One of the most important things you need to do before you attempt your wellness marketing strategy is to really understand your business goals. Your business goals will determine how you approach any content, logos, social media, and website layout. These elements need to reach and speak to your ideal wellness customer.
WHO ARE YOU AND WHAT DO YOU HAVE TO SAY?
Who you are and what your business stands for is the essence of your company. You want to make sure that your brand’s vision and mission is voiced and is connecting with your audience. Not only will this form a bond with your audience, but it will also establish a platform for your business.
This might take some reflection. Your message needs to be authentic in order to build trust and reliability within your brand. Loyalty is the main goal and this cannot be built without authenticity and consistency with your message.
HOW DO YOU WANT YOUR BUSINESS TO BE PERCEIVED?
“Perception can either work for or against your business.”
You have the power to shape perception for your customer. If you determine that you want your brand goal to be remembered for its great product or services, you need to shape the brand information so that it mirrors your goal. There are many different ways to accomplish that, but most importantly you need to have a clear idea of what you want. If you are not clear it will come across to your potential customers.
WHAT DO YOU WANT TO SAY TO YOUR CUSTOMER?
What you do, share or provide is just as important as what you say to your customer. All your content that comes across in blog posts, social media posts and promotional material need to be consistent. It needs to reflect your business goals in a genuine way because your potential customers will see through the content if it is lacking substance, and this will inevitably shape how your brand is perceived. No one wants their brand to be perceived as untrustworthy, so all your content needs to be genuine and speak directly to your audience.
WHAT DO YOU STAND FOR?
Every business should stand for something and this reflection should be contained in written form like your mission statement and in your action strategy such as who you support. A mission statement has a few components including who you will serve and what you deliver but the most important component deals with your brand perception, your company values. Your action strategy should reflect any non-profits that you support or any involvement you have in the community.
WHAT DIRECTION DO YOU SEE YOUR BUSINESS GOING?
Where do you see your business in three, five or ten years? Make sure that your brand identity has worked backward from your end goal. If you see your business doing something, providing something in particular or involved with a certain non-profit in five years, your strategy should lead up to the end result. You could start directing your customers toward where you see your business in five years. The goal is to come up with a strategy that will keep them sticking around as you grow and develop into the business you desire to become.
WHAT DO YOU ENVISION FOR YOUR BRAND?
Your vision should be reflected in your brand. If you start with the end goal you can craft a brand strategy that will be genuine and resonate with your customers. Your ideal goal is to build a relationship that is based on a consistent message that they will trust and remember.