You can find out more about Cameon and Sandy Feet Digital at www.sandyfeetdigital.com.au

 

Download Eve's Business starter checklist here:

Download your business starter checklist

We would love to hear from you if you have any questions or comments regarding this episode. You can reach us at [email protected]

Here's where to find us on socials:

Eve

Insta - herhealth_collective

FB - herhealthcoll

Trisha

Insta - healthybody_co

You can also connect with us on LinkedIn :) 

Eve & Trisha

Eve Drew  00:03

Hello and welcome to this episode of The business of Health podcast. Joining me today is my co host, Trisha Cashmere. Hi, Trisha.

 

Trisha Cashmere  00:10

I am how are you? Good.

 

Eve Drew  00:12

 I'm really well thank you. And we've also got a special guest today we have Cameron Bell from Sandy Feet Digital. Hi, Cameron. Hi. Hi Trisha. We are going to talk digital marketing strategies. And I'm going to give a little introduction of Cameron. To start with So Cameron is from Newcastle, New South Wales. He's a podiatrist for 14 years but also a certified Digital Marketer. Cameron is the founder of Sandy Feet Digital and digital marketing consulting business specializing in healthcare clinics. Cameron is currently travelling around Australia, lucky him, in a caravan with his family consulting to healthcare clinics remotely along the way, with all of their digital marketing needs. He's still involved with podiatry and doing some locum work along his travels. So in 2014, Cameron started his first podiatry business, and quickly learned the absolute power of online marketing simply by using Google ads, after DIYing a website and setting up some Google ads, he could fill his appointment schedule with new patients at a cost of $3 per patient on autopilot. This is what got him hooked on more the chase of generating new patients and he went on to scale this business within four years. In 2018, with a team of three podiatrist and full books, he sold this business and went on to complete a two year diploma in digital marketing, along with other short courses in the digital marketing space, including a high end Facebook ads training program. Over the past four to five years, Cameron has worked with a range of clients everything from small startup healthcare clinics like mine, to seven figure ecommerce stores and high ticket coaches and managed some clients Facebook and Instagram ads spends, which was in excess of $250,000 per year. Henry now does digital marketing consulting with primarily general practice medical centers, podiatry, chiropractic and physiotherapy practices. This includes everything from website design, Google ads, Facebook ads, and email marketing. He does run Facebook ads training programs for clinic owners, including fast track Facebook ads, and Facebook ads for podiatrists which you can read more about on his website, and we'll share those links with you in the Episode Notes. So Cameron can help you put together a digital marketing strategy into action for your clinic, to bring in new patients or simply to build brand awareness within your community using a combination of digital marketing techniques. Cameron's approach is a very non salesy approach, especially in the healthcare space where he believes attracting trophy clients that bring joy to your day is more important than a flood of generic new patients. So welcome Cameron. That's a great Bio,

 

Cameron Bell  02:51

yeah, sorry. No, it's

 

Trisha Cashmere  02:55

nice to know what's going on. 

 

Eve Drew  02:58

I think that is a really great summary of all the value that you provide. Before we went live today, we were talking about, just love the perspective and the lens that you do this through. As healthcare professionals, we are often uncomfortable with marketing, I think we'd all agree on that every healthcare professional, I know, I think feels that way. And the thought of doing digital marketing or paid marketing strategies, or ads can feel a bit icky. But you take the ickiness out of it, and I thank you for that. And I think he's still bringing this to our industry in a really lovely heartfelt way and removing that discomfort that we have around it. So thanks.

 

Cameron Bell  03:46

That's all right. Yeah. I enjoy it. I love it. It's, it's good. 

 

Eve Drew  03:52

What do you think some of the major barriers are for people engaging in this kind of strategy for marketing, Trisha, and I've shared in previous episodes, different strategies for attracting new clients. I don't think it's something a lot of clinics and clinic owners are doing. Why do you think that is?

 

Cameron Bell  04:10

I think probably the first thing is people a lot of clinic hands don't need new patients. Especially like particularly in the podiatry space, as we know people don't really need new patients, they want more. They're inundated with patients and struggling to keep up so maybe it's something to put on the backburner. It's something they'll get to because it just trying to get through the day. But that's why I kind of am looking at at that perspective as getting more of those trophy patients that actually bring you joy that actually bring in the you know, the patients that you actually want to treat that you enjoy. So but in terms of barriers, yeah, I think just the time is probably the biggest thing and also just not knowing where to go what to do. And because there's so many people out there that you see on YouTube and Instagram and all that just not knowing what to do first where to go Set up a website to run Google ads, Facebook ads, and then all the different things that are coming out. Yeah, Instagram reels and what should I do and people sort of jumping from one to the next and not kind of knowing where to go. So I think probably overwhelm would be the the second thing.  Time and overwhelm, because there's so many different options with anything digital marketing, whether it's picking a website platform or social media platform, there's so many different different options and knowing Yeah, knowing which one to choose which one suits you best than whether to do it yourself, outsource it. That's a whole nother ball.

 

Trisha Cashmere  05:36

Yeah, I'm really interested to understand Cameron, how you got from podiatry to digital marketing, obviously used to your business. But clearly there was, you know, a deep, you've kind of sort of deep a love or a deep interest that's different to where you started to how did podiatry happen. And then what decided what made you decide rather than just sort of growing, you know, a whole lot of really successful production practices with this great skill in the background to actually become a digital marketing expert.

 

Cameron Bell  06:02

Yeah, so broadly, like my family comes from a health background sort of thing. I've got a couple of my brother's a car to browse a car is on his car. So I was kind of in that headspace, then, yeah, sort of, I did now a couple of people in the podiatry space. So I was into that I was into health sport, that kind of thing growing up. So I kind of thought about that kind of process. I do look at physio to look at dietitian. So I did kind of look at it a little bit of that. And then I'm actually just the opportunity came up with podiatry  at the time. So went into that, and, yeah, I really enjoyed it like, and I still still haven't, but it's still I kind of use both I love digital marketing. I quite enjoy some podiatry, I can't do full on too much anymore. But yeah, so but I've always had a bit of a, like, I love working on the computer, like not nerdy kind of way, but I love the marketing side of it. I love doing the that kind of thing online watching YouTube stuff, just, I love that kind of stuff of it. So and yeah, I've always kind of fiddled with website things and, and just wanted to know more about that kind of, you know, website or Facebook, or, you know, ads and that kind of stuff. So I did prior to 2014, I did help a couple of people just set up their own live websites. But it was very, very basic, I think we did it online Vistaprint or something so and then that kind of got me in a bit, I thought oh, you can actually just set up a website. And then I had kind of come a little bit from entrepreneurial  mindset. So like, if you set up something, then you could sell something, or you could bring in, you know, patients or whatever it is. So that kind of sparked into that. And it kind of just funneled into digital marketing and then setting up my own. Yeah, I was just like, I spent hours and hours just setting up a website. Maybe I could have outsourced it, but I loved it. It was just, yeah, just moving things around, just changing it seeing something come to life. I don't know, that's just the brain that I work in, like the creative side of it or liking something or Yeah, that's

 

Trisha Cashmere  08:04

just always interested in that story. Because, you know, often we start somewhere at 18. And we end up something really different. So if just even the fact that you've brought this, this deep understanding of this healthcare industry, you've taken it into now marketing space, you're able to help the people that you know, you know, when that you've got a really sort of deep knowledge, you know, understanding on I think that's fantastic. So

 

Eve Drew  08:25

good job. I love that. And I'm a proud nerd. So yeah,would be proud of our nerdiness I think it's interesting that the three of us talking about this, because we're all health professionals, but have diversified our skill sets, so that we're not necessarily working in delivering face to face consultations, or in that clinical role at all, or in a much reduced capacity than we were a few years ago. So with I think the attrition rate within health, it's lovely to think that people can stay in a role, but maybe it's in a different capacity and a part time capacity, or use the skills that we already have to  still create great value within our industry. So yeah, rather than looking at something totally different, which can seem a little, like a much bigger step. So knowledge that we have, but still offering a lot to our, you know, to our industry and to our colleagues and peers, but in a different way. Yeah.

 

Trisha Cashmere  09:29

I'm gonna say I much prefer to deal with someone who is a health professional. That sounds weird. But there is a really, it's difficult to kind of separate the wood from the trees. When it comes to this space. There are so many people selling their services, it's so hard to get a sense of where good value is and where that deep knowledge is. And so knowing that someone knows your industry so intimately, actually is great. It's super reassuring. So,

 

Cameron Bell  09:51

thank you. Yeah, definitely. That's probably when I got into 2018   I was doing all training and all that kind of stuff, I kind of went down the line of working with more like ecommerce stores and high ticket coaching. And that's where I've kind of really learnt a lot. And that's particularly the ad space. But then I kind of realized in that position you're kind of dealing with this so many different like cowboys out there, I suppose. So many different strategies, so many different funnels and all that kind of stuff, that it kind of took me away from where I was in podiatry healthcare, and then trying to bring that back is quite like from an E commerce space, a high ticket space. It's quite salesy, quite direct response copy, like it's very, not aggressive. But so that kind of marketing, and then bringing that back into into healthcare, it just doesn't sit well. So then I thought, what's the way to, you know, just a general clinic? How could they bring in more patients or bringing more trophy patients just get their stuff? Right. You know, get the website, right, get some Facebook ads? Yeah. And just bringing awareness going? How can how can that kind of happen? So I've kind of gone back into that space to get back into the industry that I know. No, but bring those skill sets back. Yeah,

 

Eve Drew  11:08

1. And just such a beautiful, as I alluded to earlier, it is such a beautiful lens, because there is that discomfort, and you get it. whereas I have worked with marketing people before and they're like, you just need to get over yourself Eve,  You just need to get out of your own way. And this is what marketing looks like. I understand that. But I also think when someone's got a deep rooted understanding of how health professionals tick then there's, that's just incredibly beneficial. In one of our earlier episodes, Trisha, and I talked about attracting our ideal clients.  And how we're so much more fulfilled when we do that. And we're seeing, you know, the clients that we want to see. And so you alluded to the fact that, yes, we might need to attract new clients at the moment, because most of us are very, very full, but,, how we can use these strategies, more so for brand awareness, and attracting our our trophy or our ideal clients. And I think that's a really important distinction. Because if our books are full of our ideal clients, then we're going to enjoy going to work a lot more so well, how, what are some strategies that people can, can use to moreso use the strategies for attracting or building brand awareness and attracting those more trophy clients? Like what are some of the things you do with the people you work with?

 

Cameron Bell  12:23

Yep, so pretty much we start with, like how to work out who the tracking client is. So whether it's, say in podiatry well, it could be musculoskeletal patients, it could be more, whatever it is, Achilles tendon pain, running injuries, or whatever it is. So we kind of first figure that out and then work. For instance, I'm working with a client at the moment where we're doing their website for so we're kind of adjusting the copy on the website. So we're not trying to attract those, whatever it is, they don't want to treat, we're trying to design a website, so then they actually shows that they're more than just whatever they don't want to treat. It's all about say it's heel pain or or runners or, you know, whatever it is, start with that. And then kind of build from there. So we get their website, right and then do instead of doing like, say with Google ads, for instance, instead of doing just general say, podiatry, physio, whatever it is, so doing standard keywords, you know, podiatrists in Sydney, whatever it is, you can target your trophy patients. So people that are your ideal clients say if they are people with heel pain, you can just target heel pain, you don't want the generic podiatry patients, you don't want the generic, low back patients, whatever they are, but start targeting those keywords. For patients that you want to treat ingrown toenails, or whatever it is you want to treat. Just start targeting those keywords and add the other ones as negative keywords. So then you're not bidding, you're not actually people aren't landing on your website that are just those generic patients because you don't want any and then you're wasting ad spend as well with patients that you don't want. And then kind of building from there, you've got, say Google ads, and then you've got Facebook ads, and just doing your brand awareness campaigns. With Facebook ads you can do there's lots of different things you can do with Facebook ads now in terms of like video content, doing you know if, if you've got videos in the clinic of how you're treating your ideal patient or the new modality, what you're offering for certain patients say if you are using shockwave or laser or say in the podiatry space, you could start talking all about that and kind of leave the rest behind. And then that's where you can put some ad spend behind it through general just brand awareness campaigns and it doesn't need to cost a fortune either you can do $10 a day a few $15 a day a brand awareness strategy and you'll become the go to clinic in that area very quickly. Because people are constantly seeing these helpful videos all about what you not specialize because we can't really say we specialize but what you prefer to treat so yeah simply like getting getting website right getting some Google ads targeting some certain keywords, brand awareness campaigns with Facebook, that's pretty much like in the healthcare space, that's pretty much the core foundations we can set up. And then you can do your organic posting and all that around that too. Yep, but if you get those right. Yeah, you can see some massive, massive changes in the whole, you know, the patients that are coming through, like, we could run a campaign for a certain clinic and just focus on bringing in more whatever they you know, stay for heel pain patient, just focusing on that, give it a month or two. And yeah, it can totally transform a clinic too. And also, you know, revenue perspective, too, if that's what you prefer to, you can totally transform something instead of having you. Yeah, without without being pushy or salesy, you're not, especially when people have seeing the message. On Facebook, they don't want to be salesy. It's not not running new patient offers, it's simply just getting your message across website, Google, Facebook ads, yeah, using the right messaging and in the right way, and putting some bit of adspend behind it can Yeah, work really, really well. What's the biggest mistake, you see professionals making this space? Probably the first thing is DIYing. So I see lots of drag and drop website builds.  so but they're kind of half, half done as well, or they're not mobile responsive. Like, that's probably the first mistake. Second one is probably when they're doing going to a lot of effort, like doing once they say clinics to get the website, right, all that kind of stuff. When people are running ads, it's more, they're going straight, not straight for the kill, going straight for the sale, instead of warming people aren't like, instead of providing and that's kind of what I tried to do is work more helpful contents like, you know, trying to help people more and sort of attract them into you, rather than trying to say, you know, this is where we're located. This is our address. And I've seen some ads where the mistakes is simply just they're putting up a might be a photo of the clinic, or it could even be a stock photo, which is probably not ideal, either. Because people want to see you, they want to they kind of buy from you. And they're just doing simply, like we're open nine to five, Monday to Friday, call this number, and they're putting money behind it like they're spending, putting a lot of ads down behind it, but it doesn't really people look at that, and they're just scrolling past it provides no value to them. So we're like, Well, I see really good clinics are running, you know, helpful videos and in within the clinic, and they've got good order, good audio, good video, and they kind of doing a quick, short two minute video on how to do a heel pain stretches or low back stretches, or whatever it is, and they're doing a series of these, and then just put in, and people are constantly seeing it, whether it's organic, or paid advertising, they're constantly seeing this helpful content, there's no pushy, you know, calls to actions, anything like that. Unless they're running like, yeah, like, say, a monthly campaign like that it's coming into soccer season book out, you know, get you kids check up because soccer boots or something like that. But people are running those kinds of helpful campaigns seem to get more of those trophy patients rather than just those kinds of generic kind of ads. That's probably two main mistakes, I think

 

Trisha Cashmere  18:37

really interesting. And I think, another country that was just gonna say that that's very aligned with what we're trying to do too. So we're helpful people, we're trying to do helpful good things in the world. And so when advertising speaks to that helpfulness that actually is the most effective ways what you're saying.

 

Cameron Bell  18:56

Yeah, definitely. It people. Like then, when people have got that, yeah, sore heel saw back whatever it is, they know you're the go to clinic, because I've seen your may, they may have seen your ad 20 times, but it hasn't annoyed them. They haven't hidden the ad they haven't. Because it's not salesy It's more helpful. As I got here, that podiatrist said physio said do this foot pain. I'm not going to try and do it myself. I'm going to book in and get an expert advice. So that's where it makes a massive difference. . Yeah. There's a few other strategies, which some people do do, like new patient strategies that do work, but it probably doesn't bring in the right patients. I don't think so.

 

Eve Drew  19:40

Yeah, that's a discounting, isn't it? Yeah. It's like a race to the bottom of patient consults and stuff like that. And sometimes, you know, you and I've talked about that before, Cameron, that risky strategy can't it, just to because you're not maybe attracting who you want to see as well. And then there might be some That's, you know, highly sensitive about price. And so it makes it hard to then have them as an ongoing client. So

 

Cameron Bell  20:06

yeah, definitely, yep. And that's, and that does work. And a lot of people do use those strategies. And that's where you're working with a lot of higher end, in that ecommerce space, they kind of trying to get that was it like a loss leader, they're trying to lose money on the first one and build it up on subsequent visits. But um, yeah, it probably doesn't. From what I see anyway, you just get a flood of new patients, it's an easy way to fill your books, but may not be the best way because they may not show up, they may not be quality patients, they're looking for that cheaper option as well. So what I kind of got around, because I'm working with a couple of different allied health practices, you kind of want to when they want to run a campaign, it's good to have some kind of enticement, some type of lead magnet or something like that. So what we've done to get around this is, we've done like a bundling offer kind of adding more value instead of discounting, give me a price as the same, but you might include, you know, save a new patient comes in, and you've got to be super careful with this, because with AHPRA guidelines and all that you can actually entice people in that kind of way. But you've got to, you know, people can come in and they can get a free gait scan, they can get a free pair of socks, they can get a you know, goodie bag, or you know that something like that, instead of keeping prices the same not discounting, but adding so much extra value that they're silly not to Yeah, not to book in with you when they've got that sort of sort of back.

 

Trisha Cashmere  21:35

Cameron you just alluded to the AHPRA guidelines. So what would be the don't do's in that.

 

Cameron Bell  21:42

The first one is you can't claim anything like you can't do any bold testimonies, which most people know. But the other one is, there is a fine line, there's a sentence in there, which says along the lines of You can't entice people with a reward kind of thing. So you can't the discounted offers, kind of walking a fine line, whether you kind of enticing people in which I think you've actually looked into it. And I don't know whether it would be ethical. But you can't entice people come in for a free consultation. Because it's not really, it's kind of enticing people to come to you not to your competitor because you're doing a discount. So if you are running an offer, you need terms and conditions. So a lot of people are running these offers, but not stating terms and conditions. So that's one of the things how you can get around running some type of campaign, if you are running a bad offer is to clearly have something in it where it's terms and conditions. So they know all about it basically.

 

Eve Drew  22:49

Testimonials I think most people are aware of still some people are using it and the claim of specialization is another one which very broadly, without a lot of backing often so. But that you hadn't thought about that that enticement piece of of that so that's really good, helpful information.

 

Cameron Bell  23:10

Yeah. And that's it's quite a big fine if you they do like you say a lot of people do breach it with testimonials. But it's these enticement ones that I kind of Yeah, on that fire line where if you do breach, I think it's $5000 fine. There's no final be $25,000 knows if you're a clinic it's huge. Yeah, right. So but it doesn't really add anything to the profession to like, in my opinion. Anyways, if everyone does these with some different professions, everyone's wanting these discounts that kind of devalues it a little bit. So yeah, I think adding that extra value is better. Yeah.

 

Trisha Cashmere  23:46

Doing a good job's better.

 

Eve Drew  23:50

That the thing - it's about how you show up and in your integrity, I guess around how you practice to, from all of that branding.Cameron, when I started my new practice, bit over 12 months ago, we were chatting about some some Google ad spend. And I'd never used it before, which you thought was incredible, I guess being in a regional area that there's not as much need to because it's the referral partnerships are incredibly strong. And there's great demand for services and things. So I actually had a lot of fun with that. I couldn't believe I have to say how effective it was. I had a new team member come on and literally just filled her books within I think about six weeks, just by you know, jumping to the top of that Google search, the words that we were using, and we're seeing a lot of the stuff that you know that she wanted to see. So it really does work like it's incredibly helpful. . And again, no one in my area was spending so it was very cost effective as well, because there was no competition in terms of the spend but really amazing. With, with new clients or sorry with new startups, if if they because they don't have a lot of budget. Yep. Yep. Key things for them to get right? Do you think?

 

25:09

definitely get get some sort of online presence, like get a website or even just a landing page, if they don't, if they don't have a heap of budget, you can do the, you know, even just outsource a landing page, good landing page setup, just basic contact information, or a website and get that done first. And then probably the biggest impact and that's in this is where I started with Google ads would be the biggest impact that could fill your books is Google ads, because in our space, everyone's when they've got a sore foot they want to book in now. So they kind of if you can imagine a customer journey, they kind of further down the line want that. And once you actually start Googling that office, Vizio in Sydney, wherever it is, so people are further down line, they're more likely to actually convert. So Google ads, I would probably if you're a new clinic, get a website set up, then run some Google ads. And you can put, yeah, like $10 $12 a day behind it. And it works really, really well. targeting the right keywords. Yeah, it works really well. And you can just basically hit save, you can just adjust the slider adjust your budget, depending on whether you want to get more new patients or Yep. But it works really, really well. Because people are ready ready to buy they're ready to book in that's that's the difference between Google ads and say Facebook ads. So like, I know a lot of people go straight to the socials and go to Facebook ads, and even just just ramp up the organic socials. Well, I think Google ads is probably one of the most underused and most powerful paid advertising strategies for healthcare clinics, you can just make a huge difference with it. So people aren't doing it. If they do, if they set up themselves, it's sometimes wasting budget on keywords that they don't want. So people looking for, say, jobs. Podiatry or physio jobs are starting to lean on your website, and you're just using heap of ad spend. Yeah. So getting them set up, right. targeting the right keywords? Yeah, that's that's probably the main thing anyway.

 

Cameron Bell  25:18

Can I ask. Yep. Sorry. Because I'm capital city. So I'm always capital city perspective is Yes. Lovely lucky situation down there and wonderful. Yeah. Do you find that it is as effective in a really competitive marketplace, though, where you might have like, you know, 20 clinicians within a kilometer of your space competing for the same kind of piece of the market? Because, I mean, my perception, and it's not actually based on experience is that, you know, the cost can just ramp up very quickly when you've got lots of people competing for the same words. Yep. And that's where Eve's been super lucky. And that's where the small regional town is spending. I spend generally $1 $1.50, to get someone to lean on your website and save 30% and then convert that's three dollars for a patient to book in. It's crazy. But in a competitive market, it's still viable to run Google ads, but you probably got to pay a lot more attention in getting them set up. Right. So that's what I'd probably focus on, which a lot of people do is just run a Google ad and just just set and forget kind of thing. But you can set up remarketing in Google ads, which a lot of people don't do. So you can set up you know, one, one campaign just targeting like cold traffic, and then you can start remarketing, so that you know, they're browsing there, they're in their Gmail, they start seeing ads, like you can start remarketing in a competitive space, so but that's where I would refine the keywords a lot more. So you wouldn't have the broad you would just like I've worked with a couple of dental practices and that's a very competitive markets with deep pockets. So it's, people are spending a lot and you compete, it's very hard to get to the top. So yeah, to get around that you can do targets so like longtail keywords, so you can do whatever it is podiatrists in Sydney that treats foot pain, whatever it is like longtail keyword instead of targeting a broad, narrow keyword such as podiatrists, physio. Yep. And then your cost per keyword is actually quite low compared to those big broad words. Yeah. So that's how you get around it.

 

Trisha Cashmere  29:22

I love that there's a strategy because I feel like you know, I've never used a market like you I have used, you know, the the base, sorry, the Google Ad part that might be added on to another product that you're already buying. So, you know, practice management system or you know, booking website or whatever. And I feel like those people are just doing a bit of a set and forget I'm just giving them money. They're just chucking in some things and like nobody's ever actually thinking about it again. And that's the trouble that my suppose my challenge with the industry whereas someone like yourself is actually looking at and testing and maybe putting a effort into it. Would that be correct? Would that be correct? Yeah, assumption and analysis of what might have happened in the past?

 

Cameron Bell  30:08

Yeah, definitely. And a lot of and Google Ads works really well with that set and forget, if you are in a small community doesn't have to be super small, like a, you know, a regional city, you can become top of top of google easy. But in a year in a saturated market, then it's not a set and forget, it's a lot more technical. Like these dental clinics that I was working with, they're spending about $14 per click on Google, it's like on just dentist in wherever it is. So you've got to really refine that. Yeah, without blowing the budget, basically. And then when once you start getting results, that's when you can, Google ads is similar to Facebook in a way, because you can actually tell Google, you want to optimize for certain results as well, and they can track it. So you can actually track, you know, bookings into your online software, you can actually track leads that comes through your website through Google ads. And you can set up campaigns that way. So you can actually work out, okay, that keyword is actually bringing us seven conversions last week and three, then turn into new patients, let's scale those keywords. So it can get really, really technical like that. In a competitive marketplace, but still still definitely like, you know, any kind of health care clinic is still a great option to have. It's not the one, one and only two, like I don't say, only do Google ads only do Facebook ads, it's a bit of a combination to like have Google ads, have Facebook ads, and you can run them at the same time as well. And the good thing is, say with Google ads, is you can run Google ads, people land on your website, and then you can then retarget them on Facebook to within that so and that's just you can do that low budget, you can just have that rolling. So you're getting traffic from Google ads. But you know, you may in a competitive market, you may not get the sale or get the new patient booking. But they're gonna see you on Facebook for the next three weeks.

 

Trisha Cashmere  32:08

And then from then, so you've got that brand awareness piece. So when they really, you know, need you, they'll be able to find you.

 

Cameron Bell  32:16

Yeah, exactly. And that's where you can kind of, especially if they're leaning on your website, if you've got some kind of lead capture form or something, you can get them into your email marketing. Do things like the any kind of paid advertising is trying to get them off that platform and get them into your what's called your own platform? So you own an email list? Try and get them off. So then you can start email marketing to them at a much lower cost two. Yeah. So nice. Complicated. Yes. Hopefully that makes sense. But for the average clinic, I would just, yeah, especially in a marketplace, I would in a saturated marketplace, I'd probably just really just focus on those keywords. If they're absolutely if not all the sources. Yep. But regional regional town. Yeah, set your website up, get some Google ads running. Target the keywords that you've actually want to attract. That's gonna make all the difference.

 

Eve Drew  33:16

Cameron, you've got a course that steps people through this process.

 

Cameron Bell  33:19

Yes, yeah. I've got Facebook ads. courses, two Facebook ads courses  Yeah. Tell us a little bit about those. Yeah, so the first one is Facebook, Fast Track Facebook ads, so it's got everything with support. So um, basically, it's got everything from the basic traffic ads, setting things up setting up here on the basics, like a pixel and all that techy kind of stuff, walk people through that right through to, you know, running different campaigns, using little more technical side of things. But you also get all support so on there with people along the way to help them set things up to actually set up their ad account with them. Make sure everything's you know, answered support calls, all that kind of stuff. Facebook ads for podiatrists is simply just a short, I've just pretty much included the very basics how to get started straightaway. If you're a new clinic, you can basically just go through that set up Facebook ads, just basic ads, setting it up the right way. Yeah, rather than because there's so much on YouTube. There's so many different gurus out there. But I just wanted to give some kind of short course out there. And this one is just for podiatrists, but it can be applied to other practitioners. But she's got the basics in it, just to get people started

 

Eve Drew  34:36

And you are consulting at the moment, too, while you're travelling around Australia, so you can help someone develop their digital marketing strategy from nothing through, yeah, yeah. To the end stage.

 

Cameron Bell  34:49

Yep, that's it. Yeah. So still doing consulting work. So the good thing is I've got on Elon Musk Starlink on the way with me at the moment, so that's where I'm at the moment so it's amazing. I can do this remote work anyway. And that was goal years ago to have more flexibility and do these kinds of stuff wherever. So but yeah, I've been there work still work with different clients at the moment, setting up, you know all different types of marketing campaign. So yeah can still help people out that way get whatever. Yeah, pretty much cover everything. website, Facebook Google ads, email marketing just the whole lot basically so

 

Trisha Cashmere  35:25

yep. Do you supply people with marketing coordinators when they're just rubbish at recruiting? Just a thought something you can add to your kind of asking for a friend...

 

Eve Drew  35:48

That's actually a really interesting thing to think about, isn't it? Because that's probably the biggest pain point for clinic owners at the moment. So there's a little bit of food for thought Cameron.

 

Cameron Bell  35:56

Yeah, to find a podiatrist fine. So Oh,

 

Trisha Cashmere  36:00

no to to have like marketing marketing coordinator. So a lot of us don't need a full time marketing person. But we don't want to be turning our mind to doing this. Or at least the implementation. So the strategy? Absolutely. You know, the big goals. Absolutely. But when it comes to sitting down there, and you know, doing the tick and tacks

 

Cameron Bell  36:18

Yeah. Some way. Yeah, that's a good

 

Trisha Cashmere  36:24

I'm seriously suggesting you think about

 

Cameron Bell  36:29

that a lot of clinic owners just don't have time. That's, that's the biggest thing, isn't it? And then, if they fumble their way, sort of through it, it's not really their waste a bad spend that I get it right. And then kind of get burnt. 

 

Trisha Cashmere  36:40

So gettin a trained up group of VA's  somewhere just Just a thought.

 

Eve Drew  36:50

doing it for us all We, is there anything else you'd like to add? Before we go, Cameron? One, one absolute pearl of wisdom, your biggest piece of advice, you probably shared lots of lots of pearls along the way

 

Cameron Bell  37:12

One thing would be probably pull people. Yeah, probably pull people off the platforms, get them into your own list. That's probably the biggest, the biggest thing I could share is because yeah, a lot of people aren't doing that. And they've they're running all these ads. And they're not kind of getting them into not utilizing email marketing. That's probably the main main theme. Because if all these platforms fall over and not that they will anytime soon, but well, let's just remember

 

Trisha Cashmere  37:39

that Instagram stopped working this morning for something. Yeah, that's

 

Cameron Bell  37:42

1. And that includes like your patient lists, but also prospective patient lists, too, like you can be running a lead magnet campaign, you know, with a simple ebook, or simple helpful content, one page guide or something. But once you're building that email lists, getting them off those platforms that's your own list, and that's where you can, you can really make a difference because a lot of clinics aren't using email marketing. Yeah, and which is a very underutilized resource. And it's huge like you can, if you want new patients, or if you if you want to get trophy clients, you can then start sending your email, emails, your monthly emails, or every two weeks all about what you can offer. And that's where you can really make a big difference at a low cost as well.

 

Trisha Cashmere  38:29

You've given me some jobs. I've just written myself a list  thank you 

 

Eve Drew  38:34

More Jobs for you, Trisha. feeling so bad about my lack of presence on socials, because that was a bit of an experiment at the start to go, Okay, I'm gonna play around with just, you know, some new strategies, it's been fun actually it's still kind of, still my excuse, that I'm not doing socials like I'm playing around with different strategies. So thanks for validating that for me that I have very little presence

 

Cameron Bell  39:00

in the organic reach, as well as dropped dramatically to sell it's kind of pay to play my pay to play model with Facebook and Instagram, which and I love the pay model of it. Because you know, I can see the direct results. But if you're just relying on organic, depends what you want, totally depends on your goals, but I think it's like 12% of your audience actually gets reached with different posts. And that's good on Instagram, I think Facebook's down to about 6-7% percent of your posts actually reach your audience. So it's very low and that's that's the audio and that's what will happen with Tik Tok as well. That's huge at the moment organic reach, but it's going to drop drastically. They'll get a pay to play model going. Yeah.

 

Eve Drew  39:39

A lot of time and energy, time and energy. On your socials, for example, each week, which I know for a lot of business owners, they're stressed about the fact that they're not doing that might be not the best use of time.

 

Cameron Bell  39:53

No, definitely not. No. Even like if people put more time into the In a photography in a clinic, if they actually put some, instead of running Facebook, Instagram ads, put some money into getting good photographer, take some branding photography first and even get some video even just if they wanted on the sales blog, get half a day get a series of helpful content videos, get a good mic, you know, just get the iPhone or good and then do short clips like two minutes. helpful content. This is our this how we do orthotics. This is how we treat ingrown toenails, this coming from podiatry perspective. But this how we do this. This is what you should be doing. This is why you should walk in as soon as you start to feel that heel pain, short sharp videos get 20 of them. And that should content for ads like that's where you can you can run ads, you can you can do lots with so you're probably better off to spend that time first. And yeah, instead of actually trying to focus on just running socials and all that kind of stuff straightaway.

 

Eve Drew  40:55

That content, you can repurpose it in so many different ways to can't you which Yeah, like it can be blogs, it can be socials, it can be whatever. But it does really add to the professionalism of of what your business looks like. And also adds incredible value, which is what we're here to do. Yeah, definitely.

 

Cameron Bell  41:11

comfortable doing that, too. Yeah. And it's what people know as well. So they're happy to talk about it, or whatever it is. So yeah, I could go on and on, but

 

Eve Drew  41:23

You've given so much. Great advice. Thank you so much for joining us, particularly when you're on the road. We want you to get out and enjoy that WA Coast today.

 

Cameron Bell  41:31

Yeah, I think we're gonna go out for the day. Yeah. Go snorkel hopefully. Yeah. Amazing. Yeah, it'd be cold in here, wouldn't it?

 

Eve Drew  41:44

Warrnambool. It's about 12 degrees. So let's remember where I live

 

Trisha Cashmere  41:50

You probably have heating in your house.

 

Eve Drew  41:53

Oh, yeah. It runs pretty much from May to October. So

 

Trisha Cashmere  41:56

Sydney in Sydney, we think that it's warm all the time until it's not a surprise every year we got really it's cold. Well, how did that happen

 

Cameron Bell  42:07

I have escaped the winter this year up here anyway, so.

 

Eve Drew  42:12

Yeah. Well, thanks so much for joining us, Cameron. Yeah, Trisha, as well We'l r share links to Cameron's course to his webpage and all these resources on the show notes, Sandy page digital.com.au. And we'll look forward to chatting with you soon.

 

Cameron Bell  42:29

Thanks. Eve, thanks Trisha

 

Trisha Cashmere  42:30

Thanks so much, Cameron.