Useful Marketing Tips for Health & Wellness Businesses in 2017

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An effective marketing strategy in any industry relies on your ability to leverage existing opportunities with consumer-focused trends. For health & wellness, marketers can use several innovative promotional-platforms to connect with individuals who are more eager than ever for a healthy, energized, and pain-free lifestyle.

I’ve put together a brief list of valuable and effective marketing ideas for your health & wellness business in 2017. Read through each of the following tips and see how you can apply them to grow your business or practice…

Social Media

Social media is no longer a marketing afterthought for successful businesses in 2017. Every major brand is present across the major social media platforms, and they are actively planning strategic campaigns around social activity. Social media clearly has an edge, but does it fit within the growing field of health and wellness? It absolutely does!

By definition, wellness practitioners are open to using inclusive, holistic approaches that empower patients in pursuing their own care; and the connection from practitioner to patient on social media is immediate! Your business posts are listed directly within the feed of user-generated content, allowing you to create content as personal as those from friends and family. Additionally, wellness practitioners actively listen and rarely use the one-size-fits-all approach that traditional medicine is known for, and on social media that personal touch fits right in. It’s now possible to build one-on-one trust with a client/patient if they are regularly exposed to reliable, helpful information coming from your page directly to theirs. In a recent study, 41% of people claimed that social media affects their choice of a specific practitioner, or health treatment facility (source: Demi & Cooper Advertising and DC Interactive Group).

 

1) Give Your Organization a Voice

Health and wellness organizations can sometimes come across as a bit sterile and bland, but they certainly don’t have to be when communicating with patients and the public.

Leverage social media to interact and engage with your patients or customers by using your unique brand personality. Humanize your organization’s social presence and ensure that your profiles attract users to the type of community you’re proud to have built. Be sure to respond to reviews and inquiries promptly.

2) Educate Your Audience in a Fun and Interesting Way

Social media is a convenient way to spread the word about relevant health issues. Come up with unique campaigns that you can run in your local community to raise awareness of an issue, such as the famous “ALS Ice Bucket Challenge”. You should limit the self-promotional posts and instead focus on ways that you can add value to your audience, since your page is not strictly used for selling a service.

Keep in mind, there is a lot of misinformation circulating on the Internet about health and wellness—which creates an opportunity for your organization to combat this and use social media to positively impact the health of patients, clients, and the public as a whole.

3) Stir up conversations on Social Media

People now perform more online searches for health-related information on their mobile devices than for any other topic. This fact suggests that consumers are more dependent on digital resources for information regarding symptoms or health management than ever before.

One way to make your business more relevant and accessible online is to stir up conversations on social media by using hashtags in your posts. Decide on a given service or condition in which you specialize, and include a memorable and effective hashtag in your post. Then incorporate a call to action directing users to engage in the conversation.

4) Advertise

Times have changed. Most people are not reading the morning paper or watching commercial-ridden TV, and if they are, they’re scanning through their Facebook page on their mobile device simultaneously. You should advertise where your customers are spending the most time, and right now that’s on social media, and the internet. Because healthcare has been slow to catch this trend, fewer healthcare organizations are buying up ads, so the cost to run them is likely lower than in other industries.

Use hyper-targeted social media advertising to raise brand awareness in your local area and to drive the most qualified leads to your page or website so that you can guide them with your content into becoming patients or customers. Your social media ads must be highly relevant to your target audience, well-written, and accompanied by a unique and engaging image or video to cut through the noise and grab your audience's attention.

 

Email Marketing

 

1)    Update and Clean Up Your Email Database

Your email list is only as good as its accuracy. A giant address book is not very impressive or useful if only a third of your contacts are valid. “Cleaning up your database” means you should regularly test your send-list and remove undeliverable, duplicate and incorrect email addresses. If the outbound emails get excessively flagged with spam reports and unsubscribes, you can risk having your account suspended.

An updated email database is also very important for list segmentation, which in turn affects your marketing efforts across social media. If you want to effectively expand your business reach by hyper-targeting users, we suggest updating your email list on a regular basis to eliminate bad data and unsubscribe requests.

2)    Use Email to Re-Engage Current Clients

Email is still one of the best channels for consistently staying top-of-mind for clients/patients. However, there’s a big difference between sending a few promotional offers or updates each month and optimizing an email sequence for conversions. It takes a fair amount of work to design an effective email sequence with the proper timing, frequency, and content to motivate your current clients to come in more often. Thankfully, there are tools available to help make the process easier and more streamlined.

 

Go Mobile

If you have not yet optimized your website for mobile devices, you could be losing out on customers. The following statistics explain why:

  • 66% of email opens occur on mobile devices
  • Facebook has 1.57 Billion mobile daily active users as of June 2017.
  • Over 60% of online traffic is now generated on mobile.
  • Google now ranks mobile-optimized sites higher in search results. This change occurred in April 2015. Google actually has a website where you can test the mobile-friendliness of your webpage and see how your website appears on mobile devices.

If you want to test your site, click on this (test mobile-friendliness) link.

Overall…

Marketing success for your health and wellness business depends on reaching new customers where they are spending their time (online) and staying in front of your current clients to generate repeat business and referrals. A successful marketing strategy for 2017 and beyond will no doubt include social media marketing, email marketing, and mobile search optimization. If you would like any additional ideas or help, reach out to us at Vitality Inbound Marketing to learn more about how we can help your business succeed!

 

5 Principles For Creating Highly Shareable Content

If you know anything about online content marketing, hopefully it's that content is king. In fact, if you have been doing content marketing long enough, you probably witnessed a few startups that have grown into large brands just by consistently creating fantastic content. So how do you create a piece of content to be irresistibly shareable? This post will get you started. 

1. Shareable content incorporates relevant topics

When you create content, always keep your fans and followers at the forefront of your mind and deliver topics they can relate to. This can come in the form of writing a blog about your readers’ common problems/frustrations and how to resolve them, or a video blog about current events affecting your target audience. Producing relevant content helps show your audience that you know and understand their issues, which can help you to earn their trust. It also is a way to add value first, which will keep your followers coming back to share more to their friends/family/peers. 

2. Shareable content evokes emotion.

When creating content, focus on sparking a specific emotion. The content that consistently gets shared the most is that which emotionally engages and moves your audience.  When creating a video for your brand, don’t just explain how great your company and products are. Rather, tell a story and target a specific emotion among your audience. Does your video spark feelings of happiness and hope? Anger? Passion? Whichever emotion you choose, keep in mind that the goal is to drive people to share it. Usually, the stronger the emotion you can evoke, the more memorable and viral the content will be.

3. Shareable content demonstrates real value to your followers.

Another reason people share content is: if it consists of useful information. Write about tips and how-to’s and share your expertise with your followers. For instance, a chiropractor can share stretches or movements for reducing back pain. By doing so, you are helping your readers improve their skills and lives. As a result, they will feel empowered and respect your brand.

4. Shareable content does not have grammatical errors.

Nothing reduces quality and credibility faster in a blog than tons of grammatical errors. These mistakes can alter your readers’ understanding of your message – or worse, they might lose respect for your business. To avoid grammatical errors, always ask someone else to proofread your work before publishing it.

5. Shareable content conveys your message clearly.

When your points are not clearly outlined, there’s a high probability that your readers will get the wrong message or be unsure of what your message is. Revise or eliminate content with vague and confusing information. Be clear on what you want to say and use words that are easy for a wide range of readers to digest.

Top brands are using different clever marketing strategies to make their content go viral, but the points I’ve mentioned are the most common denominators. Which of your posts got the most shares? Post a screenshot or a link below, I’d love to discuss it or offer feedback!

7 Brief Tips For Getting Positive Reviews Online

Do you know how to get positive reviews for your business online?

Online reviews can make or break the online presence of your business. The online review is classic word of mouth taken to a whole new level. There are many different types of websites that allow customers to post reviews. After trying your services or products, customers can share with others about their experience on any of these websites. Reviews on the Internet, especially on the search engine listings, can reach a massive audience, so it’s critical that what’s written in the reviews is positive and accurate.

You don’t have control over what customers will write about in their reviews of your company. However, getting enough good reviews, will minimize the effects of a few bad reviews. the 7 brief tips are below:

Tip 1) Provide High-Quality Products & Services

This is going to seem obvious. Offer the highest quality products & services and follow them up with the best customer service. Tip 1 is actually where most businesses fail. They ignore consumer-feedback about their products and don’t respond to complaints quickly enough when problems arise. If you delight your customers with your offering and focus on delivering what they want, you will earn great reviews. Amazon.com was built around a philosophy of unreasonable customer-centeredness which is largely why its so successful today.

Tip 2) Ask Customers for Reviews

If you follow tip 1 (offer good products and services that genuinely help your customers) you don’t have to twist their arms to get good reviews. All you need to do is ask. Right after they’ve experienced your product/service, gently remind customers that good reviews help your business grow and continue providing these products. Most customers will happily leave a review, if asked politely. 

Make it very easy for people to leave reviews, and you’ll receive many more than you expected. If you’re interacting with customers online, give them a clickable link in a follow-up email or landing page. If you’re making sales offline, consider using QR codes. With these, your customers can scan your QR Code with their mobile devices and be directed straight to the review site right there in your place of business or at home.

Tip 3) Offer Customers Incentives

Companies are increasingly including reviews in their customer-loyalty plans. If you’re not getting the amount of good reviews you’d like, offer your customers an incentive. Be sure they know that they don’t have to say good things about you; they only have to leave ther honest feedback. Offer a coupon, discount, or extra service free-of-charge first, letting customers know it’s a no-strings-attached deal. You might take a loss and they may not write a review for you but remember that if they don’t feel forced, they will be more likely to post it.

Tip 4) Increase Your Company's Online Presence

Keep boosting up your online presence and engage with your customers in as many places online as possible, including all relevant social media platforms. Keep in mind that engagement with customers under 30 yrs old will go a long way in building customer loyalty and interaction, which includes leaving reviews.

Tip 5) Quick and Responsive Problem Control

Always respond to negative reviews quickly. Its important to recognize that negative reviews aren't always bad thing. They're actually a great opportunity to show people that you care about customer service. Reply to the comment by asking the reviewer about their bad experience and offer options to fix the issue, (like a free replacement product or a refund). Do whatever it takes, not to save face, but to satisfy the unhappy reviewer. Other reviewers or potential customers will take note of this. 

Tip 6) Give Reviews to Others

The old principle of "give before you get". Review other products and services on your blog or on social media and you'll be surprised how many people reciprocate.

Tip 7) Make it a Routine

Consistently getting positive reviews is a numbers game. The more proactive and consistent you are in giving and seeking feedback, the more feedback you’ll generate. Incorporate this into your company's regular sales process and form efficient routines to get feedback as much as possible.

Take all customer reviews seriously. Your company's online reputation is worth it.