As I’m gearing up to start BlogStart for Therapists, Licensed Clinical Social Worker Patti Sayre wrote in with a question . . . .
I am a psychotherapist in NYC. I have a successful practice, however I know that I always need to be looking and moving forward. I was about to start a newsletter and now I am not certain about whether I should blog instead after reading your post. What do you think? What is the marketing difference between a blog and a newsletter. Thank you.”
Thanks, Patti, for asking such an important question.
You are right in questioning which tool to use.
They can both be effective in marketing your professional services.
However they do serve very different purposes.
Use Blogging to Build Trust and Credibility
Blogs are best used to broaden the audience to which you wish to speak or get known to.
Every time you post new useful content on your blog, you are introducing yourself to individuals who may not have known about your practice but were interested in (and searching online for) that very information.
And, once you post that really useful and relevant information, ANYone can read it, share it with others, and begin to engage with you by commenting.
Blogging is also what you do to build trust online with strangers.
In fact, it’s the number one reason I keep showing up back here to share what I know.
Over time, if my content is (1) accurate, (2) useful, (3) relevant, and (4) engaging, I know you will be back . . . again and again.
Some of you will find it so valuable in helping you build / expand your private practice that you will ask to have the new blog posts sent right to your email box.
Others will trust the information here so much that you’ll tweet about it like Tiffany and William did . . . .
Or, you’ll share it with your friends and colleagues on Google +
And, . . . on Facebook like here . . .
. . . or pin it to your pinboards on Pinterest.
Those things just don’t happen without trust.
Blogging is also great for building your credibility with strangers.
By amassing a great body of content (Did I say “accurate, useful, relevant, and engaging content?“), you are building your reputation online.
That’s huge given the fact that everyone I know from elementary age on up through senior citizens checks out new resources online – especially those offering professional services.
Your digital footprint is the equivalent of a business card in the 1960’s.
The only difference is that your online presence reaches a whole lot farther!
Use Newsletters to Stay Connected
Newsletters are a whole different thing.
You may or may not share some of the same content as your blog but the purpose and payoff is quite different.
You can’t send electronic newsletters about your business to total strangers.
That has the potential to get you accused of spamming.
Instead, newsletters are best used to stay connected to the clients you already have.
The best way to use a newsletter is to send it out to your your current referral sources and current / past clients.
You can include information about upgrades in your practice, new certifications you have received, new employees that you have brought on, changes in scheduling, as well as provide information and inspiration that is likely to be related to the recipients’ interests.
This is also a great place to offer any special discounts / coupons / service packages / products that might be used to re-engage clients that have used your services in the past.
See the difference?
Use Your Marketing Tools Strategically
Be strategic when you are choosing which tools to use.
Otherwise, you can end up spending a whole lot of time with very little return on your investment.
Two different tools, two different purposes.
If you already have all the clients you want, then focus on staying connected to the ones you have.
But, if you don’t have all the clients you want, blogging can be a game changer for your private practice.
And, if blogging is what you are interested in but you have yet to really get started . . .
Tamara, thank you for differentiating the different uses for blogs and newsletters – I have and use both. Question – I had not thought of sending my newsletter to current or past clients (have a newsletter list of people who have agreed to sign up for my newsletter). Do I need consent from current/past clients to add them to this newsletter list?
As a sidenote: thanks for offering BlogStart! Sounds like a great and affordable tool — for new therapists as well as for those who would like to ‘jumpstart’ their blog 🙂
Kate, since you are the first to say that you use both, perhaps you would like to let folks here know how they might get your newsletter! You will need to get written permission to send your newsletter or other materials to current or past clients. I suggest you just include that as part of your informed consent process. And, remember that you can’t hawk your services and wares to current / past clients . . . at least not without their express permission to do so. I might let a past client know about a new group or product that might be useful to them, but I would be extra careful about sending much in the way of salesy-pitchy stuff. That’s not what newsletters are for, right?!
And, thanks for the BlogStart good wishes! I’m stunned at the response I’ve received and know it’s because therapists like you have passed the info along to others.
Thanks for the clarification, Tamara! I will certainly add that “consent” part to my disclosure statement.
I would love if folks here would like to sign up for my newsletter. I send it out quarterly with info about recent trends in counseling/mental health that I find interesting, as well as some unique writing content and upcoming events.
You can sign up on my homepage: http://www.katedaiglecounseling.com.
If other folks on this thread have newsletters that they send out too, I would like to know how to sign up for theirs as well so that we can all add to each other’s referral bases and learn about what interests each of us.
With appreciation!
Kate, the smart thing you just did is explain a bit about what is in your newsletter rather than just saying “Sign up for my newsletter!” You actually told folks what they would be receiving and why it might be useful to them. Smart gal!
We use our blogs to combine to create a monthly “best of” e-mail. Then we have a quarterly newsletter – often these seem to be two different groups of people – so rehashing the content isn’t bad. We choose blog content that got the strongest response to include in the email and newsletter. We also include relevant dates and events that we’ve twittered into our newsletter.
J Kipp! I’ve missed you here!!!! Thanks so much for dropping in and sharing a great way to re-purpose the best of your blog content by including it in your newsletter! That’s a terrific idea! And, including dates and events is an excellent thing to include in a newsletter, too.
Now you’ve got me wondering . . . what else do you guys include in your newsletters to make them juicy and worth reading?
Tamara, I like how you have differentiated between the purpose of a blog and a newsletter. I have always wondered why people would choose a newsletter over a blog.
I’ve often thought I would like to contact present and former clients with news. I will have to consider how I could incorporate this into my services for them. And, of course, I will only implement this after getting their permission within the service agreement.
Tawnya, so glad I could help!
BTW – Just read your post on 50 ways to Honor Boundaries in Relationships. Great list! I especially like #26 for therapists – Stop the blame game (and take responsibility for growing your practice)! When I attended the Association for Women in Psychology’s annual conference earlier this month, I was reminded of how many ways I wear blinders – in my personal life and also in my professional life. What I know is that pity parties and blame games can kill a practice before it ever even gets off the ground. And, as you point out in #26, those are just boundary issues with blinders on! Hmmmm . . . . Doesn’t that sound like the title of a blog post . . . or a book?!
Hi Tamara,
Somehow I missed your post about the difference between blogging and newsletters! I had been looking for it and have had a very busy March and April and missed the marketing for it. I must not be on your mailing list? I saw the post in a linked in group that I belong to. Are you going to have another class? Am I correct that there will be one starting in October? Thank you by the way for the clarification of the two!!!!
Patti
Hi, Patti! It’s great to have you back here again! I’m so glad you found this post even if it was in a round about way.
If you want to sign up to get updates to my blog sent straight to your email inbox, you can sign up here.
And, yep, you’re right! I haven’t told anyone yet but I will be offering BlogStart for Therapists for beginning bloggers in October. i would love to have you join me and bring your friends, too. (If you sign up to get my email updates, you will automatically get notified when BlogStart for Therapists is launched again for the October class.)
Thanks Tamara,
I am signing up and see you in October!!!!
Patti, I’m so tickled to have you here and in the October series of BlogStart for Therapists. Bless you! I haven’t even announced that class yet but it’s definitely on! See you then!