Wellness Industry: The 3 Best Ways to Use Facebook for Marketing
Facebook has close to 2 billion active users. So, how can you make your wellness business stand out using Facebook for marketing?
First, let's take a look at the current wellness economy. According to the Global Wellness Institute, "Wellness is the active pursuit of activities, choices, and lifestyles that lead to holistic health. Globally, wellness sectors now represent a 3.7 trillion economy." The wellness economy includes the following sectors:
- Complementary and Alternative Medicine
- Preventative & Personalized Medicine and Public Health
- Healthy eating, nutrition, and weight loss
- Fitness and mind/body
- Wellness lifestyle real estate
- Beauty & anti-aging
- Wellness tourism
- Spa industry
- Workplace wellness
- Thermal/mineral springs
In their newest 2017 report, the Global Wellness Institute confirmed that "From 2013-2015, the wellness economy grew by 10.6%, while the global economy shrank by -3.6% in U.S. dollar terms." The key takeaway here is that if your business is part of the wellness economy, you are a part of a growing sector. If you are anything like our organization, the heart of your business is in the why component; nonetheless, the data above showcases that collectively we are part of a growing and dynamic industry.
Second, how do position yourself for success using Facebook in this growing wellness economy? Let's take a look at the 3 best ways to use Facebook for marketing your wellness business.
1: Create a Facebook group. Think about the utility your business provides and create a group that focuses on that central message. A group enables people with specialized interests to connect and engage. The outcome is a targeted audience that is more willing to be authentic because the closeness of the group will stimulate honest and open discussions. Group settings allow you to add files, images, polls, and events to encourage engagement a step further. When you join a group, your friends will be notified via your timeline leading to more exposure. Groups allow your customers to drive discussions instead of you, which is why they often result in greater engagement rates. The focus is on topics instead of your business--but because those topics are relevant to your business, the potential for niche targeting is much greater. Because of this reason, groups are more effective in forming authentic relationships.
2: Create and share utility driven content. You must be a content creator. Having a clearly defined buyer persona profile is a fundamental component in understanding the type of content you should share. Your content must be tailored to your customer's specific interests, needs, and behaviors. Do you understand where your customers hang out? Where do they live? Why they do what they do? Who do they follow? What stresses them and how can you improve the quality of their life? Utilize the data analytics to examine the value of your content and uncover trends. For example, the Global Wellness Institute reports that "Consumers are increasingly seeking experiences that are rooted in authenticity and nature, and that connect them to the wellbeing of other people and the planet." This trend is especially true for the Millennials. Your marketing on Facebook must be personalized, authentic, engaging, and educational. By mapping out the type of content you want to share, your impact potential grows. At Introspec, we stress the importance of understanding, awareness, and self-shaping in your marketing approach. Your content must convey your purpose and meaning well.
3: Use Facebook Live to reach and engage. Facebook Live gives you the ability to showcase behind the scene moments, discuss topics, and share insights in real time and without the fancy equipment. For example, after you are finished writing a blog article, share the key takeaways with your audience via Facebook Live first. Then, post the article. You must ensure that your Facebook Live feeds create authentic and valuable experiences. The videos are saved to your timeline giving you the ability to incorporate them as part of other social media campaigns. Facebook Live is predicted to offer advanced features soon improving integration potential, engagement and quality. Stay tuned!
You should install Facebook's tracking pixel on your website. The pixel will give you the opportunity to retarget people who visit your site. This site explains how to create a Facebook pixel and how to add it to your website.
What does your Facebook narrative look like?