By Libby Rothschild, CEO of Dietitian Boss; follow on LinkedIn.
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Starting a private dietitian practice while avoiding burnout takes dedication, expertise and marketing. When trying to get your name out there, social media is one of the best ways to reach new potential clients. The rise of tech and social media over the last 20 years has been monumental and more people than ever conduct their businesses online. It has become second nature to turn to the internet when searching for a specific need, including seeking out a dietitian.
Social media outlets such as YouTube offer numerous opportunities for your business. YouTube allows you to create your own content and promote yourself and your practice while focusing on search functions. With billions of users, the potential reach of your YouTube channel is nearly limitless. However, learning how to start your practice’s channel is the first step.
The first three questions I ask every dietitian when they want to start a social media channel include:
• Why do you want to do this?
• What problem will your channel solve?
• How frequently will you post videos?
Why Create A Channel
Every business needs customers. Creating a media channel on YouTube can serve as a lead generation machine so more people will know that your business exists as a solution to their problems. While some dietitians use YouTube to get paid (if your channel is monetized), others use it as a source to drive potential customers to build an email list or purchase an offer. YouTube stands out from other social media channels because of its excellent search platform, and you can grow your audience worldwide.
Creating Your Channel
The most direct way to start your YouTube account is through Google. Since Google owns YouTube, logging in with your Gmail account and password should automatically open your YouTube account. However, if it does not, starting a YouTube via your Gmail ID is only a few clicks away.
Once you have logged in, head to the “Settings” tab and find your YouTube account overview. On this screen, you will find the “Create a new channel” option within the “Your YouTube Channel” tab. Afterward, YouTube will direct you to name your new channel.
There are many customizable aspects to a YouTube channel, and your choice in customizations will help form your online voice and brand. Your channel’s name, profile photo, layout, playlists and URL address should all reflect your private dietitian practice. Fluidity and consistency are also essential, as people usually prefer to browse a well-organized channel while searching for videos rather than trying to sort through a mixed bag of content. If you’re new to getting started you can create simple graphics and return later to optimize your layouts and colors. The focus for your channel should be on setting it up and creating videos. The branding is secondary.
Frequency Of Posting
Posting videos regularly can help support growth. Often dietitians are perfectionists and struggle to publish content based on their own concerns and mindset. Develop a quick calendar to set a goal of posting frequency so you are more likely to follow the agenda.
If you can do it weekly that’s ideal, and once a month is a great start. Do not be obsessed over thumbnails. Getting videos published matters the most. You can go back and update thumbnails later.
Naming Your New Channel
Using the name of your private dietitian practice may seem appropriate for your channel but by using your own name, you create brand recognition—unless your business name supports searchability like “Dietitian Boss.”
People often overthink this step. When in doubt, you can use your personal name to start your channel.
Identifying Your Online Audience
As a dietitian in business, you likely know the importance of identifying your target market. The same business foundation can help you quickly gain traction on YouTube. With over 2.5 billion active users all over the globe, the task of carving out your channel’s key demographic may seem daunting. However, the goal is not to have your videos seen by billions of people, but to be seen by the specified portion of users who would be ideal for your channel’s viewership.
These viewers include people interested in the problem your private practice solves and who would likely share your content online. Knowing your audience can help in brainstorming the specific content you should create on your channel to maximize success. As a private practice dietitian, you might not know the audience most likely to benefit from your expertise, and spending time and energy learning can help both your channel and your business.
Creating Content
When deciding on the type of content to make for YouTube, start with what you believe would be best for your dietitian clients. The kind of content you make for your channel significantly affects your viewership and number of subscribers. Viewers want to be actively engaged while watching your channel, so try and avoid monotone, strictly clinical (and boring) videos. Instead, consider making videos like:
• Tutorials
• Product reviews
• Reactions
• Interviews
• Educational content
• Q&As
Videos that meet the suggested criteria above are more likely to engage an audience into clicking and watching your channel’s videos. Intriguing your audience into subscribing and sharing your content can only help your YouTube channel grow.
Starting a YouTube channel is ideal for getting your name, face and dietitian private practice out onto the internet. Spreading your dietitian knowledge to current and potential clients can continually help generate new business for your practice.
Keep your dietitian practice in mind while you craft your channel’s content, and continue consistently posting intriguing videos to keep your audience engaged.
