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How to Create Instagram Content That Reaches New Clients as an Aesthetic Practitioner · Beyond the Needle: The Aesthetics Business Podcast

• 0:12
  SPEAKER_00: Welcome to Beyond the Needle, the Aesthetics Business Podcast.
• 0:15
  SPEAKER_00: Each week, I'm here to share real, actionable strategies and bring on expert guests to help you level up, attract more patients, and build a standout brand.
• 0:24
  SPEAKER_00: Let's turn your passion into a thriving business together.
• 0:33
  SPEAKER_00: Hi everyone and welcome back to another episode of the Beyond the Needle podcast.
• 0:38
  SPEAKER_00: And today I'm talking all about Instagram Reach, specifically how to get your content seen by more people and more importantly, more of the right people.
• 0:46
  SPEAKER_00: The kind of people who are actually going to book with you, not just scroll past and forget that you existed.
• 0:52
  SPEAKER_00: Because I know that this is something that comes up constantly.
• 0:55
  SPEAKER_00: You're putting time and effort into your content, you're posting consistently, and yes, it feels like the same small group of people are seeing it every single time.
• 1:02
  SPEAKER_00: Your reach has plateaued, new followers aren't coming in the way that they used to, and you're starting to wonder whether any of what you're doing is actually working.
• 1:10
  SPEAKER_00: So today I want to get into why that's happening and what you can actually do about it in a way that's realistic for people who are running busy clinic businesses.
• 1:18
  SPEAKER_00: Before we dive in, if you enjoy this podcast, please do remember to subscribe to it on your chosen listening platform.
• 1:24
  SPEAKER_00: And I'd also love it if you gave me a little review on here.
• 1:27
  SPEAKER_00: I really do appreciate every single one of them.
• 1:29
  SPEAKER_00: Okay, so let's dive in.
• 1:35
  SPEAKER_00: The first thing I want to address is the most common reason content stays stuck inside a small bubble.
• 1:42
  SPEAKER_00: And that's because it's only speaking to people who already know you.
• 1:45
  SPEAKER_00: Think about it this way: if every single piece of content you create assumes the person reading it is already a patient, already familiar with your treatments, already knows what polynucleotides are or why tear trophy is more complex than people assume, then your content is only ever going to resonate with people who are already in your world.
• 2:02
  SPEAKER_00: To reach new people, your content needs to make sense to someone who has never heard of you before, someone who isn't searching for treatment yet, someone who is just living their life, scrolling through their phone on Tuesday evening and stumbles across something that makes them stop because it speaks directly to an experience and a problem that they're having.
• 2:18
  SPEAKER_00: This kind of content makes people who don't know you feel immediately seen.
• 2:23
  SPEAKER_00: I like to call this the lived experience hook.
• 2:27
  SPEAKER_00: The content that consistently reaches the most new people is content that puts the audience's lived experience front and centre before anything else.
• 2:35
  SPEAKER_00: So we're not just talking about the treatment here or the concern that they're experiencing, but we're talking about the experience of living with that concern day in and day out and what that looks like.
• 2:44
  SPEAKER_00: Because there's a big difference between a post that says skin laxity is a really common sign of aging that can be treated with a range of non-surgical treatments, and a post that says you've started avoiding certain photos, not because you don't want to be seen in them, but because the person looking back at you doesn't quite match how you feel on the inside or isn't somebody you recognize anymore.
• 3:03
  SPEAKER_00: Both of those are technically about the same thing, but one of them is quite clinical and forgettable.
• 3:07
  SPEAKER_00: Whereas the other one makes them sit up and think, how did she know that?
• 3:11
  SPEAKER_00: That's exactly what I'm feeling.
• 3:13
  SPEAKER_00: That's what a lived experience hook does.
• 3:15
  SPEAKER_00: It paints the picture of something your audience is already feeling, thinking you're doing so specifically and so accurately that they feel seen before you've even mentioned what you do.
• 3:24
  SPEAKER_00: And when someone feels seen by your content, two things happen.
• 3:28
  SPEAKER_00: They stop scrolling and they go and look at your profile.
• 3:30
  SPEAKER_00: Those are the two behaviors that actually move the needle on reach and followers, not likes or comments or profile visits and follows, which are the vanity metrics that most people focus on.
• 3:41
  SPEAKER_00: So let me give you some examples of how this actually translates specifically to your world because I think the concept of a lived experience makes sense, but the application can feel quite tricky when you're in the aesthetic space.
• 3:52
  SPEAKER_00: So a couple more examples.
• 3:54
  SPEAKER_00: Instead of collagen production declines from our mid-20s, leading to a gradual loss of skin firmness, try something like you're using better products, you're drinking more water, you're getting as much sleep as you can, and your skin still isn't responding the way it used to.
• 4:07
  SPEAKER_00: There's a reason for that.
• 4:08
  SPEAKER_00: Or instead of lip filler can restore lost volume and define the lip border, try you used to love your smile in photos, but somewhere in the last few years that has changed and you're not quite sure when.
• 4:20
  SPEAKER_00: Can you feel the difference?
• 4:22
  SPEAKER_00: Both of those hooks lead with the feeling rather than the fact.
• 4:26
  SPEAKER_00: And that's what stops somebody mid-scroll because they resonate and they see themselves in what you're talking about.
• 4:31
  SPEAKER_00: One of the most common things I hear when I talk to practitioners about this is I just don't know what to say in my content.
• 4:36
  SPEAKER_00: But most of the time they do know they just haven't been paying attention in the right way.
• 4:41
  SPEAKER_00: Your consultations are a goldmine for this.
• 4:44
  SPEAKER_00: Think about the last week in your clinic.
• 4:46
  SPEAKER_00: What did your patients actually say to you about what they're experiencing?
• 4:50
  SPEAKER_00: Not the clinical version of their concern, but the way they described it in their own words before you started asking your assessment questions.
• 4:57
  SPEAKER_00: Because there's a version of how a practitioner hears a concern, which is something like, you know, loss of mid-face volume leading to early jowling.
• 5:04
  SPEAKER_00: And then there's a version of how a patient experiences it, which is something like, I just look tired all of the time, even when I'm not, and people keep asking me if I'm okay.
• 5:13
  SPEAKER_00: That second version is your hook.
• 5:15
  SPEAKER_00: That's what you need to focus on within your content because that's what makes somebody who is experiencing the same thing feel completely understood.
• 5:22
  SPEAKER_00: So start by listening a bit differently in your consultations and pay attention to the language your patients use before they know the clinical language, the comments that they say, the things they say almost apologetically, the way they describe what they see in the mirror when they don't have the vocabulary to describe it technically.
• 5:39
  SPEAKER_00: And write those things down.
• 5:40
  SPEAKER_00: Voice memo them in your phone when you're, you know, tidying a room between patients, or keep a running note in your notes app.
• 5:46
  SPEAKER_00: Because those words, the exact words your patients use, are the most powerful content material you have access to.
• 5:52
  SPEAKER_00: And if you genuinely don't feel like you have enough of this material yet, go and look at where your ideal patients are already talking online.
• 6:00
  SPEAKER_00: You know, online forums, Facebook groups, the comment sections on large accounts in the aesthetic space.
• 6:05
  SPEAKER_00: You know, for example, Alice Hart Davis.
• 6:07
  SPEAKER_00: I've talked about her account before in podcast episodes, but her comment sections are literally gold mines for aesthetic practitioners because there are so many people who will match the description of your target audience who are hanging out there and asking questions.
• 6:20
  SPEAKER_00: Another one is the editor's list.
• 6:22
  SPEAKER_00: You know, she does a very similar thing, and again, a lot of people are hanging out asking questions in her content.
• 6:27
  SPEAKER_00: Look at what people are saying, how they're describing their concerns, what they're frustrated by, what they're searching for.
• 6:32
  SPEAKER_00: That's all free research that tells you exactly what your content should be saying.
• 6:36
  SPEAKER_00: And again, you know, I've talked about this a lot in previous episodes here.
• 6:40
  SPEAKER_00: So do go back and have a listen if you haven't listened to many of my episodes before around content and content creation.
• 6:47
  SPEAKER_00: But there are so many other things that you can be doing here, you know, searching keywords within TikTok, within Instagram, things like, you know, gels or tear choff filler or tired appearance, you know, think about those keywords, those things people might be searching, and then look at what other content is performing well that comes under those keywords so that you get an idea of what people are actually responding to.
• 7:09
  SPEAKER_00: Okay, now let's talk about locations.
• 7:11
  SPEAKER_00: Because unlike someone selling an online course or a digital product who can attract an audience from basically anywhere in the world, you need patients who can physically get to you, which means reach for its own sake isn't actually the goal, but reach within the right geography is the goal.
• 7:27
  SPEAKER_00: And that changes your strategy in a really important way.
• 7:31
  SPEAKER_00: Because there's a temptation when you're trying to grow your reach to go very broad, to create content that could apply to absolutely anyone, anywhere, that's going to get you the most views, the most eyes in your content as possible.
• 7:42
  SPEAKER_00: But for a clinic owner, broad reach with the wrong geography is almost worthless.
• 7:48
  SPEAKER_00: Because what is the point in reaching people the other side of the country to you or even the other side of the world?
• 7:53
  SPEAKER_00: What you actually want is content that reaches a slightly wider pool of the right kind of person in or around the area that you serve.
• 8:01
  SPEAKER_00: So how do you do that?
• 8:02
  SPEAKER_00: Now I'm just going to caveat this because I understand that for some people, the locations that you want to reach are going to be slightly broader.
• 8:12
  SPEAKER_00: You know, if you're in London, people are more likely to travel to you from other places around the country, you know, on the train if you're the right kind of practitioner for them.
• 8:20
  SPEAKER_00: There are always going to be people who travel to see you if they feel like you specifically are their ideal practitioner.
• 8:29
  SPEAKER_00: But in the grand scheme of things, you are probably going to want to be focusing more on attracting people in a certain radius of your clinic.
• 8:37
  SPEAKER_00: For a clinic, being specific about where you are is an advantage.
• 8:41
  SPEAKER_00: Someone searching for or stumbling across content from a practitioner in their area is far more likely to convert than someone on the other side of the country who loves your content but just feels that you're too far away.
• 8:52
  SPEAKER_00: So location-based content doesn't mean that every post has to say we're based in Nottingham or we're based in Liverpool.
• 9:00
  SPEAKER_00: But using location tags consistently within your content and making sure your bio is crystal clear about where you're based, making sure your address is in the address bit under the details of your accounts, and having location keywords within the, you know, the bold name at the top of your bio is really, really important because this is making sure that your bio is SEO optimized so that Instagram knows where you're located.
• 9:26
  SPEAKER_00: And also when people are searching, you know, on Instagram, if they search aesthetics clinic Liverpool, and you've got Aesthetics Clinic Liverpool in that kind of bold part of your bio right at the top where the name is, you will appear when people are making those searches.
• 9:41
  SPEAKER_00: So that's really, really important to get right.
• 9:43
  SPEAKER_00: And use local hashtags intentionally because most practitioners either don't use hashtags at all or use the same generic aesthetic ones that every other clinic is using, that actually isn't going to help the right people find you at all.
• 9:53
  SPEAKER_00: You know, I'm talking about things like aesthetics clinic or dermal fillers or profilo.
• 9:59
  SPEAKER_00: You know, there is absolutely no point in using those hashtags because they're absolutely not going to help you get found by the right people at all.
• 10:05
  SPEAKER_00: So what I would focus on, especially as we know Instagram are moving more away from hashtags now, you know, they've now limited hashtags to five hashtags per post.
• 10:12
  SPEAKER_00: You know, you can't put any more hashtags than that on your post.
• 10:15
  SPEAKER_00: So you want to be really specific about the hashtags that you are using.
• 10:19
  SPEAKER_00: And in my opinion, the most helpful hashtags that you can use are location-based hashtags.
• 10:24
  SPEAKER_00: So, you know, if you're a clinic based in Devon Clinic, Devon Life, Devon Mums, Devon Businesses, you know, having a look and actually doing a little bit of hashtag research at the hashtags that come up for your location will help you with this.
• 10:39
  SPEAKER_00: But I wouldn't waste hashtags on anything treatment related or even aesthetics related.
• 10:46
  SPEAKER_00: I would be more focused on your locations.
• 10:48
  SPEAKER_00: A good rule of thumb with hashtags is to look for hashtags with between, you know, kind of 20,000, 30,000, and 500,000 uses rather than the huge ones with tens of millions because your content is far more likely to be seen in a slightly smaller pool than a really kind of overcrowded pool of hashtags.
• 11:05
  SPEAKER_00: And geotag your stories too, not just your feed posts, because stories with a location tag will appear in that area's story feed, which is another way to get in front of people who are specifically looking at content from your location.
• 11:18
  SPEAKER_00: Okay, now let's talk about building local presence beyond your content.
• 11:22
  SPEAKER_00: Something that's really underused by Clinic Owners on Instagram is the idea of building genuine local presence, not just through your own posts, but through how you show up in the broader local community online.
• 11:33
  SPEAKER_00: So follow neighboring businesses, local community accounts, mum pages, local influences, businesses who have a similar target audience to you and engage with their content genuinely.
• 11:45
  SPEAKER_00: Share things to your stories that are relevant to your area.
• 11:47
  SPEAKER_00: This kind of activity signals the algorithm that you're a local business, and it also puts you in front of audiences who are already engaged with your area, even if they haven't discovered you yet.
• 11:56
  SPEAKER_00: And then think about collaborations with local businesses whose audience overlaps with yours.
• 12:01
  SPEAKER_00: So a local gym, for example, or a woman's wellness brand, a salon, a luxury hotel at the spa.
• 12:06
  SPEAKER_00: They don't have to be formal paid partnerships.
• 12:08
  SPEAKER_00: Sometimes it is something as simple as a mutual shout-out or a collaborative post or a story takeover, an Instagram live, or you know, maybe you give their audience, you know, something, for example, a voucher for a free consultation or£50 towards their first treatment, and they do the same for yours.
• 12:25
  SPEAKER_00: Because when a business with an established local following mentions you, their audience becomes aware of you in a way that feels like a recommendation rather than an ad.
• 12:33
  SPEAKER_00: So these can be really powerful.
• 12:35
  SPEAKER_00: And on that same note, micro influencers who are based in your area are also worth exploring.
• 12:41
  SPEAKER_00: I'm not talking about big, big accounts with hundreds of thousands of followers.
• 12:46
  SPEAKER_00: I'm talking about people in your local area who have engaged loyal followings of even a few thousand people.
• 12:51
  SPEAKER_00: Someone who is trusted in your community and has the right audience talking about their experience with you is worth far more than a generic sponsorship post from an account with no local connection at all.
• 13:01
  SPEAKER_00: And I've seen it where practitioners have collaborated with a local influencer or blogger who has, you know, 10,000 followers on their Instagram and have had a huge return on that in terms of the amount of people who've come through and followed them or inquired compared to collaborations with influencers with 100,000 followers who didn't quite have as much of an engaged audience or an engaged local audience.
• 13:22
  SPEAKER_00: Okay, now I want to touch on the difference between reach content and trust content because not all content has the same job.
• 13:30
  SPEAKER_00: Some content is designed to reach new people.
• 13:32
  SPEAKER_00: It's broader, it leads with feelings and situations and problems rather than going intoo much detail about certain treatments.
• 13:40
  SPEAKER_00: It's the content that makes a stranger stop scrolling and visit your profile.
• 13:44
  SPEAKER_00: Other content is designed to build trust with people who have already found you and are already following you.
• 13:49
  SPEAKER_00: That kind of content is going to be more specific, more expert, and more detailed.
• 13:54
  SPEAKER_00: It's the content that makes someone who discovered you last week actually start to build trust with you and then eventually go on to book.
• 14:02
  SPEAKER_00: You need both.
• 14:03
  SPEAKER_00: And the mistake a lot of practitioners make is creating almost exclusively trust content, the educational post, the before and afters.
• 14:10
  SPEAKER_00: That's a big one, you know, just covering your feed in before and afters.
• 14:13
  SPEAKER_00: Treatment explainers without having enough reach content to bring new people into that world in the first place.
• 14:18
  SPEAKER_00: So think of it like this: your trust content is what converts people, your reach content is what finds them.
• 14:25
  SPEAKER_00: And if you don't have enough of the second one, your trust content is only ever working for the same small audience, is always had.
• 14:32
  SPEAKER_00: So a simple way to start thinking about this is to look at your last 10 posts and ask yourself honestly, how many of these would make someone who has never heard of me stop and feel something?
• 14:41
  SPEAKER_00: If the answer is only kind of one or two out of 10, that's probably where your reach problem is coming from.
• 14:48
  SPEAKER_00: Okay, so let's explore some practical ways to start creating more of that reach content.
• 14:53
  SPEAKER_00: The first thing I want you to do is stop just starting with the treatment or the concern and start starting more with the moment.
• 15:02
  SPEAKER_00: So what's the moment your ideal patient is in when she's thinking about the thing that you treat?
• 15:06
  SPEAKER_00: Is she getting ready in the morning and catching herself in a certain light?
• 15:09
  SPEAKER_00: Is she looking at a photo from an event and feeling that familiar sting of not recognizing herself?
• 15:14
  SPEAKER_00: Is she reading something online and suddenly wondering if that's also what's happening to her skin?
• 15:19
  SPEAKER_00: Is she sitting in a hairdresser's chair looking at herself in the mirror under that harsh lighting that all hairdressers seem to have, thinking she's never noticed that thing on her face before, that line or that tired look under her eyes?
• 15:31
  SPEAKER_00: Start there in that moment because when you start with the moment rather than the treatment, you're already speaking to someone who hasn't booked yet, hasn't necessarily decided what treatment they want yet, but is living that experience right now, and that's exactly who you need to reach.
• 15:46
  SPEAKER_00: The second thing is to give yourself permission to be a bit more ordinary in your content.
• 15:50
  SPEAKER_00: Aesthetic practitioners understandably often feel like every single piece of content that they put out there needs to be polished and professional.
• 15:57
  SPEAKER_00: And while your overall presence should reflect your standards and your branding, some of the content that reaches the most people is often the most underproduced.
• 16:05
  SPEAKER_00: So, you know, a very quick kind of face-to-camera reel recorded in your car on the school run, or a genuine reflection shared in a caption without a perfectly polished professional photo attached to it, or you know, a little carousel style post with different slides of, you know, text over the top of images that aren't necessarily professional images, but maybe images that you've just caught on your phone or have been taken of you, you know, out and about with a good hook at the start that kind of tells a story on each different slide.
• 16:37
  SPEAKER_00: Or an Instagram story about something that happened in clinic that week that really made you think differently about something.
• 16:42
  SPEAKER_00: Ordinary, real, specific content travels, polished generic content tends to stay put.
• 16:48
  SPEAKER_00: And I think for a lot of practitioners, that's actually a big relief to hear because it means you don't necessarily need a full production setup to create content that reaches people.
• 16:57
  SPEAKER_00: You just need something real to say that people will resonate with.
• 17:00
  SPEAKER_00: The third thing is to pay attention to what's already working and ask yourself why.
• 17:04
  SPEAKER_00: When a post does reach more people than usual, look at it properly.
• 17:09
  SPEAKER_00: What did you lead with?
• 17:10
  SPEAKER_00: What was the hook?
• 17:11
  SPEAKER_00: What was the feeling it created?
• 17:13
  SPEAKER_00: What was the type of language that you used?
• 17:15
  SPEAKER_00: Was it the problem you named or was it the perspective you shared?
• 17:19
  SPEAKER_00: Because understanding why something worked is how you start to replicate it intentionally and actually have more of a strategy behind what you're doing.
• 17:27
  SPEAKER_00: Most people listening will have, you know, at least a small handful of posts that outperformed everything else.
• 17:33
  SPEAKER_00: And you probably have no idea why.
• 17:35
  SPEAKER_00: So go back and look.
• 17:36
  SPEAKER_00: The answer is usually in the first two lines.
• 17:39
  SPEAKER_00: The fourth thing, and I think this is probably the most underused strategy for clinic owners specifically, is to think about the content that sits one step outside your immediate niche.
• 17:49
  SPEAKER_00: If your ideal patient is a woman in her 40s or 50s, thinking about how she ages and what she wants to do about it, there is a whole world of content that speaks to that woman's life that has nothing directly to do with aesthetics, the way she navigates perimenopause and what it's doing to her skin and confidence, the shift in how she thinks about her appearance as she gets older, the moment she decided to start investing in herself properly rather than just getting by, the complicated relationship a lot of women have with the way they look and how that changes across decades.
• 18:18
  SPEAKER_00: Content that speaks to those experiences reaches that woman in a completely different way than a post about filler or skin boosters ever could.
• 18:25
  SPEAKER_00: And when she lands on your profile and sees that you understand her life, not just her skin concerns, that's when you start to build the kind of audience that actually books.
• 18:34
  SPEAKER_00: So let me give you some specific content ideas across different formats so this feels a bit more tangible.
• 18:39
  SPEAKER_00: So for reels, think about the ones that start with a situation rather than a solution.
• 18:44
  SPEAKER_00: Something like you've started sitting further from the camera on video calls and you're not entirely sure where that started is a real hook.
• 18:51
  SPEAKER_00: Or are you in your 40s and suddenly noticing that your skincare just isn't working the same as it used to?
• 18:57
  SPEAKER_00: That is a real hook.
• 18:58
  SPEAKER_00: This is what I tell almost every woman over the age of 40 in a new consultation that massively surprises them.
• 19:05
  SPEAKER_00: That is a real hook.
• 19:06
  SPEAKER_00: These are all specific, they all speak to a lived experience, and none of them require you to sell anything in the first few seconds.
• 19:13
  SPEAKER_00: For carousels, think about the content that teaches something in a way that builds genuine authority.
• 19:18
  SPEAKER_00: So not a list of treatment names, but a genuine walkthrough of how you think, how I assess a face before I recommend anything, the questions I ask before a consultation even starts, or why I told a patient last week she didn't need the treatment that she originally came in for.
• 19:33
  SPEAKER_00: That kind of content builds trust with people who have just found you and gives them a reason to stay.
• 19:38
  SPEAKER_00: Take whatever treatment or concern you want to talk about and ask yourself, what does someone feel like when they're living with this?
• 19:44
  SPEAKER_00: What's their version of this problem before they know what to call it?
• 19:48
  SPEAKER_00: How is it impacting their life in general?
• 19:52
  SPEAKER_00: Start there and then bring in the clinical context once you've got their attention.
• 19:57
  SPEAKER_00: And finally, in this episode, I really want to touch on using paid promotion to extend your reach locally.
• 20:05
  SPEAKER_00: Because this is something that is massively underused by a lot of businesses.
• 20:10
  SPEAKER_00: So I want to talk about boosting posts.
• 20:13
  SPEAKER_00: And when I talk about boosting content, I'm not talking about running a properly structured ad campaign.
• 20:19
  SPEAKER_00: It's simply when you boost content, you are simply paying to put a piece of organic content in front of more people.
• 20:26
  SPEAKER_00: And when you do it correctly, it can be a genuinely cost-effective way to extend the reach of content that's already performing well, particularly to a local audience.
• 20:34
  SPEAKER_00: A lot of practitioners make the mistake of boosting posts that haven't performed well, thinking that putting money behind them will fix the issue.
• 20:42
  SPEAKER_00: But it won't.
• 20:43
  SPEAKER_00: If a post isn't resonating with the audience that already follows you, paying to show it to strangers really isn't going to change that.
• 20:50
  SPEAKER_00: Instead, you want to look at posts that have performed above average in your recent contents, the ones that got more reach, more saves, or more profile visits than usual.
• 20:58
  SPEAKER_00: Those are the ones worth putting a small budget behind because they've already demonstrated that they resonate with people.
• 21:04
  SPEAKER_00: You're just extending that reach to a wider but still targeted local audience.
• 21:10
  SPEAKER_00: When you do boost, make sure you're setting your audience deliberately.
• 21:14
  SPEAKER_00: So for a clinic owner, this means targeting people within a realistic travel radius of your location.
• 21:19
  SPEAKER_00: So think about how far your ideal patient would realistically travel to see you and set your radius accordingly.
• 21:26
  SPEAKER_00: If you're in a town, that might be 10 to 15 miles.
• 21:29
  SPEAKER_00: If you're in a city, it might be even smaller.
• 21:32
  SPEAKER_00: The goal is not maximum reach, it's the right reach.
• 21:36
  SPEAKER_00: That is the key thing.
• 21:38
  SPEAKER_00: You can also layer in demographic targeting, and I would really recommend doing this.
• 21:42
  SPEAKER_00: So if your ideal patient is a woman aged 35 to 16 in your area who's interested in skincare, wellness, and beauty, you can target that specifically.
• 21:50
  SPEAKER_00: The more precise you are with targeting, the better your budget works for you.
• 21:54
  SPEAKER_00: So you might go to Booster Post and think that the more people you potentially reach with it, the better, but that is not true.
• 22:00
  SPEAKER_00: It will tell you when you go to Booster Post and you've selected the radius that you want to reach, and you've added in some demographic targeting around age and gender and so forth.
• 22:10
  SPEAKER_00: That number, it will tell you how many people fall under those selections that you've made.
• 22:17
  SPEAKER_00: The more precise you are with the targeting, the better your budget works for you.
• 22:22
  SPEAKER_00: So when you make those selections and you select, you know, the 10 to 15 mile radius or whatever it is that you want to reach, you've selected that it's women within the ages of 35 to 60.
• 22:34
  SPEAKER_00: It will tell you how many people fall under those selections that you've made.
• 22:39
  SPEAKER_00: You don't want that number to be too small, but you also don't want it to be too big.
• 22:42
  SPEAKER_00: The more precise you are, the better the outcome will be when you boost that post.
• 22:47
  SPEAKER_00: So don't go thinking I want to reach men and women aged between 20 to 60 within a 30-mile radius because that is not going to work as well as saying that you want to reach women aged between 35 to 55 within a 10 mile radius.
• 23:03
  SPEAKER_00: I promise you you will see much better results from that more selected group of people.
• 23:09
  SPEAKER_00: In terms of what to boost, I prioritize three types of content.
• 23:13
  SPEAKER_00: Reach content that leads with a strong lived experience hook because this is most likely to land with someone who doesn't know you yet.
• 23:20
  SPEAKER_00: Social proof content like a patient journey or a strong testimonial or a great before and after photo because this builds trust quickly with a cold audience.
• 23:28
  SPEAKER_00: And high value educational content that gives people quick wins.
• 23:33
  SPEAKER_00: So, you know, for example, tips around how to reduce wrinkles at home or your top solutions for dark under eyes that positions you immediately as an expert in the eyes of the audience viewing that content and gets them to come over to your page to find out more and follow you.
• 23:50
  SPEAKER_00: The goal with boosted content is not necessarily to get loads of new leads and inquiries immediately.
• 23:55
  SPEAKER_00: The goal is to get more eyes on your content, to get more reach with the right people, and to bring more people over to your profile where they will then follow you.
• 24:04
  SPEAKER_00: When they have followed you, you can then nurture them within your normal content, build trust with them and take them through the buyer's journey naturally so that they eventually book a consultation with you, just like the goal is with people who find you organically.
• 24:19
  SPEAKER_00: So don't start boosting content thinking it's going to immediately lead to lots of new leads and inquiries.
• 24:24
  SPEAKER_00: It might lead to new leads and inquiries, but the more valuable leads and inquiries are going to come once people have followed you for a little while, consumed your content, built that trust with you, and then have gone on to book.
• 24:38
  SPEAKER_00: You don't need to spend a lot of money on boosting content for it to be worthwhile.
• 24:41
  SPEAKER_00: Even a small amount spent consistently on boosting your best performing content to a well-targeted local audience will outperform a larger budget spent boosting the wrong content to the wrong audience.
• 24:50
  SPEAKER_00: So start small, maybe£50,£75 a month, see what works, try a few different things and build from there.
• 24:57
  SPEAKER_00: The goal with paid reach, just like organic reach, isn't to get your content in in front of as many people as possible.
• 25:03
  SPEAKER_00: It's to get it in front of the right people in the right place at the right moment.
• 25:06
  SPEAKER_00: And for a clinic with a physical location, that means local, targeted, and intentional.
• 25:11
  SPEAKER_00: So if I were to summarize everything from today into something you can actually use this week, it would be this: start with your profile, make sure it's clear, specific, and gives anyone who lands on it an immediate reason to stay.
• 25:22
  SPEAKER_00: Map out the journey you want people to take from discovering you to booking with you and make sure your content is actively walking them along that path.
• 25:30
  SPEAKER_00: Make sure that you have your address in your profile within the address bit that sits right at the bottom of your bio.
• 25:37
  SPEAKER_00: Have location keywords in the bold part of your name at the top of your bio.
• 25:40
  SPEAKER_00: Use location-based hashtags within your content.
• 25:43
  SPEAKER_00: Then look at your content honestly and ask yourself whether a stranger would feel something when they read it or hear it.
• 25:49
  SPEAKER_00: Think about the lived experiences of your ideal patient and lead with those rather than the clinical detail.
• 25:55
  SPEAKER_00: Use your location to your advantage through geotagging, local hashtags, and genuine community engagement.
• 26:01
  SPEAKER_00: Make it easy for patients to share their experience and amplify that content when they do.
• 26:06
  SPEAKER_00: And make sure you're creating enough content designed to reach new people, not just to convert people who already follow you.
• 26:11
  SPEAKER_00: Then look back at some of your most recent content and identify things that have performed well organically that you could test boosting.
• 26:19
  SPEAKER_00: I really hope this episode has been useful.
• 26:21
  SPEAKER_00: If it has, I'd really love for you to share it with another practitioner who you think would find it helpful.
• 26:26
  SPEAKER_00: And if you want more on building your presence, your authority, and your bookings through online marketing, make sure you're following the podcast so you don't miss out on the next one.
• 26:34
  SPEAKER_00: See you next time.