Marissa Lawton On Marketing Through Influencers I PoP 316

Marissa Lawton On Marketing Through Influencers

Are you struggling to market your private practice online? Wondering how you can market through influencers? Do you realize the value social media marketing can bring to your business?

In this podcast episode, Joe Sanok speaks with Marissa Lawton on marketing through influencers.

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Meet Marissa Lawton

Marissa Lawton is a licensed counselor, national board-certified counselor, and member of the American Counseling Association. She is also an avid content marketer and lights up helping female clinicians build their private practices through strategic and tailored online marketing.

Marissa is the creator of The Clinician’s Guide to Content Marketing, a comprehensive system of masterclasses, concierge strategy calls, and boutique writing services that helps therapists identify their niche, find their target market online, and generate on-brand content that speaks directly to their ideal clients.

She also runs a quarterly group program called Cathartic Marketing that helps clinicians master online marketing.

Marissa’s website and blog can be found at http://www.risslawton.com/

Find out more about Marissa here:

Instagram: https://www.instagram.com/risslawton/

Facebook: https://www.facebook.com/risslawton

Twitter: https://twitter.com/risslawton

Marissa’s Story

Marissa is a mom, military spouse and licensed counselor. As a result of being a military spouse Marissa was always on the move with her husband, at one point they actually stayed in the same place for 4 years – this window of space allowed her the opportunity to become a licensed counselor.

As a licensed counselor with a business background Marissa is devoted to partnering with fellow clinicians to help them understand online marketing. She is passionate about bringing her two loves together: strategy and therapy, to help her therapeutic community thrive in the online space.

In This Podcast

Summary

In this podcast Joe speaks to Marissa about how she started coaching new moms online and learnt through some trial and error. After going back to the drawing board, 7 months ago Marissa joined a mastermind and was highly inspired, she jumped feet first into teaching clinicians the same content creation system she uses for herself.

Marissa’s Content Creation System

Marketing is simply about helping somebody have an emotional reaction to what you’re saying and having that emotional reaction helps them schedule with you.

Always make sure to tell a story, using an arc:

  • Where the reader currently is i.e depressed/struggling to get out of bed
  • Where they can be i.e it doesn’t have to be this way
  • How you can help them by them scheduling a session i.e scheduling with me can get you there

6 Blog Post Tips

  1. Headline – it has to catch the reader’s attentions
  2. Hook – use a universal truth
  3. Before – address the current problem
  4. After – here is how you can solve this problem
  5. Education – provide tips
  6. Call To Action

Hosting A Summit – Holiday Happy Hour

Marissa wanted to launch a program and had the vision of moving from a one-to-one model to a one-to-many model. So in order for her to do this she had to have an email list. Consequently Marissa wanted to build a big audience and nurture that audience, so she decided to host a 30 day summit in December – Holiday Happy Hour. As a result this helped Marissa gain exposure and have had people hire her for her expertise and the value they saw she could bring to the table.

Content Marketing Tips

Get an audience that’s loyal to you first, then branch out.

  1. You do not have to be on every single platform, only pick one that you can get really get good at to start off with
  2. Don’t be afraid to niche down and talk to your target audience/ideal client
  3. The mission and message of your practice has to be cohesive

Marisa has a free gift for you which you can get right here: http://bit.ly/giftforjoe

Useful Links:

Meet Joe Sanok

private practice consultant

Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners that are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.

 

 

 

 

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Podcast Transcription

MARKETING THROUGH INFLUENCERS
WITH MARISSA LAWTON
POP 316

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This is the Practice of the Practice podcast with Joe Sanok – Session Number 316.

INTRODUCTION

[JOE] I’m Joe Sanok, your host. Welcome, welcome, welcome! I’m so glad you’re here! You know, I was thinking recently about just how lucky I am to join you in just changing your life. For me, private practice and going after my big ideas, and creating a lifestyle that gives me the freedom to hang out with friends and family and do important work in the world is just so invigorating for me. And, I’m so excited for you to be able to have that lifestyle change you.
If you’re just starting a practice, I want to just say to you, “Way to go. It takes a lot of work, but you know what, keep following us. Keep doing the checklist. You are going to kill it.” And, if you’re going your practice and just starting to add clinicians, “Well done. Way to level up. That is awesome!” If you’re scaling a practice, “Holy cow! You are in the top, probably 1% of practice owners if you’re over that $100,000. So proud of you for keeping with it and going after it.” Doing this isn’t easy but it is so worth it!
Looking at what it takes to really change the field of private practice and to change the field of counseling, it’s a lot of work but together we’re doing it. And, you’re a part of it. So, thank you so much for being a listener. Thank you for being a participant. Thanks for connecting with our affiliates and sponsors like this week’s person, not a person, they’re a company that rocks it out – Therapy Notes. Thanks so much for being a part of this movement.
Today on the Practice of the Practice podcast, we have Marissa Lawton. And, I connected with Marissa back in October. We’ll go into the story. But, we’ll talk about how she kind of went from being a no-name like nobody really knew who she was that much to having so many influencers know her in a really short period of time. She rocked out this holiday happy hour thing and she did an amazing job. And so, without any further ado, I give you Marissa Lawton.
[JOE] Well today on the Practice of the Practice podcast, we have Marissa Lawton. She’s a licensed counselor, National Boards Certified Counselor and member of the American Counseling Association. She’s also an avid content marketer at Lights Up, helping female clinicians build their private practice through strategic and tailored online marketing. Marissa, welcome to the Practice of the Practice podcast.
[MARISSA] Hey, Joe. I’m so excited to be here.
[JOE] Oh, I’m so excited to have you. We did that thing in December, the drinks. Was it a holiday happy hour? Is that what it is called?

HOLIDAY HAPPY HOUR

[MARISSA] Yes. Yes. Yes.
[JOE] Oh, it was so much fun and just the information you gave was just so killer. I’m really excited about the work that you’re doing. I’m happy to have you on the podcast.
[MARISSA] Thanks. I’m thrilled to be here.
[JOE] Yeah. Well, let’s back up a couple of years because it was like out of nowhere, all of a sudden, this holiday happy hour just took over Facebook. And, I know there’s a lot of people that wanted to do content marketing or different things in our space. And, there aren’t usually successful. Back up maybe a year or so. Tell us where you’re at then, and then, how you decided to do the holiday happy hour.
[MARISSA] Yeah. So, a lot of people know my story already. I am a licensed counselor obviously but I’m also a military spouse. And so, my husband is active duty in the army. What that means for us is we move typically every two years. Sometimes, the shortest is 12 months. The longest place we were was 4 years which feels like an eternity. During that time, I was able to actually get licensed. Dang, it was like we’re finally somewhere long enough.
[JOE] So, you’d love to have a national licensure where you can just switch states.
[MARISSA] Oh, my god. Yeah. The previous administration did a lot for military spouses where we have certain forms that we can fill out and expedite the rest of the process. But, it’s still a pain.
[JOE] Yeah, oh man.
[MARISSA] So, I was trying to figure out how to take things online as far as counseling, coaching, doing a lot of soul-searching for what I wanted to do. And, I landed on coaching online and I started coaching new moms because at that time I was a new mom. So, it kind of felt like a natural fit. But, I think, all of us are aware of, you know, finding your ideal client. I didn’t do a lot of the prep work. I just kind of jump in fit first. So, it was a lot of learning on the fly.
[JOE] Isn’t that so common when you first start out? “This is a great idea! Why isn’t it everyone just coming?” I feel like I had these ideas for Practice of the Practice and then realize, “Oh, I got to build an audience.” There’s nobody here to buy this thing.
[MARISSA] Right. And, you’re like everybody needs this. Everybody needs time management with coaching when they’re a new mom. They need to learn how to balance their priorities and still give to themselves and their relationship. But, convincing other people they need it is a whole other story.
[JOE] Totally.
[MARISSA] So, like I said, a lot of learning through trial and error. And, every client I had that I was coaching was hard-sought and hard-one. It just was not easy. So, I went back to the drawing board. This was just only in August so 6 months ago, 7 months ago now. A good friend of mine, her name is Illy, she runs the Refreshed Therapist Network. She and I were in a mastermind together when I was coaching moms. Well, she’s a young mom. So, it’s kind of how we found each other.
[JOE] Let me buzz you. So, which mastermind were you in? How did you decide that because I feel like sometimes people on our space don’t even know what a mastermind is nor they see the value in it? Now, I’ve run a number of them and I totally see the value way more than I expected. But, first, how did you know you wanted to be in a mastermind? And second, how did you find it?

MARISSA’S MASTERMIND GROUP

[MARISSA] Yeah. Okay. So, there’s a woman named Jacquelyn Malone. She since moved on from this product. She does other masterminds now, but she ran one called Chasing Dreams. It was for new mom entrepreneurs. I know you know. I was in that kind of group. It was a clique over there. Dana has boss mom and I met all of those people at the same time. Illy was a member of Jacquelyn’s group.
It was just for those of us who are just starting to take off in the online space but also had young families. A big reason why I joined that was that the price point was wonderful. I was a founding member, so it was really within budget for a new business owner at that time. And, it was ongoing support. It was monthly calls and monthly lessons. Things that I needed at that time for accountability and just to really know what I was doing.
[JOE] What was like the structure of that mastermind group?
[MARISSA] So, we had hot seat calls where if you had an issue that month, you could sign up to be in a hot seat. And, Jacquelyn would give her advice to your business or to your concern. There was a lot of mindset stuff too or like balancing family stuff. It wasn’t all just business, most of it was. But, sometimes, I feel like I can’t figure out how to do this and how do have a date night. We would try about that kind of stuff too.
[JOE] Well, I love the focus of who she was trying to serve. Because I think when I was able to figure that out, that’s what made our mastermind group fill up so much quicker. Because Next Level Mastermind, we really focused on three different things. One is optimizing your practice. So, where’s the low hanging fruit in your practice?
The second thing is what’s your big idea? So, people have to have a big idea like a podcast or consulting, something outside of your practice. And then, the third thing is a lifestyle. So, I don’t want people that are going to work 90 hours a week and expect me to take their calls on the weekend when I’m with my family. We should be set as an example as consultants too. And so, when I kind of nailed that, this is what to me matches my own DNA. And then, this mastermind group helps people that are on 6 or 7-figure practices do that. It’s so much easier to market when you have that ideal client sketched out.
[MARISSA] Absolutely. And, what Jacquelyn does now is she was with entrepreneurs with all different phases of life and business. She really niched down with Chasing Dreams. She was able to kind of ripple out, which is one of the things I teach. Clinicians with their marketing can be very, very pinpoint niche. And then, you’ll find ways that it’ll ripple out. And so, your ideal client will grow, and you’ll touch more people if you can start really narrow.
[JOE] Yeah. I often say that people, they will assume that a specialist is a generalist. But, they won’t assume a generalist as a specialist. The same way when you go to a fancy restaurant and you have a mood for a burger. It’s probably going to be an awesome burger. But, if you’re going to like a mom and pop joint that does regular food, you want a Kreme Brule. It’s going to probably be terrible.
[MARISSA] Yeah. I’ve heard you used that example before. I love it. With the same thing as Illy, she runs the Refreshed Therapist Network as I mentioned. And, she was a member of that mastermind. We got to know each other before I kind of pivoted and started serving clinicians. It was really her inspiration that helped me do this because she knew how I was creating content and the systems and strategies that I had in place.
She was picking my brain about them. She said, “You know what, I would love for you to present this in RTN because I think my followers would really benefit”. From there, I was like, “Would you think there is a market for this?” She was like, “Absolutely.” And so, in August, I just jumped in first and started teaching the same content creation system that I used for myself. I started helping other clinicians do that and get really visible online.
[JOE] Wow. Take us through that content creation system. I know we haven’t jumped into a holiday happy hour. But, what were you teaching in your system?

CONTENT CREATION SYSTEM

[MARISSA] A couple of different things like one of my biggest phrases that people started to know me for is that I really believe that therapists have the potential to make the best marketers. The reason for this is marketing is simply about helping somebody have an emotional reaction to what you’re saying. That emotional reaction causes them to schedule with you. Who is in the profession of emotion other than clinicians? I just teach them how to take what they are already doing in session, the reflection, the mirroring, the summarizing. All of these clinical skills we all have and just turn that into social media status or turn that into a blog post. It’s not that hard when you reframe like that.
[JOE] What’s an example of how I would have something I put on Facebook that is mirroring or rephrasing?
[MARISSA] Yeah. So, one thing I always try to do is to have every piece of content I create have an arc to it, a story arc. And so, you talk about what the client or what the potential reader, the prospect is going through right now. Your struggling to get out of bed right now and you’re feeling depressed. Then, you say, it doesn’t have to be this way. You can feel better. You can wake up every morning having a brighter outlook. And, XYZ therapy practice is the solution. It’s always, “Here’s where you are. Here’s where you’re at now. Here’s where you can be. And, scheduling a session with me will get you there.”
[JOE] What about content is less of a schedule a session but just a blog post for example? What would that look like?
[MARISSA] The same type of thing, I always talk about a blog post in regard to six essential elements, the first is your headline. People have to be able to read it. It has to catch their attention and make them want to click off of whatever they’re doing to go and read your content. The next is a hook. I look to talk about this in a matter of like universal truths.
For instance, every new mom has a frazzled schedule. That’s a universal truth. And, right there, you’re grabbing their attention and they want to read more. Then, you talk about before and after slice. Still, in every blog post do that same before and after the arc. Here’s what it looks like to be that frazzled new mom. Here’s what you can look like if you start to get things balanced a little bit better, get in touch with your value system. And then, here’s how. Give us some solutions. Provide them with a chance to get to know you, like what you’re saying, and trust you as an expert. And then, they’ll start to schedule you or start to continue to read your content and become a fan of yours.
[JOE] So, that was the headline, hook, before and after, what were the other three for tips on blog posts?
[MARISSA] Like education points, so, Three Tips for Balancing Your Schedule, or Five Ways to Beat Depression, whatever the education points are. And then, a “call to action.” So, headline, hook, before, after, education point, call to action.
[JOE] Awesome. That’s a great framework. So, then, you’re teaching this. It’s taking off. How do you decide that you’re going to do the holiday happy hour? And, maybe, talk about what that was for people that weren’t familiar with what that was.
[MARISSA] Yeah, so, at this point, I’m doing one-on-one strategy calls. And, a lot of people are hiring me to write for them. I write a lot of web copy and I write a lot of blogs. I love that work. But, it’s extensive. It takes a lot of my time and a lot of my energy. So, I knew eventually, I wanted to switch from a one-to-one model to the one-to-many model. And so, I knew that I would be launching a program. The way I needed to do that was to have an email list.
I had participated in several summits before. When I was coaching moms, I had done a few five-day summits for mom entrepreneurs. I just thought, “How can I extrapolate this? How can I get the maximum exposure for my business, build an email list quickly, and also nurture that list at the same time?” Because it’s about providing value, you can’t just have an audience and then sell to them immediately. So, I needed a way to not only build a massive audience but nurture and provide value to that audience at the same time.
I literally got the idea October 2nd. I’m going to host a 30-day summit. And, I reached out to the few people I knew that are already in the space. That was Illy who I mentioned earlier. Dr. Laida, she runs the online therapist group. And, Hope Iden runs Organized Therapist. So, I just reached out to a few of these people I knew. I was like “Who do you know?” I just kept doing that. That’s eventually how I got connected to John Clarke and the girls, Kate and Katy at start-up. It just grew. Everybody was so helpful. In my little tiny network of like 5 people, just like exploded into a bigger network.
[JOE] Wow, so then, in regard to structuring out the summit, it seemed like it was so like a well-oiled machine. But, I’m sure that behind the scenes, sometimes, as many of these things are, there were some things that you didn’t expect. Did you have a coach to walk you through how to do the summit? Did you just listen to a bunch of podcasts? Do you do it on your own? How did you get the structure down?

DOING THE SUMMIT

[MARISSA] I totally winged it, wung it, whatever.
[JOE] The past tense of the wing is always the funny one. It seems like it should be wung it. Let’s say you wung it.
[MARISSA] I totally wung it. Because I had participated in a few, I knew what it was like to be a contributor. I just turn that on its head and I said, “Why did I have when I was a contributor? What would have made the process easier for me when I have to share and to get the word out and all of that?” I literally just built an entire… Behind the scenes, there was a huge Google Drive. And, in that Google Drive, I made a folder for every contributor. And, I said, put your headshot, your bio, and your freebie in here. And so, that helped with the organization for that. I was like, what do this person need to be able to share this?
I wrote out all the Twitter tweets. I wrote out all the Facebook status. I wrote Instagram statuses. I just took all upon myself so that the contributors had one place to go. That Google Drive, everything was there. I created all the imagery for Pinterest, for Facebook, for LinkedIn. All they had to do is literally sign quickly over the Google Drive. Download the image and share it on their own social media. Copy and paste the status. And, put it on their own social media. I even wrote out email scripts. “Send this to your email list.” I just took all that work for myself. October 2nd, I got the idea. By November 1st, I had all the contributors signed up.
[JOE] How many totals did you end up having? Was it 30?
[MARISSA] It was 30 days. I went on day 1 and day 30. So, I guess there were 28 including myself. And so, November 1st through the first day is the day after Thanksgiving. So, it’s like the 23rd or the 24th if I remember right. The entire month of November I was just writing all of those statuses, creating all of those images, and creating all of that promotional stuff that everybody could use. And then, we went live.
[JOE] What platform did you use to be able to have two people doing Facebook Lives because that’s I know a lot of people want to do?

PLATFORM FOR FACEBOOK LIVE

[MARISSA] Yes. So, I went ahead, and I purchased Zoom. I already had a Zoom account, but I added the webinar platform because I wanted something that was reliable, that wasn’t going to have to mess with, or tweak. There are a lot of free systems out there, the open broadcast system does it, BeLive TV. It does it as well. But, I just went for the most reputable platform that I knew off. It was more expensive than some of the others. And, there are free options but like I said, I wanted something that was going to work for everybody and that everybody already knew how to use. I did invest in that.
[JOE] So, then, just on the production side, when your life, did you have to have two computers to be able to see the comments coming through? Or, does Zoom do that within its system?
[MARISSA] You know, Zoom, might do that. But, I don’t know how to do it. I just told everybody to pull up your phone, and mute your phone, and watch us live on Facebook on your phone. And, you’ll see the comments roll in. Then, we can talk on the computer. So, that was just how everybody does it. I made sure that because there were some people who are really used to being alive. There were a few people I had that has never been lived before. I tried to make that as easy as possible. I said, “If you don’t want to have your phone, I’ll watch for the comments. If it’s a question that’s pertinent to what we’re talking about at the moment, I’ll interject it for you.” I tried to take that over as much as I could for people who were little more gun-shy or too bit about the life.
[JOE] Yeah. So, if you were to do another summit, what would you do differently? How would you improve it next time?

IMPROVING THE SUMMIT

[MARISSA] I don’t think I would do 30 days in a row.
[JOE] Yes. Especially during holidays and all of that, that’s just a ton of time.
[MARISSA] Yeah, it was a gimmick. I mean I’m going to be straight out honest. It was a gimmick. It was a holiday happy hour. You know, something that people would remember off the top of their head. I still get clients from it today who say, “Oh yeah. I first got to know you on holiday happy hour.” It was catchy. I think it was a marketing play. I’m straight up honest about that. I was honest about that the very first day. This is to get me exposure and if you hire me based off the value that I’m providing and the expertise that I’m providing, I would love that. I was never trying to be shy about that or tricky about that. And, I think the people who have hired me a sense or appreciated that. They never were supposed to be tricky, sketchy.
[JOE] Sure. Sure. What do you think you would do? Tell us some of the results that they came out of that with regard to your email list, clients? I mean, you went from in August, “I’d got to kind of change somethings.” October, you had this idea that you spent all of December doing this thing. And now, we’re several months out from there. What was the result in regard to you being able to kind of launch into space?
[MARISSA] I didn’t answer your previous question about what I would do differently. I think I would do like maybe like a 5-day or maybe a 3-day. Sometimes the summits they have multiple presenters on a single day. So, maybe, something like that. But, to answer this question, I started getting people wanting me to write their websites from like day 3. So, it brought me a lot of clients. But, not only that, it brought the contributors a lot of clients. I had comments saying we should have charged for this. We could have charged like a $29 pass for the whole day, like a $1 a day type of idea.
I have thought about that, but I wasn’t trying to profit off the event. I was trying to get exposure from the event. I had presenters email me the next day. One of the ladies who presented on the turn of mental health. She got an international online client like an expat who was like I’m living in a country. There’s no maternal mental health over here. I want to be your client. So, she got a client from her presentation. I’ve had people, their Facebook groups exploded because of their one presentation. It really not only built my network and my email list, it built every contributors’ email list as well. In the end, we have about 2,200 people signed up for the event. So, the email list was about 2,200. But, like I said, there were auxiliary benefits as well.
[JOE] Other than have the contributors and influencers, was there any marketing you did that you paid for or didn’t pay for?

OTHER MARKETING

[MARISSA] I did not pay for it. I hired an ad consultant for Facebook Ads in case I wasn’t having the results for sign-ups that I was hoping for. She helped me go through the back-end and just creates some audiences. So, I built up some audiences in order to run ads, but I never needed to. My original goal was 1,500 sign-ups and we passed that by about 700.
[JOE] Wow.
[MARISSA] I thought, if every contributor can bring in 50 people, we’d end up with 1,500 and we blew right past that.
[JOE] That’s awesome. Well, I think summits are something that no matter what people are doing, if they’re a therapist who focuses on depression or therapists that focus on, maybe they’re not doing consulting. But, there are so many ways that you can connect with influencers within your field that when you get people together, whether it’s a 3-day summit or 30-day, it just seems it’s something that really has that personal touch rather than just go and read this blog post. It’s not the typical kind of one-sided content marketing.
[MARISSA] Yeah. I think it’s about the value. You’re not only asking people to sign-up and be a part of your audience. You really are providing them with a huge amount of free training and a huge amount of free access to you. And, people see that.
[JOE] Yeah. So, when it comes to content marketing kind of moving forward. What are things that maybe, 3 or 5 tips that you would give to any therapist that’s out there?

TIPS TO OTHER THERAPISTS

[MARISSA] My first and biggest tip. It’s my social media tip but so many people feel like they need to be on every single platform. They need a Twitter presence. They need a LinkedIn presence, Facebook, Snapchat, Instagram, whatever. I always tell all of my clients. Let’s only pick one. Only pick one platform, get really, really good at that platform. And then, set it to automation like automate it for you. Then, we will join into another platform.
The way you pick that first platform has nothing to do with you or your preferences. It has to do with your ideal client because there’s no point in shouting like off the rooftops if the people who want to hear you aren’t there to hear you. So, a lot of my clients are like, “Oh, I want Instagram.” I’m like, “Are you trying to target a millennial female?” They’re like “No.” Then, why do you want Instagram?
[JOE] Yeah. I focus on Baby Boomers and I want Snapchat.
[MARISSA] Yeah. Some of that stuff makes sense. Maybe, you know, Instagram could maybe be a tertiary or third place that we go. But, let’s target where they are first. And, let’s get really, really good at that first. Get an audience that’s loyal to you there. Then, we’ll branch out. So many clinicians operate from a scarcity mindset of they have to talk to everybody. They’re afraid to niche because they’re afraid to alienate people. But, for a lot of us, especially in the beginning stage of a practice, you really only need 30 clients to be full, 35 clients to be full. And, some people I know only want 20 or 22. So, why are you trying to talk to a million people?
[JOE] And, if you’re spending 2 or 3 hours a week developing this big advanced social media strategy, how much better could that be spent if you did some blog post for SEO? If you’re bidding local referral sources, I think people feel like they have to be doing all these things because everyone does it. But, if it doesn’t make sense to you, your ideal client, then target spending that time to attract that ideal client.
[MARISSA] I use this metaphor of, and you, resonates very well with you, Joe because you do public speaking in the TED Talks stuff. But, would you rather walk into an auditorium of a thousand people? It’s your first lecture. You’ve become a professor. Right? And, you walked into this auditorium and there are a thousand people in there. Half of them, 500 of them are on their phone. The guy in the corners like snoring so loud, you know, it sounds like a free train. There’s someone else out in the corner of your eye blowing bubbles and snacking gum and doodling.
No one knows who you are. No one is there to listen to you. They’re there because they have to. Or, would you rather walk to a small lecture hall of 30 people? Everyone’s on the front row. Everyone’s got their notepad and their notebook. They know your name. They’re ready to learn from you and take notes. Like, which feels better.
[JOE] Right. And then, you can actually invest all that energy in time into the people that you really know it’s going to have a return on investment for that time and energy.
[MARISSA] And so, content marketing works two ways. Having that message online, not only does it work for the referral sources. The people, you know, they go to a doctor. They get your name. The doctor says to check out this person. They go-go your website. And, your website speaks directly to them. So, it accessed a home-based. But then, there’s also the part that draws like what you mentioned, the SEO, and the blog post. So, it works two-fold for you. It reinforces what you’re doing in person. But, it also goes out and attracts new people for you.
[JOE] Yeah, yeah. I sometimes frame it like you get clients two ways. One way is that someone kind of gives that blessing to you, a doctor, or an insurance company, a friend, or family member that already somehow knows you or knows your work. Or, it’s just a blind search. So, that Google search, when you show up on that pinned map with Google Business, or on Facebook, there’s often a mixture there. But, those two sides of it, you want to be cognizant of the personal referral side, be also wanting to think about the blind searches people make so that you’re ranking higher on Google.
[MARISSA] And something I help clinicians work with, it’s a huge compliment for me but after our first call, most people would say, “Wow, I learn more about myself as a therapist than I thought I would.” Because you have to have the mission and message and your practice has to be cohesive. So, the impact that you’re trying to make and what you stand for has to make sense whether you shake someone’s hand in an elevator and introduce yourself or whether you write a blog post. That message has to be the same across all of those.
[JOE] Oh, that’s great. I feel that we could go on and on. But, Marissa, if everybody counselor or practice owner in the world were listening right now, what would you want them to know?

MESSAGE TO LISTENERS

[MARISSA] That it’s not that difficult. Every therapist has everything they need to be a great marketer. You didn’t have to learn this in grad school. You didn’t have to take business courses. The fact that you know how to sit and hold the space for your client’s emotions is all you need to be able to market.
[JOE] That’s awesome. And, Marissa, if people want to connect with you and your work, what’s the best way for them to connect with you?
[MARISSA] Yeah. My website is just risslawton.com/. Everything’s there. My blog, my one-on-one services, a link for my group program, you can check out there. And then, I also have a free gift for everybody. It is an 8-page Clinician’s Guide to Content Marketing. There’s a niching exercise in there. There’s a social media platform based on who your ideal client is, pick this platform, worksheet. And then, going into How to Create Blog Posts and social media statutes. I need to create a nicer link for everybody. But, I’ll make sure I get that to you Joe and you can make it to the show notes or something where they can find that link.
[JOE] Okay, wonderful! Well, thanks so much Marissa for being in the Practice of the Practice podcast.
[MARISSA] This was so wonderful. Thanks, Joe.
[JOE] So, what action are you going to take as a result of this podcast today? It’s great to consume information but doesn’t sit around with it. Go take some action. Go kill it. Go get a lot done. But then, also, rest and have time with your friends and family. Life’s too short for us to work all the time. But, there are chapters in our lives that we have to run full-tilt. And again, thanks so much to Therapy Notes – therapynotes.com, the leading electronic medical records company.
Over 35,000 professionals already trust them. If you go there, and you sign up, use code joe18, you’re going to get 2 months free. So, thanks so much to Therapy Notes for being a sponsor. That’s how we can keep creating such amazing content, totally free of charge. So, again, head on over therapynotes.com and use code joe18. Thanks for letting us into your ears and into your brain have a great day.

[Special thanks to the band Silent is Sexy for that intro music. And, this podcast is designed to provide accurate and intuitive information in regard to the subject matter covered. It’s given to the understanding that neither the host, the publisher, the guests are rendering legal, accounting, clinic, or other professional information. If you need a professional, you should find one.]

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