When I talk to therapists about marketing online, they usually fall into one of three groups. Group A is very excited about online marketing, and actively participate in it. They seek out information and are quick to adopt new policies. Group B is a baby-stepping in online marketing, but still have some hesitations. Finally, Group C are attracted by the possibilities, but feels like it can be overwhelming, or they worry about dual relationships, privacy issues and liability issues.
So let’s look at each of these groups better.
Group A – the people who are actively involved in online marketing. The risk that this group runs is that they are too quick to adopt methods without direction. I see this a lot when therapists number of online marketing in all or nothing shipping “This is the only way to do it.” or “SEO is bad.” or “SEO is all good.”
The piece that is missing here is the understanding that the Internet is just a tool, like a pen or paper or computer.
Group A also falls in the belief that they are better in internet marketing but they might actually be. The best way to measure marketing success is by how many calls you receive directly from your website every month. If you are not getting calls from the internet, marketing is not working. Period.
Group B – the group that will do more online marketing, but they do not know exactly how. This group, in fact, is poised to do well on the internet marketing, because they are looking for policy and technology. They want to understand what gives them the best return for their investment, and they are trying to have a balanced approach with regard to online marketing.
Group B could benefit from being a little more open to technology and by taking a more experimental attitude and curiosity.
Group C – the people who have significant concerns about online marketing. This group can, and likely will, build their activities without using the internet a lot, if they do at all. This is fine, but that group could serve by learning more about ways to use the Internet. However, to overcome their fears and get good information and assistance, rather than just sorting all net as fraught with danger and somehow unworkable.