Number one, when it comes to building a community on social media as a therapist, is balancing professionalism and personal brand. The goal is to show your authority/legitimacy and make your audience feel comfortable enough to want to work with you. The best way to achieve both is to know your line. You don’t want to be too professional, because then you’re seen as a robot, and lack of rapport means your audience is less likely to connect enough with you to want to work with you. The same goes for personal brand. I have to say it, you’re not an influencer, and your platform isn’t meant to show everyone your lattes and child’s paintings. If you want people to see you as a professional, act like it. So, where’s the line?
There are a few ways to implement a solid personal brand and strategy without being too personal. When I start with a new client, I immediately look at their profile to see where they are in their marketing journey—what kind of content they post, how often they post it, and how they tie in their professional and personal experiences. I should know exactly who you are, what you do, and who you serve in the first 10 seconds of looking at your page through your bio. Then, I make sure your Profile Picture, Stories, Highlights, and posts align with what you’re stating in your bio. If these few aspects don’t align, that’s the first place we MUST start.
You are Confusing your Audience
When I look at a mental health professional’s page, I want to feel like I know you before I click off your page… or better yet, I want to binge your content. If your bio says one thing, and your content tells me another, I’m lost and confused and definitely do not want to follow you. What makes me feel this way? I see your profile bio says you’re a Trauma therapist who helps women overcome their generational trauma… but then your content is all filler content on “self love quotes” and “Tips to heal your trauma” that anyone could Google, and then your stories are of your breakfast and a shared post of someone else’s content?? Girl, what?! Who are you? This tells me, you are not a professional, your content holds no value, and I will gain NOTHING by following you, let alone being your client.
Your pages should be filled with value-based content that holds more depth that I CANNOT get anywhere else. You have to stand out. Millions of therapist or wellness brands are out there; what makes you better than the next one for me? If your page is filled with tips, tricks, and hacks, looks like every other “professional” page, and is all over the place, you WILL lose your audience. You have to be recognizable outside of your Title. Which is why you cannot be all busy and no play.
Just make sure your actions match your words. In other words, everything on your profile should align. From the profile picture you choose to the content you share to the stories you add to your highlights. They are one entity. Anything less is ruining your chances of building a community.
Tinkerbell is nothing without her pixie dust, like your marketing strategy is nothing without your personal brand
Imagine missing out on doubling your income because you were too professional. There is no need to imagine. You are already doing it. EEK.
The crazy part of social media marketing is that scammers and catfish are filled in this social pool. To top it off, clients want a therapist they can relate to in the modern therapy world. Plus, as you know, to build trust and rapport with your clients, you have to give them something. You can connect deeper, and more intensely with your clients when they fully trust you. How else can they feel comfortable enough to delve into their past traumas? Social media gives you the unique opportunity to show your audience the personality your friends and family love. The therapist side of you isn’t bringing clients to you now of days, its YOU. Your audience wants to know the person beneath the cardigan shield. This is where personal branding shines.
Aside from logos, fonts, and colors, branding can be broken down into more complex compartments. Personal branding is where your personality and experiences tie into your business. In your Instagram Stories, you can use “behind the scenes” of your business to give your audience an inside look to your therapy practice aside from seeing clients. In your content, you can talk about your personal journey with mental health, or a client’s transformation on how they overcame XYZ. When you show your viewers there is more to you than a therapy couch and note taking, they’ll feel more connected to you. This leads them directly to you, wanting more. You are no longer seen as a “bot” or “spam account” and finally seen as an authority.
The key to balancing personal and professional
Drumroll, please… ensure your audience isn’t seeing one more than the other by ensuring one doesn’t outshine the other. Did I just tell you the secret is by making them both 50/50? YES. Truthfully, there isn’t a magical system; you must be equal parts personable and professional. When you titer on the side of one more than the other, you risk becoming caught up in being one over the other. Which is why you see accounts that are too personal or too professional fail. They got lost in the sauce, for real.
The true key is to ensure you are using BOTH personal and professional aspects. Be the authority in your field. Show your personality and life to build trust. Overall, make sure you are showing up as THE go-to. Be the ONLY one they want to work with by setting yourself a part from the rest.
Which are you struggling with showing up with more? Are you too personal or overly professional? Let’s find your balance together!
As always, thank you for being a part of my journey- I can’t wait to be a part of yours. 🙂
#marketingstrategy #therapistprivatepractice #wellnesscoaches
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