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Summary

Helloooo friends! On today’s show, we discuss the evolving landscape of healthcare careers, emphasising the rise of modern healthcare professionals who embrace unconventional paths. We explore the impact of employee-generated content and answer a question from the community “I’ve been on Instagram for over a year sharing content consistently with my audience. My following has grown and my content seems to perform well but I hardly ever have people enquire about my services. What am I doing wrong?”

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Time Stamps

02:16: Humanising Your Health Brand with Employee-Generated Content
09:52: Adopting Trends as a Solopreneur [shoutout to @__gracefield]
11:40: What is a Modern Healthcare Professional?
13:11: How the Healthcare Industry has Shifted Post-COVID
17:39: Stigma Around Unconventional Career Pathways and Non-Traditional Roles
22:52: How @becstewart__ Engages Her Community with Indirect Marketing
24:49: How @themiddeesociety Speaks Directly to her Ideal Client
26:12: Answering the Community Question: Why Isn’t Anyone Buying From Me?
31:14: How to Share Promotional Content Without Being Too “Salesy”

Guest Information

Christina is an Eating Disorder Dietitian, Body Image Coach and Business Owner dedicated to empowering others to build confidence in their body and discover true food freedom. She has her own podcast, an engaged community on Instagram and works to support other health professionals in building their own business with ease and impact.

Website: christinamollenhauer.com

Instagram: @christinamollenhauer

Podcast: In Conversation with Christina

Episode Transcript

00:00
Pour It Out acknowledges the traditional custodians of the land in which this podcast was recorded. Always was, always will be Aboriginal land.

00:13
Hello and welcome to Pour It Out, the marketing podcast for health brands who refuse to be bland. I’m your host, Rachel Hawkins. And today I am joined by my amazing co-host, Christina Mollenhauer. Hey Christina. Hello. On today’s show, we explore the emerging content strategy taking the internet by storm.

00:34
We also have a conversation about the changing nature of what a career in healthcare looks like and the rise of what I am dubbing the modern healthcare professional, and then we answer a question from our community. I post consistently on Instagram, but why is no one buying from me? But first, Christina, a big warm welcome to the podcast. Thank you. And thank you for having me. I can’t wait to chat about all the things about content, health professionals, all the things.

01:03
Oh, me too. Now for those who have not met you before, you are an eating disorder dietician who helps people regain control of their health and feel normal around food. You also run a very successful online business where you work with clients on their recovery journey. And you also partner with global health and wellness companies to support them through recipe development and content creation. So to me, you are.

01:29
definitely someone who personifies and embodies the modern healthcare professionals. So I could not have picked a better person to come on the podcast today. Now something tells me that we’re going to have a lot to say. So should we jump straight into the first segment? Yes, I am so keen to get into it. Gretchen, stop trying to make fetch happen. Shut up!

01:54
All right, this is a flavor of the week, the segment where we discuss a trending brand or marketing topic and pull out some practical lessons for you to apply within your own business. And there is a content strategy that is absolutely taking the internet by storm at the moment, that being employee generated content. Now, for those of you who may be hearing about this for the first time, employee generated content refers to.

02:21
any content-based marketing, be it in the form of a video, an image, social media posts, a blog post that is created and shared by your employees for your brand. However, I would say that we are seeing this mostly on social media platforms like Instagram and TikTok at the moment. Christina, have you seen this employee generated content in your feeds? Yes, and I am completely obsessed. My TikTok is completely literally just following brands that

02:51
I’ve never heard of before, but they popped up on my feed because it’s like funny videos or it’s like day in the life of an employee. And I’m just like obsessed with it because I’m like, it just hooks you in and you feel like you’re getting to know like the behind the scenes of the brand. And I just love it. What are your thoughts on it? I could not agree anymore with you. And I feel like there’s a few brands that sort of popped to the forefront of my mind when I think, okay, who is doing this really well? And…

03:17
Big ones that I know our listeners will be familiar with is Naked Harvest and TBH Skincare. I think TBH Skincare for me, like they are iconic. Like they do a lot of office pranks, they get their staff involved in social trends. And as you say, this type of content performs so well because it essentially humanizes the brands that we follow online and it really makes for more engaging content, I would say. And I know that we’ve spoken about.

03:45
this before, but it’s like, okay, the more that we can, you know, see the more relatable unfiltered style of content here, the more we sort of feel connected to a brand and we start to know them and like them and then trust them. Out of curiosity, do you search for a brand before you will like go and buy something from them or book a service? Well, it actually depends. Like recently on my TikTok, because the feed has like, it’s just been popping up in my feed.

04:15
More so I’m now following these accounts and brands that I probably never would have searched for a look for, but now I’m following them. I’m like invested in like their new products, their launching and different things. So I feel like it’s actually changed the way how like I’ve consumed and the way that I would personally even go and look for products, because previously I would have just like searched into TikTok, Instagram, the brand and had a look through it. Now I feel like it just pops up because as we like you just said, it’s.

04:41
engaging, it’s funny. So you’re watching it, you’re getting engaged in the community. And then you’ve got all these brands essentially in front of you. And it’s like, Oh, I need to buy X, Y, and Z. And you’re like, Oh, these people that I’ve been following and their content, that’s funny. It makes you very like intrigued to then figure out maybe I buy from them. Maybe I use their products. So I feel like personally, it’s even like changed the way that I’ve even consumed content and the things that are popping up in my feed, which is so interesting.

05:11
was not expecting you to say that, but that is so true. So it’s almost like instead of you going out and searching for a brand, like I need a new foundation or whatever it may be. What you’re saying is you’re seeing all of these brands and all of their products in your feed because they’re creating this style of content, which makes you naturally engage with it, which the algorithm loves. And is there for beating you more of. Yeah, that’s clever. It’s like paid advertising, but not but organic.

05:40
Yeah, exactly. And if you even think about like marketing, right, and like the pillars of marketing and all the different things about like connecting to the audience and, you know, providing that engaging content, that’s what they’re doing. Like that’s what the employee generated content is. So it’s like, I think it’s just hit so many points of like marketing, all the different things. And I think as well, like, from what I see, and what I’ve done, you know, even my own stuff, it’s like minimal effort content, too. I just think it’s amazing.

06:08
And I could rave about it all day long. Okay, okay. On this, let’s then talk about how health brands, so how our listeners can incorporate user-generated content in their social strategies. And maybe if we provide a few tips for those who perhaps have a team first, and then we could dive into ideas for those who are more solopreneurs. So certainly one that I think you touched on there, a really easy one, would be day-in-the-life content. Like your staff could film their own day-in-the-life for their role within…

06:37
your business, filming staff reactions. Have you seen these videos? So when, you know, there’s a camera set up, it sort of looks like it’s a little bit inconspicuous and maybe you’re all, you know, filming a reaction, celebrating a team milestone or a business milestone rather, or the result of a campaign. Any others that you want to throw in here? Yeah, well, I think I have two examples from what you just said. I saw Naked Harvest the other day. They did a day in the life of doing a…

07:06
marketing campaign for a new product. And so it was a day in the life of like the marketing coordinator. And she like took you behind the scenes of them doing this big campaign and showing little bits of the product that was going to come out. But there was also nothing really mentioned about the product, what it does. It was just like, this is a new product. The other one that I’ve seen that is kind of funny as well as like even just like relatable, like work stories. So it might be telling funny stories about something or reenacting.

07:36
seen the certain like a boss or something like that, the employees like come to work all dressed up as like the boss would dress, they get their reactions. I’ve seen those. Like it’s just so good and it’s hilarious and I’m like it makes you just connect with the brands and makes you again build that trust and stuff. So I just absolutely love it and I think it’s such a powerful strategy. I agree. Look at us. We’re both like smiling from ear to ear as we’re like talking about.

08:02
this. So it’s obviously having a really big impact. Now I know that you work largely by yourself at the moment anyway. How do you think solopreneurs like yourself can adopt this employee generated content strategy within their own businesses? I think similar to I guess what we’ve been speaking about, but it’s kind of like you want to treat your brand in the way also like it’s your personal account like on my TikTok and I think this should be like DripFed.

08:29
through your marketing content. Shouldn’t just be the whole thing. But on my TikTok, I share anything and everything, right? And I’ve got videos that just like go off and it’s the most randomest things, like not even to do necessarily with my brand or my services. But when you get millions of views on stuff, you get all these followers and then people are then following, you know, like your Instagram from that and those different marketing channels. So I think kind of treat it like, you know, your personal life, whether it’s like.

08:58
I bought this new pair of, like, I put a thing up about, I bought a new pair of running shoes and this is what I think about it and all the different things, right? In a way, I’m actually engaging with my ideal client because it’s someone who’s active, someone who loves a healthy lifestyle, but I’m not promoting my services. But then if they follow along, they’ll see other content within that. So I think almost, you know, doing the daily vlogs, right? And making them entertaining. So starting the video, for example, with…

09:25
something happened in the day, you’d be like, you never believed X, Y, and Z, right? And then going through the day in the life or doing trends that are popping up and then making the twist relevant to your brand or the service you offer. Do you have any suggestions of how you could do this as a solo health professional, their own brand? Yeah. So I was thinking exactly that. I was thinking adopting the use of trends. And I know that something we did in my business late last year was the Gen Z.

09:54
trends. So it was like Gen Z writes a sales script or Gen Z edits an announcement video. So you can almost like pretend that you have like a Gen Z intern working with you and sort of edit, you know, a video alongside that trend per se. But just on your suggestion of kind of like the vlogs, I’ll tell you someone who is doing this really well at the moment. She’s a dietician.

10:18
Grace Field, she’s doing a vlog series at the moment, which I think is really clever. So if anyone is listening and they want an example of how like a vlog series can really be utilized to humanize your brand and really pull on all of, I suppose, the reasons why that employee generated content works so well, I would definitely check out her page. Yeah, and I think I’ve seen, yeah, same thing where I’ve seen other health professionals do this different series, or even just start to bring more of like their personal.

10:47
life into things. And now you’re like following along with all the ins and outs of, you know, different things they do. And it makes you engaged again and like want to follow along and listen to, you know, whatever they’re going through or whatever they’re sharing online. For sure, for sure. So employee generated content, get around it guys.

11:17
on a pertinent brand marketing and industry topic. And today we want to talk about the changing nature of what a career in healthcare looks like and the rise of what I am dubbing to be the modern day healthcare professional. Now, when I say that, does that make sense? Should we define what that means at a modern day healthcare professional? Yes, I reckon we should define it. People might not know. Okay, so when I use this term, I’m talking about

11:44
anyone who leads a more, let’s say, unconventional career path. So someone exactly like yourself, Christina, someone who is not necessarily working full time in a clinical role or in a private practice job. Maybe they’re running their own business or they have their own podcasts or they’re creating group programs or online programs. And they’ve really, I suppose, diversified their different revenue streams and income streams. Yeah, no, exactly. And I even think of exactly what I’m doing, you know, as a

12:13
career path, it looks like starting my own business and doing the courses. Also, I mean, like freelance work and social media, where that is writing nutrition copy and different things. And traditionally, as a dietitian, and I know what I learned a lot in uni was very, like, clinical, it’s like you get a job in the hospital. And if you don’t work in the hospital, you then go to a private practice role. But no, really, other roles were spoken of. Like, even if you think of a dietitian,

12:43
the health brand developing a product or a protein bar or muesli bar or whatever it is, like none of that was really spoken of. And so when I finished, I remember I was clueless of like where to go, where to start. But I think I love the trend and I love, I guess, where it’s kind of heading. What would you say about this? I completely agree. I think no doubt the healthcare industry as a whole has shifted really significantly, particularly post COVID.

13:11
And to your point, back when I was practicing, which was a long time ago, we’re talking like 2018, 19, the idea of even running or being able to hold an online consultation was so foreign. So the fact that there, however many years on now, are so many different healthcare practitioners across many different fields, working these more unconventional roles. And as you say, even being employed by

13:40
a food company or another corporate, let’s say, is just so great that we get to see this online because it really is sort of opening up people’s eyes to the potential of what a career in healthcare looks like. But perhaps maybe we should talk about why healthcare professionals are pursuing these more unconventional career paths. I think there’s a lot to be said here. What are your initial thoughts?

14:09
different pathways we could dive down. But one thing that I always find myself when I’m chatting with other health professionals that do want to essentially do what I’ve done, start their own business, work online, the same conversation that always comes up, it is being undervalued and underpaid for what they’re doing. And that’s something that I think a lot of health professionals resonate with that sometimes find themselves in these traditional roles and they find themselves burning out.

14:37
not really having that spark they once have for, you know, whatever career path, whether it’s dietetics, psychology, whatever it looks like. And so I think a huge shift is that freedom, that creativity. And I think also working in a place that and I guess creating a career that, you know, aligns with your values, because why did you, I guess, start and pursue your own thing after you did finish uni? Oh, I mean, I suppose like in hindsight,

15:06
I think I studied dietetics really out of probably the wrong reasons, more my own personal interest area as opposed to understanding the reality of what a job looks like as a dietitian because I remember getting all the way to the end of my studies and I was in the literally the last couple of weeks of the masters and I had done all of these really cool placements and I was still like, what if you don’t really want to do anything that you’ve just learnt?

15:36
You find out that actually getting a job, a full-time job in the workforce is actually really challenging. And so I thought, well, if I am going to do anything, I want to try and run my own business. And I sort of built my brand presence on Instagram at the time and had interest there. And it just sort of evolved from that point. But I think to your point, there is significant burnout within.

16:02
among rather healthcare professionals that work in traditional settings. And to your point around the earning potential of those jobs, quite often, you know, specifically allied health professionals are working multiple jobs across different businesses in different areas in order to maintain a full-time income. So it is a really challenging workforce with a lot of demands, a lot of physical demands, a lot of emotional demands.

16:30
a lot of financial demands in terms of what you have to invest to keep up with your, you know, continuous professional development. And I agree. I think people now in a post-COVID world are really craving more freedom and flexibility in their life. And they’re thinking, okay, if this is the type of lifestyle that I want to live, what work can I be doing that’s going to support me in living that life?

16:58
Yeah, exactly. And I think lots of health professionals, you know, they love what they do, but they also want to create a life that as you said, you know, that they can potentially get pregnant and have a family and also, you know, potentially be at home for the kids for a bit, then also work as well. And as you said, like in dietetics, lots of people have multiple jobs to, you know, be able to afford a family and do different things. So I think there’s definitely a huge shift.

17:24
towards this unconventional path for, yeah, definitely all of those reasons. Totally, there’s so many drivers, right, that have sort of like landed us where we are right now. Can we talk about the stigma that exists around these more non-conventional career paths? And I say that because my personal experience is that there was a lot of stigma around.

17:50
me as a dietitian back then working online. Gold Standard was working in a clinical setting or in those more traditional roles. And I remember many a public debate being held by other dietitians online. Should, as an example, dietitians work with food brands to promote their products or shouldn’t they? Are they destroying the industry and tarnishing our profession or aren’t they?

18:17
Have you personally experienced any stigma around the work that you do? Yes, I definitely have. I think I was a few years behind you in my master’s. So I think by the time that I came through, there was definitely some. And I do remember online, different health professionals would, you know, have those conversations. Is it right? Is it wrong? But I think when I kind of got into this space, it was a bit more known like yourself. You were already in this space. So I was a few years.

18:46
behind that, but in saying that, like, definitely. And I think, you know, even if you talk about like family and friends and different things, like, you know, going out on your own to start your own business, like that does come with a level of, I guess, opinions, right? And so I think in this space, there can definitely be some stigma around it. I think we are changing and things are shifting. And I think what’s cool as well is that people can look up to yourself and myself and

19:15
see what we’ve done and actually go, okay, like, maybe I can do this. And maybe I can, you know, do these different things in my career as a dietitian or health professional that is different. As someone who’s working in the industry now, do you feel like there is enough industry support for practitioners who are pursuing these different careers? I would say there could definitely be more. Wouldn’t say there is enough. I would say there definitely.

19:44
could be more, because I think overarching, there’s still a big focus on the traditional settings and the traditional roles. So I definitely think there could be more support, but I think outside of the industry, there’s so many places you can go for support, which is something that I think is very beneficial and grateful to have that there. Yeah, definitely. I think that seems to be the, I suppose what I’m hearing from other

20:14
the healthcare space as well, that governing bodies are sort of clocking on and universities to, I suppose, how the employment landscape and how the job landscape has changed. And they are really trying to accommodate now. But certainly, as you say, there are so many people that you can turn to outside of the industry. I suppose I just want to wrap up the conversation by saying that I’m aware we are very much coming.

20:41
this with a lot of bias because we are both dietitians or used to be a dietitian. So our experiences from within the dietetic and the nutrition industry. But of course, this conversation does apply more broadly. When we talk about the rise of the modern healthcare professional, is this a good thing for the industry? Is it a bad thing for the industry? Where does your opinion sort of sit here? I would say

21:07
probably exactly as you’ve just said, very biased, but I think it’s a great thing. Yeah. I honestly think it gives so much more opportunity for people to step into more creative roles within their career, but also step into, like there are so many more employment opportunities available outside of those clinical roles. You know, in the clinical role, you’re a dietician, you’re a senior dietician, you know, but outside.

21:33
in these more unconventional roles. There’s so many different things that you can do, which actually in a way gives dieticians so much more room to grow and so much more opportunity in their work field. Yeah, and I think the same can be said across many different fields. And at the end of the day, I think probably the biggest argument against this being a bad thing for the industry would come down to…

21:57
the businesses that you would work with or the brands that you would work with, whether it be through social media collabs or maybe you’re working in a marketing position or a product development position for a company. I really do think that the responsibility really falls back on a health practitioner, much like you would make recommendations to a client in a more traditional clinical setting.

22:22
You likely wouldn’t align with brands that don’t align with your philosophy as a healthcare practitioner as well. So yeah, I agree with you. I think overall there is a net positive effect here. Yeah, absolutely. This is Toastworthy Brands, the segment where we shout out the brands that are doing amazing things online. Christina, who do you have for us today? I.

22:52
Bex Stewart. Now she is a business owner of the brand, The Habit Tracker, and also the podcast In Her Power. And if you search Bex Stewart into Instagram, I’m sure she’s going to come up. She has thousands of followers, hundreds of thousands of followers, but her content is just next level. It is engaging. It is all around, I guess, improving yourself, you know, the future you. She has kind of, I guess, branded herself as the future you, I guess, like,

23:22
person where she’s doing journal prompts with you. She’s running different challenges. She gets the community engaged. And I think I just love her episodes. I love her series that she does on her reels because they’re so creative. They’re so engaging, but as well, like, she is talking about her products throughout it. So in a way she’s also, and she’s, you know, she would know she’s doing this.

23:47
selling her own products, right? Through that as well, selling her challenges, selling her courses, all those different things, but it’s so engaging and it’s a cool way to get an insight into someone’s life. But I think, yeah, her content is just 10 out of 10. I love it. And she’s actually just, I saw recently, she’s just launched a new journal for her brand called the Future View Journal. And she’s been doing that series for a couple of months, like on her Instagram. So really warmed up the audience and then launched a product,

24:17
That’s just. Bravo. Bravo to Beck. Yeah. What about yourself? Yeah. So just on Beck’s content, actually that sort of indirect marketing that she’s doing is the same sort of effect that the employee generated content has. We were talking about later, right? It’s like, we’re just constantly seeing their brands are visible and it’s sort of creating desire for what they sell. Anyway, I’m getting off track here. So Monique Mayland.

24:46
from the Midi Society is the brand that I would like to toast out. She is a midwife and I am just obsessed with her education-based content. I just think it is so engaging. She always speaks directly to her ideal client, their pain points, their desires, their shared experiences, and she also shares a lot of herself in her content. So we see her face, we see a little bit of the behind the scenes of her business, and she sprinkles that in throughout.

25:15
the education content, which really helps, I suppose, to build her authority in her fields and increase that credibility and that authority factor. So yeah, I just think her content strategy strikes that perfect balance of authority and connection and that humanness that we were talking about before. So I will link both of these guys in the show notes. Just answer this question. Receipts, proof, timeline.

25:42
Screenshot! Oh my god, I’m lit. This is Straight Shot, the segment where we answer a question from the Pour It Out community. And today we have a question from a naturopath that says, I have been on Instagram for over a year sharing content consistently with my audience. My following has grown and my content seems to perform well, but I hardly ever have people inquire about my services or book to work with me. What am I doing wrong?

26:12
Christina, would you like me to take this one? I’ll add a couple of points and then I’ll let you take it. But I feel like this is like the million dollar question when it comes to content. And I feel like I have this conversation with people all the time. And I found myself in this position, like years ago, when I was studying, I was like, you know, I’m doing quote unquote, all the things. I’m posting consistently, I’m doing all the things, but you know, I was struggling to get inquiries and.

26:40
I remember you spoke to me about this, but it was a lot around changing my content, right? And instead of just essentially free recipes, all value content, it was really focusing on speaking directly to my ideal client. And one thing that I think is just so important, and again, something that I’ve been having conversations about is when you are speaking to your ideal client, saying, you know, someone has bad body image, like,

27:08
Yes, that’s, you know, speaking to them, but you want to get so clear and speak so direct to it as, for an example, you would say like, do you wake up and the first thing you feel is just this gross feeling when you look in the mirror, you feel gross, you feel ugly, you feel uncomfortable in your body, you then spend your day thinking all day long about your body. Like that’s how you speak to your ideal client, not necessarily do you have bad body image, right? Because that’s so broad and you want…

27:37
your ideal client to be able to self identify in your content so they can follow on. So then when you speak about your services, they go, oh, she can help me because she’s speaking to me. So I think that, you know, are some things that you can think about when, you know, you have all this content, but you find you’re not getting, you know, as many inquiries. What would you add to that, Rach? Well, I do agree with you. I think that is really great insight. I would expand on.

28:06
what you’ve just said by saying that getting the results that you want to see in your business, so getting people to buy from you or booking for one of your services, it really comes down to understanding what type of content drives what type of results within your business. So usually when I’m talking about this, I’ll have a visual, right? So if you’re not driving, just Google the marketing funnel. And I want you to look at the first three stages of the marketing

28:34
then consideration and then conversion as the third stage. So what this funnel is, is a visual representation of your ideal clients’ buyer’s journey with your brand. So from the moment that they’re first made aware that you exist at that awareness stage of the funnel to when they’re then considering working with you and looking at your services and your products at the consideration stage with the funnel, and then finally to when they buy from you at that conversion stage there. So…

29:03
In order to get people to buy from you, you need to be sharing content that works at every single stage of that marketing funnel. And to your point, Christina, you’re so right in that what I think this person is doing is they are obviously sharing value-based content with their audience, right? Perhaps it’s trend-based content, content that seems to perform well from, you know, Instagram standpoint and how the…

29:28
So that would all be content that falls at the awareness stage of the funnel right up the top. But perhaps what they’re neglecting to do here is share content that builds that know, like and trust at the consideration stage of the funnel. Because as we sort of spoke about earlier in this episode, someone needs to know you, like you and trust you as a brand before they’re ever then going to work with you at the bottom stage of the funnel there. So exactly what you were talking about there is sharing content that really…

29:57
establishes and builds the connection that someone feels with your brand. So what Christina was talking about there in terms of really speaking to, you know, your ideal clients, pain points and desires and, you know, their shared experiences. That is what is going to resonate with someone and hook them in. That employee generated content that we were talking about at the beginning of the episode, that’s going to do a really good job of that as well. Doing any type of.

30:21
myth busting content or any type of educational based content where you’re able to demonstrate your expertise and you’re able to show people, hey, look, I know what I’m talking about here. That will help to build your authority, right? So it’s building that know, like and trust. So then when you share a post advertising your services, people are more likely to want to work with you. So what I do think is happening here with this community member is that perhaps they’re not sharing.

30:48
content, which works at the consideration and conversion stage of the funnel. So I would suggest having a go at sort of mixing up your content strategy. Take a lot of the practical tips that we’ve offered to you in this episode. Throw them in there. And just see how you go over four to six weeks. I could almost guarantee you that you will see an increase in inquiries. Yeah, no, definitely. And would you recommend health professionals to post direct, you know,

31:17
sales promotion posts within their feed as well. And what could that even look like if potentially there’s a health professional that feels a bit hesitant about being very salesy to use? That’s a better word. Oh, I hear that all the time. Yeah, it’s like, I don’t like to sell, I feel salesy. Okay, so what I would say to you is that you absolutely need to share content that talks about how you can help people or in other words, how people can work with you. So it could be through consultations, it could be through a course, a group.

31:47
program, maybe you do in-person workshops, whatever it is that you offer in your business, you need to post about it and you need to consistently talk about it. Now typically speaking, straight promotional style posts. So let’s say you share a carousel post on Instagram and it says ways you can work with me, right? And you have maybe three different offers as an example. That I could probably guarantee is not going to perform that well from an algorithm perspective,

32:16
But that doesn’t matter because that’s not why we’ve shared that post. The reason that we’ve shared that post is so that you have made it very clear. When someone is ready to work with you, they know how to work with you and feel invited to reach out and connect with you. So that’s why we always want to be talking about our paid offers. And I think this is where people can get a bit stuck because you get kind of get stuck in like the Instagram game or the TikTok game, and if you’re not.

32:44
you know, getting the engagement that you liked. You’re like, oh, it’s a failure of a post. But I can tell you some of my best performing content pieces on Instagram have not led to one single sale, whereas some of my worst performing content pieces have led to many inquiries, which has generated a lot of money within my business, and I’m losing my voice now. But suffice to say, I do think that promotional style content is a really important part of your content strategy. So do make sure you spring.

33:14
Yeah. And I think as a business owner, when posting online, I think what I always say is like the sooner you can almost like let go of the metrics, even though they’re important in different things. But as soon as you can like let go of that, because I think if you’re always following the metrics of how many views something got or how many shares or whatever, you probably feel pretty disheartened and you’ll probably just be ending, you know, chasing different trends and things like that and not having any real purpose and strategy behind your content. I could not agree more. And like to your point.

33:44
the insights are just one part of the bigger picture, right? So yeah, I think that’s a great place to end the conversation, a great place to end the podcast actually. Thank you so much for coming on and joining me today. That’s all right. Thank you so much for having me. I always appreciate you. And yeah, it’s been such a fun conversation. It has been, I’ve really enjoyed it. Now for those who would like to connect with you online, where can they find you?

34:07
You can find me on Instagram at Christina Mollenhauer. I’m sure Rach is going to leave it tagged in the show notes to save me spelling out my ridiculously long name. Otherwise, same thing, Chri You can find all the things, my podcast and all the different things that I do over there. Amazing. Yes, I will absolutely link that in the show notes for everyone. Now, if you enjoyed listening to this episode and would like to support

34:35
There’s one thing that you can do and that is to leave a rating and review for pour it out on Apple podcasts or Spotify. Maybe you may even like to tell a friend or two about the show, because this does help us to reach more people. Plus I just want to pop a little call out to say that at the time this episode goes live, there is going to be two more days left to enter our giveaway competition that we’re running at the moment where you can win my entire digital product suite, which is valued at over.

35:03
four and a half thousand dollars. So that means you get access to Gramtini, Markerita and ChatG&T. I have absolutely loved reading all of your reviews on Apple podcasts and seeing all of your ratings on Spotify as well. So thanks for getting involved in that and all of the competition details can be found in the show notes as well. All right, that is it from me. Thank you so much for listening. I’ll see you all next week.