Growing your health and wellness business isn’t easy.
First, you need to be qualified in your chosen wellness field and from there, you need to discover a profitable niche, define a target demographic and have something of value to sell them.
Whether you’re spruiking your products, services or information, getting the word out has become increasingly burdensome. And without the right marketing strategies to fuel your growth, turning a profit and staying afloat is how your business stays in business for years to come.
However, identifying the right strategies to market your health and wellness business is often likened to rocket science.
And we are certainly not scientists!!
How do you get your message to the right audience and do it effectively?
How do you boost visibility and increase sales while sustaining a profit with a compelling offer?
Because of the world that we live in today, there is so much grabbing our attention; from social media, to search engine optimization, blogging and Facebook advertising. It’s easy to see why most health and wellness professionals are ready to pull their hair out.
Now I do have to let you in on a little secret….
The honest truth is, that what got you to this point in business is likely not going to get you to the next level in your business life cycle.
If you’re feeling stagnant and out of health and wellness marketing strategies that you can use, maybe these 3 strategies just might help you do the trick.
Most health and wellness professionals are so busy working “in” their businesses that they fail to work “on” their businesses.
Because we are too busy dealing with the day-to-day operations of a company which includes; customer hand-holding, supply-chain demands and marketing, appointments, paperwork, staffing etc, we often neglect to wield the right marketing strategies that will help fuel our business’s growth which allow us to get creative.
So whether you are a yoga instructor, massage therapist or holistic health practitioner or just new to the industry, clients won’t easily line up and fill up your schedule unless you’re well-connected or extremely lucky, which is rare these days.
Meanwhile, a perfectly robust practice and a thriving business can be all yours given the right marketing efforts.
So what do profitable health and wellness marketing strategies have in common?
Firstly they learn from their mistakes and trust me you will make your fair share too.
Hence, we want to share our discoveries and insights on what these best practices are and how you can adapt them to your business.
The 9 Foundations of Health and Wellness Marketing Strategies
Some things in life, take time. The same goes for the best health and wellness marketing strategies. You have to understand that it may take years (not months or days!) to build a long-lasting health and wellness business.
So be prepared to be in it for the long haul.
When you’ve come to peace with this reality, you won’t get overwhelmed with the big picture. You won’t fall into the common pitfall of trying to be everyone, everywhere and everything to please people ultimately spreading yourself thin within your business. Instead, take the time to work on these foundations:
- Sub-Niche or expertise
- Target audience
- Your unique story or message
1. Refine your Audience
We all want to help everyone but even Superman can’t do that. Hence, even if you feel you have these superhuman abilities to heal and handle marketing at the same time, you’ll probably end up spreading yourself thin.
And don’t spend thousands of dollars hiring a team to perfect your website or a wellness marketing strategist if you haven’t found the right type of client you want to work with otherwise you’ll just be wasting your money.
2. Experience will guide you.
When you’re just starting out, it’s natural to help everyone because you’re getting your name out there.
That’s why health and wellness marketing strategies start out more generalized rather than not specialized.
What this means, is that when starting out you don’t usually start out as a specialist, you general cover a wide variety of treatment styles then after a few years you start to specialized.
We all generally start out this way but as you get more in tune with what really peaks your interest you need to start narrowing down a specific market to create your very own specialised niche.
3. Narrow it Down
Do you prefer to work with male or female? Teens? Moms? Young adults? Seniors?
Or it could be a specific treatment style!
Of course, depending on your niche, you can further narrow down the list. Some massage therapists prefer to focus on pain treatment, some personal trainers want to help postnatal mothers lose weight. But when you’re a Reiki master, a gym instructor and a massage therapist all at the same time, you’re going find it a bit harder and more work to market to all these different customer types because you are essentially running 3 part-time businesses all rolled into one.
When you can find the people that makes you feel passionate about your expertise, you’ll never have to work a day in your life again because it won’t feel like work.
4. Distinguish your Expertise
In an interview with Content Mastery Guide for Wellness Professionals, Jamie Bussin, editor-in-chief of wellness magazine Tonic Toronto shares a valuable tip we can all add to our health and wellness marketing strategies.
How we can go from being ‘skilled’ to being a ‘wellness expert’.?
“I think the distinction between being knowledgeable and being an expert is almost the difference between having IQ and EQ [emotional intelligence]. There are lots of smart people out there, and presumably, if you have your degree you have the knowledge to help your clients. However, being able to convey and project that information is a separate skill set,” Bussin reveals.
Sure, having a degree and knowledge is helpful but great storytellers have the upper hand.
Thus, when people have to choose between health and wellness practitioners who are all skilled and knowledge, the one who is an excellent communicator wins. Which leads us to our next point.
5. Craft your Message
In health and wellness marketing strategies, success doesn’t only depend on finding your audience and your niche, the other crucial recipe is branding.
But this is often the hardest part.
Laura Wright, in an article for MIndBodyGreen, believes that our story starts with being authentic or just being you.
“If you’re passionate about the content that you’re creating or the product/service that you’re offering, people will respond to that genuine love and enthusiasm,” the natural foodie explains.
6. Start with Why
Still, don’t know where to begin telling your unique story? Then start with your Why.
That’s the best branding advice of Cody and Natalie Gantz of the health-conscious food blog.
“’Start with why’ is advice we took to heart. We first defined why we were interested in food, before thinking about how or what to share. We’re photographers by trade, but learning about food and exploring health is our passion. After realizing that, it felt easier to start the blog and create relevant posts and content.”
So why work in wellness?
Spend time crafting your health and wellness branding message that can speak to the people central to your success.
Oftentimes we feel there’s always someone similar to what we do but that doesn’t matter. We’re all unique and we should own our story and hone in on that.
With a good story to tell, our brand can speak for itself.
7. Actionable Health and Wellness Marketing Strategies
Forrester warned that brands need to be transparent now more than ever now as consumer trust is at an all-time low.
This holds truer in the health and wellness industry where “trust” is like currency.
Don’t worry though. Once the foundations of our health and wellness marketing and business have been properly laid and planted, it will be easier to spread the message.
So the question is, do you want the edge over your competitors and acquire more clients?
If so, we recommend these top actionable marketing trends that will boost client trust, engagement and conversion.
- Don’t Just Create Ads, Create Experiences
You’ve probably heard of experiential marketing in the health and wellness biz. In general, it’s an opportunity or event you create to connect with your target market on a much deeper and personal level.
Let’s face it, having good copy, strong message or visuals are crucial. But to edge competitors, health and wellness marketing strategies should involve something loud or different.
If you want to stand out in such a marketing-heavy, advertising-cluttered field, you need to add more to your messaging.
The key: create a memorable experience and value-add.
8. Experiential is the heart of Branding
As Saul Colt and Bob Knorpp put it on Adage, experiential is the heart of branding.
“When you add something for people to see, hear, taste, learn and do at the forefront of your messaging, you are creating a positive memory that is much more powerful than an ad alone. It becomes a moment in time that participants will enthusiastically remember and talk about. And, it’s a heartfelt connection to your brand that will make consumers more receptive to your messaging every time they see your ads in the future.”
Let’s take the example of Nestle’s Lean Cuisine. Their campaign #WeighThis transformed their image from a negative diet brand into a health and wellness brand designed to help women focus on what really matters in life.
How did they do it?
They asked women how they wanted to be #weighed or measured on social media. Using the hashtag #weighthis, their answers would then be hand-painted on a set of scales, to be placed on a giant wall in New York’s Grand Central Station.
But to do experiential marketing, health and wellness practitioners don’t always need a million-dollar marketing budget. From pop-up gyms, health and wellness exhibitions and fun runs, there are plenty of ways to make an impact.
Experiential branding can also be as simple as asking your audience to participate on social media using these simple tactics.
- Live video streaming
Did you know that streaming video accounts for over two-thirds of all internet traffic and is expected to jump to 82% by 2020?
That’s how big live videos are going to be and video platforms such as Facebook Live, Youtube Live, Instagram Live and Twitter can give you the chance to interact with your audience directly.
Many gym trainers are already offering live streaming workouts to fitness enthusiasts. Whether you’re a disease specialist, nutrition expert or a health and wellness coach, you can interact with your audience when you answer their questions in real time.
- Interactive Emails
In 2017, the top email marketing trend was interactivity.
It’s never too late to ride the trend. Improve your health and wellness marketing strategies by adding an interactive element in your emails as:
- include videos or GIFs
- Explore Partnerships
Regardless of your health and wellness business, there are 2 types of partnerships worth considering:
- Related wellness businesses (not direct competition)
- Micro-influencers (health blogger and vlogger)
Health and Wellness Partnerships
Think of another wellness professional who can complement your service and benefit from your referrals and vice versa. For startups partnerships with a relevant business can also be mutually beneficial.
As Web Smith, co-founder and CEO of Whence advises fitness professionals:
“External partnerships can serve as a startup’s connection to an established community by making their product or offering seem more familiar and less risky. For small businesses and startups, building this brand recognition and affinity is critical,” he shares in a blog for SCORE, a nonprofit association for small businesses.
What makes partnerships more strategic and profitable is a commission set up. For example, a yoga instructor can get a 10% commission for every referral to a massage therapist and vice versa.
Also, another handy little hint is a tool called SocialOmm which is a social media scheduling and content finder tool that allows you to brand all your images and schedule them ahead of time. It will certainly be a tool not to live without.
9. Tapping into the Power of Micro Influencers
We are sure you’re already aware of some people on social media (not necessarily celebrities) who promote products from companies. These people on social media are called influencers and they have between 1K to more than 1Million followers on their respective social media account.
This is not only legitimate, it works. Statistics say:
- 85% of consumers trust peer recommendations over brand advertising
- 82% of consumers are highly likely to follow a recommendation made by a micro-
- 94% of consumers believe micro influencers are highly knowledgeable
Celebrity endorsements are great but expensive. Beyonce, for example, can cost us $1 million per post.
So let’s move on to regular folks who have average lives and just happen to be social media famous. Even better, influencers are more relatable and believable.
For example, Alexis and Samantha of Simply Stacked use social influencer marketing in their health and wellness marketing strategies.
“We love using Instagram to promote our personal brand and products. We love that it allows you to network and connect with other like-minded people and brands. Some of our favorite ways to gain a presence are through giveaways and sending our product to bloggers and influencers. Since they end up loving our product as much as we do, they share it frequently, allowing our brand recognition to grow,” the twosome advised other wellness experts in the Mindbodygreen feature.
In the rise of the digital world, it can be a real challenge in time, skills, effort and money to come up with solid health and wellness marketing strategies.
If you’re health and wellness practice or business is struggling to take off after many tries, here’s one thing you shouldn’t do: give up.
As a health and wellness authority, you know motivation too well and there are tools, resources and people out there you can depend on for help.
You can always just start with posting engaging social media health and wellness images that create’s brand awareness and marketing consistency and build from there. If that’s the case for you then head over to our AWESOME collection of ready-made social media content at Healthinomics and start downloading the images you want to share today.
As always we love hearing your story and feel free to share your health and wellness marketing strategies that have worked for you so we can share with our awesome community also 🙂
Stay apart of the social media conversation and join our Marketing for Health & Wellness Professionals Facebook group 🙂