of people visiting your website will be viewing it on their mobile phones).
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Chapter 4:
Your GMB Listing and Why It Needs To Be Optimized Completely. 
Knowing that Google is Master of the Universe when it comes to search engine use and new patients finding your business, it is vital to understand how important your Google My Business listings are to rank higher in Google search results.

Claiming and verify a Google My Business listing for each location of your business is the first and most basic step to local search engine optimization (SEO).

This is an easy way to ensure your business shows up in local search engine results. Optimizing your Google My Business listing helps you rank higher in results, above competitors who don’t have a local SEO strategy.

Google likes to keep things in-house as much as possible, so it favors its own accurate and current business listings when giving local search results to search users.

Complete and accurate Google My Business listings that keep their information up to date and get business reviews on their listings are rewarded with higher rankings.

In the past year, Google has added a handful of features to help you further promote your business while giving more information to your potential customers.

Learning how to utilize these features gives your business increased visibility online and exposure to more local patients.

11 Ways To Optimize Your Google My Business
#1 Ensure Business Name, Address and Phone (NAP) is Correct on ALL Listings
Google wants your name on Google My Business to reflect your business’ real-world name as it is used on your storefront and is known by your patients.
#2 Google My Business Description
This area gives the opportunity to submit content that describes what your business does and what separates you from the competition. Think ABOUT ME webpage content, but more concise.
#3 Get More and More Reviews to Your Google My Business Listings
Encourage your patient to review your business by clicking “Write a Review” on your Google My Business page. The facts are clear: The more reviews on your Google business page and the better the rating of those reviews, the higher you are going to rank in local search results.
#4 Update Your Business Hours with Every Permanent, Holiday and Seasonal Change
Many businesses change their hours seasonally or year to year. Look at the hours on your listing and make sure they are up-to-date. Google will notice this and your patients will appreciate it.
#5 Pay Attention to Map Location and Where Your Local Pin is Positioned
You’ve verified your address is correct. Now take a look at your location on the map and make sure the marker is in the right place. If the marker placement doesn’t make sense or it is on the wrong side of the road, you can drag the marker on that map to your exact business location. Go Do This NOW!
#6 Pick ALL the Best Google My Business Categories for Your Business
Categories on Google My Business is one of those instances where “more is more.” Select all the categories from their list that apply for your business, and don’t be afraid to get specific.  As an example; “Sports Bar” is more relevant than “Bar” in search results.
#7 Optimizing Individual Practitioners Listings
If you are a public-facing professional, with your own patient base, your name is your business name for Google My Business.
#8 Photos, Photos, and More Photos
Adding quality, story-telling photos to your Google My Business listings can go a long way in selling your business, but no photo is speaking volumes as well.
#9 Google My Business Now Includes Videos with Photos in Search Results
Now you can post videos to your Google My Business listings in addition to photos to give search users a richer view of your business. Videos can be up to 30 seconds long, and it’s worth noting that videos can be added by owners AND patients.
#10 Use Google Posts to Promote Your Events, Sales, and Products
Google Posts were introduced to share fresh content with people who found your business through Google Search. This Google My Business feature lets you create posts with content you want to be displayed to patients when they see your business listing on Google search results. Publish your events, products, and services directly to Google Search in the Knowledge Panel and Maps.
#11 Google My Business Q & A
Google Questions & Answers (Q&A) allows local business owners and the public to answer consumer questions asked by search engine users.

Back in August 2017, Google introduced this new feature Questions & Answers feature to Google Maps. December 2017 this feature moved from mobile-only to include a desktop display, so all search users will see these questions and answers.

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Chapter 5:
Why Your Online Reputation IS The Foundation of Your Business.
There are many reasons why your online reputation is the actual foundation of your business. The most important reason is that it affects every single aspect of your online marketing. It doesn’t matter if you’re doing billboard ads, Google ads, Facebook or Instagram Ads, YouTube Ads, coupon mailers, radio ads, etc. If your online reputation is bad or non-existent, then it’s a good chance that you’re spending your marketing dollars on sending patients to your competitors.

How is that? Simple. Even though people may see an ad you ran on tv, or on the highway or online, most of them are going to go online and check your reviews before they contact you. If they find out that you’re not very credible in the eyes of other reviewers, then it’s a good chance they will simply find the next practice or provider with a better reputation.

Long gone are the days when a #1 position in Google is the only thing you needed to get all the customers you want. The graphic below proves it.

There was a study done by Bright Local on the effects of reviews on local ad clicks. See the results below.

Why Do Patients Click On Results In The Google Local Pack?

The results speak for themselves. Over 50% of the people clicked on a local ad because of a review rating while only 17% click on a local ad because of its position on the page.

It’s no longer possible for businesses to stick their heads in the sand and ignore the importance of online reviews. Every business needs to create and maintain a system of monitoring, managing & marketing their online reputation.

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Chapter 6:
Your Facebook Page and Why it's Extremely Important.
Over the last few years, Facebook has taken steps that have made it harder for practices to get their Facebook page's content to show up in the news feeds of people who like their page. This was done because there were so many business pages and personal pages competing for space and it only made sense to lend more space in a person's newsfeed to their personal relationships.

Many practice owners started to believe that because their pages started vanishing from the newsfeed that there was no longer any reason to put any effort into creating new content for their page.

While the reasons for having a Facebook page for your practice and posting to it often have changed, it is actually more important than ever due to one key reason.

Why Facebook Pages are More Important Now than Ever.
The role of a Facebook Page has changed dramatically in the last few years. Today a Facebook page is extremely valuable to businesses because it is the second place (behind only your website) that people search for when they are looking to know more about you. Coming in close behind Facebook is Instagram and YouTube.... do you have these channels as well?

And more specifically, people go to your website to see your "professional image". They come to your Practices' Facebook page to get a sense of your "business personality".

Statistics show that people are overwhelmingly using Facebook as a "first-hand source" of information about a practice when they hear about them from a friend or from a more traditional marketing source (radio, tv, print, even a Google Search etc).

With the above in mind, I'd like to show you what we do to help our clients stay ahead of their competition and to use their Facebook page to convert new leads into new patients every single week.

The 5 things Your Facebook Page Must Have:
#1: A Professional Profile Picture with your Logo.
This Picture is going to be one of the key elements that people use to judge your practice when they first land on your page or see something that you've promoted with a Facebook Ad (more on that soon). You need to make sure that it has your logo featured, looks professional, and isn't overly complicated.
#2: A Professional Cover Picture.
Your page's cover photo is a great place to showcase your staff, facility, or to give people a hint as to what your practice is all about.
#3: An Autoresponse Message.
Your staff may not be able to answer every message that gets sent to your Facebook page right away. Because of that, we set up a quick auto-response message on all of our client's page that will let people know that we will answer their message soon, but to call the practice at a certain number if they need help immediately.
#4: A Completely Filled out Business Profile.
Remember, we are optimizing our page to help people find us when they use Facebook's search box. This means that we need to pay special attention to how we fill out our practices' profile on Facebook. This is a great guide that will show you exactly what we do when we help a client with filling out their Business page profile.
#5: Fresh Content Posted 2x Daily.
One of the most important things that you must do with your Facebook page is to make sure that it appears current and that it educates people about what you do. To appear current on Facebook (and to appeal to Facebook's algorithms, you should be posting content 2x a day on your page.

This is something that most of our clients don't have time to do, so we take over all of the content creation and posting duties for them. This is critical because it shows people who search for our page that the business is on top of things and paying attention to details.

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Chapter 7:
Google Ads and Why Every Practice Should Implement Them.
The competition in the digital advertising space is heating up, especially for healthcare professionals. Making an effort to understand and correctly utilize tools for search ad targeting is a critical strategy for staying relevant and ahead of the competition. Google AdWords (PPC) is arguably the best tool available for healthcare professionals right now and it's a great hidden secret.

Google AdWords allows practices to leverage keyword searches to create links and ads on Google’s search engine and display network. Practices can write or design advertisements that pop up on relevant websites, such as a medical blog site, as well as search engine queries. 

Healthcare Professionals and practices do not traditionally have large digital advertising budgets, and the good news is that they don’t need to have one in order to have an effective advertising campaign because Google AdWords is a cost-effective and user-friendly platform that gets results right away.

5 Reasons Why Your Practice Should Be Running a PPC Campaign
#1: You Only Pay When Someone Clicks.
Most forms of lead generation or prospecting digital advertising requires practices to pay to create the ad.  There is no regard for the effectiveness of the ad itself.  PPC/AdWords allows practices to pay ONLY when someone clicks on the ad, which drives traffic to your landing page (NOT your website).  You take away the hope and pray form of lead generation marketing.
#2: You Can Attract Targeted Patients.
If you want to target a certain type of patient in your local community we can do that with keyword research.  Don't get me wrong here, Facebook has much better and deeper demographics but if you have an emergency type of service such as back pain help.... people are searching for that right now in your area and either you or your competitor is going to gain that patient.  I hope it's you!
#3: You Can Increase Your Revenue (that is your goal right?)?  
The numbers are undeniable (they don't lie) – people are taking to the internet (Dr. Google) to manage their health needs and healthcare professionals and practices need to be leveraging patient search habits. Almost 5% of the two trillion searches made through Google every year are related to health. The search engine giant estimates that advertisers using AdWords make $2 for every $1 they spend.
#4: You Can Keep Tabs On Your Competitors.
Would you like to know what your competitors are doing - legally and ethically from a marketing perspective? 

Using AdWords’ Keyword Planner can not only help healthcare professionals and their practices get keyword ideas for their own ads and pages, but it can also help them figure out what their competitors are doing keyword-wise. You can take a few of their URLs from their website and use the search bar to see what keywords they’re using and ensure that they don’t have a lot of unique ones that could be capturing a sect of your prospects that you haven’t been able to reach.
#5: You Can Have More Control Of Your Practices Online Reputation.
Having powerful ads and headlines is important for getting new patients into your practice, but they can also be important tools when it comes to controlling the online narrative or story of your practice. 

Positive online reviews and experiences can help attract new patients and ultimately increase your revenue. Use the ads and headlines as ways to communicate positive messages about your practice.

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Chapter 8:
How to Drive New Business with Facebook Ads.
One of the most powerful and cost-effective ways to drive new patients to your front door is to use Facebook Ads to put a great offer in front of a group of people that are likely to want it.

Even though Facebook Ads are a highly effective business growth tool, many practice owners out there don't understand how to use them properly. It's a lot more complicated than just putting an offer together and then spending a little money to get it in front of the surrounding community.

Facebook Ads work best when you put the correct offer in front of a specific audience in your community and give them a reason to take action on that offer immediately.

We run Facebook Ad Campaigns for a variety of clients and we've found that there is a pattern to building campaigns that work. 

Let's break down the 4 major components of a great Facebook Ad Campaign.

The Anatomy of a Great Facebook Ad Campaign.
#1: A Jaw Dropping Offer for a Specific Audience.
One of the keys to creating an offer that works well for Facebook Ads is to create an offer that is specific to a small subset of people (and that doesn't fit other people at all). People want to believe that the reason they are getting a deal on something has to do with something special about them. 

You'll see a drastic difference in your conversions when you create offers that are highly tailored to an audience. Facebook allows you to target these people directly in your community, so it only makes sense to customize the offer to speak directly to those audiences.

#2: A Great Landing Page to Get their Info.
The secret to campaigns that really work is to get people off of Facebook to present the offer. 

A "Landing Page" is a special webpage that we create for our clients that allows us to present the offer and get their information without having all of the distractions of Facebook hurting our conversion.
#3: A Thank You Page to Push them to Action.
Once someone decides that they want the offer we put in front of them, and puts their information in on the "landing page", we want to send them to a special page that "accelerates" their conversion into a real patient. 

To help get people to take action faster, we build a special webpage called a "thank you page" that pushes them to actually pick up the phone or come into your practice right away.
#4: An Eye-Catching Facebook Ad Creative.
Once you create a great offer and create the pages that you can use to collect leads, you need a great way to put that in front of people.

A Great Facebook ad is "eye-catching" and is also pointed at a very specific audience in your community.

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Chapter 9:
What is a Messenger Bot (and why you need one).
Messenger Bots are a relatively new technique in the Digital Marketing world, but one that we've had a ton of success with when implementing them for our clients.

A Messenger Bot is a way to leverage the fact that almost everyone out there answers their Facebook Messages right away. We can build very specific campaigns that act like a "Facebook Ad Campaign" (as discussed in the last chapter), but adds in a very personalized follow-up that happens right inside of Facebook Messenger.

What makes these so effective is that the potential patient feels like they are getting instant attention from your practice when they start "talking" to your messenger bot.  They feel like they are having a chat with someone from the office.

Let's walk through an example of a messenger bot campaign.

An Example of an Effective Messenger Bot Campaign:
Step 1: Post a Great Offer on Your Page.
We start off with a simple Facebook post that advertises a great offer. This post looks just like any other Facebook post on your page. The magic happens because we've connected a "bot" to listen for responses on the post and to "talk back" to people who comment.

Note: We also use a highly targeted Facebook ad to get our post more attention from the surrounding market.

Step 2: Ask people to Comment to Get the Offer.
In the post that we created, we ask people to comment if they want to take advantage of the offer.
Step 3: The "Messenger Bot" Replies as a Human would.
Our messenger bot will wait until someone comments on the post and then it springs into action.
Step 4: The "Messenger Bot" asks for More info.
After a little warmup conversation, our messenger bot asks for an email address or phone number so that we can connect with the prospect outside of Facebook.
Step 5: The Business connects with the Lead via Email and Leads to a Phone Call or Visit.
We build an email autoresponder that follows up with the potential patient and gets them to call or come in to claim the offer during business hours.

It's important to note as well that we are building a "list" within Facebook as well as getting them to provide us their email address along the way and we will then build that list as well.  We do all of this to be able to market back to them month after month regarding new happenings, staff, services or products in your office.  If you haven't heard it yet.... the money is in the list.  In other words, once you have an email list and begin to communicate with people you can make more money faster.

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Chapter 10: 

What Is Retargeting and Why You Must Use It.

Retargeting is simply using ads to target users that have already visited a website. This type of advertising is done with banner ads, display networks across the web, on social media sites (Facebook, Instagram, and YouTube), and any other form of online advertising your practice is probably already using.

The idea of retargeting is to entice past patients to come back or to attract people who may have visited the site but left before scheduling a consult or making a purchase or taking the preferred action the practice owner wants them to take. It’s a way to get patients back to the site, and into the business.

When using retargeting effectively, practice owners aren’t just sending their message out to the masses and hoping something lands with a patient that’s likely to take action, the way a lot of online advertising works. Instead, it’s a way to really target your advertising to the audience you’re trying to reach. Using this type of advertising, you’re targeting anyone that has visited your website before or has seen one of your Facebook/Instagram Ads.

This is how retargeting ads differ from display banner ads that are typically broadcast to a practice's entire target audience rather than just a small portion of it. With retargeting, you are only taking the portion that has been on the website or otherwise expressed interest and marketing to them and them alone.

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Chapter 11: 

Marketing Funnels and Why They Convert Better Than Websites.

While websites have their importance in the overall picture of your digital playbook, marketing funnels serve a different purpose that’s more directly tied to scheduling consults or sales of products. A funnel is designed to move the prospect into the sales process for which most healthcare professionals are a consult to an exam to a patient on your calendar. It should tell your story with a beginning, middle and end that helps the visitor make a decision to choose you rather than your competitors.

Websites are more like online brochures that are designed to give information to be read. While a website can have call to actions such as “Contact Us” or “Schedule Appointment”, there is a lot of information within a website that can confuse the prospect. One of the main things is that there are too many places to click to other pages and lose focus on the main reason they are there.

A marketing funnel only has one page and one focus. There are no links that take the visitor to another page about something else. The sole focus is converting the visitor to a buyer with an offer related to a service or product that you offer. That’s it.

You don’t want visitors to just read. You want them to take action and convert them into a patient. This is what a marketing funnel is designed to do.

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Chapter 12: 

Email Marketing Is Still Alive And More Important Than Ever

Why email marketing is important you ask?

How does a $38 return sound on every dollar of investment? Too good to be true?

Well, welcome to the world of email marketing.

If you’re in a business that involves any sort of online presence (THAT MEANS YOU!), you can’t underscore the importance of email marketing. If I had to paint the advantages in broad strokes, I’d say email marketing is important because of:

1) massively increases your reach and communication.

2) is flexible, measurable and scalable.

3) improves your revenue.

4) keeps data ownership with you.

Five Advantages to Email Marketing
1) Everyone Uses Email

Whether you want to admit it or believe it, over half of the entire planet uses email right now. The mass adoption of email makes it the perfect channel for your marketing. In today’s hyper-digital environment, it’s a safe bet that everyone you come across, and everyone who’s in your target audience, use email.

2) Mobile Phones Are In Everyone's Pocket Thus So Is Your Message

You click ‘send’ on an email and within an instant, hundreds and potentially thousands of people get notified through an electronic slab they’re holding in their pockets or hand. How amazing is that?

The combination of mobile devices and email marketing gives you the unprecedented advantage of the speed and reach in executing your marketing.

3) Email Lets You Build and Grow Brand Awareness

Building brand awareness is an essential activity for any practice whether you are just starting out or you've been in the game for some time.  Brand awareness is that intangible quality, which drives prospects to choose you and your services over your competitors. The better they know you, the more likely they’ll buy from you.

So how does email build brand awareness?

Awareness comes from attracting attention. People learn about you when you make yourself visible.

You can use emails in a few ways to hold your recipients’ attention. Using email after seeking permission, you can send subscribers:

>> Industry updates

>> Expert advice

>> Staff Changes
>> Public Events or talks

>> Blog updates

Email simply keeps you on their Top of Mind!

4) Offers Perfect Targeted Messaging

A healthcare professional’s dream is to have a unique personalized value proposition for every single potential patient. While marketing is not quite there yet, email marketing does a pretty great job of approximating this dream.

First, you can segment your email lists by whatever patient characteristics you think are relevant to your practice. For example, if you’re a sports niche provider, you can segment your customers by sports they like.

This way you can inform your golf fans on your new golf treatment program, while not disturbing the baseball aficionado.

Second, marketing has a reputation for being impersonal, email alleviates that concern.  It is very simple to TAG each prospect and patient with their first name - builds trust and authority and shows you care for him/her individually.  It's a small yet very powerful move.

5) Email Builds Relationships and Credibility

We’ve already discussed how email brings a touch of personalization that other channels of marketing lack.

Personalization, or in other words, understanding your patients and their needs, goes a long way in building relationships with them. Email gives you a chance to proactively reach out to both prospects and current patients to show your enthusiasm and interest. People are bound to notice your enthusiasm.

Combine personalization and proactiveness, you have the ingredients for building solid relationships. But to really capitalize on strong relationships, you can use email to drive your marketing home if you use it to build credibility.

Credibility is the badge of authority and trust that people give you. It’s that badge that helps you stand out from the noise of competitors and cluttered email boxes. Building credibility for your brand through email isn’t difficult. You just have to keep your communication honest and authentic and show your expertise in your domain.

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Chapter 13:
Using Your "Blog & Newsletter" to Get More Business from Existing Patients.
One of the easiest ways to make more money in your practice is to get your existing patients to come back more often and to buy more services and products from you. 

The more you write blogs about what happens in your practice or add a video of a new service and a PRO TIP - add a Video Testimonial to your blog - the better engaged and educated your prospects and patients will be.

The reason these are one of our favorite techniques is that it's one of the easiest to implement for a client. Most practices already have a list of existing patients and their email addresses. Most of these existing patients already love YOU and the practice as well as your service and probably the products you sell..  They just need a subtle reminder to come back in and visit - this is a re-activation campaign.

This can be done with a simple email newsletter that is sent out once a month. This newsletter functions to cut through all the noise of your existing patient's daily lives and remind them why they fell in love with you in the first place.   ***We can do one-off email campaigns as well which work fantastic if we can offer them an exclusive reason to come back in for treatment, new services or products.

We write newsletters for our clients each and every month and the key is making sure that the email that you send out isn't something that is just the latest promotion. It has to be something they look forward to reading because it feels personal and because it helps them.

With that said, there are 4 key components to every email newsletter that we write for our clients. These 4 things are the key to why the newsletters that we write end up driving so much extra business for our clients (without their patients feeling like they are being "sold to").

How to Write a Great Newsletter for Your Practice.
#1: Open with something topical.
The first part of your email newsletter should be something that makes it easy for your readers to relate to you. When we write newsletters for our clients, we typically open up with something that is seasonal or has to do with a holiday that everyone in the area is celebrating. 

This establishes a bond early in the newsletter and opens the door for us to talk more about anything that follows.
#2: Teach them something in "x" number of steps.
The next section of our newsletter is all about teaching our audience something that will instantly impact their lives. This is something that relates to the time of year but also relates to our client's practice and expertise. 

This section is all about providing value but also about reminding existing patients why they trusted us in the first place.  We also want to make sure the content is interesting enough that they share it with others.
#3: Remind them what you do daily.
Next, we're going to slip in a little section where we talk about something going on in our business that relates to the first 2 sections that we just covered. This section is all about reminding them that the practice is still there and still doing what we do every day.
#4: Call them to Action.
Finally, we tell them to call our practice or come in to take advantage of an offer.
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Chapter 14:
Incorporating Video > The Future Of Practice Marketing