Digital Marketing 101 for Cash Based Physical Therapy

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Today, I am thrilled to share a topic that will change how you think about marketing your solo practice. I think this will be helpful to you as you start your practice.

If you own a solo practice and are wondering how you get clients without waiting for referrals, this post is for you. We’re going to talk through some suggestions so you can understand what digital marketing is. We will also discuss how to use a good marketing plan effectively.

The Challenges of Marketing for Solo Practices

As a solo practice owner or someone with a small team, you understand how precious your time is. With limited resources, it's important to apply digital marketing strategies that attract new clients on autopilot. Let's break down how to create a digital marketing plan that works for your practice around the clock.

Understanding the Myths

Before we jump into the details, we are going to debunk two common myths that hold many new practice owners back:

Myth 1: You Need Referral Sources to Succeed

Some therapists think they can only get clients through referrals from other providers or practices. While referrals are great, they aren't something you can control.

I believe that you are your own best referral source. A comprehensive marketing plan puts you in the driver’s seat. You are in control of the outcome rather than relying on referrals. 

Myth 2: Digital Marketing is Just Ads and a Website

A lot of people jump into advertising before having a firm offer or understanding what their business has. Successful digital marketing involves knowing your services and solutions that you offer. This is so important to run good advertising. 

Digital marketing is not only placing ads on Facebook or Instagram and creating a website. You have to do something with your website in order for it to grow. A successful digital marketing plan will be working constantly and consistently to keep attracting potential clients. 

Building a Comprehensive Digital Marketing Plan

A well-structured digital marketing plan consists of multiple pieces working together to attract and retain clients. We are going to go through a structure that has been effective when learning how to create a marketing plan. I learned about this when I took a digital marketing courses from Digital Marketer. I highly recommend their courses. 

1. Awareness

The first stage of any marketing plan is building awareness of your practice. This can be achieved through:

- Advertising: Running targeted ads on social media or Google.

- Social Media Presence: Regularly posting engaging content on platforms like Instagram and Facebook. 

- Google Business Profile: Ensuring your practice appears in local search results.

- Community Involvement: Participating in health fairs or local events.

- Word of Mouth: Encouraging satisfied clients to spread the word.

Write the steps that your practice is taking to raise awareness, and ensure that you always include these actions in your marketing efforts.

2. Engagement

Once people are aware of your practice, the next step is to engage with them and build a relationship. This can be done through:

- Content Creation: Regular blog posts, videos, and social media updates. You can learn more about Why Every PT Should Be Doing Content Marketing here.

- Interactive Content: Encouraging comments, questions, and discussions on your posts.

- Email Communication: Sending newsletters or updates to keep your audience informed and engaged.

Engagement is about building trust and credibility. Make sure you are consistently interacting with your audience.

3. Subscription

At this stage, prospects provide their contact information in exchange for valuable content. This can include:

- Lead Magnets: Offering downloadable resources, such as guides or e-books.

- Free Webinars or Courses: Providing educational content that addresses common client issues.

- Email Opt-ins: Encouraging visitors to subscribe to your newsletter for regular updates and tips.

Creating an email list is important. It allows you to communicate directly with your audience. You don't have to rely on algorithms of social media in your posts. Check out my software recommendations here.

4. Conversion

Conversion is when prospects take a significant step toward becoming clients. This could be:

- Booking a Consultation: Offering free or discounted initial consultations.

- Low-Ticket Offers: Providing affordable, beginner services or products.

- Webinars or Events: Hosting events that require registration and attendance.

This stage is about moving prospects closer to making a full commitment to your services.

5. Core Offer Purchase

This is where the client makes a purchase of your main service. It is essential to:

- Provide Excellent Service: Ensure that the client experience is outstanding.

- Offer Secondary Services: Once you have provided the initial service, offer additional services that complement their progress.

6. Advocacy and Promotion

Happy clients are your best advocates. Encourage them to:

- Leave Testimonials: Request reviews to showcase your clients' recommendations on your website and social media.

- Refer Friends and Family: Create referral programs that encourage your clients to refer others to your product or service.

Satisfied clients promoting your practice can bring in new prospects, creating a continuous loop of growth.

Implementing and Evaluating Your Plan

Creating this strong marketing plan takes time and consistency. Start by mapping out what your practice is currently doing for each stage and identify areas that need improvement. Once you have your plan in place, regularly evaluate its effectiveness and adjust as needed.

If you need help with your marketing plan, consider getting personalized consulting and coaching services. Having an expert guide you through the process can make a significant difference in the success of your practice.

If you need help developing your marketing strategy, schedule a free consultation with me here. We offer custom digital marketing consulting services to help you fill your caseload and run a successful solo practice.

Conclusion

Marketing your cash-based solo practice doesn't need to be overwhelming. You can build a powerful marketing system by following these digital marketing basics and reach your target customers or patients.

What I like about this system is that it will bring in new clients automatically with steps that are easier to manage. By consistently working on each part, you can expect successful marketing results.

To learn more about digital marketing tips, check out my interview with my marketing assistant, Taylor Kirk. 

Listen to this episode on my podcast!