In the last year, health and wellness became a top priority for many consumers. With gyms shut down and doctors’ offices closed, the demand for online services soared. Small businesses in the health and wellness industry rose to the challenge and found creative ways to bring their businesses online and into customers’ homes. Almost overnight, these businesses transformed to meet the changing needs of their customers.
As the market becomes increasingly crowded and consumer demand reaches an all time high, it will be essential for small businesses to stand out. After all, small businesses have the advantage of being personable, and having this translated through digital marketing campaigns is quite powerful.
In this guide, I will take you through all the necessary steps to optimize your digital marketing strategy and stand out from the competition.
Make the most out of email marketing
Email marketing in the health and wellness industry is a powerful tool to inform customers, drive sales, and build a community. It works best when personalized and is tailored to customer actions. You can cover topics from your promotions, success stories, customer feedback, product knowledge, thought leader insights, and more.
In fact, email marketing is regarded as one of the top performing marketing channels with a ROI of 4400%. Even with tight budgets, small businesses can profit off of the success from email marketing campaigns.
Choose the right subject lines
Your subject lines determine your email open rate and without a relevant one, your audience will not read the rest of your content. A flawless subject line is both direct and urgent. By being direct you’re telling your audience what you have for them and the urgency will be signaling to your customers what your campaign is related to. Try not to be fancy but start off with something simple that would guide your customers past the curiosity test and remember to avoid words like “free”, “win” and “deals”.
Use your content to guide your audience to relevant call-to-actions (CTA)
Most email service providers have free email templates as well as easy-to-use editors to guide you in the process of making eye-catching email designs. Small business owners should take advantage of these templates to create engaging and creative email campaigns.
Beyond making an email marketing campaign visually appealing, it’s equally important to include a relevant CTA, otherwise known as a “call to action.” Simply put, it’s a reason for your audience to take a specific action, whether that is clicking a link to purchase a product, signing up for an ebook or getting more information about a particular topic. The most specific CTAs are strategic and tie back to the content in the email. For example, if you are a yoga teacher, you may create a campaign using the following copy: “Get $20 off your next virtual class by referring a friend.” A relevant call to action would be “refer now” or “share with a friend.” When creating your next email, try these industry-relevant CTAs, “learn more”, “get started”, “join us” or “book now”.