101 Marketing Ideas for Therapists

Ready to start marketing your therapy practice, but you’re not sure where to start?

‍

Or maybe you’ve started marketing, but you’re looking for inspiration?

‍

Here are 101 marketing ideas for therapists.

‍

Social media marketing ideas for therapists

1. Keep your Facebook fresh with new content

New content on your Facebook business page helps keep followers engaged. According to a study by Hubspot, business pages with fewer than 10,000 followers should aim to post around once per week.

2. Keep your Instagram account active

Inspirational quotes, infographics, and carousels are hugely popular on therapy Instagram. According to Later, accounts with fewer than 10,000 followers should aim to post a few times per week.

3. Don’t forget LinkedIn!

LinkedIn isn’t just about finding a job. Sharing content relevant to other therapists can help you build out your referral network. Try to share content that’s useful or interesting to others in your profession.

4. Start a TikTok account

There’s been a huge jump in therapists using TikTok to reach a wider audience. Explore therapy TikTok and find your niche.

5. Learn more about your audience with a survey

Most social media platforms let you post simple survey questions. It’s a free, easy way to learn more about your audience’s likes and dislikes so you can tailor your content to them.

6. Host a Livestream Q&A on Facebook

Use Facebook Live to answer anonymous, therapy-related questions submitted by followers. It’s a great way to demonstrate your skills and knowledge as a therapist while helping people new to therapy.

7. Host a Livestream Q&A on Instagram

Instagram Live is another useful tool for reaching your audience, and may help you connect with a younger demographic than Facebook.

8. Host a livestream Q&A on TikTok

TikTok is already a popular platform for therapists. Especially if you work with teens and young adults, TikTok Live is a powerful way to connect.

9. Share the right kind of content for your Facebook audience

The majority of Facebook users are aged 25 or older. Keep this in mind when planning what type of content to share. According to one content marketing platform, humorous and inspirational posts are some of the most popular.

10. Share the right kind of content for your Instagram audience

Most Instagram content falls under the categories of story or post. Think about how each format works with different types of content you want to share. And keep in mind that the user base tends to skew younger.

11. Share the right kind of content for your LinkedIn audience

LinkedIn connects you with other therapists. Consider sharing your reading list, inspiring quotes, or shoutouts to your colleagues. Here are 25 ideas to get your started.

12. Join and participate in a Facebook group

Facebook groups about mental health can be a great way to put your name in front of potential clients and even network with other therapists.

13. Measure your social performance on Facebook

This lesson on Meta business accounts will teach you how to track your content and ad performance on Facebook, so you can figure out what works and what doesn’t.

14. Measure your social performance on Instagram

Take a crash course on Instagram metrics so you understand what to track and how. Then use the data to inform what types of content you share, and how.

15. Measure your social performance on TikTok

TikTok has a huge resource library to teach you how to measure your performance on the platform and create content that attracts new followers.

16. Keep on top of Instagram trends

Trends—like new filters, video and image formats, and memes—help to shape how users find content on Instagram. Keep on top of the latest trends to discover creative, engaging ways to share content with followers.

17. Experiment with hashtags on Instagram

Liberally hashtagging your Instagram posts can put your content in front of followers who would never find your account otherwise. Experiment with a hashtag generator to find the best ones for your practice.

18. Keep on top of TikTok therapy trends

TikTok is even more trend-focused than Instagram, and engaging in a creative way with the latest trends can help rocket you to viral fame.

19. Like, share, follow

It seems obvious, but marketing on social media is about more than posting content. Algorithms are getting better at detecting which accounts exist just to toot their own horns, versus the ones that actually connect with users. When you like and share other content, and follow other therapy-relevant accounts, it can increase the likelihood you’ll be recommended to new followers.

20. Answer questions on Quora

Quora is the #1 stop for people looking for answers to questions online, and your credentials as a therapist are a major asset. Answering Quora questions with a professional, branded account can attract new followers and potential clients, and even improve how your name performs in Google search results.

21. Answer questions on Reddit

After Quora, Reddit is the most popular place online for people looking for answers. Participating in therapy and mental health related subreddits can help attract new followers. And since one of the most popular google search formats is “[topic/question] reddit,” it could launch you to the top of search results.

22. Create and share infographics (with watermarks)

Infographics about mental health—based on solid research, of course—are a popular form of content. Get started with Canva’s infographic generator, and don’t forget to watermark the results to prevent others from taking credit for your hard work.

23. Create and share inspirational quotes

Along with infographics, inspirational quotes are hugely popular in mental-health-related social media spaces. Pull one from your favorite book or thinker, or even take some time to cook one up on your own.

24. Join Substack

Substack is a longform writing platform that allows users to collect paid subscriptions, although there are plenty of users who make all their content available for free. It also features social-media style chat groups for more casual conversations. If you enjoy writing about therapy, mental health, and your own experiences as a therapist, it’s a great way to connect with likeminded people and build your brand.

25. Join a Discord community

Once primarily a platform for gamers to meet, share info, and join voice chats, Discord communities have expanded into every possible realm and interest. Try exploring some mental health Discord communities to create new connections and reach potential clients.

26. Run a paid ad on Facebook

It takes some investment upfront, but a carefully planned ad campaign on Facebook may be worth its weight in gold. Get started with this beginner’s guide from Hootsuite.

27. Run a paid ad on Instagram

Investing in Instagram advertising is similar to buying ads on Facebook, but it may help you reach a younger audience. Get started with this ad agency guide.

28. Run a paid ad on TikTok

Don’t let TikTok’s young, hyper-energetic vibe scare you away from paid advertising. Hootsuite’s guide to TikTok ads breaks it all down so you can get started.

29. Run a paid ad on LinkedIn

If you’re running a workshop, planning a conference, or launching a newsletter for other therapists, LinkedIn is the place to advertise. Remember, it’s not primarily a client-facing platform, but a means of connecting with others in your industry. Plan your content accordingly.

30. Run a paid ad on Quora

Just as answering questions on Quora can help you attract new clients, paid ads will put your brand in front of users who are looking for answers. Check out this ultimate beginner’s guide.

31. Run a paid ad on Reddit

Advertising on Reddit can help you connect with high-intent users suited to your particular niche. Here’s how to get started.

‍

Local and face-to-face marketing ideas for therapists

32. Join a business association

Local business associations connect business owners in a particular area, regardless of trade or profession. Joining one can help you connect with your local community, and lead to networking opportunities that help bring new clients to your practice.

33. Get to know community leaders

Taking the time to formally introduce yourself to local community leaders—organizers at drop-in centers, churches, schools—may lead to unexpected opportunities. Make it a goal to book quick meetings, with the mission of finding out how your practice can help. In-house workshops, pro bono work, consulting: they’re all great ways to get your name out there and connect with new clients.

34. Attend a conference

If you’ve been putting off attending conferences, or if you’re not sure you can justify the expense, now is the time to bite the bullet and go. Therapist conferences don’t just give you the chance to upgrade your skills and learn about advances in the field. They’re also excellent networking opportunities, and a means of expanding your referral network. Not to mention, they’re tax deductible.

35. Offer a free “lunch and learn” to an employer

Mental health in the workplace is a hot topic. Volunteer to lead an hour-long lunch break workshop or talk with a local employer, and you may find yourself with a handful of new clients.

36. Offer a free workshop at a community center

Local community centers rarely have as much funding as they need to serve the people relying on them. Free workshops are an opportunity to give back to the community while giving your practice more exposure.

37. Offer a free workshop at a church

Even if your practice is not faith-based, you may be able to connect with a local church that will let you lead a free workshop or seminar for members of the congregation. This is particularly helpful if one of the church’s ministries serves a particular group of people—families, recovering addicts, recent immigrants—who you’d like to serve through your practice.

38. Offer a free workshop at a school

With increasing focus on youth mental health, you may have the opportunity to lead workshops in local schools. Naturally, this mainly makes sense if you run a youth-focused practice.

39. Offer a free workshop at a college or university

Most colleges and universities have their own therapists on staff, but that doesn’t mean those therapists have the capacity to lead workshops on mental health. Offering your services could be a chance to connect with new clients.

40. Find out where your ideal client is spending their time

Do some research on your ideal client and where they’re spending their time. At-risk youths may be going to drop-in centers, senior citizens may be attending classes at the local community college, Spanish speakers may be taking language lessons at a particular community center. These locations are good places to target with business cards and flyers, or may even be venues for free psychoeducational workshops.

41. Table at a local event

Business associations throw local trade fairs, schools invite professionals to career days, and even a county fair or farmers market may rent out tables to local businesses promoting their services. Whenever you can find an opportunity to set up a table, hand out business cards and swag, and meet potential clients one-on-one, take it.

42. Distribute swag

If you plan on attending in-person events to meet potential clients and referral sources, make sure to bring along some promotional items other than business cards. A tactile reminder—a pen, tote bag, or stress ball—makes a stronger impression than a business card.

43. Apply to speak on a panel

Panels at conferences and other mental health-themed events offer opportunities to demonstrate your knowledge and skills and connect with other professionals. Increase your chances of earning an invite by getting in touch with the people organizing events and letting them know you’re available.

44. Organize your own local therapist mini-conference

Not every therapist conference needs to be a multi-million dollar event. Organizing with other therapists to launch a local conference—for your town, city, or county—will help make connections with other professionals and create a local splash that benefits everyone’s practices.

45. Volunteer with a local charity

Giving your time to local charities isn’t only personally rewarding. It can help you connect with other therapists and potential clients, and shows you’re engaged with local issues.

46. Donate to a local sports team

If sports aren’t your thing, consider sponsoring the local high school’s mathletes or debate club. Your practice will get publicity, and you’ll make a positive impact on your community.

47. Donate to a local group or event

In any community, there are always local groups and events looking for sponsorship and donors. Whether you’re supporting the local knitting circle or a soup kitchen, it’s a chance to promote your business and show you care.

‍

Referral marketing ideas for therapists

48. Request referrals from other therapists

In general, getting to know other professionals in mental health, as well as those in mental health-adjacent fields, will help you build your referral network. Don’t be afraid to make the first introduction, and be clear about your capacity (and desire) to take on new clients. Make it clear what your specializations are, and your capacity for taking on new clients.

49. Get referrals from physicians

Physicians often treat patients with mental health issues, or ones who are facing the mental effects of illness and injury. Introducing yourself to physicians in your area and letting them know your books are open could help bring new clients in your door.

50. Get referrals from community support workers

Support workers in community centers, treatment centers, and transitional housing may be able to refer new clients to your practice. Make a point of introducing yourself, in particular, to support workers serving the demographic of your ideal client.

51. Offer to refer clients to other therapists

Network with other therapists to get a sense of their specializations and capacity to take on new clients. Then, when a client comes to you who lies outside your area of specialization—or when your client list is full, and you can’t take on any new clients—you may refer them to someone else. Doing this service for others helps to build you referral network; other therapists may pay back the favor later on.

52. Get credentialed

Getting credentialed with an insurance company can open you up to a wealth of new referrals. Learn more about getting credentialed as a therapist.

‍

Print marketing ideas for therapists

53. Make yourself available as a journalistic source

Ever wonder how journalists find their sources? Often, they’ll use an online directory. By being listed in expert networks like HARO or Expertise Finder, you make yourself available for journalists looking for sources to interview and quote. That could end up meaning free promotion in a major publication.

54. Place an ad in a local newspaper

Don’t neglect the power of local newspapers, especially if your target demographic is older clients in your area. Advertising is usually inexpensive, and if you’ve just launched your practice, printing an announcement is a great way to get the word out.

55. Place an ad in a local magazine

Many communities have small, free magazines funded by advertising revenue and featuring articles of local interest. Advertising may be pricier than the local newspaper, but there’s a better chance of reaching readers idly flipping through while they wait in the grocery line or doctor’s office.

56. Place an ad in a non-local publication (relevant to your audience)

If you offer telehealth services, try placing ads in publications that aren’t necessarily local but which appeal to your demographic. For instance, you might consider magazines about spirituality, senior living, or social justice issues.

57. Leave your business card in the right places

There’s a wrong way and a right way to use your business cards for advertising purposes. The wrong way is dropping a handful in every cafe or restaurant you visit, in the hopes someone stumbles across one. The right way is to buy business card holders in bulk, then—with the permission of business owners—leave stacks in locations frequented by your target demographic. Consider doctors’ offices, other medical service businesses, community centers, and libraries.

58. Distribute fliers

A flier is half the size of an 8.5” x 11” sheet. Distribute them in the same places you would leave business cards. With business owners’ permission, you may be able to tape them up in a window or pin them on a bulletin board.

59. Pitch articles to print publications

If you have a knack for writing, consider writing pitches for magazine or blog articles and submitting them to editors. When the success of your practice depends on your personal reputation as a therapist, having a byline in even a small publication works as free promotion.

60. Get to know your local bulletin boards

Don’t neglect bulletin boards in coffee shops, community centers, and other locations where people mill about. Be sure to get permission before pinning up a flier, poster, or business card, so you can be sure your advertisement won’t be removed.

61. Coffee News (yes, seriously)

Coffee News, the ubiquitous newsletter full of jokes, trivia, and weird news is still going strong. It’s widely read, advertising rates are reasonable, and it’s a good way to target your local demographic. Contact your local publisher to place an ad.

62. Write letters to the editor

When mental health matters come up in the local news, consider it an opportunity to share your point of view and demonstrate your expertise. A short letter to the editor adding extra insight or nuance to the paper’s story—or even a correction, if there’s been a mistake—acts as free publicity for you as a therapist.

‍

Website and content marketing ideas for therapists

63. Run an ad on Google

Advertising on Google ranges from very expensive (competing for big, general keywords like “couples counselors”) to the fairly reasonable (competing for small, local keywords like “couples counselors in Twin Falls, Idaho”). Set aside a budget to experiment with. Depending on the competition, Google ads could be a major channel for getting new clients.

64. Build a conversion-focused site

Your website is more than an information hub about your practice; it’s a guide that gently leads your ideal client to the point of booking a consultation with you. Check out Squarespace’s guide to building a website that converts.

65. Get a professional headshot

You’re providing a face-to-face service, and your personal headshot is the first hint new customers get of what you have to offer. A selfie on your phone just won’t cut it. Check out Headway’s guide to getting the perfect therapist headshot.

66. Hire a designer for custom branding

Custom branding gives your practice an identity across all marketing channels—from your website, to your business cards and fliers, to your monthly newsletter. Freelance designers vary widely in price, so shop around before settling on one.

67. Make sure your website is mobile-friendly

The majority of your website traffic is likely to come from users on their phones.

Most design tools built into hosting services like Squarespace and Wix create mobile-friendly sites by default, but make sure to test how your site looks on mobile to be sure.

68. List in multiple directories (not just Psychology Today)

Psychology Today is not the only game in town. There are many directories, both free and paid, where you can list your services as a therapist. Some of them specialize in particular underrepresented groups, and may help you find more clients that match your “ideal client” profile. Here are some alternative therapist directories to get you started.

69. Get your business listed on Google search and Google Maps

A Google Business profile vastly improves the likelihood new clients will find you via search. And if you see clients in person, it will help them find the way to your office. Get listed on Google ASAP.

70. Monitor and respond to business reviews

Make it a habit to respond to all Google reviews of your practice, whether negative or positive. Responding to reviews can improve your search ranking, and it demonstrates to potential customers that you’re proactive and engaged. As a reminder, it’s unethical to solicit reviews from clients.

71. Launch a blog

If you enjoy writing, launching a blog can serve as a means of demonstrating your expertise, educating clients and potential clients, and improving your search ranking. It also provides you with homegrown content to share on social media and in your newsletter.

72. Feature a newsletter signup

Featuring a newsletter signup on the main page of your site helps you immediately connect with potential clients. It’s easier to stay top-of-mind with clients searching for a therapist when they receive your weekly or monthly newsletter.

73. Start a newsletter (modestly)

If you make it a goal to craft a 1,200 word weekly newsletter for your subscribers, there’s a good chance you’ll be overwhelmed early on. When it comes to newsletter marketing, frequency and reliability are the most important factors, not length. A bi-weekly or monthly newsletter sharing a simple reflection on mental health, plus any relevant news about your practice, is more than enough.

74. Write on Medium

Medium is a popular blogging platform that allows followers to subscribe to your post. If you’ve started a blog but you’re afraid it’s not getting much traction, Medium can help you publicize your writing and connect with other therapists.

75. Pitch articles to online publications

Therapy-focused websites and blogs are often open to pitches from new writers. If you have an idea for a writer, consider pitching it. Even if you aren’t especially well-compensated for your work, getting published on a popular site acts as free promotion.

76. Try micro-blogging on Instagram

Many businesses and influencers use Instagram as a micro-blogging platform. The 2,200-character limit on image captions forces you to be brief, but you can still fit in substantial, engaging content for your followers that goes well beyond the typical swarm of hashtags. Here’s how to get started with Instagram blogging.

77. Write and publish an ebook

If you really enjoy writing, and you’re willing to invest the time in a major marketing play (and potential source of extra revenue), consider writing an ebook. It doesn’t need to be long—particularly if you offer it as gated content on your website—and it has the potential to attract more high-intent potential clients than a blog post.

78. Trade blog posts with other therapists

Writing a guest post for another therapist’s blog and publishing their guest post on your own is a powerful cross-promotional tactic that benefits you both. Consider reaching out to your favorite blogger to see if they’re up for a trade.

79. Dip your toes into SEO

Search engine optimization (SEO) is a set of practices for creating and publishing online content that increases your ranking on search engine results pages. The goal is to appear among the top results when potential clients enter search terms relevant to your business. Check out this comprehensive guide to SEO for therapists.

80. Hire an SEO consultant

If you’re having trouble wrapping your head around the ins and outs of SEO, or if you just don’t have time for it, consider hiring a consultant. Some consultants specialize in helping therapy practices specifically.

81. Hire a freelance writer or editor

If you struggle with expressing yourself in writing, a freelance content writer or copywriter can help you create marketing assets like a directory profile and “About” page, as well as written copy for your website, blog, and newsletter. Or, if you enjoy writing but you’re not 100% confident in your abilities, a freelance editor may be able to help you tidy up your work and give you pointers on how to improve.

82. Track website views and user journeys

Most web hosting services like Squarespace and Wix give you tools to measure how many visitors are coming to your website and how they’re spending their time there. Keep an eye on this info, and make adjustments to your site accordingly. Fine-tuning your site may take some experimentation, but it’s worth your while in the long run to have a site that gets you new clients.

83. Feature testimonials on your site

While you can’t solicit testimonials from clients, testimonials and endorsements from other therapists go a long way towards helping new, potential clients come to trust you. Most web editors have specific features for adding testimonial pull-quotes or slideshows.

84. Feature media appearances and publications on your site

If you’ve appeared on podcasts, on panels, or in feature stories, be sure to advertise the fact on your website (and include a link if possible). The same goes for any articles you've had published. They all help website visitors come to trust you.

85. Create a “what to expect” page for those new to therapy

Some website visitors who are totally new to therapy may be hesitant to reach out and book a consultation simply because it’s unknown territory to them. A simple guide to how it works—from consultation, to first session, to ongoing treatment—can help put them at ease and show them you’re approachable and understanding.

86. Create video content for YouTube (vlog, common questions, etc.)

If you’ve got the time and energy, YouTube can serve as a powerful marketing platform for your practice. Something as simple as a video explaining a common term used in therapy, or talking about what clients should expect from their first therapy session, is a good way to start.

87. Create an intro video for your website and your directory pages

Many online directories, including Psychology Today, now allow therapists to upload introduction videos. For a client anxious to find a therapist who suits their needs, a video can go a long way towards making you more approachable. Be sure to feature your intro video on your website, too, for clients who come to your page directly.

88. Hire a ghostwriter

Have something interesting to say, but not sure how to say it? There’s no shame in hiring a ghostwriter to help bring your ebook, Medium article, or newsletter into the world. Consider it an investment in your business, for marketing purposes, and be upfront with anyone who asks how you write so well.

‍

Audio and podcast marketing ideas for therapists

89. Join a podcast advertising network

Advertising your practice on podcasts can help you connect with listeners who are already deeply invested in matters of mental health and wellness. Get started with Hubspot’s guide to advertising on podcasts.

90. Advertise yourself as a guest specialist to podcasts relevant to your audience

Reach out directly to the creators of mental health podcasts and pitch yourself as a guest. If they decide to interview you, you’ll enjoy the benefits of podcast advertising without the cost. Here’s how to pitch yourself as a podcast guest.

91. Create your own podcast

If you love podcasts and you’d like to take a shot at creating your own, the barriers to entry are low. All you need is a quality microphone and some free audio editing software. Here’s an interview with a popular therapy podcast host on how to get started.

92. Track podcast trends

There’s been an explosion in mental health and wellness podcasts in recent years. And the huge number of podcasts out there can help you track what’s hot in the therapy world. Do your research, and scan episode descriptions for the most popular podcasts. What topics does everyone seem to be covering at the moment? How do they reflect the concerns of listeners? Keeping an eye on trends like this can help inspire your next blog post or newsletter, or better attune you to what potential clients are looking for.

93. Hire an expert to create your podcast ads

If you do decide to advertise on podcasts, consider hiring a professional to create your ads. An ad that sounds homemade won’t have nearly the impact you want it to, and a professional can suggest ways to make your ad more effective.

94. Create guided meditations

If part of your practice involves mindfulness techniques, a set of guided meditations could act as your next big marketing hit. Offering free audio files as gated content lets you gather data on potential clients while giving them a taste of what to expect if they hire you as a therapist.

‍

Longform video marketing ideas for therapists

95. Start a vlog (video blog)

A vlog is—surprise!—like a blog, but in video format. What is daily life like for a self-employed therapist? What issues keep coming up in your practice that you’d like to address? What is some advice you give to every new client? It may seem mundane to you, but a look at the inner workings of your practice can make you more approachable as a therapist, and may even lead to connections with other professionals in the community.

96. Create career advice videos for other therapists

If you’ve been running your own practice for a while, consider sharing some hard-won insights with other therapists just starting out. What were the major challenges you faced getting started? What do you wish you’d done differently?

97. Answer common questions from those new to therapy

Clients brand new to therapy are full of questions. Set their minds at ease by explaining how therapy works and what they can expect, and you may soon win yourself a growing audience.

98. Create mini lessons on mental health topics

What is cognitive behavioral therapy? What do people mean when they talk about “boundaries”? Are mindfulness techniques actually helpful? Mini lessons on particular topics, answering particular questions, make for great capsule content: videos you can package together as gated content, or collect into a playlist on YouTube.

99. Mythbusting

With the recent explosion in mental health discourse has come a related explosion in bad advice, urban myths, and downright false information. The “mythbusting” video genre consists of cutting through the hype and giving viewers real, accurate information about therapy. It’s not just good marketing—consider it a public service, too.

100. Answer anonymous questions with personalized responses

By letting followers submit questions anonymously, you can address sensitive topics at large. Think of it as “Dear Abby,” but for therapy.

101. Create a guide on how to find the right therapist

By sharing your thoughts on how to find the right therapist, you’re not just answering a common question among those new to therapy. You’re putting your viewers’ needs first by addressing the issue fairly, without resorting to self-promotion. That kind of useful, compassionate help can go a long way towards developing trust with potential clients and building your reputation as a reliable expert in your field.

‍

—

‍

For a full breakdown and how-to, check out our complete guide to marketing for therapists.

‍

This post is to be used for informational purposes only and does not constitute legal, business, or tax advice. Each person should consult their own attorney, business advisor, or tax advisor with respect to matters referenced in this post.

‍

Bryce Warnes is a West Coast writer specializing in small business finances.‍

‍