What are the most effective marketing strategies for small practices?

Identifying your ideal client is pivotal. You need to know who your target demographic is before you spend marketing dollars procuring them! After identifying your ideal client the next step is formulating a marketing strategy that will attract these patients.

One thing I found helpful is networking with your colleagues, finding out where most of your referrals are coming from and identifying any gaps or availability in scheduling that may bottleneck appts.

You can start by reviewing your current patient database. Look for some of the following data: - What problems were they struggling with that they couldn't find a solution to before you? - What are their concerns and reservations? - What motivated them to step forward and start improving their health? - What goals or aspirations do they have? - What words do they often use to talk about their symptoms or struggles? - Why did they choose to treat with you? These are just a few ideas that will open doors for you to find hidden angles or golden insights to use in your marketing efforts to tap into their inner conversation and build trust in you because you will demonstrate that you truly understand them.

One of the most successful campaigns I've had was based on focusing our copywriting on the emotional/mental state our potential clients (mental health clients) were looking for, combined with their most frustrating situations. For example, targeting audiences that are searching for alternatives to traditional mental health medication has been very effective. We add here success stories from our clients' patients showing how's that new emotional/mental state changing people's lives. This has been the most effective way to leverage a good job done in nailing down the specific ideal client we're looking for.

A website used to be optional. In 1993. Even small practices today need a website. The website can be simple, but it needs to look professional. Ensure that it speaks to your ideal client. Consider colors, photos, videos, and even the way the text looks on the page. Check to make sure it's formatted for mobile users as well. Social media also matters. You don't need to be on every platform. Consider where your ideal client hangs out online! If you are targeting Gen X and Baby Boomer professionals, a TikTok account probably isn't necessary. But if you are targeting Gen Z as they start to build families or establish careers... that's a different story. Focus on educational content - particularly on Linked In. Let people learn about you!

My team and I have brought great results to our clients by choosing to make brands omnipresent online. Using blog posts, infographics, slideshows, videos, podcasts, and any type of content format sharing the business NAP really takes the game higher. Leveraging authoritative online brands and media showcasing our clients' brand makes SUBSTANTIAL difference in online presence.

People trust other people. Not necessarily the business owner. Consumers are smart. Include testimonials on your website and in your social media. Let other people brag on you. And don't be concerned if they aren't all glowing and positive. Think about reviews you read for products before you buy them. If they are 100% positive... that starts to look shady. Reply to comments left on your website or social media pages. If someone had a bad experience, don't delete the comment. Demonstrate compassion and how you intend to make up for it. That is far more impressive!

Building case studies, in a short and concise format really conveys a lot of value to potential new clients. These help build trust in people reading the materials, while building authority in the brand at the same time. Having bullet points building a story line, in a simple and clear way, makes it very accessible to any person interested in the service or product being promoted. The key here is to take the reader from a 'before' state helping identify himself/herself with the case study, and build a possible 'future' state in their mind by reading how the product/service changed the state for the person being showcased. Very powerful tactic!

The one that gives more value is the one that wins the game. In business, I've found great success by giving more than is expected. It has to come from your genuine interest in helping and serving others. This builds brand and trust. Competition will have a tougher time trying to beat personal values.