Three C’s of Connection Marketing

People are in such a hurry to launch their product or business
that they seldom look at marketing from a bird’s eye view
and they don’t create a systematic plan.
~ Dave Ramsey

Your marketing plan should consist of three separate strategies, addressing three different groups.

  1. Clients

  2. Colleagues

  3. Community

Also, consider how you are going to engage with these groups online and in-person.


When considering your marketing plan for clients, think back to Week Three and all you have learned about your ideal client/s. Your marketing plan is where that information becomes essential.

Once you have determined where your ideal client goes, who they interact with, how they get their information, who are their trusted advisors – you then use this information to meet them where they are. This could be putting up posters in places they frequent or having flyers advertising your services in a rack in the waiting room. You could do psycho-educational talks at community centres, you could place ads in local newspapers, you could do Facebook ads. For each person in this program, your marketing plan is going to look different. Below is a list of ways you can connect with your clients. Only choose what resonates with you to begin with and then build from there:

  • Website
  • Blog – written or video
  • Podcasts
  • Directories
  • Write articles
  • Speaking
  • Ebooks
  • Facebook page – Use caution with social media – it can potentially create blurry boundaries and may open up confidentiality issues depending on your clientele.


Connecting with other therapists can provide incredible support but also strengthen your referral network. Here are some ways you may want to consider connecting with your colleagues.

  • Guest write for others blogs / projects
  • Joint ventures with other therapists – workshops, speaking
  • Partner with therapists who have complementary specialties
  • Peer consultation partnerships or groups

Find out how you can be of service and help others in their practices too. People want to help people who help them.


Connecting to your community means looking outside your profession and meeting people who may already be influencing your clients.

  • Meetup Groups
  • Joint ventures or cross-referral with complementary professionals
  • Public speaking
  • Articles for magazines
  • Letters to introduce yourself
  • Flyers or business cards to leave with others

Don’t pee in your own sandbox – Aim to find clients outside of your professional network.