Therapy Marketing Strategies – It’s All About the Data!

therapy marketing strategiesWell firstly I hope that all of you are keeping well in the middle of the chaos that the pandemic has created. I know that for most of you the disruption to your businesses has probably been huge. People are currently trying to navigate a new normal at the moment and whilst they are figuring out what to do next there has been a period of quiet reflection.  This can be disheartening for many but the thing is with any kind of business you need to be resilient. There is no point in doing nothing instead you need to understand what is working and what isn’t. One way of coming up with new therapy marketing strategies is by looking at the data.

Now I know that many therapists tend to be led by feelings and intuition rather than numbers but I hate to break it to you this is not enough. You need to be crunching the numbers and looking at the data in order to figure out what is working and what isn’t. Your feelings aren’t going to tell you how your customers are finding you. Your feelings aren’t going to tell you what people are looking for but the numbers never lie!

Marketing Therapy Services

At the moment the biggest question you need to consider is whether your current marketing strategies are bringing you in the clients you need. If not then you need to start to look at what is going wrong. If you are seeing clients then the question is how can I do more of the same and get even more sales. So how are you going to do this? Well last week I introduced a number of people on a Facebook live to a Google service that I thought people knew about. Turns out just about every therapist watching had never heard of it so in case you are one of these people let’s start by talking about Google Trends.

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This is a relatively simple and easy tool that every therapist can look at to see what is sought after right now and what is tanking. So how do you use it? Well, all you need to do is head over to and choose the country that you are selling your services in. Then choose the time period for the data you want and put in a search term that you might be found for.

In this example, I have called up a graph of the search term Anxiety Therapy. If you look at the data you can see there was a huge drop in people searching for this term throughout March and early April but now searches are beginning to rise rapidly up again. This holds with my theory that people needed time to readjust to the shock of going into lockdown but are heading back out to find help as they get used to their new circumstances. Follow your keywords and you are going to find the best times to advertise your services.

therapy marketing strategies google trends

Now let’s look at another search query this time for confidence coaching. Here you can see that the graph has sunk almost as low as it is possible to go. Clearly, this is not a term that people are bothering with at this moment. If this is your niche you need to adapt your messages.

hypnotherapy marketing data

Play around with the tool and see what is helpful to you. The data is going to help you make more intelligent choices going forward.

Therapy Marketing and Google Analytics

Now let’s look at Google analytics. How many of you actually bother to look at your stats on a weekly basis? My guess is that most of you won’t even have bothered to set this up.

Google Analytics is the perfect way to start to come up with some therapy marketing strategies. Why? Because it mines all the data that is coming in from your website to tell you exactly what is popular and what isn’t. Find out how many people are coming to your website each day. How long they hang around for. Where they came from and what has the best referral rate. What are their demographics and so on?

Google Analytics is a goldmine for data and when you look at it carefully it will help you to adjust your marketing messages to do more of what people are looking for. It will also tell you what marketing channels may not be worth looking at or are simply not working well for you. This information can make or break your success rates at marketing if you know what to look at.

Google Webmaster Tools

Now let’s add Google webmaster tools (search console) into the mix. Another great tool for building therapy marketing strategies. This is particularly useful at seeing what Google has indexed you for in its search engine and how high you appear for certain searches in its rankings. So if you are an expert in IBS therapy you can check where each of your pages rank. If you appear at number 200 then you know you have a problem. If you are in the top 5 in your country then well done expect to get visitors to your site. This data allows you to make intelligent decisions for your business and enables you to look at areas you need to work on.

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This is such a simple tool but one that I use daily in my business. Basically, stick some code on your website and every visitor is logged. I know what country they were in, what pages they visited, how long they stuck around for and even what device they used. By looking at the information on Statcounter I can in most cases tell what someone is ringing me up for even before they have told me. How? Well if they have been staring at my work on my anxiety page for half an hour and I get a call you can almost guarantee it is that person looking for help You can also see who is returning to your pages again and again which can also be helpful.

Other Sources of Marketing Data

When you start to be more considered in your therapy marketing strategies rather than just doing things without thinking you will start to realise that data is everywhere and it doesn’t lie. Start having a look at some of the following:

  • Facebook Insights
  • Pinterest Analytics
  • Instagram Analytics
  • Twitter Stats
  • Home Built Spreadsheets (what are you monitoring?)
  • YouTube Stats
  • Email signups
  • Pay per click analysis

I could go on. Now, of course, you don’t need to look at everything at once otherwise you are going to spread yourself too thinly. Start with your website statistics and your most popular referral source. Concentrate on getting those right before heading to the next popular and so on. When you start to do this regularly you are going to find that your sales are going to rise.

The one thing you shouldn’t do is stick your head in the sand and hope that you can wing it. Intelligent therapy marketing strategies are based on fact, not fiction.

Therapy Marketing Tips

If you subscribe to my YouTube channel you are going to notice that I am putting out more video content. Some of which may never reach my blog. Make sure you follow me to get some of the very latest content. My latest video is on this very topic of data in a live call with one of my former students Steve Norton. You can watch it here:

Also, I have a Facebook page with info and posts that give you some additional insights into the current crisis as well as plenty of therapy marketing tips. Check it out here:

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Therapy Marketing Coach

Why do I do therapy marketing coaching? Because my clients need help to market themselves effectively and they can’t do it by themselves. I was talking to one of my success stories this afternoon and I asked him how long did he think it would have taken him to figure out what he needed to do by himself and the answer was never. He had already been working as a therapist for years but never made it because he didn’t know where to look or what to do. He had been going round in circles looking for solutions but it had been pointless.

Therapy marketing coaching fast tracks you to make more successful decisions for your business. It gives you therapy marketing strategies that you haven’t even thought of.  This is why most of my clients are still getting calls even at this time when others are struggling. If you are interested in finding out more about how I help my clients transform their marketing just fill in the form below for a FREE discovery call.

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Time for a Mid Year Therapy Marketing Review!

Therapy Marketing Mid Year ReviewSo we are just over half way through the year which means that this is the perfect time to take stock and have a good look at what is working and what isn’t in your therapy business. Therapy marketing should never be static. You shouldn’t just put something in place and just forget about it. Instead you need to review the numbers and results of the marketing strategies that you are using and decide what to keep and what to get rid of. So here are just some of the questions that you need to be asking yourself if you are going to get the best out of your business.

Hypnotherapy Customers

As a therapist this is the biggie as without any customers you simply don’t have a business. Yet so few therapists actually sit down and drill into their numbers to make business decisions. To really get a handle on your business ask yourself the following?

How many clients are you currently seeing on average per week vs the number of time slots that you have available? So if for example you have a goal of 20/25 clients per week do you find yourself consistently finding problems attracting that number of people or are you over stretched? If you find that you are always seeing less clients than you need exactly how many new clients do you need to be attracting per week to make your business work for you? If you have too many clients exactly how many people per week?

Asking yourself these questions allows you to think strategically. A business with too few clients clearly has a problem especially if that shortfall is significant. It is a great signal to tell you that your current marketing methods are simply not working and that you need to try something different and quickly. Too many clients start to open you up to possibilities in your business. Perhaps you could do more group work to deal with the numbers. Alternatively, if you are so in demand can you hire an associate or put up your rates. Here you have choices meaning you need to really think about where you want to go next.

Where are Your Therapy Clients coming from?

Hypnotherapy MarketingNow drill down even further. Where exactly are your customers coming from? I know exactly where each of my customers comes from and I keep a spreadsheet where I note down which clients found me from each therapy marketing method I use. You need to understand exactly where your leads are hearing about you because this will tell you exactly what marketing methods are working and which are not. Have your clients found you from your website doing an SEO organic search? Did paid online advertising help? Did any arrive because of social media, referrals from friends, posters in a gym, networking and so on?

When you understand exactly where they are coming from you can now get a handle on the success of the marketing methods you are using and their costs. Always look at your return on investment. If you have a website yet nobody is hearing about you from that website then something is going badly wrong. If you are spending £100 per week on an advert in a local paper and over two months you haven’t had a call then it is time to stop the advert and think of something else.

When I used to work in North London I found that a large number of my competitors would spend one or two evenings a week doing talks around the local area to try and attract new clients. These talks would using take a couple of hours out of their precious evenings and were unpaid. Yes, they would get some new clients in because of their marketing but not enough that they still didn’t need to do more talks the following week and then the next. I however used pay per click advertising to reach targeted prospects. In a really short time, I was full every day and every evening and earning a great income. Yes, it cost money to put out the adverts but they paid for themselves over and over again meaning I never need to slog away just to attract clients and I was being paid a significant amount of money by those clients. This is a perfect example of working smarter and not harder.

Equally, at points in my early career, I invested in adverts in Yellow Pages, local directories or magazines. It soon became evident that many of these methods were simply not bringing in the revenue so I never renewed my subscriptions. Never keep on plugging away at something that doesn’t work. Look at the numbers and if they don’t add up then stop wasting your money.

What do your Therapy Business profits look like?

Therapy Marketing ProfitsNow let’s have a look at your income and profit each month. If you have been a therapist for a while you should always look not only at how you are doing currently but how your profits are changing year on year. If you are not seeing an upward trajectory then you may have a problem.

You can also drill down further and find out which type of customer is more lucrative for your business. I will state the obvious. You will earn more money from clients who are enrolled in a program than seeing clients for one-off sessions.  Spending advertising dollars trying to get customers in for nail-biting for example makes no sense. You are likely to see them for one or two sessions and that is it. Attract a customer who would like to enrol on a six-session stress management and mindfulness course is a different matter. Creating packages of products where ethically you can do so makes much more sense for your business and will bring greater returns.

If you have not heard about High Ticket Selling then it is worth noting that it is becoming a bigger thing in marketing circles. Basically, the concept is simple. Increasingly if you want to attract new customers or clients you are likely to need to spend money. If you attract the wrong kind of customers or don’t get enough of them you will never earn a great living and be living hand to mouth. High Ticket Selling is where you spend a significant amount of money on very targeted advertising but you attract customers willing to spend big to get your expertise to solve a problem. In the coaching sector where this concept is increasingly popular, it is not unusual for coaches using this system to charge $3000 upwards for one of their programs. Yes, they will have spent $300 on getting that client but they are still hugely in profit and they only need to attract a handful of clients to be making an exceptional income. Even if you don’t have the confidence yet to do this you can examine your profit per customer and see where you can find ways to increase that margin.

What is your Web and Social Media Presence?

Social Media Marketing for TherapistsIf you don’t have a web presence or an amazing social media following then give up and go home. This is where the majority of new customers are coming from. People are on their mobile phones all day surfing the web or checking on their Facebook pages so you need to go where your customers are.  Some simple questions to ask yourself about your website:

  • How many people per day are visiting your website?
  • What are the popular pages that you are being found for?
  • Where is the position of your website in relation to that of your competitors?

I know exactly what each person who comes to my website does and how long they have been on it for. I know what pages they are looking at and how long for. I know their location and even the device they are using when they find me. Here is an example of just some of the statistics I got from one of the visitors to my website this morning as they browsed for nearly twelve minutes.


Exit Time:
6 Jul 2017 10:17:36
Visit Length:
11 mins 57 secs

Chrome for Android/Android

Samsung Galaxy Core Prime 4G
Total Visits:
United Kingdom FlagSturminster Newton, Dorset, United Kingdom
IP Address:
Removed for Privacy Reasons  
Referring URL:
Entry Page:
Exit Page:

I also know the position of my website in Google not just in the location I am marketing in but also for every keyword that I am trying to attract customers for. Do you? This kind of information gives you valuable therapy marketing insights and enables you to take action in areas where you are weak.


What are your goals for the future of your business? If you just want to see clients then fair enough all you might care about is filling your weekly slots and that is it but for other therapists, business expansion is really important. So that means you need to think about how you could create passive or alternative income streams for your business. As an example teaching your form of therapy to others,  creating online courses for customers, selling audios, or marketing yourself to corporates. Setting out future goals and creating plans to allow for this is important and stop you from being reliant on just one income source.

In addition are there any courses or skills that you need to acquire to help you and your business? I sell marketing solutions but I still go on courses by other marketers to continually improve my knowledge. I also have a few CPD courses that I am eyeing up that will hopefully enable me to up my success rate even more with clients. Whatever you decide to do make sure that your review covers future endeavours rather than just examing your current ones.

Taking a day or so out of your busy therapy business is so important as it can enable you to make significant improvements to the way that you work. Streamlining your business and getting rid of deadwood can help you to reap rewards well into the future leaving you with a robust, viable and very profitable therapy practice.