Creating a content portfolio for your doula business
By Kristin Laffrey, business coach for women leading impact in fertility, birth, postpartum, motherhood, parenting and matrescence.
There have been multiple times where I have had women come into my space and make a decision in a very short amount of time to work with me.
I had an ideal client find my profile on a Monday, consume my content, book a call on the Tuesday and sign up for my 6 month private coaching package on the Thursday.
Each time this has happened these women have shared with me how they binged on my podcast, went back through social media posts and videos, read testimonials and even checked my LinkedIn profile.
And here is the key takeaway I want you to see:
It was not about a perfect post I wrote.
There are two things that I see essential for doulas in reducing the amount of time between ideal clients finding them and buying from them:
A content portfolio:
Creating a consistent flow of clients within your doula business is less about the perfect post but rather about creating a portfolio of content. At the moment this may be through one core platform (e.g. Instagram) or you may have a content marketing strategy where you have built out touchpoints across multiple platforms to leverage your reach and attract more potential doula clients into your audience.
This may include:
Social media posts
Podcast episodes (either your own podcast or others)
Videos (both short form and long form)
So many doulas get so caught up in the perfect post that it prevents them from creating consistent content within their business.
The key here, whether it is one platform you are on, or multiple, is to recognise that your content is a portfolio for your potential doula clients. Focus less on post perfection and more on portfolio progress and not only will this move your doula business forward significantly but it will also build your confidence and awareness around what content resonates with your audience to refine your content marketing strategy.
Your messaging within your content is to take your clients on a journey. Messaging is essential because it is what builds trust, credibility and connection with your audience which ultimately determines whether they decide to work with you. This can only be achieved through a portfolio because there is no one post that is going to build the depth of trust, credibility or connection with your ideal client so that they sign up for your doula packages to be supported within their fertility, pregnancy, birth or postpartum journey.
As a doula, the space you work within is extremely intimate. Your potential clients require trust to firstly reach out to ask for more information or book a free call but they also require a deeper level of trust to let you into their life and home. This is where effective messaging can have the greatest impact on the length of time it takes for someone to reach out and to ultimately decide to work with you.
So this is your reminder that it's not about that one post. Take the pressure off yourself to spend hours each day creating a single piece of content but rather spend that time create a simplified and repeatable marketing strategy that allows you to create consistent content each week without burning out.
Not sure where to start?
Download this free weekly action plan that breaks down the intentional action to be taking each week to book clients into your business.