Counselors, coaches, healers, and others who are new to using social media for marketing purposes often ask where to find content to post. I have four suggestions for that initial content marketing problem. And the bottom line is to always be aware that each post contributes to your professional identity online (as well as your business's brand identity).
1. Spend some time finding and liking other Facebook pages that post the kind of content that will serve your niche, such as
When you have liked these pages, their posts will show up in your newsfeed. Then all you have to do it share them to your timeline and add a little note from you about the post you are sharing.
You can see how I do this at my pages:
2. Make statements and ask questions -- try to stimulate a little interaction.
That's what social media is all about - interacting, giving opinions, sharing thoughts, being social, developing online relationships (to a degree). Do this on the posts that show up in the newsfeed for your business page.
3. Post promotions for your own blog, if you are blogging.
I suggest you consider that you aren't done with the blogging process until you have promoted the latest blog on your social media pages. By "promote", I mean posting a link to the blog on your social media page, with a call to action statement or intriguing question that stimulates desire to come to your website to read your blog.
4. Share what colleagues post if appropriate for your audience.
You don't have to ask permission. Sharing is one of the main purposes of social media. But if you don't know the purpose who originally posted something you want to share, it is polite to like their post, then comment in some way -- you might say great post, must share as a way to acknowledge their effort and give them a bit of social media boost.
5. Like a news outlet, then add your clinical two cents on the news stories that appear in your newsfeed.
News stories that provoke anxiety or touch on grief can be great opportunities to remind people that counseling helps people through rough times. Outlets with particularly good and frequent social media posts include:
And don't forget your local news stations or newspapers, if you need local / in person clients.
6. Photo memes, whether inspirational or humorous, are especially popular types of content to post.
You can recirculate the ones you find in your newsfeed, or make your own. The online tool www.PicMonkey.com is very useful for that purpose. But a word of caution -- all photos and drawings are considered intellectual property, and will likely be copyrighted. Avoid using and altering photos that have an obvious copyright notice embedded in the artwork or posted next to it. Purchase graphics at low cost from www.DepositPhotos.com or hunt for clearly stated free sources.
7. Post your professional accomplishments.
Will you be speaking to a college class? Hosting an online workshop? Have you just published an ebook that has relevance for your client niche? Were you recently honored as healer of the year? Did you just complete a training program that enables you now to offer new techniques? Anything you have done that adds to your professional reputation should be announced in a mini-post.
If you are shy about self-bragging, remind yourself that you are letting potential clients know how you can help them, or where they can find your resources. That's not bragging -- it's being of service.
BUT -- and it's a big but -- there are a few things you shouldn't post on a business page.
pictures of or comments about your kids
what you had for breakfast (lunch, dinner, anniversary, birthday)
answers to clients questions*
notice of when you'll be out of town
* Don't freak out when /if clients post personal questions on your Facebook page. Simply reply publicly by saying this -- "Sorry __[name]__, but due to the ethics of my profession I can't comment on personal issues in a public forum."
This statement does not acknowledge the person as a client. It does not violate your obligations to maintain their privacy. It merely enforces a true boundary.
You might then message the client, remind them at your next session why you can't acknowledge them more personally online or provide answers for questions that are properly held for session time.