The basics of marketing
In this section, we’re going to be covering a wide array of marketing approaches – email, advertising, social networking and website-building.
But you need to get one important thing right first. Get it wrong and any marketing approach you try (be it advertising, email or online marketing) could be doomed from the start.
The most important thing you need to do…
Marketing your therapy business isnt just about what you can do and how good you are at doing it. Blowing your own trumpet will only get you so far.
The most important thing you need to do is this: get to know your clients.
This sounds simple, but you’d be surprised how many practitioners don’t spend a little bit of their time identifying who their therapy business is aimed at, and what potential clients really want.
We’ve written some articles to help you get to know your clients:
The importance of market research
How to identify your target market
Once you know more about your clients, you can adapt your skill set to meet their specific needs.
Why should anybody choose you?
What does a prospective client really want? Obviously they want help with a specific problem. But – what will make them choose you over somebody else?
What will make you stand out from other therapists? In marketing terms: what is your Unique Selling Point (USP)?
Your USP will be something that you can offer your clients that sets you apart from your business rivals. It’s ultimately the reason that people will choose you.
If you or a family member were looking for your service, what would catch your eye? What would help you feel positive about it? What would make you run a mile in the other direction?
It could be that you’re the cheapest solution or that you concentrate on an aspect of therapy that few other practitioners cover (i.e. a speciality). It could be location. It could be your experience. It might be speed if you guarantee to see somebody within 48 hours.
Whatever it is, before you embark on a marketing strategy, you need to find your USP and tailor subsequent marketing efforts around it for maximum effect.
How to find your Unique Selling Point (USP)
If you’re struggling to identify your USP, try this:
- write down the main services that you provide
- write down your strengths (for example your qualifications, experience, and so on)
- think about other therapists in your area (your competitors), and consider their strengths against your own. What makes you different?
- focus on the needs of your clients. How can you, and only you, meet those needs? What do you have to offer that will make clients choose your private practice over another?
Your USP could simply be YOU. Build on your experience, skills and personality to make an emotional connection with prospective clients.