Business School for the Rehab Chiropractor
Episode Summary: "Rehab Chiro Marketing 101 - Interview with Hannah Matheson (REPOST)"
Release Date: February 12, 2025
Host: Justin Rabinowitz
Guest: Hannah Matheson, Marketing Director at Rehab Chiro Coach

1. Introduction to the Episode

In this reposted episode of Business School for the Rehab Chiropractor, host Justin Rabinowitz interviews Hannah Matheson, the Marketing Director at Rehab Chiro Coach. Hannah shares invaluable marketing insights and strategies that have propelled the company from $250,000 to an impressive $3.6 million in revenue. The episode delves into her personal journey, the evolution of her role, and the effective marketing techniques employed at Strive to Move, one of Rehab Chiro Coach's businesses.

2. Hannah's Athletic Background and Leadership Traits

Hannah Matheson begins by discussing her lifelong passion for competitive swimming, which significantly shaped her leadership qualities. Reflecting on her time as a team captain, Hannah emphasizes how her athletic background instilled in her a natural ability to lead by example.

[03:01] Hannah Matheson: "I swam my whole life... my only identity was being a swimmer and swimming."

Her transition to leadership was somewhat serendipitous. While attending the University of Richmond, Hannah was unexpectedly named team captain, a role she hadn't actively sought but naturally embodied through her dedication and teamwork.

[04:09] Hannah Matheson: "I never really wanted to get back into being a leader. It was just about being grateful to be there and doing my best."

3. Hiring Hannah: Leadership and Writing Skills

Justin highlights the strategic decision to hire Hannah, noting her leadership capabilities and exceptional writing skills as pivotal factors.

[07:31] Justin Rabinowitz: "The second was your ability to write. You were the best writer out of whatever applications we had."

Despite Hannah's initial limited marketing experience, her ability to learn and execute tasks diligently made her an invaluable asset to the team.

4. Growth from Marketing Assistant to Director

Hannah recounts her journey from a marketing assistant to managing multiple departments. Initially responsible for fundamental tasks such as setting up podcasts, sending broadcast emails, and managing social media posts, Hannah demonstrated remarkable growth by taking ownership and developing strategic plans.

[07:37] Justin Rabinowitz: "Your job is just to get the tasks done... making sure that it was done on time when it was supposed to be done."

Over time, Hannah transitioned into a managerial role, overseeing marketing outcomes and spearheading larger strategic initiatives.

5. Overcoming Marketing Challenges: The Google Ads Journey

A significant portion of the discussion centers on the challenges and triumphs in implementing Google Ads as a core marketing strategy. Hannah details the initial struggles, including a steep learning curve and the need for perseverance.

[15:52] Hannah Matheson: "We never gave up on it. We were going to figure it out."

After 18 months of dedicated effort, Rehab Chiro Coach successfully scaled their Google Ads strategy, increasing leads from four to over 20 per month, even amidst the disruptions of COVID-19.

[17:12] Justin Rabinowitz: "It took us about 18 months of time, money, effort, energy spent throwing at it to kind of get the right strategy down."

Their persistence not only enhanced their own practices but also organically led to the creation of a digital agency, expanding their reach and expertise.

6. Key Marketing Strategies for Success

Hannah outlines three pivotal marketing strategies essential for successful business growth:

a. Take Action

Instead of over-planning, it's crucial to initiate marketing efforts. Action precedes refinement, allowing businesses to gather data and adjust strategies accordingly.

[19:51] Hannah Matheson: "Number one is just to go and don't overthink things... if you don't have a plan, you just have to go."

b. Build Your List through Networking

Networking is fundamental in building a robust marketing list, especially for early-stage businesses. Personal connections and referrals form the backbone of a reliable lead pipeline.

[19:51] Hannah Matheson: "Number two would be build your list. And the best way to do that off the bat is going to be by networking."

c. Act Appropriately with Current Size

Businesses should implement marketing actions suited to their current scale, even if they feel too small. Establishing consistent habits early on facilitates smoother scaling in the future.

[19:51] Hannah Matheson: "Number three would be to do the things that even if you're small, to do them now... getting into the habit of doing the little things."

7. Implementing Google Ads: Requirements and Best Practices

Justin and Hannah discuss the prerequisites for effectively implementing a Google Ads strategy:

a. CRM Systems

A Customer Relationship Management (CRM) system is indispensable. It automates lead nurturing, tracks interactions, and organizes data to facilitate informed decision-making.

[39:30] Hannah Matheson: "CRM is going to be your best employee. It's going to automate the process that your leads are going through."

Justin elaborates on the CRM process:

[45:21] Hannah Matheson: "If you submit a lead form on our landing page... the CRM will send customized emails, reminders, and manage the lead journey automatically."

b. Administrative Support

An administrative team is essential to handle the increased influx of leads, manage communication, and ensure timely follow-ups.

[39:26] Justin Rabinowitz: "If you don't have another human to go and do this, it won't be worth it."

c. Revenue Requirements

A minimum revenue threshold ensures that there's sufficient budget to sustain Google Ads campaigns effectively. Justin recommends a minimum of $15,000 per month in revenue before investing in Google Ads.

[40:30] Hannah Matheson: "We'll typically say that you should be doing $15,000 a month in revenue minimum before you invest in Google Ads to make it worth it."

8. The Role of CRM in Nurturing Leads

Hannah provides a detailed walkthrough of how a CRM system operates post-lead submission:

1. Lead Capture: When a potential patient submits their information via a landing page, the CRM captures their details.
2. Automated Follow-Ups: The system sends tailored emails based on the lead's actions, such as booking a call or not.
3. Personalized Communication: Customized emails address specific needs and interactions, enhancing engagement.
4. Scheduling and Reminders: Automated reminders ensure leads are prompted to take the next steps, such as booking appointments.

[43:24] Hannah Matheson: "What they're going to see in our system is another page that congratulates them and encourages them to book a call... if they don't, the CRM sends them a sequence of follow-up emails automatically."

9. Importance of Consistency in Marketing Efforts

Consistency is paramount in marketing. Hannah emphasizes the long-term benefits of regular communications, such as weekly emails, which gradually build trust and convert leads into clients.

[52:05] Hannah Matheson: "Consistency works in every aspect of marketing and growing your marketing systems and growing that part of your business for sure."

An anecdote illustrates this point: a potential patient who initially declined services was eventually converted into a $4,000 client through persistent, automated nurturing.

10. Final Insights and Advice

Justin and Hannah conclude with key takeaways for rehab chiropractors looking to enhance their marketing strategies:

• Prioritize Action Over Perfection: Initiate marketing activities even without a perfect plan.
• Invest in the Right Systems: Implement CRM and administrative support before scaling marketing efforts.
• Maintain Consistency: Regularly engage with leads through automated and personalized communications.
• Leverage Team Strengths: Encourage proactive and energy-driven team members to take initiative in marketing tasks.

[53:29] Justin Rabinowitz: "The more efficient a business is, the better it can grow and scale."

Hannah reinforces the indispensability of consistent marketing practices and robust systems to ensure sustained business growth.

[53:29] Hannah Matheson: "Consistency just works in every aspect of marketing and growing your marketing systems and growing that part of your business for sure."

11. Conclusion

This episode provides a comprehensive overview of effective marketing strategies tailored for rehab chiropractors. Hannah Matheson’s insights into the importance of taking action, building a robust lead list through networking, and maintaining consistency offer practical guidance for practitioners aiming to scale their practices. Additionally, the detailed discussion on the implementation and significance of CRM systems underscores the necessity of backend organization in successful marketing endeavors.

For those seeking to elevate their marketing efforts, Hannah and Justin advocate for strategic planning, leveraging automation, and fostering proactive team dynamics. Their collaborative success at Rehab Chiro Coach serves as a testament to the efficacy of these approaches.

Notable Quotes:

• Hannah Matheson [03:01]: "I swam my whole life... my only identity was being a swimmer and swimming."

• Justin Rabinowitz [07:31]: "The second was your ability to write. You were the best writer out of whatever applications we had."

• Hannah Matheson [15:52]: "We never gave up on it. We were going to figure it out."

• Hannah Matheson [19:51]: "Number one is just to go and don't overthink things... if you don't have a plan, you just have to go."

• Hannah Matheson [39:30]: "CRM is going to be your best employee. It's going to automate the process that your leads are going through."

• Hannah Matheson [52:05]: "Consistency works in every aspect of marketing and growing your marketing systems and growing that part of your business for sure."

This detailed summary encapsulates the core discussions and insights from the episode, providing a comprehensive guide for rehab chiropractors aiming to enhance their marketing strategies and business growth.