When it comes to health coach marketing, paid advertising can be hit and miss. But staying away from paid ads altogether can mean you fewer opportunities for leads, sales, and a process that takes some of the work off of your plate. Freeing up your time (which is what we all want, right?)
Paid ads can take your wellness brand to the next level, increase your brand awareness and allow you to compete with larger companies. But, before you start spending your budget, you need to evaluate if it’s the right time for you and your business.
Here’s when you should and shouldn’t run paid ads in your health coach marketing strategy at the moment.
When You Should Run Paid Ads
You Have A Clear and TESTED Offer
This is all about the value proposition that you know appeals to your target audience, and the best way to know this, is to be already making sales. The reason I say this is because many products and service offerings are duds. Businesses will go through various different value propositions and offers before they find the idea that resonates the best and entices the audience the most.
And, it’s not always the proposition you think will be popular! Paid ads will not help you if you haven’t got definitive proof that your target audience will ‘bite’ if you put out the hook.
Top Tip: If word of mouth and referrals are your biggest driver of leads at the moment, it’s a hint that you have a clear and tested offer that works.
The marketing rule of 7 says that you’ll need to interact with someone 7 times before they make a purchase, and with multiple platforms to reach them, you need to ‘look the same’.
Having consistent branding is a sure-fire way for you to be recognised by your audience, no matter where they are. And when I say consistency, it’s not just about the design but also the type of language, values, and partnerships that you use.
The best wellness brands in the world have strict guidelines on how their brand is used in advertising, and you should too. Whether it’s your logo, brand colours, imagery, or tone of voice, these elements all represent your brand and what you stand for.
Top Tip: Run a fun experiment and ask friends or family to search for you on different social media platforms. Then ask them if it was easy, and if it was reflective of you or your brand. Getting feedback and actively going through the same process prospective buyers will go through can help shine a light on how consistent you are.
You’ve Set Up Your Social Media Platforms Correctly
Health coach marketing is all intertwined. Not only do you have to make sure you’re serving ads on the right platform (where your target audience is actually looking) but you need to set up your profiles properly.
Are all of your details filled out about your brand in the bio sections? Do you have a link to an offer or opt-in connected for more conversions? Are your images crisp, clear, and representative of your brand? These are all signs you’re ready to start generating paid lead traffic.
When You Shouldn’t Run Paid Ads
You’ve Only Just Started
When you’re first starting as a wellness brand, it’s important to be able to establish your authority and credibility first and foremost. Running paid ads without that clarity of who you are and what your brand stands for can do more harm than good, and you’ll be throwing money down the drain!
Instead, establish yourself to clients (and figure out who they are and what they want) as well as in the wellness community as a whole. Then, think about paid advertising.
79% of people with a smartphone have used it to purchase within the last 6 months. That’s why it’s important that your website works well on mobile or tablet devices. Slow loading or poor experiences can be costly in budget, and in brand awareness.
Lack of Website Sales Funnel
On the subject of prepping your website, you also need a sales funnel. This drastically increases your chances of converting the new traffic coming from paid ads, as well as making sure they are nurtured and properly promoted to.
One of the biggest mistakes health coaches make when it comes to paid ads is to end up with a lot of traffic, that they don’t do anything with at the end. This makes your budget effectively useless!
If You Have Limited Capacity
Even if you have done all of the things I’ve mentioned and have the budget for paid ads, ask yourself if you have time. Can you take on more clients without impacting or jeapordising your current services? If you’re answer is no, there are three ways to overcome this:
- Work on automation and business processes first to free up time and allow you to increase your capacity.
- Hire some help.
Top Tip: Have a clear capacity number of clients you’re comfortable taking on without you burning out or providing a poor service. Then, you can determine if it’s worth paid advertising or if you should do a partnership (or other types of health coach marketing) instead to increase reach that would be more cost effective.
Ultimately you shouldn’t fear paid ads, but you should be prepared for them! Make sure you and your wellness brand are in the right place first, and then go for it!
Whether you need to overhaul your branding, or update your website responsiveness before you start with paid ads, I can help! Get in touch for a fresh perspective and the help you need.