Marketing Strategies that Work for Health and Wellness Businesses
An inherent trait that all Health and Wellness business owners have is
- a passion for helping others. In today’s competitive landscape, business owners need more than just passion to survive. You need a robust marketing strategy that will attract clients, build trust, and provide a sustainable flow of clients for continued growth.
Having a business does not mean much without clients - because let’s be honest, no clients = no revenue. And without revenue, business owners will struggle to stay open beyond the first year of business. To attract clients, you need a strategic AND effective marketing plan.
As a Business Coach, marketing is often one of the first areas that I identify Business Owners need help with.
This blog will review:
Understanding your Target Audience
Digital Marketing Strategies
Local Marketing Strategies
Understanding your Target Audience
I know you may have heard this a thousand times - but TRULY understanding your target audience is an ESSENTIAL building block you need to know before you can create a customized marketing strategy. Think of it this way - would you build a house without a foundation in place? No. Understanding your target audience is the FOUNDATION of your marketing plan.
First, here are some questions to ask yourself to get started:
Who is your ideal client? Are they parents, professionals, moms, fathers, teens?
What is their biggest pain point? What is their struggle? Are they seeking to reduce overwhelm, and anxiety, in need of coping strategies, or nutrition guidance?
Where do they spend their time? Are they doom-scrolling on Instagram? Attending local community events or searching the internet for receipts/ health blogs? Are they plugging into YouTube or Spotify?
You will want to understand the details of your target audience to know what exact problems they are having, and where they ‘hang out’.
Next, you are going to conduct ‘Market Research’ which means researching what is currently happening in your niche.
Think of Market Research as finding evidence for a research paper. Market research sheds light on the market and will allow you to understand what is currently happening and identify potential gaps.
Digital Marketing Strategies
You may have heard of these strategies before - and most likely have asked yourself, what does any of this mean? I will give you an overview of each strategy and then break down each strategy so you can take away what you need. I want you to remember the BEST marketing strategies are multi-modal, meaning they use multiple strategies to attract their ideal client.
Leverage SEO
Build a Strong Online Presence
Use Social Media Strategically
Email Marketing
Paid Advertising
Leverage SEO
First of all, what is SEO? SEO stands for Search Engine Optimization.
What is a Search Engine? Search engines are sites like Google that people go to search for answers, services, and products. When you are searching for an item, how often do you go beyond the first two pages? If you are like me, the answer would be - not often.
Leveraging SEO on your website means optimizing your site to be found on the first two pages of a Google search.
This is Google’s Search Engine Optimization (SEO) Starter Guide
To summarize Google’s SEO guide here are key tactics to implement on your website:
Optimize all page titles, meta descriptions, and headers.
Use keywords your audience is searching for.
Create high-quality, informative blogs
Use local SEO tactics
2. Build a Strong Online Presence
A professional and user-friendly website is the FOUNDATION of any digital presence. It is often the first impression potential clients will get of you.
One thing I want to note - is your website and socials should match. Your values, your service offerings, etc should mirror across all channels.
Key elements to ensure your Website have are:
Clear branding:
Fonts, imagery, colors (and this is the tip of the iceberg)
Branding goes beyond colors, it is who YOU are as a brand and I will dive into this in another post (stay tuned!)
Service Pages:
CLEARLY outline your offerings
Give your audience a chance to have a deeper look into every service to see the benefits of working with you
Client Testimonials:
Social Proof is powerful!
It is important that new clients have proof of the results from past clients to gain trust that you can deliver what you are saying you can deliver.
Blog section:
This is a VALUABLE space for you to shine
And a space for you to provide many pieces of valuable information to your niche
CTA’s (call-to-actions):
CTA’s encourage visitors on your site to perform an action - like booking a session, downloading a resource, or buying a product
3. Use Social Media Strategically
Social media can be a powerful tool IF used correctly to connect with your audience, showcase your expertise, and build a community.
Using social media strategically means creating a big-picture plan of what you are trying to accomplish and creating content around that plan.
We have all heard the tips before of posting during prime time, and engaging with your audience so I will leave you with this:
Choose the Right Platform:
Focus on the platform your audience spends their time (Facebook, Instagram, Linkedin, TikTok)
MASTER that platform:
One of the worst things you can do is spread yourself too thin
Master one platform and build a community BEFORE you attempt a second platform
Mix content types:
Share a blend of educational posts, entertaining posts, and behind-the-scenes content.
Two of my favorite creators who teach Mixed content approaches are:
4. Email Marketing
While you are building your online presence it is important to start building your email list.
Why? Because your website and your email list are the two pieces of your online presence that YOU control. No algorithm can ever take this away from you.
The importance of an email list is that this is a way for you to connect with your community on a routine basis. To provide insight into your industry, to inform of new products or service offerings, to nurture a relationship.
Personally, I think the best email lists are a combination of industry updates, education, and a small piece of advertisement. Customers are already being bombarded with an influx of advertisements - being the newsletter that offers education is a rare breath of fresh air and will provide a much higher chance that your newsletter will be opened.
5. Paid Advertising
You might not like to hear this as a new business owner - but successful businesses advertise. Sure some companies like Hermes and Goyard do not, but as a new Small Business Owner - advertising is essential to grow your reach and tap into your target audience.
I often recommend beginning advertising only after you have systems in place to capture all of your new leads and a budget.
Without the right systems, you can find yourself having spent money and lost leads from being unable to track, follow up, and nurture.
Local Marketing Strategies
One piece of marketing that many business owners overlook is the power of local marketing. We can become so focused on digital marketing tactics that we forget one of the strongest tactics is right in front of us - getting out into our community and shaking hands with potential partners and clients.
Many entrepreneurs have gotten started in their local market and made a name for themselves before expanding into digital marketing.
Local marketing tactics include:
Networking locally
Attending local business associations, wellness groups, community events, and health fairs locally opens the door to building mutually beneficial relationships.
The key when starting out is to offer one or two free consultations as introductory sessions and prove the results of your service.
Once you have proven your method, you can use these as examples and add them to your portfolio.
2. Partnering with Local Businesses:
Connecting with related businesses (outside of your direct competition) brings the opportunity to collaborate in an interconnected way.
What does this look like? Here are a couple of examples:
A nutrition coach being advertised at a local gym.
A nurse coach connecting with primary care offices.
3. Host Workshops & Events
Hosting events is an excellent way to showcase your expertise and build relationships.
Promoting these events through local community boards, social media, and local businesses is also a great way to build your circle of influence.
4. Utilize Local Media:
This tactic may take time but is worth noting nonetheless. As you start building your brand you want to pay special attention to opportunities where you can showcase your business. Opportunities such as:
Pitching your story to a local news outlet
Writing guest articles or columns for local publications
Advertise in local channels.
Wrapping up
Creating a WINNING marketing strategy that works takes time. Most importantly it takes an organized, well-structured approach to be able to tap into a broad range of audiences.
Remember, consistency and authenticity are key. Show up for your audience, offer valuable insights, and build trust- then you will see your marketing efforts and health/wellness business thrive in 2025 and beyond!
If you are ready to have a Business Coach walk you through how to get your business to the next level - check out my
Schedule a Strategy Call today!
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