How to Market Your Wellness Business: 5 Tips
The art of introspection in marketing makes so much sense to me, yet I seldom hear brands talk about it. What laws govern your mind and do those same principles apply to how you approach marketing? I hear a lot about the outcome and little about purpose. If you run a wellness business, but find a little time to incorporate wellness into your own lifestyle, you are not alone. According to the Global Wellness Institute, "Unwellness at work is a global epidemic suffered by billions of workers and costing the world’s economy 10-15% in output." I want to challenge you to start your marketing on the inside first--and that is my first tip.
Tip #1: Introspection.
Are you more concerned with how you appear to the outside world or what is happening within you? Brand perception is important, but it only matters if it is authentic. You must be raw in your brand development strategy. Your cannot prepare your brand for success without introspection. Look within. Often. And develop a culture that looks within. This process of introspection is the foundation of your brand development.
Tip 2: Target Market.
Have you researched your market and identified your ideal customer? Your ideal customer is the person who is most likely to purchase from you. Below are some examples of components you should look into when identifying your target market:
- What problems do you solve? What is your differentiation strategy? What does your ideal customer value?
- Geographics: location
- Demographics/Firmographics: age (generation), gender, location, family, income, education, occupation, firm size, industries, etc.
- Psychographics: values, interests, activities, behavior, lifestyle, attitudes, etc. For example, you may look into what drives your customers to make a decision or where they obtain their information online.
I recommend creating customer persona profiles because they will help you understand the type of content you should be producing, delivery strategies you should be employing, online and offline channels that matter the most, and critical consumption patterns.
Tip #3: Cohesive Customer Journey.
Have you mapped out your customer journey? Gartner reports that "By 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago." I recommend creating an infographic that shows how customers move through your sales funnel. Customer journey mapping will help you understand how you can create a differentiated experience. A cohesive customer journey creates an omnichannel experience that is holistic, consistent, valuable and fluid across all channels. The result is better customer targeting, engagement, and satisfaction. Customer journey maps increase your awareness because you are taking a journey from a customer perspective across all touchpoints. When these insights are applied, your brand awareness will improve.
Tip 4: Content Marketing.
Do you understand the type of content your customers find valuable? What is your content marketing strategy? Your content should be timely, valuable (either educational or entertaining), and relevant. Use data to create personalized messages. Health and wellness consumers buy lifestyles, so your approach must be holistic. Examples of content marketing include blogs, how-to guides, images, podcasts, ebooks, case studies, videos, infographics, and illustrations. Utilizing your customer persona profiles as part of your content marketing strategy will maximize relevancy, engagement, and brand awareness. Strategically designed landing pages are a great way to provide valuable information for free while capturing email addresses. Content marketing establishes thought leadership and helps you build authentic relationships, but it has to be strategically defined and implemented. Quality content identifies you as the leader in the wellness space, but ask questions, share stories, and start a discussion. Use content marketing to inspire, connect, and cultivate relationships that impact the way we live.
Tip 5: Online & Offline Presence.
What social media channels and niche networks should you use? Does your website engage your target market? What organizations and events are essential to your networking strategy? Friends and family influence our wellness lifestyles. Your customer persona profile will be a key to this part of your marketing strategy. Make sure you monitor volume, engagement, and conversions to gain new insights. Your approach to your online and offline presence is a holistic view, just like wellness. Some ideas include:
- Website: storytelling, educational content, strategic landing pages, calls to action, tips, and differentiation highlights.
- Facebook: business updates, behind the scene videos, recognition, support mediums, challenges, Facebook Live feeds (Facebook live one of your classes for example), Facebook groups, how-to tutorials, infographics, wellness tips, and contests/discussions.
- Instagram: wellness, nutrition, fitness and mind/body tips, challenges, videos, and images.
- Twitter: news, recipes, tips, infographics, networking
- Local Events: establish a local presence by partnering with local events. Share expertise and connect with your target market.
- Niche Markets: identify smaller segments of your niche market. One strategy to find the smaller segments is using UberSuggest to identify these smaller segments. For example, if I type in "yoga for" into the search bar, some of the possibilities for a niche include yoga for kids, yoga for beginners, yoga for weight loss, yoga for back pain, yoga for men, yoga for arthritis, yoga for belly, and yoga for anxiety. These specific segments can then be used as part of your content marketing strategy and advertising.
- Influencers: I recommend using Feedly to find blogs, sites, and influencers relevant to your niche market. Feedly will also show you trending hashtags for that keyword.
As a strategy, developing your online presence and strong sociability requires much more than a commitment from your marketing department. The entire organization, and especially the leadership team, must be fully committed. Selecting the right channels is important, but even more important is leveraging those channels to build a lifestyle. But always, start your marketing from within.