ChiroCandy Podcast Summary

Episode 181: How To Use TikTok To Generate New Patients (ft. Liz Wright)
Release Date: October 1, 2024
Host: Billy Sticker
Guest: Liz Wright, TikTok Director at Kyra Candy

1. Introduction

In Episode 181 of the ChiroCandy Podcast, host Billy Sticker delves into the dynamic world of TikTok marketing with guest Liz Wright, the TikTok Director at Kyra Candy. This episode is part of the Success Series, where industry leaders share their experiences and strategies to help chiropractors elevate their practices through effective marketing.

2. Liz Wright's Journey into TikTok

Liz Wright shares her initial foray into TikTok marketing, highlighting how she transitioned from a non-user to the "TikTok Queen" at Kyra Candy.

Liz Wright (00:00): "TikTok is for fun and for authenticity. That is the biggest feedback that I can give."

Liz Wright (01:07): "Hi, I'm Liz. I am the TikTok director, Kyra Candy."

Liz Wright (01:47): "I wasn't even a user of TikTok when I started. I immediately downloaded the app and began learning from scratch."

3. Early Challenges and Solutions

Liz discusses the significant hurdles faced when TikTok was still emerging as a viable marketing platform in 2021.

Billy Sticker (02:08): "A staggering number was like, no, we're not going to touch it. And then that's when we jumped in and Liz took the lead."

Liz Wright (03:24): "The first big issue was targeting. We could only target by DMA, which covers a large population. To address this, we called out the specific area in the video and in the lead form to ensure viewers knew the relevance."

Liz also recounts the difficulty in obtaining a special advertising account for the medical niche, leading to the temporary shutdown of their ad accounts until they received proper management support.

Liz Wright (05:28): "They shut them all down. Eventually, our persistence paid off, and we were provided a wrapper account."

4. Evolution of TikTok Marketing from 2021 to 2024

The conversation highlights the rapid growth and increasing competition on TikTok since its surge during the pandemic.

Liz Wright (09:32): "After 2020, during the pandemic, the app exploded. Now, it's more competitive and requires more from marketers."

Billy Sticker (10:10): "The honeymoon phase of TikTok marketing is over. We need to solidify our presence and compete beyond just leveraging its newness."

5. Comparing TikTok Advertising to Facebook Advertising

Liz provides insights into how TikTok differs from established platforms like Facebook, emphasizing the unique demands of TikTok advertising.

Liz Wright (10:41): "TikTok requires advertisers to be active participants and blend ads seamlessly into the platform. Unlike Facebook, TikTok's user base is more engaged and responsive."

Billy Sticker (11:46): "TikTok users are more chronically online than Facebook users."

6. Tools and Strategies: CapCut

The episode explores the importance of utilizing tools like CapCut to enhance TikTok content creation.

Liz Wright (14:02): "CapCut is TikTok's cousin, seamlessly integrated for easy video editing. It allows users to find templates, add music, and enhance videos efficiently."

Liz Wright (15:32): "Consistency beats quantity. Using CapCut, chiropractors can create engaging, authentic videos without extensive editing knowledge."

7. Keys to Successful TikTok Marketing

Liz outlines the essential elements that contribute to effective TikTok marketing for chiropractors.

Liz Wright (22:11): "Successful clients use CapCut regularly, provide authenticity, post consistently, and engage with their audience by responding to comments, sometimes with videos."

Liz Wright (17:18): "Value paired with authenticity is crucial. Even simple, humorous content can showcase a practice’s expertise and personality."

8. Real-world Examples and Insights

The discussion includes practical examples of successful TikTok strategies implemented by clients, illustrating the impact of well-crafted content.

Billy Sticker (18:09): "Dr. Michael Shulman from Georgia hired a videographer to create diverse TikTok content, balancing treatment explanations with personality-driven videos. This approach significantly boosted engagement and patient acquisition."

Liz Wright (20:58): "Content that connects organically on TikTok translates effectively into ad settings, enhancing visibility and patient interest."

9. Cultural Relevance and Participant Engagement

Liz emphasizes the importance of understanding TikTok’s cultural nuances to create relatable and engaging content.

Liz Wright (25:13): "Being an active participant on TikTok is like being in on a joke. It fosters a sense of community and relatability, essential for successful marketing."

Liz Wright (26:28): "TikTok is for fun and authenticity. If these qualities define you, it's a great platform to reach new patients."

10. Final Thoughts and Key Takeaways

Liz and Billy conclude the episode with actionable advice for chiropractors looking to harness TikTok's potential.

Liz Wright (26:28): "TikTok is for fun and for authenticity. If you embody these traits, it's an excellent platform to attract new patients."

Billy Sticker (27:22): "Thank you, Liz, for sharing your expertise. For more insights, visit kyraCandy.com and schedule a call with our team."

Conclusion

Episode 181 of the ChiroCandy Podcast provides a comprehensive guide to leveraging TikTok for chiropractic marketing. From overcoming initial challenges and utilizing essential tools like CapCut to embracing authenticity and cultural relevance, Liz Wright offers valuable strategies to help chiropractors attract and engage new patients through TikTok. Listeners are encouraged to implement these insights to elevate their practice’s marketing efforts effectively.

Notable Quotes:

• Liz Wright (00:00): "TikTok is for fun and for authenticity."
• Liz Wright (15:32): "Consistency beats quantity every time."
• Billy Sticker (24:36): "Ultimately, the common denominator is they are active."