Best Practices to Keep in Mind When Marketing Your Practice Locally
As we return to a semblance of clinical normality, how can you market your practice effectively?
And can you not only regain the past standard but supercharge consultation bookings and practice growth?
Yes, you can.
Local marketing is key to bringing in new clients. Those who live nearby are naturally more likely to become your clients. Face-to-face therapy, after all, means people must be close enough to travel to you.
Plus, many health professionals have poor marketing skills. So, taking proactive steps to improve yours makes a disproportionate difference. And doing so doesn’t need to be hard. Being active in your community builds a sense of connection, expertise, and trust.
In marketing there is the old adage is “Build know, like, and trust.” This is far easier to do within a small geographic location. As your name and face become readily recognizable, you become elevated to the position of a local expert. Community members will wish to work with you because they perceive you as the best (even only) choice.
So, how can you engage with the community in order to promote your value and services? There is a range of powerful, useful, free, and low-cost ways. Let’s take a look at five of our favorites…
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1. Guest write for local newspapers, magazines, popular newsletters, blogs
The written word is enticing; we, humans, have a default respect for authors and writers. Becoming known as a writer helps to build trust, naturally. In addition, when you professionally deliver value-rich content that empowers and offers actionable answers, your “know, trust, and like” grows. You become the expert.
Make a list of local newspapers, magazines, or newsletters that immediately spring to mind. Then perform some research…
Are there any large groups that create a regular mailing for their members?
Are there voluntary groups that share helpful information with their tribe?
Are there any other businesses, groups, or places where you could share your expertise?
Creating content is hard. By offering to pen a feature you lessen the workload for those you write for. In turn, your insights and advice are shared with a group of people who may have not previously heard of you or had no prior reason to consider you for their care.
Tips:
- Consider what might be most relevant for their audience.
- Can you wrap your information around an issue that is topical for the times, an upcoming event, or their audience.
- Use language that is appropriate for the audience.
(I want you to notice here, you want to deliver value for their audience. Firstly, because it’s the right thing to do. Secondly, because it will have a greater impact. Thirdly, because you increase the chance that you will be invited to contribute again, meaningless scouting work for you)
2. Get involved with your community
Writing articles is great! But getting to know fellow locals face-to-face is better than words alone. When people can meet you, talk to you, when they can directly ask questions, watch how you interact, and feel your interest in the betterment of the local community, your reputation will skyrocket.
There are a broad range of ways to become involved with your community; choose an option or options that you enjoy and that suit your skills. This way it’s easier to continue along this path; building your connections and practice over time. Here are some ideas:
- Volunteer
- Host a group for those suffering from a particular issue that falls within your expertise
- Mentor people who could benefit from your knowledge
- Donate to, and regularly attend, local sporting, theatrical, other activities
- Hold workshops
- Speak at your neighborhood schools, workplaces, hospitals
- Join a local Soroptimist or Rotary chapter
- Be a guest on a panel
- Speak at conferences
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3. Stay up-to-date with local information
As a therapist, you deliver essential care. But there are ways to provide non-therapy service that goes above and beyond and displays a community-centric mindset. To, in essence, made a deeper, broader impact. See, marketing isn’t all about bells and whistles. The simple role of acting as a local resource forms a subtle, ethical form of marketing.
- To do this, stay up-to-date with what’s going on in your local space…
- Can you recommend a reputable local plumber should a client suddenly have the need, one you know will answer and attend. Then, pass along a business card or direct number.
- Can you connect someone to the convener of the perfect community support group, when appropriate?
- If someone needs to escape a domestic violence situation, do you know how to immediately contact the local shelter?
- Is your network vast so you can act as a human hub to seamlessly connects others?
- Can you recommend local Meetups or Facebook groups that tend to a specific need?
- Do you know when the next council meeting is? Where the local politician’s office is? How people can make a confidential complaint about a noisy neighbor?
When you become known as a stable source of reliable information and support, your reputation will grow. These things do not take much time, but they make a positive impact. And as you become more deeply connect with your clients and your community, as you gently reduce their stress, you will become irreplaceable, respected, and garner greater trust. This is wonderful for your clients, your district, and your practice growth…
Plus, people will talk. As a result, your practice will bloom.
Want to learn how to grow your private practice community? Check out last months free webinar replay, The Importance of Finding a Private Practice Community.
4. Harness the power of local SEO
Search engine optimization, or SEO, is important if you and your website are to be found online.
SearchEngineLand defines SEO succinctly: “In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business [on] search engines.”
Search engines like Google, Yahoo, Ask, and AOL.
The vast majority of people search online for health information before they opt to consult with a health professional. This means SEO is crucial because i
f you cannot be found, you virtually don’t exist.
The good news is that local SEO is infinitely easier than the state, county-wide, or global SEO!
To begin, secure your Google My Business (GMB) listing. Head to www.google.com/business and walk through the process to sign up now.
Your GMB listing allows you to set up your free business profile, connect with customers across Google’s search, and add a map for your practice.
Next, read our article, How Do I get a Google My Business Listing for My Private Practice? as we walk you through the steps to create a GMB listing for your practice.
5. Ask for referrals!
Once you have provided wonderful service, your clients appreciate and respect you. They, of course, know others who would benefit from your help. For their sake, offer your expertise; ask for referrals!
Some therapists tell us they feel awkward asking. So, here’s a question and the blunt truth: Are you good at what you do? Let’s assume the answer is yes. Now, if someone needs care and they don’t consult with you, there are two problems. They miss out on treatment altogether, negatively affecting their quality of life. Or, they might consult with someone less skilled, also potentially negatively affecting their quality of life.
The bottom line is this: Once you have proven your worth, ask for referrals. Local clients know other local people. You can truly make a massive difference to your community. In the process, you will grow your practice!
The local marketing takeaway
Your community needs your expertise so don’t hide your light under a bushel. Guest write, volunteer, donate, speak, remain an up-to-date hub of information, build and support your network. Get involved. Be proudly local. Be known.
As you do, your marketing will become a seamless extension of who you are. And that makes all the difference!
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 🙂