Marketing and Branding for Private Practice
So, you have decided to work for yourself and own a private practice. Congratulations! Did you realize that you have become a small business owner? When this identity (small business owner) is accepted, then the doors to marketing & sales fly open! It makes it so much easier to stomach this dreadful topic. I know...I was there too! Maybe the image of a sleazy car salesperson comes to mind and you are hesitant in engaging with marketing because you don’t want to come across like that. I had the thought, “I didn’t become a therapist to be in sales & marketing”. Have you thought about it like this too? Well, I am here to tell you something that you probably already know and maybe now is the time to tackle the overwhelm:
Marketing will provide you the opportunity to build your dream private practice!!!
I have put together this informative piece to minimize the overwhelm and get you started in the right direction. Let’s look at what branding and marketing actually are. Shifting from the unknown to the know motivates, increases readiness, and gets the ball rolling. Let’s dive in…
Branding 101
Branding is who you are and your passions. Branding is established by colors, pictures, graphics, your tone of voice, and most importantly your expertise in the field. Having an identity helps establish credibility in your field. Branding is your skills, expertise, and personality all wrapped up in one.
Why is branding important? Branding tells your story and provides an opportunity for others to get to know you and your services.
Think...how do you want to be seen, heard, and felt in your community?
That’s BRANDING.
Choose graphics, colors, and fonts that are appropriate for you. For example, if your expertise is in working with postpartum themes, then a graphic/image of motorcycles might not be the best fit for your brand since most people don’t think of postpartum with motorcycles. So if it’s done right, branding develops a sense of identity, which increases trustworthiness for you and your company. With that on your side, people will want to work with you!
Let the light shine on your expertise! How are you going to distinguish yourself from other therapists in private practice? Your tone of voice will help to develop how you tell your story and who you are telling it to. It’s so much easier to engage a client once you take ownership of your style, modalities you use, and even your role in the process of change for clients.
Secondly, following groups on social media can support the development of your brand. Your connections can highlight interests, your story and you can share your expertise. For example, being connected to your local therapists group or mental health organizations/associations provide the opportunity to engage in building relationships and sharing your expertise.
Again, your efforts in branding and marketing are to engage a community to attract your ideal client. It might be an edge, but don’t lose sight. You want to be successful and work with many clients.
You are building a thriving, dream private practice!
Marketing 101
Marketing:
The act of letting people know you are open for business, building relationships by sharing your passions, and how you might help your community.
Let’s be truthful, when it’s put this way, it’s not so bad, right? Is there a little more space for possibilities? Perhaps more willingness to engage in marketing and sales? Think, we want our clients to engage with full heart. I, too, want you to take the step!
Marketing is more complex with more moving parts than branding. I will break down two types of marketing, traditional and digital.
Traditional marketing includes print, broadcast, and direct mail. Print includes brochures, newsletters, newspapers, and magazines. Broadcast engages radio and television. Lastly, direct mail utilizes brochures, postcards, and direct letters that are sent to your mailing address. Some larger corporations still use some forms of traditional marketing due to their profit margins and established brand. Maybe you’re not there yet. That’s ok. There’s another type of marketing that might fit your budget and time: digital marketing.
Digital marketing includes: website/SEO, social media, blogs, vlogs, and email marketing. This is where most small business owners devote time and effort to reach their targeted audiences. It can be fast and it is very effective!
Website/SEO
In this day and age, not having a website removes you from the game. Most people, if not all, want to get to know you before there is ever “contact” made. I will make my point with this simple question...How many times have you gone to Google to search for something and gone to a website? I’m pretty sure you lost count! I think I don’t need to spend too much time here, I think you get the point...make sure to have a website!
There are savvy ways to have your website/url come up first in line of the list of providers: SEO (search engine optimization). Basically, what this means is how one uses keywords in content on websites, so when people type those keywords in their search (i.e. therapy, counseling, depression, anxiety, etc.) one’s website get’s “matched” since it has the keywords throughout the website copy or content. Once matched, your website will pop up higher to the top of the search list. If you are wondering what keywords to use, think about your brand, who you want to work with, what modalities you use. What keywords do you think of? Now that you have come up with keywords, make sure to use them throughout your content. Make it easier for your ideal client to find you on the web.
Social Media
Social media includes sites like Twitter, Facebook, LinkedIn, Snapchat, and Instagram. All of these are free platforms with just signing up with an e-mail. I strongly advise you to use these types of free marketing.
Most of us use one form or another for personal use. Are you wondering how to keep your personal profile from your professional posts? Read my other blog to help you set up a professional page. (Refer to my other blog here to learn about Facebook groups)
Start with one platform and build your presence by posting consistently on the day(s) you choose. Then, when you’re comfortable, integrate more as you go.
Social media is great for brand awareness, as well as, marketing (aka letting people know you are open for business and building relationships.) You can share your personal story and your expertise all in one platform. Facebook reports that in the first quarter of 2020 it had nearly three billion users!!!
Blogs
Blogs are online journals which can fall into a couple of different categories: informative and opinionative. Under these two types of pieces there are both business and personal. In business blogs, you are trying to inform your audience of your product or services. This is where your expertise comes into play. For instance, if you offer help with anxiety, you could blog about different skills one could use to manage anxiety symptoms. Blogs are intended to be short bursts of great information for your audience. For the most part, blogs averaging between 300-1,500 words will get your point across. You will be amazed how quickly 300 words can cover! What to blog about? This will all depend on your expertise, comfortability with writing, topic, and your audience.
Vlogs
Vlogs are videos that are informative toward the product or service you are providing. So, if you’re providing a service, then you would record yourself talking about the service itself. YouTube and TED Talks are great examples of vlogs. Ted Talks are aimed toward more academic settings, whereas YouTube has more diverse audiences. Depending on your level of expertise in technology and your comfortability with it, there are multiple channels to help to promote your product or services.
Email Marketing
This type of marketing can reach a large number of followers via a contacts list. Have you ever given your email and name for something FREE on-line? Well, that’s the start of building relationships and with the hope of “closing the deal” with a purchase of some sort. In our case, becoming a client, joining a group, or purchasing a workshop as some products that are sold in private practice.
Email marketing can consist of the following types of emails: lead magnets, welcome sequences, promotional campaigns, post-purchase, newsletters, cart abandonment, and re-engagement emails. Today, there are applications that can help you set these different email sequences up. Website builders such as Squarespace, GoDaddy, and WordPress support this form of marketing or you can utilize platforms specific for email marketing like ConvertKit, MailChimp, Constant Contact, and Kajabi, to name a few.
Building a relationship happens over time with consistent contact. Email marketing supports this effort by allowing content to reach your audience in a timely manner over time that you schedule! Create a brochure, newsletter, or advertisement and send via your imported mailing list.
Marketing and branding will help any company or small business owner promote their identity, products, and services. While developing who you are through your brand, start to identify how you want your marketing efforts to support your business goals. Remember, it’s slow, consistent steps that get you to the finish line. Identify your voice, services and your target audience, then let your marketing skills shine! Now get out there and show the world what you have to offer.
In your corner!
Francisca
Embark on a transformative journey with Francisca Mix, LPC, BC-DMT, ACS—an experienced confidence consultant in mental health and clinical leadership. With diverse expertise as a mental health private practice consultant, educator, clinical supervisor, and trauma-informed movement therapist, Francisca guides professionals through tailored group programs and impactful one-to-one online sessions.
Her mission is clear—to empower individuals in mental health and clinical leadership by building unshakable confidence, nurturing leadership skills, and rewriting healthy life narratives. Your transformation begins here.
Ready to reach new heights? Book a discovery call NOW and redefine your narrative with confidence and leadership.
