Establishing an Effective Online Presence: Health and Wellness
The pandemic has caused more services, and more importantly, more clients to shift towards online interactions. In the coming years, 4/5 Canadians will be daily internet users. So what does this mean for wellness practitioners?
More and more potential clients are heading to the internet to find treatment. In the past are the days of infomercials, radio ads, and word-of-mouth client acquisition. While this switch may be troublesome for some, change can be good. Clients now have access to an exponentially larger quantity of alternatives. Clients can pick and choose the best service provider for them. And it’s a two-way street. Practitioners reaping the benefits of our endlessly connected society make themselves available to far more potential clients. By using the right tools, communicating what makes them and their business unique has never been easier.
The benefits to having an online presence include: helping fight against wellness misinformation by providing the facts, having your business be easily accessible, and showing yourself to be relatable and being able to connect with your clients more, which goes a long way in terms of your brand image.
In an era where anyone can post almost anything online with just a few clicks, verified information arounmatters. This is especially true when it comes to health and wellness, as following advice from just anyone can be detrimental to finding solutions that work. If you are an accredited health and wellness practitioner, creating online spaces where people can rely on you to provide accurate information is important and helps create a community of potential clients.
Access to your services is also more important than ever. Generations including millennials and generation Z turn online to find information relating to their health concerns. Being online isn't just for fun anymore, it's the future of business marketing! In general, the way people think about health is changing. Though the credibility of their provider is the number one priority, clients want someone they can relate to and feel comfortable around. An online presence means that your clients get a glimpse of who you are before receiving care - t's just like how most employers will check out a candidate's social media before the hiring decision.
But what about the practitioners that aren’t online? Getting established online can be intimidating. It can be difficult to get started. Money can be an issue. Time can be an issue. Truthfully, practitioners have access to marketing tools now that extend beyond the reach of traditional channels of media; getting started, money, and time don’t have to be barriers. In fact, once the ball gets rolling, marketing online can save practitioners loads of stress, money, and time. Marketing online, if done correctly, is one of the most time and cost efficient marketing tools, regardless of profession.
At PromptHealth, we’ve used three keys (shared below) to establish our own framework for digital marketing that led to millions of views and thousands of followers in just a few weeks:
#1 Have a clear message.
How accessible are you to potential clients? Maintaining a personal brand online is the most important way to connect with your current and potential clients to foster meaningful and long term relationships. This way, people will be able to connect to you through shared values and understand exactly what solutions you offer. Make sure that your potential followers know what you’re all about. Doing so will allow you to leverage your influence into revenue and other benefits.
#2 Stick to quality content.
Back up your strong messaging with quality content. It’s important to not just post for the sake of posting. Every piece of content you post should offer value to your potential clients. Every interaction, post, and message should be creative, entertaining, inspirational, or educational. Offer educational information about your practice or about the benefits of the services you offer. The average person might not know all the different types of treatments that are offered by you, so use your online presence as an opportunity to educate and fight against misinformation. Remember, your brand is your voice.
#3 Establish and follow a content distribution strategy
Developing a content distribution strategy includes maximizing the use of different channels such as LinkedIn, Facebook, Youtube, and Instagram. It’s important to find a balance of posting often to keep followers engaged and to grow your follower base, but to avoid posting too much to avoid spamming them or getting flagged and lowered in priority by the platform host. Have a plan that includes key words and hashtags to redistribute across these different channels. Get to learn what keywords and hashtags you need to use for maximum visibility and repurpose the content you create on different channels. You can repurpose content across channels, but it’s important to maximize your reach and obtain as many potential clients as possible. The target audience for health and wellness practitioners is everywhere. Maximize your exposure by taking advantage of all the online channels available.
If you’re looking for a more in-depth explanation of how you can reap the benefits of maintaining an effective online presence, join Jack from PromptHealth’s free masterclass. Check it out here.