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!
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You don't own your social media content (gasp). At any moment, whether by accident or not, all of your social media content could be deleted or lost, and there's not a damn thing you could do about it. Scary AF. There are tons of horror stories about how established businesses and brands lots ALL of their social media content. Having a blog is not only an amazing (and safe) way to keep your content backed up and accessible, it also: 🙌 Increases your searchability (optimized SEO if your content uses keywords clients search); 🙌 Looks incredibly professional on a website; and 🙌 Allows those who don't use social media to get access to your knowledge! If you don't have a blog yet, now's the time! ✨Start by simply copying your best social media posts and adding them first. ✨Choose the posts that have the words your readers are most likely to search online. ✨Always add the SEO description and keywords to each blog post. If you don't have a blog, what's holding you back from starting? Mickey AndersonWellness Industry Communications & Marketing Expert 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? Am I...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. Pause. Breathe. Observe. What thoughts are running through my head? Are they true? Helpful? 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. Pause. Breathe. Observe. What thoughts are running through my head? Are they true? Helpful? 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! Sincerely,
Mickey "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? EMAIL. 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! |
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