With its impressive 1.85 billion daily active users, Facebook is the largest social media platform in the world. Its advertising functionalities allow businesses to target certain audiences, set a budget, and track ad performance just to name a few. It’s no surprise that businesses are flocking to it as a way to reach their target audience, but is Facebook really the only way to market in this day and age? Absolutely not– and it may not even be the best way to market for your therapy business. There are countless other platforms that can get the job done and we are going to talk about a few of them in this article. Before we get started on the other platforms though, let’s talk a little bit about Facebook and who could benefit the most from advertising on the platform.
Here are some interesting stats from Hootsuite.com that may answer our questions:
- Facebook ads reach 62.6% of all Americans aged 13 and up. That’s huge. If you have clients in this age range, just know that Facebook’s reach here is incredible.
- People are 53% more likely to buy from a business they can message. By using ads on Facebook, your clients can directly message you on a platform with which they are very familiar and very comfortable. On that note, you can use this messaging tool to see which types of people are interacting with your brand and retarget them easily. (This is not so simple on other platforms.)
- 18.7% of Facebook’s ad audience is in Southeast Asia. And 12.1% is in South America. Now, there is still 70% of the ad audience left, but if your clientele is located only in the United States, you may want to keep this in mind.
To be frank, there really is no clear answer. Facebook may be for you, and it may not. It totally depends on your goals, your audience, and your brand. Lucky for you, you have the choice! Facebook ads have a ton of potential and it may be worth trying out, but you don’t have to. We are going to get into some other forms of advertising for your clinic, but first, can we just talk about ads in general? What is an ad’s purpose? What problem is it trying to solve?
Let’s Talk About Ads
Ads have so many different purposes which can all produce different outcomes. It’s important that you decide what outcomes you want to see before you choose a platform for your ads. Here are some different purposes and outcomes: You can use them to get new clients of course, but you can also build your brand, show off your services, or collect emails to name a few. For most of our examples in this blog post, we are going to focus on the outcome of getting new clients. The question is, “How do I target my ideal clients?” Right? Our answer is simple: Create a client profile. A customer profile is a description of a business’s ideal customer, based on factors such as demographics, psychographics, behaviors, and motivations. By using customer profiles, you can identify the specific pain points, desires, and motivations of your ideal client, which can help you tailor your ads to resonate with those clients. You can find free templates for creating customer profiles on Canva, but you can also just create your own profiles. By creating effective customer profiles, you can not only increase the effectiveness of your ads and improve your ROI, but you can also pick the best platform based on your ideal client’s habits and interests.
Beyond Facebook: Exploring Other Platforms for Advertising Your Therapy-Based Business
Facebook is great and it may be a great platform for your advertising needs, but we are going to talk about 5 other possibilities so that you can make the best decision for your business.
1. Google Business Profile
Previously known as Google My Business, this should be the very first step that you take towards advertising your therapy business. Why? Because it doesn’t cost anything! It’s a completely free tool that lets you manage how your business shows up on Google Search and Maps. You can put important info like your hours, address, and phone number. Google is the top search engine out there, so getting free leads from it is a sure way to success.
2. Other Social Media Platforms
While Facebook Ads can be a powerful tool to reach your target audience, don’t limit yourself to just one social media platform! Take the time to explore other platforms to find the perfect clients for your practice. Each platform has its own unique atmosphere and audience, so it’s important to know your market and which platforms they prefer. For example, Instagram is great for visual storytelling, while Twitter is perfect for engaging in quick-witted conversations. LinkedIn, on the other hand, is an excellent platform for professionals looking to connect with others in their industry. Tik Tok and Pinterest each have their own special audience and you can actually do paid ads on both! By branching out and trying new social media platforms, you can broaden your reach and connect with potential clients you may have otherwise missed.
3. Referrals
Sure, it’s not exactly an advertising platform, but referrals have the potential to be even more successful. Ask your current clients to tell their friends and family about your business. You could even give them a reward like a discount on their next session or a free session if someone they refer becomes a paying client. It’s worth a try! We do want to mention that if you are a mental health professional, we do not suggest you do this as you are working with at-risk and easily impressed upon individuals. For physical therapists, audiologists, and other professionals similar to this, of course you can ask your clients to send their friends over, but any time of mental health professionals should avoid sending the wrong message or increasing anxiety in their patients with this practice of asking for referrals.
4. Online Forums
Online groups and forums are another way to get the word out. Find groups and forums that are related to your niche and start chatting. Give good advice and share your experiences to show people that you’re an expert in your field. By becoming a thought leader on a platform, others will recognize your expertise and seek you out.
You’ve Got This!
Advertising can be a daunting task, especially when you’re promoting something as personal as therapy services. However, with the right approach, it can also be a rewarding experience that helps you reach the clients who need your services the most. Remember to stay organized, create a customer profile, weigh your options, and get yourself out there. With persistence and patience, you’ll be able to connect with the clients who resonate with your services and make a meaningful impact in their lives. Best of luck in your advertising endeavors!