One of the main purposes you choose this profession was to help people, right?
I’m sure you’re doing your best to make your clients feel better and solve some of their problems. There’s nothing better than the satisfaction you get when your client leaves with positive feelings and in a good mood. Wouldn’t it be great if you could stay connected with them and help them even after your therapy session?
With a little help from digital technology, you can! I’m sure you’ve heard a few things about marketing strategies but usually, they are seen as annoying strategies that just wants to get our attention. I promise you that they are much more than that. They are about building relationships, creating bonds with your clients, helping more people and making yourself accessible. Think of marketing as a way of communication between your clinic and your audience.
There’s a lot you can do to improve your therapy business. You just have to define your goals and orientation first, so you can focus on strategies that will support them.
So how can your therapy business benefit from marketing strategies?
- Deepen connections with your clients
- Bring value and help more people
- Build trust and get authority in your expertise
- Get exposed to more potential clients
Deepen connections with your clients
What creates a feeling of connection?
There are many factors for that, but it mainly comes down to authenticity, relatability, and frequency of seeing a person.
Why do I believe these 3 are the main factors?
Well Think about it, we’re drawn to people that are authentic the most, as we get what we see from them, and if we can relate to them or their message, it’s a no brainer we will want to spend more time with them or at least listen to them. As for the frequency part, it plays a big part in deepening the connection, as strong relationships aren’t built overnight.
So how can we achieve all of this with digital strategies?
The first thing is to create your own digital identity. What do I have in mind?
A website that is designed in a useful way, showcases your authenticity and helps your potential clients to get to know you better. Apart from a website, it’s nice to have some social media profiles, such as Facebook page and Instagram profile.
All of those 3 platforms enable your potential clients to connect with you, feel your energy and get a sense of who you are. Nothing beats authenticity and truthfulness! Show people how much you care about them, and that they aren’t just a number to you!
Bring value and help more people
My friend had bad knee pain the other day. She didn’t know what to do about it, so her first reaction was to search about the problem on the internet. Here’s where your part could start. If you create useful content about knee pain, knee rehabilitation or something that could help her, people with such problems will benefit from it and consequently, you gain new followers and potential clients.
It’s not only about helping people who visit you at your practice, it’s also about bringing value to people, who don’t know you yet. You can help so many more people than you ever could physically!
So, which platforms can help you with that?
Well, there’re many options, we cover this topic more in details in some other blogs (click here for content ideas) but let me give you a few examples:
- post blogs on your website
- youtube videos in which you talk about specific problems
- infographics on Instagram or Facebook Page
Build trust and get authority in your expertise
I’m sure we are all drawn to people we can trust. No matter what aspect of our lives it is, trust usually plays a big role in it. There’s no relationship, friendship or business partnership without it and the same goes for therapy service. When people are able to trust in something, either product, service or in the business, they feel more comfortable about their decisions.
You most likely already know how powerful and important is the trust between you and your client. But how can you improve it with digital strategies?
Gaining authority and trust is quite a similar process as we talked about it in the connection section above, but to add upon it, here are 3 more ways.
1. Gain as many reviews as you can.
One of the first things that people look for online is the reviews of a business they want to interact with.
Why? It provides a quick check-up on the experiences other people had with the business. And many positive reviews speak for themselves that a business is doing well.
2. Consistently show your problem-solving skills.
Take a camera and create some videos with your clients, present the problem they have, tell your plan or what you did with the client and lastly, show or tell clients improvements.
Nothing is more powerful than openly showing how you work and that your followers can see for themselves that you can solve such a problem.
3. Rank high on Google search.
This is kind of like a big ranking game. The higher you are on the list, the more credible you look. It is an intuitive thing, even if people don’t really know how much effort goes into getting a better ranking with SEO techniques, they know the top result is usually the most important.
To rank higher is quite a long process, but very worth it in the long term. In an essence, you have to make a lot of useful content that will get lots of visitors and they need to spend quite a bit of time on it.
Getting authority and trust is a long process, but when you overcome this challenge, your authority is pretty much set in stone (provided that you stay active).
Get exposed to more potential clients
When it comes to getting exposure on the internet there are 2 ways, the long term (SEO) and the short term way (Digital advertising).
This is a strategy, where you optimize your website in a way that it can achieve higher rankings in search engines’ organic results (usually in Google). The higher you manage to rank for terms that are important for your practice (example: Physiotherapy Limerick, or back pain relief methods) the more relevant people you can attract to your digital platforms.
Fun fact: Did you know that the top 5 ranks get approximately 70% of the clicks?
The good thing about this is, the audience you gain from these strategies is free, that is why this tactic is usually called “Organic”.
The bad thing about this is that it takes a lot of time to make it work, and it can get quite a bit technical the deeper you delve into it.
If you want a SEO checklist to help your therapy business, you can check it out in our eBook.
This digital strategy is used to attract a specific kind of people to your website very fast. Let’s see the pros and cons of it.
Pros of digital advertising:
- You can attract a lot of people to your website in a short period of time
- You have control over who and where you want to show your ads
- You can decide on how much you want to spend
- By attracting people to your website, your SEO ranking gets a boost
Cons of digital advertising:
- This is a paid strategy, and could be limited by your budget
- It is more on a technical side of work, and requires time to learn it well
- If you don’t know what you’re doing, it is easy to waste your budget (but it can still be done ok, even if you’re a novice)
So which of these 2 digital strategies are more important? I’d say both, as they go really well together, but if your budget is limited do pay more attention to organic (SEO) strategy for sure! Some people only focus on organic, but it takes time and patience for it to succeed.
Marketing isn’t just advertising, It’s a way for your therapy clinic to communicate and engage with the world. Use the potential the digital world has to offer and work on it for the future of your therapy practice!