For many health and wellness coaches, budget marketing can seem like an impossible task. When you’re up against a lot of competition, many marketing strategies have a single approach – spend more money. Which requires you to invest a lot in boosting social media or running google ads.
There’s also a false notion that advertising itself isn’t beneficial for your business without a big budget.
But, if you know the right tips and tricks, budget marketing is a completely attainable goal, (and it doesn’t even have to suck up too much of your time either.) But you do have to commit to it!
I want to share some of my favourite budget marketing tactics that I’ve used to bring in more clients without having to spend a lot of money.
*Now, I would like to caveat this by saying, having huge budgets and being able to throw money at it, is the easier option because you can set and forget ads but they’ll still work for you in the background. So, the goal long-term should be a combination of the things in my post below (even if you hire someone to do it) and ads but doing this will work on its own if you’re low on funds.
#1 Using Word of Mouth: The Online Version
The traditional word of mouth has moved to the digital realm in the form of recommendations and reviews, with many people asking for them via social media or specialist platforms (think: TripAdvisor etc.)
So get out there, choose your social media platforms and engage with your future clients. Focus on only a few social media platforms – Facebook and Instagram are a great combination for the health and wellness industry.
Facebook has a huge user base, while Instagram lets you focus on the visual aspect of your business, where you can engage the audience with a more laid back approach and give them some behind the scenes of how you do things.
People will have an easier time finding you and recommending you to their social circle when they can simply share your Facebook or Instagram page.
Top Tip: I see a lot of people post on their pages and then wonder why others aren’t swarming in to engage with them. Unfortunately many of the algorithms mean that you’re not always seen. That’s why if you’re starting out you should focus on ‘outreach’ and ‘engagement’ where your page joins groups, interacts with other posts (ideally your target audience) and gets out there to introduce yourself.
#2 Use Retargeting Ads
Running ad campaigns costs money, and getting new visitors matters, but what many coaches seem to forget is that 98% of potential customers won’t make a purchase on their first visit. And, once they leave your site, there is a good chance they might forget about your website if they haven’t opted into your mailing list.
With budget marketing, your goal is to spend as little money as possible, but you need to also be smart. Retargeting ads provide a lot of potential revenue, and also help improve your presence.
People are super busy nowadays, and there are lots of websites and businesses that are fighting for their attention. Because of this, our attention spans are much shorter than they have been, and even if they are interested in what you offer and were already on your services page, it often happens that they get distracted and just navigate away from your website, or they leave to compare with others.
With retargeting ads, your ads will be displayed to people who have already visited your site, or clicked a post in their news feed – hence, retarget – these ads will remind them of you and that they found something interesting.
#3 Follow Ratings on Online Review Sites
This is one of those things that not many brands do, yet online review sites are one of the best touchpoints for your clients, and make a great budget marketing tactic because they are very SEO friendly.
When potential customers first start researching your brand, they will be interested in what other people have to say about you. Sure, reviews on your Facebook page are one location where they can get some insight, but you shouldn’t ignore review sites to see whether somebody left a review or two there.
Yelp and Google pages are the most popular picks where you can find reviews, so start with them. It’s a great opportunity to build relationships with clients when they see that you respond to them. In addition, you will start controlling your online reputation instead of leaving it as is.
When people are researching you and see you actively reply to reviews (and you should reply to good and bad reviews alike!), then they will see you really do care about your clients and wish to offer a positive experience to everyone. Every time you follow up on their experiences and let them know you are working to make your services even better, you are controlling how others will see your brand online.
It won’t cost you much time to manage long-term, and reviews (as well as other social proof) can be the difference between getting a new client and not.
Top Tip: Do you cater to a specific niche or audience? Perhaps your brand focuses on workplace health or celebrity sports stars for example? As part of your target audience research you should find out the sources they find the most trustworthy. It could be google, Facebook, Linkedin, or even a specialist review site for their industry. Then you can focus your efforts on developing a review presence on the right platforms specific to your audience.
#4 Open a Google My Business Account for Your Brand
Even if you have a website, a Google My Business account will bring you additional functionality and is great for SEO!
But there is a catch. It’s designed almost entirely for those with a physical location so this will probably only suited for coaches with a studio, office, or consulting space.
A Google My Business account will allow you to list all the necessary info to be readily available on your Google listing. This includes your location, your website, operating hours, phone number, email address, chat, and also release the latest information that Google prioritises because it’s come straight from the business itself.
Especially now during the pandemic, people will want to know how you work and whether your space is open or not.
Top Tip: Update your page often (several times per week), because this increases the views you get to your Google My Business listing and converts potential customers for free.
#5 Focus on Experiences in Branding
Every touchpoint your clients and prospects have with you contributes to their whole experience with your brand – how your brand feels and how they feel about your brand, and therefore, every touchpoint is equally important in converting them from visitors to customers.
That’s why your brand is important, even on a limited budget, because you need to make sure every interaction is consistent! If there is a disconnect you will have damaged that experience which is very difficult to repair.
From the voice, tone, colours, imagery, and your approach – it should always be in sync with your branding wherever your clients find you online and offline.
#6 Improve your mailing list quality
Getting email signups is awesome, since email marketing is still among top marketing strategies (and it’s free), but you need to keep it clean to avoid getting flagged as a spammer.
Did you ever do a scrub of your emailing list? If you’re not familiar with the term, it means that you are removing subscribers who don’t engage with your emails, as well as any faulty or duplicate email addresses.
If your mailing list has declining open or click rates, and an increase in people who unsubscribe or mark your emails as spam, it’s usually a good sign you need to do a thorough cleanup.
So what do you get with the cleanup?
A better mailing list, to put it shortly. Removing uninterested subscribers means that only those actively engaging with your emails will be left, so your open and click rates will go up again.
There will also be less people who will mark your emails as spam, which is super important because all the big email providers like Gmail will, if your email campaigns get too many complaints, start sending your emails straight to the spam folder, so nobody will see them at all in future.
This helps improve the conversion and visibility of your email marketing!
Top Tip: Don’t forget to offer an amazing opt-in that gets people on to your list in the first place. Check out my post on 7 Freebie Opt-In Ideas (That Aren’t An eBook!) for more.
#7 Automate your messaging
By now, you’re well aware that social platforms are one of the most financially efficient ways to market your business, but having a business page on Facebook or Instagram is not enough to drive revenue.
You need to be sharing relevant posts, replying to comments and engaging with your audience a lot if you want to create that personal connection that’s so important to get loyal followers. But you can’t do this day in and day out without ignoring the needs of your business.
So in order to focus on your business, you can automate specific aspects of your page. Take Facebook, for instance. They offer a chatbot to all business pages that you can automate on how to behave.
How you will do this is entirely up to you, but one thing I find super useful with having a chatbot is offering a few choices to anyone who contacts you. For that, you will need some data on why people contact you the most via Facebook messages.
Right now, many people will want to know whether your business is still open, so offer this as one of the possible questions you can answer via the bot.
What I like to do is offer people to book a discovery chat or call through the chatbot, learn more about your services, or be sent to your freebie link to add to your marketing list. It’s not that difficult to set it up. If they are interested, your reply should state that they will be rerouted to your webpage where they can send a message or book an appointment directly from the free slots available in your calendar, depending on how you have set it up.
Top Tip: Whilst we’re talking about automation, focus on automating your posts for social media so that you can focus on engagement and interaction. If you’re running out of time, prioritise interaction as it’s a lot more likely to get you the clients. Go down to posting 3 times a week if necessary! After all, there’s no point posting every day to people who won’t look at it.
Finding the right budget marketing Strategies is the most important thing
There are plenty more budget marketing tactics out there that you can use, but it’s not about using all of them, but finding the right ones that will work for your business.
Check out my complete guide to marketing your health and wellness business, or if you want to get your website, branding, and marketing working well for you (and your budget), contact me today and I’ll see how I can help.