The COVID-19 crisis pushed many businesses to adapt to offering their services online, and while some have experience with this, others don’t. Yet for all of them, going online is the only option to keep in touch with existing clients and get new ones.
In order to successfully move your business online, there is much to do – from polishing your website, being active on social media, and finding the right tools for all your materials, which I’ve already delved into in my previous post.
In this one, I want to focus on giving a few pointers about leveraging your existing brand presence to help move things along more quickly when you start selling your health and wellness services online.
When you can tap into that existing brand presence, you won’t have to start from scratch – you already have a great foundation to work with, so use it!
Leveraging your brand presence
Your online brand presence is just as important as the brand presence you already rock with your studio. This existing presence can act as a launching pad and make the switch (or branching out) to online health and wellness services much easier.
Fair warning here, though!
You must be super consistent with the look and feel of your brand when you start selling health and wellness services online. Your existing customers will immediately spot differences in quality, so don’t rush things.
It’s better to create a solid strategy first, so here are a few pointers of doing it right from the get-go.
Note: You’ve also got to ask yourself an important question before you move forward: will you be attracting a different potential audience when you go online? For example, will your online brand still only focus on your local area, or will you be expanding to a larger, national audience? This is something you’ll need to consider when you’re making your transition and may affect your branding!
Getting your story straight
Storytelling makes your brand more than just a brand, it gives it a personality and a way to share your values and goals. When you tell a story about your journey and the challenges you face, people will relate to you much easier.
But, that part you probably already know!
You basically tell a brand story every time you do a pitch to new prospects. Your existing clients are familiar with your story too, and it helped them connect on a deep emotional level with your brand.
Since you know how important it is to get that personal connection going, you must have it ready for online connections too.
This connection is even more important in online settings, where things are often anything but personal.
There’s a two-fold purpose to storytelling when you’re moving online:
- Your existing clients will instantly feel connected because of the familiarity of your brand. They will feel the same as they did in your studio one-on-one sessions. They will be reminded of what you stand for and why you do what you do, and how you are making their lives better.
- Your prospects will immediately get a good idea of how you do things, why you do them, and what they can expect from you in a way that’s both memorable and entertaining.
Think about how to transfer your brand story and that personal touch online. For example, the “About” section of your website is a perfect place to tell your story.
And speaking of your website…
Make your website shine
Just as your studio represents you in the real world, your website represents you online. It deserves as much attention from you as your studio, because it will be your new online centre – people will visit your website to get a hold of you.
I’ve actually written on the topic of website essentials where I’ve explained all about the importance of the “About” section, CTAs, home page, and other pages, so feel free to check it out here!
With the essentials taken care of, however, it’s time to take care of the familiarity aspect too – leveraging your existing brand presence and transferring it to your site. This means adding things like:
Your mission, vision, values, and goals
Mission and vision are often smushed into the same message, but they are different! Your mission is what you do today, while your vision is what you hope to achieve in the future. Sweet and short is the best approach for these – you want these messages to be inspiring and memorable.
Your values represent your fundamental beliefs as a brand and define how you act and react as a brand. These are things like excellence, professionalism, inclusiveness, trust, commitment, for example.
The goals are what you wish to achieve as a brand, and values are your guiding start to reach that goal. Have all of them listed on your website, not just to remind your clients and prospects on what you stand for, but to guide you too.
The design elements and voice
Use the logo from your studio and make it nice and prominent on your site. Reuse the colours of your studio or your business cards for your site to help existing customers connect easier.
If you didn’t think much about the design aspect until now, you have tons of directions to go for.
Keep your already established voice and tone, the one you use with your existing customers. They will feel as if they are right there with you, in your studio.
Your existing clients can give you the seal of approval that makes you all the more genuine by sharing their experiences with you as a brand.
Don’t be afraid to reach out to them and ask for a review that you’d like to feature on the site. That kind of social proof gives your prospects a good idea of what to expect! For health and wellness brands, video testimonials can be really powerful so see if anyone is willing.
All of this helps you keep in touch with existing clients and leverage your existing brand, but to get new ones you need to…
Make sure the right people can find you
Your website must not just be polished, it has to be optimized – you do that with search engine optimization (SEO) and following the best practices.
When you take care of your SEO and search engines index your site, they will have an easy time determining who you are, what you do and what industry you’re in, so they can list you in search results to people who are searching for your services. Even if you’re focusing on the local area, SEO is important – in fact even more so to help people find you online.
Of course with your studio or location, you can use this to your advantage by contacting local businesses who already know you so you can get a head start here and boost your traffic!
But, the second easiest way is to use social media which you may already have set up.
Social media is absolutely perfect to build your online brand presence since most of your clients are already there, so having official pages will help them stay in touch and in the loop.
Go fully native here, meaning to use the formats of the social media platform you’re on: Share stories and images of Instagram, share posts, do live videos and video logs on Facebook, and share new events you’re hosting on Facebook and LinkedIn.
There are plenty of platforms out there, and it’s not about being on all of them – go for those where your existing clients are or where you already have a presence so you don’t have to start from scratch. Let them know you’re there now, so they like and follow you, share your page and content, and leave reviews! Reach out to existing clients and customers to build up your social media by asking for reviews, follows, and engagements.
All of this makes it possible to reach new people much faster.
Share often, share plentiful
Your online brand presence is all about being there – posting frequently, updating your status, and sharing interesting new things from other sites. Most of all, focus on being there for your existing clients and new followers and fans, and answering their questions.
You can even highlight some of your clients if they agree to it and do a live AMA with them as a co-host!
On your own site, your blog is a way to keep your visitors in the loop – share tips and tricks, your thoughts on dealing with tough situations, your own journey in a throwback Thursday session, all of which creates value for your visitors. That way, the conversions come on their own! With your established brand presence use your existing feedback from clients and experience to create content that is going to resonate. As you already have the presence this should set you apart from the competition and reduce the amount of testing you need.
But your blog isn’t the optimal way to share your materials – you’ll need something more versatile.
Pick a medium for sessions but keep the format familiar
Selling health & wellness services online means revamping your whole strategy for your one-on-one sessions, group sessions, and how you’ll record and share all of them.
Just remember that no matter if you decide on video conferencing software for one-on-one sessions or videos for group sessions, keep the format of the session the same!
Some of your clients might have a harder time adjusting to online sessions, so the familiar format of the session will help them ease into it.
Choose your battles wisely
Most importantly, know your strengths and weaknesses! The online arena can be scary, as there are so many things to keep in mind – from tools and platforms to keeping tabs on where your clients and prospects like to browse so you can market well, and to keep your site fresh and pleasing to the eye.
Remember the #1 Rule: Use Your Existing Brand Presence
Through all of this, the one point to remember that is going to make it easier is to use what you already have!
- Social media channels have followers? Then start engaging, get your branding the same, and use the platform fully.
- Have a blog? Start promoting older blog posts and getting traffic.
- Have a tool for online sessions? Stay consistent.
Ultimately, don’t make your life harder when trying to pivot, use your existing brand presence and leverage it!
And in the meantime, if you need any help, don’t be afraid to reach out and get in touch if you want help leveraging your existing brand presence.