Latest / The STA Clinician Podcast / Ep224 ‘Social Media: Do Soft Tissue Therapists Really Need It?’ with guests Katie Bell & Daniel Lawrence

Transcript

Ep224 ‘Social Media: Do Soft Tissue Therapists Really Need It?’ with guests Katie Bell & Daniel Lawrence · The STA Clinician Podcast

0:00
You're listening to the Sports Therapy Association podcast, putting evidence
0:05
back into soft tissue therapy.
0:07
Music.
0:17
And we're live. Hey people, how are you doing? Welcome to the Sports Therapy Association podcast.
0:22
My name is Matt Phillips, creativeonechatlive.com. And as always,
0:25
this episode is being recorded live at eight o'clock on a Tuesday evening on
0:30
the Sports Therapy Association YouTube channel and Facebook page.
0:34
So tonight in episode 224, we bring you part two of our Focus on Business special,
0:41
bringing you expert guests who are sharing hugely important advice on how to
0:45
get the best out of you and your business, whether you work alone in a team
0:49
or indeed have your own team of healthcare professionals.
0:52
So very shortly, I'll be joined by Katie Bell, founder and CEO of Thrive health
0:56
and wellness business coaching and also Daniel Lawrence creator of the physio
1:00
channel on YouTube and European director of education for rock tape and together they'll be discussing.
1:05
Social media how much do soft tissue therapists really
1:09
need it first of all I'd like to welcome people who've
1:12
joined us live because if you are listening to the podcast and you like the idea
1:14
of coming live and asking questions directly to our
1:17
guests and that's what you have to do just come along at it on Tuesday and if
1:20
you do come in then I can bring your questions or your
1:23
comments or just your sharing of experience up onto our screen
1:26
for example cecily his slot with yo homies that's how
1:29
we kind of roll here on the sda podcast it's that
1:32
chilled and relaxed hey cecily thanks coming and nicky
1:35
mansfield says oi oi all the dialects here is very inclusive um here well here
1:39
we go and then we go to the other end of the spectrum we've got sir glenn murphy
1:42
so that's kind of how we are very inclusive i'm glad that works so well deborah
1:46
i'm not going to try and pronounce your last name because i will embarrass myself
1:49
slujimus how are you nice to see you deborah thanks a lot for joining us. Tracy Marsh is here.
1:55
Louise Aisha, I'm pretty sure I've got that right tonight, is in the house.
1:58
So other people are pouring through the door as we talk. So thanks very much
2:01
for joining us. Lovely to see people in the new year come to join us live.
2:05
It's so cool. If you can join us live, then please do it. I know some of you
2:08
are working and listening to podcasts and I appreciate you listening to it.
2:10
But if you can join us live, then come along. It's a great learning experience for everyone involved.
2:16
Right then. So before I bring up my guests for tonight, I have to give a huge
2:22
thank you to last week's guests who were in part one of our focus on business.
2:26
I had the pleasure of spending a wonderful hour with Joe Turner of mehab.co.uk
2:30
and Joanne Elphinstone, director of GEMS Movement, in an episode entitled Coaching
2:36
Skills for Clinicians, Secret Source or Empty Bandwagon.
2:40
Obviously not my words. I'm not such
2:42
an eloquent swordsman of the English language, but they certainly are.
2:45
And they have teamed up to launch a Coaching Unpeeled series of workshops this
2:50
May 2025, created specifically to translate coaching concepts into clinical practice.
2:57
It's a great episode available, as always, on all popular podcast apps and YouTube and the STA.co.uk.
3:03
And all details and tickets for that series of courses are available in the show notes.
3:11
Right then, I think that's everything done. Just welcoming other people who
3:13
have come through. Joan Marshall. Hi from Scotland. Hey, Joan.
3:16
Thanks for joining us from Scotland.
3:19
And yeah, we're going to crack on then. So tonight's episode,
3:22
feel free to ask questions. If you have joined us in the comments,
3:25
especially if it's your first time, don't worry.
3:26
All I'm going to do is share your question on the screen with the 2000 viewers
3:30
later on. So you don't have to worry about that.
3:31
But yeah, let's bring them up for social media. How much does soft tissue therapists really need it?
3:36
With my special guests, Katie Bell and Daniel Lawrence.
3:45
Katie ben and daniel lawrence how are you doing hello thank you there we go
3:49
that's that that's how we got it and you'll be able to differentiate as well
3:52
um who's who from that which would be great as well thanks so much for giving
3:54
out your time people really appreciate you joining us i know that you've had busy days,
3:59
Thanks for having us. No, I'm really looking forward to it. And I have since Therapy Expo.
4:05
And I love these episodes which are born out of something I didn't really plan.
4:08
It just happened where I was there being impressed by a number of people who
4:13
were listening to your presentation about social media at Therapy Expo.
4:16
And then, Daniel, you've been at Therapy Expo since before Therapy Expo started,
4:20
I think. So it was great to catch up with you as always there.
4:23
In fact, I think you started it. But yeah. And then suddenly this conversation
4:26
came about social media.
4:27
How much do we need it? And you've got, obviously, you're like champion of YouTube
4:31
with the physio channel, Daniel.
4:33
And Katie, you give such valuable advice as well about how much do we really
4:37
kind of need social media.
4:38
So bringing you together has made my year so far. It's one of them.
4:42
I'm very much looking forward to it.
4:45
So before we crack on with that, I can't get it out of my head.
4:49
There's an elephant in the room.
4:50
And that room is a book. And Katie, the book is yours.
4:53
And congratulations. Because today, well, let me hear it from your mouth.
4:57
Yeah. My listeners ears. Today, I have become a best-selling author.
5:01
So I know, I can't believe it. Yes, it's on the screen.
5:05
I have published a book called Thriving, and it's the simple and honest guide to growing your clinic.
5:10
So it's specifically for soft tissue therapists, physios, orthopaths,
5:15
those of you who are clinic owners, business owners, who maybe feel a little
5:19
bit lost in the world of growing your clinic and running your clinic.
5:23
And there's so many things to think about.
5:25
And so if any of you listen to my podcast already, you know that I try and lead
5:29
with a lot of value and give you real actionable tips.
5:32
So this book is that. It's here.
5:37
It's just everything you can possibly imagine. I'm going to talk about the clinic
5:41
success tree, Matt, aren't I, as we go along?
5:44
But before we can focus on marketing...
5:47
And doing all of Daniel's fabulous stuff that he's going to be able to teach
5:50
us and help us understand. We've got to have a good structure and foundations.
5:55
Otherwise, we can be very, very busy fools. And I'm sure lots of you feel that
6:00
sometimes, that we're on a hamster wheel and we don't quite know where we're
6:04
going and why we're doing it.
6:06
So, yeah, this book, I would love for you all to go and grab a copy of it.
6:10
It's going to really help transform your clinic and also your life.
6:14
Oh, wow. Gosh. that was i was
6:17
admiring your your your analogies of a
6:20
hamster wheel and a tree i want to hear a little bit more about and then
6:22
you finished on that just bombshell of it's gonna yeah transform
6:25
your life amazing tell me about the tree because i love i
6:28
love that analogy and and i've had a look at i haven't read the actual book
6:31
yet obviously i'm waiting for my signed copy but tell me about tell
6:33
me about the tree would have that represent things okay so
6:37
imagine a beautiful cherry blossom tree with
6:40
lots of gorgeous flowers on obviously in the uk british summer
6:43
that we've got every year you know the gorgeous weather that we're used
6:46
to and I want you to imagine that for most
6:49
clinic owners what we feel like we do because I am
6:52
also a clinic owner I'm a physio by trade so I still run
6:55
a big clinic is that we we try
6:57
and fix all the branches so we think we need to do more marketing and
7:01
Daniel's going to talk to us about YouTube okay maybe I need
7:03
to set up a YouTube channel because that might bring me some more bookings in
7:06
or maybe I need to change my clinic software and move from one to the other
7:10
or get some more team or all of these kind of top level things And so we end
7:15
up just kind of fixing these branches almost temporarily and having to go back
7:19
and re-fix them over and over and over again.
7:21
And we feel like we're just on this wheel of carnage really in your business.
7:25
But a lot of us do that without a real solid trunk.
7:29
Without that strategy and that plan and those values and that vision of where
7:34
this business needs to go to serve your life, because you are here to run a
7:38
business that serves your life, not a life that has to fit around your business,
7:42
which I know a lot of us feel like that.
7:44
And then there's also all of the roots, which is how we show up as a leader,
7:50
as a clinic owner, our personal performance, our mindset, our beliefs,
7:55
the things that are creating what our clinic looks like today.
7:59
And we've got to address those. We've got to look at our money mindset and our
8:02
confidence and our self-belief and our value to establish a great strategy and
8:07
a plan so that we can then fix the branches, but we can fix them in the order
8:11
that they need to be fixed in.
8:12
And that will then give you if we do that in
8:15
the order sort the routes put the strategy in place fix the
8:18
branches do daniel's fabulous stuff on youtube then we
8:21
will get the fruits and the fruits is time energy freedom and
8:25
money and that's about transforming your life great great analogy i only want
8:31
to read the book now that's great no lovely yeah yeah and it's available on
8:35
amazon now isn't it it's out fantastic or other places i don't want to pick
8:39
up amazon if there's something shady It is on Amazon now.
8:43
We are launching in Waterstones and various other places over the next few days.
8:47
So the paperback version is launched today. Kindle goes live tomorrow.
8:50
And then the audio version is in two weeks time.
8:54
Very exciting. Right then, people. Yeah. And I'd love the idea of having you
8:59
back on the show once that's been out for a little bit and getting some feedback.
9:02
Because I know you're very active and you'll be the person who's chasing feedback
9:06
more than anybody just to hear how it's helping people and that.
9:08
So we'll save that for another time. Now, just so, I mean, there's no way I
9:12
could make Daniel Lawrence, the Daniel Lawrence feeling significant,
9:15
but just so he's not sitting there feeling shadowed by today's launch of that book,
9:20
then let's just remind people with Daniel's contributions to the literary world that we live in.
9:27
So Daniel, did it all start with that? I mean, I was trying to work out when
9:31
the Physio Channel started.
9:32
Was it before the book, the first book came out?
9:36
Yes, of course. Well, firstly, I'm more than happy to be shadowed by Katie's release.
9:42
Fantastic. And congratulations again to Katie. But Matt, you've put this on
9:46
the screen now, which looks a bit like I've written a book too.
9:51
No, it's not that. No, it is not. I mean, I've got it up.
9:54
On the screen, you've got your own author page. It's like Daniel Lawrence about the author.
9:59
I mean, it is Lee Child. Come on. It's what's happening.
10:02
But yeah, a lot of our listeners, I'm sure, and right in the comments as well,
10:05
you're probably familiar with the practitioner's guide to clinical cupping exercise
10:09
for pain reels i've heard podcasts regarding about that i think you're on the
10:13
massage collective podcast and marie and co and then you've got the lower limb tendinopathy,
10:18
so how did you start off they go back a few years don't they when you first did them,
10:23
Yes, I believe The Lower Limb was published in January 2018.
10:28
And then the other two were published quite close together around about 2020 to 2022.
10:35
There were some delays and changes with the books that I was publishing around that time.
10:40
Like many of your listeners i'm hugely passionate
10:43
about what we do working with the human body manual therapy
10:46
exercise rehabilitation and pain relief and i've been around for a wee while
10:52
now so as a result of that i've been writing and you know creating videos and
10:57
the physio channel and things like that and continue to do so so my my interests
11:03
are are very broad in in our profession,
11:07
and most recently i've been looking at you know
11:10
youtube how that works and and the world of
11:12
digital marketing as well from a physiotherapy perspective
11:16
so look forward to talking a bit about that this evening and hopefully answering
11:21
some questions from the listeners as well amazing i just want to add because
11:26
i do get hate mail and not that often but the thing which really increases the
11:31
hate mail is where is where i have like two physios on the sports therapy association
11:34
podcast at the same time.
11:36
It's like, I'm waiting for it to happen now. But I should point out that,
11:40
like all the physios and chiros and podiatrists and allied health professionals
11:44
have on the show, they're a great example, and you two are no exception,
11:49
of, yes, they've got a physiotherapy qualification, certification in that.
11:53
But if you look at their websites, you'll see they're so inclusive and the stuff
11:56
they're talking about. I'll give you examples. For example, I think I brought some up here.
12:01
For people in YouTube, you can see this. If you listen to the podcast,
12:04
then pause, pop up to YouTube, have a look at the slide, and then come back again.
12:07
But on the front of katie's website here
12:10
it makes it quite clear transforming business coaching for therapists
12:14
there's stuff there for chiros podiatrists it's you're
12:17
a health care professional you are a therapist there's there's
12:20
none of that stuff which a lot i know a lot of sports massage therapists
12:23
sports therapists worry about that elitist thing yeah there's
12:26
some dodgy physios who put us down out there but there's dodgy in everybody
12:28
there's dodgy massage therapists as well who slag off
12:32
other people so it's but the people i have on the show they may well
12:34
be physios but don't worry they're the good ones yeah
12:38
they're the nice ones i know and daniel as
12:41
well you look at daniel's youtube page and you'll see
12:43
straight away i mean look at that how can a how can a dinosaur physio write
12:47
a book on cupping come on now i mean that's our territory if anything daniel
12:51
is more sports therapist or massage therapist than you guys are so i mean yeah
12:56
so let's not hate mail please don't send it in please let's relax about that
13:00
so there we go right Right.
13:02
Angelica says, congratulations, Katie, becoming a number one bestselling author.
13:06
There we go. And Sabrina is a little bit late, but don't worry,
13:10
Sabrina. I understand. You have things to do.
13:12
Right. Let's crack on with tonight's episode, then, shall we?
13:16
Social media. How much do soft tissue therapists really need it?
13:20
I've changed that title a few times, depending how many characters I had available.
13:23
But I think people will get the idea.
13:27
Katie, you, like I said, back at Therapy Expo in November,
13:32
your presentation was had become fully booked without social media,
13:36
which kind of suggests just to get the ball rolling, that maybe therapists use
13:41
social media too much. You're sitting on that side of the fence.
13:44
I'm not necessarily sitting on that side of the fence that they use it too much.
13:47
I think often therapists sit in different categories. So they sit in the.
13:53
I'm using it because it's a thing that I think I should be doing because that's
13:58
what everybody says we should be doing to build a business, but I'm not using it consistently.
14:04
I don't really have a strategy. I just post when I have a minute between clients.
14:09
I don't really know what I'm posting, why I'm posting.
14:11
And I'm also not tracking any of it. So I don't really know if it's working for me or not.
14:16
So it just becomes another thing on the to-do list for people.
14:20
So I think you've got that camp of people that are like doing it,
14:24
but they're not really in love with it because they don't really know if it's
14:27
working for them or not. And it's a time pull.
14:30
And then you've got the category that there was a lot of people at Therapy Expo
14:33
that raised the hand that when I asked this question was that,
14:36
you know, when you think about posting on social media and selling your soul
14:40
on social media, because that's what a lot of people still feel like that they're having to do.
14:45
Maybe slightly older people like me we sometimes
14:48
think oh god really do i have to do this to have to sell my soul when the younger
14:51
ones think it's wonderful and fabulous there was a lot of people that said i
14:56
just don't want to do it i don't want to have to do social media to get to get
15:00
people in my clinic like that's not what i don't want to put my face out there
15:04
i don't want to be on video
15:05
so i kind of think we've we've got to almost two camps of people hating it and
15:12
people deciding that they need to get on board with it, but don't really know if they're doing it.
15:16
And then maybe the third camp, which is Dan's camp, loves it,
15:19
working really well for his business. And he's got a strategy and he knows how
15:23
to do it because he's skilled in that area.
15:26
So I maybe think it sits in kind of those three different categories for camps.
15:32
Okay, great. We'll come back to that. Daniel, are you skilled at it?
15:37
Have you mastered it? Can anyone do it? Is it just a question of skills or?
15:41
Yes anyone can do it there are various ways of
15:44
creating a successful youtube channel and i
15:47
can speak a bit about that but i think perhaps i'd like
15:50
to start by saying i i'm not
15:53
massively keen on social media and i
15:55
was sort of forced into it through my work
15:59
with rock take and with education and with its necessity
16:02
for marketing but i'm not a big fan of social
16:05
media and i have to pose the
16:09
argument that youtube is potentially not
16:13
social media or it is very unique amongst
16:16
the other social media platforms so there's a
16:19
lot of social media platforms some recent training i did there was supposedly
16:24
around 100 different platforms all around the world ones we've heard of and
16:27
ones in china that we may not have heard of for example so there's a lot of
16:30
platforms out there youtube is unique amongst those platforms in the way it works.
16:37
So some of your listeners may not know these facts, so I'll share them.
16:42
YouTube is the second biggest search engine after Google, and YouTube is owned
16:47
by Google, so they're kind of the same thing.
16:50
People rarely go onto Instagram or TikTok to search for a solution to a problem.
16:57
Their algorithms tend to work differently they're more
17:00
how should we put it they're more newsfeed algorithms so you put something on
17:04
on instagram and it pops into the newsfeed maybe people see it a very small
17:08
percentage of your actual uh you know followers will actually see your posts
17:12
unless you pay money to push them out and then that will disappear and it'll
17:16
be forgotten about very quickly with youtube it's different.
17:20
Is if there's a health creator, you create a helpful video that can help somebody with a problem.
17:27
Let's say it's a solution to persistent ankle pain, for example.
17:31
That video goes into YouTube and people aren't going to suddenly jump on it.
17:36
There's no reason for everybody, oh, brilliant.
17:38
Dan's released a video on the ankle. Let's all watch it. Even though we've got
17:41
no ankle pain, that wouldn't make sense.
17:43
But people then go to YouTube and they start to look for a solution to the problem,
17:47
how to deal with ankle pain, physio exercises for ankle pain,
17:50
how to take to do this how and they search
17:53
and then youtube serves them up the
17:56
results now the trick is to get your video to
17:59
come up in those results that's where you get a
18:01
view on the screen or in an impression from the impression you then need to
18:06
get somebody to click on your title your thumbnail which is like a an album
18:10
cover if you will and that's when you get a click through so that's your click
18:13
through rate and then you need to get people to stay with you and watch your video.
18:19
And they'll do that if they feel that you're going to give them the information
18:23
they want quickly and succinctly, and that this is a video that's going to help them.
18:29
So if you get that impression from the first 30 seconds, then you've got effectively a view.
18:35
And then once you've got a view, the next metric to be concerned with is your retention.
18:40
And that's, of course, how long people watch your video for.
18:43
If you get a good retention rate, which means people are finding your
18:46
video clicking on your video watching your video and continuing
18:49
to watch your video then that signals to
18:52
youtube that hey this is a good video so next time
18:55
people search for this ankle solution let's put
18:58
this video forward let's put this video higher up the rankings
19:02
and the beauty of youtube is in five
19:05
years time somebody could go on and ask that question why
19:08
wouldn't they people are going to have ankle pain well into the
19:11
into the future and and maybe forever ever
19:14
i don't know what ai is going to bring that means in
19:17
five years time your video could be performing just as well as it
19:20
did a few months after you first posted it
19:23
so therefore the content is is is evergreen and
19:26
therefore the creation of it is very much an investment for
19:30
you and an investment for your business but there's a potential for youtube
19:34
to actually be your business or to have its own energy and its own sort of business
19:39
entity because it will generate income for you after you've created enough quality content,
19:47
people can keep coming back to it like a library and finding solutions to their problems.
19:55
And for that reason, I see it as very different from a Twitter or X,
19:59
for example, where you just jump on there and argue with somebody for a while
20:03
and then go off again and jump on
20:05
again and argue with somebody else about something completely different.
20:08
That doesn't seem to be helping people and it doesn't seem to be much investment there.
20:13
So YouTube often gets lost and left behind because people are more excited by
20:18
the more immediate Instagrams and Xs and things popping up on Facebook.
20:22
But YouTube, as a marathon, as a slow game, often gets overlooked.
20:27
And I would really like to show people the potential that's there for it.
20:32
Very good. He's good, isn't he, Katie? He's good. He's tough, isn't he?
20:36
Very nice stuff. yeah no it's
20:39
great it's it's it's why for example we started off
20:42
doing this podcast on facebook and then i remember researching a
20:45
bit and seeing the same thing facebook's got no shelf life and everybody
20:48
who's putting things on facebook have to realize it's like holding up a bit
20:51
of paper and then just letting it flow away in the wind no one's going to see
20:53
it again whereas youtube owned by google comes up in the search results and
20:58
it's going to have a higher shelf life so yeah makes total sense and hopefully
21:01
people in the live lounge hopefully that stimulated some discussion So don't
21:05
forget to ask questions if you're not sure about that.
21:08
So, yeah, Katie, you are involved in YouTube. You've got a YouTube channel.
21:13
And is that going to be – I mean, obviously, this is something we've got to get to in a second.
21:17
What helps you guys in your business of reaching the masses?
21:21
I mean, you're both working physios as well, and you need to get people in clinic.
21:25
Do you see YouTube as part of your clinic in helping people get through the door?
21:30
So if I take it from a clinical perspective,
21:35
we don't and Daniel can maybe might be able to persuade me otherwise tonight
21:39
we don't use YouTube our YouTube channel, we have a YouTube channel we have
21:45
lots of videos on there but we don't use it as a lead to generate leads.
21:50
Now rightly or wrongly Daniel's going to be able to tell me that there's a lot
21:55
of scope there and a lot of potential but,
21:58
It's okay to say that it works.
22:02
You know, strategies work. You've got to work the strategy until it works,
22:05
but you can't just pick it up, as Daniel said,
22:09
throw some videos at it, and then hope that it's going to miraculously bring
22:14
you leads and bookings, I'm not bothered about your leads, but your bookings into your clinic.
22:19
I think for us, it's not a strategy that we use, but it's not to say that it's
22:24
not a strategy that we could use if we were wanting to diversify how we create,
22:30
you know, people being aware of our clinic.
22:33
So, Dan, you can get in the red corner, as we decided before we came on the
22:38
blue corner, and we can have a discussion around this.
22:42
But I think it's really, really important for any clinic owners,
22:45
business owners listening to this, is that as long as we have a plan and a marketing
22:51
plan, and we are tracking what's working,
22:54
then we can make the right decision as to where we put our energy and our time.
22:58
Because every clinic owner I get on a call with, I have the pleasure of talking
23:02
to, none of them have any time.
23:04
They have no time. They're usually the lead clinician in their business,
23:08
or they've got, you know, they're
23:09
in a position where they've got team and they're managing team now.
23:12
And not often do they have a marketing team or a marketing consultant.
23:16
They're trying to do it all themselves so I
23:19
think it's really important that they decide what
23:22
they love what really lights them up and
23:25
Dan I know you got into it you almost forced in
23:29
into into doing it and and I guess in Thrive I'm forced to do a lot of stuff
23:33
that I probably wouldn't have done given the choice but it's the nature of running
23:37
an online business and being very visible but particularly in your clinic you
23:40
you you have to come I think with you have to like it you have to.
23:46
Have some kind of passion behind it and want to do it.
23:50
Otherwise, it will just become another thing that you think you should be doing.
23:53
There's only to-do list that overwhelms you, confuses you, and you then don't
23:58
see the results that Dan perhaps sees when he's doing it.
24:02
You know, in the same way that you wouldn't cut your own hair because you can't
24:06
see the back of your head, you, I really, really think you need to,
24:10
if you're going to go down a route like this, you need to ask an expert.
24:14
You know, I wasn't trained on how to use YouTube in my physio degree.
24:18
I wasn't even a second of business advice.
24:21
So it's about thinking who is out there that could help me to even just get me started.
24:27
Dan's got a fabulous new program releasing this year that he's going to tell us about.
24:31
But investing in that will allow you to decide or to get better results,
24:38
I guess, from your efforts and your energy rather than just picking at this
24:42
and that and the other and trying to do it all because you don't need to do it all.
24:45
I run a very big, successful clinic and I don't have a YouTube channel.
24:49
It's not to say it wouldn't work.
24:51
It's just not one of our lead strategies right now. So hopefully that kind of
24:56
answers that question, Matt.
24:58
Oh, definitely. No, there's loads in there which we can unpick.
25:00
It's perfect. It's exactly how, as I mentioned, this conversation was going
25:02
to go in my mind. Brilliant.
25:04
So Daniel, what I'm interested in, and it's coming out of Katie's comments on that, is how.
25:09
For somebody who wants to get because yeah let's concentrate
25:12
on somebody who wants more footfall more people ringing up the
25:15
clinic and booking in appointments because there's also engagement and
25:18
looking after people already know you and building a trustworthy brand
25:21
and i can kind of see that with youtube because it's straight
25:24
away if youtube you've got 5 000 followers people are going to see i
25:27
think wow this guy knows his stuff even if you paid for them it's still
25:29
what people do in order for to big yourself up and even if you're faking it
25:34
till you make it but how can youtube actually you get people through the door
25:38
if to book appointments yes of course well i want to try and explain something
25:44
that i don't know if i'm very good at explaining so i'll try it.
25:49
Katie and matt you might edit to help me here with
25:52
some analogies for example so if you
25:55
create some good content that helps people that
25:58
will be a lead generator for you whether you
26:01
put it on you know instagram facebook youtube or
26:04
of course put the video on all three why not if you
26:07
then pay to promote that and you put in the right metrics
26:10
so that it the right targeting so that it targets you
26:13
know your local area then you know
26:16
that will that will work as a lead magnet and and i
26:19
helped somebody recently with some youtube strategy and
26:23
they got a video they put it up in a local facebook
26:26
group and they straight away had three clients and
26:29
they made around 300 pounds off this video so
26:32
they didn't get that many views but they did get that
26:35
many clients and and they did get that income so
26:37
that idea is is is somewhat
26:40
straightforward there's different levels to it but it but it's quite um it's
26:43
quite take up the thing that i struggle to understand is people think that you're
26:49
putting out youtube videos to you know show your value to show your skills in
26:55
the hope that you're going to have something come back from that that you're going to have to,
26:59
business come back to you that people are going to book in and come to your
27:02
clinic. People think that you're creating YouTube videos as a lead magnet,
27:07
as a way of marketing your services, and you will make more money if people
27:10
come to see you because they saw one of your video.
27:13
But that's not what I'm trying to explain.
27:17
I'm suggesting that you create videos that can help people.
27:22
Those videos continue to be watched and you can then get paid directly by YouTube.
27:29
And that income can become, in some form, a passive form of income that you
27:36
can add to your business as a separate income stream.
27:41
So a lot of my videos, they're watched all around the world.
27:45
India is the biggest viewership of YouTube with about near 500 million viewers.
27:52
Closely followed by America, which is about 50% less than that.
27:56
It's not close to the followed at all. and then the uk my channel
28:00
is about seven percent and the uk obviously makes
28:02
up a smaller viewership of overall youtube videos now
28:06
a long time ago my channel was able to be
28:09
monetized and by the way if you want to be monetized on
28:12
youtube you need a thousand subscribers and
28:15
four thousand watch hours over 12 months and
28:19
like if you start making good videos and get them
28:21
out there you'll reach that target it's fairly easy to
28:24
achieve with some consistency you can then join
28:27
youtube's partner program people pay to market
28:30
on youtube you'll see the adverts that pop up during youtube
28:33
videos what a lot of people don't know is that youtube
28:36
will pay you 55 of the
28:39
advertising revenue for those adverts so when
28:42
people pay to advertise on youtube they share it with the
28:45
people who created the videos whether it's you know
28:48
myself or mr beast or whoever else
28:52
on on youtube when you say mr beast you're referring to john
28:54
gibbons or oh no the other one sorry i'm
28:57
got confused yeah yeah sorry i was thinking of her no the
29:00
other one is like sorry yeah
29:04
he's he's on netflix now as well he's kind of taken over taken
29:07
over america by it by youtube uh he
29:10
talks a lot about youtube strategy and everything but obviously his
29:13
his game is is considerably different and bigger
29:16
than mine and any any other health health creators
29:19
but yeah they said share 55 percent of advertising revenue
29:22
and you know it's not like you have to send them a complicated form you.
29:25
Just join that partnership program you have a youtube partner you
29:28
go about creating your content people watch it for free they benefit from it.
29:33
Youtube shares the advertising revenue with you so it's it's a separate standalone
29:37
business model you don't have to put out content there hoping that you know
29:42
somebody's going to travel from america or from india to you know to come to
29:46
your come to your clinic.
29:47
Of course, it's also a wonderful way to do that lead generation,
29:51
but it's so much bigger than that, so much broader than that, and a very different.
29:56
Approach, a very different strategy, a very different business plan.
30:00
And as I've said, I think a lot of people don't realize the potential that's there.
30:06
In fact, we talked about physios and elitism and so on.
30:11
I think if you're some form of an elite practitioner with a PhD.
30:15
That's actually going to be less helpful for you
30:18
on YouTube in many senses because I've made
30:21
a few videos that were for academic videos
30:24
for my students using a few long medical words and i didn't
30:27
really get much hate on youtube until i start talking too
30:30
too medical and too you know too academic people really
30:34
don't like that because it alienates them it.
30:36
Doesn't help them with their with their problem so you
30:40
know being able to help people in a down-to-earth way and
30:43
communicate clearly is is really one of the key skills on
30:47
youtube very interesting i didn't
30:50
think that was yeah i didn't know that was think that was coming so yeah
30:53
you're thinking it's a wasted because a lot of therapists are
30:56
complaining they have this business model and we've talked about this on the show before
30:59
where you're only making money when you've got a client in front of you and
31:02
that's that doesn't go on forever you can only see so many people during the
31:05
day then suddenly you burn out because you're only making money
31:08
when people are there and we've talked about this on the show before with the
31:10
idea of looking after people via apps and
31:13
things and making money whilst you're not seeing somebody which is great
31:16
it's all very ethical and you help that person even more because that
31:19
person needs help when they're not with you as well as when they're on the couch sort
31:22
of thing but you're saying that this is a undervalued and
31:25
not nearly enough used form of income for the therapist
31:27
who's got the knowledge they've just got to show people
31:31
it and and and make a an income
31:34
from it that way which kind of suggests that is that
31:37
right yeah is that what you're saying yeah absolutely you
31:40
get your income directly from youtube you don't
31:43
have to attract people to your business you don't have to sell anything.
31:46
Youtube does the selling for you it sells the
31:49
marketing nothing connected to you
31:52
and then the marketing around your videos they share that
31:54
revenue with you that that revenue you know can be significant after after a
32:01
few years of putting in the work but there's there's more to it than that i
32:04
don't want people to think that like it is a way of generating passive income
32:07
and it is a way of you know of making money when you're not working.
32:11
Absolutely. It's definitely that.
32:13
But it's also another way of reaching more people and helping more people.
32:18
I don't know how people felt during the lockdown times, but as a physio,
32:21
I felt very frustrated because I was not able to help people.
32:24
I knew they needed help. I even had,
32:29
when I was doing NHS work, because they couldn't get the help.
32:33
So it was a way of getting the information out there and helping people all
32:38
around the world, because a lot of people don't have access to healthcare.
32:42
Even in this country, a lot of people don't have timely, decent access to healthcare.
32:48
And that's, of course, why the private sector is booming. But of course,
32:51
some people can't afford that.
32:52
And in some countries, it's not impossible to
32:56
get decent healthcare advice you can create that
32:58
advice and put it out there for whoever needs
33:01
it and the more people that benefit from it the more you
33:05
know you'll benefit from it financially but then
33:08
that means you've got more time to invest in in creating more content as you
33:13
move forward so there is a you know that there is a health care element to it
33:17
there's a sort of altruistic helping people element to it and that that's one
33:21
of the really nice things about creating in that place.
33:27
Katie keen to hear your thoughts okay so
33:30
my thoughts are I think that was a fabulous explanation
33:34
Dan you did a great job of explaining it and I think what our clinical owners
33:39
need to kind of I guess hear from this is that if you were thinking about my
33:44
book this is a two separate clinic success trees almost it's like we could have
33:50
them linked in some way but this is a you have your clinic,
33:53
Matt, you just said, you know, you might be seeing patients,
33:55
treating them on the couch, doing the day-to-day, but you're feeling like there's
33:59
going to be an end to this, or I can only earn when I've got somebody in front of me.
34:03
Now, obviously you've got opportunity to grow your clinic.
34:06
You've got opportunities to bring team in and different ways of diversifying your income.
34:12
But for somebody who perhaps is thinking, actually, this for me could be.
34:18
Something that I would really love to do I'm really passionate about I've
34:21
got a lot of advice to give and I maybe Dan
34:24
I guess want to hear your comments here do they need to love being
34:27
on video because a lot of people don't and that gets in
34:30
people's way a lot that that will be the one of the biggest barriers that they
34:34
don't you know imposter syndrome that they don't feel like they know enough
34:37
and and they do you know we've got amazing clinicians out there so this sits
34:42
in almost its own business model and its own strategy that needs to supplement your own clinic.
34:49
But I would always advise if I've got a clinic owner saying, I want to go into this,
34:55
I'd like to make sure that their bread and butter and the thing that is providing
34:58
them with their income right now is as solid as it possibly can be,
35:02
because there's an element of you're going to have to put time into this other strategy.
35:07
And we might be in a position where you have to reduce your income if you're
35:11
the main fee earner to allow yourself to go and run with this idea so it's it's again it's.
35:18
Knowing that this is a way of diversifying your income, Dan,
35:21
I think is really amazing because it's an overlooked way of doing it with clinicians
35:27
who already have got the knowledge, they've got the skills.
35:30
It's just about them being more visible and then being paid for being more visible.
35:34
But I think, again, I know I'm just sounding like I'm saying the same thing
35:39
here, but they need to be strategic about it.
35:42
If you're going to take this idea, you have to come up with a business plan.
35:45
You have to decide what that's going to look like.
35:48
You have to think about what your vision is going to be, who you want to serve.
35:51
I would say that you can't just be everything to everybody. But Dan,
35:55
please correct me if I'm wrong in terms of YouTube.
35:58
You know, I'm very much if you everything to everybody, nothing to nobody.
36:02
Is that the same on YouTube when you're trying to present advice or,
36:06
you know, knowledge or recommendations? Would you pick an ideal client?
36:10
Would you focus on an area, you know, whether that's women's health or musculoskeletal?
36:16
Can you do that? Or would you advise, Dan, that they could put anything out
36:21
there because anybody could see it? Yes, yes. Okay, great, Katie.
36:26
So where do I start? Well, one of the things for my YouTube journey that I found
36:32
really helpful and still is really helpful is the professional development and CPD.
36:39
I hope that the Physio Society one day asks me for the CPD review because I
36:44
will just simply send them the link to my channel because it's all there ready
36:47
to go. That's what it was is all about in the long run.
36:50
Whenever you create a video on a topic, you have to research that topic and.
36:57
I spent some time with some GPs at Health Creator Summit at YouTube HQ in London.
37:04
There was other health creators there as well, working in dietetics and clinical psychology and so on.
37:11
And they said to the GPs in particular that when they do a video on a topic
37:16
for their patients, they research that before they actually present the video.
37:20
Even though they know what they're talking about, they just want to make sure
37:23
that they are absolutely certain and that there's no extra bits of information
37:27
that they could also present in the video.
37:30
So when I'm presenting a video, before I'm presenting it, I am researching,
37:34
I am learning, and I am preparing.
37:36
So it's a wonderful way of continually working on your own CPD because you're
37:43
constantly studying in order to then put that into a video.
37:46
And all of the time it takes to record it and edit it, that's a revision.
37:50
And then it's there packaged up in a video so that You can refer back to it
37:54
at any point in the future if you want to remember that test or that treatment
37:58
technique that you looked at 12 months ago.
38:00
It's there in a short video, and you can find that bit and look at the test
38:04
that you want to remember.
38:06
So I found that wonderfully helpful.
38:08
I've forgotten very little since I started because I've literally recorded it
38:14
all into the YouTube channel videos.
38:17
Then your question about specializing or niching. A lot of general YouTube experts
38:25
or consultants would talk about having a niche and focusing on something.
38:30
And I do agree with that to an extent.
38:35
I remember watching during the lockdowns, and we were all watching too much
38:39
YouTube, there was a guy who started a channel about, you'll like this one,
38:42
Matt, about cars and running.
38:45
He started a channel about cars and running, and then he just started talking
38:50
about, you know, COVID research.
38:52
And his channel then became about him reading COVID research,
38:55
which was he got quite a lot of views and picked up quite a lot of subscribers.
38:58
But it was all rather random and obviously didn't really make sense.
39:03
From a physical therapy or sports therapy point of view, I think you've probably,
39:08
you know, people have already got their niche.
39:10
You wouldn't want to put on your your niece's birthday
39:13
party video onto your onto your channel that's
39:16
giving people advice on stretching i think that's what a
39:19
lot of experts would say is you know not niching and
39:22
rather rather random but also i think it's important
39:25
to have one a bit of experimentation so you try different
39:28
videos look at different topics see what you
39:31
enjoy what you get on well with but then also see what gets
39:34
picked up well by the algorithm like basically what
39:37
people are searching for and you may then find some pockets
39:40
where people want more information or want to know more about
39:43
certain things and it's also
39:46
it's like it's your channel and it's
39:49
creative so it's absolutely fine to
39:52
to try new things and to experiment and
39:56
you know to push yourself and to push your own professional
39:59
development as well and i'm still
40:02
doing that on my channel i i'm avoiding niching down
40:05
too much because i'm interested in so much that it
40:08
would not be such a good experience for me if i was to just focus on tendons
40:13
for example um i would soon run out of steam for that so i'm always looking
40:18
at and exploring new areas to you know to create videos so i don't get too stayed
40:24
or too focused on one particular thing um.
40:28
Did that answer your question, Katie? Yeah, yeah.
40:31
And I think that's, I guess I'm coming at it from like this marketing head,
40:37
which is, you know, you've got to specialise, you've got a niche,
40:39
you've got to talk to somebody.
40:42
But I hear what you're saying, Dan, about you've also got to not fall out of love with it.
40:46
And you've got to, I guess you're going to be interested in the topics that
40:49
you're talking about because you've got to do a lot of research,
40:51
which I totally didn't think about. I would have, typical me,
40:55
I'd have just thought, oh, I'll just grab my camera and just start filming something
40:58
about something that I think I know a little bit about.
41:00
And I think it's great that you said it does take that preparation work and
41:04
really making sure that I think one of the things that hold clinic owners or,
41:09
you know, soft tissue therapists back is imposter syndrome.
41:13
It shouts really loudly for a lot of us and and we
41:16
are the fear of being called out by somebody who
41:19
we shall not name on on this platform that tells us
41:22
we're we're saying the wrong thing or we
41:25
you know promoted something that's that's not research-based or
41:28
evidence-based i think that that stops people in the tracks dan would you agree
41:32
yes people are concerned about imposter syndrome people are concerned about
41:37
getting hate messages come through i've based on the views i've I've had literally
41:41
a handful of hate messages and I don't know where they come from.
41:45
I do hope whenever I meet these people, perhaps it's my neighbour.
41:51
So if you create a video that's saying you create one on how to manage shoulder
41:56
pain and the videos stay five minutes long and you're going to talk about what
41:59
could cause shoulder pain and some simple exercises and movements to help reduce shoulder pain.
42:05
If somebody is the sort of person that's going to be a troll and send you hate
42:08
mail, they're not going to sit there and watch your video for five minutes.
42:13
You know, they're not going to invest that much time in watching your video
42:17
and then send you like hateful messages. is that those two things just don't correlate.
42:24
So I think people need to worry less about that.
42:28
People will give you feedback, which could be helpful. I've had some videos
42:32
that I put a lot of time into, and people will just write to me and go,
42:37
stop talking and get on with it.
42:38
And it's like, okay, perhaps next time I'll try and talk a bit less and get on with it.
42:45
So people do give you this feedback, which can be semi-constructive
42:49
and can be can be helpful but these are the things that
42:52
i've learned and that i go through you know when i
42:55
help people when i do when i'll do my training with people is to let
42:58
them know how to create a video because like you say katie you
43:01
can't really just put a camera in front of yourself and start talking about
43:05
something that you know you can and that could be good practice for you but
43:08
that's not the best way to go about creating a youtube video for one reason
43:14
it can be a bit stressful as well because you're suddenly there thinking What
43:17
were they going to say? Oh, I shouldn't have said that.
43:19
So if you plan and have some form of script for your videos,
43:24
then it makes it a lot less stressful for you to fill.
43:27
And if it's less stressful to film, it's therefore easier to edit and just makes
43:32
the whole experience much nicer for you as well.
43:36
Right. I've got a question. So I'm going to jump in there because somehow it's already 10 to 9.
43:41
It's kind of it's all involved in this and it pulls in the other.
43:45
I like the way you separate YouTube from the other kind of from social media
43:50
because there are definitely differences.
43:52
But what about I think also we should mention in terms of engagement,
43:56
in terms of looking after people who you've already made contact with,
44:00
maybe even retention and for your followers spreading your good word and sharing stuff.
44:06
Is that where something like, I mean, I'm not a fan of Facebook,
44:10
but I think for engagement and groups and looking after people who already you've
44:15
got them through the door for looking after and keeping them,
44:17
then that's where Facebook maybe could shine more than YouTube because it is
44:20
more of a personal thing. You can make private groups and things.
44:23
Is that something where YouTube maybe doesn't quite serve as well and we have
44:27
to kind of pick what our goal is to what type of social media we're going to use?
44:32
Yes yeah i think you can definitely transfer people
44:35
across from youtube to to group
44:38
settings such as facebook groups for example so
44:42
on youtube you've got the the kind of main videos
44:45
that everybody knows you've got youtube shorts which have
44:48
come out now which are just obviously shorter videos or
44:51
they have made them longer in a different format you've got the
44:53
youtube community where you can post pictures and you
44:57
know polls or questions and that sort of thing but that
44:59
still doesn't quite worked like a like a
45:02
facebook community community group would yeah transferring
45:06
people across from one platform to the other it's interesting because
45:09
that i've got you know a good amount of subscribers out 85 or 86 000 getting
45:15
to 100 000 soon but only like less than 10 of my viewers are actual subscribers
45:23
so a lot of people aren't actually subscribing to the.
45:28
The community people comment on a video and
45:32
there's a community that will build based on a video because people
45:35
say well i had this and i took this and then this
45:38
happened and someone else will say well i went to see the doctor and he said this
45:40
and blah blah blah they have that they have their own independent conversation off
45:44
the back of the video so that happens and that's that's definitely a form of
45:48
community a lot of the videos get shared on whatsapp groups as well i don't
45:52
know where but i can just tell from my own metrics that they get shared on whatsapp
45:56
groups so that's that's very interesting i can't imagine you know how many of
46:01
these groups and people are sharing the videos,
46:04
so yeah it's and the other thing i was going to say
46:06
is when i create a new video it's not
46:09
going to be immediately interesting to my subscribers
46:13
because they may not have the problem
46:16
that i'm doing the video about people tend to come to oh
46:18
i'll go to the physio channel i know lots of therapists hopefully viewers tonight
46:23
use the channel i'll go and look up that test or i'll quickly look at some things
46:28
i can share with my how to explain pain to patients for example that they can
46:33
share with their with their clients so there's that form of community where it's where.
46:39
But yeah, linking up with other platforms might absolutely make sense.
46:43
I just noticed in the questions that Nikki asked the question about,
46:46
have you got control of the adverts that YouTube puts around your video?
46:49
Quick answer to that is, as unfortunately, no, you don't.
46:52
YouTube should have some form of quality control, but you don't have a control
46:57
of which adverts work around your videos, unfortunately, which can sometimes
47:03
be a problem for some people.
47:04
I've never experienced it as a problem. Thank you.
47:09
Great. Good question, Nicky. Katie, we've talked quite extensively about how
47:15
you can use YouTube, how you can use Facebook, and I'm sure there's arguments
47:19
for using Instagram as well for the visual people.
47:21
Is there an overarching kind of danger? I think you've already alluded to this,
47:26
but as part of the trunk you discuss of the tree,
47:30
things like going down to your local running club, handing out leaflets,
47:34
getting to know the people in your community rather than digitally face-to-face stuff.
47:38
That can all there's a danger that being eclipsed isn't there
47:41
by you whilst you're on your phone recording videos and speaking to people
47:44
and that is that is that a big danger in your experience of
47:46
speaking with therapists they're forgetting about this real life contact yeah
47:50
it that really really great observation that and i guess question one of the
47:55
biggest challenges that or when i talk about their marketing strategy on a discovery
48:01
call i'm trying to learn about their business and why they may be struggling
48:04
to get people through the door or what's going on for them,
48:07
I talk about their offline marketing strategy and it's usually nothing.
48:11
You know, I have my clinic, I have a sign outside and kind of that's all I've done.
48:16
And because quite rightly, Google, Google ads, very effective in a lot of people's
48:20
clinics, you know, perhaps using YouTube might be something people are going to move towards.
48:25
Maybe posting on Facebook and Instagram. I don't honestly believe,
48:29
I don't think I've ever met a clinic owner that is using that in a way that is bringing them very.
48:36
Consistent lead generation and bookings into their clinic.
48:40
So we've kind of gone mad in the digital world, which is great.
48:45
And a lot of it is working for people.
48:47
But I had a situation, I was away last year, this is in my clinic,
48:51
and my website went down for three days, which meant my Google Ads budget that was being spent,
48:58
which is fairly significant in a month, there was nowhere for people to land
49:02
and go to, and it was a complete disaster.
49:04
Now, had we not had an offline marketing strategy that
49:08
could have been had a devastating effect on our clinic because we
49:10
could have had all of our eggs in one basket so I
49:13
think for clinic owners it's really important that they have a variety
49:17
like a multi-layered visibility strategy really they've
49:20
got different things working for them I call it like
49:23
turning the taps on and off whenever you need things but
49:26
you are you are a bricks and in the
49:28
main a bricks and mortar clinic that exists within a community and
49:32
your job is to create community within that community that that needs you and
49:37
would be devastated if they turned up at your clinic and there was a sign that
49:40
said unfortunately they're no longer trading like I say to my team all the time
49:44
we have to make sure that if if we close tomorrow we we would leave a massive
49:50
hole in people's diaries.
49:52
And in people's lives, because we have a community, we've created a community
49:55
that exists within a community.
49:57
So I think there's so much value in collaborating with local businesses,
50:03
with finding out where your people are.
50:06
You know, we have a women's health team within my clinic, and we work very specifically
50:12
with people who've had babies.
50:14
So where are those people hanging out in Sheffield?
50:16
Where are the new mums? What groups are they going to?
50:19
You know, what coffee shops are they at? where are the kids clubs and baby massage
50:24
and all of those sorts of things, because we can create amazing connections
50:27
with people there and help each other in business.
50:31
And people buy from people that, you know, and they buy from a brand that they trust.
50:37
And so recommendations and referrals are really important and shouldn't be forgotten in a clinic.
50:43
So I think never underestimate the
50:46
power of offline marketing and and and use
50:50
it as much as you're using your digital stuff as
50:53
well because i think cutting one or choosing one or the
50:55
other is is dangerous it doesn't create a really
50:58
resilient business i think that's a really good
51:01
pair of words for people to think about and reflect
51:04
offline marketing because like you say people are
51:07
so excited online and you're trying to
51:10
attract local mums to come to your whatever it
51:13
is and you haven't even been down the local a coffee shop where they all hang out every
51:16
day at 11 o'clock talking about where can we go to get
51:18
advice on this and it's like yeah and and you don't have to
51:21
it's not about like you know dan said this is
51:24
about creating value this is about helping more people
51:27
and when you're in your clinic room and you're having a one-on-one conversation
51:31
you're helping one person if you go we went to a golf club years ago in my clinic
51:36
and i thought what is the one thing that golfers just want to do they just want
51:40
to play golf all year round if there's any golf assistant to this You'll understand.
51:45
They just want to be able to play golf. So we did a workshop,
51:48
which was how to play golf until you were 100.
51:51
And it was a free workshop. We had absolutely loads of the golf members sign
51:55
up to it. It was a local golf club to our clinic.
51:58
And we delivered high in value. We led with value, but we gave very specific
52:02
outcomes for the reason that they would want to come to this workshop.
52:05
So we got people through the door.
52:07
We delivered in value, but then we gave a very clear call to action.
52:11
And that's really important that you can deliver value,
52:14
but you still need to have a, this is what we need the workshop to
52:17
do for us to make it worthwhile our time
52:20
so giving people that call to action of what they do next how they can work
52:24
with you moving forwards is really really important so it comes back to your
52:29
strategy you plan what what we're doing this for why we're doing it what outcome
52:34
do we need from it and then track it did it work did it not work am I going to do it again.
52:39
You know Dan said that you've got to like almost create and and try and experiment
52:44
things some things will fly we did a wi talk which was phenomenal for bringing ladies into our classes,
52:51
we've been to other places just didn't really land
52:54
and yeah okay that's fine you know
52:57
not everything is going to be able to successful but but put
53:01
yourself out there that's so cool that do
53:05
you want to play golf to your hundred because that's what it's all about isn't it
53:07
finding the language that your target audience use using that language
53:10
i'm terrible at that because if i write something
53:13
or do a webinar for runners i can't use their language because
53:16
i'm too critical and it's like how can i never get achilles tendon
53:19
pain again and i'm like well you can't guarantee that you can't prevent injury
53:22
it's bound to happen and that's not what they want to hear they just want a webinar on
53:24
how to never have achilles tendon pain again but i can't do that it
53:27
just destroys every single nerve kind of nuanced connection to my
53:30
body and i just lie awake at night going i can't possibly put
53:33
that as a title but i think that's such an important part of
53:36
strategy and you need i'm gonna have to round this
53:38
up it's such a shame we'll have to continue this somehow but hopefully
53:43
strategy is the word whether you're looking at the ground roots and
53:46
and the trunk and all that or whether you're looking at how to launch
53:50
a youtube channel to find an extra way of
53:52
making monetary gains and stuff and it's it's all.
53:55
Strategy isn't it and getting help and not
53:58
thinking you could do it yourself i think cecily here
54:01
summed it up in a wonderful cecily way which she has
54:03
a habit of doing having done a few facebook videos i've never prepared
54:06
enough it's shown so cheers the insight winging it doesn't always
54:09
work it's kind of true isn't it there's a
54:12
certain attraction to that in the right place at the right time but yeah it's
54:15
not a good strategy there's that word again so talking
54:18
of strategies then in fact angelica i think this is a good leading question
54:23
here to start bringing things to a close how would i work out the best strategy
54:26
for my clinic yeah so yeah they talk to someone like yourself and they get help
54:31
is it going to cost them much is it like oh another expense or is it justified
54:34
expense or Or what would you answer?
54:37
Your strategy has to be based on where you want to be.
54:42
Like, Angelica, what do you want this business to do for you in the next one
54:45
year, three years, five years, and maybe 10 years if you can stretch your vision that long?
54:49
And ultimately, we work backwards from that and we reverse engineer it.
54:52
So it doesn't have to cost you a load of money.
54:54
You can reach out and you can listen to my podcast. You can read the book because
54:58
there's loads of stuff about how you can figure out what am I doing this for? But it comes back to why.
55:03
Why are we running this business? Dan has a real reason why he's creating a
55:07
YouTube channel and wants it to get to 100,000 followers.
55:10
It's not just because he fancies it. It's because it's going to enable him to
55:14
be able to do other things in his life and in his business, that there is a plan for it.
55:19
So it's figuring out, Angelica, why are you doing what you do and what you need
55:24
this business to create for you?
55:25
And we reverse engineer then what we need to do in your business to get to that.
55:30
Definitely. I mean, we've said it time and time again on the course,
55:32
just reaching out and having a chat with a professional. It's not a skill.
55:36
It's not something you're going to think of one day and go, I know what I need
55:38
to do. this is going to be my strategy you need a specialist like katie and
55:41
other people on the show to actually go to listen to you and then just feed
55:45
you a few little what about this or what would you do here and then suddenly
55:48
it's so overlooked i think mentorship and stuff like that.
55:52
So yeah you mentioned the podcast case that's great that people couldn't find
55:55
a load of interesting some useful stuff there and also the
55:58
book and then have you got courses and things
56:01
don't worry daniel i've forgotten about you coming back to you don't worry yeah is
56:04
there courses and things on the website or people can look at
56:07
it involved in yeah so we have so the the best place
56:10
first two places read the book and listen to
56:13
the podcast there is absolutely loads and over 100 episodes of
56:16
great content on that it will really help get you started if you
56:19
like what you're hearing if you want to know more we have a
56:22
program launching in march called the evolve program and
56:25
that's for clinic um soft tissue therapists that may be
56:28
on their own don't have a big team or maybe just
56:31
one other and they want to take their business to the next level
56:34
but they just they don't know like Angelica said I don't know what
56:36
to do how to do it where to start and so
56:39
we're going to guide them through a 12-week program where they're going to get to work
56:42
with us intensively but over a short period of time to create basically more
56:46
income more profit more time in their business and in their life so there's
56:51
absolutely loads of places to start we have programs that we work with clinic
56:55
owners on but we only advise those when you're ready for those so the first
56:59
place to start is the podcast and the book.
57:02
And thank you for saying it's helpful. Nikki Mansford has said in her Coventry
57:06
accent, I recommend Katie's podcast, Angelica, chock full of stuff to help you
57:10
develop your strategies.
57:12
And that's really nice hearing from professionals like yourselves.
57:15
It really helps use and exhaust the free resources out there.
57:19
Find someone you get on with because you're finding a mentor or someone who's
57:23
going to give you advice.
57:23
You've got to, there's a certain chemistry there that needs to happen if you're
57:27
going to kind of unpeel the layers together.
57:29
So the podcast is Treat Your Business, by the way.
57:32
And I've just put up the Spotify one in there, but obviously it's available
57:35
in all different platforms.
57:37
Fantastic. Right. So there we go. Daniel, over to you. Now, we could have you
57:42
haven't done justice to either of you tonight. I'm so sorry.
57:44
I'm never going to try and put two such gurus together on the same screen again.
57:47
I'm feeling very foolish.
57:48
But Daniel, you are launching and helping people get the best out of what they
57:55
find some inner talents and launch YouTube channels. When's that starting and
58:00
happening and how can people find out about it?
58:03
Yes. So thanks, Matt. In the next few months, I'll be launching a free training
58:08
to show people how to create.
58:11
YouTube channel and get their first video online and
58:14
then off the back of that I'll be taking a small group of people
58:17
probably 10 or less through a more intensive
58:20
training program with some close
58:24
closely guided mentorship and a bit of hand holding
58:26
to show people what you need to do to create
58:30
high quality health creator videos and use
58:33
those to create a YouTube channel based on
58:36
the strategy that we talked about this evening to create a separate
58:39
business entity so yeah if
58:43
people are interested please contact me through social media to
58:46
let me know and i can add you to the list because
58:49
as i say there'll be 10 or less in the first cohort it'll be a very intensive
58:53
program so if people are interested please reach out and contact me at the physio
58:58
channel on the various social media platforms and i'll add your details to the
59:03
short list thanks man i think that That'll be a great opportunity.
59:06
And I know through some of the people in the room tonight, the people in the
59:09
room tonight, by the way, I should have said before, and they don't reflect
59:11
our audience, the 2000 downloads.
59:13
These are the creme de la creme. These are the people who give up every Tuesday
59:16
evening to tune in. They've researched you thoroughly before coming up here,
59:20
just so they don't get caught off their guard.
59:21
But they're the sort of people who probably, and I'm speaking,
59:24
because I can see the names in there, they've probably got a lot of their foundations
59:27
and their trunk, and even the early saplings of branches sorted.
59:31
So this is where potentially, I bet they're knackered, and they're feeling like,
59:35
how else can I make some money?
59:36
So that's something definitely they
59:38
might have the confidence they need to branch out of school, isn't it?
59:41
To branch out to YouTube, which is where someone like Daniel with your experience
59:45
can really help. So I'm excited to track that, people.
59:48
If anybody here does get involved, then make sure we know and maybe we'll get
59:50
you back with Daniel to hear what you learned and have some feedback. That would be exciting.
59:56
And I do need to have both of you back on the show at some point,
59:58
just independently to talk about both of those projects and everything you do,
1:00:01
because it would be so, so useful. there's so much more than what we've managed
1:00:05
to do tonight but c'est la vie time once again,
1:00:10
Beats us. But anyway, if people want to keep in contact with you,
1:00:13
we've already said the websites, make sure that you go to thrive-businesscoaching.com for Katie Bell.
1:00:21
Loads of links there and blogs and links to the podcast and everything.
1:00:24
And then on YouTube, make sure you go to the physio channel.
1:00:28
And there's also Facebook. I think you're both active on as well for people
1:00:31
to have a look. There's Thrive Biz Coaching with a B-I-Z.
1:00:34
That's on Facebook for Katie. And then there's the physio channel public
1:00:37
page which is very mysterious makes me believe that there is a private page
1:00:40
as well which is good i like what you've done there clever if you want to go
1:00:44
to the public page then yeah the physio channel public page and find out details
1:00:48
on that great right we've reached the end thank you everyone who joined us live
1:00:53
very kind sir glenn murphy mb says thanks all very enjoyable.
1:00:57
Deborah apologies for not getting to your questions deborah raised a really
1:01:00
important point which we should have got to but i
1:01:03
don't want to keep you for now about disclaimers and things
1:01:05
maybe we'll pick that up at a later date if you're going to put material on
1:01:08
youtube and you're people listening to you how do you what disclaimers you have
1:01:12
to put in place but we'll leave that as a hook when i persuade you daniel to
1:01:16
come on by yourself sometimes daniel's just gone there i'm sorry daniel but
1:01:19
yeah we'll get you back for that good question deborah and do you need insurance
1:01:22
if you're putting out these videos or something what happens if someone does take your advice,
1:01:26
and then something happens and it was because of that so there's lots of considerations
1:01:30
and great questions deborah thank you for that sabrina says thank you katie
1:01:34
daniel tracy marsh Thank you very much. Nikki, fab episode.
1:01:37
Brilliant. A lot of love in the house for you both. So thank you very much.
1:01:41
We will be back on Thursday, just to let you know, people, particularly if you'd
1:01:47
like to come along, podcast listeners, then we'll be back on January the 21st, Tuesday, January 21st.
1:01:51
We're going to be doing our Focus on Business Part 3, which is going to be called
1:01:55
Business Strategy and Mindset, Collaboration Over Competition.
1:02:00
Again, great words and a great alliteration as well. with Andy Hosgood of Unlock
1:02:05
and Andy Thomas of Physique.
1:02:08
I always pronounce that one. So yeah, if you're listening to the podcast and
1:02:11
you want to come along and join us live, then that's where we'll be next Tuesday
1:02:14
at eight o'clock on either YouTube or Facebook.
1:02:17
But if you just want to listen to this podcast, that's fine as well.
1:02:19
It's your prerogative, but just do please pay us by leaving a rating and a review.
1:02:23
So all it leaves for me to do tonight is say thank you once again to Katie Bell.
1:02:27
Thank you so much, Katie, for giving up your time. Thank you.
1:02:29
Thanks for everybody for your comments and questions.
1:02:31
And Daniel Lawrence as well. thank you for giving yourself your time danny really nice
1:02:35
to be able to get some time with you at last yeah thank you everyone for listening
1:02:38
to to us and thank you matt for the invitation no i really appreciate it right
1:02:42
thanks everybody look after each other and hopefully we will see some of you
1:02:45
joining us live next tuesday for the third part of our focus on business on
1:02:49
the sports therapy association podcast take care bye.
1:02:52
Music.