Previously we discussed types of outbound marketing, and how to use it effectively for your behavioral health business. But it’s not the only type of marketing you should consider—inbound marketing can also help you achieve your goals.
What is inbound marketing?
Marketing is like a relationship. With outbound marketing, you “make the first move” by contacting potential clients or referral sources directly, such as with cold calls or commercials.
With inbound marketing, often known as content marketing, you are trying to make a connection with your ideal audience using a less forceful approach. Inbound marketing helps you communicate with people who already want what you offer. You draw in your audience and engage them with helpful or entertaining content.
What are some effective inbound marketing techniques for behavioral health?
With inbound marketing, your ideal audience is already looking for what you offer. The key is to create content that best promotes your business while giving your audience what they want.
A few inbound marketing approaches you may try include:
- Blog posts on relevant topics on your website
- Guest posts on another platform
- Video content
- Downloadable guides or ebooks
- Email newsletters
- Educational webinars
- Creating a social media profile and sharing relevant posts
- Listing a practice in online directories
Start with one or two inbound marketing techniques and see what works and what you most enjoy. Your choice will depend on your audience and the services you provide.
For example, blog posts are a good choice for families and individuals looking for information about mental illness. Webinars or guides may interest a professional audience, such as potential referral sources or business partners.
Common challenges to inbound marketing
Content marketing for a behavioral health business can be effective, but not always easy. Be prepared for some of these common challenges:
- Relevant, effective content can be time-consuming. Consider outsourcing your content marketing if you cannot dedicate the time to do it yourself.
- Content must be fully compliant with all relevant laws and practice standards. Never share specific client information without permission. Do not guarantee specific results from your services.
- It can take time to learn any digital tools you use for your content marketing, such as scheduling apps.
Just like any other part of business, things may not go as expected. Take time to revisit your business goals, marketing strategy, and your mission and values. Consult experts—such as other behavioral health business managers or marketing professionals—to get another perspective.
Is your inbound marketing working?
Fortunately, it is not too hard to track inbound marketing success. Some marketing metrics you can track include:
- Total website traffic
- Content downloads
- Email newsletter signups
- Email open or click-through rates
- Conversions (how many online visitors become clients)
- Bounce rate (how many visitors left your site after seeing one page)
- Which search terms bring users to your site
- Social media likes or shares
Start by choosing just a few metrics to track at first. Compare them to how much you spend, so you know you aren’t spending too much on marketing. Content marketing can take time, so don’t give up if you don’t see immediate results!
Great software tools can help your behavioral health business grow your client base, streamline operations, and boost income. BestNotes offers customizable, all-in-one EHR and CRM solutions that can help you run your private behavioral health practice effectively. Contact us today to ask questions or schedule a demo!