Over 100 ways to market a doula business and promote birth doula services

15/5/2018

updated 2025 May 26th (from over 50 ways to over 100 ways!)

If you'd like this list printed out with checkboxes and space for goals, plans, and progress, download the printable PDF e-book.

E-BOOK Over 100 ways to market a doula business and promote birth doula services

$15.00

This printable PDF e-book is designed for you to utilize as a workbook. Print it out. Check off the things you are already doing. Highlight the things you want to try. Fill in the journal spaces for goals, plans, and progress. You can print this as many times as you need to. It has well over 100 ways you can promote your doula services. Find what works for you.

Please read: This is a 32-page e-book for individual use. It is not for commercial use or distribution. Any distribution or copying the content is a copyright violation.

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You may be a brand-new doula reading this wondering how to get clients. Or, perhaps, your business has been around a while and is struggling. Maybe you’re trying to think of new methods you can try. Or you’re good at doula work but not so good at the business side of things and you need help reaching more people. I know as an introvert that’s on the quiet side it can be hard to promote ourselves especially in person. What brings you here today? Let’s talk about ways we can promote our doula services. There are lots of options. Find something that works for you.

Be findable.

You have the option of choosing a business name that includes your city or region.
Create your website. A website is essential.
Make your location clear on your website. One option is to put it in the footer.
Submit your website to search engines including Google.
If you have blogs on your website, you may find a blog with your name, role, and location could help people find you even more. For example, I have a blog titled Meet Leanna Mae – a Christian birth doula in Dayton, Ohio (Springfield, OH; Troy, OH)
Join Facebook groups for finding doulas. I created the group: Find a Christian doula, midwife, and more.
List yourself on doula directories.
- Your training program may offer a directory of their own doulas.
- www.DoulaMatch.net
- www.madeforthisbirth.net
- www.Christianbirthdirectory.com
- Check your local area for any doula directories.
List your business on directories for small businesses. Here are some options.
- Google Business profile – option to list on Google Maps as well
- Yellow Pages
- Yelp
- Apple Business Connect
- Bing Places for Business
- Foursquare
Depending on where you live, it may be helpful to join your local Chamber of Commerce. I live in a small town. For my area, it could be a helpful way to make connections.
Are there any resources in your area where small businesses can list what they offer? This can be a website. It can be a community tackboard. One of the restaurants in my town has that. I’ve also seen churches have directories of businesses in their congregation. I’ve seen cafes that allow business cards to be left. Remember this isn’t limited to your precise location. This is for your entire service area.

Get established on the web.

You need a website. A beautiful and well-done website can help a lot in showing how great you are as a doula.
If your website is for other things as well – such as mine is primarily for promoting my books and blogs – consider using the footer space to offer a summary of who you are and what you offer. Even a signature (cute font) with your title of “doula” under it and location mentioned could bring business no matter what web page they visit.
Put your website in the bio of every social media platform you are on and link to it where you can. Make it visible. If I visit your personal Facebook profile, there should be a link to your website or at least a mention of it in your about info.
Mention you are a doula in the bio of all your social media accounts.
Facebook is the most popular social media platform. You should have a Facebook page for your business.
Try to post regularly (at least once or twice a week) on your social media accounts. It can be a challenge to post regularly on social media pages especially when you are busy. One way to combat this challenge is by creating schedules, doing series, or scheduling your posts in advance.
One thing you can do to keep your Facebook page active even when you don’t have much time to create content is to like other pages as your page. Then share their posts on your page (from their page, not reposting).
Instagram is also very popular for this topic.
You can add a location to your business posts or use hashtags for a location.
You can create YouTube videos as well.
If you are a good speaker, podcasts are an option. Remember to let yourself get a good amount of seasoning before you start sharing wisdom.

Develop your signature look.

You can create a logo.
You may like the idea of having theme colors.
You can have a signature font too. Little things like this help with branding.
Some even create a custom welcome folder for consultations.
If you’re starting out, think about branding before you launch your website and socials. Back when I became a doula in 2008, this wasn’t something anybody talked about. I’ve noticed doulas who have launched in recent years doing this and they have had a more successful launch.

Get connected to women in your service area.

If you’re new, tell everyone you’re now offering doula services!
Offering a free consultation is a good way to encourage interested potential clients to meet you.
Local mom groups are a good way to get connected. Search for mom groups, natural parenting groups, home birth groups, or any type of birth groups in your area.
You can also create a birth support group for your area. This can be on Facebook or in-person.
If you’re a mother, going to mom groups or playgroups can be a good connection.
Identify women you have established friendships with who could help you get the word out that you’re a doula.

Get connected to your local professional community.

If there is a Facebook group for doulas in your area, join it.
If your area doesn’t have a Facebook group for doulas, start it.
If your area has doula get-togethers where you go out to eat or meet up, put yourself out there and socialize.
If your area doesn’t have a doula meet up, create one.
Become friends with other doulas in your area. You will need the community.
Find your tribe. Not all doulas are going to be a good match for friendship. We have different beliefs, different religions, different values, and definitely different politics, etc. Find the people you align with who are also doulas.
Refer to each other when your schedule is full or a client would be better suited for a different doula.
If you’re a new doula, you can always ask other birth pros out for coffee and get to know one another. Seek advice when you need it. We are all always learning. Asking people out to coffee is a good way to develop friendships.
Other doulas aren’t the only professionals you should try to connect with. Here are some other professionals you could reach out to.
- Obstetricians with good reputations for being doula-friendly
- Nurse-midwives at hospitals and birthing centers
- Community midwives
- Childbirth educators
- Postpartum doulas
- Lactation consultants or other breastfeeding support professionals
- Pelvic floor therapists
- Chiropractors
- Birth photographers
- Fitness instructors that offer prenatal or postpartum exercise classes
- Placenta encapsulation professionals
- Massage therapists that offer prenatal massage or infant massage
- You may also want to try to connect with store owners that sell baby-related items. Check your service area for maternity stores, baby boutiques, and cloth diaper stores.
- One more resource we don’t hear mentioned often is public health. I had someone from the public health department in the neighboring county reach out about doula work. Check your area to see if public health is offering any programs for mothers and babies. There may be the possibility of getting referrals or getting listed in a doula directory.
If any professionals related to women’s health are having an event within your service area, consider going to the event. Meet in person. Build relationships.
Get involved in your local women’s health community.
Join organizations.

Identify local resources.

You need to know where all the hospitals are in your service area that offer labor and delivery. Over time, you may develop friendships with some of the staff.
Are there any freestanding birthing centers in your area? Reach out to them and let them know you’d love to work with them.
If you are able to (and are interested in) offering doula support for those in need via a scholarship, you can reach out to several resources: pregnancy resource centers, domestic violence shelters, homeless shelters, sober living homes or transitional homes that take pregnant women.
Work on building a resource list for your doula clients. You may want to put this on your website or keep this for your clients. As you find more professionals to list, reach out to them and try to build a professional relationship. You may be able to refer to each other. Put your name out there.

Attend or host events.

Attend continuing education workshops or seminars. You never know who you will meet. It’s always nice to meet people who have a similar passion.
Be a guest speaker at a local childbirth educator’s class.
Give a presentation in your community about what doulas do.
Any event you host or even a class you teach should be listed in every local resource. If your town has a Facebook group, share the event. If your city offers a what’s happening type website where events are listed, submit yours. If your local library allows flyers for events, share one. What are the local resources in your area that you can list events?
Attend any meet-the-doula events.
You can also host meet-the-doula events.
If you are also a mother, there are more opportunities to attend events such as birth support groups, birth story events, breastfeeding support groups, etc.
Host a birth story circle where women are invited to share their birth story. This can be a one-time event, seasonal, or monthly.
Host a fundraiser for local pregnancy resource centers, women’s shelters, transitional living homes for mothers with babies, etc. You can do a diaper drive. Perhaps, there are opportunities to fundraise for your local children’s hospital. There may be opportunities to fundraise for NICU families. There are always people in need. Bring people together to help others if you are able.
Attend rallies and events for maternal health or infant health matters.
If given an invitation to a baby shower, show up wearing a doula shirt and ready to impress. One thing to consider would be offering to do baby shower games. Bring the fun! Get up and get introduced.
Set up as a vendor. This could be an information booth where people can meet you and you can give out flyers or welcome folders they can take home. If you have something birth-related to sell, you could have more vendor options. Here are some ideas.
- Baby fairs (if there are any in your area)
- Homeschooling expos
- Christmas bazaars (your church, your town, the next town over, the local schools, etc)
- Church events (it doesn’t have to be your church)
- Farmer’s markets
- Festivals may be worth considering
- Crafting events if you have homemade items to sell
- Small town parades
- County fairs (depending on the types of vendors they have)
- Some flea markets may be worth doing an event at
- Community yard sales are an unusual one, but small-town people do talk and it is an opportunity in your own front yard

Show yourself friendly, helpful, and knowledgeable.

Character speaks volumes. Be a friendly person both in-person and online.
If you’re able to offer insight and help give an answer, this can be an opportunity to share you are a doula.
Your website and social media accounts give you an opportunity to show that you know things potential clients want to learn more about or need to know. Think about what you want to share that is educational. These blogs/posts do take time. Be realistic with your goals. You have a lot to balance. Social media can’t be your main job, but it can be an avenue that leads to clients.
If you like to write, blog about birthy things.
You can purchase content calendars and may be able to purchase the images and captions. Show you have knowledge on different topics.
You can become a resource by gathering information on resources in your service area. You may keep this resource list for your clients or share it on your website. Some things to include: places to give birth, recommended providers, a list of community midwives, postpartum doulas, birth photographers, lactation professionals, pelvic floor therapists, mental health support, breastfeeding support groups, mom support groups, even retail stores to find the best deals. Those are a few examples. Your resource list will grow over time.

Promote your services.

Of course, we all post on social media. Try to post regularly, but don’t burn yourself out. We can spend a lot of hours creating content for social media. Does it get you clients? It will get you some. It won’t be your end all be all. Remember to promote your business outside of social media.
One of the best ways to promote on social media is to share in groups that allow it. Check your local Facebook groups. The mom support groups may offer a monthly or seasonal thread for small businesses. Local groups may allow promotion. There may be local groups just for small businesses. Even with larger groups that aren’t local, share where you can. It’s a small world. There are surely people in your service area also in those big groups.
Get business cards. Give them to family and friends who will share. Tack them up on community message boards.
Car magnets or stickers may be an old-fashioned approach, but it still gets attention. Make sure your car is in decent shape before advertising on it.
Wear shirts and apparel that say “doula” or have other birth-themed sayings. It can invite conversation.
Run Google ads.
You can run ads on several different social media platforms.
You can boost posts on Facebook.
You can buy ad space with some local resources.
You may even consider placing flyers in relevant places.
Is there any opportunity to write an article in your local newspaper?
Are there any local magazines or publications for mothers that you can advertise in? This could be a traditional ad or something different like writing an article for them or getting interviewed.
Look for opportunities to get interviewed or be referenced in non-local resources as well. If your name and location are mentioned in there, it may come up when people are searching for a doula in your area.
Nurses’ week is an opportunity to drop off gifts or snacks to your local maternity units with a thank you note from the doula.
Practice your elevator pitch. If someone asks you what a doula is, you should be able to give them a short introduction to the role.
Last but certainly not least, bring up the topic of you being a doula whenever you get an appropriate chance to do so.

Funnel from a related role to doula services.

Teach childbirth classes or other birth prep classes. Let all students know you are also a birth doula. This is a great way to funnel to doula services!
Sometimes lactation professionals will also offer doula services.
Learn the skill of photography and get trained in birth photography. You can offer it alongside your doula services or as a separate service.
Rent out birth pools in your community.
Sell related items to women in your community.
- Birth affirmations that are printed
- Birth support kits
- Rebozos
- Wooden combs (that you’ve bought in bulk to resell)
- Rice or corn bags
- Shirts and apparel directed at mothers
Sell related items to birth professionals in your community.
- Shirts and apparel
- Dilation beads for their badges
- Educational tools

You can also offer digital downloads of relevance such as birth affirmations, PDF downloads on a variety of topics, educational handouts, etc. While the web is a big world and many visitors may not be local to you, these digital downloads are an opportunity to promote a product to women in your area. They may not be hiring a doula, but they can certainly get your name out there if they share about a product they found helpful. It can get your name out there as a local doula.

I sell apparel for both birthing women and birth professionals on my shop page.

Consider expanding your service area.

If you are not getting enough clients in the service area you have, consider expanding your service area.
Some doulas also travel to provide services.

Stand out in your own unique way.

Is there anything you can do to stand out from other doulas they may be considering? Think about it.
What it is about you that is different from other doulas? Perhaps, you have a nursing background. Maybe you’ve traveled and done birth work in other countries. Maybe you’re like me and you’re an author. What is unique about you?
What professional experiences have you had that make you a better doula? Weave that into your promotion.
What personal experiences have you had that make you a better doula? Talk about it.
What can you do to add value to the services you offer? Think about it.
Real life tip: Don’t tell the village what you are going to do before you do it. If you’re going to offer something nobody else in your area does, don’t sell the idea to the competition.

Reviews and recommendations make a difference.

Give clients a feedback and evaluation form to fill-out at their convenience. Offer a box where they can write a review for your website or social media.
At the closure of services, give them a sheet with ways they can leave a review. They can write a review for your website. They can leave a review on your Facebook page. They can do a Google business review. They can even do a Yelp review. They can post reviews or do a video review on their own social media and tag you.
Send thank you cards to your clients after services have ended.
Give clients a magnet for their fridge with your information so they’ll have easy access when they want to recommend it.
You can also give out magnets to family and friends that will share your information. They can take a picture of the magnet and send it to others when the subject comes up.
Word of mouth is by far the most influential marketing tool. Are your current and former clients giving reviews? This is an important tool to think about. What can you do to get your clients to give reviews? How can you approach it gently and positively?
Of course, offer excellent services. Happy clients talk about it.

Consider offering incentives.

Offer a discount for repeat clients.
If you are able to discount services, you could offer a 10% military discount for active duty.
If you can afford it, offer special sales and discounts. For example, sign up for doula services the week of Mother’s Day and get 10% off. You could do Christmas sales as well.
If discounting services is not in your budget or your preference, consider adding a gift instead. Mother’s Day special – new clients that sign between (choose your dates) will receive (choose your gift – candy, spa ticket, robe, gift basket, etc).
Offer a referral bonus. For example, former clients or family/friends that refer clients to you get $50 when the new client signs on and makes their initial payment.
Do contests.
Giveaways on social media get shares. Give away a gift basket for a family with a baby on the way, a prenatal massage, a rebozo, a birth support supplies box, a nice wrap for babywearing, etc.… Get the attention of people in your area. They may have never heard of you (yet) and that giveaway can be what makes them know your name.

Stay connected (for those future babies).

Send a one-year birthday card.
Send Christmas cards to your clients.
Host a reunion for doula clients every so many years.
If you are comfortable with it, you can accept friend requests on Facebook from former clients. You can stay in touch and they can tag you when people are looking for a doula. Consider what you post on your personal profile. If we talk about politics or controversial topics, it may be better to keep work life and personal life separate to avoid offense. Sometimes doulas will create a work profile separate from their personal profile.

Seek growth.

Elevate your education. Pursue additional certifications of interest.
Brag on your credentials. Make sure it says on your website what all your credentials, degrees, certifications, trainings, continuing education, etc. are. You earned it. Show them you’re educated.
Consider expanding what services you offer. There are all kinds of related things doulas may also do.
- Natural family planning instructor
- Offer gender testing in home (this can be an add-on to doula services)
- Childbirth classes
- Other classes that are relevant such as breastfeeding classes, newborn care class, etc.
- Lactation support
- Postpartum doula services (if you can balance being on call)
- Child passenger safety tech
- Babywearing instructor
- For a more comprehensive list of different roles in women’s health, check out this blog. Some of these may be able to balance with being on-call as a doula.
If you are struggling to find clients or meet your business goals, consider seeking the guidance of a doula mentor or business coach.

Be strategic especially if you are struggling.

Identify your target audience.
Identify ways to reach or connect with your target audience.
Identify your goals for your business.
Create seasonal or monthly marketing plans.
Each week, reach out to one new potential connection.
Make your goals achievable. We often get overwhelmed when we’re struggling. Take baby steps.
Don’t keep doing the same thing that’s not working and hope for miracles. Do something different. Try something new.
Identify any obstacles that you are facing.
Make plans for how to overcome those specific obstacles.

Be mindful in your approach.

Be authentic. Be the genuine you. If you’re a good fit, great. If it doesn’t work out, that could lead to something better. You are the right doula for the right client.
Do not show despair. Nobody wants to hire someone that is desperate. There are great doulas out there who are seriously struggling with marketing. If you come across as crying out for help, that will turn people off. It’s one thing to be honest with other doulas about the struggles we face. We all have tough seasons and blessed seasons. Sometimes we need to be honest about the struggles so we can seek guidance from others who have been there and found their way out of the ditch. It’s another thing if we show our rough seasons to potential clients. Not everyone understands the up and down patterns of birth-work or small business. To some, a struggling business isn’t a good business. They may think there’s something wrong with that person/business. We small business owners know that isn’t true. Still, let’s not announce to the public when we’re struggling.
Be confident in your work and what you have to offer.
Have a positive attitude.
Be client-focused, not self-focused. One thing I’ve seen many fresh-out-of-training doulas do is say something along the lines of, “Let me be your doula!” I understand their excitement, but this is a self-gratifying approach. We are here to serve. “I’d love to serve you as a doula if that’s something you decide you want.” Don’t ask to be somebody’s doula for your own benefit (even though you will learn/grow from it). Offer for the sake of serving them.
Be inviting. The seasoned know not to pursue supporting someone who doesn’t want it. Let people know you are here, you’re happy to answer questions, and you’d love to support them if that’s something they decide they want.

Consistency is the key that unlocks opportunities.

Know that this type of work often has an ebb and flow. That doesn’t mean failure. Be realistic about how often you can be 100% booked. It’s probably not going to be every month all year long.
Keep pushing. It can take time to make progress!
Just like with labor, sometimes we need to intervene and do something different to make progress. If you see a stall in your business, intervene. Be consistent in promoting your services. Also be willing to try different things.
Don’t give up. If this is your path, let nothing pull you from it.
If you have to put it on hold, try to switch to something related that will keep you in the field. If you have to go, come back. For some of us, there are seasons where we have to step away. It could be financial. It could be medical or personal. You will always gravitate back to where you belong. In the meantime, try to switch to a related service/business if you have to step away. That way, you can stay connected to the birth community for when you are ready to step back in.

Commit your works to the Lord.

If you are Christian, this section is for you.

Pray over your business. As Christians, we should all be praying over our businesses.
The bible says in Psalm 127 that it is the Lord who makes us prosper. Seek God’s will for your life.
Commit your ways to the Lord (Psalm 37:5). Have you committed this offering of service to growing families to the Lord?
To everything there is a season. You may be reading this blog because you’re in a rough season right now. I’ve been around long enough to know those rough seasons are often the valleys we journey through that develop us. Remember the bible says to everything there is a season (Ecclesiastes 3:1). How can you become better in this season?

In summary,

Be findable.
Get established on the web.
Develop your signature look.
Get connected to women in your service area.
Get connected to your local professional community.
Identify local resources.
Attend or host events.
Show yourself friendly, helpful, and knowledgeable.
Promote your services.
Funnel from a related role to doula services.
Consider expanding your service area.
Stand out in your own unique way.
Reviews and recommendations make a difference.
Consider offering incentives.
Stay connected (for those future babies).
Seek growth.
Be strategic especially if you are struggling.
Be mindful in your approach.
Consistency is the key that unlocks opportunities.
If you are a Christian, commit your works to the Lord.

I hope this helps you find clients and meet your goals!

What has been your experience with promoting your birth doula services?

Will you share your marketing techniques that have helped you? I’d appreciate if you shared in the comments so we can all grow from each other.

One more thing...

Honest advice: Prepare your finances for the ups and downs of birth-work. Have savings in the bank for when you don’t get 100% booked every month. We all have times we don’t meet our goals. Strive to have minimal debt. Live within your means. Learn how to save money when you need to. My book, Happily Frugal, has over 1,000 ways to save money. Being able to decrease your budget for monthly expenses gives you more flexibility to stay in the game when things get tough. Have it on hand if you’re in a season where you need to pinch pennies. Practicing a frugal lifestyle gives you more opportunities to keep going when you otherwise may have needed to walk away from doula work to find a steadier-paying job.

learn more about Happily Frugal

If this list is helpful to you, download the PDF e-book with checkboxes and print it out. Use it as a workbook. You can print it as many times as you need to.

E-BOOK Over 100 ways to market a doula business and promote birth doula services

$15.00

Please read: This is a 32-page e-book for individual use. It is not for commercial use or distribution. Any distribution or copying the content is a copyright violation.

download

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