How to Develop a Wellness Marketing Strategy in a Post-Covid Era
Covid 19 has brought a great shift in global consumer behaviour, including the wellness market.
It has sedated the fast-paced world and enabled people to embrace a slower lifestyle, which was unthinkable even 2 years ago.
Covid-19 Impact on the Wellness Industry
Covid 19 has also significantly helped us realize the importance of holistic healthcare. Over the last 2 years, people around the world have become more aware of health and wellness and thus have introduced new market trends.
Within the first four months of 2020, approximately 656 million health and fitness apps were downloaded globally also dietary supplement intake has increased to 74%.
Today, even though we have started recovering from many Covid-related issues, the potential of the health and wellness sector is still on the rise.
Many have come forward to reap the benefits of this. Many health and wellness brands and organizations have emerged out of it. But, have all of them been able to succeed in the race?
Is It Really the Right Time to Invest in Wellness Marketing?
Even though it's a blue ocean here, thriving isn't easy, given the large shift in the consumer mindset. As the world has been slowed, more people have been investing in their healthcare, and they are spending time doing their own research on wellness topics.
That's why an integrated wellness marketing strategy is more important now more than ever.
Wellness Marketing Strategies in a Post-Covid Era
Wellness marketing can be pretty tricky since a bigger portion of the audience base is still untapped.
But following the Kaizen approach with the inclusion of creativity and innovation, it is very possible to attract the right customer and prosper in this sector in the post-Covid world.
Here is our list of 6 fool-proof wellness marketing strategies that are important for every wellness business, be it coaching, supplementary lines, or fitness centres, to thrive well in the post-Covid world.
1. Stay True To Your Brand & Niche
We can never stress enough how easily an organization can get derailed from its brand elements when it tries to explore different marketing strategies. It's important to really try to avoid this trap.
No matter what services you provide or what products you sell, it is very important to make sure your strategies stay aligned with your objectives. Key in on your target audience and maintain the essence of your brand elements throughout your social media and website efforts.
Make sure you're maintaining a branding guide to keep your business aligned with its voice throughout social media and your website.
Make sure that with each new iteration you test out, you're keeping your audience's pain points in centre focus. Speak to their challenges and what keeps them up at night. In the end, your ability to understand that will be key no matter which type of strategy you're exploring.
2. Engage Micro-influencers
Micro-influencers are considered the biggest untapped resources of today's online marketing world. Yet, most brands fail to understand their value and instead, run after macro-influencers and spend a large amount of money.
Because of the low profile maintained by most micro-influencers, oftentimes, your audience will be able to relate to them more than the macro-influencers.
By working with micro-influencers in their niche, wellness brands, and professionals can easily reach their target audience while the former will do most of the marketing and spreading the word.
After all, who doesn't love word-of-mouth!
3. Set Up a Website
While your business might be all set to run, a well-developed website will take your business to new heights. A website will establish the online presence of your wellness business and do the fundamental marketing.
It is also a great opportunity to expand on your brand voice. Your website can also provide a great customer experience through easy discovery and optimized customer touchpoints. In these cases, SEO and website content optimization can be crucial.
Learn more about the power of SEO from our Co-founder & SEO Specialist Gina Mares.
It is important that your customers feel comfortable with every aspect of your website. How can you know if this is happening? Set up heatmaps. We like to use CrazyEgg. This gives you a visual representation of where your customers are spending time on your website, and where they're not, so you can jump in and start testing better variations.
This presents a fantastic opportunity to let your website be your best salesperson that simply continues running in the background while you focus on growing your business.
4. Take Advantage of Social Media
Although a website might help you to establish your first level of online presence, it is social media that will do the main marketing.
According to this survey ('Number of social network users in the United States from 2017 to 2026') by Statista, around two-thirds of Americans regularly use social media. By using various social media platforms, people can easily spread the word about wellness services and products.
However, rather than utilizing all social media platforms, the focus should be on a few social media channels that contain most of your potential customers. Instagram and Facebook have always been the best choice for users to discover wellness products. Lately, Tiktok and LinkedIn have also become great secondary platforms to promote wellness services. Even Pinterest can be a great way to redirect its users to your website.
Learn more about the power of social media from our Co-founder & Social Media Specialist Dr Karen Sutherland.
5. Educate Your Audience
Attract, nurture, offer - this is the golden rule for establishing a sales funnel online for every kind of business.
You must attract the type of people who are more likely to be interested in your services and products, and be willing to cross the threshold and purchase.
Once attracted, it’s important to keep their attention and keep them engaged by offering free tips and bits of advice. This can be done through posting helpful social media content and website blogs, hosting online panel sessions and free consultations and holding giveaways and contests.
Do you have any processes that you've found to be successful in your business? Share bits and pieces of that process in social media posts, with longer-form content in a blog post or video on YouTube. Don't worry about giving away your processes and having others just do it themselves rather than working with you. Most people don't have the time to fully implement what you do, and sharing your knowledge will only help build your credibility.
Only after target customers are properly nurtured and believe in your credibility will they be more receptive to your offers. Remember: this process is a long-term game. Just because a target customer hasn't converted to a customer after a few nurturing sequences doesn't mean they won't. The key here is to stay top-of-mind for that time when the target customer finds themselves in a situation where they need your solution. That could be the day after they see some of your content, that could be a year after.
This is where many businesses get too focused on the numbers. Give your nurturing stage time to really develop and flourish. If what you're offering is something that will truly make a difference in someone's life, the need will arise.
And you'll be there at the top of their list when it does.
6. Advertise on Well-known Wellness Websites
Organic growth through social media and websites seems impressive until you get stuck in some sort of algorithmic loop and can’t get out of it.
Advertising can help you in these situations. By circulating ads about your wellness organization on well-known relevant websites, not only will you be able to attract the right sort of audience, but you’ll also be able to unlock several B2B opportunities like collaboration and investment.
In this world of search engines and the internet where one single tap can provide thousands of results, it is very easy to come across various innovative and creative marketing strategies for your wellness venture.
However, only by putting your eyes on the lens of your target audience will you be able to fully realize which strategy will work for you and which won’t.
But then again, the world of marketing is a world of experimentation, and only by consistent testing and checking will you be able to recognize the right ONE (or maybe a few more) for you.
But if the hectic schedule of your wellness business makes it difficult to focus on your marketing efforts, our focused digital marketing solutions might be able to help. We help to empower wellness professionals in the fields of mindfulness, fitness, nutrition and more while they focus on doing what they do best: