Podcast: Embed
In this Agency Success Interview, I chat with Billy Sticker from ChiroCandy Marketing. Listen to learn how he’s built massive momentum in his agency, hit over 7 Figures, & landed 20 new clients in the past 3 weeks. He shares some amazing insights on how to grow your agency and knock it out of the park for your clients.
Outline of This Episode
- [1:07] A little bit about Billy Sticker
- [6:35] One of the things ChiroCandy does differently
- [10:50] What ChiroCandy’s package looks like
- [25:04] The importance of learning how to delegate
- [30:55] Keep clients coming in with the 5 Ps
- [41:50] The average ad spend for a chiropractor
- [43:20] The makeup of ChiroCandy staff
- [45:12] How the podcast positions them in the market
- [48:16] How are Chiropractors incentivized to refer?
- [49:11] How ChiroCandy does Facebook ads
- [57:40] Winning a Two Comma Club Award
- [1:01:39] Connect with Billy Sticker
- [1:02:51] How Billy’s Christian values apply to the business
It all started with a marketing plan and a prayer
Pre ChiroCandy, Billy worked as a youth pastor and in sales for precious metals and coin companies. He was doing really well, but he wasn't happy. He met a chiropractor who was looking for someone to do marketing for him. Billy had zero experience, so he went out and bought some books. Then he wrote an 11-page marketing plan and handed it to the chiropractor—along with his resume—when he was interviewed. He was the only person interviewed that didn't have a college degree—but the marketing plan was gold. He ended up getting hired and fell in love with the chiropractic field.
In 2008 Billy started the very first podcast for chiropractors—but it was horrible. After a short stint, he ended the podcast. Fast-forward to 2015, he decided to re-launch and rebrand the podcast and start from square one. The goal of the podcast was to help chiropractors think like marketers. During this time, one of his clients asked if he had done Facebook marketing. He ended up running an ad campaign for this particular chiropractor. In the first month of attempting FB ads, his chiropractor got 50+ leads and was making a fortune. Today, ChiroCandy manages over 180 accounts that they've built over the past 5 years.
What sets ChiroCandy apart from the crowd
Billy is well aware that what they charge for managing marketing campaigns is a steal. They charge $1,500 to get everything set up, $595 a month for maintaining ads on Facebook and Instagram, plus ad spend. Managing Google PPC costs an additional $250 per month. ChiroCandy also has a referral program—if a customer consistently has 3 active referrals they do their Facebook ads for FREE.
Billy believes their price point is what helped them get through the Coronavirus crisis relatively unscathed. $595 a month is a manageable monthly cost for a business, even when their business is operating at half-capacity.
ChiroCandy hires employees locally—and Billy has met most of them through his local church. When he first hired staff they were paid a salary. As the company evolved he switched to paying them $100 for each account they manage monthly. They can work from home, make their own schedule, and take on as many clients as they want.
To learn how Billy onboards clients and about the training that he implements (and how he incentivizes them to complete it) keep listening!
The importance of the five Ps
How does Billy keep clients coming in on a consistent monthly basis? While some of it is word-of-mouth, Billy teaches the 5 Ps:
- Problem: Figure out what problem you will solve with your business. Will you offer SEO? Lead gen? Web Design? You want to make money? Solve expensive problems for rich people.
- Product: What are you going to do? Facebook, Instagram, YouTube, Google?
- Plan: Plan how you will execute. How do you get your first client?
- Proof: Track results for your clients (i.e. 50 leads in the first month, testimonials, etc.)
- Promote: Scale your business by promoting your problem, product, plan, and proof.
When you validate that you can generate a result and have a client that sings your praises, it’s far easier to promote your business. You’ve proven the concept to yourself as well. You see your success, reach benchmarks, and start spending money on ads. If you don’t have the money to spend on ads, reach out to influencers in the industry and offer to do your service for free. If it works well, just ask them to refer people to you. The bottom line? Key influencers singing your praises changes everything.
To hear more about Billy’s average ad spend, where their referrals come from, and about the ChiroCandy podcast—keep listening!
How ChiroCandy markets for maximum referrals
Billy notes that about 5% of clients come from listening to the podcast. But most of his clients come from Facebook. A majority of their calls scheduled are from retargeting ads. They do some content-based ads but have started leaning more towards a straight-up offer. People are so used to paying $1,500 versus $595 that when they see that price, they take notice.
A fun fact that Billy shares is that Facebook's algorithm knows what's on a photo. If it's a photo taken outside with people smiling in it, they will show it more—regardless of whether or not it matches the ad. They also do tons of testimonials. If someone says you're doing a great job, ask them for a Google review or quick video testimonial. People can find them difficult, but you need to make it a priority. It builds your credibility more than anything else.
Their ads typically take prospects to a ClickFunnels page with a Jotform embedded. If the chiropractors answer the questions and aren't necessarily a good fit for their business, they direct them to their newly created ads course. Chiropractors can learn the basics of ads for a one-time payment of $997. It's a tactic that's a win-win for everyone!
What else do they do? And how did they get a 2 Comma Club award? Listen to find out!
Resources & People Mentioned
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Connect With Josh Nelson
- Josh's Coaching Page on Facebook
- The Agency Success Facebook Group
- www.SevenFigureAgency.com
- Seven Figure Agency on YouTube
- Josh on Twitter: @joshnelsonimc
- Josh on LinkedIn
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