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Marketing The Expert Brand


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Lesson #6: CORE Lesson #6 – Community Presence

About This Lesson

Instructions coming soon..


Action Items

  1. Create marketing materials that you will be able to use during community events. Make sure they are true to brand.
  2. Make a list of events and businesses you can visit and start to attend. Delegate with team members who will be attending each event and business.

Full Video Transcript / MP3

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Hey, what's up everybody? This is Dr. Steve Schluentz. I want to welcome you back to another video on module #9, marketing the expert brand. We are getting through these tenants fast and furious. We are on the #6, so we're almost done with this module, and this one's all about community presence.

So we've talked about marketing in a different way. If you've noticed, I haven't talked at all about Facebook, SEO, any of those things. I'm not saying they're not important. I'm saying as an expert, you can market this way and start with a grassroots movement, and then you're going to build out your brand to where you can go to Facebook and Instagram and really kind of expand your brand that way. But I'm talking about for the majority of dentists, this is where you start. This is the seven tenants of the core strategies of marketing as an expert, and today what we're going to talk about is community presence.

So there's a lot of great resources out there on how to establish your presence in the community, and if you ever have any questions or need further resources on how to do this, there's some great courses out there and I highly recommend you reach out to me and I can get you in the right direction. But you know, the key with community presence is that you have to be active in the community, but you make sure that the functions build your brand. And so what I see is sometimes when dentists, they go out in the community, it's not representative of who they are as a practice, and that creates more issues than it actually solves. So you want to make sure that when you get in the community, the functions that you're attending, the things that you're doing are building your brand as an expert, what you're trying to accomplish in your practice.

Now you might have a family style practice, and that's what you're trying to build. Then it's important that you go to family style functions, right? Every time you go to a family style function, right, anytime you're in the community, it's a great thing, and so you're going to be able to build your practice this way. What I'm talking about is specifically if you're trying to do more of your high level cases, if you're trying to do more of that unique niche blue ocean, you want to make sure that the activities that you're doing are consistent with that ocean that you're building, because what I've seen is a lot of people, it's #3 here, that you burn out quickly by trying to do too many things. You're spread out way too thin and you don't actually have a consistent message with what it is you're trying to build. Okay?

You can use social media platforms to be omnipresent without the necessary ground pounding that most office think is necessary, right? When I just talked about social media before, one of the beauties is Facebook and Instagram and all these social media platforms allow you to look busier than you are and that is actually a good thing. I actually had somebody for my coaching business say, "Your business must be really, really growing, because I see you on social media more now than I did before." What kind of logic is that? Right? It doesn't make any sense, but it's actually what people think. So the more you're on these social media platforms with organic content, whether you're at these community events or what have you, it's going to make you look more successful. So make sure that when you're doing this, you're recording everything if you got a videographer. That is one of the keys that I'm telling you that you have to build out, is you have to find ways that, when you go to these events, to market that event. Always be marketing, right?

And you know, sometimes it feels a little bit self aggrandizing that you're at these events and you're shooting videos and you're doing all this stuff, and you go, "Oh, that doesn't make me feel very good." The reality is if you're not doing that, someone else is. So make sure that when you go to these events, you're recording everything, you're documenting in a real time, and you're able to re project this out to the community that you're trying to serve, okay. You want to be strategic about events and businesses you visit because you can burn out very quickly by doing this.

Another thing you want to do is delegate this to your team so that you don't have to spread yourself so thin, right? The doctor doesn't always have to be at these events. The team usually loves doing this kind of thing, so if you're watching this with your team, find ways to get your team involved in this community presence and community outreach. This is a big, big thing. As a doctor, as a provider, I go back to what video I had last time, which is never eat alone, and really want to cultivate relationships that way. I think that that's where doctors function best, and then they can get out in the community once a month, whatever that is. Have a marketing strategy, put a plan in place, stick to the plan and say, "Okay, we're going to do one event every quarter. We're going to do one event every other month," whatever that looks like, and stick to it. Plan it out in advance, document it, write it down, hold yourself accountable, and then find ways to delegate this to the team so that you don't burn out.

What most people do is they go to three events all at once and they go, okay, we're going to do this, we're going to do this, we're going to do this. They get completely burned out. They don't see any results and they never do it again. That's not the way to do this. Consistency is key here, so once you create a plan, stick to the plan, okay.

So your action steps is, create marketing materials that you'd be able to use during community events. Make sure they're true to the brand. Don't skimp on this. Make sure that these marketing materials that you have and community events are true to your brand. Make a list of events and businesses you can visit and start to attend. Delegate with team members who will be attending each event and business. Create that plan, stick to the plan, delegate the plan and go with it, and you'll be amazed at how successful this can be for you.