Rethinking Marketing: A Simpler, Smarter Approach to Growing Your Private Practice
Rethinking Marketing: A Simpler, Smarter Approach to Growing Your Private Practice
Most therapists don’t get into private practice because they want to be marketers. You became a therapist to help people—not to build content calendars or track engagement metrics. So it’s no surprise that when it comes to marketing, many therapists either avoid it altogether or approach it in a scattered, unsustainable way.
If you find yourself in this boat, know that you’re in good company. I’m here to tell you that it doesn’t have to feel this tangled or intimidating.
You don’t need to do what everyone else is doing.
You don’t need to burn out trying to be on every platform.
You just need a simple, thoughtful, doable plan that works with your strengths.
In this article, we’re going to rethink private practice marketing together. You’ll learn how to create a sustainable, lean marketing strategy that you can stick with—and actually feel good about. Plus, I’ll share a big list of marketing ideas (from traditional to creative) to spark inspiration for your next steps.
Why Marketing Feels Hard—and Why It Doesn’t Have to Be
Therapists tend to approach marketing in one of two ways:
Avoid it entirely, hoping that word of mouth or Psychology Today will be enough.
Jump from strategy to strategy without a plan, abandoning each one as soon as it gets uncomfortable or doesn’t bring instant results.
There’s also a third sneaky trap: confusing business decisions with marketing strategies.
For example:
Niching down is a smart business move. But unless you market that niche through some kind of outreach, it won’t help new clients find you.
Building a website is essential. But if you never update it, add SEO content, or share it anywhere, it becomes an expensive online business card that no one ever sees.
Just making strategic choices isn’t enough. Marketing is about consistently sharing who you help and how you help them—so people can actually find you.
A Sustainable Marketing Strategy Starts with Simplicity
Let’s stop overcomplicating things. You don’t need to do ten different things to grow your practice. In fact, doing less can often help you stay consistent and measure your results more clearly.
Step 1: Start with Your Strengths
Before choosing strategies, ask yourself:
What am I naturally good at—writing, speaking, networking, creating?
What feels energizing vs. draining?
What have I tried before that I didn’t mind doing?
The best marketing plan is the one you’ll actually do. There’s no point committing to social media if you hate it. Likewise, don’t force yourself to write weekly blog posts if writing makes you want to pull your hair out. There are always alternatives that fit your style.
Step 2: Choose 1–3 Simple, Trackable Strategies
Here’s what makes a strategy “lean” and sustainable:
You can do it consistently for at least 6–12 months.
You can measure if it’s helping (new inquiries, website traffic, etc.).
It fits your budget, schedule, strengths, and current stage of business.
Examples:
Posting one blog article or newsletter per month.
Attending a quarterly networking event or meet-up.
Sending a personalized email to referral partners once a month.
Choosing one online directory and optimizing your profile fully.
Sharing one helpful tip a week on one social platform you don’t hate.
Start small. You can always add more later.
Step 3: Plan for Regular Check-Ins
Marketing is not a one-and-done decision—it’s an ongoing process.
Here’s a review rhythm you can use:
Monthly: What’s working? What feels off? What’s sustainable?
Quarterly: Try a small experiment. A new platform? A different topic? A test campaign?
Annually (Month 10 or 11): Assess your whole plan. What will you keep, change, or drop for next year?
When you expect discomfort, plan for change, and track your progress—you make space for sustainable growth.
Stop Copying Other Therapists. Start Marketing Like You.
Many therapists choose strategies based on what their colleagues are doing, not what actually fits their goals or personalities. Just because someone else is on TikTok or hosts workshops doesn’t mean you need to.
Your marketing should be as personalized as your therapy approach. Think of yourself like a client—you need a plan that fits your style, preferences, and life.
Here are a few therapist “types” and how they might market effectively:
The Writer: Long-form blog posts, SEO-focused content, guest blogging.
The Connector: Coffee chats with colleagues, community events, referral networks.
The Educator: Workshops, psychoeducational content, webinars, panels.
The Creator: Podcasts, videos, reels, creative content sharing.
The Minimalist: A strong Psychology Today profile, SEO-tuned website, one consistent outreach activity.
There’s no “right way” to market. There’s just the way that works for you.
The Big List: Creative & Classic Marketing Ideas for Therapists
Ready to get inspired? Here’s a long list of marketing ideas—some familiar, some unexpected. You don’t need to do all (or even most) of them. Just look for the ones that feel aligned and doable for you right now.
Low-Effort, Low-Cost
Update your directory listings with SEO-rich descriptions.
Optimize your Google Business Profile (especially for local therapists).
Write one helpful blog post that answers a question your clients often ask.
Set up an automated email reply with a link to your services page.
Post once a week on your preferred platform using Canva templates.
Relationship-Based (Best for Connectors)
Email five therapists in your area to schedule virtual coffee chats.
Join a professional listserv or Facebook group and engage.
Attend a local CE event and talk to three people during the break.
Start a small peer consultation or support group for therapists in your niche.
Creative & Fun (Great for Storytellers and Creators)
Start a podcast or mini YouTube series answering common therapy Qs.
Create a simple worksheet, guide, or quiz and offer it as a free download.
Share client success stories (with consent or fictionalized) on your blog.
Host a “Myth-Busting” series on Instagram or your blog.
Digital Growth & Visibility (Good for SEO and Passive Leads)
Learn the basics of SEO and apply them to your website pages.
Add location-based keywords to your homepage and service pages.
Write content that answers what your ideal client might Google.
Collaborate with a copywriter or SEO consultant for a one-time overhaul.
Low-Stress, Long-Game
Focus on one content channel and show up consistently for six months.
Automate your monthly newsletter with seasonal or evergreen content.
Batch-create posts or blog drafts so you’re not always starting from scratch.
Reuse and repurpose past content instead of reinventing the wheel.
Bigger Investments (Only After Mastering the Basics)
Paid search or social media ads (after validating your message and niche).
Hiring a professional video editor, social media manager, or marketer.
Building a course or membership (only if you have a consistent audience).
Booking speaking gigs or conferences as a paid expert.
Final Thoughts: Marketing Doesn’t Have to Be Miserable
You’re allowed to enjoy marketing! When it’s grounded in your strengths and set up to be simple and sustainable, marketing can feel like an extension of your work, not a departure from it.
Let go of perfection. Focus on consistency. And remember that even small efforts—when done with clarity and intention—can lead to real growth over time.
Ready to Simplify Your Marketing?
Start by creating your lean, strength-based plan.
Download the free worksheet to map out 1–3 marketing strategies that feel doable and trackable for the next 12 months.
Click here to download your Simple Marketing Plan Worksheet
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