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This Dental Specific Podcast is dedicated to the Dental "Entrepreneur" Michael Dinsio, Founder of Next Level Consultants, delivers #TRUTH when starting up a dental practice. From the very first step to getting the keys of a dental practice, Michael shares his raw & unscripted playbook with you. Not only does this podcast provide you with "What To Do" but more importantly "What Not To Do". With over over 15 years of experience & over 150 past clients, Michael delivers an educational and informative program in a real and genuine way. Start w/ Episode 01 - as we go through a STEP by STEP process.
00:08
Start up unscripted, the questions you have with the truths you need to hear. And now your host, Michael Dinsio.
00:23
What's up, guys? Welcome. Hey, let's let's let's do this. Hey, guys. Thanks for joining us. This is Startup Unscripted, a brand of podcasts that deliver great unscripted content for the startup and for the acquisition. If you guys haven't tried our acquisition side, it's dental acquisition unscripted. And it's all about that acquisition side. If you guys are thinking about getting into ownership,
00:52
bounce back and forth because both options are very good options and we're just delivering great episodes like today. And this particular episode is part of the Encore series. And so for folks that are just kind of getting into it here, if it's an Encore series, it's kind of a very important topic, but it's not necessarily part of that core thing, the things you need to do to get into ownership.
01:21
Although today's episode is probably borderline and we're discussing all things social media. And today we've got two really experts in the industry that really own the space in my opinion. And I'll just get into the introductions right now. We've got Blake and Adrian from my social practice and I'm excited to interview you guys. So you heard already heard the energy Adrian's ready to roll right now.
01:51
Let's go. Exactly. So Blake, Adrian, whoever wants to take this, tell us a little bit about my social practice. I've already kind of teed it up here, but why you take it from there? I'll give you a quick 30 seconds spill. So we've been in the business for 13 years working specifically with dentists, mostly English speaking, United States, Canada, we do have a few clients in English speaking countries, but almost everybody's in
02:20
North America. And we are a full digital marketing agency, although we're going to be talking about, you know, just social media today, which is kind of our primary and our that was our first product. And that's the product that most people know us about. We do offer all the other digital marketing services. So we've got about 30 employees are all over the country. Got a couple in one in Spain, one
02:44
moving to Argentina, think, day. We're going international, man. guys are international. Yeah, it's a big deal. We got a I think there's a certificate in the mail that's going to show up and we're going to be able to put it on our wall or something. So awesome. It's like, it's like you got the world and the map and then you one pin here and the rest of the pits. We worked with over 7000
03:11
practices. were a lot of practices and we really understand the industry well. We know it works with social media. So that's who we are. love it. Blake and Harry. I'm the hairy version of my social practice. Blake is the note. Do see his hair? It is beautiful. Freaking perfect. It is perfect. We actually just real dude. Adrian. Adrian, we actually talked about his hair. The three before the show.
03:39
audience here, folks, friends. We were talking about gray in general. I'm like, gosh, I'm starting to lose mine. I'm like, your line is perfect. I said your line is perfect. And I said, I said, I'm probably older than you. And he said he his age. I'm like, damn it. I'm exactly the same. So folks, if you're on YouTube, you're watching this, you'll understand what's happening here. But I can't beat those. I can't beat those cool dreads, though, that that's pretty sweet.
04:08
That is, that is sick. That is like, what do you, what do you bring to the table here? mean, it sounds like Adrian's running the company. got Seth who is not joining us. Blake, give us a little bit of what your history is. Yeah. So my background is in the ad agency creative director world. This kind of where I started. Um, I was doing, I was working at ad agencies and then I wanted to start my own thing and, and I was doing some design and,
04:36
consulting, marketing work, and I picked up some dental clients and that's kind of where we started. This was when Facebook was first starting and we saw the writing on the wall that let's create a social media marketing service for dental practices, a very specific niche that we found. we kind of led the industry in that space. And we still do, but we were kind of the first to that space, which was kind of cool.
05:05
the first Facebook account, like when in the very beginning, I was in college, you had to have an E folks, most of you don't know this, but you had to have an EDU email to get these books, remember? So, so I was one of the first for sure. And, and, and it's cool, because it's obviously such a big, big topic for anybody that's trying to get their, their brand and their name out there. The excuse me, the
05:33
the impact and the authority it probably provides as a brand digitally is super important. I'm assuming you guys are going to get into some of this stuff. how actually let's let's lead with that. How important is social media as you're coming up with brand and website and all the crap you have to do, right? To start a business. I feel like some of my clients don't
06:03
appreciate how important social is. Can we talk about that? How important is social to the grand landscape of branding website? All the things. Go Blake, go. Yeah, I always say that really in 2023, it's just like a website, just like a telephone in your office. I mean, it's that important that you need to have some type of presence on social media, because that's what people are spending their time.
06:31
when they go online, they're spending most of their time on social media. So if they want to contact you and they'd want to do it through Facebook or do it through Instagram, they're going to look you up. They're going to see if you're there. And if your last post was two years ago, you think they're going to send you a message, right? They're going to, they're going to know nobody's watching the page. They're going to know you're not, you know, you're not actively doing anything on social media. it's just,
06:57
It's a channel that you can use to connect and engage with potential patients. And if you're not there, you could be missing that opportunity. And it's more, and it's, I'm gonna piggyback on that. It's more than just having a page. You actually have to do something. I know nobody wants to. know nobody has any time, but you have to. You literally have to be publishing content on an ongoing basis. Ongoing basis is not once a month. It's not once a week. It's like a few times a week.
07:26
You need to be publishing content so that you stay relevant, basically. Yeah. For the startup, I always struggle a little bit with coaching them on how, because they haven't even opened yet. Let's back up because Adrian, you're 100 % right from everything that I've heard about how you have to stay engaged and have good content. It's got to be regular and you got to really put a
07:56
a lot of TLC into that effort. But let's back up because the startup isn't even open yet. So I'm talking to folks about branding, getting a domain, getting a website going, all this stuff. And then they're like, Oh my gosh, we also have this. And so, so like as a startup, I'm imagining a patient, and they're looking for a dentist and you're a brand new startup. Like I always say, you got to get like a foundation up.
08:23
as a startup, even though you're not even open? I coaching people right? No, you're right. You know what's funny? It just kind of came to mind. Just down the street, there's a Wendy's that just that closed down and they're putting in a new like a drink shop. I don't know what it is. It's like a, it's called like Byteson Brew or something like that. don't know. And they just put up a banner with the logo on it and this in this old Wendy's.
08:52
And the first thing that I thought to do to see what that place was, was to search them on Instagram. If when I saw that banner, I saw that name, I said, what is this going to be? Like, I want to know a little bit more about the details. And so I went to Instagram to look if they were there, right? I mean, most of the time, a new business, a new startup might not have their website completely finished at the beginning, right? That takes a little bit of time, but how fast can you get on Instagram and at least start
09:21
branding, like you said, and starting to let people know that you are going to be here. Right. You can do that immediately. Yeah. And by the way, if they're next level client, their websites, absolutely going to be up when they open, but to your point, but to, At the same time, you know, the URL, they may not know. I mean, hopefully they put the URL maybe on the banner, right? But it's maybe harder to find a URL when they could just search the name of the business on Instagram.
09:51
So so so you've got somebody that's driving by you see the banner sign and I always get a banner sign up for other startups and amazing Dennis coming soon. And then when we get closer, it's Hey, accepting new patients like changing out and letting letting that that that traffic that traffic know right but but you're right the websites usually not up I would like a landing page at the very minimum
10:18
But you're right, social media can be the story before we're even up and running. And so what do you think? Like they should have like at least nine tiles up or more before they even open. mean, any tips there about how and what kind of content, like any ideas of content before they even open, because they don't even know what they're doing at this point. I think that's a good idea to have, you know, six to nine posts on the grid, you know,
10:46
the tiles kind of like you said. I'm an idiot. It's a tiles. It's tied. Is it tile? I understood tiles, the grid. Okay, got it. But also I think people look to social media for up to date, current content, right? Just like you would look for a news story. So the great thing about social is that you can start posting stories. You know, the dentist could go in front of the office and say, Hey, look, we're building it out. Look how cool this this waiting area is going to be.
11:15
and can go live or do a story. And it's that real authentic content that I think people like to see. A website is awesome, but sometimes websites can be a little too perfect, right? looks like it's a great picture of the doctor, the great picture of the team. But what's great about social is that you could really be authentic with your audience and they can really get to know you.
11:42
and your personality through the stories and videos. love that. What what what would you say to a doc that just isn't camera ready or doesn't have much experience? And I think that's where you guys do an amazing job, by the way, because it's that that natural camera ready person, which is very, very few of my clients, definitely, definitely some clients that just crush and
12:11
it's just natural for them. Yeah. But I would say that's probably 10 % of my clients. So that's probably a good reflection of the market out there. 10 % maybe, maybe 5 % probably that are actually camera ready, comfortable. Put I mean, I remember the first time I did a podcast, let alone a reel or whatever. I'm like, Oh, this looks stupid. I don't even know what I'm saying right now. Right. And so any tips on how to like
12:40
even if they suck at it, like they still need to do it because you can always archive right so like, what do you tell your clients? What are you telling your clients? I mean, I would say probably all three of us when we first started getting on camera. It was awkward. It's hard. It's uncomfortable. For most dentists that I speak to it's the same. It's hard. It's hard to turn the front facing camera on and just start speaking.
13:09
And I know this is probably super cliche, but it's just doing it, starting and practicing. I think, one thing with dentists, we're working with a lot of perfectionists. It's just dentists and orthodontists. It's just part of their nature. They're perfectionists. And so it's hard to film something where they maybe are stumbling over their words and then go live with that and push it out.
13:35
But the, they have found in studies when it comes to brands, that's the type of content actually people like. know when you're screwing up, it's so true. That's a great, it feels, it feels authentic. It feels real. It's, know, don't feel like you have to keep doing a take over and over again. Just speak from your heart. Like you're speaking to your patient. And if it takes longer at first, I mean, you'll get better, but it's okay to mess up. think that's probably the biggest key there.
14:06
Adrian, yeah, you can also, mean, I don't know what point in the ramp up pay period for launching a new practices, but at some point they got to hire some people or have some people ready to be hired. And there's always somebody in the practice that freaking just thrives on social media. So you can always lean on an employee or your partner or somebody else that's like, yeah, I'll shoot videos.
14:34
Yeah, there's there's always a way to get it done. This is this is totally true. Like your team team, like once you get your dental assistants in your front, there usually is someone that that really does dig that I try to help people get systems set up for that. Like where are going to put? Where are going to take it? Where are going to save it? Where are we going to everybody make sure you're taking pictures, put it in this folder? What's the schedule, right? But
15:00
Now we're kind of getting into what my social practice does. So guys, you're, you're, it's okay. You can talk about my practice and, how you guys do do what you do. And it's okay to tell the audience how you help with this. So let's, let me try to lead you to that where, how do you guys take this, this beast for the other 95 % of folks that just are not good at it? How do you guys help with that? Like, is it like,
15:29
walk us through kind of a little bit of that. Yeah, a few you fill in or I don't where I miss Blake. One of the things that that people need is they just need to know what's trending what like what's what's the idea? Right? It's like coming up with the idea. And then once they have the idea, the game's over you got so what we do one of the things that we do, because dentists and dental teams literally don't have the time to look and find the idea that would work. Because we have a team, have an actual team of people
15:58
that are just freaking scouring the web looking for ideas that would be dental related or could be tweaked into a dental idea. Right. Then we send that out every week. We're sending this. Well, actually we put it on a, we host it on a site. called the Academy and they, our clients log in and like, shit, let's do this idea. You know? So that's cool. So we're like trending ideas is like constant, like do this idea, do this idea. And that fits with what's how social media works, which is it's a short.
16:28
term, it's not a long, you create content today. It's gone next week. Yeah. Right. So it's like, what's the idea? We just got to always be doing a fun idea. So that's one thing. We also want them to have a culture and help them to have a culture that facilitates doing this. Right. Like you have to have a lively, energetic, inviting, transparent, honest culture.
16:58
to do social media. Totally. Who doesn't want to have that culture, right? So if you're like, you're like, you've got policies in place that don't invite this, then you don't have the right culture to be on social media. Like if you're like, I don't want anybody to know anything about me, because, you know, I'm worried they're going to know something about me and they're going to talk bad about me online or somebody's gonna find like that person is
17:24
now it's like they got to like change their personality or it's not gonna work. try and like create a culture or encourage them to create a culture that will facilitate the ideas. I think that's that's huge, huge because it is the idea Adrian, you literally have the definition of a think tank working for you guys to help your clients come up with creative ideas. And and so
17:51
They take the ideas and then it's on them to reproduce. But the idea, you're right, is the hardest. That's the hardest part. I always get, what am I supposed to post? Yeah, what are you supposed to do? What am I supposed to do? So a lot of the ideas, so we, in our service, actually provide, I mean, there's a lot of things that we provide. We'll probably hit several of them. But when I'm talking about trending ideas, I'm mostly talking about video ideas. Stuff that we can't do.
18:21
for the, for our clients. If you have to do a video idea that requires, you know, a clip from an audio track and you have to shoot it and then put the audio track over it. Like we don't fly a freaking team across the country to go make that happen. They just, all the tools are on their phone. We just got to give them the idea. They got to shoot it. And what we can do other than giving them the idea is that we can take care of all the other stuff. Like if they don't want to post it, if they don't respond to comments,
18:50
they want to hand off all that stuff. We have a team that does that. Right. But in terms of trending ideas, most trending ideas today are video ideas and those have to be shot by the team. get that. Of course, because then it's authentic. It's genuine. It's unscripted, which is I get all the time all the time that people love the podcast because it's totally unscripted. You know the difference when you're listening to a podcast. It's script. Oh, yeah. It's like
19:18
The other aspect about the other aspect that nobody most dental practices either don't have the time or they don't have the skill is graphic design. So you can shoot lots of photos and just post photos and stuff like that. But there isn't there is an aspect of social media where when you look at a feed somebody's social media, Facebook page, Instagram, TikTok, whatever it should
19:46
look nice. You like an up close slightly out of focus, like before and after photo and then some weird shot of somebody standing in a park and then you know, a shot of the part you know, like, like, like all weird stuff, right? If you want a good example of that goes to next levels, Facebook page. And and no, I'm being dead serious. If you go to Instagram, and x level consultant, and you go to the old ones. Yeah.
20:16
And like, and like, it's just a bunch of pictures, which, know, is it you standing in a park? Probably, yes. But then, but then as you get up to the newest, we actually hired someone to make us look a little bit. If you're trying to get this idea, like go to next level. Not what to do. What to do exactly. So yeah, so what we've done is we've, we've,
20:45
We've added a portion of our service where a practice snaps a photo at lunch. Yeah. And they just send it to us. We design it. Yeah. Make sure it's in, you know, it's, on point, It's not brand on boys. It's like, if it's out of focus, they're like, send us a different photo. This is out of focus. We brand it. We put their colors on it. We'll post it. Yeah. Exactly. Like what you're doing. That, that looks great. It's a consistent brand.
21:14
But you go down. This is what not to do ready for the for the youtubers out there. Yeah, just kind of some random stuff. mean, random. So Adrian's exactly right. There's there's company and then there's personal. I guess personal even should be if you're trying to be an influencer. But but I like that because there's a strategy about the professionalism brand on point. Yeah, I love it.
21:42
Yeah. And I'll say something to that. Well, you just mentioned being an influencer. There's a difference between creating a personal brand for yourself and trying to be an influencer in the dental space from just creating a good brand for your office. So we always all of our clients, it's mostly, you know, private practices that we work with. We encourage them. You need to have a good brand for your practice. And that includes everything that Adrian said. Branded posts, a consistent feel.
22:08
a little, you know, adding personal photos and videos in the mix of that look and feel. But then there's a whole different strategy of trying to be an influencer and building your personal brand that involves more of the front facing camera so people can know your personality as a dentist, what your expertise is. You know, that's a whole different strategy than just posting things about your team and the culture of your practice. So.
22:35
I just wanted to make sure to differentiate that. Uh-oh. Adrian, something piggyback. said another idea. got lots of ideas. Most of them are just junk. you part of that think tank that we were talking about? Are you like, I was not hired for that. They wouldn't, they wouldn't hire me frankly, because I'm just, I'm not that creative. Um, there's a good, we, we talk, we talk about types of content. So if you're asking like the question, like, what do I post? Yeah.
23:05
Here's a good model. You know, a third of your content should be about your team, you and your team. Okay. Those photos and those videos anytime, any place, anywhere that you want to about a third should be about your patients. Yeah. And this is general rule. Okay. Having photos of patients, like a third patients and videos of patients is a big freaking deal because people reshare that content. Right. Right. Right. the third should be dental information content stuff.
23:35
It's not 80 % about dentistry. No, it's a shit about it. It's so true. Unless you're, unless you're a prosthodontist and that's what you're doing. Nobody, the community does not care about dentistry. They care about the team. They care about the dentist. can't. It's so true. I, but guys at the same time though, like the audience knows dentistry. So that's what they're comfortable with. So that's the.
24:03
That's the stuff they're producing because they're the most comfortable getting in front of a camera and saying, I'm to talk about how to flush your teeth today. Right? Like that's what they're comfortable talking about. But I, I like that you guys give them ideas for things to talk or to, to, to do that. That's, that's cool. Um, all right. What, what are we, where else do we want to take this? Because I think this is already,
24:31
really good stuff. And I just actually came up with an idea as we've been talking as a giveaway. If you guys are up for this and you don't have to be, but now you kind of have to because I'm putting you on the stage. We should give them, cause this isn't, this isn't a huge give, but this is a gift. We should give them what your top five posts should be as a startup because that is just like the foundation stuff that we were talking about.
24:59
Like Adrian was talking about, have to continue that and you have to keep thinking about what's trending and the ideas. And that's really, in my opinion, your biggest value. But all the startups don't know what to, how do I start? What do I start? Like top five ideas of how to get your grid going and that, and by my social practice, but they have to talk to you guys first. So if you guys are up for that big give that.
25:29
That might be an idea. Um, here's what we can do. We have this Academy. We dump all this new content, ideas, training, support, like the trending ideas that I talked about. put in this Academy. Okay. If anybody, a 30 day free access to it, you can just jump in there and grab everything you want. Okay. That's cool.
25:52
So yeah, we can do that. Blake, you might want to find a QR code you can hold up or something like that, or we can give you... I'll post it below or a link. It'll be in the descriptions, folks. Yeah, we'll give you a little landing page that has a form on it. You can just fill out the form and then we'll give you access. All right. I want to take this to SEO now because... I'm the SEO guy here. OK, Adrian's going to take over. Ask Adrian these questions. Blake, can go ahead and log off. Yeah, I'll just hide my camera. Thanks for showing up.
26:21
SEO. Okay, so to me, one thing that I accidentally found out about was the more stuff I did on social, which by the way, the podcast, right, all that the funnel, the the better my SEO was, I didn't even know that was a that's what was happening. I just started doing this stuff. I was bored during COVID. And next thing you know, you search dental startup coach and we're
26:51
We're number one. And it's all the activity. So dentists, you guys need to learn from that tip is if you get serious about posting content, you will rise to the top. Am I smoking something here, Adrian, or is that true? but you're right. I do live in Washington. I don't smoke pot, but it's totally legal here. No, that's a signal. It's a social signal.
27:19
Any kind of an engagement on content that you're publishing, the amount of content you're publishing and what you're linking to helps your content in social media to be shared more to a wider audience. get more impressions, but it feeds back into the search algorithms that Google, mostly Google, Google human being is to help you rank higher. So walk me through that. So you're posting content and I know I'm, I'm, I don't,
27:49
I don't know a lot, but I know a little bit. People are searching for things and searching for Invisalign, Perio, whatever, whatever it is. If you're searching for something and you do a lot of content on that thing and you're writing good descriptions, I'm assuming that's getting picked up. Yeah. So no, it's all getting picked up. The question is, is what's actually going to show up in search? So patients searching for root canal near me, let's say, right. Um, what
28:19
What could happen is when they search root canal near me and a bunch of dentists show up in the map, some dentists' websites show up, but then there's a Facebook page that shows up potentially. Because the Facebook page is from an endodontist that focuses on root canals and tons of the content is about root canals. So your social media accounts can then show up and search. Like a second website. Like a second website. But those also support, I mean Google.
28:47
looks through all the links on your website to your social media accounts and social media accounts and back, which is really important that you connect your website with all your social media accounts, have the icons on there, connect back that all the linking is, is probably accessible, right. and back the other way too. Yeah. So the social media, the social media accounts support the activity. Um,
29:15
Or I should say support the algorithm and the weightiness. In Google's algorithm, there's a principle called prominence, which is a suggestion to look at one particular dental practice versus another dental practice. And prominence has to do with the weight. Is it just one website that doesn't link anywhere versus another website that has
29:44
three social media accounts that have 500 followers a piece. They've got a blog, they've got stuff written about them. Google doesn't have any idea how valuable dental practices services are. They don't see that you're a good clinician. They can't tell. The way that they tell is through links primarily. How much link traffic do you have coming into your website and vice versa. the social media accounts play as part of that prominence factor.
30:13
Okay. So what we're talking about, dummy it down for Denzio, D D D dummy down Denzio here. What, what we're talking about here is organic stuff. So stuff that we're not even having to pay for the more stuff, which, which you pay for in time. Time is labor costs and time and energy cost of doing all that stuff. Right. And, and, and posting it and putting all that time into, but, but, um,
30:42
So there's a cost there for sure. But you haven't sponsored anything. You're not advertising. This is just paid advertising. Yeah, total organic. And these guys will help you come up with great organic stuff. There's a cost to that. But it's consistent, which is the key. We already covered that, right? That next week, nobody cares. right? And so that's the key. I love that. When they cover it.
31:12
Oh, sorry. I'm sorry. One thing I was just going to mention too with that consistent content and posting, one thing probably Adrian was going to talk about, but your Google business profile and adding information on a consistent basis to your Google business profile will help you rank organically in the map section. Yeah. Which is you can actually do posts to your Google business profile. You can do updates. You can trade it social media accounts.
31:42
Yeah, yeah, it's kind of like a social media account. just like you're saying to post to Instagram and Facebook and do all of this and getting followers, that's great for those social signals to help you rank organically as a website. But if you actually want and it will help you in your maps too, but there's ways to post your Google business profile and add information in there that will help you rank higher in the map section, which is one of the most important places that you can rank. There's so much.
32:11
That's why we're here. That's why we're here. Mike, here's how it works though. Here's how it works. You make one piece of content. You shoot a TikTok video. It's a before and after TikTok video. say, okay. Back to the dentistry. Before and after TikTok video or a patient reveal or whatever it might be. Okay. Shoot that video. Now you've got a TikTok video. It you have a TikTok account and you got some content on TikTok.
32:41
You take that and you repost Instagram reels. You can do that. Right. now you got the same piece of content on Instagram reels. You can publish it to Facebook. So there's three places. Then your website, you have a before and after page. The video goes on your website. So recycle five, you posted to Google business profile. Now you've got it published. So all you have to do is get the damn video.
33:06
Then we have a piece of software where you can load it in there and it'll shoot it to everything. Yeah. Repurpose it. like shoot the freaking video. Now right here. goes everywhere. Okay. Let's take this to the next level. Can't do it. Oh, next level. Next level. got it. I got it. Come on. Yeah, I had to. had to. Um, so let's take this to the next level and say, okay, so we got that one clip.
33:35
Don't do it all on the same day. Right? You want to sprinkle it out? Is there any weirdness going on if you do it all on the same day? I don't think it matters. No, it doesn't hurt to do it in that way. I the only thing that I would say is it's a little more beneficial if you can adjust it per platform. So maybe if you, you know, different platforms are a little bit different and how that, like, for example, Instagram.
34:03
in the caption and Instagram, you can't put a link in the right, right? So taking that video and putting as a real and uploading it to a story and then putting a link in the story might be a better way to do it. I just, you, you kind of have to think about all the platforms that you're posting to, to make sure that it looks okay, that it works okay. And sometimes there's a call to action if there can be a call to action. Yeah. So you can post the same content all at once.
34:31
But I would just go through and just make sure everything looks okay on all your clients. Okay. So, so here we're talking about videos, which clearly are better for social, but then there was, there's a lot of conversation, Mr. Adrian about SEO and blogs and writing. So videos better than blogs do both comments about that. With the intent to improve your SEO, if that's the goal.
35:01
Okay. So if it's, if it's just social media followers and content, then blogging doesn't really matter to that because it's just shareable content. Right. But if you're talking about optimizing your blog so that you rank higher in search for organic keywords or that your Google business profile ranks higher in the Google map, you shoot the video, the before and after video, and you write a blog post about the video. That's what it's, that's what it is. Well, that's
35:28
Then you so what one way to do this one way to do that depends on your intent, your strategy, right? If you really want to rank higher in Google, you use TikTok, you shoot the before and after video, you can post it to TikTok, right? Then you take the embed code from your TikTok video, you drop it in your blog, you put the video in the blog, and then you have it, you know, get a HIPAA consent form signed on the patient when you don't get in trouble for all you HIPAA congruence out there.
35:56
That's a hashtag. That's a That's a hashtag. That's That's a a That's a a a a That's a That's
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is on your Google business profile. So that creates the link to the article. You know, it just, it's, it's the linking thing. It's the linking thing, right? It is a mess. Folks, this is modern day marketing warfare right here. It used to be like so much simpler, right? Like, let's just, like you used to do this before all of the
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social stuff, you put up a website and have a brand and now send out a postcard and you were done. know, now it's this web of stuff. if you're right, there's a lot of there's a lot of marketing ideas out there that companies aren't, know, whatever you are, you're a dental company, you're a freaking doctor, you're a, you sell, you know, golf balls on the side of the street, whatever.
37:20
You're not, you're not, it's not what you are. You're a media company. All companies are media companies because media is what drives the attention is the host, the marketing, the algorithms online are all built around consistent, creative, interesting media content. If you can't create media content, you're out of the game. Yeah. And that's why I mean, most dentists don't have the resources or the time.
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to do that and as much as we can teach you how to do it, and they're all great ideas, most dentists look at us after our presentation and say, there's no other way I'm gonna have the time to do all that you just taught. So it's true. So it's just part of what it is, is that you probably have to hire an agency to help you. If you really wanna rank, if you really wanna have success online,
38:16
If you really want to get engagement and come up with great ideas, you kind of have to work with, with an agency in some, some, yeah. I couldn't, I couldn't agree more. Let's, let's spend the last five ish minutes on this idea of paid versus organic, because I have a client right now spending $8,000 a month.
38:46
Let say that again. $8,000 a month in social ads. That's the first time I've ever had a client say, F it, I'm going, I'm going for this in social media. And, and I'm curious how it's going to work because he's chosen to not go print, not go pay per click, not go anything else and just go all in on social. What are your guys's thoughts about that and or
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just paid social in general. That's a big mystery even to me and I'm sure my listeners as well. Okay. Blake, you want to say something before I go off on You go first and I'll go in. Oh boy. So in the last political cycle, Facebook's targeting algorithm got just plowed. It's so milk toasty now. What's that mean? What do mean?
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You used to be able to say, I want to send an ad to women between 30 and 35 years old within a 10 mile radius and an income level of this and that this company that's following this company. And you find like 250 people and you run an ad directly to them. You can't do that anymore. That was really effective. Right? Cool. Yeah. Right. They can't do it because because the privacy laws and the privacy, you know, big, big brother and all kinds of stuff, whatever you want to say, come down and kind of like,
40:15
wiped out the targeting capabilities of most social media, most of social media, paid advertising. Okay, it's a little bit skittish right now. We used to spend a lot of money on paid advertising to attract Dennis to our company. We don't do any paid advertising right now. No, not all organic. Because the cost became so exorbitant to generate a lead compared to what we used to be doing that it just became ridiculous. Got it.
40:43
Now, it's not to say that paid advertising isn't good. because you could do a mailer and just blanket or pay per click, which blankets it's kind of the same now. before you get, whoa, get excited. Where before you could get micro. Right. So here's the only way that I've seen paid advertising work effectively, consistently over lots of different clients. It's they have to be advertising a very
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profitable service, you can't advertise for new patients, you can't advertise teeth whitening, you can't like all that stuff that's just like entry level low dollar stuff, you just get wiped out in the advertising costs. So the only the only time I've seen it work well is if you're shooting for dental implant patients. Line or in Clinton, let's say clear liner. Let's say clear liner. Clear liners, clear liner.
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And Visalign doesn't own the world of clear aligners. don't even know who they are. I can't even believe that. I just had a note on the side of my wallet. said Invisalign. I just set it out of my Clear aligners. big ticket stuff. Big ticket stuff. Because it's worth it. And you got to spend thousands of dollars a month to do it. So this gentleman or lady that spent $8,000 a month is, you know, if they're going after implant and clear aligner clients, they might be able to make some money. But the problem is, as soon as you turn that freaking budget off,
42:09
It's over. Like you get nothing. You got to make money on the budget spend then and the sales process now. Now you're starting to get next consultant. Oh boy. Consultant hat coming out. Now you have to really sell the patient when they walk through the door. You got to and half the half our clients don't know how to do that part.
42:33
And with the advertising too, I'd say, you know, the $8,000 budget, that include, is that just for the reach of the ad or is that also paying agency to create? there's a budget. And how much, right? Yeah, there's a budget you have to also allocate for an agency to switch up the ads on a constant basis. Because if an ad goes for a certain amount of time, it gets old.
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and you have to put new creative in there and try new strategies. And so there's an additional fee, usually probably a couple thousand dollars a month to work with an agency. it's for, again, it might work, but it is definitely for those practices that are willing to put quite a bit of money into it. Yeah. If a dentist comes up and they say, have a thousand dollars a month that I already paid advertising, you just say, go find somebody else that's going to fail.
43:28
don't make us fail for you. It's just not going to work. There's just not enough money. You have to like really pay into it. Guys, you crushed this episode. You gave us such good content and information. Folks, I hope you were making notes and I hope you learn from this and take, take whatever you can take away from it. Take away, even if you could apply just 10 % of what we talked about, you'll be better than not.
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doing anything. And so I think I think this was a blessing. Thank you, Blake. Adrian, is there anything that you would like to say or whatever before we we shut this bad boy down, we are going to put your contact information below and in the descriptions and all that stuff. I'd love to collaborate on like the first five posts to get you going because most of these people
44:23
Uh, my clients, just don't even know where to start. So just give them five ideas of how to, what your grid should look like in your first six. Maybe it's the sixth grid or whatever, but any, any last minute comments? I love that. We'd be happy to give you those five ideas that Michael mentioned. We also have a number of different webinars we've done that I think would be great for startups specifically.
44:46
Uh, one that's about collaborating with local businesses to help grow your following. think that's a huge strategy for startups. That's what I would do. If I were to start, would, I would reach out to local businesses that already have a following and start working with them and collaborating with them. And then there's a whole other discussion about influencer marketing. Um, I know a practice locally here, a startup that basically built his whole practice on influencer marketing. Didn't spend really any money, just brought in influencers and.
45:16
Drew very rapidly. So there's a whole strategy behind that too any startups I want to reach out to us and I'd be happy to share some links of some webinars I've done around that. we didn't even touch and there's so much right there. That's what's amazing about social and like just digital marketing is there are so many angles that I don't think folks really realize and you just hit a couple.
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different things that we've been talking about. So it's a beast. It's freaking beast. Okay, cool, guys. Thank you for your time. You gave it to me. Thank you for giving your energy and knowledge and acumen to my listeners and folks, if you don't listen, if you don't reach out to them and learn something about what you're trying to do and how to do this, I think you'd be crazy. So so thanks again, guys, for the time. Thanks for having us, Michael.
46:14
Thank you.