Psychotherapist a Self Taught Inbound Marketer
December 2, 2009 by Bernie Borges
Filed under Blogging, Branding, Inbound Marketing, Marketing 2.0, Most Recent, Twitter, content marketing
Ken Donaldson has a very unique vocation. He is a licensed mental health counselor, aka a psychotherapist. Ken also calls himself a life coach and a relationship coach. Ken has been in private practice for sixteen years. While Ken is a psychotherapist by vocation has had to become a marketer. Here’s his story. The podcast interview has the whole story…
When Ken first got started in his profession, he expected it to be much easier to develop his practice. He created about 1000 business cards and waited for the phone to ring. But the phone didn’t ring. He quickly realized developing his practice would require marketing. So, he started speaking. That was a good start because when Ken spoke to a roomful of people he created more exposure for himself. His speaking gigs usually produced some client referrals and more speaking gigs. Ken eventually realized he had a business. So, he set out to learn how to grow and run a business.
Ken started educating himself on how to run a business by attending workshops, reading books, blogs and websites on marketing. While Ken doesn’t consider himself an aggressive marketer, he realizes that compared to most of his colleagues in his profession, he is like a Chris Brogan.
Marry Yourself First
Ken is the author of a best selling book: Marry Yourself First. His book is a compilation of “the best of his best advice” for people to live extraordinary lives. His book offers 24 key life principles that give people success. Ken’s strategy is to market his book as a way of marketing Ken Donaldson. And vice versa. He has two websites. His primary website is Ken Donaldson. And, his Marry Yourself First website promotes his book.
Video Marketing
When Ken first developed his website he was advised that it needed audio. So he added audio. Then he was told he needed video. So he added video. He learned that it wasn’t as difficult as he thought it would be. He also created a small website called Ask Ken Donaldson. Ken creates short video responses to the questions he receives. Then, he posts them on YouTube and on his website. He currently has nearly 90 videos. Ken’s content marketing strategy is to produce free advice and give it away through his websites, his blog, Facebook and Twitter with video as a primary form of content delivery.
Location, Location, Location.
As the old saying goes in real estate, Ken has learned that in marketing it’s content, content, content. Ken’s strategy is to give his best in 3 to 5 minutes. He produces content that delivers on the 3 E’s reaching people who are interested in his content. Ken’s videos are very authentic and human. For example, during a vacation in Utah he created some video with beautiful scenery. It was totally unscripted, raw video because it was so casual with some good advice from Ken.
Trading Dollars for Hours No More
Ken’s practice is doing well. His content marketing strategy effectively drives clients to his practice. In 2009 he got more clients from the internet than ever before in his sixteen years. He attributes his success to being more visible, more available and more downloadable. He eventually plans to “trade dollars for hours.” He’s already started producing premium content through his 5 CD program and has more plans for more premium content.
Ken’s brand is growing and his business is thriving. I feel strongly that these content marketing, inbound marketing strategies apply equally to all business of all sizes across all industries.
In addition to the website links for Ken above, you can connect with him on Facebook and Twitter. He’s a good example of a niche marketer having fun while enjoying success.
If you want to learn more about content marketing strategies, check out my book Marketing 2.0.
I've seen the tragedy of modern psychology: there is a huge amount (of time, energy, money) to train therapists to give therapy, but little or no training on how to run a practice. While it is the session that is the most fun, most fulfilling, it is the practice that puts food on the table.
There should be more work, more effort spent helping starting therapists with the business side of a practice.
But heck, that's just my $.02
Ben, you're so right. That's why Ken Donaldson's example is a model example which I'm sharing through my blog. I hope others in the profession can be inspired by Ken's example.