Everyone has mental health. So, when it comes to mental health marketing, many businesses work proactively to help people improve or maintain their emotional well-being. That’s where wellness marketing comes in. Wellness marketing exposes people to information that helps them live healthier, happier lives.
Understanding the Wellness Industry
Health and wellness in the U.S. is a $1.2 trillion industry in 2023. The amount is only expected to increase. People are seeking out ways to live better, and the market shows it.
So what does wellness mean in the eyes of consumers? According to McKinsey & Company’s annual Future of Wellness survey, customers are interested in six wellness dimensions.
The six wellness dimensions are:
- Health: Over-the-counter medicine, vitamins, and personal hygiene
- Fitness: Fitness clubs, studios, at-home fitness equipment, and fitness wearables
- Nutrition: Diet programs, subscription food services, nutrition apps, and juice cleanses
- Appearance: Skincare, dermo-cosmetics, hair care, and salon services
- Mindfulness: Counseling or therapy, meditation studios, and mindfulness apps
- Sleep: Sleep supplements, app-enabled sleep trackers, and other sleep-enhancing products
According to the survey, customers are specifically looking for products or services that improve mindfulness, sleep, and overall health, which is exactly the type of clients Content Journey is interested in working with.
What is Wellness Marketing, and Why Do You Need It?
Clearly, the wellness industry is a huge market, so how do you break through all the diet-culture clutter out there to get your mental well-being message heard? You need wellness marketing to make that happen.
Wellness marketing promotes products, services, and experiences that improve people’s physical and emotional well-being. It leads people to information, products, and services that help them enhance their overall wellness and improve their quality of life.
If your business falls into the wellness industry, wellness marketing can provide many benefits.
Benefits of wellness marketing include:
- Positive Impact. You got into the wellness industry because you want to help people live their best lives. Marketing can expose people to the messages you provide to help them.
- Increased Awareness. People can’t buy your products or services if they don’t know they exist. Wellness marketing exposes more people to your brand, giving you greater potential for growth.
- Greater Engagement. We know people are out there looking for ways to improve their well-being. Making them aware of your brand and what it can do for them will help increase your engagement with customers. Increased engagement will help with conversion.
- Differentiation. Marketing lets you tell people how your product or service differs from your competitors. It helps you differentiate your brand. The things that make your brand different are also the reasons some people will prefer it.
- Increased Sales. When people know about your products or services, they can truly consider how to use them to improve their lives. Awareness and engagement are likely to lead to sales.
- Enhanced Relationships. Wellness marketing provides opportunities to build meaningful relationships with customers, help them, and consider yourselves partners in their well-being journey.
Key Elements of Wellness Marketing
Now that you understand wellness marketing and why you might want it for your brand, what does it entail?
Essential components of wellness marketing include:
- Targeting. Who is most likely to use your products or services? That’s who you want to target with your marketing messages. You want to identify this target market and learn as much as possible about who they are, what motivates them, and what they’re looking for in products or services.
- Education. Wellness marketing helps educate customers about specific components of well-being and what they can do to improve theirs. This information empowers them and helps them make informed choices. For example, if a person is having a difficult time sleeping through the night, you may post content that helps them understand the keys to getting a good night’s sleep, like creating an evening routine, avoiding caffeine and screens before bedtime, and keeping their sleep space focused on rest.
- Promotion. Wellness marketing promotes your products or services to those most likely to want and purchase them. It doesn’t do any good to promote your holistic meditation retreat to people who don’t think meditation is helpful or can’t afford the retreat.
- Storytelling. People want to hear that they aren’t alone, especially when it comes to health and wellness. I feel better about not being able to sleep through the night if I know that more than 50 million people in the U.S. have sleep disorders. I also can feel confident that what helps some of them might help me too. Telling compelling stories about your target audience and how your brand helps them, builds interest and confidence in your products or services.
Approaches to Wellness Marketing Worth Considering
Specific approaches to digital marketing are proving effective when it comes to wellness marketing. So, when considering what tactics to use for your brand, it’s worthwhile to think about the following approaches.
Content marketing is sharing valuable content in different forms through various channels to help the audience answer questions or solve problems.
Content marketing includes:
- Websites, including product or service pages
- Blog posts
- Lead magnets
- Social media content promotion
Content marketing is an excellent way to reach customers and is worth adding to your marketing efforts, especially considering that more than 65% of people do online research before purchasing. You want them to find your wellness brand when they want to address their concerns.
Search Engine Optimization
Speaking of finding your brand… Did you know that more than 90% of online experiences start with a search engine? People go online to find answers to questions and solutions to problems. You want them to find your guided meditation app or meditation retreat when they’re Googling to learn better meditation practices.
Search Engine Optimization (SEO) and content marketing go hand-in-hand. SEO writing is when you write and optimize content to rank on the first page of search results and get noticed by the most people. But SEO is so much more than that. It means starting the content marketing process with keyword research to learn more about what your target audience is looking for online. Then you follow SEO best practices to get your content to rank for those terms. You also optimize your website to ensure it’s working for you and monitor analytics to see what you can improve.
Once you start getting noticed by your target audience, email marketing helps you create closer relationships with them and move them toward conversion if they haven’t already purchased.
Email marketing helps you stay in touch and build better relationships with customers who are already fans. They opted in to receive your messages, which means they’re interested and are strong potential leads. In fact, companies that use email marketing make almost $40 for every dollar they spend.
Promoting your blog content via email can keep them visiting your site, and special promotional offers will encourage them to make purchases and share them with their friends. And people like email marketing. Half of email users said they like receiving messages from brands they love.
Social Media Marketing
You’d be silly not to consider social media marketing for your wellness brand. Billions of people use social media. You don’t want to miss out on that unique opportunity to share your business where they already are and engage with them there.
You can use social media to post about products and services, chat with people in your target audience, and promote the content you publish on your website. Since about 20% of the average website’s traffic comes from social media, you’re laying the foundation for increased traffic while sharing your expertise and helping people.
Let Content Journey Drive Your Wellness Marketing Efforts
Are you reading to help more people through wellness marketing? If so, Content Journey is the partner you need. We take our guiding principles and unique expertise in mental health marketing into the more proactive wellness space. Whether you’re looking for SEO content, email marketing, or social media management, Content Journey can help. Contact us today to learn more.