7 Ways To Build Awareness For Your Cash Based Practice
Calling all new or seasoned solo practice owner who are wondering how to get your name out there. This blog post is for you! Today we will cover strategies to build awareness around your practice, your business, and your brand, so you can start filling your case list as quickly as possible.
Why You Need More Than Just a Website
One of the biggest new practice owner myths is that you only need to put up a website, get a business phone number, file paperwork for your business entity. Once you do that, patients will come flooding in. Unfortunately, just because you make a website, it doesn't mean anybody will see it. It takes time for websites to get noticed and for people to find them on social media
Don’t stress if your website isn’t perfect or completely ready yet. As we discussed, it takes time for a new website to gain visibility and attract visitors. Even if your website is a work in progress, publishing it now means that by the time a potential customer starts discovering your website, you’ll have had time to refine and improve it. So, take the leap and publish your site—starting is often the hardest part, but it’s also the most important.
But publishing your website is just the first step. You need to do more to create awareness around your business so that people start inquiring about your services.
Building Awareness: In-Person Strategies
In this guide, we'll discuss three simple in-person or manual ways to get your name out there and build awareness:
1. Direct Outreach and Networking
Direct outreach and networking are powerful ways to start promoting your practice. One structured approach to this is the 100 Challenge, a major component of the DPT to CEO program.
This challenge involves reaching out to and talking to 100 people. A great way to start is by making a goal of talking to 5 to 10 people a day. Even if you only talk to 100 people, that’s still 100 more people who know about your business than if you just published a website and waited.
Who should you talk to? Start with friends and family if you're nervous. Then expand to people who might need your services or who might know others who need them.
You may also find it beneficial to talk to other providers, both within and outside your niche. Building a network of colleagues and potential referral sources can greatly benefit your practice.
2. Canvassing the Neighborhood
Another effective strategy is canvassing the neighborhood. Go and introduce yourself to neighbors, hand out flyers offering discounts or special offers, and make connections. Look for local businesses, coffee shops, and community centers where you can put up information about your practice.
3. Participating in Events
Participate in local events by offering workshops, being a vendor or sponsor, or even attending events as a participant. This shows that you are part of the community and helps you make personal connections. Whether you’re a runner, CrossFitter, or new parent, find events that align with your interests and get involved.
I talk more about these approaches and more in my blog post How To Find Your First 5 Clients as a Cash Based Practice.
Building Awareness: Online Strategies
Now, let's look at four digital or online ways to build awareness and drive traffic to your business:
1. Posting Content
Posting content is accessible to everyone and is a great way to start building an online presence. If you don't know what to post, just start with something about you and your business. Share your story, what inspired you to start your business, and what makes your services unique. Highlight the benefits your clients can expect and showcase testimonials or success stories.
Over time, you can develop a more advanced content strategy that appeals to your target audience. This could include creating content like educational posts, behind-the-scenes looks at your daily operations, client spotlights, and interactive content like polls or Q&A sessions. Consistency is key, so aim to post regularly and engage with your audience by responding to comments and messages. This ongoing interaction will help you build a loyal online community and establish yourself as an authority in your field.
To learn more about why I think Every PT Should Be Doing Content Marketing here.
2. Boosting Your Content
Once you're consistently posting content, you can boost those posts to reach a wider audience. Platforms like Instagram and Facebook offer powerful advertising tools that allow you to target your local area specifically, increasing the chances that potential clients in your vicinity will see your content. By utilizing these features, you can set parameters such as age, interests, and location to ensure your posts are seen by the people most likely to benefit from your services.
Additionally, you can experiment with different types of boosted posts, such as promotional offers, informative videos, or client testimonials, to see what resonates best with your audience. Monitoring the performance of your boosted posts through analytics provided by these platforms can help you refine your strategy and maximize your reach, ultimately driving more local traffic to your business.
3. Content Collaborations
Collaborate with other businesses or providers on content. Instagram has a feature where you can co-author a post with another account, which then appears on both profiles and is shown to both audiences. This is a great way to extend your reach and provide value to a larger audience.
By partnering with complementary businesses or providers, you can create mutually beneficial content that highlights each other's strengths and services. For example, if you are a physical therapist, you could collaborate with a local gym owner to create workout tips or injury prevention advice. This not only introduces your followers to valuable new content but also introduces their followers to your services.
Joint giveaways, live sessions, or interviews can also be effective collaborative content strategies. These partnerships can help you tap into new audiences, build stronger community ties, and enhance your credibility by association with other respected professionals. Additionally, collaborating on content can lead to word-of-mouth referrals, as followers of your collaborators may share your posts with their networks, further amplifying your reach.
4. Running Ads
Running paid ads on social media is an advanced strategy that can be effective. However, it's essential to have a clear offer, a good sales process, and some proof of concept before investing in ads. Ads can help you grow awareness and drive traffic to your website or social media profiles, creating opportunities for engagement and sales.
At the end of the day, I recommend multiple referral sources. Learn more about How To Get More Patient Referrals here.
Consistency is Key
Building awareness takes time and consistent effort. This does not happen overnight. You need to stay consistent with these strategies over months and years to see sustained results. Your input directly influences the output, so make sure you’re putting in the effort consistently.
Final Thoughts
Starting and growing a successful practice is a lot of work. However, if it means building a business that makes you happy and gives you the life you want, then it's worth it. If you have questions or need more guidance, check out our DPT to CEO business coaching program. We’re here to help you achieve your goals and build the practice of your dreams.
For more resources on how to start a practice, check out our free Beginner Bundle, or if you’re ready to take the next step in growing your practice, apply for our DPT to CEO program. We look forward to helping you succeed!
Check out this episode on my podcast!
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