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.
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.
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
Want some more marketing tips and ideas? Join me in my free Facebook Group – The Marketing Hub. It’s just for health and wellness professionals who want to learn how to promote and market their business, even if they don’t know how to “do” marketing.