Our previous blog post discussed big-picture marketing strategies for private practices. At some point, however, it’s imperative to choose a specific initiative and get started.
The following four actionable ideas give psychologists and other private practices a clear picture of proven, successful online marketing plans. We’ve also outlined first steps to kick-start each idea and enjoy a better online presence.
Create Targeted Landing Pages
Every client isn’t created equal; even the most specialized service can break down its audience into a handful of buckets. Autism versus ADHD or kids versus adults—the list goes on.
Create simple, straight-to-the-point landing pages for marketing efforts at a subdomain (e.g. adhd.mywebsite.com) or short url (e.g. mywebsite.com/adhd).
A targeted landing page should speak directly to its intended audience and contain zero fluff. A value proposition, call to action (or two), contact form and handful of supplementary information like testimonials should do the trick. Include a link to your main homepage, but don’t make it stand out; the point is to convey minimal, yet valuable information highly relevant to the specific audience.
Landing pages urls can be leveraged on print material, online advertising and more where the goal is to personalize the experience and ensure the messaging resonates with a specific need or demographic.
First Steps for a Private Practice Landing Page
#1. Hire a web designer to create a professional and optimized landing page—the amount of content should make the project very quick and budget friendly.
#2. Share your most important value proposition and specific audience messaging with the designer.
#3. Finally, emphasize an easy way for visitors to covert (i.e. contact form above the fold). Link all relevant marketing to this page instead of your homepage.
Budget for a Google Ad Campaign
A related idea is to budget for a Google Ad campaign. Plenty of brands incorrectly direct visitors to their homepage, but a much better approach is to use a landing page’s specific messaging and target unique audiencse.
Setting up Google Ads not only allows for targeting specific locales and keywords, but fine-tuning advanced criteria like negative keywords—or audiences to avoid—ensures visitors landing on your content are likely nearby and interested in the offering.
Google Ads are based on the law of averages; the more money allocated, the more clicks—and the more clicks, the more conversions. But better ad copy and landing page content can increase both the ratio of clicks and more importantly conversions.
First Steps for a Private Practice Google Ad
#1. Determine a feasible monthly budget and devise two different ad messages targeting a single audience of choice.
#2. Direct these ads to an optimized webpage or landing page. Run both ads for however long it takes to hit 100+ clicks for each—based on your budget—and compare the success rates of impressions versus clicks.
#3. Use the data to determine your most successful marketing copy and scrap the other version if it’s really lagging—meaning more ROI moving forward. This strategy can also be used to create two versions of a landing page for A/B testing.
Remember, data below 100 actions can largely be chalked up to randomness—even if your budget only gets 10 clicks a month, let it play out.
Launch a Segmented Community Newsletter
Ever want to send a personal message to your existing client base, but realize 70% of your email list are randoms or leads fallen by the wayside?
Ditch this conundrum for good with segmented newsletters and send targeted content to your loyal client base versus all other subscribers. Or take it one step farther and segment your audience by clients, warm leads and the true randoms who need more incentive to reach out.
Segmented newsletters enable psychologists and other private practice owners to take on a marketing tone of voice with non-clients. Include a call to action to schedule an appointment or consultation and advertise new client specials. For existing clients, give thanks, share applicable office logistics (e.g. vacations) and create a more personal line of communication.
Both sets of newsletters can include highlights from a blog and other insights, but the added flexibility pays huge dividends—both with cultivating existing relationships and generating new clients.
First Steps for a Segmented Newsletter
#1. Choose a newsletter service (e.g. MailChimp) or leverage your existing platform.
#2. Group existing subscribers into client versus non-client buckets and create a template to use for both audiences—with subtle variations to evergreen tagline messaging and so forth.
#3. Create and queue future newsletters like usual, only with two sets of different content sent to the different audiences.
Start a Private Social Media Group
Popular social media groups open to the general public quickly become inundated with spammy messages. Value to loyal followers drops precipitously and time is wasted monitoring communication. Private social media groups, on the other hand, offer a sense of exclusivity to members and keeps posts on-target.
Facebook tends to work best—followed by LinkedIn if you’re speaking to a largely professional audience about topics like work-life balance or managing stress at the office. Don’t push or market the group to clients only and risk privacy concerns. Instead, welcome members of the community to join, but maintain a sense of exclusivity by making it invite-only through a referral system; a friend of a colleague brings it up to people over coffee and so forth.
First Steps for a Private Social Media Group
#1. Choose a preferred social media platform and create the new group through your existing personal account.
#2. Think about a handful of friends and colleagues who are best-suited to comment on posts and provide guidance as the community grows. Invite these non-clients first and ask them to spread the word.
#3. Advertise your group to clients in newsletter or website blurbs, but generally let people join as they see fit—vetting members along the way.
#4. Make sure to comment on posts in a timely manner with real insight and initiate conversations whenever possible. Consider creating contests or weekly themed posts to generate buzz.