The Power of Podcasting for Therapists
Do you have a favorite podcast?
If so, you’re in good company. According to buzzsprout, over one-third (104 million) of Americans listen to podcasts regularly.
With such a huge listenership, podcasting should be regarded as one of the most innovative avenues used to reach new people, connect more deeply with current clients, and fill your practice bookings — particularly if you have an established private practice or are considering powerful ways to expand your outreach efforts.
This brings us to the business case for podcasting. What are the benefits? What are the drawbacks? Should you include this approach in your marketing mix? All business decisions should be considered carefully before diving in, particularly those that require consistent application and effort. Podcasting is no different. We’ve compiled the top 6 benefits of podcasting to help you answer these questions and more.
Looking for more super-charged marketing tips?
Use this form to take our e-course on 8 Unconventional Ways
to Market Your Private Practice!
1) Ease of production
In theory, a basic podcast is easy to produce. Turn on your recording device, speak, save, and upload to your chosen podcast hosting service. However, there are some simple ways to make your podcast more appealing…
- The quality of the audio will, in part, encourage listeners to stay or send them in search of another podcast. So, while you can record audio on your phone, we recommend you purchase a quality microphone.
- Set yourself a road map. Know what your show will cover and (at least roughly) how you will get from the start to the finish. You can script the entire show. However, if you choose topics that you are passionate about and knowledgeable in, a rough outline will do. You’ll be able to freestyle along.
- Edit your podcast before you upload it. Free editing apps are available; For Mac, opt for GarageBand. For PC, Audacity will suffice.
- Upload to your hosting account and integrate with your chosen podcast directory or directories.
2) Expands your reach
The sheer volume of podcast listeners is huge. So, creating a valuable and interesting show will open a new avenue of exposure and visibility. In turn, this can extend your reach to a much larger audience and attract potential clients.
To boost your impact:
- Decide how much time, and how often, you can dedicate to the creation of your podcast. You must be consistent!
- Choose an overarching theme for your podcast.
- Decide on your target demographic. Then, think about a potential listener’s lifestyle. For example, how much time is spent commuting? What topics would be beneficial? What examples or stories will resonate?
- Name your podcast. Its title should be intriguing, short, and descriptive is ideal.
- Decide on a length. Choose a duration that suits your topic, and your approach, and enables you to deliver high-quality information. According to BuzzSprout, “The sweet spot seems to be just under 40 minutes.” You can always update this when you have some experience under your belt.
- To say it again, create high-quality content only!
3) Education, education!
Imagine a new client is just beginning care with you…
They’ve decided that you’re the right therapist for them. They know your approach, expertise, and values, the way you interact, and what your background is. But, the work doesn’t stop there.
It takes continued effort and investment in your clients to show them that the value they hold in you is reciprocated to keep them around. One way to do so is by offering them accessible educational opportunities that will help them build a deeper understanding of the service you provide, further than just what they can glean from one-on-one sessions. By educating and empowering your clients — both current and prospective — through mediums like podcasting, you’ll minimize the divide between client and provider and demonstrate that you’re investing in them and their health.
It can also make practice less stressful, seamless, and more enjoyable and fulfilling. So don’t hold back. Share your best work and insights; advice that truly helps people to gain results. This builds trust and highlights you as the “go-to” expert. The therapist that the listener needs to consult.
4) Shows you’re savvy
A podcast sets the scene. It shows you’re up-to-date with the world of technology. Many people naturally assume that if you’re tech-savvy, you’re also ahead of the game in practice. “Up with” the latest research, treatment, and advice.
By showing your current and prospective clients that you’re “with the times,” you’ll set yourself and your practice apart from your competition. Listeners believe this to be a mark of industry prowess and proof you are a thought leader in your field.
5) Creates a personal connection
Building a personal connection takes time and effort, but is essential for clinical success. The sooner you establish strong rapport, the better. In practice, this can take weeks or months of one-on-one care. But a podcast allows you to transform this process.
During a podcast, a listener is able to hear your voice and communication style. This allows them to digest the way you present information and gain an understanding of who you are.
They will hear your stories; your successes, failures, and learnings which over time will help them form a picture of who you are. You will become relatable, human.
As they listen to more of your podcasts — ingesting actionable advice and tidbits — a connection will build and strengthen over time. For some listeners, this will guide them to become clients.
There is beauty in the simplicity of podcast connections. You share content that can, and will, change lives. For your listeners, the attentive focus cements their relationship with you. While this may appear to be a disjointed acquaintance as the information travels one way, it’s not. You are creating a real, meaningful collaboration.
6) Additional revenue
A podcast can add an extra stream of revenue if you decide to sell advertising or promote your own products and services.
Stick to a regular schedule, continue to share high-quality content, build your audience and, in time, the additional revenue can make a significant contribution to your bottom line.
If you’d like to learn more about the phenomenal ways podcasting can transform your practice, listen to episode 44 of our show, The Therapist Experience Podcast, “5 Reasons Why Podcasting is Great for Marketing a Private Practice.”
The top 2 drawbacks of podcasting
As with all things marketing and practice growth, podcasts aren’t a quick fix. Yes, a good podcast can help you to reach new people and fill your practice. And, yes, we recommend that many of our clients run a podcast. But, it is best to consider the following two points before you dive in.
1) The need for investment
To create a podcast that expands your practice requires investment. While usually well worth it, there is an outlay of time, effort, and, yes, money.
Time and effort to plan, record, edit, and upload content on a regular schedule.
Money for equipment (beginning with a good microphone), editing software (if you decide to upgrade from a free option), and advertising your podcast to increase your listenership.
2) The need for promotion
Promotion is a superpower; a shortcut to success. It’s how you get known. You have two choices: the slower way or the faster way.
The slower way
This involves a little finger crossing and a hefty dose of hustle. Your investment here is time and grind.
- Share your content through various self-owned platforms. Think social media, your website, and your current clients and email community. However, many of your followers will be current clients. While this is good, you also need to reach a broader audience.
- Build relationships with other business owners and ask them to share your show.
- Seek out other podcasters who will interview you for their show, sharing you with their audience in exchange for a chunk of your time.
Ready to ramp up your Social Media Marketing?
Find out how Social Genie can help you!
Tip: Guest speaking on others’ podcasts can be a great way to gain exposure. We recommend Annie Schuessler’s free 80-minute training, On-Demand Training: Use Podcast Guesting to Grow Your Impact.
The faster way
This involves paid promotion. When you financially invest to share your podcast with the right people — assuming you’ve created a high-quality, interesting and helpful show — your message will spread faster; much, much faster.
But before you do this, you need to make sure your podcast is ready for flight. Because if your show is poor in quality or content or you don’t know what you’re doing, you can waste money.
Is therapy podcasting right for you?
We believe that the pros outweigh the cons for the vast majority of therapists. We’ve seen this media drive practice explosion again and again. If you are ready to commit, dedicated to quality and consistency, and willing to make the investment, podcasting could be the vehicle you’ve been searching for!
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 🙂