How to make your health and wellness brand stand out online

Digital marketing tips to boost the profile of your health & wellness business

If you weren’t already sold on the importance of digital marketing for your health & wellness brand, 2020 should be the year that cinches the deal for you. Businesses with a strong online profile have seen engagement rocket this year, while those without a digital marketing strategy have been left struggling to keep up.

The good news is that it is not too late to take advantage of digital to market your wellbeing business – the trend for online spending only looks set to continue. And this is great if you are new business or a sole trader – digital marketing is a cost-effective way to boost your business’ profile.

So whether you are just getting started with digital marketing or are looking to take your online activities to the next level, this blog series will have you welcoming new clients in no time.

Tomorrow’s post will look at the first of four core areas that you need in place to take your health brand’s online presence to the next level. But there is some important work you need to do before you get started…

Understand your target audience

With so many different online marketing channels available, it is hard to know where best to concentrate your efforts to make your wellness business or coaching services stand out. Before you start, you need to have a good understanding of your target audience so that you get the most from your digital marketing.

If you have already been in operation for a while, you hopefully have some idea of who your usual clients are. If you are brand new, you might need to do some thinking to decide who your health & wellness brand is aimed at. Either way, you need to put your digital marketing strategy together with that target audience in mind.

Research, research, research

Research is key here. If you have the budget to commission market research, that will be invaluable for helping you build your brand. But most small health & wellness brands don’t have that kind of cash to spare – fortunately, there’s a lot you can do your own.

What you are trying to understand is how your target audience acts online. Are they on social media? If so, which platforms do they use? Do they prefer video content or static posts? What times of day are they most likely to be online? What tone of voice do they respond best to? Do they want you to be the calm, clinical voice of authority or a warm, nurturing, and empathetic ear?

Survey existing customers

If you have existing customers or clients, ask them to complete a short survey to help you identify what content they are most likely to respond to – but bear in mind that people don’t always act as they say they will. You can also use any of your existing channels to see who they attract and what activities drive the most engagement.

Steal from larger brands (not literally)

If there are successful wellbeing businesses operating in a similar niche, you can learn a lot from how they manage their online channels. Shamelessly take advantage of their expertise by stalking them online and notice what they are doing to drive engagement. You won’t have the budget and reach of a larger brand, but that doesn’t mean you can’t get inspiration from health & wellness companies who are making digital marketing work hard for them.

Take your time

When you want to make a start building your brand’s digital presence, taking the time to research your target market can feel agonising – you just want to leap in there and find new clients. But I promise you, this approach will save you time in the long run. If you know your audience well, you don’t have to spend hours wrestling with what tone of voice to use or what content to offer. You already know what your clients respond well to because you have taken the time to understand their needs.

It’s just like when you developed your services or products for your health and wellness brand – you did it (hopefully) with the needs of your clients in mind. Do the same with your digital marketing. Empathy is the bedrock of any wellbeing business, so make sure it underlies your online marketing too.

With a good understanding of your target audience, you are ready to get stuck into making the four core areas of your online presence shine.

Meet me back here tomorrow for part one of this four-part series – your website.

Published by Lucy | freelance writer

I am a freelance writer specialising in creating compelling content for ethical businesses and health & wellness brands. I've worked for years in the non-profit sector and now use my experience as a professional fundraiser to help brands build their online presence and attract new clients.

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