এই এপিসোড সম্বন্ধে
If you have been listening to recent episodes of the Fearless Practice Podcast, you know that there are many ways to market your private practice, and that in a saturated market, you really need to make the effort to stand out!
However, this can be really tough for the more introverted therapists, especially if you prefer doing offline marketing. In this podcast episode, I sketch out a few ideas with steps that you can try. Remember to take it slow and choose one system to implement and maintain, one step at a time!
In this episode:
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Offline marketing benefits
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Why offline marketing works today
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'Quiet' versions of offline marketing
Offline marketing benefits
Let's first clear up the distinction: online marketing includes paid ads, Instagram posts, reels, and videos, whereas offline marketing includes networking, warm introductions, and in-person connections with your local community.
The former helps with branching out and generally putting your Canadian private practice's name out there, whereas the latter really helps your community to get to know you.
'Physical channels of marketing work because they create fewer, better impressions and higher-trusted pathways. There's less competition with physical channels versus crowded digital feeds. In physical spaces, like community bulletin boards, local meet-ups, small events … there are fewer businesses consistently showing up in person, so it's a great opportunity to stand out from the crowd in this saturated market.' - Jules Smith
Why offline marketing works today
Physical channels work because they create fewer, higher-trust impressions. Some more reasons to consider offline marketing include:
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Having less competition in physical channels vs. crowded digital feeds, which is a very saturated market. People can see your adverts in real time, giving them a chance to read them and take in the information, whereas most people's attention is fragmented on social media.
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Tangibility effect: People remember what they touched, saw in a place, or experienced lived. It also helps to build trust through referrals and by showcasing your community presence.
'[Offline marketing] builds trust. People can trust proximity: the same towns, small groups, same values, and in-person contact reduces the perceived risks because you're real and reachable, not just a photo or a video online. With offline marketing, you are participating - not just posting!' - Jules Smith
However, for introverted therapists, offline marketing can seem daunting! But this is not a disadvantage.
'Offline marketing rewards consistency and trust, which are two things that introverts can build extremely well.' - Jules Smith
'Quiet' versions of offline marketing
Here are a few ideas that you can brainstorm when it comes to offline marketing that is relaxing and non-invasive:
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Coffee hangs over big mixers. With a coffee hang, you don't have to ask every practitioner that you know to have a coffee with you. Your goal could be to meet up once or twice a month, which allows you to really develop a working relationship with them.
'The goal is to enjoy the coffee hangs, so don't put pressure on yourself!' - Jules Smith
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Building partnership referrals over cold intros. Stay consistent, and remember that trust compounds slowly.
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Putting up posters/pamphlets as "silent salespeople" to ensure that you leave your practice's mark within your community without unnecessary social stress.
'Once you figure out your offline marketing strategy, these are systems that you can set up once and maintain, making sure that you're doing one to two coffee hangs a month with fellow practitioners, joining groups that you find fun, and finding sponsorships in your community. All you have to do is maintain! Which can fit with introverted therapists who prefer consistency and clear structure.' - Jules Smith
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Resources mentioned and useful links:
Taylor Nelson: Growing a Group Private Practice Through Passion | EP 193
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