Mastering Marketing – Local Outreach Done Right
Why Local Outreach Matters for ABA Practices
Marketing for ABA practices often feels overwhelming, especially when the competition includes big corporate providers with massive advertising budgets. But what if the key to growing your practice wasn’t in expensive ads or fancy promotions but in your local community?
In this episode of 3 Pie Squared - ABA Business Leaders, we sat down with Matt Harrington, founder of ABA Digital Marketing, to discuss practical, ethical, and effective strategies for building a strong local presence and getting referrals that last.
Common Mistakes in ABA Marketing
Many ABA business owners struggle with marketing because traditional tactics don’t always work. Matt explains why simply dropping off donuts or brochures at a pediatrician’s office might generate temporary goodwill—but it won’t create long-term referral relationships.
- Not having a Google Business Profile – Many practices don’t even claim their profile, making them nearly invisible online.
- Lack of online presence – Outdated or non-existent social media and website content can make a practice seem unreliable.
- Overcomplicating intake – If a parent or referral source can’t easily find your contact info or navigate your website, they’ll move on to another provider.
- Avoiding marketing because it “feels salesy” – Marketing shouldn’t feel sleazy—it should feel like helping!
How to Improve Local Outreach for Your ABA Practice
1️⃣ Claim & Optimize Your Google Business Profile
- Ensure your ABA practice appears in local searches.
- Add updated photos, contact info, and services.
- Encourage organic Google reviews without direct solicitation.
2️⃣ Build Relationships with Local Professionals
- Instead of just handing out flyers, offer valuable resources to pediatricians, speech therapists, and schools.
- Host free training sessions or create easy-to-understand guides that professionals can share with families.
3️⃣ Use Ethical Strategies for Generating Referrals
- Make it easy for happy families to share their experience (e.g., surveys, satisfaction scores).
- Train staff to recognize and nurture warm referrals without violating ethical guidelines.
4️⃣ Improve Your Website & Social Media Presence
- Regularly update your website with helpful content for parents.
- Use social media for education, not just promotion.
- Make intake forms easy to complete—don’t let complicated steps drive families away.
Final Thoughts: Marketing That Feels Right
Marketing shouldn’t feel forced or unnatural. The best ABA marketing strategies are those that help families and professionals find you effortlessly—not ones that push aggressive sales tactics.
If you’re looking for practical, ethical, and effective ways to grow your ABA practice, start by strengthening your local outreach and building relationships in your community.
📌 Starting a practice or need help optimizing your current one? Download our free ABA Business Start-Up Checklist 👉 Start-Up Checklist
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