Day-to-Day Marketing Success for Health, Nutrition & Fitness Pros

Content management, Content strategy, Creative Marketing Campaigns, digital marketing, Digital Newsroom, Health Coaches, How to Do Your Own PR, Marketing in the Moment, marketing muscle, Marketing Strategy, Nutritionists, personal trainers, video marketing, Yoga Professionals

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

Startup Stock Photos

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.

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Some Daily Marketing Rules for Success

Build a 30-day Stock Pile of Great Blog & Social Media Content before You Hit Publish

  1. 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

  1. 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

  1. 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

  1. 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.

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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

 

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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.

Instagram Basics for Business. A Tutorial

Brand Awareness, Digital Newsroom, Fitness Marketing, future of marketing, growth hacking, instagram, instagram insight, Instagram marketing, marketing on smart phones, Marketing Technology

In May of this year Instagram officially announced it’s new business tools, making it easier for startups to pay to reach their target audience.

Before you start buying Instagram ads, be sure to watch this quick and super helpful tutorial on how to get your business started on Instagram.

I am in the process of filming a full series on how to grow your fans, followers and customers on Instagram and as soon as it is ready, I will add it to  ThePRPlaybook.com

In the meantime, I thought I would share this first lecture with you so you can develop a great profile, bio, content and hashtag strategy.

If you have any questions, please comment on the video on my YouTube channel. I look forward to hearing from you.

The PR Playbook: Fitness Media Coverage for Your Health Brand

Brand Awareness, digital content strategy, Digital Newsroom, Earned Media, editorial know how, Fitness, Fitness Marketing, How do do your own PR, Marketing in the Moment, media relations, press coverage, Public Relations

Watch for tips on how to collaborate with fitness editors, media and influencers. . .

 

When you need to get the word out about your new fitness class, gym, yoga studio or wellness workshop, the fastest way to connect with customers and clients is through influencers and media.  Sign up for ThePRPlaybook.com for more real life lessons on how to build your fitness, health, wellness and nutrition startup.

In this video I show you how to get started, how to find the writers, bloggers and journalists most likely to collaborate with you and report on your launch and how to connect via email and social media.

It’s been just a few weeks and I have already connected the brand with The NY Daily News, Cosmopolitan Magazine, The NY Post, US News & World Report, Well & Good NYC and TimeOut NY.

Time Out NY

timeout-ny

Check out more coverage here NY Daily News and here US News & World Report

hiip-hype-9-exercise

What is H.I.I.P. HYPE?

A new fitness experience in New York, created by artist and personal trainer, Sayco Williams, H.I.I.P. HYPE stands for High Intensity Interval Painting. Many exercise and fitness enthusiasts are familiar with high intensity interval training, where someone performs a given exercise for a short interval followed by a rest interval; it’s a very effective and very efficient means of training that can produce impressive results.

Sweat it Out, Brush it Off

H.I.I.P. HYPE puts a brand new spin on this popular style of training by incorporating acrylic painting on canvas into rest periods, allowing participants to express their creativity in a pressure-free group setting.

An Exercise in Creative Self-Expression

No prior painting experience is required; many participants have never painted before. And while some brief and general instructions are given during the warm-up, the goal is unhindered expression; to flow with whatever comes out.

Fun Fitness for All

The exercise portion is all done with bodyweight exercises, meaning minimal equipment requirements and participants of any fitness level can be happily accommodated.

With Brain Boosting Benefits

This combination of physical activity and creative stimulation leads to an amplified mind-body connection, and is a perfect remedy for the hyper-connected, permanently-stressed culture that permeates the world today. A study in the journal Frontiers in Human Neuroscience shows that regular exercisers do better on tests of creativity than their more sedentary peers. Everyone benefits from disconnecting on a regular basis, and taking a HH class is an exhilarating way to reap that benefit and get a great workout in as well.

H.I.I.P Hype classes are also great for people who have become bored with their traditional fitness routine — it’s unlike any other fitness class out there.

How To Score Media Coverage for Your Brand

collaborations, creative collaboration, Digital Newsroom, Earned Media, Fitness Marketing, growth hacking, Integrated public relations plan, marketing muscle, media relations, Public Relations, The PR Playbook

Yes you need press coverage. No you don’t need a press release. What you need are answers to the most important questions that writers, reporters and bloggers want to know.

In this video, I quickly move through the top 20 questions on every media influencer’s mind.

The Top Three Questions on every writer’s mind. . .

  1. What makes your story newsworthy right now? Why is it so timely?
  2. What problem does it solve? And, is it a big problem?
  3. Will readers and viewers want to share your story?

If you need help reaching out to bloggers, vloggers and writers about your brand story, check out The PR Playbook, a crash course in winning over the media and collaborating with influencers.

 

Win Over Media & Influencer Like a PR Pro

collaborations, Digital Newsroom, How to Do Your Own PR, Key Messaging and Talking Points, press coverage, Press Kits, The PR Playbook

I am very excited to be editing a course that will help fitness, health, wellness and nutrition startups build their businesses with ThePRPlaybook.com.

This is your essential guide, basically your road map to growing your business while winning over top-tier media and your very favorite influencers.

You know that building buzz and sharing your journey will boost brand awareness and consumer engagement that leads to an increase in sales for you. This is your marketing manual for success and it was created for people who don’t have the time to spend on social media 24/7.

If you are struggling with finding customers & clients, then this course is for you. If you need more eyeballs on your website then enroll your ass in this course right now.

Whether you’ve written a book, built an online course yourself or you’re opening a new retail store, maybe an e-commerce shop or you have created a breakthrough product or service, you will learn the most critical and effective marketing and PR tactics to reach your audience and audiences you never knew you would attract. Yes, that is right, the people who want to buy your stuff.

You will learn how to grow brand awareness about your business with press coverage in leading media like The Wall Street Journal, TechCrunch and USA Today and how to collaborate with influential bloggers and vloggers to reach new customers and clients.

I created this course to help startups and new brands cut through the clutter of repetitive, abundant and downright confusing marketing advice and understand and execute only the most productive marketing activities to build upon success.

Who am I?

My name is Madeline Johnson and I am a Marketing & Media Strategist & Consultant based in NYC. I am a no BS PR pro who specializes in health, wellness, fitness & nutrition. I have over 15 years of experience working with amazing brands like Reebok, Fairmont Hotels & Spas, Aveda and startups in the world of health and wellness tech.

I enjoy working with startups and entrepreneurs who are basically creating anything that makes us look and feel great. Send me a Tweet @MarketCouncil

 

News Coverage for Your Personal Brand

digital content strategy, Digital Newsroom, Earned Media, editorial know how, media relations, media relations expert, press coverage

Here is an important tip for you to follow when you are reaching out to the media for news coverage. Ask yourself Why??? Why would the audience of USA Today, The New York Times or The Huffington Post care? What stories are they sharing with their friends, family and co-workers and why? Build your story around what matters most to the writer’s audience.

You may have the most remarkable business idea created this year, but it’s just not enough to pitch your startup’s story to a reporter or journalist.

Influencers and journalists want pitches that will get shares. They are looking for news that will be retweeted on Twitter, shared on Facebook, repinned on Pinterest and forwarded through email.

You can increase your chances of news coverage success when you include why the writer, reporter and producer’s audience (their fans and followers) will share the story you are pitching.

So how do you do that? How do you know if your story pitch is a shareable one?

  1. Create an emotive pitch. Get to the heart of the story. Make it moving, inspiring, shocking. Something that will make other’s wake up when they read or watch it.
  2. If you are emailing a pitch to an influencer, craft a headline that arouses curiosity.
  3. Make sure you load it with emotional appeal and if you can leverage some controversy. More from @Jeffbullas here.

Want more tips like these? Subscribe to my YouTube channel here.

Sign up for my course www.theprplaybook.com launching this September 2016.

Follow me on Twitter @marketcouncil

Creating Your Brand’s Digital Newsroom

Collaborative Consumption, Digital Newsroom, editorial know how, How do do your own PR, Key Messaging and Talking Points, media relations, media relations expert, Uncatergorized

As a new business, brand or startup, you will increase your chances of proper top-tier media coverage and future collaborations with popular influencers by creating a 24/7 digital newsroom on your website.

What should you have ready for writers and producers to download?

  • Your brand story video.
  • A fact sheet about your startup.
  • High resolution head shot and brief bio of the founder and team members.
  • Photos of your products/services along with brief descriptions of each. Be sure to include, price, size, availability and the actual launch date.
  • A vector file of your logo and your brand map.

If you need guidance or assistance setting up your digital newsroom, let’s connect. Find me on Twitter @marketcouncil