The appeal of going viral is undeniable. It's the dream, right? 🤩
One moment you're scrolling through your feed, the next, your content is everywhere.
But let's be real: while the idea of millions of views and likes is tempting, it's not the be-all and end-all for your therapy practice.
Sure, a viral post can give you a quick jump, but it's like a sugar rush—it's exciting, but it doesn't sustain you — also let's face it, not every post is going to go viral. 👀
Constantly chasing that temporary high can leave you feeling disappointed and discouraged.
Instead of focusing solely on the elusive viral moment, let's shift our attention to building a strong and sustainable Instagram presence. 🥂
WHY VIRALITY ISN'T EVERYTHING
While a viral video can undoubtedly improve your reach, it doesn't guarantee long-term success. Here's why:
❌ It doesn't equal brand success
-A viral moment might bring in a surge of followers, but if your content doesn't align with your brand values or what your brand is about, it could harm your therapy business.
For example:
You posted that France still got the gold medal for the volleyball men's event and added your thoughts to it (as someone who's a fan of the sport and the France team).
It became viral so you attracted people who are interested in the sport or of the team.
The question now becomes:
Out of all these new followers, what's the % of those who are interested in learning about my therapy business?
After this post, you went back to posting mental health/wellness topics so you see a drop in engagement and also a decrease in your followers.
❌ It doesn't guarantee sales
-While an increased visibility can result in more leads, it doesn't automatically translate to conversions. Because these leads still need to be qualified - are they the audience you were specifically attracting?
-Building trust and credibility is crucial for turning followers into clients.
❌ It's unsustainable
-Viral content is often fleeting. While it's exciting to experience a viral moment, heavily relying on it for consistent growth is a risky strategy.
FOCUS ON WHAT REALLY MATTERS
1️⃣ Identify and Study Your Audience
Understanding your ideal client or those who you want to help and work with is more than just knowing their demographics.
It's about truly understanding their needs, pain points, and aspirations. ✍️
Create detailed audience personas to guide your content creation and engagement strategies.
✅ Identify your target audience: Who are you trying to reach with your content?
✅ Understand their challenges: What problems are they facing? How can you offer solutions?
✅ Empathize with their needs: Put yourself in their shoes and create content that resonates with their emotions.
2️⃣ Build a Strong Brand Image and Reputation
Your brand image is your unique voice and personality. It's what sets you apart from other therapists or mental health professionals.
✅ Define your brand values: What do you stand for? What message do you want to convey?
✅ Create a visual identity: Choose colors, fonts, and imagery that reflect your brand personality.
✅ Develop a consistent tone of voice: Use language that aligns with your brand and resonates with your audience.
✅ Share expert insights, and valuable information that educates, inspires, or entertains
These help you become a trusted source for the audience you want to attract.
3️⃣ Create High-Quality, Valuable Content
Content is your backbone. 💪 Focus on creating informative, engaging, and valuable content that your audience will love.
Focus on how you can reach your ideal audience and not just get their attention but also retain it.
Think about your audience's learning styles + what types of topics/discussion would best resonate with them where it's easy for them to digest.
✅ Share your expertise: Offer tips, advice, and insights related to mental health and well-being.
✅ Use visuals: Incorporate eye-catching images, videos, and graphics to enhance your content.
✅ Mix it up: Experiment with different content formats to keep your audience engaged.
4️⃣ Engage Authentically
Building relationships with your followers is one of the secrets to long-term success.
✅ Respond to comments and messages promptly: Show your audience that you care about their thoughts and opinions.
✅ Join relevant conversations: Participate in industry discussions and engage with other mental health professionals.
✅ Collaborate with others: Partner with other mental health professionals or businesses who align with your brand image to reach a wider audience.
A few reminders! ✨
Building a sustainable Instagram presence takes time and effort.
Be patient, consistent, and authentic.
By focusing on building relationships and providing value to your audience, you'll create a loyal community that will support your therapy practice for the long haul.
And remember, it's okay to not go viral because your impact lies in the lives you touch, one connection at a time. 💗
Looking for more support? HERE'S HOW I CAN HELP YOU 👇
◾ Instagram DIY Kit - you can get started using my FREE guide so you'll be familiar with the basics and start practicing and applying them.
◾ 30 Days of Content - spending hours overthinking what to post? Unlock your content creation potential with this FREE guide and put an end to writer's block.
◾ Instagram Management - you're starting to grow and you want additional help! Sign up for this monthly service and get dedicated support for the next 6 months.
◾ Virtual Assistance - do you have specific needs related to operations, tech, marketing or even launching? Explore this service instead!
Cheering you on,
MJ 💕
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