How to Use Social Media to Attract More Clients as a Doula (Without Feeling Salesy)
If you’re a doula, you know your work is deeply personal. Your clients aren’t just booking a service—they’re trusting you with one of the most life-changing experiences they’ll ever have.
And yet, when it comes to social media marketing, so many doulas feel stuck.
“I don’t want to sound pushy or salesy.”
“I don’t know what to post.”
“I’m not getting inquiries from my posts, so what’s the point?”
If this sounds familiar, you’re not alone. But here’s the truth: Social media doesn’t have to feel like selling. When used correctly, it can be a powerful way to educate, build trust, and attract the right clients—without constantly pushing your services.
Let’s dive into how you can use social media to fill your client calendar naturally while staying true to your values and mission.
Step 1: Pick the Best Social Media Platform for Your Business
Not all social media platforms are created equal, and you don’t need to be everywhere to grow your business. The key is to focus on one platform first, master it, and then expand if needed.
Where Should Doulas Focus?
✔️ Instagram: Ideal for sharing visual stories, reels, and behind-the-scenes content that connects with expecting parents.
✔️ Facebook: Great for community building through groups and long-form posts that educate and engage.
✔️ TikTok: If you’re comfortable on video, this is a huge opportunity to reach a wider audience with birth tips, doula insights, and relatable content.
👉 Pro Tip: Pick the platform where you feel most comfortable AND where your ideal clients are hanging out. If your audience is mostly first-time moms, Instagram and TikTok might be your best bet.
Step 2: Create Content That Builds Trust & Educates
Your social media isn’t just about promoting your services—it’s about solving problems, providing reassurance, and educating your audience.
Here are 5 types of content doulas should post to build trust and attract more clients:
1. Storytelling Posts: Share Your Journey & Client Experiences
People connect with stories, not just services. Share why you became a doula, a powerful client birth story (with permission), or a personal experience that shaped your approach.
💡 Example Post:
"When I first became a doula, I had no idea how much emotional support would be needed beyond birth. One of my clients recently told me, ‘Having you there made me feel safe in a way I didn’t expect.’ This is why I do what I do. Doulas are here for more than just labor—we’re here for the entire journey.”
2. Myth vs. Fact Posts: Educate & Debunk Misconceptions
Many expecting parents have misunderstandings about birth, postpartum, and the role of a doula. Use your expertise to clear up myths!
💡 Example Post:
❌ Myth: “If I have a midwife, I don’t need a doula.”
✅ Fact: “Midwives and doulas have very different roles. A midwife handles the medical side of birth, while a doula provides emotional and physical support throughout pregnancy, labor, and postpartum.”
3. Engaging Question Posts: Start Conversations
Your audience wants to feel heard. Posting open-ended questions encourages engagement and helps you understand what your potential clients need most.
💡 Example Post:
“What’s your biggest fear about giving birth? Drop your answers below—I’d love to provide some guidance!”
4. Behind-the-Scenes Posts: Show Your Work in Action
People want to see what it’s like to work with you. Share a day in your life as a doula, a peek inside your birth bag, or what happens during a prenatal session.
💡 Example Post:
"Packing my birth bag for an upcoming client! Here’s what I bring to every birth: lavender essential oil for relaxation, a rebozo for labor support, and my go-to affirmations playlist. Curious about how a doula can support you? Let’s chat!”
5. Call-to-Action Posts: Invite Clients to Work With You
If you never tell people how to work with you, they won’t know what to do next. Make it clear, simple, and inviting.
💡 Example Post:
"If you’re an expecting mom and want to feel supported, prepared, and confident in your birth experience, let’s talk. My next doula openings are [Month]—DM me or click the link in my bio to set up a free consultation!"
Step 3: Engage & Build Relationships (It’s Not Just About Posting!)
Posting is only half the equation—the real magic happens in the interactions.
Here’s how to build deeper relationships on social media:
✔️ Respond to every comment and DM with genuine interest.
✔️ Engage with other accounts—especially local birth professionals like midwives, OBs, and lactation consultants.
✔️ Use Instagram Stories & Polls to get to know your audience and encourage interaction.
💡 Remember: People work with doulas they trust. Show up, be consistent, and provide value—sales will naturally follow.
The Biggest Mistakes Doulas Make on Social Media
Avoid these common pitfalls:
❌ Only posting about your services. Instead, focus on serving first, selling second.
❌ Using too much medical jargon. Keep it relatable and easy to understand for expecting parents.
❌ Posting inconsistently. Pick a schedule that works for you (even if it’s 3x a week) and stick to it.
Let’s Build Your Social Media Strategy Together
Social media doesn’t have to be overwhelming or frustrating—it just needs a strategy that works.
If you’re ready to:
✔️ Attract more ideal clients without feeling pushy
✔️ Create content that builds trust and leads to bookings
✔️ Finally have a clear social media plan that doesn’t stress you out
I can help!
📌 Option 1: Get a 1:1 Marketing Strategy Session ($197) where we’ll map out your entire social media plan. [Book Your Session Here]
📌 Option 2: Need help making social media work for you? My Social Media Money Maker Masterclass walks you through exactly how to grow, nurture, and book clients online. [Get Instant Access Here]
You’re already changing lives as a doula—let’s make sure your marketing reflects that.
