Imagine this: A few months from now, you're reviewing your practice's performance metrics, and you notice something remarkable. There's been a significant uptick in client engagement, consultations are consistently booked, and your brand's reach has expanded beyond your expectations.
This isn't just a hopeful scenario—it's a tangible outcome we've achieved with our clients time and again at Virtuwell Balance, and it's a future we envision for your practice!
It’s no secret that content is Queen 👑 in the fast-paced technological world of the 21st century, especially for online business owners. And the story is no different for health and wellness practitioners!
Potential clients need to see your marketing at least 7 times before becoming a client, so creating content consistently is crucial to help build trust, keep you top-of-mind, and help your practice stay profitable.
We’re also completely aware that it can be hard to know where to focus your time and effort when it comes to content creation and, sometimes, where to start in the first place!
So let’s figure it out - Read on to learn about how to boost your practice with consistent and profitable content.
3 Main Types of Organic Content to Boost Your Practice
In the realm of digital marketing, your practice deserves strategies as advanced as your business model.
There are plenty of ways to get your content in front of your ideal clients, so many that it can be hard to choose which ones to focus on.
At Virtuwell Balance, the content and marketing strategies we use with our clients are ORGANIC, meaning that we create valuable content that your ideal clients are naturally drawn to, opposed to utilizing paid marketing advertisements, such as running Google or Facebook ads.
Organic marketing allows practitioners to build emotional connections with your community, build trust and relationships with your ideal clients, and create an authentic audience without being pushy.
Three types of organic marketing that we recommend you concentrate your efforts on are:
Social media
Email marketing
Blogging
Let’s go through them all and find out why each one is important!
Social Media
Admittedly, the topic of social media is quite broad! And one mistake we see a lot of practitioners making is trying to have content on every single social media platform.
From Facebook and Instagram, TikTok and X, Pinterest and YouTube. It’s next to impossible to be present on every single platform and run a successful practice helping your clients. There’s just not enough time in a day.
So how do you choose which platforms to be active on?
Take a moment and ask yourself, “where is my ideal client hanging out online?” and choose 2-3 platforms at the most.
→ Is your ideal client a busy mom who is active in mom groups on Facebook? Post there!
→ Is your ideal client a Gen Z who watches YouTube instead of Netflix? Create video content for YouTube!
→ Is your ideal client a professional male who is stressed out about balancing work and family life? Post on LinkedIn!
Really taking the time to figure out where your ideal client is online will help maximize your content creation efforts, make it easier to get your content in front of their eyes, and increase the chance of turning those people into future clients.
Email Marketing
Email marketing is a powerful yet often underutilized way for you to connect with your audience, drive traffic to your website, and foster relationships with your community in a cost-effective, unassertive way.
Building an email list is crucial for your practice, for a number of reasons:
1. Your email list is an asset for your business. You own it! It’s great to have followers on social media platforms, but when there are outages, or if they were to shut down for good, you would have no way of getting in touch with your audience!
2. Your email list gives you direct contact with warm leads. People on your email list have already shown interest in your content by signing up. Once they’re on your list, you can focus on nurturing them with content that brings them value, helps solve their pain points, and guides them towards working with you in the future.
3. You can nurture your audience on a more personal level. Because you have direct access to their inbox, you can easily share content that is much more personalized and really take their pain points and opinions into account.
Building your email list and taking the time to craft high-value, personalized content will really help you increase the trust factor with your audience and, consequently, boost your practice's profitability.
If you don’t have an email list for your practice, let’s get one started for you now!
Blogging
Trust us when we tell you that blogging is not dead! If you don’t have a blog on your website, you’re missing out on an extremely powerful tool to help you market your practice and attract new clients.
There are a few reasons why blogging is so beneficial:
1. Blogging establishes you as an expert. By consistently providing informative and helpful content, you can position yourself as a trusted authority in your field.
2. Blogging helps build trust and rapport. A blog allows you to connect with potential clients on a more personal level. By sharing your insights and experiences, you can build trust and rapport with people who need your services.
3. Blogging helps attract ideal clients. By writing about specific issues and topics, you can target your blog content to attract your ideal clientele. This can help you get more qualified leads for your practice.
4. Blogging provides valuable resources to your audience. Your blog can be a valuable resource for people who are interested in learning more about health and wellness. This can help establish you as a thought leader in your field and allows you to become a go-to resource.
5. Blogging boosts SEO and website traffic. Search engines favor websites with fresh content. Regularly publishing blog posts can improve your website's ranking in search results, making it more likely that people looking for your services will find you. And, bonus, blog posts always have a home on your website, guaranteeing that it can be visited time and time again, and consistently bring in new clients.
One question we get a lot from practitioners is, “what is SEO and why is it so important?”
SEO, or search engine optimization, is the process of improving the quality and quantity of website traffic to a website, web page, or blog from search engines. SEO research will help you create content your audience is searching for and targets organic/unpaid traffic rather than paid traffic via ads.
If you need more support understanding what SEO is and how to use it in your practice, check out this blog post.
Choosing Aligned Topics of Content to Create
Now that you know what the different types of content are, you can start to figure out what topics you want to create content about.
This is where a lot of practitioners can get stuck. The options are endless, and it can be hard to narrow your focus down to specific topics.
This is where your niche comes in. Niching down gives you greater content clarity and allows you to focus on the pain points your ideal client is experiencing and base your content around those pain points.
If you’re still stuck, ask your audience what kind of information they want to see from you! This way, you can give them the exact information they need and help solve the exact problem they’re having.
When sharing content, try to keep these 4 points in mind:
Share your story when you can to build trust with your community (or stories from your team members or clients such as testimonials and case studies)
Make sure your content provides a ton of value to your audience and supports them in solving a problem.
Share content that is relatable and easy to understand.
Share your content consistently - this is key!
How to Create Consistent and Profitable Content
Creating consistent content is going to look different for each practitioner based on the amount of time you have to devote to creating and sharing it.
For some it can be sharing content 5 times a week, for others only 2 days a week is feasible. The goal is to find a consistency that works for you and stick to it so that your audience starts to expect when your social media posts, emails, or blog will be shared (and they look forward to it!).
In order to create consistency, you need to have a content strategy.
Having a content strategy is important because it gives you an exact step-by-step guideline to follow each week, or each month, that tells you exactly what you need to do in order to stay consistent and really make sure that your efforts are worth it by bringing in new clients.
In our Content Strategy Kit, we provide you with the exact strategy that we use with our clients for creating profitable content, including:
✔️ Conducting SEO research for blog topics and keywords
✔️ How to write your blog posts
✔️ Ways to repurpose your content
✔️ The importance of checking your analytics
Start Creating Consistent And Profitable Content
You can download our Content Strategy Kit for Therapists HERE.
Even if you’re not a therapist, the strategy outlined inside can still help you create consistent profitable content for your practice!
Taking advantage of organic marketing strategies by zoning in on which social media platforms your ideal client can be found on, growing your email list and nurturing your audience, and increasing your website traffic with regular blogging, really allows you to build a genuine, authentic audience for your practice and your brand.
The key thing to remember is that, while each practitioner’s content strategy looks different, sharing high-value, relatable content on a regular basis will not only increase the size of your community, but also boost your practice by bringing in new, ideal clients and ultimately increase your impact on the world.
Your practice is poised for even greater achievements. Let’s make sure your content strategy is on the same trajectory!