Most acupuncturists think they need to post more on social media to get patients. In reality, the problem usually isn’t consistency—it’s specificity.
In this episode, I sit down with social media strategist Britt Cunningham, founder of Britt Social Media, to talk about why so many acupuncture clinic owners feel stuck posting content that only their current patients see. Britt and her team help clinics across the country turn social media visibility into real leads and booked appointments, and she shares exactly what’s working right now on platforms like Instagram and TikTok.
We talk about the biggest mistakes practitioners make when creating content, why general “wellness” posts rarely work, and how speaking directly to a specific problem can dramatically increase engagement and patient inquiries.
If you’ve ever felt like you’re posting constantly but not actually reaching new people, this conversation will give you a completely different way to think about your social media strategy. If you want social media to actually bring patients into your clinic, this episode is packed with practical insight.
In this episode:
- Why vague wellness content rarely attracts new patients
- How specificity helps your posts reach the right audience
- What kinds of content actually stop the scroll on Instagram and TikTok
Find It Quickly
2:59Â – Meet Britt Cunningham
4:22Â – VA vs Social Media Pro
7:10Â – Why Branding Comes First
9:11Â – Acupuncturist Instagram Tips
13:16Â – Specific Symptoms and Niching
17:21Â – Too General vs. Specific Content
18:27Â – Sponsor Break and Return
19:13Â – Face or No Face
19:59Â – Show the Experience
21:19Â – Trust for Acupuncture
22:59Â – Needles on Camera
24:40Â – Know Your Audience
25:03Â – Engagement That Works
28:25Â – Community Manager Mindset
31:01Â – Success and TikTok
Connect with Britt
Work with Britt: brittsocialmedia.my.canva.site/workwithus
Instagram: instagram.com/brittsocialmedia
Youtube: youtube.com/@brittanicunningham
🎙️ Listen to Episode #122: How Acupuncturists Can Turn Social Media Followers Into Booked Patients with Britt Cunningham
đź’™ This episode is sponsored by Jane, a clinic management software that’s here to make practice life a little easier.
Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.
Subscribe to the Acupuncture Marketing School podcast on Apple Podcasts or Spotify
đź’– Love the podcast? Help other acupuncturists find the podcast by leaving a review here.
Transcript:
Michelle: Hello there. Welcome back. So many of my marketing students and clients tell me that they are posting consistently on social media, but they still feel like they’re only educating their existing patients and followers instead of reaching new ones. So today we’re talking about what actually works to turn followers.
Into patients. My guest is Britt Cunningham, founder of Brit Social Media Agency. She and her team help clinics and many other businesses grow their social media and turn that visibility into real leads and booked appointments. Today we break down. Why specificity matters so much on social media and what that means, what kind of content actually stops the scroll?
How to speak directly to the problems your patients are dealing with. What’s working on platforms like Instagram and TikTok right now, and how to create social media that actually connects with the people who need your care. I hope you learn a ton from Britt today. She is so generous and shares a lot of great information.
Let’s get started.
Welcome to the Acupuncture Marketing School podcast. I’m your host, Michelle Grassic, and I’m here to help you get visible in your community. Take marketing action with confidence, and get more patients in your practice and more money in your pocket every week. We both know you’re a talented, passionate acupuncturist and that acupuncture has the power to change lives.
So let’s dive right into this episode and talk about how you can reach more patients.
Today’s episode is brought to you by Jane, a practice management software and EMR designed to help practitioners run their business without overwhelm. Managing a practice can mean juggling more tools than you ever planned to. One for booking, one for documentation, another for insurance Billing. Each solves a small part of the puzzle, but they don’t work together, and so manual admin can really add up.
Jane helps practitioners connect their core tools in one place. Payments are taken and recorded directly in Jane. So billing stays accurate and easier to track. Jane websites helps new patients. Find your clinic online and if something needs attention, Jane’s support team is available by phone, email, or chat with an understanding of how your entire cys.
Works together for added peace of mind. Jane includes privacy and security features like two-step verification, role-based access levels, and HIPAA and PDA compliance so you can feel confident that your practice and your patient data are protected. To learn more about how Jane can support you, your patients and your business, head to jane.app/demo.
And if you’re ready to get started, you can use my Code Accu School one mo for a one month Grace period on your new account. And of course, I’ll put the link and the code in the show notes for you to make it easy. Alright, let’s get into this episode with Britt. Hi, Britt, how are you?
Britt: Hi. I’m doing pretty good today.
Michelle: Thank you so much for joining us. I’m really excited to talk about social media, and I know that you work with acupuncturists to grow their social media and actually help them get patience from social media, which is always the goal. But before we dive in, why don’t you introduce yourself for the audience?
Britt: Yeah, absolutely. So my name is Brit. I am the owner of Brit Social Media Agency. I am based in South Florida, and I originally started off as like a corporate social media manager, um, working in marketing. And I did that for about a year before starting to freelance and just work with business owners in my community.
Um, and I found a lot of like joy doing that because I was actually helping a business owner instead of like a. Major corporation. And so that’s kind of how I got started and I learned so much in the last five years of running my agency. I have now a team of 15 amazing marketers and we work with businesses all over the country, um, and different industries.
Uh, we love working with clinics acupuncturists. It’s super interesting to see like what you guys do and like it’s amazing to show on social media too. So yeah, that’s a little bit about me. Um, yeah.
Michelle: Very nice. So one of the things that I loved from reading your website and following you on social is that you are talking about, especially on your website, like if someone wanted to work with a social media manager, how important it is for them to have an established brand.
And can you talk a little bit about why that is necessary before someone starts working with, actually, maybe we can also talk about social media manager slash strategist versus a virtual assistant. So like which one they’re actually getting.
Britt: Yeah, that’s important. So I just made a post about this actually.
So virtual assistants, they are kind of there for you to do anything that you need done within your business that you just don’t have time for. Mm-hmm. They can, it’s like managing your email, your inbox, maybe setting up appointments for you. Kind of think of them like a. A regular assistant, but just virtual.
And sometimes people will hire a virtual assistant to do a little bit of social media work for them, but that’s typically just a little part of what they do. They don’t necessarily have the skills or the marketing, um, experience or strategies to really execute a. Social media plan for you versus hiring a social media manager or a strategist that is their zone of genius.
That’s your bread and butter. So someone like me, what we would do is we, we do a lot of, um, research, we do competitor analysis. We really learn your target audience. It’s a full-time job, essentially. Yeah. And so it’s just hiring the right person for the role that you’re looking for.
Michelle: Gotcha. Yeah. I find that a lot of people want to hire a virtual assistant and then like give them their social media and then expect the virtual assistant to be able to come up with insights or to build out a strategy when I think what the virtual assistant, like you said, is really there for, is for you to give them specific instructions.
Yeah. A social media strategy that I’m already doing that is working, I just don’t wanna do it anymore. Mm-hmm. And here’s how you would execute. And you have to teach it to them. Right? You have to be very specific.
Britt: Yeah.
Michelle: Whereas a strategist or a manager is, they’re creating. The whole thing.
Britt: Yeah.
Michelle: In addition to helping you execute.
Britt: Exactly. Yeah. You said it exactly right. A virtual assistant is just someone that you give directions to. So if you already have marketing experience and things like that, you just need someone to just get things done that would work. Mm-hmm. But if you aren’t growing, if you aren’t getting any results from social, any leads from social, a VA is really not going to help that situation get any better.
So. Yeah,
Michelle: right. Yeah. And then to go back to my original question, ’cause I love to ask too many questions at once. Um, it is really important to have an established brand before you can expect your social media manager to build out this whole thing for you. But why is that?
Britt: Yeah, so that’s important because not just for us as social media marketers, but you as a business owner having a brand.
Um, there could be 10 other same exact businesses as you. What’s going to make you stand out and be unique and for people to go to you as opposed to the business that no next door, and that’s what your branding does. So having, you know, your. A, a specific look or something that makes you unique is what’s gonna make you stand out to people.
And so we use that in your marketing to just capture people’s attention a little bit more and bring people to you as opposed to the your competitors.
Michelle: Yeah, and I always think about like how. How challenging it would be for someone who doesn’t have like specific branding colors or a font or a logo that they’re happy with or any of that basic stuff to then pass it to a social media manager and just be like, just create me some educational carousels.
Like then you’d have to. You are starting from scratch, right? Yeah. You have to do a ton of research and figure out like, okay, what are this person’s brand colors so we can be consistent and like, do they want something polished? Do they want something warm and friendly? Like all of that needs to be in place.
Mm-hmm. You can’t just snap your fingers and know what exactly is That’s right. This person looking for.
Britt: Yeah, and that’s another thing people can confuse social media managers with brand specialists as well. So that’s really funny that you brought that up too, because that’s a whole profession in itself, being a brand professional.
Coming up with the, the overall look, the aesthetic, the colors, the fonts, overall feel of your business. That’s a whole other sector. So.
Michelle: Yeah. And having all of that in place before you hire someone, I think is really important.
Britt: Yeah.
Michelle: You recently published on your Instagram account a post specifically for acupuncturists and I would, I would just love to talk about it.
I read it and I was like doing a little happy dance, so I’m gonna put it, pull it up in front of me here. Yeah,
Britt: absolutely.
Michelle: Let’s see. So you, you have like a, a ongoing series where you have a separate post for like how to grow on Instagram as a fitness studio. Mm-hmm. As a physical therapist. So you have one for acupuncture as well.
Britt: Yeah.
Michelle: Um, and your. Your, um, Instagram handle for everyone is Brit social media. Yes. Just one word so they can find you and pull up this post. So what I love about this post is, so the title is How to Grow on Instagram as an Acupuncture Practice from a Social Media Manager. And you introduce yourself and you talk about how there are two types of posts that flop every single time and they are.
Basically they are not engaging enough, right? Like they’re, they’re kind of boring their posts with a ton of tiny text or just a post of a body part with no explanation. Yeah. And what people are lacking is making it specific enough for their audience, right? Like, how are they gonna stop the scroll if person doesn’t have any idea?
What they’re looking at or why it matters to them. So you say, I would focus on content that speaks directly to the real problems my patients are already dealing with. And then you call out symptoms, right? Like chronic stress, hormone imbalance, fertility struggle, digestive issues.
Britt: Mm-hmm.
Michelle: Not generic wellness talk.
Britt: Yes. Yeah.
Michelle: I love that.
Britt: Well, thank you. I, I love this series because I, you know, when you’re on social media, especially as a business owner, you’re like getting so many different tips and tricks and do this to grow. Um, but sometimes it’s not specific enough to your industry. So I like to give really specific, tailored advice, um, for not just.
Random industries, but ran like industries that I’ve actually worked with, like clients that I actually have and have seen results for. Mm-hmm. So that’s kind of what the goal of the series is. So I’m glad that you like it and it’s doing well. Um, but yeah, I, for for acupuncturist specifically, I noticed that a lot of the content that a lot of people are doing is really.
Outdated, they’re treating Instagram like it’s still 2016 where you’re posting, you know, Canva graphics or you know, just a random before and after or something like that. And that stuff does not perform as well, um, as it used to. And it’s not going to necessarily bring as many leads or clients into your business as you would like.
You have to. Kind of be in 2026, where people’s attention spans are a lot shorter, that you have to grab their attention sooner. Um, you have to speak to their pain points, you have to speak directly to that. And then another thing as well that’s really important is for acupuncturists to not the, the language that they’re using.
Mm-hmm. We, as a general public, might not understand the specifics of what is going on, so. You kind of have to dumb it down a little bit for the average person to understand what you’re talking about. What is the transformation? How is the process working? You have to explain it in a way that you know, the average person can understand and be like, oh, I need that.
I need that service, let me go and check this business out a little bit more. Um, and I see that a lot of the time, not just with acupuncturists, but a lot of, um, people in this kind of niche or the space they speak as if we understand like technical terms and, you know, and the general public. Doesn’t, um, right.
The time when you’re scrolling on social media, you’re scrolling to be entertained, right? You’re, you’re scrolling to see something that you never seen before, or you just wanna pass the time. So if you come on there and you’re speaking in terms that are confusing, the average person will just scroll. So,
Michelle: gotcha.
Yeah.
Britt: Also a really big tip for, for people.
Michelle: So do you recommend really leading with a symptom? Yes, like hormone balance or like abdominal bloating or abdominal pain or headaches, something like that.
Britt: Yeah, absolutely. I think, um, one thing you can do, especially if you’re starting off, and this is new for you, you’re not like, you know, don’t have a huge following or anything like that, is focus on maybe your top two, like quote unquote bestsellers or best services that you provide.
Um mm-hmm. And really just hone in on that. Uh, for example, one of our clients is an acupuncture clinic based in LA and a lot of the, of their clients were coming to them for fertility. So that was a huge thing. So we really leaned into that. Do they only do fertility? No, they do so many other things, but a lot of people were coming to them for that, and they also had the results to back it up.
So because they had so many results, we could use that as content. And so that’s really what helped that, um, clinic specifically grow a lot on social media, a lot of other things. But if you focus on, you know, your best, you know, top performing s services or the thing that you’re known for, that’ll just make things easier for you.
Michelle: Hmm. And I think it’s really nice and reinforcing to hear you say that because so many people are afraid that if they focus on a, a niche, then they’re not going to get anybody outside of that. I just have found in teaching marketing that that is not true. You’re, you’re always gonna get people who discover you and even though you’re talking about, you know, maybe it’s migraines, and they’re like, well, I don’t have migraines, but I was referred here by a friend, right?
They’re always gonna choose you. They’re not gonna bounce because you talked about migraines because that referral is such a strong touch point, but. People really are afraid to get specific. They’re, they’re like, I’m boxing myself in and other people won’t come find me. What do you tell people when they bring that up?
Britt: Yeah, it’s, it can feel scary to feel like you’re boxing yourself in, but I would just say, look at your overall goal. Your overall goal is to help people provide the service to people. And it doesn’t have to be forever. You don’t have to be known as the person treating migraines forever. It could just be for a season.
Maybe that’s the specialty of the season. Um, and maybe as things come up, you can change things. Um, but you, you’re not necessarily boxing yourself in, you’re just trying to reach the right people and help as much people as. So,
Michelle: yeah. And to go back to that post that you made about, what was the exact title again?
For the acupuncturist? How to Grow an AC as an acupuncture practice.
Britt: Mm-hmm.
Michelle: From a social media manager. I, I mean, what stopped my scroll is that it was specific because you had other posts for Fitness Studio. Did I stop and read that one? No. Like pt, I didn’t read that one. Am I mildly curious? Like, oh, maybe.
But what actually made me say, oh man. This one I should read was that it just, it called me out directly, right? And so that is what makes it so effective. So I hope people will keep that in mind when they are feeling that resistance. Just remember that when you, when you have a post and it’s like, how does acupuncture help with migraines?
Like you are helping that one person, or many people really say like, oh my gosh, that is my struggle. I need to read this.
Britt: Yeah, that’s exactly it. If you, the more specific you are, the more likely it’ll go to the right person. Another point is that you have to remember that, you know, majority of the world is on social media.
They’re seeing thousands of pieces of content on a regular basis. It’s harder, even more now in 2026 to capture people’s attention. So the more you’re clear and specific to your ideal audience and their specific pain points, the more likely they’re actually going to see it. Yeah, if you make content that’s too general, it’s not really going to hit the same, it’s not gonna reach the right people.
But if you’re more specific, it’ll reach your right, the right intended audience, which is exactly what I did in my post.
Michelle: Yeah. Can you give an example of like what would be too general? It doesn’t necessarily have to be for acupuncture, but like,
Britt: Hmm.
Michelle: Broadly,
Britt: for example, ’cause I just did the physical, um, fitness one.
I love like talking about like weight loss and things like that. You can see a post that’s like, here’s how to lose 10 pounds in two months. Okay. If I wanna lose 10 pounds in two months, that might be interesting to me. Mm-hmm. But if it said something like, here’s how to lose 10 pounds in two months as a woman struggling with PCOS or something like that, and I struggle with that, I’m more likely to click on that way more than the first, um, initial post.
It’s calling out my specific, something that I’m dealing with. I don’t deal with that, but I’m just saying as, as an example, if that was something I was dealing with, I’d be more likely to click on that than the first option. Um, gotcha. Yeah, so just again, being more specific and not super vague because there’s 20,000 other posts that say, here’s how to lose 10 pounds in two months.
So the more specific, the better.
Michelle: Gotcha. Okay. Taking a quick break to remind you of today’s sponsor, Jane. A practice management software and EMR designed to help practitioners run their business without overwhelm. If your practice feels like it’s being held together by too many separate tools for booking, charting, insurance, billing, and taking payments, Jane helps bring it all together in one place.
It also includes privacy and security features, like two step verification. Role-based access and HIPAA and PDA compliance. To learn more, head to Jane app slash demo. And if you’re ready to get started, use my Code Accu School, one MO for a one month Grace period on your new account, and I’ll put the link and the code in the show notes for you.
All right, let’s get back into Britt’s interview.
Britt: I have a question that I feel
Michelle: is such a loaded question,
Britt: and
Michelle: I love to ask it, but do we have to do video to be successful on social media? Because so many people still tell me they are uncomfortable on video.
Britt: Yeah, that’s a great question. A lot of people might not like my answer, so I, I look at it this way, like how.
Badly. Do you wanna see results?
Michelle: Hmm.
Britt: That is really the key part here. Um, it is 100% possible to be successful without showing your face a hundred percent. There’s exceptions to that all the time. Um, but if you’re not going to show your face or you know, maybe the people that’s working with your team, that’s something you could do as well.
It doesn’t necessarily have to be you, the founder. Um, but you have to show what you’re doing. Mm-hmm. Um, think of it this way, if you wanted to go to a restaurant, right, you, there’s two options. You can go to restaurant A or you can go to restaurant B. If you go to restaurant a’s Instagram and they never showed the food.
They just showed Canva graphics of maybe just random stock images or just showing how to make a recipe or happy Thanksgiving post or random stuff, but they never showed the food. They never showed the atmosphere. They never showed people enjoying the meals. But then you saw restaurant bees Instagram, and they showed the food and it looked amazing, and people are looking like they’re having a great time and it’s a great atmosphere.
Which one are you more likely to go?
Michelle: Yep.
Britt: As simple as that. Um, so no, you don’t necessarily have to show up on video, but if you’re not going to find a way that’s still going to capture people’s attention and bring them in, maybe you show your team, maybe you show the behind the scenes of what you’re doing.
Maybe you show something creative. Yeah. But if that’s, if you are gonna show up on camera, you’re just more likely for people to connect with you as a business owner and, and your practice a lot more than the, your competitors. So it’s, the choice is really yours. But again, like I said, it’s 2026 people are showing up, so you have to show up as well.
Michelle: Yes. And I, I always think it’s especially true for something like acupuncture where people may not. Be that familiar with it or they’re, they’re nervous because there’s needles involved and they’re thinking about like a giant Botox needle, right? Or getting, getting an injection. They’re, they’re just not, I mean, they’ve never had acupuncture, so how could they possibly know that acupuncture needles are so tiny and thin?
Unless we literally show them or unless they come to get acupuncture. Right. So getting people to trust us enough to share their personal health information. Sometimes they’re sharing like a really intense personal health story or background, and then also letting us put needles in them. It, we have to work harder to build trust than like the person down the street who’s selling a pizza.
Britt: Exactly.
Michelle: People already trust pizza.
Britt: Exactly. That’s
Michelle: exactly
Britt: it. Yeah,
Michelle: and I feel like Instagram has shifted a little bit where carousels are now more acceptable in the algorithm than video, but video still seems like it’s number one.
Britt: Absolutely. Yeah.
Michelle: Yeah.
Britt: It really also depends on your niche. Um, if you’re a quotes page and you’re saying a bunch of inspirational quotes, of course you’re gonna be okay to do carousel.
Right. But like you said, um, with acupuncture, a lot of people don’t. Fully understand it or the benefits or how it works. They have, you know, misconceptions or they just see what they saw in like a Hollywood, uh, movie or something. They don’t really understand it. So if you can show up on camera and explain the process, show the process, show what you’re doing, that will take you a lot further.
So,
Michelle: I’m so curious. How do you feel about acupuncturists showing needles? Either on video or in photos. ’cause I have a, a business coach who always, she works with a lot of medical aestheticians, so they are using like big Botox needles and they’re doing injections for like Sculptra. So she always would say, as a consumer, she does not wanna see a needle.
She does not wanna think about how this process is going to work, that you’re going to get Botox in her face. Whereas as a marketer for my practice, I show needles a lot because I think the public is really pretty well informed and they want to be able to visualize what is going to happen and to decide in advance like, oh, that doesn’t look so bad.
Instead of being totally surprised by the process when they arrive. But she is adamant. She is like, Hmm, I don’t wanna see those needles. Yeah. I’m like, okay, this, this is one thing where we agree to disagree.
Britt: Yeah. It can go both ways. It depends on your ideal like market. If you’re going after the person that’s like a little apprehensive, maybe you don’t wanna show it as much and you wanna focus on the before and after results or the value of it.
Um, for example, if you wanted to get plastic surgery done, you don’t need the doctor to show you them opening someone up on
Michelle: That’s so true.
Britt: You
Michelle: just need that is horrific.
Britt: Yeah, that would be a little much. You just wanna see the before and after result. So that’s one approach. Or you could, if your demographic is the person who fully understands what they’re getting, they wanna see the process, they wanna know what it looks like.
It really just depends on your practice and like your ideal market.
Michelle: Gotcha. Okay. That makes sense. So, I mean, all of this is really about knowing your target market, your ideal person. Exactly. Having your brand be really established. Not that it has to be a, a fancy brand, but just having some basic parameters set up.
Britt: Yeah.
Michelle: Um, and then knowing. What your ideal person is struggling with and then the outcome that they want.
Britt: Exactly. Yeah.
Michelle: Got it. Yeah. So I’m also curious about engagement tips, if you have any for acupuncturists or maybe wellness people or just in general. A lot of people tell me that they feel like they’re posting all the time.
And they’re, they’re like churning out content, but they feel like they are just educating people who are already their patients and they’re not getting any new patients from their efforts. So then they kind of burn out and they’re like, this isn’t worth my time. But they’re also not. Really participating in the social aspect of social media.
They’re just publishing content.
Britt: Yeah.
Michelle: Thoughts.
Britt: Yeah. That’s good because I hear that all the time when I have new people come in that wanna work with me. That’s one of their biggest pain points is, you know, we have no engagement. We have a cold audience. The only people who like my posts are my husband and my mom.
Michelle: Yeah.
Britt: You know, or our like loyal customers, but no one knew. I hear this. All the time.
Michelle: Yeah.
Britt: I would say think of social media sometimes as, uh, like a real relationship. Almost like if you had a friend that came every once in a while and just was like, Hey, I’ve got this going on. Okay, see you later. And they didn’t engage with you.
They didn’t ask what you had going on. They didn’t check in on you. They didn’t, you know. Add value. They didn’t teach you something new. Would you keep that trend around or would you unfollow them?
Michelle: Right.
Britt: I would probably unfollow that friend.
Michelle: Right. Yeah.
Britt: So social media kind of works in a similar way where you’re just going on there and you’re just saying, Hey, come in, we have a sale today.
Or Hey, we, you know, whatever it is. Like you’re not actually doing anything that’s bringing. Value to them? Why would they really follow your page? So a lot of the times it’s good to give content that’s giving your your ideal audience some value. Teach them something new, maybe do something funny. I feel like a lot of the times people treat Instagram, like it’s LinkedIn sometimes, and they’re all very serious.
Michelle: Very
Britt: serious, and it’s like, no, like I said, people scroll on Instagram or TikTok to see something funny or entertaining. So we post a lot of memes. We post a lot of fun videos. Our, uh, client who’s an acupuncturist in her clinic, um, her staff gets involved with filming and they film trends together. Nice.
And it’s fun. And, um, their ideal audience is, uh, women of color. So they speak directly to them and, and they talk the way that they would talk and they use trending things. So it’s, it’s fun. So. I would say with that, like you have to engage with your audience as much as possible. Respond to their comments.
If you want more comments, respond to the ones that you’re already getting, even if it’s just one, two. Post in your stories, post polls, post behind the scene moments. Um, funny stuff. It doesn’t always have to be, you know, uh, business related. Either. It could be something that’s happening in pop culture that’s related to your business that you could talk about.
Um, these are all good, like easy ways to boost engagement and then also call to actions. Call to actions are super important. Tell people to like, follow, comment, leave their opinion on something, ask questions. Do a q and a. You could go on live. There’s so many ways to boost your engagement. So I hope that kind of answers that.
Michelle: Yeah. Yeah. And I, something I’ve been trying to do on my clinic Instagram account is spend, if I remember, I really need to set a timer, spend 10 minutes engaging with other small business owner accounts who are within, I mean, I’m in a pretty rural area, so, you know, like within 10 miles of my business. Um, but really the idea is.
To, I don’t know, remind them that I exist. And also, I always think of like, likes and comments are almost like currency, right? I know that the, there’s a ton of wineries around here, like the winery down the road. They are working so hard to create their content just like I am.
Britt: Yeah.
Michelle: And I love when someone like leaves a random comment like another business owner, I feel like they’re purposefully supporting me.
Yes. Now they’re on my radar.
Britt: Mm-hmm.
Michelle: But they also kind of gave my account like a little boost. Right. Like, maybe this will help you in the algorithm, whether or not it does I’m help. I’m trying.
Britt: Yeah.
Michelle: So I like just repeatedly putting myself in front of them and I don’t. I’m, I’m curious about your opinion.
I don’t worry too much about like, is this. Could this be like a particular referral source? Like they’re a winery, so they’re not gonna probably send me patients, but like they might need acupuncture or they might know someone who needs acupuncture. Yeah, so I just try to connect with people in my community.
And I think that it is challenging sometimes ’cause like social media can feel exhausting, but mm-hmm. Just remembering like, these are, these are real people, they’re like three miles down the road.
Britt: Yeah.
Michelle: And I want to support them in real life and here’s a way that I begin that conversation.
Britt: Yeah, absolutely.
I, we actually, in our agency have someone, two people who full-time job is. They’re community managers.
Michelle: How cool.
Britt: I preach this as well. Like this is so important. You can’t just post and and say, okay, bye ghost like, no, you have to engage with your community. So we have two community managers, and this is their full-time nine to five job where they’re responding to our clients’ comments.
They’re doing that outbound engagement of res of typing comments on and not just like hearts and emojis and like cool. It’s not a bot style comment, it’s thoughtful responses. It’s building a relationship with other, you know, local businesses or even potential clients that they could have. Um, that part is really crucial to the, our client success as well.
So it’s important.
Michelle: Gotcha. Oh, I’m glad to hear you say that. So my efforts are,
Britt: no, it’s.
Michelle: Well, I have one last question for you, and I ask everybody this question. What is your definition of success?
Britt: Ooh, that’s a great question. Um, so when I ask, when I first meet with my clients on our discovery calls, I always ask them the same.
Question, like, what exactly is your goal? And be as specific as possible. Don’t tell me, you know what I, what’s nice to hear, but what’s your actual goal? A lot of the times if you’re hiring for a social media manager or someone to just help you with social media, it’s because you want to grow your social media page.
Yes, you want visibility, you want that, but also underneath that you want. More customers. You want more foot traffic. You want people coming in and booking appointments because that’s your bottom line. That’s why we are marketing in the first place. So for me, success is when I’m able to bring in that goal and make that actually a success for them is when, um, our client, uh, for example, she has a two month wait list for her clinic, which isn’t amazing.
All from TikTok by the way. I, I wanted to mention that. If I, any other advice? Get on TikTok?
Michelle: Yes. Yeah. Who are afraid of
Britt: TikTok?
Michelle: I don’t know what happens in my brain. I’m like, Instagram is my favorite. And so nothing else exists, but like, oh, wait. Yeah. TikTok is huge.
Britt: TikTok is huge, especially for clinics, especially, especially for, um, you know, brick and mortars because their algorithm is very localized.
So if you’re interested in acupuncture and you live in a specific area, eventually they’re gonna see your content. Oh, I love that. Um, versus Instagram is a little. Storm’s a little bit challenging to grow on. Mm-hmm. But anyway, don’t wanna get on a tangent, but I could talk about, maybe
Michelle: we can. Yeah, I was gonna say maybe we can do a separate, uh, interview all about TikTok.
A
Britt: hundred percent. I can talk about TikTok forever. Um, awesome. But yeah, like I was saying. The number one thing for goal for me is to help you have a thriving business. Um, because that’s really the whole point of marketing as a whole. It’s fun to go viral sometimes. Like we’ve had videos that done millions, millions of views, and that’s fun, but that’s not necessarily why we’re showing up on camera every day and editing it for hours and you know, it’s really for customers and bringing people in.
So that’s really important to me.
Michelle: Awesome. Well, thank you so much for being here and sharing all of this with us. Where can everyone find you online? How can they connect with you if they wanna work with you?
Britt: Yeah, absolutely. So I all socials at Brit social media. Um, you can also go to my website, brit social media.com.
Yeah. And thank you so much for having me. This was amazing.
Michelle: Yeah,
Britt: absolutely.
Michelle: As always, thanks for being here. Did you know that I also have a YouTube channel? Yes, it has been dormant for a long time, but I recently started releasing new videos and I have a playlist called Why Your Acupuncture Patient Numbers are so Unpredictable.
The name of the channel is Acupuncture Marketing School. Of course, if you wanna check it out, and I will include a link in the show notes as well. Until next time, hope you have a great week.