Online marketing is a cost-effective way to raise the profile of your therapy business, attract new clients, and sell your services. But with so many different platforms available, it can feel overwhelming. Large companies have employees, or even whole departments, dedicated to digital marketing, while most therapists work alone or in small practices. If you are feeling dazed by the range of online marketing options available, these 3 top tips should help clear the fog and get you started.
Build a beautifully designed website
All your efforts to post on social media or learn search engine optimisation (SEO) are worth nothing if you don’t have a great website to direct people towards, so your therapy website is your number one priority. Your website design should be clean and professional to give a great first impression. Strategically placed calls-to-action can take your visitors on a planned journey around your site and convince them to explore your services. Use conversational copy to build rapport and showcase the therapies you offer.
Working with a professional website designer is a worthwhile investment in your business – there are a lot of amateur websites out there, so having a site that looks and feels professional will help you stand above the competition. A completely custom-built site is a wonderful way to market your business. If you are on a strict budget and can’t stretch to a full custom build, look for a designer that offers customisable pre-built themes to hit that sweet spot between cost and quality.
Building a presence on social media can feel like a full-time job, but it is crucial to boosting the profile of your therapy business. Rather than trying to be all things to all people, be strategic about which social media platforms you concentrate your time and energy on. With so many out there, attempting to develop regular content for every platform will have you spread too thin (and leave you little time to serve your clients). Choose just one or two and stick with them.
Which platforms you decide to concentrate on will depend on a few different factors. Firstly, your own comfort level and knowledge – if you are familiar with Facebook or Instagram already, the learning curve of using them to market your business will be less steep than if you jump straight into TikTok.
Secondly, what is your target audience and where do they hang-out? If your services are mainly aimed at the over 50s, for example, then Facebook will be your best bet, whereas LinkedIn will be better if you are targeting young professionals. Take some time to research the demographics of different platforms before choosing which one will work best to market your therapy services.
Finally, consider what form of content you can most easily produce – for Instagram you will need eye-catching imagery, while short, snappy content is great for Twitter. Don’t forget that social media is a conversation, so factor in some time for replying to comments and commenting on other people’s posts as well as for creating your own content.
Make your content work hard for you
You have probably heard already that having a blog attached to your therapy website is a great way to improve your search rankings and drive visitors to your site. Websites based on WordPress come with built-in blogging tools for this very reason. But writing blog posts takes time and it can be hard to stick to a regular posting routine, as well as keeping up your social media presence. Once you have gone to the trouble of writing a great blog post, or a wonderful caption for social media, save yourself some time by re-purposing the content for different platforms.
For example, you can take some key points or phrases from your blog post and turn them into a Twitter thread, or several posts for Instagram, Facebook, or LinkedIn. Or, if you have a social media post that gains a lot of traction, you can flesh it out with a bit more detail for use on your blog. You can also re-use older blog content for social media to save you from always needing to come up with new ideas. This is the beauty of evergreen content, which remains relevant and interesting for a long time.