The health and Wellness Industry is ever-changing and expanding. Today, a potential customer can get information, take classes, or learn something new from many sources.
As we know, not all sources are up-to-date, helpful, or promoting real health and wellness advice, but regardless, information for a customer is accessible. So how does someone stand out in a space flooded with information and accessibility?
You need to find and connect with your audience online and provide them with valuable information that they will find useful.
There are always new ways to interact with potential clients online, and there are different marketing strategies that health and wellness entrepreneurs can use to break through the noise and build those connections online with their target audience.
Creating a partial or all online wellness marketing strategy can be overwhelming, but it does not need to be. It just requires a shift in thinking about how we connect and appreciating that this shift in marketing is not an option but a necessity.
Online digital marketing strategies do not need to be complicated. The best way to begin is to understand your potential client, including their needs, wants, and especially frustrations.
This step is key to crafting any marketing strategy that will get results quickly. People want to be understood, and any brand that can do that will build that loyal connection with an audience online. The goal is to fill that void for your customers, answer their questions, and solve their problems.
We explain how you can create experiences that delight potential customers through every interaction with your brand.
8 Health and Wellness Marketing Strategies for Successful Campaign Outreach
Wellness Marketing Ideas
Every aspect during which your customer connects with your brand needs to be an experience. Being mindful of your client’s experiences will shape the sentiment of your brand.
Most potential leads have had various dealings with your brand before they take action. You need to attract, delight, engage, and then finally convert them. Each step must be an experience, and each effort is equally important. This is all part of the journey your audience takes with your brand.
You must be critical of every step on this journey, knowing that brand loyalty is not guaranteed.
How to attract new clients
You can attract new clients by offering them something of value. It can be a written resource, a free class, or some other value offer. Within this touchpoint, you need to delight your potential customer.
They need to feel like this was a worthwhile experience and, more importantly, that they have been given some access you don’t give everyone. It is all about establishing exclusivity and an opportunity to experience your brand that will attract customers and set you apart from your competitors.
How to engage with new clients
The next step is to engage with clients. Ask for feedback or provide a call to action that encourages them to take the next step with your brand. It can be in the form of requesting them to sign up for a newsletter within your blog post or getting them to sign up for a package you offer.
The goal is to focus on how your clients feel about your actions. Be grateful for their time and any insights they offer about your services.
By understanding your brand’s values and mission, you can create an attainable customer experience and a wellness marketing strategy that leads them through a journey. Your focus must be on creating an experience that makes your client feel special and exclusive while valuing their insights.
Remember that each connection you have can be a step closer to acquiring them as loyal followers to your brand. Focus on mindful marketing strategies that set your brand apart.
Are You Social?
The adage, if you build it, they will come, will not work in building a brand online. You need to know where your customers are online and engage with them. If you are just getting started or have established a decent following- social listening can help you develop a social media strategy that connects and offers something to an audience.
Social listening is changing the trends of how social media has worked in the past. It allows an opportunity to monitor your brand’s social media channels for customer feedback, mentions, and even discussions regarding specific keywords, topics, or competitors.
HubSpot says, “Social listening finds root causes behind social conversations and implements long-term strategy changes. By performing social listening, you can create the kind of content your followers want, develop new ideas based on industry trends, improve your customer experience by interacting directly with customers, and continuously shift your customer strategy to fit the current need.”
Christina Garnett explains in her article, Thanks For Listening, But Do Something, social listening provides insights into potential customers’ wants and needs. It is a fantastic opportunity to produce something that will make your brand stand out and increase visibility!
How to begin monitoring your brand
Many free and paid options are available for social listening and monitoring your brand and industry. Play around with some social listening sites, and you will quickly see the opportunities to craft a social media marketing strategy that connects.
The important aspect of social media is to remember to be social. It is not a platform to post and forget it. Social media is two-way communication with your customers. It is an excellent opportunity for your business to connect with an active audience on social media and engage and build a community online.
Does your content provide value?
Be a resource! Content is a crucial aspect of any wellness marketing strategy.
Start by focusing on one type of potential customer and create content geared just for them. Write in a conversational format as if you are sitting and speaking with them. Your content should feel personally written to provide information for your ideal customer.
Content accomplishes two important things. First, it makes your reader feel valued by addressing some needs. Secondly, it establishes your credibility in the field.
Content will influence every aspect of your online marketing strategy. It attracts new followers to your brand and becomes a resource for people seeking knowledge. You can build your brand’s credibility and value through sound, well-written content.
Remember that your content might be your audience’s first experience with your brand. Through search engine optimization, your audience could have found you through an organic search online. Are you sure your content has given them precisely what they sought? Don’t miss this opportunity with a new connection—first impressions matter.
Obviously, any business’s goal would be to generate leads, but this should not be your overall content goal. Content gets you found online and can provide resources for those searching for information. On a secondary level, your content will build your authority in any space and trustworthiness in your expertise. Make sure it is thorough and a valuable resource.
Are you original and filling a void?
Today, people have access to so much information at such a rapid pace. As an entrepreneur, I have often heard that you must be original to stand out. But how do you do something unique if it seems everything has been done before?
The tip is to connect with your audience. Once a year, I reach out to the ideal customer connections I have built on social media. I sincerely connect, asking for an honest discussion about their marketing efforts and frustrations. I stress that I am not looking to sell them anything, but I am trying to get an insight into their industry to create value for my customers.
The response is always one of ease, graciousness, and openness. I have been blessed to have real conversations about pain points with innovators in wellness and other small businesses.
These conversations have shifted my business offerings to serve the wellness and small business community because I am not creating from an assumption but rather from a real understanding of the communities I love.
Your audience is always looking to fill a need. Whether through a question, a desire, or a solution to a frustration, your business can offer something they need. This is the opportunity that sets your brand apart. Research your audience and create something uniquely of value that you can offer.
Content is evolving, and the direction of content is video! Customers are more engaged with video than ever before, and it is showing no signs of slowing down.
According to HubSpot Research, more than 50% of consumers want to see videos from brands more than any other type of content.
Video needs to be an essential part of your marketing strategy. It can be a compliment to your written blog posts or quick social media videos that offer insights into who you are or what your business offers. There are many different wellness marketing ideas, like behind-the-scenes shots, tutorials, or even a personalized message. Let your creative flag fly!
John Lincoln discusses the focus on live streaming in his article, 11 Simple (And Cheap) Marketing Ideas for Small Businesses. Live streaming allows a small business to get its brand in front of an audience in real time. This type of broadcast is an effective way to engage and connect, and reach viewers organically.
Canva’s Video Maker is a tool that can help create compelling educational, explainer, or marketing videos within a few clicks. Video is an important complement to written content and needs to be a part of your overall marketing strategy to connect with your audience.
Focus on Email Campaigns
According to Statista, there are 3.9 billion daily email users. This number is expected to climb to 4.3 billion by 2023. source
As anyone who has opened their email inbox in the morning can attest, we receive many emails daily.
However, email is inexpensive to reach customers and keep them informed. It is your warm connection with an audience, and your email list is the key to scaling your business.
But we must remember that people are being inundated with emails telling us about new products and services, so yours needs to stand out. Make sure your email has a purpose and provides value to your audience.
How to Create a Connection Through Email?
Your email must be compelling and have a call to action that leads the customer through a funnel. It needs to offer the reader something, entice them to trust you, and move through a process you have designed.
You have been a customer somewhere. Think about your favorite emails that you receive. What hooked you, made you click on their email, and kept you loyal?
Update Your Website
Most people believe you are not a credible business if you don’t have a website.
According to Search Engine Land, “Consumers use websites to find or engage with businesses 63 percent of the time, and 30 percent automatically strike a business from consideration if they don’t have a website.”
That is a large enough percentage to take having a website seriously. A website is a great place to showcase everything you have to offer. Think of it as an online storefront. You can shape your customers’ feel, messaging, and journeys.
You can use many templates to get yourself started creating a website. Remember, though, not all are created equal. It depends on what your goals are online. At the very least, ensure the website template offerings have a user-friendly and mobile-responsive design.
The content on your website is equally as important as the design. Content needs to be clear, convincing, and attractive. Your goal is to keep an audience on your website. Offer value, include a call-to-action, and keep it clear and compelling.
Build a Community
I recently contacted a fellow marketer online based on one of their social media posts. I had a quick question that I DM’d them. The response I got was nothing short of enlightening. My question was answered, and she sent me her number and told me to call her.
The call was insightful, and she generously talked with me for over 20 minutes giving me information and ideas. I will forever be grateful and loyal and supportive of her efforts. It does not need to be challenging to deal with customers, potential leads, or those seeking information. Make everyone feel special interacting with you.
Treat your customers online as you would in person. Thank them, make them feel important, and support and encourage them. It will create a positive experience interacting with your brand and be remembered.
Interacting with your community online is essential to growing your business. The goal is to build your community by showing up, engaging, adding value, and proving your expertise.
We have all been customers somewhere. We know how we expect and deserve to be treated. You must remember your customer in that way and treat them how you would expect and would be delighted to interact with a brand.
The more you empathize with your customer’s needs and struggles, the more you can provide. Your empathy in their journey will build your credibility and loyalty to your brand.
Every aspect of a marketing strategy needs to focus on building relationships with an audience from a place of gratitude. It needs to be driven by a reciprocal need to give and receive and always keep your customer’s experience and journey in mind.