WMTW 018: Tristan White on culture and marketing to staff [podcast]

Posted by Adam Franklin

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Updated on January 4th, 2020

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Image source: Herald Sun 

“Be transparent and give away as much as you possibly can.” Tristan White (tweet this)

Tristan White is CEO of The Physio Co, a proud father and husband and Ironman triathlete.

Show notes

The bottle neck for growth is finding the right people to work in the unsexy world of aged care. So the marketing is focused on attracting and retaining physiotherapists to work in aged care.

Web Marketing Philosophy

“Be transparent and give away as much as you possible can”

Marketing experiments:
The good (what’s worked well):

The The Culture Book which is a year in the life of The Physio Co family. Here is the 2014 Culture Book.

The Physio Co is No.5 on BRW Top 50 Places to Work. The key to this is having a culture built on trust!

The bad:

Biggest failure is having just one ‘culture’ when in reality there are lots of sub-cultures. Tristan has realised everyone has specific interests, even though all team members share the same four core values.

The ugly:

Tristan overcommitted on his promise to blog everyday and wasn’t able to deliver on it.  But Tristan came clean and write a blog post to his subscribers that explained his situation and how he felt bad for letting his readers down.  Everyone admired his vulnerability and honesty and to this day people mention that blog post.

If you were starting out, what would you do first?

Make it clear what value I wanted to add to my subscribers. And be transparent and personal.

What tactic brings to the most joy

Blogging.  Tristan uses Evernote to gather his ideas, and then fleshes them out when it’s time to write. He turns off email and focuses on the blog post. In terms of time spent an equal amount of time on

• writing the content (one third)
• writing the title (one third)
• sharing the blog post and replying to comments (one third)

ProTip

Focus on a tight niche but don’t be afraid to write off-topic every now and again and show a different side of your personality.

Learning from others

Verne Harnish
Adam and Toby at Bluewire (for their emphasis on experimenting).

Connect with Tristan

@tristanjwhite
Culture is Everything
The Physio Co

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About Adam Franklin

Adam Franklin is the bestselling author of Web Marketing That Works. He is an international social media speaker and CEO of Bluewire Media.  His blog was Australia's #1 Business Blog and his podcast was #9 on the top marketing podcasts in Entrepreneur magazine. His work has featured in Forbes, Entrepreneur, The Australian, Sydney Morning Herald, Huffington Post and iTunes. Download the popular Web Strategy Planning Template which has been used by hundreds of thousands of businesses worldwide. His weekly 'Bluewire News' email goes out to over 32,000 readers.

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