How to Create an Online Marketing Plan for Your Wellness Business

Understanding your specific customers’ journeys makes it easier for you to make informed decisions.

A whopping 61% of digital health and wellness businesses at the end of 2020 sought to grow their operations and expand to a global audience. This comes as no surprise since hordes of people turned to meditation and yoga businesses on their mobiles and digital devices. These became vital tools to sustain their physical and mental health during the Coronavirus pandemic.

Most online wellness businesses now have the important task of getting new audiences aware of their brand and their products. As such, it is absolutely crucial to have a good digital marketing strategy in place.

So, let’s take a look at a few approaches to creating an online marketing strategy for your wellness or yoga business.

Why Your Online Wellness or Yoga Business Needs A Digital Strategy

You might be thinking, “Well, people are already flooding the online space looking for meditation spaces and yoga teachers. So why would I need to improve my marketing when they’re coming to me anyway?”

There are two main things you need to think about to answer this question.

First, you need to remember that there is a huge selection of organizations and individuals marketing for yoga teachers. The pandemic accelerated digital transformation and so many wellness and yoga businesses moved online.

To get customers drawn to you instead of one of your competitors, you have to make yourself known to them and find ways to stand out. Your online business marketing plan is critical to attracting customers, increasing brand awareness, and expanding your audience.

Secondly, brand awareness is at the core of any business expansion - no matter the industry. You cannot grow if you don’t have new customers that know about your business. Good marketing techniques work to boost brand recognition and awareness. The more people that know about your business, the more you’re likely to get new customers.

So, whether you teach yoga online or you’re an online wellness business, creating a marketing plan is a must!

9 Steps To A Successful Online Marketing Plan For Your Wellness Business

Now that you understand the value of establishing a digital marketing strategy, we can get into how you do this. It’s easier than you think and you can certainly get started instantly with these nine steps.

Step1: Define your goals and audience

To understand the best way to approach your marketing, you need to gain an understanding of your goals and target audience.

This step is like setting an intention for your meditation or yoga practice at the beginning of a session. It guides the rest of your actions and helps you get exactly what you want out of your efforts.

Some questions that you can ask yourself to help you identify your marketing goals and your audience are:

What do you want to get out of this strategy? What are your goals?
How do these goals connect to your overarching company goals and values? In other words, how do they feed into your online business’ bigger picture?
What products or services do you want to promote using the strategy?
Who are these products or services designed for? (ie: chair yoga, for example, might be best suited to professionals working at desks all day)
How does this target audience engage with your business and with your competitors?

These five questions help you define your marketing goals and your ideal user profile. They will also help you understand your business’s positioning against industry competitors.

Step 2: Set your ROI and KPI targets

Having goals means you need foolproof ways to test if you’re actually meeting them. There’s no point setting them up if you don’t really check in to see your progress. This is where KPIs and ROI measurements come in.

Key Performance Indicators (KPIs) are metrics you choose to help reflect on your performance. You can link these to the goals you established above. For example, if your goal is to increase awareness, you can set up KPIs like website visits, app downloads, and so on.

These metrics clearly tell you if more people are engaging with your online business’s digital platforms. They also point to the success of your strategy, highlightling if more people visit your business as a result of your methods or specific campaigns.

Your Return on Investment (ROI) also guides you on the effectiveness of your strategy. It indicates whether the cost of the strategy matches the returns.

Although ROI is fundamentally financial, you can also use the concept to assess other forms of returns - like conversions. It may also be a good idea to calculate your investment versus anticipated returns before you implement your strategy. That way, you can see how much money you need to put in to make your strategy happen.

Step 3: Design a specific website for your wellness niche (and optimize for SEO)

You can’t market your meditation or yoga business without designing a beautiful, tailored website. Bad design is the reason why 90% of people leave a website. So, it is important to create a website that prioritizes usability and user experience.

Qualities to consider when designing a simple and usable website for your customers include:

Specificity
Design
Responsiveness
Speed
Easy navigation
Product visibility

Prioritizing these elements helps you make sure your site is tailored to your audience.

You also need to optimize your website, making it more discoverable for your ideal audience. This means getting into search engine optimization (SEO).

SEO makes it easier for customers to find you when searching for yoga teachers or other wellness services online. You can improve your SEO rating by improving your navigation, product descriptions, keyword use, content relevance, and using design elements (like text and images) effectively.

Step 4: Map out a customer journey

Websites are an essential part of your overall customer journey. This is the process that your customers take to complete their shopping. It includes customers searching for a new yoga teacher, reading up on the best options, downloading an app and testing, engaging on social media, and finally purchasing a subscription. The customer journey details all the moments in this process that the customer engages with your organization.

You need to understand and map this journey so that you know where they interact with your brand most and how to improve their journey. You need to discover which channels your customers use, what kind of content they engage with, and how you can invest in making both better. Through customer journey mapping, you envisage the practical path of your wellness and yoga teaching marketing strategy.

Step 5: Decide on your digital marketing strategies

Understanding your specific customers’ journeys makes it easier for you to make informed decisions. You can determine which strategies and channels would be most effective to use for your business.

There are many options that you can choose from and these continue to grow as the digital world evolves. Some of the methods (which we will discuss in a bit) include content and email marketing, social media, paid adverts, and event hosting.

You need to decide which of these is most suitable for your business. To do this, analyze which ones can help you meet your strategic goals and which ones contribute to the enhancement of your customer journey.

Only choose the digital marketing channels that make sense for your business. From there, you can make choices about content, the frequency, style, and other characteristics of your content on each platform.

Step 6: Map everything out and delegate

Thinking about and planning your digital strategy is one thing… implementing it is another. To get your strategy up and running, you need to utilize your available tools and resources. You may also need to add new resources to those that already exist.

Of course, you may already have a marketing team and system in place. But, that doesn’t mean that your business is ready to take on the new channels you’ve selected for your marketing plan.

For example, if you’ve decided to set up new social media accounts, you may need a new team or social media manager to head those tasks. As such, you may also need a work management tool or workflow tool to delegate work and increase productivity. Having a central home for your digital strategy tasks will also make it easier for your team to collaborate and work towards your goals.

Step 7: Implement your campaigns and marketing strategies

With the team and tools at the ready, you can now brainstorm and create campaigns and strategies for specific products and services. Tailor your campaigns to your goals, audience, and customer journey insights.

Step 8: Monitor and track everything

Tracking the progress of your campaigns and marketing helps you to see if you’re meeting your goals. It enables you to measure each strategy or campaign’s success.

Assign work, tasks, and deadlines, and make sure everybody who needs to complete certain work does so. That way you ensure accountability and consistent productivity.

Step 9: Measure results and adjust your strategies

With your campaigns in place, you can conduct regular checks on the effectiveness of your strategies. By measuring results regularly, you can adjust and improve campaigns as needed to suit your products and goals.

It allows you to see where your strategies perform well and where there is room for improvement. It’s important to do this regularly, and for every campaign, to keep your digital strategy on track.

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5 Effective Ways To Market Your Wellness Business Online

Now that you know how to get started with a digital strategy, let’s take a look at some types of digital marketing you can use to promote your wellness business online.

Content Marketing

Any good digital campaign worth its weight in gold has an effective content creation strategy. Across all channels, but most importantly on your website, you have to be careful and thoughtful about what content you put on the platform.

Through your content, you build your business’ image, construct your brand, and use your design and layout choices to convey content in the way that you wish.

You can use various content elements on your site like video marketing, blogging, images, captions, auditory. Use them in a creative way that promotes your content like having video yoga lessons available for free or setting up auditory guided meditations podcasts.

Use Social Media

Social media is a personalized and intimate way to get information to your customers. With the content you’ve created through your content marketing, you have an archive of content for your social media too. Social media spaces allow you to engage and interact with your audience in a more direct way.

Consider using one or more of the big five platforms for your yoga teaching: Instagram, YouTube, Twitter, Facebook, and TikTok. It’s also important to keep your social media activity consistent. Create a plan and schedule to follow so that you can post consistently and keep engaging with your audience.

Email Marketing

Email marketing is another wonderful way to get content right to your customers. Set up email subscription channels and email databases of people who have interacted with your yoga business before. You can share discounts, coupons, deals, company news, newsletters, and more via email.

Paid Advertising

There are various paid advertising options that you can choose from to give your yoga teacher marketing the boost it needs. These include pay-per-click marketing, social media ads, display advertising on other websites, and more.

Host Events (online or in-person)

There’s no better way to promote your product than to give your users a taste of what they may get. Host events including free lessons, workshops, training, and more. Center these experiences around wellness and your services to attract customers to commit further.

Final Thoughts

Creating an online marketing strategy for your online wellness business doesn’t have to be a difficult undertaking. Use these nine steps and five digital techniques to get you where you need to be!

You can also make teaching yoga online an easy process by using a platform built for online coaching! Find out more here.