Rocket Chiropractic Marketing Podcast Summary

Episode: Instagram Strategies for Chiropractors with Shakur Smith
Release Date: January 7, 2025
Hosts: Dr. Jerry Kennedy (A) and Shakur Smith (B)

1. Introduction and Personal Anecdotes

Dr. Jerry Kennedy opens the episode with a lighthearted conversation, sharing personal stories to build rapport with his guest, Shakur Smith. Both hosts discuss the insecurities they've faced regarding their names, setting a friendly and relatable tone for the discussion.

• Dr. Kennedy (00:00): “I was very insecure about the name Jerry... Now you, you picked a scab, and I immediately feel very uncool about my name...”

• Shakur Smith (00:39): Clarifies his name’s origin and its association with famous personalities, emphasizing the importance of relatability and branding.

2. The Importance of Social Media for Chiropractors

The conversation transitions to the core topic: the significance of social media, particularly Instagram, in chiropractic marketing.

• Dr. Kennedy (02:00): Reflects on the evolving necessity of a website for chiropractors since his graduation in 2004, highlighting a transition from traditional to digital platforms.

• Shakur Smith (03:19): Emphasizes that social media is a “fastest and cheapest way” for chiropractors to gain visibility. He states, “People have to know you exist,” and underscores the importance of being where the audience is—social media.

3. Organic vs. Paid Instagram Strategies

A critical discussion unfolds on the differences between organic growth and paid advertising on Instagram.

• Dr. Kennedy (09:07): Requests clarification on the distinction between organic Instagram growth and Instagram ads, noting that the approaches differ significantly.

• Shakur Smith (09:39): Affirms the difference, explaining that organic growth is challenging for building a local audience due to unpredictable algorithms. He advocates for paid ads to gain control over targeting and reach.

• Dr. Kennedy (09:39): Points out that Instagram strategies aren’t mutually exclusive but require distinct approaches for organic content and advertising.

4. Content Strategies: What Works and What Doesn’t

The hosts delve into effective content types for chiropractors on Instagram, discussing what resonates with audiences and what falls flat.

• Shakur Smith (20:42): Identifies four key content types: treatment videos, educational videos, testimonials, and personable content. He notes that "educational content... unless you can make it very, very entertaining," tends to underperform.

  • Example: Dr. Tubio effectively combines treatment demonstrations with patient testimonials, showcasing both the procedure and the transformative results.

• Dr. Kennedy (23:40): Shares anecdotes about unsuccessful patient testimonial videos, emphasizing the importance of concise and impactful storytelling over lengthy, unfocused narratives.

5. Budgeting for Instagram Ads

Addressing financial considerations, the hosts discuss appropriate budgeting for Instagram advertising campaigns.

• Shakur Smith (15:59): Recommends starting with a budget between $200 to $500 per month, citing successful campaigns with daily budgets of $10.

  • Shakur Smith (16:05): “$10 a day is good. I've never really seen much movement with $5 a day.”

• Dr. Kennedy (16:40): Shares his experience with Google Ads, advocating for sufficient daily budgets to ensure ads reach a meaningful audience rather than being ineffective with minimal spending.

6. Retargeting and Conversion Strategies

The discussion shifts to advanced strategies like retargeting to convert Instagram followers into patients.

• Shakur Smith (40:33): Explains his company’s retargeting approach, which involves sending messenger ads to followers to encourage direct interaction and scheduling appointments.

• Dr. Kennedy (41:05): Clarifies the difference between simple post boosting and strategic retargeting through Ads Manager, highlighting the importance of targeted messaging for conversions.

• Shakur Smith (42:28): Describes the conversion process: initiating conversations via direct messages or encouraging phone calls to secure appointments.

7. Building Relationships and Patient Retention on Social Media

The importance of nurturing relationships with followers to enhance patient retention is a focal point.

• Shakur Smith (30:04): Advocates for personal engagement beyond transactional interactions. He suggests reaching out to followers who engage with content, building rapport, and gradually moving them towards scheduling appointments.

  • Framework: Build rapport → Qualify potential patients → Invite them to schedule.

• Dr. Kennedy (31:03): Emphasizes the necessity of having a structured follow-up plan to balance persistence without being intrusive, preventing both neglect and harassment of potential patients.

8. The Role of AI and Automation in Social Media Marketing

Both hosts explore the integration of AI and automation tools to streamline communication and improve responsiveness.

• Shakur Smith (48:38): Discusses the use of ManyChat for Instagram automation, allowing for automated sequences that engage and convert followers without sacrificing the human touch.

  • Dr. Kennedy (50:09): Expresses interest in AI tools, acknowledging their evolving role in enhancing the human experience rather than detracting from it.

• Shakur Smith (52:30): Highlights advancements in AI, noting how sophisticated chatbots are becoming indistinguishable from humans, thus improving the efficiency of patient interactions.

9. Key Takeaways and Conclusions

The episode wraps up with final thoughts on effective Instagram strategies for chiropractors.

• Relationship Building: Authentic, personable content fosters trust and loyalty, making patients more likely to return and refer others.

• Content Variety: Utilizing a mix of treatment demonstrations, educational snippets, patient testimonials, and personal posts ensures comprehensive engagement.

• Strategic Advertising: Investing in a reasonable ad budget and utilizing targeted, retargeted ads can significantly increase patient acquisition.

• Automation with Care: Leveraging AI tools like ManyChat can enhance responsiveness and streamline booking processes without compromising the personal touch.

• Continuous Engagement: Consistently interacting with followers through direct messages and timely responses is crucial for converting engagement into appointments.

Notable Quotes

• Shakur Smith (03:19): “People have to know you exist. And one of the fastest and cheapest ways for you to do that is through social media...”

• Shakur Smith (09:39): “If you're trying to grow organically without spending money on ads and you want a local community being built, that's going to be very tough to do.”

• Shakur Smith (20:42): “Educational content... unless you can make it very, very entertaining... is the lowest performing one.”

• Shakur Smith (42:28): “We're sending messenger ads, retargeting ads to the following that we have... to get them in the messages.”

• Dr. Kennedy (30:04): “You are paying a price for not building relationships that are more deeper than surface level.”

Conclusion

This episode of the Rocket Chiropractic Marketing Podcast offers chiropractors insightful strategies to harness the power of Instagram effectively. By balancing authentic content creation with strategic advertising and relationship-building practices, chiropractors can enhance their online presence, attract new patients, and retain existing ones. Additionally, embracing AI and automation tools can further streamline marketing efforts, ensuring timely and personalized interactions with potential patients.

For more practical tips and in-depth discussions on growing your chiropractic practice, subscribe to the Rocket Chiropractic Marketing Podcast and stay updated with the latest in business and marketing strategies tailored specifically for chiropractors.