7 Common Health and Wellness Marketing Mistakes That May Be Costing You Clients
Where are all the clients? You got your certifications. You know your stuff. You’ve opened your practice and are ready to help people. But how do you find the right clients?
Marketing
Most health and wellness practitioners would prefer to skip this part. I get it. You didn’t get into this work to spend your time on marketing. And many practitioners decide it’s worth outsourcing to a health and wellness copywriter. But if you choose the DIY approach, I’d like to help you avoid these 7 common health and wellness marketing mistakes that can cost you clients.
#1 Using insider language
I used to be a teacher. And if you’ve ever heard teachers talk about their work, it barely sounds like they’re speaking English. Everything (and I mean everything) is an acronym or abbreviation. There’s ESL, EC, IEP, PD, STEM, etc.
And for most teachers, these abbreviations become so ingrained they forget that the general public doesn’t know what they mean.
The same thing can happen in the health industry. You may talk about Keto, eating the SAD, or going to a bodyworker. These terms seem like basic English in the holistic health space, but to the potential clients and customers who are trying to find you, they may seem like a foreign language.
And if your potential client feels you are talking over their head, they probably will go elsewhere.
So before you post any content, read it over with the eyes of a newbie. Is there anything there that someone new to this space might not understand? Take those words out or explain them.
#2 Focusing on your credentials
The holistic health space has gained traction over the past few years. But many health and wellness practitioners still feel the need to convince people of their legitimacy.
I see this a lot on health websites. A practitioner will shine a huge light on their credentials and certifications. And while this may seem like the best way to impress a potential client, it often backfires.
When someone clicks on your site they are looking for a solution to their problem, or relief from their pain. They want help and answers. You know you can help them. So your best bet is to put the problem you solve front and center. All.The.Time.
Don’t get me wrong. Your credentials definitely belong on your website. You worked hard and shelled out a load of cash to get them. Just don’t give them top billing.
When I write website copy for my clients, I always make sure everything is client-centered. This means focusing on the client experience. What does she feel? What does she want? What does she need? And most importantly, how can she find help with you?
Need help with your website copy? Let’s chat.
#3 Skipping Market Research
When I work with a practitioner on their health and wellness marketing, I want their potential clients to think: “wow, she totally gets me”. If your readers feel seen when they read your content marketing, they are much more likely to keep reading. The longer they stay and get to know you, the more likely they are to hand over their cash in exchange for your help.
Too many practitioners skip market research. They imagine their ideal client and write to her. The problem is that she may not exist.
So how do you find out what your potential clients are really looking for?
Read Amazon reviews. Find books in your area of expertise and read what people are saying, both positive and negative.
Hang out in Facebook groups. There are Facebook groups for everything. I can almost guarantee that you can find some for people who are struggling with the problem you solve.
Ask your current and former clients. You can send out a survey, but I think phone interviews are better. If you record the call you can hear precisely how your clients lives have changed from working with you. And then you can use some of their exact words and phrases in your marketing.
#4 Trying to be like “her”
When people decide to start marketing, they often look to successful people in their industry to see what they are doing. This is a great starting place.
But be careful not to get caught up in the trap of inauthenticity. If you model your marketing or social media presence too closely after another person, your audience will feel it.
There’s nothing wrong with getting ideas from others. But your best bet is always to show up as your own authentic self.
You may think you are weird or boring, but your audience won’t. They will love seeing the real you.
#5 Being Unclear
I can’t tell you how many times I have clicked on a health and wellness practitioner’s website and had no idea what they were offering. It is so important to have your message up top on your website. If you want to convert visitors into paying clients, your first and best move is to be clear in your mission and what you offer from the second they click on your home page.
People often click away in under 10 seconds if they don’t see what they are looking for.
So it is critical that your message is clear. When I write website copy, I make sure to put the problem my client solves at the very top of the home page. I want their potential clients to immediately know what they do and how they can help.
#6 Not telling them what to do next
So, you’ve got this great website. You have a consistent, relevant, SEO-optimized blog (more on that in a minute). Your readers know exactly who you are and what you do. They are convinced that you are the one who will help them solve their problem.
They want to connect with you to find out more. Hooray! Now what do they do?
You have to provide clear direction on how to proceed.
I like to include a CTA (call-to-action) on every website page. That way when someone is ready to connect with you further, they know exactly what to do.
It can be as simple as a button linking to your contact page. Or you can embed your appointment calendar so they can book a discovery call. But never leave your reader wondering what to do next. They probably won’t take the time to figure it out on their own.
#7 Inconsistency
Is this you?
January 1st : “I’m starting a blog!”
January 15th: “I’m doing great. Two posts done.”
February 15th: “Okay, I missed a couple of posts. But that’s okay. I’ll make it up.”
March 15th: “Maybe one post a month is enough”
April 15th: “Blog cricket noises”
Keeping up with a blog takes a lot of time and effort. But consistency is key. Google will take your site much more seriously if it sees relevant and consistent content updates.
There’s a saying in marketing: “Content is king”. Content marketing is easily the best use of your marketing efforts. In fact, content marketing is 3x’s more effective than paid advertising.
The best blogs are:
Relevant to your industry and your potential clients
Presented with Google-friendly formatting
Keyword-optimized with titles and topics your potential clients are searching for
Longer than 1000 words
And of course, consistent
If you’re ready to get serious about having a great blog, but don’t have the time or interest in writing and optimizing it, you can always hire a health and wellness copywriter (like me)!
