Create an online community for your clients with these tips!
The new era of community building
Grow your practice with engaging communities and real content.
In today’s world, online communities have profoundly reshaped our understanding of connection and interaction. According to HubSpot’s State of Consumer Trends Report, 24% of social media users have actively participated in an online community in the last three months and this trend is unlikely to reverse any time soon.
While online platforms offer unprecedented reach and the ability to connect across geographical boundaries, they also come with challenges. Digital interactions can sometimes feel impersonal, and there's no true substitute for physical human connection. However, for healing arts practitioners specializing in areas like massage, psychotherapy, Reiki, yoga, acupuncture, and chiropractic, these digital spaces can also be harnessed for immense good. And it can really help your business by driving home the unique digital identity that resonates with your healing practice.
If you need a primer on social media, it might be good to first check out my blog, “Social Media Mastery for Holistic Health Professionals.” If you’re good on the basics of social and are ready to dive into the world of online communities, let’s get started!
Section 1: Identifying your digital niche
Being in a field that requires a lot of compassion, you have probably already figured out that you can’t make everybody happy, but you can make a huge difference in the lives of the people you’re best aligned to help. It follows then that in the vast expanse of the digital world, defining your niche within the healing arts is crucial for establishing a focused and effective online community. By identifying your niche, you position yourself to attract and engage with the right audience - those who are actively seeking the specific healing services you offer.
Understanding your client base
The key to a successful digital community lies in deeply understanding your client base. Start by researching the common characteristics and interests of your potential clients. For instance, a yoga practitioner might cater to clients seeking physical wellness and mental relaxation, whereas a psychotherapist’s audience might be looking for emotional support and guidance. As my old entrepreneurship professor once said, if you don’t know what your customers want, jut ask them!
Of course, many great minds don’t always agree with that philosophy (Steve Jobs comes to mind), but I think there’s wisdom in starting by asking some trusted clients what community might look like to them. You can also engage in other online forums you like to see how they work or conduct surveys to get more quantitative data.
Crafting a unique digital identity
Once you’ve figured out what you want to deliver, it’s time to imagine your digital identity. What is a digital identity? it’s a reflection of your healing philosophy and approach, and much more than just a name and a logo. Your identity should resonate with the values and expectations of your niche. For example, a massage therapist, might create a serene and soothing online environment, while a Reiki practitioner might focus on conveying a sense of spiritual healing and balance. Your digital identity should be consistent across all platforms, from your website to your social media profiles, creating a recognizable and trusted brand in the digital healing community.
Section 2: Laying the digital foundation
Finding the right place for your community: It's all about where your clients are
Choosing the right platform for your online community isn’t always obvious. As a practitioner, you may want to start by asking yourself where your clients are most active.
Is it on forums like Reddit or specialized health platforms? Or perhaps on broader social media channels like Facebook Groups or LinkedIn? The answer to this will really depend on your business structure, client base and goals. As one datapoint, according to the Pew Research Center, “65% of the internet users who are active in groups say they use their groups’ websites. Younger adults and those with higher incomes and education are most likely to say this.”
The truth is there’s no “one size fits all” answer here. Self-hosted communities can be cumbersome and expensive, and there are pros and cons to every other kind of community. You also need to consider privacy concerns. If your client base tends to be on the less vocal side, you may want to offer a “gated” community where people can ask questions knowing the rest of the internet can’t view, or use screen names as opposed to real names to drive a sense of anonymity. On the other hand, if you want people in your community to get to know each other and perhaps meet in person someday if they ha vent already, it’s nice to have a sense of who those people are with names and faces, something a platform like Facebook would lend itself to.
As you weigh these considerations, it’s also important to think about the pros and cons of free versus paid platforms. For more insights on making these marketing decisions, refer to “Should I Pay for That? Make Better Marketing Decisions with Our 3-Step Framework.”
Section 3: Crafting engaging content that connects and drives your business
Ideas to light up your content strategy and connect with your audience.
The importance of content cannot be understated (says me). It is not only going to help the heart of your digital community beat, but it can also become a driving force behind your business's growth. Great content can spark dialogue that resonates deeply with your audience, making your practice an relevant part of their healing journey.
Educational articles and blogs
It’s often best to start with authentic, educational content. Try to write articles, blog posts or post videos that you believe will not only inform but also inspire. If you're a psychotherapist, for instance, you could write about coping strategies for anxiety, something so many of us need. For a yoga instructor, articles on the health benefits of different yoga poses or a easy to digest set of instructions for mindfulness might be enlightening. The key is to provide value that empowers your audience, making them see your service as essential to their wellbeing.
Healing journey stories and testimonials
Ever met somebody remembered a story they told a couple years later? There's immense power in storytelling. Share the journeys of your clients (with their permission!) to illustrate the impact of your practice. Whether it's a transformative massage experience or a successful therapy journey, these stories foster a deeper connection with your audience. They see real results and real people, which builds trust and credibility.
Instructional videos and tutorials
Visual content like instructional videos or tutorials can be highly engaging and we forget that YouTube is a search engine of sorts and TikTok can help businesses soar with one viral video. Demonstrating a yoga sequence, a massage technique, or simple breathing exercises for stress relief can be both educational and engaging. These resources allow your audience to experience a taste of your services, increasing their likelihood of seeking more. It’s also very likely authentically what you’re good at explaining anyway. And the more you marry what comes naturally to you to your content strategy, the better.
Leveraging client-generated content
When your clients start to create content for you, you know you’re doing something right. This could be in the form of testimonials, guest blog posts, or sharing their experiences on social media. This not only provides you with authentic content but also amplifies your reach as clients share these experiences within their networks. It creates a virtuous cycle where your clients help in community-building, bringing in more people who can benefit from your services. Don’t be afraid to ask for this. I find this process hideously awkward but guess what, people who you’ve helped really will be happy to help you.
Interactive content for engagement
People like games and puzzles. Create polls, quizzes, or Q&A sessions to engage your audience actively. These interactive elements can provide insights into what your clients are interested in, helping you tailor your future content. They also encourage participation, making your audience feel like they are a part of a community.
Consistency and relevance
Stay in the fast lane: Keep your content fresh and relevant.
Finally, don’t forget that the internet moves obnoxiously fast, which means you can’t just generate one piece of awesome content no matter how great it is, and call it a day (you can however repurpose it in fun and new ways to make yourself more efficient!). Not only does volume matter, but consistency is key. Regularly updating your content keeps your audience engaged and your practice top-of-mind. However, don’t forget to keep it relevant – the content should align with your practice’s ethos and your audience’s needs. This alignment is what transforms mere information into meaningful content that drives your business forward.
Feeling inspired to get into more content marketing ideas beyond your digital community? Read my blog, “Seven content marketing ideas to educate and attract clients for healing arts practitioners.”
Section 4: Engagement, monetization, and valuing your services
Engagement in the digital space is about more than just keeping your audience interested, it's about monetizing your offerings effectively. Understanding the value of your services and charging appropriately is key. Here are some ideas to monetize your content and online group services:
Monetizing with paid webinars and workshops: Host paid webinars or workshops on topics like self-massage techniques for massage therapists or stress management for psychotherapists. These sessions offer in-depth content that justifies the cost.
Exclusive group sessions: Offer exclusive sessions, such as specialized yoga classes or group therapy, for a fee. This personalized experience can justify a higher price point and adds value to your service.
Membership programs: Create membership programs for premium content. Recurring fees for exclusive access can build a dedicated community.
Beyond the basics, here are some useful tips to get the most out of monetizing your content.
Sharp ideas for creative engagement and smart monetization.
Regular interaction: Don’t be shy. Engage regularly with your community through posts and responses to foster relationships.
Effective organization: Think of this as a gift to your future self. Use reliable platforms for events and promote them across your digital channels for maximum participation.
Feedback loop: It’s hard to open yourself to this but make a practice to collect feedback often and always after paid sessions to refine and improve your offerings.
Balancing free and paid content: Free content, like blog posts or introductory videos, attracts new clients and showcases your services' value. This approach encourages clients to invest in your paid offerings.
Understanding your value: Recognize the worth of your services. Research market rates and price your services based on your unique offerings and expertise. Quality services attract willing customers.
By balancing monetization with engagement and recognizing your services' value, you can grow your client base and maintain a vibrant community.
Section 5: Tracking success with analytics and understanding their impact
Let’s start by talking about the availability of getting great analytics to help you understand your digital community. Gone are the days of guesswork in marketing strategies, though a little intuition never hurt anyone when brainstorming campaigns. Today, we have tools that provide clear insights into what's effective and what isn't. While there are exceptions like long-term marketing campaigns or PR efforts with delayed results, most things can be measured pretty instantaneously. So the old quote I heard in my very first advertising class and never forgot just doesn’t really make sense anymore:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Why analytics matter
Analytics offer a window into the behaviors and preferences of your community. They enable informed decisions, enhancing engagement, tailoring content, and growing your audience. In a landscape where digital interaction is key, understanding these metrics is vital for success. There’s lots of cost-effective ways to understand your analytics.
Essential metrics to track
There are endless metrics worth tracking, but here are a few ideas to get you started:
Grow your strategy from solid metrics
Engagement rates: Includes likes, comments, shares, and overall interaction with your content. High engagement indicates content resonance.
Post reach: Measures the visibility of your posts and their potential to attract new members.
Member growth: Tracks how many new members join your community, reflecting the appeal of your content and engagement strategies.
Click-through rates (CTR): For content directing members to specific actions, CTR measures effectiveness in driving traffic.
Conversion rates: Important for monetized aspects, tracking how many users take desired actions, like webinar sign-ups or service purchases.
Utilizing platforms for analytics
Platforms like Google Analytics as well as specific social platform-based social media analytics tools such as Facebook group insights, can together create provide comprehensive data for shaping your digital strategy. These tools help understand your community's behavior, allowing you to adapt and refine your approach. Most platforms offer some level of insights.
Conclusion
Stepping into the digital world to build a community for your clients is an exciting adventure. It can help you connect with more people and on a deeper level. And it can go far beyond just sharing tips and techniques as is so often thought to be its limit.
As we navigate through identifying our niche, creating content that speaks to our audience, and making sense of all the analytics, it's clear how much our approach can shape our community's experience. This journey involves numbers and strategies, sure, but more importantly, it's about creating a space where genuine connections flourish. So, dive in, and let's create communities that not only inform but also inspire and heal.