Marketing your Private Practice should not take over your life!
When folks meet with me to review their marketing, often many share how they find that “all the time they spend on marketing is doing nothing for their bottom line.”
We then review what they have been doing for their marketing and what goals they are trying to achieve.
That’s when I often find they have been creating way more marketing content than they needed to be doing. And that is the start of the endless cycle…
Understanding why this is happening is often part of the solution when it comes to getting more results with your marketing.
Most practitioners will tell me they heard, they learned, or were told by others, that the best way to be marketing your practice is to:
- Decide on a niche of your ideal client
- Create an Offer (i.e. a service or program) for that niche of clients
- Then go on Instagram daily and post 2-3 times a day or more using hashtags and speaking the language of that niche of client you are looking to work with.
Then, to review the results… they’ve been told that when the content they put out there gets traction, and people start to like their posts, stories or reels, they should create more of that type of content. Why? Because it will reach more people.
Sure, you might grow the reach … but who are you really reaching with that marketing?
That is what we look at in some of the data.
I did this a few months ago with a client who had been through this exact process…
She was creating daily reels and videos for Instagram trying to find clients for her dietitian business.
We looked at some of the likes on the videos, then more and more… all the data showed the same thing.
Yes, the likes were growing, but when we checked out the profiles of the people liking…
… They were not even close to being her ideal client. Most were not even in the local area she wanted to serve; a lot frankly were not even in the USA.
Then, we checked the growth of her account and the followers.
The makeup of those followers was similar, but with one distinction – many of her followers were fellow dietitians: peers, colleagues, people she knew. Not potential clients. Potential referral partners.
Actually, there were two distinctions. There was not near as many followers as people who were liking her reels. Those likes were just numbers in the end, not qualified leads.
And I asked her about her recent consults.
Were people reaching out and if so, where did they say they found her?
Her answer: “I’ve only had a couple. Two came from referrals (a colleague and a doctor) and the other one found me by searching on Google for a dietitian near me.”
Looking further back, none of her consults were coming from Instagram.
It was almost always the same thing – online searches or referrals.
At this point she was starting to see the light on what all her time making the videos and putting out the Instagram content was doing.
Just taking more of her time.
She actually said to me, “Oh my God, I’ve just been doing more and more of something that wasn’t even working, haven’t I?”
Yes, but I made sure she didn’t beat herself up over this … there is always another path forward.
We began to look at her online presence and her marketing foundations so she could start to focus on putting her time and energy into marketing content that would be posted where it would help people find her online and get the most results.
Here are a few of the steps we took for her:
- Reduced the amount of new content she was creating.
- Refocused where her content was getting posted and how often.
- Repurposed the ton of content she already had to use in different ways.
This took a ton of pressure off her and a lot of content creation time off her plate. She was also able to use that time to refocus some of her offline marketing time to those referral partners that did send her clients.
Seems simple right? Well, it is.
What we really did was determine who her ideal client was, where they were hanging out online and looking for help from someone like her, and then focusing her time and energy in those areas.
She was soooo relieved to find out that she could cut back on the marketing because after two weeks with this change, she realized how much of a toll that was taking on her mentally and showing up in other ways. Stress and pressure she did not need.
All you need to do is look at some of the leaders around you, in your industry. Often you will find those who are succeeding in business are doing so without spending all day online. But we never seem to really notice this.
I looked at Christy Harrison as an example with my client. Christy has built a huge reputation in her industry for the Anti-Diet world. She has a podcast and focuses on that for consistent new content, but if you check her Instagram there are no reels there and she is not posting 3 times a day. Sometimes not even 3 times a week.
But when you dig deeper, you see she focuses her marketing on the podcast – where her people are – and her newsletter/website to get that message out consistently.
She is putting her marketing efforts where people are more likely to find her … and it’s not by doing multiple reels and stories every day on Instagram.
During this initial marketing assessment, my client did have that revelation that changed a lot of her perspective on this when she had that aha moment that people looking for a dietitian like her are not searching on Instagram or Facebook. They are going on Google.
The answer to getting off that endless cycle of marketing is to:
Social media is only one small piece of the marketing foundations you need to find your clients online! If you put all your efforts in areas where your clients are not even there, it will be a waste of time.
YOUR ACTION STEP FROM THIS LESSON:
Ensure your marketing plans include the 4 pillars of marketing a practice or business: Foundations. Messaging. Content. Systems.
These foundations are some of the basics to start with when you want to improve the marketing for your practice and, more importantly, to get you on your way to doing less marketing, attracting more clients, and building that financial freedom you’re seeking with your private practice.
Spinning your wheels trying to get all those fad marketing plans working will only help you spin even more! Don’t go there!
I’d much rather you get the foundations and systems in place that help you achieve the freedom of being a business owner and running your business. So that you can work with who you want, how you want. Advising them and sharing with them the advice that’s really going to work for them because you’re the expert who has the skills and knowledge to help them.
We cover these 4 pillars of marketing in depth in the Thrive Marketing Academy. The next group will be starting in the Fall, you can get on the waitlist here to get access to a bonus strategy session when you register.
To get started today with some action, you can make sure you have the marketing foundations you need by taking our free quiz that comes with a checklist that you can use as a reference to assess your own marketing foundations.
And you may want to go back to some of your own posts online and really look at what the data/numbers are telling you. If you aren’t sure what it means, book a quick call with me and we can take a look to see what that data is saying for you.
Stop Struggling and Start Thriving! My passion is helping to guide people just like you, dietitians, and private practice owners, who are often frustrated with all their wasted time spent on marketing that gets you nowhere. You can learn strategies to attract a steady flow of clients and build a thriving and profitable practice. Get started with some of the free resources on my Pepper It Marketing website, especially this Guide to Streamline your Marketing. I also offer several self-study training programs to help you attract more clients so you can Build a rewarding and profitable private practice and still have time to LIVE your LIFE!