Episode : #1,193: The Foolproof Way to Build Community Anywhere, Anytime

Podcast Description

In this episode, Tiff and Nikki talk about a critical piece under the marketing umbrella: networking with people in your community across different “genres” of expertise. They discuss knowing your demographic, building a two-way street of referrals, leaning on your hobbies, and a ton more ways to get your business out there and being talked about.

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Transcript:

Tiffanie (00:01)

Hello, Dental A Team listeners. We are excited to be here. I say it every single time and we truly, truly mean it. I think you guys believe me and know that by now Nikki is here with me today. Nikki, thank you so much for being here. this is our podcasting morning and we block out the a morning, we do a couple hours and make sure that we get the best content we possibly can out to everyone. I’m actually really excited about this one. We just talked through it. for those of you who don’t know, our marketing company, they

comb the internet and they comb our calls, they look through all of the data and information they possibly can and look for the best topics they can help us think of, and then they deliver those topics over to us. So for all of you out there, if there’s a topic, subject that you’ve loved you want more of, please let us know. If there’s a topic that you’re like, gosh, I wish these ladies would just talk about this or dive into this more, let us know. [email protected]

you can tag any one of us in there. Doug is our podcast guru in the background today. and of course we’re the ones recording them. So if you’ve got ideas, we love ideas. We love nothing more than to bring you the stuff that you guys actually need. So Nikki, how are you this morning? Thank you for being here. We were talking earlier about our random Arizona summer storm, which I think it’s gone and it’s like just hot and humid now, and here we are. So anyways, how are you today?

Nikki Mack (01:23)

so good. I know recovering all the damage, you know, the flipped over chairs, the lawn furniture. Nothing flew out of the yard this storm. So always a win, but I’ll take it. The hot is worth it because the storms are beautiful. And

Tiffanie (01:37)

They are.

Nikki Mack (01:37)

in a couple months it’s gonna be amazing. We’re gonna be really, really happy. Maybe we podcast outside. Just kidding. That’s crazy. But

Tiffanie (01:44)

you would be so happy.

Nikki Mack (01:45)

happy to be here this morning inside in my AC in the aftermath of the storm for sure.

Tiffanie (01:52)

Same. Kiera and I did podcast because I think we’ve done it twice. We’ve done we’ve podcasted from South Mountain here in Arizona. Yeah. And

Nikki Mack (01:59)

Amazing.

Tiffanie (02:00)

that was when that was I mean that was gosh, we were just starting. That was a long time ago. And then we’ve podcasted from a mountain across the street from her house in Nevada. So and that was our I think that was our birthday podcast last year or the year before. So you never know. We might end up outside. I do love being outside as an Arizona native.

as I’m sure you do as well when it’s not 115 or humid. Yeah. Arizona

Nikki Mack (02:25)

When it’s one hundred and fifteen.

Tiffanie (02:28)

doesn’t do well with humidity. Like it’s been a little humid this summer, and I’m like by a little I mean like there’s been like five to ten percent humidity out there, and you feel every ounce of it. So I’m ready for just good weather. so with that, thinking about outside, thinking about outside of ourselves, I love

marketing. It’s one of my favorite things in the whole wide world. Like to me, I think communication is marketing. Like I’m constantly marketing myself, right? Who I am, how I show up, and like how I speak to people is marketing. I I just think marketing is showing up in a certain way to get the result that you want. And people overextend it, they overcomplicate it and they think that they have to do it a very certain way. And the reason marketing is

It’s a an amazing tool, but the reason it sucks is because it’s really hard to like guarantee results, right? So there isn’t a certain way. There are multiple stabs in the dark that we take to get different results. And luckily, our blessing is that we get to see a lot of those different ways. We have a lot of practices. We’ve worked in a lot of practices. We’ve taken shots in the dark and

really figured out and narrowed in some things that work. And today I really wanted to talk about like strategic community networking and becoming partners with different people in the in the community, different networks in the community and just different genres outside of dentistry. And I think it’s really important for dental practices and dental practice owners, business owners in general to do this. I know Toastmasters used to be like this massive thing. It’s still here. Like I know someone who does Toastmasters and

She’s like the shyest, like most internal person. She’s like, I will learn how to talk to people. And so like Toastmasters is still a thing, but the best thing about Toastmasters is wasn’t hasn’t always been that you learn how to speak in public. It’s the community that you build and those referrals, right? And you know, my fiance is a business professional and

Within his profession, he goes to networking events a lot. He’s not a good, like he he’s a very internal person as well. But he goes and he does these networking events because then he can refer his own clients or his friends. We’ve used people to, you know, by referral. And building that network totally changes the game because it’s a bit like it’s a forward and backwards. Like I refer to you, you refer to me, we know each other.

We help each other, all of those different pieces. So I wanted to talk a ton today about how to strategically build that community as a small business owner and a dental practice owner, you know, in any town. And Nikki to your point earlier and maybe speak to this a little bit, you were saying the reason that we and the reason marketing isn’t super cookie cutter.

is because we all live in different demographics. But I do think we have some great ideas that could work anywhere. But Nikki, take us through some of what you were talking about there. Like why does it make a difference that where we live?

Nikki Mack (05:42)

Absolutely.

Also, quick nerd alert. Five years in Toastmasters back in the day. So a hundred percent.

Tiffanie (05:47)

There you go, I knew it. I should have known that.

Nikki Mack (05:52)

yeah, I think when we talk about, you know, things not being cookie cutter and knowing your demographic marketing, especially, especially if we’re talking community outreach, is a huge place to be in. you know your demographic. This isn’t even where I’m like, okay, doctor, sit down and like think about your patients. You know your patience, your team knows your patients.

What is important in your area? What are the things that people post about, go to, talk about? And then being able to lean into that opportunity. Do you have if you’re a pediatric office, right? We were just talking about this one. are you right in the middle of a bunch of school districts or a lot of school areas? Do the school nurses have your office information, right? do you participate in teacher appreciation week?

Like what does your outreach look like in those areas? Because not just for the teachers who deserve the world, of course, but also that’s when they talk to parents, right? Or the parents that come and see who’s taking care of their teachers as well, you’re building that not just relationship, but that reputation. And that’s what really drives those referrals, that culture, that everything we talk about. Now, maybe if you’re a very specialized, I don’t know, periodist.

sponsoring teacher appreciation day might not yield the same results, right? So this is where I say, like, know your area, know your demographic. every city has a chamber of commerce, right? the action level and what you kind of get for that membership varies everywhere. But if you look into it and it responds well with your culture and what you’re driven, especially if you’re very community focused and they do have a lot of those opportunities.

Reach out, right? You know, sign up, try it out for a year. Usually it’s an annual membership or so, because the relationships you’re gonna build to Tiff’s point with those other business owners in the community too are going to be very impactful and possibly spread that reach even further than you would have thought of. And a network who’s also trying to actively market and grow their business, what a resource. Because we may not all

Tiffanie (08:02)

I see.

Nikki Mack (08:02)

be dental, but we can share best practices.

share opportunities and even partner on certain things sometimes. So knowing your demographic, knowing what’s really key and crucial, so important. If you’re a downtown people commute in, you’re right by all the businesses, well, the community pieces might look a little different for you. And so maybe you find out that who did what who did we use Wells Fargo, right?

Tiffanie (08:29)

Mm-hmm.

Nikki Mack (08:30)

Wells Fargo corporate building is a block from your office.

Does that HR lady know your name, right? Are you guys in network or do you file out of network for them? Knowing your audience is a great way to start before we just cause marketing when it doesn’t work is exhausting. So let’s be strategic to start and and get some really good results.

Tiffanie (08:54)

Yeah, I love all of that. All of that. There are a few pieces there I wanna point out. You said referrals, right? Well, you said periodonist that might not yield the same results and it made me think, Okay, well, how much work are we doing to build the relationship back with those referring practices? I know when I was in that or in office I used to ha have a gosh, get my words together, an orthodontist.

that was really had a really close relationship with our doctor because of a community networking group that they were a part of outside of the dental practice and they routinely sent us families because families found them without a GP dentist because they knew their kid, their teenager needed braces, right? So they’d go to the orthodontist but need a GP dentist so they’d refer him over. Same with periodonists, you know, people look up implant, they end up at an oral surgeon or or a periodontist and they don’t have a GP. You guys need them.

To have a GP, so you send them over. So making sure we’re building that two-way street of referrals is huge. The Chamber of Commerce, I love this Chamber of Commerce situation and I’ve seen it really spike up recently with a few practices that we’re working with. And I I have one that comes to mind and he’ll know exactly who he is. he joined the Chamber of Commerce a few years ago. He’s one of the business owners, but he’s also the the like practice manager. He manages the business manager, right?

He joined the Chamber of Commerce for their practice when they relocated into a bigger building and he did it in order to really get to know the community. They lived outside of their community, about an hour outside the community that they worked in for a long time. Then they decided to move to that area, and now they’re about five minutes down the road from the practice, which is super convenient. But they didn’t feel like they knew the community. They felt like they were outsiders and they wanted to be more invested and involved. So they joined the Chamber of Commerce.

And they really started showing up at different events. They started doing, he did a leadership course through the Chamber of Commerce and through the the City Community College there. He knows everyone in that town. Like they have so many connections and so many amazing businesses that support them and vice versa, they support. And something that I don’t think people really understand about the Chamber of Commerce is that it’s like just that networking piece, the emails that say, hey,

We’ve got a ribbon cutting event coming up. Like, cool, there’s a ribbon cutting event for a small business. Let me go show face and shake hands and say hello to the new owner and welcome them to business ownership. If there’s anything that you come across, by all means, I’ve been through a lot. I might not know it all, but I might have something to offer and just be a neighbor, like be a friendly neighbor. Those community networking pieces could go so far.

And something else you made me think of. I don’t remember why I thought of it, but I thought I think you said knowing your demographics, and you said like what what plays to them, right? And then I thought, Nikki, I’ve never thought of this before, and I think it might be gold mine. I’m not sure. What

Nikki Mack (11:55)

Yeah.

Tiffanie (11:56)

are your hobbies? Right? What do you love to do? So I’m thinking we’re in Phoenix, so we have a lot of foodies, right? We’ve got a million restaurants here. So what if a dentist who is a foodie who loves food or a team member

Who is a foodie and loves food, and they go and they try all these restaurants, and you’re out there, right? I have we have a restaurant in downtown Buckeye, Arizona. It’s phenomenal, best Mexican food I’ve ever had in my life. And I have grown up in Arizona. Best food. Okay. I tell everyone about this place. What what if your dental practice that’s like, hey, these are our monthly newsletters, and also let me highlight our restaurant this month.

what restaurant did we go to and we love in our community or in thirty minutes from here? Because now it’s become something that’s not just brush your teeth, floss. Like people don’t I’m not gonna lie, most people are not reading those. Like they’re not they’re not. They’re just not, right? But if you catch their attention with something like the best hike I’ve taken since I’ve lived in Arizona, best hike of the month, best restaurant, best ice cream. I have a doctor who loves popcorn. Like where are you getting your best popcorn? What’s your

popcorn flavor this month. Like spice it up a little bit with something that’s different. Because as I was as you were speaking earlier and I thought of that, I thought, how cool would it be to be like, you’re going to that restaurant? I’ve actually heard of that. And I’m like, where did you hear about it? It’s so obscure. And they’re like, actually my dentist. Who’s your dentist? Because now you’ve just created a new conversation topic that you can insert yourself into in a network of people across your whole city.

Nikki Mack (13:37)

Yeah, absolutely. It makes me think of do you know how sometimes coffee shops or like little bakeries or cafes will have like the question of the day and you

Tiffanie (13:46)

Mm-hmm.

Nikki Mack (13:47)

answer when you come in? I’ve seen some dental practices do that, right? Like they have

Tiffanie (13:51)

Yeah.

Nikki Mack (13:52)

their question of the week or you know, question of the month. and it’s just that fun little connection, like you said, and especially if it’s something community driven, like what’s your favorite Mexican place around here? What’s your favorite restaurant? Who’s your favorite coffee shop?

to drive kind of that conversation and connection because yeah, then if someone goes and tries it, it’s like, how did you hear about us? And you’re like, my dentist, actually.

Tiffanie (14:13)

Yeah.

Nikki Mack (14:14)

it’s such a like full circle moment, especially if it’s someone that you have partnered with in the past, whether it’s meeting each other at a ribbon cutting or you know being at some other event, or they just maybe they’re a patient too, right? Like there’s always those small world connections and finding ways to close those little links there.

it’s always such a neat and unique opportunity because this is why we talk about referrals are the best source for patients because you’re it’s patients you love referring people they love, right? To come into your practice and they know who you are and like what your culture is. And so when you build those relationships with our networking sources or referral sources and opportunities, it’s that same type of environment where they’re gonna be referring people

that

fit like what you’re looking for and kind of fit that mold. so you just you put so many opportunities out there by by making those connections. I I love that. Also after the cast, I’ll need that restaurant. we’ll check it out. Okay. Yeah.

Tiffanie (15:14)

Totally. Yeah, I will. I will. I’ll send it to you. It’s so good. It’s so

good. and also I was thinking you said, if you’ve partnered with that person or if they’re patients, like why not host we do Invisalign days all the time, right? Or ortho days, Clearliner days, Candid Pro days, whatever you’re calling them. and you also do study clubs. Like study clubs are

Nikki Mack (15:38)

Mm-hmm.

Tiffanie (15:39)

cool because you need the CE. But study clubs are not like you’re not

generating a lot of referrals because it’s a bunch of other dentists, right? Why not host a networking like day, right? Or or a couple hours and a networking group in your dental practice on a Friday morning from like eight to ten AM. You can have muffins and donuts and coffee and orange juice and water and invite your patients that have businesses, real estate agents, insurance brokers, financial advisors, they’re all in your patient base, I promise you.

Doesn’t mean you have to use them. It means, hey, I know that there’s a community of people here who need a networking group. I would love to do a once a month networking group or once a quarter network networking group for two hours. Invite your patients and invite your patients to invite their friends.

Nikki Mack (16:29)

Mm-hmm.

Tiffanie (16:29)

Everyone knows somebody. So bring a buddy, maybe every third one. I mean, I would do everyone, but I would do bring a buddy. Like bring a buddy and get a free ticket.

you know, to enter to win the blackstone. I don’t know. Do something, but if you were to host something like that for your patients and for local businesses nearby, bam, more. And you’re just the whole point in this is marketing is is hard. Marketing is difficult. And we rely on outside sources to do a lot. And I love nothing more Nikki than to look at what can I do? What can I control?

And building a strategic community network, all all it does is start self-promoting your business. Be a good person, know good people. People talk about you. So this whole thing is not only fun, I think, and some doctors might say, like, yeah, you’re crazy, you like people. Cool, have your office manager

Nikki Mack (17:26)

Yeah.

Tiffanie (17:27)

do it. Like, I don’t know, ask somebody in your practice is gonna want to do something like this. But what it’s doing is it’s building your patient base with

out paying for new patients. It’s it’s a outside the box, out of the normal way of expanding your reach into your community to bring in new patients to your practice to grow your dental practice that’s just completely outside the box. And I think in 2026 and whatever year moving forward, you’re listening to this, outside the box is what we have to do. The norm just isn’t cutting it anymore. You can’t just place Google ads

And expect the floodgates to open. You can’t just send postcards to your neighbors and expect the floodgates to open. You’ve got to do something different that gets attention. And building that community and that networking group not only helps you, but it helps all of those other people. And that’s when those floodgates open, in my opinion.

Nikki Mack (18:28)

I

agree. And I think to your point with when you think outside the box and you come up with an idea, right? Or your team comes up with an idea because it’s maybe something they saw or heard or read about, or maybe an idea shared on the Discord that another doctor in a different state

Tiffanie (18:42)

Yeah.

Nikki Mack (18:43)

used, right? And you’re like, I want to do that. Here’s what I feel like happens a lot. I want to do that, but I know I don’t have time. And so I shelve

Tiffanie (18:50)

Mm.

Nikki Mack (18:50)

it. Right. Or like, I don’t have the bandwidth. Like I absolutely love the network hosting idea.

I don’t have the bandwidth to organize that. Well, guess what? There’s probably a local group already out there that is doing these things or looking for places to meet. I know in my neighborhood area in Phoenix, we have this huge Facebook group that they do a lot for networking. There’s a couple people who run it. They host networking events. They host like open table nights for the neighborhood for people to come and meet each other. And one of the things that they’re always looking for is places.

to host. So

Tiffanie (19:27)

Yeah.

Nikki Mack (19:28)

maybe you don’t have the bandwidth currently to create a networking group, right? And host them and do all of the the kind of legwork. Absolutely. But if you like that idea and you have the space, if you have a beautiful break room, right? Or a beautiful lobby, reach out. I bet you or someone on the team knows a local group. Do a quick little local search, right? Reach out.

make sure that they fit, you know, it’s the right type of group, their their kind of vision or what they’re searching out to do is what you align with. But I’ll tell you what, I’ve been that person trying to find locations and organize groups and where to meet. And when somebody comes out like, hey, you can use my space, here’s what it would look like, right? Here’s how we could make it work. my gosh, like game changing. And then now you have just solidified your piece like in this network.

And now that’s going to create so much opportunity because we all know once they come in the office and experience you and your team, game changer, right? And they have that

Tiffanie (20:28)

Yeah, I agree.

Nikki Mack (20:29)

opportunity to do it. So any idea, it doesn’t just have to be the network hosting. But if you hear something or see something or think of something and your first thought is, I don’t have the bandwidth, don’t drop it. How do we pivot? What can we do? How do we adjust it? How do we tweak it so that it is something we could fit in, at least in some companies.

Capacity. And that’s where your consultants come in, right? I love those messages, Nikki. I had a great idea. I’m like, yes, lay it on me. Let’s talk about it. So you’re not alone. You don’t have to figure out how to make it work. If it’s a great idea, let’s work it out. Let’s talk it through and see how we can make it work for your practice. You have a network. you have consultants, you have the other doctors with the Dental A Team. There’s being out of the box means all hands on deck sometimes. So

Tiffanie (21:18)

I agree. one last idea, you were talking bandwidth and I I agree. And I thought, like, okay, you can you said earlier, teacher appreciation, right? Make sponsoring that could also sponsor the mommies and muffins and muffins and mom, like whatever it is, like those types of things as well. But also you could go to the donut shop or the kofi coffee shop or whatever like local small business is near you and say, Hey, here’s two hundred dollars.

the next two hundred dollars worth of purchases is on me. So when somebody comes and they order their coffee, all I ask is that you let them know that we purchased it for them and we want them to have a great day. Write a little like motivational like have a great day. You are loved, you are seen, you are whatever on a little card. Give that to the desk and let the let $200 worth of money be your marketing for the morning for that coffee shop. Something

that’s just different and people are like, wow, that was so unheard of. Okay, that was my last idea. Listen to this. There’s a ton of ideas in here, you guys. And the biggest piece is strategically build your community. Your network, what does Kiera say? There’s a there’s Kiera doesn’t it’s not her saying, but it’s someone’s right. But your net worth is directly correlated to your network. And so the people that you know, the people who are help building you up, the people who are

referring back and forth, the the people that you call when business sucks and even though they’re not indental, they can relate to you because they own a business. That’s your network, right? So build your net worth by reaching out and building your community network. See what you can do to help other people. Nikki, this was really fun. Thank you for taking the journey with me. I know I made a lot of stops and pivots and turns, but that’s what marketing is. So thank you and thank you for your time this morning that you blocked out for me.

Nikki Mack (23:13)

Always, thanks for having me. Love talking marketing. Always happy to work through stuff. So I’m really excited to see what some of our listeners come up with.

Tiffanie (23:23)

I agree. I agree. And with that, go brainstorm. Drop us a five-star review below and let us know what you did, whether it was something we suggested or something you thought of on your own. Let us know what you thought of. We want to share all of these with the community. [email protected]. We are here to help you to work through it, to brainstorm, to do all of the fun pieces. So let us know how we can best support you. And with that, we will catch you next time.