HOW DID I FOR YOUR PRACTICE GET HERE??? Julie de Azevedo Hanks , - - PowerPoint PPT Presentation

(c) ¡2016 ¡Julie ¡Hanks, ¡LLC

BUILDING YOUR PRIVATE PRACTICE IN A DIGITAL WORLD:


CREATING ¡A ¡STRONG ¡ONLINE ¡PRESENCE ¡ ¡ FOR ¡YOUR ¡PRACTICE

Julie de Azevedo Hanks, ¡PhD, ¡LCSW Owner & Director Wasatch Family Therapy, LLC

(c) ¡2016 ¡Julie ¡Hanks, ¡LLC

HOW DID I GET HERE???

My private practice journey

IT’S ¡YOUR ¡TURN ¡☺

➤ Do you have a… ¡ ➤ Private practice website? ➤ blog ON your practice website? ➤ Private Practice Facebook Page? ➤ Practice T

witter account?

➤ LinkedIn account? IG? Pinterest?

IF YOU BUILD IT, HE WILL COME

IF YOU SERVE THEM, THEY WILL COME

In Private Practice…

WHY ¡ONLINE ¡PRACTICE ¡PRESENCE ¡MATTERS

➤ 80% of internet users look online for health

information

➤ 44% of internet users look online for information

about doctors or other health professionals. http://www.pewinternet.org/Press-Releases/2011/ Health-Topics.aspx WHY ¡ONLINE ¡PRACTICE ¡PRESENCE ¡MATTERS Building and maintaining a strong online practice presence is increasingly important for social workers in order to:

➤Reach potential clients searching for your services ➤Raise awareness about your clinical services ➤Educate your community about mental health

issues

THE AGENDA

• 1. Elements of an effective

private practice website

• 2. Search engine
• ptimization for your

website

• 3. Building an engaged

social media following

2 KEY QUESTIONS TO GUIDE YOUR ONLINE PRESENCE

➤ Who is your

“ideal client”?

➤ What is your

basic practice message?

WHO IS YOUR IDEAL CLIENT?

. ¡www.CanStockPhoto.com

WHO ¡IS ¡YOUR ¡“IDEAL ¡CLIENT?” ¡

➤Which clients energizes you? ➤What personal experiences drew you to this field? ➤Which clients have you had the most success

with?

➤What social issues, population, diagnoses are you

passionate about? WHO ¡IS ¡YOUR ¡“IDEAL ¡CLIENT?” ¡

➤ My ideal client appreciates… ➤ My ideal client values… ➤ My ideal client understands… ➤ My ideal client agrees to…

Lynn ¡Grodski, ¡Building ¡Your ¡Ideal ¡Private ¡Practice ¡book ¡http://www.privatepracticesucces ¡s

(c) 2012 Julie Hanks, LLC

BASIC PRACTICE MESSAGE 


When someone asks, “What do you do?” how do you respond?

BASIC MESSAGE

➤ A few short sentences about who you are and

what you do

➤ Layman’s terms ➤ Positive language ➤ Focus on benefits of your services to clients ➤ Focus on only one aspect of your work ➤ Targets your ideal client ➤ Is memorized so you can deliver it on the spot

BASIC MESSAGE EXAMPLES

➤ I’m Licensed Clinical Social Worker Dr. Julie Hanks. I

help overwhelmed women find a healthy balance between caring for themselves and their family relationships so they can live fulfilling and meaningful lives.

➤ I’m Dr. Julie Hanks, a private practice therapist turned

business and marketing consultant. I inspire therapists to build successful practices by helping develop basic business skills so they can make a good living doing what they love.

IDEAL CLIENT & BASIC MESSAGE

Guides your online presence:

➤ Look and feel of website ➤ Professional photo and logo ➤ Keywords used on your website ➤ Which social networks to utilize ➤ Blog topics you write about

(c) ¡2016 ¡Julie ¡Hanks, ¡LLC

1) ELEMENTS OF AN EFFECTIVE PRACTICE WEBSITE

How to present a professional yet approachable presence online that builds your clientele

ELEMENTS ¡OF ¡EFFECTIVE ¡WEBSITE The 5 C’s…

1)Clean Design 2)Clear Navigation 3)Compelling Copy 4)Contact

Information

5)Consistent Content

CLEAN ¡DESIGN ¡ Your practice website should have a cohesive, uncluttered feel

➤ Use only 1-2 type fonts ➤ Cohesive color scheme ➤ Avoid DIY feel ➤ Uncluttered ➤ Appeal to ideal client ➤ Visually appealing

CLEAR ¡NAVIGATION Is your site navigation user friendly? Can visitors quickly find what they are looking for? Suggested buttons:

➤ Therapist/About Me ➤ Services ➤ Make appointment/contact ➤ Blog ➤ Call to action

(c) ¡2016 ¡Julie ¡Hanks, ¡LLC (c) 2012 Julie Hanks, LLC

http://WasatchFamilyTherapy.com ¡

COMPELLING ¡COPY ¡

Does the text accurately describe your practice and your services?

➤ Speak in first person ➤ Speak potential client’s pain ➤ Highlight the benefits of your services to client ➤ “Conversational is the new professional” ➤ Use keywords - words or phrases that describe your

website, services that people would type in a search

CONTACT ¡INFORMATION ¡

➤ The goal of a website is to get potential clients to

become your clients.

➤ Include your contact information on every page

and invite them to contact you

➤ Include your practice location on every page

(footer or header) CONSISTENT ¡CONTENT ¡ Give visitors a reason to come back to your website Types of content:

➤Blog Articles ➤Videos ➤Audio ➤Social/Visual ➤Newsletter

IS ¡YOUR ¡WEBSITE ¡READY ¡FOR ¡THE ¡MOBILE ¡REVOLUTION?

➤ From 2014-2015, global mobile data traffic grew by

74%

➤ From 2014-2015, cellular speeds increased by 20% ➤ More than half a billion mobile devices and

connections were added in 2015

➤ Average smart phone usage grew by 43% http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual- networking-index-vni/mobile-white-paper-c11-520862.html

IS YOUR WEBSITE READY FOR THE MOBILE REVOLUTION?

➤ 91% of Americans own a cell phone ➤ As of 2013, 63% of cell phone

• wners use their device to go
• nline

➤ Visit your practice website on a

variety of mobile and tablet devices

http://www.pewinternet.org/2013/09/16/cell-internet-use-2013 (c) ¡2016 ¡Julie ¡Hanks, ¡LLC

2) ¡SEARCH ¡ENGINE ¡ OPTIMIZATION ¡ STRATEGIES
 ¡FOR ¡YOUR ¡WEBSITE

How to make it easier for potential clients to find you online

SEO STRATEGIES

➤Keywords ➤Backlinks ➤Fresh content ➤Social media

KEYWORDS

➤Keywords are 2- to 4-word phrases that accurately

describe

➤Use everyday language ➤Phrases searchers are likely to type in ➤Not too general or too specific ➤Search engines rank pages, not sites

KEYWORDS ¡STRATEGIES

➤Choose a website URL that includes a keyword ➤Name your subpages with keywords ➤Use keywords throughout text on website pages

BACKLINKS

➤Back links are websites that link directly

to your website

➤Also called incoming links or inbound

links

➤Links from larger and reputable sites are

better for SEO

BACKLINK ¡STRATEGIES

➤ Submit to directory listings ➤ Guest posts ➤ Media interviews ➤ Social media ➤ Bookmarking – a way to save, organize, manage,

and share website resources (Reddit, Digg, StumbleUpon, Delicious)

➤ Social Media Sharing (FB share & likes, T

witter retweets, Pinterest repin)

FRESH ¡CONTENT

➤Search engines favor fresh content ➤Small business marketers recommend posting

new content weekly

➤Easiest way is have fresh content is to have an

integrated professional blog on your practice website CREATE ¡CONTENT ¡FOR ¡OTHER ¡SITES

➤ Creates backlinks to your practice website ➤ Builds your social media following ➤ Establishes you as an expert ➤ Exposes you to broader audience

SOCIAL ¡MEDIA: ¡HOW ¡DO ¡YOU ¡FEEL ¡ABOUT ¡IT? ¡

www.canstockphoto.com ¡ ¡ (c) ¡2016 ¡Julie ¡Hanks, ¡LLC

3) STRATEGIES FOR BUILDING AN ENGAGED SOCIAL MEDIA FOLLOWING

WHY ¡SOCIAL ¡MEDIA ¡MATTERS

As of 2014, 74% of people online use social networking

http://www.pewinternet.org/fact- sheets/social-networking-fact-sheet

WHERE ¡TO ¡START? ¡SOCIAL ¡MEDIA

Percentage ¡of ¡adults ¡who ¡report ¡using ¡popular ¡social ¡ networking ¡sites ¡as ¡of ¡Aug. ¡2012

18 35 53 70 Facebook LinkedIn Twitter Instragram Pinterest Tumblr

http://pewinternet.org/Commentary/2012/March/Pew-­‑Internet-­‑Social-­‑Networking-­‑full-­‑ detail.aspx

ETHICS ¡GUIDELINES

➤Ethical Guide - Use

Professional Code of Ethics to guide your decisions

➤Be Thoughtful - Have

a clear rational for your social media behavior ETHICAL ¡CONSIDERATIONS

➤Social Networking – ¡ ¡ ➤ Create separate private practice page that are

separate from your personal profile

➤ Have a social media policy as part of your

intake paperwork and privacy policy on websites ¡

➤Blog Content -­‑ ¡Blog ¡about ¡professional ¡ ¡topics ¡on ¡

your ¡private ¡pracEce ¡website, ¡not ¡a ¡personal ¡blog

DIGITAL DUAL RELATIONSHIPS DILEMMAS

➤ “

A former clients sent a ‘friend’ request on my personal Facebook profile? Should I accept it?” ¡

➤ “One of my clients is a friend

• f one of my family members
• n Facebook. I don’t want him

to have access to my personal information, photos, etc. Is there anything I can do to protect my personal information?”

DIGITAL ¡DUAL ¡RELATIONSHIPS ¡DILEMMAS

➤ “

A client just posted a comment on my private practice Facebook page that reveals some clinical information about his symptoms. How should I handle this?”

➤ “

A potential client sent me a direct message on T witter inquiring about my therapy services. Is T witter confidential? How should I respond?”

ETHICAL ¡CONSIDERATIONS

➤ Do you have a social media policy? ¡ ➤ Dr. Keeley Kolmes social media policy ➤ http://drkkolmes.com/for-clinicians/social-

media-policy/

➤ Here’s my social media policy: ¡ ➤ http://www.wasatchfamilytherapy.com/

resources/privacy-policy HOW ¡TO ¡GET ¡& ¡ENGAGE ¡FOLLOWERS

➤Provide Valuable Content ➤Website/Blog content ➤Intriguing, informative content for your ideal

client

➤Make content scanable

HOW ¡TO ¡GET ¡& ¡ENGAGE ¡FOLLOWERS

➤Provide Valuable Content ➤50% effort on writing headline ➤80/20 content rule ➤80% read headline ➤ 20% read content

WHAT ¡MAKES ¡A ¡GOOD ¡HEADLINE?

• 1. Does it make you go “huh?”
• 2. Is your title relevant to the content?
• 3. Can you say it in fewer words?
• 4. Does the title include keywords?
• 5. Is it in layman’s terms? ¡

http://blogs.psychcentral.com/private-practice/ 2012/08/5-keys-to-writing-killer-blog-post-titles/ WHAT ¡MAKES ¡A ¡GOOD ¡HEADLINE? 8 Surefire Ways To Emotionally Screw Up Your Kid

➤ Within 24 hours the post had been shared over

1000 times on Facebook and had been retweeted 100 times on T witter.

➤ What was it about this post that made it popular

and sharable?

➤ It all started with the totally unexpected title that

piqued people’s interest.

2 TYPES OF ONLINE CONTENT TO SHARE ON SOCIAL MEDIA

➤ CONTENT CREATION ¡ ➤

Creating original content

➤

Share approximately 30-40% on social media ¡

➤ CONTENT CURATION ¡ ➤

Sharing best and most relevant content created by others

➤

Share approximately 60-70%

CONTENT ¡CREATION ¡IDEAS ¡FOR ¡BLOG ¡POST

➤Embed a video ➤Bulleted or numbered lists ➤Summarize relevant research ➤Q&A ➤Current events ➤Seasonal topics ➤Post summary and links to interviews

TIPS ¡FOR ¡BOOSTING ¡SOCIAL ¡MEDIA ¡ ➤Have conversaTons with

people ¡

➤Engage ➤Respond ➤Retweet ➤Share ➤Ask questions ➤CARE ➤SERVE

TIPS ¡FOR ¡BOOSTING ¡SOCIAL ¡MEDIA ¡ENGAGEMENT

➤Add social buttons to your practice website ➤Add social networks to print marketing material

TIPS ¡FOR ¡BOOSTING ¡SOCIAL ¡MEDIA ¡ENGAGEMENT

BUILDING ¡A ¡COHESIVE ¡ONLINE ¡PRESENCE ¡– ¡FINAL ¡TIPS

➤Professional headshot photo and use it

consistently on websites, guest posts, social media profiles

➤Use your basic message in all of your online

descriptions of your practice.

➤Always include links to your practice website

and social network profiles in online profiles, guest blogs, interviews, etc. SOCIAL ¡MEDIA ¡CHECKLIST ¡

• 1. Identify your ideal client and your basic practice message
• 2. Get a website for your private practice
• 3. Add a blog on your private practice website
• 4. Start blogging weekly on topics geared toward ideal client
• 5. Sign up for a Facebook Business Page for your practice
• 6. Open a T

witter account for your practice

• 7. Add Facebook and T

witter social network links to your website and blog posts

• 8. Share your weekly posts on Facebook and T

witter

• 9. Make a list of websites and blogs that that your ideal client’s visit
• 10. Submit guest blog posts to those sites on topics that target your

ideal client and include your basic message and practice website link in your bio.

CONTACT INFO

Julie de Azevedo Hanks, PhD, LCSW julie@drjuliehanks.com DrJulieHanks.com WasatchFamilyTherapy.com PrivatePracticeToolbox.net Social Media @DrJulieHanks

(c) ¡2016 ¡Julie ¡Hanks, ¡LLC

POWERPOINT SLIDES

DRJULIEHANKS.COM/UMHCA

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RESOURCES

➤ PrivatePracticeToolbox.net ➤ RockTheMediaSchool.com ➤ ZynnyMe.com ➤ ZurInstitute.com ➤ PracticeOfThePractice.com ➤ PewInternet.org ➤ AllThingsPrivatePractice.com ➤ Facebook Group: Private Practice Toolbox with Dr.

Julie Hanks