Entrepreneurship is exciting, and it can also have its ups and downs – particularly in the health and wellness industry where new products and services pop up all the time. In order to grow, your health and wellness business needs to stand out from the crowd and build systems that attract your ideal customers on a regular basis.
A strong visual brand, paired with some strategic steps outlined below, will help your business attract attention, spark the curiosity of your target audience, and make more sales.
The first thing to think about are your brand attributes – the personality traits of your business. Every brand has a different mix of attributes, and you can identify yours in our free branding mini-workbook here:
Here are four proven ways to grow your health and wellness business:
1. Identify Your Ideal Client
Even if you already know who your clients are, the process of identifying a single ideal client persona can really benefit your branding and marketing efforts.
It’s not enough to just know and think about your clients in a general way – what’s actually useful is to create a document where that one person is identified and described in detail. You need to have an ideal client document that you could show to anyone and they would understand who you are trying to reach with your health and wellness business.
If your business sells natural hair care products, your ideal client isn’t “anyone who uses shampoo” or “people who like natural products.” You need to get a lot more focused on the exact characteristics your target shopper has. How old are they? What frustrates them about the shampoo they already have? What does their hair look like? What do they do in their free time?
When it comes to identifying ideal clients, don’t get stuck in thinking that if you focus on one type of person you will exclude the rest — that is not the case. The main reason why we identify ideal clients is to know what they like, what their preferences are, and where exactly they hang out.
Once we know all that, we can offer them what they like and meet them at the places where they are – that’s how you grow a business!
There are two main parts of this process. One is identifying the demographic of your ideal client, and the other is identifying the psychographic. Knowing the demographic of your ideal client will help you establish how old they are, where they live, how much money they have, and other basic demographic things.
The more important piece is the psychographic. The psychographic of your ideal customer is focused on figuring out what their problems are, how they want to solve those problems, why they even have those problems, what they love, their preferences, what they are attracted to, and how they make decisions.
For specific ideas on how to improve your visual branding so it connects with your potential customers, get a copy of our free logo and design inspiration guide here:
Identifying our ideal clients helps us, as business owners, meet the needs of our target. If you know your ideal client is a 35 year old mom who wants to switch to cleaner hair products but doesn’t have the time to do a bunch of research, and she just grabs whatever she can find at the grocery store, you now have plenty of clues on how to reach her and attract her attention.
Once you know your ideal client inside out, you will be able to speak with them on a level they understand and frame your product or service as a clear solution to their problem.
2. Research the Competition
Competitor research will help you understand how other businesses in the same industry became successful. By knowing what they do, who they serve, and how they do it, you will be able to figure out what you need to do to stand out, be different, and provide better services or products to your same audience.
You could always hire someone to do a feasibility analysis for you, or you could do basic step-by-step competitor research on your own. Once you figure out who your competitors are based on their location (if applicable), offers, pricing, branding, marketing, and so on, you can start creating your own list of how your business can deliver a better experience than they do.
Working on this research and getting to know your competitors is beneficial because it will help you look at your own business from a customer’s perspective. What does your ideal client want to see, and how can you demonstrate that in a stronger way than your competition?
Take a look at the websites of your closest two competitors. Observe what your competitors include on each page, what voice and tone they use when talking to their ideal clients (who are also your ideal clients), what colors they use, and then look into their user experience to see if it’s easy for users to find the important information about their business.
You could also look into their social media. Find their Instagram profile and see what kind of photos and posts they have, then their Facebook, Twitter, and so on.
Another strategy for checking on your competitors is hiring them or using their products. That way you can see exactly how they get clients, communicate with those clients (if it’s a service-based business), or sell products (if they have a product).
You can experience their real results and use your findings to add value to your promised results. The end goal is to make sure your customers get more value than they would with your competitors!
There are so many ways that you can research your competitors, and the suggestions above can help you grow your health and wellness business by positioning yourself apart from the rest of your industry.
3. Create a Business and Brand Strategy
Business strategy and brand strategy are similar, and they do have some components that overlap (such as vision and mission), but their focus and their goals are not the same. I will explain each one starting with business strategy which is better known as a business plan.
Some business plans are super long, while some are short enough to fit on one page. There are no universal rules on what needs to be included in a business plan because every business is different and has different goals.
Most of the time the plan will describe what the business is about, its goals, how the sales funnel will look, some branding and marketing strategies, as well as financial things such as income predictions, expenses, yearly goals, and so on.
Once you write your business plan you can always go back and revise it. After you make some progress or run into roadblocks, you can simply review it to check if your steps and goals are still accurate. A business plan changes all the time.
A lot of people think that business plans are only for people who are just starting a new business or applying for business loans. The truth is you can make a business plan whenever you want – even if you have been running your business for years.
Your business plan will help your business grow, so it doesn’t matter when you make it. The sooner the better, but it’s never too late and is definitely not just for startups.
Brand strategy, on the other hand, is a brand plan. The main difference between a business plan and brand strategy is that brand strategy focuses on who your ideal customer is and what will attract them to your offer, and it includes a plan on how to attract those customers using content and visual designs.
Brand strategy includes brand discovery (mission, vision, and core values), target profiles, brand tone and voice, brand positioning, content strategy, and brand goals. It helps your business identify the exact steps to take to get in front of people who are going to invest in your brand. (When I say “invest” I don’t mean just an investor but a person who is going to buy from you).
When your brand strategy is developed, you will save time and money because you will have a plan that explains the exact next steps to reach your brand and business goals. You will never have to guess what needs to be done next or whether you are headed in the right direction.
Your brand personality will play a big role in the types of customers you attract. Take our quick quiz here to discover your brand personality and express that personality to your audience:
Similar to a business plan, you don’t need to have a brand strategy right when you start your business.
When you create a brand strategy after you’ve already started your business, you actually have an advantage because you already have some information on who your customers are and what they liked or haven’t liked so far when interacting with you. And like a business plan, your brand strategy document is adjustable and will change as you grow.
If you would like to clearly show your customers why they should choose your health and wellness brand over the competition, and if you would like to have a stronger brand voice that will attract customers, or maybe change your colors or be 100% sure who your target customer is — then a brand strategy is something you must have.
The best way to start with brand strategy is to hire a brand strategist or take an online course that will help you craft your unique brand and apply the elements of branding that actually bring in more clients.
4. Increase Your Visibility
If you want your clients to hear about you, you need to put your business in front of them. Some of the best ways to do that are through social media platforms, improving your SEO, using paid advertising, going to networking events in person, and there are other ways as well.
If you want to save yourself time and money, you first need to identify your ideal client because only then will you know where it makes the most sense to promote your business. Different methods will work for different businesses, and rather than trying everything at once, you can take a targeted and strategic approach to meet your clients where they are.
Search Engine Optimization (SEO)
Improving your SEO means your business takes steps to increase the visibility of your website when someone is searching online.
For example, if someone loves yoga and just moved to Austin, they may type “yoga studios Austin” in Google to find a new place to try. If you own a yoga studio and have been focused on building your SEO, your page is more likely to pop up as one of their top search results.
Your competitors who don’t optimize for SEO would fall lower on this potential customer’s list of results, which reduces the chances of that client even discovering that their studio exists.
One of the best ways to improve your SEO is to properly design and develop your website using headers, sub headers, and body text for paragraphs. You could start a blog, write articles, create e-books, design infographics, etc. These types of actions are included in on-page SEO.
Off-page SEO is when your website URL appears on other websites. If you write an article about yoga poses for Yoga Journal and include a link to your studio’s website in your author bio, that’s an example of off-page SEO. When Google sees your website URL featured on outside pages, it signals that your website is trustworthy and improves your ranking in search results.
When a blogger or other website promotes your offer and includes a link, that improves your off-page SEO as well. The whole point is to get Google to trust your website and subsequently show your site to people who are searching for what you have to offer.
If your ideal clients are looking for solutions on Google, it’s in your best interest to start improving your SEO now. SEO is not an overnight fix and takes some time to build, but once it starts working in your favor it can bring a steady stream of prospects to your website.
To learn the specific next steps that will help your brand attract more customers, you can take our quiz here:
Social media can be powerful but also overwhelming. There are so many platforms to choose from, and it can be hard to know what you need to do.
We have Facebook, Instagram, Twitter, LinkedIn, and some would consider Pinterest as social media platform even though technically it’s a search engine. How can you put your business on all these platforms in order to increase your visibility?
Well, there are two options. One is to focus only on the platforms that are the most important and where your ideal client is, and the other option is to hire a social media manager that can help you build your brand’s presence on all of the platforms at once. Let’s discuss both.
If you’re trying to post and be active on all of these platforms at once, and you don’t have help, that won’t work. You will be all over the place, spread too thin, wasting time posting in places your ideal client will never see, and not to mention you would be creating content all the time. Alone.
Instead, you could choose two primary social media platforms to focus on and just post on the other ones occasionally. You would choose your two main social media outlets based on where your ideal client is hanging out the most.
For example, if your business sells herbal tea, your clients might be on Instagram and Pinterest, but if you provide workplace wellness programs your clients might be on LinkedIn, Twitter, or Facebook. You can make the decision to just be where your clients are without feeling stressed about being on all the platforms.
The other option is hiring someone to help you with your social media posts, comments, and likes. If you go this route, you need to clearly explain to that person what your goals are, how you are trying to achieve them, and how you can get the best help from them.
Hiring someone to handle your social media will help you focus on your customers and on the business side of your business. Additionally, someone else will likely do all of these things better since that person specializes in social media and can bring you more ideal clients faster.
You can also purchase targeted paid advertisements such as Facebook ads, Instagram ads, and Google ads. If you want to use paid ads, focus on the platforms where your target audience hangs out because for these you’re not just spending your time but money as well.
Paid ads need to be strategic, organized, and thoughtful if you want to see a return on investment. If you create an ad and it doesn’t work, turn it off immediately and start a new one. You can test what your audience likes to see, what works, and what simply doesn’t work – trial and error is all part of that process!
One more thing that people don’t talk much about is the difference between a passive audience and an active audience. A passive audience includes people who are not actively looking for your services or product.
An example of a passive customer is someone who is scrolling on Facebook and sees your ad for a product that he was not looking for at that moment, but now that you put that offer in front of him, he is interested.
Let’s say you are selling protein bars, and while your target customer is maybe not actively searching for a protein bar, after he sees it he might be curious about your flavors and buy from you.
On the other side, people in an active audience are intentionally searching for a solution to their problem. If your business creates yoga mats, your target customer is most likely going to be an active customer. They will not just buy a yoga mat randomly – they will buy it because they really need it.
Of course, this does not mean that your ideal client would never buy it while scrolling on Facebook, but the chances are lower. Since you are paying for these ads, it’s better to focus on the strategies that will lead to more actual sales.
At Aventive Studio, we help health & wellness businesses create powerful brand identities that attract their ideal customers and increase their sales.
Our branding agency can help startups and established businesses with everything from brand strategy and planning to website design, packaging design, advertising, marketing, SEO, and more. You can find our full suite of services here.
We also have a variety of resources to help you build your own brand, including the Brand Clarity online course and the book BrandFix: A Brand Strategy Guide for Busy Entrepreneurs which was written by our CEO Kady Sandel.
Ready to create an unforgettable brand? Contact us here to chat with our creative director about how we can help your health & wellness business.