The Visibility Framework for Dietitians
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[00:00:00] One thing I've noticed after working with dietitians building private practices is that marketing often gets more complicated than it needs to be. people think they need better captions on Instagram, better content, better algorithm, a new platform. That's a big one. but sometimes the real issue is just a lot more simple.
The right people are not seeing your work often enough, and that's what I mean by visibility. It's not becoming famous, trying to be the most well-known dietitian or trying to be everywhere. It's just making sure that people you actually-- who actually wanna reach you are consistently encountering your work.
Because even a great offer is hard to grow if the right people rarely see it. Visibility is really about repeating exposure to a clear message. The right person needs to see your work enough times to start understanding who you help, what you help with, and why your approach might matter to [00:01:00] them. And this might happen on social media, and it might also happen through physician referrals.
It might be through local networking or through speaking, email, or professional relationships. And the channels can vary, but what matters is that the right people keep encountering a clear message, and over time, that familiarity can make trust easier to build. I want you to think of a three-part visibility framework through three simple questions: Where are people seeing you?
How often are they seeing you? And what are they learning about each time? And those three questions can tell you a lot of how, why your marketing is or isn't working. So where are people seeing you? So the first question is where your ideal clients are, or referral partners are actually encountering your work.
So for one of our clients, that might be Instagram, and for another client, it might be physician offices. And for somebody else, like you, it might be a local business event, professional groups, workshops, or a combination. [00:02:00] There's no perfect answer, so the mistake is assuming that visibility has to mean social media because it, it doesn't.
And I wanna put you at ease if you're just not ready yet or you wanna take a break from social media because a dietitian who specializes in diabetes might build visibility by developing relationships with endocrinologists in primary care offices, where another might become known by teaching nutrition workshops, and another by-- might use social media and email.
And, like, all of these channels work for our clients, but the question is whether your current channels actually put you in front of people that you wanna reach. And I'd rather see you choose two channels that you can consistently use versus six channels that you can barely maintain. Ask yourself, how often is your ideal client seeing you?
So the second question is like frequency. And this is where a lot of dietitians get frustrated because you post for a few weeks, and then you assume that the strategy didn't work, but [00:03:00] visibility builds over time.
People may need to see your name several times before they remember you. A physician may need more than one interaction before they think of you when the right patient walks into their office. And someone may follow your content for weeks or months before they're ready to book. It doesn't mean that you don't need to consistently create more.
It just means that you need enough consistency that people have a chance to remember you. One of the biggest mistakes that I see changing is the strategy before you've given it enough repetition to learn anything from it. You want to ask yourself the third piece, which is the most overlooked.
What are people learning about you? It's not enough for people to see you. They also need to understand something about you. If someone sees your content ten times, but each piece sends a completely different message, then they may remember your face, but they still have no idea what you do or how you can help them.
Maybe one post is gut health, the next is supplements, then weight loss, then meal prep, then eating disorder, [00:04:00] sports nutrition. You're visible, but your reputation is not yet clarified. So if you compare that with someone who repeatedly communicates, "I help women with prediabetes lose weight and build healthy eating habits they can maintain," now that person, their interactions are going to reinforce the same idea, and that's when visibility becomes your reputation, and that's the goal.
It's not just to be seen, it's to be associated with something And the visibility can feel random 'cause people change too many things at once. I've seen it over the years. They try Instagram, and then they go to LinkedIn, and they decide they need a newsletter, and they can't stick with a particular strategy for long enough.
They might attend a few networking events, but then they stop everything because they feel overwhelmed. And the problem is not that the channels were bad or wrong, it's that none of them had enough time or consistency to actually work. You do not need to be everywhere. You just need a few places where the right people can [00:05:00] reliably find you.
And then you need to keep showing up with the messages that they can understand. So for a simple example, imagine two dietitians and both are excellent clinicians, maybe you and a friend, okay? And the first posts occasionally and changes topics all the time and rarely shows up with referral partners.
But the second one chooses two main visibility channels, we'll call them, maybe Instagram and let's just say local physician outreach, and then she keeps showing up. Her message stays clear. She talks about the same client problem in different ways, and she shows up with referral partners instead of assuming one introduction was enough.
Over time, people start knowing what to send her, and that's the difference. It's not necessarily that the second dietician is better at marketing. It's just that it's easier to remember So for the next 30 days, I want you to choose two visibility channels, not five, and not every platform you think you should be using.
[00:06:00] Just two, two max, even one. And for each one, or just one, then decide who you're trying to reach, how often are you showing up, and what do you want people to remember about your work? And then keep the message consistent enough that you can actually evaluate whether the channel's working. And at the end of the month, ask yourself, "Did I show up consistently?
Do the right people see me? And did my message stay clear?" And really, I wanna ask you, when you stick with it, did you get conversations, referrals, inquiries, or other signs that the right people are paying attention?
And if not, then you have something useful to adjust. But you don't wanna change the platform and the message and the frequency all at once because it's too many variables, and you'll never know what's working. So if marketing feels like it's not working, I wouldn't immediately ask what platform to add.
Instead, ask, "Where are the right people seeing me? How often are they seeing me? And what are they learning about my work when they do?" That is the visibility framework. You don't need to chase attention. You [00:07:00] need to become easier for the right person to find, understand, and remember.
And you can find a link in the show notes at dietitianboss.com. Thank you for listening, and we'll see you next time
