Congratulations—you’ve developed your own private practice. Definitely a leap of faith, but also one you thought through thoroughly. You’ve got your platform, your virtual and/or in-person office set up, you’ve got a dream, and it looks good.
Let’s fill that caseload.
If you’ve only marketed yourself on Psychology Today, you’re probably realizing pretty quickly—it’s not going to be enough. In decades past, Psychology Today used to be the primary source of referrals for solo and group practitioners. However, as time has gone on—and with changes allowing associate/provisionally licensed therapists to open their own private practices—the market has become saturated. Pair that with a very low-cost subscription, and it’s everyone’s first go-to.
I hope this doesn’t burst your bubble, but if $30 is your max marketing budget, we’ve got to expand your perspective.
Marketing is a budget.
Think about your overall income, revenue generation, and expenses. How much margin do you actually have left over? For those of you still holding onto a full-time (safe, salaried, benefits-included) job, consider how you can stretch some of those dollars into your practice. I would suggest doubling or even tripling your marketing budget—and that includes more than just your Psychology Today profile.
Let’s think about branded marketing materials. They don’t have to be hard-copy items like business cards or brochures (although those can still be helpful). In a digital age, you can get creative—use Canva to design resources and create QR codes you can share through email marketing. Just remember: you can’t randomly send people marketing content. They need to consent to it. Make sure you’re getting permission so you don’t end up in spam folders or, worse, reported.
Also, take into consideration your time. How much does one hour of your time cost? Every hour spent marketing is one hour away from seeing a client and generating income. Make sure you’re budgeting for that, too.
Let’s talk about your ideal client.
Who is your practice actually meant to serve? And please don’t say “everyone.” That’s one of the biggest—and most costly—mistakes you can make. Your goal is to identify your “unicorn client.” Who are they, really?
For example, saying you offer counseling services for children and adolescents going through difficult transitions is not enough. Let’s get specific. How much more compelling is this:
“I help teenage boys navigating anxiety and perfectionism at school.”
See the difference? Some moms may scroll right past if that’s not their situation—but the ones who are dealing with that? You will stand out immediately. You don’t want to blend in. The worst marketing strategy is trying to appeal to everyone for every problem.
Building a name for yourself.
Consistency is key. It’s not enough anymore to show up once—whether that’s dropping by an office or landing in someone’s inbox. Research shows it takes more than seven touchpoints to build trust. So think about what those touchpoints look like for you.
Maybe it’s:
- A free checklist
- A welcome email
- A social media post
- A blog that speaks directly to their needs
You get the idea. Be intentional about the multiple ways you’re connecting with your ideal client, and don’t get discouraged if it doesn’t happen all at once. I know this is a lot to take in—but you can do this. You just need a stronger marketing plan. Psychology Today is a great place to start—but it’s only one lily pad of many you’ll need to hop across to reach consistent revenue and a solid income.