Marketing Your ABA Practice – Marketing in 2020

By: Pete Polgar
Building Your Brand Moat Marketing In 2020 And Beyond, presenter Pete Polgar



Marketing your ABA practice does not need to be complicated or complex. While digital channels such as social media, search engine optimization (SEO), email marketing and pay-per-click (PPC) are very important elements of marketing, there are components that can be done within your practice with little effort.

Before you consider diving into marketing, your mindset should be to focus on the customer. Here are some questions you need to consider:

  1. What does our perfect customer look like?
  2. How are our customers hearing about us?
  3. What are we doing to “wow” our customers?
  4. How are we communicating with our customers?

Jay Baer, author and marketing consultant, shared that 92% of consumers trust recommendations from people they know directly, and anonymous reviewers have a 70% trust rate when they post online about a brand.

Online reviews are extremely important for businesses, but it goes against the BACB code of ethics (Section: 8.05 Testimonials and Advertising). Does that mean we cannot market our business effectively? Absolutely not. 

Online reviews are important, but word-of-mouth is even more important. If you create an operational process around customers to “wow” them, you will see your practice grow.

What can we do to “wow” customers and prospects?

Customers do not need a lot to be impressed with a business. As an ABA therapy practice, you can try the following as examples:

  • Create fun and educational posts on social media
  • Check-in with your clients after two months of therapy and survey them
  • Send monthly email newsletters
  • Write them a handwritten note or letter
  • Create video or blog content on your website
  • Improve your website usability to communicate with clients and prospects

Let’s use us as an example. We provide monthly webinars on important topics that provide value to clients. Does this result in more sales? Maybe, but that is not the goal. The goal is to help customers navigate the ABA business landscape.

Next Steps

Before you consider hiring staff or an agency to help with your needs, check out our webinar with Glenmont Consulting. Pete Polgar, the Principal of Glenmont, will provide you with actionable takeaways. Enjoy!

About the Author

Headshot of Pete Polgar from Glenmont Consulting

Founder & CEO at Glenmont Consulting

As the Principal of Glenmont Consulting, Pete serves as a trusted advisor for his clients' marketing campaigns. Glenmont is a marketing consultancy firm, which may sound like a marketing agency but there is a big difference between the two. The biggest difference is that they don't propose solutions unless they know we are tackling the right problem. In today's marketing landscape, everyone is inundated with endless amounts of content and ideas to improve business marketing. With all these distractions, it is easy to lose our focus, become preoccupied by the "next big thing" in marketing and wind up failing. Think of Glenmont as a pair of noise-canceling headphones on a loud airplane, next to a chatty seatmate. They will remove the distractions and allow you to enjoy your favorite songs on Spotify. Working with them, they will get you from your current state to your desired state in the most delightful way.

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