BUILDING YOUR PRIVATE PRACTICE IN A DIGITAL WORLD: CREATING ¡A ¡STRONG ¡ONLINE ¡PRESENCE ¡ ¡ HOW DID I FOR ¡YOUR ¡PRACTICE GET HERE??? Julie de Azevedo Hanks , ¡PhD, ¡ LCSW Owner & Director My private practice journey Wasatch Family Therapy, LLC (c) ¡2016 ¡Julie ¡Hanks, ¡LLC (c) ¡2016 ¡Julie ¡Hanks, ¡LLC IT’S ¡YOUR ¡TURN ¡ ☺ ➤ Do you have a… ¡ IF YOU BUILD IT, HE WILL ➤ P rivate practice website? ➤ blog ON your practice website? COME ➤ Private Practice Facebook Page? ➤ Practice T witter account? ➤ LinkedIn account? IG? Pinterest?
WHY ¡ONLINE ¡PRACTICE ¡PRESENCE ¡MATTERS In Private Practice… ➤ 80% of internet users look online for health information ➤ 44% of internet users look online for information IF YOU SERVE THEM, about doctors or other health professionals. THEY WILL COME http://www.pewinternet.org/Press-Releases/2011/ Health-Topics.aspx WHY ¡ONLINE ¡PRACTICE ¡PRESENCE ¡MATTERS THE AGENDA Building and maintaining a strong online practice presence is increasingly important for social workers in order to: 1. Elements of an effective ➤ Reach potential clients searching for your services private practice website ➤ Raise awareness about your clinical services 2. Search engine ➤ Educate your community about mental health optimization for your issues website 3. Building an engaged social media following
2 KEY QUESTIONS TO GUIDE YOUR ONLINE PRESENCE WHO IS YOUR IDEAL CLIENT? ➤ Who is your “ideal client”? ➤ What is your basic practice message? . ¡www.CanStockPhoto.com WHO ¡IS ¡YOUR ¡“IDEAL ¡CLIENT?” ¡ WHO ¡IS ¡YOUR ¡“IDEAL ¡CLIENT?” ¡ ➤ Which clients energizes you? ➤ My ideal client appreciates… ➤ What personal experiences drew you to this field? ➤ My ideal client values… ➤ Which clients have you had the most success ➤ My ideal client understands… with? ➤ My ideal client agrees to… ➤ What social issues, population, diagnoses are you passionate about? Lynn ¡Grodski, ¡Building ¡Your ¡Ideal ¡Private ¡Practice ¡book ¡http://www.privatepracticesucces ¡s
BASIC MESSAGE BASIC PRACTICE MESSAGE ➤ A few short sentences about who you are and When someone asks, “What do you do?” how do you respond? 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 (c) 2012 Julie Hanks, LLC BASIC MESSAGE EXAMPLES IDEAL CLIENT & BASIC MESSAGE Guides your online presence: ➤ I’m Licensed Clinical Social Worker Dr. Julie Hanks. I ➤ Look and feel of website help overwhelmed women find a healthy balance ➤ Professional photo and logo between caring for themselves and their family relationships so they can live fulfilling and meaningful ➤ Keywords used on your website lives. ➤ Which social networks to utilize ➤ I’m Dr. Julie Hanks, a private practice therapist turned ➤ Blog topics you write about 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.
ELEMENTS ¡OF ¡EFFECTIVE ¡WEBSITE 1) ELEMENTS OF AN The 5 C’s… EFFECTIVE PRACTICE 1) Clean Design 2) Clear Navigation WEBSITE 3) Compelling Copy 4) Contact How to present a professional yet approachable Information presence online that builds your clientele 5) Consistent Content (c) ¡2016 ¡Julie ¡Hanks, ¡LLC CLEAN ¡DESIGN ¡ CLEAR ¡NAVIGATION Is your site navigation user friendly? Your practice website should have a cohesive, uncluttered feel Can visitors quickly find what they are looking for? ➤ Use only 1-2 type fonts Suggested buttons: ➤ Cohesive color scheme ➤ Therapist/About Me ➤ Avoid DIY feel ➤ Services ➤ Uncluttered ➤ Make appointment/contact ➤ Appeal to ideal client ➤ Blog ➤ Visually appealing ➤ Call to action
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 http://WasatchFamilyTherapy.com ¡ website, services that people would type in a search (c) ¡2016 ¡Julie ¡Hanks, ¡LLC (c) 2012 Julie Hanks, LLC CONTACT ¡INFORMATION ¡ CONSISTENT ¡CONTENT ¡ Give visitors a reason to come back to your website Types of content: ➤ The goal of a website is to get potential clients to become your clients. ➤ Blog Articles ➤ Include your contact information on every page ➤ Videos and invite them to contact you ➤ Audio ➤ Include your practice location on every page ➤ Social/Visual (footer or header) ➤ Newsletter
IS ¡YOUR ¡WEBSITE ¡READY ¡FOR ¡THE ¡MOBILE ¡REVOLUTION? IS YOUR WEBSITE READY FOR THE ➤ From 2014-2015, global mobile data traffic grew by MOBILE REVOLUTION? 74% ➤ From 2014-2015, cellular speeds increased by 20% ➤ 91% of Americans own a cell phone ➤ As of 2013, 63% of cell phone ➤ More than half a billion mobile devices and owners use their device to go connections were added in 2015 online ➤ Average smart phone usage grew by 43% ➤ Visit your practice website on a variety of mobile and tablet devices http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual- http://www.pewinternet.org/2013/09/16/cell-internet-use-2013 networking-index-vni/mobile-white-paper-c11-520862.html 2 ) ¡SEARCH ¡ENGINE ¡ SEO STRATEGIES ➤ Keywords OPTIMIZATION ¡ ➤ Backlinks STRATEGIES ➤ Fresh content ¡FOR ¡YOUR ¡WEBSITE ➤ Social media How to make it easier for potential clients to find you online (c) ¡2016 ¡Julie ¡Hanks, ¡LLC
KEYWORDS KEYWORDS ¡STRATEGIES ➤ Choose a website URL that includes a keyword ➤ Keywords are 2- to 4-word phrases that accurately describe ➤ Name your subpages with keywords ➤ Use everyday language ➤ Use keywords throughout text on website pages ➤ Phrases searchers are likely to type in ➤ Not too general or too specific ➤ Search engines rank pages, not sites BACKLINKS BACKLINK ¡STRATEGIES ➤ Submit to directory listings ➤ Back links are websites that link directly to your website ➤ Guest posts ➤ Media interviews ➤ Also called incoming links or inbound ➤ Social media links ➤ Bookmarking – a way to save, organize, manage, ➤ Links from larger and reputable sites are and share website resources (Reddit, Digg, better for SEO StumbleUpon, Delicious) ➤ Social Media Sharing (FB share & likes, T witter retweets, Pinterest repin)
FRESH ¡CONTENT CREATE ¡CONTENT ¡FOR ¡OTHER ¡SITES ➤ Creates backlinks to your practice website ➤ Search engines favor fresh content ➤ Builds your social media following ➤ Small business marketers recommend posting new content weekly ➤ Establishes you as an expert ➤ Easiest way is have fresh content is to have an ➤ Exposes you to broader audience integrated professional blog on your practice website SOCIAL ¡MEDIA: ¡HOW ¡DO ¡YOU ¡FEEL ¡ABOUT ¡IT? ¡ 3) STRATEGIES FOR BUILDING AN ENGAGED SOCIAL MEDIA FOLLOWING www.canstockphoto.com ¡ ¡ (c) ¡2016 ¡Julie ¡Hanks, ¡LLC
WHERE ¡TO ¡START? ¡SOCIAL ¡MEDIA WHY ¡SOCIAL ¡MEDIA ¡MATTERS Percentage ¡of ¡adults ¡who ¡report ¡using ¡popular ¡social ¡ networking ¡sites ¡as ¡of ¡Aug. ¡2012 70 As of 2014, 74% of people online use 53 social networking 35 18 http://www.pewinternet.org/fact- sheets/social-networking-fact-sheet 0 Facebook LinkedIn Twitter Instragram Pinterest Tumblr http://pewinternet.org/Commentary/2012/March/Pew-‑Internet-‑Social-‑Networking-‑full-‑ detail.aspx ETHICS ¡GUIDELINES ETHICAL ¡CONSIDERATIONS ➤ Ethical Guide - Use ➤ Social Networking – ¡ ¡ Professional Code of ➤ Create separate private practice page that are Ethics to guide your separate from your personal profile decisions ➤ Have a social media policy as part of your ➤ Be Thoughtful - Have intake paperwork and privacy policy on a clear rational for websites ¡ your social media ➤ Blog Content -‑ ¡Blog ¡about ¡professional ¡ ¡topics ¡on ¡ behavior your ¡private ¡pracEce ¡website, ¡not ¡a ¡personal ¡blog
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