Zora Chase is Dr. Deb's marketing expert. Branding, customer acquisition, ROI, and the Lifetime Value of the client are topics covered in today's episode. 

Do not miss these highlights:

05:16 What is Digital Marketing

06:37 Branding Strategy - How to brand your business 

10:27 How to evaluate your Cost of Acquisition

14:14 Digital Marketing is very analytical

16:52 Why is it risky for your business if you rely on one channel like relying on Facebook alone

20:53 Why we have to get past that stigma of “ If you market to sick people, you're taking advantage of them”

21:35 You are serving your current customers by reminding them that you're there for them, you’re there to help them

About our Guest:

Founder/CEO Chasing Nectar Marketing Zora Chase leverages more than 20 years combined in broadcast and digital media, guiding dozens of businesses with marketing needs that span from branding, product launches, experiential, and lead generation. Prior to Chasing Nectar, Zora held marketing positions at iHeart, CBS and Emmis where she conceived and implemented marketing programs for Fortune 500 brands such as Anheuser-Busch, Apple Music, Chrysler-Jeep-Fiat, Disney, Warner Brothers, to name a few. Her mission is always the same - to unify a team of trusted professionals who are.

https://chasingnectar.com 

IG @chasingnectr 

Facebook: https://www.facebook.com/chasingnectarmm

LinkedIn https://www.linkedin.com/in/zorachase/

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Transcript of Episode #22:

Debra Muth 0:01
You're listening to the Functional Medicine Business Podcast featuring Dr. Deb, one of the most creative functional medicine business practitioners in her industry. She shares the wisdom and knowledge that she has gained over 25 years of functional medicine, a pioneer in functional medicine, scheduling, leadership and Practice Management. Dr. Devin has a wealth of knowledge and he's eager to share to help functional medicine become more productive, and for the practitioners and patients to live better lives. Our podcast shares the good and the bad of our industry, because Dr. Deb knows the pain you live every day building a functional medicine practice with practical tools on how to manage money, taxes and patient care. She will discuss it all with you.

Hello, and welcome back to Functional Medicine Business Podcast (FMB). I'm your host, Dr. Deb. And I have a guest with me today who is a dear friend of mine, and you guys are just going to love her. Her name is Zora Chase, and she is part of Chasing Nectar. And we're going to talk all about marketing today, and why it's important for functional medicine practitioners and integrative medicine practitioners to actually start a marketing plan and what's available for us today that is going to be worth us putting money towards to get clients and I also want her to share with us how she actually tracks what she's doing. And deciding whether or not it's profitable, and letting us know, how do we how do we track the cost of acquisition, the return on investment? Because I think in medicine, we don't think in the same terms and language as we do in business.

Big Box businesses talk about this all the time, but as small practices or small businesses it's rare that you hear us talk about what's the cost of acquisition for a client? What's the return on investment? What's our lifetime value of our client? And Zoras going to talk to us today about this and how we evaluate it. And how do we choose which marketing is best for our practice. So let me bring her on right after this message from our sponsor. We will be back in two seconds and we will talk with Zora.

At FMBI we understand how it feels. Created by medical professionals for medical professionals. Are you racing from one patient to the next, skipping lunch and not sure how you're going to show up to your kids events? Not quite sure what that p&l sheet really means to your practice? And are you struggling to find the right partners in your business? Our program is based on the values of efficiency, organization and prioritization. The FMB ai 15k a day program will help you discover how to run an efficient operation and introduce healthy generating therapies for more income. Our business roadmap will help you scale your functional medicine practice using proven business approaches. We would like to invite you today to book a free discovery call with our founder Dr. Deb. Simply go to our website at https://functionalmbi.com/book-free-call/ and schedule your time today.

Welcome back. You're listening to the FMBI podcast. I have my dear friend Zora Chase with me here today, Zora, welcome to the show.

Zora Chase 3:49
Thank you so much. Great to be here.

Debra Muth 3:51
Thank you. So tell us a little bit about yourself.

Zora Chase 3:54
Sure. I come from I have a company called Chasing Nectar Marketing. And I spent 20 years in the traditional media side of things. I worked for large organization broadcast companies like CBS and I heart media, which everybody's heard of doing traditional media campaigns are running across radio, TV, digital, experiential, everything with big brands like the Coca Cola, the world's actually Coca Cola, Anheuser Busch, Fiat, Jeep, Chrysler, Dodge, those are my clients. And then I realized that digital is really the future and I was working at a radio property and seeing year by year it getting chipped away by digital. And digital was such a resource for clients to spend less money but have more impact on their business. And it intrigued me so I opened up my own company chasing nectar digital solutions. And now I kind of run an entire marketing strategy for my clients and we decide what channels they should be on. We manage the campaigns, and we work against their business goals to help them achieve the goals through marketing.

Debra Muth 5:07
That's awesome. When you talk about digital marketing, do you mean like Facebook ads and LinkedIn? Or do you mean something different in the digital world?

Zora Chase 5:16
Digital Marketing can be many things. It depends on what the goals are for the clients. So yes, they can be Facebook, they can be Google ads, Pay Per Click ads, they can be connected TV, which is really huge and emerging right now or audio, podcast, influencer, anything that that shows up on a screen that can be delivered digitally is, you know, a digital ad. So. So a lot of times, it's it's, it depends. And some of them are branding tactics. And some of them are consideration evaluation, and then others are kind of at the bottom of the buying decision. And it's the acquisition and conversion type channels, like the paperclip, where there's already an intent to buy, but people buy from brands they know and trust. So if you didn't do your work on the branding, and the consideration and evaluation side, even if you're running a bunch of Pay Per Click ads, and you're showing up on a Google search, people are going to click the most, you know, reliable and known business to work with. So all of those elements are really important. So that's kind of what we do is we guide clients through that entire process to make sure they're hitting, they're spending their money wisely and hitting on all levels of the buyers journey, basically.

Debra Muth 6:35
That's awesome. So when we're talking into functional medicine, or integrative medicine practitioners, how can someone brand their business to to be a household name kind of like Coca Cola?

Zora Chase 6:51
I know, right? Well, with a lot of money. You know, time is money, actually. Because if the resources are huge, your time line is going to be shorter, right? Like if your resources are huge, you can run an ad in the Superbowl and reach millions and millions of people with $6 million. I had. But But, but the other ways that we can go about it when the budgets are like that, and that's reality for most of us is to, to run campaigns that like in the branding side. You know, Facebook is a branding strategy, actually, because people are getting used to seeing advertisers on Facebook. But podcasting is a great branding tool. Email marketing is more of a consideration. It's a little bit a little more down the journey, then then, then branding, but like things like podcasting and running ads on, on digital across the web, there's a lot of different tactics, I mean, conducted TV, video, YouTube, YouTube is branding. So those are the kinds of ways that you get your, your brand your image out there. And it might not be, you know, you might not see the immediate results, but you are going to see a long term result and be known as an entity through those channels.

Debra Mut