Abundant Practice Podcast
Episode #616: Marketing A Perinatal Practice
Release Date: January 29, 2025
Host: Allison Puryear

Introduction

In Episode #616 of the Abundant Practice Podcast, host Allison Puryear engages in a deep dive with her guest, Janine, focusing on effective strategies for marketing a perinatal mental health practice. Skipping over initial promotional content, the episode zeroes in on actionable insights and personalized advice to help therapists refine their niche, enhance their online presence, and leverage social media for client acquisition.

Defining and Articulating Your Niche

Janine begins by expressing her struggle to define her niche within perinatal mental health. With a background in generalist training, she has honed in on working with women experiencing perinatal mood and anxiety disorders but seeks to expand her reach to include women beyond the immediate postpartum period.

Allison advises Janine to focus on the challenges rather than specific diagnoses to appeal to a broader audience. At [05:08], Allison suggests:

"I work with new moms who are not having an easy time with their babies or toddlers."

This approach allows Janine to connect with women experiencing ongoing struggles beyond the newborn phase, such as relationship strains and career challenges, without limiting herself to clinical terminology.

Enhancing Website Copy

The discussion moves to website optimization, where Janine shares her concern that visitors from Psychology Today are not engaging further with her site. Allison recommends creating dedicated specialty pages to delve into specific issues like postpartum anxiety and tailored content that resonates with daily struggles. At [07:43], she emphasizes the importance of addressing the "intense difficulty" mothers face, such as:

"Checking on your baby 37 times in the night to make sure they're sleeping."

By incorporating relatable scenarios, Janine can better capture the attention of her ideal clients and encourage them to seek further assistance.

Social Media Strategies: Embracing Instagram

A significant portion of the episode is dedicated to leveraging Instagram as a marketing tool. Janine admits to her hesitance and inexperience with social media, noting at [11:32]:

"I have a page with just one picture there for a year and a half. I haven't done anything with it."

Allison provides a comprehensive roadmap to building an effective Instagram presence:

1. Content Creation through Reels: She encourages the use of video content to engage audiences, stressing the importance of consistency and authenticity.

   "Getting comfortable on video ... have three different content buckets." ([12:27])

2. Educational and Entertaining Content: Combining education with entertainment ("edutainment") can help retain followers and attract clients.

   "Whether it's educational, whether it's funny, and if you can do a blend of education and entertainment, it really helps hook people." ([12:40])

3. Strategic Planning: Allison advises developing a content calendar to maintain consistency and prevent impulsive posts that lack strategic intent.

   "You just need to have an actual strategy ... planning it out ahead of time." ([15:01])

4. Handling Negative Feedback: Preparation for potential negative comments is crucial. Maintaining professionalism and resilience can keep the focus on providing value.

   "You will put something out there that people don't like ... look at you getting visibility." ([13:24])

Janine acknowledges the challenges but finds the strategies empowering, expressing readiness to implement them despite initial awkwardness.

Networking and Collaboration

Beyond digital marketing, the episode explores traditional networking avenues. Janine discusses difficulties in networking due to childcare constraints, prompting Allison to suggest alternative strategies:

• Collaborating with Related Professionals: Partnering with ob-gyns, lactation consultants, doulas, and midwives can lead to valuable referrals.

  "Midwives and my lactation consultant were how I found a perinatal mood disorder therapist …" ([17:15])

• Engaging with Local Mom Groups and Daycares: Offering workshops or talks at these venues can position Janine as a subject matter expert and attract potential clients.

  "They tend to be smaller groups … sometimes they're looking for speakers." ([17:46])

• Utilizing Online Networking: Given the size of Houston, leveraging online platforms to connect with local professionals can expand her network without the logistical challenges of in-person events.

Janine appreciates these suggestions and plans to utilize the upcoming period to refine her networking approach, especially once childcare becomes more manageable in January.

Website Optimization and Client Conversion

Janine expresses concern about her website's conversion rates, noting that traffic from Psychology Today isn't translating into client inquiries. Allison recommends:

• Evaluating Website Usability: Ensuring that the website is user-friendly and that calls-to-action (CTAs) are clear and compelling.

• Engaging Content: Incorporating testimonials, success stories, and detailed service descriptions can enhance credibility and encourage engagement.

• SEO and Analytics: Utilizing search engine optimization and analyzing website metrics to identify and address potential bottlenecks in the client journey.

Actionable Takeaways

1. Refine Your Niche: Focus on the challenges your clients face rather than limiting yourself to specific diagnoses to appeal to a broader audience.

2. Optimize Website Content: Create dedicated pages for different specialties and incorporate relatable scenarios to engage visitors.

3. Leverage Instagram Effectively: Use reels, blend education with entertainment, maintain a content calendar, and prepare for audience interactions.

4. Expand Networking Efforts: Collaborate with related professionals, engage with local groups, and utilize online platforms to build your referral network.

5. Enhance Client Conversion: Improve website usability, incorporate engaging content, and utilize SEO and analytics to boost client inquiries.

Conclusion

Episode #616 of the Abundant Practice Podcast offers a wealth of strategies for therapists aiming to market their perinatal practices effectively. Through personalized advice and practical tips, Allison Puryear equips listeners with the tools needed to define their niche, enhance their online presence, and build meaningful professional relationships. Whether you're refining your website or stepping into the world of social media, this episode provides actionable insights to help you create a sustainable and fulfilling private practice.

Notable Quotes:

• Allison Puryear [05:08]: "I work with new moms who are not having an easy time with their babies or toddlers."

• Allison Puryear [12:40]: "If you can do a blend of education and entertainment, it really helps hook people."

• Allison Puryear [13:24]: "When that first one happens, that you made it, you did it. Look at you getting visibility."

• Allison Puryear [15:26]: "This is not therapy. Right? So go ahead and make sure that your information is all really clear in your bio."

Additional Resources

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

• Free Resources: Access private practice checklists and worksheets at www.abundancepracticebuilding.com.

• Support: For personalized assistance, email the team at help@abundancepracticebuilding.com.

This summary is crafted to provide an in-depth overview of Episode #616 for those who haven't listened, highlighting key discussions and actionable strategies to enhance marketing efforts for perinatal practices.