Nutrition Entrepreneurs Ventures Spring 2022

Ventures S P R I N G 2 0 2 2 | VO L U M E L | N U M B E R 4

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CP E U Ar t i cles In Th is I ssu e !

In This Issue: Letter from the Editor � � � � � � � � � � � � � � � � � � � � � � � � 2 Staying True to Yourself � � � � � � � � � � � � � � � � � � � � � 3 Learning from Failure � � � � � � � � � � � � � � � � � � � � � � �4 You Don’t Need Social Media to Run a Successful Business � �� � � � � � � � � � � � � � � � 5 To Use or Not Use Social Media to Grow Your Business � � � � � �� � � � � � � � � � � � � � � 6 How LinkedIn Launched My Journey as a Nutrition Entrepreneur � � � 7 A Few Thoughts About Starting a Blog � � � � � � � � � � � � � � � � �� � � � � � � � � � � � � � � �8 Setting Your Fees: Calculate and Conquer � � � � � � � � � � � � � � � � � � � 9 Niching Down to Build Business Up � � � 10 Selecting the Right Business Coach for YOU � � � � � � � � � � � � � � � � �� � � � � � � � � � � � � � � 11 Trusting Your Gut While Building Your Brand � � � � � � � � � � � � � � � � � � � � � � � � � 12 Niches in a Nutshell � � � � � � � � � � �� � � � � � � � � � � � � � � 13 Make a Name For Yourself: Crafting Your Brand As A Dietitian Speaker � � � � � 14 How to Sell Your Private Practice � � � � � � � 15 Product Reviews � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 16 Build Your Brand Using SEO � � � � � � � � � � � � � � 17

Build Your Brand

Ten Types of Branding Photos Every Entrepreneur Needs � � � � � � � � � � � � � � � 20 Upcoming Events � � � � � � � � � � � � � � � � � � � � � � � � � � � � 24

Ventures SPRING 2022

Letter From the Editor J E S S I CA B EA R DS L E Y

EDITOR

Jessica Beardsley, MS, RD, LDN

INCOMING EDITOR

Meagan Nielsen, MS, RDN, CSSD, LDN

EDITORIAL BOARD 2021-2022

Nicole Rodriguez, RDN, NASM-CPT Amanda Sauceda, MS, RDN, CLT Cathy D’Orazio, MS, RDN, LDN Lauri Egan, RDN, CPT Jessica Oswald, MS, RDN, LD/N Stephanie Dorfman, MS, RDN The newsletter pertains to the Nutrition Entrepreneurs Dietetic Practice Group of the Academy of Nutrition and Dietetics and reproduction rights are reserved.

Publication of an advertisement in the Ventures newsletter should not be considered as an endorsement of the product or advertiser by the DPG. Viewpoints and statements in this newsletter do not necessarily reflect policies and/or positions of the Academy of Nutrition and Dietetics. © 2022 Nutrition Entrepreneurs.

All rights reserved.

WE WELCOME FEEDBACK FROM OUR MEMBERS. PLEASE CONTACT THE EDITOR:

Jessica Beardsley, MS, RD, LDN newsletter@nedpg.org

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If you have a change of address, please contact the Academy with your new address information. If you missed an issue, email Lauri Egan at NEadmin@NEdpg.org Enjoying our new layout?

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MS, RD, LDN NEWSLETTER EDITOR

Running a small business, writing a blog or selling products online all take a bit of trial and error before becoming successful. You learn and grow with each new experience leading to a (hopefully) prosperous business. One thing that is key to a thriving business is cultivating your brand. Whether that’s in-person or online, potential clients will choose to work with you based on how they feel about you and your brand. Is your content/website/logo/blog consistent with what you believe?

Are you being authentic? If you truly love what you do and are passionate about it - it shows up in your brand.

This issue of Ventures provides guidance in building your brand and growing your business while staying true to your values.

Whether you’re considering making the jump into entrepreneurship or have owned a business for 20 years, there’s always more to learn. Together NE members have a tremendous amount of experience as entrepreneurs - read on to learn more! Also you get two CPEU articles in this issue and you’re not going to want to miss them.

Jessica Beardsley, MS, RD, LDN, owns a private practice in Chapel Hill, North Carolina, where she specializes in intuitive eating and sports nutrition.

Her perfect birthday celebration involves running a half-marathon followed by beer and good food.

When Jessica isn't running or providing nutrition counseling, she's probably dancing in the kitchen with her kids or jumping on the trampoline.

Staying True to Yourself A M A N DA SAU C E DA MS, RDN, CLT CHAIR

Much like the advice a lot of us preach, “there’s no one-size-fits-all diet,” there’s no one dietitian that can fill the need for each niche.

“You write like you talk; this needs to be more professional.”

Here are three pieces of advice to build authenticity in your business.

This feedback was given to me in the margins of my thesis in graduate school. I really took those words to heart. I thought that meant I was a bad writer. It didn’t help that I have always struggled with writing.

1 Trust your gut. We all have an inner instinct – stay in touch with it as you make business decisions. Don’t always solely rely on what we “should” be doing.

Those words really shaped how I felt about writing. I assumed that because one person thought I wasn’t a professional writer it automatically meant I wasn’t a good writer. I figured writing would be out of the question for me as a nutrition entrepreneur.

Looking back at that experience, it feels more like one of my core experiences that is a blend of happiness and sadness. If you’ve seen the Disney movie “Inside Out,” then you know exactly what I am talking about.

2D efine your story. No one will have the same story as you and that alone will help you build authenticity and trust with your audience.

3D itch perfection. Perfection is boring and it isn’t real. Embrace all the messy parts of being a business owner – it leads to growth.

You might be wondering if there’s an amazing ending to my story of thinking I’m a bad writer. Not quite. I’m still not that confident in my writing but I did have a major breakthrough.

I’ve realized that the 700 captions I’ve written for my business Instagram account have allowed me to be able to connect with thousands of people. All thanks to my authentic writing which to this day is in the style of how I talk!

Amanda Sauceda, MS, RDN, CLT, loves pizza. She has a running list of her favorite places and places that she wants to try. Her number-one pizza place used to be a luggage room in the golden days of Hollywood and has a fermented sourdough crust that is to die for.

The happiness comes from the lesson I’ve now learned. Writing like I talk can be my superpower. How? It allows me to be authentic.

Merriam-Webster defines authenticity as being “real or genuine: not copied or false.”

Authenticity is huge when it comes to business. I’ll give you a scenario.

Let’s say you’re getting ready to pick a new niche, you’re super-excited, but when you research a bit … you find a bunch of people in the space already. You start to wonder if you should pursue it because it feels like there's already a thousand people out there talking about it.

When you stay true to yourself, when you stay authentic, it won’t matter if there’s one or a hundred people in your niche. Your story, your approach, the way you work with your clients is unique.

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Learning from Failure K R I ST I CO U G H L I N MS, RDN INCOMING DIRECTOR OF MEETINGS

Hi, I’m Kristi and my private practice was a total flop. Despite the failure, I have since started a business that aligns with who I am and what I want out of life. Here’s the story of my first business, the lessons I learned and actionable steps you can take.

First, let’s talk about the elephant in the room. There is more than one way to be successful as a nutrition entrepreneur.

Unfortunately, for too long, I had a (flawed) belief that to “make it” as a dietitian business owner, I needed first to have a private practice.

my business started to gain traction, I didn’t always like getting new clients.

There was a part of me that wanted to hide. As in, I didn’t want to be doing what I was doing. {Red flag #3} There were indeed more than three red flags along the way. Since they were all ignored, it is no wonder my business would crumble when my life came to a crossroads. I was not completely committed to private practice, so it was only a matter of time until things fell apart.

A NEW BEGINNING

Now, this isn’t the end of my story.

Despite everything that happened, I knew entrepreneurship was in my blood. This time, I was more deliberate. And, I applied the many lessons learned from the failure of my private practice.

Today, my business is focused on creating uplifting products, all of which were inspired by former private-practice clients. The strength of this new beginning rests on the fact that I have not dwelled on what went wrong; instead, I’ve learned to appreciate the process.

WARNING SIGNS AHEAD

Here is one thing I wish I had learned sooner: private practice is not for everyone. Perhaps people told me to reconsider, but that message was ignored. At the time, I was in a bind, and opening a private practice seemed like the answer to my problems. In other words, it was a means to an end. {Red flag #1} Additionally, a little voice in the back of my head would continually say, “you need to start a productbased business.” Yet again, I did not listen. {Red flag #2} Then there was the fact that I didn’t want to tell people what I did. Even as 4 | nedpg.org

Transitioning to a product-based business has been filled with ups and downs. Many of the skills I nurtured while running my private practice have been used on this new adventure. As a result, there have been times I feel as though this whole entrepreneur thing is a piece of cake.

On the other hand, some challenges arise due to operating a completely different business model. And, I am once again struggling to find my footing. Learning to embrace the ebb and flow of business — and life — has been one of the greatest gifts.

The best part, I get to wake up every day and work on creating products that positively impact the world.

LESSONS TO HELP YOU

y “Failure is success in progress.”

— Albert Einstein You cannot live life executing everything with the precision of perfection, no matter how hard you try. When you fail, you learn

and often uncover stepping stones that lead to your true path. y Listen to your intuition. Don’t ignore the red flags. Pay attention to your strengths and weaknesses. Are you planning to start a business that utilizes your strengths? If it will challenge your weakness, are you truly interested in cultivating those skills? If you cringe when thinking about doing those tasks, it might be a red flag. y Drown out the noise. The number of opinions that will pop up when you start a business is incredible.

You do not need to shut down all the ideas or suggestions. Listen to feedback, but stick to what is best for you and your business.

Remember that too many external influences can result in a company not being aligned with your passion.

THE FIRST STEPS TO CHANGING DIRECTION

y Get introspective. What makes you tick? Are you genuinely excited about your new business? Will your business be a complement to your strengths? Are you eager to grow and learn from your weaknesses? Be honest with yourself; set your ego aside.

Sometimes the answers to these questions are difficult to accept. y Gain clarity. Check out Robbie Osenga’s TEDTalk called “Finding Clarity in Your Calling.” He also has a free Udemy Course titled “Clarity in Calling.” It helped me understand what I truly wanted out of my career and life. You may learn something about yourself along the way that will help build your business.

Kristi Coughlin, MS, RDN, loves spreading happiness with her business Bring About Happy by creating uplifting products inspired by former private-practice clients.

In her spare time, she can be found with her family by the lake, traveling or enjoying her favorite food - pizza!

You Don’t Need Social Media to Run a Successful Business ST E P H A N I E D O R F M A N MS, RDN INCOMING CHAIR

I am fully aware that creating a consistent flow of content for social media is not my strong suit. I am OK with that and here’s why.

Having a huge number of followers on social media is not the only way to run a successful business. I currently have Instagram and a blog for my business to express who I am as an anti-diet dietitian and to refer clients if they have questions or want further reading.

Christine Byrne, MPH, RD, a private-practice dietitian and journalist, shares similar ideals when it comes to social media.

“I feel SO STRONGLY that social media is not the best way for most people to grow. I really think the return on investment on social media — particularly Instagram, Twitter, and TikTok — is low when it comes to growing a business.

They demand a lot of time. Plus, everything you create there is fleeting and fairly surface level.

I'm probably biased because I'm a writer, but I think focusing on SEO and/or email-list building is a much more valuable way to build an online presence. You can create content that goes deeper and is more lasting, which helps build your brand. And you don't have to be plugged into it every day, or even every week.”

My strength is connecting with other people. I have introduced myself to others by reaching out via email, attending networking events and setting up coffee dates (in person or virtually) with new contacts who share similar values to me and my business.

Here are a few tips to get started:

y Have a template: Create a simple email template, about a paragraph long, to use when reaching out to new connections. Include a quick description of your services, why you are interested in connecting and how you could help each other by forming a relationship.

Use your template and edit as necessary depending on your audience. If you are calling them, be ready with a voicemail script as well, something quick sharing who you are, why you are calling and why you would like to connect. y Create a resource to share: Provide a simple handout on one of your specialties for potential clients and referral sources. It gives a glimpse of how you work with clients. For example, I created a handout discussing five ways to unlock your inner, intuitive eater with sample exercises I use with clients. y Sometimes, do things for free.

Your work is extremely valuable.

It is also important for people to know, like and trust you before they pay for it. Offering free resources or presentations to potential referral sources can help build a strong community for you and your business. I previously underwent physical therapy and became friendly with the staff at the clinic. I offered to provide a free talk with its staff discussing the benefits of intuitive eating for themselves and their clients.

This may sound scary and awkward to introduce yourself to people you don’t know, but the fear and awkwardness fade away after you make your first few connections. I really hit it off with one professional in particular.

We started with a Zoom coffee date and found that we had so much in common - both business- and liferelated. We met again in person and connected often after that. We now refer clients to each other and reach out for guidance regarding each other’s speciality areas.

It’s nice knowing that my time on social media does not have to be all about work. I put very little pressure on myself to create and share new content, and spend my time focusing on real-life connections with like-minded professionals.

Stephanie Dorfman is passionate about all things wellness, running outdoors, puppies, peanut butter and spreading all of the joy. When she’s not at her corporate food service job, you can find her running (usually in Astoria or Central Park), baking challah, or laughing with family and friends.

During the summer months, look for her at her favorite sleep-away summer camp, where her family still works and where her grandparents met. Stephanie loves being able to combine all her passions into her profession every day.

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To Use or Not Use Social Media to Grow Your Business L E S L I E WE I D N E R RDN SOCIAL MEDIA COORDINATOR

It’s easy to count the times I’ve considered quitting social media. For me, it’s a love/hate relationship. It can be super-fun and exciting at times, especially once you start gaining lots of engagement or “traction.” But other times it can be all-consuming, emotionally draining and stressful.

Here’s what I’ve learned from several years of managing two small business Instagram (IG) accounts in two separate niches and a private Facebook (FB) group in my current niche: y It takes time and planning. Yes, you can (and should) have a content calendar to plan out your content ideas ahead of time.

Additionally, create a strategy to attract your ideal client to help

build the know-like-and-trust factor. And you still need to put in the work on the backend. This may include creating graphics for static posts, brainstorming ideas for video, recording, editing, writing captions, showing up daily on IG Stories and prepping for LIVE videos and workshops, etc. If these tasks sound exhausting to you, then trying to use social media to grow your audience may not be your thing. And that’s okay! y Consistency is key. Regardless of which platform you use, consistency is the key to growing your audience on social media and building trust.

This doesn’t mean you need to be posting every single day. It means showing up around the same time on certain days that work best for you and your audience, whether that’s four days a week or seven days a week. Pick how often you plan to post and commit. y Show your face on video. In 2022 you have to be comfortable using video, whether that’s in IG Stories or Reels, TikTok, LIVE videos, etc.

Some people really enjoy the video aspect but the feeling of having to be constantly “on'' can be draining. y Lean in to your creative side. There’s so much “noise” out there that it’s getting more and more difficult to stand out. The more you can connect and engage with your audience in entertaining and educational ways, the more successful you’ll be.

If you’re thinking maybe social media isn’t your thing, what can you do?

There are many options to grow your practice without using social media.

See Stephanie’s article for some ideas!

What are the pros to having social media to grow your business (besides the fact that it’s free)?

What might you be missing out on if you decide not to use it?

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PROS:

y There’s so much untapped potential. y You can call the shots and make it your own. y You can use it to build an email list or funnel more people to your website or blog. y You can build relationships with other RDs and other professionals in your niche.

CONS:

y It takes A LOT of time no matter how organized you are. y It’s easy to get burned out which can take a toll on your mental health. y It can distract you from other important aspects in your business and actually slow your growth. y Each year it gets more and more saturated and harder to stand out.

Whichever route you choose is up to you. For now, I’m not leaving social media anytime soon. I’m sticking it out and hoping that I will continue to build an audience, however painfully slow the process may seem at times.

Leslie Weidner, RDN, is a registered dietitian nutritionist with a virtual practice where she provides 1:1 nutrition coaching for women in perimenopause. She enjoys helping women over 40 learn how to eat in a healthy, balanced way that supports their hormonal health without any strict rules or diets. Leslie is passionate about the principles of mindful and intuitive eating, which she discusses often on her IG and FB accounts. On the weekends, you can find Leslie hanging out with her husband and watching their two boys play basketball, football, baseball or soccer, depending on the season.

How LinkedIn Launched My Journey as a Nutrition Entrepreneur B E T H STA R K RDN, LDN MARKETING COORDINATOR

If you’re like I used to be, you probably haven’t looked at, let alone updated, your LinkedIn profile in a few months.

While I am only regularly active on Facebook and Instagram, the thought of maintaining yet another platform previously felt overwhelming and, quite frankly, unnecessary. I mean, was anyone really interested in what I was doing?

That was until February 2021, when out of the blue, I found myself jobless.

After nearly 13 years as a retail dietitian, six of which were spent leading the team, I was let go due to downsizing.

It wasn’t until then that I became more engaged with LinkedIn and saw it as a gateway to multiple opportunities.

LinkedIn is described as the “world’s largest professional network on the internet.” It’s touted for being used to find jobs and internships, foster professional relationships and help users learn skills needed to have a successful career. Oh and it’s FREE! After more than a year of consistently engaging with the platform, I fully agree that this description aligns with what LinkedIn is capable of. But like anything, you get out what you put in.

When you first get started on LinkedIn, you’ll need to upload a professional headshot and build out a profile including details about your educational background, job history, and unique skill set. Easy enough. Perhaps more daunting than establishing your profile is carving out time to regularly refresh the content.

This is where I can share two examples of how regular engagement with LinkedIn brought new career opportunities to me.

According to LinkedIn, All-Star profiles are 40 times more likely to receive job opportunities.

One way I coped with the very sudden and drastic change in my career path was to take action.

Among those action steps was posting a LinkedIn profile update to share that I was no longer employed as a retail dietitian and looking for work. I also better positioned my “side hustle” to be front and center as my current work experience.

As a nutrition entrepreneur it’s important to optimize professional opportunities however you can. I hope my positive experience with LinkedIn has inspired you to take a look at the current state of your own profile to determine if a makeover is in order. And if it is, you also find this platform to be a contributor to continued success.

An incredible resource that helped to elevate my LinkedIn profile was The Dietitian Side Hustle podcast interview featuring self-proclaimed “LinkedIn evangelist” Stacey DunnEmke. After listening to this episode, I applied the super-simple tweaks she recommended to achieve “AllStar Status.” I strongly encourage you to listen to -. According to LinkedIn, All-Star profiles are 40 times more likely to receive job opportunities.

Because these profile updates are how many people in my network learned of this change, I received an onslaught of messages offering to support me through this transition.

One such message was from a former colleague that ultimately resulted in an unbeatable opportunity with the Pennsylvania Beef Council/ Northeast Beef Promotion Initiative.

When my now-supervisor learned of my departure from retail (thanks to LinkedIn) she promptly reached out and we jointly created the parttime role of my dreams as director of channel marketing and consumer outreach that I started in June 2021.

The other opportunity that came out of a simple LinkedIn update was serving on the Sifter Medical Advisory Board. Similarly, a colleague there saw my job experience updates and contacted me to chat. Fast forward a few months and I received an invitation to join the board. This opportunity has not only contributed to more visibility and credibility for me and my brand, it has also led to other opportunities for growth and connecting with new and highly respected colleagues.

Beth Stark is a registered dietitian nutritionist based in Pennsylvania and the owner of Beth Stark Nutrition; a nutrition and culinary communications consulting business. When she isn’t working her hybrid role of part-time beef nutrition advocate/part-time nutrition entrepreneur, Beth finds joy in family time, outdoor adventures and self-care.

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A Few Thoughts About Starting a Blog KELLI SHALAL MPH, RD, CPT, CLT DIRECTOR OF MEETINGS

With so many promotion avenues for your business nowadays, it can be challenging to figure out how to best spend your time. Maybe you’re killing it on social media or you have a ton of referrals or some other area that’s working for you. Why then would you prioritize a blog?

Of all the reasons to start a blog, the most important is that you own it.

Social media audiences are not your property. They are the property of the social media outlet. So the audience you build there is “borrowed” and can be hacked or taken away if terms of use change. That’s the number-one reason to put the time and effort into building a blog, but beyond that, blogs are surprisingly powerful.

HOW TO CHOOSE A PLATFORM

When you start your blog, you should have some idea of your blogging purpose because that will determine the best platform (website builder) to use.

What to consider: y What investment can you make at this time?

y How much content will you produce? y Will you ever want to monetize your content with advertising revenue? y How will people find your content?

Search Engine Optimization (SEO) strategies help your content rank at the top search result for specific queries on Google. Some platforms optimize for SEO out of the box, and others do not.

DRAG & DROP WEBSITE DESIGNERS

REASONS TO START A BLOG: 1 To attract clients or partnerships 2 To build credibility in a niche area 3 To sell products 4 To create an email list 5 To monetize with ad revenue, affiliate income or other passive income

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Platforms like SquareSpace or Wix are considered drag-and-drop website designers. Unlike the options listed below, these make website building and blogging more intuitive.

You have a lot of control over the design and the ability to run a blog on these platforms; however, you cannot monetize your content with advertising revenue on this platform.

It is also complicated to transfer your content to a website platform that can run ads if you change your mind later. The SEO features on this type of website are lacking compared to the platforms below.

WORDPRESS.COM

This is a free blogging platform that you can use if you aren’t sure if you will like blogging and if you will continue. You can also use this site to write your blog for personal use. You will be very limited in design options, but you’ll have basic functionality.

You cannot monetize with ads on this platform, but you can quickly transfer content to wordpress. org if that becomes your goal.

WORDPRESS.ORG

This is a “self-hosted” platform. This means you’ll have to set up your server and network yourself. If that sounds intimidating, don’t worry; it’s just one extra step of hiring a company to “host” your website versus relying on the platform to host your website. Hosts range in quality and price. You can start with a budget site and move up as your blog becomes more profitable.

You’ll have total control over design, but you may have to hire a website designer to help you implement your design ideas for some features. In addition, if you intend to profit from your blog via ad revenue, you will need to use wordpress.org and pay for a hosting service. It’s a similar investment to drag-and-drop website builders, but the learning curve is steeper to get started. This platform has excellent SEO capabilities right out of the box.

Consider your reasons for starting a blog. You have a lot to gain by maintaining a good blog. Start today!

Kelli Shallal, MPH, RD, is the owner of Hungry Hobby LLC, a nutrition counseling and communicationsfocused business.

She is author of the blog Hungry Hobby and book Meal Prep for Weight Loss.

Kelli doesn't believe that food can be "too sweet"- her favorite dessert is frosting of any flavor and type.

Setting Your Fees: Calculate and Conquer KAT E DAVI S MS, RD, CSSD, LDN SECRETARY

In 2007, I sat in a small conference room with 40 other participants.

As a new clinical dietitian fresh out of my internship, I had dreams of starting my own private practice. The conference was about becoming a nutrition entrepreneur and one nugget has always stayed with me.

The speaker said that when it comes to income, “plan to make twice the amount you want to bring home.”

At the time that advice shocked me.

Now, after being in business over 10 years, I have found that to be spot on.

Setting, raising and discussing fees make many dietitians squirm. But, if you want to have a business that doesn’t just survive, but actually thrives, feesetting is serious business. Here are four steps to determine what to charge:

STEP 1: DETERMINE WHAT IT COSTS TO BE IN BUSINESS

Determine an annual and monthly figure for what it costs to run your business. These categories might be office furniture and supplies, computer, phone bill, phone and computer applications, food analysis program, electronic medical record, remote consulting platform, finance tracking platform, mileage to drive to speaking engagements, office rent, taxes and insurance. Note that some of these will be fixed costs (you incur them regardless of how much income you take in), while others are variable (the more income you make, these costs will rise also). One of your goals is to minimize fixed costs in order to maximize profit.

STEP 2: DETERMINE YOUR DESIRED PROFIT

How much money do you want to make after paying your expenses? Add the cost to do business (determined above) to your desired profit to find your total needed annual income.

STEP 3: DETERMINE NUMBER OF BILLABLE HOURS

Consider what your working schedule

will be. Consider days off: around one-and-a-half weeks for holidays, two weeks for personal days or sick days and two weeks for vacation.

Next, remove non-billable hours from this total. These are hours not worked directly with a client, but that will make you a better professional. This may be time spent at conferences, networking, making phone calls, negotiating contracts, paying bills, reading journals or taking a certification course. The number of weeks or hours remaining are your billable hours per year. Note: if you are not planning to work full-time, adjust further for weekly days off. Once you know your billable hours, divide this number into your total income from step two. This is your hourly fee.

STEP 4: MAKE ADJUSTMENTS AS NEEDED

Once you have completed step three, it’s time to do a check on a few fronts.

First, does this fee match market value?

If you aren’t sure, call a few dietitians who work in your city, area or state to see what they are charging. Second, does this fee match your experience?

Are you a new dietitian or do you

have 20 years of experience? Third, does this fee match your expertise?

Do you have a specialty certification or other advanced training? Each of these variables affect what you might charge. If you find your hourly fee is higher than market value, look at ways to reduce monthly expenses without negatively impacting your product.

However, if your hourly fee is fair, don’t be afraid to charge what you're worth. You earned your experience and expertise, so charge accordingly.

Kate Davis, MS, RD, CSSD, LDN, is the owner of RDKate Sports Nutrition where she helps athletes of all levels from recreational through Olympian. She lives with her husband, three children and dog on a Centennial Farm in Michigan, where she dabbles in vegetable gardening and canning and dreams about keeping farm animals (but doesn't really want any). She is always up for a good adventure or trying a new activity.

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Niching Down to Build Business Up L EA H TS U I MS, RDN INCOMING DIRECTOR OF SPONSORSHIP

Imagine your business is exceeding expectations, thriving beyond your wildest dreams.

What does that look like?

You’re likely serving your ideal client, working the hours you want, and bringing home the income you’d like to have.

Here are several benefits to niche down in your business: y You can focus on creating content that is specific to your ideal client y Your marketing materials are targeted to the clientele you want to serve y Your referral network understands what you do and will send clients your way y You differentiate yourself from other nutrition entrepreneurs y You are working in your zone of genius When I started my private practice in fall of 2020, I knew I wanted to focus on sports nutrition, yet was overwhelmed at the vastness within sports nutrition (high school sports, collegiate athletics, professional athletes and fitness enthusiasts). My other love is gastrointestinal (GI) health, where I enjoy combing through the growing science to understand how the gutbrain axis works, ways of managing IBS symptoms and helping clients have peace of mind when dining out.

I marketed my services to this narrow niche: recreational adult athletes who deal with GI issues using an intuitive eating approach. This meant updating my website to speak to this particular ideal client, posting social media content meant for my ideal client, and reaching out to local gyms, GI clinics and physical therapy clinics.

My business mastermind group recently reviewed Gay Hendricks’s

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Zones of Function. There are four zones: the zone of incompetence, the zone of competence, the zone of excellence and the zone of genius. Hendricks describes the zone of genius as “the state in which you get into ‘flow,’ find ceaseless inspiration, and seem to not only come up with work that is distinguished and unique, but also do so in a way that excels far and beyond what anyone else is doing.” The zone of genius is where you should strive to be working when it comes to your niche.

A few questions to consider when you think of niching down: y When you envision the type of client you want to work with, what problems of theirs are you solving? y Does this area of nutrition excite and inspire you? y What are some of the popular questions you get asked?

Many nutrition entrepreneurs are afraid of niching down. A scarcity mindset may lead you to think that you won’t be able to generate enough income from narrowing down your clientele. That’s completely normal to experience especially if you are just starting out; niching down right away may not be realistic. You may not even know what area of nutrition really excites you or if 1:1 counseling is your thing. Getting your feet wet

with a broader scope can help you learn what you’re passionate about.

Outside of the “traditional” private practice of 1:1 counseling, there are so many other avenues that nutrition entrepreneurs have taken in their careers: branding, marketing, partnerships, administration, program development, group settings, nutrition education, and blogging. Exploring the world of entrepreneurship is one of the many benefits of being a part of NE DPG and can help you narrow down your niche within nutrition entrepreneurship.

Keep exploring, and you too can work in your zone of genius.

Leah Tsui, MS, RDN, is the owner of Leah Tsui Nutrition LLC, where she does 1:1 counseling, corporate workshops, and consulting for several start-ups. Leah combines her love of sports nutrition and gastrointestinal health with an intuitive eating approach.

In her time off from being an RDN, you can find her coaching functional fitness at her favorite gym, reading a book (or two!) for the book clubs she's in, or running along the beach.

Selecting the Right Business Coach for YOU J E S S I CA OSWA L D MS, RDN, LD DIRECTOR OF COMMUNICATIONS

Working with a business coach is a huge decision that takes multiple factors into account. Time, money, effort and mental capacity are all required to create the space to work with a business coach. The hope is that there will be a return on the investment and this hope is why it’s very important to pick the right business coach.

In my own journey as a nutrition entrepreneur, I’ve worked with two business coaches. Both were dietitians, which is what I wanted.

Each had a different approach to business coaching. Each offered something different that helped move my business forward. With each business coach selection, I looked at a variety of coaches and here’s a peek into the process that I followed for selecting a coach.

First, what’s the current state of your business? Maybe you're just starting out. Maybe you're looking at expanding and growing your business.

Maybe you’re looking at moving into a different area. Perhaps you’re going from 1:1 counseling to group programs or getting credentialed with insurance.

Maybe you’re good with the current state of your business but want to work on some specific areas to maximize your potential - like marketing or systems. No matter what the current state of your business is, taking time to reflect on where you are currently will help with your business coach search.

What do you need in a business coach? The answers to that first question - what’s the current state of your business? - will help you answer this second question. If you’re just starting out, then it’s likely that you need a business coach who can help you with some business basics. If you’re looking at getting into insurance, then you probably need someone who has expertise with incorporating insurance into a business. You’ll also

want to think about other things when it comes to what you need, like how you best grow and learn and the amount of time that you have to commit to working with a coach.

What do you want in a business coach? Do you want a business coach who is also a dietitian? Do you want someone who has a lot of coaching experience or do you want someone who has a lot of experience in the areas in which you want the most support? Do you want someone who does a group coaching model or someone who does a 1:1 model?

Search time. Now that you know what you want and need in a business coach, you can start looking for some coaches who meet your basic criteria. There are so many places that you can look - social media, LinkedIn, Google, talking to friends and colleagues. There’s a Facebook group called “Dietitian Business Coach Reviews” that helped with my search.

Do your due diligence. Make sure that you research your potential coaches.

Check their experience. Look into their knowledge-base. Read reviews. Speak with colleagues who have worked with the coaches you have selected.

Make time to speak with a few coaches. Most coaches offer some type of discovery call or something that gives you the chance to ask them questions. Take advantage of this.

Speaking to potential coaches is a great way to see if their personalities jive with your personality and see if their values align with yours.

Trust your gut. As cliché as it sounds, if it doesn’t feel right, then it probably won’t work. You need to trust your business coach. You need to click with your business coach. Remember, a business coach is a major investment so it’s extremely important that you connect with your coach.

Jessica Oswald, MS, RDN/LD, is the owner of a private practice specializing in intuitive eating and meal planning. She’s also the clinical dietitian at a pediatric rehab hospital for children with developmental disabilities. Jessica enjoys cooking, reading and training for the occasional half-marathon. She’s also a proud cat mom; ask her about that time she crawled under a car to rescue a kitten.

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Trusting Your Gut While Building Your Brand KAT E RAGS DA L E MS, RDN, LDN, CNSC GUEST AUTHOR

Creating the foundation for your business is akin to putting your heart on your sleeve. It is scary, vulnerable and some folks may not agree or relate with your style of branding. What if people don’t like my business? What if I can’t get enough clients to keep my business open? What if I turn away clients because my brand is too focused?

Raise your hand if you asked yourself one or more of these questions when starting your entrepreneurial journey. Welcome to the club.

Some people won’t like or want your product, brand or business. Yep, I said it, but don’t stop reading here. There’s a reason you want to market your business to one specific client. You found a need in the market, an idea to which people can resonate. Free your mind of all the “what ifs,” because they will do more harm than good when it comes to making progress with your business. For all the people who don't like your ideas, there are many who will resonate with them, who do need your expertise and will pay for your services What if clients realize I don’t know what I’m doing (as a business owner)?

This is called imposter syndrome Check out NEdpg.org for the latest webinar on Imposter Syndrome in the CPE Library!

It is okay to question whether you can support yourself and/or a family when opening or building a business.

While that is a valid concern, do not let yourself stop there. There is inherent risk associated with entrepreneurship.

Times can be tough, and the past two years are a great example. For many NE RDs, the pandemic created a shift in the needs of their clients, which allowed their businesses to grow and flourish in stressful times.

Did it require ingenuity, grace, hard work and consistency? Yes! And

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your commitment and courage to step into the unknown will be challenged and sharpened along the way. Surround yourself with fellow NE RDs who can empathize, share and encourage you to stay true to yourself and your original message.

What if I turn away clients because my brand is too focused? Good. That is the purpose of focused branding.

You might have heard the saying, “if you speak to everyone, you’re speaking to no one.” You cannot be everything to everyone. For example, if you know you love working with Health At Every Size (HAES), then invest deeply and do not neglect your ethos to take a weight-loss client when you don’t agree with the principle. Clients want personalization and to work with someone who specializes in the topic at hand.

And don’t forget, there was and is a reason you are leaning towards a specific niche. Perhaps you have your own experiences which helped you gain the knowledge you have or you recognize the value in working with a specific population. When

you know the population you desire to work with, you will find that marketing and reaching your audience comes naturally and easy.

So trust yourself and trust your gut in building your business and brand.

Lastly, surround yourself with fellow NE RDs - there is someone in this group who was in your shoes and would love to help you along the way. Don’t hesitate to find a mentor and share your ideas or concerns. It is in the collaboration of our community where our strength as professionals will grow.

Kate Ragsdale, MS, RDN, LDN, CNSC, is the owner of Kate Ragsdale RDN, LLC, and adjunct professor at Appalachian State University and a GI oncology dietitian at Duke Cancer Institute.

Outside of work she’s learning to sew, researching minimalism or watching a movie series with her husband.

Niches in a Nutshell KA R E N M I L LS JD, RDN, LD GUEST AUTHOR

“Niche” has been a business buzzword for years, and you can barely read a post or article about entrepreneurship without encountering the word. Niche is just another way to say specialty, focus or market segment. Is niching something you should consider for your business?

WHY NICHE?

As entrepreneurs it’s easy to fall into the trap of chasing every opportunity.

Some dietitians enjoy being generalists and like the variety that comes with it. But, ask yourself: Do you really connect with every client and project?

Niching allows you to be selective. You choose exactly how to spend your time and energy. It guides your continuing education selections and the pursuit of any certifications. Having a niche allows you to develop expertise. You appear more authentic, can develop rapport with your ideal client more easily and are seen as a trustworthy specialist that clients want to hire.

Niching can also help guide your marketing efforts. When your services are specific, you can tailor your messaging to attract the type of clients you want to serve. Tailored marketing focusing on specific, niche keywords can also impact search engine optimization (SEO) by increasing your

rank in search engine results. Niching differentiates you from the crowd of other dietitians and nutritionists. When you niche, you not only focus your practice, you lessen the competition.

HOW TO NICHE.

Nutrition is a part of every person’s life, and every facet of nutrition can be niched. There are so many options!

How do you begin? Consider these questions when determining your niche: 1 What are your passions? Are you excited about gut function or working with the elderly? Maybe sustainable agriculture is your calling.

Start by making a list of your interests.

2 How can you frame your passions in the context of a problem to solve?

For example, if your passions include vegans and athletes, a problem to solve might be how to optimize athletic performance for vegans.

3 What is your skill set? Are you great at counseling, writing or social media? Can you develop recipes? Your skill set becomes a list of what you can sell.

4 What are your marketing segments? Marketing segments are categories that your target market can be divided into and can include geography, demographics, firmographics (demographics for businesses) or client characteristics such as values or behaviors.

Perhaps you live in the Midwest, you are passionate about the challenges faced by vegan athletes and you have a talent for recipe development. These are all market segments that you can target and combine to create your niche.

5 Is there a market? Using your market segments for guidance, perform keyword research, check social media and look at online trends. Is your target market asking questions or looking for solutions to a problem you would like to solve? If not, or if there are too many experts already answering the questions, this niche might not be profitable. Consider your other passions or skills.

Using the focus questions, you can identify your ideal client, what problem you want to solve for your ideal client and whether you have the skill set to solve those problems. If there is a market, then you have found your niche.

CHANGING YOUR NICHE.

Over time, passions and markets change, so reevaluate your niche every year. Are you still excited about your niche? Is your business expanding?

Revisit the focus questions. It is okay if your answers have changed.

Businesses, markets and people grow and evolve. Don’t be afraid to pivot your niche when the time is right.

The competitive advantages a niche provides can lead to a successful and fulfilling business.

Karen A. Mills, JD, RDN, LD, is the owner of TheHealthyCulture.com.

She writes, speaks and assists clients in developing their own Healthy Culture - a personalized nutrition, health and wellness plan that considers time constraints, family traditions, culture, health concerns and budget. When not eating her way around the world, Karen is hard at work at her home office in Oregon.

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Make a Name For Yourself: Crafting Your Brand As A Dietitian Speaker J E S S I CA S E T N I C K MS, RD, CEDRD-S GUEST AUTHOR

"FIND OUT WHO YOU ARE AND DO IT ON PURPOSE." – DOLLY PARTON

Professional speaking requires a platform - a concise description of you as dietitian, speaker, and message and mission you bring to the stage.

Your Unique Speaking Platform – your USP – is more than a bio and better than a CV. It’s a few sentences that summarize what someone gets when she/he hires you to speak. An effective USP gets event planners to hire you and audiences to line up.

No two USPs are the same. Whitney Trotter, Kristin Williams and Leslie Schilling all speak on the intersection of religion and disordered eating – each from a different background.

Jill Castle, Yaffi Lvova and Anna Lutz all talk about child feeding – each in a different format.

I found those examples in a quick glance at DietitianSpeakers.com; in each of those niches are dozens more amazing dietitians bringing those topics to life in unique ways.

Maybe you’re one of them with your own amazing USP. Or maybe you’re questioning how to differentiate yourself, worrying you’ll never break into an already crowded field.

If you’re in the worrying group, I’ve got good news: dietitian speakers are not in competition. The world needs many more dietitian speakers, and beyond that, every dietitian brings something different to the stage - a special blend of expertise, experiences and flair. Put that one-of-a-kind recipe into words and you’ve got a USP that’s yours alone. No one can be a better you than you – you’re guaranteed the Oscar for Best Performance as Yourself.

A USP isn’t one quality or characteristic; it reflects the whole package of you as a speaker. It might include an obstacle you’ve 14 | nedpg.org

overcome; why you became an RDN; perhaps the heritage you embody; the unusual things you’ve done and the mundane mistakes you’ve made; the things that surprise you about nutrition; the quirks that make you relatable to others. There are many interesting things about you. Which qualities mesh with your mission as a speaker? Those belong in your USP. If you’ve already given talks, ask your biggest fans what they liked or review your speaking evaluations.

If you haven’t spoken yet, think aspirationally. What messages will you impart? Why do the listeners need to hear them? What changes will the world make after hearing you present? An effective USP isn’t just a résumé of your past; it contains your dream of what you want to give the future.

Once you’ve got your USP, it isn’t just for others – it guides your decisions too. It’s easy to be tempted by an opportunity that isn’t a good fit. Your USP reminds you to be selective so that everyone goes home happy. The more you realize your own uniqueness, the less you need to be a commodity that takes any job that comes your way.

Your USP is a living document. Like your speaking skills (and hopefully your paycheck!), your USP will evolve and grow as you refine and hone your style, mission and ideal venue. As your USP becomes more sharply focused on your skills and goals, you’ll find yourself saying a confident “yes” to opportunities that fit you well and recommending someone else for the ones that don’t.

If you’re a dietitian, Jessica Setnick, MS, RD, CEDRD-S, is your biggest fan. A combination cheerleader, trusted advisor and friend who won’t let you take a live mic into the bathroom, Jessica shares her lessons learned over two decades as a speaker in A Dietitian’s Guide to Professional Speaking: Expert Advice for Pitching, Presenting & Getting Paid! She lives in Dallas where she has the best job in the world – consulting with other dietitians about eating disorders, public speaking and passive income through continuing education courses, like her own bestseller, Eating Disorders Boot Camp.

How to Sell Your Private Practice B EVE R LY P R I C E CEDRD-S, MA, E-200 RYT, C-IAYT GUEST AUTHOR

In my career, I have started and grown several businesses – two of which I have sold. One was a private nutrition practice, the other a comprehensive eating disorders treatment center.

Consider how you can nurture, grow, shape and mold your business so you can sell it for a profit.

price that is supported by interested buyers. The valuation should answer the questions a potential buyer has about what he/she is buying and why the asking price is appropriate.

The valuation consists of: Tangible Value: y Real estate y Leasehold value and improvements y Furniture, fixtures, equipment, supplies

Planning for the sale of your practice starts from inception.

It is important to establish and run your business as an asset.

y Receivables

y Establish a legal entity for your business (Corp., PC, LLC, LLP, etc.).

y Goodwill (ongoing business value)

y Choose a transferable name vs. Sally Jones, RD, PC. y Have excellent computerized financial and operational records. y Make your contracts for service assignable. y Have non-compete contracts with your employees so the buyer is assured they won’t leave and take your clients.

y Cash Intangible Value y Value of intellectual property assets (patent, trademarks, copyrights, client lists, contracts for service, startup convenience, trained staff in place). y Brand selection, registration, development, usage, and history of establishment of recognition in community

y Maintain detailed corporate records of all tangible assets including date of purchase, price and description.

In the sale of both of my businesses, I had a professional valuation completed, and hired a consultant to negotiate the sale. This was well worth the cost as it resulted in a payment in full, for both of my businesses, versus payment or earn-out over a period.

y Maintain presentable and functional offices.

DURING THE SALE OF YOUR BUSINESS

y Have assignable office leases.

The sale of a practice can provide an excellent exit strategy for retirement or a mid-career change of direction.

VALUE OF YOUR BUSINESS

There are no “rules of thumb” for determining the worth of your business.

In various industries, a multiple of EBITA (earnings before interest and taxes) is used. A professional valuation of your business is needed to establish a

y Maintain complete confidentiality of your plans to sell. Premature disclosure to staff or others can cause competitive damage. If your clients learn you are about to sell, they may feel more secure with a known competitor. y Require a confidentiality agreement from potential purchasers that requires them not to discuss their interest and due diligence knowledge. y Continue building your business.

Present to potential buyers as a successful, growing business to get optimal results. y Be patient – a sale may take some time.

MARKETING

Marketing the availability of your practice to the appropriate audience is important, and negotiation is involved in the sale process. Identify potentials in your industry. In selling my private nutrition practice, a new dietitian opened a practice down the street. She was struggling to get clients. The timing for my sale and her purchase were perfect.

When selling my eating disorders treatment center, I caught the wave of larger facilities purchasing smaller ones.

THE SALE

Know that purchasers will require you to sign a non-compete clause. They may retain you for a specific time during the transition process, negotiate a remaining business interest to ensure further growth, or keep you on as a consultant. Rebecca Bitzer, MS, RDN, LDN, CEDRD, was ready to retire and had two employees who were interested and ready to take her private practice to the next level. Rebecca was retained in an advisory role as needed and earned profits on certain aspects of the business.

An experienced attorney should draw up the sale contract, which involves additional negotiation. From a tax standpoint, an asset purchase is taxed at a higher rate compared to a covenant not to compete. These particulars are best discussed with your CPA (certified public accountant).

The sale of a practice, if done properly, can provide an excellent exit strategy for retirement or a mid-career change of direction, along with the financial rewards from the sale.

Beverly S. Price, CEDRD-S, MA, E-200 RYT, C-IAYT, is a certified eating disorders, registered dietitian and IAEDP supervisor, experienced registered yoga teacher and IAYT Certified Yoga therapist. She is an entrepreneur and pioneer in offering products, national workshops and consulting services to registered dietitians.

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Product Reviews Title: The Complete Lymphedema Management And Nutrition Guide; Empowering Strategies, Supporting Recipes & Therapeutic Exercises Authors: Jean Lamantia, RD, & Ann Dimenna, PT, CDT Date: 2019

Title: The Intuitive Eating Card Deck: 50 Bite-Sized Ways to Make Peace with Food Authors: Elyse Resch, MS, RDN & Evelyn Tribole, MS, RDN Date: 2021

Publisher: Robert Rose Inc.

Publisher: New Harbinger Publications

Price: $20.49

Price: $17.95

Imagine finding the right combination of evidence-based therapies to confidently support a difficult disorder such as lymphedema. Jean and Ann did just that with this in-depth book on the nutritional strategies, recipes and exercises to help provide relief to patients living with lymphedema.

Before this book I only had basic knowledge of lymphedema and how to care for someone nutritionally with this disorder. After reading this book, I have a much better understanding of what lymphedema is and how to approach it with nutritional therapy. I found it so interesting how Jean’s experience working with cancer patients tied closely to the treatment of lymphedema.

What really stood out to me besides the delicious antiinflammatory recipes, which are easy to make, is Jean’s overview of supplements. She dug deep into the research to find what is supported by evidence and what is not, so there is no second guessing on what supplements to recommend to patients with lymphedema.

Reviewer: Amber Trejo, CPT, MS, RDN Title: Dietitian and Personal Trainer/ Founder Affiliation: Naked Wellness LLC

Have you ever felt like you could use a little “pickme-up” - a bit of wisdom, advice or tip for your intuitive eating journey? The Intuitive Eating Card Deck provides exactly that and more.

This card deck is a great companion to all the other resources from Elyse Resch and Evelyn Tribole. The unique quality of this card deck is its portability and (bite-sized) digestibility.

The concepts are broken down to just one thought or aspect of the ten Principles. You can pick a card from a specific Principle or choose one at random. Any card you choose will give you an opportunity to focus on your self-care. The cards can help you challenge negative thoughts about food and your body; develop kind ways to identify and cope with your emotions; and practice attunement to your body.

Whenever I review a product or resource, I think to myself How could this be improved or modified to be more effective or better? In the case of this product, the only thing I can think of is to create more of this type of tool.

I recommend this card deck to any nutrition educator. I can see myself using this for my clients and for myself. If you are looking for something to supplement or bolster your intuitive eating practice or just your own personal self-care practice, this card deck is for you. What a great tool to add to your nutrition practitioner tool box.

Reviewer: Toni Toledo, MPH, RDN Title: Co-host PATH Positive Approaches To Health Podcast, Dietitian, SJSU Instructor

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CPEU ARTICLE 1

Build Your Brand Using SEO E R I N D EC K E R MS, RD, LDN, CDCES GUEST AUTHOR

Have you ever wondered how websites get their articles and pages to show up on Google? When you search for a topic, you see the same site pop up time and again. Clearly, they must know what they’re talking about. Getting your content to show up on search results is an impactful way to grow your brand and reach.

But how do you make that happen?

It seems like writing and developing good content would be all it takes.

This is certainly a step in the right direction. However, there are a few critical steps that are essential to get your content to show up on page one. These steps are known as search engine optimization (SEO).

WHAT IS SEO?

SEO is a strategy of building and structuring your website, pages and articles in a way that allows search engines to understand your content.1 This is important so that search engines can in turn provide your content to the user searching for the information.

HOW CAN SEO HELP BUILD YOUR BRAND?

Surveys show that at least one-third of patients are finding their healthcare practitioners online.2 Optimizing your website can allow your site to show up when a user searches for a provider. Even if a potential client finds you through a third party, such as an insurance network or a friend, having a web presence can build trust and allow clients to learn more about you and your approach.

Generally, more recent content ranks higher than older content.

Complete regular audits and update your content to ensure that your posts remain relevant.

That being said, SEO is a balancing act of regular posting while making sure the content is high-quality.

WHAT MATTERS FOR SEO?

Search engines (primarily Google) are getting better at understanding what users are searching for.3 In order for your website and content to show up in Google, there are steps you need to take to optimize your website and content so that the search engines can “read” your content, rank it against competitors and ultimately direct users to your site.

What matters for SEO is constantly being updated and changed. This may feel overwhelming, but it is actually a good thing. The goal of the search engine is to connect users with the highest-quality content that accurately matches their needs. Your goal is to deliver this.

The factors that have the biggest effect on your search rank include:

In a nutshell, SEO gets eyes on your brand. Assuming you are already creating content for marketing purposes, incorporating SEO principles can help your content go even further without significantly increasing your time investment.

y High-quality content with regular updates

SEO is important for both online businesses and brick-and-mortar offices. If you have an online business, SEO can help increase and diversify your reach. By producing high-quality content that readers are searching for, you can drive traffic to your site, connect with potential clients and drive them to your offers. Higher traffic also means greater potential for brand partnerships and ad revenue. When you consistently show up in readers’ search queries, you are establishing yourself as an expert in your niche and building awareness around your brand.

y Overall user experience, such as mobile friendliness, site speed and ease of use

y Proper use of headings and keywords that meet the search intent y Established expertise, authority and trustworthiness on the topic you write about

y Technical factors such as site structure and organization

START A BLOG

Simply having a blog is a great strategy to increase your reach.

Regular posting tells the search engines that your site is relevant, upto-date and includes expertise in a given topic. Consistency also tells the search engine how often to “crawl” your site or check it for new content.

OPTIMIZE NEW AND EXISTING CONTENT

Quality over quantity reigns! You can enhance your existing blog posts by making proper use of headings and keywords and incorporating images, links and figures. This is a great starting place if you already have a backlog of content and you are just getting started with SEO. Keep these factors in mind with all new content as well.

USE HEADINGS

Ideally, your posts would be structured with several headings and subheadings. This helps the search engine understand your content. It also makes for a better user experience since it makes for easy skimming and organization.

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RESEARCH KEYWORDS

Keywords are the search terms that a user puts into the search bar. Examples may include “what to eat before a run” or “dietitian near me.” Incorporating keywords into your blog title and headings helps the search engine connect the user with your content.

It is important that your keywords and headings are search terms that readers are actually searching for and match the search intent. You can research keywords by using free services, like Google; search suggestions and questions you receive from clients; or by using a paid subscription service such as Keysearch or Semrush. These services allow you to see how many people are searching a given term each month and how much content already exists on the topic. Ideally, you want to find long-tail keywords with a high volume of searches with low competition.

Long-tail keywords are those that are very specific and longer in nature compared to broader, short-tail keywords. See below for examples.

Short-tail Keywords

Long-tail Keywords

Dietitian

Sports dietitian in Raleigh

Granola bar

Gluten-free granola bar recipe

Bloating

High-fiber foods that won’t cause bloating

Stress eating

How to stop stress eating at work

The more specific your keyword, the more likely you are to meet the search intent and connect with your ideal client.

USE IMAGES, LINKS, FIGURES AND INTERNAL LINKS

Using images, graphs and bullets can help convey your point and make reading easier for your audience.

These factors contribute to the quality of your content. That being said, make sure your images are optimized to your site theme and not too big (more on that below).

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Internal links connect your content. It demonstrates expertise if you have multiple posts on the same topic.

With every new post, see if you can link to a past post and vice versa.

Outbound links are those that link to other sites in your niche. Including these can help build trustworthiness, especially if they are high-quality, reputable sites such as Pubmed.

SHOW OFF YOUR EXPERTISE

Building your network and backlinks takes time. However, you can speed the process up by connecting with others in your niche. For example, Dietitians on the Blog is a Facebook group where dietitians request recipes and other content for them to link to in roundup posts.

There is a lot of information on the internet, some of it more reliable than others. Search engines are trying to highlight sites with reputable information from experts, especially when it comes to important information on the topics of health, medicine and nutrition. You want to prove that you know what you’re talking about.

This is where dietitians shine! Make sure you have an easy-to-find “About” page that highlights your credentials, education, awards and experience. If you have been featured in any publications or the media, share and link to those as well.

Additionally, make sure that you are linking to reputable sources in your content and encourage others to link back to you.

CONNECT WITH OTHERS TO BUILD INBOUND AND OUTBOUND LINKS

Inbound links, also known as backlinks, are links from other websites that send users to your site. These are important for building authority in your niche. Others linking to your site is a sign to the search engine that not only do you consider yourself an expert, but others do as well.

CONSIDER USER EXPERIENCE

Have you ever visited a website only to be bombarded with a pop-up ad that you can’t close? Or a site that takes too long to load? It’s frustrating and search engines know this.

The user experience should be an important factor in your SEO strategy.

User experience includes factors such as mobile friendliness, website speed, ad placement, security, straightforward site navigation and well-organized posts.

MOBILE FRIENDLINESS

Mobile searches now comprise the majority of internet searches.4 If your site is not mobile-friendly, users are less likely to remain on your site. This can indirectly affect your ranking.

If you are not easy to find on a mobile device, you are missing out on almost 55% of potential readers.

SITE SPEED

Users prefer faster load times. Studies show that delays cause a notable increase in stress levels.5 You may be familiar with this yourself.

Factors such as image size, site design, hosting, ad placement and number of “plugins” can all impact site speed.

SECURITY

Having a secure site should be top priority. A security certificate, also known as an SSL or TLS certificate, authenticates and secures your website. This changes your URL from HTTP to HTTPS. It tells your readers that your site is owned by you (i.e. that it’s not a “fake”) and provides encryption to reduce the risk of data theft. Chrome has introduced a warning for sites that do not have a security certificate which may scare readers away. Your host will likely offer this installation free of charge.

GET TECHNICAL

Technical SEO includes factors such as site structure, navigation, URLs, properly submitted sitemaps and schema. These are factors you might not “see” on your website, but they are essential code that allows the search engine to understand your site.

GETTING STARTED WITH SEO

pace. The following resources are great if you want to build your own knowledge on SEO and update your site with a DIY approach: y Google’s SEO Starter Pack y The Unconventional RD podcast, How to Start a Website tutorial, and SEO Made Simple course - TheUnconventionalRD.com y Brianne Bell’s SEO Audit for Dietitians - Bribell.com y BuildaWellnessBlog.com y SearchEngineJournal.com

REFER OUT

If the terms site speed, user experience and security are making your head spin, you can refer out to an expert to help optimize your site. See below for some SEO writing and tech resources to get you started: y For SEO optimized writing: Anareisdorf.com y For site design and set-up: Chloecreativestudio.com y Tech support: Imarkinteractive.com y Tech support: Nerdpress.net y Tech support: Blogfixer.com

SEO is a powerful marketing tool that can make use of content you already have written. However, it is a skill that can take time to learn and apply.

If you’re looking to get started or enhance your website SEO, there are ways to DIY-it or refer out to an expert.

y Should you opt for DIY or professional web designer? rd2rd.com/freelance-versusdiy-website-design/

RESOURCES TO LEARN MORE

Similar to our message to our clients that lifestyle changes take time and patience, SEO is a longterm game. That being said, it is well worth the time and effort and will pay off for years to come!

Depending on your tech-savviness, it is more than possible to optimize your site on your own. There are free and paid resources out there to get started and learn at your own

y Check with your hosting company — they may offer support options as well

REFERENCES

1 Getting Started for Beginners.

Available at: https://developers. google.com/search/docs/ beginner/get-started.

Accessed January 13, 2022.

2 How do patients find doctors in 2019? (Results of Survey of 5,000 Patients). Available at: https:// www.linkedin.com/pulse/howdo-patients-find-doctors-2019results-survey-5000-richard-girling.

Accessed January 13, 2022.

3 How Search algorithms work. Available at: https:// www.google.com/search/ howsearchworks/algorithms/.

Accessed January 13, 2022.

4 Statcounter desktop vs mobile vs tablet. Available at: https:// gs.statcounter.com/platformmarket-share/desktop-mobiletablet. Accessed January 13, 2022.

5 Streaming delays mentally taxing for smartphone users: Ericsson Mobility Report. Available at: https:// www.ericsson.com/en/pressreleases/2016/2/streaming-delaysmentally-taxing-for-smartphoneusers-ericsson-mobility-report.

Accessed January 13, 2022.

To obtain CPEU credit, go to the CPE Library at nedpg.org. The Newsletter Courses area will house the CPEU article and quiz.

Erin Decker, MS, RD, LDN, CDCES, runs a virtual private practice in Raleigh, North Carolina, where she considers herself a generalist - she works with all types of clients through an intuitive eating lens, though is particularly interested in diabetes, eating disorders and sports nutrition.

She enjoys updating her own blog, ErinDeckerNutrition.com, to experiment with various SEO strategies.

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CPEU ARTICLE 2

Ten Types of Branding Photos Every Entrepreneur Needs N ATA L I YA L A LO R CPP GUEST AUTHOR

Working with entrepreneurs as a portrait photographer, I have found that there are ten primary types of images that consistently come up in Personal Branding photography sessions. It doesn’t matter if you’re just starting out or have had a business for many years, these ten photo types make up the perfect set of images for a website and social media posts in a way that’s effective and attractive to potential clients.

Why are personal branding photos important? Since more and more clients are finding businesses they

1 A PROFESSIONAL HEADSHOT

One of the most important personal branding photos you need is a professional-looking headshot. Whether with a plaincolor background or an outdoor backdrop, this is the image you will use across your social media account profiles like LinkedIn, Facebook and Instagram, as well as submissions for articles or guest posts.

A simple background is needed so that your portrait will read clearly

want to work with online, it’s imperative to have compelling imagery to help sell your product or service. If a potential client doesn’t instantly like what she/he sees when the person finds you online, your potential client is probably not going to move forward in contacting you or hiring you.

It is imperative to have compelling imagery to help sell your product or service.

Here are the ten types of personal branding images you need:

in the smaller size that is presented on social media sites and won’t be distracting or confusing to others.

Keep it simple and professional in terms of dress and expression. It’s a good option to hire a professional photographer for this type of photograph since it’s hard to get the right look on your own. Choose a photographer who will help you with posing and put you at ease in front of the camera for best results.

2 LIFESTYLE HEADSHOTS

Once you have the professional headshot, you will also need more casual lifestyle portraits that are more candid but still high-quality.

These images are for communicating with your social network and allowing your audience to get to know you. You can use these images throughout your website to add a personal touch, show off your personality and create instant connection with potential clients.

While these photos are a lot more casual, it’s still important to make sure you look your best with flattering poses and natural, smiling facial expressions.

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It has also become equally important to be in front of the camera as the business owner. You have to represent your brand in order to genuinely connect with your audience. The good news is that it’s not difficult to get great photos, either by working with a professional photographer or by taking them yourself with an iPhone or camera. The key is to make sure you have a wide variety of images that perfectly illustrate your business and set you apart from your competition.

You’ll also have to coordinate your wardrobe colors with the background environment. Ideally you’ll want to stand out as much as possible so use contrasting or complementary colors.

If you’re sitting on a white couch in a lightly colored room, wear darker colors so that you’re the focus of the photo. Likewise, you can use a monotone approach and match your outfit to the surroundings, in which case your face will become the focal point. This is also a great opportunity to bring in props that represent your business and add a pop of color that follows your brand color-palette while keeping everything else neutral.

3 BEHIND THE SCENES

Behind-the-scenes images show the process of creating the product or service you’re selling (whether that’s online or in-person). This can include brainstorming, planning, researching, writing, drawing, gathering materials, setting up equipment and all the steps that go into your unique offering.

These images can help establish your expertise and demonstrate your skill to help persuade potential customers by illustrating what makes your products special and different from what everyone else is doing. Clients simply might not realize how much work goes into making the product or service they

are buying, which also makes these images critical if you want to charge appropriately for your services.

Take note of all the tasks you perform during a typical work day.

It might not be obvious right away all the work that goes into providing your product, which is why doing a run-through is so important.

Behind-the-scenes images show the process of creating the product or service you’re selling.

4 CLIENT INTERACTION

If your business involves interacting with clients (whether on the phone, Zoom or in person), you need images that show what that looks like. For most potential clients, having a visual representation of what this interaction looks like will allow them to make the purchase with confidence and reassurance. Seeing how you operate with your customers alleviates any hesitation someone might have.

The best way to plan for these is to invite past clients, friends or even family members to participate in your

photography session and replicate the specific scenarios in order to show potential customers what it’s like to work with you. One thing to keep in mind is that your stand-in clients aren’t actual models and will probably need some coaching to look good in photos.

Let them know to sit up straight and have a slight smile at all times. If a person isn’t smiling, he/she will often look angry or upset in photos. And don’t forget to have subjects sign a Model Release (search for “Getty Images model release” for a free PDF) to make sure you are able to legally use the photos online and in print.

5 DETAIL SHOTS

Detail shots are useful for infusing pretty imagery into your website and social media feed. These images are also the most beautiful way to show off and explain specific areas of your process. By isolating and zooming in on one detail or item, you can focus your message on a single concept.

There’s a reason why we’re drawn to these types of images and that’s because our brains love simplicity with a bit of novelty. This is also a great way to show off your personality. If your business or office is full of personal items, taking detailed shots to demonstrate your interests will allow the right people to be drawn to your business.

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6 INTERIORS & EXTERIORS

Showing off your desk, interior and exterior of a business/store/office, or simply where you spend most of your time, is a great way to provide more context about yourself or your business.

Simply put, people want to know what to expect. If a potential client is planning a visit to your consultation space, he/she wants to know what to anticipate when the person gets there. And if the person is speaking to you via Zoom, having a better sense of what your space looks like will allow the person to feel more comfortable.

Do a thorough cleaning and organizing of the room before you take the photos, and remove clutter and anything that doesn’t match your brand. The goal isn’t to give a 100% realistic view of your space, but to capture it as it would look on its best day.

7 LOGO & BRANDING

Most businesses have a logo. As a registered dietitian nutritionist, having branded mugs, water bottles, pens, canvas bags, brochures or anything else with your logo on it, is useful to show off that branding. This will reinforce your company in a potential customer’s mind and create credibility for anyone looking at your website or social media feed. Especially if you’ve invested money in creating the logo branding, why not show it off? These types of images are also great to have on hand if you do a giveaway of your branded products on social media.

8 PRODUCTS

If you sell physical or digital products, it’s always a great benefit to have photographs of them. These images can be used on your website to sell items online, but you can also post them on Instagram and Facebook to drive and promote sales.

You can take product photos yourself or hire a professional with a studio who is able to light each image consistently. Avoid cheap DIY lighting kits as they often have inconsistent color and harsh lighting. A much more natural result can be achieved by using a window in your home with a semi-sheer white curtain (this diffuses the light and makes it softer) and setting up a table right next to it to photograph your product. This will create soft directional light that will flatter any item and will make it easier for you to photograph your product.

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9 WORKING ON A LAPTOP

If you work on a laptop or mobile phone, it’s important to capture images that show exactly what that looks like. These types of photos allow you to share what you’re working on with your audience with an appropriate image to go along with your story.

These images can also be used in presentations to give a behind-the-scenes look at what your professional life looks like. Remember to always sit up straight and have a slight smile when these photos are taken for best results.

HOBBY & PERSONALITY

The biggest images most people miss capturing are photos that show off their personalities and interests. Hobbies are some of the most important activities in our life and create instant connection with people who share the same interests.

And while we might want to focus only on business-related imagery, showcasing some of the personallife interests is one of the best ways to set yourself apart. Whether that’s walking your dog, reading a book, making cocktails, listening to podcasts, getting ice cream with your kids or gardening, it’s important to infuse a bit of your personal self into your online presence too.

REFERENCES

1 Cornell University. "When judging other people, first impressions last." ScienceDaily, 28 November 2016. www.sciencedaily.com/ releases/2016/11/161128171723.html 2 Self-Promotion, Branding, and Attracting Buyers" Linda T. Farr, RDN, CSOWM, LD, FAND. Journal of the Academy of Nutrition and Dietetics Vol 120 Issue 11 p 1789-1790. Published in Issue November 2020. https://www.jandonline.org/ article/S2212-2672(20)31273-9/fulltext 3 McPherson, Miller, Lynn Smith-Lovin, and James M. Cook. 2001. “Birds of a Feather: Homophily in Social Networks.” Annual Review of Sociology 27 (1): 415–444. https://www.annualreviews.org/doi/abs/10.1146/annurev.soc.27.1.415

Our personalities can never be summarized by just one thing.

Select three hobbies or interests that are relevant to your business and that are genuine to you and use them as your starting point for all your social media posts. This is one of the best ways to attract your ideal customers to you without having to do traditional push marketing or spend money on ads.

Don’t be afraid to be yourself and use these personal branding photos to their fullest advantage.

Nataliya Lalor is a professional portrait photographer based in Westport, Connecticut, and owner of nlalorphotography. com. She specializes in personal branding and headshot photography for entrepreneurs who feel unsure in front of the camera.

To obtain CPEU credit, go to the CPE Library at nedpg.org. The Newsletter Courses area will house the CPEU article and quiz.

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happy national nutrition month!

Upcoming NE Events: Webinar: Crash Course in Cultural Competence in Dietetics Practice Tuesday, March 29, 2022; Noon ET Speaker: Monica Auslander Moreno, MS, RD, LD/N (Joint Webinar with NE & LAHIDAN)

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