When you think of marketing your private practice, what comes to mind? We often discuss social media and community involvement, but mainstream media can help you reach a wider audience. Here are 3 tips to start media marketing for your private practice.
Marketing is multifaceted. There’s in-person marketing, online marketing, media marketing, social media marketing, and more. We frequently talk about how social media marketing can benefit your private practice because it’s easy to get started. But social media isn’t the only tool you can use to connect with new clients.
There’s also mainstream media – news, television, books, print, and more.
Mainstream media is a very effective way to build your credibility, reputation, and reach. Different from your social media strategy, which may focus on your business, mainstream media marketing is often less about your practice and more about you. This makes sense, because think about why reporters want your quote – you’re an expert! As a result, readers and viewers become interested in working with you because of your experience and knowledgeability in the field (nutrition or maybe your specialty within nutrition).
However, it’s not always easy to start getting your name out there.
3 Tips to Use Traditional Marketing for Your Health and Wellness Practice:
1. Establish an Online Presence
Regardless of how far along you are in your marketing efforts, establishing an online presence is essential. When people see you on TV, hear your name on the radio, or read something that you’ve said in print that peaks their interest, they will often search your name, not your practice’s name.
To ensure your efforts in landing this media spot was worthwhile, make sure when you search your name online, you’re easy to find.
First, have a website. Even more, make sure it shows up when you Google search your name. Time and time again we often see beautiful private practice websites without the provider’s name listed. Regardless of the reasoning behind your decision to omit your name, it will more likely hinder your marketing strategy than help
Next, there are a few things you can do to expand your reach online. We often bring up social media, but it’s is a great way to connect with more people online. Having social media pages that you update somewhat regularly will go a long way in building up your brand and name recognition.
Perhaps the most helpful tool to have on-hand is a blog. Blogging, of all things, will most closely tie in with your broader marketing strategy. Writing articles regularly on your blog helps build readership, promote brand recognition, and convince print editors and reporters that you are the specialist they want to feature. Plus, if you share recipes on your blog, there are more opportunities for your delicious creations to get picked up a bigger site, which will send more traffic your way
2. Seek Out Media Opportunities
While reporters may reach out asking for your opinion on something, this doesn’t usually happen on its own… especially if you’re just starting out. However, you don’t have to wait around for an opportunity to fall at your feet. Instead, don’t be afraid to reach out and make the initial connection.
Search for relevant editors of magazines, newspapers, or even reporters at local news stations and shoot them a quick email to introduce yourself, your specialty, and a couple quick ideas that you would be able to write or speak on. Whether they use the pitch you send them or not, try to open up a line of communication. This way, if they need an expert or want to use your idea down the line, they will be more likely to reach out.
You can also sign up as an expert for HARO [Help A Reporter Out]. HARO is 1 resource that connects journalists and reporters with experts in a variety of fields. There’s no guarantee that your response will be chosen, but it’s a great way to connect with the media.
3. Leverage Your Local Connections to Build Media Referrals
Your first major piece of publicity may not be on national news or a major magazine… and that’s OK! You will likely find more early successes with local papers and news stations, so this is typically your best bet of where to start.
Media marketing can be extremely time consuming without compensation, especially in the beginning. If you’re frustrated, remember the goal of mainstream media marketing. You want to gain exposure as an expert in your field, in front of a large audience. It is a great way to improve recognition, which may lead to more promotion and opportunities in the future. With the right online presence, media exposure will connect you with more clients and help you to grow your business.
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