27: Marketing mindset shifts to help you show up as an expert on social media

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If you are an expert in your field, but you struggle to reach your audience on social media this episode is for you.  I’m going over 3 key mindset shifts to help you get over your discomfort building your business on social media. 

First, here are 3 reasons social media marketing is uncomfortable for healthcare providers

But let’s be honest. No health or wellness provider enters the field to do social media marketing. And yet, social media marketing is this nagging itch that you know you have to scratch. It’s the means to help more people and grow your practice.

Even if you’re someone who accepts you need to use social media marketing for your business, I hear three common reasons why you still may struggle getting comfortable promoting your practice.

  1. Imposter syndrome is real. Even when you are an expert, the endless series of experts (and seeming experts) in your field on social media is massive. You may have worked in your industry longer and achieved better results, but all that doesn’t matter on social media. What stands out are those who confidently use the platforms to promote their brand.
  2. Promoting your business feels sales-y. It’s one thing to create an ad that promotes you are accepting new patients or clients. It’s an entirely different feeling to post a photo of you at work telling people to come in because you’re so awesome. Only the most narcissistic people want to do that.
  3. You lack confidence to put yourself out there. Maybe you don’t want to share your photos on social media and you refuse to be on video. Or maybe you are open to the idea, but you’re not sure how or where to start. The whole thing just feels totally uncomfortable…so you’ll do it tomorrow instead.

3 key mindset shifts to succeed on social media for healthcare providers

All of these struggles are real.

But rather than focusing on what is challenging about social media, I like to focus on the opportunities.

It wasn’t long ago that you had to place a print ad in a local publication and hope your audience would see it. Now you can reach your exact ideal client for free or for pennies. If you’ve been in your field for over two decades, you know this is an opportunity you could never have imagined when you first started.

Here are three key mindset shifts that make promoting your health or wellness business on social media easier

Focus on helping. I’ve interviewed hundreds of healthcare providers for profile blogs, and nearly everyone says they entered the field to help people. Often, they were inspired by someone who once helped them or a family member.

Social media is a tool to help more people, even on a massive scale. In a single day, you may support only a handful of people in your practice. You can support their problem, struggle or question in a big way with your personalized care. But there are likely so many others who have the same issue, and social media is a way to help them by sharing your knowledge. You can amplify your one-on-one work by sharing it to a much larger audience. This is good for marketing, but even if they never come to you, you can still help them. This is powerful for you and your audience.

Focus on connecting. Marketing gets a bad rap, but mostly that’s because of bad marketers. Marketing doesn’t have to be sleazy or sales-y if you focus instead on connecting. Social media is first and foremost social. It’s where you can share a bit of the behind-the-scenes on your office or life so that you reveal the human side of your business.

So often your patients or clients are coming to you because they they like your personality or approach. Or they consider you an expert. Your personality and knowledge are key to why they work with you. Social media is a place where you can build that relationship and connection.

It’s not about you. Social media marketing is uncomfortable when it feels like bragging. Look at me! Look at our award! See why we have 5 stars! Buy my amazing thing!

And yes, there is a bit of that. After all, you have business to run.

But ultimately, it’s not about you. It’s about the people you help. Why did you go after 5 stars? Because you want to provide excellence. So talk about how you do that for others. The fact that you got recognized for a low hospital readmission rate or positive outcomes is about your patients. Focus on them. Tell their stories. Celebrate them. Then, you’ll end up illustrating why you are a 5-star provider instead of just posing with an award.

For more training on digital marketing, at a deeper and more interactive level, join me in Sparks of Marketing Facebook group.  I go live every Thursday at 10:30AM CT, training you on a new digital marketing topic.

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Get branded images to make your social media easier

If you’re an expert, and you need to up your content game to reach your audience, I’ve created a video tutorial to branding and creating templates on Canva. It includes a workbook and 50 ideas on ways to promote your services on social media 👇


For more training on digital marketing, at a deeper and more interactive level, join me in Sparks of Marketing Facebook group.  I go live every Thursday at 10:30AM CT, training you on a new digital marketing topic.

About Wendy:

I help service providers stand out by telling their story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help you tell your story so that you can reach your business goals. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

Want to talk strategy for your business? Be in touch! Let’s talk.

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