Running a health and wellness business is getting increasingly harder with so many competitive brands coming onto the market. You need to shout louder than ever before to get yourself heard.
However, the audience for your products or service is growing, and therefore there are plenty of opportunities to grow. The key is getting your marketing spot-on. Here are five top tips for getting started:
Find your unique voice and purpose
It may seem obvious, and yet so many businesses rush into setting up Facebook pages and websites for their brand without really giving much thought to their target market, overall voice, and communications strategy. You need to have a focus, in order to align all your marketing across the board.
Key things to consider include who you are speaking to – what type of language are they familiar with, what tone of voice should you adopt, are there any key words you can adopt as part of your branding? For example, Pip & Nut often uses words and phrases such as ‘go nuts’, ‘pip pip hooray’, ‘squirrels’, and ‘natural nuttiness’. All of the language they use relates back to their nut butter products, branding, and positioning within the industry.
Write down a marketing plan
Writing your strategy down, no matter how simple it is, will play a key role in determining how successful your business is. It helps you to specify a vision for your business, define and communicate your mission, outline what you want to accomplish, understand your ideal client, and identify what it is that makes you different.
It also means you can create a road map to help you achieve your goals and focus on what is important. Your plan should include clear, realistic and measurable targets, along with a deadline for when you expect to meet them. You need to outline what budget you intend to spend (and stick to it), as well as decide who is going to be responsible for managing each activity.
Part of your plan may include writing a SWOT (strengths, weaknesses, opportunities, threats) analysis, using a STEEPLE framework (social factors, technological factors, economic factors, environmental factors, political factors, legal factors, ethical factors). Understanding your own internal strengths and weaknesses, as well as those of your brand or product, can help you maximise your team most effectively.
When setting your objectives for your company, always keep in mind the acronym SMART – this stands for ensuring they are ‘specific’, ‘measurable’, ‘achievable’, ‘realistic’ and ‘time-bound’.
When setting your objectives for your company, always keep in mind the acronym SMART – this stands for ensuring they are ‘specific’, ‘measurable’, ‘achievable’, ‘realistic’ and ‘time-bound’. Writing down these goals is hugely valuable, not just for ensuring the business and your staff are focussed, but also because it has been found that people who write down their goals are 50% more likely to achieve them than people who don’t.
This applies to everyone in your workplace, and also ensures that what you’re looking to do is clearly communicated. There can’t be any excuses or grey areas down the line if it is all written out. Once it’s on paper, it’s simply a case of going forth and fulfilling your pre-agreed plan.
To work with Green Consultancy on producing an excellent PR and marketing plan, contact: email@example.com.
Get active on social media
There’s no disputing the power of social media – and it’s clearly here to stay. It’s important to make your brand visible, ensuring you are maintaining an active presence. Make sure you have all your relevant and necessary information available to your audience on your profiles, including links to your website and contact details.
Additionally, make your branding clear, from including your logo to using your brand colours and fonts where possible. Using platforms such as HootSuite will help you to keep a consistent schedule across all platforms.
Some key things to keep in mind are:
- Use hash tags where relevant to reach new audiences (1 to 2 hash tags will get you 21% more engagement, compared with 3 or more)
- Use images (ideally ones that are high quality and relevant)
- Post between 1 to 3 times each day as a minimum – but avoid spamming people
- Use trial and error (along with analytical software) to determine optimal posting times
- Keep your brand voice consistent across your platforms, and talk about things other than your product (that remain on brand) to cultivate a sense of shared community
- Include strong calls to action in your social media posts
- Use social media platforms that make sense for your audience. Facebook, Twitter and Instagram are the key communities to get right.
- Interact and engage with your audience and their comments
- Participate in relevant discussions or groups to spread the word
- Look to cultivate a connection or conversation with your audience where possible
To work with Green Consultancy on optimising and growing your social media, contact: firstname.lastname@example.org.
Engage your customers in spreading the word
Whether you opt for brand ambassadors, run ‘like and share’ incentives or offer commission, there’s nothing as powerful in your marketing as word-of-mouth. People buy from people they trust. For example, Nielsen found that 84% of consumers either completely or somewhat trust recommendations made by their family, friends and colleagues about products and services.
74% of consumers identify word-of-mouth as one of the key influencers behind their purchasing decisions.
Meanwhile Ogilvy found that 74% of consumers identify word-of-mouth as one of the key influencers behind their purchasing decisions. MarketShare has found that word-of-mouth improves marketing effectiveness by up to 54%. It’s time to start finding ways to get other people talking about your brand for you. Not only is it highly effective, but it’s also free.
Adopt an integrated marketing approach
Integrated marketing involves creating a unified and seamless experience across all your platforms and communications, in which you are speaking to the customer through a single voice. Whether it is in your public relations or marketing, advertising or sales promotions, in-store point-of-purchase branding or social media, it should all work together as a unified force. This consistency creates a very clear message to your audience that sticks in their memory. It is multi-dimensional in experience, whilst singular in output.
Whether it is in your public relations or marketing, advertising or sales promotions, in-store point-of-purchase branding or social media, it should all work together as a unified force.
For example, the Apple brand has a ‘no gimmick’ strategy that crosses all areas of the brand – from their sleek white packaging, no-nonsense advertising, clean and minimalist stores, simple product designs, smart commercials – it creates an overall emotional response and understanding towards the brand.
Additionally, Compare the Market has achieved this through their ‘meerkat marketing’. When you purchase a product through them, you will receive a cuddly and cute Meerkat toy. This character is also seen across all the advertisements, and can be found on their website, creating connection and emotional involvement. They even have a comparethemeerkat.com website! It unites all these separate areas together successfully and drives consumer engagement.
O2 likewise created a unified campaign with their ‘Be More Dog’ initiative. This could be seen throughout their advertisements, websites, social media, and in all their store collateral too. Even though it had nothing to do with mobile phones, because it was cohesive, integrated and memorable, it was successful.