The Boogeyman of Marketing: Overcoming Marketing Fears as a Private Practice Owner
One of the topics I get the most questions about is marketing. It can feel like the dreaded boogeyman lurking in the shadows for new private practice owners. You’ve built your skills as a therapist, but now you’re faced with the challenge of putting on your business hat and getting the word out about your services. The idea of marketing might seem intimidating, complicated, and even a bit scary, but it doesn't have to be that way!
We’re going to break down the basics of establishing a marketing presence for your private practice into simple, non-scary steps and show you how to make the marketing boogeyman disappear by turning it into a manageable process. Let’s get started!
Build Your Foundation
If you have started the Fundamentals of Launching your private practice, you may have put some thought into your brand already. But what is a brand? What does it mean for your business?
Define Your Brand: Who Are You and What Do You Offer?
Before you dive into creating ads or posting on social media, you need to get crystal clear on your brand. Your brand is more than just your logo or the name of your practice, or even your niche—it’s your identity as a business and how you want to be perceived by clients.
Action Steps:
Think about your target audience: Who are the clients you want to attract? What are their needs, pain points, and goals?
Clarify your services: What specific services do you offer, and how do they stand out from others in your area?
Create a simple brand statement: Write a short sentence that describes who you help, what you do, and the unique value you bring to your clients.
Pro Tip: Your brand should reflect your values and your mission as a therapist. Let your personality and passion for helping others shine through. If you are having a hard time accomplishing this on your own, bring in a Brand Consultant to help!
Build Your Online Presence: Your Digital Business Card
In today’s world, having an online presence is non-negotiable for any business owner, especially in the field of mental health. Your website and social media profiles act as your digital business cards, helping potential clients find you and learn more about your services.
Action Steps:
Create a professional website: Include information about your services, your contact details, a bio about you, and an easy way for clients to book an appointment or inquire about services. I personally use Squarespace for my website and host my domain through GoDaddy.
Set up social media profiles: Start small! Focus on one or two platforms where your target audience is most active. Facebook, Instagram, and LinkedIn are great places to start for mental health professionals.
Claim your Google My Business listing: This helps you show up in local search results when someone is looking for therapists or mental health services in your area.
Pro Tip: You don’t have to be everywhere on social media! Focus on consistency and quality rather than quantity.
Create Valuable Content: Educate and Engage
The best way to attract clients is by providing value, even before they step foot into your office. Content marketing is one of the most effective ways to establish yourself as an expert and build trust and credibility with your audience.
Action Steps:
Write blogs on relevant topics: Blogs are a great way to give your audience value! You’re reading this one, aren’t you? Create simple, informative blog posts that address common concerns your clients may have, such as anxiety management, stress reduction, or self-care tips.
Post tips and advice on social media: Share quick mental health tips, motivational quotes, and relatable posts that engage your audience. You can create graphics on Canva or use stock photos from Adobe Stock if you don’t have a large backlog of photos available for you to use.
Create a content calendar: Plan out your content for the month to ensure you’re consistently providing value and staying top of mind with your audience. It doesn’t need to be super comprehensive. Just a plan of how often you will post and what type of content. Nothing will slow you down faster than coming up with content ideas day by day.
Pro Tip: Share stories from your experience (without violating confidentiality) to create a personal connection with your audience. Authenticity is key!
Network and Build Relationships: You Don’t Have to Do It Alone
Marketing isn’t just about putting up ads; it’s about building relationships and creating connections within your community. As a new private practice owner, networking is essential for growing your client base and your business.
Action Steps:
Join local and online networking groups: Connect with other mental health professionals, attend community events, or join private practice groups on social media.
Collaborate with other professionals: Reach out to doctors, schools, and local businesses that could refer clients to your practice. Word-of-mouth referrals are still one of the most powerful forms of marketing!
Get testimonials and reviews: You probably hear this a lot! A bit of caution…Double check with your licensing boards to ensure you are allowed to ask for testimonials from clients. As an LPC in CO, this is NOT allowed. Where do you get them then, you’re probably wondering??? Lean on your network of colleagues. Ask them if they are willing to write one about your skills and care as a professional. If you offer workshops/trainings, ask attendees for one.
Delegate tasks: Marketing can be extremely time consuming! You can outsource marketing tasks! I have a great Virtual Assistant team over at Office Mercenary who helps me with my monthly marketing so I can focus on my business!
Pro Tip: Building relationships takes time, but it’s one of the most rewarding ways to grow your practice. The more genuine connections you create, the more support and referrals you’ll receive.
Measure and Adjust: Find What Works for You
Just like your overall business plan, you will need to occasionally review and renew your marketing approach. Marketing is not a one-size-fits-all solution. As you launch your marketing efforts, you’ll need to track what’s working and what’s not so you can adjust your strategies for better results.
Action Steps:
Set small, realistic goals: Track how many new clients you want to gain each month and what specific actions you’ll take to reach those goals.
Analyze your results: Use tools like Google Analytics and social media insights to see which strategies are driving traffic to your website and converting into client inquiries.
Refine your approach: Drop what’s not working and double down on the tactics that are bringing you results.
Pro Tip: Don’t get discouraged if your efforts don’t work immediately. Marketing is a learning process, and sometimes it takes a little trial and error to find the perfect formula for your practice.
Make the Boogeyman Disappear
The boogeyman of marketing doesn’t have to scare you! Breaking it down into simple, manageable steps can help you gain the confidence you need to promote your private practice effectively. Remember, the key to successful marketing is consistency and a willingness to learn along the way.
Marketing might feel overwhelming at first, but with a clear plan and the right mindset, you’ll soon be attracting your ideal clients and growing your practice with ease!
Ready to take your practice to the next level? Check out the Private Practice Jumpstart Program for step-by-step guidance on transforming from therapist to thriving business owner, including how to get your marketing started! Visit my website for more resources and support!
In your corner,
Francisca
Ready to Launch Your Private Practice without all the Rookie Mistakes?
The Private Practice Jumpstart Program is your comprehensive, self-paced, hybrid-model guide to building a successful, fulfilling, and thriving private practice. With expert insights, step-by-step guidance, and actionable strategies, this program empowers you to navigate the complexities of private practice with confidence and clarity. Whether you’re just starting out or looking to revitalize your existing practice, the Private Practice Jumpstart Program provides the tools, resources, and support you need to turn your dream practice into a reality.
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