Where one door closes, another door opens…
You might repeat this famous quote (thanks Alexander Graham Bell) as a way to comfort yourself during hard times…
… but, you could also use it as a lens to view the post-pandemic health and wellness industry.
In the last 20 months, we saw thousands of doors shut on fitness centers, wellness spas and personal trainer businesses.
But recent reports suggest that doors are opening to a new world of opportunity for health and wellness business owners.
Report: Money on the Table in Health and Wellness
In just the last year, McKinsey & Company released a report that shows consumers are prioritizing their health across the board.
Months of lockdowns — and the accompanying weight-gain and mental stress — are pushing people to find new solutions to their health and wellness. So, they’re spending money on health products, mindfulness services, fitness and more.
That’s not all.
The report ALSO says:
Consumers across the globe expect to increase their spending on wellness products and services in the coming year!
If you are a personal trainer or you own a health and wellness business, you have a great opportunity to double down on your marketing efforts and grow (or re-grow) your business.
Now is the time to target past and potential clients and market your products or services as tools to help them reach their health and wellness goals.
🔓 Personalized Messaging Unlocks Opportunity
So, how should you take advantage of this opportunity?
Get to know your customer.
When doors closed and people isolated at home, they engaged with businesses and influencers online… and they were loyal to brands who paid close attention to their needs and values, and responded in kind.
That’s what you need to do, too.
Customer behavior within the post-pandemic health and wellness industry is more granular than perhaps ever before. Their preferences, needs, desires and motivations are varied and wide.
They have found new, layered ways to protect and improve their health, and they’re motivated to learn more about it.
👉 Consider this:
What motivates the person who feels healthy because she follows her favorite YouTube fitness instructor’s program? Maybe strength, weight loss, increased energy…
What do you think motivates the person who feels healthy because he meditates every morning? Perhaps stress relief, increased focus, mindfulness…
How about the person who takes a daily supplement? Maybe that person needs the peace of mind that, every day, she’s giving her body all of the vitamins, minerals, and immunity support it needs.
Do you see how each person approaches health in different ways?
That means that, if you were marketing to them, you’d need to know your customers deeply in these varied ways. Your messages would need to be specially crafted to respond to each person’s approach to health and wellness.
The more targeted your messages become, the more opportunity you create to build and maintain customer relationships and convert potential customers.
3 Action Steps to Know Your Customer
What if you feel like you need to re-charge your batteries, or even overhaul your messaging strategies?
Start with these three steps…
1. Create or Revise your Customer Persona.
Use a white board, a Word doc or a great digital tool like Miro to dive deep into the mind of your target audience.
Based on your experience or research, brainstorm basic demographics, hobbies, interests, challenges, likes, dislikes, behaviors, or common things this person might say.
A well developed customer persona should give you a good understanding of who your target audience is, what they need, and how you can serve them.
2. Examine your Analytics.
Take a regular look at the reports provided to you by your social media and web site analytics.
For example, look at Audience Insights in your Facebook and Instagram accounts. These reports show basic audience demographics and customer behavior analysis. Take note: what content does your audience like best? What doesn’t work? Do external factors, like the seasons or current events, impact engagement?
The Google Analytics report connected to your web site also helps you get to know your customer. Here, you’ll learn about your customers’ likes, dislikes, preferences and more, just by seeing how they behave on your page.
These insights can help you take advantage of new opportunities, make data-driven decisions, and increase your overall ROI!
3. Segment your Customer Lists.
Harness the power of your CRM, and use customer behavior to build detailed, segmented lists.
As customers interact with your brand, you can track their detailed demographics, preferences and behaviors. Use this information and tailor personalized messaging. This will grow your overall relationship and increase your customers’ brand loyalty.
The proverbial door is wide open for your health and wellness business! These three steps can help you walk right through!
