Do You Need to Be a Social Media Influencer to Succeed in Private Practice?

After 12 years in private practice, I’ve come to the firm conclusion that becoming a “social media influencer” is not a prerequisite for success as a coach, counselor, or therapist. Instead, I’ve focused on providing the best possible care to my clients and building a strong, reliable internet presence that makes it easy for those in need to find and choose my practice.

Quality Care Over Online Fanfare

At the heart of any successful practice is quality care. While the pressure to stand out on platforms like Instagram or TikTok is real, I believe that delivering exceptional services and cultivating a robust reputation within your provider community far outweigh the need for a heavy social media presence. When clients search for help online, they’re not looking for a flashy personality—they’re seeking a trusted professional who comes up consistently in search results and directory listings.

The Difference Between Internet Presence and Influencer Status

A strong internet presence is fundamentally different from being a social media influencer. It means that when someone in need of help looks online, your practice is visible, accessible, and reputable. This is achieved through a clean, professional website, optimized listings on platforms like Google Business and Bing Places, and presence in relevant directories. In contrast, influencer status typically relies on high engagement on social media platforms, often focusing more on personality than on clinical expertise.

Key Components of a Strong Internet Presence

To ensure that your practice is easily discoverable by potential clients, focus on these core elements:

• Professional Website: Keep it clean, efficient, and user-friendly. A website that’s no more than five pages is ideal—it should clearly present your services, credentials, and contact information. You should have a blog, and write article relevant to what you specialize in, this has never been easier!

• Optimized Directory Listings: Be listed in as many reputable directories as possible. Ensure your practice appears on Google Business Listings, Bing Places for Businesses, and any professional directories relevant to your field.

• Search Engine Optimization (SEO): Optimize your website and listings to rank well in search results. Quality backlinks, regular blog articles, and strategic keyword usage all play a crucial role.

• Content Marketing: Use blog posts and articles to share valuable insights and establish your expertise. This not only helps with SEO but also builds trust with potential clients.

• Provider Community Engagement: Knowing your local provider community and being recognized among your peers can lead to referrals and a steady influx of clients without the need for constant social media promotion.

Social Media—Optional, Not Essential

If you enjoy engaging on social media, by all means, use it to post tips and share your blog articles. However, if it’s not your cup of tea, there’s no need to stress. A well-crafted internet presence, combined with excellent clinical care, is often enough to ensure that when someone seeks help, your practice is one of the first they find. In many areas, the shortage of providers means that being visible in the right places—online directories, search results, and professional networks—can lead to an overwhelming demand for your services.

Conclusion

In my experience, success in private practice comes from delivering quality care and ensuring your services are easy to find online, rather than from chasing social media fame. Focus on maintaining a strong, optimized internet presence that highlights your expertise and allows clients to choose you based on the quality of your work. For more in-depth strategies on building a powerful internet presence, stay tuned for my upcoming training, where I’ll outline essential tools and tactics to help you thrive in today’s competitive landscape.

Michael O'Brien, CADC II, NCAC Iyes