How does a dietitian build a blogging business?
You’veworked really hard on keeping your skills up to date.
Youknow your skills and knowledge have value. You know you can helppeople.
Butyou just can’t seem to find a way to connect with enough of thoseclients who could really benefit from it.
Understandingand using the Client’s Journey couldbe the key to changing all of that. TodayI’m going to look at a great example of a health professional whounderstands this very well and uses it to her full advantage.
Hername is Desiree Nielsen, a registered dietitian who runs a nutritionblog and business. Okay, okay, I know you’re thinking that thisdoesn’t sound that innovative. Not yet. BeforeI continue writing about her blog, I’m going to introduce theClient’s Journey because it will make you appreciate her blog evenmore. TheClient’s Journey is all about this one question: What problems orpain points do your potential clients have?
Thekey here is ‘potential clients’. You could have potential clientswith a whole spectrum of issues. And you want to give each one ofthem something useful to take away so that they keep coming back foryour blog and eventually, becoming customers. What do I mean by this?
1)The ideal client for Desiree is someone who wants to work 1 on 1 withher. To get very personalized nutrition advice. She even has 3 plansfor people who want to work with her.
Thistype of client understands her problem very well and knows she needs the help of a professional. So offering these 1 on 1 sessions is crucial. Every health professional website (or blog) has this sort of information. The next 3 parts is what makes this blog interesting. Let's say a person who has come onto your blog is interested in what you do, but not quite ready to purchase your service. If all you have is a consultation service on your website, you've lost a potential client.
2)So what if you have a reader who doesn’t need 1 on 1 help but stillwants to absorb all your knowledge? Desiree has a product for that type of readertoo.
She’swritten a book that teaches (in her own words):
“thebasics of whole food nutrition and chronic inflammation and give youthe tools to lean in (or dive in!) to an anti-inflammatory lifestylewith 4 different eating approaches and recipes that are insanelydelicious and centered around plant foods.”
That’sgreat for someone who really likes a DIY approach to their diet.
3)Now, what if you have a reader who isn’t ready to buy something,and just wants a sampling of her work? She has a product for thattype of reader too.
Thispart is brilliant and something I don’t see often. She has asection called ‘Freebies’ where she gives you a selection ofdifferent introductory plans for healthy diets. For the reader whowants to try eating just a bit more healthy but doesn’t want tofully commit to it yet.
Sure,plenty of blogs and websites offer freebies. But she does it so wellhere because this is tailored EXACTLY for the potential client:
-who is not quite ready to buy her product or service
-but wants something more than what she has on her blog
Thesefreebies also tie in with her expertise as someone who knows a lotabout plant-based and anti-inflammatory diets.
4)This last type of reader isn’t ready to start with a 3 dayintroductory anti-inflammatory diet plan yet. It’s just a bit toomuch. But she wants to try out these interesting recipes once in awhile. So she signs up to the email list and bookmarks a few recipesfor later.
Now,what do you think of this type of blog structure? Well thought out, for sure. Each type of reader along the Client's Journey can get something out of her blog.
There are also some elements of strong marketing that definitely helpthe blog. Let’s take a look at some persuasion and marketing elements thatbring out the expert factor in her. Oneof the most commonly viewed pages is the ‘About Us’ page. Whatdoes she have on this page?
Thatpage just screams out:
-She knows the science behind food because she is a registereddietitian with a university background
-She specializes in anti-inflammatory and plant based diets (she’swritten a book on this and started an app)
-She’s spoken at many household name companies (which means otherpeople also believe she’s an expert)
-Other people find her service very valuable (from the testimonials)
Shedoes a wonderful job at presenting herself.
Ifthere’s just two things you remember from this article, I wouldstress these two:
1.Offer something of value to EACH person on EACH stage of YOURClient’s Journey
2.Write your ‘About Us’ page in a very compelling way that showsyou know your stuff