Marketing Tips for Therapists in 2023
The internet is always changing. It’s an exciting (and sometimes challenging) place to be, but as business owners, we have to be ahead of the curve when it comes to digital marketing.
Remember Reels blowing up Instagram in 2019? Instagram accounts that got on board with Reels right away saw major gains, and those who were more hesitant (myself included!) noticed fewer followers and lower engagement.
If I could highlight a theme for how Google, Instagram, and TikTok are changing in 2023, I would say this: the standards are getting higher. Everything from Google’s Helpful Content Update to Instagram prioritizing professional creators’ content over small businesses’ content makes that very clear. Templates won’t cut it. Generic Canva graphics aren’t going to make it to many of your followers’ feeds, and throwing up a half-hearted blog post here and there isn’t going to get you ranking on Google.
This theme might be a bit disheartening at first–I get it! But if you use this trajectory as an opportunity to channel your creativity, hone your niche as a subject matter expert, and maybe have a little fun along the way, your business (and the internet) will be better for it.
Here are a few tips to help guide your marketing in 2023.
PRIORITIZE BECOMING A SUBJECT MATTER EXPERT
I’ve had to make significant changes to my specialized strategies for the therapy industry over the years.
A few years ago, there were more shortcuts on Google. We could make a quick title tag change or throw up a product on a client’s Google Business listing and notice pretty major results in a small amount of time.
But Google is getting more competitive, and the magic pills are all expired–so I’ve had to significantly alter my approach. In 2023, all of my efforts are geared towards making my clients subject matter experts online in a niche topic. How this is done is pretty straightforward, but the effort that goes into getting there is another story.
To become a subject matter expert online, you need to do two things.
Build a niche subject matter expert library on your blog.
Get quoted about that niche subject on popular publications like Psych Central and the Huffington Post.
Along with basic website optimizations, this is the focus for my SEO clients in 2023.
CONSIDER OPTIMIZING FOR MULTIPLE SEARCH ENGINES
We largely consider Google to be the only legitimate search engine. They do have 92% of the global search engine market share, but the competition is getting stiffer–and not from other similar search engines like Bing.
Gen Z is now using TikTok as a search engine, and I’ve done this too, despite being a solidly NSYNC-loving millennial. Pinterest is also a search engine, although it’s often confused with other social media apps.
Marketing on search engines is great because the intent to purchase or hire is high. What does that mean exactly?
When I search “best straight leg jeans for women” on Google (or TikTok!), I'm looking to invest in some jeans today. But if I’m scrolling on Instagram and see a jeans ad from Madewell pop up, I’m less likely to make that purchase because I don’t have a purchasing intent at the time. If you need some proof, in 2022, 85% of Pinterest users have bought something from a Pin.
Meeting potential clients at the moment they’re searching for help is an excellent space to be in, but in 2023, that’s not just on Google anymore.
If you’re planning on investing some time or money into social media in 2023, consider quasi search engine apps like Pinterest and TikTok to lock in high-intent searches.
ONLY MAKE CONTENT IF IT’S HIGH QUALITY
I’m very protective of my clients’ time.
Private practice owners are often short on time, so I encourage them to seriously consider the return on investment that they get from their marketing efforts.
To put it bluntly, I discourage them from creating mediocre blog and social media content because it’s a waste of their time.
One thought-provoking and well-produced IG Reel is worth 50 generic and uninspired static Instagram graphics. One ultimate guide to “X” topic is worth 30 500-word, forgettable blog posts.
Google, Instagram, TikTok, and LinkedIn will reward you when you create high quality content. And I think we all know what “high quality” means deep down (we’ve all made something we don’t feel great about), but here are some pointers in case you’re feeling a bit lost.
Invest in an editor if you’re creating a lot of video content. We love professional looking and well edited video content, and unless you want to master editing, it might be worth hiring an editor so you can focus on topic ideation and creation.
Keep in mind that Instagram wants to be like TikTok, and most people’s feeds on TikTok feature content from professional or semi-professional creators. I’m sure you’ve noticed less and less content from your friends and family on Instagram, and that’s because Instagram, like TikTok, is prioritizing highly entertaining and curated content. When you create content, put semi-professional effort into it–not end-of-a-day-full-of-clients effort.
Only add content to your website if it’s worth rereading, bookmarking, and sharing. Never post just to post–and that goes for all channels, not just your blog. Put content out into the world that improves the internet and changes peoples’ lives. I don’t say this to increase your internet and marketing anxiety even more–I say this so you take ownership of the incredible influence you can have online.
Save time, improve people’s lives, and get more clients. It’s a win-win-win!
DON’T COUNT ON GOOGLE BUSINESS
It’s never been more difficult to verify a Google Business listing.
I don’t even guarantee Google Business optimization as a service to potential clients anymore, and I’m much more hesitant to share advice on getting a Google Business listing verified.
To get an office verified on Google, you might have to…
Take a video of the entrance to the building, the office itself, and secretarial staff.
Submit your business license with the address of the Google Business listing.
Prove that you have signage and a separate exit.
… and more.
I’ve seen the verification process run the gamut, but in larger cities like Los Angeles and NYC, it’s far more difficult. I used to encourage the use of virtual offices for Google Business, but now I issue plenty of warnings before my clients head down that path.
If you get verified, the payoff can be huge–but it’s no longer a guarantee. So if you plan on using Google Business this year, make sure to invest in your website’s SEO as well in case things don’t go to plan.
MAKE YOUR MARKETING PLAN TODAY!
There are plenty of resources out there to help you market your practice. But before you invest in any, take this to heart: there are no shortcuts when it comes to building a brand. The effort is more intense in the short-term, but I truly believe that most therapists don’t have to market themselves after a certain period of time if they build things the right way.
You got this. The world is a better place when therapists make content online, and I would love to see Google, Instagram, TikTok, and LinkedIn flooded by therapists’ wisdom.
To your wildly successful marketing in 2023! 🥂
A NOTE FROM CASSIDY
I’m making some major changes to my marketing strategy in 2023. I explain it all below!
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