Alright – so today we’ve got the honor of introducing you to Laura Bailey-Wickins. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Laura, thanks for joining us today. Can you recount a story of an unexpected problem you’ve faced along the way?

Demand for content marketing services shifted so dramatically in 2025. AI technology disrupted the perception of valuable content across many sectors, and economic uncertainty tied to the Trump administration’s tariff policies tightened marketing budgets across the board.

As a relatively new agency, GrowthSpurt Strategies was in the process of building its own online visibility and refining its value-based messaging when everything changed.

Suddenly, we had to pivot. To maximize our own return on investment for our marketing efforts, we needed to niche down. We launched an in-depth market research survey targeting mental health professionals and private practice owners, who were originally one of many audiences for us. The survey aimed to understand their exact business priorities, their expectations of agency partners, and their willingness to invest in content marketing during an economic downturn.

The insights we gathered were invaluable. They allowed us to articulate our value in a way that preserved our authentic story while directly addressing our clients’ most urgent financial needs.

If you find yourself navigating industry or economic changes, my advice is simple: take the time to research your markets and speak with your clients. Ask your market what they need right now. If you lack the bandwidth or expertise to gather this data, bring in a marketing consultant to guide you.

Laura, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m a digital marketing consultant with a decade of experience in acquisition marketing, demand generation, content marketing, social media marketing, startup/small business marketing, private practice marketing, and therapy marketing.

If you couldn’t tell, I’m into marketing.

I’ve conducted marketing for startups to Fortune 100s, but my heart always lived with the small business community.

Today, I own GrowthSpurt Strategies LLC, a New Jersey-based content marketing agency that develops client-booking online engines for independent therapists and mental health private practices.

Therapists and clinicians face a very unique problem: they need a steady pipeline of recurring clients, but they rarely have the time or background to manage their own online marketing efforts. As a marketing consultant, I work with practice owners to build a profitable online marketing strategy. Then, my agency steps in to execute it, creating high-value, purposeful content that saves professionals time and drives sales.

If you want to learn how to market your own private practice, visit our blog, audio blog, YouTube channel, and resource center at growthspurtstrategies.com. Our content is tailored for small business owners with limited to no experience in the field of digital marketing.

Any insights you can share with us about how you built up your social media presence?

Growing an audience from scratch requires three tasks:

1. Identify your business structure and your role. Are you the founder, the practitioner, or both?
2. Define your brand identity. Will you be the face of the brand, or are you building a faceless, enterprise-level presence?
3. Align your social media goals with your business objectives.

For a solo private practice, the spokesperson is almost always the clinician. Their primary business objective is to generate a pipeline of new clients on a consistent basis to replace those who complete their treatment. Therefore, their social media goals must directly align with booking consultations.

You have to work backwards. Define your business goals, identify your target audience, and then outline the methods, your environment, and your messaging.

Most people jump straight into writing copy or creating visuals, which is a mistake. You cannot build effective content until you establish exactly who you are speaking to and why. This is especially critical for mental health professionals, who need to navigate strict state licensing requirements, professional codes of ethics, and HIPAA laws. Because therapists cannot directly message individuals to solicit services, they must build an audience through good old-fashioned trust and domain expertise.

My advice for those just starting out? Describe how you will generate awareness before you post on social media. Niche down and hone your messaging. Instead of chasing vanity metrics, focus on building meaningful connections with your audience and network contacts. Follow tangentially related organizations, fellow practitioners, and local medical offices that serve as ideal referral pipelines.

Remember, not all followers and connections are equal. The quality of your social media community and the strategic intent behind your content are what actually convert visitors into booked clients.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Much of entrepreneurship is learned under the “School of Hard Knocks” as well as harsh lessons passed on by other entrepreneurs.

To build a resilient business from scratch though, you need a deepened understanding of leadership and psychology. The resources that most impacted my management approach include:

“Being the Boss: The 3 Imperatives for Becoming a Great Leader” by Linda A. Hill and Kent Lineback.
“Influence: The Psychology of Persuasion.” by Robert B. Cialdini.
“Good to Great” by Jim Collins.
“Marketing Management” by Philip Kotler and Kevin Keller.
“Building Strong Brands” by David A. Acker.

Contact Info:

• Website: https://growthspurtstrategies.com
• Instagram: https://www.instagram.com/growthspurtstrategies
• Facebook: https://www.facebook.com/laura.bailey.wickins.2025
• Linkedin: https://www.linkedin.com/in/laurabaileywickins
• Youtube: https://www.youtube.com/@GrowthSpurtStrategies
• Other: https://linktr.ee/growthspurtstrategies