2 minute read
Dietitian's life
TO NICHE OR NOT TO NICHE?
Using social media can be a great tool to get yourself known and to grow your business. One of the ways to grow your account is to ‘niche down’ into one specialist subject.
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Some of the successful dietitians on social media have specialised in particular fields, enabling them to grow their Instagram following. For example, Megan Rossi (@theguthealthdoctor) specialises in gut health, Kirsten Jackson (@the.ibsdietitian) in IBS, Paula Hallam (@tinytotsnutrition) in cow’s milk protein allergy, and Sarah Almond Bushell (@thechildrensnutritionist) in weaning and fussy eating.
To learn more about this, I had a chat with Sarah Almond Bushell, experienced paediatric dietitian, business mentor and coach. Sarah has created such a successful online business that she has now set up a dietitians’ mastermind to help other nutritional professionals grow their online businesses. I asked Sarah what ‘niching’ was and if we should all be doing it.
1 What is ‘niching down’?
Niching is being a specialist in one subject and setting yourself up as a leader in that field. It’s important if you want to grow your social media account and then go onto make money. You should aim to be seen as ‘the expert’. For example, if a parent is looking for help with fussy eating, then they are more likely to seek the help of a specialist dietitian in fussy eating rather than a general paediatric dietitian.
2 Why is niching important?
If you have more of a general nutrition or dietetic social media account then you will attract other nutrition professionals, and that’s fine if that’s your intention. If you are running a business, however, you need to get to know your ideal customer and write as if you are speaking directly to them. If you don’t do this, then you are not resonating with anyone and only likeminded people will look at your content (i.e. other nutrition professionals).
3 How do you find what speaks to the ideal customer in your niche?
Do your research first. For example, you could join a variety of Facebook groups on the topic you want to specialise in and see what people are chatting about. Are the same questions coming up? You could also look at book reviews in your specialism online, check the 3-star or below reviews and see what people think is missing.
4 Is niching too restrictive?
Don’t be frightened of choosing a niche. People worry they will be deskilled, but often this is the opposite. Once you become known as the go-to expert, people often come to you with other questions. Make sure you choose something you love as your specialism, as you will be talking about it all the time!
5 Is niching important for NHS dietitians as well?
Yes, as it promotes you as a specialist and a leader in your field. You may find opportunities arise from this. If it is your specialist field then you should have the knowledge and papers at your fingertips!
Louise Robertson RD
Louise is an experienced NHS dietitian who specialises in the fascinating area of inherited metabolic disorders in adults. In her spare time she enjoys running her blog Dietitian’s Life with her colleague and good friend Sarah Howe, playing the cello and keeping up with her two little girls!
