Finding the right health and wellness marketing strategies to grow your business may feel like a daunting task. Getting the right message, to the right audience, at the right time is easier said than done in this day and age. In many ways, technology has brought audiences and brands closer together in ways they haven’t been able to connect before. But with these new connections, the bonds of trust and loyalty became weaker. This leaves a tremendous opportunity for those brands who can figure out how to connect better with their audience.
First, let’s take a look at your audience. Defining your audience will help determine your strategy when it comes to messaging, content, and delivery. If you don’t know who your audience is or where they hang out, your brand strategy may be falling on deaf ears. Categorize any customer data you have to help segment your types of customers.
Next, begin to build out these segments into personas by hypothesizing each persona’s different motivations, pain points, challenges, and needs. These personas are the first step to visualizing your audience as you create and deliver content. The five W’s (Who, What, When, Where, Why) are a great starting point when building personas. Make sure you also include specific details including demographics, personality, family, and professional information. If you can’t fill in the details, conduct user surveys to help maintain a constant pulse on what your users are thinking.
Knowing your audience is the first step. Knowing how your audience interacts with your brand is the next step. Your audience has many choices in how they choose to interact with your brand – from multi-screen digital platforms to traditional communications. Make sure you have a system of analytics setup that monitors the effectiveness of your medical marketing strategies. Lastly, connect your offline and online marketing by creating a seamless brand presence that drives your offline audience to your online programs and vice versa.
When it comes to creating your message, you need to talk about what your audience cares about. Remember, the human attention span is at its lowest ever. According to a study by Microsoft, the average human being now has an attention span of eight seconds. This is a sharp decrease from the previous average which was around 12 seconds back in the year 2000. As attention span dwindles and the number of messages your audience sees on a day-to-day basis increases, your message needs to stand out from the crowd by being helpful, unique, and interesting.
Thanks to the evolving nature of social media and the new trends it brings about, it’s easier than ever to create interesting and helpful content in different and unique ways.
Here are 10 health and wellness marketing ideas that can help you build a more personal relationship with your target audience:
- Invest in virtual reality to showcase your brand from remote locations
- Host regular openings or tours that give your audience a chance to connect
- Attend industry trade shows
- Create pop-ups for a high-touch, short-lived experience
- Support a cause -- such as Lean Cuisine’s #weighthis campaign
- Create a viral contest or competition for a cause – such as the ASL ice bucket challenge
- Encourage challenges, contests and games at brick & mortar locations
- Have a celebrity endorsement
- Showcase products/services in a unique way
- Collaborate with complimentary brands
Marketers in the health and wellness industry know that audiences are often overwhelmed by digital noise. That’s why the savviest marketers are taking a different approach by reaching out to connect with their audience on a more personal level. For the health and wellness industry in particular, these personal experiences capture your audience’s precious attention, making them listen to what you have to say in an increasingly crowded marketplace.
If you’re interested in creating helpful, unique, and interesting content aimed to capture your audience’s attention on a more personal level, contact the health and wellness marketing professionals at Quaintise.