Which lead magnets work best?
In this episode, Barbara and Thomas discuss:
- Why it is more significant to be different than better?
- What is the combination of humans and AI to create effective and scalable content?
- What are the lead magnets that work the best?
“Look at the customer voice of pains and challenges in your industry and create content that addresses that.” – Thomas Helfrich.
Connect with Thomas Helfrich:
Connect with Barbara Hales:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
Dr. Barbara Hales: Welcome to another episode of marketing tips for doctors.
I’m your host, Dr. Barbara Hales. And today we have with us, Thomas Helfrich. He is a triple secret, but not anymore. Because you’re getting to hear how he’s an influencer and marketing technology guru, a podcast host, and GTM. Mentor. Tell us a little bit more about you. And welcome to the show. Thomas.
Thomas Helfrich: Thank you for having me, Barbara. Yeah, so you know, the double, maybe triple secret marketing, Ninja, whatever specialists already said, I’m just trying to have fun with it. Because as we’ll discuss today, being different is better than being better. Other you be any company, doctor, anything. Just being different so that people remember you is why you know, instantly irrelevant, is irrelevant, because that’s how we approach marketing for any industry. So I really appreciate having me on. Thank you so much.
Dr. Barbara Hales: Well, you know what they say if there are too many people in your box, what you have to do is step out of it and create your own.
Thomas Helfrich: That’s right, why don’t even have a box, just go to wherever you want, just kind of roam free and look at all the other people in boxes and be like, who wants to come out here in the freedom space? That’s right. I didn’t know a box existed until someone told me there was one. Oh, I didn’t adhere to that idea.
Different Than Better
Dr. Barbara Hales: I understand that you’ve changed your tagline what do you call it now?
Thomas Helfrich: Well, so instantly irrelevant. And this is important for marketing, it is important to be different than better because better is not better, different is better. But we asked all our customers and it’s lots of industries. So it’s you know, from agencies to even medical and doctors to you know, startups, founders, or whatever, wherever may be. The one key consistency we found was they actually said we care.
Now, that kind of implies puppies and rainbows and Skittles, so it’s not really my personality, and what they care about is how we care.
And we actually give a shit, we actually truly care about them as a person, their brand their customers. And we really act as a partner for them, because we call their babies ugly, we’ll call them out when they’re doing something not smart, in marketing, or in how they’re doing their business piece. And we come back with solutions and really act as team members. And that isn’t sincerity. And that’s in a way to build trust and relevance with who your customers are and with their customers, which is really ultimately what’s more important, not our customer but their customers.
Dr. Barbara Hales: Absolutely. People don’t want to hire just Yes, men, they want to hear what they did wrong and how to improve upon it. After all, we’re all in it to get better. better today than yesterday and still better tomorrow.
Thomas Helfrich: Absolutely up there are some people who do want to hire Yes, people, but we won’t be back.
Combination Of Human And AI
Dr. Barbara Hales: I understand that you have a combination of humans and AI to create effective and scalable content. Could you tell us about that?
Thomas Helfrich: Yeah, absolutely. So in this day and age, you have to combine a few elements to build let’s say trust and relevance with any of your customers or patients or whomever they have to trust you and you have to be relevant to them. And if you don’t have both those they pull back and to do that you Have to do something kind of in parallel, you’ll need to create customized content that resonates on a trust and relevance level with your prospects or customers or whoever, you’ll also need to be doing things like authentic engagement with them and consistently, and then you have to do this kind of ongoing nurturing, that’s not salesy, or this is what I do. But it’s more of just, here’s something you might like.
And I’ve been truly sincerely to do that, it’s a lot of time, it’s a lot of, it’s a lot of consumption of very valuable resources in the idea of time, people whatever. And the flip side of that is, you need technology to enable it. And this is where AI and other technologies come in to really give you scale to help you do it faster, cleaner better. And, and so just maybe a high level from that perspective of, of what it’s going to take to kind of do this at the to be relevant. You need technology.
Key Performance Indicator
Dr. Barbara Hales: That makes sense. And why do you say vanity isn’t sanity and to ditch outdated marketing KPIs? First of all, you know, a lot of my clients don’t actually know what KPIs are. So could you discuss that?
Thomas Helfrich: Yeah, absolutely. So KPI, Key Performance Indicator, anything around metrics of how’s my site doing how’s this doing? How many followers or views or likes do I have? Those can be typically vanity metrics. And though they could be important, what’s more, important is that you’re connecting, and you’re in front of the right audience, no matter what the size. So some people only need to meet 100 actually good people a year. And that’s all they need to really have a thriving multimillion-dollar business because it’s maybe the fortune 100, or it’s the top 100 of whatever their industry if you just trace chasing, views and likes, that is insanity because it doesn’t produce revenue.
Even if you’re one of the like, very, you know, a successful YouTuber or something else, you have these big followings, and you’re getting advertising revenue if you don’t know who your audience is, and you’re just doing it for the fact of views and likes, and not driving value, it’s nearly unsustainable. And in there is only a handful of people are going to be able to do it because they’ve already got the brand, they’ve already got the piece. So if you’re trying to chase what others are doing, you’re on a path of complete disappointment and dissolution that you’re going to really accomplish more revenue or more business from it. It’s not the metric of Chase, if for sure, its relevance matters, who you’re meeting and who you’re in front of, and how you’re interacting with them is what matters.
Dr. Barbara Hales: That makes sense. So, you know, as you say, what you really want to know is the metrics so that you know what works and what doesn’t is silly or short-sighted, when people just keep pumping out content, and not looking at the metrics because they don’t know if they’re wasting their time, or whether they’re hitting the target, wouldn’t you say
Thomas Helfrich: it’s great you should, you should, especially if you do advertising you should be measuring to the right level. And what I don’t encourage is, is thinking like a fortune 1000 is a huge company with big budgets and measuring everything to the nth detail. Because it costs money to do that cost time and cost people keep it simple keep an AB to if you’re doing ads, specifically, like even AV testing, and just kind of favor the better one and improve but don’t overspend on time or money to measure it, just make sure you are measuring somewhat, but not too much, or too much.
If you’re doing organic content, you know, set up your workflows and your call to action. So you’re getting people maybe connecting with you on a calendar or an appointment or schedule, that you can start measuring that it seems that people are coming from this content, you’re not quite sure where it comes from, because it’s organic, and people look at lots of pieces of content before they kind of agree to buy or agree to come in or do what they want to do for your call to action.
So it’s a little harder to measure. But that takes content that’s aligned to maybe it takes time to sign to a business goal, a vision of the future state. And that’s how you write that. So that’s a different type of content, strategy in play, and a different way to measure it. But you do need to measure both, but just don’t do both. We just don’t need to overdo it just costs too much money and time.
Call To Action
Dr. Barbara Hales: But the doctors that are listening, they perhaps don’t know what a call to action is so can you give a few examples of what a call to action would be?
Thomas Helfrich: Absolutely. So a call to action is simply at the end of a video like today will be if you would like to talk more my call to action is going to my county.com/instantly relevant that would actually set time with me. I’m telling you what to go do. So for a doctor who was maybe trying to get patients in or they’re trying to do telemedicine, it’s to put them to the scheduling, it’s to get them to the point where the person gives you your name, their email, and a phone number. And you have now the ability to reach out back to them and put them into your sales cycle or into your patient’s cycle. It’s to get the contact information from them. It gives them value it gets them to connect with you at a new level so you can take the next step in the sales or marketing cycle. It’s telling them what to do.
The Best Lead Magnets
Dr. Barbara Hales: Now not everybody that is perusing your website is quite ready to make an appointment, they want to get to know you a little bit better. And you don’t want to miss out on people that are just surfing so that you can, you know, reach out to them later. A good way I found this is by a lead magnet. So for prospective patients, what lead magnets have you found to work the best?
Thomas Helfrich: Yeah, lead magnets are key for capturing people who are too early in the cycle, they’re just starting their you know, they’re starting their journey or investigation or they’re just curious, right, and then they could be a customer later, because they think they may get this new job or start this new company, or whatever it is, or you may be whatever to do that I think very effective are videos that truly give away good information that is not salesy. They’re just here’s what you need to go do by yourself. And for doctors, that could be a lot of things like, Hey, listen, you know, you got Ed problems, stop eating crappy, try walking, once in a while, don’t drink, sit down, much stop launching bad videos or something. Whatever the reasons that you the internet list for, for all these things, or if you’re having trouble breathing, when I tie my shoes, like well, maybe you’re overweight, like, like go through. And here’s the simple things, by the way, you have to go do it, you have to go execute and that type of information of showing that they care showing that there’s actually you know, there’s gonna be some bedside manner, so to speak, and there’s going to be actual attention to detail and not just this wellness farm, that you know that here’s your wellness visit, and thanks for not actually caring about your answers.
And 15 minutes later, the doctor is out the door and you’re like, well, that that was awful, you know, showing that you care. And those videos people like oh, cool, I’m glad I listened to them. That is a lead magnet, they may not be ready to come in, because they just finished their wellness visit, for example, and they don’t need it for another year. But they’re like, You know what I’m gonna write, I’m gonna get into connecting to that doctor next year, I’m gonna switch because for my primary care because they seem to care and my doctor just sucks. And maybe that’s the video, I don’t know that that is a lead magnet, you need to do that. And what you need on each one of them is do this now come see us, I’d love to meet with a first meeting with you. Or, hey, let’s stay in touch. And we’ll send you some really useful tips like the one you just watched over time. And that becomes a newsletter or it comes down to constant contact and nurturing.
Dr. Barbara Hales: Do you find that newsletters are still effective?
Thomas Helfrich: No I do not. Especially on LinkedIn, because there are I looked there today. I think I’ve signed up for 300. I’m not read one night on how to read. So that’s a big piece. But if I did, I probably would still want to read well, no, there are too many, I think there’s a more clever way, to create nurturing. And this is where maybe people get more involved. And you can leverage technology to write things better and faster. But really, a newsletter is probably a bad term anymore. I think maybe there are better ways or more creative ways to do that. I don’t know the doctors, I don’t think they have a lot of time to read newsletters. And so I’ll assume that they don’t.
Their patients probably don’t either, because there are people like me who are new, and are overwhelmed with tons of information. So you have to be a little more creative with that. So maybe a video once a week to get sent out or once a month, might be more effective. I wouldn’t call that a newsletter. A small, you know, snippet of information, that’s probably a better text message or hey, here’s a reminder to drink water today. I don’t know, that would be more effective than just the boring old newsletter. There are probably more creative different ways to do that.
Dr. Barbara Hales: I agree. I mean, years ago, having newsletters was effective. But you know, that is, you know, time is time has passed for most newsletters, and people do like seeing videos and it seems to me with the popularity of Tik Tok? Can you keep the video under three minutes is really going to be received in the most wanted way. Yeah, absolutely.
Thomas Helfrich: And having good information, it doesn’t always have to be about you know, jumping off the side of a pool and smashing your face on the side of in the bikini like he doesn’t have these in this like over crazy content, it’s just got to be adding value. And you just also need to know who you’re targeting in that so they find it valuable that that’s you know, a big piece.
TikTok is interesting because it’s definitely a global platform but for doctors you know, you if you’re going to advertise or do things on you, got to be very specific to your region or what you’re doing unless you’re a national Plastic Surgery Center that people fly in for your probably regional or best local for who you serve. Even a hospital for that matter. So you know, the content got to be compelling to the local market. And in the regulatory industry, it’s got there’s a lot of steps. So there’s a lot of lift there to create content for some of these pieces, but it’s not impossible just needs to be done well and with the right business goal attached to it.
Knowing What People Want
Dr. Barbara Hales: I agree completely. How would you find the content that engages most with the people that you’re creating it for? Like, how do you know what people really want?
Thomas Helfrich: I ask the customer’s voice I just I mean, it’s crazy, right? I just mean we ask our current customers what they want to learn about and read about. I do polls on LinkedIn other pieces are like, what’s most interesting to you day to day? Like, what would you actually read every day? What would be the use ask?
There are lots of marketing data for in the, in the medical doctor and or in the, you know, the, in that clinical settings of what people care about, let me a simple Google search of why I hate my doctor, like the top five reasons, that would be a great one that’s, that’s in customer voice of talking about these things, and maybe, you know, being progressive of what we do too, you know, to address those pain points. It’s, it’s not that hard to come up with it, because people blog about things they don’t like a lot more than they do, like, and so look at the customer voice of pains and challenges in your industry and create content that addresses that. And it doesn’t a non-salesy way that shows empathy and shows understanding and, and creates things around, here’s what you can we can doctors could do better, right? And just be that doctor that happens to do it.
Tips To Be Implemented Readily
Dr. Barbara Hales: Makes a lot of sense. At this point, what tips can you give that can be readily implemented for my listeners today?
Thomas Helfrich: First, marketing is not going to be a core competency for any doctor. If it is they should be a marketer. Even if they’re so good at it, they’re still going to make more probably as a doctor. So you want to partner with people who will a really well I say give shot care. You want people who really understand what you’re trying to accomplish, but don’t overcomplicate it, because your model has been the business model that is somewhat known. And it doesn’t have to be rethought completely. It just needs to have the improvement with your tonality and what you know, your brand, so to speak, aligned with it. So there’s that you see, do you need a partner, I for sure.
Second, I think you need to really understand your customer’s voice and understanding how to get to that you the doctors who own it are a piece that because when you say all these things on your website, or whatever else in your social media and they come in to see you, it’s going to fall apart if it’s if the person who’s in front of you is not the same as what they thought they get.
And it’s a third of you really taking the time to understand the whole flow of how your patients or people think and their needs and what’s going to be important to them. This is the nurturing piece of what throughout the year you’re not interacting with them, can you make them feel like you actually care and actually care? That piece is the third part it’s you know, it’s fine.
Your customers getting the brand, right getting them in the door. And then when they were there, making sure that what they say is there but last, the ongoing giving them information and things so to speak, that they would care about. So short answer first. Just actually outsource what you’re doing for marketing. Just let it go. Second, really get your brand aligned with the customer’s voice, and third. Nurture your patients or your customers accordingly with something they care about that’s not sales.
Newly Launched Podcast
Dr. Barbara Hales: Alright, good. Now I understand you also have a podcast, what is your cloud?
Thomas Helfrich: So it just launched, we have a podcast.
Dr. Barbara Hales: Congratulations!
Thomas Helfrich: I have two. So one is an AI nerd podcast. And so if you’re an AI nerd, or you have an AI company, that’s who I talked to you but the other one is to instantly relevant startup stories, where we’re interviewing founders, and investors to help other founders get off the ground. Be smarter spend, you know, don’t make mistakes, learn and learn from founders who are making it happen.
Dr. Barbara Hales: That’s wonderful. And it’s all in the usual places, Spotify, Apple.
Thomas Helfrich: It will be everywhere. So we have literally just launched that and I’m so excited, you’ll find it on our instantly relevant.com/podcast That’s where this will be kind of the hub for it. We have not picked though, where we’re going to host it yet. But it will be on all the platforms. I’m trying to think where the main one will be. Right now between Buzzsprout and Spotify. I’m not really sure which one I’m gonna go with.
Dr. Barbara Hales: Well, very exciting. Good luck with that.
Thomas Helfrich: Appreciate it. Thank you. I mean, I hope the girl is big as your podcast. That would be a great goal. I would be fantastically happy.
Dr. Barbara Hales: For our listeners. If they would like to touch base with you. How do they reach you?
Thomas Helfrich: Well, I always say go right to my county, so it’s calendly.com/instantly relevant. If that’s too complicated, go to instantlyrelevant.com and contact us if you’re super lazy, you can go to irl.com and that will take you to instant relevant so any one of those will get you there to me but I do meet with everybody one on one if they’d like to. I like that as long as I have bandwidth I find time to meet people.
Dr. Barbara Hales: Well, it’s been a pleasure speaking with you today Thomas. This has been another episode of marketing tips for doctors with your host Dr. Barbara Hales. Till next time.
Thomas Helfrich: Thank you.