Authentic Marketing: Tips for Your Wellness Business
The wellness industry is growing rapidly with no signs of slowing down. In fact, it’s estimated to continue growing and scaling for years to come. While there are many factors contributing to this growth, at its core is a growing consumer base that’s interested in promoting their health.
Unfortunately, increasingly informed consumer bases can be difficult to market to. In the past, general marketing practices may have worked just fine in the wellness space. Today, however, consumers are constantly bombarded by marketing materials and immediately see through any efforts that have an aura of “salesman-y” charm.
This is why authenticity should be a top priority in your wellness business’s marketing efforts. By showing consumers your true colors, you have the chance to connect more deeply with your audience and take advantage of a thriving industry.
Here are some tips for being authentic in your marketing efforts.
Strive for Consistency
Much like with other areas of life, being consistently authentic in your branding efforts is key. If you take an ingenuine tone with ad copy one week and pour your heart out to consumers the next, your efforts will surely come off as inauthentic.
Given the incredible importance of being authentic, it can help to formally strategize your branding values and marketing strategy before releasing them into the world. This gives you an opportunity to ensure that the way you communicate with your audience will be consistent across all channels.
Be Open With Your Story
Traditionally, marketers depended on contrived — often hokey — campaigns to attract the attention of consumers. While this tried and true method worked quite well for several decades, modern consumers aren’t as easily swayed as they once were.
Rather than trying to create a larger-than-life campaign, sharing your story can be an effective way to connect with audiences in today’s inundated marketing landscape. Instead of perceiving you as a distant corporate entity, consumers will feel a deeper, more personal connection to your organization.
By sharing your story with consumers, you have an opportunity to build a sense of trust and connection that a novel advertisement could never accomplish. In light of this, it’s important to take some time and craft your wellness business’s story in a form that’s easy to share with audiences and reflects your idiosyncratic authenticity.
Highlight Your Team
Highlighting your business’s team is one of the most effective ways to communicate authentically with your audience. Rather than trying to portray your brand in a certain way, showcasing your team gives your audience a real glimpse into the essence of your company. This can help them feel a stronger connection to your brand and the people who bring it to life.
If you have a newsletter, it can be a great idea to highlight a different employee with each newsletter. This allows you to gradually let your audience into the inner workings of your organization. In addition, this communicates that you’re committed to sharing your authentic self with consumers — a breath of fresh marketing air in today’s hectic digital landscape.
Have Meaningful Interactions With Your Audience
An amazing way to truly connect with audiences is by engaging with them. Whether this is through answering comments or addressing concerns, this is an excellent way to show your authentic self to your consumers.
This connection can be especially useful to establish while your business is still small. This way, as you scale and grow over time, you continue to forge a connection with your consumers. Some great ways that you can start engaging with consumers include:
Creating a community on social media: This gives you and your staff a chance to interact with your audience and reinforce the authenticity of your brand.
Hosting events: Whether it’s a virtual workshop about self-care or an in-person event featuring expert speakers, hosting events is a great way to connect with your consumers in meaningful ways.
Seeking feedback: The more feedback you elicit from your audience, the better you’ll be able to understand, serve, and connect with them.
Authenticity Can Help You Find Success In the Wellness Space
At Breather, we understand the importance of being authentic in the wellness space. However, we also know that it can sometimes be tricky to know where to start.
That’s why we’re dedicated to helping wellness businesses like yours craft meaningful blogs that help bolster your digital presence and give you a path to authentically connect with your audience. Get in touch today and see how Breather can help your wellness business thrive in an increasingly digital world.
