Whether launching or building a wellness-focused business, marketing should be one of the first things on your agenda. It’s where you engage with potential customers and build relationships. From crafting a powerful message and leveraging social media to creating an SEO-friendly website, these seven steps will help you define your goals, offers, and the right marketing messages to gain loyal customers.
Take Advantage of Content Marketing & Email Automation Strategies.
Content marketing is an excellent way to attract potential customers, engage current followers, and boost your online presence.
Creating valuable, helpful blog posts on topics related to your sector shows potential clients your expertise while giving them the tips they need to see their transformation. People don’t buy products or services. They buy the results, the outcome, or the transformation you offer.
Step 1 – Understand Your Market and Competition.
Start by diving into your offer, which really ties back to your why. What brought you to want to offer this? If you’re on a mission, your customers want to know what it is. That’s what they engage with and want to support. In today’s world, it’s all about relationships and missions. Successful brands discover the passion behind their offer and share it.
Finding your why and clarifying your values, personality, and mission can take a little time… or a lot. Doing it gives you something unique to share. Something that speaks to your audience. You will discover assets to showcase: your expertise, authority, and uniqueness. You will uncover your stories and the things about you that make you memorable.
Here’s a story I’ve heard several times. During the Spanish Civil war, Forrest Mars made his business successful by selling candy-coated chocolates to the Military. Their coating helped protect them from melting. After the war, Mars went to one of the big ad agencies looking for help and a way to sell his candy to consumers.
The fellow he spoke to probed him looking for the uniqueness that could be a story. Finally, Mars shrugged and shoved a hand in his pocket. He pulled out a handful of the little candies. “Well,” he said, “they don’t melt in your pockets or in your hand,” and popped some in his mouth.
M and M’s slogan was born… they melt in your mouth, not in your hand. The slogan has made them millions.
Since you’re planning your marketing, defining your goals and how you will know you have achieved them is essential. More on that in step six.
Step 2 – Understand Your Customer.
To effectively share your brand, you must remember the person you want to reach. You need to know your ideal customer as well as you know your family. You must know their concerns, challenges, problems, and buying motivations.
With that knowledge, you can craft messages that speak directly to that person in a one-on-one feeling way. Messages that speak to your ideal clients are the most effective marketing tool. Every message targets one person—your ideal customer.
When they see or hear your messages catches their attention and makes them think, yes, this person gets me. They understand. I want to know more. That starts the conversation that builds a relationship that can last. Lasting relationships have the highest customer value. It’s far more expensive to find a new customer than bond and retain an existing one.
Mr. Mars's slogan and product caught the attention of all the homemakers who struggled with kids making a mess eating chocolate. Temperature-resistant M&Ms offered a great solution. No more messy chocolate-covered faces and hands to deal with.
Step 3 – Market Niche Definition.
People often need help defining who their market is. I want to sell this to everyone, won’t cut it. Not everyone will like your product/service or think they want or need it. Even if it is an essential item, they will find a reason it isn’t for them.
The other consideration is the broader your market, the more complicated, more expensive, and more challenging it is to reach all of them. Every group of demographics has different needs, interests, or places you can connect with them.
When I had my esthetics school, students would tell me they wanted to help everyone from 13 to 80. That represents at least seven different demographic generations. And each needs to be approached with a different marketing strategy. Great grandma doesn’t run in the same social circles, watch the same shows, listen to the same radio channel, or hang out in the same places as the teens.
With the sophistication of the internet, the choices are nearly endless. The internet is a very crowded place and it's easy to get lost in the roar. The more clearly you can define your market niche, the more effective your marketing will be.
Step 4 – Develop Your Marketing Message.
When you develop the messages to attract your ideal customers, ensure consistency, relevance, and emotion that speaks to them. It needs to showcase your uniqueness and how you help them reach their goals - that they get the transformation you offer.
A target audience of 55+ engages well with another senior if it’s a health issue. But a geeky young person might make more sense to solve their tech issues.
Savvy marketers choose brand representatives to blend with the target audience and the offer.
Step 5 – Determine Your Marketing Medium(s).
Consider the best places and mix of messages to reach them. What social media channels do they hang out on? When? What are they looking for?
It’s important to keep the seven Ps of marketing in mind: product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.
Step 6 – Set Sales and Marketing Goals.
Your marketing will be more effective if they have clear goals and objectives that can be tracked and measured.
What are your immediate, mid-range, and long-term goals? What are the benchmarks for each? Then incorporate tracking analytics.
Test and compare headlines, word choices, times of day, and images. Then track email opens and clicks. Track sales before, during, and afterward. You’ll never know how well you are doing without using analytics. The good news is that tracking analytics today is easier than ever with technology designed to track and report accurately.
Step 7 – Develop Your Marketing Budget.
While this step seven, your available budget needs to be kept in mind as you build your marketing strategy. If you’ve outsourced, the strategizing budget is a question that will come up early in the conversation.
If the client thinks of a few hundred dollars and the strategist doesn’t pin it down, the result could better suit an enterprise company instead of a solopreneur small business.
When clients answer the budget question with I don’t know, I ask— Is it closer to $500 or $50,000? The right questions narrow the budget so the result is targeted to fit the client.
When I work with clients...
I use a discovery call to learn your needs, goals, benchmarks, and budget. Then I dig for golden nuggets to drive results. Testing and analyzing guide us to optimum ROI.
Judith Culp Pearson specializes in helping health and wellness businesses reach their ideal clients with engagement and a focus on results and happy transformations. www.jcpwellnesscopy.com