GMCP 075: CONTENT MARKETING THAT DRIVES RESULTS WITH PETER FLYNN

This is the Grow My Clinic Podcast by Clinic
Mastery where we help you deliver amazing client experiences to grow your clinic. JACK:Well, welcome back to another episode
of the Grow My Clinic Podcast. My name is Jack O'Brien. Thank you for sharing your ear buds with us
today. We have a another guest on the podcast mixing
up again, not an external guest,but this time one of our very own Peter Flynn. Welcome to the podcast.How are you, mate? PETER: Good! Thanks, mate. Happy to be here.

JACK: Cool, so for those who are unaware,
Pete is one of the Clinic Mastery team. He's one of our mentors and helps guide clinics
through the Business Academy and is an absolute gun at almost everything.He’s fantastically
good-looking and can run a clinic. So, what we're doing – what we're going to
talk about today is exactly that – how Peter and his business partner, Andrew, have been
able to grow their physio clinic, like it's on steroids. It's been out of control in some regards over
the last couple of years. The clinic growth has been amazing and a lot
of that is to do with new client attraction, marketing and systemising.

What it means is to attract good quality clients
to your clinic. So,Pete, we've had you on the podcast previously
with Andrew speaking about the Physio Fit journey and evolution where that came from.Can
you speak to us a little bit around Physio Fits ethos and approach to growth? Why were you so desperate to get growth? And how did that then come about? How did that play out? PETER: Yeah, absolutely. So, I think,firstly, our approach to growth
has been – you know we we have a mission statement of we want to change the health care experience
for the better. And in order to do that, we have to see more
and more people. We have to help more and more people. So, for that, we need to grow and we need
to (inaudible) to hire more people. We need to better open more clinics.

And so, that's the – that's the real driving
goal behind it. We want to continue to expand. The larger we are, the more people that we
can help each week. You know we've got a goal,by the end of December
2020, to be helping 600 people a week. And we're currently around the 300 marks. We want to double that within three years. Personally, I'd love to do it within 12 to
18 months. JACK: Yep, I love it. And that's from a – from a standing start? Yeah? This isn't a clinic that you inherited, like
I did,you built this from seeing one or two patients a week in a really rapid pace to
get to where you are now, seeing, you know over a thousand patients a month is unreal.

So, that's a lot of patients. How do you do it? Where do they come from? Talk us through some of the marketing approaches
you've been -been able to use effectively. PETER: Yeah, absolutely.Now, I find marketing
really really exciting and really fun because you can be quite creative with it. And if you're (inaudible) my teachers in high
school that I was going to be creative when I grow up they would have laughed. But with marketing, we can look at all the
different avenues and how we can then systemize those and then you know play to your strengths
there. So, if we – if we sort of split our marketing
into professional referral marketing and nonprofessional referral marketing, then online marketing,
and then looking also putting that further down to your Facebook Ads, your Google ads,
and then your lead generation through email marketing and those types of things where
MailChimp and clinic apps come into it a bit more there.

And then, just networking on the ground. So, there's a lot of different avenues there
that we can follow and you know, we – we do every single one of those. It's not just “this is our main one.” We know – we know what (inaudible) but we
also recognize the areas we’re improving and the opportunities there. Maybe if we start with online. Online is a really really fun one to start
with there.

JACK: Yeah, yeah. I think we might tackle a whole bunch of those
strategies. And I think for the, listeners if I can just
reinforce what Pete said there, it's so critical, like you did, to go back to the start and
go, “this isn't about, you know, some of those businessy slimy terms of marketing and
lead generation and new clients. What we're actually talking about here is
being able to help more people to change an industry for the better. So, when you got that driver that wired behind
you makes a massive massive difference.So,that would be my first learning already.And then,
the second learning would be: a business and a mentor of mine (inaudible) has always said
“you need 10, at least 10 pillars or 10 strategies happening, all generating some
of their own leads and conversions week on week, month or month, year on year.

You can't just have Facebook ads and run it
for a couple of weeks and then stop that and turn your attention to your GP referrals. And then turn your attention.. It’s got to be a combination of strategies
which I love that you've doneso. Sorry to interrupt there, mate. I just want to reinforce those points.So,
as you werem continue. PETER: No, no. Absolutely there. So, I think my favorite way of marketing,
especially online, is content marketing and it.. you know, that's one of your favorites
too, JACK. And it's all about “how can we give back
to people? How can we educate people and how can we talk
to people over a period of time?” And that's what I think the real – the real
win is in online marketing these days especially we're not putting it (inaudible) and saying,
you know, you come and see me,we're saying, you know, “do you have a shoulder injury?”Asking
them questions where they can select or deselect themselves.

They can then go through the process and then
we're gonna give them free content. We're gonna say, “Hey, try this exercise. If you've got this issue, this exercise is
going to help you feel better. And at the moment, one of the things that
I'm doing, in relation to that, is I'm releasing about two or three videos per day on shoulders
for November.

And at the end of November, I'm gonna retarget
those viweres, because you can retarget really nicely on Facebook to people who have watched
90% of those videos. And I'm hoping to have an audience of 10 to
12 thousand people there. And then, in December, I'm going to retarget
them giving them more free content because I'm trying to just add more value to them. And if anyone here follows Gary Vee, it's
one of his favorite things to talk about is how you can add value to people. JACK: Yeah, right. That's (inaudible), that’s – so sorry to
play devil's advocate, mate. But, that's a lot of content. So, some people would say that's; one, how
do you consider that much content? And then, two,what about giving away all the
free stuff? PETER: Firstly, I'd say you know two or three
videos a day – I look at that and I go, “maybe, I should be doing more.” To be honest. Because, the more we do it, the more we get
in return. The more free stuff like that, the more people
that come in return.

I can't go to the gym these days without someone
recognizing me as that guy off of Facebook who helped them with their shoulder. And people who – I guess a lot of people worry
about keeping away their best stuff. They're like, you know, “if I give them
my best exercise, will they still come and see me?” I'm sure they’re not gonna go and see the
guy down the road who they have no idea who that person is. And you give these people you best exercise,
your best techniques for getting the better, but you're not prescribing them, you know,
an individualized program that's going to get them 100% better with exercises will help
them to improve their situation. And then, retargeting and talking to these
people over a period of time. You know, you might retarget them four, five,
six times before they then choose to buy from you and it's all about talking to people over
a period of time until they've made the decision that you're the expert and you're the person
to see.

And that (inaudible) my distinction about
giving. JACK: That's music to my ears. I think the lesson there is when you give
your best stuff away, it's not that people are going to take your advice and do it and
do yourself out of a job. What it is is you give your best stuff away
as an it – as a as a reflection of how generous you are and you build that trust and credibility. So that when people need help, they probably
won't do what you told them to do on the video, they're going to come to your clinic and pay
a premium for your advice because you've proven your authority and expertise in the space. Okay, so we've addressed that issue of giving
away your best stuff for free. I reckon there's going to be still some listeners
hung up on two or three pieces a day or two to three pieces a week.

What sort of content are you talking about
here? PETER: So, typically, what I'll look at doing
is I'll create a few pieces of written content because I'm always pushing people back to
my website because if you're going to Facebook (inaudible)on your website you can also track
who's gone to your website and you can sort of track them as they go through different
stages through your website.And you can get really imaginative through that and – and
take them through a funnel on your website too – which can be really quite fun. And you can get really really good results
from that. But two or three pieces a day and I'm constantly
linking different back to the same piece of content because they all relate to that piece
of content there.I personally don't enjoy writing content that much because it takes
time; whereas, the video, I can shoot in 60 seconds and it's done. Nice and easy. All I would say for the people, that they
think you know three 60-second videos is a lot during the day, is that's the the amount
of time it takes me to wait for a coffee to be made, and I probably have 15 of those a
day.

And so, you've got (inaudible) the intake
by 3, but I can actually fit another three videos in that day. People (inaudible) on what I look like on
camera, what do I sound like, did I screw up over my word? And just reflect (inaudible) that if you trip
up over you – over a word in, you know, consult or something like that, you don't stop the
consult and start again you just keep going. Because that's what people do. People make mistakes. And you know, it just lets people know that
you're real. JACK: Hmm ,yeah. It's a good point there is.

You do have time, we can make time. We can answer simple questions, yeah? That's really in your videos – your talking
about – “I saw this patient with X condition or I saw this patient with Y condition.” We often get asked this question and not getting
too hung up. Again, I hate to play devil's advocate, but
people do worry about what they look like and “what I sound like? I don't have a great voice for video.” Have you found, Pete, that you get much negative
feedback or any negative feedback at all and if so, how do you deal with it? PETER: Absolutely. And that was one of my biggest barriers my
first time doing videos, was negative feedback. Although, I hadn't done it yet, it was just
a – (inaudible). Trust me, plenty of people don't like me. So, that's – that's all good.

When I did get my first piece of negative
feedback on a video you know I was pretty taken aback by it. And I ended up getting – within a few months
time, maybe, ten pieces of feedback you know about how I looked, how I sounded, what I
said – those sorts of things. And what I did with that was I compiled those
and made, I don't know who though watch celebrities read mean tweets. And I think it's too (inaudible) actually
had Peter reads mean comments and it was absolutely hilarious. And now I really look forward to a comment
that's saying something like that because I'm going to compile them and release a video
on Physio Fit of Peter reads mean comments and it's just that quite exciting actually. JACK: Yeah, it's a really important way to
look at it, you know. For those clinic owners, don't – often with
fearful about what our, what our collaborators or competitors would say, or your colleagues. I'd say that's not a rational fear because
it doesn't matter what your colleagues think.

They're not your potential patients. Yeah, and so if – A, if you worry about feedback
from your colleagues, don't get hung up because they're not the ones that pay the bills.They're
not your target audience. And B,if you're concerned about feedback from
patients, I guess, we want to think about our ideal patients and if they're ones to
complain and (inaudible) be a keyboard warrior from behind the scenes
then they're probably not your ideal client. Okay, Pete. So, let's – let's get really practical (inaudible)
we can take marketing anywhere. Tell us how has Physio Fit use video on Facebook. PETER: Video on Facebook is really really
good because you can look at how, you know, the percentage of the video that someone's
watched and that really helps us retarget so, you can retarget based on people who have
watched, say, 90 percent of the video.

advocate

If someone's watched 90 percent of a 60 to
120 second video, that means that they're very interested in what I'm saying, because,
they've taken their time out of the day scrolling through Facebook to watch me for that amount
of time. And so, anything that we do on Facebook, we
try and make a very video orientated because we can just – we understand how much interest
that person has in that particular topic and then we can just create audiences around that.So,
I have an audience for running.

I have an audience for lower back. I have an audience for shoulders. And it's just continually getting added to
every video I put up I just add into that audience there. And that the audiences just get bigger and
then when I want to, then ask for something or offer a special for a lower back program
or a hamstring program, it's going out to the people who I know are interested in that
area already. JACK: Okay, so, what you're saying is you're
putting out some general content and if there's a bit of interest, you're showing some moderately
specific content and if there's interest, you'll then show some highly specific content
or ask for a conversion ask for a booking.

Is that right? You're taking, rather than going “I've met
you before, but here's a video (inaudible) an appointment.” You can't go from A to C, you've got to go
from A to B to C. Is that what you’re saying? PETER: Yeah, so this is continuously adding
in more and more touch points and getting larger and larger audiences that I can then
reconnect with. JACK: Okay, so, great. So,we've talked about the type of content,
how to funnel that.

And, and this is for the uninitiated in the
backend of Facebook where you create audiences and target videos to specific audiences. Can you give us some ideas of results, Pete,in
terms of if we do a video, how many new clients should we expect? How many dollars per new client should we
expect? PETER: That's a very hard question to answer,
(inaudbile) video and I wouldn't say, I wouldn’t look at any one video and say I want to make
a return on the investment of this. I would say look a really good campaign
that's been set up you know for the past six to eight weeks can be really effective. And I think my most effective ever campaign
was was on shoulders and it was a horrible video. I hated that video. And actually run it like five or six times
now and he gets great results every time we do run it.

But we managed to get 40 41 new clients, within
two and a half weeks from that, and we were paying about $3.00 a new client there which
is, yeah, ridiculous. And the thing is, Facebook and those types
of market is you can scale it. And the only thing that I would do differently,
if I did it again, is create a larger audience to begin with – then retarget soon- I would
say (inaudible). JACK: Yeah, okay, that's interesting. And in your experience now having work with
tens and hundreds of clinics across clinic mastery how many new clients could, someone's
never done much on Faceboo before, how many new clients a month could they potentially
expect to generate? PETER: I think a lot – a lot of it does come
back to how much time and effort they will need to put in and if they will need to plan,
planning is essential in any marketing campaign there. If you're putting out one you know one video
per week, then you probably can't expect much from that if you're putting out three videos
per day, then I would have no doubt saying you can be looking at you know maybe 10 or
15 clients there.

Once you get to the retargeting stages and
which is you know, 2 maybe 3 months down the track, once you've created these audiences,
then you can start to get more and more back from that. But I – yeah, and it does obviously depend
on budgets that you're using there as well. As with – as with anything, marketing is very
scalable, so, if you got (inaudible) that's working really well on
$10 a day budget, it's probably gonna work really really well on $50 that a budget. If $10 a day isn't good then $50 a day probably
(inaudible) still. JACK: It's a great point so and I totally
agree.

I'm a massive proponent of Facebook Ads and
using video content both myself and with the clients that we help through the Business
Academy. In my experience, if you can get to a place
where you can invest five thousand dollars per month, it’s reasonable to expect a new
client per day out of that. And if we boil those numbers back, if we're
talking 20 or 30 new clients a month from Facebook, we're talking about an acquisition
cost of $30 per new client which is just unreal if we think about the lifetime value of the
patients, that might be worth five hundred, eight hundred thousand dollars to your clinic
to spend twenty, thirty or in your case, three dollars at one stage.

It's just – it's super exciting. And it is not unusual to expect 20, 30, 50,
100 new clients a month from Facebook when it's dialed in nicely. Pete, if you are talking to someone who has
never done videos for Facebook, what's something you wish you knew when you started? PETER: The quality of the video doesn't doesn't
matter as much as you probably think it does. As you start, the best videos that you do
will probably not be the best performing videos that you put out there. I read a really interesting book called The
Originals. And they looked at, you know, what was the
thing between, you know, the most creative best people of all time, Shakespeare’s,
Beethoven's, all of them, their best pieces of work that they felt were – that they were
flops and the stuff like Shakespeare’s, they, you know, almost didn't release because
they thought it was crap, right? That goes out there and becomes, you know,
the most famous.

And so, the only thing that was similar between
these people that – that did this was that they just released like an enormous volume
of work. And so, what I took away from that is: I'm
not gonna be able to tell which is gonna be the best video on Facebook. That's not up to me, that's up to Facebook
to decide. But if I split out fifty videos a week compared
to ten videos a week, something is much more likely to become a viral hit. JACK: Hmm, yeah. I totally agree. PETER: (Inaudible) I guess trying to have
the best quality video out there. JACK: Okay, and when you refer to quality,
we talked – there's an audio matter and do you have any tips around beginners with audio? PETER: Yes, audio – audio matters, again not
as much as we think ‘cause my best ever performing video, they had horrible (inaudible)
audio on it. But, yes, I do believe it matters.

I think what matters even more than the actual
audio,but as long as they can hear you, are subtitles. Sixty three percent of videos on Facebook
or watch without sound and so, think of when you're at work or when you're doing something
like that, you watch a lot of videos without sound. So, if you can have them captioned, then you're
not going to lose 63% of your audience and you can go to rev.com for a dollar per minute
of video, they'll caption it for you.

And they're very accurate. JACK: Yeah, absolutely agree. Interesting side note, Pete. I'm a proponent and a Rev.com. And because I've been to their website, they're
very targeting me with ads on Facebook now, which is very clever, they practice what they
preach, but the fascinating thing, and I love this marketing, the rev.com Facebook ad that
I'm seeing says, it's a little graphic of a stick figure and the caption says, I don't
know if you've seen this, the caption says: “63% of Facebook videos are watched with
the audio on mute while someone is on the toilet.” I'm assuming that's true in most people's
lives.

I can neither confirm nor deny that personally
but it's just a fascinating side note that people do watch it on silent when they're
at work or in the bathroom, who knows where they might be. Subtitles are a massive play. I would say that, um, I would echo all that
you've said and also note that a simple quality microphone is vital. I'm looking right here at a Samson Lavalier
mic that a great friend of mine gifted me, and also the Rode Smartlav microphone, they'll
range somewhere between sixty and a hundred and sixty dollars. It's an investment well worth doing for audio. Don't stress too much about the video quality,
your iPhone or Samsung is enough. And get it up there, get it out there and
produce lots. Ryan holiday, an author of – I’m a massive
fan of, wrote a book called Perennial seller and he said just that you need to produce
volumes and volumes of content in order for something to stick.

If you don't use volumes, nothing will stick. So, I love it. What it will you say,Pete,on video and Facebook
as we wind up? PETER: On Facebook, in general, I had a chat
with a – facebook will offer you chats occasionally with their marketing team, we spend a certain
amount of budget through Facebook, had a chat with them late last week. And big takeaway point that I got from that
one was the algorithm that Facebook are using at the moment for how your content is pushed
out to your audience has changed. So, the big takeaway for this is you want
to be using split tests on your audience – that is getting a little bit, I guess, more involved
now but they said, you know, let's say you've got an audience of 160,000 people, when you're
halfway through creating your add, Facebook has already decided maybe the 10% of those
that's going to get shown to it.

It’s already decided that – so, it's not
going a 260,000, might be going to 16,000 in total. So, if you can use – if you can split test
and make between 5 to 10 which is just different, slightly different caption or a slightly different
image to start with, then, it's gonna pick different subsets for each one of those and
then then algorithm between those will be out actually push the budget into the ones
that are working and take it away from the budget or the ones that aren't working. And like I said, that's getting a bit more
complex now, but, that's that's the sort of thing you can get (with) Facebook and Facebook
will then decide what's working, what's not working and do the legwork for you that we
previously did.

JACK: I love it. Again, it just speaks to creating lots of
content to give the juice to Facebook. It's some super stuff. Alright, mate. That's really useful. I'm sure listeners have pulled heaps of value
out of that. We're gonna have a whole bunch more podcasts
with Peter coming up so, you can find out – you can check out Physio Fit and see how
they do it.

If you head to their website, you'll probably
get pixeled and chase beyond the intermet. But it's a fascinating evolution and again,
really interesting, listeners, to go back and watch some of the early stuff of Physio
Fit and read some of their earlier content, which is still available. It's about progress over perfection. And Peter and his team are masters of that. Pete,thanks for sharing your insight. If people want to check out Physio Fit,where
should they go to do that? PETER: If you want to go Physio Fit, head
to physiofitadelaide.com.au. Try not to check out the too early videos,
they’re pretty bad. JACK: Awesome. And you can also read about Pete and the rest
of the clinic mastery team over at clinicmastery.com/team. And if you want the show notes from this episode,
any links any highlights, you can head to clinicmastery.com/podcast, that's where it
all lives.

We really appreciate all of the reviews and
ratings on Stitcher, and iTunes, SoundCloud, all the places. We just we just love hanging out with your
ear buds, whether you're walking the dog or driving the car or lifting weights in the
gym. Thank you so much for joining us on this episode. Pete, thank you for joining us. PETER: Thank you, mate, thanks for having
me. JACK: And listeners, we look forward to bringing
you another episode really soon. This is the Grow My Clinic Podcast by Clinic
Mastery where we help you deliver amazing client experiences to grow your clinic..

As found on YouTube

Share this article

Leave a comment

Related Posts