Building an audience is important for everyone who’s engaging in online content marketing. You need to know who you’re talking to. In order to do that you need to have people to talk to.
Forget about building an audience for a sec. As a mental health and wellness professional, you might not be aware that you even have an audience.
As I’ve talked about before, building your brand, no matter what area of the field you’re in, is essential. And when you build a brand, you build an audience.
How Do You Know Who Your Audience Is?
The first place to start is with your ideal client. It’s extremely important to know who you work with and how you can help them. Without knowing your ideal client, you’re speaking to everyone. And if you’re speaking to everyone, you’re speaking to no one!
Once you’ve identified your ideal client, you’ve recognized who your target audience is. And that’s important because those are the people you want to write to.
Say you’re writing blogs, but you don’t know who’s reading them. Why don’t you know?
Is it because you haven’t figured out who’s visiting your site? Do you not know who’s buying your products or signing up for your services?
Of course you do! If you’re doing your marketing right, you’re tracking where customers are coming from when they get to your landing page. You know the demographic of your customers based on how they found you and what they’re buying.
If your landing page has a survey, even better! Now you know more about your customers and can see who exactly is buying your products.
For my therapists out there, you may not be selling products, but you’re selling services. And you know based on who is signing up for discovery calls and what clients you’re landing who your demographic is.
Pay attention to where your clients and customers are coming from, how they’re finding you, and whether or not they’re your ideal client. If they are, you’ve found your audience!
There are many ways to build an audience, regardless of whether you’re selling products within the mental health niche or if you’re a mental health professional or therapist. Here are three ways to build an audience in the mental health and wellness profession.
1. Organic Traffic
Organic traffic using SEO-optimized website copy is one way to do it. You hire a mental health copywriter to write a killer website for you and within a few months, you see the return on investment. People are signing up for your email list. Clients are calling you for consultations and discovery calls. People are finding you. And all through the magical powers of Google.
If you’re relying on organic traffic, your website should include blogs. Blogs are a great way to build an audience and speak directly to them. When someone lands on a website and sticks around, they’re probably going to click on your blog because they’re curious about what you have to say.
This is when you speak to your audience. If you’re a family therapist, give them tips and tricks to manage conflict with their spouse during the holidays. Art therapists, write a blog educating your audience about the difference between art therapy and using art materials in a therapy session. Trauma therapists can talk about trauma-informed care and ways not to re-traumatize clients in their sessions. The possibilities are endless!
For my companies in the mental health field who sell products, you can also have a blog. In fact, you should have one. And your blog should speak to potential customers. If you sell weighted blankets, write about how to get the best night’s sleep you’ve ever had by using your product. If you’re a company that sells essential oils, write about the mental health benefits of a particular oil.
Whatever your business, blogs allow you to speak directly to your audience. The more you and your mental health copywriter write about the things that are relevant and important to you and your business, the more you build an audience. And the bigger the audience, the more people are buying what you’re welling, whether it’s mental health-related products or therapy sessions.
3. Opt-Ins and Email Lists
There are other ways besides website copy and blogs to build your audience. Email lists and opt-ins are great ways to make a connection with a new potential customer or client. Through regular newsletters and emails, you can maintain a relationship with the client/customer.
Email opt-ins are fantastic for building your audience. If someone clicks on your company’s ad they’ll be brought to a landing page, which is where the sale happens. It’s also where you collect their email. For therapists, you might have a pop-up window to collect emails and an opt-in, which is a free offer for something that they can use after they give you their email.
Building and Keeping Your Audience
In order to maintain the audience you’ve worked so hard to build, you need to do a couple of things. The first is to keep your blogs consistent and relevant. You want to post regularly and be predictable. If your audience knows you usually post a new blog every Friday, then you need to work with your mental health copywriter to make sure your blogs drop every Friday.
You also need to keep up with your email list. You should have two types of emails. The first is the automated sequence. This is what happens when someone initially signs up for your email list. They’ll receive automated emails when they first sign up and then for the next however many days you decide after that initial email.
That’s what every new member of your list gets. But for all the existing members, you need to keep them on the hook by sending regular newsletters. At the very least they need to be monthly.
Taking The Step To Build An Audience
By the way, these are all things a mental health copywriter can create for you. You should hire a mental health copywriter who understands your business and knows how to convert an ad or an opt-in into a sale or service sign-up.
I’ve been writing in the mental health and wellness niche for a while, and I know your pain points. I know what you struggle with and I know how to help you fix it. I write copy that converts visitors into customers and people on the fence into clients. I build your audience with you and keep them coming back for more.
To learn more about how I can help you build an audience (and keep it), send me an email at firstname.lastname@example.org. Or you can fill out the contact page to get started on your amazing SEO journey with a copywriter who understands a thing or two about how it all works!