Caitlin Higgie

Here's what most wellness coaches miss: 1,000 engaged followers beat 10,000 passive ones.

How the algorithm decides who sees your content:

Platforms show your post to 5-10% of followers first. If they engage, more people see it. If they scroll past, it stops there.

The math:

5,000 followers + 50 engagements = dead content

500 followers + 100 engagements = amplified reach

You're optimising for the wrong metrics.

What to track instead:

→ Saves - Post educational content, resource lists, science-backed tips

→ Shares - Create content people send to specific friends

→ Real comments - Ask questions that prompt genuine responses

Your action step this week:

Review your last 10 posts. Which got the most saves and shares? Create more of that.

NOW HERE ME OUT

I see it ALL THE TIME on the briefcase app.

Someone has a frustrating client experience and vents publicly with vague posts about "nightmare clients," "red flags I should've seen," or the favourite: "me when a client [blank]"

It seems like fun an relatable, but your potential clients are watching.

That person considering whether to invest in your coaching program? They're in your connections.

That person thinking about whether you're the right fit for their health journey? They're seeing these posts.

And you are making them think:

❌ "Will they talk about me like this if things get tough?"

❌ "Do they respect client confidentiality and professional boundaries?"

❌ "What happens if I struggle or need extra support? Will I become a cautionary tale?"

In the health and wellness space, trust is everything.

Your clients are vulnerable when they work with you. They're sharing their health concerns, their struggles, their setbacks.

The last thing they want to see is their coach or practitioner airing client frustrations online.

Look, difficult client situations happen. Not every client is the right fit. Some people aren't ready to do the work.

That's normal in EVERY business.

There's a time and place to process those experiences, but publicly is NOT it.

What to do instead:

✅ Write content about the types of clients you love working with and why

✅ Share what makes successful client partnerships in your practice

✅ Teach your audience about readiness and commitment before they work with you

✅ Set clear boundaries and expectations in your onboarding process

✅ Process difficult situations privately with a mentor, supervisor, or peer group

Your content should attract aligned clients and build trust, not create doubt.

The professionals who build thriving businesses are the ones their audience trusts to handle challenges with professionalism and discretion.

One wrong claim about cortisol, gut health, or hormone balance and your audience loses trust.

And other VAs can't catch these mistakes.

Which is totally normal! They don't have the training to spot when a study's been misinterpreted or a claim oversimplifies complex physiology.

But I do.

I'm currently finishing my final year majoring in Molecular Pathology and Human Genetics for a Bachelor of Biomedical Science.

So I can verify every scientific claim before it goes live (and already do for my clients).

When you mention research or make health-related statements, I:

Cross-reference against peer-reviewed studies

Check that statistics are current and correctly cited

Flag overgeneralisations or outdated information

Ensure claims align with current scientific consensus

My biomedical science background means I actually understand the research.

I'm checking methodology, sample sizes, and whether the study says what you (or the media) think it says (cough cough autism and vaccines cough cough).

You build authority by being accurate.

Your audience trusts you because you get the science right.

That trust is what converts followers into customers.

Other VAs can schedule posts.

Now I apply that same methodology to digital marketing.

Understanding molecular pathways and audience behaviour aren't that different.

Both require:

→ Testing hypotheses

→ Measuring results

→ Optimising based on evidence

No guesswork. No vanity metrics. Just science-backed strategy that gets results.

If you're a health or wellness practitioner looking for marketing support that actually understands your work, let's connect.

❌ You're shouting into the void ❌ You're limiting where you show up and get noticed ❌ You're killing trust because people never see you engage beyond your own stuff ❌ You're basically telling the algorithm "I don't care about the rest of the platform", so it stops caring about you and stops pushing your content

So here's what to do next time you post: ✅ Stay active for at least the first 30 minutes 💬 Reply to every single comment 🤝 Scroll your feed and genuinely connect with people 🌱 Show up to build relationships, not collect likes and follows

ALL of my clients from social media came from lurkers.

They had never commented. Never liked. They weren't even following me.

Yet, they DMed me and were converted into a client.

They were silently researching me before they signed with me.

And many of my clients have HUGE client bases themselves, but have small online presences.

But if you think about it, it makes sense why.

How often do you interact with a brand on social media before you buy from them?

Personally, I've only ever liked posts from brands I've bought from, never commented.

A lot of brands, I don't even follow.

But I still buy.

And brand posts that I do comment on, typically I'm there for the content, not the product.

So while you're stressing about lack of comments or likes, people are watching.

You should never track your online success by followers, likes, or comments.

Instead, go back to you goal, your conversions and sales, and track it by that.

I have a REALLY small following on all platforms, and yet I’m fully booked and making more sales and money than I ever have before.

So keep selling them your product or service.

I know, I know, hustle culture has been hyped up so much, but just hear me out.

Because let's be honest, you didn't start your business to be working 24/7.

Remember that dream of flexibility? Of choosing your own hours, working from anywhere, and having time for what matters most?

You started it to avoid the 9-5 (and now you work more than that???)

And I know that it feels like if you just do the hard work now you will have so much time in the future to rest.

But you won’t if you keep doing it by yourself.

The way you see all those entrepreneurs on Instagram and LinkedIn go on massive holidays across Europe while still running their business is because they aren’t doing it alone.

They outsourced.

They’re not running anything while on holiday.

Their employees and contractors are.

And now I bet you’re like, well hang on, I can’t afford help.

But here’s why you can.

Outsourcing your admin and social media means you have more time for you money making tasks. You will have more time to directly make sales, or coach, or write your book, or do whatever makes you money. So you’ll actually suddenly have more money to afford help.

Contractors (including myself) can work as little as you can afford at the beginning. I just signed a client who just restarted her business, and I work for her only 2 hours a month.

I only charge $20 USD an hour.

Just imagine ending your workday knowing that your content is taken care of, your systems are running smoothly, and you don't have to check your phone every 5 minutes.

You get time for that exercise class, family dinner, show on Netflix, or whatever else fills your cup, without the fear in the back of your mind that you “should” be working, or “have” to do that thing.

I’m already doing it.

That's not just a dream, it's what my clients experience every day.

Take Sarah, for example.

Before working with me, she was juggling 18 private clients weekly, doing all her marketing and admin solo, and working evenings and weekends just to keep up. She was on the edge of burnout.

After hiring me for just 5 hours a week, she cut her workload by 80% while maintaining her 6-figure revenue.

How? I took over her marketing and admin tasks, which gave her the space to transition from private to group coaching.

She went from working 18+ hours to just 2-3 hours of coaching per week.

She suddenly had time to go after new business ventures and start new hobbies.

Now she's living that "work-life balance" we all dream about.

Not just surviving in her business, but truly thriving.

Ready to make it happen?

Let's talk about how I can help you create a business that works for you, not the other way around.

Flick me an email to begin at [email protected]

I look forward to hearing from you,

GUYS it happened. I failed my own challenge. I missed a few days of my posting every day. And although I'm at myself for failing my goal, it was definitely the right thing to do. I had my final exams for my classes at uni, and the idea of sitting down to write a silly little post was looking so unappealing and felt like a waste of my study time. And then after my exams, I took a few days to rest, as for the first time since February, I didn't have uni to stress over! This is something everyone can learn from. Hustling is so out. It's so unhealthy, and so boring. Being kind to yourself and giving yourself time and grace so you don't burn out and can continue to be productive for the long term is so IN. This is exactly why I help business owners get their free time back by taking tasks off their hands. It can feel so stressful and overwhelming not to have your evenings or weekends free anymore. No time for exercise. No time for friends or family. No time to sit on the couch and blob. I've seen it in my clients, I've seen it in myself. But just like them, and just like me, you can get your time back. No more fighting with technology, or social media, or algorithms. That's my job. Flick me a DM to begin :)

(The serial posters aren't gonna like this one!) This is something I have learnt first-hand since posting every day for the past two and a half months. My reach hasn't grown. My engagement has barely grown. So I can confirm - don't post every day (unless you want to). So why will I continue to post everyday? A few reasons. 1. I said I would, and I still to my goals, to show myself discipline and grow my self trust. 2. To learn and have more data about posting. 3. To practice my copywriting skills. 4. To see more of my friends and what they post. That's literally it. I'm not trying to grow, I'm not trying to improve reach, I am NOT trying to go viral. I'm just doing an experiment, improving my self-trust and my skills. That's all :) So your takeaway from this: you don't need to post every day.

You're spending more time on social media management than actually running your business and doing your money-making tasks

Your uploading is inconsistent

You’re not looking at your analytics (or spending too much time doing it)

You’re not engaging with your community

You're wasting money on ads that aren’t getting you leads

You're struggling to keep up with the latest platform changes and trends

Your email marketing is nonexistent or ineffective

Your videos aren’t being edited or it's taking you too long to edit yourself

You want to start a podcast but don't know where to begin

You have a podcast and are spending too much time in the post-production

You need help with your website design or management

You need help with your SEO

Or, simply, something about your business brand feels off, and you need someone to take a look.

The improvement and optimisation of your online presence is so close to you.

For the longest time, I introduced myself as a Virtual Assistant.

But something felt off.

While originally I was handling traditional VA tasks, my work has evolved to focus more on websites, social media, and analytics.

I found myself spending less time on day-to-day admin and more time on bigger projects and advisory roles.

So one random Sunday, I decided to figure out what felt so unbalanced.

And when I laid out all my services - from podcast editing and copywriting to SEO and website development - it became crystal clear.

I wasn't just a Virtual Assistant.

I was a Digital Marketing VA - and had been one all along! (oops)

The moment I embraced this new title, everything changed.

My messaging became clearer.

My engagement increased.

But perhaps most importantly, my confidence in my business soared to new heights.

This rebrand wasn't just about changing a title - it was about clarity and simplification.

Just as I help my clients simplify their businesses, I needed to simplify how I presented myself to the world.

Now, when someone asks what I do, I can confidently say I'm a Digital Marketing VA who helps brands grow online.

This simple shift has made it easier for potential clients to find exactly what they're looking for.

Has your business evolved beyond its original description?

If you're feeling that disconnect between what you call yourself and what you actually do, it might be time for your own rebrand journey.

Here’s how you can see if it is:

List out ALL your current services and skills (even the ones you don't advertise)

Review your last 3 months of client work - what tasks did you actually spend most time on?

Write down 5 different titles that might better describe what you do

Ask your clients, friends, and even your audience how they would describe your services to others

Research your ideal clients - what terms are they using when searching for services like yours?

It’ll become SO clear if you’re calling yourself the right title.

And as I’ve been thinking about the challenge, something felt a bit off.

Which is that I want to learn more about social media and the algorithms, and I want to improve my copywriting and content creation skills.

It is NOT for growth! Or going viral! Or becoming some huge influencer who makes money from posting.

So here are the new rules:

I need to post on ONE platform. Doesn’t have to be the same one every day. But can be.

Stories on Instagram doesn’t count because I do that anyway.

Still doesn’t need to be any length of copy, but now can just be a photo on Instagram without a caption.

Threads and Bluesky do not count.

These new rules allow me to expand my content and what I’m creating, further growing my skills.

I’m excited to create more types of content!

If you want to see my content on other platforms, you can find me on Instagram, LinkedIn and others through my LinkTree.

Not just the big, polished pieces of content.

Not just when I felt inspired.

Every. Single. Day.

Some days that meant writing thoughtful threads.

Other days it was sharing a simple meme that made my audience laugh.

The point wasn't perfection - it was presence.

What I learned after 730 days of consistent posting:

Your audience connects with consistency more than perfection

Small, regular actions compound into major growth

Content creation becomes easier when you remove the pressure to be "amazing" every time

Building genuine connections happens through regular presence, not viral moments

The secret?

I scheduled it in my calendar and treated it like any other important commitment.

When content creation became non-negotiable, everything else fell into place.

And here's the beautiful part - this approach beats going viral every single time.

While viral posts come and go, consistent presence builds real authority, loyal followers, and sustainable growth.

Ready to break free from the viral rat race and build something that actually lasts?

Post every day.

Or hire me to!

When you hire me, you get:

A strategic approach focused on sustainable growth, not just viral moments

Content that builds genuine connections with your audience

The freedom to focus on running your business while I handle your daily social media presence

Your audience is waiting.

Your business is ready to grow.

The only question is: are you ready to commit to showing up for them every single day?

A Digital Marketing VA is like your mini marketing team.

I'm here to take ALL your digital marketing tasks off your plate so you can focus on what lights you up and makes you money - running your business.

I’ve LITERALLY helped my clients scale their businesses and make more money.

Here's what I do:

Crafting engaging social media content that connects with your audience

Handling the entire post-production process of podcasts and videos, through editing, artwork/thumbnail design and copywriting

Managing email campaigns that convert

Designing and maintaining your website so it’s fresh and optimised

And you can be as little or as involved as you like.

Some of my clients just send me general ideas of what they want, and I bring it to life.

Others just want me to follow their analytics and provide feedback.

Us working together is totally flexible and up to you.

So are you ready to make marketing stress a thing of the past?

Kia Ora! My name is Caitlin and I am a Digital Marketing VA from Wellington, New Zealand.

I became a PA in 2022, and transitioned into VA work in 2024.

After realising 2 years into my 3 year degree that helping people through Biomedical Science wasn’t for me, I realised I wanted to help people in a different way. A more creative way. A less big pharma way.

I love what I do, and helping my clients and their businesses really lights me up.

I’m an advocate for putting your health first (both physical and mental), and I do fundraising every so often.

I have clients all over the world, and I work flexibly to accommodate different time zones.

Here’s what I do as a Digital Marketing VA:

Content Creation

Social Media Management

SEO

Lead Generation

Email Marketing

Marketing Analysis/Auditing

Website Design + Maintenance

Outside of work and study, I enjoy weight-lifting, cycling, walking, yapping and cozy games.

I like to hang out on many forms of social media, and you all know where to find them…

It’s so nice to re-meet you (and meet some of you for the first time),