Wellness Tourism: How to Generate High-Quality Leads
Wellness tourism is now a $563.2 billion industry globally (Yeung & Johnston, 2017). According to the Global Wellness Economy Monitor report, "From 2013-2015, wellness tourism expenditures grew by 6.8% annually in U.S. dollars, much higher than the 3.4% annual increase in overall tourism expenditures." The report indicates that wellness tourists have "higher disposable incomes, tend to be older and more educated, and typically take longer trips, so their spending patterns are higher than the average tourist." Some examples of wellness tourism expenditures include spa retreats, hot spring resort vacations, meditation retreats, wellness cruises, eco-spas, and stress reduction activities. Also part of the wellness tourism expenditures are secondary wellness tourists who are looking to maintain healthy and holistic lifestyles during regular vacations and trips.
So, how do you generate high-quality leads for your wellness tourism business knowing that there is a growing wellness tourism demand? According to Bly, "Quality of leads mainly measures whether the marketing communication attracts prospects who fit your customer profile, have a need for your product or service and are predisposed to buy from you versus your competitors" (2015). The following 5 elements should be a fundamental part of your lead generation strategy:
Element 1: Define your unique selling proposition.
What makes you different? A unique selling proposition is a simple statement that explains the benefit you provide to your target market and how you do it differently. Why should you be noticed? Who should notice you? Think of a unique selling proposition as a pledge you are making to your customers. Can you identify an unmet need in your wellness tourism space? Once you do, create your unique selling proposition, and ensure it becomes your core sales message.
Element 2. Uncover sub-niche segments that house your most valuable customers and create valuable content that is relevant to those sub-niche segments.
Let's say you own an eco-spa and are looking to uncover sub-niche segments. Global Spa Summit reported that "Wellness tourists are most interested in massage (76%), body treatments (50%), meditation/spiritual/mind-body programs (45%), facial treatments (38%), and exercise facilities & programs (35%)." Knowing that massage is a popular service, you can now look into further specializing the massage services you offer. I entered "massage for" in the ubersuggest.io search bar to discover the following keywords: massage for anxiety, massage for cellulite, massage for detox, and massage for pregnant women. Now select one of those categories and create a marketing campaign that targets that specific sub-niche. For example, you can create a 3 step marketing campaign using the "massage for pregnant women" sub-niche. These long-tail keywords identify a sub-niche with less competition. First, share an article about the benefits of prenatal massages--include a couple of scientific studies to support your insights. Next, share high-quality images of your eco spa and key features of your massage for pregnant women. As the last part of your campaign, create a video discussing the topic and possibly feature a guest or a customer. At the end of the video, include a free offer. All of these can be funneled through your social media, website, and strategic landing pages.
Element 3. Understand that each stage of your sales funnel requires unique content type.
To capture the attention of prospects at the beginning of the sales funnel, you need to educate them and impress them with infographics, articles, videos, and images. Hubspot refers to this stage as the awareness stage. The second stage is the consideration stage, and this is where your prospects understand the problem and are researching possible solutions and approaches. During this stage of the sales cycle, you should be sharing comparison case studies, performing live demos, and hosting webinars. The aim is to engage and educate your prospects. The last stage of the sales cycle is the decision stage. During this stage, your prospects have selected a solution and are now searching for the ideal provider. The aim of this stage is to persuade through demos, testimonials, case studies, and quality literature. The bottom line here is that your content must be relevant, timely, and value-driven.
Element 4: Uncover conversion opportunities you will use on your website and social media.
For example, you can design a valuable free offer in exchange for names and email addresses. Examples include free health quizzes, couples guide to prenatal massage, digital detox tips, free wellness cooking classes, five free award-winning wellness recipes, free one-on-one health coaching sessions, or a buy one get one free spa treatments. Then use quality content as a lead magnet to generate traffic to your landing pages that host your offers. Ensure your landing pages are simple with a clearly identifiable call-to-action. Each offer should have a separate landing page. Other conversion opportunities include webinar sign-ups, newsletter subscriptions, event sign-ups, and ebook downloads.
Element 5: Create a customized social media strategy.
Schaub, in her white paper on Social Buying Meets Social Selling, reports that "Social buying correlates with buying influence. The average B2B buyer who uses social media for buying support is more senior, has a bigger budget, makes more frequent purchases, and has a greater span of buying control than a buyer who does not use social media" (2014).
Your social media strategy should include the following:
Social Media Goals: What are the primary and secondary social media goals and how do they relate to your overall business vision and initiatives?
Audits: How often should audits be conducted and what should your audit template look like?
Distribution Channels: What channels make sense for your business?
Posting Frequency: How often will you post on each channel?
Content Type: What type of content will drive your business objectives for each stage of your sales funnel?
Reporting & Data Insights: What social media metrics matter and how to track them?
Social publishing automation: Which social media publishing tool will leverage your time and resources?
Paid advertising automation: Which social media advertising tools will maximize your leads and returns?
Your social media strategy is part of your overall marketing strategy, so the two should be aligned.
Incorporating these 5 elements into your targeting vision will improve lead quality and increase lead generation. Purposeful marketing requires perpendicular thinking when it comes to creating quality content. But it is an investment worth taking because quality content is the most important part of lead nurturing and lead nurturing is a valuable part of your sales cycle. Aberdeen reports that “Aligning content to specific stages of the buyer’s journey yields 73% higher average conversion rates for marketers who do so, verses marketers who do not.”
What do you think is the most important element when it comes to generating high-quality leads for your wellness business?
Book References: Bly, R. (2015). The Marketing Plan Handbook (Second ed.). United States: Entrepreneur Press.