The online world has revolutionised the way brands do business over the last decade.
From easy do-it-yourself websites through to the social media platforms of today, it’s never been easier (or cheaper!) to establish yourself on a global scale.
But with the accessibility comes complacency, and so many brands across the health and wellness industry have fallen victim to the same vice that so many companies all over the world now specialise in – a lack of strategy.
To kick-start your journey to online dominance, I’m highlighting the top 4 mistakes health and wellbeing brands are making online, and how to rectify them before your brand loses the one, irreplaceable thing it needs the most – its reputation.
Sell, sell, sell
Yes, business is about making money. No one is challenging that notion. But just because your business exists doesn’t automatically mean that customers are your personal checking account. People spend money with brands they trust, that they connect with, and that makes them feel like a part of something bigger, without the constant harassment to pull out their wallets and cough up.
Don’t be that brand. You know, the ones that make every post or add about “We have this product, you should buy it! It’s only $9.99! But quick, 24 hours only!”. That doesn’t make your customer feel valued. In fact, it makes you ill-intentions so clear that you’ll likely never hear from them again.
If you’re only in this industry for the money, get out. Quick. Because messing with people’s ability to live the life they’ve dreamed for themselves is not something customers take lightly, and certainly not something they are going to spend money on.
‘Social media is all that matters’
When Facebook and Instagram were down for less than 24 hours last month, the world was up in riot. But it was also a sharp wake up call for brands that said, hey, what if social media didn’t exist tomorrow?
Fact of the matter is, it might not. You never know which way the world turns, so we have to ask ourselves, would our businesses survive a social media apocalypse? The surest way to know that you would survive the end of the (social media) world is to use it the way it was intended – as a funnel.
Direct people to your blog, link to your website, allow them to shop your online store. Find ways to offer opt-in-free resources that help build up your email list. Future-proofing your business means never putting all your eggs in one basket, and social media is no different!
The hook
When people land on your website, you want to make it as easy as humanly possible for them to know who you are, what you do, and what action they should be taking next. Too many wellness brands get caught up in the romance of information overload, that they forget to think like their audience – if they land on a page and don’t understand everything they need to within the first 10 seconds, they’ll be gone without a trace.
Make sure your elevator pitch is front and centre – and make it powerful. Don’t have 15 different layers of navigation between your landing page and your contact details – you have enough barriers to purchase to break down without creating unnecessary new ones. Remember why people come to your website, and make it as easy as humanly possible for them to understand everything they need to within that crucial first few seconds.
Laziness
Yep, I’m calling it. So many brands rest on their laurels when it comes to online communication that they forget what every post, comment, or message really means – a potential lead for your business.
Posting for the sake of posting is not adding value to anyone, and a paragraph worth of praise from a customer answered by a simple “thanks” is an opportunity squandered. Think strategically about every touchpoint you have online, and treat everyone you interact with as part of your valued community. If your presence in the most tech-savvy environment is viewed as lazy, why should people believe that your product or service would be anything different?
Leads come from the most unexpected of places, and supporters even more so. Every interaction you have online should live and breathe your brand, and at the heart of that should be the most important aspect of all – the people you are communicating with.
Be sensitive, open-minded, respectful and resourceful to the people that give your brand even a moment of their time, because once that relationship is lost, it’s difficult – if not impossible – to get it back.
Question of the week: What are you struggling with the most with your online presence?
Comment below and I can help!
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