Updated: May 17
Health and wellness entrepreneurs have experienced drastic post-pandemic changes to their business. Leveraging high engagement marketing strategies can help bring customers back, and differentiate your business from competitors and at-home alternatives.
The past year has brought about an incredible amount of change for the health and wellness industry. COVID-19 brought about a huge demand surge for home wellness services like Peloton, Tonal, and other home gym subscription services. These subscription services tend to be extremely 'sticky' as they require a certain level of up-front investment that would make anyone second guess why they would go back to their old gym, fitness studio, or personal trainer.
This has left thousands of entrepreneurs in the health and wellness industry with huge gaps to fill and some even struggling to maintain their businesses profitable. So, here are 3 extremely important strategies that every health and wellness business should follow to make the most of their marketing efforts in 2021.
Strategy #1: Deliver highly targeted content
Surely, nobody understands specialization like health and wellness entrepreneurs. Depending on your specialty, you may have spent years specializing in your field. And yet, as specialized as you are, when your potential clients (or patients) click on your ad, Facebook post, or website they are taken to a page that talks about all the services that your business offers. So when a potential client clicks on one of your ads, and starts getting distracted by all the different things that you offer, you are missing out on the opportunity for them to say: "this is exactly what I was looking for!"
The answer? Highly engaging, highly targeted content positioning your services as solutions to your clients' problems. This content may include a blog, landing page, survey, guide, app, etc. The important thing is that it is highly targeted and takes into consideration the buying journey they are currently in. For health and wellness businesses this is both a challenge and an educational opportunity, as some of your customers may not even know all the ways that you can help their problem. So, your entire marketing message should be targeted directly to them, not by marketing services, but by offering very specific solutions to their problems.
Strategy #2: Nurture your online presence
Word of mouth is arguably the best marketing technique, but what's word of mouth in post-pandemic times? Social media, influencers, and affiliate links. Think about it, when was the last time you wanted to share something with someone? the best thing was to pull out your phone, look up that video on YouTube, and share it with them right there and then. We do this with books, articles, and a million other things. And yes, your patients are doing it with your content too.
Your efforts to nurture your online presence can be as easy as making a weekly video, writing a blog, or even creating a podcast. The key here is the kind of content you're going to create. You are not trying to sell your services here but to establish yourself as a knowledgeable authority in your field, by delivering valuable information that will help your customers make informed decisions about their health.
If you effectively market yourself as an authority in your field, you will be able to make new networking connections, be sought out by other professionals, and raise the premium for your services.
Strategy #3: Leverage social media to better understand your customers
One of the most effective tools used by marketers in every industry is A/B testing. This ubiquitous strategy allows you to optimize your marketing campaigns by doing what many health and wellness professionals love doing best – experimenting. A/B testing can be used on a plethora of business situations, but it becomes particularly useful on social media ads, where you can quickly discover what resonates with your customers. Run short experiments with multiple variations of your ad content and landing page. Repeat this process for your different services and customer segments, and slowly narrow down your most successful campaigns. When they come in, have a strategy to ask your new customers what interested them about your ad. Take detailed notes and make sure you implement lessons learned.
The most effective way to use A/B testing is to test small variations and make improvements as you see higher conversion rates on certain content. Making big changes won't allow you to have a concrete idea of what works and what doesn't. Remember, you are looking for a baseline (a control measure), to allow you to experiment with images or video, colors, text, and other pieces of content.
Hopefully, these 3 strategies will help you improve the way you market your health and wellness business. By delivering strategies based on highly targeted content, your customers and patients will receive much more than just value for your services – they will receive education and support through their wellness journey. And next time one of your customers is browsing the internet for your services, she will find an experience that speaks directly to her needs, and leave her feeling like you and your business are designed just for her.