Ep 72 - You’ve Nailed Your Niche — So Why Aren’t Clients Coming?

 

Episode Show Notes

 

You’ve picked your niche. You’ve clarified your message. You’ve started showing up online.
So why are your dream clients still nowhere to be seen?

In this post, I’m breaking down what’s really going on when dietitians and health professionals get clear on their niche… but still don’t see leads or conversions. Because visibility isn’t just about “posting more.” It’s about showing up strategically, in the right place, with the right message, for the right people.

 

Niche Clarity Is the Foundation, Not the Finish Line

Most people treat “niching down” as the end goal. But actually, niche clarity is just the beginning.

Yes, it’s essential to know who you serve and what problem you solve.
But what comes next is just as important: matching your niche to a visibility strategy that puts your message in front of the right people, in the right format, at the right time.

Without this, your content blends in. It might be well-written. It might be packed with value. But if it’s not reaching your dream clients? It’s not converting.

 

Why Visibility Still Feels Like a Struggle (Even With a Clear Niche)

You’re posting. You’re emailing. You’re trying all the things. So why are you still hearing crickets?

Here’s often where the real problem stems from:

• You’ve done the niche work - but your platform strategy perhaps doesn't align with your client’s behaviour.
• Your content may not be anchored to a single offer, so it lacks traction.
• You’re posting everywhere, without clear evidence of what’s working.

Here’s how to fix it:

 

Step 1: Know Who You're Talking To (And How They Look for Help)

Getting clear on your niche is vital - but it’s just the first step. Say you work with women in their early 30’s with IBS symptoms.

If you’ve done your niche work effectively you’ll likely know that your 30-year-old woman is exhausted. Not from work or lack of sleep (though those may be factors), but from living at the mercy of her gut. 

Some days, she’s cancelling plans because of sudden diarrhoea and urgency. Other days, she’s so bloated she can’t zip up her jeans, and hardly recognises herself in the mirror. She’s cut out gluten. Taken every probiotic she can find. Followed Instagram wellness gurus. Journaled her symptoms. Drunk peppermint tea. Prayed for answers. But nothing sticks.

She dreads eating out. Checks where the loos are before saying yes to social invites. And silently panics when she feels a twinge after lunch. Her day revolves around her gut, and what she really craves isn’t just “better digestion,” it’s freedom.

The freedom to say yes to life without mapping out toilet stops.
To drink her morning coffee without consequence.
To eat a meal and get on with her day.
To feel like herself again, not fragile and always on edge.

Her biggest fear? That this is just who she is now. That nothing will help.

But here’s the part most people miss:
You can know all of this - and still create content that doesn’t land… if you don’t also consider how this woman lives her life.

That’s where true niche clarity becomes visibility.
Because her symptoms may be the same - but her daily behaviours, habits, and content preferences change everything.

Let’s explore how this shows up in three very different (but equally real) versions of your ideal client…

 

The Stay-at-Home Mum with Toddlers

She’s 30, raising two kids under five, and her days are a blur of nappies, snacks, laundry and school runs. Her IBS flares are unpredictable, one minute she’s fine, the next she’s doubled over with urgency and trying to manage her symptoms while wrangling a toddler at soft play. 

Every family outing feels like a risk. She’s anxious, sleep-deprived, and carrying the invisible weight of trying to “hold it all together.”

Her support-seeking happens in stolen moments, usually late at night, phone in one hand, cup of tea in the other, scrolling under a blanket on the sofa. She’s not reading in depth blog posts or listening to 45-minute podcasts. 

She’s skimming listicles found from Google searches like “IBS-friendly on the go snacks” or saving pins on “calm gut food swaps”. 

She wants snackable, realistic tips, things she can do in between nap time and tantrums. And more than anything, she wants to feel seen. 

 

The Busy Solicitor on the Corporate Ladder

Also 30, but her world looks very different. She’s ambitious, high-achieving, and on the fast track to partnership in her law firm. Her days are back-to-back meetings, courtroom appearances, late nights preparing briefs. 

IBS is the one thing she can’t control, and it’s her greatest source of shame. She skips breakfast, relies on black coffee and adrenaline, and silently panics during long meetings or high-stakes presentations.

She’s not on Instagram during the day. She’s listening to podcasts on her commute, checking email over a salad at her desk, maybe tapping through a few Instagram stories while getting ready for bed. 

She wants expert advice, not fluffy tips or influencer wellness content. She wants to understand what’s going on in her body, why it keeps betraying her, and how to manage her gut without sacrificing her career. 

She’s searching for someone who feels professional, credible, and calm. Someone who gets the pressure she’s under, and won’t ask her to overhaul her entire life.

 

The Bride-to-Be Planning Her Dream Wedding

She’s also 30, and counting down the weeks until her big day. Her Instagram feed is filled with wedding inspo, meal prep, and fitness challenges. But behind the curated perfection is fear. 

Her IBS symptoms, bloating, wind, unpredictable digestion, feel like a ticking time bomb. Every dress fitting fills her with dread. She’s trying every gut health hack she sees: supplements, smoothies, restrictive diets, influencer routines. She wants to look and feel amazing - and she’s terrified her body won’t cooperate.

She’s emotionally driven, deeply invested, and spends hours down TikTok and YouTube rabbit holes. She’s saving “What I eat in a day” videos, watching testimonials, and crying at strangers’ healing journeys. 

She wants quick wins, clear answers, and soothing support. Someone who can calm the noise, cut through the confusion, and help her feel confident in her own skin, not just for the wedding, but for life after too.

 

Same problem. Different daily lives. And very different content behaviours.

 

Step 2: Choose 1–2 Platforms That Match Your Client’s Habits

(And make email your non-negotiable)

Once you deeply understand how your ideal client moves through her day, the routines, the quiet moments, the stress points, you’ll have a much clearer picture of how she looks for support. And that’s what should guide where you show up online.

This isn’t about being everywhere.
It’s about being in the right place, where your message naturally meets her, in a format she’s already using and trusts.

Most of the time, that means choosing:

• One long-form platform where you can go deeper (like a blog, podcast, YouTube or Substack)
  
  
• One short-form platform for snackable, scroll-friendly content (like Instagram, Pinterest, TikTok or LinkedIn)
  
  
• And always, always: email as your non-negotiable foundation
  
  

Let’s break each one down:

 

Why You Need a Long-Form Content Platform

This is where you build depth, demonstrate authority, and create evergreen content that can be found long after you publish it. Think of it like your virtual library, full of thoughtful, high-quality resources that your dream client can binge, save, and return to when she’s ready.

Blogs and YouTube are highly searchable, which means they’re perfect for reaching people who are actively Googling solutions to their problems. Podcasts, on the other hand, create intimacy, your voice in their ears builds trust, especially if your client is listening while commuting, walking, or cleaning up the kitchen.

Long-form content gives space to educate and nurture without feeling rushed. It also helps filter out the “just curious” followers from the people who are truly engaged.

 

Why You Need a Short-Form Platform

This is your visibility engine. Your short-form platform helps you be discovered, it’s how new people find you, follow you, and begin to understand what you offer.

Instagram Reels, Pinterest, LinkedIn posts, or TikTok, these allow you to show up quickly, regularly, and memorably. But the key here is not what’s trending, it’s what matches how your client scrolls.

Think about what she wants in that moment:
A quick IBS-friendly snack idea, a 30-second myth-busting reel, a list of foods that calm bloating. This is content that resonates fast and meets her exactly where she’s at, emotionally and practically.

Short-form content builds familiarity. It creates “tap to save” moments. And it builds recognition, so when your blog or email lands later, she already feels like she knows you.

 

Why Email Is the Non-Negotiable

Your email list is the only platform you own.
It’s not subject to algorithms. It doesn’t disappear overnight. And it allows you to speak directly to people who have raised their hand and said, “Yes, I want to hear from you.”

It’s also where conversions happen.

While social media is about reach, and long-form content builds trust, email is the bridge that leads people to take action, whether that’s booking a discovery call, downloading your freebie, or joining your programme.

Your emails should feel personal, consistent, and value-packed.
They don’t have to be long. But they do need to be relevant.
Whether it’s a mini tip, a relatable story, or a link to your latest post, your goal is to stay top of mind in a way that feels genuinely helpful.

 

Let’s Put It All Together

Here’s how this might play out for our three IBS clients:

The stay-at-home mum finds you via Pinterest or a Google search. She lands on your blog, reads a short, skimmable post, then signs up for your email list. Your content is calm, realistic and practical, snack ideas, mum-life routines, reassurance that she’s not alone.

The solicitor listens to your podcast on her commute and sees your LinkedIn posts while waiting for a meeting to start. Your email hits her inbox at 7am and she reads it over coffee before diving into her day. She wants expert language, efficient formats, and a tone that says “I see your high standards, and I meet them.”

The bride-to-be is scrolling TikTok and Instagram Reels in bed. A relatable video draws her in. Later, she finds your YouTube channel and binge-watches three “IBS before my wedding” videos. She subscribes to your email list for more tips, hoping this will finally be the answer she’s been looking for.

Each of these women has the same condition, but your visibility strategy looks totally different depending on who you’re trying to reach.

Want help picking the right platforms for your business? This is something I support you with inside Accelerate, my high-touch programme for dietitians building expert-led brands.

 

Step 3: Anchor Your Content to One Clear Offer

This is the piece that makes everything “click.”

Your visibility content needs a focal point, a single offer you’re leading people towards.
Not five different options. Not a tangle of freebies, services, and downloads. Just one clear, next step.

For example, if you’re promoting your 1:1 IBS programme, your content should reinforce the problem it solves, the transformation it offers, and the trust it builds, even if the offer isn’t mentioned every time.

This creates consistency which results in momentum.

 

Step 4: Track What’s Working, and Do More of That

Visibility without reflection is just noise.
If you don’t know what’s working, you can’t build on what’s working.
And that means you’ll always be guessing, instead of growing.

Tracking and analyzing the data is not just numbers, it’s feedback. It’s the evidence base for your business.

Here’s what to track, and what it tells you:

 

1. Traffic to Your Long-Form Content

Look at your blog, podcast, YouTube or Substack analytics. 

• How many people are finding your content? 
• Which topics are getting more clicks/downloads/viewtime than others? 
• How long are people staying? Are they consuming it or bouncing straight off?

This helps you double down on what people are actively looking for,  so your long-form content becomes more findable and useful over time.

 

2. Email List Growth and Engagement

Email is your most important metric, because these people have chosen to stay in your world.

Start by asking:

• Are new subscribers joining each week?
• What’s your open rate? (Above 30% is a good sign, above 40% is excellent when you have more than 500 subscribers.)
• Are people clicking through your links?
• Is anyone replying to your emails?
  
  

Email is often where conversion happens, so this data matters.

 

3. Engagement on Your Short-Form Content

Likes are the most surface-level metric. What you really want to track is:

• Saves (signals “I want to come back to this”)
• Shares (signals “this helped me - and I think it could help someone else”)
• Comments (especially ones that ask for more)
• DMs that enquire about how you can help
  
  

Engagement tells you which content is sticking, and which content is skimmed and forgotten.

 

4. Conversions, The Most Important Metric of All

Ultimately, you’re running a business. So while traffic and engagement are important, they’re only part of the picture.

Track:

• How many discovery calls bookings am I getting and is this increasing?
• Where did they come from? (Ask them - people will tell you.)
• Are they the right-fit client I’m aiming to attract?
• What did they see, hear or read that brought them in?
  
  

This is where strategy becomes streamlined. You’ll learn what to do more of, what to tweak, and what to stop doing altogether!

And If You’re Thinking, “I Don’t Have Time for All This…”

I get it. Tracking can feel like one more thing on your plate.
But here’s the reframe:

You’re already collecting evidence every day in clinic.
You monitor progress. You adapt advice based on what works.
This is no different.

Your content is your intervention. Your data is the response.

And when you treat your visibility like evidence-based practice, you stop guessing, and start growing.

Final Thoughts: Ready to Build Visibility That Converts?

You’ve nailed your niche. Now it’s time to turn that clarity into connection - and conversion.

If you're tired of “trying everything” and want to build a smarter, evidence-led content plan that consistently brings in leads, let's talk.

Book a free discovery call to explore how I can support you inside my personalised coaching programme Accelerate.

 

The Master Plan:

Helping you build the business of your dreams. Get your 22 point step-by step workbook here: https://www.sarahalmondbushell.com/master-plan

Connect with me:

Website: https://www.sarahalmondbushell.com/

Instagram: https://www.instagram.com/dietitiansinbusiness/

Facebook: https://www.facebook.com/dietitiansinbusiness

Facebook Group: https://www.facebook.com/groups/beyondtheclinicbusiness

YouTube: https://www.youtube.com/@BeyondTheClinicPodcast

 

Episode transcription:

Hello, hello and welcome along. It is the 7th of September. It's the first full week back at school for many of us who've got children. It's starting to feel a little bit autumnal outside now and whilst it's been an amazing summer, I actually quite like this time of year. It feels a little bit like a fresh start, a bit of renewed energy. I'm really excited and keen to get going on things in my business.

So it's a little bit different for me this year. My daughter starts back today and as many of you know, I homeschool her. That's not true. She homeschools. We have a tutor who helps. don't do very much of it myself, if I'm honest. But my son is going to university. So he's going to be leaving home. I think I'm just going to be absolutely dreadful about this. breaking my heart, even just thinking about it.

And he leaves in a couple of weeks time. So yeah, a bit of a different start to this September, this almost second new year, really. But anyway, today I wanted to talk to you about something I see quite often when you have nailed your niche, you know exactly who you're talking to. You've done a lot of work around your messaging and who your ideal your client is, and you put all that information out there and.

You know that great things are about to happen, but it's not. It's quiet and you just don't know why. And it's often because there's another little piece missing and that's what we're going to dive into today.

Okay, so you've chosen your niche, you've done all of that inner work, you've clarified exactly who it is, who you help, what you do and how you make a difference. And so it can feel really disheartening when it really feels like no one is seeing your content. You might be wondering why is it that these really well-crafted, really beautifully messaged posts that you put out there just land with the tumbleweeds instead of traction?

And the other thing, of course, is why is it only other healthcare professionals who are engaging with your content and not your dream clients? Because you absolutely know that you've got your messaging nailed. So where are the people? Where are the people who it's meant to reach? So we're going to talk about the one step that might be missing.

Because once you've nailed your niche, the next step isn't just to show up more, it's to show up strategically. And I talk about strategy a lot because without strategy, I think you're winging it essentially. And a lot of this comes down to the fact that visibility isn't just about being present. It's about being placed and being placed intentionally with that strategy and really in the exact spot that your ideal client is already looking. So let's get into it.

Okay, let me guess. Everyone's told you, you need to have a niche. You've worked so hard to define this niche. You've finally put a stake in the ground. You have decided that you're going to help this particular person solve that particular problem. You maybe have updated your Instagram bio. You've rewrote your website. You've started posting consistently. And for a moment, things felt really, really clear.

But then you start thinking, well, where's the clients? Where's the inquiries? Why are things still a bit slow? Maybe you're still getting quite low engagement on your posts and people might be saying to you, so what is it that you actually do again? So you really do know that you're showing up in the right way, but you're just really not getting that traction that you hoped for. And you might start wondering things like, you know what, have I gone a bit too specific with my niche? Have I a step too far here? Do I need to go broader again? Or actually, do I need to post more often? Maybe it's more often that the algorithms want now. Or actually, is this a sign that I've just done something wrong?

So I just want you to take a deep breath here because this isn't about whether what you're doing is wrong here. It's about just finishing that second half of the visibility puzzle. The bit that comes after your niche. And I think it's important to know that what lot of these online gurus talk to you about when they talk about niche is they don't talk about niche clarity.

So it's not just about who you serve and the problem you solve and their demographics and their pain points and their desires. You know, that's all vitally important. Don't get me wrong. But it's also about where you're visible and how you deliver that message to that specific person. Otherwise, you end up doing what so many brilliant health professionals do. They create incredible niche aligned content, they post it everywhere, they're working harder than ever, but they're still not attracting the right people.

And the reason why is because when your platform strategy doesn't match your niche clarity, your message actually stays hidden and you don't get those clients. And then of course you start second guessing, don't you? You start overthinking, you start working harder, you start tweaking and tinkering with fonts and hashtags and caption lengths and...

Actually, the real issue is that your message just isn't meeting your dream clients where they specifically are. So I want to explain this through a story that I had with a client a couple of years ago now, and I'm just going to call her Jess for the sake of confidentiality here.

So let me tell you about Jess. She was a dietitian like me running a thriving gut health practice, but who was stuck in this cycle that I know you're just going to feel sounds really familiar. she was exhausted, not just physically, but emotionally and mentally her work days began in the early hours of the morning. She was getting up at 5am, laptop open, coffee in hand, scrolling Instagram, trying to get some inspiration on what to post today because the other stuff wasn't working.

She was constantly tweaking Canva graphics, for example. She was researching hashtags. She was refreshing her insights to see what had changed since yesterday's posts. She would batch content one week and then panic the next. She would show up really strong for a few days. And then actually, because it wasn't working for her, she'd disappear for a week or two. And all of this meant visibility felt like another job. And one that she wasn't even really sure was actually working for her.

So she was absolutely showing up. She was absolutely working really hard, but she wasn't getting anything back from it. So she'd done the niche work. She had the messaging nailed. She knew exactly who she helped. was midlife women struggling with IBS and perimenopause. She knew that they felt unheard. She knew that they felt unseen in their GP surgeries. And she knew that they often felt dismissed as, know, this is just IBS and it's likely just stress.

And so her bio on Instagram and Facebook and TikTok and all the platforms said exactly the right thing. Her feed was filled with really valuable tips, but it wasn't translating into bookings and or I should say not the kind of bookings that she wanted anyway. S

he just said to me one day, you know, I just don't get it. I've done all the courses. I've clarified my ideal client several times and posting every single day and it's still crickets. So she was on every platform as well. She was on Instagram. That was her main one. She posted to Facebook as well. She was also on TikTok and had snippets going onto threads. She was starting to dabble a bit with YouTube. She had a podcast. It was like she'd scattered herself into a thousand little pieces, hoping that one of them was going to work for her and it would finally stick, but actually didn't do that at all.

So instead she was coming to me saying, you know, I've got loads of likes, but look who they're from. It's other nutritionists. It's a couple of GPs. It's some dietitians. It's DMs were coming through, but it was for people asking for freebies or you know what, can you give me a quick tip on this? She had comments, but they were saying things like, love this, you know, nothing from her actual ideal clients. Nothing that suggested that people might want to pay for her expertise. No leads, essentially, and no sales.

So she hit crisis point. It was one Sunday evening, I remember, because she text messaged me she'd spent six hours and I can't believe it was this, but six full hours overthinking whilst creating one single carousel post. She said, I'm sat at my kitchen table. I've got a cup of tea beside me that's been there for hours. My back's killing me. Her toddler's crayons were scattered all over the place. She hadn't tidied up like she usually would. And she said, you know what, I'm just going to post this. So she did. And she got 12 likes, no comments, no clicks. And that, I think, was the turning point. She said, you know, tears began to well in her eyes.

And it wasn't because of the algorithm and, not showing her posts to people. was because she knew now deep down that something just wasn't working. And that was the moment she said, she realized she just couldn't keep doing visibility this way. So we hopped on a call the next day on the Monday and we started again. Well not from scratch, absolutely. But we started from a place of clarity, really.

So we've revisited what she knew about her niche. She was absolutely spot on with their pain points, their problems, their frustrations, their anxieties. She knew exactly what her clients wanted, what their hopes and dreams were, but she hadn't accounted for her clients lifestyle. That was the key here. So her dream client wasn't scrolling endlessly on Instagram. She was Googling her symptoms at 10.37 PM whilst curled up in bed, bloated, frustrated and desperate for answers.

Her ideal client was reading blog posts with titles like, why do I always feel sick after I've had my lunch? You know, is this IBS or is this just perimenopause? What is actually going on with my body? And she was also looking for things like what foods make bloating worse after you hit 40. So I encouraged Jess to let go of this performative pressure. Stop trying to be everywhere.

She did step back from the forms that weren't truly aligned with her. She stopped chasing trending audios, for example. She stopped listening to those Instagram gurus algorithm hacks. And she started building visibility that felt like her and intentionally so that she could meet her clients exactly where they were.

So what that actually looked like was we decided that she could create a blog, but just one per fortnight. And it was based on real keyword searches. So real things that people were actually typing into Google, looking for answers for. And then to support that blog, she was going to have a Pinterest strategy, essentially to drive traffic to those posts. And on top of that, she was going to have a weekly email newsletter that felt a bit more like a heart to heart, rather than top tips or hard sell.

So there were no more carousels, there was no more, you know, six hour caption writing sessions. There was no more Instagram reels that took all day and reached the wrong people. Now, it didn't happen overnight, but within three months, what we started to notice was her blog traffic just tripled, actually. Her email list doubled and more importantly, the right people were joining her list.

And then one day she got a discovery call for a woman who said to her, you know what? I found your blog at 11 PM last night. I read another three of them and I cried because I've never heard someone describe what I'm going through so clearly. And that woman, she became a client. And then of course came another and another.

And Jess finally felt what she'd been chasing all along, traction, not visibility for visibility's sake, but visibility that actually converted. She became the guide, the voice, the safe place for her audience, all because really she stopped trying to be everywhere and she started being in exactly the right place, in the right way for that right person.

So what can we take from Jess's story here? Well, the first thing is you have to know who you're talking to and how they look for help. So let's imagine you've refined your niche and you support 30 year old women with IBS, let's say that. So you know she's in her 30s, you know she's sharp, she's capable, she's exhausted from living at the mercy of her gut. One day it's diarrhea and urgency that makes her cancel her plans. The next it's bloating so severe that she can't button up her jeans and she doesn't even recognise herself in the mirror anymore.

She's tried everything: cutting out gluten, taking probiotics, scrolling wellness accounts late at night, praying for answers, but nothing sticks. She dreads eating out. She checks where the loos are before accepting invites. She silently panics every time she feels a twinge after lunch. What she craves isn't just symptom relief, it's freedom. Freedom to say yes to life without mapping out the nearest toilet route, to drink her morning coffee without consequence, to go for dinner without that pit of anxiety.

Her deepest fear is that this is just who she is now and she has to get on with it. Nothing's going to help. That she'll spend the rest of her life dancing around food and pain. But what she wants more than a diet plan is someone who truly sees her, someone who gets the mess of it all and who can offer real evidence-based support that brings her body and her life back under her control.

However, this all sounds great, doesn't it? But what's missing here is the lifestyle part. It's the knowing of what she does day to day. So I'm gonna take you through three versions of this very same woman, okay? Same age, same problem, but completely different lives. And so completely different behaviors when they're looking for support.

Okay, first one. She's a 30 year old stay at home mum with two toddlers. Her IBS flares randomly. She's scared to take her kids to the park in case she urgently needs a loo and her family meal times are totally chaotic. She's overwhelmed, she's exhausted and her help seeking happens at nine o'clock at night when you know the kids are in bed, the house is finally quiet. She's likely googling things like IBS friendly dinner ideas or what foods trigger diarrhea, or saving meal inspiration, or calm gut food lists on Pinterest. She wants no-fuss strategies that she can apply in between tantrums and the washing up.

The second person, still 30 year old woman with IBS, she's a solicitor. She's working long hours. She's building her reputation in her law firm. Her symptoms hit during stressful client calls or mid-afternoon energy crashes. She dreads going to court in case she's caught short. She likely avoids eating just in case, or she relies on things like Imodium. She doesn't have time to scroll on social media. She's consuming content via podcasts on the commute or during her evening gym sessions. She's scanning emails in her inbox over her lunch.

She checks LinkedIn for professional content and she may catch Instagram stories while decompressing at night. So she is looking for a professional who delivers expert led practical support that she can trust and apply actually, but without overhauling her life.

And the third one I've got for you, the third 30 year old woman with IBS, she's a bride to be, she's planning her wedding. She manages IBS under the pressure of dress fittings and pre-wedding diets. She is in comparison mode. She wants to look beautiful on her big day, not bloated. She doesn't want everyone thinking she's pregnant in her wedding dress.

She's scrolling Instagram and TikTok and saving good health snack ideas and supplements and tummy soothing herbal remedies and influences doing that girl routines. She watches YouTube videos like how I healed my gut before my wedding or what I eat in a day with IBS. She's very visual. She's very emotionally driven and she is looking for quick wins.

So what I want you to take from this is that three women all within that same niche, all have the same condition, but three completely different content needs based on how they live their lives. And this is why defining your niche is actually only the first part. You also need to understand how your ideal client lives their life, how she looks for help. So when you know that you'll want to pick two content platforms that matches your client's habits.

So I think it's best to have one platform for long form, more detailed content, like a blog or a podcast or maybe a sub stack or a video show. And then one platform for shorter, more snackable content, like social media, for example, or it could be Pinterest.

So you choose what aligns with your ideal clients behavior because that's where your message will land best. Now this is the important part. So listen in here, email underpins all of this. This is your non-negotiable. I want you to build your entire visibility strategy with email at the very center. And that's because it's the only platform you truly own. All of the others could disappear overnight, unlikely, but not impossible.

You know, if you're as old as me, you might remember Friends Reunited or MySpace or Vine or even Google+. That wasn't that long ago. Emails also don't rely on algorithms. So you're in total control who sees your content. So it's not just the 2 to 6 % of your followers on social media. It's everybody on your list. They have the option to open that email or not. And it allows you to speak directly to the people who've already shown an interest in you and your business by opting in in the first place. Essentially, they've raised their hand and said, I want to hear from you.

So email is always at the center, always. Anyway, I digress a little bit. Let's look at our three examples and what would be the right platforms to choose so that your message lands best. OK, so the stay at home mum with the toddlers, she's up late, she's frazzled, scrolling for answers. She's saving snack ideas on Pinterest and she's skimming blog posts that she's found on Google whilst the washing machine hums in the background.

So her short form content lives on Pinterest and probably Instagram Reels with some simple visuals, real life strategies, things that feel really doable. But your email list is what brings it all together. So think snackable, IBS friendly tips, mum life routines and permission giving reassurance that makes her feel seen instead of overwhelmed. So she's looking for relief and realism that fits with her life stage.

So your content strategy should be centered around a blog as your long form content with Pinterest and or Reels as your short form amplifiers, all underpinned by that weekly email that lands in her inbox like a supportive friend.

The solicitor, now she is time poor, but she's deeply motivated. She's listening to podcasts in the car, on the train, absorbing clear expert led advice that she can trust. She checks LinkedIn in between meetings and occasionally taps through Instagram stories while she's decompressing at night. So your content plan here includes one weekly podcast episode. That's your long form content, supported by sound bites or insights that you might share on Instagram stories or LinkedIn posts, and that's your short form content.

But her most reliable touch point is still email because she'll skim her inbox during lunch or first thing in the morning. As long as it's punchy, as long as it's professional and it clearly solves a problem that she's dealing with right now. She's not someone who's going to read a lot.

And then of course there's the bride to be. So she's emotionally invested here. She's image conscious. She's scrolling TikTok and Instagram reels. She's looking for snack hacks. She's looking for skin glow routines. She's all about aesthetics and quick wins. So your short form here lives on reels or TikToks while your long form content meets her on YouTube where she's watching what I eat in a day type of videos or how I healed my gut before my wedding. So your email to her should feel like a lifestyle newsletter, supportive, soothing, visually appealing with tangible takeaways that she can implement right away.

Okay, so now you know who you're talking to and where you should be publishing your content. Let's talk about how to turn this into clients. You want to anchor all of your content to just one offer. So actually this is one of the biggest mistakes I see and it is such an easy thing to fix. Once you've clarified your niche, you've chosen your platforms, you must anchor your entire visibility strategy to just one clear offer. So not a whole suite of different options, not a mixture of freebies and services and low ticket courses and wait lists, just one intentional next step.

When your content is pointing in five different directions, your audience gets confused and doesn't know what to do next. And so they do nothing. But when every piece of your content that you create gently leads them towards one solution or one offer, they know what to do and your messaging becomes magnetic. You create momentum.

So let's say your current focus is filling your one-to-one IBS 12-week program. That's your anchor. Okay. So every blog post or podcast, every carousel or reel that you create, all of it becomes a breadcrumb that leads that person there. So you don't have to mention it in every single post, okay? Instead, think of your content as planting seeds. You might share IBS-friendly routines to build trust. You might bust common myths to increase awareness. You might highlight symptom patterns to show your depth of expertise and identifying root causes.

And because you've taken the time to really understand how your ideal client lives, her lifestyle, her stress points, her daily search behavior, your content can reflect that back to her. So whether she's juggling toddlers or sitting in back-to-back meetings or prepping for her hen weekend, she hears her own life in your words. And that's what makes your content relatable. It creates the, she gets me moment.

So over time, those topics build a body of work that naturally points back to your offer because everything you share is relevant. It's all connected. It's all strategically chosen to move your audience closer to working with you. And your audience sees you as the expert with the answer. This doesn't mean that you can't have multiple offers long-term. Of course you can.

But if you're at the stage of not getting enough clients from your marketing efforts, I want you to choose just one to focus on and make it consistent across your platforms. And of course, once you've nailed it, you can then add in a second one.

Okay, finally, you need to track what's working and also why, because once your visibility system is up and running, you need to listen to it really, the goal isn't just to produce more content, it's about ensuring that your content actually converts. And the only way to know what's truly working is to look at the data. Now, before I lose you with data is boring, I want to remind you that this is our business's evidence-base and as we all do evidence-based practice, it should be no different when it comes to your business. We need to work on the evidence.

So I just want you to start with four key areas initially. The first one is traffic. So... it's looking at your long form platforms. By traffic, mean, how many people are reaching them? So is your blog getting views? Are people watching your YouTube videos past that first 60 seconds? That's the marker that we want to look at. Are your podcast listeners growing week on week on week? These are all signs that your visibility is reaching the right people and that your topics are resonating with them.

The second thing is your email growth, because your list, as I said, is your most valuable digital asset. So are people joining it consistently? Are they opening your emails? Are they clicking on the links? Are they replying to you when you ask them to? If your email list is growing, but your conversions aren't, it's likely a messaging issue and you'll need to define it based on what you know about your ideal customer. If it's not growing at all, it's likely a visibility issue or perhaps your lead magnet isn't actually something that they truly want.

The third thing is engagement. So this is looking at your short form platforms. So I don't want you to just track likes, look for things like saves and shares and comments, because these are all signs of deeper engagement. So if people are tagging their friends saying, this is me, or actually they take it one step further and they're asking for more help, this is great because these are all signals of resonance. If you're not seeing them yet, it doesn't mean that things are failing for you. It just means that you need to fine tune.

So it's worth saying that this part, this engagement part, particularly on social media, takes time. Remember I said earlier that only 2 to 6 % of people see your posts because of the algorithms. That's why it takes a lot longer for this to build. And then the fourth thing I want you to look at is the conversions. So this is who is converting from your content to booking discovery calls. Where are they coming from?

You just ask them when they join your call. Is it your blog? Is it a reel that they saw? Is it your email sequence? You might find that 80 % of your best fit clients came from your podcast, for example, even if it gets fewer downloads than views on your reels. Now that information is pure gold. So tracking this data is so that you can make informed decisions.

It's so that you can conserve your energy and you can double down on what works and then change what isn't working. So for example, if Pinterest is driving traffic, but not conversions, you're probably going to need to tweak your call to actions on those posts. If your email list is growing fast, but your discovery calls are down, you're going to need to test a new email sequence to find something that resonates with people. Okay.

This has been a quite a meaty episode, so I'm going to do a very quick recap for you now. Today you've learned that knowing your niche isn't the end goal here. It's the foundation on which to build. Visibility comes when you apply your niche with strategic content platform placement. We've explored how understanding your ideal client's real day-to-day life helps you choose where and how to show up.

We've covered why email is a non-negotiable and how to pair it with the right long form and short form platforms and why anchoring everything to one clear offer keeps your content focused and effective. You'll know how to identify what's working so you can make evidence-based decisions in your business and refine your visibility strategy. So now the question becomes, are you ready to put this into action? I hope so.

If you're feeling inspired, but you're also thinking, oh my goodness, I don't want to work this all out on my own. That's exactly what I help my clients do inside Accelerate. So it's not a course, it's my high touch personalized coaching program for dietitians who want to build a business, who want to bring in clients and of course, who want to enjoy the freedom of being your own boss.

And if you are interested, I would love to invite you to book a free discovery call this September, and let's chat about how I can help you build a business of your dreams. The link is in the show notes. Bye for now. See you next week.