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Not sure what approach to use for niche brand

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Marketing, social media, advertising

jb5150

Contributor
Jun 18, 2016
136
50
The short:
  • I have a virtual psychotherapy clinic where I contract other therapists with their own space and take a 30% cut of each 1 hour client session
The niche:
  • Free Car accident trauma therapy to anyone within my province who has been involved in an auto accident (pedestrians and transit riders included). Bottom line: you have a drivers license here, you are covered (provided you have an open claim).
My previous approach:
  • I viewed other clinicians and private practitioners as my clients (Doctors, physiotherapists, occupational therapists, neurologists, chiropractors etc) <--essentially anyone who already had 'my clients'. I'd reach-out them often online with a message asking if they are taking referrals as we often receive clients in need of all sorts of manual therapy treatment, or concussion specialists as we see a lot of these cases too.
My problem with this approach:
  • Volume: Referrals come in sporadically. I can go weeks without a single one, and then a few trickle in, and often times it can go quiet again.

Proposed solution:
  • target the public with online Ad campaigns (Google, Bing etc).
  • Im running lean so I can't quite afford to go the route of Bus advertisements or radio air time. Online advertising seems to be the most accessible option for me at the moment.
Problems with Proposed solution:
  • Target/demographic: I don't really have one as this is for anyone involved in a car accident which of course can cut across all sections of society. Beyond the symptoms these people are experiencing, it's difficult to create a clear Avatar of what my typical client 'looks like'. Also bear in mind most the clients we have are referred to from other practitioners I've forged relationships with over the years. The vast majority of people have no idea they are walking around with psychological trauma, hence they're far more inclined to seek help with depression or anxiety online, and least likely to be searching for trauma treatment (unless we are talking about addictions).
  • I've been bidding on cross-niche keyphrases, in hopes to draw eyes to my landing page (Free Therapy for ICBC Clients | Lighthouse Counselling). So things like "car accident massage therapist" or "car accident injury lawyer" , or "ptsd after car accident" have been a few examples of where I target the Ad.

My question to the community:

What would be the best way to go about this? Should I do an Ad/Brand awareness campaign such as through Google? Focus on standard CPC Ad Campaign, or something else entirely?
 
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