Seven free marketing secrets for your healing arts business
I once heard a dentist say, “a good diet can make up for bad oral hygiene, but good oral hygiene can’t make up for a bad diet.” I feel the same way about marketing strategy and spend: I’ve seen plenty of companies with scrappy budgets but focused strategies outperform their less strategic but deeper-pocketed competition. By leveraging these free marketing secrets, your business can benefit too.
As a healthcare entrepreneur or healing arts practitioner, it’s within your grasp to translate the power of what you do into an effective marketing strategy. Limited funds don't mean you're limited in your marketing potential. If you’d like a primer on how to even think about decisions like this before we get into the details, feel free to give this a read: “Should I pay for that? Make better marketing decisions with our 3-step framework.”
This post is for everyone who wants to be as cost-effective as possible with their marketing. So feel free to roll up your sleeves as we get into seven actionable and cost-effective marketing strategies that can significantly impact your practice without breaking the bank. Let’s get into it!
Looking for the TL;DR on free marketing for your healthcare business? Check out the below infographic, and you’re invited to read on for more tangible insights and practical tips.
Great marketing doesn’t have to cost a fortune. Learn these seven proven ways and boost your business for free.
1. Search Engine Optimization (SEO)
SEO, a practice that involves optimizing your website to rank higher on search engines, can significantly increase your visibility online. Even if you have all the money in the world for advertising, 70-80% of search engine users are only focusing on organic results, meaning they skip the ads at the top, according to MarTech. So, if you want people to discover your website through a search engine like Google or Bing, implementing SEO practices will be important. While SEO can seem complicated, a few simple steps can go a long way:
Goals, goals, goals: Define your objectives before you get started. What do you hope to achieve, and on what timeline? We wrote a whole blog post centered on this topic, “What's holding your SEO back? (Hint: it probably isn't what you think.”
Do keyword research: This will help you identify the keywords that your target audience is searching for. You can use a variety of tools to do keyword research, such as Google Keyword Planner, SEMrush, and Ahrefs.
Create high-quality content: Your content, whether blogs, infographics, video or other modalities, should be relevant to your target audience and informative. It should also be well-written and free of errors.
Optimize your website for search engines: This includes things like using the right keywords in your website's title tags, meta descriptions, and throughout your content. You should also make sure that your website is mobile-friendly and loads quickly.
Build backlinks to your website: Backlinks are links from other websites to yours. They are a valuable signal to Google that your website is authoritative and trustworthy. You can build backlinks by guest blogging, participating in online forums, and submitting your website to directories.
Track your progress: It's important to track your progress so that you can see what's working and what's not. You can use a variety of tools to track your SEO progress, such as Google Search Console and Moz.
Takeaway tip: Start by building your goals and doing keyword research to understand what your potential clients are searching for, then incorporate those keywords into high-quality content on your site.
2. Partnerships and collaborations
Uniting expertise, amplifying impact: harness the power of collaboration in marketing.
Building meaningful relationships within your industry is a powerful, cost-effective marketing tactic. Partnerships with similar-minded professionals can lead to a trustworthy referral network, boosting both your visibility and credibility. In fact, 57% of companies say that they use partnerships to acquire new customers, according to BPI Network.
For instance, consider the synergy between a doula, a prenatal massage therapist, and a chiropractor specializing in prenatal care. Each can confidently recommend the others to clients based on their specific needs.
These relationships don't have to be formalized partnerships, but rather a mutual recognition of the value each brings to the same client base. Once you’ve grown your relationship, joint initiatives such as webinars, guest blog posts, or simply referring clients to each other are all good ways to engage.
The key is mutual respect and understanding of each other's expertise, which translate into stronger client relationships and a growing client base for everybody.
Takeaway tip: Seek out similar-minded professionals in your field and create a network of referrals, which can help you reach more potential clients without additional spending.
3. Content Marketing
Content marketing is all about providing your audience with information that they find beneficial. So, start by asking yourself: what do my clients need to learn and how do they like to learn? If you need a place to start, simply pay attention to the questions your clients often ask or the topics they're interested in, and produce content around those themes. Your audience may need insights into wellness practices, guidance on self-care, and education on different therapies.
Creating high-quality content is time-consuming, so it's crucial to make the most of it. When you produce and publish a piece of content, ensure you maximize its value by repurposing it in various forms. For example, a detailed blog post can be reworked into a visual infographic or discussed in a video. This strategy isn't only efficient for you by extending your content's reach but also advantageous for your clients, catering to diverse learning styles. Essentially, presenting valuable content in multiple formats enhances your authority and fosters deeper connections with your audience. This is all worth it. Content marketing gets three times more leads than paid search advertising according to the Content Marketing Institute.
We also wrote a blog about content marketing if you want to go deeper, “Seven content marketing ideas to educate and attract clients for healing arts practitioners.”
Takeaway tip: Listen to your clients' questions and interests and create valuable content around those themes. Extend the value of your content by repurposing it in different formats.
4. Social media engagement
Illuminating connections: sparking engagement in the social media landscape.
In the fast-paced digital world we live in, having a robust social media presence is more than just desirable—it's essential. 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family according to Forbes.
While there are infinite arenas to dive into to get the most out of your social media, once you determine your content marketing strategy and know your audience, you can bolster your visibility and engagement by focusing on two key areas:
Timing: Consider timing your posts strategically. By choosing to share content when your audience is most active, you increase the chance that your posts will be seen and interacted with. Various tools, such as Hootsuite or Buffer, can assist you in identifying these optimal times, allowing you to automate your posting schedule and ensuring your content reaches your audience when they're most receptive.
Engagement: Remember that social media is more than just a platform for broadcasting content—it's a two-way street. So, don't just post—engage. Respond to comments made by your followers, ask thought-provoking questions, and actively work to foster a sense of community. By taking the time to interact, you make your followers feel valued and heard, which can strengthen your online relationships and help cultivate a loyal and engaged audience.
Want to learn more? Read our blog, “Social media mastery for holistic health professionals.”
Takeaway tip: Time your posts to when your audience is most active and engage with your followers beyond just posting content. Use social media as a platform for conversation and community building.
5. Email marketing
Many people dismiss email marketing as outdated, but it’s worth considering. According to a study by Campaign Monitor, for every $1 spent on email marketing, the average return on investment is $44. Now that wasn’t for the healing arts, but the principle of subscribers already interested in your business engaging with the exact content you’d like to share represents a potential for business growth that simply can't be ignored.
Stay connected, grow relationships: mastering the art of email marketing.
Many people get stuck at the first step: who should receive the emails? Start with your current clients - they are already engaged with your services and more likely to appreciate your emails. Ask them directly if they'd like to join your list or integrate a sign-up option as part of your booking process. As you grow, you can consider offering incentives like a free guide or an exclusive discount to earn new subscribers. The one word of caution here is to respect privacy laws like GDPR. You’ll want to look this one up if you aren’t familiar to learn how you can get clear consent from subscribers and an easy unsubscribe option to stay compliant.
Once you've assembled your list, it's time to think about what to send. You might share informative articles, wellness tips, exclusive discounts, or updates about your practice. Strive to provide content that's both valuable and engaging, enhancing your relationship with each email.
As for frequency, a good rule of thumb is to communicate just often enough to stay top of mind but not so frequently that you become a nuisance. Depending on your content and audience, this might mean sending an email bi-weekly or monthly. Ultimately, it's about maintaining a balance that respects your clients' inboxes while still fostering a strong connection.
Finally, design matters. Many of us have the easiest time connecting with emails that are easy to read. For some, that could mean very plain text, and if you go with this look, that’s totally fine. But pick something that’s on-brand for your business. You may already have a great look and feel picked out, but if you don’t, we wrote a primer (so to speak!) on choosing colors for your website, that would translate well for email, too! “Colors that connect: how to choose the right palette for your practice’s website and branding.”
Takeaway tip: Start by inviting your existing clients to join your email list. Then, share valuable content that enhances your relationship with your clients. Remember to respect their inbox and communicate just often enough to stay connected without becoming intrusive.
6. Referral programs
“Word of mouth can make or break a business. Focus on providing an exceptional customer experience, and let your satisfied customers become your advocates.”
The power of a recommendation cannot be overstated, especially in the healing arts where trust and personal comfort play such significant roles. In fact, according to Nielsen, customers are 4x more likely to buy when referred by a friend. A well-crafted referral program can turn your satisfied clients into brand ambassadors, extending your reach without straining your marketing budget.
Offer incentives: Nothing encourages clients to spread the word like a tangible reward. Consider providing a discount on their next session or even offering a complimentary service for every new client they successfully refer. This not only motivates your current clients to promote your services, but it also displays your appreciation for their support.
Make it easy to refer: People are more likely to refer others to your business if the process is straightforward and convenient. Provide your clients with ready-to-share materials like referral cards or even a simple link they can share online. This could be as straightforward as a discount code that their friends can use when booking their first appointment.
Personalize the referral experience: Personalization can add a touch of warmth and authenticity to your referral program. For instance, when a referral comes through, consider sending a personalized thank you note to the referrer. This small gesture can make your clients feel genuinely appreciated and further strengthens your relationship with them.
Keep the communication open: Let your clients know that their referrals are important to you. Regularly remind them about the referral program during sessions or via email newsletters. The key is to do it subtly and sincerely without coming across as overly promotional.
Takeaway tip: Encourage your existing clients to refer new clients by offering incentives. Make the referral process easy and personalized to make your clients feel valued and appreciated.
7. Webinars and online workshops
Empowering connections, one webinar at a time: the transformative power of digital learning.
Hosting webinars and online workshops is an engaging and cost-effective way to share your expertise, build relationships with your audience, and draw in new clients. According to a report from InsideSales, 73% of sales and marketing leaders listed webinars as one of the best ways to generate quality leads. In the context of a healing arts practice, these leads could be potential clients interested in your services, who have been drawn in by the valuable content you've provided in your webinar.
If you're new to this, begin by considering what unique insights you can share that would be valuable to your clients. Maybe you could debunk common healing arts myths or teach some stress-relieving techniques. This is your chance to show the benefits of your services in a practical and interactive setting.
One great way to break into this marketing tactic is to find guest speaking opportunities on a webinar hosted by a peer in your field. This will help you gain exposure and experience. In terms of your own webinar, your first invitees can be your existing clients, email subscribers, social media followers, or members of local community groups that are relevant to your practice.
I get questions from folks asking about how to host their webinars. There are numerous very expensive options, but there are also free platforms like Zoom, Google Meet, or Microsoft Teams that you can use. These services may have participant limits or session length restrictions, but they work for beginners or those on a tight budget.
Another note here is that if you host the webinar yourself, you’ll need a solid call-to-action button on your website. Sometimes these are hard to get right, so we have a blog post on this topic too. Check it out, “What are CTAs? The Do's and Don'ts of CTA Design.”
Finally, your engagement with attendees shouldn’t end when the webinar does. A simple thank you email, additional resources on the webinar topic, or a limited-time discount on your services is both respectful to your clients, and can keep the conversation going.
Takeaway tip: Use your unique insights to educate and engage with your audience. Take advantage of free platforms to host your webinars or workshops and continue the engagement post-event with follow-up emails and resources.
Conclusion
Navigating a tight budget doesn't prevent you from creating a marketing strategy that genuinely works. By using these affordable tactics – partnerships, content marketing, referral programs, social media, email marketing, and webinars – you're set to connect more deeply with your audience and widen your impact. This isn't about spending big; it's about understanding your audience and using what you have wisely. Sure, it takes effort to get started, but the benefits to your practice can be substantial. Begin today and watch as your healing arts practice grows stronger and more vibrant.