Role of Digital Marketing in Health and Wellness Industry
Digital marketing has transformed the way businesses promote their products and services. Most companies are adopting digital platforms and methods to boost sales and acquire new customers. Even though conventional marketing techniques are still relevant, they are no longer in the driving seat. The health and wellness industry has not been oblivious to the benefits of digital marketing as well.
The billion-dollar industry is leveraging the power of digital marketing to retain customers, boost membership, and increase their revenue. Besides, people are experiencing a greater inclination towards a healthy lifestyle, which is why they are continually searching for ways to stay fit. They are turning to online wellness solutions, home-based wellness schedules, and different wellness regimes.
For companies operating in the health and wellness industry, digital marketing presents a great opportunity to cater to such people.
This blogpost explores all possibilities in detail.
1. Health and Wellness Website
For health and wellness companies, a website is fundamental to marketing their services. Website is where companies showcase their services, such as home-based wellness tutorials, to their existing and potential clients. Apart from that, companies have to keep their customers engaged by publishing informative content regularly. There is no better place to that than their own website.
Creating a website is one thing, and optimizing it is another. Hiring a developer for building a wellness website will not bring new leads and customers. The website and its content have to be search engine optimized. There are four components of SEO that companies need to take care of, namely:
Off-page SEO: Off-page SEO aims to improve the website's ranking on search engines (mainly Google) by building authority.
On-page SEO: Here, the marketing team ensures that the site's content and HTML are optimized.
Content: It's about creating informative, engaging, and SEO-optimized content for the target audience, both potential and existing.
Technical SEO: A digital marketer ensures that the health and wellness website is being crawled and indexed by search engines.
Hiring an in-house team of developers and digital marketers is very cost-intensive when companies focus on their services.
2. Search Engine Optimization
As discussed in the previous section, SEO is pivotal for getting discovered by the target audience. It's essential to have the right URL structures, images, headers, meta descriptions, and titles – all part of on-page SEO. Moreover, the health and wellness site must get links from authoritative websites. It is only possible by creating valuable content and promoting it through the right channels.
Other important on-page SEO parameters are page speed, site structure, and visibility of the website. Nowadays, customers mostly browse through their mobile devices, which is why the website must be optimized for such devices. Having a responsive design is crucial for SEO and a fantastic browsing experience.
Various forms of content such as research reports, e-books, whitepapers, and blog posts provide solutions for the target audience's pain points. By using appropriate call-to-action, readers are then directed to landing pages. The aim is to intrigue, entertain, and educate the customers. Experimentation is the key to determine what resonates best with customers.
For instance, if how-to videos on exercise and diet bring more customers than a wellness e-book, then the focus should be directed on videos. If a wellness business wants to create an email list, they can publish weekly or monthly newsletters in exchange for readers' information!
3. Social Media Marketing
Billions of people around the world use social media, thanks to the internet and affordable smart devices. Companies want to tap the audience that is still out of reach. However, social media marketing is not as simple as creating the company's account on different platforms. It begins with detailed market research to determine which target audience is actively using social media platforms.
Market research is followed by content creation and promotion. After shortlisting the platforms, it's important to consistently produce content because it's straightforward for customers to forget about a business given the industry's intense competition. Irrespective of the type of content, it should add value to the lives of the target audience. The market research conducted during the first stage will give an excellent idea of what type of content they like to engage with.
4. Multichannel Promotion
Most customers prefer to do a quick Google search or browse social media to find a business. That makes multichannel promotion or advertisement indispensable. It could be Instagram, Pinterest, Facebook, etc. Heath and wellness companies must control the maximum number of touchpoints where customers are present via targeted ads, influencers, contributed articles, podcasts, competitions, news releases, etc. Without a doubt, it's challenging to do when they have a business to run.
It makes sense to outsource digital marketing and leave the rest to an expert in such a situation.
5. Marketing Automation
Running a wellness business can be more profitable by leveraging automation. Specific processes can be automated, thereby saving companies more resources. Besides, marketing automation tools can be integrated with customer relationship management (CRM). For instance, wellness companies can automate booking and payment, thereby eliminating the need for front desk staff. Online booking and payment for workout sessions are much easier from a desktop or smartphone.
Companies can also automate the schedule of sending relevant, valuable, and targeted messages to nurture their leads and existing customers. For instance, automated emails are a great way to keep the target audience informed and engaged. Effective lead nurturing considerably reduces the sales cycle.
With this, the discussion on digital marketing's role in the health and wellness industry comes to an end.
Both brick and mortar, as well as an online health and wellness businesses, are facing tough competition since everything is readily available for the customers. People can not only track their vitals through wearable devices but also access home workout videos anytime, anywhere. Many have home wellness equipment such as treadmills and dumbbells. In such a scenario, getting noticed by the target audience is not easy.
Outsourcing digital marketing is the best alternative for businesses to generate leads, convert visitors into customers, and regularly engage with them.