Abundant Practice Podcast – Episode #614: Changing Niches

Host: Allison Puryear
Guest: Kerry
Release Date: January 22, 2025

Introduction

In Episode #614 of the Abundant Practice Podcast, host Allison Puryear engages in a insightful conversation with Kerry, a seasoned therapist seeking guidance on redefining her professional niche. The episode delves into the challenges of niche marketing, effective messaging, and strategic networking to revitalize a private practice.

Defining and Selecting a Niche

Kerry begins by expressing her ambition to rebrand her therapy practice after years of specializing in couples therapy. She shares her target audience: overwhelmed mothers struggling with the mental and emotional burdens of juggling multiple roles.

Kerry:
“I think the niche... is overwhelmed moms. Moms who are struggling with kind of the mental and emotional load and are juggling all these different roles in their lives...”
(05:22)

Allison affirms that this is indeed a viable niche, emphasizing the universal relatability of overwhelmed motherhood and the varying dynamics depending on factors like partnership support.

Allison:
“There are varying degrees of overwhelm depending on how involved the partners are or what kind of support you have...”
(05:50)

Messaging to Your Ideal Client

The discussion transitions to crafting precise messaging that resonates with the ideal client. Kerry is concerned about being too narrow and potentially excluding other client demographics. Allison advises that specific language on the website attracts the right clientele while still leaving room for inclusivity.

Allison:
“You can speak to one very specific person within your website and it will bring in people who are similar to that, or people who have some values that they see on your website...”
(07:43)

Kerry shares her experience of receiving unexpected male clients, prompting Allison to suggest maintaining specificity without limiting potential clientele.

Handling Multiple Niches

Kerry contemplates expanding her services to include mother-daughter therapy but worries about diluting her primary focus. Allison recommends creating specialty pages on her website to address different client needs without overwhelming the main message.

Kerry:
“I just can't figure out how to speak to that on my website without it sounding a lot like what I already have written for the overwhelmed moms...”
(10:24)

Allison:
“You could have a services page and under that, you could have individual therapy and then mother-daughter therapy...”
(11:07)

This approach allows Kerry to cater to both niches effectively, ensuring clarity and targeted communication.

Marketing Strategies

The conversation shifts to marketing tactics essential for attracting clients. Kerry outlines her plans to launch a Google Ad campaign and inquires about additional online strategies. Allison emphasizes the importance of networking alongside digital marketing efforts.

Allison:
“I would send out at least five emails a week... and aim for one or two lunches or coffees or Zoom coffees per week.”
(17:40)

Kerry admits to struggling with networking due to personal challenges but recognizes its necessity. Allison reassures her by suggesting practical steps and leveraging existing connections, especially among former couples therapists who can refer clients seeking individual therapy.

Overcoming Challenges

Kerry candidly discusses her hesitations rooted in imposter syndrome and past life events, including a divorce and the pandemic's impact on her practice. Allison provides encouragement, highlighting the importance of persistence and adaptability in overcoming such obstacles.

Kerry:
“I have clients in the door right away. Other than this, just generally, are there other online... what else can I do?”
(15:58)

Allison:
“You have to form actual relationships, not just a one-night stand version of networking...”
(18:05)

This segment underscores the emotional and psychological hurdles therapists often face when adjusting their professional focus.

SEO and Blogging Insights

When Kerry inquires about the role of blogging and SEO, Allison advises that content should align with the interests of her ideal clients. She likens SEO and blogging to complementary elements that enhance website visibility and client engagement.

Allison:
“Blogging would be beneficial if you're going to use SEO as a strategy. It's good for people getting to know you better...”
(20:20)

Kerry reflects on her passion for music and considers integrating it into her blog. Allison advises ensuring that any content, including musical references, resonates with her target audience to maintain relevance and engagement.

Action Steps & Advice

As the episode concludes, Allison provides Kerry with actionable steps to implement her rebranding strategy:

1. Update the Website:

   • Create specialty pages, such as mother-daughter therapy, to address multiple niches without compromising the primary focus.

2. Launch Marketing Campaigns:

   • Proceed with the Google Ad campaign and monitor its effectiveness over three months.

3. Intensify Networking Efforts:

   • Send out 5-10 personalized emails weekly.
   • Schedule regular virtual or in-person meetings with potential referral sources.

4. Consider SEO Services:

   • If Google Ads do not yield desired results, invest in professional SEO services to enhance online visibility.

Allison:
“If you're not seeing results from them, then I would consider investing in SEO...”
(22:30)

Kerry:
“I might just start with people who, like, even in my building, because there are a ton of therapists in here who I know and see in the hall...”
(24:30)

Allison encourages Kerry to maintain regular communication within her professional community and seek support from peers to bolster her rebranding efforts.

Conclusion

Episode #614 of the Abundant Practice Podcast offers a comprehensive exploration of niche marketing for therapists. Through Allison and Kerry’s dialogue, listeners gain valuable insights into defining their target audience, crafting compelling website messaging, leveraging networking, and employing effective marketing strategies to build a thriving private practice. The episode serves as a practical guide for therapists navigating the complexities of rebranding and expanding their professional horizons.

Notable Quotes:

• Kerry: “I just need to get clients in the door right away.”
  (07:04)

• Allison: “There are varying degrees of overwhelm depending on how involved the partners are...”
  (05:50)

• Allison: “Blogging would be beneficial if you're going to use SEO as a strategy...”
  (20:20)

• Allison: “You have to form actual relationships, not just a one-night stand version of networking.”
  (18:05)

Resources Mentioned:

• Abundance Party Membership Program:
  Step-by-step guidance on building a private practice. www.abundanceparty.com

• Free Practice Building Tools:
  Checklists, worksheets, and more at www.abundancepracticebuilding.com

• Powbox:
  HIPAA-compliant email solutions. Use code ABUNDANT for $250 off. Visit powbox.com

• TherapyNotes:
  Practice management software. Use promo code ABUNDANT for two months free. Visit therapynotes.com

Stay Connected:

For further support and resources, therapists are encouraged to join the Abundance Party community or reach out via email at help@abundancepracticebuilding.com.