Everyone is now present online. With more and more businesses being found online by consumers, it’s essential to prioritize social media marketing to grow your online presence.
If you still haven’t understood why it’s necessary to go where consumers are at, now is the time to make a change.
Nowadays, when people need health products or services, they would go directly to Google or social media platforms to search for what they need. Most yoga enthusiasts would include watching health videos online as part of their routine as well.
Your health business deserves to be seen and heard by the people that need you most. Social media marketing aids in creating opportunities for creating strong connections, generating positive engagements, and increasing conversions.
Building a strong online presence will make it easy for consumers to trust you in delivering quality service to them. Once you have established a strategic process, you’ll be able to attract customers in no time.
Before we get into the why and how to start social media marketing, let’s first understand what social media is.
What is Social Media?
The start of the 21st century opened a lot of doors for us humans. 66% of the world’s population has a mobile phone while 59.5% has an internet connection. If you have a mobile phone, laptop, and internet connection, chances are you have already used social media.
Social media consists of different platforms such as Facebook, Instagram, Pinterest, LinkedIn, and Tiktok where online communication, interaction, content-sharing, community-based input, and collaboration take place.
The number of social media users skyrocketed in just a short period of time because of the accessibility and convenience it brought into our lives. From catching up with loved ones to connecting to customers, social media made it easy for people to manage their business and personal connections wherever they may be.
Primarily, people use social media to stay connected with their family and friends and find communities of like-minded people who enjoy hobbies the same as theirs.
Businesses take advantage of the opportunity to utilize social applications that will help in promoting products and services, building brand awareness, tracking customer concerns, and receiving customer feedback.
Connecting with people has never been this unpredictable yet exciting. A simple comment can connect you to strangers that may soon become business partners, life-long friends, loyal customers, or even life partners. You can share value freely and easily when you use social media. It is where possibilities are endless.
What is Social Media Marketing?
Having smart mobile devices and fast 4G wireless networks gave way to the vast and rapid creation and distribution of content. In the 21st century, the COVID-19 pandemic is one of the adversities that limited face-to-face human interaction and forced us to utilize the digital space more.
It affected people and businesses alike who struggled to build human connections. Going outside is strictly prohibited and our gadgets and internet connection are all we have to connect with other people. However, life must go on.
In 2020, from over 3.6 billion people using social media, over two billion people purchased goods through online platforms. This tells us that everyone is now present online.
People are now using social media not only to communicate but also to buy and sell and the first step in buying or selling a product is to know (as a buyer) and to let people know (as a seller) that the product or service exists. In other words, awareness is essential. Here’s where social media marketing comes in.
With social media marketing, more businesses will be made and be able to thrive. It allows them to get traction by spreading brand awareness and sharing value-packed content to their followers to easily convert them into loyal customers. Business owners can conveniently listen and engage with their followers to know their problems and deliver solutions to them.
The history of social media marketing started from simply publishing content such as blogs to generate traffic and drive sales to their website. It soon blossomed into a lot of branches such as social media listening and engagement, advertising, and analytics.
What is Organic Marketing?
In today’s day and age, most things already have a digital counterpart, but what humans still value the most are deep and meaningful connections with fellow humans.
Successful social media marketing practices emanate from intentional conversations that lead to strong relationships with followers and customers. As you publish relevant valuable content, they would have the willingness to share it with their friends, family, and colleagues, allowing your content to touch more lives than you expect.
When one talks about organic marketing, budget-friendly promotion comes to mind. It commonly includes content such as blogs and short social media posts. Also, it can be seen in video-sharing platforms, influencers, and SEO. The main objective of this strategy is to connect with people on an emotional level. Two-way communication is important to exchange relevant information, genuine concern, and helpful feedback.
It is important to use organic marketing to help you position your health business on the top of the minds of consumers when they make a purchasing decision.
Billions of consumers invest their time and money in businesses and brands that understand them on a deeper level. The downside of organic marketing is you need to wait for your customers to find you and it takes three to six months before you can see observable results.
What is Paid Marketing?
With paid marketing, you won’t worry about your customers having a hard time finding you. You won’t be limited with your current network since you can reach people from all over the globe by using paid advertisements.
By targeting your advertisements to specific audiences, you will be able to help potential customers discover your products or services quickly. Paid marketing advertisements are typically displayed on the top of search engine results pages and social media channels.
After picking a channel of focus, you will need to set your target audience based on criteria ranging from location, demographics, previous purchases and pages visited, search terms, and interests. Some of the disadvantages of using paid marketing include expenses and competition.
Most small health businesses cannot afford to run paid advertisements consistently yet and the search advertising space is saturated. It is hard to stand out if you haven’t thought well about how you will position your product or service.
How to Plan Your Social Media Marketing Strategy
Know Your Audience
As much as everyone needs to take care of their health, everyone has unique body compositions and different needs. For example, if you have acne, you will buy products for oily skin types. If you have dry skin, buying moisturizers suits you best. Some sports enthusiasts play badminton while some are fast runners. Some want to lose weight while some need to gain weight.
There’s no product or service that can serve every person on the planet, and not everyone will like your product either. If you don’t specify the type of health business you have and the type of audience you serve, people will have a hard time knowing if you can help them solve their problems.
The last thing consumers want when purchasing products is to have a hard time trusting the brand. They want to be understood on a deeper level and have a fun purchasing experience.
Have you ever tried to run Facebook ads to promote your new health product but in the end, no one bought it? Now, you might be having second thoughts if this health business is still right for you. Oftentimes, your health business is not at fault. You just haven’t figured out who the right customers are. To be able to target the people who need you most, you will need to create buyer personas.
Understanding the Buyer Persona
Buyer personas contain important information about your ideal clients. They are commonly defined by demographics, psychographics, geography, and behavior.
Having a buyer’s persona is important to understand how your ideal clients want you to speak, know their personalities and dig deeper into the reason why they like you and want to be loyal to your business in the long run. This way, you become intentional and strategic with the content that you create to help your target audience find you.
Picking a Niche for Your Health Business
Let’s say you recently got certified as a yoga teacher and you have already decided to create a sustainable yoga business to help your ideal yoga clients.
The next thing you want to consider is picking what niche or service you are to offer. Remember that the perfect niche is a combination of what your ideal yoga clients need and what you are good at. Creating an offer based on your strengths will help you have a jumpstart in your yoga business because you have already spent your whole life making a foundation for that strength.
Now is the time to use it to help yoga enthusiasts that are in need of your help.
Which Social Media Platform is Best for Your Health Business?
There is no one-size-fits-all way in finding the best social media platform for health businesses. You should still conduct a trial and error phase but you can also work smart by applying some strategies we are about to tell you.
The combination of knowing the demographics of your ideal clients (age and gender) on the large scale, the time they are most active and the type of content they consume on a specific platform will help you avoid wasting time trying to manage social media accounts that are not generating income for your health business.
I hope this was helpful for you wherever you are in your business journey.
If you need help with your social media marketing strategy, contact me for a FREE consultation call here.