How To Create A Content Strategy That Sells!
What to post on social media… it’s the dreaded question of any dietitian marketing their services online. In fact, a poll I did recently of 80 dietitians revealed that ‘content ideas’ was the thing they struggled with the most in their business!
So, today I’m not only helping to make content ideas easier (by giving you three powerful angles to get your creative juices flowing) but also, how to approach online marketing and content creation with a simple strategy so you can get better results for your nutrition business.
Before I dive into that, I want to address the BIGGEST mistake dietitians are making in their content today and that is EDUCATING.
Let me know if this sounds like you…
Dietitian sits down to create content for social media.
They dive into their knowledge archives and bring forth a wealth of knowledge on their topic (possibly enough to create a degree out of)
That knowledge gets regurgitated into Canva templates and put out on social media.
Dietitian waits for the post to go viral, worries about getting in trouble or hated on and feels frustrated by lack of results.
If you’re anything like I used to be in virtual practice, this is sounding very familiar.
But don’t worry. Today is going to be the last day that this resembles your approach to online marketing because I got you!
Social media content is not the place for educational content for two super important reasons…
- It puts you, as a registered professional into very murky water and could result in penalties from the governing body. A dietitian cannot give personalised advice on social media but they absolutely can create an impactful brand for themselves.
- Educational content alone isn’t going to grow a business. Content that gets your ideal clients saying ‘OMG, I need to work with this dietitian’ isn’t content that takes them to school, rather that communicates their dream life in a way that makes it feel possible
So what do you say, are you ready to shift away from using social media only to educate? Keep yourself out of murky waters and successfully growing your online brand?
I like your energy, lovely! Let’s do this…
Here’s what to post (instead of educational content ). Its a content strategy I’ve been using for many years and that has helped hundreds of dietitian and nutritionist succeed at content creation and online marketing via my online program the Dietitian Business Academy.
It’s called the VLS Method and it stands for:
Visibility
Leads
Sales
Here’s what I mean by that…
1. Visibility: This type of content shares insight; your take on things and positions you as the authority to listen to. It’s crucial for building your tribe online and ensuring your brand isn’t just hiding on the side lines but is out there, sharing a message and having an impact.
2. Leads: The second type of content talks to your ideal clients goals and frustrations and gives them an opportunity to put their hand up and say ‘hey, I’m interested in hearing more about how you can help me’. Leads content fills the gap between where your ideal clients are now and where they want to be. A bit like a bridge or a map that shows them their dream level of health is possible with your help.
3. Sales: Finally, it’s sales. The content that helps your audience to understand, first of all that you have something they can buy and what those things are. Talk about your online course, your webinar, your E-Guide, your private coaching services. If your audience doesn’t know they exists (and they won’t if you never talk about it) they cannot buy.
Instead of educating, these three content angles will keep you compliant, as a dietitian online AND help you to drive much bigger and better results from your online marketing efforts.
Okay action taker, you ready to put this into practice?
Here’s your action item to go away and take a first step toward a new, improved approach to social media marketing:
Create one piece of content for Visibility, Leads and Sales that you can share on social media this week.
Visibility: Whats one trend or fad in your niche right now that you don’t recommend as a registered dietitian? Share a quote or short video about your thoughts on this topic and why it’s not helpful for your audience to follow.
Leads: Write down one big goal of how your ideal client wants to FEEL in their dream life. Do they want to be able to keep their pants buttoned up until the end of the day? Do they want to be able to feel more confident making choices at the grocery store, or eating out? Write this down and share a photo or reel that represents this dream feeling.
Sales: Pick one thing that you sell and talk about it on social media this week. Share what it is, how it works and how your audience can buy it.
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- Visibility
- Leads
- Sales
Here’s what I mean by that…
1. Visibility: This type of content shares insight; your take on things and positions you as the authority to listen to. It’s crucial for building your tribe online and ensuring your brand isn’t just hiding on the side lines but is out there, sharing a message and having an impact.
2. Leads: The second type of content talks to your ideal clients goals and frustrations and gives them an opportunity to put their hand up and say ‘hey, I’m interested in hearing more about how you can help me’. Leads content fills the gap between where your ideal clients are now and where they want to be. A bit like a bridge or a map that shows them their dream level of health is possible with your help.
3. Sales: Finally, it’s sales. The content that helps your audience to understand, first of all that you have something they can buy and what those things are. Talk about your online course, your webinar, your E-Guide, your private coaching services. If your audience doesn’t know they exists (and they won’t if you never talk about it) they cannot buy.
Instead of educating, these three content angles will keep you compliant, as a dietitian online AND help you to drive much bigger and better results from your online marketing efforts.
Okay action taker, you ready to put this into practice?
Here’s your action item to go away and take a first step toward a new, improved approach to social media marketing:
Create one piece of content for Visibility, Leads and Sales that you can share on social media this week.
Visibility: Whats one trend or fad in your niche right now that you don’t recommend as a registered dietitian? Share a quote or short video about your thoughts on this topic and why it’s not helpful for your audience to follow.
Leads: Write down one big goal of how your ideal client wants to FEEL in their dream life. Do they want to be able to keep their pants buttoned up until the end of the day? Do they want to be able to feel more confident making choices at the grocery store, or eating out? Write this down and share a photo or reel that represents this dream feeling.
Sales: Pick one thing that you sell and talk about it on social media this week. Share what it is, how it works and how your audience can buy it.
