When it comes to health coach marketing you’re in for some competition! As an industry everyone is trying to secure long-term clients and establish their brand as the go-to option among all the other health and wellness experts.
And it’s no wonder it’s hard to compete: the market is huge ($4.5 trillion in 2018) and according to the latest Health and Wellness Market forecast, it’s predicted to increase its upward trend for the next 5 years.
So, how do you tailor your health coach marketing to stand out among the sea of competitors? That’s what I’m here to talk about!
What Your Marketing Approach Should Look Like…
The health and wellness industry as a whole is withstanding the current COVID-19 uncertainty. And in many ways, health coaching has increased in interest as potential clients are becoming more influenced to live healthily.
So, it requires a solid strategy on your part to enjoy great business results. The 3 areas you need to look at for your health coach marketing right now are:
- Being active online – social media, website presence, SEO and more all need to be part of your plan. (Your marketing mechanisms – how you’ll bring people to you)
- Creating uniqueness in your personal branding – identifying what makes you different and then shouting it from the rooftops! (This is the marketing message – what you’re going to say when you get their attention)
- Have processes and systems to capture leads – from your website how can you capture leads, follow up, and integrate this with any physical or in-person locations. (This is the conversion side of your marketing process)
Let’s look at each of these practically and in more detail:
Being Active Online
In my previous blog post I talked about transitioning your business from studio to online (if you haven’t read that yet, do that first HERE and then come back to this spot!) and this is the next phase of that.
You need to promote yourself which doesn’t always come naturally. But being active online means you’re getting your name out there. You can do this with:
Facebook and Instagram both have the Live feature where you simply go live and broadcast whatever it is you are doing at the moment. Brands list live video as the second most used social media marketing tactic, with social listening being the only one that’s used more.
It’s a super popular format that gives you the much-needed authenticity and brings you closer to your audience. So in other words, it’s a perfect format for health coaches, as you need to connect with your audience.
Top Tip: Have a regular schedule that will keep your potential clients coming back, for example, fitness fridays or wellness wednesdays. You can also create plenty of evergreen and reusable content for promotion.
Get used to guest posting
The most important thing about online health coach marketing is that people need to know you exist. Your own website and brand pages on social media and LinkedIn are necessary for this, but it goes way beyond.
You need to appear where your prospects hang out. This means creating guest posts for web locations you know your ideal clients like to visit.
And don’t think for a second that because the post is going to someone else’s site that you’re off the hook when it comes to quality. A guest post has to be your best stuff, since you’re showing off your expertise on a particular subject!
And speaking of subjects, always go for value. Offer as much value as possible to readers, and include a compelling CTA in your post. However, avoid making the whole post about you – it should be about them and that will draw them in.
Social media engagement
It’s not just about posting content on social media anymore, it’s about offering value and meaningful engagement. This could be joining groups and answering questions, or offering to help a local charity, sharing information about other businesses. There are many ways you can interact with others online and the more you do it, the more natural it is for people to find you and learn about what you do.
Top Tip: Make sure all personal and business profiles are optimised. E.g. have information about what you do, links to your website and services, as well as how to easily get in touch.
Now, this is a massive subject on its own and involves making sure your website is optimised with keywords, copy, and meta tags. Plus, set up correctly for the ease of search engines and potential clients.
The one thing I will say is that it’s important to start SEO optimisation, writing blog posts, and optimising your website as soon as you can. That’s because SEO can take up to 6 months (sometimes longer for highly competitive industries) to kick in before you start seeing regular traffic.
- 5 Tips for growing your website traffic faster
- 5 Ways to use your website to get more exposure for your health coaching business
- How to organically build brand awareness in 4 steps (even if you’re a newbie)
Creating Uniqueness In Your Personal Branding (And Shouting About It)
Create a group around your brand. Facebook Groups generate better user engagement just as live videos do. Facebook Groups work in the same way as forums did once upon a time, where members flock around the same interest – your brand, core offering, and services, in this case.
Even if many people follow your brand’s page, it’s hard to keep track of everything you share when their newsfeed is bombarded with so many things. A Facebook Group cuts through all this noise and gives them a separate feed that is all about your brand and the discussion around it.
You’ll get real-time feedback, and members will get exclusive contact and interaction with you. Make the group a safe haven where members can discuss with others about their problems, how you helped them, and what they think about your services.
Share high-value content and exclusive offers to members, share links to your posts and videos, but also share content from others too.
Workshops and webinars
It’s a great way to show your uniqueness!. You can have a short intro on how you started, from the realisation you wanted to do what you do now, to the journey and hurdles to get there.
The focus of the workshop should be something that’s more hands-on: for all healthy eating-focused coaches, the benefits of including probiotics into your foods are a great example, followed by instructions on how to make a killer kimchi.
Lead the workshop with one goal in mind: connecting with your audience. What you want to accomplish here is to boost interest for your brand and your core offering, and showcase your expertise on a specific area.
Create your own podcasts
If you’re camera shy, eliminate the picture and go for sound only. A podcast is a great format to start with because it doesn’t require such a big upfront investment in terms of professional setup and equipment. A good desk microphone and a piece of software to record and edit your sessions are all you need.
Plus, podcasts are a goldmine of connection. You can not only completely customise the sessions so that it suits your offering, coaching style, and personal brand. But it’s ongoing marketing and fun to do! Bring on guests that will help complement your services and it’s a win-win to boost your authority as well as expand promotion opportunities. This way, you’ll not just attract an audience, you’ll also expand your network!
- Personality and connection can convert your website more than any paid service
- How to make your health coaching website stand out among the competition
- 5 Branding mistakes that will kill your uniqueness
- How to use your health coach branding for lead generation
Processes and Systems to Capture Leads
Probably the most commonly used system for websites is the opt-in which will trigger an automated email sequence. Whilst these do work, you have to be nailing your opt-in and emails to really get attention and nurture your leads. The competition for inbox attention is high, and not everyone can succeed this way! This is where your uniqueness plays a role too!
A new wave of technology which can be particularly useful for your website is a chatbot or AI tool which helps you answer questions whilst you’re away. You can program responses to help you with your marketing, capturing leads, and answering questions that may impact the buying decision all whilst you’re away from your desk.
Top Tip: Your Facebook Page can also be set up to have automated responses that are triggered when someone looks at your page. Include your free opt in link or sales page in a clever way and you’ve got free ‘in your face’ marketing to prospective clients!
Online Store or Platform
Being able to purchase something from your website, whether that’s your own products, services, or training programs can be an excellent way to automate the whole customer acquisition process. If you can do this you’re well on your way to scaling and your marketing will be much easier.
Online stores or specific platforms (like Kajabi for courses or training) are designed to encourage prospective clients to buy there and then! Plus you can include ‘abandoned cart’ email captures to send an automation and flow to them, completely automated.
- How to leverage your brand presence to sell online health and wellness services
- What you need to create an online portal for your health and wellness business
- Why discovery calls can get you more paying clients (and the formula for success)
- 7 Freebie opt-in ideas for wellness websites (that aren’t an eBook)
More on Health Coach Marketing
Go for the partner approach
This particular way to market your business is just not used enough! Yes, it’s a competitive field. But not everyone in the industry is your direct competitor!
Some have chosen complementary niches, meaning that your offering and theirs go well together, so why not parner up? They can refer clients to you, and you can refer clients to them!
For example, if you’re focused on physical fitness, a partner that complements your offer perfectly would be someone who’s focused on eating healthy, or someone who’s offering physical therapy.
The best thing about having business partners is that it opens up a host of new opportunities to market your business online through joint events, webinars, workshops, live streams, guest posting, and so on.
A time and a place for ads
Once you have a system in place, that’s when you can use ads to start scaling and turbo boosting your efforts. This is then just a numbers game.
You just need to work out the value of a conversion and then set your ad budget so overall you’re making more than you’re spending in ads. This does take some tweaking, but that’s why it’s important to make sure you are capturing leads on your website and your processes work! So you’re making the most of your ad spend.
Here’s 3 tips for making the most of your ad spend!
- Be very clear and precise about who your audience is and who you will target, because you will be choosing that when you set up an ad. Your copy should reflect this ideal target person, and your images should match. This will help you keep your ad hyper focused.
- You need a compelling offer that you’re driving your ad too – something you know will pique the interest when people see your sponsored post.
- Make sure you have an automated email flow setup ready, so you can build your list quickly and start the email series as soon as they join your mailing list to start warming prospects. The quicker you do this, the faster you’ll see a return on your ad money.
Finally, have a goal
Whether you go for free or paid options, you need a goal. Every marketing strategy should have a specific goal in mind, not simply because “everyone’s doing it.” It might work for many of them, but it doesn’t mean it will work for you.
Some goals for your online health coach marketing are:
- Building your email list
- Increasing your brand awareness
- Promoting your most popular program
- Getting more discovery calls
A goal puts things in perspective and helps you measure the effectiveness of your marketing strategies. If you want to make sure your website and personal branding are helping you reach these goals, contact me today and I’ll see how I can help!