NDIS Business Registration Insights: Avoiding Common Marketing Mistakes
Starting an NDIS (National Disability Insurance Scheme) business can be challenging, especially when it comes to attracting your first clients.
Many new providers make similar mistakes that hinder their growth and visibility.
Here are some key insights to help you avoid common pitfalls and position yourself as the go-to NDIS provider.
Not Everyone Is Your Customer
One of the biggest mistakes new NDIS providers make is thinking that everyone with an NDIS plan is a potential client.
While it might seem like a good idea to market broadly, trying to appeal to everyone often results in attracting no one. Instead, focus on identifying your ideal clients and refining your message to reach them.
Ask yourself, “How many clients do I actually want?”
Most providers find that starting with a small number, such as 10 to 20 participants, is more manageable and allows them to deliver quality service.
Think From the Client’s Perspective
Many new business owners struggle to shift from their own perspective to the client’s perspective. They often focus on what they can do, rather than what the client needs.
To be successful, you need to step into the shoes of your potential clients.
Ask yourself, “What would help the consumer know that I am the right provider for them?”
Consider what concerns or problems they have and how your services address those issues.
Define Your Specialty
Another common mistake is not defining a clear specialty. For example, if you are an occupational therapist, it’s not enough to say you provide occupational therapy to everyone.
Be specific. Are you focused on children, teenagers, or the elderly? Do you specialize in helping stroke survivors or children with developmental delays?
By narrowing down your focus, you can stand out as an expert in that area, making it easier for potential clients and partners to understand how you can help them.
Align Your Services with Your Strengths
Take time to evaluate your strengths, skills, and qualifications. Not all services require specialized qualifications, but many do.
Determine what you are best at and what you enjoy doing the most. This not only helps you create a sustainable business but also allows you to deliver the highest quality service to your clients. For example, if you’re a physiotherapist and feel most fulfilled working with stroke survivors, make that your specialty.
By doing so, you become the obvious choice for anyone looking for that specific type of care.
Communicate Your Specialty Clearly
Once you’ve defined your specialty, make sure it’s communicated clearly in all of your marketing materials, including your website.
Your website should not just say, “I provide physiotherapy.” Instead, it should say, “I specialize in helping stroke survivors regain mobility and independence.”
This level of specificity helps potential clients immediately understand how you can help them, making it more likely that they will choose you over a generalist.
Network with the Right People
Knowing your specialty also helps you build connections with support coordinators and other professionals who can refer clients to you.
If support coordinators know exactly what kind of services you offer, they will be more likely to connect you with clients who need your expertise.
Building these relationships can significantly boost your visibility and credibility in the NDIS community.
Avoid Trying to Be Everything to Everyone
You can’t serve everyone, and that’s okay. Clearly define who you do and don’t serve.
For example, if you specialize in stroke recovery, make it clear that you do not handle sports injuries. This helps set boundaries, ensures you’re working with clients who are the best fit, and allows you to deliver the best possible service.
The more specific you are, the more you stand out.
Make Your Website a Tool for Connection
Your website is one of your most powerful marketing tools. It should be welcoming, informative, and make potential clients feel understood.
Don’t just list services—explain common challenges that your clients face and how you help solve them. Make it clear why someone should choose you over another provider.
Also, make sure your contact page is inviting. Include friendly photos and a warm message that encourages people to get in touch.
Shift from Generalist to Specialist
Jackie, an expert in helping NDIS businesses get registered, shared a story about a physiotherapist who struggled to stand out.
When she would introduce herself as a general physiotherapist, she often got blank looks. But when she started specifying that she specialized in stroke rehabilitation, people immediately understood her value and wanted to work with her.
The difference was night and day—being a specialist made her much more appealing to potential clients and partners.
Start Small and Grow
Remember, you don’t need hundreds of clients to have a successful NDIS business.
Start with a manageable number of participants, provide them with excellent service, and let your reputation grow.
By focusing on a specific area and delivering outstanding results, you will naturally attract more clients through word of mouth and referrals.
Ready to Get Started?
Avoiding these common mistakes can set you up for success as an NDIS provider.
Be clear about your strengths, define your specialty, and communicate it effectively to attract the right clients.
If you need help getting started or want to refine your marketing strategy, reach out to professionals who understand the NDIS landscape.