When it comes to the health of your clients you must be a great practitioner, but when it comes to the health of your business you must be a great marketer. You could be the best nutrition professional in the world, but if you have no clients, then all that knowledge and skill is wasted.
In school, maybe you received a little information on the importance of marketing and a few ways to do it. But this information was likely under stressed and probably outdated. In today’s world, marketing tactics are rapidly evolving, and with an increase in wellness professionals, it’s becoming even more important to make yourself stand out.
But how much time should you be devoting to marketing each week? Two hours? Six hours?
If you’re serious about getting more clients you should be spending at least 10 hours per week on your marketing efforts. That's a minimum and in the beginning, it may be even more.
If that number scares you, don’t worry! Marketing doesn’t have to feel gross. It can actually be a lot of fun and an enjoyable part of your business.
Marketing is any way of getting the word out about your business. Marketing can be overt or subtle, so you have a variety of options for marketing tactics based on what feels good to you. Today we are going to show you how you can use your marketing hours in a way that actually works, and that doesn’t make you feel like you’re a marketing professional instead of a nutrition professional.
Facebook, Instagram, Pinterest, Twitter, or other forms of social media can connect you with potential clients. If you’re already using these channels personally to stay connected with friends and family, consider including some posts about what you do as a wellness professional, and how you help people. You may also want to start professional pages for your business.
Every social media channel is different so you will want to make sure you take some time to learn about each and understand how to use them and what to post. We recommend using a tool like Buffer to schedule out your content and have it auto-post to save you time.
To get started with marketing on social media, here are some ideas of what you can post about:
- A post that shows how you help clients.
- A post that helps you form a connection with your audience.
- A post that drives traffic to your lead magnet.
- A post that is fun and engaging.
- A post that shares your personal story or struggles.
To learn more about how you can make these types of posts and to see some examples, click here.
Starting an email list and writing regular newsletters to your community is a great way to stay in touch with people and offer value by reminding them of your knowledge.
Even if you’re using social media, it’s important to still have an email list since email is the only way you can directly access your community without depending on a social media platform. Algorithms can change without notice and more platforms are moving over to a "pay-to-play" model that requires you to buy ads or boost posts if you want your content to be seen.
Relying entirely on social media to reach your followers is not a safe long-term marketing strategy, so get growing your email list ASAP!
Reaching out to local businesses is a great way to market yourself and allows you to tap into the communities of like-minded businesses. If you have an idea for a workshop or free talk, get in touch with health-inspired spaces in your community and let them know about your idea and how it would benefit their customers and community.
Click here to learn how you can give a free talk that gets you paying clients.
Creating Lead Magnets
One of the most important ways to spend your marketing time is on the creation of lead magnets that attract the right clients to your practice. A lead magnet can be anything from a collection of recipes to a short-term meal plan, or even a free challenge.
You can create a super awesome lead magnet in minutes with That Clean Life for Business, so no excuses!
To learn more about how you can create a lead magnet to grow your email list and get more clients, click here.
Appearing on a podcast, respected health website, or other media opportunities can be a great way to gain traction and build a strong reputation.
If you think you’d be a good fit for a certain podcast or have an idea for a guest-blogging opportunity, reach out and let them know what you have to offer and give them a few topic ideas that they can't refuse. This form of marketing can take longer to come to fruition, as it may take a pitch and multiple follow-ups in order to finally get a spot, but the payoff is worth the effort so don’t give up!
For more advice on how to get press for your wellness business and stand out from the crowd, click here.
Do a Facebook or Instagram Live
Appearing live on Facebook or Instagram can do wonders to connect you with your target audience. It’s a fun and interactive way to engage with your audience, display your knowledge, and let them get to know you better.
Facebook Live can also be a great way to build your email list, which we wrote about in detail here.
So by now you may be thinking, “Okay, that’s a lot of different marketing strategies. How do I know where I should be spending my time?”
The truth is that all of these marketing tactics can be successful, but not equally as successful for everyone. To help you figure out which types of marketing you should focus your efforts on, here are some questions to work through:
1. What is the goal of your marketing?
If you want to sell online programs…
You’ll want to have a strong online marketing strategy that includes a solid social media presence, a great lead magnet, a growing email list that receives regular newsletters, and maybe Facebook/Instagram lives.
If you want to book more one-on-one clients…
Get out into your community by giving free talks! Don’t forget to add attendees to your email list so you can nurture them with regular newsletters too.
If you want to book one-on-one clients online, you can use Facebook/Instagram live to give your free talks. Blogging regularly will also help your website show up more in search engines when people are looking for a nutrition professional in your area.
If you want to sell a high-end nutrition program…
Establish yourself as an expert in your niche by blogging frequently to show off your expertise. Create a great lead magnet to attract your ideal client, and then send regular newsletters to keep them engaged with you. Aim to promote your program every third or fourth week in your newsletter, so that you aren't constantly selling. The majority of the time, you should focus on providing value and developing trust through free content.
If you want to partner with other professionals or brands…
Spend time pitching yourself to media outlets and create a strong social media presence to get your name out there. This will increase the likelihood of being approached by other professionals or brands for collaborations.
2. Which method of communication are you most comfortable with?
Use blogging to get your knowledge and expertise out there. Build an email list and stay connected via weekly newsletters.
Appearing on podcasts, using Facebook/Instagram live, and giving in-person talks, workshops or cooking classes will let you use your excellent verbal communication skills to connect with potential clients.
Social media is a great place to share photos since it uses more visual platforms. Draw in potential clients with tantalizing food creations or beautiful lifestyle photography.
3. What is working for you right now?
There is no such thing as the perfect marketing plan, so do not spend too much time mapping out your strategy. Every day that goes by is another day you could be getting yourself out there.
The first step to success is to try something! Anything! Decide what you’re going to do and test it out for a month or two. You have to experiment to find out which channels are effective for your business, and you also have to constantly reevaluate if this channel is still working for you over time. What was once working might not always work, and you have to be ready to adjust your strategy and/or try new channels as the old channels dry up.
If you find that you get a ton of traffic coming from Facebook, give it more focus. If your free talks don’t convert well, try guest blogging instead.
Now tell us! How are you going to spend your 10 marketing hours every week?
To see an example of a great nutrition plan, plus the exact framework we use to create nutrition plans that clients love to follow, check out our free book: 4 Steps to Creating Awesome Nutrition Plans for Your Clients.
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