Most therapists with their own practice (or those considering it) dread the idea of marketing.
It’s a dirty word to many people, and when you see how disruptive and sometimes malicious some ads can be, you can see why.
But marketing is just a tool. If you use it for evil, you get that nasty stuff.
But if you wield it in the right, proper way, it becomes your go-to way to connecting with the right people.
The Truth About Marketing
The truth about marketing is that it just doesn’t need to be gross.
Think of marketing as your main way of connecting to the clients that need you, and your services, the most.
Yeah, it’s that important!
Here are a few things to keep in mind whenever you’re on the fence about marketing:
- Relationships – marketing is just a fancy word for how you interact with clients, other therapists, and other professionals in the field. If you want to form good relationships, marketing is how you do it.
- Long-term investment – marketing takes time to turn in results. So don’t expect big results. Instead, treat marketing like farming; only after time and care do you get to harvest.
- Trust yourself – we’ll get into this next section, but the most important thing you can do is trust yourself. See what you like, see what you don’t, and trust yourself
- Who finds you – you’re marketing yourself because you want the people who need help to find you. If you don’t sell yourself, the clients that need you most simply won’t be able to find you.
Repeat that last one to yourself: you’re marketing so people who need help can find it. There’s nothing wrong with that.
Figure out your niches
This may sound counterintuitive, but the more specific you are in your marketing, the more successful you (probably) will be.
Most new therapists think that the more specific in scope their services are, the fewer potential clients “match.”
And that’s true!
You do limit who your marketing reaches the more specific you are.
But what you get in return is hyperfocused messaging that motivates the right client and guides them to book an appointment with you.
When your marketing is vague or focused on “jack of all trades,” when potential clients see your messaging and ads, it’s not going to create a response.
To figure out your niche, you need to define three things:
- Your Speciality – this is your focus. Therapists choose a specialty based on their education, personal experience, or simply by seeing what needs are currently not being fulfilled in the industry
- Your (brand) Personality – this is what people remember. When someone chooses you as a telehealth provider, they choose your personality. Your marketing is how you present your personality, and brand, to others
- Your Ideal Client – this is the client you want. Think deeply about your ideal client. What are their needs, expectations, and fears? Then, make your marketing speak those feelings, and your ideal client will hear it.
Website
Don’t judge a book by its cover, right?
Well…
Think about this: if you’re looking for a therapist and the choice is between one with a professional and clean website; and one with a disorganized, untouched website, which one are you choosing?
The one with a better website. Probably every single time.
Sure, you don’t want to judge a book by its cover, but that doesn’t mean you’re going to take a chance on your mental health.
A good website is key for marketing. Luckily, it has never been easier to make, customize, and update your own website.
Social Media
Social media is a great, free tool to extend your reach.
But whenever a brand does social media poorly, it tends to leave a very sour taste in your mouth.
Remember that Brand Personality you made? This is where it shines.
Reflect your personality as much as possible. Try to post regularly without spamming any content just for the sake of posting.
Here are a few quick tips for using social media as part of your marketing strategy:
- Post Regularly – try to post often, but make sure the content is relevant and actually saying something (even if it’s just showing off your cat)
- Engage with Others – engagement is so key in marketing and social media; so when you’re marketing over social media, it becomes that much more important
- Start with your preferred platform – there are 7 to 10 medium to big social media platforms, all with their own unique guidelines. Don’t worry about learning them all; pick with one or two you know and start there
- Take Action – lastly, take action! Do a podcast with someone and post about it. Hold an event and post pictures before, during, and after. Just get in the habit of taking action and share it!
Here’s a good, thorough breakdown of the fundamentals of social media use for therapists.
When you treat marketing as the way you get to connect to the clients you love, it becomes what it should be – a flourishing, healthy part of your business.
Marketing has incredible long-term potential, so starting becomes one of the best things you can do for your business!
