Shownotes
If you’ve been in private practice for any length of time, you’ve probably heard about the “summer slump.”
For some therapists, it’s very real. For others, not so much. But either way, this season tends to bring a shift—and if you’re not prepared for it, it can feel unsettling fast.
In this first part of a two-part series, Anna walks you through how to approach slower seasons with clarity instead of panic—and most importantly, what you can actually do to stay in control of your practice.
Here’s what you’ll learn in this episode:
1️⃣ Why focusing on conversion before visibility is key during slower seasons
2️⃣ How to evaluate your time, energy, and budget to choose the right marketing strategies
3️⃣ The four types of networking relationships that can lead to meaningful referrals
4️⃣ How to approach seasonal slowdowns without panic or overworking
Resources & Links Mentioned:
- Episode 56: Networking As An Introvert: How to Do It…And Do It Well
- https://walkerstrategyco.com/show-notes/56
- Episode 64: Referrals Dried Up. She Niched Down. Here's What Happened: Taylor's Story
- https://walkerstrategyco.com/show-notes/64
- Episode 61: Is PsychToday Still Worth It in 2026?: My Honest Take
- https://walkerstrategyco.com/show-notes/61
Connect + Subscribe
Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice. Explore more marketing support for therapists: https://walkerstrategyco.com
About Marketing Therapy
Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by Anna Walker, a marketing strategist and founder of Walker Strategy Co, each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.
Transcripts
Hey, hey.
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Welcome back to Marketing Therapy,
episode 69 today kicks off a little
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mini two-part series where we're talking
about preparing for the summer slump.
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Now the summer slump is catchy.
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First of all, I love some alliteration.
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And a fairly real and
recurring phenomenon.
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It is not universal.
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You'll hear from people I've never
experienced a summer slump or
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the summer is my busiest season,
and for that I am so grateful.
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I think that's fantastic.
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But we do know culturally.
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In this industry that there tends
to be a slowdown in the summer,
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and I think it's common enough
that it's worth talking about.
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And you know what?
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Even if you don't have a summer
slump, what we're gonna talk about
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is still gonna be helpful for you.
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But the fact is that when things slow
down, especially if you are in the
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first couple years of your practice, if
it's your first summer or your second,
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it can be incredibly anxiety inducing.
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And one of the first things I'm
gonna suggest, I mean these next.
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Two episodes are going to be very
tactical and strategy forward, and
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you're gonna leave with things to do.
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But I just wanna remind you,
hey, there are ups and downs,
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there are ebbs and flows.
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This is normal.
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Seasonality is okay.
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It doesn't necessarily
indicate something is wrong.
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Okay?
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So in case you need that reminder
now, or to come back to in June
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or July, remember that, but.
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It's normal.
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It's normal to have the thoughts.
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What if the clients never bounce back?
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Right?
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What if I lose whatever momentum I
have felt leading up to this year?
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And here we are in a time of economic
uncertainty and lots of changes
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in our world and in our industry.
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And so those fears and those thoughts
are even more understandable.
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But we know that the antidote to
fear isn't hair on fire panicking.
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We know it's not burning it
all down and working at Costco.
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We know it's figuring
out what to do, right?
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It's about getting our heads clear.
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It's about being honest with ourselves.
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It's about getting our mind right, and
then it's about taking action accordingly.
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And so that's what these two
episodes are gonna be about.
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This one is where I wanna look
at what levers are available
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to you because you know what?
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There are things you can do.
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And that's the best feeling
when you're in the middle of
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a season that feels uncertain.
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When things slow down,
there are things you can do.
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This is not out of your control.
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You can remain in the driver's seat of
your practice if you know what to do.
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And so today is about looking at
what levers are available to you
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to pull during the summer slump,
or any slowdown, quite frankly.
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And then next week's episode
is gonna be more about auditing
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where you're at and helping you
determine where you need to be.
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Focusing your energy.
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So there are really two things
you need to be looking at as we
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get started with this episode.
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In order to quote unquote get ahead
of the summer slump or at least get
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your mind right and one of them, quite
frankly, therapists get backwards a lot.
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So we're gonna make sure
we're clear on that.
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And then like I said, we're gonna
get into looking at what all
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of these levers actually are.
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Now, before we get into this, I
want to remind you that maybe a
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slowdown is permission to slow down.
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A slower season is not always
a problem to solve, okay?
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Now you need to maintain your income.
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You need to make sure that your
caseload is at a reliable level.
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I get all of those things, but sometimes.
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Sometimes it's just a chance to slow down.
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Sometimes it's just a chance to rest.
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And so depending on where you find
yourself in your practice, I want to
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remind you that an open slot on your
calendar might actually be a gift to you.
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It could be a gift to
invest in your marketing.
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It could just be a gift to rest.
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And so remember that rest and
reflection and continuing education.
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All of these things are productive.
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They feed your practice, they feed
your long-term sustainability.
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They feed your wellness as a clinician.
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So if rest is the right lever for
you this summer, that's a plan too.
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Okay?
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Name it and claim it.
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Now, it's not always a
problem to solve, okay?
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So just remember that and maybe
you're in a place where you need
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to maintain or build income.
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Cool.
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There's a framework.
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We're gonna talk about that, but
maybe, maybe it is just an invitation
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to slow down to enjoy that.
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Knowing that it'll pick back up again.
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It always does.
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Right?
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So with that caveat, now let's get
into the two things you need to be
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looking at and the order of them.
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Okay.
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So when things slow down in, in a
clinician's practice, whether it's
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in the summer or another season, most
therapists jump straight to visibility.
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And you know what?
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I'm glad for that.
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I'm glad that therapists are
thinking about, okay, how do
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I get my name out there more?
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What do I need to be doing?
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What more can I be doing?
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Like there are lots of healthy
things about that thought, but.
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They often think, well, now I need more
content, or Now I need more outreach,
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or more presence, or more whatever.
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And like I said, that instinct isn't
wrong, but it's the second thing that
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you need to be looking at, not the first.
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Okay.
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So the two levers here, when we're
thinking about what to do during a
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slow season, what to do to improve
your marketing, our conversion,
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and then traffic in that order.
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We have to be able to convert if
we can meaningfully send traffic.
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So conversion has to come
first when inquiries slow down
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because they will at some point.
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You have to be able to make
the most of every single one.
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Okay, so for the purposes of
this example, let's just think
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about visitors to your website.
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If due to the summer season, there's
going to be less traffic to your website.
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Because people are on vacation,
they have priorities elsewhere.
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Their attention is just not on therapy.
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I want you to be able to
capitalize as much as possible
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on the traffic you are getting.
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If you can't do that, if it requires
massive numbers in order for you to even
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get a handful of inquiries, then we are
missing out on that conversion piece.
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More traffic just means
more people leaving.
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My stomach turns at the
thought of that for you.
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Okay.
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So conversion matters first so that
whoever does come to your website,
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and that is not to say of course,
that every single person landing on
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your website is an ideal fit client.
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No way, Jose, but.
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I want you to be able to capitalize
on whoever is on your website
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confidently to know, okay, if my
traffic slows down, my website is
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still set up to do what it needs to do.
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That's why conversion matters so much.
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Then traffic comes, okay?
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Once you know that that conversion engine,
as we call it, is solid, then you focus
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on getting more people to it, then you
know, okay, I have an engine that if I
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fuel it with my traffic, it will turn.
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It's so critical that you think about it
in this order because I see therapists
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get it backwards all the time, and it's
one of the most common and frustrating
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mistakes they make because they put in
all of this effort into social media
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or networking with very little return
because the engine isn't turning,
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they're not really going anywhere.
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You've heard me talk before about
the metaphor of a leaky bucket.
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If you do not have the conversion
piece in place, if you do not have a
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solid client conversion engine, then.
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You going out there and spinning
your wheels, networking, posting
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on social media, blogging,
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even printing business cards, is like
pouring water into a leaky bucket.
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So you're spending all of this energy.
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Pouring the water, finding the water,
pouring it, and then the bucket,
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your website can't even hold it.
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That's what we're trying to fix here.
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So, like I said, in the next episode
of this little mini series, we're
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gonna talk about how to diagnose
that, is this a traffic issue?
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But just first and foremost, remember
conversion first, traffic second,
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conversion first, traffic second.
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If conversion is not solid.
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Then more traffic is just gonna
hurt because you're gonna work
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really, really hard for it and
then not see the return you need.
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Okay?
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So just remember that now as we think
about the summer ahead, or any slower
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season before you pick a strategy,
just because someone mentioned it
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in a Facebook group or you saw it
on Instagram, or this colleague you
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know is doing it before you do that.
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It's really important that you get
honest about three things, okay?
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Get honest about the
time you have available.
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Get honest about the energy you have
to dedicate and get honest about
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the budget that's available to you.
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These are separate things, and you
might have time, but be depleted
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energy wise or have no budget.
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That's gonna change which marketing
strategy makes sense for you.
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Okay?
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So just because that.
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$10,000 Mastermind program
teaches you how to do Google Ads.
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Doesn't mean Google Ads is a
good fit for you if you have no
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budget or no time to implement.
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Do you see what I mean?
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Just because someone says to
do something does not mean it's
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gonna match your bandwidth, your
time, your energy, your budget.
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So we have to know what we're working
with in order to make meaningful decisions
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about the levers available to you.
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Okay, so time, how many hours
per week can you realistically.
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Give realistically, sustainably,
consistently over time.
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Now, summer might shift
that profile for you.
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Maybe you have less time because
your kids are home from school.
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This was my first year with having
a child in school, and so I'm
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about to have a summer break with
a child in a way I never have.
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I'll fortunately still have some childcare
and that kind of thing, but I can
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empathize with parents in a way I never
have because my kid is about to be home.
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That takes up your time, right?
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So maybe your time is less in the summer.
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Maybe when you're honest about it,
your time is more because you might
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have an open client slot or two.
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So remember, the season that you're
in, might impact your bandwidth.
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But like I said, that first one is time.
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Then energy.
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What kind of tasks can
you actually sustain?
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What can you actually do consistently?
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You're gonna hear me use
that word consistently a lot.
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These next two episodes, I'm talking
about creating content, right?
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That could be on social media, that
could be blogging, relationship building.
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How much energy do you have to
be put in a Zoom coffee chat
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on a calendar, or reaching out
to someone in your local area?
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The behind the scenes setup of
some of these marketing strategies.
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Again, if we use Google Ads as an example.
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So yeah, you need to have some budget
available to pay for the ads and
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likely to pay someone to run those
ads and or the time and energy to
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learn how to do that well yourself.
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So that's the cost here.
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We need to be keeping all
three of these things in mind.
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And then of course,
budget, just straight up.
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Is money an option?
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This season, or we need some
low zero cost things, right?
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So get honest about this and
then let that drive your decision
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making about what you do next about
these levers that we're gonna talk
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about, these levers that you pull.
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This is not about, again, what
sounds impressive or what's
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00:10:38,890 --> 00:10:40,390
flashy, or what your friend did.
224
00:10:40,390 --> 00:10:42,880
It's what actually makes sense for you.
225
00:10:44,350 --> 00:10:47,439
'cause that focus, that ability
to do it well over time.
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00:10:47,995 --> 00:10:51,205
Matters way more than the
effectiveness of the strategy, the
227
00:10:51,205 --> 00:10:55,545
popularity of the strategy, whether
or not your friends are doing it.
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00:10:55,575 --> 00:11:01,755
Okay, so let's now get into our levers,
and you might roll your eyes at me,
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00:11:01,755 --> 00:11:04,965
but the first one we gotta do, we
have to talk about networking here.
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00:11:05,385 --> 00:11:10,245
We just cannot talk about being effective
in this industry, in this market,
231
00:11:10,250 --> 00:11:11,955
especially in the private pay space.
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00:11:11,955 --> 00:11:15,335
If we're not talking about networking
, it's why it has just been a through
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00:11:15,335 --> 00:11:17,765
line of so much of what we've been
talking about here on marketing
234
00:11:17,765 --> 00:11:19,265
therapy in the last six months or so.
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00:11:19,745 --> 00:11:24,515
Networking is, hello, a non-negotiable,
regardless of your bandwidth,
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00:11:24,575 --> 00:11:25,595
and I don't have a lot of time.
237
00:11:25,595 --> 00:11:26,465
I don't have a lot of energy.
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00:11:26,495 --> 00:11:26,705
Okay.
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00:11:26,705 --> 00:11:29,018
Then what you do have we need
to put towards networking first?
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00:11:29,588 --> 00:11:31,268
Fortunately, it's pretty
low budget usually.
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00:11:31,988 --> 00:11:35,669
However, the format of your networking
that is yours, you get to pick.
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00:11:35,789 --> 00:11:37,079
You've heard me say that before.
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00:11:37,109 --> 00:11:39,419
We have an entire episode on
networking as an introvert.
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00:11:39,419 --> 00:11:43,139
That we will link in the show
notes, but you gotta market
245
00:11:43,409 --> 00:11:44,399
how you market is up to you.
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00:11:45,479 --> 00:11:47,369
Most therapists think of
marketing as one thing.
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00:11:47,879 --> 00:11:49,564
I don't know what comes to
mind for you that might be.
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00:11:50,234 --> 00:11:54,549
Cold calling a doctor's office that
might be sending a weird Instagram
249
00:11:54,554 --> 00:11:57,194
DM to a therapist, like, I don't
know what it looks like for you, but
250
00:11:57,194 --> 00:12:01,844
many therapists have this like one
idea about what networking is for us.
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00:12:01,844 --> 00:12:04,124
It can look so many different
ways, and we really think about
252
00:12:04,124 --> 00:12:05,229
it in four different categories.
253
00:12:06,899 --> 00:12:10,259
With most people, kind of tapping
into only one or two and leaving
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00:12:10,259 --> 00:12:11,609
some opportunity on the table.
255
00:12:11,609 --> 00:12:15,179
So this is worth thinking about our,
the four categories of networking.
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00:12:15,179 --> 00:12:19,709
These four networking levers you can
consider pulling in this upcoming season.
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00:12:19,759 --> 00:12:21,529
So the first is same niche therapist.
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00:12:21,889 --> 00:12:25,129
So that might be someone who is in
the same niche as you, but has a
259
00:12:25,129 --> 00:12:29,609
different modality or perhaps is at
capacity has a different fee structure.
260
00:12:30,539 --> 00:12:34,299
This can sometimes be misconstrued
as competition but they really
261
00:12:34,299 --> 00:12:37,989
are very, very natural referral
partners because the fit is obvious.
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00:12:37,989 --> 00:12:41,259
Maybe someone sees a different age range
or prefers to work a different way.
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00:12:41,259 --> 00:12:44,529
Even availability can be a factor here.
264
00:12:45,219 --> 00:12:49,089
Like this is just a really, really direct
referral opportunity that does not have
265
00:12:49,089 --> 00:12:51,039
to look like you trying to poach clients.
266
00:12:51,819 --> 00:12:53,469
Same for adjacent niche therapists.
267
00:12:53,469 --> 00:12:56,229
If you recently caught our interview
here on the podcast with Taylor Williams,
268
00:12:56,229 --> 00:12:59,439
she talked about how powerful adjacent
niche therapists have been for her
269
00:12:59,709 --> 00:13:01,359
in filling her full fee caseload.
270
00:13:01,419 --> 00:13:04,599
There has long sort of been this
underlying connotation that maybe you're
271
00:13:04,599 --> 00:13:08,529
trying to poach someone's clients,
but actually there's a lot of value
272
00:13:08,529 --> 00:13:13,149
in connecting with people who see
your client, but maybe not directly.
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00:13:13,399 --> 00:13:16,279
So they see couples, you see
individuals, they see moms.
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00:13:16,279 --> 00:13:17,119
You see children.
275
00:13:17,929 --> 00:13:22,049
So related, but very low
competition with high alignment.
276
00:13:22,319 --> 00:13:26,189
Adjacent niche therapists are
hugely untapped for many clinicians.
277
00:13:26,519 --> 00:13:28,529
The next step are
complimentary professionals.
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00:13:28,529 --> 00:13:32,159
So this is where we group anyone
that isn't a therapist, that also
279
00:13:32,159 --> 00:13:33,989
sees your client professionally.
280
00:13:34,359 --> 00:13:37,719
So this could be a ob,
a lactation consultant.
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00:13:37,719 --> 00:13:39,969
This could be a school
counselor, a pediatrician.
282
00:13:40,239 --> 00:13:43,869
These are kind of the stereotypical
traditional networking contacts,
283
00:13:44,199 --> 00:13:45,399
private schools I've heard of.
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00:13:45,399 --> 00:13:45,819
Great.
285
00:13:45,899 --> 00:13:48,719
A success that folks have had,
especially as we get to the end of
286
00:13:48,719 --> 00:13:50,669
the summer and into the school season.
287
00:13:51,359 --> 00:13:52,979
But anyway, complimentary professionals.
288
00:13:53,219 --> 00:13:57,299
Who else sees your ideal client
professionally that you could speak to?
289
00:13:58,079 --> 00:14:03,569
And then finally, this one I see hugely
untapped, and that is the other full fee
290
00:14:03,569 --> 00:14:06,179
wellness kind of ecosystem out there.
291
00:14:07,029 --> 00:14:11,169
So these are providers whose
clients are already saying yes
292
00:14:11,169 --> 00:14:12,339
to investing in themselves.
293
00:14:12,339 --> 00:14:15,459
I've talked about this recently, but
this could be something like a functional
294
00:14:15,459 --> 00:14:19,719
medicine doctor, a chiropractor, an
acupuncturist, a yoga instructor,
295
00:14:19,719 --> 00:14:22,119
a dietician, a massage therapist.
296
00:14:22,479 --> 00:14:28,959
Who else is seeing clients who value
their wellness, who are likely paying
297
00:14:28,959 --> 00:14:32,829
out of pocket, and who could be a
really, really natural referral source
298
00:14:33,159 --> 00:14:36,729
and who probably has never networked
with another therapist before, right?
299
00:14:36,819 --> 00:14:40,809
It's not like an OB that probably has
a laundry list of potential therapists
300
00:14:40,809 --> 00:14:44,799
they could refer to, but instead, maybe
they've never talked to a therapist
301
00:14:44,799 --> 00:14:46,329
about their ability to cross refer.
302
00:14:47,139 --> 00:14:50,739
So that full fee wellness ecosystem
is another group that I see a lot of
303
00:14:50,769 --> 00:14:53,799
clinicians potentially missing out on
that you could consider leaning into.
304
00:14:54,714 --> 00:14:58,284
Summer is a fantastic time to
be building these relationships.
305
00:14:58,344 --> 00:15:01,884
Other therapists might be slow,
they might be open to connection.
306
00:15:02,154 --> 00:15:05,244
I just met a therapist at
church last week actually.
307
00:15:05,294 --> 00:15:08,044
She mentioned that she was a clinician,
so I was of course curious in asking
308
00:15:08,044 --> 00:15:11,944
her about her practice and she mentioned
that she's in person a few times a
309
00:15:11,944 --> 00:15:15,724
week, mostly just to be in community
because it can be so isolating sometimes.
310
00:15:16,624 --> 00:15:18,994
Solo practice can be incredibly isolating.
311
00:15:18,994 --> 00:15:23,294
So if nothing else, go make some
connections to get out of your own head.
312
00:15:23,324 --> 00:15:23,534
Right?
313
00:15:23,534 --> 00:15:28,034
To be in community with other clinicians
and open up space for genuine connection
314
00:15:28,034 --> 00:15:32,054
and potential symbiotic relationships
with other professionals, whether
315
00:15:32,054 --> 00:15:33,614
those are therapists or otherwise.
316
00:15:35,054 --> 00:15:36,764
And remember, networking is a volume game.
317
00:15:36,824 --> 00:15:39,044
You're gonna reach out to
people you never hear from.
318
00:15:39,044 --> 00:15:40,409
You're gonna reach out to
people you don't click with.
319
00:15:41,114 --> 00:15:41,744
That's okay.
320
00:15:42,104 --> 00:15:45,434
We're looking for a handful of really
meaningful relationships that you
321
00:15:45,434 --> 00:15:47,504
can foster and cultivate over time.
322
00:15:48,104 --> 00:15:49,304
So we gotta talk about networking.
323
00:15:49,334 --> 00:15:52,154
Like I said, if all you've got is a little
time and a little energy, I'm going to
324
00:15:52,184 --> 00:15:56,504
suggest you invest it here before the
other levers we're gonna talk about.
325
00:15:56,534 --> 00:15:56,564
Okay?
326
00:15:57,464 --> 00:15:58,514
Next up directories.
327
00:15:58,874 --> 00:16:01,334
We did a recent podcast episode
that we will also link in the
328
00:16:01,334 --> 00:16:02,534
show notes about psych today.
329
00:16:02,534 --> 00:16:06,524
Yes, you should still be on psych today
for reasons maybe you aren't aware of.
330
00:16:06,584 --> 00:16:07,874
Directories are still meaningful.
331
00:16:08,624 --> 00:16:11,797
In addition to PsychToday , we
see clinicians experiencing
332
00:16:11,797 --> 00:16:14,797
most of their success right now
on very niche specific ones.
333
00:16:15,137 --> 00:16:17,987
I worked with a clinician
a handful of weeks ago who
334
00:16:18,017 --> 00:16:19,607
works with food allergy moms.
335
00:16:19,667 --> 00:16:22,397
There's actually a directory for
food allergy counselors out there.
336
00:16:22,427 --> 00:16:22,907
Amazing.
337
00:16:23,217 --> 00:16:25,802
Faith-based directories,
niche specific, direct.
338
00:16:26,522 --> 00:16:30,082
Modality specific directories
demographic specific directories.
339
00:16:30,322 --> 00:16:32,632
So while there are some other
general ones, you know, we know of
340
00:16:32,632 --> 00:16:36,142
good therapy and therapy den mental
health match, which are worth a shot.
341
00:16:36,472 --> 00:16:40,402
In addition to psych today, we suggest
considering any niche specific directories
342
00:16:40,402 --> 00:16:44,422
you could be investing in, but making
sure those are pulling their weight.
343
00:16:44,872 --> 00:16:47,812
As I talked about in that psych today,
episodes directories are one of the only
344
00:16:47,812 --> 00:16:50,242
things you can almost set and forget.
345
00:16:50,777 --> 00:16:51,917
Like optimize it, do it.
346
00:16:51,917 --> 00:16:55,267
Well, maybe drop in and change a
comma to a period now and then.
347
00:16:55,267 --> 00:16:59,257
But like this is one of the only
available strategies to you that
348
00:16:59,257 --> 00:17:00,847
are essentially on autopilot.
349
00:17:01,267 --> 00:17:04,656
So making sure that you are making
use of those in a meaningful way.
350
00:17:04,837 --> 00:17:07,767
We also know that these days
your directory profiles are
351
00:17:07,767 --> 00:17:09,942
enhancing your AI authority.
352
00:17:10,227 --> 00:17:12,896
And so even if you're not getting
direct referrals through them,
353
00:17:12,896 --> 00:17:16,587
chances are for a low fee, they're
still doing something for you.
354
00:17:16,926 --> 00:17:18,517
So make sure that you're
making use of that.
355
00:17:18,517 --> 00:17:21,607
It's just some really low hanging
fruit marketing wise that you could
356
00:17:21,607 --> 00:17:24,737
absolutely use a few hours this
summer to make sure are whipped
357
00:17:24,737 --> 00:17:26,267
into shape if they're not already.
358
00:17:27,406 --> 00:17:30,587
Alright, let's talk about the
other levers available to you.
359
00:17:30,887 --> 00:17:34,187
And this is where I recommend really
thinking about your bandwidth, thinking
360
00:17:34,187 --> 00:17:38,117
about your time, your energy, your
money, because like I said, Google Ads
361
00:17:38,117 --> 00:17:42,077
very different than Instagram, where
you're gonna have to be creating a lot.
362
00:17:42,927 --> 00:17:45,657
I'm gonna walk through a handful
of the most popular strategies that
363
00:17:45,657 --> 00:17:47,217
I'm seeing out there right now.
364
00:17:47,817 --> 00:17:51,297
Please know the suggestion here
is not that these are all for you
365
00:17:51,297 --> 00:17:53,097
or that you dabble in all of them.
366
00:17:53,592 --> 00:17:58,182
But instead that you pick one to two
that match your honest bandwidth, right?
367
00:17:58,182 --> 00:18:02,782
Your ability to do this over time, not
your aspirational bandwidth, not the
368
00:18:02,782 --> 00:18:06,922
clinician you hope to be, but instead
the clinician you are right now.
369
00:18:06,922 --> 00:18:07,132
Okay?
370
00:18:07,132 --> 00:18:08,182
Be honest with yourself here.
371
00:18:08,182 --> 00:18:16,037
So first and foremost, S-E-O-S-E-O is
still a very meaningful, viable strategy.
372
00:18:16,297 --> 00:18:17,997
It is a long term play.
373
00:18:18,997 --> 00:18:22,537
So this is a strategy for therapists
who are interested in playing a long
374
00:18:22,537 --> 00:18:27,277
game, who don't necessarily need clients
tomorrow, but want to set up kind of a
375
00:18:27,277 --> 00:18:29,467
larger infrastructure for their marketing.
376
00:18:30,127 --> 00:18:33,997
This is gonna take moderate time
and energy at the very least, and
377
00:18:33,997 --> 00:18:37,507
it's going to include things like
creating content, blog posts.
378
00:18:37,807 --> 00:18:42,847
Location pages, additional specialty or
method pages and then some additional
379
00:18:42,847 --> 00:18:46,837
strategies when it comes to AI
optimization, Google business profile
380
00:18:47,467 --> 00:18:48,847
that you can also be leveraging.
381
00:18:49,507 --> 00:18:51,757
So results here are going to be slow.
382
00:18:51,757 --> 00:18:56,467
We are talking months, not weeks
here, but they do compound.
383
00:18:56,857 --> 00:19:01,112
And every action that you take
in this ecosystem of SEO and ai.
384
00:19:01,912 --> 00:19:04,342
Can absolutely build upon one another.
385
00:19:06,042 --> 00:19:10,602
I have to mention here in this SEO section
that Google business profile matters
386
00:19:10,602 --> 00:19:14,922
more now than it absolutely ever has.
387
00:19:15,612 --> 00:19:19,692
I mean, Google business profile matters
more now than it did in February, like.
388
00:19:20,082 --> 00:19:21,252
It matters.
389
00:19:21,252 --> 00:19:25,242
If you are an in-person clinician and
you do not have a well optimized Google
390
00:19:25,242 --> 00:19:27,282
business profile, go do that right now.
391
00:19:27,282 --> 00:19:29,562
Please don't wait till
the summer, go do that.
392
00:19:29,772 --> 00:19:34,452
But that is factoring into SEO
and AI right now in ways we
393
00:19:34,452 --> 00:19:36,222
honestly didn't even really expect.
394
00:19:36,672 --> 00:19:41,322
If you are online only, you may not be
able to leverage Google Business profile.
395
00:19:41,682 --> 00:19:44,442
I don't know that that necessarily means
you need to go out and get a physical
396
00:19:44,442 --> 00:19:46,512
address in an office just for this reason.
397
00:19:47,457 --> 00:19:51,847
But do recognize that if you are in
person, the potential for this strategy
398
00:19:51,847 --> 00:19:56,047
and the power it has when it comes to
your findability is greater than ever.
399
00:19:56,047 --> 00:19:59,317
So please make sure, especially if
this is a strategy you decide to really
400
00:19:59,317 --> 00:20:01,627
lean into that you are maximizing that.
401
00:20:01,627 --> 00:20:06,337
In particular, now, as you can tell,
SE o's not gonna be a good fit if time
402
00:20:06,337 --> 00:20:10,537
and energy are limited unless you have
budget to just go hire someone for this.
403
00:20:11,122 --> 00:20:14,332
It's gonna require consistency, it's
going to require patience, but it does
404
00:20:14,332 --> 00:20:16,402
have the power to compound in big ways.
405
00:20:17,512 --> 00:20:19,792
Okay, next up, Instagram,
it's a really common one.
406
00:20:20,062 --> 00:20:21,652
I see people asking regularly.
407
00:20:21,652 --> 00:20:23,662
Someone actually asked in
our Get Booked Out community,
408
00:20:23,932 --> 00:20:25,402
just in the last week or so.
409
00:20:25,432 --> 00:20:27,172
Like, are you getting
clients on Instagram?
410
00:20:27,172 --> 00:20:27,802
How do you do this?
411
00:20:27,802 --> 00:20:28,522
That sort of thing.
412
00:20:28,522 --> 00:20:33,262
So Instagram can absolutely
work with the right strategy.
413
00:20:33,342 --> 00:20:37,872
It's very much about building visibility
and community through regular content.
414
00:20:37,992 --> 00:20:39,162
Okay, so that's reels.
415
00:20:39,162 --> 00:20:45,312
That could be static posts, carousels,
education stories, whatever that might be.
416
00:20:47,012 --> 00:20:52,532
And it requires showing up regularly,
consistently, daily, weekly, overtime.
417
00:20:54,357 --> 00:20:57,722
One of the challenges of Instagram is
that you are marketing to the entire
418
00:20:57,722 --> 00:21:01,597
world and you can only see clients in
a very small part of that world, right?
419
00:21:01,957 --> 00:21:06,187
And so that is one kind of limitation
here, that as your audience grows,
420
00:21:06,487 --> 00:21:09,367
your ability to serve them is only
gonna grow as much as people that
421
00:21:09,367 --> 00:21:11,077
are in your area of licensure.
422
00:21:11,617 --> 00:21:14,467
I have heard of some clinicians
experiencing great success using
423
00:21:14,467 --> 00:21:18,397
Instagram as more of a networking tool
than a direct client contact tool.
424
00:21:18,427 --> 00:21:21,217
And so you may find that that,
especially if you're early on in
425
00:21:21,217 --> 00:21:22,272
your Instagram days that you're.
426
00:21:22,837 --> 00:21:24,547
Mostly only connecting
with other therapists.
427
00:21:24,547 --> 00:21:26,497
That might still be a
viable option for you.
428
00:21:26,497 --> 00:21:30,937
We talked about how important networking
is, but Instagram is gonna be for
429
00:21:30,937 --> 00:21:32,287
the therapist whose ideal client.
430
00:21:32,287 --> 00:21:33,967
Definitely skews a little younger.
431
00:21:34,247 --> 00:21:34,577
Right.
432
00:21:34,577 --> 00:21:37,577
If we're looking at teens,
twenties, thirties, Instagram
433
00:21:37,577 --> 00:21:38,272
is gonna be really key.
434
00:21:39,482 --> 00:21:42,632
And who are comfortable showing
up consistently, probably
435
00:21:42,632 --> 00:21:43,922
with their face to the camera.
436
00:21:43,922 --> 00:21:46,772
If that sounds absolutely
cringe-worthy to you, then don't do it.
437
00:21:46,772 --> 00:21:47,642
That's totally fine.
438
00:21:48,012 --> 00:21:51,642
But this is going to require
probably the most ongoing energy
439
00:21:51,642 --> 00:21:55,872
than any strategy in this list, at
least on a daily and weekly basis.
440
00:21:56,092 --> 00:21:58,972
So I recommend not starting
Instagram or at least banking
441
00:21:58,972 --> 00:22:00,352
on it if you can't sustain it.
442
00:22:01,037 --> 00:22:04,037
Because an abandoned account
is gonna work against you more
443
00:22:04,037 --> 00:22:05,387
than it's gonna work for you.
444
00:22:05,417 --> 00:22:07,937
So make sure this is something you
really feel comfortable investing in,
445
00:22:07,997 --> 00:22:11,597
and maybe that means you're not posting
daily, but it does mean that you need
446
00:22:11,597 --> 00:22:13,197
to be committing to regular content.
447
00:22:13,207 --> 00:22:17,287
On a fairly regular basis, not gonna
be a great fit if both your time
448
00:22:17,287 --> 00:22:21,427
and your energy are limited because
you yourself are required for this.
449
00:22:22,207 --> 00:22:23,347
All right, next up is LinkedIn.
450
00:22:23,347 --> 00:22:27,727
This is one of those strategies that
I think is available to clinicians.
451
00:22:27,727 --> 00:22:34,222
I have never seen someone productize
essentially a, a LinkedIn strategy.
452
00:22:34,222 --> 00:22:36,862
I've not seen someone really put
together, here's what's working
453
00:22:36,862 --> 00:22:38,872
well, here's what to do on LinkedIn.
454
00:22:38,932 --> 00:22:41,302
And full disclosure, it's
not my zone of genius.
455
00:22:41,352 --> 00:22:43,692
I log into LinkedIn like every six months.
456
00:22:44,562 --> 00:22:48,192
But I do think it's viable, and I
have heard from clinicians that it
457
00:22:48,192 --> 00:22:51,912
has been, especially for professional
networking with other clinicians and
458
00:22:51,912 --> 00:22:54,012
also networking with professionals.
459
00:22:54,282 --> 00:22:58,182
So if you are a clinician who is perhaps
a second career therapist or someone
460
00:22:58,182 --> 00:23:02,382
who really specializes in executives,
professionals, entrepreneurs, then
461
00:23:02,382 --> 00:23:04,182
maybe that is a meaningful place to be.
462
00:23:04,752 --> 00:23:08,772
Now, if you've been on LinkedIn recently,
you need to know that it is essentially
463
00:23:08,772 --> 00:23:12,252
a content creation platform as well,
so you need to be prepared similarly
464
00:23:12,252 --> 00:23:16,872
to how you would be on Instagram, but
in a bit of a different format to be
465
00:23:16,872 --> 00:23:18,822
sharing your thoughts on a regular basis.
466
00:23:18,822 --> 00:23:20,352
Essentially thought leadership.
467
00:23:21,012 --> 00:23:25,092
So LinkedIn can be an interesting
strategy to consider for therapists
468
00:23:25,092 --> 00:23:28,362
who are wanting those referrals
that are in the professional
469
00:23:28,362 --> 00:23:31,032
setting or referral partners, right?
470
00:23:31,062 --> 00:23:32,862
EAPs, hr.
471
00:23:33,507 --> 00:23:37,857
Executive coaching, corporate wellness,
like those are some interesting things
472
00:23:37,857 --> 00:23:41,877
that I think are kind of untapped in
the LinkedIn space because this is
473
00:23:41,907 --> 00:23:44,067
sort of newer ground for therapists.
474
00:23:44,097 --> 00:23:47,517
You need to be open to experimenting
and getting a little bit creative.
475
00:23:47,637 --> 00:23:49,107
But I do think it can be powerful.
476
00:23:50,127 --> 00:23:53,337
It will definitely be a lower time
investment than Instagram, but like I
477
00:23:53,337 --> 00:23:56,067
said, it takes a different format and
it's reaching a different audience.
478
00:23:56,517 --> 00:23:58,167
Alright, next up, local marketing.
479
00:23:58,347 --> 00:24:03,087
And this is adjacent to networking because
local marketing usually means forming
480
00:24:03,087 --> 00:24:04,947
relationships with people in your area.
481
00:24:04,947 --> 00:24:08,277
But essentially local marketing is
anything that is requiring you to
482
00:24:08,277 --> 00:24:10,437
show up in your physical community.
483
00:24:10,827 --> 00:24:14,517
In the age of ai, y'all, we are all
just looking for more connection with
484
00:24:14,517 --> 00:24:17,687
other humans and for that reason,
I think that we're gonna see local
485
00:24:17,687 --> 00:24:20,657
marketing be more powerful than it
used to be because we all just, you
486
00:24:20,657 --> 00:24:26,387
know, post pandemic ai, just give me
people, just gimme community, right?
487
00:24:26,507 --> 00:24:28,787
So local marketing is anywhere that
you're showing up in that regard.
488
00:24:28,787 --> 00:24:32,417
So that's as simple as a flyer
and a coffee shop all the way
489
00:24:32,417 --> 00:24:36,047
up to hosting a event or a free
workshop or whatever that might be.
490
00:24:36,947 --> 00:24:40,457
So this is great for those clinicians
who are in person or who are
491
00:24:40,457 --> 00:24:43,367
just really interested in forming
connection in their local community.
492
00:24:43,772 --> 00:24:48,782
Very relationship oriented therapists are
gonna enjoy this, who enjoy that organic
493
00:24:48,782 --> 00:24:52,862
community building, who are interested in
sharing their knowledge and fun new ways.
494
00:24:53,852 --> 00:24:58,262
It's gonna be a slower burn, most
likely than digital strategies, although
495
00:24:58,262 --> 00:25:02,492
I've heard of people putting on a
workshop and then like one event being
496
00:25:02,492 --> 00:25:05,852
able to point back to it for years as
far as referrals that came from it.
497
00:25:05,852 --> 00:25:10,002
So I guess a more accurate way to put
that is it can be hit or miss in that
498
00:25:10,002 --> 00:25:14,322
you might do an event or engage in
something where you never see a direct
499
00:25:14,322 --> 00:25:16,452
client who knows if it did something.
500
00:25:16,452 --> 00:25:17,502
'cause it very well may have.
501
00:25:17,922 --> 00:25:22,392
Or you might do something where you
hear from two clients and then they
502
00:25:22,392 --> 00:25:26,262
refer someone else, and then three
years later you still hear from someone
503
00:25:26,262 --> 00:25:27,912
who references back to it, you know?
504
00:25:27,912 --> 00:25:28,242
So.
505
00:25:29,942 --> 00:25:32,697
It is a little bit less formulaic
than some of the other strategies
506
00:25:32,697 --> 00:25:36,027
out there, so it's good if you have
kind of moderate time and energy.
507
00:25:36,057 --> 00:25:38,817
Very little budget is
required here for this one.
508
00:25:39,357 --> 00:25:40,467
And then finally, Google Ads.
509
00:25:40,467 --> 00:25:43,227
I mentioned that at the top of the
episode, but essentially Google
510
00:25:43,227 --> 00:25:47,277
Ads are you paying to appear
at the top of Google results.
511
00:25:47,277 --> 00:25:51,927
So before we get into all of the
organic results, you see paid ads.
512
00:25:52,347 --> 00:25:54,507
So they're putting you at the
top when someone is searching for
513
00:25:54,507 --> 00:25:56,307
something relevant to your services.
514
00:25:56,647 --> 00:26:00,127
Now it is in Google's best interest
to make Google Ads seem simple.
515
00:26:00,277 --> 00:26:04,687
Oh, just sign up here, click
these buttons, put in your
516
00:26:04,747 --> 00:26:06,042
practice info, and off you go.
517
00:26:06,697 --> 00:26:08,887
Google ads have a lot of nuance to them.
518
00:26:09,187 --> 00:26:12,007
That is not to say you can't learn
to do them yourself, but it is to say
519
00:26:12,007 --> 00:26:15,877
that if you're not doing it correctly,
this might just be a money pit for you.
520
00:26:16,597 --> 00:26:20,197
So I share that because I do recommend
that most therapists work with another
521
00:26:20,197 --> 00:26:24,127
professional, ideally, someone who
specializes in the therapy space in
522
00:26:24,127 --> 00:26:28,927
particular to run their Google ads, which
does indicate additional budget or that
523
00:26:28,927 --> 00:26:30,907
are serious about learning it themselves.
524
00:26:30,967 --> 00:26:33,277
Do not just dive into
this strategy willy-nilly.
525
00:26:33,307 --> 00:26:36,067
Okay, I just don't wanna see
you flush money down the toilet.
526
00:26:36,727 --> 00:26:38,317
That said, once it's set.
527
00:26:39,157 --> 00:26:40,687
Google ads can be really, really powerful.
528
00:26:40,997 --> 00:26:43,937
So there is some immediacy
to this strategy, right?
529
00:26:43,937 --> 00:26:47,117
When it's set up and optimized
that other strategies, SEO, for
530
00:26:47,117 --> 00:26:49,097
instance, are not gonna offer, right?
531
00:26:49,097 --> 00:26:50,417
That's the long term strategy.
532
00:26:50,417 --> 00:26:53,387
So Google ads are really powerful
in that regard, but there's a
533
00:26:53,387 --> 00:26:57,527
payoff literally in terms of what
you're able to put in financially.
534
00:26:58,307 --> 00:27:02,087
So this is great because it can
generate inquiries quickly, but it
535
00:27:02,087 --> 00:27:03,497
does need that proper management.
536
00:27:03,497 --> 00:27:06,497
It needs optimization,
it needs monitoring.
537
00:27:07,097 --> 00:27:10,997
It's not just a straight up DIY strategy,
so keep that in mind and then of
538
00:27:10,997 --> 00:27:12,557
course, just skip that one entirely.
539
00:27:12,557 --> 00:27:14,987
If budget isn't there right
now, maybe it's something
540
00:27:14,987 --> 00:27:16,007
you can pursue down the road.
541
00:27:16,607 --> 00:27:18,557
So those are some of the most
popular strategies that you
542
00:27:18,557 --> 00:27:19,637
can be considering right now.
543
00:27:19,637 --> 00:27:22,577
Again, in addition to
networking and directories,
544
00:27:22,577 --> 00:27:23,717
if those are available to you.
545
00:27:25,113 --> 00:27:28,053
This episode was all about looking
at the levers available to you.
546
00:27:28,473 --> 00:27:32,883
It was all about identifying,
okay, if things slow down, when
547
00:27:32,883 --> 00:27:35,073
things slow down, what can I do?
548
00:27:35,073 --> 00:27:37,683
How can I remain in the
driver's seat of my business?
549
00:27:37,773 --> 00:27:40,983
How can I take action that is in
alignment with the time, energy, and
550
00:27:40,983 --> 00:27:46,063
budget that I have so I can maintain or
build momentum even in the summer season.
551
00:27:47,383 --> 00:27:52,033
Next episode is gonna be about you
figuring out is this a conversion issue,
552
00:27:52,033 --> 00:27:53,803
is this a traffic or visibility issue?
553
00:27:53,803 --> 00:27:55,363
And what do I do next?
554
00:27:55,453 --> 00:27:58,813
Okay, so now that you know the levers, we
can talk about how do I identify what's
555
00:27:58,813 --> 00:28:01,003
actually happening in your practice?
556
00:28:01,093 --> 00:28:03,103
Alright, I hope this
one was helpful for you.
557
00:28:03,163 --> 00:28:04,723
I'll see you in part two of our series.
