Niching Down & Gaining 27k Instagram Followers with Therapist Dr. Salena Justice [episode 28]
![HEADER GRAPHIC FOR Niching Down & Gaining 27k Instagram Followers with Therapist Dr. Salena Justice [episode 28]](https://images.squarespace-cdn.com/content/v1/65380a8806f21d6d1e048c01/70ff0576-70ab-40aa-a768-934a810d410d/Kelly+Ep.+28+header.png)
Listen to Niching Down & Gaining 27k Instagram Followers with Therapist Dr. Salena Justice on: Apple Podcasts | Spotify | Youtube | Your player of choice
I’m honored to welcome Dr. Salena Justice onto the podcast today!
Dr. Salena Justice is a psychologist based in North Carolina. She specializes in evaluating and treating adults diagnosed with autism later in life. She’s fully remote with her full-time private practice, and is licensed in over 40 states in the U.S.
While Salena is crystal clear on who she helps now, it wasn’t always that way.
Salena decided to go full-time in her private practice in January 2024. By April 2024, she had a few hundred Instagram followers and 8 insurance clients, but she REALLY wanted to fill her caseload.
Salena discovered PPA, and joined in April 2024. Since then, she’s grown her Instagram to over 27k followers!
Not only that, but she’s been able to cut WAY back on work, only seeing clients 2 or 3 days a week.
One of the best parts? She now earns more than DOUBLE her salary as a school psychologist!!
In today’s episode, Salena and I chat about her journey of niching down and gaining 27k Instagram followers.
Salena first found herself being drawn to the autism population in school, and later, with adults specifically. She thought her niche was too ‘narrow’ though, and she needed to market to a different type of client in order to be successful.
But…she quickly found that this was NOT authentic to her!
Salena was basically ‘winging it’ on Instagram. She wasn’t connecting with the clients she really wanted to. Once she joined PPA, she pretty much overhauled her Instagram, and dove headfirst into creating content.
The key to Salena’s success has for sure been niching down and helping people feel SEEN!
I talk often about the power of niching down, and being super specific in your content. If you’re speaking to everybody, you’re speaking to nobody.
Salena speaks to a very unique type of client, and is really filling a ‘gap’ in the market. Her messaging has resonated, and she’s even had multiple Reels go VIRAL over the last year!
Salena has done an amazing job showcasing her expertise in her Instagram content. Interestingly enough, she doesn’t have the ‘personal’ experience of being an adult with autism.
But...she’s been able to tailor her content in a way that shows she CAN help her clients successfully navigate life with autism.
She’s clear and upfront with potential clients about what her rates are. She’s confident in supporting her clients to unmask, heal from burnout, and thrive in their everyday lives.
She’s also learning that it’s okay to find contentment where you are. You don’t have to be pressuring yourself to do #allthethings, right now, in your business!
Salena has had some incredible success over the last year, and I KNOW she’s just getting started. Her story of niching down and gaining 27k Instagram followers is pretty freaking inspiring - you won’t want to miss it!!
In this episode, Niching Down & Gaining 27k Instagram Followers with Therapist Dr. Salena Justice, we cover:
Salena’s journey to choosing her unique niche
Why Salena was so ‘broad’ with her niche when she first started her private practice
How Instagram felt when Salena was ‘winging it’ there
Salena’s ‘shift’ on Instagram + her 1st experience going viral
How Salena showcases her expertise + personality on Instagram
Using an intro call + clearly listing your rate for potential clients
How it can feel when you raise your rates & get off insurance panels
Finding contentment with where you are before scaling & growing
Salena’s business 1 year ago vs. what it looks like today
Why specificity in your messaging & content is KEY
Resources & Links:
⭐️ This episode is sponsored by Alma, the financially rewarding way to go in-network
⭐️ This episode is sponsored by Jane - use code: KELLY2MONTH for a 2 month grace period
⭐️ Private Practice Academy Bundle (PPA)
⭐️ Reels Membership
⭐️ Business Coaching Waitlist
⭐️ Free training
⭐️ Caption Guide
Connect with Salena:
Follow on Instagram @dr.salenajustice
Check out her website
More about the Business of Therapy podcast:
Are you a passionate therapist that’s burnt out and ready to transition to private pay? You’re asking yourself questions like “how do I build a business?”, “how can I effectively use Instagram to market myself” and “how can I scale a private practice?”
Welcome to the Business of Therapy podcast where we’ll answer those questions and more! Here you’ll find honest conversations about the good and the bad of being a therapist, tactical advice and best practices for marketing yourself on Instagram, and solidarity and community to find your own version of success as a therapist.
Join your host, Kelly McKenna, and her guests as they dive deeper into topics such as navigating burn out, mastering your mindset and boundaries, and tactics and strategies for marketing on Instagram, and more!
Kelly is a licensed therapist and business coach who grew her private practice on Instagram and has helped thousands of other therapists market themselves on social media, and effectively start and scale their private practice.
These episodes will leave you feeling empowered and equipped to take action towards your dream of a successful private practice.
Make sure to hit follow/subscribe so you never miss an episode!
