In light of the current pandemic, having an online health business presence will likely be the only way of interacting with existing and new clients and prospects for some time in the near future.
With many gyms, fitness studios, and health and wellness businesses having to close their doors due to government guidelines, it has meant you need to quickly transition from your studio or physical location to online.
And don’t worry, it can be done!
The downside is that for many health and wellness businesses the personal connection and close contact will have been a vital part of your services so it also means you need to reconsider the way you offer your services too.
But first, I wanted to help you quickly transition from a studio-only (or minimal online presence) to a fully online health business so you can get back on your feet as quickly as possible. But the real question is (once we’ve gotten the logistics out of the way) how do you keep that personal connection without seeing people in person?
Strap in, I’m going to be covering a lot, and there’s some learning involved, but don’t worry, we’re all in this together!
#1 Leverage social media to create personal connections
It’s hard to let go of actual, personal contact, but you can still do a ton by switching your focus to social media!
Just think about it: how many people are at home now with no real way to exercise, or stay healthy. After they finish their remote working day, they have nowhere else to go.
So, what do you do when you’re stuck at home? You find stuff to do, and this means more and more people are online, browsing the web, using social platforms to chat to family and friends to keep in touch. So this is what you need to do.
Start your business blog
This is actually the perfect time to work on your online presence and branding. Start a blog on your site to share your insights – not only can you highlight your skills this way, but you can also share more personal things, like adjusting to the current situation! This works wonders for your online brand and can be an easy way to connect.
Be honest on your channels
Many people feel out of their element right now and you being so open about it will reassure them they are not alone and others feel this way too. This will also humanize your brand and help people connect with you much easier.
Plus, it’s a great foundation for your overall social presence. Post regularly, and open your own group where you can invite clients, as well as anyone else interested in what you offer. Now, you can build a strong online community where you can all help each other through these challenging times.
What to do now:
- Start a social group (Facebook Group/Linkedin etc.) and invite your previous clients/friends/family to it for updates.
- Update your social media and make sure it’s all uniform to improve brand recognition.
- Make sure everyone can contact you through social media or your website easily.
- Draft out 3-4 blog post ideas that you want to start with, that will best showcase your new online brand and how you’re trying to help.
- Write an honest social media post about how you’re feeling and how your business is going. What you’re doing to stay positive, and your hopes. It will help you to connect on social media with your audience.
Don’t forget: let everyone know you’re staying in business
If you’ve not been giving enough attention to your online presence, now’s actually a perfect time since you will be at home for a while.
Simply closing your store or studio isn’t enough to inform your clients. Many will just assume that you’re closed until your location opens. Instead, make sure all of them know you’ll be transferring online and that you won’t leave them hanging!
You’ll continue offering your services despite the lockdowns, and everyone should know you’re not closing up completely. How do you do this:
- Send out an email to your subscribers.
- Put a notice on your website – or even a new home landing page that will override any links on your site with your new online information.
- Announce on social media.
- Ask everybody to spread the word that you’re still here and ready to go.
#2 Use platforms and solutions that are already there
There is absolutely no need to reinvent the wheel when it comes to your online presence. It’s all about getting your content out quickly so that people know what you’re all about and what you can offer them.
You can quickly add contact forms to your site this way, as well as marketing and analytics integrations that will help you capture leads and keep people in the loop!
Membership-based online health business is easy to set up too! You can set up online-specific on WordPress sites for example there are also membership tools that will help create subscriptions and areas as well.
Now, instead of sharing your materials and holding lessons in the studio, you can do the same online without having to give all content away freely. Membership tools will limit access to your materials, lessons, videos, sheets, and posts to members only, and also give you full control over the access for different member groups or tiers.
What to do now:
- Check to see if any of your existing tools offer an online membership option or an integration with your website (if you don’t have one already). Many are offering reduced rates now so it’s the best time to invest!
- Decide exactly what you are able to offer online, and how you want to go about doing it. If you only want to do video sessions, try something like Calendly, you can integrate payment options and it’s simply a matter of sharing your link on social media. If you want to offer a more extensive option like paid-online content, look at website plugins or integrations that may help.
#3 Use live features to give free options and insights
The sad truth is that some of your customers might stop using your services for a while because this pandemic hasn’t just caused lockdowns. It has meant some are getting smaller salaries, have lost their jobs, or simply need to cut back.
Because of this, it’s crucial that you stay in the front of their minds, as well as focus on getting new customers during this time too! What do people like the most? It’s free stuff! So give them freebies.
Offer sessions by live streaming videos where they can join and see what you’re all about and how you can help them! Like a free class if you do fitness, or a live stream Ask Me Anything (AMA) if you offer health advice.
An AMA where people who tune in can ask you questions about you, what you do, how you do it, and why. Give your insights for free and answer their questions without asking for anything in return! Remember, AMAs are there to build interest and traction! You can do a quick call to action at the end of your AMA session and invite people to like your page or visit your site. Just make sure that during the session, you answer everything!
Why are live videos so efficient? Because seeing you in action, in real-time, will help you build trust much quicker than just writing blog posts or sharing photos so it should definitely be part of your strategy.
What to do now:
- Work on your free opt in – if you have one, does it match your new online persona? If not, tweak it and reshare it.
- Write down some ideas of sessions that you could do for free. Even something for 15 minutes is better than nothing.
- Think of some of the most common questions that people have been asking you right now, and prepare some answers, with your first AMA some people may not engage so you can keep it flowing by answering some of these questions instead.
#4 Record videos quickly
Of course, you won’t have time to go live and do endless AMA sessions every time, so you better get used to recording videos.
Videos are a popular and convenient format! They are easy to share, people can watch them when it suits them instead of having to wait for you to go live. People can also rewatch them as many times as they want and share them with their social circles, which will bring even more prospects your way!
Videos are also a great format for online classes and sessions. You can record a video for each of your lessons, and offer them bundled as an online course to your members.
For your videos, make sure that you act, talk, and do business as usual so that your existing clients know it’s still you. With the branding on point, they should not feel the impact of switching online with you!
What to do now:
- Brainstorm any of your services or knowledge that could be bundled into a masterclass or course.
- Figure out if you could host a webinar as a more in-depth look at your potential client’s health problems and then market it for free for new prospects.
- Write down 5 ideas for videos you could record that would be valuable and likely to be shared on social media. Then, record them in bulk so that they have the same feel to them.
#5 Find local communities and offer and ask for support
What many people with their own businesses are resolving to now is finding support locally, and you should do the same! Even though it might not seem so, local communities remain tightly knit and are more than happy to offer support to local businesses, so reach out!
While you would usually use platforms such as Meetup to create events or join local events, now’s not the time to meet people in person, so find them online.
Lots of local communities have their own groups on social media now, but you probably already know that! Join the local groups from your area and let everyone in the group know you’re there and that you’re willing to help and offer your services to make things easier for them.
There is a good chance that you’ll actually get lots of interest in your services since many people will be looking for an online health business with the goal of remaining healthy while being inside. And many will find comfort in the support you will be offering during this period too!
Note: don’t forget to be unique!
With all of this in mind, remember, everyone is switching to online health business strategies now. So your uniqueness in your brand is important now more than ever! Stay active, share content, and figure out what your unique selling proposition (USP) is.
It’s important to stand out! Make it a part of your branding so that your online presence has a well-rounded appearance.
#6 Take it one day at a time
Transitioning your health and wellness business online is a big feat, so do not try to make everything perfect on the first go! Right now, you need to keep your business going, for your sake and the sake of your clients. Therefore, focus on having the bare minimum required to run an online health business first, then focus on polishing everything on the go. It’s not ideal but these are uncertain times where ideal is a luxury!
I know that such a quick shift to a wholly new medium is stressful, and all of us have an abundance of stress right now. So, to make things a bit easier, you can leave your online presence to someone who can do it for you. Get in touch today and I’ll help you switch in record time!