You entered the health and wellness field with the passion to make an impact, the freedom to create your own job and lifestyle, the dream of increasing your income, and a thirst to spread knowledge.
However, in today’s ever-changing digital world, you may be struggling to follow the path you’ve laid out for yourself. Failure to attract the right clients can have a huge impact on your business’s success and growth. But don’t give up yet - one of the advantages of living in an era where everything is online is that mistakes are easier to solve than ever.
Take a look at the most common mistakes made by health and wellness professionals, and avoid them going forward. Soon, you’ll have customers chomping at the bit to get a piece of your business.
Mistake #1 - They haven’t defined their ideal client
When it comes to marketing, defining your ideal client is the first step on the road to success. Many business owners fall into the trap of being too vague in this area, simply stating that their product is for “people who need help” or worrying too much about niching down. They hold back on being too specific with their targeting as they believe this will limit their market, and therefore their sales.
But, it actually does the exact opposite. By building your business around a specific niche, you’re positioning yourself as a specialist and will begin to attract clients who are truly invested in what you have to offer.
If you’re struggling to define your target client, there are a few easy tactics you can try.
- Take a look at your current client list - can you see any patterns? Who are your most valued and regular customers? Take note of this information and use it to build out your niche
- Which clients have you enjoyed working with the most? When you enjoy what you do, it shows. By focusing on the areas that you really love, clients will be able to see your passion shining through
- Revisit why you started doing what you do. Your “why” should influence your “what”. Remember why you love your business, and focus on this
Don’t spend time worrying that once you’ve made this decision there’s no going back. This is your business, and nowhere does it say that once a decision has been made, it can’t be changed. In fact, you should regularly revisit your targeting methods to make sure they’re still in line with the direction you want your business to take.
Mistake #2 - Their Offer Isn’t Specific Enough
Just like niching down on your target client, making your offer as specific as possible is the best way to achieve the kind of income goals you’re striving for. Instead of focusing on offering rock-bottom prices to try and entice new customers, tailor your offer to address their specific needs.
People buy into things because they believe it’s the solution to whatever their biggest pain point is. This is how you need to position your offer for the best results. Dive into what your customers are looking for, and what they’re struggling with. Your offer should deliver relevant and real results to alleviate their worries.
When crafting your offer, be specific about how great it can be; “Improve x by y in just one week”, for example. Let your customers know exactly what they can expect to get for signing up, as long as you can actually deliver said results, that is.
Mistake #3- Their Marketing Efforts Are Inconsistent
You always want your marketing efforts to remain consistent. Some business owners decide to only focus on marketing once they are seeing a dip in sales but this is a big boo boo. Successful marketers are always making a consistent effort to publish marketing content. If you’re pushed for time while working on your business, it’s better to post with less frequency if it means more consistency.
The bane of many healthcare professionals is finding time to consistently market and promote. To keep your marketing engine humming, you need to get organised. Consider what type of content and topics your ideal clients want to see. Use this information to create an editorial calendar filled with blog or video topics and commit to creating and publishing this content in a realistic time-frame.
If needed, enlist the help of a professional copywriter and begin to build up a catalog of content that’s ready to post at the push of a button. With scheduling tools, you can upload your content, set a date and time for it to go live, and just leave it to do it’s magic while you focus on the other aspects of running your business.
Even with small budgets and limited resources you can find easily find marketing success by using apps that will put some of your efforts on autopilot.
Keep these common marketing mistakes in mind the next time you take a look at your brand strategy and digital marketing effort. Learn from the other healthcare pros that have come before you, and stay clear of these mistakes and you’ll soon see your customer and conversion rate grow!