Creating a Social Media Plan That Reflects Your Values & Voice

When it comes to social media, there’s no shortage of advice out there — post more, go viral, hop on the latest trend. But if you’re a wellness professional trying to show up online in a way that feels real and aligned with your purpose, most of that advice can feel… off.

What actually works? A social media plan that’s built around you — your values, your voice, and the community you’re trying to connect with.

Why Values-Based Marketing Matters

If you’re in the business of supporting people’s health, chances are your work is deeply rooted in compassion, integrity, and a genuine desire to help others feel better. Your marketing should reflect that too.

Values-based marketing isn’t about trying to be everything to everyone. It’s about creating content that builds trust, resonates with the right people, and reflects what your brand truly stands for.

This can look like:

• Sharing real insights and education, not just promotions

• Speaking in a tone that sounds like you, not like an ad

• Posting content that reflects your client’s real-life concerns and questions

• Highlighting the "why" behind your work — not just the services you offer

  
  

What Does Your Voice Actually Sound Like?

Your voice is more than your writing style. It’s your energy. The way you speak to your clients. The way your team communicates. The vibe of your clinic or business.

Whether your tone is more warm and nurturing or professional and direct, your content should mirror that. Consistency in your voice helps people recognize and connect with your brand — and that connection is what turns followers into clients.

Here are a few questions to ask yourself:

• How would I explain this service to a friend?

• What do I not want to sound like?

• What kind of tone do my clients respond well to in real life?

Building a Plan That Feels Aligned

Instead of posting randomly or following a one-size-fits-all content calendar, building a social media plan with intention can help you stay consistent and avoid burnout.

A good plan should include:

• Your content pillars – What topics do you want to be known for?

• Posting frequency – What’s realistic for you and your team?

• Key messages – What values or takeaways do you want to reinforce?

• Your visual identity – Are your colors, fonts, and photos consistent with how your brand feels?

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When done well, a social media plan becomes less about checking boxes and more about building meaningful relationships online.

You Don’t Have to Do It All Alone

If creating a plan that feels aligned sounds like a lot — it doesn’t have to be. I work with health and wellness professionals to create custom strategies that reflect who they are and who they’re trying to reach. We look at what’s working (and what’s not), build a content system that fits their life, and craft posts that feel authentic — not forced.

If you’re ready to make your online presence feel more like you, let’s connect.📩 You can get in touch or learn more at chaneldorsayva.com