In this podcast episode Gordon has a conversation with John Clarke from Private Practice Workshop and Unconditional Media. Gordon and John talk about online marketing for your private practice and some of the strategies and ways to market. John talks about some of the different philosophies of marketing and how these can be applied to private practice. John and Gordon also talk about branding and how that differs from advertising and some strategies for creating a private practice “brand”. They talk about the importance of being able to connect with potential clients and communicate to them about how you can help them with their problems. Ultimately marketing is about getting you and your private practice in front of potential clients and communicating to them about how you will help them.
Meet John Clarke
John Clarke is a licensed psychotherapist and a private practice expert at PrivatePracticeWorkshop. After learning a lot of things the hard way while building his first practice in San Francisco, he started a blog to share with others the lessons he had learned. Private Practice Workshop was born, and this blog eventually evolved into so much more: a thriving Facebook community, a successful podcast, online courses, and coaching/consulting. Some therapists want to learn how to use digital marketing to grow their audience and get more clients, but the majority just want to leave it to the pros. John founded Unconditional Media, the digital marketing team for therapists, to meet the biggest need of private practitioners: getting more clients! When he’s not nerding out over all things private practice, he’s playing jazz drums, practicing Muay Thai martial arts, and talking to his pets like they’re humans.
John Clarke Knows Marketing
- John talks about having a well balanced approach between both digital and in-person marketing. Therapists can tend to lean more toward one or the other.
- John talks about the importance of having a marketing plan. Even something as simple as document that outlines what you plan to do.
- Also it is important to have a way to track what works. Gordon mentioned simply asking clients how they found out about your practice.
- A good place to start with a marketing plan is to do some networking and find out from other therapists in your area what’s working for them.
- Do some research by finding out who is ranking high on Google when you do a search for therapists in your area. Give them a call and find out where they are getting their clients and what is working for well for them.
- Keep it simple. John suggests just focusing on just 2 things at a time and learn to do them really well.
- John talks about “fast acting” vs. “slow burning” marketing strategies. In other words, marketing to clients with an immediate need vs. focusing on name recognition.
- Branding is a part of using a “slow burning” approach; it is name recognition You want for people to think of your practice first when they are in need of your services.
- It is important to really find what works best for your area and knowing where your potential clients “hang-out”.
- Knowing where people go to find a therapist when they are in crisis is also very important.
- John mentioned being able to convey to people something about yourself other than your credentials. What potential clients really want to know is that you will be able to help them with your problems. Your approach and credentials just do not matter that much to people.
- John and Gordon mention and talk about the “Storybrand Podcast” and concepts behind that marketing approach. Storybrand was founded by author Donald Miller and teaches companies how to use the power of stories to promote their brands.
- The Storybrand formula is the hero of the story has a problem. They find a guide to help them solve their problem and overcome what they are struggling with. Your clients are the hero…
“Like it or not, you are the product… Marketing means being able get yourself out in front of people so they can connect with you… the bottom line is your are getting yourself in front of more people so you can help more people…”
Resources Mentioned in the Podcast
John’s Website: privatepracticeworkshop.com
Unconditional Media is the marketing company that John started.
Listeners who mention this podcast and $50 off any SEO, Google AdWords, or website development package at www.unconditional.media
Meet Gordon Brewer, MEd, LMFT
Gordon is the person behind The Practice of Therapy Podcast & Blog.He is also President and Founder of Kingsport Counseling Associates, PLLC. He is a therapist, consultant, business mentor, trainer and writer. PLEASE Subscribe to The Practice of Therapy Podcast on iTunes, Stitcher and Google Play. Follow us on Twitter @therapistlearn and Pinterest “Like” us on Facebook.