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The Delivering WOW Dental Podcast

This Podcast is for you, the Dentist, Entrepreneur, or Small Business Owner. Voted one of the "Top 25 Women in Dentistry" by Dental Products Report, Dr. Anissa Holmes has effectively mastered the skill of the use of Social Media, with a Facebook following of over 48,000 fans. Dr. Holmes has discovered that the most effective way to get massive results is to first have a vision and to focus on what matters most. Dr. Holmes teaches you actionable steps to develop your dental practice's culture, systems, and brand. Dr. Holmes is going to reveal what works in Social Media, how to build an amazing dental team, and well as strategies to increase your productivity and profitability. Dr. Holmes has figured out what works to create a dental practice full of "Raving Fans". Dr. Holmes interviews Dental Experts and Non-Dental Entrepreneurs such as Mike Michalowicz, John Lee Dumas and Dr. Mark Costes to bring you BIG, powerful strategies to help you scale up your business so that you can achieve more while working less.
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Feb 19, 2019

What's up guys, it's Anissa. I am super pumped to be on today. I am actually heading out to Funnel Hacker Live, which is in Nashville, is a coming together of 3,500 and more marketers from all over the world. What's really interesting is that I used to feel a little bit embarrassed or a little bit ashamed to let people know how passionate I was about Funnels and about helping dentist or by using Funnels to be able to grow businesses and it's really interesting. This summer I was traveling to Kenya, many of you guys know that when we launched our first online coaching program, which was Delivering Wow U, all of the money that we actually made for the startup of that product actually was donated to village impact, which is a community organization that builds schools in Africa. So I actually built a classroom along with a few other members of the ClickFunnels community and we went to Kenya this summer to open up our classrooms.

But anyway, I was in the van with Russell Brunson, who was the founder of ClickFunnels and he told me something that was so impactful for me and not just for me, but for all of you and for the entire industry of dental. I was telling him about what I've been doing in my practice and what's been happening with those doctors that have been through our marketing programs and he was blown away. What's really interesting is that typically with Digital Funnels, you're looking at sending people to a page where they can get some useful information and give you their email address and phone number in exchange for something. So it could be for a [inaudible 00:02:08], could be for a checklist, it could be for example, the weekly printables that you guys are getting. But in the dental world we are offering, for example, seven consultations this week for Invisalign and click here to see if you apply, right.

Based on the response, they just might qualify and by doing this process, we're able to not only get people that are interested in coming in, but it gives us an opportunity to capture information so that we can contact them and see if they really truly are ready to get started and if the procedures are in their budget and if not, offer an alternate procedure for example, maybe a denture instead of an implant or maybe a cleaning to at least get them in and get started. The other cool thing about Funnels is that once people are giving you their information, they are now able to start receiving immediate emails from your business, which means that you're going to continue that nurture process and continue to stay in front of them.

But I was talking to Russell and I was like, what's really neat is that a lot of marketers think that the Funnel is the Funnel, but the Funnel is actually what happens before people ever go to your landing page. What has worked extremely well for me as well as my students is by doing engagement campaigns. So that's going to be the Project Smile or collecting clothes for charity that goes to get a local charity in your community or doing a 12 day prize giveaway with prizes donated from strategic partner businesses or getting out and treating a hundred kids for free. Those are the things that people will want to share, things that people will want to connect with and ultimately what sets the story of what makes your practice different and unique and if you use social media as a tool, then what happens is that now you're able to re-target anyone who has commented on any of these campaigns, if it's been shared to their newsfeed or anyone who has shared the campaigns or liked the campaigns and these are sort of campaigns that absolutely truly work.

I actually received a message last night from Dr. Ann when she's in California and she is one that really wanted social media to work for her and she had tried everything and then she joined our program. Just by doing Project Smile, which is the smile makeover competition, it transformed her practice and it was probably about five months ago that she had it. I think she had 40,000 people to actually view her video, but it's been transformation of what's happened after. So what I spoke to Russell about was that, this is the key in healthcare. It's not giving people at $39 coupon, it's not buy one, get one free. I mean, this is about people's health, right? If you can educate them and get inside of their mind, how this treatment that you're offering can help them, can make them feel better, can make them look better, can make them healthier, then you're able to get someone in who otherwise would have never had treatment and you can change your life.

So I said, for me, Funnels are a tool. But really it's about how do we build trust with people who have no idea who we are so that when they come in, we don't have to take so long to get through that trust cycle. How do we have it where they've seen our testimonials of our patients? We just posted yesterday a patient on our Facebook page who came in and he said that he had been seeing our ads on Facebook and he was a little bit skeptical, like how could this really be true? But he just kept seeing so many posts of people that were happy and he started to continue to see what we were doing in the community. He decided to just go ahead and make the phone call and he's like, "Everything that they say here is real and it's true and they care about you". He talked about the service that he had, that he had perio and he's been other places and his gums weeks later would still bleed and he came to our practice and after his first visit, he was surprised at how gentle the procedure was because he had never experienced that in the past. Now he was coming back in for a follow up visit and his gums had significantly stopped bleeding and he was just going on and on and on about his treatment.

Now, imagine which we did, we boost this post out to people who are living on specific streets in our neighborhood that we want to have more patients come in from or we have this shown to people who have seen our post about our community impact events. So they have seen information about us giving back to the community, now they're seeing testimonials of patient. Well, if they're not ready to come in right now as a patient, maybe they just had a cleaning somewhere else. I can assure you that that seed has been planted in their mind that the next time they have a dental visit, they're going to consider if they're in the right place or if they are talking to a friend who is saying that they have a dental issue, your practice is going to be top of mine. So to me that is what a Funnel is about. It's getting people from not knowing who you are, to getting them to follow you and become a raving fan even before they're a patient.

It's really interesting because I am really big about ROI. Like if you're going to spend marketing dollars, you want to see that immediate return. But the interesting thing is that with Facebook, the immediate return is not just from that patient, but all of the people that they talk about your practice to like their friends and their family and their coworkers. That's the huge benefit because you're creating this viral effect of word of mouth. So traditionally, it would take a really long time to build up that rapport in your community on what happens with social media is that you have a shortcut. I was telling all of this to Russell in the van, we were in Kenya and I was like, "This is how Healthcare Funnels work" and after they have gone through the process of getting to know the business and seeing the testimonials, then when you put a Funnel in front of them that says, "Who's at risk for cavities? Take this quick quiz to find out" or "Who is a candidate for dental implants? Take this quick quiz to find out".

These are the things that once they know who you are, they're going to be like, "Oh, I knew that, that business" and then next thing you know, they are on your email list and they're receiving information about that service and your practice is calling them and saying, "Thanks so much for your interest in our practice. We wanted to offer you are an opportunity to come in. We have a few spots this week where we're giving away a consultation for you to come in and get to know us and I have a few questions for you, right? It's based on that service, you know, I see that you've been missing teeth for a certain number time" or "I know that one of the areas that you wanted to focus on was this or that". When you do, again, when patients come in, they're ready and I've seen over the last nine years that we've used social media in my practice that when these patients come in and we ask them like, how did you get to know our practice? How did you hear about us? And they say Facebook, I internally smile because I know that I am not going to have to take a few visits to be able to nurture them, to trust us.

I know that they've seen us already, they're ready to get started and our case acceptance rate significantly increases. A lot of times people talk about different forms of marketing and why I'm so passionate about Facebook marketing or Funnel marketing is that we literally can get in the ears and the eyes of people who otherwise would have been afraid to go to the dentist and because they see what we're doing, they start to trust us and the fear starts to break down over time and we can help them. Many of us have unique skills, right? We go to extra training and we learn how to do additional services, whether it's help patients who have sleep apnea or we are skilled at placing dental implants or we've invested in the time to learn how to do Ortho in our practice.

But we keep that knowledge inside and no one knows that we are a doctor that loves to do that or they're not even thinking about us because we're not putting ourselves in front of them and it's like out of sight, out of mind, which is why I am such a huge fan of marketing. Even if you're in a position where you're busy and you actually don't have the capacity to see more patients at this time, it's really important to still continue with marketing perhaps who are different purpose, perhaps not giving call to actions for people to schedule. But your putting yourself in front of them so that you stay relevant because as you know, businesses that come out of mind, what happens is that ultimately they lose that ability to be top of mind on people's tongues and you definitely want to make sure that, that doesn't happen to your practice.

I definitely recommend that you look at and take a really close look at what you're doing for your marketing and your business. Social media is the easiest and fastest way to be able to tell your practice a story, take people behind the scenes, show them all of your patients who are extremely happy with the work that you're doing, with the way that they're treated and it's a message that needs to be heard. If you've gone to dental school for years, it's really your obligation to let people know how you can help them. Because if you don't, you are not in my opinion, impacting as many people as you truly can. So I hope this word of inspiration inspires you to look at your marketing, to look at what you're doing and to perhaps make some shifts. Again, this isn't going to be, it's already started off, but it's going to be a really, really good year for all of you. You are in the right place and you're in the right tribe and we are certainly here to help you along your journey.

All right guys, so I am almost at the airport. Again, I'm heading out to Funnel Hacker Live. I will be doing some podcasts from there so you guys will be able to hear some recaps and take you behind the scenes of this incredible event. But again, enjoy the rest of your day and we'll chat soon.

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