I’ve worked in health and wellness marketing for 10+ years. Here’s what I’ve learned

I’ve worked in health and wellness marketing for 10+ years. Here’s what I’ve learned

I got my first job in marketing in 2005, and I moved into healthcare marketing in 2009.

Since then I’ve worked with big companies and individual health and wellness business owners.  Although the size of the companies vary, the essential elements of marketing don’t, and these lessons can be applied to all businesses.

Enjoy!

1) Have your fundamentals in place.

What are the fundamentals? I hear you ask.

These are the things you must have in place BEFORE you start posting on social media, running ads, doing collaborations, creating content, writing a blog, etc etc.

The fundamentals are:

1) Know who your ideal client is (inside out).

Aside from their name, age, occupation, family life etc you really need to drill down into their problem. • What are their pain points? • How do they feel about their problem? • How will they feel if they do nothing about their problem?  • Why are they looking for a solution now? • What is not the solution for them? • What is their best solution? 

2) Have a message that connects with your ideal client.

Use their words for their problem. They’re usually not thinking about “gut health” they’re thinking about feeling bloated and uncomfortable.

They want to know you “get” where they’re at, and that you’re the expert to help them solve their problem.

3) Have a service or product they want to buy.

Why is your service the best solution for them? There’s a phrase “sell them what they want, give them what they need.” 
I’m not saying be misleading. You can’t promise that someone can lose weight by eating the same as they do now, but you can say, “lose weight without losing your favourite foods.”

You need to have these in place first!  They take time, it’s not sexy, but this needs to be done first. Sorry.

 

2) Try different tactics for reaching your ideal client.

It’s easy to slip into thinking that the only marketing you need to do is posting on social media. This will get you some way, but there are plenty of other tactics you can do.

  • Door drops (leaflets through peoples’ doors)
  • Facebook ads
  • Be a guest on a podcast
  • Guest post on a blog
  • Set up your new lead magnet
  • Create an email funnel
  • SEO your website
  • Create a Facebook group
  • Post in Facebook groups that contain your ideal client
  • Write your blog posts
  • Create Facebook live videos
  • Host a webinar
  • Collaborate with other businesses
  • Get featured by the media

And so on

Posting on Facebook and Instagram isn’t the only, or always the best, way to get clients.

3) Test, test, test

One of the benefits of marketing online is that you can test what works. Your last Facebook live went down like a lead balloon?  Save it, give it a different headline and publish it next week.

Fewer people opened your last email? Resend it with a different subject line to everyone who didn’t open it.

Test what works and then you can keep improving your marketing.

Likewise you can see what doesn’t work too, and change it. Only change one thing at a time though.  

4) Run campaigns/launches

When I worked for a private hospital company we regularly ran campaigns for specific services lines.  This is when we would be in a promotion or launch phase for a particular service.

You don’t want to be in constant promotion (it gets boring for your audience) but you do want to have times when you are promoting a product or service.

As a very general rule you’ll want to spend 2-4 weeks talking about the problem in different ways, then spend a week promoting your solution to the problem. 

It might be that you want to promote a new service for that problem, or you’re offering a discount off an initial appointment, or you are offering 6 appointments for the price of 5.

5) Give a variety of content on social media

As you’ve probably heard people buy from people they know, like and trust (Aside – this is from a book called The Go Giver. Read it – it’s short but mighty).  You want the content you’re putting out to be a combination of information where people get to know you, like you and trust you.

Know content – information about who you are, what you do and how you help your ideal client.

Like content – this is when you encourage your ideal client to take the first step with you. This is usually through a lead magnet.

Trust content – this is when you ask someone to buy from you.  

You want your content on social media to be a combination of know, like and trust content. Everything you do on social has to grow and develop the relationship with your followers, and move them towards booking an appointment with you.

Don’t just post sales posts telling people to buy from you, people will stop buying. And don’t just post information either. It’s a balance, and one that takes time to perfect, but a mix of content will keep your audience engaged.

6) Be consistent

This is obvious, but you need to show up with your marketing, day in day out. When you don’t want to and when you do.

Post on social media daily (schedule your posts in advance), send out emails to your email list regularly, promote your services regularly.

Show up!

7) Outsource what you need to

This relates to being consistent, but if you’re struggling to be consistent, then outsource the work. Find someone who can write your posts and schedule them for you. Or find someone who can write your blogs or emails.  

You don’t have to do it all yourself. There are plenty of talented freelancers who can help you, and may do a better job too!

8) Have a plan

This is so so so important. If you’re struggling to know what to say on social media, or what to write in your next email, then creating a plan will help you understand:

  • When you’re going to be running a launch
  • What to say leading up to your launch
  • What you want to say outside of your launches

That’s great, you might be thinking, but how do I put together a plan? Aren’t they those 200 page documents?

Nope. That’s a business plan and a marketing plan is much simpler and easier, and quicker to create.

In fact, I’m running a free training event on 21st September where we’ll put together your 30 day marketing calendar over 5 days.

And the action step each day will take about 5-10 minutes. Promise.

Want to find out more?  Book your spot here

I’d love to see you there.

What is marketing? 

What is marketing? 

What is marketing?
 
When I ask this, most people answer with “social media, adverts, events” and so on.
 
That’s right. To an extent.
 
Marketing is everything you do as a business owner.
 
There’s a book by Jan Carlzon called Moments of Truth. I haven’t read it but when I was studying my marketing diploma his theory was talked about a lot!
 
Jan Carlzon is the former president of SAS, the Scandinavian Airline, and Jan says that anytime a customer interacts with your company is a moment of truth, as this is when they form an impression. An impression can be good or bad, or sometimes indifferent.
 
A moment of truth can be when someone:
 

  • Visits your website
  • Uses your online booking system
  • Reads your email
  • Sees a social media post
  • Speaks to you on the phone/skype/in person
  • Comes to your premises
  • Sees your logo
  • Reads your reviews
  • Sees you fast you reply to messages
  • Reacts to the language you use in your emails and messages
  • Discovers how easy it is to make an appointment
  • And so on.

It’s basically any time a person interacts with your company.

So, take a look at where your clients and potential clients interact with your business, and see what you could do to make the process easier, smoother or more enjoyable for them.

If it helps, think about a time when you have a good or bad experience with a company. What was good/bad about it? What could you implement that was good? What would you change for your clients if it was bad? 

We’ve all had terrible customer service at some point, haven’t we? That time when it was easy to pay for something, but when you needed to speak to someone about a refund it was almost impossible to find a phone number or email address. This happened to me last week! 😬

So marketing isn’t just promotion. It’s everything that you do and is everything that affects how people perceive your business. 

All that effort, only to hear……silence

All that effort, only to hear……silence

Have you ever spend aaaaaaages creating your Facebook posts, writing the words, creating the images, making a video, doing a story, only to hear nothing?

Silence.

No comments, no likes, no engagement.

It’s pretty demoralising isn’t it?

You take all that time to show your expertise, your personality, your story.

And it feels like no-one cares.

Why does this happen?

One of the reasons is because you’re not talking to your ideal client, or if you are, your ideal client is not following you.

There’s a disconnect between who you want to talk to and who’s following you.  They should be the same person. But they’re not.

Getting clear on who you’re talking to is crucial if you want your social media and all your marketing to bring in more clients.

In fact it’s the number one thing I say you need to get right before your start promoting anything.

This is one of the things I’m going to be covering in my Masterclass this Friday.
 
It’s called 3 Steps to Mastering Your Social Media.


It’ll be one hour, max, and is on Friday at 12noon UK time.  If you can’t join us live, there’ll be a replay, but you need to register to get the replay.

Join me here: https://zoom.us/webinar/register/WN_bTccVa6qQdi7L1FiZ9gQzA

I can’t wait to see you there!

How’s your social media working for you?

How’s your social media working for you?

How do you feel about social media for your business?
 
Honestly?
 
“Urgh. I hate it. I wish I didn’t have to do it.”
 
 “It feels like homework and I thought I’d left that behind at school”
 
“I love it. You can’t get me off it. I’m on there all the time!”
 
“It’s ok, but it’s a bit of a struggle. Constantly thinking of what to post, when to post, what to say, scheduling posts and so on. It takes up so much band width.”
 
“What’s social media?”
 
Ok, I’m guessing you’re not saying the last one!
 
Seriously though.
 
I have a love hate relationship with it.  
 
I love doing videos in my group and giving out helpful advice and tips.  I love creating content for my clients, and creating videos for them too.  I love mapping out what we’re promoting and creating content around that.  I love being active in groups and helping others.
 
What don’t I love?  The point where I struggle is when I don’t have a clear plan. Every Monday I schedule my posts for my page and group, but if I’m not clear on what I want to talk about, this is when it feels like homework.
 
The worst is when I’m sat looking at a blank page searching for inspiration, and I feel like I’m trying to think up something witty and interesting when I’m just not inspired. This is when I’ll start getting distracted:
 
“What shall I have for lunch?”
 
Or
 
“My desk is looking a bit messy. I need to tidy it.”
 
Or
 
“I’ll just have a quick scroll on Facebook.”
 
The last one is the death knell to creating content and I’ll get stuck down the news feed rabbit hole, only to surface 30 minutes later wondering where the time went.

(I’m not the only one that does this, right?!)
 
So how can it get better?
 

  1. Focus on who you can help. Not how you feel about it. That makes it much easier to come up with content
  2. Share your story. If you’re stuck for what to say give some insight about yourself
  3. Have a plan. Plan what you’re going to be promoting over the next quarter and create your content around that. No plan = no ideas.

These are just a couple of tips that I’ve found helpful for me with social media.

But there are loads of things you can do with it. It’s such a versatile medium for telling your story and it’s worth spending some time on it to get it right.

Want to find out more? Then this Friday at 12noon I’m running a masterclass training – 3 Steps to Mastering Your Social Media

During the masterclass you’ll learn all about how you can fly through your social media this year, instead of feeling like you’re wading through treacle.

It’ll be one hour, max, and it’ll be super fun. Plus, there’s a replay if you can’t join live.

Unlike most of my trainings I’ll be doing this on Zoom, not Facebook (oh the irony, given the topic!) so grab your spot here: 

https://zoom.us/webinar/register/WN_bTccVa6qQdi7L1FiZ9gQzA

I can’t wait to see you there!

3 ways to increase your audience

3 ways to increase your audience

The thing I hear about most from my audience is that they want more clients. 

“I want more clients”

“How do I find people online?”

“How do I connect with my niche?”

This probably sounds familiar.

Another thing I find is that we want more leads and clients but for many of us money is tight. So whilst we would love to blow the budget on testing Facebook ads we just don’t have the time / patience / deep pockets that we would like to do this, and do it well.

So instead here are three ways to grow your audience, which you can then use to get new leads and clients.

1)            Guest posting

Are there websites that you know your ideal customer is reading?  Can you write a guest post for at least one of these websites? Not sure?  Then go to the website and find out if and how they accept guest posts. There will usually be a form to fill in or an email address where you can put forward your pitch to write an article for them.

If you’re not sure which websites accept guest posts in your area of expertise come here is a directory that might help: https://www.prepostseo.com/guest-posting-sites. The beauty of doing a guest post is that it is on the internet forever. So there will always be new people that find you you online.

You can always do a google search too. “keyword, guest post”, “keyword, write for us” or “keyword, contribute to our site” are good places to start.

2)           Be a guest on a podcast

What podcasts do your ideal clients listen to? If you don’t know, ask them and find out! Podcast hosts are often looking for good people to interview on their podcasts. And there is no reason why you can’t be one of them.

Take a look at the websites for these podcasts and they will often have a section on how to be a guest on there. Before you make your pitch listen to at least two episodes of the podcast.  You’ll get a good feel for the show and if there are regular items. Also, you’ll stand a much better chance of getting on if you compliment them on their podcast as part of your pitch. (And it’s really obvious in your pitch if you don’t listen to their podcast!)

If you get selected spend time preparing the three key messages you want to get across during your interview. It so easy to have a chat with someone and get to the end and realise you’ve not said what you wanted!

For example, if you’re an Osteopath your three key messages might be

1) I help people over 40 with their back pain
2) back pain is such a common problem and can be extremely debilitating
3) my clients find my treatment helps them get their life back

3)            Social media

Now I know this is a bit of an obvious one but there’s a difference between posting on social media and being social on social media. They’re not the same!

You already know this, I’m sure, but just posting on social media isn’t going to help you get more clients. It is so easy to get caught up in the busy work of thinking about what to post, creating posts and scheduling them, that after you’ve done all that you think the job’s done.

I hate to break it to you, but it isn’t.

Social media is about connecting and building relationships with others.  1 by 1. I know this seems time-consuming, and it is, but it works. I have reached out to people on Twitter for my clients, which meant they got clients through the door who wouldn’t have heard about them otherwise. I have joined groups on Facebook and group chats on Twitter, where I’ve helped others, given advice and tips, for myself and my clients, and seen recommendations and clients come through the door.

Being sociable, visible and helpful works on social media. Just posting does not.

If you feel your social media isn’t really working for you at the moment, keep your eyes peeled as I have something that will help you improve your social media game massively.

I’ll tell you all about it soon.