June 2, 2024
Human Editing Crucial in AI Content Generation
Chris Pistorius has found success in digital marketing through specialization, specifically focusing on dental marketing for his agency, Kickstart Dental Marketing. His tactics include customizing each client's plans and using tools like SEO, Google Ads, and Facebook ads. He emphasizes the importance of diversifying marketing strategies to maintain a steady inflow of new patients. Pistorius navigates Google's algorithm changes by emphasizing quality content creation and building trust with Google instead of old domain tactics or spammy links. He also stresses the importance of understanding website content ownership to avoid contract issues or loss of assets. Hiring professionals for digital marketing tasks is crucial to prevent financial losses and ensure effective campaigns. Lastly, while AI can be beneficial for generating content ideas, human editing is needed to ensure accuracy and align the content with search engine requirements.
WEBVTT
00:00:00.000 --> 00:00:03.819
I think you're in a car. I am, yeah. Why? I got
00:00:03.819 --> 00:00:06.339
caught, unfortunately, at an appointment that
00:00:06.339 --> 00:00:08.919
took longer than I thought. Well, that's the
00:00:08.919 --> 00:00:10.380
thing with Zoom. You could do Zoom anywhere.
00:00:10.699 --> 00:00:15.119
So hi, everyone. We're live. And as always, I
00:00:15.119 --> 00:00:17.879
know prep needed. I have no clue who Chris is.
00:00:18.300 --> 00:00:20.379
I don't even know how. Chris, did you find me?
00:00:20.539 --> 00:00:22.359
I don't even know how Chris found me. But all
00:00:22.359 --> 00:00:25.160
I can say is let's meet Chris who's in his car
00:00:25.160 --> 00:00:27.320
because all I know is the meeting went longer.
00:00:27.530 --> 00:00:31.250
So, who are you Chris Pistorius? Yeah, well,
00:00:31.250 --> 00:00:34.329
my name is Chris Pistorius. I am the CEO of Kickstart
00:00:34.329 --> 00:00:37.509
Dental Marketing. We are a local marketing agency
00:00:37.509 --> 00:00:42.500
that focuses on dentistry, but I've got a most
00:00:42.500 --> 00:00:45.359
of my like marketing tips and knowledge really
00:00:45.359 --> 00:00:49.340
apply for any type of small business. So that's
00:00:49.340 --> 00:00:51.100
what I do. I've been in the business for about
00:00:51.100 --> 00:00:54.079
20 years. I've owned this agency for 15. I live
00:00:54.079 --> 00:00:56.920
in Denver, Colorado with my wife and two kids
00:00:56.920 --> 00:01:00.340
and way too many dogs. So that's that's about
00:01:00.340 --> 00:01:05.420
that's about it for me. I love it. So for a few
00:01:05.420 --> 00:01:08.099
years, I was a podcast producer for a really
00:01:08.099 --> 00:01:13.200
fantastic podcast called Financial Flossing with
00:01:13.200 --> 00:01:17.500
Ross Brannon. Amazing. And I got to enjoy listening
00:01:17.500 --> 00:01:20.159
to all you guys producing his podcast. I don't
00:01:20.159 --> 00:01:23.159
recall that we ever had you as a guest, but you
00:01:23.159 --> 00:01:26.420
may want to reach out to Ross. Yeah, the name
00:01:26.420 --> 00:01:28.939
sounds familiar. I'll have to check it out. Yeah,
00:01:28.939 --> 00:01:31.200
he's awesome. So tell me about more about what
00:01:31.200 --> 00:01:34.480
you do So you and what made you like I want to
00:01:34.480 --> 00:01:37.400
hear at what point did you realize? Okay, this
00:01:37.400 --> 00:01:40.739
is a niche It wasn't a dentist was it a dentist
00:01:40.739 --> 00:01:42.319
appointment while you're getting your teeth clean
00:01:42.319 --> 00:01:46.079
No, it was I started my agency 15 years ago and
00:01:46.079 --> 00:01:48.959
at the in the beginning we took on Really anybody
00:01:48.959 --> 00:01:50.879
that would be will is willing to pay us, right?
00:01:50.920 --> 00:01:53.079
So we had a you know an auto mechanic a dentist
00:01:53.079 --> 00:01:55.859
We had the lawyer window cleaner, you know, you
00:01:55.859 --> 00:01:58.540
name it And we started kind of figuring this
00:01:58.540 --> 00:02:01.439
out that, you know, it's we needed to be an expert
00:02:01.439 --> 00:02:04.579
in one industry because we believe that clients
00:02:04.579 --> 00:02:08.099
would respect that more. Our marketing would
00:02:08.099 --> 00:02:10.719
be more concise because we could target on one
00:02:10.719 --> 00:02:13.840
niche versus everybody. And quite frankly, it
00:02:13.840 --> 00:02:15.759
gets better results for the clients. Because
00:02:15.759 --> 00:02:17.719
if I take on an auto mechanic, for instance,
00:02:18.120 --> 00:02:20.699
I'm not an auto mechanic expert. So I have to
00:02:20.699 --> 00:02:23.439
learn that industry. Right. And it takes time.
00:02:23.580 --> 00:02:26.680
And by the time. you know, I learn it, I'm wasting
00:02:26.680 --> 00:02:28.560
some of my client's money because I'm trying
00:02:28.560 --> 00:02:31.699
to figure it out myself, right? So we decided
00:02:31.699 --> 00:02:33.539
to niche down. The reason we did is because at
00:02:33.539 --> 00:02:35.259
the time we had, I don't know, probably five
00:02:35.259 --> 00:02:37.840
dental practices and we were doing really well
00:02:37.840 --> 00:02:39.620
with them. They were pretty easy to work with
00:02:39.620 --> 00:02:41.740
and they paid their bills. So we were like, let's
00:02:41.740 --> 00:02:44.580
give it a try. And you know, that was 15 years
00:02:44.580 --> 00:02:46.620
ago and we haven't really looked back since.
00:02:47.340 --> 00:02:49.780
So how do you market yourself? Are you attending
00:02:49.780 --> 00:02:53.330
any of the dentist's conventions? I do some of
00:02:53.330 --> 00:02:56.169
that. We haven't had a ton of success with conventions.
00:02:56.229 --> 00:02:58.069
It's actually something we're looking back into
00:02:58.069 --> 00:03:02.169
now. But it's things like this, like these podcasts
00:03:02.169 --> 00:03:04.789
that I do, because it helps build authority,
00:03:04.789 --> 00:03:07.969
I believe, in the market. People can get a chance
00:03:07.969 --> 00:03:10.909
to hear about the company, but they hear about
00:03:10.909 --> 00:03:15.590
me and how we use our strategies to help dental
00:03:15.590 --> 00:03:19.199
practices. We've been doing it a long time, so
00:03:19.199 --> 00:03:21.319
hopefully they realize that we know what we're
00:03:21.319 --> 00:03:24.360
doing. So I think authority building really helps
00:03:24.360 --> 00:03:27.900
in local marketing. I love that. The other thing
00:03:27.900 --> 00:03:30.580
I'm thinking, so you do the digital, right? Do
00:03:30.580 --> 00:03:33.560
you offer promotional products for the dentist
00:03:33.560 --> 00:03:37.360
to help them? Why not add that in? You know,
00:03:37.520 --> 00:03:41.539
it's one of those things that that's a very competitive
00:03:41.539 --> 00:03:44.139
market. You know, you're competing at that point
00:03:44.139 --> 00:03:46.560
against things like Vistaprint or a lot of companies
00:03:46.560 --> 00:03:49.419
like me will partner with Vistaprint to actually
00:03:49.419 --> 00:03:52.479
fulfill their stuff. The margins aren't great.
00:03:53.080 --> 00:03:55.280
And again, there is so much going on in digital
00:03:55.280 --> 00:03:58.599
marketing to stay on top of and to keep us busy.
00:03:58.659 --> 00:04:01.979
We just haven't really expanded out of it. OK,
00:04:02.120 --> 00:04:04.039
so that's the answer because I grew up with the
00:04:04.039 --> 00:04:07.180
promotional products industry and the 3P like
00:04:07.180 --> 00:04:09.520
what you just mentioned. Yeah, you're not obviously
00:04:09.520 --> 00:04:12.520
that's not going to. be successful for you. You'd
00:04:12.520 --> 00:04:15.120
really have to, but you really could do it too
00:04:15.120 --> 00:04:18.579
because from what I know in the, in all of these
00:04:18.579 --> 00:04:21.279
niche markets is that they want someone that
00:04:21.279 --> 00:04:24.040
actually understands what they need. And then
00:04:24.040 --> 00:04:27.339
the tie in between an actual logo merchandise
00:04:27.339 --> 00:04:30.459
and the digital marketing is just a beautiful
00:04:30.459 --> 00:04:34.509
marriage between the two. And if And if I just
00:04:34.509 --> 00:04:36.610
got to say this, if your competitors are actually
00:04:36.610 --> 00:04:39.370
using the company that you mentioned called,
00:04:40.370 --> 00:04:43.949
if they're using that, they don't know how to
00:04:43.949 --> 00:04:46.610
buy. They're not the buyer. So at that point,
00:04:47.069 --> 00:04:48.990
they're not really worth their weight in gold.
00:04:49.850 --> 00:04:53.310
And it's not that difficult to learn the industry.
00:04:53.410 --> 00:04:55.470
But just a thought, if you were to bring on a
00:04:55.470 --> 00:04:57.750
separate person maybe that understood the market,
00:04:58.110 --> 00:05:01.149
I think it would be an automatic add -on. there's
00:05:01.149 --> 00:05:03.629
nothing like going to a dentist and getting I
00:05:03.629 --> 00:05:06.610
remember growing up they would have the um little
00:05:06.610 --> 00:05:10.029
treasure chest with all the little teeth stress
00:05:10.029 --> 00:05:11.730
balls and all the things that people would love
00:05:11.730 --> 00:05:14.470
and the kids would get them and we at that point
00:05:14.470 --> 00:05:16.550
in time in the promotional products industry
00:05:16.550 --> 00:05:19.670
if you if you gave a gift to an adult for the
00:05:19.670 --> 00:05:23.889
child It stayed in the house and was a great
00:05:23.889 --> 00:05:25.870
way to remind. So just a thought. And of course,
00:05:26.490 --> 00:05:28.490
it's maybe I'll have to connect with you later
00:05:28.490 --> 00:05:30.850
and get your thoughts on the best way to do that.
00:05:31.250 --> 00:05:32.990
Yeah, I don't sell anymore because I lost my
00:05:32.990 --> 00:05:35.589
mojo and I couldn't find it. So now I consult
00:05:35.589 --> 00:05:38.250
in the industry. But I love what you do. So now
00:05:38.250 --> 00:05:40.430
I want to first of all, tell everyone how you
00:05:40.430 --> 00:05:44.050
heard of me because I don't even know. I have
00:05:44.050 --> 00:05:46.970
a service that helps match me up with podcasts,
00:05:46.990 --> 00:05:51.459
and I think I found you through that. Oh a nice
00:05:51.459 --> 00:05:53.660
matchup. Okay, cuz we're gonna we're gonna stay
00:05:53.660 --> 00:05:56.100
connected All right. So then the learning part
00:05:56.100 --> 00:05:58.399
of it is really interesting to me. I'm a little
00:05:58.399 --> 00:06:01.939
bit in digital marketing I linked in is my specialty
00:06:01.939 --> 00:06:05.839
so you so when you say learn like what what are
00:06:05.839 --> 00:06:10.079
the platforms that are best for? for marketing
00:06:10.079 --> 00:06:13.199
for a dentist I wish it were that easy. I guess
00:06:13.199 --> 00:06:15.579
that's why people hire us. But, you know, it
00:06:15.579 --> 00:06:17.980
really it's different for each market and it's
00:06:17.980 --> 00:06:19.660
different for each client because each client's
00:06:19.660 --> 00:06:21.759
goals are a little different. You know, you think
00:06:21.759 --> 00:06:24.160
maybe a dentist is a dentist and what works for
00:06:24.160 --> 00:06:26.459
one should work for all. But that's absolutely
00:06:26.459 --> 00:06:29.300
not the case because what works in L .A. doesn't
00:06:29.300 --> 00:06:31.769
what works in New York. You know, it's just two
00:06:31.769 --> 00:06:34.370
different demographics. And quite frankly, that's
00:06:34.370 --> 00:06:36.629
what separates, I believe, us from the market.
00:06:37.069 --> 00:06:38.889
You know, there's a bunch of agencies out there
00:06:38.889 --> 00:06:40.629
that, you know, say that they're dental marketing
00:06:40.629 --> 00:06:42.709
agencies, but really what they're doing is they're
00:06:42.709 --> 00:06:45.230
just using the same exact campaign for every
00:06:45.230 --> 00:06:47.389
client and they're hoping for the best. We're
00:06:47.389 --> 00:06:49.449
not like that. We're a small boutique agency.
00:06:49.649 --> 00:06:53.189
We customize each plan for each client and we
00:06:53.189 --> 00:06:56.860
use our 15 years of experience to do that. I
00:06:56.860 --> 00:07:00.160
can tell you that websites are huge. You got
00:07:00.160 --> 00:07:03.000
to have a good converting website. You need to
00:07:03.000 --> 00:07:06.000
have a strong SEO presence, meaning you're ranking
00:07:06.000 --> 00:07:08.720
organically really well on search engines like
00:07:08.720 --> 00:07:12.500
Google. Paid ad wise, Facebook ads work well
00:07:12.500 --> 00:07:14.860
if you know how to do them as well as Google
00:07:14.860 --> 00:07:18.199
ads. There's a new product for dentistry now
00:07:18.199 --> 00:07:20.920
called Google Local Service Ads, which we've
00:07:20.920 --> 00:07:24.870
had some luck with. But honestly, it's not any
00:07:24.870 --> 00:07:27.529
one thing. You really need to have a strategy
00:07:27.529 --> 00:07:31.529
that allows you to have multiple baskets for
00:07:31.529 --> 00:07:33.670
your eggs, not just multiple eggs, but multiple
00:07:33.670 --> 00:07:37.050
baskets so that if one thing stops working, you
00:07:37.050 --> 00:07:39.189
still have new patients coming in from one of
00:07:39.189 --> 00:07:42.329
our other strategies. I love that because when
00:07:42.329 --> 00:07:45.199
you think about it. There's so many changes but
00:07:45.199 --> 00:07:47.500
at the end of the day cookie cutters you could
00:07:47.500 --> 00:07:50.319
tell like when we know we could see and recognize
00:07:50.319 --> 00:07:52.839
a cookie cutter and But all right, so I have
00:07:52.839 --> 00:07:54.740
a question for you. So now there's been so many
00:07:54.740 --> 00:07:58.339
changes But the last year or so what's been weird
00:07:58.339 --> 00:08:01.519
Google has really made some major changes Where
00:08:01.519 --> 00:08:04.220
is they are no longer like a search engine to
00:08:04.220 --> 00:08:08.040
me. They're an answer engine So like and at one
00:08:08.040 --> 00:08:11.420
point Google made some switches did that in essence
00:08:11.420 --> 00:08:15.399
hurt? like your SEO ranking? Did you did you
00:08:15.399 --> 00:08:18.100
have any issues with some of the changes that
00:08:18.100 --> 00:08:20.839
Google has been making? Not really. You know,
00:08:20.920 --> 00:08:23.519
over 15 years, I mean, we've gone through so
00:08:23.519 --> 00:08:25.980
many algorithm changes with Google that it's
00:08:26.399 --> 00:08:28.420
You know, we don't even really pay attention
00:08:28.420 --> 00:08:30.839
that much anymore. You know, I think if you do
00:08:30.839 --> 00:08:33.519
the core things right, we do a ton of content
00:08:33.519 --> 00:08:37.000
in terms of SEO. So we create a ton of blogs,
00:08:37.320 --> 00:08:40.080
press releases, you know, just trying to build
00:08:40.080 --> 00:08:42.200
authority and get content out in the marketplace.
00:08:42.600 --> 00:08:44.720
And as long as you're building quality content
00:08:44.720 --> 00:08:47.480
that people want to read and you're not building
00:08:47.480 --> 00:08:49.919
content just to try to rank in search engines,
00:08:51.120 --> 00:08:53.500
that strategy is never going to, it's not algorithm
00:08:53.500 --> 00:08:55.840
proof, but it's never going to be a bad strategy.
00:08:55.960 --> 00:08:58.179
Right now, there's some other things we do like
00:08:58.179 --> 00:09:00.419
back linking things like that that can be affected
00:09:00.419 --> 00:09:04.860
by algorithms. And we may take, you know, short
00:09:04.860 --> 00:09:07.139
hits, meaning we might lose a few rankings here
00:09:07.139 --> 00:09:09.840
or there. But, you know, our SEO engineers are
00:09:09.840 --> 00:09:11.960
great at figuring out what the algorithm change
00:09:11.960 --> 00:09:14.019
is and how to how to go about getting our clients
00:09:14.019 --> 00:09:18.059
back on top. So a dentist comes to you and they're
00:09:18.059 --> 00:09:20.259
brand new. They just opened just out of school
00:09:20.259 --> 00:09:24.240
and they say to you, I want to open up. a website
00:09:24.240 --> 00:09:27.500
and I'm gonna call it Adrian Barker Dentistry.
00:09:28.860 --> 00:09:31.799
Would you suggest that maybe they look at an
00:09:31.799 --> 00:09:35.220
older website that has authority as you say or
00:09:35.220 --> 00:09:36.980
just start fresh? Because I know some of the
00:09:36.980 --> 00:09:40.360
older websites, does that make a difference?
00:09:41.320 --> 00:09:44.299
It used to. In fact, just recently, a few weeks
00:09:44.299 --> 00:09:46.679
ago, a big announcement came out that Google
00:09:46.679 --> 00:09:49.580
is going to start devaluating or however they
00:09:49.580 --> 00:09:52.960
do it, people who buy old domains and for the
00:09:52.960 --> 00:09:55.480
purpose of getting them to rank quickly on Google.
00:09:56.879 --> 00:10:00.200
A lot of spammers do this to build what's called
00:10:00.200 --> 00:10:03.870
PBNs or private blog networks. So they basically
00:10:03.870 --> 00:10:06.909
just say they buy 10 domains, they build spammy
00:10:06.909 --> 00:10:08.490
sites on them and they link them all together
00:10:08.490 --> 00:10:12.269
or they link them to client sites. That's against
00:10:12.269 --> 00:10:14.389
the terms of service for Google. It's an illegal
00:10:14.389 --> 00:10:20.269
black hat tactic, if you will. So we don't recommend
00:10:20.269 --> 00:10:23.210
doing that. We recommend creating it, especially
00:10:23.210 --> 00:10:25.769
if you're a brand new practice, create a fresh
00:10:25.909 --> 00:10:28.570
you know, start. And, you know, we'll get it
00:10:28.570 --> 00:10:30.149
to rank. It might just take a little bit longer
00:10:30.149 --> 00:10:32.230
because it's a brand new domain, but it's all
00:10:32.230 --> 00:10:34.629
about building trust with Google. And if you
00:10:34.629 --> 00:10:37.149
start doing things that could deter that trust,
00:10:37.570 --> 00:10:40.210
then you could be in trouble. So we would recommend
00:10:40.210 --> 00:10:42.929
in that case not to do that. Chris, I love that.
00:10:43.009 --> 00:10:45.350
OK, thank you. That's really interesting. All
00:10:45.350 --> 00:10:47.830
right. Here's another one. I see this a lot.
00:10:48.289 --> 00:10:50.970
Hey, Chris, I see you got a dentist agency. I'm
00:10:50.970 --> 00:10:52.929
kind of new. I'd like to do everything for you
00:10:52.929 --> 00:10:57.830
for free. Can you tell? our one or two listeners,
00:10:58.389 --> 00:11:02.730
why they shouldn't accept anyone offering to
00:11:02.730 --> 00:11:05.509
do a free website or free marketing, free digital
00:11:05.509 --> 00:11:09.169
marketing? Yeah, it's cheaper is more expensive,
00:11:09.750 --> 00:11:12.870
is my saying. Anybody that's offering that is
00:11:12.870 --> 00:11:15.769
just trying to get you on as a client and they're
00:11:15.769 --> 00:11:18.230
just trying to, at some point they'll take advantage
00:11:18.230 --> 00:11:21.450
of it. There's a bunch of those offers out there
00:11:21.450 --> 00:11:24.289
right now and we get so many new clients from
00:11:24.289 --> 00:11:26.789
those offers that I kind of like it because they
00:11:26.789 --> 00:11:30.610
sign up for the free or your first 20 new patients
00:11:30.610 --> 00:11:34.320
are free. And then the fine print kicks in and
00:11:34.320 --> 00:11:37.059
they're not new patients. They're existing patients.
00:11:37.100 --> 00:11:39.139
So they're coming from insurance or they're not
00:11:39.139 --> 00:11:43.039
the right kind of patient. So cheaper is more
00:11:43.039 --> 00:11:45.340
expensive. You get what you pay for in this industry.
00:11:45.779 --> 00:11:48.279
And just so everybody knows, we're not the cheapest
00:11:48.279 --> 00:11:50.440
out there. We are not. We're a boutique agency.
00:11:50.679 --> 00:11:52.879
We're small. We're known for our high quality
00:11:52.879 --> 00:11:56.259
results. But we're the ones that also get things
00:11:56.259 --> 00:11:59.269
done and we get results. Um, that's the difference
00:11:59.269 --> 00:12:03.110
right there is results versus list numbers But
00:12:03.110 --> 00:12:05.509
but let's go back to this though because I and
00:12:05.509 --> 00:12:08.809
I could be wrong But I think that if they're
00:12:08.809 --> 00:12:12.029
offering you a free website that what would scare
00:12:12.029 --> 00:12:15.509
me about that is that They have access to everything
00:12:15.509 --> 00:12:17.970
and all of a sudden they could hold you hostage
00:12:17.970 --> 00:12:20.129
I mean they could show you all along everything
00:12:20.129 --> 00:12:22.009
looks great. And then you're like, oh, I love
00:12:22.009 --> 00:12:25.200
it. I really want this and then It's like, oh,
00:12:25.360 --> 00:12:28.320
but now I, you know, or they just, I mean, you
00:12:28.320 --> 00:12:30.379
could lose everything. So isn't that another
00:12:30.379 --> 00:12:33.379
reason why you should never. Yeah. I mean, there's
00:12:33.379 --> 00:12:35.980
companies out there that will include a website
00:12:35.980 --> 00:12:39.139
into their marketing program. And in fact, you
00:12:39.139 --> 00:12:41.080
know, you think you own it, but you don't. You're
00:12:41.080 --> 00:12:43.419
actually leasing it from them and it's part of
00:12:43.419 --> 00:12:45.679
your monthly fee. And so if you want to leave
00:12:45.679 --> 00:12:48.259
them, they're like, oh, too bad. That's our website
00:12:48.259 --> 00:12:50.059
and all of our content. So you can't take it
00:12:50.059 --> 00:12:51.990
with you. So basically, you've been paying for
00:12:51.990 --> 00:12:53.690
a website all this time and you don't actually
00:12:53.690 --> 00:12:55.929
own it or any other content. So you have to be
00:12:55.929 --> 00:12:58.710
careful of that. Also, you have to be careful
00:12:58.710 --> 00:13:02.830
of, you know, just you're right. I mean, they
00:13:02.830 --> 00:13:05.070
have control of everything. So when you when
00:13:05.070 --> 00:13:07.470
you do a website, you should make sure if you
00:13:07.470 --> 00:13:09.850
buy a domain name, make sure it's in your own
00:13:09.850 --> 00:13:12.090
account. So create a GoDaddy account or whatever
00:13:12.090 --> 00:13:14.809
your account, your password and make sure that
00:13:14.809 --> 00:13:16.769
you own that domain name. That's the biggest
00:13:16.769 --> 00:13:19.169
asset, really. And then if they are building
00:13:19.169 --> 00:13:22.129
a website, ask for a backup file every once in
00:13:22.129 --> 00:13:24.409
a while, you know, maybe every month. Give me
00:13:24.409 --> 00:13:26.889
a backup file to my website just in case if you
00:13:26.889 --> 00:13:29.730
quit them or if they disappear, you have that
00:13:29.730 --> 00:13:32.090
backup and you can send that to another company
00:13:32.090 --> 00:13:34.230
and they should be able to build that website
00:13:34.230 --> 00:13:36.690
out very quickly with those backup files. But
00:13:36.690 --> 00:13:39.269
yes, if you get a free website, it's likely that
00:13:39.269 --> 00:13:42.509
they own it. or if you go to cancel and they
00:13:42.509 --> 00:13:45.070
say, hey, it's ours, they might say, or you could
00:13:45.070 --> 00:13:47.230
just give us $5 ,000 and then we'll give you
00:13:47.230 --> 00:13:49.769
the backup files. So just ask those questions
00:13:49.769 --> 00:13:51.769
before you sign up with a company and it's offering
00:13:51.769 --> 00:13:54.970
a website, especially for free. So this is for
00:13:54.970 --> 00:13:56.830
everyone, not just anyone in the dentist, like
00:13:56.830 --> 00:13:59.350
I see it a lot. And especially in women's group,
00:13:59.409 --> 00:14:01.250
because women are so nice and they want to help.
00:14:01.409 --> 00:14:04.409
And I'm just starting my business and I'm like,
00:14:04.470 --> 00:14:08.090
oh my God, no, don't do it. And first of all,
00:14:08.909 --> 00:14:10.789
Why would you want someone to work for you for
00:14:10.789 --> 00:14:12.570
free? I'm not sure I understand that. I think
00:14:12.570 --> 00:14:15.070
that you should be paying people what their value
00:14:15.070 --> 00:14:17.309
is. You should know upfront. You should have
00:14:17.309 --> 00:14:19.830
a contract and you should make sure you're working
00:14:19.830 --> 00:14:22.330
with someone unique like Chris. I love that you
00:14:22.330 --> 00:14:25.509
said you're not the least expensive because that's
00:14:25.509 --> 00:14:27.970
a good thing too, right? Like you, so how do
00:14:27.970 --> 00:14:31.350
you stay on top of it? Is it going to masterminds?
00:14:31.350 --> 00:14:34.750
Is it reading articles? Like what is your way
00:14:34.750 --> 00:14:37.960
of saying in the know? I think it's all of that,
00:14:38.019 --> 00:14:40.559
you know, my team is built out where we have
00:14:40.559 --> 00:14:44.100
a website expert, we have a SEO expert, we have
00:14:44.100 --> 00:14:46.759
Facebook ads expert, and they all are really
00:14:46.759 --> 00:14:48.960
responsible for fine tuning their craft. And
00:14:48.960 --> 00:14:51.919
that includes doing continuing education, you
00:14:51.919 --> 00:14:54.740
know, reading blogs on newest trends, being part
00:14:54.740 --> 00:14:57.620
of a mastermind group. So I really try to empower
00:14:57.620 --> 00:15:00.320
them to learn as much as they can. And I support
00:15:00.320 --> 00:15:02.299
them financially to do that. So if there's a
00:15:02.299 --> 00:15:03.940
course that they want to take or something like
00:15:03.940 --> 00:15:06.720
that. you know, it helps them build their credibility
00:15:06.720 --> 00:15:09.139
for the future and it helps us, you know, with
00:15:09.139 --> 00:15:12.659
our clients. So, you know, I think any one person
00:15:12.659 --> 00:15:15.220
trying to stay on top of SEO websites, everything
00:15:15.220 --> 00:15:18.120
else, it's hard to do. And, you know, I don't
00:15:18.120 --> 00:15:20.860
even want to try that. So that's also part of
00:15:20.860 --> 00:15:22.580
the point where I say, you know, it's we've got
00:15:22.580 --> 00:15:24.600
plenty to do with our core business of digital
00:15:24.600 --> 00:15:28.320
marketing because things in this industry change,
00:15:28.320 --> 00:15:31.399
you know, almost minute by minute, it seems like.
00:15:32.029 --> 00:15:35.649
Yeah, that's interesting. I would be curious
00:15:35.649 --> 00:15:41.250
to know the average business, how much money
00:15:41.250 --> 00:15:44.450
do they waste when they're doing Facebook ads
00:15:44.450 --> 00:15:48.950
on their own? I'm going to say, I bet you, I
00:15:48.950 --> 00:15:51.129
just did my taxes. So it was a couple hundred
00:15:51.129 --> 00:15:54.370
dollars. of my thinking I'm so cool. Oh, look
00:15:54.370 --> 00:15:55.970
at me. I'm going to pick my audience. I'm going
00:15:55.970 --> 00:15:59.389
to do this and that down inside. I know I'm just
00:15:59.389 --> 00:16:01.730
I'm just wasting my money. I'm throwing it away.
00:16:01.830 --> 00:16:03.809
And, you know, maybe I'm getting a little excitement
00:16:03.809 --> 00:16:06.690
because I see some more views or whatever. But
00:16:06.690 --> 00:16:09.769
it's the money to explain why it's so important
00:16:09.769 --> 00:16:12.850
actually not to do it yourself, to hire someone
00:16:12.850 --> 00:16:15.330
and how. And I also want you I'm going to do
00:16:15.330 --> 00:16:18.110
a lot here. I like the difference, truly the
00:16:18.110 --> 00:16:21.820
difference between a boost and an ad. Hmm. Yeah.
00:16:22.159 --> 00:16:24.460
So, you know, I talked to Dennis about this a
00:16:24.460 --> 00:16:26.080
lot. I'm like, it's not like I'm going to go
00:16:26.080 --> 00:16:28.720
on YouTube and figure out how to fix my own cavity
00:16:28.720 --> 00:16:31.240
and think I know how to do it. Right. That's
00:16:31.240 --> 00:16:32.899
why you go to school all those years. And that's
00:16:32.899 --> 00:16:34.840
why you figure it out. It's the same way with
00:16:34.840 --> 00:16:37.120
both Facebook ads and especially Google ads.
00:16:37.759 --> 00:16:39.960
You could do it. Yeah, you can go in and click
00:16:39.960 --> 00:16:42.139
buttons and hope you get it right. But you're
00:16:42.139 --> 00:16:44.279
not going to get it right. And what happens is
00:16:44.279 --> 00:16:46.620
you spend a lot of money and you don't really
00:16:46.620 --> 00:16:50.490
get any results out of it. It is its own craft.
00:16:50.570 --> 00:16:53.570
It's its own art. And just like dentistry, you've
00:16:53.570 --> 00:16:56.049
got to go to school for it. You've got to understand
00:16:56.049 --> 00:16:57.610
it. You've got to have the experience or you're
00:16:57.610 --> 00:16:59.450
going to wind up wasting a lot of money. There
00:16:59.450 --> 00:17:01.529
are so many different options on like, for instance,
00:17:01.669 --> 00:17:04.369
with Facebook ads, the biggest waste I see is
00:17:04.369 --> 00:17:07.769
people use the Facebook audience, their partner
00:17:07.769 --> 00:17:10.410
audience. So that means that ads can be shown
00:17:10.410 --> 00:17:13.160
on all their partners networks, too. And on the
00:17:13.160 --> 00:17:14.640
surface, that sounds like, well, yeah, I wouldn't
00:17:14.640 --> 00:17:16.619
I want to do that. Right. Well, it's a complete
00:17:16.619 --> 00:17:18.819
waste of money for local businesses because they
00:17:18.819 --> 00:17:20.980
put them on these spam sites or not spam sites,
00:17:20.980 --> 00:17:24.140
but just low level sites and people just click
00:17:24.140 --> 00:17:26.220
on them or bots click on them and it runs up
00:17:26.220 --> 00:17:29.000
your tab and you get nothing out of it. But there's
00:17:29.000 --> 00:17:31.619
so many instances like that in both Google ads
00:17:31.619 --> 00:17:33.079
and Facebook ads. And if you don't know what
00:17:33.079 --> 00:17:35.119
you're doing, you're not going to get results
00:17:35.119 --> 00:17:37.420
out of it. It's just too complex. And then the
00:17:37.420 --> 00:17:40.640
other side of it is you guys. I mean, YouTube
00:17:40.640 --> 00:17:43.039
maybe, but you have a marketing background. Dentists
00:17:43.039 --> 00:17:44.819
typically don't. You don't know how to write
00:17:44.819 --> 00:17:48.880
ads, right? That's its own like art, right? And
00:17:48.880 --> 00:17:51.440
there's so much value in being able to write
00:17:51.440 --> 00:17:54.799
a good ad. You can do a lot of things wrong or
00:17:54.799 --> 00:17:56.960
a lot of things right. But if your ad copy isn't
00:17:56.960 --> 00:17:59.779
great, it's not going to matter. So, I mean,
00:17:59.900 --> 00:18:02.799
I think it's the art of ad writing as well. No,
00:18:02.799 --> 00:18:04.779
that's interesting too. Yeah, you're right. You're
00:18:04.779 --> 00:18:06.480
right. I just, I hate the thought of wasting
00:18:06.480 --> 00:18:08.319
the money, but thinking that I'm doing something
00:18:08.319 --> 00:18:10.460
great. All right. We're going to throw in the
00:18:10.460 --> 00:18:15.180
elephant in the room, the AI. And so when you're
00:18:15.180 --> 00:18:19.200
writing your articles, are you using AI? Are
00:18:19.200 --> 00:18:22.059
you putting it through? Like what is the step?
00:18:22.180 --> 00:18:24.000
Or are you just getting maybe topic ideas that
00:18:24.000 --> 00:18:27.359
I'm writing it? Yeah, we don't we don't put a
00:18:27.359 --> 00:18:29.779
topic into AI and then just copy and paste into
00:18:29.779 --> 00:18:33.140
it a website That's a bad bad thing to do There's
00:18:33.140 --> 00:18:36.519
just inaccuracies Google can detect straight
00:18:36.519 --> 00:18:39.900
AI While they've kind of taken the high road
00:18:39.900 --> 00:18:42.200
with AI in terms of you know We just want to
00:18:42.200 --> 00:18:44.380
make sure it's valuable content for our readers.
00:18:44.900 --> 00:18:48.079
You know, they've got their own AI as well We've
00:18:48.079 --> 00:18:50.180
done the testing and when you just copy and paste
00:18:50.180 --> 00:18:53.109
AI directly into a website page that typically
00:18:53.109 --> 00:18:56.349
does not rank as well. So we use it as a topic
00:18:56.349 --> 00:19:01.170
ideas. Topic ideas, and if it writes anything
00:19:01.170 --> 00:19:04.349
for us, there's a human that edits it and rewrites
00:19:04.349 --> 00:19:08.390
a lot of it anyway. It does save us time because
00:19:08.390 --> 00:19:10.849
there's only so many topics you can think of
00:19:10.849 --> 00:19:13.609
in dentistry. It does a good job of helping us
00:19:13.609 --> 00:19:16.279
understand what people want to read about. but
00:19:16.279 --> 00:19:19.299
it is not a writer in itself. Now could it be
00:19:19.299 --> 00:19:23.299
someday? Maybe, but right now it's it's not there.
00:19:23.980 --> 00:19:26.180
Got it, and so this is really for dentists. Don't
00:19:26.180 --> 00:19:27.680
think you're going to do it yourself or you're
00:19:27.680 --> 00:19:29.200
going to have your daughter that just graduated
00:19:29.200 --> 00:19:31.519
from college and she said I can come in and do
00:19:31.519 --> 00:19:35.380
it for you. And yeah, the thing is, you know,
00:19:35.460 --> 00:19:38.039
is that you've got to know how to use AI too,
00:19:38.039 --> 00:19:39.839
right? I mean, you've the problem. It's all about
00:19:39.839 --> 00:19:42.420
the prompts. You know, if you put in a kind of
00:19:42.420 --> 00:19:46.880
a quick. just not high, low level prompt, it's
00:19:46.880 --> 00:19:49.119
gonna spit out pretty low level content. So it's
00:19:49.119 --> 00:19:51.460
about understanding AI, how it works, how the
00:19:51.460 --> 00:19:54.519
back end of it works and how to prompt it correctly.
00:19:55.079 --> 00:19:57.720
I love that. Chris, you're really filled with
00:19:57.720 --> 00:19:59.400
a lot of information. All right, before we let
00:19:59.400 --> 00:20:02.039
you go and give us all your information, tell
00:20:02.039 --> 00:20:06.400
me your thoughts on TikTok. TikTok, yeah. Well,
00:20:06.400 --> 00:20:08.559
if it doesn't go away, I think it's great. But
00:20:08.559 --> 00:20:10.180
you know, everybody's trying to get a band here
00:20:10.180 --> 00:20:11.839
in the United States. I don't think that will
00:20:11.839 --> 00:20:15.339
happen. I think TikTok is great. And the reason
00:20:15.339 --> 00:20:17.759
we do have clients using it and the reason why
00:20:17.759 --> 00:20:19.900
it's great is because people think that right
00:20:19.900 --> 00:20:22.400
now it's just teenagers using it. It's not the
00:20:22.400 --> 00:20:25.640
case. We're starting to see a hockey stick effect
00:20:25.640 --> 00:20:28.039
in terms of the age of what people are using
00:20:28.039 --> 00:20:31.279
TikTok. We saw this with Facebook as well. If
00:20:31.279 --> 00:20:33.319
you remember back in the day, when Facebook started,
00:20:33.400 --> 00:20:35.900
it was mostly young people using it. And that
00:20:35.900 --> 00:20:38.000
hockey stick did occur, but it took longer. It
00:20:38.000 --> 00:20:40.759
was more of a curve, I guess. We're seeing more
00:20:40.759 --> 00:20:44.720
of a sharp stick effect with TikTok. So I think
00:20:44.720 --> 00:20:47.440
it's definitely worthwhile for local businesses.
00:20:47.839 --> 00:20:50.140
Where they struggle with TikTok though, is really
00:20:50.140 --> 00:20:52.599
creating the content for it, because it is a
00:20:52.599 --> 00:20:55.460
video platform. And people, a lot of local business
00:20:55.460 --> 00:20:57.339
owners just don't have the time. They don't have
00:20:57.339 --> 00:20:59.380
the money to do like full production, which you
00:20:59.380 --> 00:21:01.660
don't need to do for TikTok. Or they're just
00:21:01.660 --> 00:21:03.519
camera shy and they don't know what to say or
00:21:03.519 --> 00:21:06.259
what to do. So we help with that. You know, we
00:21:06.259 --> 00:21:08.480
can't really shoot all the content for our clients,
00:21:08.519 --> 00:21:11.319
but we can tell them what works and what doesn't.
00:21:11.960 --> 00:21:14.980
And with TikTok and Facebook, especially, it's
00:21:14.980 --> 00:21:17.400
not about selling. Don't try to sell people all
00:21:17.400 --> 00:21:19.079
the time. You know, introduce yourself. Just
00:21:19.079 --> 00:21:21.359
talk about topics people are interested with.
00:21:21.460 --> 00:21:23.220
Build some authority and then every once in a
00:21:23.220 --> 00:21:25.259
while mix in an offer of what your business does.
00:21:26.349 --> 00:21:28.730
Absolutely. I made a breakfast this morning from
00:21:28.730 --> 00:21:32.029
TikTok. So it's kind of cool. I actually, I'd
00:21:32.029 --> 00:21:35.089
say about a year ago, TikTok was kind of gross.
00:21:35.609 --> 00:21:37.529
Like if you went into live, there were a lot
00:21:37.529 --> 00:21:40.170
of people that were doing weird things for views
00:21:40.170 --> 00:21:42.750
and it would just turn me off. I noticed lately
00:21:42.750 --> 00:21:44.650
that that's all disappeared. So I guess they're
00:21:44.650 --> 00:21:48.250
cutting back on that. I do want to share. So
00:21:48.250 --> 00:21:50.910
I'm very excited about this one. So I am a part
00:21:50.910 --> 00:21:54.970
of the creator with a new program called Chatter.
00:21:55.590 --> 00:21:59.210
And Chatter came out by three guys who I've enjoyed
00:21:59.210 --> 00:22:01.829
listening to. They've been controversial and
00:22:01.829 --> 00:22:06.349
very transparent. And they created Nelson Apega,
00:22:06.630 --> 00:22:09.309
Jonathan Bing, worked together with a team to
00:22:09.309 --> 00:22:12.349
create Chatter. It's going to be very, very cool.
00:22:12.509 --> 00:22:15.200
It's going to be, it's almost like a... social
00:22:15.200 --> 00:22:18.259
audio with video with the ability to stream.
00:22:18.460 --> 00:22:20.420
We haven't gotten in yet. So we're all excited
00:22:20.420 --> 00:22:22.559
waiting for Nelson to open up a channel so that
00:22:22.559 --> 00:22:25.759
we can actually see it. So he's getting 3000
00:22:25.759 --> 00:22:28.799
people to kind of be the creator and see what
00:22:28.799 --> 00:22:31.119
this looks like. So that next time when I go
00:22:31.119 --> 00:22:33.539
to do it's at a stream yard, I'll be using chatter.
00:22:33.900 --> 00:22:36.700
And then that it's a very, very cool whole new.
00:22:37.420 --> 00:22:39.740
Have you used social audio before? Have you been
00:22:39.740 --> 00:22:42.440
on Clubhouse? No, I haven't used any of that
00:22:42.440 --> 00:22:45.160
stuff now. Clubhouse had a lot of problems and
00:22:45.160 --> 00:22:47.160
a very interesting history how they changed.
00:22:47.440 --> 00:22:49.380
So if you want to read an interesting story about
00:22:49.380 --> 00:22:52.000
how Clubhouse came out strong, made a change,
00:22:52.160 --> 00:22:54.200
and then everyone left, Spaces then was able
00:22:54.200 --> 00:22:57.480
to take over. And these guys understood and love,
00:22:57.599 --> 00:23:00.039
like there's a love, they really love this social
00:23:00.039 --> 00:23:03.259
audio app. And so they're going full in on developing
00:23:03.259 --> 00:23:06.119
it and very excited. So I'll send you more information
00:23:06.119 --> 00:23:08.420
about that. Or you could go to Chatter iOS, or
00:23:08.420 --> 00:23:11.519
you can even do Chatter on Spaces to learn more.
00:23:11.759 --> 00:23:14.460
And here I am selling for them, but it's cool.
00:23:14.960 --> 00:23:17.180
And I've enjoyed their show. It's funny because
00:23:17.180 --> 00:23:19.380
social audio apps almost remind me of like when
00:23:19.380 --> 00:23:21.359
you're on a cruise ship and you have all these
00:23:21.359 --> 00:23:23.380
like different, you know, different events that
00:23:23.380 --> 00:23:25.480
you could go to. It's kind of like that. Like
00:23:25.480 --> 00:23:27.059
you go look and you're like, oh, I want to learn
00:23:27.059 --> 00:23:28.579
this or I want to be in this room. You could
00:23:28.579 --> 00:23:30.640
be on stage. You could talk. You don't have to
00:23:30.640 --> 00:23:33.140
talk. It's fabulous. All right. How do people
00:23:33.140 --> 00:23:36.289
reach you? Yeah, I think probably the best way
00:23:36.289 --> 00:23:40.529
is my website kickstartdental .com. And if there's
00:23:40.529 --> 00:23:43.529
a business owner out there that's not in dentistry,
00:23:43.670 --> 00:23:44.950
no worries. I'll help you out. I'll give you
00:23:44.950 --> 00:23:47.309
some free advice. There's a button on my website
00:23:47.309 --> 00:23:50.609
to schedule a free strategy session. So just
00:23:50.609 --> 00:23:54.420
feel free to do that. I love that. It's so funny
00:23:54.420 --> 00:23:57.059
to me because some clients are like pulling teeth.
00:23:57.319 --> 00:23:59.819
So I feel like sometimes I'm a dentist. If it
00:23:59.819 --> 00:24:01.660
takes you that long to get back to me, I do feel
00:24:01.660 --> 00:24:03.480
like I have to pull teeth to get this. Yeah,
00:24:03.599 --> 00:24:08.180
yeah, you're right. Yep, exactly right. Chris,
00:24:08.200 --> 00:24:10.759
thank you for your time today. I really appreciate
00:24:10.759 --> 00:24:13.660
it. Let's stay in touch and let's make sure we're
00:24:13.660 --> 00:24:15.819
connected on LinkedIn. What happens now, just
00:24:15.819 --> 00:24:17.940
so you know, I'll say this live, is that this
00:24:17.940 --> 00:24:20.940
goes live. I leave it. and then in a couple weeks
00:24:20.940 --> 00:24:23.519
when I release one episode maybe I'll do two
00:24:23.519 --> 00:24:26.119
a week and I'll produce it and then it'll go
00:24:26.119 --> 00:24:28.380
on to the syndicate of the different platforms
00:24:28.380 --> 00:24:32.019
so then I'll tag you. I really really appreciate
00:24:32.019 --> 00:24:35.119
your time. energy. You look great. I love your
00:24:35.119 --> 00:24:37.019
hat. Love your sweatshirt too, by the way. Just
00:24:37.019 --> 00:24:39.880
have to say that I'm in Florida, so we wouldn't
00:24:39.880 --> 00:24:43.720
be wearing a heavy sweater. 80 degrees today.
00:24:44.079 --> 00:24:45.980
All right, everyone have a great day. Thank you
00:24:45.980 --> 00:24:48.359
for joining us for No Prep Needed. Chris, you
00:24:48.359 --> 00:24:53.420
and I will stay in touch. Thank you. Thanks,
00:24:53.640 --> 00:24:55.940
Chris. That was great. Sure thing. Thank you.
00:24:56.460 --> 00:24:57.680
You're welcome. Thank you.
00:00:00.000 --> 00:00:03.819
I think you're in a car. I am, yeah. Why? I got
00:00:03.819 --> 00:00:06.339
caught, unfortunately, at an appointment that
00:00:06.339 --> 00:00:08.919
took longer than I thought. Well, that's the
00:00:08.919 --> 00:00:10.380
thing with Zoom. You could do Zoom anywhere.
00:00:10.699 --> 00:00:15.119
So hi, everyone. We're live. And as always, I
00:00:15.119 --> 00:00:17.879
know prep needed. I have no clue who Chris is.
00:00:18.300 --> 00:00:20.379
I don't even know how. Chris, did you find me?
00:00:20.539 --> 00:00:22.359
I don't even know how Chris found me. But all
00:00:22.359 --> 00:00:25.160
I can say is let's meet Chris who's in his car
00:00:25.160 --> 00:00:27.320
because all I know is the meeting went longer.
00:00:27.530 --> 00:00:31.250
So, who are you Chris Pistorius? Yeah, well,
00:00:31.250 --> 00:00:34.329
my name is Chris Pistorius. I am the CEO of Kickstart
00:00:34.329 --> 00:00:37.509
Dental Marketing. We are a local marketing agency
00:00:37.509 --> 00:00:42.500
that focuses on dentistry, but I've got a most
00:00:42.500 --> 00:00:45.359
of my like marketing tips and knowledge really
00:00:45.359 --> 00:00:49.340
apply for any type of small business. So that's
00:00:49.340 --> 00:00:51.100
what I do. I've been in the business for about
00:00:51.100 --> 00:00:54.079
20 years. I've owned this agency for 15. I live
00:00:54.079 --> 00:00:56.920
in Denver, Colorado with my wife and two kids
00:00:56.920 --> 00:01:00.340
and way too many dogs. So that's that's about
00:01:00.340 --> 00:01:05.420
that's about it for me. I love it. So for a few
00:01:05.420 --> 00:01:08.099
years, I was a podcast producer for a really
00:01:08.099 --> 00:01:13.200
fantastic podcast called Financial Flossing with
00:01:13.200 --> 00:01:17.500
Ross Brannon. Amazing. And I got to enjoy listening
00:01:17.500 --> 00:01:20.159
to all you guys producing his podcast. I don't
00:01:20.159 --> 00:01:23.159
recall that we ever had you as a guest, but you
00:01:23.159 --> 00:01:26.420
may want to reach out to Ross. Yeah, the name
00:01:26.420 --> 00:01:28.939
sounds familiar. I'll have to check it out. Yeah,
00:01:28.939 --> 00:01:31.200
he's awesome. So tell me about more about what
00:01:31.200 --> 00:01:34.480
you do So you and what made you like I want to
00:01:34.480 --> 00:01:37.400
hear at what point did you realize? Okay, this
00:01:37.400 --> 00:01:40.739
is a niche It wasn't a dentist was it a dentist
00:01:40.739 --> 00:01:42.319
appointment while you're getting your teeth clean
00:01:42.319 --> 00:01:46.079
No, it was I started my agency 15 years ago and
00:01:46.079 --> 00:01:48.959
at the in the beginning we took on Really anybody
00:01:48.959 --> 00:01:50.879
that would be will is willing to pay us, right?
00:01:50.920 --> 00:01:53.079
So we had a you know an auto mechanic a dentist
00:01:53.079 --> 00:01:55.859
We had the lawyer window cleaner, you know, you
00:01:55.859 --> 00:01:58.540
name it And we started kind of figuring this
00:01:58.540 --> 00:02:01.439
out that, you know, it's we needed to be an expert
00:02:01.439 --> 00:02:04.579
in one industry because we believe that clients
00:02:04.579 --> 00:02:08.099
would respect that more. Our marketing would
00:02:08.099 --> 00:02:10.719
be more concise because we could target on one
00:02:10.719 --> 00:02:13.840
niche versus everybody. And quite frankly, it
00:02:13.840 --> 00:02:15.759
gets better results for the clients. Because
00:02:15.759 --> 00:02:17.719
if I take on an auto mechanic, for instance,
00:02:18.120 --> 00:02:20.699
I'm not an auto mechanic expert. So I have to
00:02:20.699 --> 00:02:23.439
learn that industry. Right. And it takes time.
00:02:23.580 --> 00:02:26.680
And by the time. you know, I learn it, I'm wasting
00:02:26.680 --> 00:02:28.560
some of my client's money because I'm trying
00:02:28.560 --> 00:02:31.699
to figure it out myself, right? So we decided
00:02:31.699 --> 00:02:33.539
to niche down. The reason we did is because at
00:02:33.539 --> 00:02:35.259
the time we had, I don't know, probably five
00:02:35.259 --> 00:02:37.840
dental practices and we were doing really well
00:02:37.840 --> 00:02:39.620
with them. They were pretty easy to work with
00:02:39.620 --> 00:02:41.740
and they paid their bills. So we were like, let's
00:02:41.740 --> 00:02:44.580
give it a try. And you know, that was 15 years
00:02:44.580 --> 00:02:46.620
ago and we haven't really looked back since.
00:02:47.340 --> 00:02:49.780
So how do you market yourself? Are you attending
00:02:49.780 --> 00:02:53.330
any of the dentist's conventions? I do some of
00:02:53.330 --> 00:02:56.169
that. We haven't had a ton of success with conventions.
00:02:56.229 --> 00:02:58.069
It's actually something we're looking back into
00:02:58.069 --> 00:03:02.169
now. But it's things like this, like these podcasts
00:03:02.169 --> 00:03:04.789
that I do, because it helps build authority,
00:03:04.789 --> 00:03:07.969
I believe, in the market. People can get a chance
00:03:07.969 --> 00:03:10.909
to hear about the company, but they hear about
00:03:10.909 --> 00:03:15.590
me and how we use our strategies to help dental
00:03:15.590 --> 00:03:19.199
practices. We've been doing it a long time, so
00:03:19.199 --> 00:03:21.319
hopefully they realize that we know what we're
00:03:21.319 --> 00:03:24.360
doing. So I think authority building really helps
00:03:24.360 --> 00:03:27.900
in local marketing. I love that. The other thing
00:03:27.900 --> 00:03:30.580
I'm thinking, so you do the digital, right? Do
00:03:30.580 --> 00:03:33.560
you offer promotional products for the dentist
00:03:33.560 --> 00:03:37.360
to help them? Why not add that in? You know,
00:03:37.520 --> 00:03:41.539
it's one of those things that that's a very competitive
00:03:41.539 --> 00:03:44.139
market. You know, you're competing at that point
00:03:44.139 --> 00:03:46.560
against things like Vistaprint or a lot of companies
00:03:46.560 --> 00:03:49.419
like me will partner with Vistaprint to actually
00:03:49.419 --> 00:03:52.479
fulfill their stuff. The margins aren't great.
00:03:53.080 --> 00:03:55.280
And again, there is so much going on in digital
00:03:55.280 --> 00:03:58.599
marketing to stay on top of and to keep us busy.
00:03:58.659 --> 00:04:01.979
We just haven't really expanded out of it. OK,
00:04:02.120 --> 00:04:04.039
so that's the answer because I grew up with the
00:04:04.039 --> 00:04:07.180
promotional products industry and the 3P like
00:04:07.180 --> 00:04:09.520
what you just mentioned. Yeah, you're not obviously
00:04:09.520 --> 00:04:12.520
that's not going to. be successful for you. You'd
00:04:12.520 --> 00:04:15.120
really have to, but you really could do it too
00:04:15.120 --> 00:04:18.579
because from what I know in the, in all of these
00:04:18.579 --> 00:04:21.279
niche markets is that they want someone that
00:04:21.279 --> 00:04:24.040
actually understands what they need. And then
00:04:24.040 --> 00:04:27.339
the tie in between an actual logo merchandise
00:04:27.339 --> 00:04:30.459
and the digital marketing is just a beautiful
00:04:30.459 --> 00:04:34.509
marriage between the two. And if And if I just
00:04:34.509 --> 00:04:36.610
got to say this, if your competitors are actually
00:04:36.610 --> 00:04:39.370
using the company that you mentioned called,
00:04:40.370 --> 00:04:43.949
if they're using that, they don't know how to
00:04:43.949 --> 00:04:46.610
buy. They're not the buyer. So at that point,
00:04:47.069 --> 00:04:48.990
they're not really worth their weight in gold.
00:04:49.850 --> 00:04:53.310
And it's not that difficult to learn the industry.
00:04:53.410 --> 00:04:55.470
But just a thought, if you were to bring on a
00:04:55.470 --> 00:04:57.750
separate person maybe that understood the market,
00:04:58.110 --> 00:05:01.149
I think it would be an automatic add -on. there's
00:05:01.149 --> 00:05:03.629
nothing like going to a dentist and getting I
00:05:03.629 --> 00:05:06.610
remember growing up they would have the um little
00:05:06.610 --> 00:05:10.029
treasure chest with all the little teeth stress
00:05:10.029 --> 00:05:11.730
balls and all the things that people would love
00:05:11.730 --> 00:05:14.470
and the kids would get them and we at that point
00:05:14.470 --> 00:05:16.550
in time in the promotional products industry
00:05:16.550 --> 00:05:19.670
if you if you gave a gift to an adult for the
00:05:19.670 --> 00:05:23.889
child It stayed in the house and was a great
00:05:23.889 --> 00:05:25.870
way to remind. So just a thought. And of course,
00:05:26.490 --> 00:05:28.490
it's maybe I'll have to connect with you later
00:05:28.490 --> 00:05:30.850
and get your thoughts on the best way to do that.
00:05:31.250 --> 00:05:32.990
Yeah, I don't sell anymore because I lost my
00:05:32.990 --> 00:05:35.589
mojo and I couldn't find it. So now I consult
00:05:35.589 --> 00:05:38.250
in the industry. But I love what you do. So now
00:05:38.250 --> 00:05:40.430
I want to first of all, tell everyone how you
00:05:40.430 --> 00:05:44.050
heard of me because I don't even know. I have
00:05:44.050 --> 00:05:46.970
a service that helps match me up with podcasts,
00:05:46.990 --> 00:05:51.459
and I think I found you through that. Oh a nice
00:05:51.459 --> 00:05:53.660
matchup. Okay, cuz we're gonna we're gonna stay
00:05:53.660 --> 00:05:56.100
connected All right. So then the learning part
00:05:56.100 --> 00:05:58.399
of it is really interesting to me. I'm a little
00:05:58.399 --> 00:06:01.939
bit in digital marketing I linked in is my specialty
00:06:01.939 --> 00:06:05.839
so you so when you say learn like what what are
00:06:05.839 --> 00:06:10.079
the platforms that are best for? for marketing
00:06:10.079 --> 00:06:13.199
for a dentist I wish it were that easy. I guess
00:06:13.199 --> 00:06:15.579
that's why people hire us. But, you know, it
00:06:15.579 --> 00:06:17.980
really it's different for each market and it's
00:06:17.980 --> 00:06:19.660
different for each client because each client's
00:06:19.660 --> 00:06:21.759
goals are a little different. You know, you think
00:06:21.759 --> 00:06:24.160
maybe a dentist is a dentist and what works for
00:06:24.160 --> 00:06:26.459
one should work for all. But that's absolutely
00:06:26.459 --> 00:06:29.300
not the case because what works in L .A. doesn't
00:06:29.300 --> 00:06:31.769
what works in New York. You know, it's just two
00:06:31.769 --> 00:06:34.370
different demographics. And quite frankly, that's
00:06:34.370 --> 00:06:36.629
what separates, I believe, us from the market.
00:06:37.069 --> 00:06:38.889
You know, there's a bunch of agencies out there
00:06:38.889 --> 00:06:40.629
that, you know, say that they're dental marketing
00:06:40.629 --> 00:06:42.709
agencies, but really what they're doing is they're
00:06:42.709 --> 00:06:45.230
just using the same exact campaign for every
00:06:45.230 --> 00:06:47.389
client and they're hoping for the best. We're
00:06:47.389 --> 00:06:49.449
not like that. We're a small boutique agency.
00:06:49.649 --> 00:06:53.189
We customize each plan for each client and we
00:06:53.189 --> 00:06:56.860
use our 15 years of experience to do that. I
00:06:56.860 --> 00:07:00.160
can tell you that websites are huge. You got
00:07:00.160 --> 00:07:03.000
to have a good converting website. You need to
00:07:03.000 --> 00:07:06.000
have a strong SEO presence, meaning you're ranking
00:07:06.000 --> 00:07:08.720
organically really well on search engines like
00:07:08.720 --> 00:07:12.500
Google. Paid ad wise, Facebook ads work well
00:07:12.500 --> 00:07:14.860
if you know how to do them as well as Google
00:07:14.860 --> 00:07:18.199
ads. There's a new product for dentistry now
00:07:18.199 --> 00:07:20.920
called Google Local Service Ads, which we've
00:07:20.920 --> 00:07:24.870
had some luck with. But honestly, it's not any
00:07:24.870 --> 00:07:27.529
one thing. You really need to have a strategy
00:07:27.529 --> 00:07:31.529
that allows you to have multiple baskets for
00:07:31.529 --> 00:07:33.670
your eggs, not just multiple eggs, but multiple
00:07:33.670 --> 00:07:37.050
baskets so that if one thing stops working, you
00:07:37.050 --> 00:07:39.189
still have new patients coming in from one of
00:07:39.189 --> 00:07:42.329
our other strategies. I love that because when
00:07:42.329 --> 00:07:45.199
you think about it. There's so many changes but
00:07:45.199 --> 00:07:47.500
at the end of the day cookie cutters you could
00:07:47.500 --> 00:07:50.319
tell like when we know we could see and recognize
00:07:50.319 --> 00:07:52.839
a cookie cutter and But all right, so I have
00:07:52.839 --> 00:07:54.740
a question for you. So now there's been so many
00:07:54.740 --> 00:07:58.339
changes But the last year or so what's been weird
00:07:58.339 --> 00:08:01.519
Google has really made some major changes Where
00:08:01.519 --> 00:08:04.220
is they are no longer like a search engine to
00:08:04.220 --> 00:08:08.040
me. They're an answer engine So like and at one
00:08:08.040 --> 00:08:11.420
point Google made some switches did that in essence
00:08:11.420 --> 00:08:15.399
hurt? like your SEO ranking? Did you did you
00:08:15.399 --> 00:08:18.100
have any issues with some of the changes that
00:08:18.100 --> 00:08:20.839
Google has been making? Not really. You know,
00:08:20.920 --> 00:08:23.519
over 15 years, I mean, we've gone through so
00:08:23.519 --> 00:08:25.980
many algorithm changes with Google that it's
00:08:26.399 --> 00:08:28.420
You know, we don't even really pay attention
00:08:28.420 --> 00:08:30.839
that much anymore. You know, I think if you do
00:08:30.839 --> 00:08:33.519
the core things right, we do a ton of content
00:08:33.519 --> 00:08:37.000
in terms of SEO. So we create a ton of blogs,
00:08:37.320 --> 00:08:40.080
press releases, you know, just trying to build
00:08:40.080 --> 00:08:42.200
authority and get content out in the marketplace.
00:08:42.600 --> 00:08:44.720
And as long as you're building quality content
00:08:44.720 --> 00:08:47.480
that people want to read and you're not building
00:08:47.480 --> 00:08:49.919
content just to try to rank in search engines,
00:08:51.120 --> 00:08:53.500
that strategy is never going to, it's not algorithm
00:08:53.500 --> 00:08:55.840
proof, but it's never going to be a bad strategy.
00:08:55.960 --> 00:08:58.179
Right now, there's some other things we do like
00:08:58.179 --> 00:09:00.419
back linking things like that that can be affected
00:09:00.419 --> 00:09:04.860
by algorithms. And we may take, you know, short
00:09:04.860 --> 00:09:07.139
hits, meaning we might lose a few rankings here
00:09:07.139 --> 00:09:09.840
or there. But, you know, our SEO engineers are
00:09:09.840 --> 00:09:11.960
great at figuring out what the algorithm change
00:09:11.960 --> 00:09:14.019
is and how to how to go about getting our clients
00:09:14.019 --> 00:09:18.059
back on top. So a dentist comes to you and they're
00:09:18.059 --> 00:09:20.259
brand new. They just opened just out of school
00:09:20.259 --> 00:09:24.240
and they say to you, I want to open up. a website
00:09:24.240 --> 00:09:27.500
and I'm gonna call it Adrian Barker Dentistry.
00:09:28.860 --> 00:09:31.799
Would you suggest that maybe they look at an
00:09:31.799 --> 00:09:35.220
older website that has authority as you say or
00:09:35.220 --> 00:09:36.980
just start fresh? Because I know some of the
00:09:36.980 --> 00:09:40.360
older websites, does that make a difference?
00:09:41.320 --> 00:09:44.299
It used to. In fact, just recently, a few weeks
00:09:44.299 --> 00:09:46.679
ago, a big announcement came out that Google
00:09:46.679 --> 00:09:49.580
is going to start devaluating or however they
00:09:49.580 --> 00:09:52.960
do it, people who buy old domains and for the
00:09:52.960 --> 00:09:55.480
purpose of getting them to rank quickly on Google.
00:09:56.879 --> 00:10:00.200
A lot of spammers do this to build what's called
00:10:00.200 --> 00:10:03.870
PBNs or private blog networks. So they basically
00:10:03.870 --> 00:10:06.909
just say they buy 10 domains, they build spammy
00:10:06.909 --> 00:10:08.490
sites on them and they link them all together
00:10:08.490 --> 00:10:12.269
or they link them to client sites. That's against
00:10:12.269 --> 00:10:14.389
the terms of service for Google. It's an illegal
00:10:14.389 --> 00:10:20.269
black hat tactic, if you will. So we don't recommend
00:10:20.269 --> 00:10:23.210
doing that. We recommend creating it, especially
00:10:23.210 --> 00:10:25.769
if you're a brand new practice, create a fresh
00:10:25.909 --> 00:10:28.570
you know, start. And, you know, we'll get it
00:10:28.570 --> 00:10:30.149
to rank. It might just take a little bit longer
00:10:30.149 --> 00:10:32.230
because it's a brand new domain, but it's all
00:10:32.230 --> 00:10:34.629
about building trust with Google. And if you
00:10:34.629 --> 00:10:37.149
start doing things that could deter that trust,
00:10:37.570 --> 00:10:40.210
then you could be in trouble. So we would recommend
00:10:40.210 --> 00:10:42.929
in that case not to do that. Chris, I love that.
00:10:43.009 --> 00:10:45.350
OK, thank you. That's really interesting. All
00:10:45.350 --> 00:10:47.830
right. Here's another one. I see this a lot.
00:10:48.289 --> 00:10:50.970
Hey, Chris, I see you got a dentist agency. I'm
00:10:50.970 --> 00:10:52.929
kind of new. I'd like to do everything for you
00:10:52.929 --> 00:10:57.830
for free. Can you tell? our one or two listeners,
00:10:58.389 --> 00:11:02.730
why they shouldn't accept anyone offering to
00:11:02.730 --> 00:11:05.509
do a free website or free marketing, free digital
00:11:05.509 --> 00:11:09.169
marketing? Yeah, it's cheaper is more expensive,
00:11:09.750 --> 00:11:12.870
is my saying. Anybody that's offering that is
00:11:12.870 --> 00:11:15.769
just trying to get you on as a client and they're
00:11:15.769 --> 00:11:18.230
just trying to, at some point they'll take advantage
00:11:18.230 --> 00:11:21.450
of it. There's a bunch of those offers out there
00:11:21.450 --> 00:11:24.289
right now and we get so many new clients from
00:11:24.289 --> 00:11:26.789
those offers that I kind of like it because they
00:11:26.789 --> 00:11:30.610
sign up for the free or your first 20 new patients
00:11:30.610 --> 00:11:34.320
are free. And then the fine print kicks in and
00:11:34.320 --> 00:11:37.059
they're not new patients. They're existing patients.
00:11:37.100 --> 00:11:39.139
So they're coming from insurance or they're not
00:11:39.139 --> 00:11:43.039
the right kind of patient. So cheaper is more
00:11:43.039 --> 00:11:45.340
expensive. You get what you pay for in this industry.
00:11:45.779 --> 00:11:48.279
And just so everybody knows, we're not the cheapest
00:11:48.279 --> 00:11:50.440
out there. We are not. We're a boutique agency.
00:11:50.679 --> 00:11:52.879
We're small. We're known for our high quality
00:11:52.879 --> 00:11:56.259
results. But we're the ones that also get things
00:11:56.259 --> 00:11:59.269
done and we get results. Um, that's the difference
00:11:59.269 --> 00:12:03.110
right there is results versus list numbers But
00:12:03.110 --> 00:12:05.509
but let's go back to this though because I and
00:12:05.509 --> 00:12:08.809
I could be wrong But I think that if they're
00:12:08.809 --> 00:12:12.029
offering you a free website that what would scare
00:12:12.029 --> 00:12:15.509
me about that is that They have access to everything
00:12:15.509 --> 00:12:17.970
and all of a sudden they could hold you hostage
00:12:17.970 --> 00:12:20.129
I mean they could show you all along everything
00:12:20.129 --> 00:12:22.009
looks great. And then you're like, oh, I love
00:12:22.009 --> 00:12:25.200
it. I really want this and then It's like, oh,
00:12:25.360 --> 00:12:28.320
but now I, you know, or they just, I mean, you
00:12:28.320 --> 00:12:30.379
could lose everything. So isn't that another
00:12:30.379 --> 00:12:33.379
reason why you should never. Yeah. I mean, there's
00:12:33.379 --> 00:12:35.980
companies out there that will include a website
00:12:35.980 --> 00:12:39.139
into their marketing program. And in fact, you
00:12:39.139 --> 00:12:41.080
know, you think you own it, but you don't. You're
00:12:41.080 --> 00:12:43.419
actually leasing it from them and it's part of
00:12:43.419 --> 00:12:45.679
your monthly fee. And so if you want to leave
00:12:45.679 --> 00:12:48.259
them, they're like, oh, too bad. That's our website
00:12:48.259 --> 00:12:50.059
and all of our content. So you can't take it
00:12:50.059 --> 00:12:51.990
with you. So basically, you've been paying for
00:12:51.990 --> 00:12:53.690
a website all this time and you don't actually
00:12:53.690 --> 00:12:55.929
own it or any other content. So you have to be
00:12:55.929 --> 00:12:58.710
careful of that. Also, you have to be careful
00:12:58.710 --> 00:13:02.830
of, you know, just you're right. I mean, they
00:13:02.830 --> 00:13:05.070
have control of everything. So when you when
00:13:05.070 --> 00:13:07.470
you do a website, you should make sure if you
00:13:07.470 --> 00:13:09.850
buy a domain name, make sure it's in your own
00:13:09.850 --> 00:13:12.090
account. So create a GoDaddy account or whatever
00:13:12.090 --> 00:13:14.809
your account, your password and make sure that
00:13:14.809 --> 00:13:16.769
you own that domain name. That's the biggest
00:13:16.769 --> 00:13:19.169
asset, really. And then if they are building
00:13:19.169 --> 00:13:22.129
a website, ask for a backup file every once in
00:13:22.129 --> 00:13:24.409
a while, you know, maybe every month. Give me
00:13:24.409 --> 00:13:26.889
a backup file to my website just in case if you
00:13:26.889 --> 00:13:29.730
quit them or if they disappear, you have that
00:13:29.730 --> 00:13:32.090
backup and you can send that to another company
00:13:32.090 --> 00:13:34.230
and they should be able to build that website
00:13:34.230 --> 00:13:36.690
out very quickly with those backup files. But
00:13:36.690 --> 00:13:39.269
yes, if you get a free website, it's likely that
00:13:39.269 --> 00:13:42.509
they own it. or if you go to cancel and they
00:13:42.509 --> 00:13:45.070
say, hey, it's ours, they might say, or you could
00:13:45.070 --> 00:13:47.230
just give us $5 ,000 and then we'll give you
00:13:47.230 --> 00:13:49.769
the backup files. So just ask those questions
00:13:49.769 --> 00:13:51.769
before you sign up with a company and it's offering
00:13:51.769 --> 00:13:54.970
a website, especially for free. So this is for
00:13:54.970 --> 00:13:56.830
everyone, not just anyone in the dentist, like
00:13:56.830 --> 00:13:59.350
I see it a lot. And especially in women's group,
00:13:59.409 --> 00:14:01.250
because women are so nice and they want to help.
00:14:01.409 --> 00:14:04.409
And I'm just starting my business and I'm like,
00:14:04.470 --> 00:14:08.090
oh my God, no, don't do it. And first of all,
00:14:08.909 --> 00:14:10.789
Why would you want someone to work for you for
00:14:10.789 --> 00:14:12.570
free? I'm not sure I understand that. I think
00:14:12.570 --> 00:14:15.070
that you should be paying people what their value
00:14:15.070 --> 00:14:17.309
is. You should know upfront. You should have
00:14:17.309 --> 00:14:19.830
a contract and you should make sure you're working
00:14:19.830 --> 00:14:22.330
with someone unique like Chris. I love that you
00:14:22.330 --> 00:14:25.509
said you're not the least expensive because that's
00:14:25.509 --> 00:14:27.970
a good thing too, right? Like you, so how do
00:14:27.970 --> 00:14:31.350
you stay on top of it? Is it going to masterminds?
00:14:31.350 --> 00:14:34.750
Is it reading articles? Like what is your way
00:14:34.750 --> 00:14:37.960
of saying in the know? I think it's all of that,
00:14:38.019 --> 00:14:40.559
you know, my team is built out where we have
00:14:40.559 --> 00:14:44.100
a website expert, we have a SEO expert, we have
00:14:44.100 --> 00:14:46.759
Facebook ads expert, and they all are really
00:14:46.759 --> 00:14:48.960
responsible for fine tuning their craft. And
00:14:48.960 --> 00:14:51.919
that includes doing continuing education, you
00:14:51.919 --> 00:14:54.740
know, reading blogs on newest trends, being part
00:14:54.740 --> 00:14:57.620
of a mastermind group. So I really try to empower
00:14:57.620 --> 00:15:00.320
them to learn as much as they can. And I support
00:15:00.320 --> 00:15:02.299
them financially to do that. So if there's a
00:15:02.299 --> 00:15:03.940
course that they want to take or something like
00:15:03.940 --> 00:15:06.720
that. you know, it helps them build their credibility
00:15:06.720 --> 00:15:09.139
for the future and it helps us, you know, with
00:15:09.139 --> 00:15:12.659
our clients. So, you know, I think any one person
00:15:12.659 --> 00:15:15.220
trying to stay on top of SEO websites, everything
00:15:15.220 --> 00:15:18.120
else, it's hard to do. And, you know, I don't
00:15:18.120 --> 00:15:20.860
even want to try that. So that's also part of
00:15:20.860 --> 00:15:22.580
the point where I say, you know, it's we've got
00:15:22.580 --> 00:15:24.600
plenty to do with our core business of digital
00:15:24.600 --> 00:15:28.320
marketing because things in this industry change,
00:15:28.320 --> 00:15:31.399
you know, almost minute by minute, it seems like.
00:15:32.029 --> 00:15:35.649
Yeah, that's interesting. I would be curious
00:15:35.649 --> 00:15:41.250
to know the average business, how much money
00:15:41.250 --> 00:15:44.450
do they waste when they're doing Facebook ads
00:15:44.450 --> 00:15:48.950
on their own? I'm going to say, I bet you, I
00:15:48.950 --> 00:15:51.129
just did my taxes. So it was a couple hundred
00:15:51.129 --> 00:15:54.370
dollars. of my thinking I'm so cool. Oh, look
00:15:54.370 --> 00:15:55.970
at me. I'm going to pick my audience. I'm going
00:15:55.970 --> 00:15:59.389
to do this and that down inside. I know I'm just
00:15:59.389 --> 00:16:01.730
I'm just wasting my money. I'm throwing it away.
00:16:01.830 --> 00:16:03.809
And, you know, maybe I'm getting a little excitement
00:16:03.809 --> 00:16:06.690
because I see some more views or whatever. But
00:16:06.690 --> 00:16:09.769
it's the money to explain why it's so important
00:16:09.769 --> 00:16:12.850
actually not to do it yourself, to hire someone
00:16:12.850 --> 00:16:15.330
and how. And I also want you I'm going to do
00:16:15.330 --> 00:16:18.110
a lot here. I like the difference, truly the
00:16:18.110 --> 00:16:21.820
difference between a boost and an ad. Hmm. Yeah.
00:16:22.159 --> 00:16:24.460
So, you know, I talked to Dennis about this a
00:16:24.460 --> 00:16:26.080
lot. I'm like, it's not like I'm going to go
00:16:26.080 --> 00:16:28.720
on YouTube and figure out how to fix my own cavity
00:16:28.720 --> 00:16:31.240
and think I know how to do it. Right. That's
00:16:31.240 --> 00:16:32.899
why you go to school all those years. And that's
00:16:32.899 --> 00:16:34.840
why you figure it out. It's the same way with
00:16:34.840 --> 00:16:37.120
both Facebook ads and especially Google ads.
00:16:37.759 --> 00:16:39.960
You could do it. Yeah, you can go in and click
00:16:39.960 --> 00:16:42.139
buttons and hope you get it right. But you're
00:16:42.139 --> 00:16:44.279
not going to get it right. And what happens is
00:16:44.279 --> 00:16:46.620
you spend a lot of money and you don't really
00:16:46.620 --> 00:16:50.490
get any results out of it. It is its own craft.
00:16:50.570 --> 00:16:53.570
It's its own art. And just like dentistry, you've
00:16:53.570 --> 00:16:56.049
got to go to school for it. You've got to understand
00:16:56.049 --> 00:16:57.610
it. You've got to have the experience or you're
00:16:57.610 --> 00:16:59.450
going to wind up wasting a lot of money. There
00:16:59.450 --> 00:17:01.529
are so many different options on like, for instance,
00:17:01.669 --> 00:17:04.369
with Facebook ads, the biggest waste I see is
00:17:04.369 --> 00:17:07.769
people use the Facebook audience, their partner
00:17:07.769 --> 00:17:10.410
audience. So that means that ads can be shown
00:17:10.410 --> 00:17:13.160
on all their partners networks, too. And on the
00:17:13.160 --> 00:17:14.640
surface, that sounds like, well, yeah, I wouldn't
00:17:14.640 --> 00:17:16.619
I want to do that. Right. Well, it's a complete
00:17:16.619 --> 00:17:18.819
waste of money for local businesses because they
00:17:18.819 --> 00:17:20.980
put them on these spam sites or not spam sites,
00:17:20.980 --> 00:17:24.140
but just low level sites and people just click
00:17:24.140 --> 00:17:26.220
on them or bots click on them and it runs up
00:17:26.220 --> 00:17:29.000
your tab and you get nothing out of it. But there's
00:17:29.000 --> 00:17:31.619
so many instances like that in both Google ads
00:17:31.619 --> 00:17:33.079
and Facebook ads. And if you don't know what
00:17:33.079 --> 00:17:35.119
you're doing, you're not going to get results
00:17:35.119 --> 00:17:37.420
out of it. It's just too complex. And then the
00:17:37.420 --> 00:17:40.640
other side of it is you guys. I mean, YouTube
00:17:40.640 --> 00:17:43.039
maybe, but you have a marketing background. Dentists
00:17:43.039 --> 00:17:44.819
typically don't. You don't know how to write
00:17:44.819 --> 00:17:48.880
ads, right? That's its own like art, right? And
00:17:48.880 --> 00:17:51.440
there's so much value in being able to write
00:17:51.440 --> 00:17:54.799
a good ad. You can do a lot of things wrong or
00:17:54.799 --> 00:17:56.960
a lot of things right. But if your ad copy isn't
00:17:56.960 --> 00:17:59.779
great, it's not going to matter. So, I mean,
00:17:59.900 --> 00:18:02.799
I think it's the art of ad writing as well. No,
00:18:02.799 --> 00:18:04.779
that's interesting too. Yeah, you're right. You're
00:18:04.779 --> 00:18:06.480
right. I just, I hate the thought of wasting
00:18:06.480 --> 00:18:08.319
the money, but thinking that I'm doing something
00:18:08.319 --> 00:18:10.460
great. All right. We're going to throw in the
00:18:10.460 --> 00:18:15.180
elephant in the room, the AI. And so when you're
00:18:15.180 --> 00:18:19.200
writing your articles, are you using AI? Are
00:18:19.200 --> 00:18:22.059
you putting it through? Like what is the step?
00:18:22.180 --> 00:18:24.000
Or are you just getting maybe topic ideas that
00:18:24.000 --> 00:18:27.359
I'm writing it? Yeah, we don't we don't put a
00:18:27.359 --> 00:18:29.779
topic into AI and then just copy and paste into
00:18:29.779 --> 00:18:33.140
it a website That's a bad bad thing to do There's
00:18:33.140 --> 00:18:36.519
just inaccuracies Google can detect straight
00:18:36.519 --> 00:18:39.900
AI While they've kind of taken the high road
00:18:39.900 --> 00:18:42.200
with AI in terms of you know We just want to
00:18:42.200 --> 00:18:44.380
make sure it's valuable content for our readers.
00:18:44.900 --> 00:18:48.079
You know, they've got their own AI as well We've
00:18:48.079 --> 00:18:50.180
done the testing and when you just copy and paste
00:18:50.180 --> 00:18:53.109
AI directly into a website page that typically
00:18:53.109 --> 00:18:56.349
does not rank as well. So we use it as a topic
00:18:56.349 --> 00:19:01.170
ideas. Topic ideas, and if it writes anything
00:19:01.170 --> 00:19:04.349
for us, there's a human that edits it and rewrites
00:19:04.349 --> 00:19:08.390
a lot of it anyway. It does save us time because
00:19:08.390 --> 00:19:10.849
there's only so many topics you can think of
00:19:10.849 --> 00:19:13.609
in dentistry. It does a good job of helping us
00:19:13.609 --> 00:19:16.279
understand what people want to read about. but
00:19:16.279 --> 00:19:19.299
it is not a writer in itself. Now could it be
00:19:19.299 --> 00:19:23.299
someday? Maybe, but right now it's it's not there.
00:19:23.980 --> 00:19:26.180
Got it, and so this is really for dentists. Don't
00:19:26.180 --> 00:19:27.680
think you're going to do it yourself or you're
00:19:27.680 --> 00:19:29.200
going to have your daughter that just graduated
00:19:29.200 --> 00:19:31.519
from college and she said I can come in and do
00:19:31.519 --> 00:19:35.380
it for you. And yeah, the thing is, you know,
00:19:35.460 --> 00:19:38.039
is that you've got to know how to use AI too,
00:19:38.039 --> 00:19:39.839
right? I mean, you've the problem. It's all about
00:19:39.839 --> 00:19:42.420
the prompts. You know, if you put in a kind of
00:19:42.420 --> 00:19:46.880
a quick. just not high, low level prompt, it's
00:19:46.880 --> 00:19:49.119
gonna spit out pretty low level content. So it's
00:19:49.119 --> 00:19:51.460
about understanding AI, how it works, how the
00:19:51.460 --> 00:19:54.519
back end of it works and how to prompt it correctly.
00:19:55.079 --> 00:19:57.720
I love that. Chris, you're really filled with
00:19:57.720 --> 00:19:59.400
a lot of information. All right, before we let
00:19:59.400 --> 00:20:02.039
you go and give us all your information, tell
00:20:02.039 --> 00:20:06.400
me your thoughts on TikTok. TikTok, yeah. Well,
00:20:06.400 --> 00:20:08.559
if it doesn't go away, I think it's great. But
00:20:08.559 --> 00:20:10.180
you know, everybody's trying to get a band here
00:20:10.180 --> 00:20:11.839
in the United States. I don't think that will
00:20:11.839 --> 00:20:15.339
happen. I think TikTok is great. And the reason
00:20:15.339 --> 00:20:17.759
we do have clients using it and the reason why
00:20:17.759 --> 00:20:19.900
it's great is because people think that right
00:20:19.900 --> 00:20:22.400
now it's just teenagers using it. It's not the
00:20:22.400 --> 00:20:25.640
case. We're starting to see a hockey stick effect
00:20:25.640 --> 00:20:28.039
in terms of the age of what people are using
00:20:28.039 --> 00:20:31.279
TikTok. We saw this with Facebook as well. If
00:20:31.279 --> 00:20:33.319
you remember back in the day, when Facebook started,
00:20:33.400 --> 00:20:35.900
it was mostly young people using it. And that
00:20:35.900 --> 00:20:38.000
hockey stick did occur, but it took longer. It
00:20:38.000 --> 00:20:40.759
was more of a curve, I guess. We're seeing more
00:20:40.759 --> 00:20:44.720
of a sharp stick effect with TikTok. So I think
00:20:44.720 --> 00:20:47.440
it's definitely worthwhile for local businesses.
00:20:47.839 --> 00:20:50.140
Where they struggle with TikTok though, is really
00:20:50.140 --> 00:20:52.599
creating the content for it, because it is a
00:20:52.599 --> 00:20:55.460
video platform. And people, a lot of local business
00:20:55.460 --> 00:20:57.339
owners just don't have the time. They don't have
00:20:57.339 --> 00:20:59.380
the money to do like full production, which you
00:20:59.380 --> 00:21:01.660
don't need to do for TikTok. Or they're just
00:21:01.660 --> 00:21:03.519
camera shy and they don't know what to say or
00:21:03.519 --> 00:21:06.259
what to do. So we help with that. You know, we
00:21:06.259 --> 00:21:08.480
can't really shoot all the content for our clients,
00:21:08.519 --> 00:21:11.319
but we can tell them what works and what doesn't.
00:21:11.960 --> 00:21:14.980
And with TikTok and Facebook, especially, it's
00:21:14.980 --> 00:21:17.400
not about selling. Don't try to sell people all
00:21:17.400 --> 00:21:19.079
the time. You know, introduce yourself. Just
00:21:19.079 --> 00:21:21.359
talk about topics people are interested with.
00:21:21.460 --> 00:21:23.220
Build some authority and then every once in a
00:21:23.220 --> 00:21:25.259
while mix in an offer of what your business does.
00:21:26.349 --> 00:21:28.730
Absolutely. I made a breakfast this morning from
00:21:28.730 --> 00:21:32.029
TikTok. So it's kind of cool. I actually, I'd
00:21:32.029 --> 00:21:35.089
say about a year ago, TikTok was kind of gross.
00:21:35.609 --> 00:21:37.529
Like if you went into live, there were a lot
00:21:37.529 --> 00:21:40.170
of people that were doing weird things for views
00:21:40.170 --> 00:21:42.750
and it would just turn me off. I noticed lately
00:21:42.750 --> 00:21:44.650
that that's all disappeared. So I guess they're
00:21:44.650 --> 00:21:48.250
cutting back on that. I do want to share. So
00:21:48.250 --> 00:21:50.910
I'm very excited about this one. So I am a part
00:21:50.910 --> 00:21:54.970
of the creator with a new program called Chatter.
00:21:55.590 --> 00:21:59.210
And Chatter came out by three guys who I've enjoyed
00:21:59.210 --> 00:22:01.829
listening to. They've been controversial and
00:22:01.829 --> 00:22:06.349
very transparent. And they created Nelson Apega,
00:22:06.630 --> 00:22:09.309
Jonathan Bing, worked together with a team to
00:22:09.309 --> 00:22:12.349
create Chatter. It's going to be very, very cool.
00:22:12.509 --> 00:22:15.200
It's going to be, it's almost like a... social
00:22:15.200 --> 00:22:18.259
audio with video with the ability to stream.
00:22:18.460 --> 00:22:20.420
We haven't gotten in yet. So we're all excited
00:22:20.420 --> 00:22:22.559
waiting for Nelson to open up a channel so that
00:22:22.559 --> 00:22:25.759
we can actually see it. So he's getting 3000
00:22:25.759 --> 00:22:28.799
people to kind of be the creator and see what
00:22:28.799 --> 00:22:31.119
this looks like. So that next time when I go
00:22:31.119 --> 00:22:33.539
to do it's at a stream yard, I'll be using chatter.
00:22:33.900 --> 00:22:36.700
And then that it's a very, very cool whole new.
00:22:37.420 --> 00:22:39.740
Have you used social audio before? Have you been
00:22:39.740 --> 00:22:42.440
on Clubhouse? No, I haven't used any of that
00:22:42.440 --> 00:22:45.160
stuff now. Clubhouse had a lot of problems and
00:22:45.160 --> 00:22:47.160
a very interesting history how they changed.
00:22:47.440 --> 00:22:49.380
So if you want to read an interesting story about
00:22:49.380 --> 00:22:52.000
how Clubhouse came out strong, made a change,
00:22:52.160 --> 00:22:54.200
and then everyone left, Spaces then was able
00:22:54.200 --> 00:22:57.480
to take over. And these guys understood and love,
00:22:57.599 --> 00:23:00.039
like there's a love, they really love this social
00:23:00.039 --> 00:23:03.259
audio app. And so they're going full in on developing
00:23:03.259 --> 00:23:06.119
it and very excited. So I'll send you more information
00:23:06.119 --> 00:23:08.420
about that. Or you could go to Chatter iOS, or
00:23:08.420 --> 00:23:11.519
you can even do Chatter on Spaces to learn more.
00:23:11.759 --> 00:23:14.460
And here I am selling for them, but it's cool.
00:23:14.960 --> 00:23:17.180
And I've enjoyed their show. It's funny because
00:23:17.180 --> 00:23:19.380
social audio apps almost remind me of like when
00:23:19.380 --> 00:23:21.359
you're on a cruise ship and you have all these
00:23:21.359 --> 00:23:23.380
like different, you know, different events that
00:23:23.380 --> 00:23:25.480
you could go to. It's kind of like that. Like
00:23:25.480 --> 00:23:27.059
you go look and you're like, oh, I want to learn
00:23:27.059 --> 00:23:28.579
this or I want to be in this room. You could
00:23:28.579 --> 00:23:30.640
be on stage. You could talk. You don't have to
00:23:30.640 --> 00:23:33.140
talk. It's fabulous. All right. How do people
00:23:33.140 --> 00:23:36.289
reach you? Yeah, I think probably the best way
00:23:36.289 --> 00:23:40.529
is my website kickstartdental .com. And if there's
00:23:40.529 --> 00:23:43.529
a business owner out there that's not in dentistry,
00:23:43.670 --> 00:23:44.950
no worries. I'll help you out. I'll give you
00:23:44.950 --> 00:23:47.309
some free advice. There's a button on my website
00:23:47.309 --> 00:23:50.609
to schedule a free strategy session. So just
00:23:50.609 --> 00:23:54.420
feel free to do that. I love that. It's so funny
00:23:54.420 --> 00:23:57.059
to me because some clients are like pulling teeth.
00:23:57.319 --> 00:23:59.819
So I feel like sometimes I'm a dentist. If it
00:23:59.819 --> 00:24:01.660
takes you that long to get back to me, I do feel
00:24:01.660 --> 00:24:03.480
like I have to pull teeth to get this. Yeah,
00:24:03.599 --> 00:24:08.180
yeah, you're right. Yep, exactly right. Chris,
00:24:08.200 --> 00:24:10.759
thank you for your time today. I really appreciate
00:24:10.759 --> 00:24:13.660
it. Let's stay in touch and let's make sure we're
00:24:13.660 --> 00:24:15.819
connected on LinkedIn. What happens now, just
00:24:15.819 --> 00:24:17.940
so you know, I'll say this live, is that this
00:24:17.940 --> 00:24:20.940
goes live. I leave it. and then in a couple weeks
00:24:20.940 --> 00:24:23.519
when I release one episode maybe I'll do two
00:24:23.519 --> 00:24:26.119
a week and I'll produce it and then it'll go
00:24:26.119 --> 00:24:28.380
on to the syndicate of the different platforms
00:24:28.380 --> 00:24:32.019
so then I'll tag you. I really really appreciate
00:24:32.019 --> 00:24:35.119
your time. energy. You look great. I love your
00:24:35.119 --> 00:24:37.019
hat. Love your sweatshirt too, by the way. Just
00:24:37.019 --> 00:24:39.880
have to say that I'm in Florida, so we wouldn't
00:24:39.880 --> 00:24:43.720
be wearing a heavy sweater. 80 degrees today.
00:24:44.079 --> 00:24:45.980
All right, everyone have a great day. Thank you
00:24:45.980 --> 00:24:48.359
for joining us for No Prep Needed. Chris, you
00:24:48.359 --> 00:24:53.420
and I will stay in touch. Thank you. Thanks,
00:24:53.640 --> 00:24:55.940
Chris. That was great. Sure thing. Thank you.
00:24:56.460 --> 00:24:57.680
You're welcome. Thank you.
