How to Build an Audience as a Cash Based Therapy Clinic

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Building an audience when you start a cash-based practice is essential for creating a sustainable and thriving business. Without a loyal and engaged audience, it’s challenging to attract and retain clients, which directly impacts your clinic's success. Today, I want to share some insights on how to effectively build that audience and turn them into long-term clients.

The Myth of Overnight Success

One of the biggest myths out there, fueled by social media, is the idea of overnight success. It might seem like some people sprinkle magic dust and suddenly have a huge following, but in reality, building an audience takes consistent effort over years. Most of those with large audiences have tried and failed at dozens of different strategies before finding what works for them. So, even if it looks like someone is an overnight success, chances are they have been working hard for a long time.

As you work on building your audience, it’s important to understand that there won’t be any overnight results. You’re not behind—everyone goes through trial and error to figure out what works best for them. The key is to stay consistent and keep evaluating your strategies as you go. 

Setting Realistic Expectations

As you embark on the journey of building your audience, it’s crucial to set realistic expectations. Understand that it will take time and consistent effort. You’ll need to evaluate and re-evaluate your strategies continuously. With this mindset, you’ll be better prepared to stick with it for the long haul, which is the key to building a loyal and engaged audience.

For instance, when I first started my YouTube channel and podcast, I didn’t have high-quality equipment or a fancy setup. I used the webcam on my laptop and just began creating content that I thought would be helpful to new practice owners. The videos weren’t perfect, but they provided valuable information, which is what matters.

Over time, I experimented with different types of content and adjusted my strategy based on what worked and what didn’t. It wasn’t until halfway through last year that I started being more consistent with posting. Since then, I’ve received great feedback and have seen steady growth. This approach has not only helped me build an audience but has also become a cornerstone of my marketing strategy.

Moreover, setting realistic goals helps prevent burnout. Instead of aiming for thousands of followers right away, focus on incremental growth. Celebrate small milestones, such as your first 100 subscribers or your first client referral from your online presence. These small wins keep you motivated and demonstrate that your efforts are paying off.

Building an Audience Doesn’t Require Massive Numbers

Another common misconception is that you need tens of thousands of followers or a massive email list to be successful. This isn’t true. At the time of writing this, my YouTube channel has about 570 subscribers, and my Instagram, which I started growing last year, has just over 600 followers. Despite these modest numbers, I’ve had people apply for my coaching program after finding me on these platforms.

You can have a thriving practice with what might be considered a “small” audience. In fact, a smaller audience can be an advantage because it allows you to build more intimate, meaningful connections with your followers. This can lead to higher engagement and better conversion rates when offering your services.

Additionally, a smaller audience often means a more targeted group of followers who are genuinely interested in what you offer. These followers are more likely to become loyal clients and brand advocates, helping you spread the word organically through word-of-mouth referrals and personal recommendations.

Four Tips for Building an Audience

Now that we’ve debunked some myths, let’s get into the strategies you can use to build your audience as a cash-based therapy clinic.

1. Manually Ask People to Follow You

This may sound simple, but one of the most effective ways to start building an audience is to ask people directly to follow you. Whether it’s your friends, family, current patients, or people in your professional network, don’t hesitate to share your social media profiles, YouTube channel, blog, or email list.

Starting with people you know gives you a small but engaged audience right from the start. These are the people who are likely to support you by liking, sharing, and commenting on your content, which can help you reach a wider audience over time.

2. Create and Share Valuable Content

Content creation is at the heart of building an audience. But remember, your content doesn’t have to be perfect. The most important thing is to start putting something out there. Whether it’s blog posts, social media updates, or videos, creating content regularly shows that you’re an active and engaged business and that will help drive traffic to you.

In the beginning, your content might not be as polished as you’d like, but that’s okay. The key is to start and then gradually improve. As you continue to create, you’ll find your voice, and your content quality will naturally get better.

Focus on addressing the pain points and interests of your target audience. Share tips, success stories, and insights that showcase your expertise and provide real value. Engaging content not only attracts followers but also keeps them coming back for more.

Learn more about posting content to bring awareness to your business with 7 Ways To Build Awareness For Your Cash Based Practice.

3. Be Consistent with Your Content

Consistency is crucial when it comes to content creation. Choose a posting schedule that you can stick to, whether that’s once a week, twice a month, or whatever works for you. The goal is to show up regularly so that your audience knows when to expect new content from you.

Being consistent helps build trust with your audience. They’ll start to see you as a reliable source of information and will be more likely to engage with your content and share it with others.

To maintain consistency, plan your content in advance. Create a content calendar outlining what you’ll post and when. This planning reduces the stress of last-minute content creation and ensures a steady flow of posts. Additionally, batch creating content—producing multiple pieces at once—can save time and help you stay on schedule.

4. Stay Updated on Best Practices

The digital landscape is always changing, so it’s essential to stay updated on the best practices for the platforms you’re using. Just like clinical research, marketing strategies evolve, and what works today might not work tomorrow.

Make it a habit to do your own research regularly. Watch videos, read articles, and follow experts in the field of marketing to stay informed about the latest trends and strategies. This will help you adjust your approach and continue to grow your audience effectively.

Another way to stay ahead is by actively participating in online communities related to your field. Engaging in discussions, attending webinars, and joining relevant groups can provide you with real-time insights and practical tips from others who are navigating the same challenges. This collaborative approach not only keeps you informed but also helps you build valuable connections that can further enhance your marketing efforts.

Furthermore, experimenting with new features and tools offered by social media platforms can give you an edge. Whether it’s leveraging Instagram Reels, hosting live sessions, or utilizing interactive stories, staying adaptable ensures that you’re making the most of each platform’s capabilities.

I talk about this and other tips when getting your first clients in How To Find Your First 5 Clients as a Cash Based Practice.

Bonus Tip: Utilize Paid Advertising

While not one of the main four tips, incorporating paid advertising can significantly boost your audience-building efforts. Paid ads allow you to reach a broader and more targeted audience quickly. Platforms like Facebook, Instagram, and Google offer sophisticated targeting options that let you tailor your ads to specific demographics, interests, and behaviors.

Start small with a modest budget and test different ad creatives and audiences to see what resonates best with your potential clients. Once you identify what works, you can scale your campaigns for greater impact. Remember, paid advertising should complement your organic efforts, not replace them. It’s a powerful tool for accelerating growth, especially when you have a clear understanding of your target market and a compelling message.

Conclusion: Start Small, Stay Consistent, and Keep Growing

Building an audience for your cash-based therapy practice isn’t about quick wins or overnight success. It’s about taking consistent action, experimenting with different strategies, and staying committed for the long haul. Remember, you don’t need a massive following to have a successful practice. What matters is the quality of the connections you make with your audience and how well you serve them. 

There are wrong ways to perform digital marketing and connecting with your audience. You can learn more about that in The Wrong Way to Market for Your Telehealth Practice.

So, start small, stay consistent, and keep growing. For more guidance on how to start or grow your practice, check out our free resources in our beginner bundle or see if the DPT to CEO coaching program is right for you. We’re here to help you every step of the way!

Listen to this episode on my podcast!