Yellow Page Advertising - Create a Free Internet Presence for Therapists

Create A Free Internet Presence For Therapists

It may surprise you that more searches for therapists occur online than through the Yellow Pages. Many therapists have already abandoned the Yellow Pages for being expensive and not yielding results. There are increasing numbers of people who say, “If your not on the internet, I’m not interested.” Look for this to continue to increase at an exponential rate.

Marketing yourself is a public service. This means letting people know how you can be of service to them. Your internet presence allows people looking for someone to help them solve whatever pain they are in. If you have no internet presence, many people will not find you and determine if you may be of service to them. Marketing is making your presence known. It is NOT a hard sell, trying to ram anything down anyone’s throat. Advertising is presenting yourself mostly to people who aren’t interested in what you have to offer. This is why most print advertising does not yield clients.

Google your name and business zip code. Do you find yourself on the first page of the results? You may already be listed in sites of which you are unaware. Next, Google your specialties (one at a time) and your business zip code. If you have a number of listings, especially for your specialties, Congratulations. Even if you already have a steady stream of referrals, an internet presence will only strengthen your position.

An internet presence can be started (or expanded) for free, using these methods.

Getting yourself on free listing sites

Many sites have both free and paid listings. Generally, start with the free listing. I found my free getfaves.com listing showing on the first page of Google search within one week. Begin with seeing if your professional organization has listings. These are often free. Next check with other mental health groups you belong to and see if they have listings, ex. Anxiety Disorders of America Association. Some are free. Some have additional charges.

Find the listing sites for Google business. This will also get you listed on Google maps, which show at the top of Google searches. Also do this for Yahoo business. Find other business and mental health listing sites by Googling “free business listing sites,” free mental health
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listing sites,” etc.

Create a free website

A website is probably the single most important thing that you can do to expand your marketing efforts. It will greatly increase your presence and legitimacy beyond having your profile listed in different places. One can quickly create a simple site. You will want to present information that will speak to the pain of those clients you would most like to see. This will attract your “Ideal client” much more than if you describe yourself as a “caring person who provides a safe place,” etc. Conventional wisdom is that your content is 80% about the client and 20% about yourself.

Don’t wait until you have a perfect site planned. Better to get a functional site up, asap. Websites are dynamic entities. You will want to refine, probably add, and sometimes delete what you began with. How you write gives others a sense of who and what you are. Be sure to include a head shot photo of yourself with a big smile.

Begin with your DSL provider and see what they offer. Google “free websites.” Look for templates that you like, flexibility, expandability, etc. Many of the free sites will also let you expand your site, more, for a monthly fee. Most options will cost between $5 and $10 a month.

Consider creating a free blog

Some will start a blog, rather than a website. Generally, a website is more versatile and should be your first priority. A blog will probably serve you best, the more specific it is, i.e., focuses on a niche, such as ADHD, OCD, etc. Two popular free sites to start a blog are blogspot.com and wordpress.com. If you do a blog, aim to write at least twice a month.

Social media

The use of social media is exploding and will continue to grow. It is a way of connecting with friends and colleagues, as well as others finding us. Therapists and others are increasingly finding ways to market via social media.

One of the most popular websites is YouTube.com. While it is primarily used for entertainment, more and more it is used for education and marketing. An example of the former is a two-part ‘video’ I did, 16 Steps to Stop Panic Attacks. These videos can also be put on your website(s), as I did. I think video has largely been underutilized by therapists.

Facebook.com has become another of the most popular websites. Some use it to keep in touch with friends and others use it for marketing. Use it for on or the other. If you want to use it for both purposes, use a personal email account for a Profile and a business email for a business Page.

Biznik.com is a business site, primarily for entrepreneurs. It is a way to network, especially with non-therapists.

Twitter.com is a source that you can announce publishing a paper, changes to your website, good books and articles, workshops that you might offer, etc. Many offer free things like recordings, articles, etc. It is another way to network with other professionals. It’s popularity is exploding.

Linksforshrinks.com is a site for therapists. Part of the impetus was to have another legitimate site where you could have a link to your website (the more links to your site, the better Google will find your site). It also has professional forums to discuss professional and marketing issues. There isn’t nearly as much information as in the forums for those who use the Psychology Today listing service, although that costs almost $30/mo, which has been a great resource and referral source for me.

Like most things, the more you invest in being involved with social media, the more you will benefit. If you are active, you can minimally expect some increase in website/blog traffic. This may or may not equate to client referrals.

Writing articles

Another way to develop a presence is to write self-help and other articles. A very popular site to submit articles is ezinearticles.com. You can also submit to some of the listing and social media sites. When y
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ou write, distribute your writings in as many ways as you can. Post them on your website and blog. Have copies in your office waiting room. Fax copies, as is relevant with other fax communications. I routinely do this when I fax treatment updates to physicians. Offer copies to physicians, schools, clergy, etc.

Outside of the content, writings give others at least a glimpse of yourself. This is an opportunity to get to know, like, and trust you. The more that happens, the more people will come to you to help them achieve solutions.

Put your website address and contact information on everything

Make sure your address is on your business cards, stationary, fax sheets, etc. Just the fact that you have a website adds to your credibility, regardless if the receiver has the interest in checking it out. Create a “signature file” at the bottom of your email accounts. Minimally, include your web address, blog, etc. under your name, business address, business phone. Consider putting other information there, such as free offers, signing up for your news letter, etc. If you are going to start a group, give a talk, etc., consider including that information, while it is relevant, i.e., remove that information after it occurred.

In conclusion, you can’t do All of these things in a single day. However, you can complete Some of these things Today. Keep reasonable expectations. When you do these things, it isn’t likely that you will have 10 people call you a week and want to self-pay. You will find that new clients will increasingly say, “I found you on the internet.” Marketing is a dynamic process. Generally, our efforts are cumulative.

This is not the end of marketing. You will probably want to expand into other low cost strategies, including purchasing a domain name for your website, using one or several paid listing services, etc. Continue to educate yourself about marketing and new avenues. Good luck and good marketing.

By: Mike Miller, PhD

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Mike Miller, PhD

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You know Yellow Page advertising isn’t cheap. But you probably also know that a high-performing Yellow Page ad can pay for itself ten times over. One easy way to both economize and maximize your return on investment is to forget about costly color options such as white knockouts, spot colors and the very expensive “4-color process” option. Your Yellow Page sales rep will eagerly show you multiple studies claiming that color always increases ad response. Don’t buy into it! Color is the “golden egg,” high-profit item for Yellow Page publishers… Most would bend over backwards and sideways to convince you to buy.

The fact is color has little to do with how well an ad will “perform.” While a multiple color ad will be flashy to the eye, a blur of color can’t speak to the desire or felt needs of your prospects. Color just can’t hold a prospect’s attention long enough for an ad’s message to sink in. How successfully are you able to screen out neon signs, full color billboards, etc.? How easily does the new car you’re interested in jump out at you from the blur of traffic? The new car speaks to your desires, while the billboard (more often than not) doesn’t. Color alone simply doesn’t speak to prospects’ desires.

The truth is, there are only two factors that will determine how many CALLS your new Yellow Page ad will generate:

1. The ability of your Yellow Page ad DESIGN to attract attention (and not just momentarily catch the eye of a prospect)
2. The CONTENT of your Yellow Page ad.

Superior design is more than eye catching – great design attracts attention AND speaks to the desire of the customer. This is a challenging balance and it’s why you’d be wise to leave the design of your ad to a genuine Yellow Page ad design expert.

Successful Yellow Page ad design requires a unique set of skills and few people have the direct response background and experience in the Yellow Page medium to actually make your phones ring off the hook. If you find the right expert, the small additional cost for a professionally designed ad will be well worth the improved response rate you’ll enjoy, not to mention the savings you’ll reap by foregoing color in your ad.

Don’t let anyone fool you! The manner in which your Yellow Page ad is developed will largely determine your success or failure! Your Yellow Page ad will be surrounded by ALL of your competitors. Your ad MUST visually stand out from the pack and be able to draw readers into the content. A professionally executed 1 color Yellow Page ad with compelling copy will always outperform a full-color ad that is improperly designed and is full of generic, meaningless ad copy.

So, if you’re considering expensive color options for your next Yellow Pages ad put your money where it matters most: Effective ad design and compelling content FIRST, positioning (ad size) SECOND and color LAST!

Most Yellow Page advertisers greatly under estimate the importance of effective Yellow Page ad design. It’s unfortunate because print Yellow Page directories are still one of the very best ways to reach into the hearts and minds of your local market. If you’d like additional tips and suggestions on effective Yellow Page ad design, feel free to drop me a line.

John Morana is president of MaxEffect Yellow Page Ad Design and has specialized in print advertising design for over 3 decades. He has developed print advertising for Bausch & Lomb, Kodak, Time Warner Communications, Xerox, USA Today and thousands of Yellow Page advertisers around the world. For more tips and quick answers to your Yellow Page ad design questions OR to request a free, no-obligation Yellow Page ad design evaluation: Call toll-free 800-726-7006 or Visit http://www.max-effect.com/

Tags: yellow page advertising

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