5 Counseling Advertising Ideas and Marketing Strategies for Therapists
A lot of therapists don’t like to think about marketing and advertising because they think it feels sleazy. But there are ways to advertise without sounding too “sales-y.” With the right guidance, you can come up with a multitude of counseling advertising ideas.
One of the things that therapists don’t learn in grad school is how to market themselves. Therapist advertising is important for business, especially if you’re in private practice. Even if you’re not, using directories such as Psychology Today is a great way to get more new client inquiries in your door.
But because you didn’t learn about marketing in school, it makes sense if you’re stuck on ways to execute therapist advertising. The thing is, there are plenty of ways to advertise yourself as a therapist, you just need to know where to start.
There are lots of counseling advertising ideas out there and we’re’ going to go over a few of them. But first, let’s identify the reasons why you need counseling advertising.
Marketing Strategy: Why Is Counseling Advertising So Important?
If you have your own practice, you’re running a business. And all businesses need to market themselves in order to get clients or customers. Unless you have a course, book, or a specific offering for sale, you’re selling your services, not a product.
Therapist advertising is so important because it’s how you get people in the door. If you’re at the point where most of your clients are referrals, congratulations! If you’re full and not taking new clients, that’s great! But you still need to market yourself in order to have more clients to your practice coming down the pipeline.
All entrepreneurs, which is what you are if you have your own therapy practice, should be marketing themselves all the time. You never know when you’ll lose clients and need to find more. If you’re full it’s still good to have a waiting list prepared and ready for when a client leaves and you have an open spot.
We’ll explore five ways to market yourself as a therapist, so you walk away with effective marketing strategies to grow your practice.
Marketing Strategies for Therapists: 5 Counseling Advertising Ideas
We’ve put together a list of our five favorite ways to market yourself as a therapist. These ideas rely on the fact that you have an ideal client in mind. If you work with everyone, you’re going to have a hard time attract new clients.
There are more ways to advertise yourself as a therapist out there, but these are just a few ways to advertise without feeling “sales-y.”
1) SEO for Therapists:
Search Engine Optimization (SEO) is one of the best ways to market yourself as a therapist. SEO is essentially how you get found in a Google search. When you write an SEO-optimized website, you use specific keywords that your target demographic is typing into Google.. The number one way that people search for therapists is through Google, so having solid SEO is key to connecting with potential clients
There are a lot of parts to SEO and plenty of strategists and copywriters out there who know how to write SEO-optimized websites and blogs. Blogs are a great way to boost your SEO. They help you get found in Google searches if you’re ranking for multiple articles.
You might be thinking that learning SEO and writing everything you need to write for it will take too much time and energy. For many therapists, it does. This is where it’s important to outsource to the professionals who can set you up for success. Remember that SEO takes time, but the more you work on it the bigger the ROI.
Here’s how it can benefit therapists in marketing their practice:
Keyword Research and Implementation: Effective SEO begins with thorough keyword research. These are the words and phrases that potential clients might use when searching for therapists online. Incorporating these keywords into your website's content, including your homepage, service pages, and blog posts, helps your website rank higher in search engine results.
Targeting Your Ideal Client: SEO allows you to precisely target your ideal client demographic. By understanding the specific keywords and phrases they are likely to use, you can tailor your content to resonate with their needs, concerns, and preferences.
Visibility on Google: As you optimize your website for specific keywords, your chances of appearing on the first page of Google results increase. Being on the first page significantly enhances your online visibility and the likelihood that potential clients will click through to your website.
Credibility and Trust: Higher search engine rankings often equate to credibility and trust in the eyes of potential clients. When your website appears among the top search results, it suggests that you’re a reputable professional in your field.
Long-Term Value: SEO efforts have a lasting impact. Once your website ranks well for certain keywords, it can continue to help you reach potential clients over time without ongoing investment. This can lead to a substantial return on investment as your online marketing presence grows.
2. Therapist Directories
There are many online directories specifically for therapists. Psychology Today, Hello Alma, Therapy Den, etc. These directories are a secondary source to how people find therapists next to Googling. You want to make sure that your profiles speak directly to your ideal client. Don’t make them all about you, make them about the potential client.
Even if you’re not in private practice, you should have at least a Psychology Today profile, probably the most popular directory out there. All therapists should have one. Make sure you’re clear about what population you work with, what mental health areas you treat, and how you can help.
Here’s more information to consider:
Ideal Client-Centered Approach: Your therapist directory profiles should resonate with your ideal client. Craft your profile content, tone, and language to address their concerns, needs, and aspirations. By doing so, you demonstrate empathy and show that you understand what they’re going through.
Solution-Focused Content: Rather than focusing solely on your credentials and experience, emphasize the solutions you offer to clients’ challenges. Highlight the outcomes they can expect from working with you, such as improved coping skills, enhanced relationships, or increased self-esteem.
Specializations and Expertise: Clearly state your areas of specialization. This helps potential clients quickly identify whether you have the skills and knowledge to address their specific concerns.
Populations Served: Mention the specific populations you work with. Whether it’s children, adolescents, adults, couples, or families, being explicit about your target audience helps potential clients feel confident that you have experience working with individuals like them.
Approach and Techniques: Briefly describe your therapeutic approach or the techniques you commonly use. This can give clients insight into your style and methods, helping them decide if your approach aligns with their preferences.
A Warm and Inviting Tone: Use a friendly, approachable tone in your profile. Strive to create a sense of safety and comfort through your words, making potential clients more likely to reach out to you.
Testimonials or Client Stories: If allowed by the directory, consider including client testimonials or anonymized success stories. Hearing about positive experiences from past clients can build trust and credibility.
Accessibility and Contact Information: Make sure your contact information is easy to find. If clients can’t reach you easily, they might move on to another therapist. Include your email, phone number, and possibly a link to your website.
Headshot and Visuals: Use a professional headshot that portrays warmth and approachability. Visuals can create a connection even before clients meet you in person.
Therapist Philosophy: Share a brief statement about your philosophy as a therapist. This can help potential clients understand your values and approach to therapy.
Insurance and Payment Information: If you accept insurance or offer sliding scale fees, mention this in your profile. Clear information about insurance coverage and payment options can be a deciding factor for clients.
Location and Availability: Specify your location, whether you offer in-person or online sessions, and your availability. This helps clients determine if your services are convenient for them.
Call to Action: Encourage potential clients to take the next step by including a call to action. This could be an invitation to schedule a consultation, ask questions, or reach out for more information.
Regular Updates: Keep your directory profiles up to date. If your focus or availability changes, make sure your profiles reflect these changes to provide accurate information to potential clients.
3. Networking With Other Therapists
This may not seem like a marketing tool for your therapy practice, but you joined the Therapist Network for a reason. You wanted to connect with other therapists. One of the perks of networking is building a referral network. This creates a valuable referral list where you can confidently refer clients whose needs align better with someone else’s expertise. In return, you can receive referrals from these colleagues when your areas of expertise match their clients' needs. Think about it – the more therapists you know that you could refer out to if you get a client that isn’t the right fit means the more people you can help, even if they won’t be your client.
Referrals show that you care about your clients enough to pass them off to someone more qualified to work with them. Referrals should be reciprocal. You should refer clients just as often as you get referrals. Join the Therapist Network and find a great way to connect and build relationships with other therapists.
Some other perks to networking:
Staying Informed: Networking keeps you updated on the latest trends, research, and developments in the field. Engaging in discussions with fellow therapists allows you to exchange valuable insights and stay current with best practices.
Peer Support: Therapists face unique challenges, and connecting with colleagues offers an opportunity for peer support. Sharing experiences, discussing challenges, and seeking advice can alleviate professional isolation and provide a supportive community.
Learning Opportunities: Networking often involves sharing case studies, discussing therapy techniques, and attending workshops or presentations. These experiences can enrich your skill set and provide new perspectives on your practice.
Personal Growth: Engaging with a diverse group of therapists exposes you to different therapeutic approaches, philosophies, and cultural perspectives. This can lead to personal and professional growth as you learn from one another.
Professional Identity: Networking helps solidify your professional identity within a larger community. As you contribute your expertise and support, you become recognized as a trusted and valuable member of the therapeutic network.
4) Social Media Marketing for Therapists
So many therapists are on social media platforms these days. The main places we see therapists are on Instagram, TikTok, LinkedIn, and Facebook. These platforms are very different and you should use them accordingly.
Platform Selection: Choosing the right platforms depends on your target audience. If you're working with a younger demographic, platforms like Facebook and Instagram or TikTok can be more effective due to their visual and interactive nature. On the other hand, if your focus is on networking and business connections, platforms like LinkedIn can be valuable for marketing for therapists efforts.
Content Variety: Diversify your content to cater to the platform's strengths. For Instagram and TikTok, use a mix of short-form videos (Reels, TikToks), visually appealing grid posts, and engaging Stories. Sharing personal anecdotes, professional insights, mental health topics, and even some lighthearted content can help humanize your presence.
Show Your Face: Building a personal connection is important. While not every post needs to be about you, showing your face occasionally helps clients connect a person to your expertise. It makes you more relatable and approachable.
Engagement and Interaction: Social media is a two-way street. Engage with your audience by responding to comments, messages, and direct interactions. Actively participating in discussions showcases your willingness to connect and support.
TikTok and Reels: Both TikTok and Instagram Reels allow you to create short, attention-grabbing videos. Use these platforms to offer bite-sized mental health tips, share relatable anecdotes, and address common questions. Remember to maintain professionalism while still embracing the creative and casual tone of these platforms.
Educational Content: Social media is an excellent platform to educate your audience about therapy services. Share informative posts, debunk myths, and provide coping strategies. This not only positions you as an expert but also adds value to your followers' lives.
Utilize Hashtags: Use relevant and trending hashtags to increase the visibility of your posts. Research and choose hashtags that your ideal clients might use when searching for mental health content.
Collaboration and Networking: Social media platforms provide a unique opportunity to collaborate with other therapists, influencers, or organizations. Collaborative efforts can broaden your reach and expose you to new audiences.
Facebook Groups: Participating in Facebook groups dedicated to therapists, mental health, or your specific niche can be a way to connect and learn from colleagues. Engaging in discussions can also lead to referral opportunities and sharing insights.
Consistency and Authenticity: Maintain a consistent posting schedule to keep your audience engaged. However, don't sacrifice authenticity for consistency. Your personality and genuine interactions are what make your online presence memorable.
Advertising and Promotions: Platforms like Facebook and Instagram offer advertising options to target specific demographics. If done strategically, these can help increase your reach and online visibility.
Professionalism: While social media allows for creativity, remember to maintain a professional image. What you share reflects your practice and expertise. You might also consider traditional marketing tools like business cards to complement your social media marketing efforts.
Facebook can be more difficult to advertise your counseling services on, but it’s possible. This is actually a great way to connect with other therapists by joining Facebook groups specifically for therapists and counselors. The more active you are in a group, the more rewarding it’ll be for referrals from other therapists.
LinkedIn is more used to connect with business owners, so yet another way to network and connect with other therapists. But you can also use it to advertise workshops, intensives, courses, or products you’re offering. You might even offer free resources occasionally to encourage marketing for counselors interactions.
5. Google My Business
Google My Business is a highly underrated tool for private practice marketing. It also is connected to SEO. Google My Business is one way to connect SEO with marketing for therapists. In order to use Google My Business, you need a business profile. Both are free tools, but without the profile, you can’t create a Google My Business profile.
With Google My Business you can create posts, respond to reviews, post offers and events, send and receive direct messages, and answer frequently asked questions. Your profile shows what you offer and helps clients reach you, increasing your online presence.
Let's explore further how Google My Business can be effectively utilized for marketing:
Local SEO Advantage: Google My Business is integral to local search optimization. When users search for therapy services in their local area, a well-optimized profile increases the likelihood of your practice appearing in the "Google Maps" section of search results.
Business Profile Visibility: Creating a business profile on Google is the foundation for setting up a Google My Business account. This provides essential information about your practice, including your name, location, and contact details, making it easy for potential clients to find you.
Engagement Through Posts: You can create posts highlighting services, sharing informative content, announcing events, or promoting special offers. These posts appear directly in your profile and can attract potential clients searching for mental health support.
Review Management: Reviews are crucial for building trust and credibility. Google My Business lets you respond to reviews, helping you engage with positive feedback or address concerns professionally.
Showcasing Offers and Events: Sharing offers, promotions, or events encourages potential clients to explore your services further.
Frequently Asked Questions (FAQs): Address common questions upfront, making it simpler for clients to decide whether your therapy services meet their needs.
Visual Content: Include images of your office space, staff, or any relevant visuals that give a sense of your practice environment.
Updates and Changes: Keep your profile information current. If your location or hours change, update them promptly so that clients always have accurate information.
Mobile Accessibility: Many people find local services using their phones. A well-optimized Google My Business listing ensures mobile users can easily contact and locate you.
These are just a few ways to advertise yourself as a therapist. Counseling advertising doesn’t have to be a mystery.
If you’re struggling with learning how to come up with counseling advertising ideas, we’re here to help. The Therapist Network provides an opportunity to make connections with other therapists who are experienced marketers. Join the Network to build relationships with fellow mental health professionals and enjoy unlimited clinical consultation groups. You don’t have to do it alone!
May 12, 2022
