A Therapist’s Guide to Marketing During COVID-19
Anxiety is at an all-time high. Schools are canceled, business-related things are uncertain, aand there’s no TP on the shelf. At least, that’s what’s going on in my world.
For therapists, this is a great time to boost your marketing efforts. People need what you offer more than ever. The key is offering it in an authentic way.
Searches for online therapy are at an all-time high.
Even if you have never offered teletherapy before, now is the time to add that service to your repertoire. People are clamoring for a way to practice social distancing while having someone to work through all their anxiety with.
Plus, as an added bonus, you can offer virtual counseling to anyone in the state – which opens up a ton of marketing opportunities for your practice. Here’s how to get started:
1. Create a page on your website for online therapy
It doesn’t have to be too in-depth … just a few words about how teletherapy is essential during the coronavirus era and some background on how it’s an effective alternative in these trying times.
2. Create a blog post about Coronavirus
Share your thoughts, suggestions, and wisdom for people suffering from Coronavirus-related issues. Offer a message of hope and do your best to make the reader feel heard. Finally, make sure both pages are prominent on your site – and preferably linked to from your menu.
Here are a few good therapist Coronavirus articles I’ve come across:
- Everything You Feel is OK
- 10 Ways to Navigate Life in the Coronavirus Era
- A Therapist’s Guide to Coronavirus
- Coronavirus: Adaptation, Opportunity and Community
- 25 Self-Care ideas for the Sequestered
- 10 Nature Activities to Help Get Your Family Through the Coronavirus Pandemic
How to Create a COVID-19 Marketing Funnel
I get it – investing in marketing during such an uncertain time may be scary. It may feel foolish when your own income is so unpredictable right now. Yet, now is the time to act. Strike while the iron is hot. Your stock has never been higher. And other such expressions. Here’s what you do:
Set up new Google Ads
Take those two pages you just created (online therapy and Coronavirus) and run a pair of Google Ads directing people to them. The idea is to find people who are searching for online therapy, teletherapy, virtual therapy, Coronavirus therapy, COVID-19 anxiety therapy, etc.
If you need someone to help set up your Google Ads, reach out and say hi. I would be happy to introduce you to my preferred partner for all things related to therapist AdWords.
Send out a newsletter
First, email your list and share your online therapy page and Coronavirus blog post. Then, use all your new free time (thanks, social distancing!) and create an automated welcome email sequence. Finally, make sure people have plenty of ways to sign up for your newsletter on your website and social media.
Create authentic content on social media
Your new article on Coronavirus is a great start. Share it everywhere. You want to show people that you’re a beacon of hope. A person that can be trusted to hear someone’s pain and offer real-world solutions.
Share inspirational quotes and photos of you in your home office hosting teletherapy. I know there’s a fine line you walk when it comes to being personal – so just do whatever feels right to you.
Build a Facebook Ads Marketing Funnel
Once you have your new authentic content, set up a Facebook marketing funnel. The idea is to share general COVID content to a wide audience. Then, once people become aware of your brand, share more of your business with leads. Use retargeting to show online therapy ads to people who clicked or interacted with your article.
With all the canceled events and other companies scaling back their marketing efforts on Facebook, ad inventory is at an all-time high. That means you can get a wider reach and more results for less money … if you play your cards right, that is.