The Power of Online Presence: Social Media Tips from Top Podcaster Joseph R. Sanock, LPC

Discover how some very successful mental health professionals use blogging, social media, and other technologies as powerful tools for their therapy practices.  

This is the second post in our new series "The Power of Online Presence." Today's featured therapist is Joseph R. Sanock, an MA, LLP, LPC, NCC who owns "Mental Wellness Counseling" and also works as a private practice consultant with "Practice of the Practice."

When and how did you first start putting time and effort into maintaining a strong online presence? 

In early 2012, I launched www.PracticeofthePractice.com and relaunched www.MentalWellnessCounseling.com. Through my private practice, Mental Wellness Counseling, I began blogging and building a stronger network. Within 6 weeks, I grew my page rank from the bottom of page 3 to the middle of page 1 in my area.

Please describe what social platforms you currently use.  

I use a wide variety of social media platforms. I have a blog, a podcast, Twitter, LinkedIn, Pinterest, and StumbleUpon. That's a lot!

I have found that Pinterest has actually been my leading referral for both my private practice and my consulting business. I think this is because Pinterest users are the most purchase-minded (Gary Vaynerchuck talks about this in his book, "Jab, Jab, Jab, Right Hook."). People who go on Pinterest are dreaming about having a new life. It could be a new hair style, a new dress, or a renovation. They are in a mindset of change. As counselors, we fit perfectly into that mindset.

Facebook has also been a great tool to engage with an audience, but it has not driven clear traffic to my websites. I view Facebook as more of a platform to build a foundation of being known within my community. I think that it then creates clear channels to set up appointments and engage with me, especially for future consulting clients.

About how much time do you devote to your online presence? How do you balance it with your other work responsibilities?  

I work a 40-hour work week and then also run my private practice, podcast, and consulting business. My wife is a play-at-home mom, so I'm the only income earner. This means I have to be highly focused. When I write blog posts, I use Google's Keyword Planner (here is a walk through article on it) so I can get the most organic searches for articles. I want to know whether "depression" or "anxiety" is searched more before I spend time on the article. Overall, I spend about 2 hours a week emailing clients and readers, 2 hours a week writing blog posts, 1 hour a week on creating content for social media, and 3 hours a week on creating and promoting my podcasts.

I'm careful to balance my time between work and my family.  I don't look at email or social media on Saturdays because I want to be fully present with my three-year-old daughter and wife. We plan fun adventures together, and it reminds me why I work hard: to be able to have more family time.

What kind of things do you use to inspire your content creation; what do you write about?  

There are three ways that I am inspired:

1. Reading books outside our industry                                                                      

2. Finding local issues and adding a psychology spin to them                                    

3. Recurring questions  

I mostly read business, marketing, and passive income books. I listen to business podcasts on my way to and from work, and I'm always inspired to think of ways to apply what I'm learning to my practice.  

I also try to "trendjack." When something is erupting on social media in my town, I write a blog post about that issue. For example, we recently had a huge festival in Traverse City. There was trash everywhere and pictures of it all over Facebook. People were really mad! I wrote an article called Pure Michigan Litter: The Psychology of Trash and sent it to a local radio station. They later invited me on air to discuss my piece. It was an amazing way to get free exposure by writing about a hot topic.

Lastly, when I have clients or readers that keep asking the same question, I write a blog post about it. Over and over, I was teaching consulting clients how to do keyword research. Finally I wrote an article to point them to; it saves me time and builds my perceived worth!

How do you best balance personal and professional in your online activities? Please give examples. 

One thing I do to make things easier and cut down on time is streamline how I work. For example, my StumbleUpon account automatically posts what I like to my Twitter feed. Also, if I video something locally that I like, I'll post it to my Mental Wellness Counseling page to make it more fun and engaging. I brought on a social media intern to help with my content creation. And I make a point to leave work at work; when I'm playing with my daughter, I leave my phone across the room so I don't get distracted.

What is some tangible evidence that your online presence has grown your business?

I work around 10 hours per week on my business. Every month, I post my month income for my audience to read (Joe's Monthly Income Reports). Here are some stats:

• Since Jan 2012, I have gone from being a solo practitioner to having 3 additional counselors. I am adding 2 more in the coming months.
• Moved from a 300 square foot single office to a 1,002 office with a corner view of the water.
• In September 2012, I made $1,361.60. In June 2014, I made $8,486.38.
• In June 2012, my consulting website (www.PracticeofthePractice.com) had 793 sessions with 1,849 page views. In June 2014, I had 2,992 sessions and 6,398 page views.
• I have the #1 podcast for counselors in private practice on iTunes!

Besides attracting clients, what other ways has your strong online presence helped you?

I've met and collaborated with therapists whom I never would have known otherwise. I've found that networking online with professionals in the field creates less of a sense of loneliness since we are connecting with one other. I've also gained national exposure and been able to reach a larger audience.

What have been some of the biggest challenges you’ve encountered creating and maintaining your online presence? 

The hardest thing for me is to not take on more than what I can do really well. It's easy to get overwhelmed with social media: blogging, websites, Facebook, Pinterest, Instagram, email lists, podcast, etc. But just like we teach our clients, we need to take a small step in the right direction. I took on too much at the beginning and had to learn to focus my time on what I could do well and what helped me create more income. Looking at the analytics helped me narrow down my efforts.

What tips or resources can you recommend to help therapists who are new to the online world of blogging, social media, SEO, etc.?

Pat Flynn's www.SmartPassiveIncome.com

My website: www.PracticeofthePractice.com

The book "Jab, Jab, Jab, Right Hook" by Gary Veynerchuck

Joseph R. Sanok, MA, LLP, LPC, NCC

Website: www.MentalWellnessCounseling.com Blog: www.PracticeofthePractice.com Facebook: https://www.facebook.com/PracticeOfThePractice Pinterest: http://www.pinterest.com/jsanok/ Listen to Joe's Podcast on iTunes Get practice tips and blog updates in your inbox. Sign up for the Private Practice Toolbox Newsletter here.

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Need help blogging? Join my ongoing therapist blog challenge!

8 Steps to Launching or Relaunching a Psychotherapy Practice

In this guest post, Miranda Palmer LMFT and Kelly Higdon share eight ways to thrive in the current private practice climate. The process of building a successful private practice has changed considerably over the last twenty years. Most therapists we speak with who have been in practice for a few decades started by getting their credentials from an insurance companies. Reimbursement rates were relatively high for the cost of living from the 80s into the early 90s. Things flowed. Maybe they had a listing in the phone book, but back then there was no need for websites, Facebook pages, or Twitter accounts!

Fast forward to now: the financial picture for therapists in private practice has drastically changed, as we are in a time of low or stagnate reimbursement rates combined with an increase in cost of doing business and living.

The old model is simply that, old. It doesn’t work for today, and thus we find experienced therapists with a full practice that isn’t profitable enough to prepare for retirement, and new therapists often feel lost when they ask their mentors for direction and get answers that don’t resonate with the current economy.

We want to simplify the steps required for launching and successfully running a private practice in 2014. Whether you are starting out fresh, have moved to a new city, or need to make some significant changes in your business foundation, these steps will help you get things on track!

1) Develop a clear vision of your life

We tell our clients to do this regularly. We help them reassess and ask them to be accountable for the choices they make that lead them toward or away from that vision becoming a reality. This is your road map. When you begin with a plan for your life, your business can be formed to support that plan. So before you come up with an awesome group therapy curriculum or some other great idea, write down a super clear vision for your work AND home life.

2) Take that vision and break it down into pieces

Having a simple vision, with no basis in reality, can be difficult. How much money do you need to make that vision come to life? What would it take for you to go home at that time each day? Are you preparing for quarterly taxes? Are you realistic about how many clients you can see regularly while avoiding burnout? Are you leaving time for networking and marketing your practice? Leaving time for going to trainings? For being sick? Are you leaving enough time to return client phone calls and be available for crisis situations?

This is where people can get stuck in magical math. If I see 20 clients at $100/hr, that is $2,000 per week for 50 weeks – that’s six figures! YET there are expenses, taxes, real life stuff that happens. Be honest with your capabilities and your needs. Also, be open to the idea of reaching your goals in different ways. You might discover that face-to-face sessions is only a part of the plan. Now go crunch numbers, write down the schedule, and look at the specific pieces that are needed to fully form your vision.

3) Develop a business plan based on your vision and those realistic pieces

Every therapist in private practice needs a written business plan. He/she must know exactly how the fee was developed, how many sliding or pro bono slots there are, how much money is put toward retirement, etc. There is also a bit of research to be done here. Surprised? Sure, people need mental health services, but who and where are they, and what are the holes in the market in your area? Have a clear idea of who you want serve and how you plan to serve them. Write it down; be accountable to yourself.

4) Develop a sustainable plan to let your community know who you are

Notice I didn’t say develop a sustainable plan to let people know your business exists. People decide to work with therapists they know, like, and trust. Being authentic in how you present your private practice to the public doesn’t have to mean complete self-disclosure. Maintain professional boundaries, but don’t be afraid to let your personality shine!

The beauty of our current world is that people can advocate for themselves by choosing a provider who they believe is prepared to help them heal. If a potential client doesn’t get a chance to hear your “voice” and how you practice, how can he/she determine if you are a good fit? How hard is it for you to choose a therapist for yourself? Can you imagine how much more difficult it would be without an advanced degree and a deep knowledge of psychological theory?  Make sure to clearly communicate what unique things you can offer as a therapist.

Be aware of your insecurities and how you demonstrate those to the world. Now is the time to believe in yourself and honestly take stock in what you bring to the table. It is not prideful to share your craft with others. It is necessary in order to build relationships and instill hope in members of your community.

5) Develop and maintain clear business boundaries

Your business is your service to your clients. You may think that the things you are doing on a daily basis are serving your clients, but you need to be honest with yourself. If your business is struggling, it will impact your clinical work. What would happen if your clients talked to one another? Do more assertive clients pay a different fee than passive clients? Do clients with poor money management skills pay less than a client who has better budgeting skills?

Stick to your plan. Go back, and if you start to waver, remember #1 – why you are doing this in the first place? What is the life you are seeking to create? Who are the clients you are seeking to transform? When you break those boundaries, you are holding yourself back from the dreams you have for yourself and from helping your community in a profound way.

6) Streamline your business processes

The best way to do great clinical work is to free yourself up to do great clinical work. Whether this means transitioning to a paperless office to reduce late cancellations or no shows and decrease unpaid balances, or outsourcing your insurance billing so you never have to sit on hold with insurance companies again, find a way to make the business process work efficiently. If you feel like you can’t afford to streamline your process, you need to look at return on investment and/or whether you have set a fee that fully integrates business and overhead costs.

7) Streamline your marketing process

It takes more energy to start from a stopped position. The start of launching or re-launching your practice takes a LOT of energy, gusto, and enthusiasm. Know that it won’t always be as hard as it is in the beginning. Watch what works for growing your practice most effortlessly, and make a way to continue the bare minimum even when you are full with clients to keep things flowing. Maybe that is blogging once a month, speaking a few times a year, or monthly lunch dates with new contacts in your area. If you don’t have time to do some minimal tasks to keep things moving, you need to reassess if you are being honest with yourself about the time it takes to run a business.

Your marketing must align with who you are and your core values. If you don’t want to write a blog, don’t. If you don’t want to speak, don’t. BUT, do something and analyze if it works. If it isn’t working, then tweak it until it works, or let it go and move on to other options. Just because your neighbor gets referrals from Psychology Today doesn’t mean that is what YOU should do. You must only do what is best for your business, not necessarily what is best for others.

8) Celebrate your accomplishments!

Be good to yourself; kind to yourself. There is a lot to learn when starting a private practice. Know that everyone has a learning curve, and seek out a supportive community. However, no matter how awesome your community is, you will be struggling to stay energized and enjoy private practice if you are being unkind to you. Start from the inside out! And don’t be afraid to celebrate all the great accomplishments you’ve made in your private practice.

Miranda Palmer is a Licensed Marriage Family Therapists who is passionate about teaching and empowering other clinical counselors to successfully run a private practice. Visit her site www.zynnyme.com to learn more. 

Kelly Higdon wants to make a difference by sharing her expertise to help clients and business owners reach their full potential. Check out her Business School Bootcamp to learn more.   

Get practice tips and blog updates in your inbox. Sign up for the Private Practice Toolbox Newsletter here.

Join my Private Practice Toolbox Facebook group and connect with nearly 2000 therapists around the globe in 2 simple steps: 1) Click request to join the group & 2) Fill out this brief questionnaire before you'll be added to the group.

Need help blogging? Join my ongoing therapist blog challenge!

How Your Therapy Skills Can Help Build Your Online Presence (Part 1)

This is the first post of a 2 part series of how to best utilize social media to engage your readers.  

Developing and maintaining a strong online presence to engage readers employs the same skills you use as a therapist: the ability to foster trust, build rapport, and serve your community.  

The internet allows you to expand your therapy outreach in a way that exceeds the bounds of what you could do from a traditional office setting.  Here are some specific points to consider when building an online presence.

Your Therapy Skills in Practice

Some clinical counselors new to social media aren’t always confident about how to approach the task of building an online presence and effectively building a social media following, but you already have many of the skills you need.  Your training has taught you to help others feel comfortable, address their specific concerns, and provide professional insight to respond to their needs.  Building your online presence is simply translating those therapy skills to a larger venue.

Don’t be scared or overwhelmed by the technology side of things; by starting small, asking questions, and perhaps even learning a bit through trial-and-error, you will gain the experience you need to create a thriving online presence.

Content Creation vs. Content Curation

We’ve talked about the importance of creating quality content to frequently post to your blog and social media platforms.  But just as important is curating material that already exists; that is researching, finding, and presenting content that is relevant to your current focus or professional study.  Your goal is to connecting with both the general public and other professionals in the field in an effort to serve, educate, and inspire.

Some may wonder how much original content they should produce, and how much existing material they should repurpose.  I generally try to obey the 40/ 60 rule; about 40% of the media I share through my social platforms is my own, where 60% is material I’ve found that I feel could best serve my community of clients.

“Why am I not getting new clients?”

I have talked to therapists who wonder why they haven’t seen a significant growth in their practice after they began to devote time to their online presence.  But social media is a long-term strategy, and the results are usually not immediate.  You need to build a collection of quality articles, podcasts, media contributions, etc. that prove you serve as a reliable resource in the field.  It won’t happen overnight, but if you consistently create and curate quality material, you will be able to better serve your community, establish yourself as a trusted professional, educate the public about relevant topics pertaining to mental health, and also grow your business in order to meet your own needs.  So keep plugging away; you’ll get there!

Stay tuned for an upcoming post about the logistics of using different platforms (Twitter, Facebook, etc.) to further engage your readers.  

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Join my Private Practice Toolbox Facebook group and connect with nearly 2000 therapists around the globe in 2 simple steps: 1) Click request to join the group & 2) Fill out this brief questionnaire before you'll be added to the group.

HARO: My Secret Weapon to Landing Media Interviews

Media interviews are a great way to share your passions and spread the word about your practice. 

They can connect you with other professionals in the field, get your name out there to potentially attract more clients, and can often give you an additional source of income.  But how exactly do you land those media interviews?  How do you get the word out that you have expertise that you want to share with an audience?

I have a secret weapon that has opened many doors for me, including media interviews with The Wall Street Journal, CNN, Cosmopolitan, Woman's Day, Fox News, Health, and dozens of other top-tier publications, without paying for an agent or PR representative. Here's the full list of my recent media interviews. The weapon?  www.helpareporterout.com (otherwise known as HARO)

What HARO?

HARO is an excellent free tool where reporters or journalists can go and make inquiries about what professionals they can connect with in order to cite in their publications.  In other words, they are looking for experts in a certain field.  You might be exactly who they are looking for!  HARO is used by hundreds of news outlets, including very well-known ones such as Huffington Post, ABC, and DowJones.

How Does HARO Work?

As a potential source, you register through their website.  After signing in, you’ll receive 3 emails a day that match the keyword references on your profile (where you entered your areas of expertise).  If it looks like a good match, you respond and get the ball rolling.  Be sure to reply quickly; these opportunities go fast!

What Results Can You Expect?

While HARO can be a great way to get exposure and land those interviews, don’t expect the offers to come rolling in right away.  It can take a while to get responses. You will have to be persistent and patient in order for things to pay off.  In the past few years since using HARO, roughly 20% of my query responses have resulted in published quotes.  So you'll likely need to go through a good bit of rejection before you finally get an interview or a quote published.

So be sure to check out helpareporter.com today, and get started!

Guess my secret weapon isn’t so secret anymore.

Have you been interviewed for web, print, TV, radio, or podcast? Share your links to your media interviews in the comments below

If you want the nitty gritty about how I use HARO to land top-tier media interviews, check out my 90-minute PR webinar for tips on how to share your passions and expertise with a broader audience.

Image (c) CanstockPhoto.com (4705025)

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4 Ways to Build a Thriving Practice in an Uncertain Economy

Since the economic downturn of 2008, my practice has experienced significant growth. I attribute that growth to these four strategies.

Our economy took a turn for the worse in 2008, stock market crashed, and many companies were forced to downsize.  It was a hard time for many Americans, financially and emotionally. And yet, during this same time frame, my practice Wasatch Family Therapy experienced exponential growth. We steadily acquired new clients. opened two additional locations and grew from half a dozen therapists to over 20 therapists.

So how did I do it?  I put time and energy into creating and maintaining a strong online presence.

1) I used a website as a way to introduce myself and to serve my community

As an early technology adopter, I had a website (or webpage) in the early 2000's. As social networking expanded in the mid-2000's I saw the incredible possibilities for reaching out directly to potential clients. My website not only acts as an introduction to my clinic and my therapists, but also allows us to serve and educate through videos and articles about important issues related to mental and emotional health and well-being.

2) I used social media to have meaningful conversations with people

Social media has played an invaluable role in acquiring and retaining clients. I estimate that we gain about 80% of new customers through Google and the internet.  The importance of having an online presence cannot be overstated.  It changed my business forever, and Wasatch Family Therapy continues to thrive to this day. Here's a rough time frame of my social networking journey:

• 2002 Started solo private practice Wasatch Family Therapy
• 2004 Webpage
• 2008 Joined Facebook
• 2009 Joined Twitter
• 2009 Started blogging on practice website
• 2009 Employed 4-5 therapists
• 2009 Joined LinkedIn
• 2010 Started YouTube Channel
• 2011-12 Joined Instagram, Pinterest
• 2013 Joined Google+
• 2014 Currently employ 20+ therapists with 3 locations

3) I created consistent and meaningful content on reputable websites

I  caught the vision of providing quality content to educate and serve the public.  My professional Facebook presence, blog, and other media projects were ways for us to get my name out there, establish trust and reliability, and connect with readers and potential clients. I started blogging for PsychCentral's Ask the Therapist in 2009, Private Practice Toolbox blog in 2011, Sharecare and Daily Strength in 2012, and became the Answers relationship expert blogger in 2013.

4) I sought out media interviews and learned to leverage them

Once I started creating content on larger websites, I started seeking local and national media interviews. As a result of my blogging and media interviews established news and lifestyle websites began quoting me and linking to my website.  This led to even more traffic (readers coming to our site), which in turn meant building trust with more people. It’s been very encouraging to see the fruits of my labor pay off in the growth of my clinic, and the ability to employ amazing therapists.

Never before have therapists been able to serve potential clients before ever meeting them and to educate our community without leaving the house. Through developing your strong online presence through an effective website, an engaged social media following, creating helpful content, and seeking media interviews, you can maintain viability and keep your practice strong, even when the economic climate is less than favorable.

What strategies have you used to survive and thrive in an uncertain economy? Please share your thoughts below!

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