TOP 10 MISTAKES FUNCTIONAL MEDICINE PRACTITIONERS MAKE ON SOCIAL MEDIA
TOP 10 MISTAKES FUNCTIONAL MEDICINE PRACTITIONERS MAKE ON SOCIAL MEDIA
Being a social media expert & a functional medicine nerd means I look at A LOT of functional medicine expert’s social media accounts…and what I see isn’t good.
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So here are the top mistakes I see functional medicine experts (PLUS other health experts) make when it comes to social media.
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MISTAKE 1: Build it and they will come mentality
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I see many health experts falling into this trap:
“If I start a business, people will come to me without any effort on my part because I’m a specialist in functional medicine (or insert your specialty).”
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I too thought that once I got my Functional Medicine Health Coaching Certification, people would come rushing to me and clients would be waiting at my door .
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HOWEVER, It’s not enough to say you are a Certified Functional Medicine Expert (or to become a one for that matter).
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In reality…
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You MUST actively market yourself (in the correct way) to attract clients.
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MISTAKE 2: Not sharing anything about YOU or your personal health journey
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I get it. It’s so incredibly hard to promote yourself.
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I’ve been there myself with my own businesses AND I’ve witnessed it at the start-up FM clinic I previously worked at PLUS I see it all the time with my clients.
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When it comes to marketing & sharing who “YOU” are, I see so many amazing health experts not doing this.
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Why is this a problem?
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IF I don’t know who *YOU* are, how will future clients? The number one reason WHY people buy anything is when they feel an emotional connection to the person, product, or service.
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How do you create this connection?
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By sharing…
- The behind the scenes of your life.
- Your own personal health journey.
- Your mistakes & wins around your topic of expertise.
[Need post ideas? Check out my FREE 365 day content calendar — with post ideas for every day of the year!]
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Sharing YOUR story is so, so important because each and every one of us is unique and we ALL have different past experiences, different histories.
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And those stories intimately connect you with those who you’re trying to help.
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The world needs YOU.
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YOU to impact and changes thousands of lives.
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YOU.
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MISTAKE 3: Falling into the “functional medicine” niche trap
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First off, I want to ask you a question..and I want you to take a moment and answer it honestly.
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Are you sure that your “target clients” are your ideal audience?
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Many times I see functional medicine entrepreneurs admire someone else online who they want to emulate.
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And so they end up either consciously or subconsciously mimicking their particular business strategy, niche, or social media strategy. (also been there, done that [and it doesn’t work])
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And this is setting you up for failure.
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If someone successful is using a particular strategy, it doesn’t mean it’s going to work for you BECAUSE you have to find your own way.
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Each and every successful entrepreneur has their own unique authority formula that works for them and only them.
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Yes, you might see initial success and yes there are overlapping trends, but you won’t ever reach your full potential by following someone else.
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When you’re mimicking someone else, you’re not tapping into your own genius. You’re not using your unique skill set.
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For example, one of my clients thought that since she had her functional medicine training, she HAD to talk about functional medicine in the *traditional* sense (think: Mark Hyman’s style of content).
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YET that’s not her zone of genius. Instead her zone of genius was a combination of ALL of her experiences (functional medicine, yoga therapist, nature lover, menstrual cycle lover…) AND when she started sharing content around this, she found alignment, and better engagement.
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MISTAKE 4: Relying on referrals alone
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You can’t rely on referrals alone (only if business is booming, and your 100% satisfied — but if you’re reading this…I’d bet you’re not)
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You MUST be marketing yourself.
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No ifs, ands, or buts about it. You are not a special snowflake.
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And when it comes to marketing, you either need to invest TIME or MONEY.
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MISTAKE 5: Trying to save a buck by taking shortcuts
(aka you’re a DIY’er &/or FREEBIE HUNTER)
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Do you pride yourself on being a DIY’er.
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Someone who can ALWAYS figure something on your own.
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Well, if so, I have some bad news for you.
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This could be a KEY thing that’s holding back your practice from blossoming into its full potential.
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What do I mean by that?
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If you spend hours and hours FREEBIE hunting, webinar watching, and googling something to death…
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Please tell me how this is moving your business forward?
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As a health professional, your expertise is in helping people transform their lives.
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Your time is more valuable than that
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And if you don’t value your time, you don’t value yourself. And if you don’t value yourself, your business is not going to grow. End of story.
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If you don’t feel confident in attracting clients on social media…hire it out.
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MISTAKE 6: Sharing other “experts” articles
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I see health experts doing this over-and-over again on social media!
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Why is this so bad?
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1. These types of posts rarely get “good” engagement (liking, commenting, sharing, saving) and ultimately reaching fewer people.
There are only two exceptions for this. One is if you post a current, controversial article PLUS your thoughts on it. (eg. When the AHA made that claim about coconut oil…) OR if you’re sharing a biz bestie’s article to support them.
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2. When you share someone else’s article, you are…
Sharing other people’s viewpoints more than your own and people follow you because they want to hear YOUR viewpoint…not someone else’s.
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MISTAKE 7: Not thinking about how your client’s *find* you
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Most people, when interested in a new service (especially a high-end service like a concierge doc or nutritionist or health coach)…
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RESEARCH, RESEARCH, RESEARCH!
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They want to see how knowledgeable the place/person you are.
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So they look up your website, your Facebook page, your IG…and well…they stalk you!
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They read every article.
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They form an opinion based on what they find, whether or not they want to work with you.
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What message are you sending people with your online image??
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MISTAKE 8: Relying on your credentials alone
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HOW you use those credentials, that knowledge, that expertise is more important than the letters behind your name.
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How do you do that???
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By consistently sharing with them…
💥YOUR PASSION – What do you do? Who do you help?
💥YOUR WISDOM – How are you different in your market?
💥YOUR STORY – What makes you interesting? How do you relate to your clients?
💥YOUR CURRENT CLIENTS’ SUCCESS – Testimonials & more testimonials…
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MORAL OF THE STORY?
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Don’t simply list your credentials on your website and assume that people want to see you solely based on that.
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MISTAKE 9 : Relying on *traditional* forms of marketing
(MUST read if you’re a brick & mortar business)
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If you’re only relying on newspaper ads, radio ads, or postcards to attract new clients to your clinic or health talks because your business coach said it was the *BEST* thing to do…I want to challenge you on that view.
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How much are you spending on those ads?
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A lot huh?
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I know because I’ve worked in a brick and mortar FM start-up clinic.
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I know that for a 1-2 week ad set with the top newspaper in our area, it cost ~$5000 (for only 4 ads…).
And that was only ONE of the ads that we would do in a month.
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It adds (like my pun??) up quickly doesn’t it.
Now imagine if you take that $5000 and funnel it into social media marketing (organic & paid)…how much return do you think you’d see?
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I’m guessing you’d see A MASSIVE return for that amount of money (and could potentially rely on that alone…). (My client’s results speak for themselves)
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ALSO:
(Please don’t tell me you’ve tried and it doesn’t work…I’d bet you my right hand that there was something missing in the strategy)
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MISTAKE 10: Relying on a “trusted” staff member to take care of your social media accounts
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Trying to save money by having one of your staff members take over your social media and post on your behalf?
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Not seeing any results?
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It’s simply because they aren’t experts in it. (Even if they tell you they’re “good” at social media).
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Why would you place one of your key marketing strategies in the hands of someone who isn’t an expert?
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I want you to do a little exercise.
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Ask whoever your staff member is in charge of social media how many hours a week or month they spend on it.
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How much are you paying them / month?
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Imagine once that’s off their plate how much more they could help you with your practice?
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Imagine allotting that amount to an EXPERT who *actually* get’s social media.
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Doesn’t that sound like a much smarter move?
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So which one(s) are you guilty of?
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Want to hand off your social media to experts so you no longer make these results? (and actually get social media to work for you?)
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Apply to see if you’re a good fit for our social media management HERE:
