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  • Writer's pictureEmily Weis, LPC

Marketing for Therapists: Reaching Your Ideal Clients To Grow a Therapy Practice

Updated: May 28

Marketing for therapists tips

Building a thriving therapy practice goes beyond just being great at all the clinical skills, it also requires some pretty advanced marketing skills to connect with the people who need your expertise most.

Go to any online therapist directory and you’ll find hundreds of therapists who do similar things to you, so what can you do to effectively reach your ideal clients and establish yourself as the therapist they've been searching for all this time? 

In this post, I want to take you through some basic marketing tips that are easy to implement but are designed to attract the right clients to grow your therapy practice.

Know Who Your Ideal Client Is

Before diving into the actual marketing campaigns, you need to sit down and think about your ideal client.

This means creating a clear picture of their age, gender, location, etc.

But don’t just stop at the basics, go way beyond that if you can. What are their specific struggles and goals? What unique challenges do they face? What kind of therapeutic approach resonates with them? 

The more specific you get, the more effectively you can tailor your marketing message.

Let’s Build Your Marketing Toolbox

There’s no one marketing strategy that is going to guarantee a constant flow of clients for your therapy business. Instead, I like to look at it as a toolbox. You should have lots of different strategies that you can pick and choose from, or use for the same project.

Here are just some of the key strategies to consider:

Build a compelling website

Many therapists get their clients through word of mouth or online searches, so think of your website as an online storefront – you want it to look good and encourage people to ‘walk in’ and request your services.

Make your website professional, user-friendly, and informative. This means clearly communicating your specialities, experience, and approach to therapy sessions. If you need help, find a freelancer to build the website for you, or use a simple website builder like Wix or Squarespace.

If you have any, this is the time to throw in some testimonials from previous testimonials from satisfied clients (with their permission, of course) to build trust and credibility. 

You should also start to think about how you can optimise your website for search engines (SEO). This sounds super scary, but really it’s just about using relevant keywords that potential clients might search for (e.g., "anxiety therapist [your city]"). 

2. Start posting relevant content

I know that you’re an expert in your field, you know that you’re an expert in your field – but how is everyone else going to know that? Through the content you’re posting!

Establish yourself as a thought leader by creating informative and engaging content. You could do this by:

  • Writing regular blog posts on relevant topics, such as managing stress, navigating relationship conflicts, or coping with life transitions. 

  • Share informative videos on social media platforms like TikTok, Instagram, and Facebook.

  • Start an email newsletter to provide valuable insights and keep clients engaged with your practice.

3. Embrace the power of social media

It doesn’t feel natural to film yourself and post it online, but social media can be a super powerful tool to connect with potential clients – so it’s worth getting over that stage fright and start putting yourself – and your business – out there!

Choose platforms where your ideal client is most active: Facebook, TikTok, Instagram, or maybe even LinkedIn. Then, start sharing informative content like articles, videos, and infographics related to the key areas you specialize in.

Remember that it’s not just about posting, you should also engage in relevant online communities and discussions. After all, social media is not just about broadcasting; it's about building genuine connections.

4. Make sure you’re on relevant online directories

Get listed on online therapy directories such as Psychology Today or TherapyDen. These platforms allow potential clients to search for therapists based on location, insurance, and area of specialization.

5. Consider paid advertising

Paid advertising on search engines like Google or social media platforms like Facebook can be a targeted way to reach a specific audience.

Start off with a small budget of a couple of dollars a day and see what happens. I always recommend starting small and really niching down your demographic so you’re only paying for ads that are being shown to your exact target audience.

6. Network within your community

Build relationships with local healthcare providers, social workers, and other professionals who might refer clients to you. 

If you’re ok with public speaking, you could also look into speaking at local events or workshops related to mental health.

7. Offer free consultations

Now, I’m all about getting paid for your work but, if a free 15-minute consultation helps you get some new clients through the door, why not?

This isn’t going to be a therapy session, but a chance for potential clients to get to know you and explore if you’re a good fit for their needs.

It’s a low-pressure environment that could be very effective at building the trust someone needs to commit to therapy with you.

Building a Sustainable Marketing Strategy

Remember, marketing is a long-term game, so don’t expect immediate results after you’ve posted your first blog post or TikTok video.

The key is to implement a consistent and targeted marketing strategy. I also highly recommend tracking your results – which platforms are generating leads, what content resonates most with your audience? 

You can then use this data to refine your approach and, most importantly, stop wasting time on activities that aren’t bringing in clients.

Use data to refine your approach and maximize your return on investment.

Need Some Help To Grow A Therapy Practice?

Growing any business can be hard, especially when you’re a therapist. 

This is why so many therapists choose therapy business coaching to help them through the initial stages of their business.

As a business coach for therapists, I’ll help you iron out all of those small details that you need to get things up and running in the early days and create a strategy for long-term, sustainable growth.

If you’d like to discuss your business, get in touch today!

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