Empower your business with an efficient lead gen sales funnel in NDAs solution

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great I'll tell you about myself in just a minute uh I just also want to say thank you I know this is like the Southwest Airlines we know you have lots of Airlines to travel you know and we have a lot of breakout sessions to go to so thank you for uh coming coming to mind okay as we jump in here what do practice owners want as practice owners you want a predictable pipeline of new client leads coming to your practice yeah there you go that's what you want the problem is and the problem we're looking to solve today is that many practice owners don't have a sales funnel or a marketing system they're kind of interchangeable and uh they don't have them that consistently drives those new client leads to their practice or you might have a sales funnel but it's broken and you don't know how to fix it even worse marketing today isn't easy showing up on page one of Google has been really um necessary for a lot of practice owners in the past 15 years however there are there's a lot more competition now people have wised up to SEO and you also have big directory websites like Psychology today Thrive works good therapy and you have a lot of these uh tele Health companies like better health headspace talk space they're all doing their own SEO work and you're getting pushed lower and lower and lower down on Google I don't know if you've noticed this lately but Google's also been testing out generative search results which is at the very top and so by the time you are most organic local businesses are at the very bottom almost to the graveyard which is the second page of Google so the reality is now more than ever practice owners need a powerful sales funnel that incorporates both digital and organic marketing strategies and for your website to be working for you 247 as your top sales agent and this is the reality for most practice owners today if you don't have a sales funnel you won't grow you won't when when I partner with practice owner so part of practice what I've done in the last several years is I go in and set up a sales funnel for them and my ultimate goal for that sales funnel is for them to become the number one trusted practice in their Community for that particular Niche that they serve and I want to do this as quickly as possible when I work with my uh partnership clients and so today I'm really just giving you a behind thes scenes look kind of at my playbook and how I do it 7 years a ago my wife came home my wife came home from the practice uh she was getting her hours and she was pre-licensed and she came home and she said Brent I I want to start my own private practice I want to focus on kids ages 2 to 12 and I want it to be 100% private pay she didn't want to deal with insurance my wife was 6 months pregnant that little guy at the time we had twin girls so that's three kids under three I didn't have a marketing degree I never started a business before we didn't have money for someone to build us a website or a sales phel I didn't know what a sales phel was back then we wanted to live in Chicago land be close to family and for those who know about metropolitan areas like Chicago land you really need two incomes to kind of make it work especially if you have a family um we were starting from scratch and we really had to make this business work because we couldn't live on my salary alone at that time so like many of you as you start to you know if you go back to the days when you're starting your practice you were waking up at 4:00 a.m. 3:00 a.m. anxious lots of ideas flowing through your head like how am I going to do this I need to I need to do some marketing so you go to YouTube you start reading books and downloading all the information you can that's what was going on with me for the six seven months leading up to when we launched it I knew that video had to be a really important part of our sales funnel because video as I'll talk about later is the fastest way for someone to know like and trust you and if we were going to be private pay in that Community we needed to have video but I had no idea how to video I didn't know how to do edits or anything we didn't I didn't know anything about SEO but I learned and for several months that's what I obsessed about and today is my beautiful family that's my mini me Simeon he's just like me and our twin girls so today kid matters counseling uh is up to 11 clinicians we just went through a hiring spree it's still 100% private pay it's over a million in revenue and over 3,000 email subscribers and that's all part of building a sales funnel and the email subscribers is going to be a big part of it also since then I learned a set of skills that other practice owners wanted so I went and launched over 12 other private practices across the country and partnered and scaled them up and really my mission is really to help launch grow and scale 10,000 private practices by 2030 and through these different entities play therapy toolboxes ecourses for play therapists that's something my wife and I do Theos sash I'll talk about in a minute that's intake CRM the private pay practice I partnered with Dr Deb Ley for those who want to start it or grow a private pay practice and there's even more wanting to do that after the Clearing House debacle where you uh many people weren't paid for several months and then bran your practice uh which is my service side a little bit more about me and I'll jump in I consider myself a full stack marketer and what that is means is I've done I've done the SEO I've built WordPress websites I've done Facebook ads Google ads YouTube ads I've done all the ads things so I know it works and doesn't usually work um but I've also I'm a full stack content creator I've done YouTube videos I've vlogged I've created podcasts I've been on podcasts I've done webinars all those things and kind of supporting all that is the I'm also a certified story brand guide all right so the plan today is that first I'm going to teach you really the basic elements of a sales funnel and what you need to start building your own the second part part of our time today is going to be a question answer time and then I'm going to give you a ton of free resources and then the third I'm just going to do a very short demo of Theos CRM with some special pricing for those who are attending just right now in this room but a lot of times people like I don't even know what a CRM looks like so I'm just going to show you a little bit of what a CRM looks like at least my CRM all right creating your sales funnel all right what is a sales funnel sales funnels is a marketing strategy that guides potential client customers clients through a series of steps with the end goal of converting them into paying clients the sales funnel includes three major stages the Curiosity stage the enlightenment stage and the commitment stage so in the Curiosity stage the client is asking can you solve my problem can you solve my problem in the enlightenment stage of the funnel if they answer yes the client will move down and they will consume more of your content because they are now asking can I trust you and this is really important for mental health because they are like ask can I trust you with the most intimate part details of my life so you your website and the specifically has to be creating trust and if they say yes you can solve my problem and I trust you to do that this is the commitment stage which is the take my money stage is what I call it there are really um three main assets to a sales funnel you could have more but I think there's just three one is your brand message these are the words that you use to talk talk about the problems you solve for your clients and I'll share more about this in a minute the second part of a sales funnel is your homepage you need a well-designed scannable website not a ton of text right but talking about the problems you solve uh and the services you offer people come to your website because they have a problem and you have to convince them that you you're the one to solve it the third part is really a lead generator or a lead magnet and an email campaign that accompany it so a lead a lead generator is really a free resource that you give away uh to capture somebody's email address and then you can nurture that relationship on autopilot through email so every potential client is asking when they engage with your brand can you solve my problem this is the Curiosity stage of the sales funnel it's really about peing the potential client's interest by answering their most pressing questions about the problems they're trying to solve if you can succinctly and clearly answer the question can you solve my problem you have hooked the potential client and they're going to move down into the funnel into the enlightenment stage so let's spend a little time in that Curiosity uh section here we're going to talk about the let me actually just show you this real quick so I so here's the stage of the sales funnel the website Focus I call this like the backbone of your sales funnel is going to be your website and these are the marketing channels is sort of like how do you drive traffic to it okay so what is a brand message a brand message is is sort of like a movie script no movie is created without a script the screen play or the movie provides the words that are going to give the directions for the movie where is the action where's the mystery where's the suspense scripts also detail how many actors you're going to need it's going to provide guidance and inspiration on set design location shooting costume design and what type of lighting that might be needed even props producers will not hire directors or actors set designers anybody until they have a script it all starts with the word I mean so I want you to imagine what it would be like to create a movie if you didn't have a script you'd just be working backwards it'd be an absolute disaster your brand message plays the same part in your marketing so many practice owners will create a website without having a clear brand message and what happens is you have confusing websites I look at therapy websites all the time and a lot of times they don't even mention that they provide counseling on that header they don't even mention it they don't even mention that they are child therapists or couples counselors or anything like that therapy doesn't even exist on that header it's like well that's an easy fix to do that but that's because it didn't start with a brand message and the brand message is really how you can help solve people's problems as it relates to your clinical expertise it's the basis for your sales funnel and I have a free resource that I'll share with you in a minute on how to get started with your own brand message uh if you want to dive into brand messaging I highly recommend Donald Miller's book building uh story brand it is the number one book number one book that's made me the most money let's look at your homepage for the Curiosity in particular you need to have a clear header with that that's the very top portion of your website and this we have 3 seconds to answer three critical questions let's say 5 Seconds to answer three critical questions can you solve my problem don't get to that it's called the grunt test right hold on a second I'll go back can you solve my problem right that's the Curiosity stage and I mentioned therapists rarely mention on their website header that they're they're even counselors um so I want you to kind of think about your own website right now okay this is the grunt test this is from Donald Miller and the idea is uh you have like 5 Seconds um for someone to be able to grunt out like a caveman like it's so simple that a cavman can grunt this out that's the idea and the questions are this like what does your practice do how can you help the client and how and they get started with counseling you really have 5 Seconds to do that or less if you don't do that you will confuse them and they will bounce away from your website see you later so for example here's my wife's website kid matters counseling you know you got 5 Seconds well we're a child therapist counseling children ages 2 to 12 how can you help well there's less anxiety and worry manage big emotions confidently parent your child how do I get started schedule an appointment I also here's is a pro tip have happy smiley people on your website the amount of times I see Lake Tahoe on therapist websites from people who might live in Kansas or anywhere you don't even live near Lake to whatever like I just I see it all the time you're not a travel agency you're not selling trips to Lake Tahoe what you want to have images on your website that reflect what transformation looks like for your client right can so that's why we have happy smiley kids on this one here's another example of website I built counseling for a more connected family experienced family therapist and counselors and here's your call to action schedule appointment really simple am I in the right place that's what they're asking right can you solve my problem all right I do need counseling so there's all these marketing channels you could look into uh to be able to drive traffic to your website and to peque people's Curiosity on it can you solve their problem you got your directories like Psychology today Billboards you can look at all this but here at the end of the day what you should really focus on is like I call these like tier one is your Google business profile it's really good for your SEO it's easy SEO to get it going if you're B oh here's another tip if your business name doesn't have counseling or therapy or something in it uh right now the way Google Business profiles work that is a key word that is a ranking factor for your Google business profile there are businesses and I've done this with businesses where they create dbas that actually has that in it so um it may be worth creating a DBA just to have those keywords um because Google business profil is a hot mess there's people who game it but one way you can legitimately try to rank it is having therapy or counseling because people look counseling near me therapist near me therapy near me marriage therapist near me it's helpful to have that in I actually had one when we launch to practice we called it Bloom child therapists because child therapist is a key word that ranks and we're trying to play fair with Google so all right action items here create your brand message if you don't have one yet and update your homepage header if you haven't so couple resources and then we'll get to questions and answers free resource so here's a brand script template and video I spelled video wrong so you don't have to point it out to me later but this is the exact same template Google doc that I use and I'm going to share it with you you'll be able to download all these things that I use to get the brand uh message going always start with the script I also share a a a homepage wireframe template that you can take that brand message and start to plug in plug it in and then um you can say hey Daniel I have the wireframe you can build my WordPress website so no thumbs up back there web designers love it if you tell them what words to place and where and this is like an AR like an architectural drawing from your whole page okay I'm also give you another free resource the ultimate website checklist for therapists uh and one thing I want to talk about is uh where to place your money at different stages of your practice so I call it the child stage of of a private practice when you're averaging zero to $100,000 a year survival right so remember U Casey's triangle that profitability and client leads how important that is it's all about survival so the sales fun Essentials is really your brand message in your homepage and you could kind of break down a maybe a budget at $500 a month around here so you get a sales phone it could be like a one-time thing get a homepage video going networking with local uh referral sources in the community maybe build a website Psychology today Google ads this is really rough but when I go into to launch a practice this is kind of what we're looking at for a budget I'm going to stop there drink some water do you have any questions on the Curiosity stage yes yes the brand message is like a script so your brand voice can be in that but this is really the words that you're going to use for maybe your video and things that you're going to place throughout your website maybe try to maybe like try to delete it and just start again could you could I don't know like I'm in the process now uh um a client of mine moved locations yeah and it was like very simple she is it's she's gone on Google Maps unless you type in the exact name of her business and it's like and leads were drying up right I was like we work so hard she moved and so we're like verify what is going on yeah it's a it's an absolute crap shoot with Google okay they don't care and they care they care about the money but they don't really care care about customer support on that yeah I oh was there a question back here yeah there's design yeah I I usually if you're going to put a lot of text I put it towards the bottom of the page because you imagine how you got all scan websites right you're like thumbs flipping like crazy and you stop read stop right so if you have a lot of text people aren't going to read it and so having bullet points uh icons a video so they stop and scroll those are all user signs to Google that your page is relevant because they're assuming you're consuming that information so but seo's like another long talk that's a good question though have your H1s towards the top your H your H1 keywords have them towards towards the top of your page let's jump into the enlightenment stage during the Enlightenment stage in the sales phone the potential client will consume more content to understand how you can help solve their problem but ultimately they're asking can I trust you again your website serves as the backbone of your sales funnel and will be the primary driver to move clients from the uh lightning stage and eventually down into the commitment stage and I think there's six ways your website can primarily accomplish this uh have a Blog of some sort I mean it's good for seo seo is changing a lot but having some so don't worry about so much about SEO when writing blogs write blogs about the problems you solve for people but a blog is a great way to show your expertise and build that trust I think videos are uh the you know I said videoos the fastest way for someone to know like can trust you you want your website being your top sales agent my favorite thing is when people go to the website for the clients uh partnership clients that I have and they select the therapist because of the video people shop for their therapists like they do Amazon products so you want to be able to if you have a video it's like here's the product right this is and then a good video will re will attract your ideal client and repel those who aren't your ideal client so you're just not even having to mess with it mess with those who aren't your ideal client right yeah I think your profile videos could be 2 minutes 3 minutes again people will watch very long videos if you're helping them solve problems that they're having so as long as you are talking about the problems they you solve and they're you'll keep their attention right this is going back to story brand the The Story begins when the problem is introduced okay so when the problem is solved in the movie the movie's over right you got that closure so talk about those problems uh let's see here I think there should be about three videos at least three videos on your website that's your homepage video so take that brand script template that I going to share with you all turn that into a video okay uh the second one is videos for your individual clinicians because each one of your individual clinicians has a brand you can turn those clinical skills into a brand all right and um people will watch it I promise you your about Pages you're are going to be your second most visited pages on your website and then I think you should have a thank you video so this is after someone submits a form or whatever they're redirected to another page where it says thank you so much for taking this courageous step and seeking help and counseling here are the next three things that you can expect and you're just going to give them a very simple plan because most people don't know how counseling works we assume they know how it works but they have no idea so that's a really simple way to just kind of hold their hand and keep it going reviews like I like I said people shop for their therapists like Amazon products and when you shop Amazon products what do you look first for how many stars they have and then you compare it to how many reviews those are associated those stars and then you start shopping right people will do the same thing so reviews are important now I know there's let me finish my point and I'll get to that question yeah so I know there's there's ethical issues in asking clients for reviews so what you do is you ask other colleagues if you have friends here ask them before you leave can you leave me a festar review and say I'm a awesome therapist okay something like that Google doesn't care um friends that can speak to your counseling skills when we first started we have a we my wife and I are part of a really wonderful Church community and they wanted to support us and no joke I was like can I just have your phone and leave Susan a quick Google review like I mean we were just getting started right we needed just to like have five Google reviews just to look legit right so we had friends do it um when you hire clinicians for your practice ask them to reach out to their friends and family just can you leave a festar review it could be helpful That's The Tide Rises All Ships in that situation um I if you look at kid matters I think we have over 150 Google reviews you don't need that many you just need like five more than your next level of competition okay and then ask event hosts so I could say hey Emily if I did a good uh Laura was Laura like hey you know in the back like hey if I did a good job could you leave a festar review for me for for uh for my presentation today find ways to do that well I had a question back here then I'll get to this one yeah go I use third party Vimeo you can do it on YouTube but YouTube's algorithm H gets me every time it's going to recommend videos and take people away from your website so I would use something like Vimeo or something like that yeah it's hosted elsewhere if you have a great website provider server then it can handle that but that's what I do uh yeah can you you can't even ask friends or family yeah do you do a lot of speaking could you ask Steve [Laughter] pores anything you can you can talk to Google support if you can get a hold of them and say that's legitimate that's okay there was a massive scam coming out of India for restaurants in the last year that would say I'm going to give you one star review unless you send me a $100 gift card and my family needs your money we are so desperate massive scam out of India just hitting restaurants left and right and restaur are they need those Google reviews to survive yeah was wild here's the other thing it only takes one person to leave a onear review and then when someone finds your like your Google business page you got a onear review and you know how people shop for therapists uh so it's it's almost like brand protection a little bit a lot of people don't even read the reviews they just see how many stars you have and then they click on your website and then you got them okay so um a branded newsletter is a regular communication sent to a subscribed audience typically featuring new blog post or tips new hires or valuable content again content that helps them solve problems that they are experiencing and if you consistently do this and personalize that communication a branded email newsletter it could be a beautiful design newsletter or a text uh email that's totally fine either way you're building that trust um if you subscribe to my newsletter if you go out to the Theos ass you will be in my sales funnel like just full disclosure you can almost like experience what a sales funnel looks like in emails um so you could do that another side note my wife and I had friends over for dinner it was one of my boys uh friends from school we sat around our dinner table for 2 hours talking having a really good time and at the end the the mom said to my wife Susan she's like uh I subscribed to your newsletter and I've watched every one of your videos and we're like oh okay and it was like she already knew so much about Susan before coming to that dinner it was like it was kind of like an awkward it was like kind of like a little awkward moment but um but yeah that it works people read newsletters and they watch videos it works and so Susan we've been working hard how is Susan a trusted person in the community to help care for kids so um I will get to questions let me get through a few more here a lead generator talked a little bit about this um it's a popup on your website you might be annoyed by popups they work so you could have a popup or some sort of place where someone can download a checklist people love checklists so and I'll show you some lead generators in just a second but you exchange um a really nice P now I don't want it don't be wimpy on your lead gen your lead magnet give him something weighty where it builds that trust none of the like don't try not to do like a onepage checklist like really build it out okay be thoughtful think of it as like a very long blog post okay you can break it out so for example U one of my lead generators is marketing for therapists a checklist and guide inside it looks uh here's another one so uh how to turn calls on clients that's the one you can download right out there at theas it's another it's been a very successful lead generator for us again it's giving really uh helpful tips for inake coordinat and practice owners how to sell your services um and then it leads to saying showing you why Theos ass is a really great product to help you do that too so here's the popup 15 signs of childh childhood anxiety and how to help it's really basic like here's the checklist if your child might have anxiety here's a handful of tips to help your anxious child most likely they won't be able to do it all by themselves as parents they can help but if not we're here to help you this is what it looks like something that's really easy and beautifully designed all right so action items is to create a lead generator and system systematize your referral outre networking all right I this is really important this is the organic side of your sales funnel I don't know if you all noticed like March February there was a Slowdown in leads new client leads coming in across the country all my clients big slowdown the ones who didn't have as much of a Slowdown isuna had developed a word of mouth Network trusted resources in the community it's huge so systematize that as best you can okay so uh free resources so uh you'll get uh access to Susan's Le gen you can download it and see what it's like also um For That Word of Mouth you'll have access to a simple Google sheet that I used to use before theas um to track referral sources uh there's also Deb leggy and I did a webinar on how to grow your practice with Word of Mouth marketing I we'll give you the link to that as well um I'm going to share briefly the teen stage like kind of so this is about 100,000 to 350,000 in Revenue you're looking to build stability so you have uh maybe three to five clinicians and you're building out more of your marketing and sales system uh so let's take your child marketing budget of 500 maybe do some local sponsorships like t-balls get your name on the back of a t-ball uh Team or something like that you might might need to hire a part-time intake coordinator this is usually intake coordinator is usually the first thing that practice owners are getting off of their plate because they've always done it and it's the scariest thing to do and then uh maybe consider Theos sass as an intake marketing CRM okay any questions on the enlightenment stage of how can I trust you yeah I put your main your big main lead generator if you focus on couples put one on communication issues or you know very simple like how to stop fighting something like checklist and how to stop fighting right how to stop hitting the nuke button every time you have an argument right um but you could have one for each one of your services yeah so the question is the content creation and kind of getting the ideas going yeah chat GPT easiest thing let me tell you why let me tell you why I use it I well just Google how to get ideas for email news so I put it in like write a nurture campaign for this and it suck yeah so you have writer block chat GPT or AI is great for getting through writers block just give me some give me 50 ideas on how to work with ideal CL like for an email sequence and just be like I like that I like that oh and then you just develop it out yeah or here's here's this here's this there's tons of blog posts just Google it I'll yeah just Google it and yeah you can do it yeah Yeah question you can you don't have to but you could I would just start very simple either your main line line of service or a secondary mhm yeah yeah you could keep you could you could get as complicated as you want in segment I usually just do one General one yeah uh the the next one is the commitment stage actually there's a QR code you can scan it I didn't didn't get it too on in your book this is the uh take my money stage so you want to make it as easy as possible for someone to be able to schedule an appointment and get started you would be surprised on how many websites don't have a call to action button that says schedule appointment or schedule a consultation it just it's it's vanished so people need to be told what to do give them that simple step okay so give them a simple call to action button so this is a short uh segment on here so put a clear call to action on your website one call to action either as call us to schedule uh or fill out this form to schedule whatever it might be make it very very clear make that button bright and a different color on your website okay so it's very clear it's like a cash register in a store you want to make it easy to find that cash register yeah yeah you can have a secondary call to action button that's like download this free resource if you want but just try to keep it simple with one think of it's like a Macy's department store they have cash registers all over the place so you can you make it by just not like one location okay and then the second one is the track new client leads and so I'll give you if you're into the Google Sheets I'll give you a way you can download this uh template um another thing is just the adult stage this could be helpful it's really you're looking at sustainability at this point so 350,000 to about a million plus you might have about seven clinicians your uh your brand uh that flywheel for marketing is start to get going even more uh you might need to hire a full-time intake coordinator or a marketing virtual assistant as well again these are just kind of roughly numbers and you might be spending between 2500 to 5,000 a month in uh marketing potentially this is just rough numbers I've seen that I've done let's see what time is it okay we got a little time I want to share just a quick thing on branding and why branding is so important and why sales funnel is important to branding um so talking about expanding your brand moat so for the reason why I wouldn't come to Louisville Kentucky and start a new bourbon distillery cuz there's so many of them right that brand mode like you know Buffalo tra all these you know huge brand modes same thing with Tesla they got that brand mode really Apple Big Brand Mo brand modes it's hard to come in and start a new electric car company or another laptop company like that okay so it's really that perceived barrier to entry is really high so there's really kind of uh three stages of where people go when a problem arises so the first stage really somebody the problem aware so my marriage is in trouble the solution aware is I need marriage counseling the brand aware is Thrive marriage counseling helps couples so what you really want is when someone knows that they're marriage in trouble they actually skip this I any marriage counseling they like I need to go to thrive marriage counseling to get help that's where that's the power of branding that's where it's all going so that's why a sales funnel is going to be important to that because it builds that trust and that brand awareness you get people on your email list and then you have people come to your house for dinner and say I already know so much about you okay so that's the power of branding this is this is why companies spend so much money on branding if I need a new pair of running shoes I'm probably going to get Nike or Adidas cuz they're in my face all the time time right it's that top of mind um so kind of some things in conclusion it all starts with your sales funnel you got to create a clear brand message design a simple and Clear website and develop a lead generator to capture emails and nurture the relationship and then you can use marketing channels to scale to the [Music] Moon people will recommend your services if they trust you and people will buy your services if they trust you and sales funnel is the most effective way to build that trust I should also add good service