How to Market Your Private Practice Without Feeling Gross
If you’re anything like me, you hear the words “marketing” or “networking” and envision awkward small talk. But, what I’ve learned is that marketing doesn’t have to be like that AND I’ve even grown to love it –and dare I say, find it fun?! This post is about how you can have some fun with marketing too.
Necessary Mindset Shifts (for Feeling Less Ick)
You can’t help anyone if they don’t know you exist.
I know you didn’t get into this profession because you love selling yourself. However, you do want to help people and the only way you can do that is by letting people know you are out there.
Marketing is actually just building relationships
And you’re a therapist– that’s already kind of your whole thing, so you’re actually ahead of the game!
Don’t do the things you hate doing because you think you “should.”
Your marketing plan should align with you (not the other way around). You’re more likely to keep it up (and consistency is what leads to success more than anything else).
You need a good website.
And I’m not saying this because I am biased. Bottom line:You need to be easy to find online, or people will find someone else. Your website won’t do all the work, but it’s a crucial part of the overall strategy. There are lots of ways to get a website (like checking out my website template shop, website club, or design services, for example👀).
It takes time to see results.
Think of it like planting seeds. You might not see the results immediately, but keep tending to the seeds, and they will grow.
Don’t let perfection get in the way of getting started.
You can always revamp your plan if it’s not working. Just give something a try. Start somewhere!
Who you are marketing to?
Ok, so now that we have our minds right, we need to talk about the big question: who are we marketing to?? Maybe you’ve tried to avoid this question because it feels tricky. But trust me, you will ultimately save yourself so much time and effort by thinking about this question before you do anything else.
Try this quick version of the exercise I use to help my own clients hone their marketing message:
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As much as possible, use your client’s OWN WORDS! No clinical jargon and no wrong answers here. Just jot down your thoughts:
Think about one of your favorite clients. What did you like about working with them? What were the characteristics and dynamics you enjoyed about that working relationship? Was there anything particular about their demographic that energized you (age, gender, sexual orientation, relationship status, occupation, etc.)?
What does this favorite client do in their day-to-day life? Where did they spend their time each week? Where are some places you might reach them?
What pain was your client seeking relief from? What problems did they want to solve? And what outcomes were they looking for?
What were some of their concerns about coming to therapy?
What outcomes did they get from working with you? What services did you provide? What value did you provide?
*Feel free to do this a few times by reflecting on other clients (or if you have more than one modality-e.g. individuals, couples, families, etc.)
What to do next
When you’re done, pull out themes that you see (you’re good at seeing themes, you’re a therapist!).
As you think about different marketing options, you will now have this real person (or people), in mind. This will help you choose which strategies to put your energy behind (because HINT: you shouldn’t try to do ALL the things!).
Did you do it? Make sure you do it. I’ll wait….ready?
Ok, now get ready to choose from the “menu”!
The Private Practice Marketing Menu
We all bring something unique to our practice, so it follows that our marketing strategy should also be unique to us!
Just pick a few things off the menu that speak to you. Do not try to do all of these things at once!
Face-To-Face Networking
A lot of people cringe the sound of this one, because it conjures up the aforementioned “business card and small talk” awkwardness mentioned above, but actually you might already be doing some of it and not realize. Here are some examples of face-to-face networking:
Seeing your own clients and doing a good job with them (seriously, so many of my referrals have been from my clients).
Telling family and friends about your new endeavor of private practice (again, this surprisingly can lead to referrals or other connections).
Going to training events on topics you are interested in. You will meet therapists with similar interests, and you can tell them about your practice (and hear about theirs).
Making referrals to other therapists. It sounds weird but it’s a great way of making a connection with another therapist getting your name out there on people’s minds.
Getting together with other therapists you know and like and talk about your practices. Make a lunch, coffee, or wine date. Most therapists in private practice are busy, but also fairly isolated and welcome the chance to actually socialize.
Doing peer supervision (this has been a huge one for me, people develop trust in these groups and a greater sense of you and your work, and it will lead to referrals).
Volunteering at an organization, becoming part of a committee or helping with an event.
Joining a professional organization, and attending their social events.
Joining a board of an organization you are passionate about.
Introducing yourself to local chaplains and/or churches, schools, universities, and other community organizations where your ideal client might go.
Joining “listservs” for professional organizations and making and responding to posts.
Introduce yourself to clinicians in your area that are full who see the clients you want to see (you can always dash off a bunch of cold emails, but even better if you can name drop “I got your name from so-and-so”)
Introduce yourself to therapists who are “adjacent” to your ideal population. So if your ideal client is a woman going through a divorce, introduce yourself to couple’s therapists.
2. Therapist Directories
Psychology Today currently dominates the market. But there are other ones that I would encourage you to check out.
For example, ZenCare. In addition to a slick-looking listing, membership includes a photo and video shoot!! And you can use those photos and videos however you choose.
TherapyDen is free and it’s unique because it incorporates a social justice lens for search categories and emphasis on inclusivity and equity.
3. Have An Awesome Website
I’ve already mentioned this, but it’s a must. You have options. These days you can do anything from doing it all yourself to hiring someone to write the content and do the designing for you.
When figuring out whether you should DIY (do-it-yourself) or hire someone to create your website, you have to consider the following:
Your marketing budget
How much your time is worth
The potential value of a website for your specific practice
Whether the idea of doing it yourself sounds fun (or if it sounds kind of like a nightmare)
Looking for a place to get started? Check out our free therapist website template (it’s easy to use, made in Squarespace, and comes with all kinds of tips, plus 20% off your first-year subscription!).
Looking for a unique design, but don’t have a big budget? Check out our website template shop with all my pre-built & custom-coded website templates.
Have no idea what a website template is or why the heck you’d even use one?
You aren’t alone. Learn all about therapist website templates here.
4. Using Social Media
This one makes many people cringe, and for good reason. Many clinicians do it to varying degrees of success. The key seems to be to decide which platform you enjoy and complements your practice well and then stick with that.
If you try to have a presence on all social media platforms-unless you hire someone to do this for you full-time-you will have a hard time keeping up and doing it well. Social media needs constant tending, it’s not something you can just set and forget.
5. Doing a Talk, Podcast, e-Course, or Blog
Basically, give something away for free. It gets your name out there, and establishes you as someone with expertise. There are things that you know about that other therapists don’t know and want to learn about. You likely take those things for granted, so maybe ask a colleague to give you some outside perspective if you’re stuck!
Take Action!
The most important thing, whatever you decide to do, is to start taking steps. Whatever you’ve chosen, think about what the very first steps are to making it happen.
Break it down into small, do-able tasks. Next, put those tasks on your calendar, that way they’ll get done!
Build marketing into your weekly schedule. What you’ve chosen will determine the frequency.
If you’re doing social media, for example, it’s best practice to be on there every day. You will also want to set a time limit on yourself, so that you are being intentional and not getting sucked into the rabbit hole of scrolling!
If you are going to do more face-to-face, you might want to limit it to something like one new coffee date a week.
It also depends on where you are in your practice. If you’re just getting started, you should be spending more of your time marketing, versus if you’re close to full.
