When you’re in the wellness business, happiness has to be stock in trade.
Of all the things that matter in business, happy customers is number one. If you don’t have clients who are enamoured of your products and services, you don’t really have a business. There will always be someone who isn’t completely satisfied but your goal, particularly when wellness is your offering, has to be happy clients.
Beyond being good for the overall health of your business from purely a ‘karma’ perspective, happy clients tend to give referrals. If they love you, they’ll tell their friends, colleagues, family members, the barista at their local coffee bar and their favourite manicurist about you. This is the kind of advertising that you can’t buy. You can’t throw money around and get this kind of goodwill.
One proof positive way to get a happy customer is to consistently over deliver on your offering. A client who feels that they have gotten a lot of value for their money will not even think of the money, going forward. A client who feels like your services have become a necessity in their life will be, first, a repeat customer and, second, a referrer of business, like I mentioned above.
Of course, there are other very important ways you can reach your target audience, beyond referrals. Lead generation is the second most important way to stay on top. Finding ways to reach new audiences that include your target market is essential. While it is still easier to keep and upsell an existing client rather than it is to find new ones, it’s the new ones who will breathe life into your organization, with their enthusiasm for your offerings, widening that net of referrals that is so key. So how to go about it? Cold calling is a thing of the past. These days, offering lead magnets on your site, that are promoted via digital means like social media are a great source. Email and content marketing area also ideal. I’ll go into these in the next few points.
Communication is the third most important way to stay on top and key to that is email marketing. ‘Out of sight, out of mind’ is not just an old idiom: it’s a maxim with legs. If your customers don’t hear from you, they will get busy with their own lives, pursuits, interests and needs. They may think of you in a time of need, but what you want is to be the wellness business that they think of first, last and always.
With email, you can reach your existing clients and new ones by creating innovative messages that resonate with your target. That all important referral business can be helped along with the use of email marketing. Sharing information, specials, tools and resources and encouraging your clients to do the same with those they feel might appreciate them is the warm touch lead that will help you grow and stay on top!
With a further thought on communication, the ability to produce and share consistent content is the next way to stay on top. With customized, informative and useful content that is relevant to your audience, you set yourself up as an expert in your area of wellness. Timeliness is important as well: content that provides ‘old information’ isn’t good for your clients or your business. But content that gives your ideal client exactly what they are looking for, precisely when they are looking for it, is key. To that end, your own education and ability to stay up to date on the latest information in wellness is vital. You can take that new found knowledge and share it with your clients and would-be clients, positioning yourself as the ‘go to’ organization in your specific area of expertise.
What are you GREAT at?
Which brings me to the last way to stay on top: focus on what you are GREAT at. You might think that being a ‘jack of all trades’ will cast a wider net for a range of customers but when it comes to products and services that are based in knowledge, people want to work with an expert, not the person who knows a bit of everything. Would you hire a lawyer for your divorce who claimed that they could do anything from personal injury to criminal law? Probably not. You would hire a family lawyer. The same is true in the wellness industry. Potential customers will look to resources that are specialized. In fact, being specialized will help you with lead generation because a strong focus makes it that much easier to identify your ideal client. You will find them and they will find you far more easily than if you put out a sign that says: “Will work for money”.
Whatever aspect of health and wellness your business focuses on, it’s important to keep these things in mind if you want to get to and stay at the top of your game.