Big-Picture Online Marketing Strategies for Private Practices

Clients represent the backbone of any private practice. While referral sources are a goldmine and should be cultivated at every opportunity, the need for additional clients is at some point inevitable.

Consider… Is your private practice:

1. Brand new?
2. Hitting a lull in referrals?
3. Expanding in size or territory?

A wide assortment of online marketing strategies enable private practice owners to reach new audiences and enjoy better client growth. Read the following overviews of popular online marketing strategies to better understand the optionals available to private practices in today’s digital landscape.

Targeted Blog Posts

Most private practice websites indirectly market their services online through blogging. An article is published and Google indexes the post; in an ideal world, people searching for the topic stumble upon the article, clicks to read more, and are eventually captured into the client funnel through a contact form or phone call.

Are your blog posts really targeting the right audience and fulfilling SEO best practices?

Blogging and failing to optimize the post, however, renders the text invisible to anyone who isn’t already directed to your website. Are the best keywords included for your demographic? Optimizing blog post urls, titles, headers, images, and body text go a long way in finding the right audience online. An extra 10 minutes of work to research and implement the best keywords often makes the difference in two equally well-written articles about a topic.

Email Campaigns

Capturing email addresses to send a monthly newsletter is a popular online marketing choice and rightly so; conversions from emails are significantly higher than social media and other forms of less personal communication. Email campaigns, however, have evolved in recent years to better target recipients and ensure subject matter is a better match for individual interests.

Are your newsletters segmented to ensure a prospective lead receives different messaging than a long-term client?

Consider the following common scenario:

Your private practice communicates with an email list of approximately 500 people; about 400 are prospects and the other 100 are split between existing clients and colleagues around the industry. Do your existing clients really want to hear about that new client promotion every month? Is it meaningful to thank people you’ve never seen for being instrumental to your practice’s success?

Segmented email marketing enables private practice owners to send better emails to different audiences.

Online Advertising

Gone are the days of listing your private practice in the yellow pages and calling it a day. The gold standard of online advertising, Google Ads, now competes with offerings from social media platforms like Facebook Advertising to expose your private practice to new audiences in a digital landscape.

Did you know online advertising can target specific locales and other highly detailed demographic criteria?

Online advertising is a great option to specifically target a demographic and only pay when a prospect clicks on your link to view a landing page, contact form, or other piece of content. Do you mostly offer services to middle-aged females living in a certain zip code? There’s ways to target only those individuals and virtually any other trackable criteria relevant for advertising.

Social Media

Social media users run the risk of getting sucked into a never-ending drain on time and energy. Advertising via social platforms offers great—and free—potential for private practices, but it’s typically one of the least effective options and needs to be automated as much as possible.

Good social media strategy means streamlining the posting process and responding to comments, likes, and retweets for maximum engagement.

Develop a strategy for social media posting that includes your preferred platforms and post formats. Automate posts by using a service such as HootSuite and devote no more than 30-60 minutes a week queuing up posts for later as part of a “set it and forget it” mentality.

Guides & Workshops

An often overlooked option for online marketing is offering a free guide or workshop to website visitors. The freebie can also be a major talking point across other marketing channels—from email blasts and social media posts to your ad campaign.

Everyone loves a valuable freebie. Give prospects access to a guide or workshop in exchange for contact information or social media exposure.

Determine a topic of great value to future prospects by asking your best clients; the answer might be easier to create than anticipated. PDF checklists, a short 20-30 minute video tutorial, and other one-off content pieces can be marketed in exchange for an email address, social media like, or other small token of thanks to generate more leads and exposure.