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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to an exclusive interview from the NTM Growth Marketing podcast. Today, we have the privilege of speaking with Jessica Hutchison, an expert who has bridged the seemingly disparate fields of psychology and marketing. Jessica’s unique journey from the corporate world into clinical psychology provides invaluable insights into how marketing principles can scale and fuel practices even in the realms of psychology.
Let’s dive deep into Jessica’s story, her marketing strategies, and explore how authentic storytelling can significantly impact your audience.
Jessica wears many hats every day:
Jessica’s background in marketing and sales provides her with a leg up in the psychology field:
“I noticed right away how few people in psychology actually know anything about sales and marketing. It’s such an important thing, especially if you’re trying to build your own private practice. I tell people today, hey, listen, if you want to go into psychology, great. Get a business background first.”
This advice underscores the significance of understanding both sales and marketing for anyone looking to establish and grow their practice.
Jessica delineates between sales and marketing through a personal lens:
“In my opinion, sales would be selling somebody else’s product versus marketing your own services. I look at marketing as a bit more personal. It’s about who I am, why you should listen to me, or come talk with me.”
Storytelling plays a pivotal role in Jessica’s marketing strategy. She draws a parallel example from WWE, where involving an emotional story can connect viewers who may not ordinarily be interested.
“We have to find something to connect to. Your wife, who wasn’t initially interested in WWE, connected with a character’s story, which was emotionally moving for her.”
Jessica shares her mixed feelings about social media, particularly Instagram:
“I have a love-hate relationship with social media. I make a lot of reels and content there, but one of the hardest parts is to show up authentically in a 30-second clip.”
She highlights the importance of being genuine and accessible despite the platform’s constraints.
Jessica’s podcast recently ventured into YouTube, adding another dimension to her outreach:
“We now have shorts on YouTube, and it brings out a whole new audience compared to Instagram or Facebook.”
Creating more controlled communities on Facebook is another strategy:
“Facebook allows setting up smaller, more controlled communities, which are great for creating a closer-knit audience.”
Apart from social media:
“I also focus on teaching and public speaking, targeting professionals and clinicians, spreading my message to a specialized audience on LinkedIn.”
Jessica talks about the importance of using tools like Opus Clip for efficient content creation:
“Opus Clip has been a game-changer. It creates AI-generated video clips that significantly reduce the time spent on content creation.”
Jessica’s preferred tool hasn’t currently switched to Video Tap, but it’s worth mentioning due to its comprehensive features like SEO recommendations, blog post creation, and social media snippets generation, making it a powerful resource for marketers.
Jessica is exploring AI cautiously, preferring to focus on video content rather than writing:
“I’m very excited about AI in video content creation. The efficiency it brings is unparalleled.”
Jessica highlights the significance of having a niche:
“One of the biggest mistakes is trying to do everything. If you want to grow, develop a niche. Specialization not only improves your expertise but helps in targeting the right audience.”
For Jessica, being honest about what she specializes in builds trust and positions her better.
“If someone comes to me with a problem outside my niche, I guide them to a specialist. It’s about providing the best service possible.”
“You can check me out on my website, www.jlhutchison.com, and on Instagram at JL Hutchison LCPC, LinkedIn at Jessica L. Hutchison LCPC. Also, access our Honest Women podcast on YouTube for a more personal connection.”
Links to Jessica’s pages are provided via the above buttons. Thanks for tuning in! And thank you, Jessica, for sharing your valuable insights and experiences with us.
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