Do you find that social media eats up WAY to much of your time, but has minimal impact?!
In this episode , you will learn how to increase social media engagement by creating value-added content in four simple steps.
[Intro] Hey guys! Welcome to The Dietitian Project. A podcast, where I have real, gritty and honest conversations about the role of a dietitian and provide practical, empowering advice for finding your passion within the field, improving your job satisfaction and building financial freedom.
I am your host, Krista Kolodziejzyk (or, the @rdentrepreneur on instagram). I come to the table with years of experience working in nutrition care and the food industry, most recently, I’ve taken the leap from my comfortable corporate job into pursuing entrepreneurship full-time as a freelance dietitian.
With this podcast, I really want to explore some of the challenges that dietitians face - being undervalued, underpaid and underutilized, while also providing practical and tangible advice for building the life and career you absolutely love. So thanks for joining - I’m super excited to take you along on this journey with me.
One of THE BIGGEST questions that I get from my coaching clients is… how can you possibly post something on Instagram every single day without it feeling like a part-time job?
Yup, I tell you, I used to think the exact same way.
When it came to social media and my business I used to absolutely dread it. I knew it was important for my business but I would always come up with excuses not to do it, telling myself things like “oh it won’t matter if I don’t post consistently”, or feeling annoyed I would just throw up a random post last minute that I didn’t put a ton of time or effort into just so I could feel like I’d “posted something”.
Flash forward to now, where I have found a way to consistently post every single day (sometimes even twice a day) and it feels almost effortless. That’s because I’ve developed systems in my own business to help me show up regularly on social media without feeling lke it’s consuming way too much of my time and I can actually focus on the impactful actions that are moving my business forward.
So how exactly did I get to this place? Well, through a ton of trial and error and a ton of research. I was seeing tons of super successful people posting regular, high quality social media content and I knew that if they could do it, I could do it. So, I decided to piece together everything that I knew into my own efficient and effective social media strategy, which I am going to share with you today.
Through this process, you are going to learn how to plan, write and schedule all of your social media content for an entire week in the span of 1-2 hours. Wow, does that sound crazy? I hope it does, because that means you might actually try it and see how much it works!
Are you ready for it? Okay here it goes.
Step 1 - know EXACTLY who you are talking to
So, you might hear this and think - what is she talking about, but, stick with me. the very first thing you need to do when it comes to your social media is know EXACTLY who you are talking to. You NEED to know your target audience and your ideal client, because without knowing who that person is - how in the world do you know what to talk to them about?
I’m going to bring this back to being an RD so you can understand how important this is. When you counsel a client, you need to factor in all the unique characteristics about that client in order to really understand how to help them. You need to understand their age, their gender, their culture, their likes/dislikes, etc. because you know that if you miscalculate or if you communicate to them in a way that won’t resonate, your care plan isn’t going to be effective.
The exact same thing goes for social media - if you don’t have a sense of who you’re talking to, then your message is resonating with no one. Let me say it one more time for the people in the back - if you’re trying to speak to everyone as a generalist, your message is resonating with no one.
So that’s step 1, know who that person is who you’re trying to communicate to, because only then can you truly understand what it is that they want to/need to know from you.
And, just so you all know, in the free business plan workbook that I have on thedietitianproject.com, it has a page which walks you through the concept of “defining your niche” and understanding your ideal client so make sure to check that out.
Step 2 - figure out what they want to know from you
This brings me to Step 2, which is, once you know who you are communicating to, then you have to figure out what you’re going to talk to them about. All too often I see dietitians telling their audience information that THEY find interesting.
But in reality, this is an exercise in putting yourself into your audiences shoes and empathizing with exactly what questions or what challenges do they have which you are there to answer for them.
So for example, if you write a post about “food sources of vitamin C”, i want you to ask yourself - is this really what my ideal client wants to/needs to know about or is this something that I want to educate them on? Does your ideal client really care about food sources of vitamin C, do you really think they were sitting there asking themselves how to get more vitamin C in their diets? OR do you think they were asking themselves “how can I improve my immune health or “how can I stay healthy during cold and flu season”?
The latter makes way more sense for someone who isn’t a nutrition expert. They may not even know that vitamin C plays a role in immune health, but they certainly want to know how to stay healthy. So, instead of writing a post about vitamin C, your post should be about “how to improve immune health” and of course, within that, you can touch on food sources of vitamin C.
Does that make sense?
So from here, I want you to make a list of all of the things that your target market might want to know about. Really ask yourself - what are some of those questions or challenges that they have which you can help them with? This should really be the backbone of your content - helping your audience or solving their problems. NOT just providing generic information. Showing that you can solve your audience's problems and answer their questions helps them realize that you understand them, and in turn, they are going to be much more likely to want to work with you. Now, I’m not talking about giving people personalized nutrition advice on instagram. Of course, this is something you’re not going to do. But what I do mean is that if you get asked a question in your DMs, that is going to be the perfect idea for a content topic that you can then share with the rest of your audience.
So if someone sends you a DM and asks how their child can get more fibre, if that person is in your target market, chances are more people are wondering the same thing. So, consequently, that’s the perfect opportunity to create a post on “how to get your kids to eat more fibre”.
I recommend keeping this as a running list because it will form the backbone of the topics that you talk about on social. This also helps to ensure that whenever you go to create content, you already know exactly what you’re going to talk about because you can pull ideas from this running list of content topics. This will help so you’re not just sitting there thinking for 15 minutes about something that might be useful to post.
Step 3 - planning out your content
So now that we know who we’re talking to and what we’re going to say, let’s move on to step 3 - which is actually planning out your content.
Now, I am a firm believer in planning your content out in advance. This is the most efficient and effective way to ensure that you are showing up on social media regularly and that it doesn’t become a part-time job for you.
So with this podcast, I am also sharing a FREE content planning tool that you can use to facilitate this process. So to make sure you get your hands on it, check out www.thedietitianproject.com and check out free downloads to get your copy.
Alright so when it comes to the planning process, I want you to start off by picking out 5-7 categories of topics that you can post about. So when I say categories, I mean high level buckets or topics that your audience will be interested in, which your actual posts can fall into.
So I will give you some examples of categories:
Life hacks - when you share an easy tip or trick for how someone can integrate a behaviour into their life easier (ex. You can swap almond flour for all-purpose in a certain recipe to make it gluten-free, or: here’s 4 fast food chains that offer vegan items)
Personal - this is where you share something personal about yourself whether it’s your journey with health and wellness, your background or just what you had for breakfast.
Science - perhaps you're working in a new and emerging area where new research is coming out every day about your topic (so let’s say nutrition and mental health) and you want to share this science with your audience, you might write a post bringing that scientific finding back to your audience.
Quotes - this is popular if your focus area is body positivity, HAES or mindful eating, but obviously can be used anywhere, and so on.
So when you have these categories in place, what you’re going to do is put them into rotation in your social media plan. So you rotate the same 5-7 categories every single week.
So the reason why having these categories in place is so important is because:
It ensures that you are giving your audience variety
It helps you know exactly what you’re going to talk about for that day
After I’ve established my 5-7 categories, I’m going to start pulling topics from my list that I created in Google docs or wherever and inputting them into my planner. This isn’t usually where I actually write out the caption, at this point I’m just getting a general idea for the content.
Step 4 - scheduling your content
Then, I move into step 4, which is - actually scheduling the content. So there’s a few tools that I really like, which I will link to in the show notes. One of them is called Later and the other one is commun.it. Both options have free services for one account, but then you’ll need to upgrade if you have multiple accounts. For me, I pay the upgraded membership because my time is worth more than $30 a month, and I just chalk that up to a business expense and the cost of doing business.
So when I get to the scheduling app, that’s when I will actually write the captions out. The great thing is is that you can do this on your computer, which helps a lot for efficiency. I know that I’m a way faster typer on my computer keyboard. You can also get the nice spaces between your paragraphs, which Instagram makes it endlessly challenging to do if you’re posting within their app.
So when you hook your account up to the scheduling app, it will actually post for you, so once you’re done putting everything in there, you don’t even have to worry about it, which is awesome. Having said that, you will want to check in every day and monitor your comments, direct messages, etc. The engagement piece is integral to your succession instagram, so don’t just schedule and then wash your hands of it. Make sure you are going back in and checking periodically to interact with your community.
Also guys, before I do my outro, this is a side note that I just want to touch on. I’m actually recording this on Friday, June 5th, which is almost two weeks after the death of George Floyd. I’ve had a few people express some concern over losing followers when they;ve chosen to speak up about black lives matter and anti-racism. And I just want to assure you, that is a good thing. Your goal with instagram should not be to get all the people to follow you, you need to have the ‘right people. The ones who share the same beliefs and values system as you do, and if someone doesn’t agree with your message about anti-racism, then bye! Wish them well, and don’t give it a second of your time or energy.
Same thing goes for if you’re changing your niche over time. If you start off talking about bodybuilding and aesthetics and then you change your tune and you want to fully embrace HAES, that’s also okay. The people who care about aesthetics and body building will probably unfollow you, but that’s fine, they’re making more space for the people who want to be a part of your tribe. And that, my friends, is a very good thing.
Don’t get hung up on the vanity metrics. # of followers does not measure success.
Alright, so with all that said, those are my tips for social media productivity - how you can have more impact in less time.
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If you have any questions or comments, please reach out to me via my website or slide into my DMs on Instagram @thedietitianproject - I would love to hear from you!
Until next time guys, have a great week!