Hey chiropractors, we're ready for another Modern Chiropractic Marketing Show with Dr. Kevin Christie where we discuss the latest in marketing strategies, contact marketing, direct response marketing and business development with some of the leading experts in the industry.
Kevin: Alright, welcome to another episode. This is the Modern Chiropractic Marketing Show. I'm your host, Dr. Kevin Christie, and today I've got an interview with Luk Stangrood of Chiropractical Solutions Online, and that is a company where he focuses on YouTube, Facebook, Instagram, I believe, and a couple of other things like that, but we really dive into YouTube today and really give you the best practices for it, everything from tags to subject lines. We have all kinds of information on descriptors and thumbnails, video links. We really dive into a lot of the details of optimizing our YouTube channel, and obviously, we shoot video, and we talk about shooting video, but then we really need to optimize the distribution channels, and we do that in this episode where we really discuss how to do that and how important it is, and especially with YouTube because it is a big search engine, and a lot of people are looking at these videos. [0:01:18.5]
If you do it the right way, you can get a lot of followers including your current patients, but you have to do it a certain way, so you're not getting a lot of people that are outside of your practice of city and town, and so we dive into that a little bit as well. I really enjoyed this conversation, so we will be diving into that in a second, but before we do that, I want to let you know that today is actually the first day of video one for the CSA Success Path, and so we shot four really nice videos for you, and they are going to roll out over the next 10 days or so, and today, on the 26th as you are listening to this is video one. You can go check that out for free, and I give you 3 key aspects of really how to start defining what success would be for you because again, I can't define success in general. [0:02:08.4]
It's always going to be about you and what you decide success looks like. So, there are three topics that I dive into, and I want you to go check that out. You can just go over to bit.ly/CSASuccessPath, and check out that first video. You'll be able to get that and then in a couple of days you'll get video two, video three, and video four and so on, and each one is going to have one big takeaway, 1 big piece of information I really want you to get out of it, and so, I hope you enjoy it. So, check that out. Again, that is bit.ly/CSASuccessPath. Again, from a marketing standpoint when you're doing certain things, if you want to shorten a URL, that is what bit.ly is, in case you were wondering. It is actually a free service where you can create a link, and it gives you a short one, so you could do bit.ly/BobsChiropractic, right, anything like that. So, it's just something you can do. So, this one is bit.ly/CSASuccessPath. Check that out. Without further ado, here's my interview with Luk Stangrood. [0:03:13.1]
Alright, welcome to the show Luk. I really appreciate your time. I'm excited to discuss YouTube and how we can optimize that. Video obviously is a big part of YouTube. There are different types of content you can create, and there are a lot of different types of distribution channels, and we really want to try to optimize both, and so that's what we are going to discuss today. So, before we do that, give us a little bit about yourself, both professionally and personally, and we'll go from there.
Luk: Cheers Kevin. Thanks for having me on the show.
Luk: So, yeah, basically how I got into all this was about over a year ago. I was watching this video on Facebook where it just popped up, and it was this chiropractor, Dr. Blake Kalkstein and he was giving this guy a full body adjustment, and at that point in my life, I didn't even know what chiropractic was. [0:04:02.5]
I watched this video, and I found it very relaxing to watch and I was kind of confused why I found it so relaxing. I didn’t know about this ASMR stuff, and to this day I'm still a little bit confused by it all, but I followed the YouTube channel and I found a lot of educational stuff on there. Any time they posted something I might be the first person to watch it. Yeah, Dr. Blake Kalkstein, one day, he asked someone to make a compilation video for his channel and I'm doing that in college. I'm doing a media course over here in the UK, and I was like "yeah, I'll give it a go." So, I put this compilation together because one of his staff members was leaving, and I sent it back to him, and yeah, from there, he asked me to do some editing for him, and then he referred me to a friend, and then yeah, it has just blown up in the last year, and now, I'm working with 6 chiropractors currently in the United States.
Luk: Yeah, it's great. [0:05:00.0]
Kevin: And what are you doing exactly for the chiropractors?
Luk: Well, as I said, it started...it's been a learning curve for me and a big journey for me because I literally just started with getting footage sent to me and I would give them an intro, and I've given an outro, and then I would post it to their YouTube Channel, and I guess I was just taking the time away from Kalkstein Chiropractic, where they didn’t have the weekends to do video editing and stuff like that, but ever since then, it has evolved and there are so many different aspects that we do now, more than just the editing for YouTube. We take care of Facebook. We take care of Instagram. We build relationships with the subscribers and the followers. We obviously try and retain them, and I think the massive part of doing that is interacting with them. Some of the videos get 30, 40, 50 comments, and I think what other chiropractors and other channels and other people are not doing is, they are not capitalizing on that. The way I look at it, one of my clients has 73,000 subscribers, and that is potentially 73,000 new patients in my eyes. [0:06:10.7]
Luk: Yeah, okay. There are going to be some guys that are going to be like 35 abroad but...
Luk: There are going to be people that are going to be in the same state, right? So, someone who is going to take the time to watch your video and watch your content and then leave a comment at the end. I think it is really important to reply to them and give them a comment back.
Kevin: So, let me ask you a quick question on that so I don't forget, but if you had say 73,000, are there certain things you can do to try to optimize having more people local, because obviously depending on where you're at, you know your radius could be anywhere from 3 to 15 miles around your practice that are actually going to come into your office. Yeah, you may get some people that have a family member in your area and can refer, but are there things you can do to try to optimize more local subscribers?
Luk: I think with that as far as YouTube is concerned, I think with the channel tags, that's a huge one I think because people are going to be in Maryland, and they're going to type in to Google first of all, chiropractors in Maryland or in Baltimore or somewhere like that, and if you have the right tags, if you were writing chiropractic in Baltimore. [0:07:13.4]
There are a lot of tags you can put in there like a neck adjustment, chiropractor adjustment, but if you tag your area, then there is a far greater chance of when a potential new patient is searching Google that that video will show up.
Kevin: Perfect, and so, let's pretend I'm a chiropractor and I don’t really know anything about YouTube. Explain to me what a tag is. Let's roll through that real quick because that is something I did want to discuss.
Luk: So, when you create your channel...I've just recently started a channel from scratch with a new guy, and yeah, so, it's the first time I've ever done that. Usually people who come work with me have already got some sort of a channel set up, but this guy had no channel completely, so he was starting from scratch. What we did is...you can go to your channel defaults basically because if every time you are uploading a video, you don't want to be sitting here putting in the same tags. [0:08:06.9]
So, what you do is you go to your settings in your YouTube channel and you go to default upload settings and you're there and you need to then figure out what are the right tags that are tailored to you and your office. So, you know, where you're located.
Luk: The kind of treatments that you provide and all stuff like that. I know there are other guys they'll use the really popular tags like ASMR video and new ASMR video and stuff like that, but you can throw the in there as well because that will help your videos show up in the search engine, but yeah, if you want people in your area, then you really need to take advantage of where you live and put that in your tags, and then every time you upload a new video, they'll automatically be there. So, it's quite happening.
Kevin: Okay, perfect. How many tags do you usually like to do for chiropractors?
Luk: I think I use about 30 to 40.
Luk: I mean they can range from anything.
Kevin: Is that time consuming for someone to do? [0:09:01.6]
Luk: No. Well, once. One time only because you just go to upload to file settings and you do it once, and as I said, every time you upload a video then, they'll already be there. As well, in your description you want to give the viewers a little bit of background info about your office. You want to include your website, your Facebook, Instagram, and stuff like that, and you can do that as well in the default settings. So, every time you upload a new video, they'll already be there, and if you want to put in a few lines about what that particular video is about, that's all you have to do because every else will already be there.
Kevin: Oh. Perfect. So, in general, just to wrap up the early part of this. A chiropractor, in theory, could just shoot a video, get it sent off to you, and it gets the intro/outro put on there and then uploaded to YouTube optimally and obviously to try to get as much engagement as possible. Is there anything else that you are doing for the person's YouTube channel like you said? Are you monitoring comments or are there any other things that you are doing to try to grow the audience? [0:10:02.7]
Luk: Well, I think the first thing that I like to do when I get a new client is, I'm like, right, let's have a look at the image of the channel, and what we do is, I have a graphic designer that works for me. He's really, really good. He's done some movie posters for some great films. We get a really cool YouTube banner because image is everything, and that's the first thing you see when you jump on one of these channels. So, we get a great YouTube banner and along with that, I think, thumbnails are so important. I've learned that the hard way.
Kevin: Alright, so dive into the thumbnails for me.
Luk: I've watched a lot of videos about this kind of stuff, and I remember when I first started working with my first client about a year ago, they were terrible. I look back at them now and I'm like, I tried too much, you know.
Luk: They were just...I wish I could show you how terrible they were. It was a mess. I've learned over the year that less is more, and what we do now is if you have a video and for example someone just got some neck pain or something. So, what you want to do is you have to match your thumbnail to the video title and what the video is about. [0:11:04.5]
So, if it's just something about a neck problem, then you're going to screen grab a neck adjustment, and what you're going to do is you're going to use this website called Canva.com which is very handy. So you get your screen grab and you bring it into there and it's just get some simple big white lettering, turn down the brightness of the screen grab, turn up the saturation and the contrast a little bit, and sharpen it a little bit so to bring down the blur and get you're big white lettering in there, and it stands out so much. I just couldn’t believe compared to what I was doing and compared to what I'm doing now, how more effective it is, and it just stands out, and there are so many videos out there, chiropractic videos, that don’t have any thumbnails, and as someone who watches these videos as a fan or as an ASMR standpoint, when I see them, it doesn't really draw me into them.
Luk: So, I think they are very important. It's very important to match one or two key words in that thumbnail. You know, something is going to grab the viewer's attention. [0:12:02.0]
Luk: So, yeah, they're very important, thumbnails.
Kevin: Do you recommend if someone's got a video already in their YouTube to go back and get thumbnails done for the old videos that they've already put on there?
Luk: Yes, I would, if possible. I mean, I've got a couple of guys now that have had 30 videos or 40 videos, and that's definitely possible, and that's something that we could do or they could obviously outsource to someone else. It is a little bit more difficult if you've got like 500 or 600 videos, but then you can just have a look at your best videos, the videos that have been doing the best for you, and yeah, get a thumbnail on there. It's so important, I think.
Kevin: Okay. Perfect. Great. And then, let's roll into the subject, the title of the videos. What are your thoughts on that?
Luk: Yeah, so I logged onto my YouTube account earlier on because I just wanted to test something, in chiropractic adjustments, and I was scrolling down and every single title seemed to have the same sort of theme. They would have the key word of the title whether it was neck adjustment or big crack or something like that. They'll have it in capital letters. [0:13:04.0]
It stands out. It's in your face, and they use asterisks on either side of these big words, and it's just sort of a basic title. What was a recent video I did? Oh, I think the recent one I did was this patient was in discomfort for 50 years and fixed within 6 weeks, and that was basically the gist of the video. If I just wrote that in normal font or whatever, I don’t think it would stand out, but the way I marketed it was, I was like "50 years" in capital letters "of pain" fixed and I had the asterisks and "in just 6 weeks" and exclamation marks. I mean it sounds like it was a bit over the top, but it was every single video when I searched earlier on. It was the ones with the high views and it was every single video has that. I think it's ones that just don't have any plain writing, plain text, I don't think they get picked up as much.
Kevin: Subject lines are huge whether it's email or YouTube, Facebook ads. You definitely have to have a good compelling subject line. A lot of people ask me...I basically before this show, I had a few people ask me some questions on YouTube. I wanted to get some ideas, and one of the things was video length. What would you say is...[0:14:17.1]
Luk: I had this issue before where I was noticing that the longer videos we were putting out there, they were getting far more views and far more attention because I think the longer the video, YouTube can put more ads in there right?
Luk: I think if you are putting 2 or 3-minute videos up, and I see a lot of them too, I don't think YouTube is going to be inclined to share them as much as they would longer videos. So, the thing that I try and advise the guys I work with, I'm like, try and, if you can, try and guess an upload like sort of episodic, right. So, you'll have your intro, and I advised the guys if they can, I mean I know it's not always possible, but if they can hire a student videographer, that would be amazing. [0:15:04.1]
I mean and that's what has helped me with my main client. They hired a student videographer, he was doing his work experience. I don't think they have to pay them anything, I'm pretty sure, and yeah, he's just a high school student, and he comes in and he just shoots. He just shoots, shoots, shoots. He will shoot like B-roll which is a huge thing for me as well I think because he is just getting like shots around the office and like patients getting worked on and just kind of a natural setting, and I think with that we can make longer videos so you can lead into the adjustments, and also people that are watching this, if they're afraid to go to the chiropractor like they're afraid to go the dentist or something like that and they see the really warm environment and what it's like in the office not just in the adjustment room...
Luk: I think that is kind of key, to be honest.
Kevin: And then, so give me an estimate of length. 10 minutes? 5 minutes? 20?
Luk: I think 20 is pushing it. I think anywhere between 10 and 15 minutes...
Luk: is what I have found recently to be where we're getting the highest views of that, and 20 minutes people get bored. So, anywhere between 10 and 15 would be great. [0:16:06.8]
Kevin: Okay. Perfect. Good. That's great. And I think obviously if someone has videos that are less than that, then they should still put it on YouTube but just in general, that's the best practice, right?
Luk: Yeah, definitely. I mean I was going to suggest...I used to think maybe putting a couple of small ones together to make one bigger one, but no. Yeah, just keep putting them out there, but if you can get longer videos, that's great. If not, then still get them up there all the same.
Kevin: Alright. Let's move on to the next little topic. How about descriptions. What are some of your thoughts on when you do put your descriptions on your individual videos?
Luk: I mean that one can be time consuming. It's not really something I have done. I have to ask my client. They're going to know more about what they're doing than I am.
Kevin: Okay. That's fine. Are there any thoughts or best practices for doing it?
Luk: Yeah, there is actually, and this is something I picked up as well from a guy who went to a convention at YouTube. [0:17:01.3]
That's the guy I was talking about, the Clara Corvette guy. He went to convention and basically, they're saying videos get picked up, and the more chance of YouTube making them go viral as in they're popping up at the end of vides that people are watching. They really want a title of the video to also feature in the description and also to feature in the tags as well.
Luk: Yeah, if you have them three all in sync, then I think YouTube is more inclined to share about.
Kevin: So, let me reiterate that. You want to make sure that in your title that information is also in the tags and then also in the description. Right?
Luk: Yeah. So, back to the title I used earlier on, "50 Years Of Discomfort and Cured in Just 6 Weeks." What you could do, is you have that as your title and in the description you can talk about the video and what's happening in the video, and then at the bottom say, "Thanks very much for watching 50 years of discomfort cured in just 6 weeks." Then you can in the tags put "50 years discomfort," "cured," individually. [0:18:09.1]
Kevin: Alright. That's good. Awesome. That's good information. Thank you. How about posting times? Is there an ideal posting time for chiropractors.
Luk: Yeah, I think so, because again some of these videos have about 70 million views. I saw one the other day that had 80 something million views. Obviously, there are a lot of people that are watching these videos because it relaxes them because it's this ASMR stuff, and people tend to watch videos when they're in bed, when they're winding down, going to go into bed and look at their phone.
Kevin: I want to interrupt you real quick. I just realized that my audience may not know. ASMR. Can you explain that real quick? It's been mentioned a few times, so I just want to make sure.
Luk: Yeah. ASMR is also sensory meridian...I should know.
Kevin: That's alright. What does it mean?
Luk: Basically, it's this thing. This is quite interesting to anyone that I tell. People who count on me doing what I'm doing. It's this thing that can be like chiropractic cracks. [0:19:06.6]
It can be like people getting cracked. It can be people eating crisps. It can be like all these random things that if a person watches it, and it's not everyone, and a certain kind of person watches this stuff, it really relaxes them. It sends a tingling down the back of their spine, and it really relaxes them, right.
Kevin: I'll have to doublecheck the research on that, but I just wanted to get a little bit of clarification on it.
Luk: It sets off something that just relaxes you.
Kevin: Alright. Cool. Well, we'll roll with it. I just wanted to get that little clarification before we went on. Okay good. Where were we at?
Luk: It's always a bit difficult for me because I'm in the UK, so when I'm scheduling the videos, I need to remember that I'm 5 or 6 hours ahead. So, I usually schedule them for...I think I've flirted around with a few different times, and I think the best time that I found is about 8:00 p.m. U.S. time. [0:20:04.0]
Luk: So about 8:00 p.m., maybe 9. People are winding down around that time. The thing is when you have a YouTube channel is to remind your followers and yours subscribers to have the notification bell turned on. That is a huge thing.
Kevin: Good. Yeah.
Luk: Because it literally will flash up. Oh blah blah has posted a new video, and you can dive straight into it. So, 8 or 9. With the videos, if you're going to be putting out videos and you want to do it consistently, I would say, figure out how many videos you can do in a week. So, if you want to do three videos on a week, two treatment videos and maybe one educational/exercise video or stretches or something like that, I would say alright, do three a week, stick to that, and pick three days. So maybe Monday, Wednesday, and Friday and schedule them for 8:00 p.m. Then your audience, your following, and they're going to gain this trust on when you're going to have your videos go live. I think a lot of channels I've seen recently have been trying to keep up with this, and then I haven't seen any videos for a couple of months because obviously they're busy and I've gotten on top of them a little bit. [0:21:13.5]
Kevin: Okay. Yeah, that makes sense. Well you know, on that topic, obviously consistency is a huge thing in marketing in general, and keeping in mind, a lot of chiropractors are very busy. You're going to have some outliers that really thrive with the video and can get three done. Would you say there is a consistency that if you got once a week done, maybe six times a month or something like that but consistently, would that be helpful?
Luk: Yeah, definitely, definitely. I work with a guy that just does two videos a week, one on Tuesday and one Saturday, and his numbers have grown considerably since I've been working with him, and it's just that consistency as you said. You know, there's something going out every week at a certain time, and people get used to that, and they look forward to it. Even if it's just one video a week, whatever you can do. It is time consuming sometimes. As long as you get it out at the same time every week on the same day, and yeah, that would be fine. [0:22:08.9]
Kevin: Perfect. Good. Alright. That was the stuff I really wanted to ask you, and I know some of my audience members had requested information about that. Is there anything else that you could help provide our audience with some information on optimizing their YouTube.
Luk: Yeah, I put something together early on, and I sent it to you earlier on. I was thinking originality. You know, there are so many chiropractor channels out there, and you know there are some that hundreds of thousands of followers, and it's just trying to make yourself stand out, I guess, and using what you have to your advantage. There's one guy for example who...he just does...I don't that much about chiropractic itself, you know, but I know that there's a guy who shoots maybe four or five videos a week. He's very popular, 300,000 subscribers, and every single video I watch from him is just the exact same thing. [0:23:01.1]
It seems like it's a one-stop shop, full body adjustment. Everybody gets the same adjustment sort of thing, and I don't know, that maybe works for him, but if you have more skills in your arsenal, if you've got a masseuse in the office or you do dry needling or you've got things that maybe stand you out to local competitors that you can do that they can't, then you know, just get more of that kind of stuff out there. You know, don't just think you're restricted to just having to put up treatment videos. Put up exercise videos. Put up well being videos. You know, whatever you can to make yourself stand out. Just give your channel a bit of variety, I think is a big help as well. There's never too much footage, and there's never too much content. You know, you shouldn't think, you know, I shouldn't put that up or something. Put it up. Get it out there. So, yeah.
Kevin: Perfect. That's great. Now, it's very helpful. I think there are a lot of chiropractors out there that have busy practices. I think you still need to be doing this. [0:24:00.0]
I think chiropractic at least in the United States is not as easy as it used to be as far as insurance reimbursement, and there's competition, but there's so many ways not that there wasn't in the past where you can really, really get your information out there and really brand yourself and really position yourself as the expert, and obviously video is a big part of that, and YouTube is as well. So, you have these things. You've just got to do it, and I really appreciate you coming on here and really decluttering the information for us and being very helpful for it.
Luk: Yeah, I'm glad to be on. I will just say as well, it's not just YouTube. I work with a guy and Facebook works for him. Facebook works for him, and with Facebook you can put up video. What I would say is don't put up YouTube links to Facebook.
Luk: I am going click that. The thing that I do...I never do that...What I do is I'll have the video on YouTube that I've uploaded, and I will use this app on my phone, and it downloads the videos from YouTube into my phone. [0:25:03.7]
So, I'll download the video that I want into my phone, and then I will post it onto Facebook directly. So, if someone is scrolling down or something, the video just automatically plays. It catches your attention. You know, "I'm going to watch the rest of this." If there's the YouTube link, people aren't really inclined to click on it, I don't think. They don't want to move away from a place to go into YouTube. They're scrolling through Facebook.
Kevin: Yeah, plus Facebook doesn't want to really necessarily send you to YouTube, right?
Kevin: So, they're going to optimize a little bit better if you directly upload it. This really just comes down to...video is the content, just like written words would be a content, audio is a form of content, and then it's just about the distribution. So you know, if I'm doing an audio, the podcast is just a distribution channel. If I'm doing a video, you're going to have multiple distribution channels and you have to optimize each, and so YouTube is going to be different than Facebook. It's going to be different than Instagram.
Luk: Oh definitely. The think with Facebook and Instagram, you can promote to people local in your area a bit more than YouTube. [0:25:59.8]
Kevin: Yeah, and that's why I wanted to ask that early on was that I know YouTube, you have to be a little more strategic so you're not just getting followers from Alaska or something, right?
Luk: Yeah, yeah.
Kevin: Unless you're in Alaska. Alright. Perfect. So, really good information, and I know you're doing a lot of really good work. I know at least three of your clients personally, and so I can vouch for that. How could other chiropractors that are listening to this show reach out to you? I'm going to have all this in the show notes as well, but just let us know.
Luk: Basically, my Facebook page is one. I was going to create a website, but I think a Facebook page is fine. We are Chiropractical Solutions Online. So yeah, if you want to head over, we've got a lot of stuff on there that we've done with the clients that we currently have and/or people can drop me an email at firstname.lastname@example.org.
Kevin: Perfect, and just a little clarification, there is an A-L at the end of that chiropractic. It's chiropractical.
Luk: What do you think of that name?
Kevin: It's fine. It's just, no one is going to know what it is over here in a sense of...they'll just look up chiropractic solutions online, so I wanted to make sure I clarify that for you. Alright. Cool. I really appreciate your time today. Any last words for our chiropractors looking to gain some followers on YouTube? [0:27:15.8]
Luk: It's that word. Let's go back to it. It consistency. Get your content out there. Again, there's no bad content. Honestly, just get whatever you can up there. Schedule it for a certain time as well said. One video a week would be fine. I see so many decent channels at the moment that have just given up, it seems. They haven't had a video posted for a year, and they shouldn't have to give up. You know, don't overwhelm yourself with stuff. You know, don't be trying to do 3, 4, 5 videos a week because this guy with 800,000 subscribers is doing it. That doesn’t matter. Just do one video a week. Get some content out there. Get it on your Facebook. Get on your Instagram, and it will help definitely.
Kevin: Perfect. I just want to, before we end, I want to clarify something a little bit too, and I think this might help you. I know my audience pretty well. As far as the content you are putting on there, there is, especially my audience tends to be more of the evidence-based chiropractors out there, and we're really strong on making sure the content you do put out there and that you do create does follow that, and obviously is tasteful, I think. [0:28:19.6]
Luk: Oh, yeah. I can talk about that...I was at the...
Kevin: Yeah, I just think it's something that I feel strongly about. I know a lot of my audience members do as far as...
Luk: My clients do a well, yeah.
Kevin: I know the few that you work with, and they do. So, there are definitely some chiropractors on YouTube that have huge followings that aren't doing things...Yes, they're doing things I wouldn't recommend.
Luk: I think they're undervaluing their profession a little bit because they're using persuasive thumbnails and stuff like that, that is going to gain viewers.
Kevin: Well, they're doing that, and sometimes...you know, this is probably a little bit outside of your scope, but it's just not within the scope of practice or it's unethical or it's really just unfounded information. I just wanted to have that disclaimer out there, but again, I really appreciate your time today, and I know you and I will be talking more, okay?
Luk: Yeah, definitely. Thanks so much for having me on Kevin. I really appreciate it.
Kevin: Thank you
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