Episode 17: Building Authority through Relationship Marketing with Dr. Danielle Angela

Molly Cahill
Hi, welcome back. So before I dive into the intro of today's guest, I just wanted to let you know that I have decided to bring back one on one coaching and consulting with me, it's been a really long time since I've done it. But I just did a couple one off to our one on one VIP strategy, sprint sessions. That sounds like a lot of buzzwords, like packed into to a sentence. But essentially, it's two hours with me on Zoom. And we get to really deep dive into your messaging and content pillars. A couple things we've accomplished is I have a client who has a brick and mortar office, and then she wanted to really sell more of her essential oils. So we dove into three ideal clients for those oils. And we mapped out three different weeks of Instagram posts revolving around those different Instagram are revolving around those different types of clients. And we've mapped out like a good lead magnet and an email strategy. Another client is a life coach for moms who have kids going off to college. And so we renamed her program into something really clear or something really cute and clever. And we did the same thing. We mapped out her messaging and her content pillars and all that. So if this sounds interesting to you, I'm only taking two people a month, but just that's just all I have the bandwidth to do, because it does require some research and you know, on the front end, and then it's like a lot of you know, mental and emotional energy during our call, because I'm pouring everything into you. And then afterwards, you get 30 minutes of loom video support with me. So this is not on my website. Again, I'm kind of being particular about who are offered to not like a mean girl. So you can't sit with us thing. But just because it's really designed just for like a certain type of person who's not going to get super overwhelmed and who really just needs like has something already and they just need to hone in the messaging and bring it to life. So send me a DM if you're interested, I would love to see if it's the right fit. And if it's not, then we can talk about some other options. So with that being said, I wanted to introduce you to today's guests, which is Dr. Daniel Angela. Dr. Danielle is one of my just really good friends we talk all the time on Voxer we actually got to meet in person when she was vacationing in Pensacola, Florida when I lived there, which was really cool. And Dr. Emile is unique in the fact that she went to chiropractic school because she wanted to own her own business. I mean, this is such a unique story like you don't hear that very often right? And because of that and she has three kids and she just really has this beautiful philosophy of work life integration and we're not gonna use the work life balance buzzword here just like work life integration and how to grow your your practice or not, she doesn't she doesn't focus just on chiropractors, but just how to grow your business using networking. And anyway, I think you're really going to love this episode. She has served and helped many, many, many women over the past several years. Through all of her different programs. On her signature program aligned women is back which is super popular. So I think you will enjoy this episode and as always, please DM me or tag this on your stories because I can't wait to hear Do you think okay, thanks

Molly Cahill
Welcome to holistic marketing simplified a podcast for health and wellness professionals looking to simplify their marketing. I'm your host, Molly Cahill. And this podcast is brought to you by holistic marketing hub, our hybrid program that supports you with personalized coaching caption templates and virtual classrooms. In this program, we teach health and wellness professionals how to fish but we also bake their hook, head to holistic marketing hub.com to learn more and use code podcast for $100 off, you can find full show notes, resources and more at Molly cahill.com/podcast. All right, Dr. Danielle, welcome to the holistic marketing simplified podcast so stoked you're here. It's like a chat with a friend.

Dr. Danielle Angela
Yeah, thank you so much for having me.

Molly Cahill
We got on zoom this morning. I was like, I missed you. I feel you. I haven't seen you and like, probably only been like a month or two. But I felt like I mean, we talk on boxer too. But there's one of those people I need to talk to every week.

Dr. Danielle Angela
Yeah. And you know, I was like, remember that one time we met up in Florida when you still live in Florida. And that process? I'm like, Oh, my gosh, that was almost two years ago.

Molly Cahill
No. So yeah, Dr. Jamiel and I actually got to meet in real life, which was amazing. And so I already did your your bio, and your intro. But what are you up to now? Dr. Danielle, like, tell us your story. Like, how did you get started? I know basically, it's like, you are a chiropractor. You had kids and you were like, holy crap. This is a lot.

Dr. Danielle Angela
Yeah, tell us your story. Yeah, I went to paramedic school because I wanted to own my own business, which I think is quite different than most chiropractors. I don't know, I don't think most of us really set out to own our own businesses, but we just kind of default into it. Because it's the most common thing, the most common. No, but I really wanted to own my own business. And I saw chiropractic as a way to be able to do that and help people at the same time. And so I, I started my practice, and I had one kid already. And then once my second one was coming along, I was like, holy banana pants like how Now am I supposed to continue growing my business and like maintain the pace and it's at which was it was growing very quickly, which was great. But also extremely challenging. Yeah, in all the other ways too. And, and also just physically, like I was pregnant, and I was tired, and I felt Barfi and absence to be happy and like energetic and take care of patients all day. So long story short, I took some time away from practice, because I just I didn't know how to be successful as a chiropractor, and also be a pregnant mom, too. Yeah. And as I took time away, I was really able to reevaluate what was success for me. And what does that mean? And it wasn't everybody else's definition of success, or it wasn't, you know, my mentors definition of success. It was like, I needed to figure out what that looks like for myself, how can I work the hours that I want to work, be with my kids when I want to be with them? And also still make good money and help people at the same time? Yeah. So I did that. And then I started teaching other people how to do the same thing.

Molly Cahill
So what do you mean by teaching other people how to do the same thing I like, it just stood out to me when you said, it's not your mentors definition of success?

Dr. Danielle Angela
Yeah. Well, that's why part of the work that I do with my own clients is mindset work, if you want to call it that, for lack of a better description, but really helping them learn who they are, what's in alignment for them, what do they actually want for themselves, not just what they've been told they should be doing? And then, of course, there's the strategy too, of like, how do you? How do you set your office hours so that you can practice when it's best for you when it's best for your family, and keep your office hours minimal, so that you have a life outside of your practice, and also still make money which really is just about charging premium fees for your services and knocking off this whole idea that like, we should be cheap and affordable for everybody? Because it's just, it's not sustainable?

Molly Cahill
Yeah. This is why I think you and I are so drawn to each other because we have such a similar ethos when it comes to like work life balance being bullshit, and its work life integration, like it's all one thing. It's not there. You know what I mean? Like it's not too especially for women. You know, I help women chiropractors with their social media, and they're always like, yeah, women cry, chiropractors organization exists because no man is linked breast milk was trying to give an adjustment. But yeah, and this is not hating on me like men have their own challenges in business too. So this is not like a Shoe Man. Woman what does it she man, man, haters club, whatever. It's just saying it's just, it's just different. Like you said, like you were pregnant. You were trying to adjust people you didn't feel well. So another thing I like to talk about on the podcast, and I've talked about this with some other guest's is one of the things you do is you help people who are full time hands on, like you help them with their online business. I know that's not your sole focus anymore, but like, that's something that you do. And what I always try to tell anyone who's going into any online business component is about the iterations. And how, if you get stuck in the like, This gotta be perfect, like, this thing that I put out into the world is gonna be the thing, and that's gonna be the thing forever. It's just so not that like, you just don't know, if you have any, if you want to touch on, like iterating in your business, and how you just need to get something out there. And then you can always refine and tweak as you go.

Dr. Danielle Angela
Yeah, that's like perfectionism, right? Like, whether you're starting a brick and mortar business, or an online business, or something that's a hybrid of both. You can spin yourself around and around and around in circles, just like trying to figure out how to get it exactly right, and never actually make any money or help any people. So to the thinking, like, you have to have it all figured out, you just gotta get started. And you have to be willing to start where you are with what you have, and then let the pieces continue to come together from there.

Molly Cahill
Yeah, and I've never thought about it. The other guests I've interviewed, we've talked about it more from an online business perspective. But what like, what would that look like teaching people that whatever office space they have right now, or where they put their dividers, where they put their front desk, like even all of that, like doesn't even really like you're gonna figure it out as you go, you can move it.

Dr. Danielle Angela
Yeah, you know, what actually comes to my mind is human design, if you're familiar with human, because I'm a generator, and the generators strategy, in life kind of is to respond. So I can't just, I can, but it gets really frustrating. If I just sit around and wait for things to be right, or like for me to have answers or clarity on something, I can sit and wait forever, and said, I get started. And I just let things unfold. And then I can respond to what's coming up. So an example of that would be, I don't really like my intake forms. But I'm gonna go ahead and start my practice with the intake forms that I have. And then I'm going to have people come in as the patients are going to fill out these Intake Forms I'm not super crazy about but I don't know exactly what I want them to be like. And as they complete those intake forms, you know, few people, maybe more than a few, I start to see, oh, this is what I want to be different about my forums, I want to add this question or that question, or I want to take out this section. So that might help because a lot of people are generators. There's a lot of generators on the planet. I think actually, the majority of people are either generators or manifesting generators. So you can't just like sit around and wait for things to get perfect. You've got to just jump in. And then the answers will come to you as you take action on things.

Molly Cahill
I'm actually going to have a human design expert on the show. I'm super excited. And he was Lea. So it'd be fun. Yeah, that's a perfect example. That's how I feel right now about my podcast page on my website. I don't like how it looks at all, but it functions and the buttons work. And so I'm like, I'll get the pretty stuff later. But like, you can go click on it now. And it takes you to the episode and it works. It's fine.

Dr. Danielle Angela
Yeah. Yeah. You know what, I didn't invest in a like, really professionally done website for my online business until 2022. And I made roughly, I don't know $1.3 million

Molly Cahill
without that website. Yeah, exactly. They call it progressive branding. But yeah, I mean, yeah. So that's a perfect example. Well, let's dive into what we want to talk about today, which is one of my favorite topics, which is relationship marketing. So if you are new to my show, from coming from Dr. Danielle's audience than any like, you go back to Episode One, you can go back to anything I teach, you can you can go back to where I talk about getting scrappy, like, I think so many people start marketing on platforms like social media, or online or whatever. And you just think about the sheer volume and the sheer numbers. And you want to just bypass that step of one on one human connection. Yeah, and you can't it doesn't matter what platform you're marketing on, you cannot bypass that step. So that's what we're gonna be talking about today. So what does that mean to you? Like, let's talk about from like the brick and mortar standpoint, the online business standpoint or like a hybrid? What is relationship marketing? What does that look like for you

Dr. Danielle Angela
is becoming known as an expert in something becoming known as the go to expert in something amongst other professionals, practitioners and providers, whether it's your local area or just you know, if you work online, then it can be people anywhere, which is amazing. You've got like 8 million people to network with. Not that you need to network with all of them. But yeah, it's it's like building relationships that that people know like and trust you. They know what you do. They understand if they encounter someone that has a specific problem that they don't have But they know, you need to go see Molly instead.

Molly Cahill
Do you think having a really narrow niche helps with that? Or how do you teach people with, like, niching? Down? Or do you think that's like a buzzword?

Dr. Danielle Angela
Yeah, no, I think that that's really important. Because when we just say, you know, as a chiropractor like, well, I remove subluxations from the spine, so I can help anybody. Nobody really gets that. And it's not, it doesn't lie that membrane in a way that says, Oh, I know this particular person who needs that, right. So I'm not thinking like, yes, my friend, Sally really needs to have her subluxations removed. But yes, as a chiropractor, we adjust the spine, we remove subluxations. But instead, if I'm focused on something a lot of my clients do in practices, tout oral tissue, right tongue ties and lip ties. So if if people know that I'm the go to expert in my area for ties and lip ties, then when they are talking to a mom who has issues with her, her baby breastfeeding, their like, your child might have ties, you should go see Danielle.

Molly Cahill
Yeah. And it's funny. I have another student, Dr. Katrina, she said she like literally, and now not everybody's gonna have this knowledge base, right? Because you know what, not all your patients are going to know about all these different people. And we're just trying to get people in the door most of the time. But she said she depending on what's wrong with her kids, she takes them to a different chiropractor around the Atlanta area, like depending on what's wrong with them. I'm just like, Oh my gosh. And until I got, it's so funny, because I thought I was super niche, right, like serving health and wellness professionals, and Instagram. And then of all my chiropractic clients, every single one of them is like, so different. So, yeah, yeah, you're so right. I love that. What do you do you have people who kind of push back on like, they almost get in that scarcity mindset, like, well, if I narrow my focus, then I'm eliminating this huge pool

Dr. Danielle Angela
salutely all the time. Yeah. So the way that I help people overcome that limiting belief, if you will, or that's just an incorrect assumption is that when we market to everyone, we market to no one, it's like, you're just more noise in a very, very noisy world. So nobody's paying attention to you, you don't stand out. But if you are really clear on what problem you help people with, and that's what you're what you're talking about your marketing and your relationship building. People are more, it's all you unnecessarily they're more likely to pay attention. It just it just connects with them. They know if it's for them, or if it's not.

Molly Cahill
Yeah, well, I think about like, with my business in the social media space, like I'm like, Okay, I'm the go to person for chiropractic or health coaches or whatever, because there's a million people that could do your social media. Yeah. And I remember when I first niched down, it was so terrifying. I was like, oh, and I remember my mom being like, why don't you work with everybody? You're eliminating so many people. Yeah. And I always use the vanilla and mint chocolate chip ice cream example. Like, I think mint chocolate chip is disgusting. But then there are people whose expressing, but there are people who, like if they're on death row, they'd want mint chip as their last meal. They'd be like, That's what I you know, and then you're like, like, if people serve you vanilla, like you're gonna eat it. You're not like, well, it's not it's, it's fine. Like Villa vanilla is fine. But I don't want to be fine. I want to be the thing that you're like, I have to have that.

Dr. Danielle Angela
Right. I can. This is a really good example. And I love ice cream. But I can walk past all of the vanilla varieties of ice cream in the grocery store. I just don't care if there's a chocolate that has like mixins that are more chocolate plus peanut butter. Oh, I cannot say no to that. That's, that's for me.

Molly Cahill
You ever had the Talenti? Gelato peanut butter cup? Oh my gosh. Oh, that's so good. Yeah, peanut butter girl. It's so sorry. So back to the topic of relationship marketing? Or is I guess this isn't the topic of relationship marketing. But what are some other examples like? So we talked about niching? Down? What are some other things that people can do to really hone in on that authority building?

Dr. Danielle Angela
Yeah, I teach a process of reach outs, I call them so that you are intentionally and purposefully connecting with other people in your area and making initial contacts. But it's not like what a lot of us were taught to do. So it's not taking them cookies, which he probably did. Or taking them lunch, right as a pharmaceutical sales rep. Like you probably didn't

Molly Cahill
Oh, yeah. I fed people every day, all day every day. Yeah.

Dr. Danielle Angela
So you can do that. And I actually I have a classmate from chiropractic school that did that and he grew his practice based on doing what a pharmaceutical sales rep does like taking lunch to medical doctors offices and just like sharing about chiropractic and how it helps people helped like the statistics on chiropractic and back pain and neck pain and headaches. And that's how he grew his practice. So it worked for him. It's not that it doesn't work, per se. But people come to me because they're looking for different options. They don't want to do health fairs, they don't want to do screenings. They're just like, over these cheesy things that, you know, for a long time were like chiropractic marketing. So I've essentially provided that works. And one day, my sister was my office manager, she and I were looking at statistics, and I realized, over two thirds of our practice had come because I was building relationships with other people in our area intentionally. Love that. And I was like, I guess it's working. And so things like the bulletin in the church, you know, down the street, or like, the sign at the high school in a gymnasium that stuff we couldn't say was bringing us new patients at all. But we could very clearly say, oh, this person was referred by that person, this person was referred by that person, whether it was existing patients or other people that I had been networking with in the area.

Molly Cahill
So let's talk about online business, because you talked about like, okay, there's 8 billion people or whatever. But I always teach people, even when you have an online business to still start locally. Yeah. Because it gives somebody something to hold on to, like, I just had somebody enroll in holistic marketing hub two weeks ago. She's like, Oh, I'm in Cincinnati, too. I saw you're in Cincinnati, and it gave her that connection point.

Dr. Danielle Angela
Yeah, yeah. I have. Let's see right now off the top of my head at least three, if not more than that clients who are local to me and I live in a town of 10,000. People.

Molly Cahill
You probably rarely see them in person. Do

Dr. Danielle Angela
you see them in person?

Unknown Speaker
I do. Okay, cool.

Dr. Danielle Angela
I'm really intentional about see Yeah,

Molly Cahill
yeah, yeah. Well, the reason I asked because my one of my first virtual assistants who I love dearly, and she's actually going to come back and do some contracting work for me. She hired her because she lived in like, the next town over and we only ended up meeting in person, like, twice, but it just something about knowing she was close by. I don't know. It was just like a big draw for me.

Dr. Danielle Angela
Yeah, absolutely. Yeah. And I think too, when you, especially if you're new to an area and you're just getting your business started, it's a really easy way to say like, Hey, I'm new to this area. I'm just wanting to get out and meet more people meet more business owners. So would you like to meet up for lunch or coffee? That's so simple. And yet we overlook the importance and significance of making those connections and spending time with people in real life. I think that's the key is like, in real life.

Molly Cahill
Yes. And being somebody who teaches social media, I still could not agree more because I that's actually how I started my business. I was going to Well, when I was in San Diego, this is funny story. I forgot about this until the other day. Dr. Christy, my chiropractor and I were friends. And we were both looking to grow and network because she was she had bought an existing clinic. But it didn't really like the patients weren't her. You can probably imagine, like, when you buy someone else's practice, you're like, wow, like it was great, you know, but anyway, so we're both trying to network so neither one of us had ever run any Facebook ads. We had no idea what we're doing. This was years and years ago. And she had like this big space where like, let's, let's like host a networking event here. We had no idea what we were doing. I think we spent I'm not kidding, maybe $20 on Facebook ads and had a really cute name. She was a Game of Thrones fan. I'm not Do you watch Game of Thrones? No, I don't either. But I guess Tyrion Tyrion or whatever his name is. He says something like, I drink wine. And I know things. And that was like a, like a common quote. So we named it like, women entrepreneurs who drink wine and know things or something like that. And when 20 people show up, yeah. And we didn't know any of them. Like they were just like, we were shocked. I bought like wine and cheese from like, Trader Joe's a was like, here you go like, but it was cool. That was kind of like the start right? You should be thinking about life as a web in the networking as a web. It has such a huge impact. And that's before I had even like narrow down my focus. But I think back that all the time. And I'm like I gotta start going to events again, because I really did enjoy it like the local like in person.

Dr. Danielle Angela
Yeah. And there can be so much overlap to with what we do online and in person. So back in 2015 or 1616 I guess I started No. 15 I started live streaming on Periscope before it was bought by Twitter. Once Facebook rolled out their live streaming capabilities in 2016 I was like No problemo. I'm an expert at this already. Yeah, so I just You started live streaming on Facebook instead of Periscope because I already had a lot of connections on Facebook anyway. And so then like people were watching my videos and they would never like engage they didn't comment or like or you know now we have all The reactions available back then. And they never, I never knew that they were watching, but they would I would see them in person like out trick or treating or at a softball game. And they're like, oh my gosh, I love watching your videos. And my family would be like, who is that person? Well, we're friends on Facebook. But apparently they watch my videos consistently, consistently, very consistently over the long term. You know, I still have people that say to me, like, so how's this going? Or how's that going? Because they know about it from me doing those live videos.

Molly Cahill
That's amazing. So, and yeah, and that's relationship marketing, too, because people are getting to know you, like, know who you are. And yeah, I mean, so what do you we only have a few minutes left. But when I think about relationship marketing, and like, like you said, like strategic networking, I think one of the things that comes to people's mind is like BNI groups, or like stuff like that, or like, or I could hear somebody's like, I'm an introvert, I don't want to go out and meet new people. Like, that's two questions and one, but it. And I don't want you to give away too much. Because I do teach all this in your program, but you want to kind of speak to both of those points.

Dr. Danielle Angela
Well, I mean, things like the chamber, Toastmasters, BNI, etc. Those are all fine. Do them, if you want to do them, right. At a certain point, we have to look at what's actually giving us a return on our investments, and decide, do I want to continue doing this or not? And that's one of the biggest things I see people struggle with. Like, they're like, Well, I'm in the chamber. And like, so what?

Molly Cahill
And what do you do with it? Yeah,

Dr. Danielle Angela
yeah, like, do you actually build relationships? And that means more than just going to the chamber events where there's like, 500 people attending and eating lunch, and someone who's speaking, right, because you're probably also one of five to 10 other chiropractors at that meeting of 500? People? So what so like, why would someone refer to you versus all those other people? And then that brings up the question that often comes up, especially for women that like, Well, I'm not really sure. Like, why would they refer to me? I don't really know. And it's imposter syndrome, right? But again, that's where it comes back to deciding who is your target market? And what's one problem that you can help that target market solve? And in can you differentiate yourself from all those other options? So yes, Michigan down, right? Well, I'm an introvert. I'm highly introverted, I need a lot of time alone to recover from all the output of taking care of people and having children and doing podcast interviews and being on social media. But I can still do it. It's just a matter of being balanced, I guess, if you will, like, acknowledging my own needs in the process. If you are going to work with clients, one to one, you're going to be facing people. There's like no way that I know of to get around meds, unless you do like distance Reiki. But even you're still

Molly Cahill
Yeah, but you still

Dr. Danielle Angela
know that you were the like, you have that service available. And if you're a Reiki practitioner, you know, even if you're doing distance Reiki, you're still connecting to that person's like in your energetic bandwidth. There's just no way around it.

Molly Cahill
I think it also comes down to scheduling yourself. Like if you know, you're going to have a heavy, you know, day of client facing or networking events, like make sure you schedule, the next day is the day where you're not. You need that time to recharge. I'm a huge extrovert, and even I need after a day of calls. And I'm like, Oh, my brain, you know? Yeah, we're

Dr. Danielle Angela
going to continue in education conference, you know, yes, can be very energizing. And like, we can go and be excited about what we're learning and excited to take it back to our practice. But you need time after that to recover from all that output and interaction with other people. And to kind of like diffuse it. Yeah.

Molly Cahill
So because this is a social media podcast, how do you feel like relationship marketing ties into social media marketing?

Dr. Danielle Angela
I think it's really essential, honestly, because social media has shifted so that it's way harder to become a social media influencer. We're like, you're way up here with, you know, 10s of 1000s of followers and like, you just have this microphone and you just shouted everybody. It's become so much more focused on you actually building connection with those people. Yes. So one really, really smart way to do that is to build connection with other people in real life. And as Yeah, then they also are more likely to engage and share and comment on your social media content because they know you

Molly Cahill
by sorority days, I was recruitment like in charge of Russian stuff that's a find a need fill a need. Be like, Hey, this is Dr. Danielle. She also has three daughters. hers. This is so and so she has three daughters, like whatever it is that you can find. One of my students introduced me to another chiropractor and I was looking at her profile. And she lives where I used to live like the small town where I used to live. And so I messaged her immediately I like I lived in Fairhope for a year. And then I lived in Daphne for a year. And like that struck up our conversation because we had that common ground. So if you're ever like, I don't know what to say to somebody, just like find that common point and go from there. Yeah. So Dr. Daniel, how can people learn this process from you?

Dr. Danielle Angela
Just DM me on Instagram, and I will get you more details. You can find me at Dr. Daniel Angela on Instagram.

Molly Cahill
Yep. And I know you have a couple of different levels and a couple different programs. So I know you can kind of help them get to the right, like program for them. But yeah, we'll link your Instagram below. And any final words of advice on relationship marketing, before we sign off, don't be

Dr. Danielle Angela
afraid to put yourself out there because people I mean, this is almost become a cliche now. But people really want it to have connection with other people. Everybody is feeling tired of being on Zoom or on social media. And I know it can feel scary to make that first contact. And you might be thinking like, what if they don't reply? That honestly really doesn't matter. It really doesn't matter. And people are so busy that you might need to make one to, I don't know, 20 contacts with someone before they're like, oh my gosh, I'm amazed to get back to you. I'm so glad that you reached out. Thank you.

Molly Cahill
I love when people follow up with me. If you're out of my like unread vision of field like you're gone like I need you to remind me.

Dr. Danielle Angela
Yeah, all right.

Molly Cahill
Well, thank you so much for coming on today. And you are a good inspiration to me and I'm not even a chiropractor. So I appreciate you so much for coming on they the show and everybody connects with Dr. Danielle below. Awesome. Thank you. Thank you for listening to holistic marketing simplified, brought to you by holistic marketing hub, our hybrid program that supports you with personalized coaching, caption templates and virtual classrooms. In this program, we teach health and wellness professionals how to fish but we also bait their hook, head to holistic marketing hub.com to learn more and use code podcast for $100 off and hey, you know every podcaster at the very end of their episode asks you to rate and review their podcast. Well, that's because it's super important. These podcasts take a lot of time and heart and effort to produce to bring you free information. So in order for me to be able to continue doing that we need more people to find out about the show. So if you could please just take like two minutes out of your very busy day to leave me a rating and share this on your Instagram stories and tag at Molly a K Hill. That's c h i ll I would greatly greatly appreciate your support. I truly appreciate you so much. I know your time is valuable and I can't wait to see you in the next episode.