How to Create a Marketing Strategy That Doesn’t Rely on Instagram As a Wellness Professional
For wellness pros who are done performing for the algorithm and ready to start converting more ready to book clients.
You didn’t become a wellness practitioner to be a full-time content creator.
And yet, here you are—trying to go viral on reels because someone told you getting clients is a numbers game, keeping up with trends in the hope that you’ll magically land in front of best fit clients, writing carousel captions to please the algorithm and crossing your fingers that this will be the day that a stream of ideal clients ping their way into your DMs.
It’s exhausting and it’s not actually bringing in consistent, ready-to-work-with-you clients. (But you stick with it because the ‘experts’ tell you that if you get enough eyes on your content, you’ll suddenly get consistent clients).
But here’s what the ‘experts’ aren’t telling you:
👉 You don’t need to go viral to get booked. In fact, it’s actually making it harder to get clients because you’re only attracting people who aren’t ready to work with you or that have no intent to ever work with you.
You need a content and marketing strategy that meets the right clients where they are—without relying solely on social media to get you there.
This is what I support nutritionists, dietitians, health coaches and other wellness professionals to have so that marketing feels sustainable and effective and your wellness business can thrive.
Let’s break down what this can look like (and what’s currently going wrong with your Instagram led strategy):
💡 Why Instagram Alone Isn’t a Sustainable Strategy
Let’s be real: Instagram can be a useful tool but for most wellness pros, it’s become a constant hamster wheel of content creation with little or no return.
It rewards performance and vanity metrics rather than getting to the heart of what your best fit clients actually need to see to take action.
You don’t own your audience and the algorithm decides who even sees your content.
Most people aren’t in “hiring mode” while scrolling and aren’t primed to book - even more so when you’re jumping on trends that get you seen but not by the people who are ready to move.
The real goal is more booked clients—not just more followers who don’t take action.
And you need a content strategy that prioritizes connection, clarity, and conversion rather than playing a numbers game and builiding a passive audience but not a client base.
✅ What Your Content Should Be Doing Instead
Your content should:
Speak directly to solution-aware clients (people already looking for help)
Position your offer as the logical next step
Highlight your method, philosophy, or unique results
Guide the right people toward action, not just looking for engagement from people who won’t become your clients anytime soon
This is where off-social content shines.
🧭 The 3-Part Content Strategy That Works Without Instagram
Aka how to make your presence more intentional and more profitable.
Here’s the foundation:
💬 1. Long-Form Content For Solution Aware Clients (Blogs & Podcasts)
Create deeper, search-friendly content that meets potential clients when they’re actively looking for answers—not just passively scrolling.
Why it works:
It builds trust and authority with the right people
It drives organic traffic (SEO) from people who are ready to move
It speaks to people who are already aware of their problem and looking for a solution
What to create:
Topics that reflect what solution-aware clients are Googling. You’ll need to do good keyword research for this rather than guessing what you think they’re using as search terms. (Grab my keyword research guide for wellness pros for £10 here).
Work with me:
On a 3- month content strategy Roadmap for solution aware leads so you know the blog content to write or the podcasts to record to best speak to people who are looking for your help.
On monthly done for you blogs that are SEO optimised.
Enquire about working with me.
📥 2. A Freebie That Attracts Solution Aware Clients
Most freebies are built for problem-aware clients, which means your email list fills with people who aren’t ready to invest.
Let’s change that.
Offer something that appeals to solution-aware leads—the ones who already want help but need a reason to see you as the guide. It’s more of a sales funnel than a nurture funnel but it’s the shift that will help you to get more clients.
Work with me:
Sales Funnel Roadmaps aka your bespoke blueprint for a sales funnel that attracts solution aware, ready to book leads.
Enquire about working with me.
✉️ 3. Emails That Move The Right People to Action
Once someone’s on your list, do you just keep nurturing endlessly in the hope that they’ll finally become ready someday? This is exactly why your emails aren’t converting right now. Because they’re written for the wrong people ie the problem aware people who aren’t ready.
Your emails should:
Reinforce your value + expertise to solution aware clients
Share client success stories that speak to solution aware clients, not just trying to create clarity for people who don’t yet know they need your help
Offer behind-the-scenes on your approach
But most wellness pros are writing emails that only speak to the people who aren’t ready and then trying to sell to them.
Work with me:
3 month email marketing strategy Roadmaps so you know exactly what to email about to get more clients.
Done for you monthly emails.
Enquire about working with me.
📲 Where Instagram Can Still Fit In—If You Want
You can still use Instagram as part of your strategy but treat it as a distribution tool, not your main content home.
Use it to:
Promote your blogs or freebie
Drive traffic to your website or sales pages
Share highlights or client wins - framed for solution aware clients
You get to decide how (and how much) you show up.
🗓️ How to Plan Content Strategy That Doesn’t Rely on Instagram
Start small and focused.
Do good keyword research to find 2–3 blog topics per month that ready to book clients are using. (Or work with me on your blog strategy and done for you blogs).
Create 1 freebie designed to attract ready clients and write a welcome sequence that speaks to these clients - not your typical nurture sequence. (Or work with me on the roadmap for a sales funnel).
Send emails written for ready to book clients consistently. (Or work with me on your email strategy and done for you emails).
🎯 Ready to Build a Strategy That Books You Out Without Burning You Out?
If you’re done with algorithm anxiety and you’re ready to create content that actually brings in aligned, ready-to-invest clients, I’ve got you.
As a copywriter and content marketing strategist for health coaches, dietitians, nutritionists, therapists and other wellness professionals, I’ll help you to create a marketing strategy that doesn’t require you to be ‘on’ every day and actually calls in those ready to book clients who are looking for your support right now.
👉 Let’s get your wellness business thriving with ready to book clients without the hustle and burnout.
