You’re not after world-domination. You just want to help people achieve their health and wellness goals. And earn a living.
You want to grow your business with a steady flow of clients without spending too much money or time doing it. But when you started your health and wellness business did you really think it would take ALL THIS?!!!
Maybe you’re thinking about setting up your own health and wellness business. Maybe you already did but need a bit of a helping hand.
Here are 8 things they never told you about starting up a health and wellness business.
1. Clients don’t / won’t just walk through your door
(See the previous blog on how to achieve a regular stream of clients in 2019). Unfortunately you’ll have to work harder on your marketing than any other aspect of your business for at least the first year, and then consistently as times go on. Read last week’s blog to find out how you can get a regular stream of clients without going nuts.
2. You need a marketing degree (or someone who does) – or some really excellent resources
Okay, maybe not a degree but you’re going to need a really (really) good knowledge of how to market your business, or out-sources to someone who does.
As in number 1, marketing is where your focus is for your first year of running your health & wellness business. Knowing a lot about it will help you not waste time on marketing that doesn’t matter. Knowing you need a marketing plan that drives clients to a goal (coming to see you!) as part of your business plan is essential.
When I started my own private practice I stumbled around finding out about marketing as I went. I spent hours finding information, sifting through it and working out what worked and what didn’t. It took hours to seek out every client (it seemed).
What I really wanted was a one-stop-shop for all the marketing resources I needed. But there wasn’t one that was specific to a health and wellness business like mine. So that’s why I created this really useful space for owners of health & wellness businesses to learn all about marketing.
3. Mainstream marketing will only get you 75% of the way there. Health & wellness specific marketing is needed
It took me a while to work this one out. I remember in my early days reading marketing materials from ‘experts’, thinking “but you can’t say that to someone seeking health information!!!”
Incredible things happen when you add a splash of health literacy and a dash of health psychology to traditional marketing know-how. We know that prodding and pressing painful issues to get someone to change in health just doesn’t work.
Marketing to health and wellness clients needs a special kind of language, and that’s what we can help you do. Because no one else markets like we can teach you to do.
You can see a cute wee video explaining a bit more about what the difference is on the Words for Wellness YouTube channel.
4. Schedule marketing time like a client
The only way to survive marketing your health and wellness business is to give yourself the time to do so. Think of it like another clinic session, and book yourself in Ms Marketing.
In fact, book out a whole half day clinic once a week for your first year to get your marketing under control, working for you, not giving you grey hair and wrinkles prematurely, and to give your business the best chance.
5. Branding is more than a pretty logo and choosing a colour
Your “brand” is what you use to connect with your clients, so they need to match. How you use your branding is called a “branding strategy” and incorporates everything about your brand: your language, your services, your products, your businesses personality AND your pretty logo, colour and images.
Pay attention to who your ideal clients is, what services and products you’re offering them and your business voice before looking at colour schemes.
Need a bit more clarification about what you're offering and why? Download my free branding 101 workbook "when passions and desires align".
You can read some more about branding here.
6. Selling to health care professionals for referrals – treat them as your ideal client
This is a big one.
If you’re promoting your business to other health care professionals who’ll then refer on to you, treat the health care professional as your ideal client not THEIR client. Address the needs, wants and goals of the health care professional (or gym, nursing home or what ever)
Tell them how you can help them, and when you’ve got them hooked, tell them how you can help their clients
7. You can’t (and shouldn’t) be all things to all people just to get more people through the door
I know the temptation of trying to provide services to everyone, after all, that’s what I did. Because I really had worked with most groups of people over the year and could do it. And I really needed bums on seats. But it meant every time I spoke to my clients on social media or newsletters I was speaking too generally. So none of my clients felt I was speaking to them. I missed making a connection.
Right from the beginning decide who you’re going to work with. The Passions & Desires workbook will help you do this. Decide what you really love to do, and then find out all you can about the clients who need this service. Talk to a group of people with the same needs, wants and goals and you’ll connect with them so much more.
They’ll get to know you, like you and trust you. And come buy your services or products.
8. Processes, systems and scaling
Right from the beginning find out what processes and systems you use frequently. Think scaling. What happens when you get more clients? Do you run out of time in the day? How can you reach more people using the processes and systems you use one-on-one with clients?
A great way to start is using systems right from the get go to map out what you do and why you do it.
It'll save you time, money and stress.
I was going to write a whole paragraph on this, then found this great blog on what systems to set up in your first year of business from Andrea Jordan at Learn Discover be Free. I use Andrea's advice to sort out my computer folders so I know she has a great brain for systems.
What do you wish you'd know about marketing your business to take the stress off year 1?
I'd love to hear so we can help others in their journey!