Stop struggling with social media: Why therapists don’t need Instagram to fill their practices

In the age of digital marketing, Instagram and other social media platforms have become synonymous with success for businesses in various industries. Therapists, like many professionals, are often drawn in by the idea of being able to reach a wide audience, showcase their expertise, and fill their caseload through interacting on social platforms. 

But the reality is, private practice therapists are unlikely to find success on social media in the same way that professionals in other industries do. In this blog post, we'll delve into the challenges therapists face when using social media as a marketing channel and explore why investing in their website has proven to be the most effective way to fill their caseloads with ideal-fit, full-fee clients.

Interested in jumping into what works? Check out our free marketing training designed for private pay therapists.

The Trouble With Instagram

Marketing for therapists can be uniquely challenging. The specialized nature of the services you offer, not to mention the importance of confidentiality and ethics, all play a role in why you might have trouble marketing through social channels, but those aren’t the only reasons.

Let’s take a closer look specifically at Instagram — the poster child of social media marketing — and unpack why it might not be the ideal platform for therapists.

Instagram's visual nature, with its emphasis on eye-catching photos and videos, has made it the perfect platform for businesses that rely on aesthetics and visual storytelling. Artists, beauty industry professionals, restaurateurs, and many others have been able to build audiences and convert them into customers. As a result, having an Instagram account is so ingrained in most marketing strategies that many therapists are under the impression they must be on Instagram to succeed in marketing their practice. 

But when it comes to something as personal as finding a therapist, it’s unlikely that someone would turn to such a public forum. Most people who follow accounts on social media that are related to the mental health industry often work in the industry themselves. More often than not, it's other therapists and clinicians who will be your primary followers—not potential clients. 

On top of that, building a social media presence demands a significant investment of time and effort. Consistent posting, engaging with followers, and crafting meaningful content all require a considerable commitment. Social media platforms also employ algorithms that determine the visibility of posts and prioritize paid advertising and highly engaging content. Growing an audience—one that may or may not be made up of your ideal clients—requires a large investment of time and energy (something many solo private practitioners don’t have a lot of).

Why Targeting The Right Audience Matters

Marketing turns into clients when it’s reaching the right people. When it comes to services like therapy, which require state licensure, reaching a broad audience is less effective than reaching the people you’d actually be able to serve. On social media, the only way to drive your content toward the demographic you like to work with is through paid advertising, and even that is an imperfect strategy.

When considering the intentions of a person browsing social media, they are often more topical than those of someone actively seeking a mental health professional. Typically, people visit Instagram in search of inspiration or education. When people are looking for specific services like therapy, they’ll insated turn instead to search engines like Google, professional directories like Psychology Today, or recommendations from trusted peers or medical professionals. With this perspective in mind, it makes more sense to shelve social media and double-down on those marketing strategies that will reach those who are intentionally seeking you out.

Marketing Channels That Do Work

Your Website

It’s been proven time and again that a compelling, well-designed website that is optimized for SEO is the best way for private practice therapists to reach their ideal potential clients. Why? Because search engines like Google will be able to read your website, understand the types of services you offer, who you offer them to, and where you offer them. Then, when someone who fits those criteria searches for a therapist through Google, Google will know to show your website to them in search results. This strategy, though a long-term one, is one that doesn’t require you to pay for advertising and is more likely to show tangible results.

Interested in learning more about how you can optimize your practice’s website? Check out Simplified SEO for Therapists here.

Networking Online

While posting on social media may not be worth your time, using it to connect with other people in your location or field can be helpful for gaining client referrals. This is, again, a long-term strategy, but one that is free to pursue and can actually produce results.

Try joining local community groups on Facebook, making a post to introduce yourself on a personal level, and talking a bit about what you do and who you serve. This might not lead to clients right away, but will make people aware of your expertise and plant seeds that may blossom in the future. 

Think of the demographics you like to serve, and ask yourself if there might be a community group for that specific demographic. For example, if a clinician’s ideal client is a mom, they could join local mom groups on Facebook and interact there. 

Additionally, there are many Facebook groups specifically for therapists to connect and potentially make referrals to one another. You can search for a therapist networking group that is local to you, or join one like Get Booked Out: Modern Marketing For Therapists, where over 13,000 therapists have built connections with one another.

Utilizing Personal Connections

While it may seem obvious, talking about the work you do (generally speaking, of course) is a great way to build awareness of your practice in the community. And this doesn’t have to mean cold-calling doctor’s offices! It can look like chatting with other parents at school pickup or neighbors at neighborhood events. And while making acquaintances aware of what you do likely won’t bring clients in immediately, it can sow seeds for referrals down the line. It also establishes you as an expert in your community, and people will look to you if ever they’re in need of services in your wheelhouse. 

Final Thoughts

Ultimately, the key to successful marketing for therapists lies in understanding their unique niche, target audience, and how to create a compelling and optimized website. Through the strategies we’ve mentioned, you can build a thriving practice without ever having to post to Instagram at all. (And, if you decide that you do want to include it, it’s a great addition to your marketing strategy—but it shouldn’t be the foundation.)

Hopefully, the news that marketing through Instagram and other social media platforms won’t help you fill your practice is a weight off of your shoulders. Now, you can focus on strategies that have proven to work for therapists and set your practice up for success.

Want more in-depth education on the strategies that work? Check out our Marketing Courses designed for private practice therapists.