If the economic downturn has left your therapy business short of
clients, there are a number of ways you can increase your profile
and build up new interest. As with all businesses, marketing is a
vital part of ensuring success - just being good at your job is
rarely enough these days.
"There are many ways you can pursue the local
patrons that your business needs to thrive."
Most therapy businesses need to target
people from a relatively local area. No matter how reputable you
are, there is a limit to how far clients will travel to see you.
There are many ways you can pursue the local patrons that your
business needs to thrive. Here are just a few:
Local press releases: Press coverage is better
than advertising, because it is perceived to be more impartial and,
unlike advertising, it is free. However, it is harder to acquire
press coverage than it is to book an advert. To give yourself the
best possible chance of gaining precious column inches, give your
local papers what they want; an interesting story, with a good
angle, that will interest their readers.
There are national awareness days for stress and stopping smoking,
amongst hundreds of other topics. With a little bit of internet
research, you could find one that ties in nicely with your
business. Congratulations, you have now found your hook.
If you have a client who seems to particularly appreciate your
service, ask them if they would mind being quoted in your marketing
material, anonymously if they prefer. This will give you a case
study, which will lend some authority to your promotion.
Local businesses: You may find that you can
advertise by placing information on the notice board or intranet of
a local company. Ultimately, you could aim to become an ‘in-house’
therapist. Many larger companies have an on-site masseur or
therapist who visits their office regularly and treats several
staff on the same day. It could be worth sending your details
through to the HR department, as they are often responsible for
proposing such initiatives.
You may have more success if you contact the area of a business
that you think is likely to be subject to the most work-related
stress. Local authorities have become more and more receptive to
the idea of offering counselling to victims of Post Traumatic
Stress Disorder, for example. You may find helping these people
especially rewarding.
Non-competing businesses: There may be other
businesses near you that are visited or used by, the same type of
client that you want to attract. These needn’t necessarily be
competitors. In fact, this may include businesses that you use
yourself. Try building a rapport with a manager or member of staff
next time you visit.
For example, if you’re a complementary therapist, your potential
clients are obviously interested in their wellbeing, so they are
likely to frequent other businesses like health food shops, beauty
therapists or gyms.
You could ask these businesses to promote your service in return
for your custom or enquire about the possibility of a reciprocal
marketing scheme.
The internet:
If you’re not technically-minded,
you might not feel confident finding clients through the internet,
but it can be easier than you think, even if you don’t have a web
site.
Social networking sites, such as Facebook and professional
networking web sites, such as LinkedIn, allow you to join or create
special interest groups where you can promote your service to a
receptive audience. These web sites now go to great lengths to
ensure they give a self-explanatory experience so that they are
accessible to all. If you are concerned about privacy, do remember
that you can choose exactly how much information you would like to
divulge.
Online listings: If you’re a member of, or are
affiliated to, any professional bodies, make sure you’re making the
most of any “find a member” facilities they offer on their web
site. Professional bodies generally show up well in search engines
for the professions that they represent, so it makes sense to tap
in to their strength rather than try and go it alone.
Google AdWords: If you already have a web site,
this can be a great way to find people looking for services like
yours. Google AdWords is a ‘pay-per-click’ platform for online
advertising. It allows you to target people who have used specific
search phrases on Google. It is quick and easy to set up and you
only pay anything when someone actually clicks on your
advertisement. It costs just £5 to set up and you can restrict the
advertisement so that it targets only customers within your local
area and you can have a listing up and running within minutes.