Don't let regulatory board limitations on marketing and advertising hold you back from growing your business!
As someone who has worked in health & wellness for over ten years, I know how much of a drag regulatory board marketing and advertising limitations can be.
The list of what you can’t do feels endless!
It can seem overwhelming and even a little scary, especially as a new grad or someone with no marketing and advertising background!
Unfortunately, most marketing agencies, social media managers, content writers, and online marketing courses are entirely unaware of these limitations, making delegating your marketing more than tricky.
You CAN effectively market, advertise and grow your business in the health wellness industry without stepping on the toes of your regulatory board!
Here’s what you NEED to know about marketing in the health and wellness industry.
What are your goals? Is it to grow your audience? Generate Revenue? Improve customer retention? Clear marketing goals will help you plan your marketing strategically instead of just copying what you see others doing online. Your goals will show you where you should spend your time and energy and identify where you can relax and rely on “maintenance” content.
Take the time to read and understand your board regulations to confidently identify what is NOT acceptable. Knowing where the line is will help you gain confidence staying on the other side of it!
Who do you want to reach? Effective marketing is about having your message reach the RIGHT people - not everyone. When you identify your target market, you can create a strategy to get their consent, have them opt-in and move to a channel where you CAN market your services and offers without breaking the rules.
Each marketing channel has different rules. Social media and websites are considered public domains to advertise and market your services and offers outright. Emails and direct messages are considered non-public domains where there are strict limitations on what you can say. When you know which channels can do what, you can help bring your target audience to the right channel, so they get the right message!
All of these questions can be answered when you know your customer’s journey. Take time to map out your customer’s journey so you can strategically move them along to become loyal buyers!
Board regulations do not have to stop you from confidently marketing and advertising your business! Much like in sports, to be successful, you need to know the rules of the game and practice. Having a great coach helps too!
Effective marketing is all about sending the right message to the right people, not trying to reach everyone.
It all begins with finding your target audience (or ideal customer)!
To identify who you should be trying to reach with your marketing efforts, there are three steps you can take.
3 - Analyze Your Offering
Take a good look at your product or service and identify exactly what problem it solves. What is the formula for success you follow, and how is it different from what's on the market?
Once you've identified your audience (or ideal customer), now it's time to organize your audience so you can target those who fit the bill!
There are a TON of different ways to keep your audience organized, including old-fashioned spreadsheets of leads, scrolling through your followers and creating a close friends list, or using CRM software to store, tag, and sort your audience.
Having a HUGE following or massive email list is great - but if your goal is to increase revenue, make sales, or grow your business - that list is only as good as the number of buyers on it!
No one wants to receive irrelevant content. By organizing your audience you can target specific individuals or groups and ensure that your message goes to the right people!
Understanding and organizing your audience is an ongoing process that requires continual maintenance. Schedule time every few months to go through your audience and collect data, analyze metrics and organize.
How to increase your email open rates - and why it matters!
Getting your emails opened is the first step to having your message and content be consumed. If your readers aren't opening your emails, they aren't getting any of the great information you send their way (and are more likely to unsubscribe). "The open rate is a percentage that tells you how many successfully delivered campaigns were opened by subscribers." In 2020, the average open rate for the Health & Fitness Industry was 21.47%, and 21.72% for medical, healthcare and dental. (Mailchimp, 2020).
Catchy headlines aside, here are three simple and effective ways to increase your open rate and get your message read!
1. Subject line
Make your subject lines as straightforward as possible - it's a psychological defensive response to distrust ambiguity, missing information and confusion. It's ok to build some curiosity, but it should still be clear why it's relevant to the reader. Personalized emails have a higher than average open rate, so whenever possible, add your subscriber's name to the subject line.
2. Preview text
The preview text is essentially a second subject line for your email, and your readers see most, especially on mobile devices. The preview text is an opportunity to show your reader that you're not sending spam and you're not a bot. Give them value and let them know what to expect when they open up their email.
3. From field
Knowing who sent the email address has a direct impact on the likelihood of it being opened. Like I mentioned earlier, we distrust ambiguity - so if your reader is at all uncertain of who you are, they are likely not going to open the email. Having a friendly, easy-to-read reply email address and listing your name or business name, so it's recognizable to your reader is an easy way to improve open rates.
These three simple things can make a massive impact on your click rates - and they are also the easiest aspects of an email to test! Testing is an essential part of effective marketing, and this is a great place to start.
BONUS: A/B Testing
The most effective way to diagnose the reason why your open rates aren't as high as you want is with testing. You can start by A/B testing subject lines, preview text, and the To & From field with relative ease. Start with a small percentage of your audience to test with, and remember only to test one thing at a time. Then, you can analyze the data and select the options that had the best results!
Remember that we are far more likely to open emails from people and businesses we know, like and trust. Make it easy on your readers by making clarity a key component to every aspect of your emails!
Is it them...or is it Me?
When things are quiet, when the sales aren’t rushing in, when the DMs are slow…our inner dialogue can get pretty wild.
Am I posting enough?
Do I sound ok?
Do people think I’m smart?
Is my content helpful?
Am I good enough?
You scramble to throw together some content, make a post, pop your face on the internet to remind everyone you exist.
You share your morning coffee to try and act calm and confident when inside you feel anxious and overwhelmed. You post a fluffy to-do list while clenching your jaw and hoping it makes you look in-demand. You talk about that ‘secret project’ you’ve been working on to remind them, and you, that you have a plan even though you feel lost.
Then you feel all the insecurities rushing in and wonder - do they know?
Have they figured me out?
Those negative and unhelpful thoughts multiply exponentially when we let them run wild in our minds. The more you think about it, the more you feel about it, react impulsively, feel anxious, and send out an energy of desperation and despair.
You rush to create promotions, launches and offers to try and get the ball rolling. You throw together emails, try to get engagement in stories, and let those emotions and thoughts push you into action and pretend it’s motivation, not desperation, without ever stepping back and thinking it through.
When we can take a step back and look at ourselves, our thoughts, feelings, reactions and behaviours, we open up an opportunity to truly see how we are holding ourselves back.
When the inner critique starts - stop.
What thoughts are running through my head?
Are they true?
Who would I be if I just let this thought go?
You CAN choose to let go of the thoughts that aren’t serving you and take hold of new, more balanced thoughts.
You CAN calm your energy, feel more confident, and embody that magnetic, irresistible CEO you dream of becoming IF you can just stop.
Posting for the sake of postinG
Rather than sticking to a routine of constantly and impulsive sharing every piece of content you think might be helpful as soon as it comes into your mind fueled by scarcity, insecurity and desperation - stop.
What thoughts are running through my head?
Are they true?
Who would I be if I just let this thought go?
Let the dust settle.
When your emotions have calmed, and your mind is quiet, come back to the content and ask yourself honestly:
Is this content strategically aligned with my long-term goals and strategy?
Is this content about making me feel better or about my readers?
Is this content truly what my reader NEEDS to see or learn at this moment?
Is there a benefit to taking a step back and looking at the big picture before rushing into action?
Social media is powerful.
It influences us.
When we get caught up in the noise and that desperate energy that holds us attached and addicted, we can get lost.
So how do we find ourselves again?
How do we step out from the noise?
How do we reclaim our boundaries and our confidence to use its power without getting sucked in?
How do we embody the magnetic energy that naturally attracts dream clients?
These five simple steps have helped me find balance and hold firm boundaries while still getting the most out of my social media marketing.
5. Fun & Dance.
My favourite part of my creative process is that every 25 minutes, I take a short dance/play break. Yep. I crank the tunes and dance around my house to bring back the spontaneity, creativity and FUN to the creative process.
When we can pause and reflect on our energy before creating and sharing online, we can tap into a magnetic and empowering energy that helps transform any piece of content into a marketing masterpiece.
It takes practice, but over time you’ll be able to tap into your magnetic and empowering energy and share online with authenticity, from a place of inner knowing instead of fear.
If you are ready to step up your content creation game with planning, strategy, and Magnetic ENERGY, be sure to sign up for my FREE connective content planning workshop by clicking the link below!
"You can do it all - but not all at once."
That’s been my mantra for the past few years, and it’s served me well, especially in my writing.
Over time, in life and business, and with some wisdom, we all eventually learn that you can’t expect anyone or anything to do it all.
Social media is no exception.
Yes, social media is powerful - but it can’t do it ALL.
You can sure as heck try to make it your one-stop-shop to build an audience, drive sales, get referrals, and grow your business. It might even work for a while too!
The challenge with using social media for EVERYTHING is that you end up setting many different goals all at once and all in the same space.
If your social media goals and strategy include sales, growth, connection, retention, referrals, and everything in between - you’re going to exhaust yourself.
In social media, you have zero control over when new followers join, what they see (if they see you at all), and in what order.
How can you strategically bring your readers through a customized buyer’s journey of connection and content?
Now, before you hit me back with the “I don’t have time to add emails to my marketing - social media already takes up so much time,” STOP.
Email marketing does not have to be a time thief.
Email marketing does not have to be complicated.
Email marketing does not have to reinvent the wheel.
You have tons and tons of content that you’ve created and shared on social media. You can reuse it - with a few minor tweaks - and create an incredible email series that strategically brings your readers through your buyer’s journey!
Think about it this way - if you could control exactly what posts a new follower should see, and in what order, what would those be?
That is where you start.
Next step - why the heck should they give you their email address in the first place?
Inboxes are sacred, and no one wants to join another newsletter.
Offer something of incredible value in exchange for your reader’s precious email, and then take them on a journey (strategically) without the noise or distractions of social media.
Before you jump ship and sign-up for an email marketing platform, stop for a second and set some goals.
You can have a different goal for each email series - and you can create an infinite number of other email series’.
Take the pressure off your social media content and take control of your reader’s journey through your content with email!
Do you use email for your marketing? Let me know below in the comments!
We all want to be a part of a community that is a positive space and filled space with people who embody the qualities we believe in and bring out the best in us.
As a business, having a strong community is an incredible tool for building and maintaining culture, improving brand reputation, increasing brand awareness and visibility, and attracting and retaining clients and employees who embody your company values.
Many challenges can arise when both building and maintaining a community for your business. Toxic members, miscommunication, ignored boundaries, awkward silence.
One challenge that is SO common and yet rarely discussed is how you can stand out from the mass of other ‘communities’?
How can you define and differentiate your community from every other community out there?
The most common strategy business owners and marketers use is to ask their members to describe it in their own words.
“I love this community because it’s so positive and welcoming; everyone is awesome!”
Not super helpful - everyone says that about their community.
So, how do you explain your culture with enough context that outsiders can see how it’s different?
The same way you go about describing how your business is different from the rest of the competition.
ASK MORE QUESTIONS.
This isn’t a 5-minute project.
Learning the right words to describe your community and the culture it upholds takes TIME.
BUT, if your community is a crucial aspect of your business, you can and should use it to market your business.
Community is something we all crave and is a MASSIVELY powerful marketing tool when used correctly.
If you’d like an audit of your community ‘pitch,’ post it in the comments, and I’ll help you nail it!
We, and our businesses, grow and flourish in connection ⚡️.
The word connected has taken on a different meaning in recent history. Phones, social media, and a constant need to be “connected” is NOT what I am talking about🙅♀️. Often, we are so attached to our phones and social media when we feel the most disconnected.
Genuine connection, brought forward through mutually meaningful relationships, has four specific components.
1. Mutual engagement and empathy: mutually involved, committed, and sensitive to the relationship with a willingness to impact AND be impacted by another.
2. Authenticity: the freedom and capacity to be ourselves with an awareness of how we impact others.
3. Empowerment: The sense of personal strength that emerges from the relationship.
4. The ability to express, receive, and process diversity, difference, and CONFLICT in the relationship in a way that fosters mutual empowerment and empathy.
If I’ve learned anything through this time of global crisis, it is that mutually meaningful relationships directly impact: the healthy development of our sense of self, our resilience, AND the success of our businesses.
We are wired to connect 🧠.
“We do not use nurturing or loving people to fill us up or prepare us to separate and then stand strong alone. There is not a cutoff on our need for connection - ever!” (Jordan, 2017).
🚫 It’s time to stop the cold DM’s, generic email campaigns, and manic feast-or-famine social media marketing strategies.
✅ It’s time to step up and take ownership of our communications authentically and take back REAL connection.
I’m here to help. 🙋♀️
If you are ready to build real connections and foster mutually meaningful relationships that empower, influence and lead, I’ve got news for YOU!
Strategic Communications & Marketing Consulting.
Connective Communications Coaching.
Done-for-you Marketing Services.
2021 HERE WE COME!
Get to the heart of what matters most to your clients and team so you can empower, influence and LEAD 💕.
Interested in learning more?
Click the link in my bio or send me a DM.
HOW TO INVITE OTHERS INTO THE CONVERSATION ONLINE.
Engagement. I really HATE that word.
Engagement is the most commonly used word for soliciting interaction from followers on social platforms.
Engagement on social platforms is used like fishing.
Bait. Hook. Catch (ie. click, comment, DM).
Toss into the boat or back into the water (ie. pitch a sale).
Over time, the social platform rewards you with a small net.
The social platform rewards you with a bigger net.
The thing no one wants to tell you about this process: those ‘catches’ are HUMANS.
There IS a better way.
Instead of getting caught up playing the fishing for Engagement game, you can instead work to develop relationships that will grow the metrics that actually matter in your business.
There is a simple tool you can use to start developing connections and nurturing REAL, HUMAN relationships.
Door openers are an invitation to a conversation that allows the other person to determine the depth of their response. More than just a simple greeting or passing social response; they signal that you are genuinely open and available to connect (not just sell) and encourage exploration, and discussion.
“You mentioned in your stories that you just started working from home. How’s the transition been?”
“Oh, you like to cycle? I just started. I’d love to know more!”
“I see you prefer podcasts over physical books too. I’d love to know more about why?”
The KEY to door openers is that once the door is open, you have to KEEP IT OPEN, regardless of a pitch or sale.
You don’t use door openers to get Engagement. You use door openers to start developing Relationships.
Some of these relationships may turn into
- direct sales;
- word of mouth;
- answer to questions you have;
- friendships; or
- a conversation.
I’m NOT saying to drop all of your personal boundaries and spend all of your time online talking to everyone.
I AM saying that we need to ditch the “what am I getting out of this” attitude and remember that business is about serving HUMANS. You are Engaging with Real People - so let’s treat them that way.
I’d love to know what you think about Engagement in the comments!
Learn the process a buyer goes through as they move from being an unaware prospect to a loyal, returning customer. This training gives you specific actions you can take to ensure you are meeting your buyer in each stage of this process with exactly what they need.