Wellness Marketing: Four marketing ideas for your health and wellness business
It’s safe to say that the wellness industry is experiencing a boom right now. Last year, the global health and wellness market reached a value of US $ 3.31 Billion. With so many of us being more aware of our health than ever before, this number is set to rise to $4.24 billion by 2026.
So how can marketing boost your prowess as a health and wellness business?
Remember that the aim of marketing is simple- it’s to generate revenue. In such a crowded industry, marketing for wellness throws brands a crucial lifeline, and helps you stand out from the crowd as you find your audience and form a solid connection with them. This is why it’s so important to not only generate marketing ideas for your wellness business, but to also find the right techniques that can take your brand to the next level.
Whether you’re a trendy new gym or an independent massage therapist, wellness marketing has the power to generate a buzz and create a positive impact on that all-important bottom line.
Here are some key marketing ideas for health and wellness businesses that can get you on the path to success.
Four marketing ideas for your health and wellness business
Having a clear marketing strategy can provide tangible results for your wellness brand. If your wellness business is going to grow and break through the noise, you need to have a strategic marketing plan in place.
The main thing you need to think about when it comes to crafting a marketing strategy for wellness is accessibility. The biggest players in the wellness world remove entry barriers and make health and wellness accessible to everyone.
Each of the wellness marketing ideas we’ll explore relate to making your wellness brand more accessible for your target audience. These include:
Learning to embrace digital channels
Building a community
Having a purpose-led marketing strategy
Being active on social media
We’ll also share some stellar examples of how other wellness brands are putting these marketing ideas into practice.
Embrace digital channels
When it comes to marketing for wellness brands, it’s important to embrace digital channels. If you want your health and wellness business to stay ahead of the pack, you will need to invest in both PPC and SEO.
PPC advertising is a great technique for wellness marketing, as it can expand your reach and increase leads for your business. These kinds of ads also offer multi-layered targeting options, which can lead to a positive ROI.
The benefits of SEO for wellness brands also speak for themselves. SEO helps you secure positions above your competitors in SERPs (Search Engine Page Results), attract audiences for relevant keywords, and engage and convert these audiences with well-targeted content.
It is also worth investing in local SEO as part of your digital strategy. This allows you to reach nearby consumers if your health and wellness business has local regions, such as gyms.
A brand that puts these SEO techniques through their paces is the flexible fitness company Hussle. They rank for 28.5K keywords and hold the top position in SERPs for 259 of these keywords. These rankings include both long-tail keywords for content marketing, and localised keywords for local SEO.
While it definitely takes a lot of work to reach this level of organic performance, this highlights the potential that embracing digital channels, particularly PPC and SEO, can have for ambitious health and wellness brands.
Build a community
Health and wellness businesses need to connect with customers and clients on a deeper level by putting brand culture, connection, and community first.
Building a community with your core audience allows your brand to nurture your customers and improve customer lifetime value. This can be done by utilising marketing ideas for health and wellness, such as social media, email marketing, or an exclusive members area.
Be sure to include your marketing ideas in a laser-focused content marketing plan that addresses customer pain points, as well as their wants and needs, and relates to the various stages of the customer funnel.
Peloton is a great example of a health and wellness brand that puts the community at the forefront of its marketing strategy. They deliver effective content publication and distribution, share customer achievements on social media, and offer an exclusive Facebook group for their users. Peloton, therefore, shows us exactly what brands can achieve if they’re willing to invest in a community-focused marketing strategy.
Have a purpose-led marketing strategy
It’s important to remember that developing a purpose-led marketing strategy doesn’t need to be overly complicated. The best way to begin with your wellness marketing strategy is to keep things simple, and think about your purpose as a brand.
Organisations with clear purpose know why they exist, and who they’re built for. This also makes them uniquely positioned to navigate unprecedented change- which plays a huge advantage in the wake of the pandemic.
It is clear that customers want to connect with wellness brands that have a specific purpose, and this purpose is what makes certain brands far more attractive than those who don’t embrace their purpose. According to Zeno Group, customers are four times more likely to purchase from a brand that has a clear purpose in the current market.
And that’s not all.
It’s now more important than ever that brands have more of a social conscience, with the Edelmen Trust Barometer Special Report noting that 80 percent of respondents want brands to “solve society’s problems”. This means that your wellness brand needs to operate with transparency and genuine ethics to reap the rewards of the market.
So, how can you showcase your purpose as a wellness brand?
Your marketing strategy can be a powerful way to demonstrate your purpose as a wellness brand. To do this, you should use your on-site content to connect with consumers that have an interest in the same values as your brand.
You can then amplify your brand purpose through your content distribution, and build relationships with online audiences through multiple media channels. Media channels that you can use to distribute your content include owned media (such as blog posts, email newsletters, organic social media), earned media (guest posts, influencer marketing, publication mentions) and paid media (Google Ads, paid social media, sponsored content).
A health and wellness brand that has developed a successful purpose-led marketing strategy is multivitamin company Myvitamins. The brand’s marketing message is all about simplicity, and they believe that transparency is key. This shines through all of their marketing materials, as well as their science-backed products. From goal-focused categories to an online quiz and on-trend social media channels, it’s clear that Myvitamins has ticked all the right boxes of having a purpose-led marketing strategy.
When planning your wellness marketing strategy, remember that you need to take time to understand your potential customer, and what is most important to them. You can then tailor your strategy around your target market accordingly.
Be active on social media
No list of marketing ideas for health and wellness would be complete without social media. To put things into perspective; 91 percent of people believe in social media’s power to connect people, and 64 percent of consumers want brands to use social media to connect with them.
With this in mind, consider which social media platforms work well for your health and wellness business. There are plenty of channels that can help you connect in a meaningful way with your audience, including Facebook, Instagram, Twitter, and LinkedIn. As a wellness brand, you should use these platforms by posting regular engaging content, and make sure this is expertly crafted with your potential customer in mind. This makes your audience feel valued and helps nurture a strong relationship with your brand.
Paid social media can also be a worthwhile investment for your wellness brand, as it has the capacity to reach more potential customers and clients. Paid social allows you to target your ideal audience with highly customised audience groups. This is something that works particularly well on Facebook, as it allows you to target people based on their interests, as well as targeting lookalike groups to existing customers.
A health and wellness brand that excels with its paid social strategy is the fitness company, Les Mills. They have immersive, highly targeted video ads on Facebook and Instagram, with clear calls to action that feature an enticing offer (a free fourteen-day trial). This is definitely something to consider when harnessing the power of social media.
Wellness Marketing: In Summary
When it comes to marketing ideas for health and wellness brands, the sky’s the limit. Your marketing approach needs to be strategic and tailored to your customer. At the same time, don’t be afraid to get creative with your marketing ideas and find dynamic new ways to connect with your audience.
Now that the landscape of the wellness industry is changing more than ever, you need to make sure your brand stays at the forefront. By keeping constant tabs on the needs of your customers, the more you will be able to future proof your wellness business.
At Common Ground, we can help health and wellness companies strengthen their PPC and optimise their SEO to produce powerful results. We’re on hand to help you unlock the potential of your wellness brand and reach your goals- or we work for free!