Getting Paid: Pull Marketing Strategies for Psychotherapists-- Attracting Clients Who Are A Perfect Fit For Your Practice Lynne Azpeitia, LMFT

In today’s psychotherapy world, attracting clients who are a perfect fit for your private practice can be challenging. Traditional marketing techniques, often referred to as "push" marketing, involve actively promoting services through advertisements, direct mail, and other outbound methods. These push marketing methods can be costly and most therapists dislike these methods because they seem too salesy. 

However, an alternative approach, known as "pull" marketing, can be more effective for psychotherapists seeking to build a loyal client base for the services they provide. Therapists find these pull marketing methods more amenable to their values, budget, and preferred ways of gaining visibility in the marketplace as well as in the professional community.

Pull marketing focuses on creating valuable content and experiences that naturally draw clients in. It works by showing potential clients who you are and what you can offer them. This especially appeals to those who are in need of the service you provide and is much more cost-effective than push marketing. 
 
Pull marketing practices can include: word-of-mouth referrals, presentations and talks for clients as well as referral people and professional organizations, having an open house at your office, attending networking events, participation in a professional organization’s listserv; email newsletters that have content that is useful info for the public, an inviting website that has webpages with useful material: articles, books, resources, etc. As you can see these are relationship-based activities that do not cost much money because they are an investment of time.

Here are some examples of pull marketing strategies psychotherapists can use to fill their practice with desired clients.

1. Establish a Strong Online Presence
In today's digital age, having a professional, informative, easy to use website is crucial. Your website needs to clearly communicate your expertise, services, and therapeutic approach. Think about including a blog where you can regularly post articles on topics that are of interest to your target audience. By providing valuable insights and advice, you position yourself as an authority in your field, which helps build trust and credibility.

2. Leverage Content Marketing
Content marketing is at the heart of pull marketing. Create high-quality content that addresses the specific needs and concerns of your ideal clients. This could include blog posts, e-books, webinars, and videos. For example, if you specialize in anxiety disorders, you could write a series of articles on coping strategies or create a video series discussing various treatment options. This type of content not only attracts potential clients but also demonstrates your expertise and commitment to helping them.

3. Optimize for Search Engines (SEO)
Search engine optimization (SEO) ensures that your content is easily discoverable by people searching for information related to psychotherapy. Use relevant keywords throughout your website and blog posts to improve your search engine rankings. For instance, if you specialize in cognitive-behavioral therapy for depression, include phrases like "CBT for depression" and "cognitive-behavioral therapy for depression" in your content. Higher visibility in search engine results increases the likelihood that potential clients will find and choose your practice.

4. Utilize Social Media
Social media platforms are powerful tools for pull marketing. Establish a presence on platforms like Facebook, Instagram, LinkedIn and others, where you can share your content and engage with your audience. Use these platforms to share articles, tips, inspirational quotes, and success stories. Social media allows you to interact directly with potential clients, answer their questions, and provide support. It also helps you build a community around your practice, fostering a sense of connection and trust.

5. Offer No Cost/Free Resources
Offering free resources is an effective way to attract potential clients. Create downloadable materials such as guides, checklists, or worksheets that address common issues your ideal clients face. In exchange for these resources, you can ask for their email addresses. This allows you to build a mailing list that you can use for further engagement through newsletters and email marketing.

6. Engage in Online Communities
Participating in online forums and communities related to mental health can help you reach a broader audience. Platforms like Reddit, Quora, and specialized Facebook groups provide opportunities to share your knowledge and offer advice. By consistently providing helpful information, you can establish yourself as a trusted expert, which can lead to more clients seeking your services.

7. Host Talks, Workshops, and Webinars
Hosting talks, workshops and webinars on topics of interest can attract individuals who are looking for professional guidance. These events allow potential clients to experience your expertise firsthand and get a sense of your therapeutic approach. Offering a mix of free and paid events can help you reach a wider audience while also generating revenue.

Conclusion
Pull marketing is a subtle yet powerful approach for psychotherapists to attract their ideal clients. By creating valuable content, optimizing for search engines, leveraging social media, offering free resources, engaging in online communities, and presenting talks and workshops, you can naturally draw the type of clients you desire to your practice. This strategy not only helps fill your practice but also builds long-term relationships with clients who are a perfect fit for your services.

Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice online and in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful and satisfying careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com.