Therapists, counselors, psychologists, and social workers go to college to learn the skills necessary to perform in their chose fields. Even though many mental health professionals will go on to eventually own their own practice, unfortunately, business classes are not included in their education.
Your private practice is a business and needs an investment of time and money to grow. You can’t just open an office and list your business in a directory and call it a day.
To be most effective, you need a detailed plan. Remember, as you develop your plan, think about your ideal client(s). Usually, therapists can think about who they are most comfortable treating, when they have felt the most successful and authentic, based on their experiences, education, and training. Creating a niche and focusing on this niche is generally more effective and ethical than casting a wide net and seeing anyone from a cost and time perspective.
Your marketing plan can help you by:
From a demographic perspective, you might want to consider the gender, age, income, education level, geographic location, and ethnicity of your ideal client. From a treatment perspective, this could also include attitudes, worries and fears, common diagnoses and treatment interventions, as well as aspirations and goals of your ideal client.
Let’s say you are a substance abuse counselor and want to work with teenagers. Is the teen your ideal client? Do you market to the teen, or would it be best to try to reach parents who will be making the appointment with you, bringing the teen in for counseling, and paying for treatment?
Once you know who your ideal client is, you need to think about how to help them find you.
Online Marketing
Therapist Directories
You have many options to reach possible clients online, ranging from counseling directories and social media to your own website and blogs. There are both paid and free online directories, like KIDStherapyfinder.com. Some are national in scope, while others are geographically focused. There are directories for couples therapy, family and marriage counselors, Catholic therapists, and a range of others.
When determining which ones you should utilize, remember your business focus and your ideal client. Find the right ones and focus on those. Also, consider their ranking in search results and how much traffic their website gets.
After selecting a directory, next you will need to write your online directory profile. Consider writing your profile as if you are speaking to your ideal client, instead of talking about your education and certifications. Most clients seeking therapy are looking to connect with a therapist that they feel understands them and can help them with whatever problem(s) they are facing. For the sake of efficiency and consistency, use the same profile in all directories.
Social Media
Today, many therapists and social workers have professional social media accounts, including Instagram, Pinterest, Facebook, Twitter, TikTok and YouTube. If you are trying to reach clients through social media, If you’re thinking of trying to reach your ideal client on social media, determine your approach by asking yourself:
Answering these questions will tell you which platforms to use, when to use them, and the kind of content to post. Social media is like a garden: it needs tending. So, focus on one or two platforms and do them well. Show up consistently and be social!
Your Website
Another consideration is whether to have a website. A website can increase your opportunities for reaching ideal clients. If you decide to have a website, remember that you will need a fast, secure, reliable, and professional website. All your online directory listings and social media activity will funnel people here.
Your website represents you online. It needs to reflect who you are, what you do, and who you do it for. Just like your directory profile, your website must speak to your ideal client. Great planning and some effort can help you convert visitors into clients. Hiring someone to develop your site and write SEO optimized content is often a good business decision. Especially if you need this time to see clients.
If you are a solid writer, blogging can be an excellent way to be found by ideal clients. You can blog on your own site, and guest blog for others who speak to your audience. For example, the substance abuse counselor might consider writing for a parenting blog on “The signs your teen is using drugs or alcohol.” Now you are getting traffic from the substance abuse counselors site as well as your own! But if you don’t enjoy writing or you don’t want to write your own blogs, don’t worry, there are professionals you can hire to develop your content for reasonable costs.
Networking
Now, let’s think about marketing in real life (IRL). Here, networking and developing solid connections is a way to get referrals. Think of your network marketing in terms of a pebble in a pond. Toss the pebble into the pond and watch the ripples move out in concentric circles. The point where the pebble lands is the circle of people closest to you, like friends and family. Make sure they understand what you do and the ideal client you are searching for, so if they hear of an opportunity, they can refer you.
The next circle could be other therapists. A therapist who wants to work with divorced women as their ideal client might find that marriage counselors are a good target for networking.
The substance abuse counselor may find networking with attorneys specializing in DUI’s or middle and high school counselors as a route to referrals. Additionally, substance abuse counselors could network with rehab clinics, seeking referrals for discharge planning.
Most areas have networking groups. So, see what’s available in your area through your professional organizations or your colleagues. Facebook is also a source of online groups for networking based on topic. You also can start your own private Facebook group.
Again, to be most efficient and effective, think about your networking efforts from the perspective of your ideal client. Who are the people they come into contact with?
Public speaking is another IRL venue for reaching your target audience. Remember that blog post we wrote on the signs your teen is using drugs or alcohol.? Why not reach out to groups in your community like Rotary Clubs or PTA’s and offer a 10-minute talk based on your post?
Other Ways To Grow
In addition to individual sessions, consider what other services you could offer, as well as how and where you offer them. For instance, consider working with groups, or providing coaching, or consulting and peer supervision. Offer clients multiple ways to work with you from in-office to mobile to Telehealth. There are also Telehealth companies you might want to join as you are just getting started.
Another way to grow your practice is to work in multiple states. With Telehealth you could offer services to any state in the United States where you are licensed to provide services. Live near your state’s border? Check board requirements for the adjacent state and consider expanding your market geographically. We have made it easy for you to find the contact information for each state’s board. You might even consider offering services internationally.
Insurance panels can also be a source of referrals once you get credentialed by the insurance company. Most of the large commercial and government insurances keep a directory of their clinicians for their clients. Make sure you keep them up to date with your certifications, specialties, and contact information.
Depending upon your ideal client, you might find contracting with government entities like juvenile probation, child protective services, or the Veterans Administration is a good referral source.
As you can see, there are many ways to approach marketing to your ideal client. If you don’t feel you have the expertise to develop and execute a marketing plan, you might want to bring in a consultant to assist. There are other avenues, as well. You could join a practice building group, a mastermind group or hire a business coach.
In the competitive landscape of therapy practice, effective marketing is key to attracting clients and growing your business. By understanding your ideal client and crafting a detailed marketing plan, you can strategically position yourself to reach your target audience. Whether you focus on online strategies like directory listings and social media or engage in real-life networking and public speaking opportunities, there are numerous avenues to explore. Remember, investing in professional website development, SEO optimization, and content creation can significantly enhance your online presence and visibility. Additionally, consider seeking support from consultants, practice-building groups, or business coaches to refine your marketing approach and achieve your business goals. With careful planning and consistent effort, you can effectively market your therapy practice and build a thriving client base.
