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Advisor Marketing Made Simple
Advice Line: Building A Marketing Funnel For Your Niche Practice (Scott Campbell)
00:44:37
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- [00:00]
A
Hey, it's Kendra and Taylor and we're here to make Advisor Marketing simple. Today's guest is Scott from Align wealth. Their team of three has been serving Canadian chiropractors for five years. Their revenue is $250,000 and they want to grow to $750,000 in the next five years. Welcome to Advisor Marketing Made Simple. Today we're having a conversation with Scott.
- [00:29]
B
Sara.
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A
Scott, what's that big question you want to dive into today?
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B
Big question that I want to dive into today is I feel like we are currently the best kept secret in the Canadian chiropractic space. Our clients absolutely love us. We have great retention. Once we get someone to like the discovery phase, we close them almost every single time once we've built that relationship. So our biggest challenge right now is scaling up and at this point creating a funnel to, to start getting more qualified and ideal prospects on our calendar. So we're in the early stages of building out that funnel. We'll probably dive into today and just kind of looking for how to refine that to make sure that's optimized to get more ideal clients or ideal prospects, I should say, on our calendar.
- [01:12]
A
One thing I want to point out about your firm is I feel like you've built a really good foundation. We're going to link to your website in the show notes. For example, I know your ideal clients, chiropractors. You named your firm Align Wealth. If you go to the website, the branding is very consistent. It's very easy to remember. And the website is designed very well with some custom photos, which I think is something a lot of advisors have not done. So there's some good foundational pieces there from a high level really quickly. I already can see that there's some missed targeting and some messaging with your website and your marketing. So we'll dive into that. But just kind of want to give you some kudos there. So where I'd love to start is tell me a little bit more about your ideal client.
- [01:54]
B
Our ideal client is a chiropractor, typically speaking in their 30s to 40s. That's typically the age range that they fall in. They are currently in the early to mid stages of growing their practice. Some of them are in that kind of like thriving point in their practice. Things are moving really well. Cash flow is good, they're paying themselves well. But because they're in their 30s and 40s and they're running a busy practice, they just have so much going on in their life outside their practice. They're typically, you Know, hitting those big milestone events in their life, like buying homes and starting families and navigating kind of the right work life balance. And they just feel very overwhelmed and financially disorganized. And typically speaking, why they decide to ultimately work with us is that they want to get organized. They want to get clear. They know that they can optimize. They know they could be doing things better because so often when they come to us, they're kind of just spinning their wheels, so to speak.
- [02:46]
A
So one thing I want to dive into a little bit more around your ideal client. And for the advisors listening, when we choose an ideal client, someone like a chiropractor, there are going to be some specific money challenges they have that would be very different from someone like me, like a marketing agency owner. So what I'd love to understand are, like, what are their specific pain points? And to give you context, we had another advisor on the show, and their ideal client was queer couples. And so some of those unique pain points were like, financial planning for IVF and adoption, and there was really important estate planning that needed to happen around protecting them in case laws change. So you can see how, even though there's a lot of core fundamentals that are the same, what is unique about chiropractors and the problems they face with their money that might be different than somebody else?
- [03:32]
B
We always say it kind of comes back down to their practice and getting their cash flow in their practice optimized. So often we'll meet a chiropractor where their overhead is way too high. We spend a lot of time on the front end of our process, like, really diving into a lot more detail than probably most planners do, into their profit and loss statements and their balance sheets, and helping them design a cash flow system to ultimately get their overhead down so they can start paying themselves what they should be getting paid. And ideally, on top of that, also create a profit in their business for the actual reward of taking on the risk of practice ownership. So we meet a lot of chiropractors where it's like, you're not even getting paid what you should be getting paid. Like, we got to fix that problem first before we can start to transition over to optimizing on the personal side. So we always start there with almost all of our clients. And then from there it's like, okay, now we got the practice figured out. Probably spend a lot of time there. Now it's like, how do we effectively build out the proper processes when it comes to your personal cash flow? How do we optimize Your investments, let's review your insurance. So our onboarding process is very, like, compartmentalized. Like, we kind of go through each part of the planning process one by one, but it always starts with the practice.
- [04:37]
A
Let me go a little bit deeper here. When we think about pain points that your ideal clients have, we want to really think about what are the known pain points they have that are painful, that they're aware of and they're willing to pay to solve. So the cash flow problem. Do they come to you saying, hey, I, you know, my practice is growing, but I'm not paying myself well? Like, is that something they're aware of already? Or you're kind of backing them up, up and saying, hey, you've got these problems over here, but we have to solve this first. Like, I want to know what their painful problems are.
- [05:06]
B
I would say it's a bit of a combination of both. Some are very aware that they're not paying themselves well enough, and they have some issues with cash flow in their practice, and that needs optimization first. Before we can work on other areas, some clients will come to us with different pain points. Like, most common, it's like, I just feel completely disorganized. I feel like I'm earning well, working hard, but I'm just spinning my wheels and not getting anywhere, anywhere fast. Like, I should be saving more, I should be investing more. I should be paying down my debt more efficiently. You know, there. There's these things that are running through their mind of saying, like, I should be doing things better than I'm currently doing. Like, I'm working too hard to feeling to be felt, stuck in the mud, so to speak.
- [05:43]
A
Okay. So I did a little research before this call to understand chiropractors, and I have a couple points here, and I just want you to say yes or no if this feels accurate. Do they struggle with lumpy cash flow because their revenue is tied to patient flow and clinic performance?
- [05:57]
B
It's a yes and no. Sometimes. Like, in some cases is very steady for a lot of. For a lot of practices that we work with. Like, revenue is pretty consistent throughout the year. Other times it can be lumpy, for sure. And that's where we build up those systems to help them with that.
- [06:09]
A
Okay. And is a big concern, like wanting to invest heavily in their business, like hiring equipment, maybe new locations?
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B
Yep.
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A
Okay. Aggressive debt payoff strategies, typically high student loan debts and also maybe even taking out more loans to. To expand their practice?
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B
Yes.
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A
Okay. Also, like, from the research, I saw a lot of chiropractors really want to build lifestyle businesses so using their money to buy back their time so they could still earn really great money while working 30 hours or less per week.
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B
100%.
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A
Okay, so can you see how these specific pain points align to chiropractors?
- [06:46]
C
Yep, I do.
- [06:47]
A
These are the, these are the kind of pain points like I'm particularly looking for. And the reason why you'll hear spend so much time on this is because this is going to be the foundation that we build everything off of and we have to be wildly clear about who we want to attract and the painful urgent problems that are expensive and they want to pay for. So that's why I'm going a little bit deeper there. Now let's talk a little bit about, you know, the medium that you prefer to educate people.
- [07:13]
C
Kendra, really quick before we go there, I just want to know, Scott, if the chiropractors you specialize in working with, if like their businesses have a certain revenue level, is there a certain amount of income that they earn? You mentioned debt and I also see on your website references debt. So how many of your ideal clients are in debt? Is that something that you're really solving for? Do you want more clients that are in debt?
- [07:36]
B
I would say our ideal client doesn't have an astronomical amount of debt, but most come to us with some level of personal student loans that they're still working to pay off. And many have like some sort of practice loan in terms of like build out loans or they bought a practice for example, but they still have good cash flow where it's like they should still be able to pay themselves well and optimize.
- [07:57]
C
Okay, and then tell me that perfect client, like what, what is their profile? Own the business, married income, revenue.
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B
Yep. Our perfect client is, like I said, a client probably in their 30s and 40s. They are running a practice that is either on the uptrend or already thriving. Their revenue is probably somewhere in the range of 70 to $80,000 per month or 350,000 to 500,000 plus per year on top line revenue. And then they're able to pay themselves anywhere from 150 to $250,000 per year as a basel.
- [08:30]
A
Okay, cool. All right, so let's talk a little bit about how you like to educate people. I know that from the form you put in here you've got a couple different marketing activities that you're doing. I really want to understand how do you enjoy educating people or chiropractors? Do you like to write? Do you like to speak? Like what do you feel naturally drawn towards.
- [08:49]
B
To date, I've done most of my marketing in the form of short form video on Instagram and I primarily chose that medium because that's where they live. Like every single chiropractor out there has an Instagram page. I'm sure they're on TikTok and other mediums as well, but it seems like they're all on Instagram. So when I started Aligned well five years ago, I was like, I need to be there. I need to create short form video. So I don't know if I necessarily love it, but I do it. Maybe my messaging on my Instagram and my shorts need to be a little bit more refined and specific to those pain points. I'm starting to recognize that I'm maybe just being a little bit too broad there. As for other mediums, like, I'm not really big in terms of doing writing. For example, we've talked about in the, in kind of my intro talking about the idea of starting up a podcast. I think that would come a lot more natural to me just to have like off the cuff conversations, especially if I do a kind of a co host podcast with my associate Chris. That's kind of where we're thinking about in terms of those two different mediums we could, we could consider.
- [09:48]
A
So right now you're doing short form video, you're considering launching a podcast. Are there any other marketing activities that you're doing right now to draw awareness to the firm?
- [09:56]
B
The only other thing that we're doing right now that's currently live is we are sending out some very personalized, I call them gift boxes out to chiropractors. We're sending out roughly about 12 per quarter. They're very personalized. They're like this beautiful acrylic board with their branded logo on it with a copy of the one page financial plan by Carl Richards. A little note from me. I'm sending out those to chiropractors where I found them, typically on Instagram or their website. And I'm like, wow, you look like an ideal client. Like, I want you to at least know who I am and who, like what align wealth is. So whether or not you're ready or not for an intro call right now, like, we just want you to be aware of us. Here's a gift. If you want to book an intro call, great. But if not, that's okay too. At least now you're aware of who we are. And here's a nice gesture.
- [10:43]
A
Okay, and what are you spending on those gift boxes per like on average. And do you have any kind of next step when you send these boxes out to them?
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B
Yeah, I would say we're spending about $200 per box in terms of all in costs for getting that sent out. And next step in the note that I'm sending in that box is more or less like, hey, more or less, we think you're awesome. Here's a little bit about what we do and we'd love to connect with you at some point if you're ready for like an introductory call. Kind of low pressure.
- [11:14]
A
Okay. And of these couple of marketing activities you have going on, are you seeing any kind of traction or results?
- [11:21]
B
I would say it's early days still to have like some really solid data on that. We're only about a quarter and a half in of doing that marketing activity. We've got definitely some great responses from it. Some of those responses have come from chiropractors that semi kind of knew who we were because we're working with peers of theirs and they've kind of like hey, like Scott's awesome. Like you should consider, consider checking out align wealth and Scott and Chris and whatnot. So we've had some positive reactions, but we've also had some surprising like kind of like ghost, like no response at all when we send out these boxes. And we're like, well aside from it hurting our feelings a little bit, we're more so like why, like why don't you like why not even get a response from this?
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A
Okay, I've got some thoughts there. One more question and then I want to see what's coming up for Taylor right now. What are you comfortable spending monthly on marketing? Monthly marketing budget if you have one.
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B
Anywhere from a thousand to $1,500 per month on marketing.
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A
Okay, awesome. Taylor, what's coming up for you?
- [12:20]
C
Scott, how, how quickly do you need or want to grow?
- [12:23]
B
We're looking to really put the foot down on the gas pedal. Since bringing on Chris, a full time planner, we have a part time administrator now. Up until recently we've been growing quite slowly, almost 100% through referrals. Like that's how, that's all of our. When I looked at our kind of our client list, I'm like referral, referral, referral, referral. Like no one's like coming to us cold through our website or through top of funnel kind of cold awareness. And that's where it's like we now have the people in place to for Chris to kind of spend most of his time doing like the planning Work and for me to step into more of a role of like, let's work on new business and marketing and get our name out there and get in front of more chiropractors, because we now have the systems and the people in place to scale up.
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C
So if referrals are working so well, why not lean more into referrals?
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B
Because they're so unpredictable.
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C
Well, they're unpredictable because you don't have a system and a process for referral marketing, but you could certainly build one.
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B
Yes, I would say that's a fair assessment. Like, we're not consistently asking for them. I should say we're not asking for them at all. To be completely truthful, we don't ask for referrals. We're just kind of. They're just coming naturally from. From our clients, and it's kind of without surprise. It's like, it's easier when you're working with such a defined niche that, you know, it's like, I'm a chiropractor. Scott's doing great work for us. I have chiropractor friends. We're going to tell them about Scott and Chris.
- [13:43]
C
So to be extra clear here for everybody who's listening, just simply asking for referrals, I wouldn't consider as a. As a system, sure, it's like it's better than not asking for referrals, but just because you ask for referrals doesn't necessarily mean you're going to create this predictable pipeline of great referrals. We actually do need to build a very thoughtful funnel and process for referral marketing to actually work. And when you do that, it does actually work really, really well. It's not a shortcut. It's not easier than anything else. It's just really a matter of, like, what, what. How do you want to grow? What's comfortable for you? What's authentic to you? I never personally, really enjoyed referral marketing. There's just a personal preference. So I guess I'll just ask one more time, like, if referrals are working and they're coming in organically. And sure, they're not predictable yet, but they are working. And like you said, referral marketing becomes much easier when you have a tight niche. Like, why. Why not lean more into referral marketing?
- [14:37]
B
I would say the only reason why we haven't done so is it kind of feels a bit strange or odd to kind of like, ask. Make that ask. I suppose if I'm being completely truthful, like, it's, you know, we're already asking a lot of our clients to like, then ask again for like more business. Just sometimes it comes across a little bit slimy or salesy, even though that's not the intention. And I don't think they would even perceive it that way. Okay.
- [15:00]
C
I'm very confident that there's a referral marketing system process that you can adopt that would feel really, really comfortable to you and really authentic and wouldn't feel salesy, wouldn't feel pushy. There are some great consultants out there. I'm not telling you to go and do this, but, you know, if you wanted to kind of challenge or even just consider this as a marketing activity. Dan Allison is always the one person that comes to mind in regards to referral marketing. He has some really great scripts and ways to kind of frame this and build the process out. So it's something to consider. But you can't go down that journey with Dan Allison or whoever else it might be and start to build this referral marketing system while also doing all these other things that you, you've referenced. So just, just keep that in mind. Like if you decide, you know what referrals are working, I really do want to consider building a system around it. Like you're going to spend all your time doing that and pretty much push everything else to the side. Now once that referral marketing system is up running and working, then you can start to explore stacking other things on top. So just, you know, word of caution there in the notes that you submitted ahead of time. You referenced it a couple times. Launching a podcast this fall, the Cairo Money Show. You said it's going to be live in three to four weeks. Tell us a little bit more about this podcast. Your goals, your expectations, how much time you plan to spend on it.
- [16:16]
B
The goal is to again build out having a, having it being a piece of the overall funnel, like building awareness and trust and credibility. That's the primary goal I felt for a long time now, where if someone visits our website and our primary call to action is to book a call, that they're just not ready to do that yet. We felt like we need to have this medium where it's like if you know that we're doing a podcast and we're talking about interesting topics that you would find to be interesting and of value to you, and we can put out a short, 20, 30 minute podcast on a semi weekly basis that we're in your ear. You get to know. You get to know us and who we are and what we're talking about and how we add value and whatnot. At some point down the line, you might be more inclined to be like, all right, now's the time for us to book a call.
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C
Okay. And you said we. Are you co hosting this podcast?
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B
The plan is to co host the podcast? Yes. Okay. Chris.
- [17:09]
C
Okay. It would just be both you and Chris just talking through different concepts or would you have guests on the show.
- [17:16]
B
That'S open for, open for ideas in terms of the best way to approach a podcast. But at the moment, we're thinking primarily more of a kind of a conversational co host type of let's pick a topic and kind of riff on it and go back and forth and both bring our own ideas and perspectives to different financial topics that we think would be of interest and value to our audience.
- [17:35]
C
Okay. And what if it takes three years for high quality prospects to start to reach out as a result of the podcast? How would that, how would that make you feel?
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B
I would still do the podcast.
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C
Okay.
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B
And just simply because I am aware of the fact that growing a podcast and getting, getting potential leads from that podcast will not happen overnight. I'm fully aware of, of the time that's going to be needed to invest into that for the long term benefits of it.
- [18:01]
C
Okay. I think my last question is on your website at the bottom, there's a call to action for a. Looks like it's a free guide PDF of some sort. The millionaire chiropractor next door. If I opt in for that. Well, number one, what, what is it? Maybe that just brings to the surface, like, I don't even know what this thing is. There's a phone. Is this like an app that I get? Is this a video? Is this a PDF guide, a checklist? I'm not sure. So that might be worth getting more clear on. But if I opt in for this thing, what happens after that? Like, you send me this thing and then what do I get dropped into a weekly email newsletter?
- [18:36]
B
Unfortunately, you don't. You get, you get this PDF guide that we created a couple of years ago. Okay. And that's. That's it. We don't have a strong email campaign built out at this point. If you do opt in for that guide, we've had next to no traction in people actually pursuing visiting the website and downloading that. Maybe that's also partially because we don't drive any traffic to our website at all.
- [19:02]
C
Yeah, I think that that's certainly part of it. If there's no traffic to the site, then that would make sense. Nobody's downloaded it. Also, it's not really front and center on the website. You have to scroll down pretty far and even then. And it just, I just, it kind of gets hidden between all the other text and stuff around it. So it's not terribly surprising you'd have to implement a little bit more of an aggressive strategy to. To capture site visitors. And then of course, you would need those site visitors to show up in the first place. Okay, Kendra, what else is on your mind before we start sharing some. Some ideas here?
- [19:35]
A
So a lot of times I see many advisors struggle because they have a lot of marketing channels and no marketing funnels. And when I see you, you know, essentially you have a short form kind of Instagram strategy, which. How long have you been doing that for?
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B
Close to two years.
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A
Okay, close to two years. We're also launching a podcast. You know, the first thing that kind of really comes up for me here if we want to really start to build a funnel, is if you had to choose one of these, which one would you choose?
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B
I would choose the podcast.
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A
Okay.
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B
And I say that primarily because I don't overly enjoy doing short form content. I'm kind of just doing it because I feel like I have to do it. So our thought process of building out this funnel with more. With more thoughtfulness right now is. Let's create a podcast. In. In the, in the notes that I've sent you as well, I mentioned building out this kind of scorecard assessment that we could potentially touch on as well and using that as a potential way to drive traffic or ads, ad spend towards having our cold audience take an assessment or scorecard and then an email campaign, promote a podcast and then nurture, nurture, nurture until they're ready to potentially book a call.
- [20:46]
A
See, I would take a very different approach to this. I would probably do this completely backwards. So I would first, if one is short form video, gives you the heebie jeebies. Let's just set that aside to begin with really quick.
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C
Why don't you like short form video? Because that was one of my questions.
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B
I feel like it's such a process to come up with the ideas, create this perfect script that has a really great hook that won't keep someone from scrolling through it one second into the video and keeping their attention. And I guess we've been, we've been. I would say we've been stuck in like the, I think it's a common phrase, the 200 view gel for all of our short form videos. It's like no one's even watching my videos. So obviously that's probably a very likely problem, that the content is just not resonating. I need to change that so that obviously I could work and improve on the actual content that I'm putting out to the audience. But I also just don't like the whole process of like setting up a camera and writing scripts and putting out a prompter and then doing the editing and setting it off. Like, it seems like such a process. And at the moment it probably feels that way because it's like we're getting zero results from this. A lot of work to get these videos out and on Instagram on a regular basis with zero interest in the actual content.
- [22:01]
C
How do you feel about the act of just hitting record on a camera? Like, let's say I gave you the perfect script. I had your equipment set up for you. I had my editing team and publishing team in the background, so you have to do any of that. MX Scott, here's you know, you know, 20 perfectly written scripts for your target market. All you have to do is just flick on that camera and do your thing and send me the files. Like, how do you feel about the. Just the act of recording?
- [22:24]
B
That part is a lot better. It's. It's truly like the idea. The idea generation and then writing a script that's concise and so you can kind of deliver that delivered in 30 to 45 seconds. That's the part that I dislike the most.
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C
Okay, I have some more thoughts. Kendra, I cut you off.
- [22:40]
A
No, go for it. I mean, I think your perspective is really interesting because I know that you have obviously done so much in the podcast world and short form video. So if you have anything there that you think is relevant, then I would say, you know, add that in.
- [22:53]
C
I do. I want you to finish your thought because you. You got a hook there when you said I would do this completely backwards. So I'm actually curious what you're gonna say.
- [23:01]
A
So, you know, you were talking about driving traffic to a lead magnet and then, you know, cold traffic to that and sending email that. And, you know, we also have this podcast over here, building trust. And the way I would reconfigure this from a funnel perspective is your podcast we middle of funnel and I would on the podcast drive to the offer the scorecard. Now, you may not have a super high conversion rate there, but what I have seen from doing something similar with all my clients is that we actually convert better from email than the podcast. They both convert, but I would essentially build a podcast audience and then your top of funnel for the podcast is going to be you getting on other shows targeted to chiropractors. The middle of Funnel is just your own show. I would, you know, try to convert a fraction of that audience to email. It's still very challenging. It's not the most effective, but it can really help when it comes to some of the bottom of funnel pieces. So, you know, I wouldn't really look at driving paid traffic to that resource. You know, you can use that in different ways that align with your funnel. But I think at the end of the day, the visibility that you're going to need to really focus on with a podcast is getting onto other shows that align with your icp.
- [24:12]
B
Yeah, I resonate with that. I don't, I don't have a strong idea of terms of like what shows I could go onto right away, but I could certainly explore that. At very least, like continue with the short form content. Maybe someone else was writing the scripts. Scripts for me, but doing more short form content. We've obviously had the idea of like, if we start the podcast, there's going to be potentially a lot better kind of content driven from the podcast. If we record the video of the podcast to share on to Instagram as well.
- [24:42]
A
Back up.
- [24:43]
B
No, stop there. I think I've heard you guys say that people don't watch those, so I'll stop there.
- [24:49]
C
Look, I mean, it's an efficient way to repurpose content, but as we always say, like, if it's really, really easy and really efficient, it's probably not going to be very effective. So, you know, we see people like, like Alex Hormozi and Gary Vee and you know, we see a lot of these people repurposing it and throwing these clips up just because it's part of this giant, giant funnel. It's like, let's do something with it and you know, somebody will watch it and it'll, it'll make a small, you know, dent in our marketing here. But it's not like the most effective thing. So that's like a down the road thing. When the funnel is firing on all cylinders, like, what else can we do? Let's start to repurpose this even more. But yeah, don't, don't kid yourself into thinking like we can just record our podcast with video and then, you know, use opus clips or something to just repurpose and throw it on Instagram and magically people are going to show up. So just set proper expectations.
- [25:34]
B
So you're not saying don't do that, like you could still do that my.
- [25:37]
C
Energy time focus would be in other places right now rather than like let's hit record on the video and repurpose the video.
- [25:43]
A
And as someone who has been paid a significant amount of money to do this for advisors, it can be very time and labor intensive with very, very little payoff. And I wish it was the opposite because my job would be so much easier if this seemed to work, you know, well. But yeah, I think a lot of times we see the content repurposing angle and quite frankly I'm not really on board with that. It's one thing if you take content and you rebuild it for a different platform, but to me it's almost even harder to repurpose than to rebuild it and make it effective. We've done this a few times and it looks great. It just doesn't really move the objectives forward that we're trying to do there. So that's my been my experience and it's very frustrating.
- [26:27]
B
Are you suggesting that for Top of Funnel to like continue down the path of doing Instagram short form video content to lead people to the podcast?
- [26:36]
C
I don't know. I think you're gonna have a top of Funnel issue with the podcast because your podcast is so hyper niched. You don't have chiropractors that are going to Apple podcasts and like chiropractor personal finance, like they're just not typing that stuff in. So I'm sure you're aware of. I've talked about my good friend Adam Schmela who owns Integrated Wealth. 2020 Money is his podcast. He specializes in optometrists who own their own practice. Adam will have to correct me if I'm wrong here, but in order to get listeners, I know it's been very, very challenging for him to build up his audience on the show and he's been doing it for a long time now. But one of the biggest impacts on new listeners to his podcast is going to optometry conferences and getting on stage. This requires building presentations and being good at public speaking and getting these opportunities, which is an entire, you know, separate beast on its own and going there and showing his value. And by the way, I've got this great podcast. If you liked what you heard today, go check out 2020 money. I don't know how many of those he's done, but he's done a lot of them. And it's taken all of that to build up the podcast to get that visibility. There's other Top of Funnel activities you could do as well, you know, Kendra mentioned, what else are chiropractors listening to? At least chiropractors that own their own business and meet the criteria that you're looking for. Like are they listening to other podcasts? Could you go on those podcasts somehow? But again, now you have to have an outreach strategy to consistently get yourself onto these shows. You also have to think about how you're going to approach these interviews. What are you going to talk about? It can't be just, I'm going to talk about Scott and my firm and all the great things that we do. We need to go on the show and we need to add massive value very, very quickly, build trust with this cold audience and then try to move them to my podcast. So I'm not trying to deter you from the podcast. I think it's a good long term middle of the funnel activity for you. You're just going to have a top of funnel problem that you're going to have to solve for. Otherwise, I promise you, 25 episodes from now, 50 episodes from now, you're going to be like, why are we still doing this? You know, there's 25 people listening to the show, so just keep that in mind. I do think that there is a big opportunity in short form video for you. Now to your question about do I use short form videos atop a funnel activity to get people to the podcast? Possibly, but it is really challenging to move people from different platforms. It's hard to move somebody who likes to doom scroll on their phone and watch TikTok videos to then go listen to a 20 minute podcast episode. I'm not saying people don't do it, it's just, it's challenging. So I'm not sure if that would be my, my funnel there. If I were to do, if you were to do short form video, I'd probably say, well, my first question would be this millionaire chiropractor next door free guide. Like how valuable is that on a scale of 1 to 10? If it's a 6, let's get it to a 9. You know, what does it take to make that a lot more valuable? If it is a 9 or a 10, great. We have this really valuable thing that we can give away. I'd probably use short form video to drive people to this amazingly valuable guide that we put together that solves one or more of their specific pain points. Then I build an automated nurture sequence. Once they opt into that thing, they get a handful of more emails from me that are automated. And then I've got a weekly newsletter for Chiropractors, you know, from there to continue to nurture them. And a large part of that could be mostly automated or outsourced. You know, that weekly newsletter could certainly be written, ghostwritten or edited by somebody else. You know, the beginning, you'll be doing a lot of it, but that's probably more effective than, hey, you watch a short form video now go listen to this long form podcast. But yeah, I, I was surprised to hear your comments about short form video. The big thing that jumped out to me with your short form video when I'm on your Instagram page, well, two things jumped out. One, you don't publish them very often. So in the short form video marketing world, I mean, these need to go out every single day, if not like multiple times per day. So I did, I've been doing some short form video over the last year and we published 60 videos every single day. One video. And it was like you said in the beginning, 20 views, 50 views, 100 views, 200 views, you know, and now almost every short form video, at least in some of the platforms, is 1000, 2000 plus views for every single video. And we've got some outliers in there as well. But like you have to have that consistency with short form video. So that was the first thing that jumped out is like some of these are two, three weeks apart, months apart. Like, yeah, you're not going to build an audience. You are going to get stuck by doing that. The other thing is when it comes to video, the, the thumbnail is so incredibly important. Like a good thumbnail on YouTube or Instagram, whatever. Like is the difference between no views and hundreds of thousands of views. Maybe I'll say this different way when I look at the thumbnails for your short form video. Looking at one right now, it says market timing. Why this time isn't different If I'm a chiropractor that meets all the criteria you just told us about. Like, this does not speak to me at all. Right. It doesn't even have the word chiropractor. Nothing here indicates that you help chiropractors. So I'm not exactly sure how design the thumbnail or the captions to attract a chiropractor to watch this short form video. But you're gonna have to do something there. I'm gonna have to be your perfect chiropractor on Instagram scrolling. And something has to catch my bite. Like, oh, wow, this pain point thing, finance thing, speaks to me as a chiropractor. I'm gonna, I'm gonna watch this video. So those are two things that really jumped out to me. I'm sure the content is good, I'm sure it's applicable to chiropractors, but like you gotta go all in on that audience. And I think if you did that and you did it the right way, I think you would see a lot more viewership. The other thing about short form video that I like is that it is fairly. You have to build your own process, but it is fairly easy once you get that process going. There's some great AI tool there now to help write these short form video scripts. So to your point, like, yeah, they do have to be written a certain way to hold people's attention and but with the, the help of AI these days and some of these tools that are out there, you can put in a pretty messy script and have it turn it into an appropriate short form script that's written the right way. So you know, you can lean on some of these tools to help with that script writing if you don't want to do any of that. There are some great agencies out there. The one I worked with is N2. All they do is short form video marketing for advisors and they literally do everything. They do all the scripting, all the editing, all the captions, all the publishing, all the scheduling, literally everything.
- [33:06]
B
All you have to do is get.
- [33:08]
C
The camera, turn it on and hit record. Alternatively, you can fly to them as part of a package that they offer, go to their studio, have them batch and record everything. You walk away, go back to your office in Canada and move on and they'll handle everything from there. So you mentioned you're willing to invest in marketing. That is one way to do it. But again, just don't kid yourself into thinking I'm gonna spend $30,000 on short form videos and all these clients are gonna show up. Because that's purely a top of funnel marketing activity. We're gonna have to have some compelling call to action to move them to the middle to nurture them. And then of course converting them at.
- [33:42]
B
The bottom all makes sense. I love to circle back because I agree with everything that you're suggesting, especially making the podcast middle of Funnel. I'd love to touch on the scorecard or assessment that we're building out right now to your point, Taylor, on the millionaire chiropractor next door, I would grade that PDF like a 5 out of 10. I don't think it's valuable. We want to replace that on the website and again, replace potentially the primary call to action. On the website with a more valuable scorecard assessment, like something that's a lot more personalized, that would actually give them some good tangible value. So I'd love to get your thoughts on, like you mentioned, like kind of promoting that inside the podcast, which I definitely agree with. I think that makes a lot of sense. But should that be the primary thing on the hero page of my website? Primary call to action, like, if you back out, there's going to be a pop up, like, before you go, take this scorecard, it's going to be valuable.
- [34:33]
C
I think scorecards and quizzes are fantastic when done the right way. People love to answer questions and get something in response. So I think it can be a great idea when implemented properly. I would spend a significant amount of time researching, looking at other firms who are doing this really, really well and figure out how to make it your own for your target demographic and implement it properly on your website. Again, that does involve like, okay, someone takes this scorecard, what do they get in return? We want to make sure it's valuable. And then what happens after that? Is there a nurture sequence to send them through and then what happens after that? Is there a weekly? You know, because the people who like to fill out scorecards and get something are not always the same people that want to go listen to a nerdy 20 minute, you know, podcast on finances. So we can't expect everyone to opt into that and then go listen to your podcast. It can be part of that funnel. It's going to support and help get more viewership on your podcast. But it's not going to be, it's not going to solve that. But I do like it as a call to action. If you do short form video, for example, and the main call to action is like, hey, if you're a chiropractor, I built this scorecard to help you figure out X, Y and Z. Go here to take the quiz. It'll, you know, take less than 30 seconds. I think that's a really compelling call to action when done the right way. And I think it's a great call to action on a podcast, assuming you have the audience to share that with. So I, I do like it. While we're on the website, I did want to call out. When I first went to your website, I didn't see anything about chiropractors. Nothing screamed chiropractors to me at all. It took me a second to see the. You've mastered aligning the body. Surprisingly, even though that's a different color, that actually was hidden from my eyes. I just saw this, like, bring same mastery to your money success stories, Financial and business planning for chiropractors. It's probably the strongest headline, but it's in the smallest print. So I definitely didn't even see that. You compare and contrast the top of your website to Adam's website and in big, bold letters, financial and retirement planning for optometric practice owners. Like big bold, like it. There's like no questions in my mind who Adam is targeting. And it just gets more specific from there as you scroll down. So I'm not telling you to redesign your website. You can just improve some of the copy here and it's not going to magically, you know, bring clients to the table. But as you do more and more marketing and more and more people show up to your home base here, we do want it to connect and speak to them. So there's some simple things. Again, there's other people out there like Adam that you can pull some inspiration from to clear things up on your site.
- [36:58]
A
So I feel like we've thrown kind of a lot your way here. We've thrown, you know, a couple different potential funnels that you could build. So we've got a short form video funnel via Instagram. We've got, you know, podcast. We've talked about kind of referral marketing. You know, for you, which funnel feels like you're most excited to lean into?
- [37:15]
B
The funnel that I'm most excited to lean into for sure is to like to build up that podcast. I know that will take time. I would love to get back after kind of Taylor's comments on when it comes to short form video. Potentially looking at some of these tools that will help me with building out some scripts and then more importantly, batch recording it and getting out short forms at least on a daily basis to start actually seeing some traction versus what Taylor is saying, like posting every two weeks, every month or something. That is not going to work.
- [37:45]
A
Taylor. What? Any kind of thoughts coming up for you?
- [37:48]
C
Yeah, I feel like I've shared a lot. I know you, you keep coming back to the podcast. Scott, I think that's great. I think that like you're, you're telling us, you're convincing me that like the podcast is something that you're really passionate about, that you want to do. So I'm not, I'm not deterring you from that. I think knowing that you're going to commit to the podcast, I'm not so sure. I would suggest the short form video. I'd probably have you think More about how can I leverage other platforms to grow this podcast? And to me, that does involve public speaking conferences. Just where are all these chiropractors that you want to work with? Like, where do they live? Where do they consume information? How can I get in front of them? Is there an organization that you can publish white papers for or, you know, write articles for? How can you get in front of more of those people as you go build your podcast? Because I promise you, I've launched three or four podcasts in my life. It can get very frustrating when you build this thing that you're so excited about and you're putting in all this work week after week after week, and there's nothing in response. Even if you convince yourself and know that it's going to take some time, it's still hard in the moment. Month six, month 12, month 18, you're like, man, what am I doing? So it's good to know, to set proper expectations. But I think, how can I leverage other people's platform to grow, grow this show? And maybe the last thing I'll say on the podcast, I think you already know this is like, you're never going to have the audience that I have on my retirement podcast. Right. And so set realistic expectations. If you have a, an audience of 2000amazing chiropractors that fit your target demographic and they just love you and everything, I mean, that's, you know, that's awesome. That could be the number, I don't know. But just set proper expectations there and be careful comparing, you know, your show to others that are out there.
- [39:32]
B
Sure.
- [39:33]
A
Yeah. And I think even if I were going that route, I like the recommendation on, you know, speaking at conferences to borrow other stages, other audiences, I would actually drive to some kind of email opt in. I think that's going to be more effective. And then if you want to share the show with them. The thing that's so unique about podcasts is you have to be your own algorithm. There's no way for it to be found without you borrowing other people's audiences. Like, there's no search capability in the way that we are familiar with on other shows. So. So, you know, I know we've talked about a few different approaches for this from a high level. Here's kind of like what I see as your kind of big issues to resolve. The first one is just less channels, regardless of if you use short form video or the podcast. Like, all these can work. That's what's really exciting. We just want to choose something that you're genuinely interested, naturally inclined to. And then look at how do we build the top, middle, bottom of the funnel. Also from a high level, just. Just a lot more specificity in your content. Taylor touched on this a little bit with your Instagram content. But, you know, when I look at that, if I were a chiropractor, you know, a couple content topics I wrote down would be like the number one tax mistake chiropractors make when paying themselves. Like, if I were a chiropractor concerned about taxes, that would be really interesting to me. Also, like, why your clinic can't be your only retirement plan. So talking about how you diversify away from your business, like, you can feel how these topics are a little bit different than what you've put out. Like market timing, why this time is indifferent, or wealth isn't loud a lesson most people miss. So there's a. There's that specificity on the disconnect between your content and your icp. So regardless of the platform you choose, that's a huge thing. You're going to want to go much more narrow and much more targeted. The way I like to think about it is like your content. If one of your favorite clients read it, would they say, yes, this is me. And right now they wouldn't. So you're gonna have to fix that regardless of where you decide to build your marketing funnel. And then other than that, same thing, few simple things on the website need a little bit more specificity. Cause I also missed some of that as far as, like, there's a few pieces that kind of call out to chiropractors. You know, one, one thing from a copy standpoint I saw was like, some questions for chiropractors, like, how much of each adjustment are you keeping? Okay, cool, that sounds like chiropractors. And then, you know, are you balancing living for today with preparing for tomorrow? That's a. That could be me. Like, that could be any demographic. So some questions maybe I would consider from like a messaging standpoint. You know, make that adjustment top of fold to make sure you're calling out chiropractors. But for example, questions like how much clinic profit is safe to take home without hurting your growth? That would be maybe a question that a chiropractor would ask. Also, how do we balance student loans and paying off practice debt while also saving. So talking to some of those aggressive debt payoff needs. So when you see those questions, they are really clearly written for chiropractors and the painful, urgent problems that they care about. So really, you've got that icp, regardless of the channel you choose, you need astronomically more targeted content. Because no matter what you choose, this funnel can and will work. If we are clearly speaking to chiropractors in a way that if I lean on your content, I'm going to feel like I stumbled into the wrong room at a party. I'm like, oh, this isn't for me. Like, great quality content, but I'm out of here. So there's a couple things coming up for me. Again, you've built a really amazing foundation. I think it's all just about aligning your content with your ICP and where you want to build and you can pull this all together. So I know we've shared a lot here for you. What do you think you might change going forward after this conversation?
- [43:10]
B
I would change primarily what you just touched on, Kendra, like, making the content that I'm putting out on whatever medium is and making sure that's a lot more dialed in and a lot more specific to my icp. Because I would agree with you, some of my content is very specific, and I think there's some pieces that are that to that tune. But there's also a lot. There's a lot there that needs to be taken from very broad down to very narrow.
- [43:35]
A
And your views are gonna go down, but your conversion will go up. So it's gonna feel a little bit different, like, oh, I might not be getting as many views, or you might actually get more, because these platforms will know which person to put it in front of. But it's a huge disconnect I see so many advisors struggle with. So thank you so much for coming on today and joining us. Scott, please keep us updated. You have so many foundational elements there, so I'm really confident with a few tweaks, really some good focus. Pulling that ICP information all the way down into your content. You have a lot of flexibility in where you can build your funnel. So thanks for joining us and for everyone listening, we'll talk to you next week. We hope you enjoyed today's episode. To get the resources shared or sign up to join us as a guest on one of our advice line episodes, check out the links in the show notes. Thanks for listening and we'll see you next week.
- [44:27]
B
Sam.