It’s 2021 and digital marketing is an expansive and critical component to any modern business. It’s very difficult to stay competitive without essential things like a website, an online presence and a good social media strategy. So this post highlights the current and best marketing strategies for dietitians to take advantage of.
Indeed, the ideas in this post can take your business to the next level!
From content marketing and Google ranking to building brand and followers through social media strategy, we’ll be reviewing the most important channels you should be focusing on as a dietitian.
The first parts of this post (everything up to Google My Business) follow a sort of do-this-then-that approach, hence the road map title.
Each of these main sections work upon each other, ultimately providing a strategic path forward.
Essentially, the first sections focus on foundation elements and key infrastructure you’ll need to successfully implement other sections later on.
Of course, implementing each and every strategy isn’t required or feasible for everyone.
But doing even just a few of these strategies will go a long way in growing your business online.
Finally, before we jump in, there are some essential tools that you’ll definitely need.
Here’s are your must-haves for modern marketing:
- At least one social media account
- A website
- A content strategy
We’ll be exploring each of these required items in greater detail throughout this post, so no worries if you have questions right now.
OK, enough small talk – let’s dive in!
- Social Media: A 7-Step Brand Building Strategy
- Facebook: Your Business Page & Contact Point
- LinkedIn: Your Formal Home
- Content Marketing & SEO: Blogging Basics
- Paid Ads: Social Media
- Paid Ads: Search Engines
- Pinterest Marketing: The Overlooked Platform
- Influencer Marketing
- Partnership Marketing & Audience Sharing
- Google My Business & Reviews Management
- Quora & Community Marketing
- Guest Posting
- Host An Event Or Free Class
- Awesome Tips for Awesome Marketing
*This post contains affiliate links, which I may receive compensation from. This is at no cost to you and lets me keep the lights on. Read more here…
A 7-Step Brand Building Strategy
I’ll be frank: you need social media. Mainly because it’s literally where everyone spends their time.
If we look at newer platforms, such as TikTok and its nearly 700 million active users, it’s easy to see that social media shows no signs of slowing.
So that whole marketing mantra “go where your consumers spend their time” rings truer than ever before.
For this post, the general term social media includes places like Instagram, Twitter, TikTok and even YouTube.
It’s worth noting here that each of these platforms are unique in their own way and will require customized content solutions that match the platform audience’s expectations.
To be successful on social media, we should create content specific to that platform, matching user’s expectations.
This way, we can create content that’s fitting and will resonate with them.
For example, content for Pinterest would not work if it were simply reposted on Instagram or YouTube.
After this, we need to decide on a value-adding content strategy.
But what is value exactly? To keep things simple, I see value as being one of three types.
By rotating between one – or a combination of – these three main value types, you can rest assured your social media strategy will be on point.
Of course, throwing in occasional promo posts, coupons or exclusive offers for your followers is acceptable, but we want to focus most of our content on adding value, not selling.
I prefer using things like paid ads or some types of content marketing for promotional purposes.
But social media is your direct communication line to your audience.
So below is a simple (and yes, slightly reductionist) 8-step strategy for building brand on social media.
Step 1: Sign up for or switch to a business account.
Step 2: Decide on your branding and general image.
Step 3: Start posting with a value-adding strategy.
Step 4: Use hashtags strategically.
Step 5: Respond to all your comments.
Step 6: Start commenting on other posts in your niche.
Step 7: Read the data, follow trends and adapt.
Step 8: Rinse and repeat steps 3 through 8.
Your Business Page & Contact Point
Having a Facebook page can be incredibly useful. It’s a great place to put your business and contact information while also having a simple, accessible messaging platform for people to easily reach you.
Besides this, having a designated Facebook account for your business will be necessary if you decide to implement paid strategies like Facebook advertising.
I’ll cover this topic in more detail below.
So let’s look at some tips to set up your Facebook business page for success.
HubSpot’s Facebook Business Page Tips
- Make it a business page, not a personal profile
- Claim and claim your vanity URL
- Have a great, clear profile photo
- Have a good “about” section
- Choose a good, relevant call to action button
- Respond to message promptly
- Create custom page tabs
- Add your business and contact info
Your Formal Home
I have a confession: I have a LinkedIn account and I barely ever use it.
And I know I’m not alone!
Still, it’s a relevant asset and additional point of contact that boosts your credibility as a professional.
That being said, there are definitely some more specific things we can use LinkedIn for – besides just being a virtually inactive profile page.
LinkedIn is a social media platform with opportunities in content marketing, paid marketing, networking and so much more.
It’s a formal marketplace for professionals like yourself to engage, meet and generate leads. It’s especially great for B2B purposes.
So although I won’t spend a ton of time on LinkedIn for this post, here are a few key features worth exploring as a dietitian:
- Update and optimize your profile
- Post your website’s blogs here (cross posting)
- Find communities and join the conversation
- Network and build out your professional network
- Add relevant links and accomplishments
Content Marketing & SEO
Content marketing is where you’ll really need a website. And this strategy is definitely one of my preferred methods for growing an audience.
One of the best parts is it’s essentially free, targeted traffic that’s fully automated.
Much like compound interest, the upfront investment you put in now (i.e., content creation) pays off in dividends down the road (via coveted search engine ranking and free traffic).
So let’s walk through the basics of SEO and content marketing for ranking purposes.
Successful SEO and blogging include three core elements:
Having these three elements defined and established will be critical to successful content marketing.
But how exactly do we rank in the search engines and what are some specific SEO best practices we need to apply?
To stay in line with the theme of simplicity, below is a simple four-point checklist for simple optimization of each of your blog posts.
Besides this, just try to write your post organically and avoid “keyword stuffing”.
Essentially, don’t overload your articles with your key phrase, which will sound unnatural and is something the Google algorithm will pick up on.
You may also include your keyword in the subtitles and within text – when it makes sense.
This will likely happen naturally anyways since your keywords will be the core focus of your blogs.
But if you’d like to add some strategy, you can make sure your key phrase pops up every 500 words or so.
There are of course numerous other nuances and strategies to search engine ranking and optimization, but the core elements outlined above are a great starting point and will go a long way in ranking over time.
And this is a critical point I want to highlight.
It can take up to 6 months or longer for a new article to rank – especially for newer websites that don’t have a lot of content or authority.
So definitely be patient and just focus on creating high-quality, value-adding blogs consistently.
Before we wrap up this section, here are some extra helpful SEO and blogging tips to follow:
- Always focus on adding value
- Avoid large blocks of text
- Make things easily scannable by splitting up paragraphs, adding visuals and using boxes (like in this post)
- Add your site to the Google Search Console
- You can track important data and get insightful analytics
- You can request immediate Google indexing of new articles (which can sometimes take a long time organically)
- Optimize your image by including keyword in the alt tags
$ Tip Jar $
Turn your written blog posts into video content to expand your reach and make multiple pieces of content for one topic.
You can use a tool like Renderforest to create professional videos, animations, music video, logos and more.
Or check our Lumen5, which uses AI-based technology to turn written content into video form – automatically!
Social media marketing is incredibly effective, especially for its impressive targeting and retargeting capabilities.
We already talked about social media strategy above, but let’s dig a little deeper into social media for paid ads.
So let’s start by answering the big question: why pay for social media ads?
Simply put, because they work – if done correctly. Here are some core benefits of social media marketing:
- Growing brand and brand awareness
- Connect with your audience and communicate in a non-formal format
- Gather data and audience insights
- Can achieve viral effect with good content
- Easily and affordably test new audiences, angles and ads
But we can’t just throw $50 behind Instagram feed ads with basic targeting parameters and watch the sales and leads roll in.
We need to be strategic and utilize strategies like audience research, A/B split testing and retargeting.
So below are the key parts for successful social media marketing.
Key Points to Social Media Marketing
- Key Point 1: Audience research and targeting
- Key Point 2: Testing and reading the data
- Key Point 3: Using a sales funnel model and retargeting
- Key Point 4: Understand the user’s mindset and how it changes across different platform (match your content and messaging to the audience’s mindset and particular expectations on a particular platform)
- Key Point 5: Have good visuals and capture attention quick
- Key Point 6: Add value, test and be dynamic
$ Tip Jar $
Our mindsets change depending on the particular platform we’re on.
For example, Pinterest is used for inspiration while Google is great for answers and solutions to problems (a buyer’s mindset) while Facebook or Instagram are used for entertainment and socializing (not a buyer’s mindset).
Key takeaway? Match your content and messaging to the audience’s mindset and expectations.
I separated social media marketing from search engine marketing (SEM) because although they share some common threads and benefits, they’re also two very different methods requiring different strategies and approaches.
To start, there are some notable benefits of search marketing.
Search Engine Marketing Benefits
- Instant brand awareness and top ranking in search engines
- Can yield high ROIs
- You’re reaching people at the right time and place (the exact moment they’re searching for a solution, compared to social media when they’re not in a buyer’s mindset)
Search engine marketing is based on targeting specific keywords and creating enticing headlines that users are likely to click.
It’s important that we match paid ad offers and headlines to the user’s state-of-mind and likely stage they at in the buyer journey – based on the particular keyword they’re searching.
For example, someone searching “nutritionist vs dietitian” isn’t likely ready to buy something or pay for a nutritional service.
However, someone searching “best dietitian in (city name)” is likely closer to making a purchase, warranting a more aggressive, sales-driven offer.
Search engine marketing is definitely a great advertising tool to explore, when you’re ready and can ensure you’re implementing the correct strategy.
You can learn more about SEM following the recommended read link below!
Pinterest Marketing: The Overlooked Platform
Pinterest definitely has a strong social element, but did you know that it’s actually considered a search engine? We can think of it as being Google’s more interactive and visual cousin.
Somewhat surprisingly, using Pinterest for marketing is still an often overlooked avenue for many modern businesses and brands. Yet, the platform boasts nearly 500 million active users (Statista, 2021)!
So let’s look at some key points for why Pinterest is such a great platform to use for marketing your dietitian brand:
- Pinterest users buy things often
- Pinterest users have money
- Pinterest users are more likely in a buyer mindset and are looking for solutions to problems and inspiration
$ Tip Jar $
We can use pinterest for either paid marketing or free, organic ranking using SEO best practices. Similar to Google SEO, this requires keyword research and identification and keyword optimization by adding it in your pin descriptions, board information and pins themselves. You can also join groups and reach millions of users much quicker than organic ranking in Google. Read more here!
Brand big and small can tap into this marketing strategy. It’s grown exponentially in popularity and for good reason. Essentially, influencer marketing lets us borrow, or piggyback, another person’s audience of loyal fans.
By using another brand’s established authority, trust and presence in your niche, we can shortcut our way to growing an audience, generating leads or making sales.
So here are some quick tips to use influencer marketing successfully:
- Make sure the influencer’s core audience makes sense and matches your target audience
- Know your goal and be specific
- Give the influence creative control with the messaging and content angle – they know their audience best and what works or resonates with them
- Know your budget and don’t ignore micro- or nano-influencers (people with less than 10,000 followers)
Partnership Marketing & Audience Sharing
Working with another brand or dietitian can be incredibly effective and established a mutually rewarding relationship. Rooted in synergy, a good partnership will be equally beneficial.
Google My Business & Reviews Management
Being found on Google for local searches is super important if you have a physical location. In fact, this is a core strategy for many small businesses since it’s relatively simple to set up and quite effective.
Taking your Google listing one step further would be monitoring and growing your reviews. Reviews are based off of word-of-mouth marketing and are very powerful in establishing quick trust and authority.
I mean, I’m way more likely to opt for a brand or business that has multiple positive reviews versus one that has none.
Inviting your existing clients and audience to leave reviews is a quick and effective way to start getting reviews.
More often than not, people who are happy with your services are also more than happy to send your business a little love by way of written review. You can simply try reaching out for their feedback via email or start including this in your sales and closing strategies.
Quora & Community Marketing
Quora can be a great way to help people while potentially generating leads, building authority and establishing brand. That being said, it does require consistency and time (like most things here).
Besides Quroa, try jumping into other relevant message boards and groups such as Reddit or Facebook groups. Join in on the conversations and add value by responding to questions with relevant, high-quality answers.
Podcasts have exploded in popularity in recent years. There are literally millions of podcasts and episodes currently streaming, so you can rest assured that your audience is also out there.
And the best part is getting started is relatively simple and affordable. There truly are no gate keepers nowadays.
Guest posting essentially means you’re writing a blog or creating content for another brand. So their audience sees your content, allowing you to boost your recognition, portfolio and potentially get traffic to your site.
What’s more, in the case of blogging, having a bigger, more established site (that you guest post on) link back to your personal site sends strong ranking signals to the Google algorithm.
By guest posting on larger, more established sites, you can increase the rank and authority of your own blog within the search engine ecosystem.
Beside this, guest posting is a great form of digital networking, which can open many doors and interesting opportunities.
So if you’re looking to try guest posting, here are some tips to get started:
- Determine your guest posting goals
- Develop your portfolio
- Reach out directly with customized blog topic pitches
- Focus on how you can add value to their audience
Recommended Read: Ultimate Guide to Effective Guest Blogging
Host An Event Or Free Class
Free classes and events can be incredible opportunities to showcase your strengths, professionalism and value to potential audiences or existing clients.
These can be digital workshops, webinars, online classes you sell or live in-person events.
The big benefits of using an online format is the ability to reuse the material, making it evergreen and automated. This is especially true or classes or online paid courses, which can translate to passive revenue streams for your online business.
Awesome Tips for Awesome Marketing
- Use video
- Check out Renderforest to make professional videos, animations, presentations and more for free
- Be interactive
- Outgrow lets you build quizzes, polls, calculators, assessments and more
- Find your niche. Know your niche
- Focus on adding value
- Successful marketing uses a give first, ask later approach
- Always focus on end-user’s experience
- You want to be solving problems & providing solutions
- Optimize your website, social media and content
- Understand and use a sales funnel model
- Cross-promote your content
- This will extend your reach and lengthen the shelf life of your contact
- Beside posting your blog on your website, also post on Medium and LinkedIn
- If you make a long video, chop it up and post it on social media as micro-content pieces
- Know when to change and adapt to the market
- Diversify your income streams
- Make a digital product
- Sell branded merch using print-on-demand
- Use ads on your blogs
- Do sponsored posts
- Do consulting
- Recommend quality products through affiliate marketing in your content
- Understand user mindset variance and adapt content appropriately
- Our mindsets change from platform to platform
- For example, people on Google are often in a buyer’s mindset and more likely to convert on an offer
- People on Facebook or Instagram however are not in a buyer’s mindset and are less likely to convert
- Implement retargeting strategies
- People rarely convert after seeing the first ad from a new brand or business
- It can take up to 7 or more points of contact with a new brand before someone buys!
- Interlink between your platforms
- For example, add website links to your socials and social links to website
- Enjoy the journey, be consistent and be intentional
- There are no finish lines, celebrate every micro-win
- No one is building brand from one-off posting patterns or inconsistent, aimless content creation
- Have fun, learn as you go and embrace the setbacks and struggles as learning moments