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How I Get Clients On Social Media WITHOUT Posting Every Day

Morgan Meese, PT
Apr 22
6 min read

If I’m being honest, I almost didn’t create the video that inspired this post. I wasn’t in the mood, and not everything lined up the way I wanted it to. But I followed through anyway, and that’s part of what I want to share with you today: done is better than perfect.

This same mindset applies to learning how to market your business or cash based practice—especially on social media. If you feel like showing up consistently online is overwhelming, or that you’re somehow “failing” because you’re not posting every single day, this is your reminder that there’s a smarter, more sustainable way to do it.

Throughout this post, I’m going to share my best tips for a realistic social media content marketing strategy that doesn’t require you to be glued to your phone 24/7 while also successfully attracting clients to your practice.

You Don’t Have to Post Every Day

The first thing I want to clear up: you do not need to post on social media every day in order to get clients.

Like we talked about in a previous post, the key to any type of digital marketing is that you just get started. If that means starting off with posting once per week, great. Developing the habit of posting is what matters most and once you maintain a rhythm for a few weeks, you can increase it if you’re ready.

It’s important to mention that the recommended posting frequency on Instagram social media platform is around 3-5 pieces of content per week. This is because the shelf life of an Instagram post is about 24 to 48 hours. If you’re able to bump up the frequency of posting to 3-5x/week, your content becomes more visible on people’s feeds so that you stay top of mind. But again, consistency is more important than perfection so I encourage you to choose a pace that feels manageable for you and build from there.

Start Simple—Then Add Strategy

When we’re working with our coaching students, we often say, “The bar is on the ground.” In other words, your first step should be ridiculously simple—so simple that it would feel almost silly not to do it. For example, if you’re wanting to start a new workout routine, something ridiculously simple to start the habit would be scheduling a 15 minute walk into your day one day of the week.

With that in mind, the same is true for posting on social media channels for your practice. Share something helpful or meaningful on social media. It could be a short tip, a quick behind-the-scenes look at your day, or a client win or case study. You’re not looking to implement influence marketing strategy, you’re just looking to share something of value with your ideal customer, but at a pace that feels right for you.

Rotate Between Three Types of Content

Like we’ve talked about in a previous post, there are three types of content that I feel like every practice owner should rotate through when sharing with their audience:

Educational content – Teach something relevant to your audience’s goals or pain points.
Client results or transformations – Showcase the outcomes your services provide.
Personal stories or values – Help your audience understand who you are and why you do what you do.

Rotating between these themes helps build authority, credibility, and connection—all critical elements when you’re building trust with potential clients online.

Add Clear, Purposeful Calls to Action

Many practice owners hesitate to include calls to action (CTAs) because they feel “salesy” if doing so, but they are essential for guiding people toward the next step and generating leads for your small business. A CTA doesn’t have to be overly sales-focused—it just needs to provide direction on how someone can take action.

You might invite your audience to:

Follow your account
DM you with a question
Click a link to book a consultation

As simple as it seems, your audience truly won’t know what to do unless you tell them. Purposeful CTAs move your content from passive to actionable.

Prioritize Engagement—Not Just Posting

Social media isn’t just about broadcasting that you have a practice or offer services. It’s also about building relationships with your audience. That means commenting on posts, replying to comments on your content, sending direct messages, and having authentic conversations with people in your community.

Social media is called “social” media for a reason. Instagram and other platforms reward engagement between you and your audience, helping to put the right content in front of the right people, making your efforts all the more worthwhile.

For this very reason, once you get rolling on social media, I recommend setting aside 15–20 minutes per business day to engage with others on your profile. Not only will this build relationships, but also touches on the “know, like, and trust” concept that’s one of the keys to generating leads and boosting conversion rates when it comes to landing clients.

Local Practice Owners: Leverage Location Tools

If your practice happens to be local, your social media strategy should include a few extra features that signal your location to the platform—and to your audience.

Make sure you:

Use location hashtags (e.g., #BostonPelvicPT)
Tag your city in captions and posts
Collaborate with other local businesses
Mention your location often (even in stories or video captions)

Utilizing these local marketing tools help to increase your chances of being discovered by people in your area who are actively looking for services like yours.

Online Practice Owners: Prioritize Value and Clarity

As any PT business owner, but especially in the online setting, standing out in a very crowded space can be difficult. This is where the concept of niche marketing comes in for your cash based practice. It’s very important that the whole of your content hits all of the following touchpoints:

Who you help
What problems you solve
Why people should trust you

If you’re simply trying to sell physical therapy, it’s not going to work. Prioritize content that is solution-oriented, showcases your expertise, and delivers value up front for your ideal client. This builds trust with potential clients long before they reach out.

Learn more about why marketing PT will get your zero clients at the blog post here.

Don’t Reinvent the Wheel—Repurpose Your Content

One of the most effective ways to reduce burnout and maximize efficiency is to repurpose your content. When I first started creating content for my practice, I was overwhelmed with the thought of having to come up with endless ideas for content. Once I learned about repurposing content, the weight was lifted and creating content became less stressful and much more manageable.

For example, if you create a Reel on Instagram, you can:

Turn that same content into a tweet-style carousel post
Expand the idea into a longer caption or a blog post
Use the same concept for a story or highlight
Repost the Reel later (it likely reached only a small percentage of your audience the first time)

If you create long-form content on YouTube or in a blog, you can also break it down into smaller, shareable pieces for Instagram or email. One idea can easily fuel multiple posts—there’s no need to start from scratch every time.

Learn more about my take on the best social media platforms for cash based practice owners at the blog post here.

Batch and Schedule Your Content to Save Time

As a business practice owner, you probably don’t have the time to post content in real-time every day. The good news is that batching and schedule your content is possible and an absolute game-changer.

Here’s a simple framework:

Block 2–3 hours every other week to create content
Write, record, or design your posts in one sitting
Use a scheduler like Meta Business Suite or Later to publish your content automatically

This strategy allows you to step away from daily content creation while still maintaining consistency. Not to mention it’s a great feeling seeing your content come across your feed that you didn’t have to worry about posting that day. Plus, batching and scheduling content also gives you the space to focus on what matters most—your clients and your business.

Final Thoughts

You don’t need to be on social media every day to attract clients or grow your practice. What you do need is a consistent, intentional strategy that works with your schedule—not against it. Start with a realistic posting cadence, focus on delivering value through a mix of educational content, personal insights, and client results, and don’t underestimate the power of direct engagement. If you're a local business, make sure your content reflects your location. And whenever possible, repurpose and batch your content to save time and reduce overwhelm.

When you approach marketing this way, it becomes a natural extension of how you serve your clients—not a constant source of stress. Social media stops feeling like a full-time job and starts becoming a tool that supports your business and helps you connect with the right people.

And if you’re still feeling unsure about how to begin—or what to prioritize—we’re here to help. Inside the DPT to CEO program, we guide practice owners step-by-step through marketing, systems, and strategy so you can create the practice and life you’ve been working toward. You can schedule a consultation with me or one of my team members to explore whether our coaching program is a good fit.