If your chiropractic practice depends heavily on Facebook ads, the next move is to strengthen the ways people can find, evaluate, and contact you elsewhere. Start with accurate local search information and a useful website. Then choose a trust-building activity your team can sustain, such as an educational video, a community workshop, or a local partnership.
This guide draws on Billy Sticker’s 12 Ways to Build Trust & Get Patients Without Facebook training. Despite the session’s name, Billy expands the discussion to 20 methods; the companion checklist has 22 entries, including Facebook and Instagram ads. Several entries support each other rather than represent separate campaigns. Use them as a menu, not a requirement to launch everything.
The priorities below are our practical way to apply that menu. They update the older 2023 strategy overview at this URL and account for current platform guidance. They do not reproduce every tactic in the recording.
Watch the 12 Ways training
Watch Billy’s 24-minute training here, then use the timestamps in the guide below to revisit the relevant sections. English auto-generated captions are available in the player.
Open the training on its own page if the player does not load.
Choose the job before choosing another channel
The training’s central question is whether your marketing helps people know and trust the practice. A new channel is useful only when it has a clear job. Use this quick comparison to find a sensible starting point.
| What you observe | Start here | What to inspect |
|---|---|---|
| People cannot easily find accurate practice information. | Website, Google Business Profile, and useful service pages. | Correct hours, location, services, doctor information, and a working contact path. |
| People find the practice but have unanswered questions. | Educational video, honest reviews, and clear first-visit information. | Whether the content answers the questions your staff actually hears. |
| The practice has local relationships but rarely uses them for education. | A workshop or community partnership. | Host agreement, attendance, voluntary inquiries, and follow-up ownership. |
| The foundations work and the team can support a paid test. | A focused Google Search campaign or a suitable video channel. | Relevant inquiries, booked appointments, and held appointments as separate stages. |
Make the practice easy to find and evaluate
At roughly 7:24–10:20, the training connects SEO, AI search, the website, Google Maps, Google Business Profile, and Google Ads. Treat the first five as a connected public presence: someone should find consistent information, understand the service, and know how to contact the office.
Open the website on a phone. Can a visitor find the location, hours, clinician, relevant service, and next step without hunting? Correct missing or conflicting information before paying for more visits. Map each real service and location to its most useful existing page using our chiropractic keyword-to-page guide.
Google describes local results in terms of relevance, distance, and prominence. Complete and accurate Business Profile information helps Google understand the business; it does not guarantee a position. See Google’s local ranking guidance.
For AI search, publish clear answers grounded in the practice’s real services and experience. Google’s generative AI search guidance continues to rely on SEO fundamentals. Helpful headings and concise answers make a page easier to use; they do not guarantee an AI mention or citation.
Build trust with useful answers and genuine reviews
The recording discusses YouTube, reviews, referrals, and regular social content around 15:49–17:59. Choose a patient question your team can answer accurately, such as what to bring to a first appointment or how to find the office. Record a short explanation with the appropriate staff member, publish it where prospective patients can find it, and keep the information current. Have a qualified clinician review any clinical content.
Invite reviews through a neutral, consistent process. Google permits a review link or QR code, requires genuine experiences, and prohibits incentives for reviews. Its guidance emphasizes honest, balanced feedback. Read Google’s review guidance and use our patient review request process.
Do not copy the recording’s suggestion to route only high ratings to Google. Make the same public-review opportunity available regardless of expected sentiment. Likewise, skip artificial staff searches or directions requests intended to influence Maps rankings. Focus on accurate information and real customer activity.
For referrals, make the invitation simple and voluntary: explain how someone can share the practice’s public contact information with a friend. Avoid promising an outcome or importing another office’s incentive program without reviewing its terms.
Turn community education into a manageable first test
At roughly 18:03–21:24, Billy discusses in-office workshops, community workshops, workplace lunches, and partnerships with organizations such as gyms. These options suit a practice with someone who can teach, coordinate with a host, and handle inquiries afterward.
For example, an office could propose a short educational session to a local employer. This is an illustrative application, not a reported client result. Agree on the topic, presenter, audience, location, and any food or other costs in advance. Make the practice’s sponsorship and purpose clear. If you collect contact details, explain what the person is requesting and make follow-up optional.
After the event, record attendance and voluntary inquiries separately. The front desk should know who owns responses and how to distinguish an inquiry from a booked or held appointment. Do not treat everyone who attends or enters a drawing as a new patient.
A successful first test is one you can evaluate: the host understands the arrangement, the session happens as promised, questions are answered, and follow-up has an owner. Patient growth remains an outcome to measure, not a promised return from holding a workshop.
Add paid reach when the destination and follow-up are ready
The training includes Google Ads, streaming TV, streaming radio, and TikTok. It places streaming media in the context of offices with stronger foundations and larger budgets. Buying another audience will not fix an unclear page or unanswered inquiries.
For a practice seeking people actively searching for a service, evaluate Google Ads alongside SEO. For a team comfortable producing regular short video, use our TikTok Ads fit assessment before testing. Compare production effort, audience fit, media cost, and follow-up capacity rather than choosing from a platform popularity list.
You do not have to stop a useful Facebook campaign to diversify. The recording explicitly does not say Facebook has stopped working. Review it alongside other channels using the current Facebook Ads strategy guide.
Treat identity-based targeting as a separate decision
The recording and checklist also describe visitor identification, search-intent data, retargeting, and triggered direct mail. Those descriptions are not evidence that every visitor or searcher can be identified, or that a practice may use the resulting data for any marketing purpose.
Before considering such a product, require a documented explanation of the data source, permitted uses, consent process, retention, and destination platforms. Have the practice’s qualified privacy and compliance advisers assess the actual arrangement. Google’s personalized advertising rules restrict targeting for sensitive interest categories, including health, and restrict uses of personal information. This guide is not an implementation checklist for those products.
Frequently asked questions
What should we do first if Facebook is our only consistent source of inquiries?
Check that your website and Business Profile accurately explain the practice and offer a clear contact path. Then choose one additional discovery or trust-building activity that your team can maintain. Keep the existing campaign under review while you learn from the new activity; do not assume the new channel can replace it immediately.
Do we need to implement all 22 checklist items?
No. The checklist combines foundations, channels, and supporting processes. Google Maps and Business Profile, for example, are closely connected. Select work that addresses an observed problem and give it an owner before adding more.
Can we use the training’s review and targeting tactics exactly as shown?
No. Apply current platform rules and the practice’s approved processes. Invite honest reviews without filtering for favorable ratings. Evaluate identity-based data products separately; a demonstration or vendor description does not establish permission or suitability for your practice.
How will we know whether a workshop or new channel is worth continuing?
Agree beforehand on the question the test should answer, its cost, who owns follow-up, and a review date. Report attendance or visits, relevant inquiries, booked appointments, and held appointments separately. Include staff time and avoid calling activity a patient or revenue result.
Choose one useful next step
Watch the training, mark the foundation that needs attention, and select one realistic next activity. Use the 90-day marketing plan to assign ownership and review dates. If you want help deciding where coordinated execution fits, schedule a Marketing & AI Discovery Call and bring your current channels, available capacity, and unanswered questions.