Day-to-Day Marketing Success happens when you are creating articles, social media posts, and inspiring & enlightening “content” that is linked to remarkable products and services. This includes the ongoing creation of engaging information that people are willing to read, watch and share as they begin to refer your brand to friends and family.
In the Beginning, You are Building Trust & Giving them a Taste of What You Offer
These initial website visitors that you attract are so grateful and inspired by your willingness to help them through their daily struggles. Your initial marketing lures them in with free guides, downloads, helpful “how to” videos, uplifting social media posts, etc. Eventually as they begin to trust the consistent value that you are giving them for free they become more and more willing to buy your products and services, as they hand over their hard earned money to you.
Welcome to the World of Publishing
Your company should aim to be the ultimate guide, guru and media publisher of everything in health, fitness, nutrition and wellness. The number one source of information on each healthy therapy or treatment you offer – from yoga to meditation to personal training, whatever it is you do, give up your best advice and recommendations, for free. Everything you write, share on social media and offer to potential customers must be better than anything else written or filmed on the web. You must become the go to source for information about your speciality and beat out the
Experimenting is Everything
Smart marketers and businesses experiment as they grow and they also monitor and measure what works and what doesn’t. A part of day-to-day marketing is taking notice of your most popular social media posts, product promotions, blog articles and videos. Oh, and your competition’s as well. Smart marketers also dig deep to find out more about their first customers. Where do they live? What else are they reading? Where do they shop? They play close attention to those that are visiting the site often, commenting on YouTube videos and clicking their way to the cart.
Day-to-day marketing involves A/B Testing of website offers (testing one promotion against another), Buy one, Get one Free, 20% off first time sessions, $30.00 for referring a friend. Smart marketers try different promotions and use promotional codes to monitor their success and/or failure.
Some Daily Marketing Rules for Success
Build a 30-day Stock Pile of Great Blog & Social Media Content before You Hit Publish
- Create, write and video at least one full month of content before you begin posting. This will be thirty days of blog articles, thirty days of Facebook, Instagram, Pinterest and YouTube posts. If you have one month of content you won’t get behind because each day you will be creating new content for the future.
You Will Be Marketing Every Single Day
- Plan on publishing existing articles and writing articles for the future every single day. Not all articles need to be written, some can be posts of beautiful photos with a few lines of copy. Others will be 15 second videos. The most important thing is that they are very helpful to your readers, viewers and visitors.
Create the Article and Video First & Then Posts for All Social Media
- You will start with an idea for an article, write that article, maybe script it for a short video too and then you will create a version of it for a Facebook Post, a separate Instagram Post, 3-4 Tweets, a Pinterest board, a Google + post, a LinkedIn Pulse article, maybe a different version of the article on Medium and a YouTube video. You will take that one idea and turn it into different useful updates for all social media channels and each channel should be understood to have a different context and a unique type of user.
Engage with Others by Commenting, Liking, Retweeting, Reposting & Sharing Their Content
- Engage with your competitors’ readers, viewers and those that follow your competition, especially influencers so they can begin to become familiar with your brand. You don’t simply push out content, you must connect with your like minded tribe. On Instagram, search through hashtags and top users; on Facebook & LinkedIn look to groups; Repin and comment on Pinterest. Spend as much time as you do creating a post as you do reading and commenting on influencers and enthusiasts content.
What will we write about? What blog article content will be best for Health, Fitness, Wellness & Nutrition Professionals? How and where will we get this information?
The best content topics will be those articles and videos that answer the most frequently asked questions that people ask therapists and health professionals and the questions that they place into Google and Bing search engines.
This information needs to be gathered from a variety of places. How? and from Where exactly?
1. Survey the Practitioners
Survey all vetted trainers, therapists and professionals especially those that you follow or know in person. Make it easy on yourself and use a survey tool like SurveyMonkey.com
A list of questions
What are the most frequently asked questions from new clients and patients?
What are their biggest mental and physical health problems?
What treatments, trends and therapies are they most skeptical of?
2. Copy & Improve Your Competitor’s Content
Research and Monitor the type of content that your competition is sharing with the world. They have an advantage – sites like Mind Body Green & Greatest.com have years of users and data under their belt. They know to write and create video content that their audience wants. Copy their content ideas but make your articles more detailed, more instructive, more valuable to your audience. Yes, you want to steal content ideas.
3. Stay on Top of Trends in the Holistic Health & Natural Market Place
Read and Review trend reports from various media including traditional health media like Women’s Health, Prevention and even Mother Jones. Do more research, find as many lists of trending topics in health and wellness and write about each individual trend. What’s trending right now in 2017? Personalized nutrition, Ketogenic diets, Rope wall yoga, Animal Flow, Barre & Cardio Fusion, Women-only clubs, Mushrooms as the new superfood to name a few things. Google search your way to the top trends in health and fitness and plan to create your own trend report for 2018.
4. Actively Network & Record Conversations
Listen to Viewers, Readers and Those Customers You Meet in Person
Attend trade shows, workshops and events, keep your ears to the ground, listen to what people are asking, what they are talking about. Jot down questions in Evernote or your notebook. This will also make for amazing blog article content.
5. Review Your Online Offerings
Review all of your offerings – this includes in person and by appointment video sessions, courses, retreats, etc and write and script a video about the benefits of these offerings. Write about them in detail. Interview people (testimonials) who have benefited from these services.
Make sure that each blog article ends with a Call-to-Action without selling to hard.
A few Call-to-Action ideas –
- Book a session now
- Download Today
- Sign up for our email newsletter
- Schedule a webinar
- Listen to a Guided meditation
- Get a Free Workout Session
6. Publish Great Content Daily using Specific Keywords and Hashtags
Obviously the hashtags will change as you post about different treatment and fitness modalities or healthy recipes. Gather and write about all of the information you learn. This will allow you to create individual blog articles and a content strategy that will –
- Build your organic search engine optimization for your website
- Create a level of trust between you and your potential audience
- Help convert website visitors into valued customers
Stay Organized and Create a Daily Content Calendar
You can use a word document, Excel, Numbers on Mac. Anything to keep you organized. One post per day, posted to your blog and then shared with everyone on each social media channel in a different way. Mix it up. One day about meditation, the next about massage therapy, then a favorite new roller work out, Energy Healing, test all of the different healing and health therapies you have and develop blog posts about them, using the formula above, to find out what people care about the most. Look at your stats, see what they like, comment on and read the most.
Your calendar should be in tune with everyone’s schedule. Most look at social media more deeply during the evening from 8-10 pm. This is what data shows for Facebook. Twitter is for news updates all day long. As you watch your Instagram stats you will see when you have the highest amount of engagement and likes.
How else can you stay organized? Well, you can stick to a consistent theme, so your customers and followers know what they can expect from you. Here is an example of a weekly themed calendar.
Monday Motivation
Lift up your audience and get them ready for the week. Empowering blog articles and videos will inspire your readers to help themselves heal their mind, body and spirt.
Tuesday Transformation
Articles (and social media) will guide readers and viewers through personal transformations using nutrition, fitness, mindfulness and empowering messages. Posts will clarify and answer questions for your audience – How does hypnotherapy help transform my weight? How does acupuncture bring on mental clarity while reducing stress? Will Reiki help me sleep better? How will personalized nutrition make me healthier? Educate & inspire them.
Wednesday Wisdom
Sharing of ancient wisdom of modalities like Energy Healing, Shamans, Ayurveda. Quotes from masters, unknown secrets to healing. Everything and anything to educate the public about how to stay healthy, wealthy and wise.
Thoughtful Thursday
One of the most popular days on Facebook, thoughtful posts can dive deeper into how we heal ourselves, how we live and how much thoughtful attention we should pay to our well-being.
Finally Friday
It’s the end of the work week. Keep Friday articles “lighter” and social media in line with getting ready for the weekend. Focus on “how to relax” “how to get the most out of your weekend” how to create an at home retreat”. Post about courses you offer that customers can take over the weekend. Maybe you are starting your business in NYC or possibly the North east coast. You may want to post about healing places to go, healthy & wellness events or new classes to take.
Super Saturday
Oh the weekends, when most are either hung over or ready to rock the gym.Weekend workouts, personal fitness and training, meal prep for the week.This is when people have more time for themselves to work out.
Spiritual Sunday
Focus on those therapies that can help heal the spirit. Meditation that soothes the soul. How to create an Ayurvedic spa day. A post about how Energy Healing soothes the spirits. Poems by great writers. Keep your content soulful and real, so it resonates emotionally with your followers.
If you have particular questions about how you should begin marketing your business, please feel free to reach out. Send me a Tweet @MarketCouncil or email me at m.johnson@themarketcouncil.com. I would love to connect.
