54 Ways To Market Your Counseling Practice

learn how to market a counseling practice so that your income grows and you have space to build passive income

My name is Juan Santos and I love helping counselors like you level up in private practice. In front of you, there are 54 marketing strategies to implement in your counseling practice

Each marketing strategy below can be used in any creative manner that fits your counseling business. The marketing strategies below should be part of your brand and aimed to be roads that lead to your goal. They help to develop a marketing plan that works to build growth in your counseling practice.

For instance, if your goal is to build your brand. Which connects to building your caseload and increasing your income in your counseling business. Then all of the marketing strategies below become roads that lead people to your goal.

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1.  Schedule Lunch dates

Who doesn’t enjoy a free meal with an awesome conversation? One of my favorite marketing strategies is to have lunch with a referral partner. Get to know them and learn all of the amazing things that they are doing. This space helps to build a relationship while also showing that you genuinely want to get to know the other person.

2. Utilize paid ads to create leads

Platforms like Google give you the opportunity to set up an ad that speaks to your ideal client. Something like, “are you struggling with your relationship?” This ad can include a picture, short video, and some sort of call to action that aims to connect you with your client.

3. Repurpose content

I’m sure that you have content sitting around. Take a look at it and see what you can use to repurpose it. As an example, if you create a video that helps kids learn how to meditate. You can use the same video to create a blog post, infographic on social media, and more. This is a great way to recycle content without having to recreate the wheel. Check out my channels. The Instagram, Facebook, Podcast, and YouTube. You can see how each repurposes information while adding value.

4. Come from a place of authenticity

Coming from a place of authenticity versus trying to be a salesperson is a marketing shift that goes a long way in creating success. Before marketing considers your style and how you want to get your message across. I often recommend clinicians to market with what feels comfortable versus copying another person’s style. I’m not saying that we shouldn’t find guides. Instead, ensure that you are comfortable and connected to the process.

5. Use email marketing

Just about every marketing approach I teach, I try to do my best to keep it simple. With an email list think about how you can add people to your email list and the conversion you are looking for. For instance, you can create a free template that gives people coping skills to manage negative thoughts. From that point, people can join your email list. The goal can be to convert people on the email list to purchase products you have, start therapy, and more.

6. Daily networking strategy should be part of your marketing strategy

Take time to focus on finding space to work on networking. Very similar to the time you spend with a client during the session. Engage in daily marketing in the same way. During this time, focus on cold calling or emailing contacts. Take time to reach out to potential referral partners.

7. Write thank you notes

Marketing strategies are aimed to support building your brand. They are roads that lead to your brand. Take time to focus on creating a list of all your referrals. Focus on maintain relationships by sending thank you cards.

8. Spend time in meetings and networking organizations

A clear way to build your marketing efforts is by going to meetings that directly put you in a space where you are able to build relationships with professionals in the area. An example of this is to join your local commerce organization or attend a conference of your interest. Take time to attend and work to build relationships.

9. Structure your website to highlight your expertise

You probably have noticed that when it comes to your website, it’s important to focus on average Joe terms. In addition, it’s important to focus on highlighting your expertise by mentioning places you have published at, books you’ve written, and other accomplishments. This helps clients get to know you as you market your counseling practice. Check out my website here, you can scroll down to see the image I posted for credibility on places I have been featured in. this helps to build credibility.

10. Use Quora.com to build leads

Take time to build a profile on Quora. It’s kind of like Redditt. You can build your profile based on areas of your expertise. Take time to answer questions and link back to your website. Over time, you will receive readers and even persons that ask you specific questions. This turns into a great marketing tool as people on Quora.com can transition to your website.

11. Marketing based on your style

About a year back I did a guest episode on the podcast, the practice of the practice focused on marketing for introverts. Check it out here. The goals to align your marketing efforts with what fits your style.

12. Nurture relationships

When engaging in marketing strategies takes time to build and sustain relationships. The relationships you create, and nurture should in a way resemble the relationships you have in your life with peers. For instance, with your peers, I assume that you take the time to call them and check up on how they are doing. This practice is done to nurture the relationship. Utilize the same practice with the persons you connect within your business, such as referral partners.

13. Create a free product with a purpose

There are lots of therapists that create free products. Everything from a free meditation class to an eBook. I love seeing this. My question is, “what purpose does the free product serve?”. For instance, I have a free product that helps therapist effectively use their psychology today so that they can increase their income, build their caseload, and know that the monthly investment has a return on investment. CLICK HERE to check it out.

14. Utilize directories effectively

Above, I mention the Psychology Today directory. There are lots of directories for a therapist that market services to potential clients. Before diving into one, take time to ensure you are using the directory effectively versus crossing your fingers and hoping for the best. I’ve provided consultation to lots of therapists across the U.S and have seen ups and downs in the effectiveness of directories. Overall, they serve as a marketing avenue. My number one recommendation is to use it effectively.

15. Create a social media account to build brand awareness and create conversions

As an example, I have my Instagram account https://www.instagram.com/acounselorsjourney/ over the years the account continues to support people. I create content that includes a post with supportive therapy exercises and videos that guide people through varying relationship challenges.

16. Create a blog to help your patients

When I started my practice, I had this fire in me that continues to be in me today. I love helping others and have an understanding that I cannot help everyone. As such, I wanted to have a blog that would support people who are not ready for therapy or are in therapy and want some additional tools. Over the years, the blog has grown to convert readers to clients and more. Check out the blog at my website as a reference http://santoscounseling.com/

17. Create a YouTube channel

I love getting behind the camera and sharing insight, tips, or personal stories with an emphasis on helping others. If video is your cup of tea, consider creating a YouTube channel as a means to build brand awareness, help others, and convert potential clients to actual clients. As a reference check out https://www.youtube.com/channel/UC8mSce0W1T9f4WjaxMXZz3g

18. Market with consistency

Before diving into your marketing strategy consider consistency and how you want to show up to your audience. My recommendation is to take the time to figure out what works for you. For me, I post on my channel every Friday. This way my audience knows when to expect new material. When you consider your consistency, ensure that you can remain consistent.

19. Market with an audience in mind

One of the biggest mistakes therapists makes when marketing is that they will try to market their services to everyone. This often leads to feeling overwhelmed, burned out, and the way to scattered. Instead, try to focus on 1 audience for your specific platform. As an example, if you are a couple’s therapist. You can create a Twitter account that specifically services couples. All the content you create is to help couples with varying topics.

20. Market with a goal in mind

Before diving into your marketing strategy take time to evaluate goals. If you create an email list. Explore the goals. What are the goals for the email list? As an example, my email list for A Counselors Journey To Private Practice has the following goals. To help the therapist build success in private practice. To help therapists avoid making the same mistakes I made or common mistakes. To help therapists feel confident when creating their private practice. If the email list today: https://mailchi.mp/b90dbd25a058/email-sign-up

21. Write a welcome letter to referral partners

This is a clear letter that goes over your therapy practice and helps build conversions and establish a professional relationship. When I started my therapy practice, I found a list of local medical offices to connect with. I sat down and wrote a welcome letter sharing my niche and ways I could show up to serve their current patients. I emailed and snail-mailed the welcome letter.

22. Try urban marketing strategies

At the time of this article, we are in the midst of COVID19 so marketing has had a big push in the online space. I still find that urban methods continue to work. The first step is to identify your ideal client and the message you would like to share with them. Next, consider locations. Places like schools, public libraries, and recreational centers. Next, create your flyer or poster and get to work. When creating it, take time to ensure that it has value, information about you, and a call to action.

23. Market your practice and specialty using HARO

HARO, as known as Help A Reporter Out, is a platform that connects reporters and writers. All you have to do is sign up by visiting HARO. After you sign up for the email list, expect to receive emails from HARO. The emails will have a list of reporters who are searching for help. My recommendation is for you to take the time to read the email and see which query sticks out to you. For me, I keep an eye on topics that spark my interest. This works as a marketing strategy to build brand awareness.

24. Effectively utilize SEO

Search Engine Optimization (SEO) is how people can find you online. Whenever someone says they want to be at the top of the Google page, it means they want to be found quickly and easily by an online search. To do this, you need to rank keywords to utilize search engine optimization effectively. And there’s a lot of beautiful avenues to do that. If you have a marketing team that you’re working with, communicate with them. Make sure that you always want to keep the people that you serve in mind because that gives you an idea of what they’re looking for. Then, think about what your ideal client will search for on Google. Those are the keywords you are going to use for SEO. CLICK HERE for a video walkthrough.

25. Facebook ads

The last time I check, Facebook stands as one of the largest platforms. As such, it has a massive audience. This is perfect for you. I love using Facebook ads to market new therapist that join my practice or a product that I want to share with my audience. There is a fee. So that’s important to know. Facebook ads allow you to niche your audience in just about every way. You can select demographic details, interests, and more.

26. Take on insurance in your counseling practice

When you take on insurance you are basically opening up your services to more people. I’m going to focus more on the marketing aspect here instead of details regarding taking insurance. The way you are supported with marketing is pretty simple. Insurance companies have representatives that support their customers in finding therapists. In essence, they help you market your services. At times you may receive a referral from the insurance representative who was initially contacted by a customer holding the specific insurance.

27. Add a chat box to your counseling practice website

I personally have not done this yet, but it is something I want to dive into. The chatbox from my research seems to work great. A person lands on your website and the purpose of the chatbox is to keep them on there by answering their questions. I will certainly be trying this marketing strategy for my counseling business in the future.

28. Meetup Groups

Years back I ran across this strategy and found it helpful. The goal is to put yourself in front of potential clients or referral partners. There are varying types of meet up groups, which gives you the flexibility to find what fits your style.

29. Attend conferences

As therapists, we typically take a very similar avenue to reach the status of practicing clinically. The process includes a graduate school and more than likely the attendance of conferences along the way. To market your practice, take time to attend conferences. When doing so, work to get to know people. Most therapists are always searching for a support system. A group of colleagues that they can relate with.

30. Guest blog

There are so many blogs out there that focus on the very topic you support your clients in. To market your practice, do a quick Google search. Identify the blogs that focus on your ideal clients. Write to the owner and share your interest to be a guest on the blog. When doing so, go above and beyond by sharing a pitch. The pitch can include a short script of the value you can add.

31. Write an eBook

Before you skip past this one, I want to share that the book doesn’t need to lengthy. There are short and long versions. One helpful strategy to write an eBook is to first spend several months writing a blog post on a specific topic. Then gather all the information to create your eBook. This way you don’t have to write the eBook in one sitting.

32. Be a guest on a podcast to improve your marketing

This can be a really fun experience if you are comfortable sharing your voice with a large audience. I enjoy the process as you get the opportunity to meet people in creative spaces. For instance, I’ve been a guest on the practice of the practice with Joe Sanok. That was pretty cool. Being a guest on a podcast or other platforms helps to create a relationship and market your brand.

33. Speak on a radio

Most radio stations work with community professionals to share insight with the community. Can you imagine how many people listen to the radio? Lots! Take time to connect with local radio stations in your area. Build a relationship and identify how you can serve their audience. At the end of the day, you are an expert in your specific area. Share your insights and supportive tips with those in your community.

34. Create infographics

People tend to love infographics because they require little reading and are visually friendly. A creative approach is to consider a step-by-step process for helping your ideal client. Then creating your infographic around the information.

35. Market from a place of passion and transparency

Most therapists have a story and a reason why they do what they do. A while back I did a guest episode on a podcast focused on Autism. This was different for me compared to the others on business development. I shared my story of being a sibling to my sister who is on the Autism spectrum.

36. Season marketing

Take time to build a connection between your marketing strategy and the season. Consider winter season. Often there are the winter blues that grows to be a common topic. Knowing this information helps you plan your marketing strategies accordingly. Such as creating a blog post that connects to winter depression. This strategy I did with a local radio station. You can check it out here as a reference.

37. I love doing webinars

They are longer and take more time. So, I’ll share that right away. Webinars work to help people go through a process of transformation. They are longer and can work to build a relationship with your audience. At the end of the webinar, you have the opportunity to additional products or services you can provide.

38. Create useful templates that serve your clients

I’ve created different types of templates in the years of private practice. An example of this is to have a template that gives a person a way to reduce depression. This would work great if your counseling practice is focused on helping people with mood disorders. The template works because it invites potential clients in. Shows them your style of support and then can transition the person from potential to actual client.

39. Write for a magazine

Most magazines have a section inside where you can reach out to the editors and request to write for the magazine. This is a great opportunity to build credibility, expertise, name recognition, and build your SEO as a counselor and business owner.

40. Create videos for your website

The marketing strategy here is to have videos that you can post on the main pages of your website. This strategy builds SEO for your counseling website and in addition, helps clients get to know you in a more genuine manner.

41. Face facing business practices works

Technology continues to create new tools and ways to market. TO market your practice, take time to identify professionals in your area that you can mold your business with. From this point, take time to have lunch or get coffee. Use this time to build a relationship versus taking. Business relationships grow when the investment is made. The investment of taking time to get to know the other person and support them as much as possible.

42. Create a 5-day challenge using one of your social media channels

The 5-day challenge helps to build attraction, get people’s interest, and overall build your presence. Again, the goal is to serve and convert clients to hire you. An example is managing anxiety in 5 days. Using Facebook, you can plan to go live every day for 5 days. People join it and receive support. Those that want more support can transition to hiring you as their counselor.

43. Cleaning your social media accounts

The marketing strategy here is to focus on evaluating your social media accounts on a metrics level. The information gained supports shifting marketing efforts. For instance, if you have an Instagram account and during the cleaning process notice that your videos on anxiety are doing better compared to the videos on self-care tips. The shift can be to create more anxiety videos considering they are working well.

44. Focus on building internal links

It’s important to understand the impact that internal links have on your marketing efforts. To engage in this strategy, take time to create a list of all your post. Theme the post in categories. Such as blog post links for anxiety counseling. Blog post links for couples counseling. From this point, find the key pages on your website that connect to your services. For instance, your anxiety therapy page. The final step is to go into your anxiety therapy page and add the links from the other blog posts that connect t anxiety counseling links. This strategy helps to boost your SEO and make it easier for people to find you when searching online.

45. Utilizing Google Ads

Google ads are paid ads that come in the form of pay per click. Counselors can benefit from having a portion of their marketing efforts focus on Google ads in order to funnel clients to their practice. An example of this is to start by having a landing page. A landing page is basically a page that your google ad would be connected to. So once a person clicks on your ad, they will be directed to the landing page. If you get on Google and search for counselors near me. You will notice that at the top of the pages there will be URLs with the words Ad. Those are Google ads for people. Having a Google ad does have a fee. The fee can range from several dollars to a higher amount. You only pay when a person clicks on the ad.

46. Improve blog post

Before diving into the process of improving your blog post. It’s important to think about why you would want to improve your blog. I like to think of blogs as leads that help clients get to know you before making the decision of hiring you as their counselor. Given this information, it’s vital to find creative ways to improve your blog post. One method to improve your blog post is to add additional wording between 1 to 2k words.

47. Practice public speaking

You can take the route of public speaking for free or paid. The goal here is to put yourself in front of other people. It’s important to understand that when you engage in public speaking, there will already be an audience there. For instance, if you engage in public speaking for an event at a local church or school. There may be around 30 or more people in the audience.

48. Give it away

So, not don’t give everything away. Instead, give away what you feel will bring people in. For me, this started with an eBook that I wrote my first year in private practice. I can tell you that it did not in any way make a best seller. For me, that wasn’t the point. My goal was to create a product that I could giveaway to my ideal client. To serve them and hopefully create a funnel effect that would lead to conversions.

49. Add additional images to the blog posts

Images help people who are visually impaired learn what your image is about. Think about it. If a person cannot see the image, Google will need a way to share with the reader what your image is about. Instead of keyword stuffing it, take time to write a few sentences describing how the image connects to your blog post.

50. Increase the number of external links to improve your website SEO for your counseling practice

External links are links that come from outside of your website. For instance, if you have written a guest post for a local magazine. You can have that link connect to your website. This method helps the online space know that you are creating relevant information.

51. Give your best customer service

For some, this may not come off as a direct marketing strategy for your counseling practice. My intention here is to encourage providing your clients a great level of customer service along with your expertise. Doing so helps to build a strong word of mouth method. Personally, I love when clients share the experience they have outside of the counseling office. Hearing that they enjoyed the light snacks and drinks while waiting for their session. Hearing that they love how quickly our office calls back or helps with insurance details.

52. Connect with others on social media

I like to spend time on Instagram, it’s fun and constructive for me. One strategy that you can do to help with marketing your counseling practice is to connect with professionals in the field that coincide with your business. Ask them if you can do a project together. Doing so can lead to showcasing your business in front of your audience and the audience of the other person.

53. Your Website pop up can be a great marketing tool for your counseling practice

Your website more than likely has its own integrated pop-up tools, if not you can do a Google search to find what works. I like to use the ones on my WordPress site as well as Mailchimp. Your pop up can be something as simple as a free product like an eBook or a 5-day email sequence that helps the person address a problem.

54. Post about relevant topics

It’s important to post about what connects to your ideal client. For instance, if you help anxious people. A blog post about ways to reduce anxiety is perfect. In addition, what helps with marketing your practice is including relevant topics. For instance, you can add in statistics about anxiety in your blog post. This tends to boost SEO and help your post build a level of expertise.

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