Best-Known Beats Best
- haileycrawford3
- Jun 11
- 8 min read
Billy Sticker is the jack of all trades when it comes to educating his audiences on marketing. Billy is a co-founder of Hire Zime Ai, an AI-driven automation for smarter business and higher profits, and the founder of ChiroCandy Marketing LLC, which helps chiropractors and functional medicine doctors effectively deliver their message. He is also the host of ChiroCandy: Chiropractic Marketing Podcast and the author of many business-related books. In all aspects of his professional life, Billy brings you practical and motivational information designed to inspire chiropractors to think like a marketer.
Episode Highlights:
3:00 – They just don’t know it’s called chiropractic. “Growing up, one of my dad's closest friends was a chiropractor and I saw him a handful of times, but never knew what chiropractic really was until 2007. That year, a chiropractor that had multiple locations was looking for a marketer and I came in and drank the Kool-Aid. I fell in love with the profession. We ended up doubling the volume in four locations, and I wanted to know what I could do to help better serve this profession. That turned into a podcast about marketing and getting your message out. Right now, there are people driving past your office that want what it is you do - they just don't know what you do. They don't want their kids on medication. They want a healthy family. They want that lifestyle. They don't know that's called chiropractic, but we have all of these tools now with social media to get that message in front of these people.”
5:12 – Best-known beats best. “Yes, a lot of AI that we're doing in chiropractic is more around the front end of helping you get your message out. One of the things we've been really big about is how we use video. Best known beats best. People are going to go to the best-known chiropractor, not necessarily the best in their area. How do we use video to do that? How do we use AI to help create that video? We don't have to - our team can do it all for us. We've got some cool strategies and techniques we do.”
6:14 – Helping potential new clients find you! “For years it was mainly Facebook ads, and then Google ads. Those are the two main services that we've done for a long time. We really don't do websites, but we have some people we recommend to help you with that. We can help with SEO, and we all know SEO is important - it’s somebody looking for you. They’re going into Google or Bing and typing in keywords. Studies show that if you're one of the top three ratings for those people, you're going to get on average 15 to 20 visits out of 100. You have to be in the top three. Let's say 15 people go to your website. A solid website is going to convert about 5%, so of those, you're looking at 0.75% of people that are going to call you or schedule an appointment of 100 people that search in your area. If you're wanting seven to 10 appointments from your website every month, there needs to be over 1300 people searching in your area for that math to eventually work out. Well, you're looking at 1300 people that we never even get their information. We only get the ones who go to the website, right? Now, we have tools where we can actually capture all 1300 people's information. They never have to go to your website. We capture their name, email, phone number, addresses. We don't necessarily have the permission to call them, but we can drop a postcard in the mail or retarget them on Facebook, Instagram, and maybe even LinkedIn.”
8:59 – The technology behind hot leads. “It's technology that's been around that these Fortune 500 companies have used for several years. They had really big budgets, but now there's some things we can do as small businesses that allow us to do that. They don't have to fill out anything. All we need to know is what keywords we're targeting and the zip codes we're going after. Typically, per contact we capture, we have a fee. It's roughly about 90 cents per contact and then you would just put a cap on it. The thing is, is this is already happening to us. You're going to the search engines to look something up, but the next time you're on social media, you're seeing ads for the competitors. This is how they're doing that. We can even use the same technology on your website, so the people that visit your website, even if they don't fill out information, we can still capture their name, emails, phone numbers, and physical address. We can already retarget them on social media with a TikTok or Facebook pixel. But now, being able to also put a postcard in the mail, they’re going to think this office and doctor is everywhere. If you have completed the little cookie thing that initially pops up on websites correctly, you can drop them in your CRM and send them an email now too because that's giving them permission for you to use cookies to track them. I still wouldn't call them because they need to opt in for that. We're really excited about it because these are extremely hot leads. These are people looking for your services and, although Facebook and Instagram are great, but that's interruption marketing. That's like setting up a chiropractor booth at the bridal expo - nobody's going to the bridal expo looking for a chiropractor. If you can use that to get your messaging out there, stay top of mind, and use that in conjunction with these other strategies, then this is really more just automation stuff. This really isn't a lot of AI. This is just some of the cutting-edge things we're doing, but if you top that with AI, it just gets more and more powerful.”
16:07 – Educating and gaining more patients through AI. “If I ask you to think about your favorite patient right now, there are a couple of people that come to mind. When you see that they're on the books that day, you lighten up a little bit because they're compliant, they show up for appointments, they refer. They understand what you do, why you do it, how you do it. They know why they're there. It's because they're educated. Normally, that education starts on your day ones or day twos, but what if that education started two weeks or two months before they came in? When they come in for their first appointment, they already know, like, and trust you. They understand what you do, why you do it and how you do it. Those are better than referrals as far as a new patient goes. Well, whenever you're posting regular content that's going out to your community and attracting your ideal people, half that relationship is already there when those people come in. They feel like they know you - you just don't know them yet. These are much higher quality patients than your typical “Facebook lead” that comes in. The way we do that is by getting some solid content out there. We've been doing this strategy for seven or eight years. I actually even wrote a book about it called “Tribe of Patience.” We call it our perfect patient tribe turbine - when you do these weekly videos, you tell Facebook, anybody that watches a percentage of it, put them in a new audience. We want to continue to build that audience where, every time they turn around, there you are again. The issue is not everybody likes to do content. One of the strategies we've come up with is, how do we use AI to help with this? Go to ChatGPT and type in a prompt similar to this: I need a patient profile of a chiropractic patient (or if you're doing different niches in your practice, you can talk about that) and I want to know these five things: their pains, their problems, what do they want, what do they not want, and what have they tried before. That's going to give you an output that you will save. Then, submit this prompt to ChatGPT: I need 52 questions that this ideal patient would ask about my services. ChatGPT is going to give you 52 videos you get to do once a week for your community. You make reels and then tell ChatGPT this prompt: I need a 30-40 second dialogue for this question. Ideally, we’re going to put it in 11 labs, which allows you to professionally clone your voice. You should be doing B roll videos any chance you can. Three to five second clips of you doing all kinds of things. Then all you have to do is tell your team that this week is this video and next week is that video. They've already got all the scripts. They've already got all the voiceovers. All they have to do is put the voiceover over a couple of those videos and then you've got videos you can kick out once a week on all these different topics without you having to record every single week.”
23:41 – The process of building like and trust factors. “You can do it in Captions, CapCut, or any app on your phone or desktop that are extremely easy to use. The tool is not as important as the process because the tools are going to change, but that process right there is very simple. If someone's not coming to a chiropractor, but they have an idea they probably need to go, they're probably not going because it’s the unknown. They don't know what to expect. When you show them your office with the staff smiling and laughing, it starts to pull back that curtain a little bit, which helps build that like and trust factor.”
32:28 – What are AI Agents? “An AI agent is going to complete an outcome. If you look at all of the people on your team, you hire them because there's an outcome that you're hoping that they're going to help you produce. Agents help complete tasks. Last year, we started getting into AI for ChiroCandy. I started researching and learning all kinds of things, and I'm the founder of the company. Quick piece of advice: just because you can do something doesn't mean you should. Some of you are doing more than you need to - you should hire people to do some of the things you're spending time doing. I knew this because I've built businesses before. I didn't want to be the one building out all these tools. I want to find people to build these tools. I have a friend of mine from church that’s a business owner from Zimbabwe. He has one big business with six office and used to have a BPO that was shut down during COVID, but we wanted to start another one. We started talking through it and I asked him if he had thought about doing one to help with AI. He hadn’t but he started telling me about these developers that built CRMs for him that have computer science degrees. He reaches out to them, and sure enough, they had been studying AI. We end up having coffee a couple of more times and, next thing you know, we're sitting down with an attorney getting our LLC and everything's situated. We started this other company because I wanted somebody that I could hire to implement AI in our company. Now, we're also using that to help other businesses implement AI in their company. One of the tools we built searches all of TikTok to find the most viral videos, gives us the scripts and hooks, and then we put that in 11 labs and go through that process. That an idea of what an agent is.”
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