My #1 Strategic and Time Saving Hack for Your Practice’s Instagram Content [Episode 165]

Molly: This episode is gonna be all about not only being more strategic, but saving time while being more strategic. So I'm super excited. I've actually had this outlined for like a month, but, um, you know, life be life in and, uh, I'm just now getting too record. So I'm super excited. I'm actually, if you hear the birds chirping, I'm actually sitting outside with my mic and my laptop 'cause it's finally beautiful and sunny in Cincinnati.

I wanted to let you know that I have, uh, re rerecorded my brand new masterclass and I'm super excited about it. It's, it's, I just re-watched it back, so that's why I'm like extra excited about it because I feel like, I feel like it is so much information packed into 45 minutes that it's one of those trainings that you're, I like, my biggest fear is anybody being like, why did I just waste 45 minutes of my life watching this?

Uh, I really don't think you'll feel that way. So it is my free training called, um, how to Become the Go-To Practitioner in Your Area. Maybe it's not called that. If you just go to molly cahill.com/masterclass, you'll see it. Okay, I looked it up. It's, it is, I was close the go-to practitioner, fill your clinic with the local patients using Instagram.

It is, like I said, it's a 45 minute on demand masterclass. You can even speed up. I mean, I feel like I already kind of talk fast, but you can even speed it up to watch it at like 1.5 or two times speed. And you will learn like the exact shifts that you need to make to make sure that your Instagram account is making you that local authority, that no brainer person that people want to refer to in their area.

I talk about some of the most common mistakes that I see, I see about, I talk about my favorite way to like change the messaging on your posts to make sure it's actually magnetic. So right now, if your posts are super generic and you're like, you know, three tips, four. X, Y, Z or, you know, four reasons you need acupuncture.

If that's your content right now, you 100% need to tune into this. Um, I also talk about my framework for consistency and then some behind the scenes networking strategy that like everybody skips, but it, it really makes a big difference in moving the needle. Um, so to register for that, you can just go to molly cahill.com/masterclass.

We'll also put the link in the show notes. You can also just DM me the word masterclass and it'll automatically send you the link. And like I said, you can watch it on demand in your own time. I also wanted to let you know that I have just been dreaming of this like little mini mastermind group coaching experience, and I've done two group coaching cohorts.

I did one, um, I just wrapped one up. I just wrapped one up, um, in March, and then I did one last fall. But this is gonna be a little different. I am looking for just five experienced Instagram users, either the practitioner or your plus one if that's like, you know, someone on your staff or a virtual assistant or whatever.

And in this group coaching, like, like I said, I, I don't even have a great name for it, but it's just gonna be like five people. It's gonna be super casual, little mini mastermind. And when I say experienced. I just want the opportunity to mentor a few practitioners who are ready to hit the ground running, meaning I don't need to explain to you what buttons to push.

Like you already know how to post content. You're not afraid of showing up on camera. You, you know, maybe you're already posting consistently, but you just need a few little tweaks to get you off to the races is gonna be super hands-on. I'm super stoked about it. And you can, if you're interested in that.

Like I said, I'm only taking five people, so I don't know, by the time this airs, they might all be gone. Maybe not. I bet there'll be at least one or two spots left. So you can just DM me on Instagram and, um, I'll give you all of the information on that. Uh, and my Instagram is just at Molly a Cahill, C-A-H-I-L-L.

Alright, let's dive into this episode. Like I said, all about my favorite ways to not only. Be more strategic, but save you time.

Hey, welcome to Holistic Marketing Simplified. This podcast boils down to the fact that we wholeheartedly believe that more humans need to know about holistic health solutions, and you didn't go to school to learn how to be a full-time content creator and show up on Instagram and do all of this marketing stuff all day, every day.

So let's come hanging out while we chat. All things easy in your marketing and my goal is that you shift your mindset around your marketing from a quote should to a I get to more dream patients and clients. Yes, please.

Morgan: My name is Morgan Adams, and I am a holistic sleep coach in Richmond, Virginia, and I listen to the Holistic Marketing simplified podcast.

Molly: All right, repurposing content. I don't know why I get so much pushback on this. What do y'all, what do y'all? Gimme somebody tell me, somebody dear me. Tell me why you gimme pushback on this. It's like you feel like you're cheating or something. Like, or maybe, maybe you feel like it's like, I'm not working hard.

If I'm not sacrificing blood, sweat, and tears for my Instagram content, it's not good enough. I, I do, I get pushback on this all the time. Like, it's taboo. It's as if you think that if you post something once on your Instagram, you can never ever, ever, ever, ever, ever, ever post that same thing ever again.

And lemme just tell you, that's just silly. That's not how marketing works. It's not like I'm trying to teach you this, just for the sheer sake of saving time. Saving time is a byproduct of this actually being a strategy that you need to deploy, like there's a reason for this. Okay? So today's episode is gonna be all about repurposing content and what I mean by that and different ways you can do it and why it is strategic.

First off, lemme just a little reframe a. Not every single one of your followers sees everything you post. So even if this wasn't strategic from a marketing standpoint, it still doesn't matter if you repost or repurpose the same thing over and over and over again. Okay? And even let's just say in a beautiful, perfect world, every single one of your followers saw every single one of your posts and remembered it still.

We know that it takes the old number, used to be seven, uh, people needed to see things seven times in order to take action. I've seen numbers, I've seen, um, I was Googling it or using perplexity actually right before this episode to look it up, and I've seen 21 times, I've seen 75 times, so I don't know how many times exactly people need to see things now in order to take action.

But again, it's like, you know, when you get retargeting, like why do you think retargeting ads are so popular? Like, okay, if you go to a website and say you're searching shopping for clothes, like I was on Quince, uh, quince website recently looking at these jeans, well, I didn't end up checking out. And then when I log into my Instagram, what do I see?

I see quince ads over and over and over and over. 'cause they're retargeting me until, guess what I eventually buy? It was the same damn pair of jeans. All right? So it's not like they're reinventing the wheel. People just need to see things multiple times. If you ever had a friend text you and you're like, oh, I'll text him back, and then you forget, like you would much rather that friend sit there and text you again and be like, Hey, just making sure you saw this, rather than just be like, oh, they must hate me.

They, they didn't reply to me. Like, you know, that's not how it works guys. So literally, we've had clients in the past who love them dearly, who have been like, I, we literally had a client one time say, you posted this 59 weeks ago. And I was like. 59 weeks ago. So, yeah, like I said, so this is, like I said, it's not just, it's just how things work that people need to see things over and over and over again.

Okay. Another note, uh, about this repurposing thing that is so cool is that once, I always like to tell people once you follow my system, that I teach inside of Holistic Marketing Hub and inside in my group coaching program, once you follow it. To the letter for like three, maybe four months. Then you are in coast mode.

Like those first couple months are going to be more labor intensive and take more time just being completely honest. But once you like actually, like I said, follow my batching system, I have this proprietary way that I teach how to batch create two weeks worth of content for your practice. I have never seen anybody teach it in the same way that I do of that batch creation system.

Like I said, if you follow it to the letter. After you've done it, you get to just kind of rinse and repeat because you, I want you to start approaching your content as more of like this testing field. Okay? So you're like, all right, let's say if you haven't been consistent. Now, if you've already been consistent, you've already been testing, right?

But if you're not consistent. You need to like get started, then I want you to just look at it. I don't want you to look at it as like a quote comeback or like every single piece of context got content's gonna be perfect. I want you to look at it as a testing field. You're like, all right, for the next three months, I'm just gonna pump out what I can.

I'm gonna repurpose and I am going to just, you know, like I said, at the end of the testing period, see what messaging is sticking, uh, what's, what's not, what's getting appointments booked, what's not. And then you just kind of get to like rinse and repeat. So for me now, creating content is super fast and efficient because I have been doing it so long and so consistently that I've kind of nailed my messaging and I know what is going to not just perform well in terms of, you know, comments or engagement, but perform well in terms of actually getting people booked on my schedule.

And the same thing applies to you. On the note of that two week batching process. So we, I teach it in a way where it's like, let's just assume you're gonna post four times a week. And to me, batching a month at a time is just way too much. My brain, not like my brain explodes. I mean, that's what we do for our agency clients, but like, if I worked at a practice, I, I don't think I'd be able to two a month at a time.

So let's assume you're posting four times a week and you're, you sit down to batch it out like two weeks worth of content. So that's eight posts, right? At minimum. At least two of those posts can and should be remakes, repurposed, whatever word you wanna use of existing content that is performing well.

It's like my friend Mia says, marketing isn't saying a hundred different things. It's saying the same thing a hundred times. It's also like if you had a patient who came in and they were like, whatever you were doing for them was like really working, you wouldn't be like, you know what? I'm tired of doing the same thing over and over, even though it's working for you.

Let's do something completely different, you know, like, see how crazy that sounds. Like I said, we're, we're gonna, we're gonna repurpose. I do just wanna, before I like, dive into the how to, like the, the technical of repurposing and like giving you ideas. Um, I do just wanna point out one piece of advice, which is I do see a lot of content creators and like marketing quote gurus who.

Teach that this should be your only content strategy is to only double down on your marketing that's or your, your posts that are performing well in terms of engagement. But I just wanna remind you that you are not a full-time content creator and your accountant's gonna work just a little differently.

There is going to be harder hitting. Um, more quote, like serious content that still needs to be posted. That's why I call it in content ecosystem. That doesn't get, as, you know, much engagement and stuff, but that is going to be the content that might actually, like, maybe it gets like no comments, but it gets somebody to book an appointment.

So, like I said, this is not like a hundred percent, we're only reposting what quote performed well. And then, um, I also want to define what it means to have content that has performed well. So you can look at this in two different ways, and I actually think it would be preferable to look at it this way.

The first way is to like quite literally go to your Instagram analytics. And to do that, I would just open the Instagram app on your phone. I would, um, go to your profile and tap professional dashboard and it automatically toggles to, um, well then you'll tap on content you shared. It's gonna default to 30 days, but you could change it to like 90 days or six months or whatever.

And then, like I said, look at what it's gonna usually default to, like the most views. I think that's what mine does right now. But Instagram changes their analytics all the time, so typically it's gonna default to most views. I'll get to what you need to do with that post that got the most views, uh, in just a second.

But I'm just showing or telling you like, this is how you find, you identify the content that has performed the best. I also get a, a question of like, well, how long should I wait to space this out? Doesn't matter. Don't care. Really don't. I literally don't, like you posted it last week and you wanna repurpose it for this week, great.

If you wanna put a little time in between it, you totally can. There is no magic number. I'm telling you. There's not gonna be a single soul who's like, oh my God, did you see? She posted that five days ago? Like, this is just the same thing, but just a slightly different picture. Nobody gives a crap and nobody's paying attention.

Okay. So, um, that's how you find your top performers in terms of like actual, like top performers on Instagram, like views. You can even toggle the metrics to like, you know, what got the most comments or what got, you know, whatever. The other top performer thing that I would be tracking is sometimes we have, so we ask our clients this on a monthly form is what, was there any particular post that either patients came into your office talking about or asking you about, or was there any particular post that got somebody to book a new appointment?

So that doesn't always, sometimes they match up. Sometimes the ones that get people to book a new appointment are also the ones that get the most views, but very, very often they are not. They are different. So for example, we had a client who, we posted a carousel about torticollis and when we were on a, like a content call with them, she was like, Hey, can we post that tour to call us Carousel again?

Because we had several people picking up the phone to book appointments for from that carousel. And I was like, this one. And I went and looked, I got seven likes and zero comments. But hey, whatever, I don't care. I'll take it. It got people booking appointments, right? So, um, those are, like I said, the two different types of, like, when I say repurpose your top performers, I don't just mean the ones that like on paper analytics wise got the most views and comments, although that is one metric to look at.

And if you aren't getting people booking from your content, then why the heck have you not joined any of my programs? 'cause I literally teach you how to do, do that step by step. Okay. How do we actually repurpose this content? Here's like the meat and potatoes. So there are a couple different ways that you can do this.

One, let's say it's just like a B roll reel with, you know, a hook over it and a caption, and it was one of your top viewed over the last like 90 days. You could take that same exact B-roll video. Do a variation on the hook and put that over the video and then copy paste the caption and keep the caption the exact same.

If you can't think of a variation of that hook, you can put it into claw or whatever. I usually say, can you help me make this? Or I'll say, this hook performed really well. Can you gimme a different variation? Or something like that. Um, so like I said, so same, same B roll video, new hook over the screen, same exact copy, paste, caption, or.

You can keep the hook over the video, the exact same, keep the caption the exact same, and put a different, like five to seven second B roll in the background or whatever. Or you can take that same exact concept, put the hook that was over the B roll as the first slide of a carousel, and take all of the text from the caption and parse that over multiple slides and make it a carousel.

So do you see how that's one post that can literally just be used in three different other ways without like, with like very, very minimal brain power? Another way that you can repurpose is, for example, I've had a couple carousels go viral recently. So what I could do is use that carousel as my script, so to speak, for a face to camera talking reel.

So what I would do is I would like look at the carousel basically, and that would be like my talking points, like step by step to do a face to camera reel. Or I could take that carousel that went viral, put the cover the hook that's on the cover slide of the carousel, over a B roll video, and then use the rest of the caption to explain the rest of the stuff that was on the rest of the carousel slides.

Do you see how easy this is to kind of like remix and you're not always having to reinvent? The wheel. Okay. Back, um, episode 1 57, 3 easy reels. When you don't know what to post, you can go back to that episode and all of the reel reels examples that I gave in that episode are really good. What I call like evergreen reels that have so many different variations to them that you don't have to continue, like rethinking of what to say.

So for example, I believe one of the ones that I put on there was like. Dear algorithm, send me all of the blank, you know, in blank who are looking for blank. So, dear algorithm, send me all of the Raleigh, or send me all of the moms in Raleigh who are looking for natural solutions to their child's constipation instead of MiraLax.

So you could take that exact same framework of a reel and remake it a thousand different, different ways based on all the different things you see. That same client or same practice could say, uh, dear Algorithm, send me all of the moms in Raleigh who are tired of migraines, you know, taking away days of their life, or something like that.

So what I'm kind of showing you here is even if you're not just repurposing like the actual whole point of the reel, if you find a hook that does really well, you can just repurpose that hook into a couple different things. I wrote down a couple accounts. One's like on Cloud Riley and another is Terry and Kania.

They are just like two, like really big viral content creators, very different niches, but if you go to their page and look at 'em, you'll see, and I just picked those two 'cause I just happened to know, like you'll see this over and Uber, big time content creators who are pumping out tons and tons of content.

You will see that they reuse hooks that work for them over and over and over again. So for example, like this Terry and Kania account, like they are, they're so cute, by the way. They're very entertaining. We'll link those in the show notes. They often will use the hook. Now we understand why people love Taylor Swift and it's just them reacting to like a Taylor Swift song that they're listening to for the first time.

I bet you that now we understand why people love Taylor Swift Hook. They've used on like at least 25 videos, probably more. And then they'll also do it with like different artists of like, now we understand why everybody loves Sabrina Carpenter and they'll use that same hook over and over and over again.

Same with this OnCloud Ri, she's like a, you know, influencer does a lot of Amazon stuff. I've seen the same hook with her on like. I've built a free people wardrobe on an Amazon budget, and then I saw, again, it was like I built a Lululemon wardrobe on an Amazon budget, and then there was another one. It's like I built a, I can't remember the other, oh, I built an anthropology wardrobe on an Amazon budget.

So again, she's using the same exact hook over and over and over again, and just to bring it all home, you know that I would never teach you to do something that I am not actively doing myself. So I have recently gone viral a few times. Actually, it was crazy my first time in like seven years, and now it's happened like several times and it's from this same hook that I've used on, um, well actually it was two different things.

So first I have, uh, a pinned post freebie. Y'all know my, I have like these pinned post templates. If you don't, I definitely go grab these templates. They're like a fan fav. They've been downloaded by over a thousand people. Go to molly cahill.com/pinned or you can just DM me pinned. So the very first time I posted the carousel with my pen post freebie, it performed crazy, crazy.

Well, it didn't really like go viral necessarily, but it, it, it performed really well. Um, also if you're wondering what viral means, it, there is no metric, there's no number that meant means you went viral. It just means you gotta significantly more views and interaction than you normally do. So I reposted that pin post carousel another time.

All I did was add a different cover slide, so I kept the same. I think it was like 10 slides from Canva, and then I just added an 11th slide that I made right in Instagram that said if I ran your clinic's Instagram, here are the first three posts I'd create. It went bananas. Like I'm talking over 2000 comments, which for me is humongous.

So then I thought, well, let me try it again. So I changed the word clinic to practice. And I did, uh, a different cover image. So I changed it to, if I ran your practices Instagram. Here are the first three posts I'd create. Um, like I said, used a different photo, uh, and then that was the 11th slide. The other 10 slides were the same.

10 slides from Canva again, it went viral again. At this point I have now posted that pinned post carousel five different times. Two of the five times that it has gone viral, the other three of out of five times, it has performed almost double, if not triple in amount of views and interactions from my normal content.

Again, like why reinvent the wheel if you know something is working right? So this is something that I do all the time. If you are a hub student and you happen to be listening to this, make sure you check out your how to batch. Create two weeks worth of content lesson. 'cause I break this down step by step.

Every single time I teach it live, everyone's like, oh, like this is so much easier and faster than I was making it in my head. If you sit down and you try to batch your content for your practice and you're like, ah, you typically wanna like stay in your little educational safe bubble or whatever, so make sure to check that out.

If you're not a hub student, then I am going to reward you by staying it to the end of this podcast. I have a special $300 off coupon that you can use right now. That code is just save 300. Anyone that enrolls in the month of April, I am offering a free, I almost said free, complimentary. It's the same thing.

A free bio rewrite by me. Um, that will be included in your, your purchase if you enroll in April. To find out more about Holistic Marketing Hub, you can go to the show notes or you can just go to my website, which is molly cahill.com. There is a work with me tab at the top and you could find the Insta information there.

It's also linked in my bio in the Instagrams. Okay. Last favor from you. I checked my reviews on my podcast. It's been a couple months since I've gotten a new review on the podcast, so. May I please, please, please ask you to do me a favor. If you have not yet left me a rating or review on the podcast, um, would you be so kind to do that?

And then if you're listening and you wanted to share that on your stories, I would just be forever, forever grateful to you. So, all right, I hope this was helpful. I hope this saves you lots of time. And I hope you have a fantastic rest of your day. Thank you for listening to Holistic Marketing Simplified, and hey, you know how every podcaster at the very end of their episode asks you to rate and review their podcast?

Well, that's because it's super important. These podcasts take a lot of time and heart and effort to produce, to bring you free information. So in order for me to be able to continue doing that, we need more people to find out about the show. So if you could please just take like two minutes out of your very busy day.

To leave me a rating and share this on your Instagram stories and tag at Molly a Cahill, that's C-A-H-I-L-L. I would greatly, greatly appreciate your support. I know your time is valuable and I can't wait to see you in the next episode.