4 Steps To a Simpler Marketing System As A Wellness Professional

Apr 29

If marketing your wellness business feels like a stressful struggle, let me introduce you to another way of doing things.

You post regularly on social media but it feels like it’s getting harder and harder to get clients from your hard work.

You never expected it to be so tough to grow your wellness business or to have to turn into a full-time marketer to try to get clients.

You’re ready for a more streamlined approach to your marketing that’s largely automated and helps your wellness business to grow without you needing to show up and stay visible all the time.

If this is you, you’re in the right place!

I’ll walk you through the key elements of the evergreen marketing funnel/system that helps my clients to grow their wellness businesses with more ease and less hustle and overwhelm.

Step 1: Attracting right-fit potential clients

You’re probably using social media and your website to be visible to potential clients but you may be overlooking blogs.

If you still believe that blogging is an outdated way to show that you know your stuff and that it doesn’t work, have you actually been creating blogs that are strategically created to help you get clients?

Probably not if you simply chose a random topic, wrote tons of value on the topic and then posted it.

If you’re using your blog posts strategically, it’s a very different process.

You’re choosing topics that your potential clients are actually searching for (not just the things you hope they’re interested in).

You’re doing keyword research to help you to optimise your blogs to show up in organic search for the very things that your potential clients are.

And you’re using at least some of your blogs for step 2 of the simpler marketing system - getting potential clients deeper into your world.

This is crucial because your blogs (and your website, to a large degree) = top of the funnel marketing.

They create awareness ie they can help you to get in front of potential clients, especially via organic search if your copy is optimised for SEO.

But potential clients generally aren’t ready to become an actual client from top of the funnel marketing.

If you’re not strategically bringing these not-yet-ready potential clients deeper into your world so you can guide them towards becoming a client down the line, you simply lose them.

Step 2: Bringing them deeper into your world for nurture

Here’s a scenario that demonstrates the importance of bringing potential clients deeper into your world.

A potential client finds you when Googling and lands on one of your blog posts.

They like your style, they’ve started to trust you but it’s not the right time to book a consultation with you.

Your blog included a call-to-action for one of your freebies, which is perfectly aligned with your blog post and the potential client is compelled to opt in for this freebie.

And just like that, they’re a subscriber on your email list.

They can receive a welcome sequence of emails that are strategically designed to nurture and shift their mindset.

After that, they can receive strategic regular emails that further guide them towards becoming a client (more on this in step 3).

What would have happened if the blog post was only inviting them to book the consultation they weren’t ready for and didn’t offer any way to go deeper into your world?

This potential client would have simply clicked off the blog post and gone on their way because there was no alternative easy way for them to move into your world.

In step 1, potential clients are attracted into your world via social media, Youtube or blogs, for example.

In step 2, they’re actively invited to do deeper during step 1 ie through social media, Youtube or blogs - typically through an evergreen freebie or masterclass funnel.

See how this system builds layer by layer?

Step 3: Nurturing in a strategic way

Nurture is more than just building trust and a stronger relationship.

Potential clients can know, like and trust you but never be ready to book a call or apply for your 1-1 programme.

Why? Because they still have the same beliefs, doubts and objections that have stopped them from taking action previously.

If your marketing (especially your email marketing) isn’t strategically shifting mindset, your potential clients stay in this same place.

If you aren’t welcoming new subscribers with a strategic welcome sequence that grows your know, like and trust factor AND starts to shift mindset, this is the first place to start.

But strategic mindset shifting should be a key part of your strategy with regular emails too.

If like so many wellness coaches, nutritionists, dietitians and therapists, you’re still sending education-heavy emails with a bit of a soft sell to build trust and authority, you’re probably not doing much (or any) strategic mindset shifting.

And you’re probably not getting calls booked, programme applications completed or even clicks to your website or sales pages via your emails.

If email marketing isn’t working for you, it’s probably because you’re in ‘educational nurture’ mode when you really need to be in ‘mindset shifting nurture mode’.

Because it’s 100% possible to nurture in a way that both strengthens relationships AND moves potential clients closer to working with you but it needs the right strategy.

If you want help with this from a marketing pro who knows the wellness niche, you can work with me on 3-month or monthly email strategy roadmaps.

Step 4: Sell when they’re ready

Step 4 aka sales is a separate step because while we can sell while nurturing, it’s more effective if the right nurture has already been done.

Think sales campaigns rather than just trying to sell through standalone regular emails or even one-off sales emails.

One-off sales emails can work really well if you’re doing a discount and price is the ONLY barrier to taking action.

But most of the time, there are other objections involved.

Objections that won’t be addressed in a one-off email.

This is why the flash sale campaigns, Black Friday campaigns and general sales campaigns I write or plan for my clients are sequences (and the copy shop templates I sell for these campaigns are the same).

These sequences explore objections and shift mindset to take potential clients from A to B.

We sell in the final email of the sequence (and maybe soft sell before that but lead with value, because mindset shifting and objection busting absolutely CAN add value if done in the right way).

The previous emails in the sequence are building on each other and leading up to the big ask.

But the sales-led email would have far less impact if it was the only one being sent.

I know it feels easier to just do one email and not think about strategy.

But if you’re not getting results from these one-off emails, it’s wasted effort.

If you want to get my help with planning a sales sequence and/or a done for you email sequence to sell one of your wellness offers, let’s chat.

Ready for simple but effective marketing that helps your wellness business to grow without having to show up all time?

Book a free call to know where to best focus your efforts - bespoke to your business goals, offers and audience.

let's find those gaps in your marketing and fix them

Sally Aquire