Marcus McGehee

Founder, M2 Marketing

A Comprehensive Guide to Digital Marketing for Therapists

by | Feb 1, 2023 | Digital Marketing, Uncategorized | 0 comments

Are you a personal development coach or therapist looking to take your business to the next level? If so, then digital marketing is the key, as we’re sure you already know. Today, we’ll talk about the basics of a modern digital marketing foundation that will allow you to connect with more of the right clients and grow your business.

The way we have marketed to our customers has shifted from what we used to do. In the past, the focus was really on features of the products or services, then came features and benefits and what problems they may solve. Now, the most successful marketers focus on the customer, and the problems that they are looking to solve first, then get into the features & benefits later. In order to do this, you need to establish 3 key areas of your digital marketing strategy.

Goal Setting For Your Digital Marketing

The first step you should take to begin your marketing plan is to clearly define your goals: what specific problem you are looking to solve and who your specific target audience is that has that problem. The idea of developing a specific customer avatar, going so far as to giving that person a name, and speaking directly to them is something many businesses don’t do currently.

What this allows you to do is give your marketing a focus. Trying to be everything to everyone is a recipe for disaster, as you’ll end up appealing to no one. But if you focus on solving one problem for one type of person, then you can speak directly to them, and they’ll know that you understand their specific situation, thus increasing the likelihood of them doing business with you.

This leads into the next point, defining your tone of voice and positioning.

Tone of Voice & Marketing Positioning

You may be marketing to millions of people who could benefit from your product or service, but you sell to one person at a time. The goal is to align what you are saying, with how you are saying it, and who you are saying it to in a way that you create a cohesive story that takes someone from a position of pain or uncertainty and leads them down the path to success while providing concrete examples of how you will do it.

People buy on emotion and justify with logic after the fact. The way that you communicate ideas and position your brand is a part of the story that you tell. Telling an immersive story is the key to successful selling online. The unique way that you tell your story, and the story of how you help people solve their problems is called positioning, and it is one of the most powerful marketing tactics available.

The combination of a well-defined target market and a unique position that speaks to them is how you will cut through the noise, get noticed and be remembered. This combination leads to something called the “epiphany bridge”, a term coined by Clickfunnels founder Russell Brunson.

What is your epiphany bridge?

The most powerful story you can tell is the one that already exists in someone’s mind. The challenge you face is how can you arrange their thoughts to get the “aha” moment that they have been looking for?

The answer is to create an epiphany bridge, which is a short story that takes someone from their current problem state, through the process of discovery that you can help them, and then arrives at the solution that you provide.

This is how you get people to “raise their hand” and say “I need help with this”, which then allows you to position your offer as the solution to their problem.

To do this, you need to understand 3 things:

-The Before State: what pain are they currently in?

-The After State: what transformation do they want to make?

-The Bridge: how will you take them from the before state to the after state?

This is the foundation of your sales message, and it’s what you’ll use to create all of your marketing materials.

Now that you understand how to set goals, define your tone of voice & position, and create an epiphany bridge, you can begin to create content and start building out the rest of your marketing strategy.

Building a successful marketing strategy for your coaching or therapy business

Now that you understand your target market and defined your clear goals of who are you trying to reach with your personal development services you can begin developing content that speaks directly to them.

The next step is creating a content strategy. What kind of content are you going to create? Will it be blog posts, articles, video content, or something else entirely? Once you know what kind of content you’re going to create, you need to determine how you’re going to get it in front of your target market. This is where SEO comes in.

SEO, or search engine optimization, is the process of optimizing your website and content for Google search. When people search for terms related to your business, you want your website and content to appear as high up in the search results as possible. There are a number of ways to optimize your website for SEO, but that’s a topic for another day.

Another important part of digital marketing is social media. Social media platforms like Facebook, TikTok, Youtube, Instagram, and Twitter provide an excellent way to connect with potential and current clients. You can use social media to share your blog posts and articles, run ads, host webinars or live streams, and so much more. The sky really is the limit when it comes to social media marketing.

Lastly, we want to mention email marketing. Email marketing allows you to stay in touch with your past clients, as well as potential clients who may have visited your website but haven’t yet become paying customers. You can use email marketing to share helpful blog posts and articles, invite people to webinars or events, and offer exclusive discounts and coupon codes. Email marketing is still one of the most profitable ROI for digital marketing that exists today, but you need to make sure that you do it correctly and have balance between delivering value to your subscribers and selling to them.

What are the best practices for creating effective content for digital marketing?

Creating effective content for digital marketing requires a few key practices. First, it’s important to understand your target audience and create content that speaks to their needs. This means researching their interests, demographics, and other factors that can help you craft content that resonates with them.

Second, it’s important to create content that is visually appealing. This means using high-quality images, videos, and other visuals that draw the reader in and make them want to learn more.

Third, it’s important to be mindful of the mental health of your readers. This means avoiding clickbait titles, sensationalized content, and other tactics that can be damaging to readers’ mental health. Instead, focus on creating content that is informative, helpful, and inspiring.

Finally, it’s important to be consistent with your content. This means creating content regularly and ensuring that it is up-to-date and relevant. This will help you build trust with your readers and keep them engaged.

By following these best practices, you can create effective content for digital marketing that resonates with your target audience and helps you reach your goals.


Digital marketing provides personal development coaches and therapists with a wealth of opportunities for growing their businesses. By taking the time to understand their target market and develop a content strategy tailored specifically for them, coaches and therapists can use digital marketing tools like SEO and social media marketing to reach more people than ever before. And email marketing provides a great way to stay in touch with past and potential clients alike. If you’re ready to take your personal development business to the next level, we would love to schedule a free 1 hour strategy session to help you craft your go to market message.


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