Your Words Matter: The Power of Authentic Marketing
Have you intermittently thrown words at your blog hoping for a response, only to find they — and your traffic — fall flat? Maybe you’ve tried hiring writers, but they just couldn’t hit the right tone. Either the content wasn’t accurate or the way they crafted the piece wasn’t professional or engaging. Or, have you tried other marketing approaches — social media, direct mail, contacting local health professionals, even paid ads — and failed to significantly move the dial?
Effective marketing isn’t easy. If it was, you and your competitors would be already implementing a regular, persuasive marketing plan. But, this is good news. If a step is somewhat tricky, it can seem easier to skip. This opens the door for you; get it right and you can leapfrog over competitors with ease.
With that in mind, we’d like to share one profound mistake we see therapists make time and time again — They overlook the importance of authentic marketing.
Authentic marketing requires you to decide on your brand’s personality. The distinct combination of language, images, quirks, style, humor (or not), coverable topics, and “feel” that is emotionally in tune with your practice. The one that will deeply connect with your audience; your target or ideal clients.
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Why is authentic marketing important?
Think about how you make a decision. You weigh the pros and cons, right? This may be a subtle, barely conscious process. But imagine if you sense a red flag; a gut knowing that something isn’t right. Would you proceed?
Most people have a finely tuned nonsense detector. We just know when something feels “off.”
This matters in your marketing.
A survey of 2000 people by the company, Nosto, looked at factors that affect a person’s purchasing decisions the most. They found that “86 percent of consumers say authenticity is important when deciding what brands they like and support [and]… 57 percent of consumers think that less than half of brands create content that resonates as authentic”.
Read those stats again. Inauthenticity breeds the perception of untrustworthiness. Never forget: all purchasing decisions require trust. Particularly decisions that involve seeking care from a health professional.
Authentic marketing, then, is required to influence. To attract clients. To grow your practice. To supercharge your impact. To increase your profits.
With this in mind, how do you create an authentic marketing and content approach?
Authentic marketing and content creation
When it comes to authentic content creation your intention and messaging must shine with clarity, truth, and sincerity.
Decide on your brand’s personality
Your brand’s personality is the starting point for all content creation. Take time to consider this deeply and update it regularly.
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Create a guide. Share it with your team and hired freelancers to keep everyone true to your brand. Consider it a roadmap to authentic, on-point communication.
Unsure how to do this? We’ve got you covered! Here are our top three resources:
- Article: Your Therapy Brand Matters: A Powerful, Profitable and Heartfelt Strategy
- Webinar: Building Your Brand: The Power of Branding in Private Practice Marketing
- Podcast: TTE 45: Importance of Brand Clarity & Knowing Your Ideal Client
Consider potential impacts before sharing
In a time when sharing opinions and views — especially around current events — is encouraged, pause before you do. Calm any emotions. Then ask yourself these three questions:
- Is speaking about this topic congruent with my practice’s mission statement, values, and goals?
- Does my input fit with my brand’s personality?
- Will adding my thoughts add value to my clients’ lives?
If the answer aligns with your mission, values, and goals, your brand’s personality, and will add value to your clients’ lives, speak. If not, don’t.
Remember that everything you share is a permanent record. A record that potential clients might find. Always remember this before you hit publish.
Creating a trusted, authentic practice takes time and effort. Each step should be considered. Otherwise, you may harm your brand. So, before you speak, always ask yourself these three questions. Especially when posting to social media, whether on a private or personal account. On this point…
Be professional on private and practice social media accounts
As a therapist, you are an integral part of your practice brand. This means your private social media accounts should reflect your practice account.
Why?
Imagine your expertise lies in creating open, honest relationship communication yet you share advice in a personal capacity that encourages a less than transparent approach.
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Or you treat clients with depression yet you post an article on a personal social media account that undermines — or could be perceived to undermine — the legitimacy of client experiences.
When current or potential clients search for you — and they will — the results should reflect congruence, care, and professionalism.
Tip: You can decide what information is displayed to whom on your personal social media accounts. The article, How to Make Your Social Media Accounts Private, shows you how.
4 inspiring authentic content marketing examples
Are you ready to embrace your authentic marketing journey?
Wonderful! Let’s look at some authentic content marketing examples to provide inspiration.
- Mayo Clinic
Mayo Clinic has become a leading source of online health information. The site is professional, conversational, and non-controversial. It’s easy to navigate, evidence-based, comprehensive, and written by experts. Its authenticity promotes its trustworthiness and reputation.
- Make-A-Wish
Make-A-Wish’s site is adorable and heart-warming. A conversational tone, the statement and continual reaffirmation of their values and purpose, and the inclusion of inspiring images and stories paint an authentic story. This invites visitors to connect on a deeply emotional level.
- Go Pro
GoPro states that “Empowering others to tell stories is in our DNA.” With this mission in mind, they combine user-generated content with engaging information, fun language, gorgeous photos, and inspiring videos. They also promote awareness for non-profits that match their core values.
- Brighter Vision
Aw, shucks!
At BrighterVision, we are dedicated to customer happiness, productivity, and creating beautiful and effective websites.
We use a conversational approach so our visitors — yes, that’s you! — know what to expect and understand how to supercharge their businesses. We’ve banned tech talk because our focus is on delivering easy-to-implement content. Because that’s how we help you explode your practice. We stay on-point and committed to our values and mission. You can see this throughout our website and voice.
Check out these authentic content marketing examples. Visit each site. Explore the types of content and the way it’s delivered. Look at the images and the words. Get inspired!
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How to harness the power of authentic marketing for your practice
Start with the advice mentioned earlier. Consider your mission, values, and goals. Create a guide. Produce and share well-considered, authentic information.
We know the power of authentic marketing to transform practice success. We’ve helped our customers find the right website, visuals, and voice for years.
We also know this process can feel difficult or overwhelming. In this case, it’s wise to work with a marketing partner. A company dedicated to the development of content that ensures your intention and messaging cut through; clearly, effectively, and with authenticity.
Want the beautiful therapist website you deserve? Then you’re in the perfect place.
Brighter Vision is the ultimate marketing package for therapists, centered around the best therapist website you’ve ever had. Fill out the form below to learn more about our team of professionals who can’t wait to help your practice grow like never before 🙂