Kelly McKenna on Why Authentic Social Media Marketing Can Help Build Your Practice

The success didn’t just boost her own practice. Realizing the power of social media marketing, Kelly began coaching other therapists on how to broaden their reach and grow their practices online. Becoming a business coach allowed her to pay forward the lessons she had learned.

During a Jane Ambassador Office Hours, Kelly joined host David Bruton Jr. to share practical tips for making the most of social media in your private practice.

Inspired by their conversation, here are five tips all about how social media can build your practice:

Tip #1: The first post is the hardest — but it’s where the magic begins

If you’ve ever stared at a blank Instagram caption box wondering what on earth to say, you’re definitely not alone. “I think that first post is always the hardest for folks,” Kelly says.

Putting yourself out there can feel a little scary, especially when you’re just starting. But here’s the reassuring part: “The good news is that the first time you post, truly nobody’s going to see it,” Kelly says. “You’re going to have zero followers. It’s just about taking action and doing something.”

So rather than aiming for perfection, Kelly suggests just getting started. Think of that first post as a low-stakes way to get comfortable. “Every single time that you post gets easier and easier,” she assures.

If you’re stuck, try something as simple as explaining why you started your practice, what motivates you to help others, and something personal — like a favorite hobby. This can help your audience feel more connected from the get-go.

So go ahead! Introduce yourself, share something small, and take that first step.

Tip #2: Get clear on your niche from the start

“Something I see a lot of therapists do is really focus on broad education because they don’t want to exclude anybody,” Kelly says. “They just put a lot of tips that you could easily Google and they forget to be specific and talk to one specific person.”

Kelly emphasizes that defining your niche early can make a big difference in how your content connects with your ideal audience.

Kelly’s audience? Overachieving millennials dealing with anxiety.

Identifying that niche has helped Kelly narrow in on the look and feel of her Instagram posts and feeds.

When you scroll through @sitwithkelly, you’ll find Reels that balance humor with mental health advice (one of our personal faves: “POV you started asking for a sign and suddenly start seeing them everywhere”), and bright graphics with relatable quotes like “I’m so freaking over this. I’m beyond exhausted. I want to quit my job. I don’t want to do anything.”

Tip #3: Aim to connect, not impress

When Kelly started sharing content online, she quickly learned that what truly resonated with her audience wasn’t the typical tips and advice, but posts that made them feel understood.

“I was surprised it was not helpful content,” she says, “but instead it was the validating or affirming content that made people say ‘me too’ or ‘I thought I was the only one who felt that way’.”

It turns out that connection matters more than perfection. “Usually when you start posting, you're not very good at it, right? You feel a little bit awkward on camera. Maybe it comes across a little cringy,” Kelly laughs. But that’s completely normal — and it’s not a reason to hold back. The more you practice, the more confident and natural you’ll feel.

So how can you make your audience feel seen and heard? Focus on shared experiences instead of just offering solutions. Rather than sticking to traditional advice like “Four Tips for Dealing with Anxiety”, Kelly suggests flipping the script: “Instead, if you talk about four ways that people struggle with anxiety that you may not see, that sort of content really builds community.”

The goal isn’t to impress — it’s to connect. Think about what your audience might actually need to hear. Maybe it’s something honest, something they can relate to, or just a reminder that they’re not the only one going through it. What matters most is being real… not perfect lighting or polished video.

To make things more manageable, Kelly found a rhythm that worked for her. “I would take one Saturday a month, and I would film like 20 reels to use for the entire month,” she says.

This batching approach helped Kelly stay consistent without having to create something new every day — and gave her time to get more comfortable being on camera.

You don’t have to be a pro at editing or know all the tricks of content creation to make a difference. Just show up, say what’s true for you, and let people feel seen.

Tip #4: Pay attention to your profile

Every little detail on your social media profile matters — your bio, username, and captions all play a role in how potential clients discover you.

Kelly suggests adding keywords to your Instagram name, like your location or specialty, so people searching for those terms can easily find you.

She also recommends keeping your bio clear and specific. “Your bio kind of tells people, yes, I’m for you. You’re going to get more out of following this page,” she explains.

This means telling people exactly who you work with and how you can help them. For example, instead of a vague description like “Helping people live better lives”, try something like “Helping anxious millennials feel more in control.”

Think of your profile like the sign outside your office door — it should make someone understand right away what they’ll gain from following you.

Tip #5: Marketing and trust go hand in hand

While it’s important to build trust and meaningful connections with your audience, it’s also okay to market your practice — the two don’t have to be at odds.

Many practitioners hesitate to advertise themselves out of fear of being pushy, but as Kelly says, if you’re not clear about how you can help, your followers won’t be sure how to take the next step. “If you tell them, ‘Here’s how I can help you. I would love to work with you,’ they’re going to take action.”

Sharing relatable content and building trust is important, but promoting your services is just as valuable. Both work together to create an effective, authentic presence.

And remember: it’s not always about how many people follow you.

“I’ve worked with many therapists who have 50,000 followers and have never gotten a client from Instagram,” Kelly says. “And I’ve worked with many therapists who have less than a thousand followers and have gotten a dozen clients from Instagram.”

There’s no one-size-fits-all approach to getting more clients from platforms like Instagram. What’s more important, Kelly tells us, is to focus on building that trust with your audience and how effectively you’re communicating with them.

That personalized touch — the comfort and relatability you’ve established — is hard to replicate and will make you stand out in your field.

Why social media matters

Social media can feel overwhelming, especially when you didn’t go to school to master hashtags or algorithms.

Kelly gets it. She’s been there, too.

“I think that people hear the amount of work that goes into building a social media presence, and that can be really off-putting and scary at the beginning,” Kelly says.

But here’s the thing: social media isn’t just about viral cat videos or the latest trends. It’s where your future clients are scrolling, searching for connection, and looking for the validation to take that next step and book an appointment.

Even if you’re just getting started, remember that you don’t need a huge following to create truly lasting impressions. Social media might not feel like your comfort zone — but it can become your connection zone.

Start small, be authentic, and you might be surprised who finds you.

Want more insights from experts like Kelly?

This article was inspired by one of our live Community Ambassador Office Hours sessions, which you can check out on YouTube. You can also find all of our past recordings in this handy playlist to learn from fellow clinic owners!

On top of that, Front Desk magazine is also here to support your clinic’s success with practical advice. Sign up today to receive free (yes, free!) print editions, delivered right to your doorstep.

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